Internet has radically changed the way people think, function, discover, connect and shop in India. Re-establishing the basics, the World Wide Web is now one of the strongest mediums to reach out to a large section of the target audience (some of whom are available only on the internet).
According to the FICCI-KPMG Indian Media and Entertainment Industry Report 2013, India is the world’s third largest internet using population. There are almost 174 million internet users in the country, which is 25 per cent of the size of the total television viewers in the country and is expected to grow over 60 per cent of the total television viewers by 2017.
2012 witnessed some of the best instances of digital marketing, taking the concept to a completely new level. From movie marketing to FMCG advertisements, a computer screen was utilised in ways one could have never thought of. Campaigns such as ‘Change Barfi’s mood’ and ‘Sunsilk virtual hair studio’ integrated digital with real-time marketing, giving users an opportunity to experience a different kind of touch and feel.
Advertising options such as banners, videos and pictures have expressed new dimensions of content consumption patterns among users. A major trend that was seen last year across the digital platform was that consumption of pictorial content was the highest. Users spend a lot time of time surfing through pictures that carried messages and also using pictures to express their message, thus making banners a very effective means to reach out.
Web banners function more or less like a traditional banner. While a traditional banner is a like an announcement or a reminder of the brand’s message, a web banner does the same thing plus redirecting the user to the main page when clicked.
Another trend that emerged in 2012 was the use of integrated digital campaigns. Making use of multiple digital platforms and advertising tools to create greater recall value and create presence across various touch points is one of the most sensible methods to make the most of the penny invested in digital.
Web opens a plethora of options for marketers. It was not very long ago, when internet was a phenomenon for those whose loved ones stayed abroad. To write loving e-mails and exchange wishes has now grown to an engagement tool not only among users but among organisations and users as well.
To recognise the talent across this platform and also give people a view of how much web has grown and how marketers have grown with it, the Indian Digital Media Awards (IDMA) 2013 has a special ‘Web’ category. With an aim to cover all aspects of Digital Media on web, the category has sub-categories as diverse as Banners, Websites, Mircrosites, E-commerce and Gaming.
The jury is chaired by Mahendra Swarup, Chairman, Smile Interactive and co-chaired by Vikram Sakhuja, CEO, Maxus Worldwide. The jury consists of prominent members from the media, marketing and advertising field: Amit Tiwari, Country Head - Media, Philips India; Ajay Kaul, CEO, Domino’s Pizza India; Anupama Ahluwalia, VP-Marketing, Coca-Cola Company; Carlton D’Silva, Chief Creative Officer, Hungama Ent; Dilip Venkataraman, CEO, CNN-IBN; Hoshie Ghaswalla, CEO - Media Business, Cybermedia; LK Gupta, CMO, RedBus.in; Lloyd Mathias, Founder-Director, GreenBean Ventures; Mahesh Narayanan, Country Head, Google Mobile; Narayan Sudararaman, Executive Director, Cadbury India; Radhika Shapoorjee, President, IPAN Hill + Knowlton; Ravi Bharadwaj, Executive Director, Dell India; Roma Balwani, Chief Group Comm. Officer, Mahindra & Mahindra; Roopak Saluja, Founder & CEO, The 120 Media Collective; Ruchira Jaitly, VP - Marketing, PepsiCo India; Shafalika Saxena, CMO, Microsoft India; and Sourav Majumdar, Editor-in-Chief, Entrepreneur.