"Play" now – Game banner adv

Interactive advertising is an art which delivers complete and compelling message to buying target audience by creative means of various internet media, based on sound marketing principles.

click to launch "This is Huge"

Lead generation

"This Is Huge" campaign by Yahoo! Music successfully demonstrated an interactive e-banner by the strategy of “Lead generation”. It is a term which refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services. The key is to identify the most likely prospects and then educating and qualifying them before deploying more expensive sales resources. The education benefits the buyer; qualification benefits the seller.

Targeting

“This is Huge” has built instant credibility and popularity with 18- to 24-year-old music lovers by a “Minipops” interact and fun animation, which shows the user the diversity of fresh new music available. Moreover, the function of “TRY IT FREE” has been an effective "Call for Action" in leading users to the Yahoo! Music page and the page to sign up as members.

It is reported that the campaign drove a 50% lift in the core audience—18 to 24-year-olds and click-through rates on banners nearly tripled from previous campaigns. Here, a strategy called “Concentration” is adopted, which involves identifying and creating situations that concentrate well-matched candidates into a broadcast-effective set.

References:
Lead Generation for the Complex Sale by Brian J. Carroll
The Online Lead Generation Glossary

Post by April Chan
Student ID: 08842180s

Tactics or a true lie ?

Online advertising is often appraised of its sky limit creativity. Breaking from constraints of traditional media, online advertising give marketers a boundless horizon to ride as free as we can.

Nevertheless how we can draw an ethical line draw to distinguish between creativity and responsibility ?


An advertising agency name as Droga produced a short video and up-hosted on YOUTUBE. The video featured a guy who was riding a bike along the journey similar as he was playing a musical game. http://www.youtube.com/watch?v=NlMYWuGUZlM

The video was intended to promote a video game product known as “Guitar Hero” for ActiVision. But the video which was not like a conventional TV commercial, it never “promote” the core product literately. The promotion somehow was so successful that it attracted hundred thousand clicks to watch the video.

What is the problem ?

The major concern was Droga had broken the Integrity of the 5Is principle of CRM (Peppers and Rogers) . They deliberately packaged a commercial material to broadcast online but presented it nothing similar to an advertisement. This was a betrayal to trust and irresponsible to the audiences.

However there were also supportive opinions that Droga was using a legitimate tactics to broadcast an user generated content on an internet platform. Unlike newspapers or magazines which required advertisers to identify clearly an advertisement to readers, YouTube never claim responsibility to the content up-hosted to be true or truthful.

Besides, the video did not provide exaggerated or untruthful content description about the product “Guitar Hero”. This was entirely a marketing creativity to create emotional affiliation of audience to Guitar Hero.

In conclusion, if we default web content should be the reality it represents, we definitely would feel disappointed. There is nothing claim to be unbiased, truthful, nor should the content providers feel obliged. The internet as a content platform always has no hard lines between reportage and fantasy. Everything in VR we should always digest with doubts.

References:
Strategy, Implementation and Practice, 3rd edition, Financial Times & Prentice Hall, 2006. Chaffey, Dave, Richard Mayer, Kevin Johnston, and Fiona Ellis-Chadwick

Posted by Jonathan Lau

Student No: 08834652S