Yahoo! and Dynamic Logic have released today the results of a research that fturther demonstrate that online advertising can provide significant branding benefits to advertisers across all key branding metrics. In addition, the research illustrates that advertising on Yahoo! performed better in general in raising awareness than online advertising. Wenda Harris Millard, chief sales officer, Yahoo! comments:“Historically, the conventional wisdom in the industry is that the primary role of Internet advertising was to drive immediate action online by the consumer, whereas the branding benefits have not been as well recognized or understood as the direct marketing advantages. This research shows that online advertising provides significant brand lift across all of the key metrics, further underscoring that online advertising should be an important component of every branding campaign and can be used stand-alone or as a complement to other forms of media.”
Interesting but we need to pay attention: let’s not forget where these findings come from. It remainds me of the research commissioned by the National Butchers Associations which finds out that to be healthy you need to eat meat at least four times a week…
Pan e Cioc is the name of a new snack produced by Ferrero and promoted online with a micro-site (www.Kinderpanecioc.it) and an advertising campaign on MSN Italia (look at the screenshot in pdf). The Internet campaign targets adults between 25 and 45 years old, a segment that usually have children in school age. Ferrero’s main goal is to generate awareness of the product, and is using several rich media formats to deliver the message (for example Hockey Stick, Expanding banner and Overlayer). Dynamic Logic will measure the campaign’s results.
On iMediaconnection there’s an overview of the rich media state of the art. It touches some of the controversial points of this kind of ads (what about narrowband users?) and evaluates the importance of interactivity in online advertising, as well as the secrets behind a successful rich media campaign. Rich media ads represents only 17 percent of all online ads, but experts say the adoption isn’t slow and the recent guidelines released by the IAB will surely help this segment to grow.
Online advertising is particularly effective when combined with TV. Infopresse reports of a recent study by IAB Canada which is trying to understand the value added role that Internet advertising plays in the overall media mix. Key findings were as follows: For the campaign when TV and Web were used together vs. TV only there was a - - 48% uplift in tagline association - 16% uplift in key brand relevance metric - 35% uplift in event sponsorship association The Molson case study can be downloaded in PDF format.
Apparently yes, according to report just release by eMarketer. They say there are about 164 millions online users in Western Europe, a number which has grown at a rate of 24.5 percent between 2000 and 2003. Broadband adoption is also growing at a good pace as well as mobile internet. A data which really surprises me is the difference between senior men and women online. In Italy, for example, 10.6 percent of the Internet population (home users) is older than 55, well, 79 percent of these people are men and only 21 percent are women. In Germany and France the situation is almost the same. Only in the UK and Sweden things are going a little bit better. Come on girls wake up! Actually, as a woman, I have an explanation for this… senior women have so many things to do (ie. to run an house) and therefore have no time to “loose” surfing the Web
There is a yet undiscovered market for mobile marketing in Europe. It’s in the so called Eastern side of the Continent, in countries like Slovenia, Croatia and Slovakia, where Austrian mobile marketing firm Dimoco (http://www.dimoco.at). An article on the Swiss press talks about it. I would like to add that, for what concerns Croatia a very interesting mobile marketing option might be to target tourists during summer time. There’s a huge number of people from Austria, Germany, The Netherlands and, of course, Italy going there to enjoy the wonderful sea. People on vacation is usually more interested in having fun, and have more time to interact with their mobile phones and consequently, with a brand.
Tangozebra has released a rich media plug-in for Macromedia’s Flash MX software to simplify the production, delivery and tracking of both standard and rich media advertising formats. This is the second Flash MX plug-in from Tangozebra, following the successful Tangozebra Video Plugin for Flash MX released last year which made it possible to incorporate video into all its rich media ad formats.
The 3G Newsroom dedicates an article today to mobile video services in Europe. They report the results of a recent report by The Yankee Group, If you read the title of the article you won’t probably believe mobile video is a big deal at the moment not it will become it in the next year. But if you spend some time reading through the article you’ll find the predictions actually talk about mobile video services during the next two to three years (I would rather say three to four). In 2007 the mobile video market in Western Europe will be worth almost �4 billion, less than 3 percent of all service revenue. If you watch Tv ads at the moment in Italy you might have the impression we are living in a mobile video country. This is totally wrong. I had the chance to talk to Dario Betti, analyst at Ovum recently, and he confirmed my perception: mobile video isn’t here yet. No matter if you’re a user or a marketer: just don’t believe what advertising in telling you
Yesterday I told you about the DoubleClick online advertising awards. Today I tell you that Deep Focus has diffused a press release with interesting details concerning their award winning rich media campaign for Kill Bill vol. 1. Deep Focus’ President Ian Schafer says:“”The KILL BILL campaign fortified the effects of massive amounts of television advertising by using high-impact online creative to not only prepare audiences for the enormous shock they were about to get in theaters, but to compel them to show up there and experience it in the key first weekend of release.”
Doubleclick has announce in a press release the winners of its third annual awards assigned to recognize the best campaigns on the Internet. Open all agencies, direct marketers, and publishers, this year’s Insight Awards received over 100 campaign entries, which were presided over by industry experts from 11 organizations. The award for “Best Online Advertising Campaign” has been assigned to Modem Media for Heineken: Hoax campaign which encouraged over 140,000 people to interact with the brand. The award for “Best Rich Media Campaign” had two winners, American Express: Blue Cash campaign developed by Digitas New York and Miramax Films: Kill Bill vol. 1 created by Deep Focus. In the “Best Email Marketing Campaign” category the number one has been Kinergy for its Procter & Gamble Club Olay Xmas Issue campaign. The first prize for “Best Multi-Channel Marketing Campaign” went to Click Here for the Dr. Pepper: Raging Cow Product Launch. A full overview of entrants and winners is on Doubleclick’s website.
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