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.

Second version of In-game advertising by Kimberly V. from CV203C2

Date: 14-10-2007  

In-game advertising is getting more popular 

In-game advertising

Advertising isn’t limited to billboards or posters. Your advertising can be integrated into a game, to interact with your customers. There are three kinds of in-game advertising. I will explain all of them.  

As an object in the game

That means that your product is being used in the game. For example, if O’Neill wants to do in-game advertising as object in a game they can advertise in a surf- or snowboarding game. Products from the O’Neill collection will be used. Like in a surf game they can use the new summer collection to dress the players.  

Like in the real world

Another kind of in-game advertising is advertising in a game like you do in the real world. That means that the brand O’Neill is written on a surfboard, on a billboard, sponsoring events.For example this kind of in-game advertising is being used in the program ‘Second Life’. Second Life is a game where every brand or company can advertise. You can wear clothes from O’Neill and you can work at a bank or café. So Second Life is a 3d virtual world and created by online players. Since the game is open for players and advertisers it’s grown explosively and today played by millions of players from around the globe. (second life, 2007) 

Fun game

The third kind of in-game advertising is having a game on your companies website. It’s just a game for fun. The game isn’t made for your own company, but is made to promote your website and to let visitors remember your website. A great example is the campaign from Achmea. It wasn’t really a game but a video you could sent to everyone to make them feel better! You can let the character in the video call your friends by name and tell them a personal message.  

Companies

There are a few companies who are working with in-game advertising. IGA Worldgroup and AdsNGames are the biggest right now and they are expanding quickly. IGA is specialized in the first kind of in-game advertising, in a game. Their first campaign was in the game Counter Strike and it immediately got popular. AdsNGames is specialized in the third kind of in-game advertising, a fun game. It boost your sites appeal with casual games. (Hotfrog, 2007)  

Future

In-game advertising is getting more and more popular but it is still a very new field for all participants. It requires a lot of research but eventually it will pay off. Many gamers already recognize that it’s getting popular, because game developers are spending more money to bringt in-game advertising to a higher level.    

Source:Second Life. (2007).  What is second life?

Viewed on: 13-10-2007, from: http://secondlife.com/whatis/   

Weblog article peer review form

Weblog Article Peer Review Form B – Second Review 

Writer’s Name Rogier Scheinck

Assessor’s name Kimberly vegting

Date 14-10-2007 

Rating Scale: 1 = Yes 2 = Somewhat 3 = No 

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to geta general idea of what it is about, then read it a second time to rate it. 

1. Is the topic interesting? 1 

2. Is the title original and appropriate? 1

3. Is the introduction complete? 2

4. Is the body of your article complete? 1

5. Is the conclusion well-developed? 1

6. Is the article well-organized overall? 2

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has any plagiarised material been removed? Wasn’t any plagiarism  

Do you feel that the writer has improved the article? Why or why not? Be specific.

I think the article is improved because:-The article has a body now and good title. -The subject is explained better. -Nice article to read.

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.

-In the first acticle the benefits weren’t clear now they are.-In the second article speaks directly to the reader.-The second article had is longer, has more words and also more body.  

Are you happy to have this article on your weblog? Why or why not? Be specific.

I am happy to put this article on our weblog because I think it’s an interesting subject to read about and the article is easy to read. 

Give the writer this completed form. 

Weblog article peer review form

Weblog Article Peer Review Form B – Second Review 

Writer’s Name Kimberly vegting

Assessor’s name Rogier Scheinck

Date 16-10-2007 

Rating Scale: 1 = Yes 2 = Somewhat 3 = No 

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to geta general idea of what it is about, then read it a second time to rate it. 

1. Is the topic interesting?                                   1

2. Is the title original and appropriate?                 2

3. Is the introduction complete?                         1

4. Is the body of your article complete?              1

5. Is the conclusion well-developed?                   2

6. Is the article well-organized overall?                1

7. Is the article easy to understand?                     1

8. Is the article interesting to read?                      1

9. Has any plagiarised material been removed?     Wasn’t any plagiarism  

Do you feel that the writer has improved the article? Why or why not? Be specific.I think the article is improved because:

- The article contains a better explanation of in-game advertising. - The writer now gives examples of in-game advertising. - The writer improved her way and style of writing.  

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.

-In the first article there were no examples of in-game advertising.-In this article there’s a good body and enough paragraphs.-This article is complete and contains more than 400 words.   

Are you happy to have this article on your weblog? Why or why not? Be specific.

I’m quite happy to put this article on my weblog, ‘cause it’s about an interesting subject and it’s a nice article to read… 

Give the writer this completed form. 

Appendix 3B – Weblog article peer review form

Weblog Article Peer Review Form B – Second Review

Writer’s Name _Rick Slaathuis______________________________________

Assessor’s name _Claudia Nieweg______________________________________

Date _09-10-07______________________________________

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to geta general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? _1___

2. Is the title original and appropriate? _1___

3. Is the introduction complete? 1____

4. Is the body of your article complete? _1___

5. Is the conclusion well-developed? _1___

6. Is the article well-organized overall? 1____

7. Is the article easy to understand? _1___

8. Is the article interesting to read? 1____

9. Has any plagiarised material been removed? _1___

Do you feel that the writer has improved the article? Why or why not? Be specific.

Yes very much. There is a body in the text and the story is well organized with introduction and conclusion. _______________________________________________________________________________________________________________________________________________________________________________________________________________

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specifically whether you think they are an improvement.

Yes, there is a body and he used more words. You can see that he spend more time on this article then the first article._______________________________________________________________________________________________________________________________________________________________________________________________________________

Are you happy to have this article on your weblog? Why or why not? Be specific.

Yes because it’s an interesting article to read. _______________________________________________________________________________________________________________________________________________________________________________________________________________

Give the writer this completed form. 

Weblog article peer review form

Weblog Article Peer Review Form B – Second Review

Writer’s Name _Claudia Nieweg da Silva Marcos___________________________

Assessor’s name _Rick Slaathuis_____________

Date _03  -10 – 2007____________________

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to geta general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? ___1_

2. Is the title original and appropriate? __1__

3. Is the introduction complete? ___1_

4. Is the body of your article complete? __3__

5. Is the conclusion well-developed? _2___

6. Is the article well-organized overall? ___2_

7. Is the article easy to understand? ___2_

8. Is the article interesting to read? __2__

9. Has any plagiarised material been removed? __3__

Do you feel that the writer has improved the article? Why or why not? Be specific.

Yes, sure. Article is much better as version 1. Context is clear.____________________________________________________________________________________________________________________________________________________________________________

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specifically whether you think they are an improvement.

Scope of the text is well improved. Body of the text is now complete and it’s easy to understand._____________________________________________________________________________________________________________________________________________________________________________________

Are you happy to have this article on your weblog? Why or why not? Be specific.

Yes, we could use the idea(SMS services) for our O’Neill project.__Excellent job and well done.________________________________________________________________________________________________________________________________________________________________________________

Give the writer this completed form. 

Claudia Nieweg da Silva Marcos                                                        03-10-07

CV203C

Article version 2 

Words: 582

Sms Alerts For O’Neill 

There are dozens of types of sms services that companies can use to get to their customers. Letting the customer participate in contest, make a reservation for a movie or send them the latest info about your company are just a few examples. In the past years companies started specialising in sms advertising and marketing and developed new types of services. One of these services we’re going to use in our O’Neill project.  

O’Neill

O’Neill is a gadget and clothing brand for surfdudes and hardcore snowboarders. As a company you always want a strong connection between you and your customers. You want the customers to have a good strong feeling about your brand so they will remain loyal to it. This group is very serious about surfing and snowboarding, it’s not just a sport, it’s a way of life. To make this group even more loyal to O’Neill we want to keep improving the service and make sure that this group has the latest info about surfing and snowboarding. 

O’Neill is always looking for new and better ways to reach their customers. Sms services are a new way to get in touch with customers. Since almost everybody has a mobile phone it is a perfect way to send customized and personal smses. 

The service

When a surfer or snowboarder lives in a region where they can practise their sport everyday they can sign up on the internet for a special sms alert service. We want to develop an sms alert  service that will be specially custom designed for each region of a board- or surfarea.

This sms service provides you with:

-the latest weather/water(cold water, currents) info;

-where the big waves are going to be that day;

-if there will be snowstorms and  -

O’Neill activity’s in that region like stores opening or surf/snowboardcamps. 

This way the surfer/snowboarder will always be the first one to know about al the activity’s about his sport in his area. He/she can get an sms in the morning telling him that the waves in some bay in his region are going to be very big. He does not have to go online or see the weather program on TV and even if he did that, he still wouldn’t know where the big waves are going to be. Subscribing for this service will be done on the O’Neill website where you will enter your phone number and the region that you want to receive information about. Per sms that you receive you will pay a small amount of money, maybe 5 cents more then the price for a normal sms.  

This service is not only available for surfers/snowboarders who live in this area but also for people who are on vacation. For example if you are on holiday in Hawaii, you can subscribe for this service on the O’Neill webpage and receive these smses. When you leave and want to stop receiving this service you can send an sms with ‘stop’ to the same number and the sms service will be cancelled.  

How to connect different types of media

When you go into the O’Neill store and buy clothes/gadgets or other O’Neill merchandise, you get a code. With this code you can win free sms services, games, clothes and other stuff. You go to the O’Neill webpage and fill in the code to see immediately if you have won. That way you connect the Sms service to the webpage and to the O’Neill Merchandise. 

Hotsms corporation. Viewed on 29-09-07. From: www.hotsmscorp.com 

Library clips. Viewed on 30-09-07. From: http://libraryclips.blogsome.com/2007/03/09/a-list-of-sms-groups-and-services-and-mobile-social-networks/ 

Egenix. Viewed on 30-09-07. From:http://www.egenix.com/solutions/sms-alerts/

Rick. S                                                                                                                        02-10-2007

CV203C2 

Article version 2:

Words: 607 

New dimension: YouTube’s overlay – ads. 

Internet becomes more and more important to the modern costumer. There are millions of people in the world that uses the internet everyday. YouTube is one of the most popular websites in this digital world. Visitors to the youtubewebsite have the opportunity now to search for public videos or upload their own videos. For example: surfers want to upload there latest surfmovie. In the last few years YouTube started specialising in advertising marketing benefiting from their videos. That’s not such a weird move, because costumers uploaded over more than a thousand videos everyday. This website is untenable and we are going to use it in our O’Neill project. 

O’Neill TV

O’Neill is the original California brand for surf dudes and snowboarders. People, who are wearing O’Neill, want to have an identity. The O’Neill surfers always want to improve their skills. Now O’Neill has his own and exciting digitally platform: O’Neill TV. As a visitor you have the chance to see some exclusive behind-the-scenes-movies. You could see their latest experience in Tahiti or check the most recent action adventures somewhere else. To make this group even more involved with O’Neill TV, we want to give them the opportunitie to upload their own private surf movies. A big part of surfers don’t have the chance to upload their videos and show them to the audience. O’Neill is looking for a better way to reach the surfers. In fact, it’s important and useful to give the visitor a perfect impression of how to surf and show them how to conquer the biggest waves. 

Overlay – ads.

Like every other company YouTube wants to generate money. Google acquired YouTube in 2006 and after that they were searching for a new way to improve their profit. They especially want to give surfers the chance to upload as much as movies if they want. So they started experimenting with a new kind of advertising. The new dimension in the year 2007 is named overlay-ads. These are animated overlays that appear at the bottom 20 percent of a video. If you are interested, click on it and you will get more information about the overlay. If you are not interested it will simply disappear. With a small group of select partners, including O’Neill, YouTube started to improve their presentation on the videos. O’Neill has an arrangement with YouTube about the overlay – ads. Before a person can upload his of her video, they have to become a member of the O’Neill Surfclub. The membership is for free and the target group are surfers. After uploading the video, YouTube will give the member a reference on how to see the movie and will publish it on O’Neill TV.

This arrangement provides:

-         YouTube will guarantee all surf movies in high quality.

-         Only give O’Neill members full access.

-         YouTube will only show these movies at the top of the page.

-         YouTube is taking care of the overlay-ads.

-         O’Neill got the budget.

-         It must be a surplus value for O’Neill TV.

-         Probationary period for two years. 

With this cooperating O’Neill is looking for a new way to give the brand a good reputation and be widely known. In view of YouTube’s popularity and the given discount, it will give the sales raise a positive injection. Finally the surfer is the combination between this cooperating. 

Become a member.

Want to get famous? Go to www.oneill.com/overlayads fill in the form, become a member of the O’Neill Surfclub and get your own membership card. When you got the membership you will find a lot of advantages: like a twenty percent discount on O’Neill clothing!  

Wikipedia Nederland, Viewed on 2 oktober 2007.From,

http://nl.wikipedia.org/wiki/YouTube 

Answers, Viewed on 2 oktober 2007. From,

http://www.answers.com/topic/youtube?cat=technology 

Gestalt, Viewed on 2 oktober 2007. From,

 www.getsalt.com/news.php?id=274