The MSN.com portal is rapidly growing in the Polish market, and new partnerships and team expansion will help fully utilize this growth. Today, MSN Poland is one of the largest news services in the country.

MSN Poland gains strength

MSN Poland is part of Microsoft’s global portal operating in over 50 markets. In November, MSN generated 200 million impressions in its web version available at MSN.com (70 million on the homepage and 130 million on content pages) and over 100 million impressions in its apps. It reached 3.3 million users (over 12 million unique users). This places it among the largest news platforms.

Httpool will support dedicated campaigns

Ad sales for the portal are handled by AppNexus, one of the global leaders in online advertising. Starting December 15, AppNexus and MSN Poland will also collaborate with Httpool, which will take over the management of dedicated campaigns. Programmatic campaigns will continue to be managed directly by AppNexus.

Httpool is an advertising network rapidly expanding in Central and Eastern Europe and Asia. For its cooperation with AppNexus and MSN, the company is expanding its Warsaw office. Contact details for Httpool’s Polish team can be found at: www.httpool.pl.

– MSN collaborates with global leaders in online advertising. Display and video ads are offered through AppNexus, while native advertising is managed via Taboola. Partnering with Httpool will enable us to reach local advertisers who require dedicated support, says Michał Adamczyk, Market Lead MSN Poland. – It’s important to note that MSN uses unique mechanisms to prevent excessive monetization of the service, so we avoid any ‘aggressive’ ad formats. Additionally, the number of ad placements is much lower than in other news platforms. User comfort is our top priority, not revenue. This is also beneficial for advertisers, as their messages won’t get lost among other ads – adds Adamczyk.

New hires at MSN Poland

In November, MSN Poland created a new Monetization Manager position, taken by Ada Kuźnia-Tkaczyk, previously Agency Sales Manager at Ströer Digital Media. Her role is to plan and coordinate revenue-generating activities for the portal. Starting December, Joanna Guzik, formerly Head of Publishers at Rzeczpospolita OnLine, will take on the role of Editor-in-Chief at MSN Poland. Additionally, Wiktor Raczkowski from the weekly "Przegląd" has joined the editorial team.

Key terms from the article

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why it matters: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.

When to use it: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of ignoring it: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

MSN Poland, part of Microsoft’s global portal, generated 200 million impressions on its web version and over 100 million on its apps in November, attracting 3.3 million users. Starting December 15, dedicated campaigns will be managed by the advertising network Httpool, which is expanding its Warsaw office, while programmatic campaigns will remain with AppNexus.

The MSN Poland team was strengthened by Ada Kuźnia-Tkaczyk as Monetization Manager, Joanna Guzik as Editor-in-Chief, and Wiktor Raczkowski from the weekly "Przegląd". As Michał Adamczyk emphasizes, the portal deliberately limits the number of ad placements, prioritizing user comfort over revenue.