I always read with great interest articles talking about interactivity and user engagement but, this time, I’ve been rather disappointed by Jeremy Lockhorn article on ClickZ The Rules of Engagement. No new ideas, no new tips, no new opinion, just a bunch of obvious stuffs. Sorry for this “extreme” judgement, but I’m used to expect high quality content from ClickZ and this way it’s easier to get disappointed, even though I understand it’s August, it’s hot, and the climate influences our performances
A curious article today on the Independent: according to the movie industry recent flops of The Hulk, Charlie’s Angels and Gigli are due to… “sms”. “The problem, they say, is teenagers who instant message their friends with their verdict on new films – sometimes while they are still in the cinema watching – and so scuppering carefully crafted marketing campaigns designed to lure audiences out to a big movie on its opening weekend.” Well, my dear movie industry managers, if you really believe their flops are due to sms instead that to lack of quality and originality, then I have only a suggestion… Sequestrate the cell phones to people before entering the theatre!
Net imperative reports that Internet search firm Ask Jeeves has decided to drop “Jeeves” the butler from its latest US advertising campaign, prompting speculation that the company’s image is to be revamped without him. The cartoon butler will not completely disappear, but it will be somehow kept hidden in order to increase people curiosity to find out what happend to it. A strange idea, I’m not sure how much people will care of a cartoon… The new Ask.com web site has also a fresher “look & feel”, and it’s designed to compete against Google… Good luck
… by Steve Outing on Editor & Publisher. It seems like everyone is talking about contextual advertising. It’s definitely an hot trend, and it’s good to read interesting articles like the one I’m linking.
Movie marketers are taking a great advantage of the Internet. As reported today on MediaPost there’s a growing amount of traffic to movie web sites. Watching trailers is the main goal, but fans are “available” to be targeted with merchandising as well…
AdSonar is a technology presented by Quigo that will allow online publishers to deliver contextually targeted advertising that achieves greater relevancy, reach and revenue for publishers, licensees and advertisers alike. Online contextual advertising is part of the fast growing search engine marketing industry, which experienced growth of 275% in 2001 and 325% in 2002 to $927.4 million in the US, according to the Interactive Advertising Bureau. Read on the press release on Yahoo! Biz.
This is the key statement by Tom Hespos today on MediaPost. Contextual advertising offers new opportunities to media buyers. There are still a lot of questions to answers concerning their relialibity, however, before expressing a final judgement, let’s give them a chance.
According to Gartner G2, U.S. interactive advertising revenue will exceed $8.6 billion by 2005. Quoted in a press release is available today on Yahoo!, Denise Garcia, principal analyst, Media and Advertising for GartnerG2 says:“A fundamental shift in these perceptions needs to occur for interactive advertising to substantially grow its share of the overall ad budget. Until interactive advertising can demonstrate an ability to deliver on brand awareness and product positioning campaigns, dollars will not begin to shift from traditional to interactive, and growth will be incremental. Some of this increase in spending could be due to greater total ad spending and higher rates charged for targeted advertising, which is now more readily available due to technology improvements. Either way, once agencies increase their spending, they will also increase their experience levels. And experience is the primary reason agencies develop positive perceptions toward interactive.”
At the beginning of July, Telecom Mobile has revelead the results of a recent text-based marketing campaign to target New Zealand rugby fans (Super 12 Text Match Fever). The game involved sending trivia questions on rugby � past and present � directly to Telecom Mobile�s 025 and G027 networks. The campaign attracted 7500 registered users, 5500 daily players and generated 500,000 responses. More on Scoop.
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