"By experimenting boldly with the fi rst-ever expandable homepage ad on YouTube, Volvo and its agencies? enabled YouTube users to engage and interact with the Volvo XC60 in a completely original way," said Bonita Stewart, industry director for Google Auto.
4 | DMNEWS | April 20, 2009 | www.dmnews.com CIRCULATION FINANCIAL TIMES, PHILIPS PARTNER ON HEALTH CONTENT P8 CREATIVE COULD UGC ACTUALLY SUPPLANT AGENCY WORK? P12 SOCIAL MEDIA GETTING STARTED IN SOCIAL MEDIA P23 Volvo promotes Hearst adds coupons to its Web properties 2010 XC60 with By Lauren Bell : Hearst Magazines Digital Media has part- popularity with American consumers: In December 2008, searches that included the company’s sales team, which plans to add coupon opportunities to packages for YouTube takeover nered with Coupons.com to add online, printable coupons to its Web sites − a first words like “coupon” hit 19.9 million — a 19.9% increase over December 2007 — core advertisers. The company is observing user behavior for the company. according to ComScore. The word “dis- for use in future optimization of the offers, By Mary Elizabeth Hurn The rollout follows a month-long test count” rose 26% to 7.9 million. but right now there are no plans to target : Coinciding with the New York Auto Show run of the couponing program on Hearst's “Adding coupons was a response to peo- speciﬁc coupons to speciﬁc users. ● last week, Volvo, Euro RSCG New York budget-focused Quick and Simple Web site, ple’s wallets being a little thinner,” he added. and Media Contacts launched an interactive which saw users printing 56,000 coupons “They need their dollars to go farther and homepage takeover of YouTube.com. worth $100,000 in just a month. A coupon are looking for ways to do that while enjoy- The initiative also marked the debut of gallery now appears on food site Delish. ing the same recipes [as] before.” an expandable banner ad, which promoted com — which boasts more than 5.5 million In addition to the printable coupon gal- Volvo’s 2010 XC60 by highlighting its “City unique monthly visitors — and will expand lery, Hearst has placed a coupons option Safety” feature, which stops the vehicle at to other Hearst sites, like Good Housekeeping’s in the sites’ navigation bars and is adding low speeds to avoid collisions. and Redbook’s, in the coming months. hyperlinked coupons for speciﬁc ingredients The banner incorporated a Twitter feed “We’ve been watching consumers click into the recipes on Delish.com. For example, from @VolvoXC60, in which Volvo spokes- more on content that involves saving money if a recipe calls for two teaspoons of salt, a people Tweeted live from a test drive outside across all our sites,” said Chris Johnson, link there might lead to a “20 cents off Mor- the show. Twitter was a great way to reach VP of content and business development, ton’s salt” coupon. Hearst also is exploring the 25-45 year old target demographic made Hearst. “We were running test editorial to ways to provide coupons through a weekly up of tech-savvy inﬂuencers, said John Stew- see if people were interested in the theme of “Super Saver” e-mail program to readers. ard, creative director for Euro RSCG New saving money [on] food, and they were.” Adding coupons to its sites will not only York, which had digital responsibilities for Johnson pointed to recent ComScore help Hearst better engage site users. The the campaign. numbers as proof of coupons’ growing move also presents more opportunities for Delish.com is the ﬁrst Hearst site to add coupons Discovery goes digital with Microsoft- RetailMeNot ups powered Deadliest Catch campaign printable offering By Dianna Dilworth The main push began across the Microsoft By Chantal Todé : Microsoft Advertising has launched a mul- Media Network with the April 14 season pre- : Electronic coupon Web site RetailMeNot. tichannel advertising blitz for the Discovery miere. For that day, Discovery bought more com, which receives upwards of 9 million Channel’s Deadliest Catch series. than 90% of the advertising inventory on visitors each month, has entered into several Discovery is spending the show’s entire MSNBC, Fox Sports, MSN, MSN Mobile strategic partnerships enabling it to offer online advertising budget on the campaign, and Xbox LIVE and also ran a home page consumers printable coupons that can be which promotes the series’ ﬁfth season. The takeover across MSN and MSN Mobile, a redeemed at local stores and restaurants. campaign, which will run across MSN, MSN ﬁrst of its kind for a media buy. A mobile The partnerships are with MoneyMailer. Volvo sees a future in social media for its marketing Mobile, Windows Live Hotmail, Microsoft WAP site was developed by Microsoft sub- com, which helps marketers integrate shared Live Search and Xbox LIVE, in
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