Microsoft Advertising hosted Rich Media Rocks seminar was held in Mumbai on October 26, 2010. The seminar gained insights into the digital marketing and in particular online video advertising as a platform that creates effective campaigns. The seminar witnessed few industry leaders from Microsoft, comScore, My Creative Sherpa, and Media Mind presenting and showcasing their digital experience and upcoming industry trends.
Taking the dais was Linda Kovarik, Founder and Head of Strategy, My Creative Sherpa , Asia Pacific, illustrated case studies of brands like Axe, Gatorade, Best Buy, GMP Singapore and Yellow Pages NZ campaigns benefitting most from using video and how best it is to integrate video with other campaign elements.
Kovarik titled her presentation as ‘Emperor’s new clothes? Or a universe of creative possibilities?’ She discussed the creative, production, ad-serving and media challenges inherent to interactive video campaigns. According to Kovarik, a great creative idea is posed due to problems being more than a solution; however she raised the question- what’s getting in the way of great solutions? She said, “Remuneration, habits, fear and lack of leadership are some of the answers to what is getting in the way of great solutions. Thus it is a wakeup call to advertising agencies and that they should follow some principles. The agency should lead rather than being led. They should establish and finesse the art of digital principles by offering creative options to the idea of a solution with a bit of a risk. And above all educate yourself and the client with these newer ideas.”
With regards to the clients, her suggestion indicated that one should have a sense for how the client can shape the digital future of your brand and incentivize the agency accordingly and at the same time not to be enamored with channels but with solutions.
She concluded her presentation by saying, “The sky is the limit but it is we, the creative mavericks who limit ourselves.”
Kocarik presentation was followed by a panel discussion bringing under the scanner of how Online Video advertising is helping the marketers succeed. The panel was moderated by Neville Taraporewalla, Director, Microsoft Advertising, India and the panelist included Debdutta Udpadyaya, VP, Vdopia; Naren Nachiappan, MD, Jivox India; Anant Joshi, Director, Partnerships and Sales Engineering, Media Mind and Shantanu Sirohi, Co-Founder, Interactive Avenues.
The discussion brought under the scanner how online video advertising benefits and fits within the marketing mix. According to the panelist, Online Video Advertising is been consumed higher in the APAC regions. Some of the reasons cited were the demographic shift from consumption and viewership in many parts of the region. According to Nachiappan, despite the lack of infrastructure ability, India has a culture driven country accepting and experimenting with the dynamics of the newer media.
On similar lines, Sirohi explained that Online Video advertising helps in a larger reach and it is accessible anywhere and anytime. Thus making the viewership of a particular campaign or a TV shows easier and creates a longer brand recall. However he added that digital is not a strategy but a challenge to leverage the rich media in a more creative way. Speaking on the brand and the benefits from Online Video advertising, Udpadyaya viewed that one must educate their clients and the consumers about the rich media opportunities and think creatively on those lines.
The panel discussion concluded on the lines that Online Media advertising benefits from reduced clutter compared to traditional commercial breaks and increase viewer engagement as users often trigger the viewing experiences. It offers deeper engagement and encourages users to share and discuss content.