 IN-BANNER RSS FEEDS BRING YOUR MESSAGE UP TO DATE
Advertisers are always looking for the most creative and effective ways to bring their messages to the consumer. So, how do you build two different messages into one ad unit? Better yet, what do you do if one of those messages includes up-to-the minute data? Crew Creative successfully fulfills this objective in E! Entertainment Television’s E! News March 06 campaign. The campaign successfully introduces Ryan Seacrest as the show’s new co-host while still re-enforcing E! News franchise as the source for up-to-the-minute entertainment news and gossip. You can do it too; here’s how:
Build creative around the primary messages
Develop a creative concept for an online campaign. Remember to incorporate an RSS feed within the banner unit. RSS feeds are still a developing technology within banners; and though this is not the first time it has been implemented in an online campaign, it was perfect for E! News’ dual message. It reinforced E! News as the main source for up-to-the-minute entertainment news and gossip.
Test…test again…and again…
Work closely with the advertiser to develop creative that embeds a live news ticker into the ad. This gives the consumer real-time headlines. Advertisers can arrange to write and program the ticker (as E! Entertainment Television did), with freedom to set the specific frequency of updates. This way, advertisers engage users with only the most recent interesting information while maintaining every aspect of the ad’s dual message delivery. RSS is the exact solution to keep E! Entertainment Television’s messages fresh and appealing. The extensive programming code, especially one as intricate as an imbedded RSS feed, now needs testing. It is imperative to test…test again…and again…
Define your target as narrowly as possible
When developing the media plan, strategically target relevant publisher sites. Crew reached E! Entertainment Television’s target demographic, entertainment and gossip enthusiasts, by presenting topical Hollywood information they desired via their daily online destinations. This very specific targeting, combined with the live RSS feed, played key roles in engaging users and raising overall awareness for E! News and E! Entertainment Television. Remember: A campaign utilizing an RSS feed will drive awareness and deliver your message in full within the banner, but it will not garner noticeably high CTRs, as with most tune-in/awareness campaigns.
CTRs aside, the continually updated RSS feed keep users fully engaged and connected. This vastly improves not only an advertiser’s ability to reach their target audience with full message delivery, but also improves the overall user experience.
Paperboy: IAC Winner!
SharpePartners recently nominated The Paperboy Microsite for the 2006 Internet Advertising Competition. The Microsite not only won Outstanding Microsite/landing page, the entire campaign won Outstanding Campaign honors.
To view the PaperBoy Microsite, click here.
To view SharpePartners' entry on the Internet Advertising Competition web site, click here
PointRoll Standardizes Interactive Online Video Advertising with Co-Published Reference Guide
In addition to the guide, PointRoll formally unveils its Preferred Partner Program, giving the advertising industry first-ever, one-stop availability of breakthrough technology and creative expertise
PointRoll Inc. announced it is leading the charge for greater adoption of online video advertising. As the first steps in executing this initiative, PointRoll has co-published along with AccuStream iMedia Research the advertising industry’s first online video advertising reference tool – The Streaming Video Advertising Reference Guide: Understanding and Optimizing Online Video. The company also announced its Preferred Partner Program that benefits advertisers, agencies and publishers who seek a one-stop shop for marketing services tied to PointRoll’s online advertising technology.
More
information can be found in the recent
press release.
Congratulations to Starlink WorldWide,
Tribal DDB Chicago, and UPS for winning
PointRoll Beanie Awards for the month of March
The Beanie Award is aptly named
for PointRoll's signature product FatBoy, who wears a
propeller beanie cap. The award recognizes the three
top-performing campaigns that achieve the highest
interaction rates on a monthly basis. Each winner
receives a special award and an authentic PointRoll
propeller beanie hat. And the winners are...
Click
image to view the creative
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NBC Universal Heist
Advertiser: NBC
Creative: Starlink WorldWide
Media: Starlink WorldWide |
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JCPenney 2006 Oscar Campaign
Advertiser: JCPenney
Creative: Tribal DDB Chicago
Media: AvenueA |
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UPS Small Business Q1 2006
Advertiser: UPS
Creative: UPS
Media: The Martin Agency |
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