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‘People are probably not serious about the powers of the online medium’

14-March-2008
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‘People are probably not serious about the powers of the online medium’

Microsoft Digital Advertising Solutions and Eyeblaster have come together to promote brand building solutions for companies in India through rich media advertising. As part of this initiative, the two jointly organised a workshop on digital advertising in the Capital on March 13. Both organisations have an existing relationship for rich media ad development and ad serving technologies in a host of international markets and would now bring the same to India.

The value of rich media out performs a gif or jpeg format. Speaking at the workshop, Anant Joshi, Director, Partnerships and Sales Engineering, Eyeblaster, said that the key points in rich media were that it was easy to cover, facilitated creation of TVCs for the Web, microsite ad could be used, ads could be repositioned for the digital media.

Rich media also facilitated the usage of purpose shot video, videos could be created for online use that related to the audience.

Joshi further said, “The things to remember in the digital space are that online video is not always rectangular, most users do not have or use sound in the digital platform. There is a need to detect bandwidth and know plug-ins. Videos do not mean greater clickthroughs. However, the online media can provide impressive quality and it is easy to implement video.”

Other speakers at the workshop included Arun Poojari, Regional Sales Head, MDAS, and Krishna Prasad, Executive Producer, MSN India.

Prasad provided a broad outlook of what all could be put in a banner and how digital media could open a galaxy of advertising opportunities. “Though traditionally banners contain text, images and animation, with the inclusion of rich media there can be additional use of rich text, audio, video,” he said, adding, for instance, a banner could have a live radio or a live television transmission. Even a microsite could be used as a banner. This way, clickthroughs could be as high as 10 per cent.

Participants at the workshop noted that people were probably not serious about the powers of the online medium. Some said that it was hard to make the advertisers understand the importance of online advertising, though it reached more population than a TV campaign did. This was because there was lack of education on the part of the advertisers, who put in huge amounts of money in the traditional media but were reluctant to put even one-fourth that amount in the online media with greater impact.

Another problem with the advertisers was that they wanted a readymade audience and were not ready to test the strengths of Internet advertising.

According to a recent study by Eyeblaster, rich media grabbed attention and also achieved outstanding ROI by raising awareness and driving conversions of viewers into buyers. By analysing 25 major online campaigns of a well-known global advertiser, comprising 340 million impressions across 17 online publishers (with a split of 74 per cent rich media versus 26 per cent standard banners), the findings indicated that rich media views drove purchase behaviour.

Founded in 1999, New York headquartered Eyeblaster is a global leader in rich media ad technology and a worldwide provider of unified digital marketing solutions. Eyeblaster provides interactive agencies, advertisers and publishers the first single solution to create, deliver and manage all forms of digital advertising through one powerful web dashboard.

Microsoft Digital Advertising Solutions is a robust set of global advertising products and services designed to effectively connect advertisers with their target audiences across multiple digital touchpoints.

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