Consider this: There are innumerable brands trying to reach same consumers; many publishers providing premium content; great creatives but sometimes direction less... what can be a brand builder’s solution to a market scenario with such dynamics? Tell a story, or so suggested industry experts at Microsoft Advertising’s Rich Media Rocks 2012 forum, that took placed in the Capital on March 1, 2012.
This annual event has been around globally for the last five years, and in India for the last three years. This was the first time though that Delhi played host to Rich Media Rocks.
MAGIC vs. STUNTS
Pushkar Sane, CEO and Co-Founder, Convergination Ventures Limited set the tone for the event by bringing forth the disconnect in the way brand communication happens. He shared how people communicated in a different language but advertising spoke a separate language altogether. He took the example of a user’s Facebook friends that he/she may not even know and christened them as ‘Facends’, establishing the idea that while brands today are able to grab consumer eyeballs for a short span of time, the real value or concern for a brand is rarely seen amongst its followers. He emphasised that the need of the hour for brands was to create ‘magic’ for consumers rather than doing ‘stunts’ that may give them immediate returns, but would fail on long term strategy. Applauding the idea of digital storytelling, Pushkar said, “It is time publishers, creative agencies and marketers sit together to strategise using the medium for optimum benefit.”
The Art of Story-telling
Trevor Yeats, Senior Product Marketing Manager of Reserve Media and Advertising Tools, Microsoft Advertising threw light on how brands can benefit from the global rich media strategy. “Brands have to rethink the way they are telling stories on digital. These stories have to be innovative, immersive, simple and efficient,” he said.
Showcasing various case studies where Microsoft Advertising had tied up with clients such as British Telecom, Samsung, Volkswagen, Disney etc to create impactful advertisement, Trevor discussed the benefit of using different formats specified by IAB (Internet Advertising Bureau) like Filmstrips, billboard, pushdown, sidekick, slider and portrait to garner maximum attention. “Interest, desire and loyalty of consumer increases multifold by telling interesting stories using the rich media tools. Time spent per ad has doubled while brand recall has quadrupled by using rich media tools in many of our campaigns,” he shared.
Tracking Mechanism for the Digital Medium
Neville Taraporewalla, Country Director Advertising and Online, shares how rich media can make online advertising relevant to brands and which are the categories that have already made a shift.
As per industry estimates, only 4 per cent of the total advertising pie in India is going to digital media. Addressing marketers concerns, Farshad Family, Managing Director, Nielsen Media India said, “ROI is a great area of concern for marketers. Our Online Campaign Rating gives an unbiased neutral statistics to brands on the performance of their advertisements on the digital medium.”