Archive for the ‘rich media’ Category

My Cannes grand prix

June 22, 2007

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Wednesday evening was the momentum of the festival with the cyberlions awards. The creative works of the winners is totally amazing and they show the power of rich media and interactive formats. My favorites weren’t always the grand prix winners. Here’s my selection:

First: 3 online ads

A viral/participative action: Pulse

A website: Diesel Heidies. It’s unconventional, interactive, user-friendly funny and full of personality. They received a well deserved Grand Prix

The full list of the cyberlions awards is here.

I feel very fortunate to work in a media where creativity has almost no limits… If you can think it, you can do it.

Web Dissociative Identity Disorder

May 6, 2007

It’s conversation economy! CTR is dead! The key of the succes of an online campaign is in the pre-click experience! Online advertising has the emotional impact of TV and the reactivity of dailies!

Well yes, but I’m afraid those secrets are well kept between bloggers and web 2.0 theoricians.

There are no official figures for the 2006 european online market yet but it seems that keyword buying grew much more than display advertising. At Microsoft, direct response (CPC advertising) is doing great. Advertisers don’t perceive the web as a medium impacting brand awareness and purchase intent and new marketing still suffers from the lack of recognized metrics. The result is that, more than ever, online advertising seems to rely exclusively on click through. At media buyers’ side, online reach and frequency optimisation is based on Click through rate and cost per click. It’s too bad… but it’s probably not their fault. Advertiser demand proof of efficiency and accurate ROI measurements to the web that never have been given by tradtional medias. In that context, CTR/CPC based optimisation seems the only option for many campaigns.

Of course, impact studies are possible for online campaigns and dynamic logic offers very valuable research and market norms. Unfortunately, it’s not used in the day to day work by media planners and media buyers. At Microsoft Belgium, we’ve tried to convince the market by working with Metrixlab but I must say I was heavily disappointed by their lack of professionalism.

The web is a beautiful media and deserves a better business model.

I confess… I’m probably a little negative, moody and radical today.

Not all interactions are created equal

May 4, 2007

KrisMarkMatt… The third degree of separation is now reached for the Digital Marketing FAQ. Matt Dickman, the blogger behind the brilliant Techno//Marketer answered question number 6: What does interaction rate tell me about the impact of my rich media campaign?

His answer is a must read. It was published on Transmission Marketing and states that “not interaction are created equal” and makes a very interesting distinction between good and irrelevant interaction. : You can find the full post here

Thanks for answering

April 28, 2007

Here’s a recap of my answers to the 8 questions of the Digital Marketing FAQ. 

How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?

Is online advertising making sense without a decent website?

Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?

How can impressions be compared to television GRPs?

How intrusive should I be? (expandable formats, videos with sound on by default)

What does interaction rate (only available for rich media formats) tell me about the impact of my campaign?

Does the long tail change anything to the way I should communicate with my target group?

Why on earth do people use sites like second life?

You can also find excellent answers to those questions on Transmission Marketing and Minor issues. Besides Mark and Steven, I need to thank a lot of people who contributed to the answers and the diffusion of the questions: Joe Jaffe, Kris Hoet, Ann Handley, CK, Michel Vuijlsteke, Marc Collier, Marc Bresseel and (in advance) Matt Dickman.

I will come back soon with a wrap up and a powerpoint summarizing all the great contributions of those top marketeers.

See me, feel me, touch me, hear me… remember me

April 19, 2007

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Click through rate is dead… Long live the interaction rate. That’s what the sixth question of the FAQ is about: What does interaction rate tell me about the impact of my campaign?

I received a sectorial list of the average click through rates versus the average interaction rate from eyeblaster. Interaction rate covers several things: CTR, ad duration, custom interactions, close, full-play and replay rates. We see on this list that the average Interaction rate is more than 5 times higher than the average CTR  (5,56% versus 1,03%) and even 17 times automotive sector (8,86% versus 0,54%).

In 2006, Millward Brown concluded that interaction influences ad recall: 20% if we see, 20% if we hear, 70 if we see and hear and 85% if we see, hear and interact (I found those figures on a presentation mentionning The Millward Brown source. Unfortunatly, I couldn’t find the original report)

As a conclusion, I would say that in rich media, interaction indicates the potential of an advertising to be remembered.

Here’s a great example from Mini UK realized by Glue London. Watch the full slideshow, it’s really fun and inspiring.

Thanks for asking!

March 28, 2007

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I spend about 50% of my time at work preparing and giving training sessions in Belgian branches of big corporations. The topics of the trainings I’m giving for the moment are “deep dive in cyberculture” and “Best practices in digital marketing”. I really enjoy doing those presentations especially for the Q&A following my lectures.

Here is what I see as the FAQs of the advertisers today. I believe this apply beyond Belgium.

How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?

Is online advertising making sense without a decent website?

Are there examples of 2.0 initiatives made by traditional brands that went totally out of hand?

How can impressions be compared to television GRPs?

How intrusive should I be? (expandable formats, videos with sound on by default)

What does interaction rate (only available for rich media formats) tell me about the impact of my campaign?

– Does the long tail change anything to the way I should communicate with my target group? 

Why on earth do people use sites like second life?

Of course, I also get a lot of questions about ROI and measurements. I have (my) answers to those questions based on some hard facts, experience and a little common sense. I’ll post about that in the coming days but if you feel that you have a relevant contribution to make, please shoot.