India and Web 2.0: ‘Intelligent use of user data can provide higher ROI to advertisers’
Even as the Web 2.0 phenomenon is being hotly debated in the cyberworld, what implications does it have for advertisers? Then there is the issue of the older crop of websites that are yet to adopt Web 2.0 vis-à-vis the newer generation websites and portals. While for portals like Shaadi.com Web 2.0 adoption is a must, websites of newspapers can perhaps continue with Web 1.0, at least for the time being.
According to the I-Cube 2007 report brought out by IAMAI and IMRB out, more and more Indians are becoming active Internet users with many new users coming from the non-metros. The report further observes that utility services such as bill payments, ticketing and banking, which were earlier done manually, are now done online.
The report further states, “Continuous improvement in email features has led to a bullish journey of the email, which was earlier on a declining trend. The popularity of entertainment activities like online gaming and video downloads has increased the share of the entertainment segment in the main applications used.”
The report also notes that in a bid to tap the potential market of young India, online application providers are targeting school-going kids to catch them early. They are exposing them to the latest technologies so that they become habitual Net users and become proactive in driving Web 2.0 in the future.
Taking a look at the advertising benefits coming from these advancements, Dinesh Wadhawan, MD & CEO, Indiatimes.com, said, “Users’ involvement with Web 2.0 is huge, which means that more people are contributing as well as reading what other users have to say. In such a scenario, viral marketing works well, especially for cult brands like Apple. You can get advertising worth crores while spending next to nothing.”
Meanwhile, BCWebwise’s CEO and MD, Chaya Brian Carvalho strongly believes that Web 2.0 is to the advantage of the consumers. “Advertisers have to gear up for real feedback and information, and trends that will be governed solely by consumers,” she added.
Manish Agarwal, VP-Marketing, Rediff.com, pointed out that the basic tenet of Web 2.0 lay in co-creation by users. “Hence, if user data is intelligently mined and used for behavioural targeting, it has the potential to provide higher ROI to advertisers and optimal utilisation of inventory for the service provider,” he said.
“Web 2.0 is not an advertising tool,” Hitesh Oberoi, COO, Naukri.com said, adding, “Advertisers will advertise on sites that use Web 2.0 tools and techniques just like they advertise elsewhere. Like everywhere else, advertisers will look at metrics like traffic, quality of user base, relevancy of the user base, branding opportunities, quality of targeting, etc. Advertisers are only interested in the response they get. They don’t care about Web 1.0 or 2.0 or 3.0 for that matter.”
Looking at the future of websites that had not yet embraced the newer solutions, Wadhawan said, “As long as sites continue to innovate and serve users’ needs, I am sure they can sustain themselves.” Agreeing with him, Carvalho said that they would co-exist.
Rediff’s Agarwal pointed out that Web 1.0 companies would find it difficult to match the speed of growth and diminishing user acquisition cost of Web 2.0 companies. “Web 2.0 companies provide richness of user experience and satisfaction of co-creation, coupled with freedom to customize, which leads to very fast product proliferation by sheer word-of-mouth. Web 1.0 companies would lose out eventually as they fail to keep users excited, and gradually users would drift to better and richer experiences,” he said.
Oberoi firmly believes that advertisers are the best placed to benefit from this. He said, “Unlike the new websites, existing websites have a brand, a user base and clients who benefit from the service. As long as they recognise the opportunity and are able to transition their sites to use some of the Web 2.0 tools and techniques which make sense for them they will benefit immensely.”
Citing the example of Shaadi.com, Mittal said, “Of course they can. Since its inception, Shaadi.com has been a Web 2.0 concept, which emphasises on user-generated content. It provides users a platform to interact with each other and share information.”
Meanwhile, Sudipto Majumdar, CTO, Zapak, observed, “Not all ‘older generation’ websites need to adopt Web 2.0 with a vengeance. Many sites (like newspapers, etc.) work reasonably well with the Web 1.0 paradigm. It is transaction and application related sites like travel, e-commerce, etc., that need to adopt it vigorously. Most of the ‘older generation’ websites, however, are slowly embracing some of the paradigms of Web 2.0 in their sites. Those who fail to do so will slowly lose out in perception of the users as a modern site.”
With such widespread utilities and benefits coming out of the technological advancement, Indian Internet users will surely reap the benefits in the coming months itself. The clarity and understanding on the players’ part will also impact this progress.
Also see:
Making India ready for Web 2.0: Defining the phenomenon
Web 2.0, a reality check: A boost to online business, but India has some catching up to do
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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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