Online Ads Make Impression

MarketingVOX has some info about the impact and effect of Online Advertising:

Some 57.1 percent of all web users 18 years and older say the internet serves as the primary source of information

I liked that figure, but when continuing to read, I had to find out:

TV commercials, however, apparently still make the most impression. Nearly half (49.8 percent) of respondents cited television as the most effective media to capture their attention, followed by the internet (22.3 percent)

The last quote, however struck and shook me.

more than one-third (39.5 percent) of respondents said those [online] campaigns were „recycling“ what was being done in other media; nearly one-quarter (23.0 percent) said the online campaigns were „worse“ than what was being done on TV, in newspapers and in magazines.

Is that the same in Germany? Probably.
Let’s change that. Now!

Links & News – 20th April

  • Adverblog points us to two adver-podcasts (or whatever they’re called) by Amazon and Bacardi.
  • Nike has developed JogaTV, a desktop application that downloads latest soccer videos and related footage to a desktop near you.
  • Gareth Kay links to a new ad for VW by their new ad agency CP&B. Nice idea, great execution!
  • Google integrates real estate and auto search into its general search, writes Charlene Li. Making Google Base more relevant then ever.

Chevy shares statistics about the Tahoe campaign

Chevy shares statistics about the Tahoe campaign

Of total submissions to chevyapprentice.com:

  • About 84% have been straight product-pieces favorable to the Tahoe
  • Of the remaining 16% of submissions, the majority are either anti-SUV (as a category) or the creator is using the ad as a platform to promote a specific cause or defame a particular group; a minority of submissions directly attack the product
  • 4 million page views
  • 400,000 unique visitors
  • 22,000 ad submissions

Sounds like a huge success and I agree with Ben: display the stats on the campaign microsite itself, so that everyone can see how their contribution quantatively fits in with the crowd.

Web Development Sees ‚Marketing Renaissance‘

Web Development Sees ‚Marketing Renaissance‘ writes clickz and offers a nice quote by Martin Reidy, president of Modem Media:

„A Web site is no longer a place where people can go and read stuff. It’s now a 24×7 marketing engine where people can interact with your brand, and you can, in turn, see what’s important to your customers.“ […] The biggest difference between the pre-bubble urge to have an online presence for its own sake and today’s online spending is the integration of a company’s Web site into the business strategy.

There is probably a hundred quotes like this on the net at the moment. We are, let’s face it, finally experiencing another boom of the digital media. Some call it „web 2.0“, or even „hype 2.0“, others might call it „solid business models“ or „broadband adoption“ – but in reality it’s one thing mainly: the user has finally adopted this medium in a way that enables us to reach a critical mass out in the webspace.

Online Advertising exists for more then 10 years now, but in the past one question always remained: why spend money on online advertising, if you reach only 20-30% of the population (or less). Of which only x% might be interested in you product?

This has improved. Now (in Germany) you have almost 60% online. You still have trouble reaching as many people as you will by radio, TV or Print (at least in Germany). And it’s much more fragemented. But it’s a darn lot cheaper, online.

And you also reach most of the people you will probably want to reach: those with a certain education and wallet-size. Because they are online, no doubt.

The digital space has grown vastly over the last years. I think we’ll certainly soon reach the tipping point, even in Germany.