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.
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).
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…
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”.
I�m writing an article about RSS and I�ve been reading quite a lot on the topic to get informed. There are a lot of articles and opinions out there about the marketing potentials of RSS. You can read some enthusiastic people saying that RSS is an unspammable medium, that it can deliver the advertising message using a �pull� model, that it�s cost effective, etc� On the other side the negative voices will tell you that it�s not measurable, that RSS is just for geeks, that is not (yet) integrated in email software, etc� I would like to take a different (and additional) perspective in the discussion, not considering RSS for what they really are in their substance. I believe the main issue about RSS� marketing potentials is connected to the information overload. There are tons of softwares installed on our computers: browsers, email readers, instant messengers, p2p, toolbars, desktop alerts etc� We get messages from everywhere, either in push or pull way (and I�m just considering computer mediated communication!). At work my Internet browser is always open. If I want to see if a Web site has been updated I just click on its link from my bookmarks. I don�t have to start another software and get the information downloaded on my computer. I do have a newsaggregator installed on my Mac, but I rarely use it. Maybe because I�m kind of lazy (I admit it), maybe because there are already too many windows open on my desktop, delivering me any kind of information just one click (and 5 seconds) away. I would tend to compare this point with the one associated to e-commerce web sites. The more clicks to buy a product, the less products get sold. The more clicks to get an headline, the less headlines� So I�m not saying RSS aren�t a fascinating medium. They are extremely attractive from a marketing perspective. I�m just saying there are already tons of information out there, but a day has only 24 hours, at least mine�
On MarketingWonk I’ve posted an interview with Riccardo Polizzy Carbonelli, International Advertising Director of Tiscali, a prominent EIAA member. The discussion is focused on last week announcement by the European Internet Advertising Association (EIAA) and the Internet Advertising Bureau Europe (IAB) which introduced the first European Online Ad Formats package.
Since one year and half Reebok has started a branding strategy to target young people between 15 and 25 years old. They have presented a new collection, the RBK, which reminds the streetware fashion and has clear references to sports, hip-hop and technology, topics that attract the attention of young prospects. On Le Journal du Net there’s an excellent article (in French) by Rapha�le Karayan in which the branding campaign is described and commented, with a lot of interesting numbers and details.
Revolution Magazine reports Fox Kids Europe is launching a pan-European multimedia campaign to support the release of DreamWorks’ ‘Sinbad: Legend of the Seven Seas’ on DVD and video. At the same time, New Media Age says that Twentieth Century Fox is using a video rich-media banner to promote the cinema release of the director’s cut of horror classic Alien.
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”.
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