Vodafone NZ have just launched their latest digital campaign to promote their HTC Magic phones. The campaign, called “Mission Magic“, is a treasure hunt being run across the entire country, offering users the chance to win one of 20 HTC Magic phones. From next Friday, 19th June, users have to figure out clues about the phone locations, and they can also subscribe to additional clues by text. Using an onsite interactive Google map, users track campaign progress and can see where and when a phone has been found. On top of the phone, winners get tickets and flights to Auckland for the Black & White Magic party on the 24th June.
In conjunction with the microsite and txt based prizes, The Rock radio station is also giving away a phone each day between today and Friday
Monday, June 15, 2009
Vodafone: Mission Magic
Sunday, June 14, 2009
Galactic Center of Milky Way
I Stumbledupon this great video of the 'Galactic Center of Milky Way Rises over Texas Star Party'. I love how fluid the stars look. This gives a real sense of how the every star moves independently of each other, while still having an impact on each other. Perhaps it's just the geek in me, but this is totally cool!
Contagious on Display Advertising
I was pretty surprised to read this article in Contagious about Display Advertising. Chris Kempt-Salt, MD and founder of Kempt, talks about the future of display advertising and how he sees the market changing.
Chris states that "display advertising online is doomed. Users don’t notice it, click-through rates are poor and I hear that even advertisers are wising up and spends are falling fast."
I understand that Chris is coming from a UK point of view but I don't see there being very much of a difference between the UK and Ireland, and I think he's completely wrong. While he does go on to clarify his position, and says that it's all a case of there being too much advertising online, I still find myself coming back to his statement that clickthrough rates are poor and spends are falling. I would say nothing is further from the truth. On at least 4 of the last 5 advertising campaigns I've worked on, the CTRs have not only exceeded industry standards but have done so by 350% to 500%. I see CTRs going up, I see conversions increasing, and I see spends growing. Display advertising isn't just alive, but it's well and truely kicking.
One thing that I do agree with Chris on is his analysis of display advertising density. Chris takes the example of FHM.com and how display advertising features on a typical page. On a typical page there could be three different ad positions: banner, skyscraper and an MPU sitting around a 300 to 400 word article. This translates to the following:
- Above the fold on a 1024x768 screen, the content takes up 195930 pixels while the ad positions take up 143340 pixels
- That equals 42% of the combined area being used for ads
- Consider that TV advertising in the UK is restricted to seven minutes of advertising per hour (11%)
- In the US, television uses 27% of airtime for advertising
So what does it all mean?
My experience is that display advertising is not dead or dying, and as for the amount of space used - I don't have a majot issue at all. The death of online display ads will only come through a lack of creativity and innovation from advertisers. Push boundries, use AR, incorporate games and interactive engagements, or simply create stunning visuals. Advertising is built on innovation and creativity, when they die, advertising will die.
Live Display Ads
A really interesting advertising campaign from SOL in Norway. Essentially copywriters monitor site content within a live environment and create comments and illustrations in real time. To give the whole thing a personal touch, everything is presented in a handwritten style, copy and drawings.
Thanks to Claire for passing this on.
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