Archive for the ‘Rich Media/Video’ Category
Friday, August 21st, 2009 by Dave Barbella
CBS and Entertainment Weekly made a big splash this week, when they announced the placement of a video ad within a print publication. Both entities are banking on the viral buzz this initiative will generate, but there are few hard questions that they need to answer:
Why would these companies foot the bill for high print costs to make a special page that can physically hold a small piece of technology in order to play a video ad that helps further prove that interactive media is more compelling than legacy print? It seems ironic that a ton of money is going into the production and delivery of a print medium that seems to be serving as a testament to the victory of digital media over legacy print.
How will engagement and conversion be measured? Unless these little video screens are linked to the internet, it’s going to be impossible to measure engagement, video views, requests for more info, etc…
I’d label this initiative ‘useless cool’. It’s a cool thing to see when you are a reader, but the interest will only last for a few seconds. Then it’s gone and the money is spent. There’s no concrete measurement of ROI so it seems it more or less useless.
Oh and by the way, I’m pretty sure that the “green” contingent isn’t going to be too happy about this. After all, what recycling bin do you use for a magazine that has a mini-TV in it?
Posted in Rich Media/Video, Technology | No Comments »
Tuesday, May 5th, 2009 by Hugo Guzman
The transition from legacy, offline marketing to a more metrics and ROI-focused online marketing approach is well underway. There are examples of this shift all over the place, but one of the true trail blazers is Century21 Real Estate.
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Posted in Brand Strategy/Creative, Online Advertising/ePR, Online Marketing, Rich Media/Video, Technology | 4 Comments »
Monday, March 30th, 2009 by Al DiGuido
The stats tell the tale in dramatic fashion. Over 525 print magazines were shut down in 2008 and thus far this year through the first quarter, over 87 magazines have been shuttered. Closed – not because consumers have stopped reading news and feature related material – but because these print vehicles, whether they are newspapers or magazines, failed to make the shift to the digital publishing platform in time.
Besides the costs of paper, printing and postage growing each year, there was also a shift of the behavioral and media consumption profiles of their subscribers from corner newsstand buyers to internet newsstand buyers. The dramatic shift of advertising revenue away from legacy offline channels to the interactive arena all impacted the balance sheets of these hordes of magazines.
It didn’t need to happen.
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Posted in Brand Strategy/Creative, Online Advertising/ePR, Online Marketing, Rich Media/Video, SEM, SEO, Social Media, web analytics | No Comments »
Wednesday, January 28th, 2009 by Hugo Guzman
A colleague of mine recently passed along a Forbes article that talked about Omniture’s recent troubles with outdated or outright inaccurate data. That got me to thinking about just how valuable a comprehensively implemented Google Analytics platform can be.
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Posted in Brand Strategy/Creative, Email Marketing, Online Advertising/ePR, Online Marketing, Rich Media/Video, SEM, SEO, Social Media, Technology, Web Development, web analytics | 8 Comments »
Thursday, April 10th, 2008 by Carlos Alcala
The first time I met Al DiGuido I was giving a presentation on Building Effective Online Experiences and during the presentation he stopped me and asked a simple question, “How has creative changed online versus offline?”
Wow, I thought, what a great question - one that can be answered a few different ways. One answer could have been Interactivity! The ability to interact with content in ways traditional offline communication could not. Or how about Rich Media? Having the creative concept, marketing message and content move from a static format to a dynamic format. In fact, there were several options I could have chosen.
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Posted in Online Marketing, Rich Media/Video | No Comments »
