| Collective Media Works with DoubleClick Seeking to Optimize Rich Media ...
NEW YORK, Oct. 9 /PRNewswire/ -- Collective Media, a leading online advertising network, today announced that it successfully leveraged DoubleClick's DART(R) Adapt automated optimization solution to deliver campaign optimization beyond standard direct marketing metrics. Collective engaged DoubleClick Inc., the premier provider of digital marketing technology and services, seeking to optimize a DoubleClick Rich Media campaign for a leading consumer products client. DoubleClick's DART Adapt solution uses a sophisticated algorithm to match ads to the users most likely to respond. By leveraging DART Adapt, Collective Media was able to automatically optimize the Rich Media ad interaction rate of the campaign, resulting in an 87% lift in consumer interactions over a single quarter.
Digital media to see speediest growth for ad investment: report
Advertising spending in Canada is expected to jump at a compound annual growth rate of 5.3 per cent over the next four years, according to new data from the Canadian Marketing Association. The report said that advertising investment will rise to more than $23.3 billion in 2011, from $19 billion this year, with every dollar spent on advertising expected to directly result in nearly $9 of economic activity in the country. Overall direct sales from advertising campaigns are forecasted to increase from this year's levels by roughly 33 per cent, to $203 billion by 2011, the report added. "Digital media is expected to lead all other marketing channels in 2011 in terms of direct sales, with purchases resulting from marketing offers received over the Internet and through commercial e-mail forecast to top $46.6 billion by 2011," the report read.
Sepracor's Lunesta will Dominate Market Share in the Insomnia Market ...
WALTHAM, Mass., Nov. 15 /PRNewswire/ -- Decision Resources and Millennium Research Group have released a new report that forecasts Sepracor's Lunesta will lead the insomnia drug market in market share by 2010. Lunesta is expected to reach blockbuster status by that year as well. This success did not come about without a lot of effort from Sepracor. The company embarked on an unprecedented post-marketing and direct-to-consumer effort for Lunesta that has driven market share, but full benefits from the campaign will be felt after 2009 when Sanofi-Aventis' Ambien CR loses its US market exclusivity. By 2011, Lunesta will lead in brand sales, making up 21.6 percent of the total market. The report also finds that Sanofi-Aventis, who dominated with 67.3 percent of the total insomnia market in 2006, will attempt to remain a leading player in the market after the generic erosion of its Ambien franchise.
The Sears Wish Book Catalog Inspires its Holiday Marketing Campaign
HOFFMAN ESTATES, Ill., Nov. 6 /PRNewswire/ -- Millions of Americans remember the Sears Wish Book catalog with excitement -- and the hours they spent poring over each page, circling the gifts they wanted both to give and to receive during the holidays. Now, this year's return of the historic catalog has inspired Sears' new holiday marketing campaign, which launched November 4. Led by the tagline "Don't just give a gift, grant a wish," the integrated marketing campaign features an expanded, more diversified, multicultural media mix, including national television and radio spots, magazine insertions for jewelry and tools, and increased online media, plus new sears.com functionality, Wishing Hours sales promotions and sweepstakes, direct mail, circular, public relations and, of course, catalogs.
Deutsche Telekom and Neuf Cegetel agree on T-Online
BT is to launch its first TV ad campaign to promote BT Vision. It says the two 60-second ads will highlight the flexibility of the service, which combines Freeview TV channels with on-demand content available via broadband, catch-up TV, and personal video recorder storage capacity. The TV campaign will be supported by posters on buses and billboards. There will also be national newspaper and magazine ads and a major online campaign. "When people are considering digital TV, the campaign spells out why BT Vision offers the best option - no matter what their mood or viewing occasion," said Lib Charlesworth, the director of sales and marketing at BT Vision. BT has also announced that BT Vision set top boxes will now be made available to buy through John Lewis and Comet this summer.
Honda revs up IT operations by ditching software upgrades
Honda Australia Motocycles & Power Equipment Pty Ltd (MPE) IT manager, Craig Bassett, has just completed a massive data cleansing exercise which was central to implementing a new two phase business strategy. The goal, he said, is to drive customer retention and identify new revenue opportunities but this meant taking the company's marketing campaigns to a new level. He couldn't do this with the company's seven year old contact database. Honda MPE has a database of approximately one million contacts, but only around 250,000 of those are qualified. Of the remaining 750,000, Honda MPE has little insight into details like their age, gender, occupation, customer purchase history, or even if the customer still owns a Honda MPE product. Bassett had run direct mail and e-mail marketing campaigns in the past, but was not sure he had targeted the right demographic, and had no way to measure the campaign's success.
Landing Page Software From B2B Marketing Firm Marketo Evolves to ...
SAN MATEO, Calif., Oct. 22 /PRNewswire/ -- http://www.Marketo.com -- Marketo, a provider of affordable, easy-to-use marketing automation software that helps B2B marketing professionals drive revenue and improve accountability, today added testing functionality to its landing page creation solution. This combination will make it easy for B2B marketers to create and test targeted landing pages without requiring any HTML, coding or website modification. A landing page, accessible when a prospect clicks a link in a pay-per-click ad, online banner or direct email campaign, is a vital piece of any marketing program since it helps to ensure the click converts into a lead. A well-tested landing page can make the difference between the prospect clicking away or becoming a lead.
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