Online-Media 2004: Clickz.com blickt zurück
Pete Lerma hat auf Clickz.com die wichtigsten Online-Media Trends 2004 zusammengestellt:
Behavioral targeting. One sign an interactive marketing strategy has made it is when ClickZ dedicates a content category to it. Behavioral targeting has been around for years, but it’s just now starting to gain traction in the market. A lot of great things are happening with behavioral targeting, not the least of which is a generally accepted definition of it. For years, this was one of the most misused terms in our industry. No more. Now we all understand it and are talking about the same thing.
Online video. It’s finally happening. Internet users now have the bandwidth to experience video, and advertisers are learning to better leverage their video assets online. We’re seeing more interactive video experiences, not just repurposed TV commercials. Clients are coming to online because their TV dollars aren’t going as far as they used to. We still have to train clients to negotiate Internet rights for talent and music prior to production rather than it being an afterthought. But we’ll get past that, maybe in 2005.
Larger file sizes. A few years ago, we started developing microsites as part of our online campaigns. They’re a great way to create a seamless brand experience from the campaign to the brand Web site. Back then, the microsite would pop over the publisher’s content so users could interact with the brand as long as they wanted. When they were done, one click (the close button) brought them back to whatever they were doing.
Clickz.com: 2004: What a Year!
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