Online video advertising comes of age in India

MUMBAI: India has become the fourth largest online video consumption market, aided by 50 per cent growth over the last couple of years. This sudden explosion has made video marketing an obvious choice for marketers.

“Internet is no longer the medium that brands invest in when they do not have budgets for TV. The scenario has now changed, thanks to two main factors – television has become increasingly fragmented and the youth has shifted online,” said Visa marketing director- India & South Asia Shubhranshu Singh.

The challenge rises in the fact that the medium needs to be optimised. With smartphone penetration increasing every year, generating contextual and relevant content for the medium is the main challenge. “For this medium to be used to its potential, the offline and online planners need to work hand in hand. The content creation for this medium needs to be done creatively and not simply picked from that generated for TV,” said Vdopia Media vice president Debadutta Upadhyaya, while speaking at the 8th Marketing Conclave organised by the Internet and Mobile Association of India (IAMAI).

In case of video marketing online, the context of the ad becomes very important. It is no longer a case where people watch the ad without an option as it appears along the side panels of its screen during a match or in between a movie or serial on TV.

Singh said, “Online, the consumer may see an ad and search about the product or conversely see the product and search for a video on it. The toggle between the viewing and search is five to ten times faster than in the offline case. This makes it very interesting.”

One point of view is the possible change in definition of the term TV itself. Now the medium may be classified as Internet screen and non Internet screen. “This is the main reason why the content for the mediums needs to be differentiated. The two media attract different audience and, thus, the same content will just not do. Also, video offers a tool for measurability which marketers look for in any medium they use.”

Additionally, content on the Internet never dies or goes offline; it only gets buried. This is one of the main reason why there is an urgency to seek creative thought process in generation of online video marketing content. “There is a certain ‘whackiness’ in online video content that is accepted which cannot be replicated on TV,” averred Singh.

Amagi Media Labs co-founder KA Srinivasan, however, refused to accept that this is a case of TV versus online video marketing. “Television penetration is only going to increase in the future. Also as we adopt new technologies, television will be able to provide targeted regional advertising options. This will give the marketers a chance to change the message according to the demography and geography,” he said.

For many, the term ‘online video’ translates to YouTube. While YouTube uses a lot of user generated content, online video marketing also includes the development of professional videos. It is the latter that marketers can use to actually market the product while the former may provide valuable insight into consumer psyche.

“India is experiencing an industrial and digital revolution simultaneously. So where one part of the country is laying down new roads and building buildings and bridges, the other part is going viral. Today, the focus is shifting from penetration to consumption,” Singh said.

While TV and print will always figure in a planner’s marketing plan, digital, specifically online video marketing, will find its own place and importance.

Latest Reads
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo’s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo’s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components
Pune Times joins hands with the Pune Police to launch the 'City Safe' app, as part of #MakeMyCitySafe initiative

Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer...

Technology Software Applications
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories