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Charity Christian Aid has partnered with MSN to become the first advertiser to use a new ad format that turns video or video-on-demand content into an ad campaign.

Christian Aid has launched a campaign across MSN using the new ad as part of a wider campaign to generate donations towards providing malaria nets for African families.

Microsoft has launched the format to act as a cost-effective route to creating rich creative by importing a brand’s existing video or video-on-demand content into the campaign creative.

The ads can play 15-, 30- or 45-second video clips, with the first five seconds being played without sound and then giving viewers the option to click through to the advertiser’s website or watch the video in full.

Caroline Szewczyk, digital acquisition officer at Christian Aid, told new media age that the brand signed up because using existing video cost effective for the charity.

“It is a low-cost option compared with other media and the video aspect means we will enjoy greater engagement and ROI,” said Szewczyk, “Video is emotive and really enables us to really engage with people about what we do.”

The campaign was brokered by media agency Agenda21.

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Published 4 October, 2011 by NMA Staff

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