MSN Video: Where the Boys Are?

MSN Video has added video content from men’s lifestyle publisher Maxim to its offerings to bring advertisers a large audience of young men.

“Maxim finds men age 18 to 34 where TV cannot — the workplace,” said Todd Herman, MSN’s streaming media evangelist. “MSN Video has the broadest choices for video online, and Maxim fits well into that. Maxim’s very high quality content helps us specifically with that demographic.”

Maxim will provide MSN with five new videos a week on the kinds of topics found in its print magazine and on its Web site, such as fashion, music, movies, cars, and women. These on-demand videos will complement MSN’s existing video channels that appeal to young men, including content from Fox Sports and Universal Music Group.

Clips are preceded by a :15 or :30 spot with a flyout component (define) to the side showcasing the brand logo or product packaging. MSN runs one ad for every two clips, creating an 8:1 or 10:1 ratio that is less cluttered than TV, Herman said.

Advertisers report finding it increasingly difficult to reach the 18-34-year-old male demographic on primetime TV. Herman stressed that MSN is not looking to steal advertisers away from TV, but to augment a TV advertising plan — especially during daytime hours.

“We’re not trying to take away advertisers from TV. We think we’re part of the television media mix,” Herman said. “People who are buying TV should be buying daytime prime. Daytime prime exists on broadband video, and MSN Video enjoys a 66-percent consumer market share of that.”

MSN Video attracts many TV-oriented advertisers. It currently runs ads from 25 of the top 50 TV brands, including GM, Procter & Gamble, Miller, Ameritrade, and Visa.