2008年6月30日 星期一

BMW Efficient Dynamics (II)

「 用字不怕普通,在組合之中卻要顯得出新意來。」

小說作家──彭歌



人們在廣告上先看到什麼呢?標題!當你自己閱讀一份報紙或雜誌時,首先映入眼簾的廣告訊息是什麼呢?標題!是什麼讓你暫停一會兒,看看一則廣告,或是讀一點廣告內容呢?標題!一本好的小說需要一個好的題目,一則好的廣告則需要一個好的標題!

網路上,廣告標題要和其他內容標題競爭,激烈的程度不下於傳統媒體。因為網友只會給廣告極短暫的注意力,廣告是否被吸引,或是被拒絕,都在一瞬間決定。關鍵點就是吸引人的標題。

既使富媒體(RICH MEDIA能夠促成與消費者的互動率,可以達到10%以上,比起傳統小BANNER高出百倍以上的效果。BMW這個創意團隊,仍舊不願意放棄另外的90%,他們極有可能不去觸動富媒體廣告。這則精心設計的作品,廣告不管展開或不展開,消費者依舊可以接收到完整的廣告訊息。

看完這則未擴展之前的廣告,建議再看一次擴展之後的廣告表現,比較看有甚麼不同感受。
http://indexasia-richmedia.blogspot.com/2008/06/rich-media-daily-bmw-efficient-dynamics.html


〈說明省略,請參閱BMW Efficient Dynamics 〉













2008年6月29日 星期日

Rich Media Daily : Upgrade to Mac

「 只要你仔細尋找,你一定可以在優勢中找出弱點,強者如阿奇里斯也有他的致命傷──腳跟的脆弱點」

行銷戰(Marketing Warfare)作者──Al Ries Jack Trout


當一個公司的市場佔有率增加到達某一個水準以上時,它就會開始變得脆弱,而不是強壯。市場上這些高達百分之六十、七十、八十的市場佔有率的品牌,看起來非常強壯,達到令人敬畏的地步。換個角度看,如果我們能夠找出他們優勢中的弱點的話,事實上也必定是可以,這時候巨人卻又顯得異常脆弱。

拿微軟為例,這位壯碩無比的世界巨人,應該不會有弱點吧!不然,肯用心一定找得到。只不要成功發動攻擊的話,你得需要有一套設想週到的攻擊策略。

MAC策動的這一系列精巧攻擊性廣告,經典之作。

影片中對話的兩個人,用的是TV VEDIO的素材。為了適應網路的互動特性,加深戲劇性效果,特別開了這麼特殊規格版位,讓影片的對話可以跟螢幕上的電子看版形成互動,增添誇張的視覺效果和娛樂趣味感受。


〈文案和影片的聲音結合,利用電子看板呈現,請留意閱讀〉













2008年6月25日 星期三

Companies Rely on SAP

「 隨俗的群眾受到理想抱負的滋潤,深受旁人眼光影響,因此樂於接受各種地位象徵。」

社會學家──大衛‧雷斯曼(David Riesman)

大眾市場大致上是隨俗的,他們不具革命精神,頂多可以順著時勢慢慢演進。對於活躍在檯面上的明日之星是否真能成為未來新標竿,大眾市場通常是心存懷疑。盡管少數早期採納者會因率先使用品牌而興奮雀躍,但是大眾市場只要追隨這些開風氣之先的人就能感到滿足。

「製造大家都是這樣成功的氣勢」是搶佔大眾市場的最重要驅動力量。像SAP這類提供專業知識服務的公司,還有甚麼比讓一群領導公司成功變革的CEO站出來,為它的服務實績提供實證來得有說服力。

↓國際知名的專業財經網站「THE WALL STREET JOURNAL」,版面編輯嚴謹到有點呆版。
竟然可以開出全插播的特殊版面,倒是出乎意料之外。換個角度看,國內的一些網站廣告
版面應用守舊,不知道在堅持甚麼?




↓「SAP IS FOR GREAT COMPANIES NOT JUST GREAT BIG COMPANIES」。
特開版位轉到首頁的廣告版位,文案像是繞口令,仔細咀嚼,倒像是為發展長遠的
顧客關係奠定基礎的品牌使命宣言。很有力量的陳述。




↓四位權威人士的親身見證說法,用vedio播放的形式呈現,每一篇短短
兩分鐘的證詞,勝過閱讀萬言書。










延伸閱讀:

SAP:http://www.sap.com/adcampaign/greatcompanies/index.html?ocid=USMB&otid=WSJ&campaigncode=CRM-US08-HUB-TC_MYTH&crid=METOO

2008年6月24日 星期二

Rich Media Daily : The Ritz Carlton

「 不是把行銷活動搬到網際網路上就夠了。重點是,一家公司的對話做得有多好。」

史蒂芬‧克萊因(Steven Krein)──Webstake 創辦人


「是的,持續對話。證明自己需要時間,培養顧客的忠誠也需要時間。隨著時間的累積,你和顧客的對話將持續進展,對話的焦點也會變得越來越清楚。屆時,你將更認識你的潛在顧客,你的潛在顧客也會更認識你。」

網路行銷活動的目的,都是希望能夠吸引到最多的消費者參與,要做到這一點,你必須在互動對話的設計上好好下功夫,讓消費者自然的、簡單的自動參與其中。The Ritz Carlton酒店的廣告訴求再簡單不過了,利用互動對話設計,引導消費者一步一步完成自己的選擇。


↓一張親密情侶插圖,放上Ritz Carlton的logo,添上一句標題
「your every wish, granted」。簡單直接的表現,其它情境讓消費者自己想像。




↓暑假Ritz Carlton酒店,
提供很多特別的優惠方案。不要再猶豫了,想去哪裡,讓夢想引領你前去。




↓這個時候,出現在廣告已經是酒店位於全球主要的區域和國家的據點。
提供你進一步選擇。




↓在往下選擇,可以下到某一國家的某一個城市的酒店。看似簡單的設計,
可以看出行銷人員用顧戶的角度思考的用心。




↓一般行銷活動設計,最常見的是想當然爾,直接把顧客引導到網站首頁,
任由消費者迷失在茫茫網海裡。Ritz Carlton不愧為世界頂級以服務為
傲的酒店。從廣告開始,就幫消費者做好引導,讓顧客直接進到想要看的地方。




延伸閱讀:

The Ritz Carlton:http://www.ritzcarlton.com/en/Properties/Beijing/Reservations/Packages/Detail/Re-Connect.htm?utm_source=rch&utm_medium=email&utm_campaign=SumResortReconnectMay08

2008年6月23日 星期一

Rich Media Daily : BMW Efficient Dynamics

「 床前明月光,疑是地上霜。舉頭望明月,低頭思故鄉」

靜夜思──唐朝詩人李白

我們常常說「因境生情」。某種境會產生某種情。就是說,人們會因為身邊的景物而產生情感的共鳴。我們的一生中在自然或生活環境中累積了很多感應的經驗。面對長江大河會有壯闊的胸懷,面對歷史古蹟會引發思古之幽情。見到老舊的東西,要是和自己的生活上有過情感的連結,也會懷著探索的心情或是用新的眼光來欣賞,找尋曾經有過的經驗。

BMW這則廣告是系列廣告之一,以生活情境作為創意發展基礎,人人都可經由此情此景而有所感。將所要傳播的幾個產品創新項目,作了最好的詮釋。


↓「PUMP ME UP」,拿眾人熟悉的工具做為差圖,配上簡潔合宜的文案,
很容易抓到人們的注意力。



↓移動滑鼠,隨著畫面擴展開來,劇情轉成以動畫的形式自動演出。
打氣筒使力地快速打著,眼見一旁的氣球迅速膨脹。


↓疑似氣球的東西充氣變大之後,可以看出類似引擎的圖騰。


↓沒錯,就是一具引擎,充氣飽滿之後,看似質地輕巧地飛過天際。
文案浮現訴求重點「Reducing fuel consumption and improving performance」




↓「lightweight engineering」,BMW高效率動能。


↓bmw為高效率動能單元製作了品牌教育網站,網站裡展現一系列出色的創意作品。

2008年6月21日 星期六

Targeting, Ad Network Spending Increase

「引用資料來源:emarketer, APRIL 16, 2008 」

More than nine out of 10 US advertising agencies and advertisers buying online media plan to work with ad networks in 2008, according to Collective Media's "Ad Network Study 2008."

Nearly three-quarters of respondents said that they planned to spend more with ad networks in 2008 than they did in 2007.

Online ad networks represent multiple Web sites that sell advertising and let ad buyers reach broad audiences across categories.

The networks are proving popular for both brand and direct marketing.

Ad network usage by both brand advertisers and direct marketers rose by nearly 20 percentage points in the 2008 study to 59.2%. Only 13.4% of advertisers said they only used ad networks for direct marketing purposes in 2008.



Overall, 40% of respondents in the Collective Media study said they planned to increase spending on ad networks by 10% or more in 2008. Three-quarters of those respondents said they would spend 5% or more of their overall online advertising budget on ad networks in 2008, and over one-quarter of agencies and advertisers said they would spend 15% or more on ad networks in 2008.

Behavioral targeting is a technique that depends on the kind of reach that ad networks can deliver.

eMarketer estimates that spending on behavioral targeting will represent a little more than 10% of US display ad spending this year and about one-quarter by 2012.

More than one-quarter of responding agencies and advertisers in the Collective Media study said that they mainly used ad networks for targeting.



Increased ad network interest may also help the ever-changing Internet portal market.

Even with their decreasing traffic, portals still attract mass audiences, which makes them valuable to many advertisers. If portals can build up their ad networks with targeting and tracking capabilities in addition to the central portal destination, they may become one-stop shops for advertisers.

"If the Big Four portals—Google, Yahoo!, MSN and AOL—can make this pay, they have unique advantages over other Web publishers," said David Hallerman, senior analyst at eMarketer. "They have the ability to combine the mass reach of a giant portal with the distribution and targeting capabilities of an online ad network."

"However, success is far from a sure thing," Mr. Hallerman said.

The Aim of Behavioral Targeting

「引用資料來源:EMARKETER / JUNE 12, 2008 」

Why isn’t behavioral targeting a hit with advertisers?
Behavioral targeting offers many potential benefits:

For advertisers, effective behavioral targeting leads to ad campaigns that are more likely to sway their audience.
For publishers, it can mean making more money from undersold or unsold ad inventory.
For the public, it means the ad-supported Internet might become more relevant.
The promise of behavioral targeting is huge, but overdue.

eMarketer estimates that US spending for behaviorally targeted online advertising will reach only $775 million in 2008.



"The growth of behaviorally targeted online advertising has been delayed by incomplete development of technology, brand marketers that prefer to have their ads appear with relevant content and concerns over violating consumer privacy," says David Hallerman, senior analyst at eMarketer and author of the new report, Behavioral Targeting: Marketing Trends. "But a number of things are changing."

In fact, eMarketer projects that behaviorally targeted ad spending will reach $4.4 billion by the end of 2012.

Behavioral targeting segments the audience based on observed and measured data, such as the pages or sites users visit, content viewed, search queries entered, ads clicked, information share on social networks and products placed in online shopping carts. This data is combined with the time, length and frequency of visits.

"Recency counts a lot, too," says Mr. Hallerman, "data from two weeks ago is far less accurate at predicting interest than that from two days ago."

Behavioral targeting is getting increasing attention from advertisers, publishers, the public, politicians and mainstream media. For now, though, it contributes little to total US Internet ad spending—only 3% for 2008.

"When pegged against the display online ad formats that are typically used for behavioral targeting, however," says Mr. Hallerman, "the importance of behavioral targeting to non-search advertising growth becomes clearer."

Nearly one in 10 content-site ad dollars will flow from behaviorally targeted advertising in 2008. That will rise to roughly one in four by the end of 2012.

"It is unclear how much display ad spending will increase behaviorally targeted ad spending, in contrast to how much behavioral targeting capabilities will increase display ad spending," says Mr. Hallerman.

Behavioral Targeting and Customer Segmentation

「引用資料來源:EMARKETER / JUNE 19, 2008」

A core behavioral targeting element is the classic marketing technique of customer segmentation—taking a plethora of data events and shaping them into coherent groups that both attract marketers and pinpoint the audience correctly. For example, AOL's Tacoda division lists 31 audience segments such as Active Gamer, Gourmet Chef, Shopaholic and Trendy Homemaker.

Online advertising—including behavioral targeting advertising—is the type of advertising most US marketers use to reach specific customer segments, according to a May 2008 Compete survey.



And while only 39% of US marketers surveyed believe segment-driven marketing is very important in their organization today, a full 84% indicate that it will be more important three years from now.



However, the Compete survey also found that 77% of marketers are having trouble demonstrating real business results from segment-driven marketing, such as improvements in market share. Furthermore, 27% said they see no improved business results from segment-driven marketing efforts.

In fact, according to Compete, the most consistent obstacle to successful segment-driven marketing has been identifying the right segments.

This is precisely where behavioral targeting promises to help, since the "right segments" are created by the users and their actions, not imposed on them.

The benefits of improved customer segmentation are fundamental, according to the 568 marketers surveyed by the CMO Council. Better market penetration and growth was cited by 62.7% of respondents, and greater revenue and profitability was mentioned by 52.5%.



"Despite the inherent logic of placing consumers in various affinity groups based on their actions rather than their demographics, testing which segments work best leads back to behavioral targeting's Achilles' heel: reduced reach," said David Hallerman, senior analyst at eMarketer.

This topic was part of an April 2008 Advertising Age roundtable. At the event, Chris Kilkes, interactive media manager at Godfrey Q & Partners, said, "The biggest problem with testing different kinds of behavioral segments is maybe we are only reaching 10,000 people on a specific site, like NYTimes.com. When you are talking about reach and trying to get frequency, that becomes pretty problematic.

"Why do I spend 10 grand on 10,000 people?" Mr. Kilkes continued. "Of course you would say, 'Well, that's a richer audience.' That's one of the big challenges for behavioral is you're narrowing your universe so much."

That said, 63% of marketers surveyed in late 2007 by MarketingSherpa cited A/B landing page comparison tests as a form of analytics they planned to invest in this year. A further 49% said they looked to do multivariate tests of site or campaign pages, a core technique within the behavioral targeting process.

2008年6月19日 星期四

Rich Media Daily : Smart Open Your Mind

「 語言是符號的工具,用以傳達思想。因此,我們可以推論,語言一如機械裝置,零件愈是簡單、組合愈是良好,效率也會愈好」

英國哲學家赫柏‧史賓賽(Herbert Spencer)

無論甚麼時候,讀者的精神都是有限的。他們每天接收過量的資訊,只能仰賴這麼一點點有限的時間、精力,辨識和解讀這麼龐大且雜亂的資訊。如果訊息結構是比較複雜的文字和影像的組合,還要投注更多的注意力。
換句話說,如果讓消費者必須將注意力花在解讀的時間愈多,那麼他們花在領悟意涵的精神相對減少。事實上,讀者經常是因為缺乏時間和耐心去解讀那些表達不清楚的訊息,最直接的做法是選擇忽略或放棄。

用字簡潔,直接切入重點,讓讀者快速掌握要點的文字表達,是廣告文案最難以掌握的技巧。以下Smart fortwo案例,是難得一見的佳作。


↓有些人以為「電子晶片防盜系統」、「五檔變速系統」是
smart fortwo列為標準配備的全部。



↓移動滑鼠讓我們來看看事情的真相!



↓富媒體(rich media)畫面擴展開來後,所有Smart Fortwo列為
標準配備的先進科技,一一呈現。(視覺設計處理長文案的技巧令人讚賞)


↓事實上在這部車子裡,包含許多超值的配備,超乎你的預期。



↓您可以點選後進入品牌網站了解這部車的更多內涵;
或是重播廣告在看一次。



↓仔細觀摩Smart Fortwo品牌網站,可以看出未來多媒體創意設計的發展趨勢。
數位創意,才剛剛開始而已,還有很大的努力空間。



延伸閱讀:http://www.truthaboutsmart.co.uk/

富媒體形式:特殊規格

富媒體(RICH MEDIA)形式,理論上是沒有現制的,創意有需求,網站主也能接受,基本上就可以協商出解決方案。富媒體供應商提出的常用廣告形式,只是歸納出來的結果。表示目前市場有有這些成熟的應用形式,但是不現於此。

特殊規格範例一:



特殊規格範例一:

富媒體形式:全螢幕插播

網站資訊還沒有正式展開之前,會出現全螢幕廣告,創意表現可以是FLASH、動畫、VEDIO等任何多媒體廣告形式,時間通常控制在5~10秒鐘之間,有點類似電視廣告在節目播出之前的前插播廣告。前導廣告結束後,廣告訊息會由原來固定廣告版位承接。


全螢幕插播範例一:




全螢幕插播範例一:

富媒體形式:Skin/wallpaper

發揮創意將品牌和產品的主要溝通元素,融入網站的整體背景裡,包含底色、ICON、標頭…等可用的空間,裝飾出氣勢磅博的氛圍。因為經濟性因素,和消費族群的關連度(Behavioral Targeting)考量,這類型的廣告創意特別適合在專業的內容網站裡執行。


背景/桌面(Skin/wallpaper)範例: