Welcome to July's Click-thru, your indispensable round-up of the latest online industry news, brought direct to your inbox from the Internet Advertising Bureau.
The IAB continues to keep an eye on the latest online developments, identifying the major themes and trends to ensure you and your company are getting the most relevant listings, (to coin a Search Marketing phrase.)
This month we bring you stories on the Oscars of the Internet world - the Webby Awards in New York, details of the latest Search trends occuring in the US, the buzz surrounding broadband TV - the cutting edge online ad format; and Google ask us whether we can handle the truth.
This email gives you the headlines and the links to the information sources, enabling you to get both a top-line snapshot and to Click-thru to the full story.
I hope you find it a valuable and enjoyable addition to your inbox.
Kind Regards
Guy Phillipson, CEO, Internet Advertising Bureau
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The Top-line...
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| Healthy figures |
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A new survey has revealed that 53% of US internet users use Search Engines, most or every time they go online, with just 4% saying they had never used a Search Engine.
eMarketer, June 24
http://www.emarketer.com/Article.aspx?1003460
The value of the worldwide entertainment and media industries will be driven to $1.8 trillion by 2009 thanks to Broadband internet growth, PricewaterhouseCoopers has predicted.
The Guardian, June 22 http://media.guardian.co.uk/newmedia/story/0,7496,1511749,00.html
New figures from AA and WARC for the first quarter of 2005 show internet advertising adspend is up 51.5% on the same period last year and is close to catching outdoor advertising.
Netimperative, June 21
http://www.netimperative.com/2005/06/21/Internet_adspend
43% of marketers have increased their interactive DM budget a survey from DMA survey has revealed.
Brand Republic, June 14
http://www.brandrepublic.com/bulletins/dm/article/479901/dm-spending-set-exceed-current-budgets-reveals-survey/
With 47.95m connections, Europe has become the second largest broadband market behind Asia-Pacific after overtaking the USA.
Reuters, June 8
http://today.reuters.co.uk/news/newsArticle.aspx?type=internetNews&storyID=2005-06-08T103502Z_01_YUE838057_RTRIDST_0_OUKIN-TELECOMS-BROADBAND-GLOBAL.XML | |
| The online consumer |
Wireless internet technology soon to be available on flights
United Airlines has become the first US domestic airline to win approval from the Federal Aviation Administration to install Wi-Fi technology on their planes. This step will provide passengers with wireless internet access on flights.
CNN Money, June 6
http://money.cnn.com/2005/06/06/technology/personaltech/united_wifi/index.htm
BSkyB, BT and Telewest battle it out in broadband TV market
June proved to be the month of broadband TV as three major companies announced plans to enter into the increasingly competitive market. BSkyB unveiled details of its first major move into broadband television. From the autumn the new service will offer Sky top-tier package subscribers downloadable movie and sports programmes. BT have signed a deal with Microsoft to use their technology, paving the way for their service next summer. First out of the traps, however is Telewest who has begun its TV-through-the-internet service already, enabling Blueyonder broadband subscribers to take advantage of four channels of continually playing content feature programming from LIVINGtv, Trouble, Bravo and other Flextech Television channels.
Brand Republic, June 29
http://www.brandrepublic.com/bulletins/media/article/482450/bt-sets-move-broadband-tv-microsoft-deal/
NetImperative, June 21
http://www.netimperative.com/2005/06/21/Telewest_Web_TV
Brand Republic, June 20
http://www.brandrepublic.com/bulletins/digital/article/481174/sky-digital-plans-launch-broadband-tv-
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| Broadband |
Better late than never for BT's fastest broadband yet
BT is launching its 8Mbs broadband service nationwide from November. Although the launch is later than previously expected, at four times faster than BT's current quickest connection, the service will be worth the wait.
Silicon.com, June 7
http://networks.silicon.com/broadband/0,39024661,39131018,00.htm
To "Be" or not to "Be"
BT still have some distance to go to match up to new ISP, "Be", who is planning to launch a 24MB per second broadband service, which they claim will be three times faster than their nearest competitors. Using state of the art ADSL2+technology to double the download bandwidth, Be's new service will begin in London before expanding to the rest of the UK.
NetImperative 30-06-2005
http://www.netimperative.com/2005/06/30/super_broadband
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| Online creative |
| Award winning creative |
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Oscars of the internet award best websites
The annual webby Awards honoured the best websites on the internet at a ceremony in New York on June 6. The 500 members of the International Academy of Digital Arts and Sciences, including Richard Branson and David Bowie, selected the winners in 60 categories, from nearly four and a half thousand entries. Winners had to accept their awards in five words or less, so not like the Oscars in that respect. The IAB would like to congratulate member company Guardian Unlimited for their triumph in the online Newspaper category. For a full list of winners, highlighting the best in online, click below.
BBC, June 17
http://news.bbc.co.uk/1/hi/programmes/click_online/4104108.stm
or the official site of the Webby awards...
http://www.webbyawards.com/webbys/current.php
Time.com list the kings of online cool
Speaking of the best in website creative, the online sister of Time Magazine has published their list of the top 50 coolest websites for 2005. The Time team have spent many hours surfing the internet to find the best in practice for websites and the resulting list is fascinating. Broken down by category, the chosen websites incorporate clear information presentation with entertainment, usability and design.
Time.com, June
http://www.time.com/time/2005/websites/
The winner of the CreativeShowcase.net Awards for May is the Glue London "Plastic Surgery" online advertising for Virgin Money. The campaign uses both rich media and standard formats, including banners and overlays, in a series of ads depicting various caricature victims of 'dodgy plastic surgery' with distorted features, a short-lived breast enhancement and, perhaps most shocking of all, emerging from surgery with Richard Branson's head. The agency commissioned a caricature artist to create the interactive ads in which a scalpel cuts through each successive frame to the campaign's key message.
For more information on the Creative Showcase Awards, please visit http://www.creativeshowcase.net
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| Viral |
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Bizarre magazine lives up to its name in birthday viral campaign
Cult magazine Bizarre is celebrating 100 issues of shocking and awing with a redesign and a series of typically eye-popping viral films. The films featuring the first ever female-to-male transsexual porn star, Buck Angel, have received 170,000 views within two days of being placed on... http://www.kontraband.com
Brand Republic, June 6
http://www.brandrepublic.com/bulletins/media/article/478672/bizarre-celebrates-centenary-issue-redesign-freakish-virals/
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| Media mix |
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Sainsbury's keep the receipt for integrated Motoring Insurance campaign
Sainsbury's has introduced an animated character, Little Bill, as the face of their £10m integrated campaign to relaunch their car insurance. The ads featuring the walking, talking till receipt represent Sainsbury's first national advertising of its motor cover.
Brand Republic, June 8
http://www.brandrepublic.com/bulletins/dm/article/478717/sainsburys-bank-drives-car-insurance-10m-integrated-campaign/
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| Video |
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Surprisingly slow take up of huge potential of online video
The lack of an online measuring currency to test the effectiveness of new rich-media streaming online advertising formats is having a detrimental effect on the development of the exciting medium, according to New Media Age sources. Despite major media owners such as Channel 4 and ITV (buoyed by the their online coverage of Celebrity Love Island,) investing heavily in online streaming, the majority of online advertisers are yet to explore the format's potential. This reluctance by advertisers means web publishers and broadcasters are limiting the amount of free video content they are willing to release.
New Media Age, June
http://www.nma.co.uk/Document.aspx?did=9c930853-5187-447a-be8c-0e43f2b829ac
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| Rich media |
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BMW's "creature feature" the first fruits of a long-term online brand strategy
BMW UK has provided a taster of its long-term digital marketing strategy with a new one minute long online animation, to promote their new high-performance BMW saloon. Available for download from the dedicated site http://www.roadmonster.co.uk, the campaign represents the first digital-only campaign BMW UK has launched. BMW's digital media agency, Zed indicate that the roadmonster ads are just the beginning as they prepare for a second wave aimed at a larger audience.
NMA, June
http://www.nma.co.uk/Document.aspx?did=36b9bacd-30d2-4bda-8021-a9b39b708cb9
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| Promotional microsites |
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EMI hope online microsite for new band results in 'Magic Numbers'
Record companies are continuing to recognise the internet's interactive capabilities for promoting new bands. EMI Records are pushing the Magic Numbers eponymous debut album on a community microsite created by Bloc Media. The site enables users to create a customized poster that can then be added to an online community wall. The thinking behind the campaign is to extend the offline buzz around the band online.
NetImperative, June 22
http://www.netimperative.com/2005/06/22/Magic_Numbers
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It's computers vs commuters in LBC interactive marketing campaign
LBC 97.3 has been encouraging frustrated London travellers to contribute to their interactive marketing campaign. The Chrysalis owned station has launched its "movement for considerate commuters", a consumer survey that asked listeners to post their worst travel experiences and habits they find most offensive on their journeys, onto the LBC website.
Brand Republic, June 7
http://www.brandrepublic.com/bulletins/digital/article/478680/lbc-engage-commuters-bad-habits-campaign/
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Play real life Monopoly through board game's promotional campaign
The updated version of timeless game Monopoly is being promoted through an interactive campaign that enables consumers to play the game online at http://www.monopolylive.com. Advertising agencies DDB and Tribal DDB have created the real-life Monopoly that's played out on the streets of London as part of a fully integrated marketing campaign that drives traffic to the site.
Net Imperative, June 20
http://www.netimperative.com/2005/06/20/DDB_Monopoly
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Search
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Pay Per Call, a new way to Search
The latest Search Marketing trend has hit the US. Pay Per Call works by advertisers having a telephone number unique to their campaign that is listed with their company's details when their business is searched for (for example a plumber in Kent). When the number is rung the advertiser pays for the call. Launched by Miva in the US six months ago it is still unclear when Pay Per Call will begin in the UK.
Technology Weekly, June 27
http://www.mad.co.uk/technologyweekly/story.aspx?uid=d03c916e-7bf6-4ed9-a28b-bdcdbcb17188&groupName=SEARCH%20ENGINE%20MARKETING&groupid=e5cfa2c2-8f43-46bc-894f-0bc2cb969808
Google's truth technology to provide the answers
Google has been working on increasing the accuracy of their Search results, through a system called "discerning Search technology". The technology would rank news stories based on their reliability as well as their topicality.
The Guardian, June 18
http://www.guardian.co.uk/online/news/0,12597,1509381,00.html
"A change has come" as Miva is launched
The Findwhat.com group and Espotting have rebranded as Miva, The deal was finalised at the end of June after nine months in development, all services will be offered from a new website http://www.miva.com. An integrated campaign with the taglines "A change is coming" and "Miva means business" has been supporting the relaunch.
Brand Republic, June 7
http://www.brandrepublic.com/bulletins/digital/article/478689/espotting-findwhatcom-rebrand-miva-moniker/
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E-commerce
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Online shopping achieves record growth in May
The growth in the e-commerce market shows no signs of slowing as the sector recorded its fastest rate of increase in eight months according to IMRG figures. May recorded record e-retail figures with online shopping growth 40 times that of the High Street.
IMRG, June 21
http://www.imrg.org/IMRG/press.nsf/(httpPressReleases)/3216166474CC6FAC802570270040C915
The IAB helping to continue the record breaking growth
The IAB are set to unveil their "10 Steps to Successful Online Retailing" at the First Day of Christmas conference on July 6. The event will unveil e-commerce Best Practice Guidelines, research and case studies from a range of traditional retailers and online stalwarts in an effort to continue the impressive e-commerce growth. The results of the conference and details of the 10 step plan will be included in the e-commerce section of next month's Click-thru. For more information on The First Day of Christmas conference please visit http://www.iabuk.net/events
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Member company news
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Wanadoo no more as France Telecom decide the future is Orange
As part of an 18-month pan-European £134m initiative, France Telecom is to drop the Wanadoo brand to push its ISP under the consumer-friendly Orange banner. France Telecom believe the strength of the Orange brand can challenge BT's dominance in the broadband market
Brand Republic 30 Jun 2005
http://www.brandrepublic.com/bulletins/digital/article/482641/wanadoo-eclipsed-orange-glow-france-telecom-makeover/
ANM utilises new Search technology on travel site
Associated New Media is to begin using new Search technology, Fast Search & Transfer on its Thisistravel website. The technology seeks and analyses hotel reviews on the internet before configuring an overall mark out of ten. Fast Search & Transfer is the first service of its kind to use automated processing.
FT.com, June 28
http://news.ft.com/cms/s/02d46ab0-e7d7-11d9-9786-00000e2511c8.html
Agency Republic helping to Make Poverty History
Agency Republic has teamed up with other leading digital marketing agencies, Glue London and AKQA and the Make Poverty History Campaign to enable people to direct their protest to the Gleneagles G8 summit from their homes. By using customised avatars through their PCs, supporters of the cause can appear at a virtual Edinburgh, write a placard and email a G8 leader.
Brand Republic, June 22
http://www.brandrepublic.com/bulletins/digital/article/481199/make-poverty-history-plots-virtual-g8-protest-rally/
Google announces plans to extend its empire
Google's new European Director Nikesh Arora has unveiled plans for the future of the Search market leader. Google is working on digitalising 15m books from leading libraries to get classic texts online and is preparing the launch of its video Search Engine - a service allowing users to seek out TV shows and films, for as early as this summer.
The Independent, June 6
http://news.independent.co.uk
Yahoo! Search Subscriptions take you "Deep Web"
A new Search Engine service has been launched by Yahoo! that locates content from subscription sites, which standard Search Engines do not usually access including The Wall Street Journal Online and FT.com. Millions of previously access-restricted websites can now be accessed by the new tool from Yahoo!
Revolution magazine, June 17
http://www.revolutionmagazine.com | |
Global snapshot
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Japan leads Asia-Pacific region's e-commerce market
With sales of $38.4billion, Japan is the biggest retail e-commerce market in the Asia-Pacific region, roughly one-third the size of the US market. The eMarketer report called Asia-Pacific E-commerce measures the fast growing market and places South Korea second at $6.3billion followed by China and Taiwan in third place with about $1.1 billion in sales.
eMarketer, June 7
http://www.emarketer.com/Article.aspx?1003432
$5.1bn to be spent on sponsored Search listings in the US this year
US researchers Merril and Lynch have forecasted that advertisers are to spend $5.1bn on sponsored Search listings in the US this year. A figure that represents a 47% increase on last year. It was predicted that online advertising overall would be worth $12.4bn this year, climbing to $25bn by 2009.
NetImperative, June 13
http://www.netimperative.com/2005/06/13/Sponsored_search_growth |
Contact us
Thank you for taking the time to read IAB Click-thru. If you have any comments/ suggestions as to the type of stories you would find useful for future editions of Click-thru or if you have been forwarded this publication by a colleague and wish to subscribe, please email the editor ben.butler@iabuk.net. |
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