On MediaPost Larry Dobrow focuses the attention on pop-ups, starting his analysis from the recent ‘Clicks, Ticks, and the Destiny of Pop-Ups’ session at Ad:Tech. I found particularly interesting the opinion of Avi Naider, CEO of WhenU, who said:“Pop-ups are not a monolithic entity. e mass market accepts TV commercials, but that took 50 years. Remember, two years ago, people were writing off the online medium completely”.
HP has launched a Foto-Spass campaign in Germany on the portal Wissen.de. The creative developed by Chocolate Blue, which includes banner, as well as flyers, tv and print ads can be seen on online on the agency’s web site.
Ananova reports today that the number of text messages sent in the UK reached a record high last month. According to the Mobile Data Association, 1.73 billion messages have been handled by the four mobile networks.
NetImperative reports IAB UK will launch an advertising campaign ‘Online: The interactive ingredient’. The initiative will include print ads, direct mail and industry forums, with a media investment of more than �325,000. Beginning next year a microsite will also be launched and promoted with online banners. The IAB is planning to regularly use marketing campaign to promote its activity and online advertising in general.
12Snap has presented the results of the campaign “Bevi Sdrink e vinci con un SMS” (drink Sdrink and win with an SMS), developed on account of Granarolo, probably the biggest milk producer in Italy. The campaign has been running throughout Italy during May, June and July, generating more than 120.000 Sms sent by user to join the competition. As explained on Cellulari.it consumers have been informed about the competition with a traditional media mix (radio and billboards), as well as with a direct SMS push.
The ‘Critical Decision’ campaign to launch online the new Honda Accord has been developed by MSN with an extensive use of video and engaging solutions to to capture the attention of the millions of consumers. As explained in the press release this is Honda’s first custom-designed promotion on MSN and represents the automaker’s most elaborate and expansive online advertising effort for the 2004 Accord. The custom solutions package could be seen online at http://criticaldecisions.msn.com/ but, apparentely today the server doesn’t work.
Automakers and auto dealers are investing more and more money in online advertising. According to data from Borrell Associates Inc., presented on CyberAtlas, by the end of 2003 the spending will reach 1.3 billion $. The article, by Robyn Greenspan, features several more interesting data and information about the automotive industry strategy on the Internet. Most of all, the article talks about the emotional approach to cars and auto brands. Not a usual topic of discussion that would be very much interesting to analyse further, maybe having a look at Mazda’s new European web sites (see Italy for example), focused on customers instead of cars.
Very good question… Sean Carton today on ClickZ tries to answer it in a great piece about advertising market state of the art. “Advertising isn’t dead – he says – it’s just changing into something we may not recognize in a decade or so.”
Once in a while I can tell you about a successful online advertising in Italy. It�s the story of Chrysler promoting its Crossfire coup�, with �La prova del fuoco� campaign (in English it should be something like �The fire test�). As explained on DailyMedia, it consists of virtual travel on the Web through an �initiation� path which develops in four steps: Reveiling Chamber�, �Morphing Identity�, �Burning Evidence� e �Fire Walking�. Users will be driven to the Web site www.laprovadelfuoco.it with a series of online ads (Pop-Up Pop-Under, Intestitial, Expanding banner and 123.000 Dem) exposed on the main Italian portals (Virgilio, Libero, Repubblica.it, Msn, and Tiscali). Everyone who register on the site automatically joins a competition to win a full week-end test drive of the new Crossfire that will be launched on November 15th. The campaign, which has been online for a month and will last until December 1st, has driven 70.000 people to the Web site with 10.000 registrations: numbers that sound exciting on the Italian market. The campaign idea (developed by the Italian agency Xister) is extremely original, and is based on the �interaction design� concept, which allows a deep and intense brand experience while browsing the Web site. However one has the feeling there�s something missing in this campaign: the prize. If you invest so much (money) in creativity and interactivity people might expect more than a test drive as a reward for their attention.
The advertising industry in Europe is committed to make online as easy to plan, buy and create as offline campaigns. The European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau Europe (IAB Europe) have joined forces to develop a package of European Online Ad Formats, which will include a series of recommended ad sizes which will be implemented by the members of their networks to facilitate the implementation and growth of pan-European online advertising campaigns. As explained in the press release:�This standardisation will increase the efficiency of planning and executing an online advertising campaign and is expected to remove the confusion created by sites having disparate format specifications and reduce the number of ads per page. The larger ad sizes in the package, such as the 728×90 Super Banner and 160×600 Wide Skyscraper, will give greater impact and encourage creativity.�
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