Real estate advertising in 2005 will reach a total value of $1.8 billion, representing the 15.9 percent of total investments in advertising in the industry. eMarketer expects the expenditure in online ads will represent one third of the total spending by 2009. Suddendly, the real estate sector has understood interactive works. However it would be interesting to go into further details and investigate what kind of online advertising works. I believe we should look at search engine marketing, in particular the keyword advertising model with the localization of ads.
Is the Golden Age of advertising over? Reading today’s article by Stuart Elliott on The New York Times, I guess the answer is YES and I should probably look for a job in another industry. To tell the truth, the situation is not yet dramatic, but agencies need to wake-up and understand they need to develop a new approach. Clients have smaller budgets and look for new, better ideas. Certainly not the best situation for an advertising agency, but this is it: adapt or die. The article reports the opinions of several advertising experts, more or less complaining about the changes in the industry (I liked Linda Kaplan Thaler, saying that “Creativity used to be, ‘Think inside the box.’ Then it was, ‘Think outside the box.’ Now, there’s no box“). But there is also something positive to read: it’s the BBDO experience with the GE account. They understood (and GE explicitly told them) that something was going wrong, so they changed their approach (and also their senior creative leader) and adapted to General Electrics was looking for: interactive campaigns.
Advertising programs like Google’s Adsense have revamped the PPC model and provided new revenue streams for news sites. Apparently we are now living in a perfect world where even small publishers can earn some money serving contextual ads, and advertisers can deliver targeted messages to their prospects. How long is this going to last? Not much predicts Bill Virgin in his yesterday’s column. Virgin claims that as soon as advertisers gain more experience, they will learn much of their advertising budget are wasted, and this take us to the end of free online information, and therefore to the death of many news sites.
Internet advertising in the entertainment and telco sectors is set to explode in Pakistan. An article on PakTribune reveals details of a study of the Internet and Online Association (IOA), which has estimated that the number of Internet users will go up to 100 million by 2007. Given such numbers, the IOA expects online advertising will grow exponentially.
On April 11 Sony has launched an online campaign in Italy to promote its new Walkman. DailyNet (in Italian) reports online ads have been planned by MD International to go live on MTV, Lycos, Tiscali, Libero and Yahoo!. The campaign (creativity by Fallon) will last until the end of June and will see Sony investing in Italy about 200.000 Euros.
According to the South African Online Publishers Association (OPA) and Nielsen Media Research/AIS AdEx online advertising in South Africa grew by 136,7% in 2004. The number is impressive, but must be “handled with care”, since the OPA explained that the growth is also partly due to additional online publishers reporting their advertising figures. [news via MarketingWeb]
- Automotive, health, travel and household goods will lead the online advertising market (according to Jupiter Research) - Broadband boosts advertising surge, the Financial Times reports - Beauty brands get the best results online (a new research by Dynamic Logic claims)
Ogilvy Interactive Frankfurt has created a new online campaign for Cisco Systems, starring a fictional hacker named Bruno H. By clicking on a Cisco banner, users virtually connect to Bruno’s desktop where they find his blog notes about a so called “Self-Defending Network” he cannot hack. The desktop offers further interactive options, like reading Bruno’s email (containing also Cisco’s banners) or find out how Bruno’s girlfriend (Cisca!) looks like. Double click on each item on the desktop to find out more.
Transport for London (TFL) will change marketing strategy over the next two years, shifting most of its annual advertising budget online. New Media Age (reg. req.) reports TFL will launch in April two integrated campaigns, to promote the Journey Planner service and to push the sales of the Oyster card system.
iMediaConnection presents in its “Creative Showcase” one of the few luxury brands that have decided to invest in online advertising: Porsche. To introduce the new 911 Carrera Porsche has asked Eyewonder to create a video banner that could deliver their traditional brand message “There is no substitute”. The opinions on the ad are quite different. Someone says it’s sexy and classy like Porsche is, someone else the campaign fails to deliver the emotions one would expect from a Porsche. In October, Porsche promoted in the UK its Cayenne model with an online advertising campaign developed by Clark McKay & Walpole Interactive.
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