In Italy we have a proverb that says “a vest doesn’t make a monk”. I don’t know if this make sense in English, but I thought it was a good start for a post about behavioural targeting, which is the hot issue of the year. In 2003 the buzz was about contextual advertising, now the discussion is going a step further, analysing not only where the ad is served, but also to whom. There is an increasing demand for personalised services, and the advertising industry needs to adapt to this trend. As Azhar Rafee points out on New Media Age, the concept of behavioural targeting isn’t brand new, but it’s dramatically improved by the Internet:“Both print and broadcast media have relied on behavioural techniques. But there’s one key difference when we talk about behavioural targeting on the Web: it’s the truest form of targeting because it’s based on real behaviour, not a survey of what consumers say they do.”
Also Ad Age analyses the potentials of behavioural advertising(of course they say “behavioral presenting the case of American Airlines and the Wall Street Journal. The whole sounds rather complicated, but Kris Oser explains it pretty well. Basically, the WSJ track visitors and what they read, combining these data with the information in the users’ database. The “The database-targeting system invisibly creates a virtual audience of a different composition, or a different demographic, than the Web publication’s larger, overall audience. Once they are identified, these segmented audience members can be “followed” around the site and served American Airlines ads, no matter what section of WSJ.com they are reading.”
Michelin guides are now available for mobile phones. The popular service ViaMichelin which provides maps, itineries and restaurant tips has been launched this week in its I-Mode version. It will be offered in twenty European countries costing only 1 � per month. In Italy it will be available through Wind’s I-Mode portal.
Marketers who want to promote their brands in online communities need to pay a lot of attention not to hurt users’ sensibility. The risk of spamming or spying is always high. On iMediaConnection Neal Leavitt investigates the new ways a Californian company is experimenting in order to effectively build brand awareness in online communities. The “Online Community Outreach (OCO)” features three levels of forum sponsorships, offering marketers with the possibility of precise targeting and excellent positioning. The first results are very positive, let’s wait and test the patience of online communities’ members. Advertising is everywhere…
Today Adverblog is one year old. I’m glad I managed to survive and I’d like to thank all the nice people that support my job with nice emails and their daily visits.
MediaPost reports about the Entertainment Expo that took place last week in Los Angeles. During the event marketing managers had the chance to discuss advergames’ potentials in prototing a brand. More and more advertisers are looking at video games and advergames as an important vehicle to reach 18-to-34 years old males. A part from a recent research by Gartner G2, we haven’t many numbers to confirm the trend is going to bring positive results. We have the “feeling” things are going well but, sometimes, I think there is a “me too” effect. I do like advergames and I would encourage marketers to adopt them but, at the same time, I always fear the “low quality menace” that could annoy consumers and consequently harm the entire industry. On Mediapost there’s actually another article, by Ross Fadner, who considers the question from gamers’ perspective. The discussion isn’t about advergames, rather about in-game advertising. Product placement in videogames has raised several polemics, claiming that a lot of sponsorships usually bring no value to games. P.J. MacGregor, vice president and partner, Play–the Starcom MediaVest Group said:“Advertisements need to ‘add value or some layer of realism’ to be accepted by gamers”.
Jupiter Research has announced last week a new research report “Portable Games Devices – Forecasting Growth in Anticipation of Intensifying Competition” in which it forecasts that the audience for portable gamers will grow from 23 million in 2003 to 43 million in 2009, with revenue growing from $1.6 billion in 2003 to $2.7 billion in 2009. I don’t see this as a strong growth, I would have expected bigger numbers. I have the sensation we are going to face a saturation in consumers’ interest in gaming. There are too many devices out there (consolles, pc, mobile phones, PDA and all dedicated devices like GameBoy N-Gage and Zodiac) and some industry’s players will surely be disappointed by the challenge on the gaming market.
The Detroit News dedicates an excellent article by Nick Bunkley to carmakers and their investments in online advertising. According to a report by TNS Media Intelligence/CMR, in 2003, the world�s 15 largest automakers spent $160.3 million on Internet advertising, a 70 percent increase over just two years earlier. The news isn’t good as in apparently sounds, since, despite that growth, automakers still spent only 1 percent of their total advertising budgets on the Internet, far less than companies in many other industries. However the Internet is seen as very helpful for targeting specific groups like gay people. DaimlerChrysler invested nearly 1 million $ on Gay.com, while General Motors spent on the same web site about 624,000 $. On the contrary Ford spent only $1,000 and did not advertise on any other gay-oriented sites. Who did the right thing? Unfortunately the article provides no answer.
“Style-up” is the slogan of the styling contest just launched in Germany by Sony Ericsson and ProSieben. Everyone can partecipate sending up to three MMS pictures of their “stylish” friends, with an original look, gaining the possibility of winning a stay in Paris during the Fashion Week, or a bunch of mobile phones. The campaign has started last Saturday, it will last six weeks and will be promoted with a online advertising and an email marketing campaign to ProSieben’s subscribers.
Unicast is ready to launch on the market a new version of its video commercial. The new Flash based format will be interactive, allowing for side-by-side interactive elements during and after the video presentation. As explained in the press release, Avenue A, Ogilvy Interactive, and RPA are developing campaigns for advertisers using this latest version of the Video Commercial, the first campaigns are expected to go live in mid-June. Richard Hopple, Unicast Chairman and CEO, commented:“The Video Commercial with companion interactivity extends this tradition by ushering in the first generation of truly ‘interactive’ Television advertising. Never before has a single ad unit been able to unite advertisers’ brand and direct response objectives in so compelling a manner.”
Big companies are starting considering the Web as part of their advertsing mix. I’m sure it’s not the first time you hear such a sentence. It’s probably a sign of the online advertising industry trying to convince itself it’s alive and healthy. The latest “motivational” article has been published by Reuters, quoting opinions from DoubleClick, eMarketer, aQuantive and CNET Networks.
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