Digital advertising and marketing: only the best ideas worldwide, since 2003

New vodka advergame

on March 24, 2004 by Martina Comments

The Internet is an important medium for vodka brands. We recently talked about Stolichnaya viral campaign, today we mention RedSquare that just launched an online game “Killer Pool” to support the sales of the drink. As Revolution reports, the advergame has been developed by Pilot Interactive, and allows up to 500 people to play the game at the same time.

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Win the youth market with gaming

on March 24, 2004 by Martina Comments

Norwegian online magazine InfoSyncWorld reports the results the Telephia Mobile Teen Report, which analysed the potentials of US wireless market. Teens are particularly interested in mobile data services such as gaming, and this will be a critical driver of penetration and handset sales among teens. Mick Mullagh, president and chief executive officer of Telephia said: “Mobile teens represent a sweet spot of industry growth, and one of the ways the industry can drive adoption and ARPU within this segment is by focusing on online gaming and other high-growth entertainment applications”.

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IAB Spain prepares “the glossary”

on March 24, 2004 by Martina Comments

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.

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Online advertising in Italy: a question mark

on March 24, 2004 by Martina Comments

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…

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Dynamic Logic presents AdReaction Study

on March 24, 2004 by Martina Comments

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.

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T-Mobile bets on mobile gambling

on March 23, 2004 by Martina Comments

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…).

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Audi runs PDA campaign

on March 23, 2004 by Martina Comments

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!

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Hoverspeed rebrands with new media

on March 22, 2004 by Martina Comments

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.

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Broadband in Europe

on March 22, 2004 by Martina Comments

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.

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The Barbarians land on mobile phones

on March 20, 2004 by Martina Comments

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.

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