von Roland Hachmann | Feb. 26, 2007 | Blog, Digital Culture, Digital Marketing
Clickz writes that Fox Interactive Media buys an ad targeting firm to leverage MySpace profile data. And I ask myself: what the heck have they done before? They have, apparently, used some data to optimise for Google ads, but much was not done.
„The driving reason to do it is to make more money selling ads,“ said Barrett.
I’m impressed by their sharpness. Or by Clickz actually publishing that quote?
Till now, the News Corp division has done little to capitalize on the information that, when paired with SDC’s ad optimization technology, will allow for highly-refined audience segmentation and contextual micro-targeting.
So what’s new?
Anyway, apart from that, it is of course the right move. A little late – and it can’t just be due to the fact that they had to go through „a ton“ of potential firms for acquisition.
von Roland Hachmann | Feb. 24, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
Mini apparently steps into the path of the no longer existing BMWfilms.com by producing its own little clip series. They are a homage to the old starsky&hutch series, as adweek writes, and are directed by Todd Phillips, who directed the movie in 2004. Here is a trailer:
https://www.youtube.com/watch?v=NGrrPReQaOE
The website is hammer&coop, where you can find further movies. Three episodes are already online, the other ones follow one each per week.
von Roland Hachmann | Feb. 14, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
Here is a nice little idea: Jeep and Marvel Comics have started a „user-generated-comic“ campaign. They have launched the below website:
The first couple of chapters of this comic are already available online. The next chapters wait for content input by the users – that is us, all of us. A professional comic artist will then put these ideas into this comic strip. And i assume, he’ll always make sure that there is a Jeep somewhere within the story.
And whoever participates gets a printed out version of the comic later on – or so it says on Adverblog.
I never guessed that there was such a big target group overlap between Marvel and Jeep. Or are they targetting the kids of Jeep drivers?
von Roland Hachmann | Feb. 6, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
Clickz references a study about user generated content – or consumer generated content, as it should rather be called. This is from August 2006, but nevertheless quite interesting, as there seems to be some interesting findings even related to „traditional“ internet advertising:
Almost three-quarters of people who publish amateur video content online are under 25, and of those, 86 percent are male. […] Other findings of the „Generator Motivations Study“ include that as many as 73 percent of content generators notice Internet advertising, a much higher ration than what’s found in the male 18 to 24 year-old demographic as a whole. Also, 57 percent of all content creators surveyed said they are willing to feature brands in their videos, and many within the group have already done so. […] The report suggests opportunity for marketers, if campaigns are executed properly. „Approaching the right communities, with the right tone and incentives can motivate users to generate content featuring brands,“ the report said.
Sounds good, being from Germany, I now wonder if the situation is (or will be) similar in Germany?
von Roland Hachmann | Jan. 15, 2007 | Ad News, Blog, Digital Marketing, Online Advertising
Clickz mentions a survey in which 500 direct marketers were asked about they spending plans in 2007. The result? A visible shift towards online.
As many as 85 percent of direct marketers and service providers say they will move dollars to e-mail and Internet channels
Now this is great, but:
Meanwhile, a comparatively meager 51 percent say they will increase their offline budgets.
Hey, that’s still half of the sample asked in this survey! The reason: there will be a general increase of budgets in DM:
“The survey indicated there’s going to be a lot of growth across the board, but especially online and e-mail marketing,†Alterian Director of Marketing Joe Stanhope told ClickZ News.
E-Mail will be the winner, so watch out for even more clutter in your inbox:
Eighty-one percent plan to increase spending on the channel, while 50 percent intend to up their direct mail budget and 45 percent say they will spend more on personalized landing pages.
The last quote once again proves that one of the main benefits of the online channel – the measurability – is yet to be discovered by many. But if they do, they know.
Companies most comfortable with online and e-mail marketing are in large part the ones that have invested in analytics. “There is a correlation between channel integration and analytics,†said Stanhope. “If a marketer has gotten to this sophistication level where they’re doing integrated marketing campaigns, those are the people sophisticated enough to have that kind of infrastructure to carry out analysis.â€
Wo ich sonst so bin...