Rovion's InPerson Technology: Changing the Face of Online Advertising

            
  
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:
Case Code : MKTG165 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra  

Themes

Marketing Management/ Marketing Communications/ Media channels, Online advertising, New and emerging media
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Rovion, Inc.
Industry : Information Technology
Countries : Europe, USA

Abstract:

This case is about Rovion Inc. (Rovion), a technology firm based in the US and its proprietary InPerson technology. InPerson technology enabled streaming videos of spokespeople who could pop up seamlessly on top of the contents of a web page and directly interact with the customer.

Unlike other streaming videos, the characters in the InPerson ad format were not inside a box. In the process, this technology had the potential to cut through the growing clutter of online advertising, attract the interest of the target audience, and generate higher-than-average click through rates (CTR). This technology had also been used by over 100 companies.

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case discusses the experiences of some companies such as Microsoft Corporation's use of this technology for the launch of its Office Live platform. While most of Rovion's customers were satisfied with the effectiveness of this new online ad format, some analysts were concerned that the technology could be considered intrusive once the novelty had worn off. But, by and large, analysts felt that Rovion had literally changed the face of online advertising with its InPerson technology.

Issues:

» Understand the issues and challenges faced by companies and advertisers with regard to online advertising

» Understand how online advertisers can attract the attention, generate interest, create desire, and prompt the target audience to take action by using new technologies and advertisement formats

» Analyze the pros and cons of using new online ad formats such as Rovion's InPerson ads

Contents:

  Page No.
Truly 'Out-Of-The-Box' 1
Background Note 2
Inperson - The 'Borderless' Innovation 4
Some Experiences with Inperson 4
Microsoft Uses Inperson Technology 7
Accolades from Customers and Experts 8
The Other View 9
Outlook 9
Exhibits 11

Keywords:

Rovion Inc., Microsoft Corporation, InPerson Technology, e-commerce, Online Advertising, Information Technology, Office Live, Discovery Channel Communications, Click through rate, Rich media, Cost per thousand (CPM), Oddcast, Pontiac, Maxim , Branding, Behavioral targeting, Contextual targeting, Email marketing, Search marketing, Advergames, RSS/ podcasts, Mobile marketing, Social networks, Hilary Duff, e-Learning

Truly 'Out-OF-The-Box' - Next Page>>

 

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