Digital advertising and marketing: only the best ideas worldwide, since 2003

Branding the impossible

on November 18, 2003 by Martina Comments

Remember, there was a time when advertising didn’t exist… but now these times are gone and, as the New York Times writes today: “The trend to advertise in places that had until recently been advertising-free is accelerating, with two major marketers clambering aboard the booming brand wagon.” The reference by Stuart Elliot in his excellent column is to Toyota and Nextel, but these are just two examples of “branding the impossible”. Maybe we have reached a point of no return

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Audio improves awareness of Online Advertising

on November 18, 2003 by Martina Comments

According to a new study by Dynamic Logic, audio can greatly increase the awareness of online advertising. The news is reported today on MediaPost, explaining that the study, which was conducted for BabyCenter LLC, found that advertisers experienced 15 percent to 168 percent lifts in awareness by incorporating audio into the creative of ads. A few doubts… - Many people surf the Web at work with the audio turned off… - Many times audio might get annoying instead of interesting to users’ ears. In a way, it’s like pop-ups: an unexpected audio might disturb your quite navigation, taking your attention away from the content you are reading.

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Fiat presents its “Idea” online

on November 17, 2003 by Martina Comments

You can’t exactly say Fiat cars are as good and as nice as German cars, but you can’t deny the Italian auto-maker doesn’t pay attention to communication. Fiat tv spots are always based on excellent creative ideas and usually also quite entertaining to watch. Now Fiat has decided to take the Web seriously, introducing its upcoming Fiat Idea with a special micro-site. On www.fiatidea.com you can preview the car that will be launched in January, and join a competition to win an Xbox or, if you are very lucky (or unlucky, it depends from the point of view , a Fiat Idea. PS: The competition is open to Italians only… sorry.

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Auto-makers and online advertising

on November 14, 2003 by Martina Comments

Online advertising has become a serious stuff for auto-makers. They are heavily investing in the media, and apparently getting good results back. On iMediaConnection Jim Meskauskas presents an excellent state of the art analysis of past, present and future of auto-makers online advertising.

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Sony Vaio TV online promotion

on November 13, 2003 by Martina Comments

German agency Human-I has developed the new Sony’s online campaign to promote the Vaio Tv. As exaplained on eMARKET they have created pop-ups, 30″ tv spots and large banners, as well as the Vaio Tv landing page.

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The future of pop-ups

on November 12, 2003 by Martina Comments

Microsoft is planning to add a pop-up blocking feature to the next release of Internet Explorer. As NetImperative reports that the pop-up blocking feature would be available as part of an updated version of Explorer with Service Pack 2, which is scheduled for release during the first half of 2004. What will happen to pop-ups? Will Microsoft’s move declare the death of this advertising format? I believe the question will be also connected to the possible problems that will arise will all pop-ups in general, not only the ad ones. In the Company I work for, we are experiencing quite a lot of problems with the Google Toolbar the pop-up windows we launch with Javascript in our e-learning courses.

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Banner drive retention

on November 11, 2003 by Martina Comments

On MarketingWonk Tig Tillinghast reports today of a recent study by the University of Chicago business school that banner may be the most effective ad in helping retain customers. Well, once again someone saying that you can’t measure banners’ effectiveness by counting the clicks. It’s all about branding, delivering and reinforcing a message.

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Lego’s online promotion

on November 11, 2003 by Martina Comments

As Revolution Magazine reports today, Lego, the Danish toy manufacturer is running a pan-european interactive campaign to raise awareness of its Bionicle, Sports and Racers lines. The campaign is running on Fox Kids websites in the UK, Norway, Denmark, Sweden and The Netherlands, driving traffic to microsites (the English Bionicle one should be here).

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Download your ‘desktop boyfriend’

on November 11, 2003 by Martina Comments

More magazine has launched a viral campaign in the UK in which it offers readers the chance to download a desktop boyfriend. The only problem is that you have to dump him after two weeks… A short but intense relationship Have a look at the microsite and decide if it’s worth it…

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Online ads sales continue to grow

on November 11, 2003 by Martina Comments

On Yahoo! News, Carl Bialik of the WSJ talks about the healthy state of online advertising industry. According to the Interactive Advertising Bureau, second-quarter online-ad sales were $1.66 billion, up 14% from a year earlier and 1.7% from the previous quarter. The article talks also about formats, saying that paid-search ads are rising, while banners are slowing down. However it’s interesting to read the opinion on the matter of Pete Petrusky, director of new media for PricewaterhouseCoopers:

“Search has grown at the expense of other formats. I don’t think that’s a long-term trend”.

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