MWIB_260209_p026 19/2/09 11:58 am Page 26
MWIB_260209_p027 19/2/09 17:36 Page 27 INTERACTIVE ONLINE <strong>Interactive</strong> brand experiences People don't separate the message they receive from a brand based on where they see or hear it. The Internet Advertising Bureau states that the internet now accounts for 18.7% of the total UK advertising market, with press display at 19.3% and TV at 21.7%. What we do online either adds to or takes away from the overall brand experience. The challenge for brand owners is two-fold. Where do you put your message; and, once you have the space, how do you get a smarter and more selective consumer to engage with your content? Herein lies the opportunity. Digital production is everevolving and more accessible than ever before, so every brand has the option to create richer and deeper brand experiences online. Campaign ideas can be created and expressed seamlessly across a growing spectrum of media – perhaps for the first time, ideas can be boundaryless. Online advertising provides different spaces to build a brand experience. What makes digital advertising different and exciting for both brand owner and consumer is that online ads aren't static. Consumers can interact with the content, play games within the space, watch multiple video streams, buy stuff and even change the ad themselves. In today's digital age, concepts for online advertising are increasingly being put at the centre of the campaign rather than an afterthought. Brand storytelling can happen in different spaces that are linked together, with digital providing the richest part of the story. Online advertising is by far the most measurable, reactive and immersive advertising medium. Data and return on investment are part and parcel of any digital offering. Better still, you don't have to wait until the end of the campaign to find out how it went. Data is immediate, optimisation is in realtime. Technological versatility also allows for effective campaigns to be rolled out globally and easily personalised to the end audience. Brand owners have always known that it takes great branded experiences to engage audiences. Embrace the opportunity to find new and innovative ways to do this through digital advertising and you will get great results. Steve Sponder, Chief Digital Officer, Five by Five W: www.fivebyfivedigital.com E: Steve.sponder@fivebyfivedigital.com T: 023 8082 8520 ‘Channel Me’ calls the tune Social media may have opened up a two-way dialogue between online marketers and their audience, but making maximum use of budgets remains the sector’s greatest challenge. By Joe Fernandez Brands are increasingly looking to complement offline promotions with online campaigns, as internet marketing continues to gain momentum. Broadband penetration is now 60% in the UK, and the web is proving an effective way for businesses to motivate customers and maintain consumer interest in their brands. New media, and particularly interactivity, is now regarded as a key way for marketers to engage audiences, with traditional TV and press ads usually featuring a call to visit a website, and technology such as mobile phone text messaging or the red button on digital TV increasingly being adopted in campaigns. To enhance this promotional technology, brands have to invest significant amounts in online marketing. Guy Wieynk, European managing director of digital agency AKQA, says: “We are seeing ‘Channel Me’ as the most significant development for marketers. Consumers are creating their own unique media based around their friends, family, interests, content and news they choose.” Nick Blunden: Marketers must focus on real value, and bringing that to their market Social networking In the past year, online marketing has changed from being purely about branded websites and microsites to offering advertisers targeted campaigns. Leading this online development have been the social networking websites, which have enabled brands to communicate with fans in an easy manner. MySpace UK managing director Anthony Lukom claims: “The huge popularity of social networking has <strong>Marketing</strong> <strong>Week</strong> <strong>Interactive</strong> 27