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Microsoft India director advertiser and publisher solutions R Rajnish said that
technologies will come in that will reduce bandwith needs. IPTV will help here.
What will also help is Cern's work on the Big Bang Project. Cern which created
the worldwide web is using Grid Technology for this project. This is capable of
processing and storing massive amounts of data. Once it is completed the technology
will be released around a year-and-a-half down the line. This
technology would for instance allow one to download a film in five minutes. Another
issue is creativity in online video. MSN is already doing work in this area. He
offered the example of the film Jaane Tu Jaane Na where Aamir Khan's nephew walked
across the page knocking and saying hi. " This is video though one may not
realise it at first" he said. He
added that what is increasingly being seen is the fact that videos are starting
to run on banner space. The expectation is that video will transform banner advertising.
Offering an example of the opportunity in online video for content creators and
advertisers he says that Star One's Laughter Challenge has been viewed more on
You Tube than on the channel. Jivox
MD Naren Nachiappan noted that 80 per cent of users who view online videos do
not mind watching ads. For all the talk about bandwith the fact is that You Tube
is the sixth most trafficked sitre in the country. "Video engagement is more
signficant than any other online offering. You can compress more information in
a video than in a text ad or graphics." He
added that instream video is growing. This means that an ad is inserted in the
video either before the video starts or during the middle or after the video is
completed. This could be for an interveiw with a film star for instance. The challenge
is to decide upon the length of an ad. There is no consensus at the moment he
explains. While you can put in relevant ads for videos at this point in time one
does not have research to show the consumers frame of mind when he/she is snacking
through videos. Jivox
provides an online video advertising service. Users can select stock video mand
audio and then add images, logos. The click through rates for video ads are higher
than for other forms of display advertisements.Nautanki TV CEO and co-founder
Sunil Nair noted that people in the smaller towns view online videos. This provides
an opportunity for advertisers to build reach. At the same time just puting a
video on the net somewhere will not work. Content at the end of the day drives
consumption. So ads need to be relevant. He
said that agencies are lethargic when it comes to understanding online video.
"They must realise that it is different from banner and text ads. There is
a cost involved. Video costs more and advertisers should be willing to pay on
a cost per view basis rather than on a cost per minute basis. We have worked with
Channel (V) for Get Gorgeous and it has got over a million views." He
added that what will happen is that content creators will approach advertisers
directly to work on this new medium. He said that Nautanki TV offers an Online
Video Rating Point. | 
