Superman returns in 2006. And Warner Brothers has employed a number of online tools to promote the new film. From the main website you get to all the subsites:
So there is a lot of stuff on the web for people to get engaged with.
And, as a sidenote: that they are also doing TV commercials for this Movie is a bit pointless, says AdJab, however in a different context.
Adverblog has found some predictions for online advertising in 2006.
1. Consumer-generated media will become increasingly attractive to advertisers
2. Advertisers will continue shifting traditional ad spending to the Web due to increased Internet consumption and better targeting/reporting capabilities
3. Advertisers, cable providers and interactive marketing experts will collaborate to address „The TiVo Effect“
4. Brand advertisers will drive the next wave of growth for the paid search market
5. Best practices in localized mobile marketing will be perfected overseas in 2006
6. Online advertisers will employ holistic targeting methods to deliver better results and reduce reliance on high-profile, high-CPM ad buys
7. Technology and better data access will transform online advertising success to a formulaic equation
8. Japan will be the next frontier for paid search and interactive marketing
9. Mobile carriers will adopt new ad models to boost revenue beyond usage
10. Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel
(Detailed info is here)
And while I read this, I also saw a post at PFSK pointing me to a post at the longtail:
Down:
Box Office: down by 7% this year (tickets per capita have fallen every year since 2001). Newspapers: circulation, which peaked in 1987, is declining faster than ever and is down another 2.6% so far this year. Music: Sales are down another 5.7% this year; although digital downloads (still just 6% of the business) are climbing nicely. Radio: down 4% this year alone, continuing a multi-decade decline. Books: down by 7% in 2004 (but see comments below for discussion) Mixed:
DVDs: sales growth is slowing dramatically, from 29% last year to single digits this year. TV: Total viewership is still rising, but as channels proliferate and the audience fragments the rating of the average show continues to decline. * Magazines: Ad revenues are up a bit although the number of ad pages is flat (they’re charging more per page). Circulation is also flat, while newsstand sales are at an all-time low.
Videogames: it’s the final few months of the current generation of consoles, which tends to the trough of the buying cycle. Sales were down 20% in Sept, but will probably pick up by Christmas with the launch of the Xbox 360. Up:
Internet advertising:
–Banners: Up 10% this year
–Keywords: Google revenues up 96%
Interesting trends, alltogether.
As PSFK and Adverblog write, Nike launched the new Tiempo Legend shoe featuring Ronaldinho in most media other than above the line. Especially through mobile, online and vidcasts, hoping that „magic viral“ will take over and spread the word – or rather videos.
Well, I can only assume it did work fine sofar. My cousin already sent me the main video of the microsite a week ago, when I didn’t even know about this campaign. However, it was taken a little out of context. While Ronaldinho plays, what’s called on the site „brazilian ping pong“, I got the video via email with the subject line: „I’d prefer if he would actually manage to hit the goal instead“. But we all (even I, the most soccer illiterate) know Ronaldinho, so that missing context doesn’t hurt.
The target group knows everything about Nike shoes and Ronaldinho, I am sure. So when they receive that video, it’s spot on.
Considering the fact that this video even spread to people like me is a good sign of success. Even though it might appear accidental, that I receive something like it – or, on the contrary, quite obvious, as I spend most of my time online – even I have spent some considerable time with the Nike brand now.
Just found a good article on Newsweek via Adland, talking about viral marketing and the continuing rise of online advertising formats vs other media.
Firstly, it lists some results about something I blogged about before. The trailer crashers website is a huge success. over 200,000 trailers have been created, and while the official trailer was only watched 1 million times, the crashed trailers were watched 3.3m times – because people sent them on to their friends.
So the conclusion for a successful ad format is most likely: A little bit of DIY and the possibility to spread it amongst friends.
But they also say, that online sweepstakes are a growing success:
With online advertising so ubiquitous, it takes more than a clever idea to get consumers‘ attention. Increasingly, they want to get something in return for their time. Hence, the boom in online and mobile media contests and sweepstakes which are incorporated into various ad categories from streaming video to Web site banners. It’s hard to find a product that doesn’t offer a chance to win something on the Web—a car, a trip to the Superbowl or an electronic gadget. […] „In advertising now there has to be a value exchange—if you want the consumer to sit through a product demo or take a test drive, there has to be something in it for them.“
As users tend to spend up to 5 minutes in front of an online promotion, often even returning several times to that site, the budget allocation will most likely shift, according to this article. Some 40bln will be shifted from TV to new media formats:
„A 30-second (TV) spot used to be enough to sell your product,“ explains Linkner. „Now, your 30-second spot drives a five-minute Web experience.“
Now, in Germany, we’re not quite there yet. But there are examples coming along. As a very much Internet minded brand, Mini is now asking users to send in their own video clips in order to win a Mini. Sortof like Converse and Coors did (see here).
DIY clips (plus telling your friends about it). Should be a success, at least I hope so. Because then more companies might try that in Germany.
PSFK again points me to something. Which is, in a way, really groundbreaking.
MTV let’s users create their own MTV channel. Including their own clips and content. Now that’s real consumer generated media. This time push-broadcasted to everyone (since it is a TV channel).
„With today’s announcement, we are handing over an entire channel online
to college students and everyone who wants new music,“ said Stephen Friedman,
GM, mtvU. „mtvU Uber gives them the power to create and program their own
channel, and will remain in perpetual beta mode as they experiment and pioneer
the digital future.“
Just wonder if the advertising will reflect that? Will they show only ads produced by the consumers, like they have at Converse?
First it looks like a great guerrilla idea. And I think, this has been done before, but not with a projector attached to the train, but with screens within the tunnel. The screens were placed in certain distances and each one displayed one image subsequent to the image of the previous screen. This way the people on the subway saw the film on many different screens, each one of them just showing one step of the animation. Like a thumbnail cartoon (or whatever they’re called)
I just wonder, if this kind of marketing tactic is feasible these days? (See the comments to the blog post linked to above).
If you tried this in any big city today, poeple would panik. They would expect an act of terrorism instead of an act of advertisement.
So, summing up: Don’t try this in your city. (In fact, don’t try this at all.)
Wo ich sonst so bin...