MyFamily.com this week rolls its first TV spots as part of a $10 million multimedia campaign from Deutsch, Marina del Rey, Calif. The informative and emotional ads depict family members engaging in activities, such as a nephew playing baseball, and then going online to share those experiences with other family members. Ads promote the site as a tool that brings families together. The tagline is "Now you can connect with your family on your own family Web site." Ancestry.com changed its corporate name in November to MyFamily.-com, its lead site. The company in August raised $33.2 million from investors including CMGI's @Ventures and America Online.
Adsmart branches out into b-to-b ad network
Online ad network Adsmart, majority-owned by CMGI, today launches a business-to-business online ad network. Vertical categories for sites include agriculture, financial services, insurance, legal, medical, real estate, technology and telecom. The network will be integrated with Adsmart's larger, business-to-consumer network, said VP-Marketing Joanne Currie.
Internet-only e-tailers deliver frustration
Just 65% of shipments from pure Internet commerce e-tailers were delivered correctly and on-time during the holiday buying season, estimates a study by enamics, a Stamford, Conn., e-commerce consultancy. In contrast, bricks-and-mortar stores on the Web delivered orders correctly 80% of the time, harnessing their experience in distribution and customer service, enamics reported. One in four Web shoppers abandoned an effort to buy online because of frustrations, said enamics Chairman-CEO Faisal Hoque, whose study is based on data collected from sites. Mr. Hoque criticized e-tailers for failures in systems infrastructure and distribution and for "poor or non-existent customer service" and "inept branding and marketing."
Quotesmith rolls $100 mil multimedia campaign
Quotesmith.com began a three-year, $100 million integrated marketing campaign with a Jan. 1 TV spot from BBDO, Chicago, on "The Tournament of Roses Parade" and various football bowl games. The campaign for the insurance price-comparison site also will include radio, print and Web ads along with direct marketing.