Mediaturf adds 23 new accounts over the last quarter

MUMBAI: Mediaturf, the Internet advertising and marketing agency over the last quarter (June, July, August) has bagged a total of 23 accounts. The approximate value of the total businesses bagged being Rs 104 million.



The companies over the last quarter who got into the online media gamut business with Mediaturf are Trade and technology exposition, SAP, Readers Digest, Cholamandalam Insurance, Oberoi Hotels, Pantaloon, Iqara broadband, Blaupunkt music system, Headlines Today, Bilt, Gillette and Manhattan Card (Standard Chartered),Tata Indicom, BPCL, SBI Mutual Fund, ICICI Bank Car Loans, Tata Mutual Fund, HSBC, Tata AIG, Jet Airways, Cisco, Computer Associates and HDFC Standard Life Insurance. .



What is interesting to note, is that looking at the last two years, Mediaturf every quarter has had a record addition of four-five accounts. This quarter has seen as addition of almost five times its average number. Another interesting point is the emergence of newer categories who at looking at the online space as viable and significant visibility. Earlier the prominent categories were only restricted to finance and IT companies.

Speaking to, Mediaturf's CEO V Ramani says, "The increase in the number of accounts bagged this quarter vis-?-vis the last years is heartening. Also, newer categories are looking at online advertising more seriously. The pace has picked up and the 24 million individuals which comprise the online eyeballs is gaining increasing significance and have also attained critical mass."

He also says that a lot of advertisers on the net have actually sampled the medium first, done small activities and gauged the response to the communication and subsequently taken the plunge to spend large monies on the Internet.

Looking back on why only finance and IT companies were interested in this space Ramani says, "It was the lowest hanging fruit for these two as it was a direct fit. Also, the fact that financial services were already on the Internet and hence found an excellent synergy between the medium and their objectives."

The Indian Internet audience is expected to grow from 18 million to 30 million in the next 12 months. Signs of these are already emerging. Many research studies are establishing the fact that at any one time, half the people watching TV will be opening their mail, surfing the web, or listening to the radio.

Lately, Indian marketers have started believing in the power of online advertising and what better example than that of Hindustan Lever Limited (HLL), India's biggest advertiser. HLL recently invaded the web with the re-launch campaign for the new Close Up.

Although, this has yet to sink into media planners as till date each medium is looked at as a separate element of a campaign, rather than binding them together. And the fact that the Internet is not being better utilised by advertisers has been attributed to media planners, measurements and standards.

This might just be the arrival of online advertising and its progression onto larger scales.

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