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.�
Ford has launched a mobile marketing campaign in the UK to promote its car �KA�: this month they will be sending postcards to consumers with a unique SMS codes on them. As Revolution Magazine explains, The code will be the key to enter a competition and win a shopping week-end in New York or a few shopping vouchers to spend at French Connection.
This title stands out on the entry page of a microsite launched by Smirnoff to support a viral email campaign recently launched in the UK. On the microsite users can create their own movie trailers, engaging friends and making them laugh. A very nice and funny idea that will probably help Smirnoff collecting quite a few new email addresses to target next campaigns. PS: If you want to build your movie trailer too, you need to cheat the entry page, by saying that you live in England and, of course, you’re older than 18
… it’s doing it faster and faster. iMediaConnection presents today the results of DoubleClick�s Third Quarter Ad Serving Trend Report. Rich media usage continues to grow faster each quarter and larger, newer ads are replacing smaller, traditional ad sizes.
Digital Agency MagneticNorth has created a new online competition Kellog’s account. As Revolution explains, there’s a Tv campaign that drives users to a microsite where they can enter a competition to describe the cereal’s taste by creating a sound and image montage reflecting tastes, textures, sounds and pictures from the TV ad, within a New York-themed interface. Prizes include a trip to New York, a European weekend anda deluxe health spa weekend. Very nice idea, full of sounds effects and flashy images. But, in my opinion, the overall experience results rather confusing.
The “Internet Marketing Tip of the Week” on WebAdvantage.net consists in an interesting article about “localized search”. Last month both Google and Overture released beta test versions of their geographic search solutions, and the column by Hollis Thomases is very useful to understand how localized search could help your business.
Last week Google knocked out another competitor by acquiring Sprinks online advertising network. On CNET News.com Stefanie Olsen analyses Google’s present and future business strategies. Content-targeting ads still need to be improved: according to Forrester Research, response rates to content-targeted ads are about one-fifth that of search-related ads.
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