Advertising spend in India in the twelve months period ended June this year stood at $6.7 billion (around Rs 29,727 crore) across mainstream media, posting the highest annual growth rate of 28 per cent in the Asia Pacific region, according to a survey.
The Nielsen Company's survey that covered a dozen countries in the region, estimated that ad spends across television, newspaper and magazine in India witnessed 32 per cent growth in the second quarter (ended June) of this calender with total ad spend of $1.92 billion (around Rs 8,520 crore).
"...the largest proportion of India's media spend was garnered by newspapers, growing at 32 per cent year-on-year (Y-O-Y)," the survey said. The newspaper segment grossed a total of $3.9 billion (around Rs 17,300 crore) during the period.
Television followed newspapers in ad spend growth at 24 per cent Y-O-Y in India and stood at USD 2.4 billion (around Rs 10,648 crore). Magazines saw an eight per cent increase YOY at $393 million (about Rs 1740 crore).
Over and above the mainstream media ad spend, other media such as radio, outdoor, pay TV, cinema combined showed a growth of 31 per cent in the twelve months up to June 2010 in India totaling $1.2 billion (about Rs 5,320 crore).
The top ten categories, including services, personal care and food & beverages represented 51 per cent of all mainstream media ad spend in India.
According to the survey, advertising spend was highest on television during the year across the region that includes China, Indonesia, Hong Kong, Australia, South Korea, Thailand, Singapore, Philippines, Malaysia, Taiwan and New Zealand besides India.
The second highest overall growth in ad spend across the region after India was seen in Indonesia at 24 per cent, followed by Hong Kong at 18 per cent during the 12 month period ended June.
Friday, October 29, 2010
Monday, October 25, 2010
Invitable Process of Link Building
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Friday, October 22, 2010
Calvin Klein billboards, buy SEX not merchandise!
There's been a lot of talk about the Lara Stone Calvin Klein billboard and its removal after it was deemed inappropriate by the Advertising Standards Bureau who decided the imagery was pornographic, because it looked like the shirtless male models were gang raping poor Lara. It is an entirely subjective thing as to whether the ASB made a good judgement call looking after public interests, or if the response was over-sensitive and hysterical. Ultimately, by removing the ad the imagery has been brought more attention than a billboard could ever generate if it was left without comment.
If the marker of successful advertising is how it provokes consumer desire, a desire that finds temporary satisfaction in consumption, then it could be argued that all advertising is inherently pornographic. After all, it is also just a means to an end. If ‘pornography’ exists to incite lust, then great advertising - that not only arouses us but simultaneously compels, provokes and propels us in our consumption - is really, the most elite form of good, old-fashioned porn.
It's no secret that the basis of all advertising is firmly located in desire, and so it can be difficult understanding why billboards like the one above, seem to bring so much controversy. This Calvin Klein billboard featuring Lara Stone has now been banned in Australia. The Advertising Standards Bureau ordered its removal following complaints of the image invoking violence against women. It’s been banned not because of its highly charged depiction of sexuality or its partial nudity; but rather, according to some officials, because it alludes to gang rape.
We can’t deny that it is sexually suggestive. Calvin Klein - along with the majority of major fashion brands - has made a killing based on the concept. It’s also glamorous and a little sinister. The cage around the subjects, the red streaks on either side of the image, the X in the bottom right corner. Make no mistake about it, this billboard is alluding to something explicit.
Yet, it is this allusion to the explicit that separates it from pornography. If pornography is marked by actualisation, fulfilment, then this image does something completely different. It is provocative, it makes a suggestion, and the way the viewer interprets it is left entirely up to them. And it's the potential interpretation of what is alluded to in the picture that is terrifying.
There is always a horror in the unknown, and it takes the controversy surrounding an advertisement like this to override the powerful mechanism at work in advertising. It is clever, it speaks, it gets us talking. To censor, to silence, an image like this, is actually imbuing it with more power. Perhaps advertising executives should take note of the controversy surrounding this Calvin Klein billboard.
This advertisement gives us just enough to get us talking. It leaves us unsatisfied, in a manner of speaking.
It's no secret that the basis of all advertising is firmly located in desire, and so it can be difficult understanding why billboards like the one above, seem to bring so much controversy. This Calvin Klein billboard featuring Lara Stone has now been banned in Australia. The Advertising Standards Bureau ordered its removal following complaints of the image invoking violence against women. It’s been banned not because of its highly charged depiction of sexuality or its partial nudity; but rather, according to some officials, because it alludes to gang rape.
We can’t deny that it is sexually suggestive. Calvin Klein - along with the majority of major fashion brands - has made a killing based on the concept. It’s also glamorous and a little sinister. The cage around the subjects, the red streaks on either side of the image, the X in the bottom right corner. Make no mistake about it, this billboard is alluding to something explicit.
Yet, it is this allusion to the explicit that separates it from pornography. If pornography is marked by actualisation, fulfilment, then this image does something completely different. It is provocative, it makes a suggestion, and the way the viewer interprets it is left entirely up to them. And it's the potential interpretation of what is alluded to in the picture that is terrifying.
There is always a horror in the unknown, and it takes the controversy surrounding an advertisement like this to override the powerful mechanism at work in advertising. It is clever, it speaks, it gets us talking. To censor, to silence, an image like this, is actually imbuing it with more power. Perhaps advertising executives should take note of the controversy surrounding this Calvin Klein billboard.
This advertisement gives us just enough to get us talking. It leaves us unsatisfied, in a manner of speaking.
Tuesday, October 19, 2010
Track Ad clicks with Dynamic destination URLs
Google is announcing an update to ValueTrack, a feature for those of you who use third-party tracking software or have access to your web logs. They made it easy to track search and content campaigns separately by adding special parameters to destination URLs. With the additional ValueTrack enhancements available, you can track even more detail including the keyword matching option for your ad clicks.
Starting now, your destination URL can include the {matchtype} and {network} parameters. Here's a quick example of how you might use these parameters:
Let's say you have a keyword-targeted campaign running on Google search, search partners, and the Google Display Network. If your website is www.yoursite.com, you can use the new and existing ValueTrack parameters in your AdWords campaign to set the destination URL to: http://www.yoursite.com/?keyword={keyword}&matchtype={matchtype}&source={network}.
If an ad click comes from a search partner, and the keyword that triggered the ad, used cars, is a broad match keyword, in your web logs you will find that the ValueTrack parameters in the URL have been replaced with the following:
{keyword} = used cars
{matchtype} = b
{network} = s
In your web logs you will see: http://www.yoursite.com/?keyword=used%20cars&matchtype=b&source=s
Starting now, your destination URL can include the {matchtype} and {network} parameters. Here's a quick example of how you might use these parameters:
Let's say you have a keyword-targeted campaign running on Google search, search partners, and the Google Display Network. If your website is www.yoursite.com, you can use the new and existing ValueTrack parameters in your AdWords campaign to set the destination URL to: http://www.yoursite.com/?keyword={keyword}&matchtype={matchtype}&source={network}.
If an ad click comes from a search partner, and the keyword that triggered the ad, used cars, is a broad match keyword, in your web logs you will find that the ValueTrack parameters in the URL have been replaced with the following:
{keyword} = used cars
{matchtype} = b
{network} = s
In your web logs you will see: http://www.yoursite.com/?keyword=used%20cars&matchtype=b&source=s
Remarketing in a new course in the AdWords Online Classroom
Today, October 20th, Google'll be hosting a live online course on remarketing. This interactive presentation will be delivered by an Online Media Specialist and will take approximately one hour, including time for Q&A.
Remarketing is a simple way to connect with your website visitors. After driving traffic to your site with search ads, you can then remarket to those people who reach your site by showing them tailored ads as they browse through sites on the Google Display Network.
During this session Google'll take you through the benefits of using remarketing and how to set it up in your account.
Remarketing is a simple way to connect with your website visitors. After driving traffic to your site with search ads, you can then remarket to those people who reach your site by showing them tailored ads as they browse through sites on the Google Display Network.
During this session Google'll take you through the benefits of using remarketing and how to set it up in your account.
Microsoft deepens ties with Facebook in Web search battle
Microsoft Corp deepened its ties with social networking company Facebook on Wednesday, bolstering its fledgling Bing search engine to catch up with Google Inc.
Starting on Wednesday, Bing will take data posted on Facebook - such as users’ “likes” or preferences - and use that information to provide more relevant search results.
The tie-up between the world’s largest software company and the largest social network potentially pushes Web searches -- one of the Internet’s earliest activities -- in a new direction.
It underscores the growing competition between Facebook’s 500-million member service and Google, whose search business has dominated the Web in past years.
Google owned the old Web, the content-centric Web. Facebook has early leadership in the new Web, the social web. This is the real long-term conflict. Microsoft in that sense, is a secondary player in this new battle.”
The new social search features are unlikely to immediately boost Bing’s market share which has been creeping up since launching last year but noted that the deal allows Bing to differentiate itself, with access to information that Google doesn’t currently have.
Facebook executives said they hoped that other search engines would also use the company’s social data in the future, but chief technology officer Bret Taylor said that Facebook was only working with Microsoft for the time being.
“Right now Microsoft is such a close partner to us that for the foreseeable future I think we just will be working with Microsoft,” said Taylor, in an interview following the announcement, which took place at Microsoft’s Silicon Valley offices.
Microsoft invested $240 million in Facebook in 2007, giving it a 1.6% stake. The two have forged various business collaborations over the years.
A Google spokesman said in an emailed statement that the company welcomes competition that helps deliver useful information and expands user choice, and that having strong competitors benefits Google by making the company work harder.
Microsoft, the world’s largest software company has stepped up its efforts within its online services division which lost $2.3 billion last fiscal year to challenge the dominance of Google, the world’s largest search engine. Its shares closed up 2% at $25.34 on the New York Stock Exchange.
The Facebook data provides important “signals” to help refine search results, Microsoft Online Services Division President Qi Lu told reporters.
As part of their agreement, Bing will be able to access users’ publicly available Facebook profiles and their “likes” on the social networking service, and deliver search results tailored to individual preferences.
“The thing that makes Microsoft a great partner for us is that they really are the underdog here,” Facebook chief executive officer Mark Zuckerberg told reporters at Microsoft’s Silicon Valley offices. “Because of that they are in a structural position where they’re incentivized to go all out and innovate.”
Microsoft introduced the overhauled version of its search engine last year, and forged a 10-year partnership with Yahoo that merges the companies’ back-end advertising systems, offering marketers a larger audience.
Google remains the undisputed leader in search with 66.1 percent of the US market in September, according to research firm comScore. Yahoo is second with 16.7 percent and Bing third with 11.2%.
Starting on Wednesday, Bing will take data posted on Facebook - such as users’ “likes” or preferences - and use that information to provide more relevant search results.
The tie-up between the world’s largest software company and the largest social network potentially pushes Web searches -- one of the Internet’s earliest activities -- in a new direction.
It underscores the growing competition between Facebook’s 500-million member service and Google, whose search business has dominated the Web in past years.
Google owned the old Web, the content-centric Web. Facebook has early leadership in the new Web, the social web. This is the real long-term conflict. Microsoft in that sense, is a secondary player in this new battle.”
The new social search features are unlikely to immediately boost Bing’s market share which has been creeping up since launching last year but noted that the deal allows Bing to differentiate itself, with access to information that Google doesn’t currently have.
Facebook executives said they hoped that other search engines would also use the company’s social data in the future, but chief technology officer Bret Taylor said that Facebook was only working with Microsoft for the time being.
“Right now Microsoft is such a close partner to us that for the foreseeable future I think we just will be working with Microsoft,” said Taylor, in an interview following the announcement, which took place at Microsoft’s Silicon Valley offices.
Microsoft invested $240 million in Facebook in 2007, giving it a 1.6% stake. The two have forged various business collaborations over the years.
A Google spokesman said in an emailed statement that the company welcomes competition that helps deliver useful information and expands user choice, and that having strong competitors benefits Google by making the company work harder.
Microsoft, the world’s largest software company has stepped up its efforts within its online services division which lost $2.3 billion last fiscal year to challenge the dominance of Google, the world’s largest search engine. Its shares closed up 2% at $25.34 on the New York Stock Exchange.
The Facebook data provides important “signals” to help refine search results, Microsoft Online Services Division President Qi Lu told reporters.
As part of their agreement, Bing will be able to access users’ publicly available Facebook profiles and their “likes” on the social networking service, and deliver search results tailored to individual preferences.
“The thing that makes Microsoft a great partner for us is that they really are the underdog here,” Facebook chief executive officer Mark Zuckerberg told reporters at Microsoft’s Silicon Valley offices. “Because of that they are in a structural position where they’re incentivized to go all out and innovate.”
Microsoft introduced the overhauled version of its search engine last year, and forged a 10-year partnership with Yahoo that merges the companies’ back-end advertising systems, offering marketers a larger audience.
Google remains the undisputed leader in search with 66.1 percent of the US market in September, according to research firm comScore. Yahoo is second with 16.7 percent and Bing third with 11.2%.
Ad spending in Asia up sharply in first half of 2010
Advertising spending in the Asia-Pacific region rose strongly in the first half of 2010 as economies emerged from recession, research firm Nielsen said Thursday.
Advertisers spent $67.69 billion in the six months to June, up 17% from 2009 and 20% higher than the figure for the same period in 2008 before the onset of the global downturn, a press statement said.
“With consumers already spending, many high-profile global and regional marketers have identified the opportunity and already launched ‘back to business as usual´ advertising strategies,” said Richard Basil-Jones, regional managing director at Nielsen Media.
Media companies suffered during the global recession as consumers tightened their belts and companies cut back on advertising.
“Our latest ad spending results confirm that the majority of regional and global marketers have quickly returned to converting consumers’ spending intentions into real growth in sales during 2010,” Basil-Jones said.
He added that despite cautiousness in the United States and Europe, “the outlook for continued growth in advertising for the remainder of 2010 appears extremely positive across all 12 (Asia-Pacific) markets”.
India led the growth, with ad spending in the world’s second most populous nation rising 33% in the first half, followed by Indonesia with a year-on-year growth of 29%, Nielsen said.
Spending in Hong Hong rose 25%, followed by Malaysia (22%), Taiwan (21%), the Philippines (19%), South Korea (18%), Singapore (15%), China (14%), Thailand (12%), Australia (11%) and New Zealand (nine%).
The Asian Development Bank in September raised its forecast for regional growth, saying developing economies would expand by an average of 8.2% in 2010 instead of 7.5% as predicted earlier in the year.
Advertisers spent $67.69 billion in the six months to June, up 17% from 2009 and 20% higher than the figure for the same period in 2008 before the onset of the global downturn, a press statement said.
“With consumers already spending, many high-profile global and regional marketers have identified the opportunity and already launched ‘back to business as usual´ advertising strategies,” said Richard Basil-Jones, regional managing director at Nielsen Media.
Media companies suffered during the global recession as consumers tightened their belts and companies cut back on advertising.
“Our latest ad spending results confirm that the majority of regional and global marketers have quickly returned to converting consumers’ spending intentions into real growth in sales during 2010,” Basil-Jones said.
He added that despite cautiousness in the United States and Europe, “the outlook for continued growth in advertising for the remainder of 2010 appears extremely positive across all 12 (Asia-Pacific) markets”.
India led the growth, with ad spending in the world’s second most populous nation rising 33% in the first half, followed by Indonesia with a year-on-year growth of 29%, Nielsen said.
Spending in Hong Hong rose 25%, followed by Malaysia (22%), Taiwan (21%), the Philippines (19%), South Korea (18%), Singapore (15%), China (14%), Thailand (12%), Australia (11%) and New Zealand (nine%).
The Asian Development Bank in September raised its forecast for regional growth, saying developing economies would expand by an average of 8.2% in 2010 instead of 7.5% as predicted earlier in the year.
The Online Advertising Experiment
In 2009, Webchutney Studio Pvt. Ltd, a Delhi-based digital marketing agency, studied the attitude of marketers, usage and ad spending allocation to digital media compared with traditional media, such as print and television. The study was in collaboration with knowledge partner JuxtConsult Research and Consulting Pvt. Ltd. Digital Media Outlook 2009 showed how the slowdown prompted many advertisers to look at cost-effective advertising, including mobile and online modes.
Digital Media Outlook 2010 continues to track the trend in the online and mobile space as far as ad spending goes. The scope of the study has widened — it covers the top 1,000 marketers, including brand chiefs and marketing and communication heads of various sectors. Last year’s survey had the top 500 advertisers in the space.
“Our primary objective was to study the nature of allocation of ad spends by top marketers across various mediums. In the process, we also analysed the rationale that drives spends towards the online media,” said Siddharth Rao, chief executive officer, Webchutney.
The study, conducted between April and July 2010, pegged the overall ad spending of the top 1,000 marketers at Rs 18,950 crore in 2009-10. It also estimated ad spending growth at a compound annual growth rate (CAGR) of 15% from 2008 to 2011. Moreover, the ad spending of the top 1,000 marketers increased 16% in 2009-10 from the previous fiscal.In fact, 14% growth is expected in the 2010-2011, increasing overall ad spending to Rs 21,523 crore.
Though the online spending share of the top 1,000 advertisers is still quite low at 4% in 2009-10, it marks an increase from 2% in 2008-09. It is estimated that the share of online marketing will grow to 5% in 2010-11.
The report also observes that 2009 was touted as the year of mobile advertising in which the spending share was expected to grow over 600%. Actual growth has been only 45% and is likely to slow to 36% in 2010-2011.
“The scope of marketing in the mobile landscape has been hyped. There’s been too much expectation in too little time,” Rao said. “The number of mobile Internet users is too small to spark marketers’ interest in this medium.”
The report states that only 25% of marketers say they plan to increase spending on mobile advertising in 2010-11 while 38% want to cut it. While verticals with maximum overall ad spending contribute the least online, it’s marketers with the smaller ad budgets who spend a higher marketing budget online.
Despite challenges, Digital Media Outlook 2010 reports that online ad spending will increase by 45% in the next financial year. Despite a slow start, online advertising continues to gain momentum, thanks to its growing reach and the awareness of consumers.
Growing Online Medium: Though online spend share of the top 1,000 advertisers remains low at 4% in fiscal 2010, it’s still a jump from 2% in fiscal 2009. Online advertising share will continue to grow albeit slowly and is expected to touch 5% in fiscal 2011. Ad spend share will continue to be dominated in 2010-11 by television (close to Rs 8,100 crore), followed by print (Rs 6,690 crore), and below-the-line advertising at Rs 3,758 crore. In 2010-11, online advertising is estimated to grow at Rs 876 crore while mobile advertising will marginally increase to reach Rs 129 crore.
Falling Mobile Spend: Mobile advertising spends have been low at 45% in fiscal 2010. In fact,this is likely to drop further to 36% in fiscal 2011. Mobile advertising stood at Rs 65 crore in 2008-09 and saw a marginal growth of 0.5% in 2009-10 and stood at Rs 95 crore. And while sectors such as consumer services, auto and durable goods had the maximum spend share in the mobile segment (21%), pharma spent only 1% in the space. Telecom, too, had a low spend share in the segment of just 2%.
Banks Biggest Spenders: The FMCG sector, with the largest overall ad spend of Rs 7,910 crore at 42%, spends only Rs 56 crore or 9%, on advertising online. It is the banking, finance and services industry which contributes the maximum (around Rs 114 crore or 19%) to total online spends. This is followed by sectors such as consumer services which spends Rs 108 crore in the space. IT spends Rs 79 crore and telecom spends Rs 70 crore in the online advertising segment, according to the report.
Using Social Media: It’s clearly with the need to connect with younger consumers that the report has noticed an increase of 50% in social media usage by advertisers. Facebook, YouTube and Orkut continue to be popular social media platforms for advertisers. General Motors, for instance, ended up with more than 10,000 fans on Facebook in less than six months.
Tracking viewers Online: Mrutyunjay Mishra, co-founder of Webchutney Studio Pvt. Ltd, says advertisers haven’t yet utilized the potential of the online medium in terms of advertising. While 73% of advertisers view only the click impressions (the number of times viewers click on the site), 84% don’t know how to track viewers who reach advertisements or companies through social media. Advertisers cannot think of the online medium as a substitute for traditional media. They need to look beyond just clicks, added Mishra.
Why spend on Online Ads?: Maximum online ad spends were done to enhance website development, display and search modes. Spends on display ads accounted for 24% of overall spends. While consumer services are expected to contribute the maximum in fiscal 2011, the share of banking, financial services and insurance are likely to drop to 16% from 19% in 2009-10. Mohit Gupta, chief marketing officer of travel portal Makemytrip.com said: “Digital media has always been very important, especially since a majority of our transactions happen on the website.”
Creating Brand Awareness: Online media is effective in driving traffic to a website. And while the medium barely helps in driving traffic to a store, many advertisers admit that it can create brand awareness. “Digital platform as an advertising option is evolving fast and this is where we feel it’s right to invest. We believe that the youth are opinion leaders and we would like to target them,” said L.K. Gupta, chief marketing officer, LG Electronics India.
Tapping Online Potential: Online ad spends will increase by 45% in the next fiscal. At least 51% of the advertisers surveyed in the report have indicated that they will increase spends in the online segment in fiscal 2011. Gaurav Gupta, business head, utility vehicles and strategic planning, General Motors India, says: “Media and creative agencies have to sell the power and potential of the online medium. Too much of focus on return-on-investment (ROI) takes away from the true potential of the medium.”
Despite a slow start, online advertising continues to gain momentum, thanks to its growing reach and the awareness of consumers
Digital Media Outlook 2010 continues to track the trend in the online and mobile space as far as ad spending goes. The scope of the study has widened — it covers the top 1,000 marketers, including brand chiefs and marketing and communication heads of various sectors. Last year’s survey had the top 500 advertisers in the space.
“Our primary objective was to study the nature of allocation of ad spends by top marketers across various mediums. In the process, we also analysed the rationale that drives spends towards the online media,” said Siddharth Rao, chief executive officer, Webchutney.
The study, conducted between April and July 2010, pegged the overall ad spending of the top 1,000 marketers at Rs 18,950 crore in 2009-10. It also estimated ad spending growth at a compound annual growth rate (CAGR) of 15% from 2008 to 2011. Moreover, the ad spending of the top 1,000 marketers increased 16% in 2009-10 from the previous fiscal.In fact, 14% growth is expected in the 2010-2011, increasing overall ad spending to Rs 21,523 crore.
Though the online spending share of the top 1,000 advertisers is still quite low at 4% in 2009-10, it marks an increase from 2% in 2008-09. It is estimated that the share of online marketing will grow to 5% in 2010-11.
The report also observes that 2009 was touted as the year of mobile advertising in which the spending share was expected to grow over 600%. Actual growth has been only 45% and is likely to slow to 36% in 2010-2011.
“The scope of marketing in the mobile landscape has been hyped. There’s been too much expectation in too little time,” Rao said. “The number of mobile Internet users is too small to spark marketers’ interest in this medium.”
The report states that only 25% of marketers say they plan to increase spending on mobile advertising in 2010-11 while 38% want to cut it. While verticals with maximum overall ad spending contribute the least online, it’s marketers with the smaller ad budgets who spend a higher marketing budget online.
Despite challenges, Digital Media Outlook 2010 reports that online ad spending will increase by 45% in the next financial year. Despite a slow start, online advertising continues to gain momentum, thanks to its growing reach and the awareness of consumers.
Growing Online Medium: Though online spend share of the top 1,000 advertisers remains low at 4% in fiscal 2010, it’s still a jump from 2% in fiscal 2009. Online advertising share will continue to grow albeit slowly and is expected to touch 5% in fiscal 2011. Ad spend share will continue to be dominated in 2010-11 by television (close to Rs 8,100 crore), followed by print (Rs 6,690 crore), and below-the-line advertising at Rs 3,758 crore. In 2010-11, online advertising is estimated to grow at Rs 876 crore while mobile advertising will marginally increase to reach Rs 129 crore.
Falling Mobile Spend: Mobile advertising spends have been low at 45% in fiscal 2010. In fact,this is likely to drop further to 36% in fiscal 2011. Mobile advertising stood at Rs 65 crore in 2008-09 and saw a marginal growth of 0.5% in 2009-10 and stood at Rs 95 crore. And while sectors such as consumer services, auto and durable goods had the maximum spend share in the mobile segment (21%), pharma spent only 1% in the space. Telecom, too, had a low spend share in the segment of just 2%.
Banks Biggest Spenders: The FMCG sector, with the largest overall ad spend of Rs 7,910 crore at 42%, spends only Rs 56 crore or 9%, on advertising online. It is the banking, finance and services industry which contributes the maximum (around Rs 114 crore or 19%) to total online spends. This is followed by sectors such as consumer services which spends Rs 108 crore in the space. IT spends Rs 79 crore and telecom spends Rs 70 crore in the online advertising segment, according to the report.
Using Social Media: It’s clearly with the need to connect with younger consumers that the report has noticed an increase of 50% in social media usage by advertisers. Facebook, YouTube and Orkut continue to be popular social media platforms for advertisers. General Motors, for instance, ended up with more than 10,000 fans on Facebook in less than six months.
Tracking viewers Online: Mrutyunjay Mishra, co-founder of Webchutney Studio Pvt. Ltd, says advertisers haven’t yet utilized the potential of the online medium in terms of advertising. While 73% of advertisers view only the click impressions (the number of times viewers click on the site), 84% don’t know how to track viewers who reach advertisements or companies through social media. Advertisers cannot think of the online medium as a substitute for traditional media. They need to look beyond just clicks, added Mishra.
Why spend on Online Ads?: Maximum online ad spends were done to enhance website development, display and search modes. Spends on display ads accounted for 24% of overall spends. While consumer services are expected to contribute the maximum in fiscal 2011, the share of banking, financial services and insurance are likely to drop to 16% from 19% in 2009-10. Mohit Gupta, chief marketing officer of travel portal Makemytrip.com said: “Digital media has always been very important, especially since a majority of our transactions happen on the website.”
Creating Brand Awareness: Online media is effective in driving traffic to a website. And while the medium barely helps in driving traffic to a store, many advertisers admit that it can create brand awareness. “Digital platform as an advertising option is evolving fast and this is where we feel it’s right to invest. We believe that the youth are opinion leaders and we would like to target them,” said L.K. Gupta, chief marketing officer, LG Electronics India.
Tapping Online Potential: Online ad spends will increase by 45% in the next fiscal. At least 51% of the advertisers surveyed in the report have indicated that they will increase spends in the online segment in fiscal 2011. Gaurav Gupta, business head, utility vehicles and strategic planning, General Motors India, says: “Media and creative agencies have to sell the power and potential of the online medium. Too much of focus on return-on-investment (ROI) takes away from the true potential of the medium.”
Despite a slow start, online advertising continues to gain momentum, thanks to its growing reach and the awareness of consumers
Monday, October 4, 2010
Google TV, Enjoy Web Entertainment experience
It’s been almost five months since Google introduced Google TV to the world at Google I/O, and today we’re happy to give you an update on our progress. For those who haven’t yet heard of it, Google TV is a new way to think about TV: it’s a platform that combines your current TV programming and the open web into a single, seamless entertainment experience.
One of our goals with Google TV is to finally open up the living room and enable new innovation from content creators, programmers, developers and advertisers. By bringing Google Chrome and access to the entire Internet, you can easily navigate to thousands of websites to watch your favorite web videos, play Flash games, view photos, read movie reviews or chat with friends—all on the big screen.
Since their announcement, they’ve been overwhelmed by interest from partners on how they can use the Google TV platform to personalize, monetize and distribute their content in new ways. Most of these partner sites already work with Google TV, but many are choosing to further enhance their premium web content for viewing on the television. Today, Google TV is excited to announce several of these content partners.
* Turner Broadcasting has been hard at work optimizing some of their most popular websites for viewing on Google TV, including TBS, TNT, CNN, Cartoon Network and Adult Swim, available anytime through Google TV.
* NBC Universal has collaborated with Google TV to bring CNBC Real-Time, an application that allows you to track your favorite stocks and access news feeds while enjoying the best financial news from CNBC directly on the TV screen.
* HBO will bring access to hundreds of hours of programming to Google TV with HBO GO. Authenticated subscribers will soon be able to access all of their favorite HBO content on-demand in an enhanced website for Google TV.
* NBA has built NBA Game Time, an application that lets you follow game scores in real-time and catch up on the latest highlights from your favorite team in HD.
In addition, Google has partnered with some of the leading premium content providers to bring thousands of movie and TV titles, on-demand, directly to your television. Amazon Video On Demand offers access to over 75,000 titles for rental or purchase, and Netflix will offer the ability to instantly watch unlimited movies and TV shows, anytime, streaming directly to the TV.
They have also been working with some leading technology and media companies to optimize their content for Google TV, including news sites like The New York Times and USA Today; music sites like VEVO, Pandora and Napster; information networks like Twitter; and online networks like blip.tv. And with YouTube Leanback, Google can offer the best experience for you to watch your favorite viral videos and personalized channels on the television.
You can get a sneak peek of some of these apps in the video below:
This is just the beginning. Over the next few weeks, you can expect to hear from more sites that are enhancing their web content for the television.
We’re really excited about the enthusiasm surrounding the platform and can’t wait for it to reach your living room. Devices powered by Google TV will launch this month, so look out for more information in the next few weeks from Sony on its Internet TV and Blu-Ray player, and Logitech on its companion box.
One of our goals with Google TV is to finally open up the living room and enable new innovation from content creators, programmers, developers and advertisers. By bringing Google Chrome and access to the entire Internet, you can easily navigate to thousands of websites to watch your favorite web videos, play Flash games, view photos, read movie reviews or chat with friends—all on the big screen.
Since their announcement, they’ve been overwhelmed by interest from partners on how they can use the Google TV platform to personalize, monetize and distribute their content in new ways. Most of these partner sites already work with Google TV, but many are choosing to further enhance their premium web content for viewing on the television. Today, Google TV is excited to announce several of these content partners.
* Turner Broadcasting has been hard at work optimizing some of their most popular websites for viewing on Google TV, including TBS, TNT, CNN, Cartoon Network and Adult Swim, available anytime through Google TV.
* NBC Universal has collaborated with Google TV to bring CNBC Real-Time, an application that allows you to track your favorite stocks and access news feeds while enjoying the best financial news from CNBC directly on the TV screen.
* HBO will bring access to hundreds of hours of programming to Google TV with HBO GO. Authenticated subscribers will soon be able to access all of their favorite HBO content on-demand in an enhanced website for Google TV.
* NBA has built NBA Game Time, an application that lets you follow game scores in real-time and catch up on the latest highlights from your favorite team in HD.
In addition, Google has partnered with some of the leading premium content providers to bring thousands of movie and TV titles, on-demand, directly to your television. Amazon Video On Demand offers access to over 75,000 titles for rental or purchase, and Netflix will offer the ability to instantly watch unlimited movies and TV shows, anytime, streaming directly to the TV.
They have also been working with some leading technology and media companies to optimize their content for Google TV, including news sites like The New York Times and USA Today; music sites like VEVO, Pandora and Napster; information networks like Twitter; and online networks like blip.tv. And with YouTube Leanback, Google can offer the best experience for you to watch your favorite viral videos and personalized channels on the television.
You can get a sneak peek of some of these apps in the video below:
This is just the beginning. Over the next few weeks, you can expect to hear from more sites that are enhancing their web content for the television.
We’re really excited about the enthusiasm surrounding the platform and can’t wait for it to reach your living room. Devices powered by Google TV will launch this month, so look out for more information in the next few weeks from Sony on its Internet TV and Blu-Ray player, and Logitech on its companion box.
Method of selecting better Content Keywords
There are various and sundry methods for choosing kws for your enhanced content campaigns, ie. contextually targeted advertising on the content network…
* use your instincts and the Google Wonder Wheel
* use the Google Keyword Tool to find related kws, then sort
* use Textanz tool according to David Szetela’s method
* use keywordspy related keywords and sort
The keywordspy.com method I am testing is very similar to using the free Google Keyword Tool, but I’ve found keywords to be somewhat different, plus keywordspy allows you to sort keywords according to “profitability”, which may be an indication of a good niche. Wonder Wheel may dive too deep into long tail terms, and the textanz method is too time consuming for my liking.
My sorting method is based on several factors:
1. search volume and relevance, preferably at least 2 words
2. keyword niche profitability… indicates a profitable niche
3. choose between 5-15 broad keywords only
4. keep an eye for negative keywords as well
* use your instincts and the Google Wonder Wheel
* use the Google Keyword Tool to find related kws, then sort
* use Textanz tool according to David Szetela’s method
* use keywordspy related keywords and sort
The keywordspy.com method I am testing is very similar to using the free Google Keyword Tool, but I’ve found keywords to be somewhat different, plus keywordspy allows you to sort keywords according to “profitability”, which may be an indication of a good niche. Wonder Wheel may dive too deep into long tail terms, and the textanz method is too time consuming for my liking.
My sorting method is based on several factors:
1. search volume and relevance, preferably at least 2 words
2. keyword niche profitability… indicates a profitable niche
3. choose between 5-15 broad keywords only
4. keep an eye for negative keywords as well
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