Specials

The economic crisis of 2009 changed the ad market forever









MUMBAI: Google President Asia Pacific and Japan Daniel Alegre, while speaking at the Ficci-Frames summit, started the session with a rather sweeping statement: “Online advertising is dead.”


The days of regular clickable ads are long gone; it is the period of actively engaging the consumers. Alegre spoke about a mobile ad created by Corolla for high-end users that received 3.5 million views; Toyota didn’t use Internet or TV for this. 
 
Volvo taking a step further in trade of advertising, created an interactive video game to engage users and prospective buyers. “This video game was actually promoting the brand itself”, said Alegre.


Alegre said the economic crisis of 2009 changed the market forever; marketers realised the importance of social networking sites and creating content that can be engaging enough for the users to distribute it, across all social networking sites.


In the times of Facebook, Twitter and YouTube, “all one has to do is make engaging content and the users will distribute it for them, among billions.”


The line dividing online and offline transactions has almost disappeared; numerous offline communications are now done online.


The executive of the largest search engine clarified his statement by giving examples of various offline conversations including that of marriage, now being diverted to the web through jeevansaathi.com et al. 
 
Alegre elucidated that advertising on the Internet is effective, but the efficient convergence of various media such as TV, mobile and Internet is the key.


Omnicom Asia Pacific India Middle East Africa (APIMA) region Chief Executive Officer Tim Love declared that language is the oldest technology we have today; and the future of ads is using languages soundly to communicate with the audience across the world. Understanding the language of a consumer will show the best way to communicate with him. 
 
Love stated that not just convergence of various media tool, but also successful use of language is the future. He mentioned that numerous neuroscientists from around the world are trying to understand, how language affects the thought process of the consumer. He also augmented the importance of sign language in communicating with the consumers.


Taking a cue from Love on the importance of language, Alegre recalled an incident he came across during the recent Tsunami. He was able to understand the evacuation instructions written in Japanese by translating it in English using an online tool.


Alegere said the best advertisement should be able to cater to all languages and to everyone from across the globe.


Answering a question from the audience about what would be the best way to advertise or the best method to choose a medium for advertising, Alegere said: “One needs to understand what exactly he is trying to do with the brand. Is one trying to build a brand image or simply increase the conversion rate, which will determine the best way to spend on any medium.”


Love answered by saying that "one has to make sure that the ad is truthful; because in today’s time of social networking sites, one smart man with all the answers and the power to convince everyone will cause serious damages to a brand.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/DTH-inside.jpg?itok=jUat5Lv6
The growth of DTH in India

MUMBAI: Dish TV, Videocon d2h and FreeDish. These were the three names that dominated India’s DTH sector headlines in 2016. The Essel Group’s Dish TV India is likely to forge the mother of a merger, (if permitted by shareholders and government departments) with another fast-growing rival -- the...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/inside.jpg?itok=fXb53zWv
Star's five marketing strategies that helped sports grow in 2016

"Business has only two functions: marketing and innovation," is a lesser known observation of Milan Kundera, the Czech-born French writer who’s more famous for Unbearable Lightness of Being and more such thought-provoking novels.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20image%203.jpg?itok=w_TR5TiK
Guest Column: As digital spreads wings, bolstering security is paramount

The dream of moving towards a cashless society has never been closer than it is today in India. With the recent decision of demonetization, the public is being actively urged to move online for their transactions, big or small.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20page.jpg?itok=yOoLpXQn
BARC India gets thumbs up for 2016...but challenges remain

“By definition, remarkable things get remarked upon,” so said Seth Godin, entrepreneur-turned full time speaker, writer and blogger.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/11/inside%20image.jpg?itok=quiq6PVc
Guest Column: Measure by Measure

Year ends are always a good a time to reflect on the past, take stock of the present and plan for the future. So let me begin, by reflecting on the year that was.  

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/10/Inside%20image.jpg?itok=F94Nk64U
Guest Column: English content consumption showed upward trend in 2016

Consumption of English content continued to show growing trends during the year 2016 and the momentum is expected to be sustained this year as well.  An interesting and encouraging trend was the continual surge in Hollywood box office collections in India as compared to previous years. This...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/06/logo.jpg?itok=grS2PQtE
Guest Column: Regulating video in Internet age: Pressing challenges, slow movement

Video markets in Asia, as in other parts of the world, are being swept by a wave of commercial and technological adjustment to the rise of internet-delivered video, frequently referred to as “OTT” television. Unfortunately, in most countries adjustment of regulatory policies by governments is way...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/05/inb-800x800.jpg?itok=rkx_ocjD
Regulations 2016: Of DeMon challenges, changing goalposts & rampant litigation

The regulatory regime in 2016 not only continued to struggle keeping pace with fast-marching technology (4G is passé, 5G is being talked in some countries), but lack of consensus amongst stakeholders on major issues meant that litigation was rampant, thus leading to changing milestones.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/05/vivek1-800x800_0.jpg?itok=xnGHpaF4
Guest Column: 7 digital trends that will dominate 2017

As a digital marketing specialist, I often get asked by peers, clients and friends alike: “What can marketers look out for in the digital space next year? "Digital is by far the fastest growing medium and we can gear up for exciting times ahead. Here’s a peek at the top digital marketing trends (...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories