Cable TV

Internet advt spend will overtake TV advt spend: Kannan

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/09/23/Untitled-1_19.jpg?itok=mMXDye6a

MUMBAI: The first session of the Internet and Online Association conclave, which was held in Mumbai yesterday was titled - 'Knock Knock, Who's there? - Actionable eMarketing' was helmed by DoubleClick international product director Ramesh Kannan. The constant worry marketers have is that they feel half of their marketing money is wasted but they can't figure out which half? Kannan said that the basic understanding of the impact of online advertising was a must for any marketer since consumer habits had changed radically in the last 10 years or so.

This change has been in the form of the way we learn, communicate and shop. Internet advertising, which is a five year old phenomenon, has taken over radio advertising which is almost 50 years old. Kannan, very optimistically said that very soon the $5 billion Internet advertising market will overtake the $50 billion television advertising market. He said that while the Internet comprised 20 per cent of our media consumption, the online spending however, was a meager three per cent. Hence there was a huge gap here, which needed to be bridged.

Kannan spelt out the challenges that marketers, publishers and agencies had in front of them as far as advertising on the Internet was concerned. One challenge that they faced was that too much of data was available to the consumers. Hence the task at hand was that they needed to identify and communicate with the right target audience and then streamline their plan of action.

Within portals, different sections have different build rates and reach. For example: On the Yahoo! Site, the Yahoo! Mail has a greater reach that the Yahoo! Health section. Service sections on websites will definitely have a greater reach than the real estate section. Kannan said that an advertiser should focus on the light users rather than the heavy users of Internet since a minority of users account for almost ? of the total page views. Also on a single site, the reach builds much more quickly among heavy users than for light and medium users. Heavy users can be defined as those who spend more than 19 days in a month on the Internet. On the other hand, medium users are those who spend between 11 - 19 days in a month on the Internet and light users spend 11 or less days in a month on the Internet. Kannan said, "Together, medium and light users account for 61.2 per cent of web population but only with only 27 per cent of page views. While most heavy users are online by day three, it takes a full month to reach the light users and hence light users visit portal home pages but the odds of reaching them will be less."

Hence, for advertisers it is important to know which placements are more likely to reach Internet elusive medium or light users. On the other hand, a publisher's site's ability to attract light and medium web users can be a USP. Also notable is the fact that light users can actually be heavy users on specific personality relevant sites.

Moving on to audience dynamics for scheduling of ads, Kannan said that it was noted that the Yahoo! Movies' site had large consumption patterns on Friday, Saturday and Sunday, so if one wanted to target the movie goers, then advertising should be accordingly based.

Last but not the least, Kannan emphatically said that the Internet, as a medium allows us to measure performance (ROI) effectively. Hence the advantage of Internet advertising was that it allows one to connect and interact with their target audience and also transact with them. And this medium was a sure shot way of optimally measure ROI.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/11/siti.jpg?itok=jXHpwkyJ
SITI Networks Limited announces “SITI PlayTop”, its first Hybrid Set Top Box

SITI Networks Limited, has announced that it will be introducing a range of Set Top Boxes for delighting its customers. To begin with, the company has announced, “SITI PlayTop”, its first Hybrid Set Top Box.

Cable TV Multi System Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/04/siti.jpg?itok=JOG8pkn3
Siti relooks at broadband as cable subscription drove revenues in FY18

In FY 2017 (fiscal or year ended 31 March 2017, previous year), the Essel Group’s Siti Networks Ltd (Siti) was all gung-ho about broadband. In its annual report for fiscal 2017, the company said that it had become the largest multi-system operator (MSO) and a leading wired broadband services...

Cable TV Multi System Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/01/Digital.jpg?itok=v-WMvuRl
Pay TV execs feel need to innovate to remain relevant, finds study

With the advent of digital content platforms, pay TV industry across the world is facing stiff competition. The pay TV Innovation Forum report produced by Nagra in association with research firm MTM, found that 90 per cent of executives believe that pay TV providers will have to innovate strongly...

Cable TV Multi System Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/29/hathway.jpg?itok=iFsVkbju
Hathway Cable gets approval to raise funds worth Rs 99.63 crore

MUMBAI: Leading cable and broadband player Hathway received an approval to raise funds worth Rs 99.63 crore at a board meeting held on 29 August. Following the approval the company’s shares rallied as much as 15 per cent.

Cable TV Multi System Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/28/zee_1.jpg?itok=pRptDAIa
ZEEL announces new TV channel prices ahead of deadline

Ahead of 31 August 2018 deadline for publishing TV channel prices in a new format and a day before the Supreme Court hears a case relating to TRAI’s new tariff regime, Zee Entertainment Enterprises Ltd  (ZEEL) has made public its channel prices as suggested by the regulator in 2016, setting an...

Cable TV Local Cable Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/28/gtpl.jpg?itok=WHQxgPNL
GTPL Hathway to promote 40 Mbps broadband speed to masses

As wireline broadband business is emerging as a sector full of growth opportunities, several cable operators, as well as MSOs, are increasing their investment in the segment. GTPL Hathway, the Gujarat based cable and broadband player, is ready to lower its ARPU in the broadband segment to get more...

Cable TV Local Cable Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/22/den.jpg?itok=wB4HD_aY
DEN Networks aims for 70,000 broadband subscribers by Q1 2020

Way before Jio’s announcement of its broadband GigaFiber venture, MSO DEN Networks revealed its plan (http://www.indiantelevision.com/cable-tv/multi-system-operators/den-netw...) to explore the opportunities in the market.

Cable TV Local Cable Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/22/cabletv.jpg?itok=dAEHam-F
Kerala's cable TV operators struggle post floods

Cable TV is reeling courtesy the great Kerala deluge and flooding thereafter earlier this month. According to a letter being circulated by the Kochi-based Cable TV Operators Association (COA) of Kerala to the cable TV trade nationally, the situation is pretty dire in the areas affected by the...

Cable TV Local Cable Operators
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/11/gtpl.jpg?itok=Ab3NPOIV
GTPL Hathway revenue up for Q1

Indian multi-system operator and internet service provider GTPL Hathway Limited (GTPL) reported 15.7 per cent increase in total income for the quarter ended 30 June 2018 (Q1 2019, quarter or period under review) as compared to the corresponding year-ago quarter  (y-o-y) Q1 2018.

Cable TV Local Cable Operators

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories