Sorry ladies, but I have to show this example of great brand advertising.
Advertising Archives - Page 3 of 3 - Klaxon
Viral Marketing – Did You Believe It?
Just before Christmas in 2006, Threshers – The UK’s largest off licence – issued a 40% off voucher for all wine purchases. Can you believe it 40% off the price just before Christmas, surely its the busiest time of the year.
Internet Advertising – Why You Should Care
Anyone interested in internet advertising?
The Times reports that
“Global spending on internet advertising increased from $18.7 billion in 2005 to $24.9 billion (£12.6 billion) last year, according to ZenithOptimedia, the media-buying agency.”
“Although spending on traditional media, such as magazines and radio, has been falling in the UK, more than £2 billion was spent on internet advertising in 2006.”
“The Middle East and Asia are driving a boom in global advertising spending.”
What does this mean to you and me? Increasing competition for advertising space and increasing prices for a start. Not only that, increasing competition for reaching your target audiences, so you’d better be more targeted, or more creative than your competitors.
Also, if you are an online publisher / media owner you’d better set your stall out properly to earn some of that advertising spend. Especially if you have a strong readership in the UK or the Middle East.
Fantastic Brand Advertising
Here’s another example of some fantastic brand advertising, this time for John Smith’s bitter.
View and enjoy…
internet advertising goes from strength to strength
The Internet Advertising Bureau (www.iabuk.com) released news today that advertising spend online ‘nears £1 billion for the first six months of 2006’. Wow, that’s a lot of money!. It represents just over 10% of total spending on advertising in the UK from January to June 2006. The IAB goes on to compare that to the market shares of the other advertising mediums:
- outdoor advertising 5.1%
- consumer magazines 4.6%
- radio advertising 3.4%
- TV advertising 22.7%
- national press 11.4%
So what does this mean for you, the small business owner?
Well, it means your competitors are heading online to get new business. They’re advertising on the internet for the simple reason that it works and you need to make sure you don’t miss out. You need to think seriously about paid for search, or Payperclick advertising. Then there are online display ads, such as banners, pop ups and others. And of course there’s your website. Make sure you know what you want your website to achieve so it communicates clearly with your customers. For example, is it designed to sell, or to collect customer contact details?
One thing is clear. If you’re a business owner and you aren’t currently taking the internet seriously, it’s time to think again. This is one of the key areas of marketing you need to master.
Those of you that use payperclick systems for online advertising will be pleased to hear that you now have a new delivery channel to think about. Microsoft has offered its new adCenter product to the market place to compete with Google et al. As with all Microsoft products it has had it’s fair share of glitches, much written about by tech bloggers (put adCenter into Technorati and you’ll find plenty), but from my early trials it seems to offer a competitive alternative to the more established players.
So what’s the difference?
Not much in reality. Microsoft has entered the market late with a product it claims is a hybrid, a best of the best of its competitors solutions – more or less a quote from Microsoft’s adCenter stand at London’s Ad:Tech show last week. The management suite is fairly intuitive in that everything is where you’d expect it to be. The main advantages come with the advanced targeting and incremental pricing options you can choose. For example you can add extra weight to advertising based on gender and age, or time and day of the week. Google also offers the time and day options, but not age and gender. adCenter also allows you to channel more of your budget to a particular gender or age group. Useful if your target market is fairly niche, or targeted around particular market segments.
Microsoft claims that it’s audience is also 70% more likely to convert, i.e. once it’s clicked on your advert, it will complete a transaction you could define as a result. That might be making a purchase, or registering for your email newsletter. For the travel sector Microsoft claims it’s searchers are 60% more likely to convert than those coming from Google. These are pretty impressive stats, backed up by third party research.
adCenter runs adverts through searches on Live Search, the engine on MSN.co.uk now bing. This currently only has around 5 million users compared to Google’s 18 million in the UK. The gender and and age categories are based on registered users of Hotmail.com email and MSN chat services. It’s likely therefore to be heavily skewed to younger web browsers, not a problem if that’s your target market. For those of you that run multiple client accounts, I can’t yet see a tool for viewing all your accounts easily in one management center, which would be useful for ad agencies in particular.
With that said, I believe this is worth trialling. At the moment it is not as heavily subscribed as Google et al so you can grab a few bargain clicks – until everyone else jumps on the band wagon that is. And I’ve saved the best bit until last. If you have any problems just call the adCenter free phone support line and they’ll talk you through how to resolve your issue. Now that’s far better than waiting for an email response, especially for the small business owner.