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[2003-04-28] SHOULD THERE BE AN UPFRONT FOR ONLINE ADVERTISING?
NEW YORK (AdAge.com) -- Can the Internet advertising market support the kind of upfront ad space auction that has long been the business model for TV?
The idea is now sparking lively discussion among some sellers of Internet advertising as more marketers consider the use of online elements as a routine part of their overall advertising campaigns.
[2003-04-28] American Online Reports Ad Revenue Slide
NEW YORK AOL Time Warner on Wednesday reported that revenue for its American Online Internet unit totaled $2.2 billion for the first quarter, down 4 percent from the year-ago quarter.
Meanwhile, ebitda (earnings before interest, taxes, depreciation and amortization) for the Dulles, Va.-based online division climbed 18 percent to $404 million and operating income grew 11 percent to $194 million in the quarter.
[2003-04-25] Context Is Everything
We're working on a media kit and collateral material for an internet company looking to boost its advertising substantially. The company has done extremely well for advertisers (mostly dr advertisers) on a cost per click basis. One reason for its success is that the user/consumer chooses this navigation tool - it isn't embedded in some other software - and it isn't spyware.
[2003-04-25] Negative Creative
There are almost as many direct response marketers against using negative appeals and copy as there are against using humor. It wasn't always that way. In the 70s and 80s, you'd see a pretty fair number of headlines/envelope teasers/Johnson boxes with lines like:
[2003-04-21] Tackling TiVo
Personal video recorders, PVR's, are hot. So hot in fact, they are making a significant contribution in the frying of consumers' attention spans. What's an advertiser to do when the most affluent customers aren't compelled to watch TV commercials and are, in fact, actively avoiding them?
[2003-04-21] Rethinking The Product Life Cycle: Brand And Segment Maturity For The Next Century
The product life cycle has been part of marketing strategy since the late 50's. All of us are either intuitively or intellectually aware of its five stages of introduction, growth, maturity, saturation and decline. Yet, this classic model now faces the same inevitability it predicted for brands and market segments. We all face a new reality wherein everyone knows the model, emulates it, then with alarming regularity...fails. Failure comes from the predictability of the strategies that we all believed were dictated by the model. Over the past five years we've seen mature core brands suffocate under their own weight like lost, beached whales on the shores of EDLP (every day low price) Beach.
[2003-04-17] 7 Innovative Tactics to Increase Your Site's Ad Sales Revenues
It is both incredulous and understandable, that many successful web publishers (in terms of building web traffic) have little or no regular advertising revenue based on their site's traffic. Incredulous, because in other forms of media, publishers are paid advertising on a cost per thousand basis (CPM). Understandable, because most web publishers do not come out of traditional publishing backgrounds and therefore, do not fully understand how advertising is sold. While some web publishers make meager revenue from the so called "pay for performance" advertising programs, and endeavor to increase their traffic using banner exchanges, most make no ad fees based on their site's traffic, impressions, or unique visitors.
[2003-04-16] STUDY OF DOT-COM MARKETING FINDS MAJOR IMPROVEMENTS
NEW YORK (AdAge.com) -- Stamps.com topped the list of dot-com irrational exuberance in 1999 by plowing $98 into marketing for each dollar of revenue. Last year, it spent 15 cents on marketing for each dollar of revenue -- leaving enough money to pay for postage.
[2003-04-16] Yahoo's Q1 Ad Revenue Grows
NEW YORK Yahoo recorded a 38 percent year-over-year rise in first-quarter advertising revenue, thanks in part to an increase in sponsored-search services.
The Sunnyvale, Calif.-based Web portal said Wednesday that Q1 revenue from marketing services totaled $190 million, up from about $138 million in the
same period a year ago. The boost resulted from a combination of a strong increase in revenue from its sponsored search services, as well as growth in the balance of its global marketing services revenue. In fourth-quarter 2002, Yahoo's ad revenue reached $177.5 million.
[2003-04-16] Life Is But a Stream?
It must be a sign of the times. Over the past two weeks, companies claiming they can solve all our budget allocation woes have inundated us. They claim budget nirvana lies in streaming media over the Internet. Their formula seems quite simple: Take a mass medium such as the Internet, add a 30-second commercial produced for television, and stream it online. Traditional planners and buyers will "get it." No need to produce customized creative, and budgets will just flow from television to the Internet. Right?
[2003-04-16] Commercial Overkill
One of the few things I like about spam mail is that it's so obvious. On the very first line there are usually block capitals and dollar symbols, letting me know that this is junk and I can trash it immediately. As the dotcom industry struggles to make money, I'm noticing the same negative signals cropping up on an increasing number of Web sites too. "Ignore me. I'm junk."
[2003-04-16] DoubleClick Posts Profit
DoubleClick (Quote, Company Info) returned to profitability with its first-quarter results Tuesday, after spending a painful year recasting its business.
The company, which jettisoned its media business to focus on technology tools, reported a $1.4 million profit for the quarter on $60.1 million of revenue. While the revenue figure was down from last year's first quarter, the profit stood in contrast to the $6 million loss the company suffered in that period -- an improvement attributable to cost cutting.
[2003-04-16] Mystery links New Web advertising tool gets results, draws criticism
After Douglas Hoppe downloaded the hot new online file-sharing program called KaZaa two weeks ago, random yellow hyperlinks began appearing on his fledgling music site.
Hoppe became hopping mad when he realized words such as "jazz" and "hip hop" had become hyperlinks, sending potential customers to the site of BMG Music, one of the world's biggest record labels.
[2003-04-09] WEB VIDEO BATTLE RAGES AMONG WAR NEWS SITES
NEW YORK (AdAge.com) -- While many in the advertising and marketing industry debate whether to continue advertising during wartime, RealNetworks is taking advantage of huge traffic surges at Web news sites to aggressively sell its RealOne Superpass video service.
[2003-04-09] Yahoo Introduces New Search Platform
NEW YORK Yahoo has unveiled a new search product, which is meant to provide users with a cleaner, easier-to-use interface and faster ways to find relevant information. The Sunnyvale, Calif., company said the new offering will reduce the Web portal's dependence on graphical ads and improve the relevance of ads and sponsored results.
[2003-04-09] Leveraging the Internet for Segment-Based Marketing
An emerging mass-marketing trend over the past couple of years is segment-based marketing. Though not new at all (the Direct Marketing Association was founded in 1917, and I am sure it existed in some form prior to that), the principles are being applied to mass initiatives more often than ever. The shift is fueled by marketers' calls for greater accountability and efficiency, as well as continued emergence of digital communication channels that support segment identification and targeting. The Internet plays an invaluable role in this approach and demonstrates an ability to execute on segment-based marketing more efficiently and effectively than previously possible.
[2003-04-09] Get the FAQ's* on Web Advertising
What is the Internet and how did it start?
The Internet was formed in 1969 as a Department of Defense computernetwork designed to withstand a nuclear attack. Mainly linked toscientific and educational institutions, the Internet soon became ahuge information database linking users worldwide. However, to useit you had to first learn the programming language and have accessto mainframe-connected terminal.
[2003-04-09] AOL Entices Users With Madonna Exclusives
NEW YORK In yet another example of how America Online is trying to lure new subscribers and broadband users with exclusive content, the AOL Time Warner Internet unit this month is offering access to Madonna and her music.
[2003-04-09] FORBES.COM TO FLOG ITS ONLINE AD SUCCESS
NEW YORK (AdAge.com) -- Eight months ago Forbes.com raised more than a few eyebrows with an offer of "guaranteed" brand improvement results to advertisers or their money back.
[2003-04-09] Beyond AIDA - Writing killer ads that get responses!
If you've got an online venture of any kind, at some point you'll probably need to write some kind of advert. Be it a classified ad , ezine ad, banner ad , the age-old problem of ensuring you get a good response remains.
[2003-04-09] Your Target Audience: Who Are They and What Do They Want?
It still amazes me. When I write copy for a company, I always ask about their target audience. I have to know who I'm writing to in order to create a message that will bring a response. But about half the time, the client is absolutely stumped about who their target audience is and what they want.
[2003-04-09] Web Surfers Revolt Against "Pushy" Advertising
As the Internet continues to populate with websites trying to turn a buck, two drastically different schools of thought have developed on how to advertise online - "Push" and "Pull."
"Push" advertising involves the use of "in-your-face" advertising tactics such as pop-up windows and direct email. "Pull" advertising entails using search engines and posting articles that literally "pull" interested consumers to a website on their own terms.
[2003-04-03] 7 Tips for Finding and Hiring a Good Copywriter
A search on Google for "copywriter" will turn up no less than 174,000 names. Writers who call themselves copywriters may be plentiful, but real copywriters who are good are hard to find.
Ernest Hemingway and George Bernard Shaw tried it and decided they couldn't do it. John Marquand and Stephen Vincent Benet gave up almost as quickly as they started. Aldous Huxley said it was "easier to write a passable sonnet than a passable advertisement." And the lore of the advertising business is filled with tales of other successful novelists, journalists, playwrights and poets who have tried their hand at advertising copy and failed.
[2003-04-02] Heart Association Launches Review for First Paid Ad Campaign
The American Heart Association is in the early stages of an agency review for its first paid-advertising effort. Billings are estimated at $40 million over three years.
[2003-04-02] WAR SPARKS GROWING BOYCOTTS OF U.S. PRODUCTS
CAIRO, Egypt (AdAge.com) -- Marketers of some of the world's biggest brands -- including Procter & Gamble Co., Pepsi-Cola Co., Coca-Cola Co., H.J. Heinz Co., Xerox and McDonald's Corp. -- are going on the offensive to combat war-related boycotts of American products in hot spots around the globe.
[2003-04-02] E&M Advertising Gets $7M Media Buying Account
Universal Technical Institute Inc., a national technical training provider, outsourced its $7 million direct response media-buying account to E&M Advertising, the companies said yesterday.
[2003-04-02] 'CATFIGHT' WINS AWNY 'GRAND UGLY' AD AWARD
NEW YORK (AdAge.com) -- "Catfight," the commercial created by WPP Group's Ogilvy & Mather of New York for Miller Lite beer, has won the Advertising Women of New York's "Grand Ugly" award as the piece of TV advertising that portrayed women in the most offensive manner during the past year.
[2003-04-02] BIG LOTS GOES LARGE WITH ADVERTISING
SAN FRANCISCO (AdAge.com) -- Columbus, Ohio-based closeout retailer Big Lots launched its first national TV campaign today, making it yet another major player in an already tight retail environment.
[2003-04-02] War Worries Media Marketplace
NEW YORKGrowing uncertainty about how long the war in Iraq will last has some TV media sellers and buyers retreating from the optimistic outlook they had following the initial days of the conflict. Hopes for a quick conclusion to the war began to fade last week, and concerns about the long-range impact on spending edged upward.
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