Archive for the 'Global Branded Entertainment' Category

LONDON (Reuters) - Two thirds of businesses are unaware they will be able to use their own name in place of domain extensions such as .com, .org, or .net when Internet domains are liberalized next year, according to a survey.

The change would let the likes of Nike or Microsoft control their own domain and better exploit their brands, and also counter cyber-squatters who use variations of brands on the 280 or so existing domain extensions.

“If you have ‘.nike’, for example, you can create real and specific branded Websites, like ‘running.nike’ or ‘runlondon.nike’,” Joe White, chief operating officer of domain registrar Gandi.net, told Reuters in an interview.

The Internet Corporation for Assigned Names and Numbers (ICANN), which oversees domain names, is expected to start taking applications for new top-level domains early next year, said Future Laboratory, which conducted the research.

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LONDON (AdAge.com) — Digital marketers have long been pondering what the best time and day is to send out e-mails. Now Silverpop claims to have the definitive answer, with its send-time optimization system that determines the best delivery time for each recipient on a mailing list.”The system can cope with millions of addresses. We haven’t hit a limit,” said Riaz Kanani, director-international product marketing at Silverpop. “It examines the exact time for each individual.”

Silverpop, which has offices in the U.S., U.K. and Germany, has been developing this marketing tool for several years, and has recently completed a trial with Encyclopaedia Britannica in the U.S. and U.K.

For its spring-sale e-mail, Encyclopaedia Britannica sent out half its e-mails at the same time, using the system for half. E-mail sent using optimization generated 40% to 60% more revenue than those not using the feature.

“It is more important than ever to take a one-to-one approach when engaging customers,” said Kassie Stephenson Adams, director of consumer marketing and campaign management for Encyclopaedia Britannica. “The feature has allowed us to deliver each e-mail to the right person at the right time.”

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New research shows the overall importance of branded entertainment continues to climb in the strategic planning of leading marketers with more than two-thirds of respondents (68%) investing in some type of branded entertainment as a means to reach consumers. TBA Global, an award-winning connective marketing and communications agency, today released a new whitepaper with the Event Marketing Institute (EMI) that gives insights into the challenges marketers face as they seek to attract and engage consumers with their brand across a growing number of platforms.

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Shanghai. May 8. INTERFAX-CHINA - iFeng.com, the new media arm of Hong Kong broadcaster Phoenix Satellite TV Co. Ltd., is to reduce its reliance on its parent company for content by creating its own videos, into which it will insert product placements and other revenue-generating marketing tools, a senior employee from the company told Interfax recently.

“We hope to generate revenue from making online and mobile videos, embedding advertising in them, and then selling them to other platforms as well as showing them on our own,” said Li Ya, chief operating officer and chief financial officer of iFeng.com, at the Asia Future TV 2009 Summit in Shanghai on May 6.

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Not only the Indian advertising industry, even our international counterpart is an ardent follower of the same trend. Various movies all over the world have in-film product placements, with some having as much as over 90 placements in a single movie.

We have movies like Sex and the City (Louis Vuitton, Manolo Blahnik, Guess and 90 other products & brands), Fight Club, which has placements by Apple & Volkswagen Beetle; Minority Report, makes heavy use of product placement, including Coca-Cola, Gap & Lexus.

This not-so-new medium of advertising has been gaining a lot of popularity in the last few years. But why ? The reasons are more than obvious; bigger stars at lesser cost, films have a wider reach, provide a clutter-free environment, not subject to surfing, zipping or muting, catches the potential audience in a receptive mood, revived, target specific and opportunities for cross-promotions.

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Michael Grade actually looked relieved after last week’s surprise announcement that he is relinquishing his all-powerful position as ITV executive chairman - even leaving work early, according to ITV insiders.

His decision to step down at the end of a turbulent year, 12 months earlier than planned, averted a stand-off with shareholders, placating investors who were uneasy about his combined role as chief executive and chairman of a company that has seen its share price fall by nearly a third since he was appointed.

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MENLO PARK, CALIFORNIA - Advertising is of interest to everyone, not just marketers. After all, it’s advertising that pays for much of the content that many of us see (including this newspaper). But it also tells us about new products and spurs companies to improve their products and services. Of course, there’s good advertising and bad advertising (and good and bad products).
Fortunately, advertising will (and must) change in a way that will accentuate the good and reduce the bad - because advertisers will increasingly need consumers’ help in getting the word out, and consumers won’t support bad products. (That’s a slightly Utopian overstatement, but there is some truth in it.)
Of course, sometimes I have a hard time explaining what I mean when I say that advertising must change. It needs to move from sending “messages” to passive consumers to sponsorship, product placement and conversations with active consumers. The traditional skills of advertising will give way to those of public relations.

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LONDON (AdAge.com)–Britain’s biggest commercial channel, ITV, is seeking to divert attention away from its financial troubles with a big-budget branding commercial selling itself as “The Brighter Side.”

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Mumbai:
Contestants of Doordarshan’s first reality show – Fair and Lovely Choo Lo Aasman — must have been surprised when the programme went on air from March 25.

The final footages of the show has Fair and Lovely products peeping from the backdrop even as there was no physical placement of products during the time of shooting the episodes.

The technique, known as digital product placement, was used by the show’s producer Endemol India to digitally insert packs of HUL’s flagship fairness cream Fair and Lovely in the backdrop of several shots.And with this, Hindustan Unilever, the beneficiary of this advertiser-funded programme, would have found a clever way of integrating itself with a show so topical to the product itself.

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In recent year, manufacturers such as Peugeot, Citroen, Volkswagen and Fiat have all attempted to shift their marques up-market to a sub-premium space just below the likes of BMW and Audi.

However, Renault senior vice-president for global marketing, Stephen Norman, said the French manufacturer would resist the temptation to copy this strategy. Instead, Renault will focus on delivering better value for drivers.

Recent marketing activity, such as the ad for Koleos, has focused on the heritage of the marque and Norman confirmed this is part of a greater plan to position Renault as the ‘People’s Champion’.

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