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Recently marketers have been asking how they can have more control over internet advertising and the positioning of their brands, particularly around user generated content. IAB's Programmes Manager, Jack Wallington, takes some time to reflect on campaign targeting by looking at the future of internet advertising technology and the solutions it holds
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The online audience
BT has millions of broadband customers! Millions!
BT Group has signed up more than 4 million customers to its broadband service, cementing its position as the country's leading supplier. The number of Broadband customers is one of the key performance indicators most closely watched by City analysts.
3 Sept
For more on BT's broadband success, visit Reuters
Online advertising
Yahoo joins Google in the advertising battlefield
Yahoo has moved to further strengthen its service to advertisers by buying web marketing business BlueLithium for $300m (£149.4m). BlueLithium provides technology enabling websites to better match adverts with users' interests.
5 Sept
For more information on Yahoo advertising, visit BBC News
TV
iTunes not so super without NBC's Heroes
Two days after Apple started selling TV downloads to British customers, one of America's biggest television networks, NBC, has decided to stop selling its shows through the iTunes store.
31 Aug
For more on the lack on NBC downloads on iTunes, visit MediaGuardian (free registration required)
UK is the tortoise, while Europe is the hare in the ipTV race
The UK's internet TV market lags behind the rest of Europe with only one fully national ipTV service and a slow approach to rollout. Only BT offers a full service, although Orange plans to launch a TV service later this year.
29 Aug
For more on the UK's ipTV being behind everyone else's, visit Media Guardian (free registration required)
Web 2.0 and social networking
Student power! HSBC forced into policy turnaround by Facebook
HSBC is to abandon plans to scrap interest-free overdrafts for students leaving university as a result of a student campaign using the social networking website Facebook.
30 Aug
For more information on the power of Facebook, visit BBC News
Gaming
Eureka! In-game advertising IS effective
A research study of the in-game advertising sector, conducted by CNET Networks UK for the IAB, has highlighted the effectiveness of in-game advertising, a rapidly-growing form of digital marketing.
5 Sept
To view the full study, visit the IAB website
Ubisoft offers downloadable games for free with ads
There is no indication currently as to whether or not this is an idea that Ubisoft is trialling, or whether it's the start of a regular release of back-catalogue titles, and maybe a wider embracing of ad revenues as a whole.
3 Sept
For more information on playing Ubisoft's games, visit GamesIndustry.biz
In-game ad market to take off? Mario and Sonic hit the big time
In-game advertising on games consoles is expected to reach $80m (£40m) this year but increase to more than ten times that by 2011, according to a new report by ABI Research, It forecasts that $852m will be spent on dynamically served ads within video games by 2011.
24 Aug
For more on this in-game advertising study, visit e-consultancy
Newsapers
Google News becomes online newspaper
Google News now scans the news stories produced by the Press Association, Associated Press, Canadian Press and Agence France-Presse and omit from its search results any duplicated versions of stories from these agencies that other news sites host.
31 Aug
For more on Google news, visit MediaGuardian
Revenues increase for online newspaper ads, print ads fall
Ad spending on US newspaper websites continues to grow while spending on newspaper print ads declines, according to new figures. Newspapers' online ad revenues increased to a total of $796m (£395m) - the thirteenth successive quarterly rise.
4 Sept
For more information on the rise of online newspaper advertising, visit e-consultancy
Mobile
Who needs cash when you have a mobile?
The UK's big five mobile phone firms have switched on a payment system that turns handsets into digital wallets. Called PayForIt, the scheme is designed for those buying goods and services with a value of up to £10 being added on to a customer's phone bill.
3 Sept
For more information on the further extinction of loose change, visit BBC News
Google launches mobile payment system - Google phone rumours return
The emergence of a patent filing has stoked speculation that Google is working on a mobile phone-based payments service dubbed "GPay", which the search giant could roll out with a new phone handset.
4 Sept
For more on Google Gossip, visit the Times Online
Internet technology
Look after the pixels. Older demographic suddenly interested in online money management
The recent boom in internet banking has been greatest for people aged over 55, a report suggests, with 3.6 million of them banking online last year. 17 million adults in the UK banked online last year, compared with 6.2 million in 2001.
24 Aug
For more on over 55's using online banking, visit BBC News
Online campaigns
Tories launch all-online campaign
Claimed to be a first for a UK political party, the Conservatives are launching a new advertising campaign based entirely online. Nine adverts will appear on national newspaper websites and the social networking site Facebook, used by about 1.8m people in the UK every month.
5 Sept
For more on conservative use of internet advertising, visit Epolitix
Barclays in biggest online campaign ever (allegedly)
Barclays has launched the biggest online campaign from a finance company ever. The major three-month branding campaign across Yahoo! UK & Ireland sees Barclays shift from the traditional direct response model of online advertising to a pure branding model.
4 Sept
For more on banking overload, visit UTalkMarketing.com
Online awards and events
IAB Engage in Edinburgh
19 Sep
The IAB goes 'on tour' to host its first IAB Engage conference in Edinburgh which will provide a thorough overview of the internet advertising landscape, how online has revolutionised the way we do business. Covering a range of internet marketing tools, this event will help you find the best role for online within your communications strategies, and how you can integrate it fully with traditional media activity.
To book tickets visit the IAB website
Results of the IAB/PwC online adspend study, H1 2007
3 Oct
This seminar will present the results of our biannual online adspend study, conducted in collaboration with PwC, for the first half of 2007. Please note: in the first instance, attendance of this event will be restricted to study participants only. You may register your interest but will be added to a waiting list.
To book tickets visit the IAB website
IAB Internet Marketing Workshop - Web 2.0
18 Oct
Within an interactive and informal environment, this workshop will explore all the 'wonders' of web 2.0, and how these can be utilised to build your brand and engage your consumers in a powerful dialogue. Based on their learnings from the case studies and best practice guidelines presented, delegates will then be asked to complete a web 2.0 'challenge'.
To book tickets visit the IAB website
ad:tech
26 - 27 Sept, Olympia 2, Hammersmith Road, London
The world's leading digital marketing event. Attended by leading advertisers, top agencies and senior-level media buyers, ad:tech is designed for those seeking actionable information on how to engage customers online and better spend the budgets they control. |
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MediaGuardian Changing Advertising Summit
Thursday October 4 2007 at the Victoria Park Plaza, London
New media, new models, new rules, new results This one-day summit will bring together senior executives to examine the challenges of modern advertising and how to engage with consumers in the digital age. Speakers include Jeremy Allaire, CEO, Brightcove and Simon Thompson, Global Head of Marketing Services, Lastminute.com. |
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To book a place visit the media guardian website |
Virtual Worlds Forum (VWF) Europe 2007
24 - 25 Oct 2007 at Canvas in Kings Cross, London.
Designed to enable businesses to harness the power of virtual worlds to engage with clients, suppliers and customers, this two day conference and expo is accompanied by three optional workshops. We're dedicated to helping you understand why brands, corporations and not-for-profits are taking the business possibilities of virtual worlds seriously.
To book tickets visit the the Virtual World Forum website
a4uexpo
25 - 26 Oct, ExCel London
a4uexpo will be the UK's first, home-grown Affiliate & Search-specific event and aims to bring together all those working in or around the Affiliate Marketing and Search sectors in a professional environment to hear about & debate the key issues currently facing the channels.
To book tickets visit the a4uexpo website
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Winner
Virgin Bets: Big Brother
Virgin Bets is a betting site for people who get put off by the complexity and seriousness of the high street bookies.
We had to get people to bet on Big Brother.
The idea was based around 'live' bets where the outcome happened then and there.
To be topical each ad was written, filmed, produced and trafficked within 24hrs.
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Runners up
My Amoy
One In a Million
For more information visit the creative showcase website |
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