The Interactive Advertising Bureau (IAB) today launches a new integrated branding campaign aimed at helping marketers understand how they can best employ interactive advertising to more effectively reach their business goals. The first wave of the integrated advertising campaign will appear in print, outdoor and online publications beginning May 28. The campaign profiles marketing executives who have helped their brands become “superheroes” by tapping the potency of interactive in tandem with an overall marketing plan. Read on the press release on IAB’s Web site.
It sounds a little bit unexpected but, according to a recent Doubleclick’s research, spam hasn’t hurt e-mail marketing. Of course this information comes from one of the main providers of e-mail marketing technologies, and therefore has to be “handled with care”. In addition, the commenting article on Internet News reports that Jupiter Research, projects companies will spend $1.4 billion on e-mail marketing this year.
Even The Economist focuses this week on the online advertising suggested by Google and Overture, the search firms who pioneered the new form of advertising, known as �search-related� or �pay-per-performance”. According to magazine, search engine advertising and, in general, text bases advertising, will help stopping the irritating online marketing practice of pop-ups, pop-unders and even floating ads.
An article by Elizabeth Osmeloski published yesterday on Searchenginewatch.com, clearly helps understanding the current agencies’ attitude towards search engine advertising. “The most difficult issue facing SEOs and Ad Agencies is determining a method for reporting meaningful data without discrepancies. With pay-per-click, numbers are fairly straightforward and absolute when ROI tracking is directly applied. Yet the industry is still in infant stages when it comes to measuring the branding effectiveness of contextual and keyword advertising.”
A new research, released today by Advertising.com provides interesting highlights on online consumer behavior and interactive marketing. The study shows online ad performance by frequency of impression, creative size and format, daypart and industry category, as measured across Advertising.com�s network of over 1,900 websites. To learn more about the research, I suggest reading Marsha Geller today’s article on Mediapost.
Keep tuned, interesting news are coming on. Tuesday, June 10th in Toronto, and Wednesday, June 11th in Montreal, the Internet Advertising Bureau of Canada (IAB Canada) will share the results of its U.S. counterpart’s landmark Cross Media Optimization Study (XMOS) that proves online advertising to be successful. If you are eager to learn more about the study, have a look on IAB’s web site.
As reported today by Business Wire, the Web Marketing Association has awarded Disney Online Best Travel Integrated Advertising Campaign for the “Ohana Island mini-site and sweepstakes.” While the FamilyFun.com Weekender newsletter was awarded Best General Interest Newsletter HTML email Campaign.
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.
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