von Roland Hachmann | Jun 25, 2007 | Ad News, Blog, Digital Marketing, Online Advertising
Behavioural targetting really is one of the biggest (if not THE) buzword in online advertising. Being able to offer the right product at the right time to the right audience, based on past behaviour clicking on ad banners, on pages on a corporate website, within email newsletters or a mixture of all of the above. Scary, if the consumer becomes that predictable. There is a good article at the globeandmail.com:
For example, a person comparing automobile brands online is likely interested in buying a car. Behavioural targeting narrows those categories further: Is the car a model that would seat a family? Did the individual inquire about hybrid vehicles, suggesting interest in protecting the environment? Did they also look for an infant’s safety seat? From that data, enough information could be gleaned about a person to know that they might be interested in not just the latest Volvo or Honda model, but perhaps biodegradable diapers as well.
That could be interesting, a nice way of „manufactured serendipity“.
But what about data privacy? May be I don’t want companies to know exactly what I am clicking on?
Companies purveying these services purport to protect individual privacy by opting not to link behavioral data with the names and addresses of Web surfers.
That’s real nice of these companies. I am just glad I live in Germany, where data privacy is much more strict and this kind of privacy protection is not optional but mandatory!
(via marketing vox)
von Roland Hachmann | Jun 13, 2007 | Blog, Online Advertising, SEO / SEA
Adverblog just pointed me to a presentation by Zoran Savin of IAB Europe on the latest figures of ad spend in Europe. Search dominates, still. I am not surprised. And email is very low, unfortunately. (I like email marketing!)
[At this point, I unsuccessfully tried to embed the slideshow from slideshare.com. Does anybody have a tip for embedding these into wordpress?]
(And I am once again amazed at the things you can get at slide share!)
von Roland Hachmann | Mai 16, 2007 | Blog, Digital Marketing, Digital News, Online Advertising
A nice idea: In this movie by Axe, you can choose 2 or 3 times, which way the story of the movie should continue. Should the guy go with the girl(s), or should he resist and go home?
Naturally, the movie only ends well, if you click on „continue“ each time, so that the guy gets off with all the girls that lure him away.
Since I have a decent broadband line, I can watch the movie in good quality in almost full screen mode! Amazing, how this has evolved from the small thumbnail sized ads a few years back.
(found on adverblog.)
von Roland Hachmann | Mai 15, 2007 | Blog, Digital Marketing, Marketing, Online Advertising
This is an excellent execution for an anti-drug campaign from Norway! Showing the effects of drug abuse by visualising the effects on the microsite itself – making it really „tangible“.
On the Marihuana example, everything is blurred and your mousepointer gets annoyingly slow, while it gets incredibly fast and uncontrollable in the cocaine example. And with heroine, everything on the screen looks really shaky and frightening.
The site also opens several pop-unders for bancruptcy sites, memorial sites, etc. all related to possible results of your drug abuse. And when you try to close an example, there is a mockup pretending to notify the police, displaying your IP number, internet provider, etc.
Really well done!
(found on Adverblog.)
von Roland Hachmann | Mrz 22, 2007 | Ad News, Blog, Digital Marketing, Digital News, Online Advertising
Doubleclick apparently just published a study on the effectiveness of video ads. Which is fine, it’s a new ad form that needs to be scrutinized. But the first couple of findings really state the obvious in my opinion:
When it comes to grabbing the attention of Web surfers, advertising distributed via online video handily outpaces static image ads…
Well, of course. Anyone could have guessed that, really.
The second fact they find is equally obvious:
It predicted companies that invest in online video advertising are likely to see significant results.
Wow, what a coincidence. I bet they’re more expensive, too…
I know, I know. You need this kind of study in order to really convince clients (or rather: their bosses) that video ads justify the budget spent on them. But hey, it sounds all the more trivial to me.
Only one thing makes me think:
„It’s a mistake for advertisers to assume that all they should do is take their television ads and move them to the Internet,“ he said. „I expect that the most effective video ads are the ones that compel the user to engage with them and initiate the advertising. Our clients are now mixed about whether their ads should play with or without user initiation… I think the best practice is to create the type of advertisements that users are going to request to see and initiate.“
I agree, that you shouldn’t just put your TV spots online. Rather, produce something truly interactive, with links in it. (Which could look like this.)
Also, the videos should wait to be activated. Neither should they start running with full sound right away (consider office situations…). The best I have seen so far were looping video ads without sound, but with a very visible sound „on“ button.
Wo ich sonst so bin...