Microsoft and Discovery Channel Partner for 'Deadliest Catch' Cross-Channel Ad Blitz

The fifth season of Discovery Channel's "Deadliest Catch" begins tomorrow night at 9pm and the network chose Microsoft to conduct a cross-channel ad blitz. The ads will be seen on MSN, MSN Mobile, Windows Live Hotmail, Microsoft Live Search and Xbox LIVE.

"Microsoft Advertising got it right on the first try," said Danelle Sabathier, director, Digital Media Marketing, Discovery Networks. "They showed us they have the audience reach, resources and original content at their fingertips to create killer ad campaigns that have the potential to drive buzz and excitement, which is exactly what we were looking for the fifth season of our hit show. We are thrilled with the level of service our team received and how simple the process was."

Discovery Channel has purchased 90% of the inventory on MSNBC, Fox Sports, MSN, MSN Mobile and Xbox LIVE to promote the "Deadliest Catch" premiere on April 14.

"The doors to our one-stop shop are open," said Keith Lorizio, vice president of U.S. sales, Microsoft Advertising. "The Deadliest Catch campaign demonstrates how we are making it easier for customers to buy and integrate multiplatform digital campaigns. In partnership with just one publisher, advertisers reach a targetable, premium online audience where they consume digital content most -- PC, mobile and TV screens."

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About the author

Nathania was a Search Engine Watch news correspondent from 2008 to 2010. Before that, she held positions as Senior Editor at Bold Interactive and Search Marketing Copywriter at Fortune Interactive.