Microsoft Looks to Reinvent Display Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Mediaweek, 10/19/10

After her first 100 days on the job, Microsoft’s corporate vice president of global ad sales Carolyn Everson has reached this conclusion: banner ads stink. With this in mind, she’s planning to reach out to a partner less familiar to the software/media giant—the creative community—for help.

Indeed, Microsoft is planning to set up a series of meetings with creative agencies and executives as part of an Everson-led effort to reinvigorate online creative and to attract more traditional brands in the process. Everson, previously COO and evp of U.S. ad sales at MTV Networks, wants to sit down with the current generation of Don Drapers and spark nothing short of a revolution.

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