Day two of the third edition of the India Digital Summit 2008, held in the National Capital, focused on the emergence of the Generation Y and how the digital media can effectively communicate with this group. The Summit is the annual flagship conference of the Internet and Mobile Association of India (IAMAI).
The first session revolved around next generation web. Shailesh Rao, Managing Director, Google India, was the anchor for the session, while the keynote address was delivered by Dan Neary, VP-Emerging Markets, eBay Singapore. The session focused on four key trends – Emergency of GenY, touch points, accessing the web, and activities of the youth.
In his address, Neary said, “There is an emergence of Generation Y, as it is the first generation of digital age, including laptops and iPods. This generation is interacting with each other through social networking and SMS. This generation is using the Internet more than television and is hugely influenced by the Internet.”
He further said, “The touch points on the Internet are evolving. Mobile over broadband is growing rapidly. Entertainment devices provide access over the Internet. There is explosion of touch points. Search is not the only keyword, but has evolved. Several companies have built successful business models on search like Digg, Webdunia.com, etc.”
According to Neary, “There is debate between online and offline. In eBay, we do mostly online advertising than offline advertising as that’s where our customers are. In terms of media effectiveness, we are in early stages of measuring effectiveness.”
Google India’s Rao said, “There are multiple platforms available. Gadget ads are being used as an ad vehicle. People are leveraging on the interactivity of the medium and advertisers are advertising more and more.”