If you want to skip the ads, read your favorite news sites through RSS feeds. Maybe I should not write this, considering the fact I’m trying to sell advertising spaces here on Adverblog, but actually I’m just reporting one of the ideas that come out from this article on marketing and RSS on the New York Times. I don’t completely agree with the idea of regarding RSS as the Internet TiVo, however I believe this association isn’t totally wrong. We need to consider that news publishers usually provide only an abstract of the article in the feed, so if people want to read the full story, they have to click and visit the site where they will be exposed to the advertising messages. However, if one uses RSS just to “browse” the content of a news site instead of visiting the homepage, in this case RSS helps to avoid the ads and just get an overview of the articles, so it might be considered as the Internet TiVo. But don’t worry, since rss marketing is becoming an hot topic, advertisers are managing to show up also on feeds.
All eyes are on podcasting now that Apple has integrated this function in its new iTunes release. We start feeling we could make money out of podcasts, but somehow it is still early to realize which way one has to follow. The main challenge at the moment is to find a way to effectively measure listening. The difficulty is in tracking, because once someone downloads a podcast and puts it on a (portable) player, it is no longer connected to the Internet, and therefore no longer trackable. What if this person shares the podcast with a friend? What if he doesn’t listen to it at all? These questions still have no answer, and advertisers for the moment are just happy to know the number of downloads and therefore willing to pay on a CPM basis.
Do you want to reach young males? Advertise in videogames, that’s the best place to get their attention. The Seattle Post has a good article by Gary Gentile reporting on the recent E3 videogames trade show where it has become clear that the biggest players in the industry have discovered another revenue stream: the money payed by brands to have their logo placed in the games. Advertising is coming to videogames, and research firms are trying to adapt their methodologies and technologies to measure the players behavior. Of course in-game advertising is not for everybody, but big corporations with a lot of money to spend won’t loose the chance to impose their ads even there.
Marketing condoms is not an easy job. The target is young and therefore it’s difficult to get its attention, furthermore the product is “delicate”, because of ethics and religion. Trojan did great last year creating the award winning viral campaign “Sex Olympics“, now Durex is trying to do something as innovative buying advertising spaces in podcasts. Advertising Age explains the decision allows Durex to directly connect with its target, which is represented by people who spend more time online than watching Tv. Furthermore the solution sounds pretty inexpensive and, most of all, it enables Durex to avoid FCC strict regulations about what you can and cannot show/say when promoting condoms.
The Guardian reports the opinion of Andrew Robertson, recently appointed CEO of BBDO agencies’ network, who believes mobile phones will soon start playing a key role in advertising. The article also quotes a BBDO report which found out consumers would give up their television sets before sacrificing their mobile phones or home computers. I don’t know whether this is an imitation effect, or the advertising agencies are really starting taking mobile marketing seriously, but as a matter of fact last week everybody come out last week with statements about the importance of being mobile. I’ve already posted that Foote Cone & Belding which signed a deal with NeoMedia Technologies to develop mobile marketing campaigns. Now I’ve also found on New Media Age (reg. req.) that the boss of WPP Group, “Sir” Sir Martin Sorrell has sent out a formal request for proposals (RFP) to find a global mobile marketing partner.
You could fool a lot of work from advertising and marketing firms… A new study by Jupiter Research found out that nearly 40 percent of Internet users delete cookies from their computers at least once a month. If this is true, it might be a big problem for marketers relying on cookies to track visitors and visitors behaviors’. Quoted on ClickZ, Eric Petersen the analyst who wrote the report said: “Advertisers using lifetime value metrics need to reexamine how accurate that data is. The further away you get from the date the cookie was set, the less likely that the information is completely accurate.”
Everytime I see an new 3′s campaign I can’t help asking myself: why are they wasting their money like this? They keep on signing up celebrities who apparently can’t live without making video calls. As it often happens for tv ads in my country, the spots are simply pathetic. In the tv campaign launched this week (read more on Pubblicit� Italia), 3 has invested 30 million Euros, which is an enormous amount of money to promote a service which is actually not yet available in most Italian zones. Wouldn’t it be better to invest in improving the infrastructure instead of trying to gain immediately disappointed customers?
More and more people are turning to the Web to get news and information. The bigger the audience grows, the more interesting advertising spaces on news sites become. The State of News Media 2004, an annual report on American journalism was recently presented, bringing useful demographics information to advertisers eager to get in touch with their ideal target audience. An excellent article published today on iMediaConnection pictures an overview of the advertising market on news sites, providing information about recent campaigns and indications about the main websites’ audiences.
In less than a month the European Football Championship will kick off in Portugal. Advertisers are getting ready for the event which can be compared to the Super Bowl as a brilliant article on The International Herald Tribune explains. Reaching a pan-European audience is difficult but an event such Euro 2004 is expected to attract millions of consumers’ eyes. Eight multinational brands have paid an estimated E20 million or more each to be “official partners” of Euro 2004, and dozen of other companies are running advertising campaigns or contests related to the event.
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