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Overshadowed in the early days by those "bright
young things" (with more money and control over advertising budgets
than their marketing experience ever justified), online clients
today are more sophisticated than ever, more broad-based in their
objectives, more senior in their capacities - and more demanding.
There is no stronger indication for the long term prospect of
the online medium, than the increasing guardianship afforded it
today by experienced "traditional" marketers.
Overshadowed in the early days by those "bright young things"
(with more money and control over advertising budgets than their
marketing experience ever justified), online clients today are
more sophisticated than ever, more broad-based in their objectives,
more senior in their capacities - and more demanding. Their needs
from online go well beyond simply advertising on the web; rather,
they have expectations for marketing tools that will deliver results
across the range of their business objectives. Tools - like email,
promotions, remarketing systems, and customer relationship management
- are the essential bundling ingredients that companies like DoubleClick
can provide to support the needs of our marketing customers.
Traditional marketers are already playing heavily
in the online space but, importantly, their intention is for even
greater escalation in this channel, both in terms of how much
they spend and what they do. They will spend greater shares of
their media budgets and more of their overall marketing budgets
online. They will seek advanced online tools for managing customer
acquisition and retention, trade marketing, promotions and discounting,
loyalty programs and research, customer service and focus groups.
The tools facilitated via the Internet will permeate every facet
of the marketing mix and change forever what we know and how we
do things today.
In short, the marketing fraternity is ready and
poised to unlock the broader applications of the web as a marketing
tool. To serve their needs, we need as an industry to start speaking
their language more fluently and effectively. We must speak "marketing
solutions" and not "ad sales". We must own accountability for
a more "fact-based" approach to our medium, both in terms of pre-sales
media planning and post-sales campaign performance.
On March 26th 2000, the New York Times reported,
"The biggest marketers in the world, like Coca Cola, General Motors
and Proctor & Gamble say they are finding ever more ways to
use the internet to sell their products. The problem for web sites
like Yahoo and hundreds of others, is that little of the marketers'
money involves advertising on web sites." What a wake-up call
for many in our industry! However, I also believe it is just the
beginning of prime time for those that recognize and leverage
the broad applications of the Internet to help make marketing
work better.
Gone are the days of viewing the Internet as
simply a content or advertising vehicle. This far undervalues
the role it has to play - and underserves the needs of our marketing
clients. Today companies like DoubleClick have a wide range of
capabilities already in place to service the needs of marketers.
From Ad Effectiveness Research tools, to Remarketing Systems and
Email Solutions - these tools and services go well beyond simple
"ad sales" and provide relevant and effective integrated marketing
solutions for marketers.
These solutions will guide marketers in their
quest for branding and response effects,
for leveraging effective creative solutions, for succeeding in
their targeting and reach objectives, for building customer relationships,
engendering loyalty and ultimately, for realizing an effective
and successful return on their marketing investments.
We at DoubleClick remain committed to investing
resources in ongoing efforts to build and develop our industry.
We welcome the opportunity to teach, learn and share experiences
with publishers, marketers, advertisers and agencies around the
world to help make marketing work better. In that spirit we launch
this newsletter.
We welcome your thoughts and contributions.
Please share them with us and other readers
of this newsletter. Reach us via email at newsletter@doubleclicknews.com
I hope you enjoy this newsletter.
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2. Marketplace
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| Trend Indicator: June
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• Brave new online world: By the year 2005,
a total of one billion people are expected to surf the net world-wide.
This is the result of a US study by IDC. The volume of e-commerce
will grow to $5 trillion ($354 billion in 2000) world-wide. And
Europe is going to overtake the US with regard to Internet usage.
• Content is king - if the quality is right.
US market researchers at Information Resource found out, however,
that customers of consumer goods often do not think that this
is the case. According to the researchers, customers would prefer
fewer online features like chats, games or lifestyle elements
and would rather have more simple Web offers with product information
and, above all, with feedback features.
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UK: Online Advertising Shows Enormous Growth
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The year 2000 was a very
successful one for British online advertisers. A huge growth rate
of 200 percent gives every reason to be enthusiastic. Revenue
generated by Banner & Co totalled about $215.2 million (£154.7
million). The corresponding figure for 1999 had been only $70.9
million (£51 million). These figures were recently published by
the Internet Advertising Bureau (IAB). http://www.iab.net
For the first time, online
advertising was even able to outpace advertising in cinemas. According
to the IAB, revenue in that sector was $178.1 million (£128 million).
"Clearly Internet advertising continued to race ahead,'' Danny
Meadows-Klue, chairman of IAB UK, said. "These growth rates are
unparalleled in traditional media.''
Analysts at the IAB
are currently the only ones to focus exclusively on the UK online
advertising market. "In spite of a difficult year for the advertising
sector as a whole, UK Internet advertising has continued to grow
steadily,'' said Paul Pilkington, senior manager at PriceWaterhouseCoopers,
which carried out the survey along with the IAB.
For more information
go to:
http://www.emarketer.com/estatnews/enews/reuters/04_11_2001.rwntz-story-bcnetbritainadvertisingdc.html
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Trends: Banner Tracking
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Who showed what on what
site? "Banner tracking" makes the search for a particular banner
or campaign easy. French provider NetCrawling offers a service
called LemonAD that carries out daily searches on more than 2,500
European Web sites for new online advertising campaigns. For the
UK alone, the service observes 374 Web sites from national and
international companies. The data is collected in the LemonAD
database and then analysed statistically.
In April, the following picture could be
drawn for the UK:
Online advertising market
There were a total of 5,310 campaigns from
2,482 advertisers with 14,557 ads. These figures mean that on average
there were 2.1 campaigns per advertiser and 2.7 banners per campaign.
Industries
73% of the advertisers are spread across ten industries. Most
of the customers are related to editorial Websites, e-commerce
and finance. One out of four ad customers put his banner on an
editorial Websites.
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For
more information go to:
http://www.lemonad.com/Public/Uk/barometre.asp
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Prognosis: More For Your Money
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Prices for interactive
advertising will continue to fall during the next six months according
to a recent prognosis by research company Jupiter MMXI. This development
is due to a surplus of advertising space on many Web sites.
During the last year,
prices for online advertising have fallen by a considerable 30
percent. In June 2000, advertisers had to pay $25.5 (€30)
for 1,000 page impressions; the current corresponding price is
only $17 (€20). Market researchers at Jupiter MMXI say that
European marketers in some cases have only filled 40% of their
advertising space. Advertisers have a dominant position in the
market and thus influence price dynamics. This means that they
increasingly expect prices to be negotiated on the basis of actual
results. In other words, advertisers no longer want to pay for
actual results, such as the number of achieved clicks, registrations
or transactions.
Jupiter MMXI estimates
the surplus of unsold advertising slots on the Internet to represent
a value of between $51 million and $59 million (€60 million
and €70 million) each month.
These numbers put buyers of media space in an ever stronger position
during negotiations.
The study also shows that 25% of traditional advertisers think
that the online medium is still too expensive, despite falling
prices. However, market researchers also emphasise the fact that
lower prices do not necessarily mean lower advertising expenditures.
For more information
go to:
http://jupitermmxi.com/press/releases/20010523.jsp
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3. DoubleClick NewsDesk
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New
Sites That Have Joined the UK Network
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Goto UK (www.goto.co.uk)
GoTo was set up in 1997 to create a new type of search experience
that was simple, fast and relevant . Goto.co.uk is the Internet's
leading Pay-For-Performance search engine. It has also established
search partnerships with some of the UK's leading ISPs and Portals
including Freeserve, LibertySurf, Freeola and Ask Jeeves, through
which it provides web search results to millions of unique users.
Autobytel (www.autobytel.co.uk)
Autobytel (www.autobytel.co.uk) has appointed DoubleClick to develop
strategic digital marketing opportunities for the brand. Since
its launch in April 1999, autobytel.co.uk has attracted over 6
million unique users, over 110 million page impressions and over
55,000 car purchase requests. The Autobytel brand has achieved
23% UK awareness and was named by Campaign as the 19th most recognised
e-commerce brand in the UK. Darren Payne, Managing Director, Autobytel.co.uk
also said, "We chose DoubleClick because we felt that they
are strategically best placed to help us to look at innovative
advertising opportunities to optimise our revenue. DoubleClick's
maturity and experience in the market will make us more accessible
to new advertisers." DoubleClick will provide a team of network
sales specialists to sell across the site. They will also look
at developing partnership relationships, sponsorship opportunities
and rich media creatives.
MyMoneyAdviser (www.mymoneyadviser.com)
MyMoneyAdviser is a business
service provider that provides online capabilities to the UK's
Independent Financial Advisers. MyMoneyAdviser will launch 10,500
free websites for IFA's and by linking the sites to a publicly
promoted consumer-facing portal, make IFA's more accessible to
consumers. The high quality, professionally designed websites
provided by MyMoneyAdviser, will be enabled with e-commerce capability
and client servicing functions. From May 2001, clients of affiliated
IFA's will use the websites to compare a spectrum of financial
products, including mortgages, ISA's, pensions etc.
Youreable.com (www.yourable.com)
Youreable - winner of the Channel 4 eMillionaire show is set to
become the place on the Internet that the disabled community,
carers and healthcare professionals turn to for information products
and services. Youreable is supported by numerous blue-chip businesses
, charities and disability publications. Pre launch the site is
a massive resource of over 1 , 000 pages of essential content
for the disabled community. There is no offline equivalent of
Youreable.com which aggregates all disability information; products
and services in one place. Disabled people have an annual purchasing
power of £50 billion a year in the UK alone. Youreable is
the only place online where the disabled community, their families
and carers can meet in the UK.
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| UK News |
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London
to Brighton Bike Ride
17th June- DoubleClick sponsored
a team in the London to Brighton Bike Ride for the British Heart
Foundation on the 17th June. A team of 23 cyclists representing
a cross secion of our advertiser and agency partners geared up
in lime green outfits and departed from Clapham Common at 8h30
last Sunday for a 58 mile cycle to the waterfront of Brighton.
DoubleClick is proud to announce that all participants completed
the race at a somewhat leisurely pace, of course stopping for
snacks along the way. At the finishing line there was a BBQ treat
on the beach prepared by Mick the cook and then transportation
was provided back to London. Be sure to join us next year for
our 2002 bike ride!! Adrian Baker commented "Good fun, sore bottom,
lots of sponsorship money...and it didn't rain!" Good job to Vicky
Gray at Universal McCann for raising the most charity money!
What's Clicking Seminar
on Branding Online
70 guests recently joined DoubleClick's for the latest in our
series of What's Clicking Breakfast Seminars this time the title
of the seminar was "Branding Online: Leveraging Ad Formats to
Maximize Marketing Effectiveness". Held at Home House on 13th
June, we had two guest speakers. Finaly, Mr. Lars Bergkvist, Managing
Director of CQ Marketing Research and Founder of the BrandQ Campaign
Effectiveness Studies who spoke of Measuring the Brand Effects
of Internet Advertising Our second speaker was James Booth, Managing
Director and Founder of Tangozebra who discussed the topic of
Building on the Banner- New Strategies for Online Sales and Marketing.
" Stay tuned for the next What's Clicking in September!
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DoubleClick to buy Message Media inc.
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DoubleClick and MessageMedia
inc., the e-mail marketing company, have reached an agreement
on the purchase of MessageMedia. DoubleClick presented a $41 million
take-over offer to the shareholders of MessageMedia. With this
purchase, DoubleClick has further improved its position as the
world-wide market leader in e-mail marketing.
MessageMedia's e-mail
marketing system is based on a variety of e-mail marketing solutions
and services, including the M³Platform, a full-service solution
in ASP mode, which in its software versions has already won awards.
M³Platform operates in a way similar to that of DARTmail or FloNetwork.
In the short-term future, DoubleClick plans to keep the M³Platform;
only gradually will they combine the platform with the DARTmail
and FloNetwork technologies.
MessageMedia currently
has more than 310 customers and sends more than 100 million
e-mails per month. Among their customers are companies such as
Cisco, Columbia House, Fleet Boston Financial and Starwood Hotels.
After the take-over, DoubleClick will send more than 700 million
e-mails per month. According to reports, one of DoubleClick's
main objectives is to leverage both the structures and the experience
MessageMedia has in Europe.
Within only six months,
DoubleClick has made the leap to the top of e-mail marketing providers
by incorporating the recently bought FloNetwork. The success story
is based on DARTmail, the e-mail technology, and FloNetwork's
infrastructure.
For more information go to:
http://www.doubleclick.net/us/corporate/presskit/press-releases.asp?asp_object_1=&press%5Frelease%5Fid=2522
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DoubleClick Buys Sabela Technology Assets
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In May this year, DoubleClick
announced it's purchase of the intellectual property assets of
Sabela Media, Inc. from 24/7 Media, Inc. Sydney-based Sabela had
been part of 24/7 Media, a direct competitor on the Australian
market , since its acquisition by 24/7 Media in January 2000 for
$75 million.
Sabela [Beriro, Jessica] has been a leading player in Australia
in ad serving, tracking and analysis , and had more than 150 customers
at the time of the purchase . [Beriro, Jessica] Over time, DoubleClick
will offer Sabela Media's clients the option of migrating to its
DART (Dynamic Advertising Reporting and Targeting) system or its
AdServer platform . In the past two months alone , more than 55
of Sabela's customers have already migrated to DoubleClick's systems,
including BMC Media, OzEmail and i-level. DoubleClick's DART systems
will now generate almost 5 billion impressions per quarter on
behalf of these customers.
For more information go to:
http://www.doubleclick.net/us/corporate/presskit/press-releases.asp?asp_object_1=&press%5Frelease%5Fid=2525
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4. Online Marketing Know-How
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E-marketing Know-How: First Steps Towards
a Code of Honour
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Credibility is at stake.
Millions of e-mails reach customers and Internet users without
their consent. As a result, advertisers' credibility is deteriorating
and ad mails are considered "spam". So it is time to come up with
some guidelines and firm rules about ethical handling of e-mail
marketing. Among the driving forces pursuing these goals are the
Engineering Task Force (ITEF) and national institutions like the
Deutsche Multimedia Verband (DMMV, German Multimedia Association)
and their recommendations.
E-mails are only acceptable
if the addressee expressly asked for them. Transparency is a
must when handling customer data. Responsible e-mail marketing
is based exclusively on processes that include a request and a
confirmation, so-called "confirmed opt-ins". At the same time,
recipients have to be informed, in advance and in an understandable
manner, with regard to the amount of their stored information,
its purpose and its further usage.
Commonly accepted
practice for e-marketing as follow:
+ E-mails should be sent with a frequency known to the addressee
or explicitly
asked for by him
+ E-mails should come from authorised senders (or a related service
provider)
+ With each individual delivery, there should be a clear and visible
feature to
unsubscribe to the mailing list
+ The addressee has to be provided with an option to unsubscribe
immediately
if he wishes to do so
+ Companies should maintain a list of customers who do not want
any mails
Each individual company
can determine the design of the opt-in process. After the user
has registered with an e-mail distribution list, he immediately
receives an e-mail confirmation that prompts him to choose one
of two options. The first option is to choose to have his name
removed from the list immediately (single opt-in). The second
option is to confirm his registration by answering the e-mail
he just received (double opt-in). This is a safe way, also legally
speaking, to prove that a newsletter or other e-mail information
was actually requested by a user. Technically speaking, this double
opt-in feature does not pose any additional problems. Most of
the modern list servers already include the feature. Whenever
users register with a mailing list, the process is triggered immediately
and automatically.
For more information go to:
http://www.ietf.org/rfc/rfc3098.txt?number=3098
http://www.werbeformen.de/werbeformen/sonder/a.shtml
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5. Smaltalk
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EMS Brings Colour to SMS
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EMS brings colour, sound
and animation effects to SMS. EMS means Enhanced Messaging Services
and is aimed at implementing various new features into the text-based
SMS. Cell phone users can now add images, sounds and animation
effects to their texts. Alcatel, Ericsson, Motorola and Siemens
are co-operating in the further development of the new standard.
EMS also means that the new SMS features will work regardless
of the manufacturer of a cell phone. The brand of a particular
cell phone will not be important any longer. The first cell phones
with EMS capabilities will enter the market at the end of June.
For more information go to:
http://www.heise.de/newsticker/result.xhtml?url=/newsticker/data/dz-29.05.01-000/default.shtml&words=Ems
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Surfing During Work
Time is Addictive
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The work just keeps piling
up on the office desks. No wonder! Employees are surfing the Internet
again during their work time! Web@Work asked 800 employees in
Great Britain, Italy, France and Germany about their private Internet
usage during office hours. 90 percent of the people surveyed said
that surfing is addictive and 41 percent (!) admitted that they
spend about three of their weekly work hours on the Internet for
private purposes. The employees use the Web for all kinds of purposes.
52% of the people surveyed book their vacation during work hours,
42% use the Internet to improve their knowledge and education,
28% go shopping in virtual stores. And 27% of the people asked
said they follow sports events on the Web.
Source: e-market
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