… we’re going to Berlin.
The German Direct Marketing Awards are being awarded in Berlin tomorrow evening. And we’re on the shortlist…
Since we’re going to the ADC exhibition on Saturday, we’ll be staying until Sunday. So does anyone have a good suggestion for Saturday night in Berlin?
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.
That is the tagline for Zooopa. Another crowdsourcing platform, this time for making ads. As it says on the homepage:
1. I give you a brand
2. You make and ad
3. You rate the best ones
4. I pay you
In essence: You make lots of ads, watch lots of ads, I pay only one ad.
Nice try.
Some more news about the advertising market in 2007:
“ Marketers Increasingly Use Social Networking Sites “ writes clickz.
A new JupiterResearch report, „Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,“ finds social networks to be a way for advertisers and marketers to break through the clutter and enlist brand advocates for their cause. This year will likely see an increase in the number of brands using social marketing to reach consumers.
While this is good for the companies providing the platforms, it is bad news for the users of these platforms, who, as I think, might get annoyed. And that means, it’s bad news for these platforms in the long run…
This seems interesting and obvious at the same time – a study about user revolution:
The report defines user revolution as a major trend that is happening primarily with consumers, who are taking control of content consumption and branding. The historically passive consumer is changing rapidly, not only becoming more informed and confident about purchase decisions, but also increasingly taking control of the consumption of information and content that used to be distributed by networks, studios, publishers and retailers […] We believe this will cause a significant rise in prominence of the Internet as a major content consumption and marketing medium.
The „news“ is from a report by Piper&Jaffrey. They list 12 key findings, such as predicted online advertising growth rates over the next few years (around 20% per year), the rise of communitainment (careful: new buzzword!), the rise of Usites (another one!) – sites with user generated content, and the increase of video ads.
At the end, they list the companies most likely to profit from these trends:
Google (and YouTube), Yahoo!, Disney, News Corp., Time Warner, Microsoft, InterActive, Facebook, Craigslist, Brightcove, Yelp, SINA Corp., Baidu, aQuantive, ValueClick, 24/7 Media, Netflix, Wikipedia, MobiTV, Digg and Hakia.
It is common knowledge, that we are moving away from pure interruption advertising on to engagement marketing. Or something along those lines.
In order to engage users and invite them to check out the latest advertising, companies now seem to use YouTube to announce advertising campaigns. Here is the latest example of Adidas telling us that a new segment of the „impossible is nothing“ campaign will start on the 6th of March (so stay tuned!!)
https://www.youtube.com/watch?v=D67LVlXIrr4
I just wonder: who – except for us working in advertising – is really bothered if and when a campaign starts?
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