June 18, 2004
RSS: A Medium for Marketers
Email marketers get often stopped by spam filters. Their challenge to deliver a legitimate promotional message to users' mailboxes is gettin harder and harder. The end is near... But, wait, don't desperate, there is a light at the end of the tunnel! It's called RSS, and it's here to save a lot of jobs in the email marketing industry...
As pointed out today on ClickZ, RSS is, indeed, a medium for marketers, not just a tool for lazy web surfers who want to have all the content they're interested in just one click away.
But the main point I'd like to focus on, is exactly this: lazyness. I tend to forget to turn my feed reader on, and I tend to assume this is something that might happen to several other users. So will RSS really help email marketing to survive?
Posted by richard ting at June 18, 2004, 01:30 AM
June 15, 2004
Nike-Gawker Deal tests 'Art of Speed' Online Feature
A Blog That May Not Be a Blog
June 14, 2004
By Kris Oser
NEW YORK (AdAge.com) -- Nike's new "Art of Speed" blog on gawker.com is a public experiment that other marketers will watch closely. The results of this collaboration could reveal a lot about whether a mainstream marketer can marry its message to the hip, satirical content of a blog such as Gawker, and, in doing so, gain access to the influential, early adopter blogging crowd.
The Art of Speed, which appeared earlier this month, showcases the work of 15 innovative filmmakers to interpret the idea of speed -- a branding concept Nike is pushing leading up to the Olympics. It was masterminded by interactive shop RG/A, which developed the site, the trailer and the introduction of nikelab.com. While R/GA is responsible for the overall Art of Speed campaign, creative for the blog is handled by Gawker's creative team.
Posted by richard ting at June 15, 2004, 10:52 AM
June 10, 2004
Eyeblaster Debuts New Video-Based Ad Product
Rich media provider Eyeblaster today launches a new video-based advertising solution for video content streams. Eyeblaster's VideoClip Module (VCM) is positioned as a format that can offer additional ad inventory for publishers, and presents advertisers with a TV spot-like buy with interactivity to boot.
Eyeblaster says the new format will allow national brand advertisers that are often reluctant to allocate funds to interactive media to re-purpose existing video assets and TV commercials online, thereby reducing production costs. The VCM also enables advertisers to add interactive elements such as clickable Flash animations, data capture, dynamic email, file transfers, and links to promotions. Unicast recently debuted an upgrade to its Video Commercial that offers a similar interactive overlay that can run adjacent to the unit, or at the end of the spot.
Posted by richard ting at June 10, 2004, 01:50 PM
June 08, 2004
Nike Tries a New Medium for Advertising: The Blog
Gawker Media, a small company that operates snarky Web logs on culture and politics, like Gawker and Wonkette, has begun blogging on behalf of major advertisers.
The company's first paid blog is for Nike. Called Art of Speed, the blog will spend about a month showcasing a series of 15 short films on the theme of speed, all commissioned by Nike. Gawker Media Contract Productions, a new division of Gawker Media, will supply layout, commentary, links and other features. Terms were not disclosed.
"A lot of marketers are interested in Web logs as a medium," said Nick Denton, publisher at Gawker Media in New York. "One thing to do is to run advertising campaigns on the sites. Some marketers are moving one step beyond that and looking at other ways they can engage this new form of independent media."
The approach, Mr. Denton stressed, is borrowed from the print tradition of advertorials and special advertising sections.