'Open Hearts' ventures into online advertising
By Diane Denton*
Aug. 14, 2007 | NASHVILLE, Tenn. (UMNS)
The
United Methodist "Open hearts. Open minds. Open doors." advertising
campaign is entering a new realm through online ads targeting people
ages 22 to 44.
From Aug. 20 through mid-October, the ads will appear on Beliefnet,
eHarmony, Yahoo, CitySearch, About.com and other sites. More than 21
million people are expected to see them.
"We're seeking to reach people who feel like something is missing
from their life and are looking for meaning or purpose," said the Rev.
Larry Hollon, chief executive of United Methodist Communications, which
coordinates the campaign. "Many of those people are searching online.
We've chosen sites where they may be looking for something to fill a
void in their lives-whether it's travel, relationships or something more
spiritual."
The interactive ads will ask users questions about their desires and
beliefs and offer a choice of answers. After they submit a response,
they will see a summary of the poll results, along with information and
links to explore more about The United Methodist Church. The ads also
will feature streaming video of television spots from the campaign and
offer a free MP3 download of the theme music. Users can follow the links
to www.UnitedMethodist.org to learn more about the denomination or find a local church, or they can request a brochure.
The focus of the national campaign, started in 2001 to raise
awareness of The United Methodist Church, has primarily been cable
television commercials aired each year around Lent, Advent and the
back-to-school season. This year's back-to-school campaign runs Sept.
3-16 on 18 networks at a cost of $1.8 million. The commercial will air
about 1,200 times, creating more than 276 million impressions, and is
expected to reach 65 million adults.
New strategies are being tested to see which can best complement the
TV commercials and reach a wider audience. In 2006, a large-scale
outdoor advertising strategy placed 450 billboards in 15 media markets
to reach commuters and travelers.
Online growth
Online advertising is a fast-growing medium. A report released Aug. 7
by private equity firm Veronis Suhler Stevenson predicts that Internet
advertising will surpass broadcast television and newspapers in the next
four years to become the largest advertising medium in the United
States.
“We're seeking to reach people who feel
like something is missing from their life and are looking for meaning or
purpose. Many of those people are searching online.”–The Rev. Larry Hollon
According to the Pew Internet & American Life Project, Americans'
use of the Internet for faith-based reasons is growing. Its "Faith
Online" report indicates that 64 percent of Internet users surveyed in
late 2003 use the Web for spiritual and religious activities-compared to
only 25 percent of those surveyed in 2001.
Participants in the most recent survey were asked about the types of
things they do online in matters related to religion and spirituality.
Seventeen percent use the Internet to find information about where to
attend religious services, 28 percent said they had used the Internet to
seek or exchange information about their own religious faith or
tradition, and 26 percent sought or exchanged information about the
religious faiths or traditions of others.
*Denton is director of public relations for The United Methodist Church.
News media contact: Marta Aldrich, Nashville, Tenn., (615) 742-5470 or newsdesk@umcom.org .
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Open Hearts. Open minds. Open doors.
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Igniting Ministry
Pew Internet & American Life Project: Faith Online Report |