Len Ellis presents today on ClickZ an introduction to wireless marketing. Since mobile phones are getting popular and popular in the USA it’s time for the American marketer to start considering this powerful but tangled device. Wireless marketing can prove very effective both for declaring a brand victory or defeat. That’s why, as Ellis points out, every campaign needs to be guided by or collecting personal information face the same hurdles:Permission: Consent to give personal information Privacy: Protection of personal information Relevance: Personalization and appropriateness Value: Receipt of some tangible benefit
United Airlines is launching a major advertising campaign not only to promote a new frequent-flier (“Fly Three, Fly Freeplan) but to make a statement of confidence about the future. It’s curious to see that United Airlines will run ads on radio, billboards, airport posters and additional print and online advertising will follow for several weeks, but no television commercials are planned. Read more on Chicago Business.
According to new research results released by the Interactive Advertising Bureau bigger ad sizes work better. The study has analysed the effectiveness of different online ad sizes used in the McDonalds’ campaign and has shown that larger larger rich media ads perform better in communicating brand attributes. The news is reported today by Marsha Geller on Mediapost.
With as much or more at stake as any other constituency, the nation’s biggest advertisers and their agencies have been closely tracking the battle over media consolidation. William Spain reports today on CBS.MarketWatch.com.
Nielsen//NetRatings on Monday launched AdRelevance 4.0, offering advertising and media buying and selling communities new tracking tools to help better measure and research online advertising campaigns. Read the press release (.pdf).
Ad technology player ValueClick has acquired today Search123.com, a paid search company for $5 million in cash. The news is reported today on Internet News in an article by Brian Morrissey who also provides a brief picture of the evolving search engine market quoting Yankee Group’s analysts.
“Feel the Fury” advertising campaign for the University of Miami Hurricanes football has been awarded by Web Marketing Association (WMA) for Best General Interest Rich-Media Advertisement. The news is reported today on Hurricane’s web site.
According to a annual survey by Japanese advertising agency Dentsu, advertising hit hard times in 2002 with adspend falling for the year. All media sectors witnessed a drop, most of all online advertising which had a year-on-year decline of 15%.
According to Mr Cook, director of technology investing at Munder Capital Management, quoted today on Quicken.com, investors can eventually be confident in online advertising firms. Broadband adoption, he said, is going to be driven to new heights by advertising, commerce and subscription revenue.
A new tool to block rich media ads will be soon offered to its subscribers by Earthlink. As described in an article of Yahoo! News, the access provider will help web surfers stopping pop-up and pop-unders. Last August EarthLink launched a pop-up blocker that has been downloaded by 1.2 million customers. On the matter the are different opinions: EarthLink believes that “Pop-up ads started off as a legitimate vehicle for people to monetize their sites but what we saw ended up being used irresponsibly and generated a strong backlash from consumers and tools to control them”. While Jupiter Research associate analyst Nate Elliott was uncertain how many people would actually choose to use the tool: “Most people see Flash content as beneficial because it gives them interesting animation.”.
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