Author Archives: adverblog

eBay signs deal with DoubleClick

eBay Inc. has signed a global, multiyear pact to use its marketing tools and ad-serving technology provided by DoubleClick. eBay will use DoubleClick’s online advertising solutions to enhance the efficiency performance of its online advertising programs, and to provide the ad serving and management capability for its new Keywords on eBay service announced yesterday. You can read on the press release on DoubleClick’s website.

File under: DoubleClick, ebay, efficiency performance

How effective are rich media?

How effective is a rich media campaign in online advertising? Is it worth the investment, or it’s better to focus on other kind of ads? Nielsen NetRatings and Dynamic Logic have tries to answer this question in a recent research summarized yesterday on MediaDailyNews.

Overture not resting on laurels

Overture’s business is getting serious and serious, but the skepticism still remains. As Michael Liedtke writes today on San Mateo County Times Online Wall Street is worried the 6-year-old company will become obsolete almost as quickly as it emerged as a pioneer. Despite this premise, the article provides plenty of positive information concerning Overture’s business, especially considering the fact that pay-for-performance search is expected to attract as much as $2 billion in Internet advertising this year, up from $100 million just three years ago.

File under: internet advertising, overture, pay-for-performance search, search engine advertising

Nissan goes online in Europe

Just-auto.com News reports that Nissan has launched a pan-European brand advertising campaign with Yahoo to promote three of its key models, the new Micra, 350Z and X-trail. Nissan has decided to use digital media since an high volume of potential customers research new cars online.

File under: nissan, online campaign

Profero on board for Lufthansa campaign

Profero, a UK digital communications agency, today announced the launch of a new UK campaign for Lufthansa. The aim of the campaign is to make the UK target audience aware that they can save by travelling with Lufthansa, and still not give up the comforts of flying with a traditional airline. It also promotes the online booking services on Lufthansa.co.uk and its benefits including a �10 discount on the fare. Media placement is concentrated on the travel sections of portals such as Ask Jeeves and Lycos, news sites and travel sites (e.g. Conde Naste Traveller and Timeout), and is aimed at creating maximum reach with the target audience. Creative (produced by Plan.net, copy by Profero) consists of banners and pop-ups as well as e-mails. On Profero’s web site you can see examples of the creative.

File under: airline campaign, lufthansa, profero

Lycos new face… ops, muzzle

Lycos held auditions for the new role in London after deciding, in a blatant case of ageism, that the current Lycos dog was too old for the job. As reported on Revolution Magazine they have now picked Monte… Advertising rules are tough, even for dogs

File under: lycos

Online Branding: The Next Generation

Online, a strong brand is vital. This is the key statement by Gary Stein in his today’s column on ClickZ. I really enjoyed what he wrote since he pointed out four important and useful elements that are often forgotten or worse, underestimated, when taking a brand online.

File under: brand building, branding online, personalization

Mobile marketing goes to Hollywood

Two upcoming summer releases, “The Hulk” and “Legally Blonde 2″ will be promoted also using wireless marketing. As IAR reports, both Universal Pictures and MGM have decided to start mobile campaigns with text-messaging sweepstakes and themed ringtones. Since “word-of-mouth” it’s a key issue in a movie promotion, the decision to start using cellular phones to get people talk about movies appears to be particularly interesting. In my opinion, the problem, again, might become the spam. Mobile phones (and mobile users) gotta be handled with care, privacy respect is not an option.

File under: mobile marketing, viral marketing, wireless advertising, word-of-mouth

Reebok Launches Online Crime-Caper Campaign

Reebok is launching “Reebok’s Whodunit?” a new multimedia campaign that will be featured on the Internet as well as on tv. As explained yesterday on IAR four NBA players will star in a crime mistery while users will partecipate to the investigation with the chance to win tickets for the All Star Game 2004. As Mickey Pant, Reebok’s chief marketing officer, said:

“The ‘Whodunit’ campaign is a great way for Reebok to directly involve and engage consumers in our brand, as well as drive traffic to retailers and our Web site”.

File under: advergames, advertainment, online campaign, reebok

Lesson in mobile marketing

Mobile marketing is no more a huge question mark. Some years have passed and marketer have learnt important lesson on how to use it. Mobile marketing is now being integrated into longer term marketing strategies, and I’m sure Sue Norris’s article onRevolution Magazine will prove very useful to everyone who is interested in learning more about the possibilities offered by this tool. I’m just sorry that the article’s layout is not very usable even if you print it. The only solution is to cut & paste in a Word document and then to format it.

File under: integrated marketing, marketing strategies, mobile marketing