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>Date: Sun, 18 Feb 2001 20:27:23 -0800
>Subject: pho: re: Aimee Mann: Right to IM Ads?
>From: Giovanna Imbesi <phoATtuttomedia.com>
>To: <phoATonehouse.com>
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>This may be what ultimately drives tiered subscription rates - guaranteed
>ad-free music.
>
><<Since late January, marketers promoting singer Aimee Mann have sent
>instant messages through Napster to users who had a number of the singer's
>tunes on their hard drives. Mann's manager, Michael Hausman, says the note
>promoting Mann's Web site at www.aimeemann.com has increased traffic to the
>site and garnered 2,500 new addresses for Mann's e-mail list to fans.
>
>Hausman says there hasn't been much negative feedback. "I feel that it's OK
>for us to do this because these people have downloaded Aimee's music without
>her permission," he said. "We felt we had the right to send a message saying
>if you want an official connection with Aimee Mann, here's how you get
>it.">>
>
><<A.D.D. finds users who have shown an interest in particular bands on
>Napster and other peer-to-peer services and uses live representatives to
>give a promotional pitch to users. >>
>
>http://www.zdnet.com/intweek/stories/news/0,4164,2687091,00.html
>
>Get Ready For IM-Based Ads
>By Mindy Charski, Interactive Week
>February 18, 2001 7:47 PM PT
>
>L90, an interactive marketing and technology company, is offering one more
>solution to its clients: the ability to send promotions through instant
>messages.
>
>The company is partnering with Aimster, a service that piggybacks on the
>messengers of America Online, ICQ, MSN, Napster and Yahoo! and allows users
>to chat and swap files. Marketers will have access only to users of AIM,
>AOL's client, and Napster, however.
>
>Aimster boasts 2.5 million users only 14 weeks after launching its beta
>test. L90 Chief Executive and President John Bohan said Aimster's rapid
>growth "gives it the potential to be one of the top direct marketing,
>revenue-generating vehicles on the Web." Ads will begin running on Aimster
>later this week.
>
>Promotions are served only to users who "opt-in" to receive them. Aimster
>CEO Johnny Deep says users will be asked whether they wish to accept a
>message from the advertiser; those who block the message will not see the
>promotion.
>
>L90 will target ads based on patterns in specific files that "buddies" share
>or download, like a genre of music.
>
>With banner ads garnering .3 percent to .4 percent clickthrough rates, many
>advertisers are looking for a more effective way to reach online consumers.
>Many instant messengers feature small ads but for the most part the quick -
>and personal - nature of IM hasn't lent itself to advertising.
>
>Unlike most instant messaging clients that only enable text and small icons,
>Aimster lets users open a Web browser that can display graphics and video
>clips through a media player.
>
>Aimster has participated in at least one IM promotion by itself. EMI Group's
>Capitol Records used the service to notify users about a new album from the
>band Radiohead for two days in September. Deep says 37,000 AOL users signed
>up for Radiohead's fan club during the promotion.
>
>There have been other similar promotions. Since late January, marketers
>promoting singer Aimee Mann have sent instant messages through Napster to
>users who had a number of the singer's tunes on their hard drives. Mann's
>manager, Michael Hausman, says the note promoting Mann's Web site at
>www.aimeemann.com has increased traffic to the site and garnered 2,500 new
>addresses for Mann's e-mail list to fans.
>
>Hausman says there hasn't been much negative feedback. "I feel that it's OK
>for us to do this because these people have downloaded Aimee's music without
>her permission," he said. "We felt we had the right to send a message saying
>if you want an official connection with Aimee Mann, here's how you get it."
>
>BigChampagne, the marketing company behind Mann's campaign, launched a
>similar one for Glen Phillips, a singer in the defunct band Toad the Wet
>Sprocket. Over 4,000 copies of Phillips' upcoming solo album have been sold
>through the promotion that began in November.
>
>His Web site, www.glenphillips.com has received 18,000 hits and 13,000
>people have signed up for his mailing list.
>
>A.D.D. Marketing is another company using instant messaging to reach
>consumers, but its method is so controversial that Matt Wechsler, who heads
>online marketing, can't release the names of its clients. A.D.D. finds users
>who have shown an interest in particular bands on Napster and other
>peer-to-peer services and uses live representatives to give a promotional
>pitch to users.
>
>"We're targeting people who've expressed an interest in what we're
>marketing," Wechsler said. "I think it's going to become more popular but
>I'm hoping people don't abuse it and use it for non-direct purposes. I think
>if used correctly it's a valuable marketing strategy."
>
>
>
>Giovanna Imbesi
>TuttoMedia
>http://www.tuttomedia.com
>gioATtuttomedia.com
>310-399-2800 voice
>310-399-6520 fax
>
>
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