Skip to main content

Analysis of success CriTeriA for Interactive ADVErtising formats

Objective

This proposal fulfils IST KA III.1.1, III.2.2 and II.1.1. Leading players will be: the World Federation of Advertisers, European Association of Advertising Agencies, Internet Advertising Bureau, International Electronic Publishing Research Centre, and their leading members as well as Turku business school. The research will define the principles governing interactive advertising in marketing communications and the socio-economic and cultural influences on these principles throughout the EU. It will stimulate job creation, action convergence, and benchmark advertisers' aspirations against best global practice, analyse business models and clarify disintermediation. The research will provide creative ideas for interactive advertising. It will test these new concepts in practice.

Objectives:
1. To stimulate interactive advertising and contribute to EU job creation;
2. By socio-economic research, to define advertising aspirations for interactivity;
3. By applied research, to define the principles governing effectiveness and measurement, drivers of creativity, functionality;
4. To identify the way these principles apply to interactive platforms: Internet, interactive TV, WAP;
5. To explore organisational structures to which interactive and non-interactive communications are synergistic or disintermediating;
6. Using experiments in industry, to relate the generic principles underlying interactive advertising to new ad design approaches;
7. To study a variety of brand characteristics;
8. To define by analysis the organisational and process changes needed to front and back office of all players and business model modifications;
9. By desk research and benchmarking to define the generic tools, systems and skills needed in the advertising supply chain.

Work description:
1. Active-ad will bring together parties in the advertising supply chain - advertisers, ad-agencies, Internet advertising bureaux, interactive TV providers, media buyers, media owners (all media), existing media research committees, academics experienced in the socio-economics of media research and representatives of ICT including those involved in WAP;
2. By desk research and interview, the project will define the aspirations and success criteria sought by advertisers to be gained from ad-interactivity;
3. Through focus groups, active-ad will define new creative approaches to interactive ad-formats within marketing communications;
4. By socio-economic research active-ad will define interactive advertising principles to be evaluated by practical research within the work programmes of leading industry players;
5. The team will coordinate practical research to identify principles, advertiser aspirations and new design concepts;
6. Active-ad will produce recommendations and guidelines covering new business models, new organisational structures, new systems and tools needed to optimise the contribution of interactive advertising to the growth of the EU Single Market; it will contribute to job creation in the content industries by raising competencies in industry;
7. Results will be produced based on the work of leading players and thus have credibility; they will outline a programme for development.

Milestones:
1. Definition of advertisers aspirations and new creative interactive ad-formats;
2. Evaluation of experimentations concerning aspirations and new formats;
3. Guidelines for new organisational models in the advertising supply chain;
4. Recommendations for results implementation and a strategy for interactive advertising.
In collaboration with VUB and VKI, ElSyCa developed several software tools for electrochemical process design:-PiRoDe a tool dedicated to quantify electrochemical processes by comparing measurements and simulations.-MIoTras, a tool for simulating electrochemical processes governed by convection, diffusion (laminar and turbulent) and migration. The local distributions of layer thickness, and composition are obtained. Application is limited to two-dimensional configurations.-A prototype Software for three-dimensional geometries is available. Philips designed and made a parallel plate reactor and a rotating reactor for copper, gold and Ni sulphamate plating on silicon wafers.

The reactor meets the specifications. A patent is pending. Bosch designed and made a selective high-speed plating reactor for chromium (20 microm). It turns out that for a give work piece the speed can be increased with a factor 10. Two patents are pending. A reactor for plating Ni-P has been designed and made. Evaluation is ongoing. LETI improved its existing plating reactors for plating Fe-Co under magnetic field conditions on 100 mm silicon wafers. Two new wafer plating reactors are developed. A patent is pending. VUB increased its expertise and knowledge of different electrochemical systems and are able now to quantify such systems in a more systematic way. VUB also increased its knowledge on numerical solvers.

Funding Scheme

CSC - Cost-sharing contracts

Coordinator

THE INTERNATIONAL ELECTRONIC PUBLISHING RESEARCH CENTRE LIMITED
Address
Manor House, 1 The Cresent
KT22 8DY Leatherhead, Surrey
United Kingdom

Participants (6)

EUROPEAN ASSOCIATION OF ADVERTISING AGENCIES
Belgium
Address
Boulevard Brand Whitlock 152
1200 Brussel
INTERNET ADVERTISING BUREAU - EUROPE
Netherlands
Address
C/o Van Dusseldorp & Partners De Ruijterkade 128
1011 AC Amsterdam
PIXELPARK AG
Germany
Address
Rotherstrasse 8
10245 Berlin
PRO ACTIVE INTERNATIONAL B.V.
Netherlands
Address
Nijenburg 73B
1081 GE Amsterdam
TURKU SCHOOL OF ECONOMICS AND BUSINESS ADMINISTRATION
Finland
Address
Rehtorinpellonkatu 3
20500 Turku
WORLD FEDERATION OF ADVERTISERS
Belgium
Address
Avenue Louise 120 Bte 6
1050 Brussel