The latest figures release by TNS Media Intelligence/CMR, say U.S. online ad expenditures have increased 15.3 percent from the year-ago period. The news is reported on AdWeek adding that Internet ad revenue was $3.2 billion for the first half of the year. Steven Fredericks, president and CEO of TNS Media Intelligence/CMR states:“These first-half results are further evidence that the ad recovery is well under way and that 2003 will be a very healthy year for the advertising marketing place”.
A special dossier has been published on Le Journal du Net to analyse contextual advertising, collecting opinions from Overture France, but also from the marketing directors of the main French news portals. In general, contextual advertising is welcome, but with filters, in order not to be contrary to site deontology.
Customers can now book flights on Virgin Atlantic via their mobile. New Media Age reports, saying that user can browse the latest offers and then pick the one they prefer and collect the e-ticket at the airport. Interesting news, but it always sounds very strange to me when you don’t have a “paper” ticket in your hands before leaving to the airport… Am I too old for the wireless future?
BMW is launching in Germany a new service dedicated to 7er owners: drive, surf the Web and find hotels and ATM machines thanks to a co-operation of Michelin. Of course it is suggested not to perform all these actions at the same time A part from jokes, I think it’s this is a good idea to build brand loyalty.
If you can read Spanish, you will surely appreciate this column by David Roman Coy (a Marketing Professor) on Marteting Directo: El movil en el mix de la promocion de las empresas. Cell phones have introduced a revolution in personal and commercial communication, but we still have to see the best of it. According to Coy, marketers will take advantage of mobile communication especially for what concerns coupons and instant promotions.
After the summer break Le Journal du Net is back with the best online advertising campaigns in France. This week it features Reebok, Nissan, Samsung, Aol, and the British Conservative Party. Nissan is the one I prefer, I like the movement they’ve created, which I think is rather unusual and very attractive for a banner. Congratulations to Mediaedge:cia the agency they developed the campaign.
Ferrero believes in online and multimedia entertainment as a marketing tool to target kids. They are performing an integrated marketing strategy sincea a couple of years with a series of advergames available to anyone buying the famous Kinder Surprise Eggs. In Italy, they will soon launch a video game “I magicanti e i tre elementi�, supported by a Web site (www.magicanti.it) that is clearly inspired to Harry Potter, even if this is not stated anywhere.
Opt-in News reports today that Advancis has announced the lauch of advancis.agency to serve the Italian market. I link it since like the opinion of Bertrand Balzano, Director of Marketing Services:The idea is not to reinvent web marketing, but to concentrate on the media and online advertising vehicles that represent a better match for well-known brands and industry leaders.
Not exactly a new topic to talk about (see Movie marketers and the Internet), however it’s nice to get Advertising Age’s point of view on it. More and more movie studios are advertising online, preferring the Web to the newspapers. I think it’s a good choice if you want to target teenagers, but I’m not sure if this will work with people of my age or older. I don’t think movies are a kind of product you should advertise too much. I mean, the more you invest in advertising the bigger the audience’s expectations become. If I see a movie advertised everywhere, I start thinking it’s not good enough to get good reviews on magazines� If a movie is good a bit of advertising will launch it and then people and the viral effect will do the rest.
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