IBM Technologies Lead Advertising Industry into New Interactive Era
e-business Benefits for Traditional and Interactive Agencies
New York City (October 26, 1998) – . IBM announced today several steps the company is taking to further development of interactive advertising and to deliver the digital technology that marketing communications companies can use to better serve their customers. In related news, IBM also announced actions the company is taking to drive a consistent customer experience and IBM brand image on the Web.
“Advertisers are spending more than $600 billion each year to develop and place traditional and interactive advertisements,” Douglas E. Dreyer, advertising segment executive, IBM Global Telecommunications and Media Industries, said today. “With such a large investment, advertisers are demanding the best possible return from the marketing communications industry.”
Speaking at a press conference at the @dTech.New York trade show, Dreyer outlined how IBM is working with leading technology providers, industry service providers and agencies to provide the marketing communications industry with tools necessary to deliver the benefits made possible by digital technology and the Internet. “As the leading technology company and also as a leading advertiser, IBM understands how technology is transforming the marketing communications industry and its customers. We are committed to contributing to positive change in the industry.”
As part of the press conference, IBM announced that leading interactive advertisers, including OgilvyInteractive, Organic Media, and Leap Partners, will use IBM HotMedia, a Java-based rich media toolkit, to create dynamic interactive Web banner campaigns for their customers. The online component of IBM’s e-business advertising campaign will feature HotMedia banners. In addition, online campaigns from barnesand noble.com and Fragrance Counter also will use HotMedia banners.
IBM HotMedia banner ads provide a more realistic, natural environment for Internet shoppers through a variety of rich media effects including panoramas, panning and scrolling images, zoomable/multi-resolution images and audio and video clips. In addition, IBM HotMedia has also gained support from the following industry leading ad server vendors: NetGravity, Engage Technologies, 24/7, and DoubleClick.
IBM Consolidates Interactive Agency Network
IBM also announced that it has selected six interactive agencies to support the company’s Web strategy, production and design for www.ibm.com. The consolidation of IBM’s worldwide interactive agency network from 60 to six is intended to drive a consistent customer experience and IBM brand image on the Web and will continue the company’s leadership in using the Internet to transform its business. The selected agencies were chosen based on their global and regional reach, and their capabilities in user experience, brand management, digital branding, integrated marketing, interactive direct marketing, and interactive advertising. The selected agency partners are:
Modem Media.Poppe Tyson
OgilvyInteractive
R/GA Interactive
Strategic Interactive Group
Studio Archetype
THINK New Ideas, Inc.
IBM Delivering New Enabling Infrastructure for Advertising Industry
IBM also announced today that it has integrated the AdWare Systems, Inc. application, AdVISUAL 2.0, into the IBM Media Asset Management framework. AdVISUAL 2.0, makes possible the strategic use of the World Wide Web in the production and distribution of advertisements and related business information.
With the integration of AdVISUAL 2.0, IBM’s Media Asset Management framework now allows marketing communications agencies to use the Internet and other external networks to distribute digitized text, images, graphics, video or audio within their enterprise, with their customers and with the media where ads are placed. The result for advertisers and the marketing communications industry will be significant improvements in the way advertisements are developed and placed.
Ogilvy and Mather will be using the IBM Media Asset Management framework, AdVISUAL, ISLIP Inc.’s Mediakey and the IBM Digital Library to manage the agency’s worldwide archive of digital content. In addition, McCann-Erickson also anticipates using a combination of AdVISUAL and IBM Digital Library to manage segments of its worldwide
content archieve.
Leading Technology Demonstrated in IBM @dTech Booth
In its @dTech booth, #615, IBM and its business partners are demonstrating several components of the IBM Media Asset Management framework and related advertising industry technology. These include:
AdVISUAL 2.0
HotMedia technology and customer implementations
SurfAid, an IBM Business Intelligence offering for Web sites
ISLIP Media Logger, a video capture and indexing solution
IBM is co-sponsoring with the Content Group a workshop, Implementing a Digital Media Architecture at @dTech. The workshop, scheduled for Tuesday, Oct. 27, from 8:30 to 10:20 a.m. in the Expo Hall, will be focused on developing a digital media architecture that can be implemented to support content creation, management and distribution for advertising agencies and corporate media centers.
The IBM Global Telecommunications and Media Industries business unit offers a wide range of solutions for telecommunications, cable TV, wireless, broadcasting, publishing, advertising, sports, and entertainment industries, as well as Internet service providers in more than 160 countries. For more information on IBM Global Telecommunications and Media Industries, visit www.ibm.com/telmedia. For specific information on IBM’s technology support for the marketing communications industry, visit www.ibm.com/telmedia/advsol/
Source: IBM