Ogilvy Interactive has developed a new I-Mode website for American Express Italy. According to Pubblicit?alia Italian users, belonging to the Wind network, can now access a lot of information about the credit card, using their cell phone. Once again, there’s a big question mark connected to this news: how many i-Mode users are there in Italy? And how many i-Mode users are interested in accessing American Express information using their mobile phone? I don’t want to be too much controversial, let’s just say it’s a first move action, clients will come…
UK fitness chain Holmes Place has launched its first mobile marketing campaign to help potential customers locating the nearest gym by texting in the postcode. Actually this is a press, poster and DM campaign which takes advantage of the wireless media to create a relationship with prospects. If you text, you get a location service map by Multi-map and, of course, you receive something for free: two hours with a personal trainer. To read more about the campaign, go on 160 characters.
Cisco is running an online advertising campaign as part of an integrated marketing strategy to emphasizes the company’s advanced technologies. As reported on Adweek banners with the tag line “This is the power of the network. Now.” are running on The Wall Street Journal Online, BusinessWeek Online, Network World, InfoWorld and Forbes.com. You can see an example of Cisco’s banners, in the Adverblog’s “Watch” section.
The (Italian) European Internet giant Tiscali has presented its new look. As W&V reports, with the tagline ‘Internet with a passion’, the company has refreshed the layout of its portals all around Europe.
eMarketer’s analyst have come together to present 11 trends that will influence business and society in 2004. In particular, I found interesting what they’re saying about gaming, online advertising and online content. Have a look.
The risk of too much fragmentation is emerging on the UK rich media market. In an article on New Media Age Chris Dillabough says that increasing competition among suppliers of rich-media technology to online media owners and agencies could lead to a price war over the coming months. Actually, what we hope is that competition and so called “rich media wars” will bring a formats’ standardization rather then a further proliferation of ads.
Tom Hespos wrote yesterday about advergame, maybe not exactly about advergames but, more in general, about the potentials of videogames for advertisers. He comes up with a new perspective on the matter, which I believe is rather interesting. He takes the issue a step further, not considering only advergames and product placement (remember Intel and the Sims?), but suggests brands to think about full game sponsorships. In his excellent analysis, Tom says:“While some marketers are paying game developers for product placement, I haven’t seen anyone completely underwrite the cost of a game and distribute it at no- or low-cost to end users.”
News.com.au reports Internet advertising in Australia is regaining credibility. According to a survey released by Roy Morgan and online internet group Emitch, advertisers expect to spend 6 per cent of their total advertising budget online in 2004, up from 4 per cent last year.
Adding online advertising to a TV campaign boosts brand awareness, but the inclusion does little to impact purchasing decisions, according to new findings from Dynamic Logic. As reported on Yahoo! News, the Web is a particularly effective medium for reinforcing a brand’s sponsorship of an event, cause or other entity.
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