Rovion's InPerson Technology: Changing the Face of Online Advertising
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG165
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Rovion, Inc.
Industry : Information Technology
Countries : Europe, USA
To download Rovion's InPerson Technology: Changing the Face of Online
Advertising case study
(Case Code: MKTG165) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» Case Studies Collection
» ICMR HOME
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Area Specific Case Studies
» Industry Wise Case Studies
» Company Wise Case Studies
Please note:
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.
Chat with us
Please leave your feedback
|
|
<< Previous
Excerpts Contd...
Accolades from Customers and Experts
|
The use of real life or fictional characters in online ads helps personalize
products and brands, and engages consumers through conversation. InPerson
technology ushered in an age of borderless advertising, taking online engagement
to a higher level. With InPerson, experts said that Rovion had "literally put a
face on contextual advertising" with its unique cut-out video ads. Ads in this
format had a powerful impact as they gave a feeling of a one-on-one relationship
between the marketer and the consumer. Many media buyers and planners considered InPerson as a potent advertising tool and a welcome addition to the growing
number of channels being used by marketers to reach their audience (Refer to
Exhibit VI for some new channels marketers are using)...
|
|
The Other View
However, there were some who felt that InPerson ads could be intrusive. With
so many websites using this technology, they anticipated overexposure to
this type of ad and felt that the novelty would wear off relatively quickly.
Emily Riley, an analyst with Jupiter Research, said that some marketers
might be cautious in their approach in using the InPerson technology as they
might feel that the format was too intrusive. Analysts felt that online
advertisers often failed to get the desired result as the audience's
reaction to these ads varied from annoyance to indifference...
|
|
Outlook
On the whole, while InPerson technology was not expected to bring a
sea-change in the online advertising landscape, it seemed capable of
opening up a number of promising opportunities for advertisers. A report
by Forrester Research in April 2006, found that there was significant
increase in the use of online spending in new channels. The report
noted, "By 2010, firms will spend US$26 billion on Internet marketing." Ostroff felt that the acceptance of the InPerson format by
Advertising.com and BurstMedia would reinforce the significance of this
technology among marketers. He expected this to have a marked effect on
the future growth of Rovion... |
Exhibits
Exhibit I: Rovion's Logo
Exhibit II: A List of Rovion's Client
Exhibit III: Screenshot of Oddcast.com Showing Avatars
Exhibit IV: Screenshot of Some Websites that used Rovion's InPerson Technology
Exhibit V: Photos of Microsoft using InPerson Technology to Promote Office Live
Exhibit VI: Some New Channels used by Marketers
Exhibit VII: Out of Context: What Can Go Wrong!
|
|
