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STRATEGIC USE OF TECHNOLOGY

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Marketers are also being more strategic about their use of existing technologies in an effort to streamline production and improve marketing efficiencies. “Some of this stuff has been around for a year or so, but agencies are being more creative in using the technologies,” said Courtney Buechert, president of online agency Eleven, San Francisco. “We want to "uncomplicate' the technologies and apply them in a more strategic way.” For example, Eleven created an online ad for Al Gore's Alliance for Climate Protection's “We” campaign that allows users to sign a petition within a banner ad without leaving the Web page they're on. “We created widget-level functionality within the banner ad to allow the petition signing, which is much less expensive to administrate and eliminates a major barrier—the user leaving the site. I think you'll see more of that,” Buechert said. Another important trend for online advertisers next year will be dynamically generated ads, he said. “Online advertising used to be like old-school print advertising, where you had to build every ad to every size and send out dozens or hundreds of insertion orders for online ads,” he said. Now, Eleven uses Adroit by DesignBlox, as well as other software, to create ads dynamically for clients. “One profound effect is that it saves an unbelievable amount of production money and time,” Buechert said. M
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