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.
Microsoft is ready to launch a new version of its MSN, with a new advertising campaign, that includes print, television and online media. “It’s better with the butterfly” claims MSN, which seeks to inform people about the benefits of the new MSN and entice them to experience the value that these services can add to their online activities. MSN will feature several home-page takeover ads as well as other rich media ads displayed on partners sites as well. Della Quimby, account director of Avenue A, the agency that partnered with MSN for the online creative said:“The sophistication of today’s digital marketing landscape offers an array of innovative ways to reach consumers online. MSN is pushing the envelope with its ad elements and media mix, while at the same time focusing on delivering the right message to the right audience. In our latest online effort, we’re focused more than ever on reaching today’s broadband audience. The new MSN is a compelling new product for this high-speed enthusiast.”
Further details about the ad campaign strategy are unveiled in a press release available today on Biz Yahoo!.
More than 600 millions SMS have been sent in Italy last week to wish “Merry Christmas”, while the MMS have been 20 millions. The news is reported by Cellulari.it, quoting numbers estimated by Telefono Blu. I confess it. Given the Vodafone Christmas card promotion, I sent more than 30 SMS myself, and I’ll probably do the same on January 1st.
Sounds like the title of a fairy tale, but the story of teens, Santa Clause and the mobile phones it’s simply in the results of a survey, commissioned by Cingular to investigate the relationship between US teenagers and cell phones. As explained last week on eMarketer, “nearly 50% of respondents said they want wireless phones to help them stay in touch with family and friends, a percentage that rises from 33% who said the same in 2001.”
If you’re Italian, don’t get me wrong, “Amanti” it’s simply the name of a new large sedan by Kia Motors America. If you are not Italian, let me explain that “Amanti” in Italy means “lovers” and/or “mistresses”. Anyway, the news is that Kia Motors America will launch an integrated ad campaign for “Amanti”, taking advantage of Tv, print and the Internet. The story is published on BrandWeek, but no detail is reported about the online creative, so it’s just interesting to note that automakers now the Internet as a consistent part of their advertising mix. [30.12] update: I was wrong, you can actually find details on the online creative on IAR.
Life (fortunately) is not only about advertising… Merry Christmas everybody!
Joseph Jaffe on iMediaConnection analyses the latest banner campaign by BMW, the brand finally delivering in the online space, using a “message short and sweet and intended to be just that”.
Watch three minutes of on-screen advertising every hour and get a PC for free. This is the crazy marketing idea by Metronomy a UK startup. DMNews.com talked about it this week. The idea sounds really crazy to me since I can’t see balance in the cost for users and for the company. The viral effect of word of mouth about the initiative is the only positive effect I can imagine, and I’m not sure that’s enough to justify such an action.
According to a new study from IDC, Mobilizing the Consumer: 2003 Survey Results, personal use of mobile devices, technology, applications, and services is on the rise as many previously business-focused solutions have been extended or repositioned for the home. As explained in a press release by IDC, mobile phones continue to be a big part of consumers’ lifestyles. Of course this news sounds very promising to mobile marketers who will have the chance to target a wider group of users hence to get bigger budget to spend on this medium
After the successful online video ad campaign launched in September (read here), Ford has decided to go wireless to promote its SportKa ‘Evil Twin’. Revolution Magazine reports about the mobile marketing push launched in the UK. Usha Raghavachari, Ford Ka brand manager, said:“SMS is a great medium for Ford to contact young male drivers, who are extremely confident and comfortable using text to communicate. The immediacy and ease of response of mobile makes it the ideal method for establishing contact and building a long-term communication.”
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