Digital advertising and marketing: only the best ideas worldwide, since 2003

Celebrating Bruce Lee online

on July 17, 2003 by adverblog Comments

To commemorate the 30th Anniversary of Bruce Lee’s death, Egovision has created a special Web site. The site is to be promoted via a campaign aimed at 18- to 35-year-old fans of action movies and gaming. More details on the campaign created on account of Medusa Films, can be found on Revolution Magazine.

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DealTime Launches ROI Tool

on July 17, 2003 by Martina Comments

Shopping search engine DealTime has released a ROI Tracker, a free tool for advertisers to track their conversion and sales metrics. The ROI Tracker gives three metrics: conversion-to-click ratios, conversion-to-sales ratios, and costs of sales (Internet News talks about it today). We can really say that search engine technology providers are really working hard to make people talk about them. There’s still a big business out there to be exploited. Search technology is particulary important to e-commerce web sites, and I believe it’s interesting to notice how search function efficiency is often underestimated by them or, at least, not considered as important as it should be. Adage talked also about the huge search engine business a couple of days ago. The focus in this case was on search engines and advertising, saying that Sponsored Internet search engine ads spurred more than $200 million in online travel sales and more than 2 million financial services application submission according to new research by the IAB.

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Let’s limit pop-ups

on July 16, 2003 by adverblog Comments

UK online media owners will become the first in the world to be asked by their trade body to cap the number of intrusive ad formats appearing on their sites. The news is reported today on New Media Age.

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Tribal DDB picks DoubleClick

on July 16, 2003 by adverblog Comments

In a press released just posted on Silicon Valley Biz Ink DoubleClick has announced a partnership with Tribal DDB Los Angeles. Tribal DDB Los Angeles will use DoubleClick’s DART for Advertisers product exclusively, in order to deliver, report on and measure online marketing and advertising campaigns on behalf of its clients.

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WSJ: don’t take things too seriously, please!

on July 15, 2003 by adverblog Comments

I just received a protional email from the Wall Street Journal. The title of the message was: From the President of the Wall Street Journal Online … This title sounded kind of scary to me… or maybe I perceived it as funny. I’m not sure. Anyhow I think it’s an high-sounding way of addressing people. Ok, you wanted people to immediately understand that wasn’t spam, but please don’t make it sound like an heavy statement, don’t take yourself too seriously. In medio stat virtus.

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Coupons online? I’m uncertain

on July 15, 2003 by adverblog Comments

As often happens, Joseph Jaffe came out with some interesting points in his latest column on iMediaConnection. The question is how does a marketer entice, incent or engage a consumer to the point of trial? Product samples and coupons. This is Joseph’s answer, that of course is supported with a some good examples. In some ways I like the idea, but if I think about using it in Italy I don’t think it will be successful. Coupons are not an important part of our daily shopping experience, and most of all people that will be more inclined to use coupons are not online, I mean housewives, that are still a big segment in my country.

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Yahoo! will buy Overture… and then?

on July 15, 2003 by adverblog Comments

Yahoo! will buy Overture. I’m telling you no big news. But as a blogger I’m “committed” to provide you with further information and perspectives so… Here a two articles published today that present the possible consequences of the fact above mentioned. One is on Business Week and talks about Yahoo! and its competition with Google (Why Google Should Be Worried) and the other is on IAR and focuses on how will MSN affected by Yahoo!’s move on the market (Yahoo! Overture Combo could hurt MSN). Of course, you can get it all in one, just go on Reuters: Overture Deal Raises stakes for Google and Msn.

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Automakers drive online

on July 14, 2003 by adverblog Comments

Do you want to boost awareness and consideration and, by the chance, are you an automaker? Then advertise online! As Adage says today, the automobile industry is increasingly investing in online advertising. It’s the case of Toyota, but also of Volvo, Lexus, Audi and, of course, of BMW. A part from simply advertising, automakers and automarketers are focusing more and more on Web communication in general, by setting up Web site to appeal consumers engaging them in a unique experience with the brand and with the car. I believe cars can be considered to some extent an “experience good”, so it’s important for automakers to make people feel how a car is and how the driving experience could be. It’s an emotional approach to online communication, that more and more brands are trying to create, in a way, it’s a form of advertainment.

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The Guardian online: that’s marketing fairness

on July 14, 2003 by adverblog Comments

Ok, first of all I have to say that my reflections these days are very much influenced by the fact I’m now taking a marketing course… Anyway, with this post I’d like to point out The Guardian’s fairness in addressing its readers. Recently they have decided to start charging for some parts of their information Web site, today they’ve published an article explaining how and why the came up with such a decision: Log on, fork out. I liked this explanation. Too many of us it might sound kind of obvious, but I’d like to add that N not everybody is working with a contact with the online industry, and not everybody knows that it’s hard to base a business model for a Web site only on advertising revenues. Talk to people, they will listen, they will understand.

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Half-page ads: a good deal?

on July 14, 2003 by adverblog Comments

The New York Times Online has been the first Web site to introduce half-page ads, then several others online publications have followed. After several months of practicing this format, it’s interesting to read Zach Rodgers’s (looks like he’s becoming one of my favourite authors article on Turbo Ads presenting agencies opinions. Audi is happy with it as McKinney’s Interactive Supervisor Erin Bredemann says:

We felt it was a great way to highlight Audi brand while also increasing awareness of dealers in area”.

In general, experts in the industry seem to agree this is an interesting tool for online brand promotions, however it’s still early to say whether it’s really effective. Personally, as a user, I’m not annoyed by this format, because most of the times it’s just nice to look at it. There has been a lot of creative work on it and it focus on brand promotion, not on hard selling. I mean, it’s a pleasant user experience. As for pop-up windows, if they’re placed in context and graphically nice, I believe they will prove as an effective tool for online strategists.

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