On the Italian MediaForum I found today the opinion of Sarah Fay, President of Carat US, who was taking part to an international forum last week in Venice. Commenting a recent study on media usage she stated that young users (between 13 and 24 years old) represent a very important target that will determine the approach to new media communication in the next future. Therefore “we need to provide them with high quality communication”.
The latest cross-media analysis study from the Interactive Advertising Bureau says that pharmaceutical giant AstraZeneca could increase product awareness in prospects also using online advertising. AdAge talks about it saying that a mix of broadcast, magazine and online media was recommended as the most efficient and cost-effective means to promote the “purple pill” Nexium.
Revolution Magazine reports that GlaxoSmithKline is launching a web site as part of an integrated campaign to promote its Lucozade Energy drink. The idea is to explain consumers how the drink can help them by increasing their focus and concentration. The Web site idea looks good to me, a part from the rather disgusting brain graphic in the bottom left side of the page. I wonder how this drawing will encourage people to drink Lucozade…
At IBC this year, YooMedia Plc will demonstrate the first ever real-time, synchronous mobile and interactive TV application to be trialed on TV. This first pilot goes live during IBC on Turner Broadcasting�s Cartoon Network. The demonstration can be viewed on stand 3.231 in the iTV lounge at IBC. This is a cut&paste from YooMedia press releases… sounds very interesting!
According to InternetRetailer.com some web sites have expressed concerns about the effectiveness of the AdSense program. A study by NewGate notes that AdWords program is far more effective. Interesting the opinion of Tom Dugan president of NewGate who “contends that the results of the NewGate study point to an inherent weakness in contextual ads � that they catch consumers at a time when they are not likely to be in a buying mood”. Just the opposite opinion of the one I’ve received last week from Massimiliano Magrini, Head of Sales di Google Italia. Dugan’s point of view is very interesting and I might tend to agree with him, even though I think that before talking about theories, predictions and opinions on the matter, it should be better to have a look at more comprehensive AdSense results.
Disney has signed an agreement with Lycos to promote the movie “Pirates of the Caribbean” through Europe (which in Italy becomes “The curse of the first moon”, boh!). Nine countries will be involved in the campaign that will take advantage of a special web site in nine languages. Disney is trying to take advantage of the very well established Lycos communities. Users might play the characters online by challenging other people throughout Europe in the Fight Club (that will be hosted on Lycos web site). There will also be a chat room and a competition to win the movie gadgets.
There’s a new and promising technology for digital ads tracking out there but… it will take a lot of time before it will be accepted and adopted by the industry. CNET News reports today, also explaining how the technology works. Basically, each ad has a 12-digit unique identifier that’s used to track it from creation to distribution. The identifier also allows to link this data to demographic information on people to whom the ads have been delivered.
MediaPost presents the case study of Wyndham Hotels online advertising campaign using Pointroll technology. Through its PointRoll campaign, Wyndham is averaging nearly five reservations, 10 room nights, and more than $1,600 in revenue per day. The key is in delivering narrow messages to the users after presenting them with a broad brand message. Excellent results given the tight budget they had to invest in this campaign.
On iMediaConnection Dawn Anfuso presents an interview with Marc Fireman, Director of Interactive Marketing at Reebok. They talk about Reebok’s online campaigns, in particular of Whodunit? and Terry Tate. Fireman also gives his opinion about rich media, online communication and the lessons Reebok has learned from its online efforts. Very interesting.
USAToday.com has launched a new program to help its advertisers to target different readers segments online. AdWeek reports, saying that Tacoda Systems’ Audience Management System will be used to create Web users profiles and therefore target them with the most appropriate ads.
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