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The financial news Web site and the vodka maker have signed a one-year ad deal for Fridays from 2 p.m. to 8 p.m, said Scot McLernon, executive vice president of sales and marketing at CBSMarketWatch.com.
The intense Absolut advertising package, aimed at a weary audience counting down the hours to the end of the week, will include a screen-grabbing introductory message, front page roadblock ad units, a vertical skyscraper featuring the brand's iconic bottle and a horizontal banner at the top of the page.
The page "takeover" introduction includes a 10-second message that plays as arriving readers hit the home page. However, the ad will only be pushed at viewers once each Friday, even if they return repeatedly, said John Bellina, creative director of Tequila, the shop producing the interactive creative work.
Tequila is the marketing-services unit of Omnicom Group's TBWA/Chiat/Day, New York, which is Absolut's agency of record.
The new Absolut online campaign breaks as CBSMarketWatch.com places even more emphasis on daypart ad sales.
The Web publisher is now promoting and selling a series of advertising dayparts, including sunrise (8 a.m. to 11 a.m.), midday (11 a.m. to 2 p.m.) and twilight (2 p.m. to 5 p.m.). The move to carve out specific dayparts coincides with research studies by the Online Publishers Association and other groups that show the effectiveness of daypart targeting, particularly to the Web's at-work audience.
Earlier this year, the OPA identified five dayparts on the Web: early morning (Monday-Friday, 6 a.m. to 8 a.m.), daytime (Monday-Friday, 8 a.m. to 5 p.m.), evening (Monday-Friday, 5 p.m. to 11 p.m.), late night (Monday-Friday, 11 p.m. to 6 a.m.), and weekends (Saturday-Sunday, all day). Daytime, the research showed, was the largest daypart. MarketWatch tweaked the OPA dayparts based on the behavior on its site.
Daily market cycle
CBSMarketWatch.com seems particularly well-suited for daypart ad sales because it has an affluent audience of businesspeople who predictably follow each day's cycle of stock market news and data.
In recent months, the site has been conducting a series of daypart advertising tests with advertisers including Tropicana Orange Juice, MasterCard and Cybertrader. The site has a premium-pricing plan on the dayparts, which are usually purchased as part of a larger campaign, Mr. McLernon said.
Budweiser pioneered slot
Absolut takes over the Friday afternoon time slot from Anheuser-Busch's Budweiser, which had the advertising venue for two years when the "Happy Hour" sponsorship concept was developed.
"Budweiser clearly blazed the trail," Mr. McLernon said, but the beer marketer made few changes in its ads during the period, he said. In contrast, Absolut, known for its quirky creative, plans to change its ads and messaging frequently.
Absolut spent $1.2 million in measured online media in the U.S. in 2002, while Budweiser spent $4.4 million, according to TNS Media Intelligence/CMR.