The Interactive Advertising Bureau (IAB) last week announced that over 30 of the leading online publishers, representing 65% of total advertising inventory, are or plan to be in compliance with its voluntary Rich Media guidelines Version 2.0 for in-page units. Version 2.0 of the voluntary guidelines builds upon the success of the Universal Ad Package which was issued in April, 2003. The guidelines developed by the Rich Media Task Force are explained in the
The UK new media industry is getting ready for the awards season. Last week the shortlisted campaigns for the Revolution Awards 2004 have been announced, while New Media Age has just closed the gates for agency wanting to partecipate in the NMA Effectiveness Awards 2004. The shortlist for the Revolution Awards 2004 is online on the magazine’s Web site. The categories in which prizes will be assigned are: Best online advertising, Best integrated marketing campaign, Best consumer marketing, Best online retailer, Best B2B service, Most innovative digital business, Best brand building by an online business, Best digital direct campaign, Best costumer service, Best online property from a media owner, Best use of interactive Tv, Best use of email, Best interactive service on wireless networks, Best public sector service online. Of course, the “Agency of the Year” will be also named. AKQA, Arnold Interactive, Dare, i-Level, Profero, Zentropy Partners are running for the gold. Keep tuned, on March 19th winners will be announced.
On Editor & Publisher Carl Sullivan presents an interview with Google co-founder Sergey Brin. Five questions and five answers to talk about online contextual advertising with a specific look at how the newspaper industry is taking advantage of this solution.
In his latest column on AdAge, Al Ries talks about the “Disintegration of Integrated Marketing”. The article is not as polemical as it might sounds from the title or, at least, is not against the concept of “integrated marketing” rather against the tempting idea of “integrated marketing agencies”. Specialization is the key says, Mr Ries, and actually it’s simply an evolution of the positioning idea he presented us twenty years ago. Agencies can’t do everything in-house, unless they compromise quality. And this reminds me of a book I read a couple of years ago, “The Myth of Excellence” whose subtitle was “Why great companies never try to be the best at everything”. Think about it…
He likes what he does, he earns money, he distributes happines: he’s got the perfect job…
The shortlist for the Revolution Awards 2004 has been revealed last week. In the category “Best Online Retailer” Interflora is running for the gold medal thanks to its e-commerce system developed by Broadband. On Broadband’s website you can find out more about the project.
Standard Life Bank is promoting its personal finance planning with an online campaign developed by DNA. The news is reported on Brand Republic, explaining that the campaign’s objective is to raise awareness of the service and attract new customers.
DoubleClick has decided to strengthen its European Management Team, announcing the appointment of Ben Regensburger to vice president of sales and account management. As quoted on Advertising-UK the decision underlines the strategic importance of the European online advertising market, as David Rosenblatt, president, DoubleClick said:“We see tremendous growth potential in international markets this year and therefore want top talent on our team”
Levi’s brand continues to evolve on the Web. On February 18th the spring web site, designed by Lateral, will be launched, with a new section dedicated to the new Levi’s� 501� Jeans with Anti-Fit campaign which works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore). Within this section, a great example of through-the-line integration, is Levi’s� vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign – a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs (check it out here). Jon Bains, Chairman of Lateral said:“We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi’s� Europe to build and develop relationships with its users.”
To learn more about Levi’s online strategies, you can also read a recent interview I did with Helene Venge, Digital Marketing Manager for Levi’s� Europe.
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