Online radio has a tiny share in the marketing pie. We had initial resistance from planners and clients. But this is ‘the’ medium, it is where people are converging, a space where people are coming and engaging. The spends on Internet are growing year on year. When you notice within that space how the money is spent, you will notice that there is a lot of experimentation that is happening.

exchange4media Staff Nov 26, 2012 12:00 AM

Wall paintings have certainly moved beyond traditional display. There has been a lot of innovation like glow paintings, florescent paintings and reflective paintings in the last couple of years. Things are changing along with the change in technology and it has become more systematic and organised.

exchange4media Staff Nov 22, 2012 12:00 AM

In the past, ‘work hard’ was the mantra. Now it is ‘work smart’. Gen-next professionals have to be very clear about the top few priorities in their lives and commit their time and resources to the most important things first. You have to decide what is right for you and what is wrong.

exchange4media Staff Nov 22, 2012 12:00 AM

Companies will have to integrate social media within their internal structure and start interacting with consumers in a much more comprehensive way. That’s what we call Social CRM. Speed is of essence and so is transparency.

exchange4media Staff Nov 21, 2012 12:00 AM

Digital is no more an option today, it is a way of life. The balance of power is slowly shifting from traditional media to an engagement model. Mobile will further accentuate this. India’s large youth segment is certainly impacting a media-mix rethink. The switchover for clients is not easy. This is a very dynamic space and we have made huge investments in it, both in terms of strategy and design. You can look forward to some major announcements soon.

exchange4media Staff Nov 16, 2012 12:00 AM

Technology changes fast. Online fads are moving even faster. Established digital marketing channels are in a continual process of improvement. New platforms with new capabilities are germinated to fill up the loopholes and gaps in the existing ecosystem, but the biggest challenge is human acceptance or ‘change’. People seem to automatically scan a new situation in their minds and perceive the negative factors.

exchange4media Staff Nov 15, 2012 12:00 AM

People even in the remotest parts of the country are using e-commerce to make bill payments like airline tickets and shop online. The number of e-commerce transactions is growing two to three times that of face-to-face transactions. Internet is here to stay, it is everywhere and is creating a new mindset. Visa looks to empower this – our motto is ‘Visa everywhere you want to be’ and with the internet, there’s no place on this planet now where you can’t use a Visa card.

exchange4media Staff Nov 9, 2012 12:00 AM

Films today have become boring and predictable, unlike those of the olden times. The art of storytelling is distorted. If in a 30-second commercial you can’t surprise people, can’t make them smile or sad, you might as well not do it. If you are only doing it for the money, then why do it?

exchange4media Staff Nov 2, 2012 12:00 AM

Metrics for TV has been built over the years. The industry also saw the evolution of OTS (Opportunity to See) metrics. However, there is no such metrics for digital as yet. According to me, with billions and billions of impressions, OTS is becoming infinite. On the other hand, benchmarks with respect to visibility have not happened in digital yet. Thus, metrics is more challenging in digital probably because so many things are changing.

exchange4media Staff Oct 30, 2012 12:00 AM

Keeping commercial pressure out is difficult, sometimes I agree, but we all know what brings in the revenue and so sales will sell. In such a situation, one defines what he or she stands for, what the brand stands for and executes with as much believability as possible. A lot of time commercial content is decided keeping the RJ’s brand and image in mind, thank God! I just keep it real.

exchange4media Staff Oct 29, 2012 12:00 AM

One of major initiatives that the industry needs to take care of is the quality of media. Apart from that, a great amount of regulation needs to be in place to control the outdoor clutter. This is needs to be taken seriously because if that doesn’t happen, neither the media owner nor the brand will get value from the campaign. Measurability at the airport is a bit in control because of the accessibility of the demographic and psychographic data, which is still lacking while measuring traditional outdoor campaigns.

exchange4media Staff Oct 29, 2012 12:00 AM

I think digitisation is a most welcome development… The consumer will gain by way of choice, broadcasters will gain by more capacity, the government gains by way of taxes and in the long term, cable operators will gain, otherwise they would have lost out to DTH anyway. So, digitisation is a win-win situation for everyone.

exchange4media Staff Oct 26, 2012 12:00 AM

Mobile TV is very interesting. Once connectivity concerns are sorted, the time-spent watching television content on mobile will sure go up. Question is whether mobile/ tablets will become the primary screen. Our belief is it won’t. While for certain genres such as news and sports this consumption could be high, for linear entertainment content mobile/ tablets will remain second screens.

exchange4media Staff Oct 3, 2012 12:00 AM

We are growing at a good rate. Last year, we grew almost 70 per cent. We have been able to differentiate and that shows in the numbers. Most of the brands that come to us are exclusive to Chennai Live. We are reaching almost 90 per cent of our target audience. We have exclusive brands who advertise only with us such as Taj, Hilton, Apple, BMW, Mercedes, Aloft, Paypal, Microsoft and more.

exchange4media Staff Sep 28, 2012 12:00 AM

We are an aberration for a new agency. And I hope the media won’t put us in the same pond as some minnows. We want to be India’s first transcontinental agency that takes Indian clients to global markets, and the first agency that opens the bustling Indian market to unaligned global brands. And we want to be India’s first global agency.

exchange4media Staff Sep 28, 2012 12:00 AM

The main focus is to strengthen the existing brand digitally. If newspapers were the source of conversation in the past, today social media is the source of conversation. If you look at the newspaper, the way news flows and the approach is different and, therefore, the way a digital product will be constructed will be different. I reckon there will be a lot of digital initiatives.

exchange4media Staff Sep 21, 2012 12:00 AM

Out of home platform today can be used as a standalone media in a brand’s communication plan. It is a media that brands trust and believe in. Out of home is not just a reminder medium, but an informative medium. OOH helps brand managers segment their consumer profile for better reach and communication.

exchange4media Staff Sep 18, 2012 12:00 AM

Digitisation allows you to segment even more, because up until now, the critical mass that we needed as a channel was being denied to us because of analog distribution, where there was only space for 100-odd channels. With digitisation and space for 500-600 or as many channels as you want, you can finally have segmented channels which appeal to very small audience segments, but still those audience segments ascribe a very good value to that channel and are willing to pay money to acquire that channel and view it.

exchange4media Staff Sep 14, 2012 12:00 AM

Birds and animals are getting more mindshare than human beings on mobile. Talking Tom and Angry Birds are the culprit. Every month approximately 150 million apps are downloaded, and this is estimated to reach 300 million by December 2012. Gartner reports reaffirm our views. The reports estimate the Indian mobile apps market to be pegged at nearly Rs 750 crore ($150 million) and foresee a steady growth in downloads across various platforms

exchange4media Staff Sep 7, 2012 12:00 AM

We are aware that the clients’ expectations are changing. Keeping this in mind, we need to diversify into new media offerings and allied services… The future does belong to the digital world and the pioneers in this field today will be the rulers of tomorrow. Triton has set in motion a quiet internal revolution and will soon be ready to make our presence felt either with home grown talent or through an M&A.

exchange4media Staff Sep 7, 2012 12:00 AM