The launch of the first Dentsu Aegis Network exchange4media Digital Report took place last evening in Mumbai. The report looks at the growth of digital advertising, the factors responsible for the growth and the future of the digital medium and digital advertising.
On the occasion of the launch, Arnab Goswami, MD and Co-founder of Republic TV, shared his thoughts about the digital medium while also talking about how he, himself, views the digital medium; something, as he confessed, he did not pay much attention to till a few years back.
According to Goswami, the strength of the medium lies in the fact that one can build a "massive" media brand by solely focusing on the digital medium. Giving his own example, he said that even though his job as a journalist was on television, the digital medium allowed him to interact and engage with his viewers.
Talking about the digital audience he said, "People on digital do not take anything at face value. What they want is authenticity. They want you to relate to them. What they want is a straightforward emotional connect with the product, whatever it is. They are not concerned with numbers."
He called television a "democratic, fragmented medium", given the innumerable choices viewers have. But, according to him, the digital medium actually takes this to a much higher scale.
"Make a claim on digital only when you are 100 per cent sure," he advised. "Because you will be challenged just once and hated a 1000 times."
He further advised the audience that it is better to stick to a single message on the medium as the digital audience is impressed by quality and conviction and not quantity.
To sum up, he stated that three important lessons to keep in mind on the digital medium are to have conviction, to keep the message simple and to have a sense of humour, viz., to not take yourself and your brand too seriously.