Global research agency Millward Brown and Dynamic Logic, have announced a strategic partnership to enable advertisers to utilise best practices from both companies. Millward Brown will use Dynamic Logic�s AdIndex system to enhance their online advertising and brand evaluation research programmes. The partnership will also provide Dynamic Logic with access to Millward Brown�s team of advertising and branding experts.
Created by Tribal DDB Sydney McDonald’s has launched a new website that coincides with the launch of the second phase of advertising in the company�s strategy to counter what it describes as myths about its food. I’ve tried to look at the Web site, but it’s funny to see that it not directly linked from McDonalds’.com, which instead, presents an ugly framed html page. The news is reported today by B&T Marketing & Media.
General Electrics has won the first prize for the best interactive viral campaign at the One Show Interactive Awards. “Pen” is an interactive viral application, and was an integral part of GE’s online “Imagination at Work” campaign.
According to a new report by Jupiter Research rich media e-mail is still too costly and too few recipients can view it, making it impractical for most e-mail marketers to use. A big problem for marketers who want to use rich media is that only 30% of users are able to read rich media, since Hotmail, AOL and Yahoo!, the largest e-mail providers currently don’t support rich media content. Furthermore, rich media e-mail carries a steep price tag. Jupiter Research estimated that a Flash e-mail campaign for a list of 250,000 would cost $43,750, while an HTML campaign would run $27,500. Despite the 60% price premium, the Flash campaign would return a 5% percent conversion rate to HTML’s 25%. Definitely not (yet) a good deal.
Three agencies are competing at the moment to gain a new contract with America Online to promote its broadband service. The game is on fire, since AOL seems to be somehow disappointed by the latest results of its campaigns created by BBDO. More details on Ad Week.
I’ve found a somehow funny but interesting article by Jack Russell on The Inquirer. As journalist of a commercial Web site, he explains his opinion about online advertising and after he presents his position, as user, towards new ads formats like Unicast’s ones. I appreciated the way he presented his opinions: he’s been very smart and sincere.
Thanks to real broadband opportunities, online advertising has started offering valuable results to marketers. This is the message by Penelope Patsuris in her today’s article on Forbes.com in the section brightly named “The Half-Full Economy” (!? . Recent research results produced by IAB on case studies like Colgate’s and McDonald’s, have shown that online advertising could prove as an efficient marketing tools in a multi-channel strategies. Further point to support the bright future of online advertising investments are scored by paid search advertisements. Eventually, in a survey by GartnerG2, ad agencies said they plan to bump up clients’ online spending from 5.5% of their budgets to 6.8% by year’s end, and up to 9% by the close of 2004.
Yellow Pages Group Co. recently concluded a reseller partnership agreement with 24/7 Canada Inc.. Commenting the news, Jean-Pascal Lion, Vice President at Yellow Pages Group, quoted by Opt-in News declared: “We see many opportunities in the growing online advertising sector. As Canada’s leader in the online directories business, we know that we have an extremely robust e-product line that enables us to provide our customers with the tools they need to reach their target audience now and in the future.”
“Advertising will become more based on facts and data than on instinct and rationale.” This is the key statement by Cory Treffiletti in his OnlineSping weekly column. (Online) Advertising is looking for accountability, and it’s interesting to read also some opinions from the field by marketers joining the forum to discuss the article.
According to a press release published today by PRNewswire, average click-through rates for mobile marketing are five times higher than standard online advertising and provide stronger recall rates than television advertising. Mobile marketing is becoming the most productive and cost effective medium for reaching a highly desirable demographic. The press release features comments on recent campaigns for American Airlines, Chrysler Corporation, CNN and RollingStone.com runned by My AvantGo, a mobile applications delivery company.
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