After successful tests with a small group of advertisers, the IAB determined that the new larger ad sizes enhanced impact and response and facilitated more attractive creatives. This is stated in a press release by Real Media Europe, a division of 24/7 Real Media, dispatched through Yahoo! News. But is it really like this, I mean, the bigger the better? I’m not so sure. Sometimes I feel like the IAB provides the industry with guidelines and suggestions that don’t really fit in the reality, but just the big portals’ needs. Online advertising is not only about size, it’s about context, relevance, timing and quality of the content. Let’s try not to forget it.
I’m back from London where I attended the Forrester Consumer Forum about to “Driving Integrated Marketing Excellence” (that’s why I haven’t updated this blog lately). I’ll be posting soon about it, keep tuned…
Pubblicit�Italia reports today of an interesting marketing initiative by MTV in co-operation with Sisal, the Italian Company which conducts the National weekly lottery. MTV viewers will be able to join a competition by describing online their dreams. In order to enter users should have a valid lotto ticket. The more the tickets, the more the dreams to submit. The prize? The best nine dreams will become true…
At New York Festivals’ 2003 International Interactive Awards the winners have been: Nike, Volvo and Hugo Boss. AdWeek features the competition results giving a few more details about the winning campaigns.
The movie industry is using more and more online ads to promote upcoming films. In particular, rich media ads, have been used by Tarantino & C. to promote Kill Bill. iMediaConnection talks about Kill Bill rich media ads today. It’s funny to see that on the same page the Web site has displayed an ad to “meet Bill“… is he the same person to “kill”? Here’s the screenshot.
“Live in Your World. Play in Ours.(TM)” This is Sony message to engage more and more people with PlayStation 2. In a press release on Yahoo! News the Japanese giant explains its strategy for a Christmas marketing push: there will be a massive investment in advertising on Tv, cinema, print and outdoor, as well as online. The online advertising will run across broad-reaching sites such as entertainment, gift-giving and kids destinations.
To evaluate online advertising you can’t mix all the variables together (as the IAB did). I’m not in the position to say whether Nate Elliott is right or wrong, but I very much liked his column yesterday on ClickZ in which he stands and criticizes the recent numbers on online advertising presented by the IAB and PWC. It’s unusual to see someone raising his voice like this and I surely admire Nate for taking such a strong position. He says:“This industry needs a good, easy way for advertisers to understand the brand impact of their advertising. Ad exposure time doesn’t look like the answer.”
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
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.
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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