Tribal DDB London has created an online campaign for The Guardian Weekly publication, geo-targeting US users with the objective of raise subscriptions from overseas. Using animated banners and skyscrapers Tribal DDB satirises the egocentric agenda of America’s largest television broadcasters. Matt Law, account director at Tribal DDB comments:“For a US audience, the strongest selling point of the Guardian Weekly is its impartiality and the international perspective of its editorial coverage. Turning these characteristics on their heads formed the basis of the ads creative.”
In the UK, the Association of Online Publishers is considering to start charging penalties to advertisers who deliver late copy. The association will meet next month to work on a series of guidelines for advertisers. It complains that in many cases the ads are delivered not just “late”, but even after the campaign was due to launch. Many publishers agree a “use it or lose it” policy would be the best solution. Giuseppe Troisi, chair of the working group and consultant to GCap Media, commented:“AOP is a group of premium media owners; our content is premium and therefore our inventory is at a premium. Late copy and its possible knock-on effect to all commercial partners puts undue pressure on our ability to meet our own high standards in delivery, customer service and trafficking, which on a larger scale can reflect poorly on what is a dynamic and successful medium.”
In Germany the online advertising market will reach a record level this year, generating a business of over 750 million Euros. Banner advertising and sponsorships will be worth 490 million Euros, while search engine advertising will account for about 160 million Euros, with a 46 percent growth compared to 2004. Affiliate marketing is the sector showing the most relevant growth in percentage (67%), with a business now worth 100 million Euros.
Revenue, revenue, revenue. The BBC is not immune from the money attraction, and is about to start selling advertising spaces on its website, but only to overseas visitors. In an interview published today on The Guardian Ashley Highfield, director of new media and technology explains the BBC is getting ready to start selling downloads of popular programs over the Internet. Since almost half of the traffic bbc.co.uk gets comes from abroad (22.8 million of the website’s 48.1 million average monthly users) and the technology now allows much more precise geotargeting, the UK media giant is also considering to add ads to elements of its website, to be displayed when overseas users visit the pages.
According to Forrester Research, in Europe the search engine market will generate 1.4 billion Euros of spending in 2005. The definition “search engine marketing” includes everything related to commercial search: paid listings, contextual search, site optimization, and paid inclusions. While search marketing’s share in online advertising will increase for another two years, Forrester believes it will start decreasing in 2007. The slowdown will be due to a probable increasing negative attitude of consumers towards paid listing, but also to the growth of rich media ads and the increase in the price of keywords. Hellen Omwando, Consumer Markets Analyst at Forrester Research, says:“While it’s unlikely that prices in Europe will reach the same levels as in the US — where the same keyword might command five times the price than in Europe — increases will be significant enough to make it difficult for some marketers to justify the ROI of high prices; they won’t be able to compete for popular keywords.”
At the advertising festival in Cannes Brazilian agencies performed extremely well, especially in the Cyber Lions, where they won 25 of the 93 awards handed out (among the others DDB Brasil won the Grand Prix). The International Herald Tribune explores in an article the Brazilian online advertising phenomenon starting with a small polemic concerning the fact the head of the Cyberlions jury was a Brazilian, P.J. Pereira, creative director at AKQA San Francisco. Fortunately the column goes on focusing on facts rather than on gossip, providing us with a few good insights on the approach to advertising in Brazil. Money plays an important role: producing Tv ads is cheaper over there and there is also a better perception of the online advertising value for companies with small budgets.
On iMediaConnection Doug Schumacher takes us behind the scenes of the online campaign Basement has created for Sugarshots. The case study is very interesting because it debates whether an ad should feature a visual of the product, or some other image the agency feels more compelling. The article is part of a series dedicated to Sugarshots, quite useful to find out the questions an agency needs to answer when developing an interactive campaign.
If you can read French you’ll surely enjoy today’s article on Le Journal du Net dedicated to the new trends in online advertising. Brands have started understanding the role the Internet can play in the media mix, they are discovering its peculiar characteristics acknowledging “originality” is the keyword to be successful. The article explores four recent campaigns which used humor and creativity to develop something “different” mixing videos and rich media with a viral touch. Arnaud Lecherf, communication manager at IDTGV perfectly summarizes the approach marketers should have towards online campaigns: “Sur Internet, le ticket d’entrée est incomparablement moins élevé que sur les médias traditionnels, notamment la presse papier, la radio ou la télévision. Nous pouvons donc nous permettre de prendre des risques, d’oser adopter un ton plus percutant.” (On the Internet the entrance ticket is cheaper than on traditional media like print, radio and Tv. Therefore we can afford taking risks and dare to adopt a stronger tone).
The advertising expenditure in the UK is growing, the Quarterly Survey of Advertising Expenditure by the Advertising Association (AA) reports. The industry registered a year-on-year increase of 5.3 percent, equivalent to a 3.5 percent rise in real terms. During Q1 2005, television, outdoor and cinema slightly increased the revenues while online advertising showed an impressive 51.5 percent rise.
The Internet is booming in Poland and, as a natural consequence, online advertising is getting a big business. The Warsaw Business Journal has an article (in English= on the effect broadband diffusion is having over the Internet’s popularity. The online advertising market has grown by 43 percent in one year and the IAB Poland expects the growth not to slow down until 2008. The biggest spenders at the moment belong to the financial sector, but also telecom companies are severely increasing their expenditures in online activities. Among the agencies to watch in Poland we find Hypermedia, recently acquired by the Aegis group, named Interactive Agency of the Year for the past three years.
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