The idea has been around for 20 years and its new momentum is being driven from the other side of the Atlantic, but not every marketer is convinced about it, says Martin Croft.
If you think that rich media simply means puting a TV ad online, you’re missing out on a useful opportunity to be more effective with your online strategy, says Martin Croft.
Do we need a planning currency for the internet? That’s a question increasingly being heard among the UK marketing and media community. As the internet is arguably already the most measurable medium – with internet service providers (ISPs) and webs…
As widely predicted, UK online ad spend broke through the 2bn barrier in 2006, recording a 41.2% surge in growth as marketers moved budgets online. The figures from the Internet Advertising Bureau (IAB) in partnership with PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC), mean the Web’s share of all advertising revenues rose to 11.4%, up from 7.8% in 2005.
In any discussion of online marketing, two questions keep coming up how much of my budget should I spend online? and who can I trust to help me answer that question? For some years the digital industrys answer to the first conundrum was to point to the proportion of their media time people were spending online, and suggest that it should be mirrored in the proportion of budget allocated to online channels.
Agency.com wins February’s IAB Creative Showcase Award in association with Microsoft Digital Advertising Solutions with its “Kitchens for Real Life” campaign for IKEA. The campaign illustrates what can be achieved when digital is put at the centre of ad strategy, bringing together a strong idea and digital expertise to create an innovative campaign that works […]
Let’s hope Richard Eyre is a man with a sense of irony. This week, the former chairman of the Internet Advertising Bureau announced he will be joining London radio group GCap as its chairman – just as the IAB triumphantly unveiled a stunning set of growth figures which suggest the internet has knocked radio off […]
Waterstone’s turned shoppers into literal consumers recently to mark the release of Thomas Harris’ fourth novel about bonkers cannibal genius Hannibal Lecter. On the day of Hannibal Rising’s release the book shop’s flagship store became Hannibal’s Brasserie, opened by Dr Lecter “himself”. Fans of Harris’ infamous antihero swarmed in at 7.30am to feast on Benedict’s […]
Integrated agency Iris is running an event appealingly called Under The Influence on April 12. Even more appealing is that it’s taking place in five pubs around Borough Market. During the event, the pubs will be renamed as The Progress Bar (The Market Porter), The Left & Field (The Wheatsheaf), The Insight Tavern (The Southwark […]
Virgin Comics is hoping to latch onto people’s basest desires to promote itself as a major player in the lucrative comics industry. Working with licensing agency Corporate Creative Licensing (CCL), the company is trying to obtain the intellectual property rights for the images from Deepak Chopra’s Kama Sutra/ The Seven Spiritual Laws of Love. If […]
Film company Universal is testing new mobile technology in a promotion to support the launch of its new Mr Bean film, “Mr Bean’s Holiday”. The mobile technology, called Snap Happy, uses image recognition and has been created and developed by marcoms agency Magnet Harlequin. Universal is the first advertiser to adopt the tool and is […]
Mastercard is switching its sponsorship focus from its credit card brand to debit brand Maestro for football tournament Euro 2008. The financial giant claims the sponsorship of the football tournament will be the first pan-European promotion for debit cards. The football championship will form an integral part of Mastercard’s Single Euro Payment Area (SEPA) marketing […]
The news that former Nokia president Pekka Ala-Pietila is launching a mobile phone service that offers free calls and texts to users willing to view ads through their handsets has reignited the debate about advertising on mobiles. Some believe that with heavyweight global brands such as Coca-Cola already committed, Ala-Pietila’s Blyk will be the service […]
Sky Movies has unveiled its new look ahead of a relaunch of the BSkyB film service. The on-air identity has been created by agency Dunning Eley Jones (DEJ). The outfit was appointed to the project in October 2006 following a four-way pitch against undisclosed agencies. The new identity will go live on air on April […]
The Royal Navy is the latest advertiser to tap into the social networking phenomenon, launching a series of profile pages on Bebo. The pages are being established as part of the Navy’s integrated recruitment campaign, which aims to focus on recruiting British youth. Internet users will be directed to the profile pages by a series […]