IAA Digital Download: ‘Competition policy making needs a lot more expertise'

IAA Digital Download: ‘Competition policy making needs a lot more expertise'

Author | Esha Madhavan | Friday, Mar 27,2009 7:44 AM

IAA Digital Download: ‘Competition policy making needs a lot more expertise'

The IAA Digital Download - Behind the Headlines summit, held in Mumbai on March 26, highlighted the growing importance of online advertising and also put the spotlight in various pertinent issues like competition policies, pricing, transparency and regulatory bodies, among others.

Commenting on the importance of measurement issues, David Wood, Partner in-charge, Gibson, Dunn & Crutcher, Brussels, said, “Choice, price, transparency and innovation are the most important issues to be addressed. In an Indian context, it is the same principle that applies that one has to make sure that there is value for money.”

Neville Taparolewala, CEO & OMD (Asia Pacific), Publicitas Digital Pvt Ltd, and Co-founder of Internet and Mobile Association of India (IAMAI), said, “There is a huge population in India right now that consumes Internet content extensively. So, online advertising has a huge market to reach out to through this medium.”

Talking about competition policies, Bibek Debroy, Fellow, Centre for Policy Research, said, “The slowdown is not what can be considered to be the sole driving factor for the sudden upsurge in Internet advertising. Competition policy making needs a lot of expertise and competency and, therefore, a lot of research is needed before such policies are laid down. The big explosion in the Indian context will take place through the mobile route.”

Manu Nair, Partner, Amarchand Mangaldas, noted, “There have been certain developments on part of Government policy making towards regulatory and privacy policies, and that is going to be a greater success with the involvement of the stakeholders.”

Talking of the innovation issues, Neeraj Roy, CEO, Hungama.com, said, “In the Internet medium there is no one big player, rather every player in this sector is a medium. That’s what makes the Internet medium all the more challenging.”

Commenting on the legal issues in online advertising, Amit Sibal, Counsel, Supreme Court of India, said, “Rather than taking Internet issues to the court, there should be innovation evolving technology to the level that will protect copyright content on its own, or other such innovations that can address privacy and security issues on its own.”

According to Rohit Sharma, CEO, Zapak.com, “This is the time of Internet revolution in India where one cannot afford to be pessimistic. We have managed to get some of the biggest advertisers on the Internet medium through advergaming.”

Speaking on the recent campaign for Tata’s Nano car, Shashi Sinha, CEO, Universal Lodestar, said, “Through a mere website, without any ads whatever, we have got huge amount of traffic with only queries about the product. That shows that there is a huge scope for content that is unique and connects with the users.”

Balendu Shrivastava, Group Business Director, IMRB Imternational, said, “Taking the example of the ‘Jaagore’ online campaign, we can see how Tata Tea completely repositioned itself by targeting a youth market through a social cause.”

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