Asking IAB Europe about it, they confirm that IAB Europe is in conversation with a group of people about opening an IAB here. They hope to make a formal announcement about it before June. That is in about 10 days!
Mission of IAB is accelerating the growth of e-commerce, interactive advertising and online marketing.
To get some inspiration it is always nice to look at award winning campaigns. This week I found the Webby awards in New York and the Belgian Cyber Lions Awards.
With the Webby Awards, NYtimes.com was the big winner also for the NYT style magazine video’s. The Obama “Yes We Can” video-clip is a winner. And The Onion wins seven awards for their webvideo’s and podcasts. (thank’s to webwereld.nl).
I think we can conclude that video is becoming really important these days. In this respect I like to get some special attention for Viva la Creation! (also a webby winner). It is a video remix project. With their tool called jumpcut, anybody can remix video.
When video remixing gets mainstream think about the possibilities for user generated content but also about again losing brand control. Anybody can take your video-commercial and make his/her own version.
Following my post on Saatchi2.0 I would like to talk more about the subject of agency2.0.
What does a future advertising agency look like? What is its role, its structure? What can we learn from pure digital agencies and other online businesses in general? What can a traditional agency do to stay alive and revive?
In the Businessweek interview I mentioned earlier, I read that Saatchi & Saatchi has tried to buy a digital agency Blast Radius. It didn’t work out since Blast Radius merged with Wunderman, a large direct marketer. What is the real reason behind this? Was it a cultural difference or a pure strategical decision?
After some short research (I will come back to this subject). I found some well known insights digital agencies come up with:
stop annoying customers, start engaging
stop delivering ads for clients, start delivering strategies on advertising
get insights through data, customerinfo and testing
I my opinion the field of advertising is only getting more interesting since agencies must and can focus on their core business “ideas”. And they get more means to generate and spread these ideas.
Looking at how this could look like in practice. I did check the Nitro website. What do they do for a living? As they say, they deliver:
Most of us still have the presumption that with online marketing you only reach youth. The European Interactive Advertising Association (EIAA) now published a report about Digital Families. It is interesting to see that Digital parents engage in a wider range of digital activities than those that live without children.
The research also shows that the websites visited by digital parents and their online activities vary according to the age of the children. If you are planning on targeting this online audience this information is really useful:
People living with very young children (between nought and four) are increasingly visiting health and film websites (+24% since 2006) while those living with children between five and nine are going to games sites (+32%). Price comparison sites are seeing a boost amongst those living with children between ten and fifteen (+31%) while those with older children (between 16 and 18) are enjoying more TV sites (+77%). Users living with older children also seem to be more technically advanced – almost half (47%) of those living with children aged 16-18 use instant messaging services compared to 37% of people living with children aged nought to four. A similar trend is seen when comparing film, TV or video clip downloads (30% vs. 22%) and music downloads (36% vs. 32%).
Research from Isobar
found that around 90% of the French online audience ages 15 to 49 had seen at least one video ad in May 2007.
Over half (55.5%) of the respondents to the Isobar survey went on to visit a brand’s Web site, one-third searched online for further product information and over 22% requested further information. What’s more, one in five bought a product as a direct result of seeing a video ad.
