What's the Biggest Trend or Challenge in Digital Media?
Người viết: Webmaster
10/03/2007
In case there was still any doubt, digital is emerging "as the hub of marketing," and it's changing the ad world at a rapid pace. Advertising Age's Emily Tan asked some of digital's top movers to identify the biggest trends and challenges that lie ahead. Here are excerpts from their e-mail responses... "The biggest [marketing] challenge for digital media in the next 12 months will be online and offline collaboration and coordination"...
Event sponsorship has become one of the fastest-growing areas of U.S. marketing. From the Super Bowl to Nascar to the New York City Marathon, brands are spending billions of dollars to reach out to touch consumers through sponsorship. A nasty little secret, however, is that despite all the emphasis on marketing accountability, the sponsorship and events segment remains one area of marketing that hasn't embraced accountability. Sponsorship is the victim of a marketing myth:
Bubble-fun campaign marks first TV export from BatesAsia 141 Vietnam
Người viết: Webmaster
07/03/2007
BatesAsia 141 Vietnam is exporting its first regional TV campaign, for the Perfetti Van Melle brand, Big Babol sac mau (multicolour) bubble gum. The campaign is set to roll out in Vietnam and Indonesia and targets kids aged five to 14. The fun in Big Babol gum is that one can combine different gums to blow multicoloured bubbles, the agency said. In the TVC, a chameleon tries to keep up with the different-coloured bubbles that the kids blow.
The Olympics has always been a showcase for new technology and the Beijing Olympics, which will be watched on digital TV sets, mobile phones and computer screens as well as sourced by millions through more traditional media channels, will be no exception. Brand-owners are faced with unprecedented choice of how to reach out to consumers, no more so than in China itself, where media options are changing at breakneck speed and advertisers see a unique chance to connect with a Chinese audience.
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In case there was still any doubt, digital is emerging "as the hub of marketing," and it's changing the ad world at a rapid pace. Advertising Age's Emily Tan asked some of digital's top movers to identify the biggest trends and challenges that lie ahead. Here are excerpts from their e-mail responses... "The biggest [marketing] challenge for digital media in the next 12 months will be online and offline collaboration and coordination"...
Event sponsorship has become one of the fastest-growing areas of U.S. marketing. From the Super Bowl to Nascar to the New York City Marathon, brands are spending billions of dollars to reach out to touch consumers through sponsorship. A nasty little secret, however, is that despite all the emphasis on marketing accountability, the sponsorship and events segment remains one area of marketing that hasn't embraced accountability. Sponsorship is the victim of a marketing myth:
BatesAsia 141 Vietnam is exporting its first regional TV campaign, for the Perfetti Van Melle brand, Big Babol sac mau (multicolour) bubble gum. The campaign is set to roll out in Vietnam and Indonesia and targets kids aged five to 14. The fun in Big Babol gum is that one can combine different gums to blow multicoloured bubbles, the agency said. In the TVC, a chameleon tries to keep up with the different-coloured bubbles that the kids blow.
The Olympics has always been a showcase for new technology and the Beijing Olympics, which will be watched on digital TV sets, mobile phones and computer screens as well as sourced by millions through more traditional media channels, will be no exception. Brand-owners are faced with unprecedented choice of how to reach out to consumers, no more so than in China itself, where media options are changing at breakneck speed and advertisers see a unique chance to connect with a Chinese audience.
