Archive for the ‘Advertising’ Category

Marketing Mobile – Publicité mobile : la MMA fait ses recommandations

mai 14, 2007

Bannières, liens textes, SMS, MMS, interstitiels, vidéos… La Mobile Marketing Association (MMA) donne ses conseils aux acteurs de la publicité sur mobile, un marché encore limité.

Encore confidentielle, la publicité sur mobile a réalisé un chiffre d’affaires en France de 7 millions d’euros en 2006, soit 0,03 % de l’ensemble des revenus publicitaires. Pour accompagner ce développement attendu, mais aussi l’encourager, l’antenne française de la Mobile Marketing Association (MMA) a publié un document dans lequel elle donne ses recommandations sur l’utilisation de formats publicitaires adaptés aux téléphones portables.

La MMA France veut ainsi encourager l’adoption de standards précis. Il s’agit d’une première en France, mais d’autres organisations pourraient également publier leurs propres recommandations. L’Interactive Advertising Bureau (IAB) a ainsi mis en place en octobre dernier une commission mobile, dont l’un des rôles est de faire des recommandations.

La MMA mondiale avait elle-même publié en novembre 2006 un document pour encadrer la publicité mobile, avec notamment des standards pour certains formats. L’antenne française va plus loin, en apportant des indications précises sur dix formats publicitaires (lien texte, bannière, interstitiel, vidéo simple ou autour d’un contenu vidéo, SMS, MMS simple et vidéo, WAP Push et publicité dans les applications embarquées).

Pour ne pas repousser l’utilisateur, dont beaucoup trouvent trop intrusive la publicité sur téléphone portable, l’association fait quelques recommandations. Elle conseille ainsi, pour les formats « pull » (liens, bannières, interstitiels, vidéo) de bien identifier qu’il s’agit de publicité. Les formats « push », comme les SMS et MMS doivent contenir l’identité de l’expéditeur, et n’être envoyés qu’à des utilisateurs ayant donné leur accord (opt in).

Par ailleurs, la MMA France invite les publicitaires à rendre cliquable – quand c’est possible – la quasi totalité des formats proposés. Elle en précise également les tailles et les poids, et va jusqu’à conseiller l’envoi de SMS ou MMS dans des créneaux horaires particuliers. Cette première version des standards publicitaires mobile sera cependant complétée par des recommandations sur un autre format, l’e-mail, sur lequel la commission Espaces Publicitaires n’a pas fini de plancher.

Publicité mobile : la MMA fait ses recommandations

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Marketing Mobile : Microsoft se renforce dans la publicité sur mobile en rachetant ScreenTonic

mai 5, 2007

Microsoft rachète le Français ScreenTonic, la régie publicitaire dédiée au mobile. Après s’est fait coiffé sur le poteau par Google concernant le rachat de DoubleClick, l’éditeur revient à la charge. Il enrichit ainsi sa propre régie publicitaire Microsoft Digital Advertising Solutions (MDAS). Le géant de Redmond n’a pas souhaité communiquer sur le montant de la transaction.

Microsoft a pour objectif de fournir des solutions publicitaires pour les éditeurs et les opérateurs. «La publicité mobile devrait connaître une croissance exponentielle au cours des cinq prochaines années», prédit Didier Kuhn, PDG de ScreenTonic.
De son côté, ScreenTonic se targue d’avoir les principaux opérateurs français, britanniques et belges comme partenaires.

Il y a quelques jours, Yahoo! a proposé 680 M$ pour racheter Right Media, entreprise spécialisée dans la vente d’espaces publicitaires en ligne, dont l’activité est identique à celle de DoubleClick.
La guerre fait rage entre Microsoft, Google et Yahoo! Avec ces rachats, chacun convoite la plus grosse part d’un marché qui réalise une croissance à deux chiffres par an.

http://www.screentonic.com

Microsoft se renforce dans la publicité sur mobile – Actualités Business – Le Monde Informatique

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Mobile Marketing – Press Release : Top Brands choose Blyk for Mobile Advertising

mars 27, 2007

CANNES, France, March 26, 2007 – Major brands, including Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell.com mobile have confirmed that they will be among the first advertisers to use the Blyk network when it launches in the UK this summer.

Blyk is the first pan-European ad-funded mobile network. The medium offers 16-24 year-olds free mobile phone calls and texts in return for receiving advertising to their mobile handsets.

Blyk will work closely with this diverse group of advertisers to pioneer usage of its creative ad formats and sophisticated profiling system. The member profiling enables brands to build a dialogue with a highly relevant group of young consumers who welcome the interaction and information. The impact of the campaigns can then be tracked in real time, allowing advertisers to view, assess and adjust their activity accordingly.

Lee Jury, Executive Director of Buena Vista International, said; “We are
delighted to be working with Blyk, to ensure we can communicate relevant releases to selected demographics through this highly targeted, unique, measurable and personal channel.”

I-play Mobile Gaming CEO, David Gosen, said; “Blyk provides visibility on who and when people are playing mobile games, information which the industry has been sorely in need of. CRM is a basic business principle to driving revenues and building loyalty and we haven’t been able to put this in place until we have access to real data on what our customers are doing. Now, thanks to Blyk’s offering, we can start to have some transparency on this issue.”

”We are extremely pleased to be working with some of the most forward-thinking brands who value the direct access and accountability that Blyk provides. The diversity of brands reflects the broad range of advertising opportunities through the Blyk network.” said Jonathan MacDonald, UK Sales Director.

About Blyk
Blyk is a pan-European free mobile operator for young people, funded by advertising. For advertisers, Blyk is an innovative mobile media channel offering direct engagement with a young audience with real time feedback. Blyk was co-founded in 2006 by Pekka Ala-Pietilä and Antti Öhrling and has offices in Helsinki, Finland and London, UK. Blyk is launching first in the UK market in mid-2007, with other markets to follow.

For more information, visit about.blyk.com.

» PressBlog – Blyk

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Mobile Marketing : Nokia announces platforms to connect advertisers and media publishers with mobile

mars 16, 2007

Nokia Ad Service and Nokia Advertising Gateway enable delivery of the right ad to the right mobile consumer.

Espoo, Finland; New York, USA — Nokia announced two mobile advertising services. Nokia Ad Service, is a fully managed service for advertisers to conduct targeted advertising on mobile services and applications.

Nokia Ad Service consists of a group of mobile publishers forming a mobile ad network and a platform to deploy, manage and optimize mobile advertising campaigns.

Nokia also introduced Nokia Advertising Gateway, a private label service for third party Publishers and Advertising Aggregators that want to extend to relevant mobile advertising. Nokia Advertising Gateway operates as an intelligent switch, selecting between text, visual, audio and video ads – depending on the user’s context – and feeding the ad to the device.

Nokia Ad Service
“As advertisers struggle to reach personalized targeting with traditional media such as print and TV, mobile advertising is becoming an increasingly attractive channel for brands,” said Tom Henriksson, Director of Nokia Ad Service at Nokia Emerging Business Unit. “We have completed a number of pilot campaigns with advertisers and mobile publishers for testing the Nokia ad serving technology and consumer experience. The feedback has been very positive from all parties.”

Nokia Ad Service fulfills different types of advertising needs such as advertisers deploying global mobile campaigns, agencies offering mobile advertising to complement traditional media initiatives, and publishers seeking new business models and a larger consumer audience. Nokia Ad Service serves mobile operators as a solution provider bringing the mobile advertising model to operator services, driving new and sustainable revenue streams. Nokia Ad Service simplifies the mobile advertising process by supporting & managing the full campaign lifecycle for advertisers including planning, deploying, optimizing, and reporting. Typical mediums of experience for mobile advertisements are in the form of interactive content like banner ads in browsing services, ads in applications, and videos.

Nokia Ad Service will begin its operations in Europe with a kick-off at ad:tech, an interactive marketing event in Paris, France on March 6th-7th, 2007 and globally in the second half of 2007.

Nokia Advertising Gateway
“With Nokia Advertising Gateway we are partnering with newspaper publishers, other traditional media companies, aggregators, platform companies, operators and internet companies to help them serve their current advertisers by offering easy access to a mobile audience” says Matthew Snyder, Head of Business Development, Nokia Multimedia, Advertising Business Program. “We have an aggregator interface for plugging partners’ platforms into the gateway – Nokia being in the role of platform service provider. Think of the gateway as a one-stop delivery point with intelligence”.

Nokia Advertising Gateway enables delivery of targeted ads to mobile devices. Ads will be closely tied and optimised to specific multimedia applications, such as reading digital newspaper content, watching TV, listening to music or looking at directions on maps. Nokia offers access to the platform for third parties and enables their ad sales teams to sell for the mobile channel. Nokia Advertising Gateway supports so called CPA (cost per action) model and it provides usage data from mobile devices for enabling targeted ad selection and delivery to users’ devices. A key part of the platform will be the easy-to-use reporting and analytics tools for Publishers to manage their advertisers ROI (Return on investment).

Nokia Advertising Gateway will run several pilots during the coming months and will become commercially available in the second half of 2007, starting with support for converged mobile devices based on the S60 software platform.

For further information on Nokia Ad Service, please visit www.adservice.nokia.com

Nokia Ad Service

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Mobile Marketing : La publicité mobile explose au Japon

mars 16, 2007

Avec plus de 100 millions de téléphones portables en circulation dont 82% avec accès à internet, le Japon est non seulement le paradis du mobile mais également un formidable laboratoire des nouveaux usages.

A l’occasion de la Mobile Marketing Conference 2007 organisée à Paris jeudi dernier par l’agence Jap’Presse et InnovAsia Research, Takeya Takafuji, président de la Mobile Marketing Solution Association japonais, a indiqué au JDnet quelques chiffres sur la publicité mobile dans son pays.

Selon ses estimations, le marché de la publicité sur mobile a atteint 650 millions d’euros en 2006, essentiellement tiré par l’engouement des mobinautes japonais pour les sites indépendants, absents des portails des opérateurs et par définition exclus de leur système de reversement.

La combinaison du haut débit (70% des connexions) et des forfaits illimités devrait encore accélérer la consommation média des mobinautes japonais. Selon la Mobile Marketing Solution Association japonais, le marché pourrait dépasser les 2 milliards d’euros dès 2011, de quoi aiguiser les appétits de grands noms du Web comme Yahoo ou Google, qui multiplient déjà les accords dans l’archipel.

La publicité mobile explose au Japon par Neteco.com

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Social Network Marketing : L’Oreal Paris – Miss Second Life

mars 15, 2007

L’Oréal Paris vous donne rendez-vous …
Des professionnels de la mode RL vont élire une Miss Second life.

L’election se déroulera en conclusion d’un défilé qui se déroulera sur le podium L’Oréal Paris fin mars 2007.

Le thème de ce défilé du mois de mars sera « le Glamour Naturel », le look phare des nouvelles collections maquillages, soins et colorations de L’Oréal Paris.
Sublimez votre beauté virtuelle avec naturel, féminité et sensualité, à la manière d’une Doutzen Kroes, Pénelope Cruz ou Eva Longoria !

Un jury d’experts sera présent pour déterminer la grande gagnante, qui recevra le titre de Miss Second Life Printemps 2007. Son avatar sera publié sur le site officiel de la marque L’Oréal Paris, elle recevra des produits exclusifs et une place de top modèle dans l’agence de Second life Aspire Model.

Une animatrice beauté L’Oréal Paris sera également présente et pourra répondre à vos questions, et vous conseiller dans le choix de vos produits.

Pour participer :

Pas de permanence dans Second Life pour l’instant.

*Envoyez simplement une photo de votre avatar Second life à

darlingbianca@gmail.com
laurent.heckmann@gmail.com
ainsi qu’un court texte pour vous présenter.

La clôture des inscriptions se fera le 25 mars 2007.

20 modèles seront choisies.

ce concours est organisé par:
Laurent Heckmann
Andrea media
Bianca Darling
CEO of ASpiRE! Modeling Agency and Magazine

Bonne chance à toutes les participantes, en route pour les snapshots !

SecondLife Observer – SLObserver.com L’Oreal Paris – Miss Second Life «

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Mobile Marketing : Pamela Anderson for Virgin Mobile

décembre 12, 2006


The new Virgin Mobile Advertising … for Pamela Anderson’s Fans 😉

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Mobile Marketing : Qwikker Helps 3 Deliver Music to Non-3 Customers

novembre 28, 2006

Exclusive P Diddy Track Available For Download From the Qwikker Pub Network
– London, 27 November 2006 – Qwikker, the leading provider of user-driven, on-location mobile content distribution has announced that it is supporting 3’s promotion of the newly launched 3MusicStore. Qwikker is enabling mobile users to freely download an exclusive music track remix from P Diddy’s ‘Press Play’ album. The track ‘The Future’ is available to everyone via Bluetooth, regardless of mobile operator, through Qwikker’s network of 450 pub locations.

This Qwikker promotion, running in the month of November, is one of a number of marketing initiatives being run by 3 to promote its new 3MusicStore, but crucially enables the operator to extend its outreach and communicate with non-3 customers. Qwikker’s network utilises Bluetooth, therefore there are no data charges incurred by mobile users for content delivered to their handset. Qwikker allows brands to deliver ‘freemium’ content at no cost to end users, as well as premium content payable by mobile bill, credit card or cash.

Visitors to any Qwikker enabled pub location are alerted to the ‘FreeTrackFrom3’ with an invite to receive content sent via Bluetooth. If the customer chooses to accept, the track is sent to the customer’s handset and is available to play immediately plus stored for later play. Uniquely, Qwikker’s service automatically detects the device make and model, which then sends content specifically formatted for each device thus ensuring a rich end user experience.

Qwikker provides ongoing reporting and analysis in order to give brands the capability to measure the response rates and acceptance of content-driven marketing in exact detail.

“3 identified our mobile content distribution network as a means to connect with existing and potential customers through a highly targeted and measurable channel. Our service enables operators to get relevant content into the hands of consumers who are not necessarily on their network, which is quite a compelling proposition.” said Saul Kato, CEO Qwikker.

In addition to the delivery of single media files and content items, Qwikker allows brands to deliver mobile channels, which are collections of user-selectable content, interactive information, and clickable links for users to respond directly to brands at a more convenient time.

Content can consist of video clips, games, Java apps, MP3s (used at the Virgin Mobile V-Festival and the recent Robbie Williams tour), ringtones, images, mobile coupons, and links to outside internet sites.

Qwikker Latest News

Qwikker Blog » Blog Archive » Qwikker Helps 3 Deliver Music to Non-3 Customers

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Mobile Marketing – Press Release : MAXIM’s ‘Monkey’ Mag Promoted By Bluetooth

novembre 15, 2006

London, UK- November 13, 2006, Qwikker (www.qwikker.com), the leading provider of user-driven, on-location mobile content distribution today revealed that Dennis Publishing, home of Maxim men’s magazine, are using the Qwikker Pub Network to deliver a mobile video clip that consumers can download for free via Bluetooth during the launch month of the world’s first web-based weekly men’s lifestyle magazine ‘Monkey’.

In 450 pub venues across the UK, enabled with the Qwikker system, brands can deliver content-based marketing campaigns directly to consumers’ mobile phones at no cost to the end user. In the case of Monkey magazine, customers can opt-in to download the humorous 20 second ‘Keepy Uppy’ viral video clip that is a central element of Monkey‘s four week launch marketing campaign.

“This new media channel enables brands to connect to a targeted audience and to directly measure the impact of their marketing campaigns. Furthermore the message is no longer fleeting- the content resides on the end-users’ phone for later viewing and sharing with friends, until deleted at will.” said James Martin, European Director, Qwikker.

Qwikker goes beyond traditional, impression-based, out-of-home advertising methods by giving brands the capability to measure the response rates and acceptance of content-driven marketing in exact detail.

In addition to the delivery of single media files and content items, Qwikker allows brands to deliver mobile channels, which are collections of user-selectable content, interactive information, and clickable links for users to respond directly to brands at any later time via their phone.

Content can consist of video clips (such as in the case of Monkey), games, Java apps, MP3s (used at the Virgin Mobile V-Festival and the recent Robbie Williams tour), ringtones, images, mobile coupons, and links to outside internet sites.

Qwikker Press Release

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Mobile Marketing – Press release : Proximity-based targeted mobile content gets fingers clicking at Virgin Mobile V-Festival

novembre 14, 2006

London, UK November, 6th 2006, Qwikker (www.qwikker.com), the leading provider of user-driven, on-location mobile content distribution, revealed today the results of its service installed at this years’ Virgin Mobile V-Festival. The results confirm that Bluetooth and the proximity-based model of distributing mobile content is a big hit with mobile consumers.

Qwikker’s service enables consumers to ‘connect and select’ mobile content at the point of interest through a non-intrusive, branded channel based system. Qwikker’s service takes advantage of Bluetooth to deliver rich content without network data charges.

The Virgin Mobile V-Festival is one of the most popular events of the music festival season with top-line acts performing across two festival sites in the UK. Innovation and consumer value are synonymous with the Virgin brand, and with this in mind Virgin Mobile turned to Qwikker to help festival goers connect with exclusive mobile content – through a dedicated Bluetooth downloadable Virgin Bites mobile channel.

Consumers who downloaded Qwikker’s Virgin Bites mobile channel were given a menu of content enabling them to browse, and then download music-related content of interest to them. Critically the Virgin content channel remains on the consumers’ handset, which is updateable over-the-air (OTA) – further extending the brand relationship.

Based at the Chelmsford Virgin Mobile V-Festival venue, Qwikker integrated its Bluetooth mobile content system to provide coverage across the entire festival site. Visual displays encouraged concertgoers to turn on their Bluetooth connection, who were then asked, on their phone screen, if they wanted to download the Virgin Bites mobile channel. The content, which was free of charge, included ring tones and videos from Morrisey, Kasabian and The Young Knives, as well as an exclusive video film trailer of Little Miss Sunshine.

Steve Rogan, Head of Sponsorship at Virgin Mobile, said “At Virgin Mobile we are always looking at ways to enhance our customers’ experience. By enabling the exclusive download of a choice of mobile content at the Virgin Mobile V-Festival, we ensured that customers could get really close to the bands interactively. The music and the fans are the most important thing after all. Qwikker’s service was well received and added real value to the overall festival experience”.

James Martin, European director of Qwikker, commented on the V-Festival’s success: “As the figures demonstrate, consumers are very receptive to mobile content delivered via Bluetooth when it’s relevant and they are given choice. Virgin and other leading brands recognise the opportunity to connect and interact with consumers in a targeted, contextual environment.”

Who downloaded what mobile content at the Virgin Mobile V-Festival:
In total, 12,410 festival goers downloaded Qwikker’s Virgin Bites mobile content channel enabling them to browse and download additional exclusive content items, setting a new bar for user-driven mobile content consumption..

– 34 % – The Kasabian ‘Empire’ video was the most downloaded mobile content
– 18 % – Morrisey’s ‘in the future when alls well’ video was the second most popular download
– 13 % – downloaded the Young Knives video and ringtone
– 12 % – downloaded the Morrisey ‘in the future when alls well’ ringtone
– 7 % – downloaded a RedBull video and – 5 % the Little Miss Sunshine video

About Qwikker
Specialists in proximity marketing services and content distribution, Qwikker provides a direct-to-mobile network of interactive service points across Europe and the US. Combining Qwikker’s Bluetooth technology with traditional physical advertising, brands can extend their relationship with consumers by offering a selection of desirable content (either free or premium), which can be downloaded onto mobile phones. Content can be anything from video clips, games, MP3s and ringtones, to artwork, mobile coupons, and links to WAP sites or phone numbers.

Qwikker Channels is a customized java application, which enables consumers to browse menus of content without having to use a data connection, and then download content and information via Bluetooth, WAP and SMS connectivity. The Qwikker, application and the content channels within it can be distributed from location-to-phone and then forwarded by consumers, phone-to-phone, giving brands the opportunity to leverage the power of peer-to-peer content sharing.

Qwikker maintains the largest direct-to-mobile location content network in the world, with over 650 Bluetooth enabled service points across the UK in pubs, clubs, concerts, festivals, cinemas, public spaces and the London Underground. Fast and easy to install, Qwikker’s portable service points can also be deployed for one-time or seasonal events. Brands which have leveraged the Qwikker network include Yahoo!, Channel 4, EA Games, Universal Music, 20th Century Fox, Robbie Williams/ ie: music, Nokia and Universal Pictures.

Backed by Sequoia Capital and Enterprise Partners Venture Capital, Qwikker has offices in San Francisco and London. www.qwikker.com

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Marketing Mobile : Virgin Mobile lance sa première offre mobile en Libre Service

octobre 20, 2006

Virgin Mobile va lancer en novembre 2006 le premier mobile disponible en libre service, sans engagement, prêt à emporter et à utiliser.

Le mobile instantané à 49 € est idéal pour accéder à une première offre mobile sans avoir forcément à s’engager. Il comprend un téléphone Nokia 1600 et un crédit de 25 € de communication pour passer ses premiers appels.

Le premier mobile instantané permet d’éviter ainsi les interminables files d’attentes lors des achats en magasin, et toutes les démarches administratives d’ouverture d’une ligne téléphonique sur place.

Le Pack Libre Service contient :

Un téléphone Nokia N1600
Une carte SIM prépayé Virgin Mobile avec jusqu’à 25 € de communication

Virgin Mobile lance sa première offre mobile en Libre Service / PDAfrance.com

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Social Network : Second Life, ou le nouveau business des mondes virtuels

octobre 20, 2006

Près d’un million d’avatars sont des résidents à part entière de la communauté virtuelle Second Life, dans laquelle se développe une véritable économie: 500.000 dollars y changent de mains chaque jour et un millier de personnes en vit.

Connaissez-vous Adam Reuters? Comme son nom le suggère, c’est un chef de bureau de l’agence de presse Reuters. Sa seule particularité, c’est qu’il est chef d’un bureau 100% virtuel, qui vient d’ouvrir ses portes dans Second Life. Cette communauté virtuelle en 3D accueille près d’un million d’utilisateurs aujourd’hui et autant d’avatars, mais aussi de nombreuses marques, des e-commerçants, des artistes et des performers en tout genre.

Chacun peut y créer son propre territoire virtuel et y développer toutes sortes d’activités, lucratives ou non. Second Life dispose même de sa propre monnaie (le Linden Dollar), et il s’y dépense en moyenne 400.000 à 500.000 dollars par jour pour l’achat de biens ou de services divers, matériels ou immatériels.
La prestigieuse université américaine Harvard y dispense des cours de droit, CNET Networks (maison mère de ZDNet.fr) y a construit une réplique à l’identique de son siège social, la chaîne d’hôtels de luxe Starwood y teste le nouveau design de ses établissements et le constructeur automobile Toyota a également choisi ce nouvel Eden virtuel pour introduire son nouveau modèle Scion xB.

Banques, universités et e-commerces sont au rendez-vous

Même la banque Wells Fargo dispose de son île dans Second Life et la compagnie Million of Us, qui conseille les marques sur le meilleur moyen d’utiliser ces nouveaux mondes virtuels pour assurer leur promotion, y organise des réunions de travail virtuelles.

Au mois d’août dernier, la chanteuse Suzanne Vega y donnait son premier concert live et son homologue Regina Spektor a pris pour habitude d’organiser des « bœufs » entre amis dans son loft virtuel. Début octobre, la compagnie Sun Microsystems était la première entreprise du classement Fortune 500 à organiser une conférence de presse virtuelle dans Second Life.

«Les gens font toutes sortes de choses dans Second Life, explique son fondateur Philip Rosedale, qu’il s’agisse de se retrouver entre amis, de construire la maison de ses rêves, de récolter de l’argent pour des œuvres de charité, de donner des conférences, d’enseigner, de faire de l’art, de créer des biens et des services qui seront vendus aux autres résidents, d’apporter de l’aide à ceux qui en ont besoin, d’éditer un journal ou de tomber amoureux… Tout ce que vous pouvez imaginer.»

Le Congrès américain se penche sur les revenus réalisés

Ils y font aussi beaucoup de business. Son créateur estime qu’un bon millier de personnes vivent des activités qu’ils ont développées dans cette communauté virtuelle. Après y avoir passé des heures et des heures, Michael Buckbee, un résident de Virginia Beach, a ainsi créé Fabjectory, une start-up qui fabrique sur commande des statuettes de leurs avatars pour les utilisateurs de Second Life.

Des avatars qu’American Apparel, dont les boutiques virtuelles ont pignon sur rue dans cet univers en 3D, habille de façon originale. Et qui peuvent partir en vacances sur Stagecoach Island, une île virtuelle créée de toute pièce par la société Swivel Media basée à San Francisco.

Le Congrès américain commence d’ailleurs à se pencher sur le développement exponentiel de ces économies virtuelles et sur la manière de taxer les revenus qu’elles génèrent. Il n’y a pas de raison, estiment notamment certains de ses membres, qu’on puisse vendre une discothèque virtuelle dont on a développé la clientèle d’avatars et convertir le fruit de cette vente en dollars sonnants et trébuchants, sans déclarer la plus-value réalisée au fisc.

Second Life, ou le nouveau business des mondes virtuels – Actualités – ZDNet.fr

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Mediacontacts et MSN s’interrogent sur l’avenir du marketing interactif

octobre 20, 2006

En partenariat avec MSN, Mediacontacts, réseau interactif de MPG (groupe Havas), s’est interrogé jeudi matin sur l’avenir du marketing interactif…

Multiplication des écrans, fragmentation de l’audience, participation des internautes,.. le monde des médias connaît un grand chambardement et MediaContacts, branche interactive de MPG, filiale d’achat d’espace de Havas, s’est associé à MSN, pour organiser jeudi matin à Paris une matinée pour s’interroger sur l’avenir du marketing interactif.

« Avec plus de 27 millions d’internautes, en croissance de 13% par an, et un chiffre d’affaires publicitaire de 1 milliard d’euros pour le seul premier semestre, en croissance de +57%, le web est désormais un média incontournable en France. Les frontières s’estompent entre le online et le offline et la mission de Mediacontacts est d’accompagner les annonceurs dans ce nouveau monde, de plus en plus stratégique mais également de plus en plus complexe » a expliqué en introduction Pascal Dassieux, DG de Mediacontacts.

Venu officialiser le lancement de Microsoft Digital Advertising solutions, Olivier Marcheteau, DG de MSN France a confirmé cette vision en précisant que cette nouvelle régie allait non seulement commercialiser les espaces publicitaires de MSN, MSN video, Windows Live mais également ceux de Xbox live sur console de jeu ou ceux de Office online, complément des logiciels bureautiques Office. Marc Bresseel, Directeur commercial EMEA de MSN, est également venu rappeler le potentiel publicitaire de Windows Live Messenger pour les marques, avec de nouveaux formats comme les packs de personnalisation ou les « bots » permettant aux internautes de communiquer .. avec une marque. « C’est l’engagement maximal entre un consommateur et un annonceur » a-t-il expliqué.

Directeur général d’Orange Mobile France, Jean-Noêl Tronc a sa part rappelé le poids qu’avait pris le téléphone mobile, adopté par 80% des français, dans le paysage audiovisuel, et l’importance d’intégrer ce « 4e écran » dans les plans médias des annonceurs. Il a également souligné la montée en puissance de l’internet mobile, touchant plus de 13,4 millions de mobinautes français et l’essor de la télévision mobile, surprenant même les sages du CSA. Longtemps en charge de la stratégie d’Orange, Jean-Noël Tronc a enfin invité les invités de Mediacontacts à méditer sur le potentiel du marketing mobile, quand il combinera le haut débit, le permissive marketing, la géolocalisation et le m-paiement…

Fragmentation des écrans, convergence télévision et internet, personnalisation des services mais également participation des internautes : tous ces concepts étaient également au cœur de la présentation de Dominique Delport, directeur général de MPG France et de Don Epperson, Directeur général monde de MediaContacts. Très attentifs aux révolutions technologiques, les deux hommes ont rappelé la nouvelle donne pour la télévision, avec la multiplication des chaînes et l’arrivée des magnétoscopes numériques, pour la presse, avec la montée en puissance du web, des webzines, des blogs ou du RSS, mais également pour l’affichage, avec le développement du papier numérique et l’introduction de l’interactivité, grâce à bluetooth ou à la technologie NFC. « La période est marquée par cette triple révolution technologique et par l’introduction du temps réel. Cela oblige une agence comme MPG à investir en amont, pour optimiser le ciblage, et bien entendu en aval, pour améliorer la mesure des campagnes publicitaires » a expliqué Dominique Delport.

Anthropologue chez Microsoft, Anne Kirah a conclu cette matinée en dessinant le profil du consommateur de 2010, établi grâce à ses observations des adolescents d’aujourd’hui. Premier constat : la génération digitale ne partage plus forcément les valeurs des baby boomers. Née avec l’internet ou le téléphone mobile, cette génération n’oppose pas le monde réel et le monde virtuel. « Un sentiment n’est jamais virtuel » souligne Anne Kirah. L’anthropologue a également expliqué que cette génération savait gérer l’hyperinformation (utilisation des bons outils, optimisation du temps), qu’elle s’assumait radine (« je trouverai moins cher sur internet ») et cynique (« si le produit ne me plait pas, je n’hésite pas à changer »), et imposera de plus en plus son pouvoir sur sa famille, ses amis et ses futurs collègues de travail.

En conclusion, Mediacontacts et MSN ont confirmé la généralisation du numérique pour les médias et la nécessité pour les marques de bâtir une relation de confiance avec les internautes. L’heure est au changement. Reste à savoir si les annonceurs sauront désormais adopter la bonne stratégie..

NetEconomie :: Mediacontacts et MSN s’interrogent sur l’avenir du marketing interactif

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Wireless: Mobile marketing in an ink blot

octobre 19, 2006

The twentysomething with the ponytail races down the steps to the platform to find that she has just missed her subway and will have to wait seven minutes for the next one.

She is unperturbed about the unexpected delay. She pulls out her cellphone, snaps a picture of a corner of the movie poster on the other side of the tracks and, a few seconds later, she has a list of show times at neighborhood theaters on her handset as well as a review of the film. With one more click, she can watch the trailer and buy tickets.

In Japan, this scene is so common as to border on the banal, and the technology that makes it possible, QR codes, is so widespread that it is employed in dozens of retail industries. In Europe and North America, a handful of imitators are looking to the QR model to try to give « point and click » a whole new meaning outside Asia.

QR, or quick response, codes are a similar to bar codes except they are square, look a bit like an ink blot and contain much more information. In Japan and South Korea, QR codes are used to link directly to a Web site, as in the case of the subway poster, saving the user the need to type an address on the tiny keypad of the phone. As marketers seek an edge on competitors, QR codes are appearing practically everywhere in Japan.

« Somebody can go to the meat section of some supermarkets in Japan and use a QR code to find out what the cow ate, where it came from and where it was processed, » said Junn Chanoki, the Tokyo-based head of food and agribusiness research for Rabobank, a Dutch investment bank. « Ninety percent of Japanese have a mobile phone, and most phones are connected to the Internet, so the number of potential users is enormous. »

QR codes are now popping up on Japanese business cards, allowing somebody to snap a picture with a cellphone and save the bother of entering a new contact’s information. Last month, McDonald’s began putting the codes directly on food packaging so that Japanese diners could get nutrition information instantly.

Denso Wave, a Japanese electronics company, created QR codes in 1994 to track car parts, employing hand-held devices that are still in use. Although it patented the process, the company allowed anybody to create QR codes without having to pay a licensing fee. That helped the technology take off.

But that by itself would not have been enough to guarantee the code’s ubiquity, said Daniel Scuka, the editor of Wireless Watch Japan, an online publication.

« QR codes have been a great success in Japan because phone carriers confronted this in a systemic way, with all of them using the same technology, » he said – a potential lesson for carriers in Europe and the United States.

When QR codes first came into use about five years ago, software had to be downloaded onto phones that allowed the handset to decipher the code once it had been photographed. Now, most phones sold in Japan have the software built in, or it can be downloaded directly to the handset.

« The power of QR is that it is easy to use and potentially turns anything into a direct connection between advertiser and client, » said Kent Wertime, the Bangkok-based president for the Asian operations of OgilvyOne, a digital and direct marketing agency.

While QR codes have had success in Japan and South Korea, they have not made the leap to the rest of Asia, Europe and North America. MobileTag, developed by the French company Abaxia, and ShotCode, created by a Swedish-Dutch start-up called OP3, are similar to QR codes and could be the early favorites to grab market share outside Asia, should the technology catch on.

Wireless: Mobile marketing in an ink blot – Technology – International Herald Tribune

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Marketing Mobile : Economie Matin se lance dans le Mobile Tag et devient le premier journal interactif d’Europe

octobre 18, 2006

Depuis septembre, Economie Matin propose à ses lecteurs le premier journal interactif en partenariat avec Watisit, département Marketing Mobile de Publicis Dialog, et Mobiletag, société filiale d’Abaxia spécialiste des solutions d’informatique mobile professionnelles.

Des tags 2D autrement baptisés Mobiletag ®, placés dans les articles, permettent d’accéder à des services depuis son téléphone mobile. Le premier d’entre eux est l’envoi de l’article associé au tag à un collègue, un ami, d’un simple clic sur son téléphone mobile, pour le coût d’un simple SMS non surtaxé. Le tag associé à la rubrique Conso CultureCoach permet en outre de découvrir directement sur son mobile les prix sur PriceMinister.com des CD et DVD recommandés.

Dans un proche avenir, Economie Matin proposera à ses lecteurs d’autres contenus interactifs, comme par exemple des contenus associés à l’article principal publié dans le journal, mais aussi, des interviews audio en streaming, ou encore des reportages vidéo. La diffusion d’animations interactives, mais aussi l’accés à des services comme le calcul d’un emprunt immobilier, le portefeuille boursier, le cours d’une action toujours depuis son mobile, seront possibles. La encore d’un simple clic sur son téléphone, en passant l’appareil au dessus d’un tag interactif ! Ces tags peuvent également être insérés dans les publicités pour accéder à des informations ou des services complémentaires, toujours depuis son mobile.

Ces mobile tags sont conçus pour être capturés via l’appareil photo d’un téléphone mobile avec une application gratuite développée par Mobiletag et, une fois « scannés », donnent accès à un service ou un contenu multimédia, sans que l’utilisateur ait besoin de saisir manuellement l’URL du site concerné.

Pour Domenico Surace CEO de Mobiletag
« Cette opération, première en Europe, est destinée à vulgariser l’usage des tags qui font un tabac au Japon, devançant même les SMS. »

Pour Jean-Baptiste Giraud, Président Directeur d’Economie Matin,
« Les tags permettent d’accéder à de nouveaux contenus en association avec le magazine Economie Matin sans effort, d’un simple clic. C’est l’avenir de la convergence papier Internet en situation de mobilité. »

Pour Georges de la Ville Baugé, Directeur Associé de Watisit,
« Les annonceurs comme Société Générale, Sony BMG, Pages Jaunes, Meetic, Euronews commencent à utiliser les technologies permettant une interactivité avec les prospects, une voie montante : accès à un portail mobile de contenu, prise de contact, de rendez vous, envoi de documentation. C’est l’avenir de la publicité, presse, mais aussi en affichage ».

PRMinds – ECONOMIE MATIN SE LANCE DANS LE MOBILE TAG ET DEVIENT LE PREMIER JOURNAL INTERACTIF D’EUROPE

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Myspace Bulletin : More than Half of MySpace Visitors are Now Age 35 or Older, as the Site’s Demographic Composition Continues to Shift

octobre 17, 2006

RESTON, VA, October 5, 2006 – comScore Media Metrix, a leader in digital media measurement, today released an analysis of the users of leading social networking sites, revealing that significant age differences exist between the user bases of these sites.

Visitors to MySpace.com and Friendster.com generally skew older, with people age 25 and older comprising 68 and 71 percent of their user bases, respectively. Meanwhile, Xanga.com has a younger user profile, with 20 percent of its users in the 12-17 age range, about twice as high as that age segment’s representation within the total Internet audience. Not surprisingly, Facebook.com, which began as a social networking site for college students, also draws a younger audience. More than one-third (34 percent) of visitors to Facebook.com are 18-24 years old, approximately three times the representation of that age segment in the general Internet population.

“While the top social networking sites are typically viewed as directly competing with one another, our analysis demonstrates that each site occupies a slightly different niche,” commented Jack Flanagan, executive vice president of comScore Media Metrix. “MySpace.com has the broadest appeal across age ranges, Facebook.com has created a niche among the college crowd, Friendster.com attracts a higher percentage of adults, and Xanga.com is most popular among younger teens. There is a misconception that social networking is the exclusive domain of teenagers, but this analysis confirms that the appeal of social networking sites is far broader.”

Composition of MySpace.com Visitors Now Skews Older

An analysis of visitors to MySpace.com shows that as the site has experienced dramatic visitor growth, it has become more popular among older Internet users. The most significant shift has occurred among teens 12-17, who accounted for 24.7 percent of the MySpace audience in August 2005, but today represent a much lower 11.9 percent of the site’s total audience. Conversely, Internet users between the ages of 35-54 now account for 40.6 percent of the MySpace visitor base, an 8.2 percentage point increase during the past year.

More than Half of MySpace Visitors are Now Age 35 or Older, as the Site’s Demographic Composition Continues to Shift

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Myspace Bulletin : 222 Ads Profiles on « Ads My Friends »

octobre 16, 2006

« Ads My Friends » contains all Ads Profiles on Myspace / contient tous les profils publicitaires de myspace.com
There are now 224 friends in the « Ads My Friends » profile (222 Ads + Tom + Ads My friends Friends)

You can find many brands such as / De nombreuses marques sont présentes telles que : AMEX, Helio, MotoQ, Virgin Mobile, Cingular, Energizer, Adidas, Nike, VW, Dodge, Honda, Maybeline, H&M, Colgate, Crest, Aquafina, and Advertainment like movies trailers games and contests.

If you want to be a friends of « Ads My Friends », just make a request to « Ads My Friends Friends » just in the friends list.
Pour être lié à « Ads My Friends » il faut faire une request au profil « Ads My Friends Friends ».

You can check previous posts in … MOBILE ALLEY … about Myspace Ads Profiles and Bulletins :

Myspace Bulletin : Unilever-owned Lynx first UK advertiser to launch a ‘branded community’ on MySpace

Myspace Bulletin : The Omen 666 Mobile Marketing

Crest IQ Quiz

Myspace bulletin for Adidas Mobile Portal

Adidas dream Team on Myspace

Myspace goes Mobile with Helio and Cingular

Virgin Mobile adopte un profil unique pour ses 2 campagnes sur Myspace

Motorola Profil MotoQ sur Myspace

Make Friend with your fast

Ads My Friends collects Ads Profiles on Myspace

www.myspace.com/adsmyfriends

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Google agreed to pay $1.65 billion in stock for YouTube – Video Message from Chad and Steve

octobre 11, 2006

A profitless Web site started by three 20-somethings after a late-night dinner party is sold for more than a billion dollars, instantly turning dozens of its employees into paper millionaires. It sounds like a tale from the late 1990’s dot-com bubble, but it happened yesterday.

First a Message from Chad and Steve 😉

Google, the online search behemoth, agreed yesterday to pay $1.65 billion in stock for the Web site that came out of that party — YouTube, the video-sharing phenomenon that is the darling of an Internet resurgence known as Web 2.0.

YouTube had been coveted by virtually every big media and technology company, as they seek to tap into a generation of consumers who are viewing 100 million short videos on the site every day. Google is expected to try to make money from YouTube by integrating the site with its search technology and search-based advertising program.

But the purchase price has also invited comparisons to the mind-boggling valuations that were once given to dozens of Silicon Valley companies a decade ago. Like YouTube, those companies were once the Next Big Thing, but some soon folded.

Google, with a market value of $132 billion, can clearly afford to take a gamble with YouTube, but the question remains: How to put a price tag on an unproven business?

“If you believe it’s the future of television, it’s clearly worth $1.6 billion,” Steven A. Ballmer, Microsoft’s chief executive, said of YouTube. “If you believe something else, you could write down maybe it’s not worth much at all.”

In a conference call to announce the transaction yesterday, there were eerie echoes of the late 1990’s boom time. There was no mention of what measures Google used to arrive at the price it agreed to pay. At one point, Google’s vice president, David Drummond, gave a cryptic explanation: “We modeled this on a more or less synergistic kind of model. You can imagine this would be hard to do on a stand-alone basis.”

The price tag Google paid may simply have been the cost of beating its rivals — Yahoo, Viacom and the News Corporation — to take control of the most sought-after Web site of the moment. It was also perhaps the only price that two YouTube founders, Chad Hurley, 29, and Steven Chen, 28, and their big venture capital backer, Sequoia Capital Partners, were willing to accept, given that they most likely could have continued as an independent company. A third YouTube founder, Jawed Karim, left the company to pursue an advanced degree at Stanford.

The deal came together in a matter of days. After rebuffing a series of other overtures, YouTube’s founders decided to have lunch on Wednesday with Google’s co-founder, Larry Page, and its chief executive, Eric E. Schmidt. The idea of a deal had been broached a few days earlier. The setting was classic Silicon Valley start-up: a booth at Denny’s near YouTube’s headquarters in San Bruno, Calif. The Google executives threw out an offer of $1.6 billion and autonomy to continue running the business.

That set off a marathon of meetings and conference calls over the next two days, which kicked into even higher gear on Friday, when news of the talks began to circulate, putting pressure on Google to sign a deal before a rival bid emerged. In fact, the News Corporation sent a letter to YouTube seeking to start talks but never received a response.

Dot-Com Boom Echoed in Deal to Buy YouTube – New York Times

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Mobile Marketing : Research Shows that Targeting and Relevance are Key to Making Mobile Advertising Work

octobre 10, 2006

Boston/London/Mumbai– Enpocket, the Intelligent Mobile MarketingTM company, today unveiled the findings from the first global report into consumer acceptance of mobile advertising, conducted by Harris Interactive Inc. Mobile advertising enables brands to serve clickable display ads to mobile Internet sites and alongside mobile editorial and content.

The Consumer Mobile Advertising report, conducted with more than 1,200 mobile Internet users across the US, Europe and India, reveals that consumers are far more accepting of mobile advertising when it is made relevant. The research shows that targeted mobile advertising is 50 percent more acceptable to mobile Internet users than untargeted ads. 78 percent said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64 percent would be willing to provide personal details to be analyzed to improve relevance of targeted ads. In addition, 58 percent of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages that they have not opted into.

“Consumers are ready for mobile advertising but with an important caveat: ads must be targeted. Operators have the demographic, transactional and behavioral data necessary to deliver marketing and advertising that meets the consumer need for relevant advertising on this most personal of devices. Forward thinking operators, publishers and brand advertisers are realizing that this is a key requirement to long-term success in the medium,” said Mike Baker, CEO, Enpocket.

The report also shows that mobile operators can reduce churn and increase average revenue per user (ARPU) if they leverage consumer data to personalize content merchandising and promotion. 57 percent of respondents said that they would be more willing to continue their service if their carrier personalized services and products to their needs. 42 percent said they would be more likely to buy more mobile content if they received personalized recommendations.

Enpocket research helps operators, brands and media companies to develop consumer-centric mobile marketing and mobile advertising programs.

Harris Methodology

This study on Consumer Advertising was conducted by Harris Interactive between 31st July and 23rd August 2006 among 1,240 adults in the UK, US and India who were aged 16 and over and who had used the Internet on their mobile phone at some stage in the past (whether that be daily, weekly, monthly or rarely).

About Enpocket

Enpocket, the Intelligent Mobile Marketing™ company, enables organizations to foster and maintain valuable relationships with mobile consumers. Enpocket technology powers the mobile marketing efforts of operators and media companies around the world, and Enpocket services help leading brands effectively market in the mobile channel. Customers include:

Mobile Carriers: Cingular, Sprint, Alltel, Vodafone, BT, Orange, Airtel, Virgin

Media Companies: News Corp, CNBC, A&E, Clear Channel, Chrysalis, Internet Broadcast Systems, Sony Pictures, TNT, Trinity Mirror

Brands: McDonalds, Dunkin Donuts, Pepsi, Subway, Motorola, Samsung, Panasonic, BenQ-Siemens, Sprite and GM.

Enpocket has offices in Boston, London, Singapore, and Mumbai. To learn more see www.enpocket.com.


Research Shows that Targeting and Relevance are Key to Making Mobile Advertising Work

Enpocket

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Myspace Bulletin : Unilever-owned Lynx first UK advertiser to launch a ‘branded community’ on MySpace

octobre 9, 2006

Unilever-owned Lynx has become the first UK advertiser to launch a ‘branded community’ on MySpace, promoting its male grooming products to the site’s 4m UK users.
towelboy on myspace
Lynx is pushing its Boost shower gel range through the News Corp-owned social network, leading users to lynxboost.com, a promotional site reliant on user-generated content.

On MySpace users are encouraged to interact with Towel Boy, the TV star of Lynx’s latest ad campaign, who introduces himself as a ‘semi-naked superstar’. ‘This MySpace page is a master-class in the way of the Towel,’ his profile reads.

Users are then encouraged to visit the Lynx Boost website where they can submit videos of themselves partying in towels, for the chance to win a ‘Manwash’ from Lynx’s Boost Babes.

Sports company Adidas was one of the first to create branded communities on MySpace in the US but Unilever’s deal is the first MySpace has struck outside the US.

Jay Stevens, VP of sales operations at MySpace, admitted that Lynx has created a « fairly basic community », but said that there are several profiles under development that will offer brands and users more opportunities to interact through polls, contests, forums and user-generated content.

« Branded communities offer advertisers a place on MySpace which is distinctly theirs, » he said. « It also gives MySpace users the chance to interact with brands to an extent that’s just not possible in a normal web environment. »

Stevens said MySpace plans to extend localised branded communities to other countries although he said the current priority for the company is to provide each country with content in their native language.

He maintained, however, that MySpace won’t host branded communities from companies who don’t fit with the MySpace image.

« Privacy and user-experience are the most important things for MySpace, » he said.

« We’re not forcing users to affiliate with brands, it’s more of a permission branding model, » he added.

Agency Republic and Mindshare Interaction were behind Lynx’s MySpace campaign.

myspace.com/towelboy

lynxboost.com

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