What the ANA has dubbed a "reckless plan" is about to begin.
What the Association of National Advertisers has dubbed a "reckless plan" is about to begin.
On January 12, the Internet Corporation for Assigned Names and Numbers (ICANN) will open registration for new generic top-level domains - the part of a web address to the right of the dot, such as .com and .net. The idea is to make URLs more understandable to consumers, while allowing brands to use their names in domains, for example, .McDonalds.
On Monday, the ANA made a last-ditch proposal to ICANN, suggesting that ICANN could proceed with its plan to begin accepting applications for new TLDs on January 12, but at the same time, all non- or inter-governmental organizations and commercial entities would be able to register their brands at no cost on a temporary "Do Not Sell" list to be maintained by ICANN during the first application round.
In addition, the ANA suggested it would assemble a team to work with ICANN to develop proposals to address what the ANA says are deficiencies in the program.
ICANN did not respond to several requests for comment about the ANA proposal. An ANA spokeswoman said the organization has heard nothing from ICANN.
In what is likely an effort to respond to criticism of the whopping $185,000 registration fee, ICANN is using the Google ad network to display information on the new gTLD program for Internet users in some countries, including all 35 that the World Bank categorizes as "low income." ICANN's Board has set aside a seed fund of $2,000,000 to assist needy applicants, with the hope that other organizations will kick in.
In a Tuesday press release, Melbourne IT Digital Brand Services, a company that helps businesses manage online assets, said major brands have already engaged with the company to apply for more than 100 new TLDs - including members of the ANA.
Melbourne IT CEO and Managing Director Theo Hnarakis said in the press release that he expects even more big brands to follow. The deadline for the first round of applications is April 12, 2012.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.