Online advertising in New Zealand is growing, but… does not know how big it is. The New Zealand Herald writes today about a growing market which is still unable to estimate how big is it becoming. According to the article’s author, the introduction of large-format advertising has proven to be the key in the industry’s expansion.
In 2002, over 35 million people visited Las Vegas with nearly 25% using the Internet to plan their trip. This is the simple reason why LasVegas.com has appointed iTraffic to launch an interactive advertising campaign. As explained in the press release the idea is to drive awareness and reservations to LasVegas.com.
As reported today on Le Journal du Net online advertising is growing in France. “E-pub”, as defined in French, has reached a value of 119 millions of Euros in the second term of this year, with a growth of 64% compared to the same period last year. The data come from a recent study by TNS Media Intelligence-IAB France and highlights the fact that online advertising has surpassed by three times movie advertising. Cars, travels, telecommunication providers and banks are the most active sectors in online advertising.
The Interactive Advertising Bureau (IAB) today announced that several IAB member companies will participate in an Acceleration Program designed to hasten the growth of the industry. This will enable the association to immediately initiate programs and projects that will further improve the value of the interactive advertising medium for advertisers and agencies. Participating companies will fund the Acceleration Program by providing pre-paid membership fees worth $5.8 million. Read on the press release on Yahoo! Biz.
It seems like automakers believe in the Internet potentials to increase brand awareness and indirectly to generate more sales. In these days I’ve found two articles talking about Ford and General Motors efforts to take advantage of the Web to regain market share. On iMediaConnection Sara Wilson talks about “All new 2003 Ford Expedition” a new campaign created to draw attention and make people interact with the brand. The campaign has been run with different ads and features on the three world’s main portals: Yahoo! Msn.com and Aol.com because, as Kristen Bergmann, Digital Media Director and Senior Partner at J. Walter Thompson explains:“We felt that we would reach most of the Internet population if we were to choose these three [portals], and they all happened to be existing partners of ours that we knew could deliver”.
On the other side we have General Motors who has just launched an online banner campaign to drive qualified traffic to the newly relaunched GMBuyPower.com. As DMNews reports, Flash-enabled banners have been developed by Zentropy Partners, with skyscrapers, horizontals and standard formats in different sizes and 120 creative executions. And Steve Woolford, executive vice president and worldwide managing director at Zentropy explains:“The beauty of this advertising is that it links up that part of the BuyPower site that most people are interested in. If someone’s not considering a GM vehicle, it’s silly to give them the tool to shop. If they’re not aware, we must make them aware. If someone’s not considering, we must make them.”
I always read with great interest articles talking about interactivity and user engagement but, this time, I’ve been rather disappointed by Jeremy Lockhorn article on ClickZ The Rules of Engagement. No new ideas, no new tips, no new opinion, just a bunch of obvious stuffs. Sorry for this “extreme” judgement, but I’m used to expect high quality content from ClickZ and this way it’s easier to get disappointed, even though I understand it’s August, it’s hot, and the climate influences our performances
Movie marketers are taking a great advantage of the Internet. As reported today on MediaPost there’s a growing amount of traffic to movie web sites. Watching trailers is the main goal, but fans are “available” to be targeted with merchandising as well…
By 2003, mobile advertising will surpass online advertising revenues. The fact emerges from a recent press release by OneTele on eMediaWire. However it isn’t exactly quoted the research firm that came up with this data.
Monster Inc. said it will not renew online advertising agreements with America Online Inc. and MSN Internet Service. It will instead redirect about $50 million per year on targeted, national and local marketing initiatives to raise its overall advertising mix, including broadcast. You can read more about it on Yahoo! News.
ING Direct has launched its newest television commercial on CBS MarketWatch. The :30 second spot will be carried on the site’s story pages for the next two weeks, before beginning a run on network television. In the press release, it’s nice to read the (interested) opinion of Scot McLernon, EVP Sales & Marketing, MarketWatch.com:“ING DIRECT is a terrific partner to be blazing new ground with us in the online advertising space. This campaign will give them the ability to reach our highly-valued audience with television creative during the middle of the business day. They are the first major advertiser that we’re aware of who has embraced an opportunity like this to create buzz with television creative online first, before launching on network television. It shows that they truly believe in the online medium.”
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