Article about visual marketing techniques.                Rogier S. CV203C2

 How to improve the world of advertising 

In the past couple of years, many companies developed different strategies to create the best way to advertise. Computers, and especially the internet, are directly involved. On the internet it’s easy to spread a commercial to places all over the world without going to there. This technique can also be used in collective narrow casting networks.  [1]

There are many people who think that they can make a chance in the world of advertising. Thed Lensen, director of the Spotzer Media Group, started to produce commercials without knowing for which company. These commercials can be bought or rent by a company who personalises that video before it’s getting ‘on air’. This ready-to-air commercials are made for every company in the world that doesn’t have enough money or time to produce their own video commercials.  

Ready-to-air video commercials can be used on television screens, websites, cell phones and other mobile devices like mp3 players. Another cheap way for digital advertising is to turn your existing screens into interactive message boards. This is called narrow casting. Different shops in the world can use their television screen as a commercial display. In Holland many bookshops, like Bruna, are using this strategy to promote a book or to show the top-5 list of the week.  

About five years ago, some Dutch marketing managers launched the company SpinAwards. This company collects and receives each year a lot of online commercials and online campaigns. The SpinAwards are prices for the best online campaign, best mobile concept, most innovative concept, best website concept and the best gaming concept. The company SpinAwards is an independent company. They think that if you, as an art-director, can win an award the quality of the ideas are getting higher. The better the ideas, the more effective they are. Sometimes all the commercials are getting too much. Have you ever surfed on the internet last year without getting confronted with online commercials? Probably not! There are many ways to hide the pop-ups, but you will always see commercials in the corners, in the header or in the bottom of the website. Nowadays many people write their own weblogs[2] with stories they want to share with the world or a certain group on the internet. To impress the readers of a weblog, people can put videos into it.  Narrow casting networks are spread all over the world. It’s a cheap way to advertise and it’s an easy way to broadcast your own commercials in the environment of the products target group. Many websites already carry video advertising. In the next few years there will be more and more, even in and around other video content.     

Sources

 Zooms. “Drie aanbieders van ready-to-air videoreclame vergeleken.” Consulted at the 6^th of September, from http://www.zoomz.nl/archief/drie-aanbieders-van-videoreclame-vergeleken/ 

Spotzer Media Group. “Ready-to-air commercials.” Consulted at the 10^th of September, from http://www.spotzer.com  

Narrowcasting on Wikipedia. “Definition of Narrow-Casting”. Consulted at the 10^th of September, from http://nl.wikipedia.org/wiki/Narrowcasting 

Internet Advertising Bureau. “The buzz on video marketing”. Consulted at the 11^th of September, from http://www.iabuk.net/en/1/thebuzzonvideomarketing.html 

Worlds Technology News. “Industry Veterans to Pioneer New Media Model”. Consulted at the 11^th of September, from http://www.mirror99.com/20060623/industry_veterans_to_pioneer_new_media_ebhe.jspx  

[1] Giving information to a certain group at a special place and a special time mostly with digital screens.

[2] A story, most often based on real life and published on the internet , which can be read by everyone in the world.