MSN doubled its support of The Advertising Council campaigns to $7 million in ad space for this year.
The Microsoft Corp.-owned online portal and Internet service provider's support last year generated 450 million impressions for Ad Council public service ads.
MSN's support this year includes a cash donation and collaboration with the Ad Council to create a branded entertainment experience. This effort will highlight the power of online advertising for an undisclosed Ad Council campaign that will run this summer on MSN.
Separately, MSNBC, MSN's news content provider, is running monthly roadblocks this year on its site at www.msnbc.com. The first roadblock featuring the U.S. Department of Homeland Security's emergency preparedness campaign already appeared.
MSN started supporting Ad Council ads in fall 2003. The company has donated ad space for Ad Council campaigns on MSN Hotmail, MSNBC.com and various channels on MSN.
The Ad Council campaigns include ones on global AIDS awareness, parental involvement in schools, teacher recruitment and stroke early response.
Ad Council campaigns last year garnered $1.7 billion in donated media time and space. Of that, Internet support was $108 million.