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Guest Column: 2014 has been a year of more hits than misses: Dhunji S Wadia

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Guest Column: 2014 has been a year of more hits than misses: Dhunji S Wadia

A blurring line between Retailers and E-Tailers, a marked brand preference for longer digital routes, communication playing a pivotal role in elections are some of the highlightsDhunji S Wadia, President, Rediffusion Y&R and Everest Brand Solutions lists of the year gone by.

The Line of distinction between Retailer and E-Tailer becoming less defined

As more consumers turned to the web for product information, reviews/ recommendations and even purchase decisions, the line of distinction continued to blur between Retailers and E-tailers. Also as more retailers and brands are embracing e-commerce and m-commerce there is an explosion in the number of apps for the consumer.  Consumers will be looking for a streamlined and consolidated way to shop efficiently.  The likes of Apple Pay would be the possibility of one-stop shops for this.

Longer Duration Digital Routes

The digital video format became the emerging formula in advertising.  Advertisers started moving their spends from high decibel branding and slick 30-second TV spots to longer duration digital routes.  The otherwise zippy commercials got transformed into 6/7 minute long digital-only films. This emerging trend allows for time to be spent while telling a story, and is presented with the hope that it will be liked, commented upon and shared by the viewers. And in the process achieve virality. 

Native Advertising – Yet To Come of Age

This relatively new approach to online advertising, wherein brands provide content based on what users are passionate about is yet to make its mark. 

Native Advertising is expected to grow from a $1.6 billion market in 2012 to $4.6 billion by 2017, according to research firm BIA/Kelsey. In India, however, the concept of native advertising is still finding its feet.

Advertising – The Agent Provocateur

For the first time mass communication played the role of getting the entire nation together to give the largest clear mandate and voting unanimously for a single party, for the greater good of the nation.

Cancellation of Merger – Publicis Omnicom Group

The Publicis Omnicom Group merger would have created the biggest advertising group in the world.  However, in May 2014, it was announced that the merger would no longer go ahead due to the magnitude of challenges.From the very beginning difficulties were foreseen for a merger of this magnitude, most importantly the different management philosophies and corporate cultures.

The author, Dhunji S Wadia, is President, Rediffusion Y&R and Everest Brand Solutions

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