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…
Ads throughout the MSN network are promoting the Visa Extras program for small businesses. MediaPost talks in depth about the campaign which also features a micro-site developed by interactive agency AKQA.
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.
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