Interactive

Originally published on the Newspaper Canada website, we thought these 20 fast and fascinating facts about newspapers are well worth repeating. For example, did you know almost 40% of all Internet traffic is going to newspaper websites?¹


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The IAB is the governing body for online advertising. It produces a report every year based on a survey that is completed by the top publishers in the country. The Globe contributes to the information that is included in this report and are asked not only for (non-identifiable) revenue information, but also where new challenges are expected to come from in the coming year.

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I would argue there are two kinds of interactivity online: passive and active. Granted, by nature the concept of interactivity is all about taking action through user activity, communication, and dialogue. But not all forms of interactive media are created equal...


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With the 2010 Winter Olympics behind us, Canada has a lot to be proud of. We have the most Gold medals we've ever won at any previous Olympic Games, and more Golds than any other host nation in Winter Olympic history.

And then there are the digital marketing campaigns.

Our country won't be remembered for its champion performances, hospitality, and picturesque scenery alone, thanks to the creativity of Canadian marketers eager to align themselves with the Olympic "brand" and promote their products in the context of this major international event. February saw a proliferation of clever campaigns incorporating social media and mobile applications. Here's a rundown of some of the most memorable, and what made them so:



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The Globe and Mail's acclaimed Talking to the Taliban series has won a News and Documentary Emmy.


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One giant leap for publicity? A Utah-based company has patented technology it says will take advantage of the vast advertising space that is the moon's surface, using robots to carve promotional messages in the lunar dust.

Moon Publicity has opened bidding at $46,000 for advertisers to reserve one of 44 visible regions. Of course, it's still unclear who owns the moon, and how the company will get its robots there, or keep them from choking on the abrasive dust or malfunctioning in the extreme temperature of space. Minor details.

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Isn't it ironic that one of the most important aspects of online advertising is also one of the hardest to grasp? The pricing models that apply to online media are vastly different from their offline counterparts, and to make matters more complicated, they're in a constant state of flux. The popularity of online media pricing models seems to ebb and flow in harmony with ad unit and placement trends, creating much confusion among media strategists when it comes time to plan their campaigns.

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CANADIAN CONSUMERS ARE BARGAIN HUNTING when it comes to brand names but will not give up their digital TV, home Internet or wireless services.

A new study by Toronto ad agency Bensimon Byrne and Gandalf Group reveals a "culture of thrift" emerging, with 81 per cent of those surveyed saying they have cut spending.

Of 1,500 people surveyed, 84 per cent said they cared less about brand names and 81 per cent said they were more likely to buy no-name products.

However, digital TV, home Internet and wireless have emerged as the "new utilities," with almost 70 per cent refusing to cut back on what they deem to be essential.

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IN TIMES OF OLD, A SHOE SHOPPER WHO needed a second opinion before a purchase would bring a friend to the store. That was hard to do for modern online shoppers until Vans, the makers of hip sneakers for youth, introduced a new chat-and-share feature, which allows customers to design their own shoes and then invite input from their friends via mobile, e-mail or instant messaging. The technology is designed by Fluid, a San Francisco-based interactive agency. The agency says Fluid Social technology gives customers validation. "Consumers are more engaged and get the affirmation they need to click the buy button," the Fluid website says.

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OH, JOY--INTERNET MARKETERS, IN AN effort to pump life into Web advertising, are experimenting with bigger, bolder, more interactive formats.

The Online Publishers Association this week released the formats, and 27 top U.S. Internet publishers--including The New York Times, CNN and ESPN--say they will use them, according to the Los Angeles Times.

The three new types of ads are the "fixed panel," which looks like part of the page but scrolls up and down as a user does; the "XXL box," in which users can turn pages within the ad; and the "pushdown," which opens to display a larger ad.

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The Interactive Advertising Bureau has announced the formation of a new board designed to foster dialogue among creative agencies, media agencies, marketers and publishers.

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Twitter, the most popular of so-called "online status-update services," may soon start charging companies who use it for promotional activities.

In a statement to U.K.-based Marketing Magazine, the company's co-founder said: "We are noticing more companies using Twitter and individuals following them. We can identify ways to make this experience even more valuable and charge for commercial accounts."



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