The travel company will sponsor an on-air feature, followed by the company's commercial, around the world on CNN International, said Daniel Stone, senior VP-sales, at the International Advertising Association's 35th World Advertising Congress last week.
The ad will be tagged with a prompt to CNN Interactive's Web site (http://www.cnn.com).
BRIDGING THE GAP
"Associated with this content will be tagged commercial spots on-air and a banner on the CNN Interactive site indicating that this travel company is sponsoring a promotion," Mr. Stone said. "We then jointly develop an intermediate, co-branded `bridge page' that describes the promotion while providing some sort of content link back to the news feature. Users are then prompted to go to the company's Web site to actually book a deal."
Mr. Stone said Asia has a small but rapidly growing base for Internet use. CNN Interactive already has it first Web advertiser from Asia.
"Samsung worked with CNN to create an innovative media plan that integrated CNN domestic, CNN International and CNN on the Web. Samsung is able to capture its consumer at home, on the road and online," he said.
Mr. Stone was filling in for company Chairman Ted Turner, who was named the IAA's Distinguished Person of the Year.
Asian media have been less pro-active than the U.S. in developing online services and ads. Dentsu set up a joint venture, called Cyber Communications, Tokyo, this month with Softbank to handle Internet home page advertising, a Dentsu executive said.
DENTSU'S NEW HOME PAGE
Dentsu, which has been providing a basic Internet service in Japanese, started its first home page in English last week for the IAA Congress.
Among Japanese media, leading business daily Nihon Keizai Shimbun is trying to set a rate card for its Web site.
Asahi Shimbun's Web site (http://www.asahi.com) gets 1.1 million hits a day, about one-third accessing the newspaper's database, Toshitada Nakae, president-CEO of the Japanese paper, told the IAA.
Of 117 members in Japan's newspaper association, 25 have Web sites, he added.
The impact of new media on most marketing and commercial communications will be limited through the beginning of the next century, warned Peter Mitchell, London-based strategic affairs director of Guinness and deputy president of the World Federation of Advertisers. "It will remain at the margin," he said.
"With something as anarchic as the Internet, few of us here will make money out of it," Mr. Mitchell told the IAA Congress. "Conference organizers, Web design companies, some research companies and some service providers; perhaps even the telephone companies. But after that, I am not so sure."