On ClickZ, Jeremy Lockhorn has compiled his wishlist for Christmas 2004. He complains about the lack of standards for rich media ads and wishes the industry will soon come up with guidelines. Basically he says that agencies and marketers are learning to build engaging interactive experiences using rich media ads but…“Powerful ideas get bogged down, and sometimes destroyed, by the disparity of standards, especially when it comes to things like K-weight.”
I agree with Jeremy, there’s too much chaos in the rich media world and this might prove negative both for consumers and for the online industry itself. In the UK the IAB has formed a Rich Media Standards Task Force (RMSTF), it should soon come up with standards which will provide guidelines for file weights, browser compatibility and frequency capping.
In a new campaign entitled “Project: Real People” Yahoo! Personals will feature singles who are currently using the service to connect and communicate with prospective dates. According to a market research performed by the Company on a focus group: “nearly 70 percent of singles felt most advertisement models were unreal, impersonal and unattainable.” In the press release, Katie Mitic, vice president and general manager for Yahoo! Personal said:“Building loyalty through being responsive to customer needs and helping singles feel comfortable within a dating community are key elements to success in the online dating industry. ‘Project: Real People’ illustrates Yahoo! Personals’ commitment to creating a high-quality environment for singles to meet and interact — the campaign also brings online dating to life in a way that has never been done before.”
MediaPost has published today an article with the best interactive agencies of 2003. The winner is mOne, that works for Ameritrade, Ibm and Cisco, while the silver medal goes to OMD Digital, who has accounts like Dell Home Systems, Dannon, Neutrogena, and United Airlines. The third place is for Avenue A, followed by Starcom IP. The article is nice because it doesn’t simply provide standings but also provides opinions and comments about agencys’ recent jobs.
Midland Expressway has decided to use an online banner campaign on Multimap to support its advertising push promoting the new M6 Toll Road. As explained on Brand Republic, the ads appear on Multimap whenever users view maps or routes of the area around the M6. Online advertising is really for everything!
On Adrants, Steve Hall talks about the best viral clips of 2003. Mastercard, with the “Priceless” campaign has been the most rated clip.
In Evian’s Detox campaign 2004, tens of thousands of bottles of water have been delivered free to households in the UK, to help the nation starting the new year with a detox after a festive season of excess. Evian’s campaign has been running online as well, with a one day special and a week of advertorial content on Msn UK. More about the online campaign on Revolution.
Starting today, Adverblog has a new layout. My brother did it. Thanks Marco! I hope you like it and that everything is working properly. If there’s any way I can improve it, please let me know: firstname.lastname@example.org. In the next days I’ll be adding a few more sections to the site: - Watch: where I’ll post online ads examples. - Read: where I’ll post my interviews to online advertising/marketing people. - Play: where I’ll post special links to web and wireless games and competitions. I will also start a weekly newsletter… If you’re interested, keep tuned!
Orange and Enpocket were awarded for their two-way SMS campaign to drive subscriptions to Orange�s Open Access mobile Internet service in the �Email / Mobile� category at the annual DMA Awards 2003. As explained in the press release, the campaign, which was aimed to drive customer awareness and understanding of Orange�s new services, had a 14% response rate.
What will happen to online advertising in 2004? Very very good question… To find a few answers, read the article by Janis Mara on IAR. The market should grow, bringing a differentiation between online marketing investments in branding and direct marketing, as Nate Elliot, analyst at Jupiter Research, explains. There’s also a lot of confidence in the growth of search engine advertising, as confirmed on the New York Times, dedicating an article to the matter (More Businesses Are Turning to Paid Listings on Search Engines). I guess I should have an opinion myself. Well, I obviously tend to agree with the idea that online advertising will grow in 2004, since this will represent a natural evolution of the market. However I wish this growth won’t be just a rush to adapt to the mainstream but, on the contrary, a conscious development towards creativity and quality.
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