Holmes & Lee, Toronto for The Weather Network (Canada). Clio Award winner in 2000.
CNET Networks, Univision, Weather.com and Yahoo! have announced yesterday they have started implementing the Global Ad Campaign Measurement and Audit Guidelines issued by the IAB last November. The guidelines offer a detailed definition for counting an online ad impression and were issued to satisfy the need for a standardized method of measuring Interactive advertising by offering a detailed definition for counting online ad impressions. The global guidelines can be downloaded here.
Football fans probably know Brazil won the Confederation Cup last Sunday defeating Argentina in the final match. The victory has been celebrated also through advertising, as these ads taken from Voxnews clearly show The first ad for Onda, highlights stormy weather for Argentineans after the defeat, the other ad for Guaraná Antarctica congratulates Argentina for being vice-champion in the Cup.
In the UK Yell.com has launched an online advertising campaign which will target users according to the weather. Ads appearing on local sites like This is London, will change according to the current weather conditions in the city. Revolution Magazine explains the campaign idea is to explain Yell gives users exactly what they want. If it’s sunny, the ads will present, for example, outdoor activities, if it’s raining, you’ll get indications to have fun and not get wet. AKQA for the creative and I-Level for the media planning are behind the campaign.
Fort Lauderdale is running a multi-channel marketing campaign to attract tourists during the winter season. As The Sun Sentinel reports, last week a “Beach Mobile”, a heated, glass-enclosed trailer with a palm tree, beach sand, lifeguard stand and two bathing suit-clad models was moving around New York, and more cities will be visited in the next weeks. A part from the guerrilla marketing approach, print and tv are part of the mix, as well as the Internet with ads running on Weather.com, TheKnot.com and PlanetOut.com, and a sweepstake giving away a five-night stay. The campaign just features the URL of the dedicated web site: Sunny.org.
I will soon be able to get weather forecasts delivered directly to my mobile phone. In my region (Friuli Venezia Giulia) I will be able to get the info via sms in Italian, German and English. Via Yahoo! News.
The power of the Internet as an advertising media goes beyond the browser. The latest trends talk about “desktop” advertising, but Instant messaging promotions are doing pretty well too. The new possibilities of getting in touch with the consumer through a computer are analyzed on IAR, quoting the opinion of Andy Jedynak, senior VP and general manager of desktop app WeatherBug who says that:Internet apps are better than a Web site for targeting people. You don’t have to load from the Web. Since users go to so much trouble to download the app, there’s more loyalty, and when there’s more loyalty, advertising is more effective.
Apparently, marketers now have new tools to create surround advertising session (and don’t forget of media players!).
�Portraits� the new Monster’s campaign is now online with a series of rich media ads. Among he the websites presenting the ads there are Weather.com, About and Lycos, which features a special job section in partnership with Monster.
Unicast, the online advertising solutions provider, has announced in press release the birth of a new online ad format that enables advertisers to deliver their message with full-screen, broadcast quality video. Unicast’s Video Commercial is built on the Microsoft� Windows Media� 9 Series platform and is delivered to consumers via Unicast’s patented pre-cached technology. AT&T, Honda, McDonald’s, Pepsi, Vonage, and Warner Brothers are currently participating in a six-week, pre-paid beta launch of the Video Commercial. The idea of video advertising is interesting, but I don’t understand if people need to install Unicast’s software on their machines. If this is true, I won’t expect a lot of users to agree, at least at time being. There’s too much spam and spyware around. First you need to build trust and educate people about this kind of advertising. I mean, users can’t skip ads, the Internet can’t exist without advertising, so it’s just better to build a relationship with users, telling them about existing formats and asking them the one they prefer. See the example of WeatherBug I talked about a couple of days ago. On the topic, you can also read the eCommerceTimes, where Jay Lyman interviews Michael Kelleher an analyst at Yankee Group. He says that the video ads are the next generation of online advertising, particularly with the growth of broadband Internet connections. However, the analyst added, the ads might not win the favor of users if they interfere with their online routines.
Thanks to Steve, I’ve found out an excellent article on iMediaConnection about targeted advertising. It’s an interview with Andy Jedynak, senior vice president and general manager at WeatherBug, who explains how the website is helping advertisers with a precise and effective targeting. Through users’ registration and wit WeatherBug has developed a rich database which has been the base for building a frank relationship with consumers. What we understand from this interview is that in the online world the “ask-listen-talk-listen” is a crucial circle to build a site’s success, generating traffic and providing advertisers with satisfying results.
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