Last week in Spain took place “el Congreso de Publicidad Interactiva de M�laga” where six hundred professionals gathered to discuss how help the growth of interactive advertising and to investigate the relevance of the new media in political campaigning. Marketing Directo presents an article on the event, quoting the opinions of some the executives who joined the discussion. For example, Javier Rodr�guez Zapatero, general manager at Yahoo Iberia said: “Internet es el medio m�s completo que existe para generar notoriedad”.
Mr Zapatero is also the director of IAB Spain and announced an online advertising glossary will be released soon in order to help a standardization of ads’ formats.
IAB Italia released yesterday the results of a research on online advertising in 2003. The study, developed with the support of PricewaterhouseCoopers, states the the Italian market has grown by 4 percent in 2003 with a total spending worth 103,4 million Euro. It is particularly interesting to analyse the elements which compone the expenditure. The results are rather interlocutory: ad banners have declined by 16.8 percent, as well as SMS promotions (-29 percent), while email marketing and newsletter sponsorships have increased by 30.1 percent. Let me say it, I’m leaving in a strange country. If I want to work in the new media advertising industry I have to move somewhere else…
Dynamic Logic has released the first part of its annual AdReaction Study, measures consumers’ perceptions towards advertising. Consumers feel the “appropriate” number of ads that appear over Web content, such as pop-ups, out-of-frame and floating ads, on the pages they are browsing is 2 per hour on average. A full summary and comment on the study is available on iMediaConnection.
T-Mobile is investing in order to increase its market share of online mobile gaming and gambling working in cooperation with its “sister” T-Online. As W&V reports, the horse racing site is already active (pferdewetten.t-online.de) and further initiatives will be launched soon. Particularly interesting is the online gaming portal Habbo a virtual hotel to meet friends and engage in leisure activities. (it’s in pixel graphics, the layout it’s lovely…).
Wireless marketing is not only about mobile phones, sometimes I tend to forget it, considering the situation in Europe. This press release reminds me that PDA in the US might play an important role in a wireless marketing strategy. Audi USA has partnered with AvantGo to sponsor the College Hoops Channel and raise its brand visibility among 24-54 year-old technology-savvy. Mary Ann Wilson Audi National Advertising Manager says: “We believe AvantGo users share many of the values inherent in the Audi brand, making the College Hoops Channel an exciting way for us to reach a highly desirable demographic. The innovative medium, coupled with the opportunity to help consumers enjoy the excitement of the NCAA Division I tournament made this sponsorship the right match for Audi.”
I particularly enjoyed the conclusion of the press release, in which AvantGo comes up with a sort of “mobile marketing manifesto” saying that “Using the AvantGo service, companies such as Audi can build brand awareness, acquire new customers, reduce customer care costs and generate incremental revenue through customized, interactive advertising, media and marketing campaigns designed for mobile users”. Mobile Marketing? The sky is the limit!
WFCA has developed an integrated marketing campaign to rebrand UK fast ferry operator Hoverspeed. The initiative includes email marketing, search engine advertising and affiliate marketing as well as traditional TV and press ads.
The ART (‘Autorit� de r�gulation des t�l�communications) has released a few data about broadband’s diffusion in Europe. France is leading the way with 1.2 million subscribers, followed by Italy (1.1 million) and the UK (1 million). Denmark has 12.7 fast connections every 100 inhabitants, followed by Belgium (12.1) The Netherlands (11.5) and Sweden (10.4), at the bottom of the standing we find Italy (4.7), Ireland (0.9) and Greece (0.1). The European average is 6.0 fast lines each 100 inhabitants. Further information about the research are provided in an article on Le Journal du Net.
The combination tv + mobile is one of the most attractive to marketers. Usually it has been approached using tv programs driving people to interact wireless, this time the situation works the otherway around. The History Channel is running a mobile marketing campaign to build awareness and loyalty to a new tv program, The Barbarians. The campaign has been enabled by Enpocket which targeted a profiled list of opt-in 25-54 year old men with a text message that was delivered to their mobile phones the evening before the show.
A new report by Jupiter Research forecasts that spending on e-mail marketing in the U.S. will rise from $2.1 billion in 2003 to $6.1 billion in 2008. The press release explains three factors will be critical in driving the market: the dramatic cost reductions of e-mail marketing, the growth of sponsored and acquisition e-mail campaigns and the ever-increasing challenges presented by spam. Customer retention e-mail campaigns account the greatest share of non-spam e-mail marketing campaigns.
BMW is heavily investing in the online pre-launch of its new 1er. To create curiosity and build awareness in potential customers, the brand has developed a web site, named “Prinzip Freude” and an adventure advergame, Flame – The Game. An article (in German) introducing the initiative is presented on 7er.com, which explains that BMW’s idea is to start a dialogue with its prospects, addressing them as “friends” (Freunde), and engaging them with exclusive content and events.
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