BBC News is launching an online push to target Latin America’s audience and promote BBCMundo. As explained on Revolution Magazine, the campaign, which features rich media ads designed by Agency Republic, aims at introducing people to the new information Web site in Spanish.
Jupiter Research has released this week a new report on online advertising. Details about it are provided on IAR. Internet advertising grew 10 percent in 2003 and is expected to continue at a rate of 19 percent compounded annually through 2008. Broadband is helping the growth, leading the investments in rich media ads. Paid search is still attracting a lot of attention and, good to know, email marketing is still alive and well, showing a compounded annual growth rate of 24 percent over the next five years to reach $6.1 billion by the end of 2008, according to the report.
Toyota Motor has agreed to become the first exclusive automotive sponsor on eBay, the online auction site. The article on the IHT says that we can expect more of such deals in the very next future, since automakers are becoming more and more unsatisfied with TV advertising results (and costs). Thanks to the deal, Toyota will be the only automaker advertising new vehicles on eBay and throughout eBay Motors which is the most-visited automotive site on the Web, according to Nielsen/NetRatings figures. Furthermore there will be a “Fueling Desire” a dedicated site for Toyota to showcase new cars and promotions.
In 2002 Mercedes-Benz reached excellent results through online advertising so, in 2003 it decided to increase the budget for online communication by 20 percent. The objectives of the German auto-maker are basically to consolidate its brand image and to get closer to its customers. They constantly look for integration with the traditional marketing channels, and they also pay a lot of attention in the selection of the advertising spaces, not only with reference to the potential target audience, but also to the timing in which ads are displayed. An excellent article on Le Journal du Net focuses in particular on the campaign for the cabriolet CLK launched last May.
It’s called “behavioral targeting” and it has nothing to do with magic. It’s simply a new option for marketers: to serve ads based on a consumer’s past surfing behavior. Several Web publishers are taking advantage of this possibility to attract advertisers. On Yahoo! News (AdWeek), you can read a little bit more about it.
The case study of Mitsubishi “See what happens” campaign, explained on iMedia Connection by Joseph Jaffe, tells us that online advertising has taken a step further in its consolidation process. It’s all about integration or, better, as Mr Jaffe says it’s all about “the convergence of form and function; TV and the Web; idea and execution; brand and business”.
Today on ClickZ Tessa Wegert pictures a brief state of the art of rich media ads. Following the recent guidelines issued by the IAB, it’s interesting to get an overview of the rich media future. Brands are increasing the budget allocated for this kind of advertising, while loosing their interest in “poor” standard banners. Rich media can be an excellent tool for online promotion. But let’s not forget that the success of an advertising campaign is not only linked to the ad format. Timing and relevance of the message are the key parameters we need to focus on while planning a campaign. Just because everybody is now talking about rich media, let’s not become a fashion-victim ourselves.
Brand looking for new ways to interact with consumers, pay attention: voice-enabled shortcodes are on their way to the UK wireless market. As explained today on New Media Age, the voice-enabled shortcodes will enable consumers to use the same number for anything from texting to a company, calling an interactive voice (IVR) service or making a personal call. If you really want to know the true, I don’t get what voice-enabled shortcodes are. Could someone explain it to me? Thanks
Relevant stats today on eMarketer for any marketer interested in advergames. The question is “why people play online”? The main answer, according to a research by AOL and Digital Marketing Services, is “because online games are fun”. However there’s also a lot of people who play because are stressed or bored. The research also tries to tell us which are the activities online gamers are spending less time on as a result of online game playing. Eventually eMarketer quotes a survey by Harris Interactive investigating the percentage of Internet users playing online. Apparently is still rather low, but growing. Harris finds that while 49% of Net users say they never download or play games online, 18% are involved with online games �very often� or �often� � and that�s up from 13% in 2002.
Rugby fans will be able to follow the 6 Nations rugby tournament on their video mobiles. Throughout its UK network, 3 will offer video news, live scores and SMS text alerts, accessible from a new Rugby Union home- page. (Read more in a press release.) Again, we see networks taking advantage of sports events to promote wireless video services. The more popular the content, the easier getting people’s attention on new available services. Let’s just get ready for the European Football Championship this June…
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy