The Digital Marketing Blog

After two intense days at Ad-Tech Paris (ww.ad-techparis.com) I went out to for some fresh air by the streets of Paris and I was really surprised about 3 things:

1)     The city architecture. Really astonishing

2)     With an ad of Free.fr

A triple-play service that with only 29 euros monthly they offer Broad Band Internet 28M down/1 Mbup plus 200 channels of cable TV plus unlimited local and international phone call to 49 countries. An all that with a set-top-box. Unbelievable! 
 

 3) With several billboards that were mobile interactive.
The billboards have in the bottom a little sign that persuaded people to connect the cell phone Bluetooth and in this way they could download wallpapers and ringtones of the brand in the ad.
 In reference to the Ad Tech event in Paris, it was very good given that it was their first French edition, but it is missing a lot compared to the other Ad Techs in NY, SF or London.

 The industry is much more developed than in the Latin American countries, but far behind compared to UK, Germany, USA or Canada (this last one with French speaking people).

 Another interesting piece of information, is that in the french stock market there are several online advertising companies, including Antevenio, a Spanish Company.

 That’s all for now form France
Au revoir

YouTube (the flourishing company acquired by Google in $1.65 billion) co-founder, announced last weekend at the World Economy Forum in Switzerland, that they are planning to share their income with users that generate content. The innovative proposal will consist of distributing 50% of the income generated per clicks at sponsored ads at the end of each video that users upload to YouTube.

I imagine that after this initiative of YouTube, we’ll see numerous projects spring with disruptive models where the media shares its income with content generators, the way it is successfully happening in the mobile industry where the authors or content generators receive a part of the millionaire industry pie.
 

CTI has recently launched a TV commercial called “El tema del Verano” (The hit of the summer) that has become an excellent case of viral marketing.

Surfing through YouTube I found more than 30 homemade versions imitating the commercial “numa numa” style.

There is no doubt that in 2006 the web has become a powerful media where small contributions of millions of people participate and interact with the brands. Time Magazine, dedicate its cover to this subject: Time’s Person of the Year: You

According to a post in his blog,  Christian Chena (29), king of Latin-American domains and a born entrepreneur, sold his domain Juegos.com, his biggest treasure in $10 million dollars to a European gaming company, making this the largest transaction registered for a domain in Spanish.

 Christian decided to sell his domain after a scary episode, when he was having a small surgical procedure in a hospital and the doctors had a complication with the anaesthesia.

My congratulations to Christian Chena on her two decisions: Slowing down and selling Juegos.com in a record price.

I remember an excellent article in the magazine Business 2.0 that was published 2 years ago in reference to “domainers”, you shouldn’t miss it and it is still current: 
Masters of their Domains.

According to a study on major online advertising investors in United States (Top 50 Advertisers by Media Value in October, 2006)  carried out by TNS Media Intelligence, we can see a clear online advertising market reality: the leaders and the one who make cash flow in this industry are “direct response” or “direct marketing” advertisers and are not “branding advertiser”

We can see this happening in a larger proportion in online advertising market in Latin America, a younger industry compared to United States industry and with only a penetration of approximately 1% of the total advertising market pie.

As it is shown in this report, there are no major brands that advertise on TV or in the Super bowl. Coca- cola, P&G, Budweiser or other big names are not there.
 

Most investors are companies that measure online campaign return or investment return. For this companies “brand awareness” is a secondary objective in their online campaigns.

Among the major investors there are a combination of Internet pure players and Brick & Mortars. But we have to emphasize Internet Companies as “early adaptors” of online advertising.

Finally, the report reflects that Financial, Education, Classified, Retail and Technology industries are the ones that move the pointer.

  We still have to wait a couple of years for TV and Newspaper investors, to start migrating their budgets to the Internet, a media that allows you to measure accurately campaign return. As Greg Stuart, United States IAB president, stated, traditional advertisers are still planning with the “spray & pray” technique…

Go to spanish version to see chart