Digital Summit 2006 Day 2: Have advertisers and media planners set too high a standard for online media?
Day Two of the Digital Summit 2006 saw interesting debates on the potential of the online medium from the marketer’s point of view. The first session of the day saw speakers brainstorming over whether media planners and marketers have set very high standard for the online media to deliver.
Day Two of the Digital Summit 2006 saw interesting debates on the potential of the online medium from the marketer’s point of view. The first session of the day saw speakers brainstorming over whether media planners and marketers have set very high standard for the online media to deliver and whether publishers are unwilling to be transparent about the end-results.
Raj Gupta, President, Insight tried to redefine the well-classical decision-making AIDA model (Attention, Interest, Desire and Action) for the online media terming it as AISAS (Attention, Interest, Search, Action, Share).
He said, “61.2 per cent of the population in India is below 30 years of age and 22 per cent of product advertised in this country cater to the youth. As we don’t have any other youth medium, the Internet can fulfil it.”
“Other than that, time spent on the Internet is rising. With mass audience turning into masses of audiences and ad avoidance on cable and satellite television as high as 70 per cent with most of them richer TG, online becomes the obvious choice where the ad avoidance is minimum,” he said.
Responding to the popular perception that the Internet is not the medium for brand building, he said, “If you want to use the Internet only for brand building, then you are in fact short selling the medium.”
Pearl Uppal, Director-Sales, Yahoo India, said, “The online media is unique because instant two-way communication is possible only through this medium. It has made brand management and brand engagement possible.”
Raj Naik, CEO, NDTV Media, who started saying that he was unqualified to speak on the subject, turned to be the person who invited most applause from the audience. Taking a layman’s stand, he said, “There is a lot of mystery behind the Internet. The herd mentality of online advertisers need to be changed,” he insisted.
Drawing comparison between ad revenues earned by the traditional media and the online medium, Naik pointed out, “Though the Internet has a 3.8 crore population in India, the online media has been able to attract only 100 advertisers, whereas TV, on the other hand, has 5,000 advertisers.”
Summing up the first session, moderator Ravi Kiran, CEO, Starcom MediaVest Group, South Asia said, “We have long seen the medium from the media planner’s, the advertiser’s point of view, now we should look at the Internet from the consumer’s point of view.”
Agreeing with Naik’s proposition against the title of the session, Ravi Kiran said that, “What is mainstream and what is emerging is fast changing. On the controversy over the Internet’s ability to deliver the marketer, Kiran said, “It is not about counting heads, rather understanding heads.”
If the first session was interesting, the subsequent panel discussion saw some hot discussions. The moderator set the ball rolling on the topic ‘CMO Panel: Delivering Digitally’ posing questions like “Have the traditional agencies been able to handle new media marketing?” “Will some marketers form digital marketing team?” and so on.
Lloyd Mathias, Marketing Director, Motorola, came out with some brilliant advice. He said, “Don’t use online for ‘building’ just for building on your ‘traditional media’ campaign. Rather create communication specific for the net, using the inherent advantages… Get the ad agency to think online as agencies are rich with creative folk who can write only TV scripts.”
Naren Chandra, Head of Marketing, International Banking, ICICI Bank, dug into his own experience to state how he had to give explainations for a small rise in his online budget, whereas he did not have to do the same for the so-called mainstream media. “Accountability has to be ensured within the medium,” he added.
Dinesh Sharma, Marketing Manager, Samsung CDMA, made some pessimistic observations on the potential of the medium for the marketer, “While on net, users tend to look more for information, so they hardly pay attention to advertisements, whereas while watching TV, their attention is leisure oriented.”
He counted varieties of challenges before the online medium like limited reach, lack of independent offline research to justify claims, new competing 3Ms (Mobiles, Malls and Multiplexes) with web, lack of human and qualitative element in online research, traditional media’s performance and the count goes on.
However, others were not so pessimistic.
Kedar Sohoni, Director, Cross-tab, made a superb case in favour of online media saying, “The consumer has changed, but we have not been able to change our own apprehensions of the medium. That is why the status quo for the online medium remains.”
Supporting Sohoni, Sudhir Nair, Associate VP, Grey Interactive, said, “We have set extreme standards for the digital media for getting results, which is unhealthy for this new medium.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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