Sharing his views on digital, Ravi Kiran, CEO-South Asia, Starcom Media Vest, stated that digital was not just a medium but a part of life. He addressed the gathering at the Ad Club’s Media Review 2008 on the need to unlearn what they knew about the medium, mainly because people had no clear direction on the usage and accountability that the medium could generate.
Kiran said, “Digital to me is not a medium, it is life – simply because like life, the world of digital evolves every second, and so everyone in the media and advertising field needs to understand that not everything can be measured. Hence, one should also part with the idea of too much of experimentation and shift the focus from ‘Should I to how should I’.”
Kiran further said, “In the last one year, 20 per cent of more advertisers have used digital to market close to 550 brands, and by 2009, the digital industry is expected to grow to Rs 1,000 crore. With integration of digital media with non-digital media, an agency can give a seamless solution to the client for his/her brand. So, it is time that we think about folks and not us.”
Ad Club’s Media Review 2008 - Unstoppable or unsustainable, learn it from the experts