Emerce (in Dutch) reports the online advertising market has grown by 62 percent in the third quarter (with respect to the same period of 2003). According to IAB NL and BBC De Media en Reclamebank which examined datas provided by thirteen companies in the advertising industry (Msn, Lycos, Adformatie, Funda, Wanadoo etc…) there has been a total spending of 14.7 million euros. The amount is slightly lower than the one invested in the second quarter (15.6 million euros) but confirms the extremely positive trend of the Dutch market in 2004.
Online advertising is re-gaining the value it had in the New Economy “golden days”. The Deal (via Yahoo! News) talks about recent acquisitions in the industry (Agency.com bought Exile on Seventh, aQuantive bought SBI.Razorfish, DoubleClick bought Performics, AOL bought Advertising.com etc…), also quoting the opinion of Gary Stein, senior analyst with Jupiter Research who commented:“Online advertising is bouncing back. Surviving companies have money in the bank and want to further strengthen their positions, and there are a lot of new companies doing interesting and clever things that can be bought at a good price.”
Globes [online] reports turnover for Internet advertising in Israel was $21-25 million in 2003, an increase of 45-55% compared with 2002, when Internet advertising turnover was $13 million, according to a new Business Data Israel (BDI) survey. The five leading Israeli websites are Walla!, MSN Israel, Y-net, Nana, and Tapuz, which collectively gain over 70% of total Internet advertising revenue. Israel’s other portals and business sites have less than 30%.
In New Zealand the online advertising market was worth $8 million in 2003. The Advertising Standards Authority has tried to measure the impact of the medium, finding out that “New Zealand advertisers haven’t clicked on to online advertising”. The news is reported on Stuff.
“Online creative is not very creative” says Jeremy Lockhorn on his latest column on ClickZ. I guess you already heard this sentence, but I’m also pretty much sure you don’t remember the solution to the problem. A “call for creativity” is a usual grief from the online advertising industry, unfortunately it’s not so easy to exactly explain what creativity actually is (especially on the Web). A reference to interactivity might help but, in general, I would says that online creativity is the ability to fully take advantage of the medium’s characteristics: multimediality, immediacy, interactivity. As Jeremy explains, video can play a crucial role in enhancing the creativity level and also the quality of online ads. The point is we need to connect with consumers from the very first beginning of the relationship. But, at the same time, we need to “respect” our target, being polite with our advertising messages, asking for a sort of permission when presenting ads in unusual or intrusive formats.
The Detroit News dedicates an excellent article by Nick Bunkley to carmakers and their investments in online advertising. According to a report by TNS Media Intelligence/CMR, in 2003, the world�s 15 largest automakers spent $160.3 million on Internet advertising, a 70 percent increase over just two years earlier. The news isn’t good as in apparently sounds, since, despite that growth, automakers still spent only 1 percent of their total advertising budgets on the Internet, far less than companies in many other industries. However the Internet is seen as very helpful for targeting specific groups like gay people. DaimlerChrysler invested nearly 1 million $ on Gay.com, while General Motors spent on the same web site about 624,000 $. On the contrary Ford spent only $1,000 and did not advertise on any other gay-oriented sites. Who did the right thing? Unfortunately the article provides no answer.
The Australian online advertising market grew 41 percent in 2003. According to a new report, the finance industry was the top spender, followed by recruitment. In an article, News Australia provides full numbers and details about the research.
Raise of Honor is a new Playstation game that Sony will launch with a multi-million dollar marketing campaign. The press release explains that a viral and online push will support print and TV advertising. Viral advertising will consist of “wild postings” in San Francisco, Los Angeles, and New York. Online advertising will commence in February and continue through the end of April. The ad will be run on Web sites such as atomfilms.com, ifilm.com, ign.com, gamespot.com, and maximonline.com.
iMediaconnection features this week an interview with Micky Pant, Reebok’s vice president of global marketing and recently named “Interactive Marketer of the Year” by Ad Week. Mr Pant takes us in the backstage of Reebok’s latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it’s interesting to read Pant’s opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds… But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:“We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
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