Sebastiano Caccialanza, commercial director at Lycos Italia raises his voice in a desolating market. In an interview on Pubblicit� Italia (in Italian), Mr Caccialanza says: “We can’t be hypocrite: the Italian online advertising isn’t growing, it’s stagnant.”
The market it’s worth about100 million euros since three years. The problem, according to Lycos’ manager is that Italian marketers don’t perceive the Internet as a viable marketing channel.
The One Show Interactive awards have been assigned last week but only a few online publications have decided to comment the event. AdWeek dedicates a brief overview to the winning campaigns, talking about Nec Corporation “Best of the Show Web Site” and the successful performance of San Francisco’s agency Goodby, Silverstein & Partners who received five Pencils. Nike was nominated One Show Interactive’s Advertiser of the Year for the second year in a row. It won the Gold Pencil in the category “Brand Gaming” for the advergame “Goooal” created by Framfab Denmark. As explained in the agency’s press release the “Goooooal!” game is a turn-based real-time multi-player Flash football game, where the objective, unsurprisingly for a football game, is to outscore your opponent. The game can be still played online at Nikefootball.com.
Mike Grenville on the excellent 160 Characters reports the results of a recent survey on MMS’ usage in the United Kingdom. Mobile operators have no reasons to be happy since: - 83 per cent of mobile phone users are yet to send an MMS - 21% of mobile phone users have so far sent or received an MMS message The main limits to MMS’ diffusion are the price (see recent post), and the fact that users see MMS being complementary to SMS, not a replacement.
The ringtones business is still in its infancy in the US, but the interest of carriers and content providers in getting a piece of the pie, is already high. The problem is that the business model hasn’t been defined yet and there’s confusion in the players’ role in the game. On Reuters (via Yahoo! News) Scott Banarjee analyses the current state of the art of the US ringtones market. Up ’til now in only 5 percent of US cell phone users have downloaded a ringtone but, according to the Yankee Group, the business is expected to grow to $1 billion dollars by 2008.
Is mobile gaming the next killer application? Perhaps… As Telecom Asia reports in an excellent market’s overview, the expectations were (are) big, but it�s only been recently that the mobile industry has seen the first signs that gaming has real growth potential. Asian operators expect revenues grow to $3.2 billion in 2008. South Korea and Japan are the countries in which mobile gaming is growing faster, thanks to the new technologies enabling richer content and advanced interactivity.
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”.
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