View Archive
Press Releases
7/8/2008
Media-rich Web sites incorporate an interactive user experience powered by the flexibility and control of a leading CMS
4/7/2008
Eric Campbell & Debbi Vandeven assume executive positions
2/19/2008
Agency receives a total of 54 program awards for multiple clients
1/9/2008
Kansas City Royals and VML team up on new creative campaign
DIGITAL REALM OFFERS NEW WAYS TO ENGAGE
Connecting consumers to brands in a way that’s personal and relevant is not a new trend in the advertising industry.
But it’s one that’s never been hotter, primarily because of the increasing number of choices in the digital marketplace.
Sandwich lovers can search the Burger King Web site for a lunch coupon or play a video game that has a BK promotion.
At the site for Helzberg Diamonds, prospective brides can view images of sparkling diamonds and access a learning guide with information on a variety of gems and jewels.
“Today’s consumer is just as likely to buy movie tickets at 2 o’clock in the afternoon at work as he is to answer a company e-mail at 2 o’clock in the morning,” said Matt Anthony, CEO at VML in Kansas City.
The continued growth in digital media helped boost the volume of capitalized billings last year at several of Kansas City’s largest ad agencies.
VML’s billings were more than $613 million in 2007, compared with about $427 million the previous year, an increase of about 44 percent.
The volume posted by Kansas City-based Barkley totaled nearly $486.8 million, up from $468.6 million in 2006.
Capitalized billings increased by more than 70 percent at Overland Park-based Weyforth-Haas Marketing and by nearly 50 percent at PlattForm Advertising in Lenexa.
Anthony said the biggest boost to digital media has come from increased broadband penetration in many markets.
The average household has greater access to the Internet, and marketers can deliver a full commercial message in rich media and streaming video with the same production values as television, he said.
Jeff King, Barkley’s president, said that agencies now spend more time creating interactive tools that encourage consumers to seek out a client’s message.
The average consumer is exposed to more than 5,000 messages a day via some form of advertising, but they also have more control over what they choose to receive, he said.
“Our job becomes more to engage consumers as opposed to talk to them,” King said. “We have to find fun and unique ways to reach them on their own terms at the most relevant time and place.”
Barkley, whose area clients include Helzberg Diamonds and UMB Bank, uses characters from its popular Sonic Drive-In television spots in an “invite a friend to lunch” video on the Sonic Web site.
Barkley’s work for Build-A-Bear Workshop, whose site includes games, book clubs and party resources, has ventured into mobile marketing. It re- created the retail store concept into an 18-wheel trailer that travels to events ranging from art fairs to the Super Bowl.
VML is deploying advertising on a range of social networking sites like Facebook and MySpace to help drive the Burger King audience, Anthony said.
For international clients like SAP, a German-based business software company, VML delivers Internet white papers on software configuration and other topics to medium to large businesses that are seeking detailed information.
Since building its first Web site in 1994, VML has increased its client roster to include local companies like AMC Theatres and YRC Worldwide to assignments for global companies like Microsoft.
Regardless of their company’s size, clients are looking for creative innovation that is based on insight into their marketplace.
“They want us to bring them something new to capture that consumer who is engaged in seeking information via the online environment,” Anthony said.
