Independent Study Confirms Effectiveness of Streaming Ads On MSN Video Is on Par With TV Ads

REDMOND, Wash., Nov. 12, 2004 — A groundbreaking study involving U.S. consumers has shown that advertising presented via online streaming video is equally effective as television advertising at generating brand interest, conveying a distinctive and memorable message, and influencing viewers. The study was conducted on behalf of Pfizer Consumer Healthcare, the world’s second-largest consumer healthcare company, and MSN Video by Millward Brown.

“This study was the catalyst for us to enter the broadband arena as an innovative, new way to connect with consumers,” said Kaki Hinton, vice president of advertising services for Pfizer Consumer Healthcare. Streaming ads for Pfizer Consumer Healthcare products are slated to appear on MSN Video through the end of this year and into 2005.

Officially launched in October 2003, MSN Video provides advertisers with a new way to reach consumers via the popular medium of online streaming video. The advertising spots are integrated within MSN Video’s high-resolution news, sports, entertainment and other programming. Contextual ads are displayed on the MSN Video on-screen player to help tie the emotional impact of television ads with the instant interactivity of the online format. MSN has experienced a tremendous response from leading top 100 advertisers since launching MSN Video last October.

“As consumers spend more viewing time online, leading brand advertisers are shifting ad dollars into products like MSN Video to reach audiences online in innovative and effective ways,” said Steve Moss, general manager of North America Ad Sales at MSN. “We are delighted with the findings of this groundbreaking research commissioned by Pfizer Consumer Healthcare and are pleased to welcome such a distinguished consumer products company to the ranks of advertisers on MSN Video.”

About Pfizer Consumer Healthcare

Headquartered in Morris Plains, New Jersey, Pfizer Consumer Healthcare is the world’s second-largest consumer healthcare company with a portfolio of market-leading brands that includes Listerine, Benadryl, Sudafed, Visine and Neosporin. Pfizer Consumer Healthcare is a division of Pfizer Inc.

About MSN

MSN attracts more than 360 million unique users worldwide per month. With localized versions available globally in 40 markets and 20 languages, MSN is a world leader in delivering Web services to consumers and online advertising opportunities to businesses worldwide. The most useful and innovative online service today, MSN brings consumers everything they need from the Web to make the most of their time online. MSN is located on the Web at . MSN worldwide sites are located at .

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

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