Subscribe Last 30 Days' News e4m on your Mobile - www.exchange4media.mobi
Aug 20, 2017 rss feed
 View Point Email this page

Getting a hold on Google Instant Benedict Hayes

Benedict Hayes, Head of Search, Communicate 2


Friday 8th of October saw the launch of Google Instant in India. This technology is Google’s latest tool to try and deliver the fastest possible search results for its users. Initially, Google Instant was the core search experience for signed in users of Chrome, Firefox, Safari, and IE8, in UK, Spain, Germany, Italy, Russia, France, and the US. But as of Friday, saw Google instant roll out to further countries: India, Australia, New Zealand, Korea, Ukraine, the Netherlands, Poland and the Czech Republic. So, what is Google instant and how will it impact search in India?

How does it work?

Google Instant generates ‘instant’ results in page and on the fly as you type each letter of your search string. It does this by using the already developed tech of search suggestion. Search suggestion essentially generates potential search queries based upon Google trending data, so if you begin by typing “e” you get “ebay”, ebay being the most commonly searched term to fall under “e”.

The masters of the letters:

As you type into the Google homepage you are instantly redirected to a free flowing results page:

It then generates suggestions and search results based upon its trending data. So, if you were to search for ice cream the results would be as follows:

As ‘ice cream recipe’ is more commonly searched for than ‘ice cream’ it takes the lead suggestion and generates the subsequent results. Therefore, the results that are displayed in the page are the same as if you were to search for the top suggestion.

The technology has been developed with AJAX, which is a tech that allows on page updates as a user interacts. If Google detects a poor Internet connection, due to the bandwidth needed to deliver as-you-type search results, Google Instant will automatically be switched off. Users may, in fact, disable Google Instant (default setting is ‘on’) by clicking on the dropdown to the right of the search box within a search engine results page (SERP).

The resultant effect of Google Instant is a hi-octane intravenous injection of information - “internet on fast-forward” (Charlie Brooker – Guardian UK).


Well, the reason according to Google is simple. Google Instant is designed to deliver better search results, faster. Google’s technical insight behind Instant is that people type slowly, yet read quickly – scanning page results as they type. By delivering as you type results and including predictive search suggestions, Instant helps users find the most relevant results to a query faster. In all, 15 new technologies are used to bring Instant to life and to aid the functionality of the Google platform. According to Google, the typical searcher takes more than 9 seconds to enter a search term before Instant was released. Google claims that Instant saves somewhere between 2-5 seconds per search, therefore, reducing potential search times by anywhere up-to 50 per cent. Globally, if everyone uses Google Instant, it is estimated that it will save more than 3.5 billion seconds a day – that’s 11 hours saved every second!

So, all in all Google Instant from the outside looks like a great addition for the user, but what about the advertisers that use Google? Let’s investigate what the implications are for Search engine marketers and optimisers.

Paid Search implications

Google Instant – apart from giving us another acronym for search, GI – technically impacts paid search advertising in four main ways: keywords, impressions, click through rates (CTR) and conversion rates. So let’s look at each:


When it comes to keyword selection, the knowledge and understanding of your target market is now more important than ever before. Optimisation of the core terms that your customers use to search for you is still absolutely vital. Google uses its trending data to make the keyword predictions, suggesting the keywords that are most often searched for, are recently popular or have been searched for locally. So Google Trends and Insights should continue to be used in order to account for rising trends in regard to topics and keywords. But what will change is that Google Instant will force a shift in user behaviour towards related searches.

Because of the added suggestions, Google is coercing it’s users towards ‘head’ search terms. There will, therefore, be a shift increase in impressions and clicks on the head terms, not just on the primary head term but across a broader spread of related head terms. Let’s look at the terms ‘car insurance’ and ‘car insurance deli’ as examples:

Keyword: ‘car insurance’

(40,500 searches in India last month)

This is the primary head term for the sector, before we would type the term and press and get one set of results, but now Google Instant presents us results with five different related options. The additional five related search terms are getting valuable real-estate that they were not necessarily getting before. It, therefore, makes sense that these five terms will actually pick up more clicks because of this, dispersing the ‘car insurance’ clicks across a broader range of related terms. The impact of this will be a marked increase of impressions, clicks for the related head terms and therefore potentially an increase in CPC’s of these terms as they become more valuable and therefore competitive.

Keyword: ‘car insurance delhi’

(880 searches in India last month)

This search term comes from the other end of the spectrum as it is more specific and longer tailed. Here is where the biggest shift will be. As the user starts typing, they are automatically delivered results that could potentially answer their query. Because of this, huge swaths of longer tailed terms will be presented results that answer their query instantly before they complete their intended search phrase – the head term results. The long tail results could theoretically be hijacked by the head terms. So be prepared for a potential increase of click throughs and impressions for the head terms, and a decrease in the longer tailed search terms. Longer tailed search terms are generally less expensive and better converting (if targeted to a specific page). These searches will become more infrequent and can now potentially be diverted to the head term landing page rather than the intended product landing page:

This will not be the case for all searches just a percentage and that percentage remains to be seen and something I will research in the coming months.

Google are expecting users to find what they were looking for faster and, therefore, click through on terms which may necessarily not of been the users original statement of intent, but do actually answer their intent. Because of this broader/ longer tailed search terms will be funnelled into head terms, reducing click throughs on longer tail terms and increasing click through on the more expensive volume drivers. Now, if a user is intent on looking for a long tail term, they can still find that term, by adding to the query, or by typing it out. Therefore, click volumes are expected to be the same, but where the clicks go could be markedly different. Google’s goal is to make the process of searching quicker, to help users find what they are looking for faster and to not change what they are looking for. If the head query isn''''''''''''''''''''''''''''''''t going to give users what they are looking for, they will continue their search as they have in the past.

So, in summary prepare for: 1. Keyword impressions and click throughs to increase on head terms
2. Traffic of the primary head term to spread to secondary and tertiary head terms
3. Impressions and click throughs to decrease on longer tails terms


Do expect to see marked differences in impressions for some of your key terms. This upgrade has changed the way in which Google registers impressions. An impression can be counted for any of the following: - After a 3+ second pause
- Selecting a prediction from the suggestion box
- Clicking on a refinement to the left hand side
- Pressing ENTER while inputting a keyword into the search field
- Clicking the ‘Search’ button to the left of the input box
- Clicking on a search result in the search results page (SERP)

As Impressions are used to calculate Click through Rate (CTR), it is probable that there will be fluctuations in CTR benchmarks since more ads are being displayed per search. One must understand that all AdWords advertisers will experience similar CTR shifts, so theoretically everyone is normalised as they are all being exposed to the same thing. There should, therefore, be little overall impact on individual campaigns as everyone has the same issues/ challenges. At present, Google have not determined the degree to which an advertiser’s campaign impressions will change, but it is expected that for some advertisers, the number of impressions might increase or decrease.

Click through rate (CTR)

Although the increased impression rate may slightly shift the CTR calculation, Google is not changing the method of determining the relevancy and quality of ads. Google is going to continue measuring ad performance relative to that of other ad’s for the same query, position, price and if the ad was served using Google Instant or not. So, compelling ad copy and great content on site is still an absolute must.

Conversion rates

If the head terms hijack the longer tail terms, potentially we could see a decrease in conversion as the original Ad designed for the longer tail term didn’t get the impression/ click. If this is the case, user paths may be less targeted and therefore poorer converters. An example:

Nike.com landing pages:

1. Nike air max

2. Nike home

One landing page is the homepage and the other is a product specific page. The user comes to Google with the intent of buying ‘Nike air max’ so begins his search[N...i...k...e...] They then get the results for Nike instantly coming up and so they click on that - the user ends up on the Nike homepage. The user although on the right site is not at the most targeted destination, the best destination would have been the ‘Nike air max’ page, but in this case the head term hijacked the product term. Even though the user ended up on the right site they did not end up at the best page, so the conversion rate will fall as the user has to do several searches on the Nike site to find what they are looking for. Also, generally the Cost per click of a head term is substantially larger than that of a product term, as the user clicked the head term the advertiser could end up paying a higher premium at the cost of a poorer user experience, so potentially higher CPAs.

Google claims that GI helps users build highly tailored search queries and the subsequent results. Therefore, the quality of the clicks may improve, which may lead to increased conversion rates. So, my advice is study analytics and monitor conversion rates, the slightest modifications to onsite user paths and content may negate any negative downturns and may actually potentially benefit conversions, as at the end of the day as always it will be the quality and execution of the supportive content onsite that will drive the ROI and CPAs.

SEO implications

First and foremost, the algorithm is the same, so SEOs still need to do exactly as before to gain position – people who say SEO is dead are just plain wrong. What will change is which search terms an SEO should chase. With the advent of GI we may find new search terms delivering volume and quality to our sites. So focus will change, but the principles of SEO won’t - quality usable content rules OK.

The impact to the SEO ‘search-to-click’ relationship will most likely follow that of the paid results detailed above, so keyword volume and referring keyword reports in Analytics should continually be assessed in order to account for potential shifts in user behaviour. One thing that you should look out for is key search terms increasing in volume, as multiple suggestions are now easily accessed and display during a search phase. As such, the traffic for head terms may be more evenly dispersed between the head term, secondary and tertiary terms that are presented in the predictive results. So chasing the primary head term that everyone has been after since time began may be a thing of the past. It could, in fact, be easier to land grab the secondary and tertiary terms and reap the benefits of the dispersed traffic, after all these terms are getting more prime Google real-estate than they did before.

Something I will be keeping a close eye on is the paid versus un-paid click-throughs. On most screen sizes, the implementation of the Google Instant feature actually pushes the natural results below the fold of the page leaving primarily paid results above the fold:

The previous example shows a ratio of 9:3 of paid versus un-paid results. So we should expect to see a further decrease of natural click throughs on the primary key terms. This was already kind of the case with the advent of universal search, but at least there where images and the like above the fold:

It seems like good business sense to make as much of the results page above the fold paid for listings, all the more revenue for Google, but it does increase the importance of getting a top 3 position for your SEO so that you get a reasonable share of the spoils.


As a user experience and tool, I think Google Instant is great. It looks great and really does deliver a supercharged search experience. So my advice for SEMs is to sit tight, don’t panic and carry on as normal - just make sure you monitor your analytics shrewdly and carefully and only act upon concrete information. Look for abnormal movement on your primary revenue drivers, if there has been a shift look for where that shift is. The traffic is still there, you just need to figure out where. The reality is if you carry on optimising your ads distinguishing yourself from your competitors, and fixing your landing pages to be as relevant and usable as possible you will only stand to gain from these updates.

If you SEO, maybe now is the time to shift your focus, look at what it is Google suggests. You never know you may find some easily attainable low hanging fruit!

Handy Google Instant Links:





(Benedict Hayes is Head of Search and Analytics at Communicate 2.)

Webinar – An evolving marketing tool
- Balaji Kesavraj, Head - Marketing (India), Cisco WebEx - 10/21/2009
Accurate and reliable Readership Measurement Matrices need of the hour
- Manajit Ghoshal, CEO, Mid-Day Infomedia - 1/28/2009
Consumers are the New Media
- Atrayee Chakraborty, Business Director, Lintas Media Group - 1/15/2009
Lending a helping hand to those who fell defending Mumbai
- S Yesudas, CEO, RK Swamy Media Group - 12/2/2008
It would be wonderful if a great idea wins an election
- Swapan Seth, CEO, Equus Red Cell - 11/24/2008
Social Media: A suitable supplement?
- Indranil Datta, Vice President – Knowledge, Mudra RADAR - 10/13/2008
100 GRP: New benchmark or overrated myth?
- Indranil Datta, Vice President - Knowledge, Mudra RADAR - 9/8/2008
Reality talent search: Redefining TV viewership
- Indranil Datta, Vice President-Knowledge, Mudra RADAR - 8/13/2008
Artificial Obsolescence
- Anand Kurian, Writer and advertising professional, - 6/25/2008
Why the Consumer should not be the King in India?
- Jitender Dabas, VP & Strategic Planning Director, JWT India - 6/19/2008
How the Voda pug got lost in God’s own country
- Rajul Kulshreshtha, Managing Director -- Motivator, A GroupM company - 6/3/2008
There is a new K-serial on air, it’s called K-ricket
- Anisha Motwani, Executive Director-Marketing, Max New York Life - 5/22/2008
Managing Retail Through Market Research
- Muder Chiba, Executive Director, TNS India - 5/8/2008
Understanding Integrated Marketing Communication in India
- Deepika Kurl, Sport Leasing – Corporate Controller, San Francisco, USA - 4/11/2008
Making the most of large format events
- Vijay Singh, MD, 141 Sercon - 3/31/2008
... And then there were blogs
- Preeti Chaturvedi, Manager, Mktg & Biz Dev., GIST
Justin Rabindra, VP, Training & Knowledge Mngt, Ogilvy One Worldwide - 2/25/2008
The ‘Nano’ Challenge
- Sourabh Mishra, Chief Strategy Officer, TBWA\India Group - 1/29/2008
Genre hypnotism
- Manisha Talwar Rana, Marketing Communications, LG Electronics - 1/10/2008
When ‘Dhan’ in Dhanteras becomes elusive
- Vishakha Singh, Head-MarCom, Future Media India - 11/22/2007
Who stole my retail dream?
- Hemant M Mishrra, Brand Consultant, Mudra Brand Sollutions - 11/5/2007
Watching less, Reading less, Talking more
- Praveen Ramachandra, Business Director, Insights, MindShare, Bangalore - 10/24/2007
The 4Es of Client Management
- Swapan Seth, CEO, Equus Red Cell - 10/11/2007
Advertisers to vie for that two square inch space on your mobile handset
- Dr L Venkata Subramaniam, Research Staff Member, IBM India Research Lab - 9/10/2007
The Lintas saga: Why Prembhai is not Anilbhai or Mukeshbhai
- Ramanujam Sridhar, CEO, brand-comm - 8/8/2007
Is the Advertising business losing respect?
- Gopinath Menon, Senior Vice-President, Media, TBWA India - 7/28/2007
What's your brand's chakra reading?
- Mythili Chandrasekar, VP and Executive Planning Director, JWT - 7/19/2007
Growing hunger for Business Analytics
- Sandeep Pandey, National Business Director, ATG - 3/20/2007
Is agency bonus the right way to reward success?
- Libby Child - CEO, UK, & Sunil Gupta - Regional Director, South West Asia, APRAIS Worldwide - 2/6/2007
Is your media plan CAS-trated?
- Rajendra Dwivedi, Business Director, MAXUS - 1/22/2007
Do not divide - and rule!
- Premjeet Sodhi, Senior Vice President, Initiative, Lintas Media Group - 12/5/2006
Bonding with the big studios at MIPCOM
- Gitanjali Murari, Programming Head, PIX - 10/24/2006
The Phenomenon of Instant Success
- Sandeep Singh & Gaurav Sood, COO, CSD, Get.Next.Job, Wunderman India - 8/16/2006
The mystery of the vanishing agency
- Lynn de Souza, Director of Media Services, Lintas India Pvt Ltd. - 7/27/2006
The Word-of-Mouth Factor

I have found that Word-of-Mouth works fastest when integrated into standard brand building communication.

- Sumit Roy, Founder Director, Univbrands - 6/28/2006
The birth of the Global Indian

From whining about the globalisation of India to celebrating the Indianisation of the Globe: tracing and defending the role of media and advertising

- Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai - 5/29/2006
Be a leader, others will follow you as an evangelist
- Prof. Sushil Bahl, Consultant, International School of Business and Media, Pune - 4/24/2006
Towards a meaningful industry integration
- S. Yesudas, COO, Media Direction - 4/1/2006
Showtime Everywhere @ Davos 2006
- Atri Sengupta, Director, Showtime - 2/21/2006
A door to “impact” full media plans
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 1/17/2006
A profession does not become redundant, its practitioners do
- Svetleena Choudhary, Media Group Head, Initiative, Delhi - 12/9/2005
Jaago Grahak Jaago – bring accountability in media
- Rajul Kulshreshtha, General Manager, GroupM Team LG - 11/8/2005
- Sushil Bahl, Consultant, International School of Business & Media, Pune - 10/18/2005
Media specialist: Changing paradigms
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 10/7/2005
“It’s the customer, stupid”
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 8/8/2005
The Changing Indian Woman
- Kishore Chakraborti, Associate VP and Director, Consumer Insight, McCann Erickson India - 7/12/2005
Vision & Mission: Breaking the joojoo
- Manosh Sengupta, General Manager – Marketing Communications, IDEA Cellular Limited - 6/22/2005
It’s about time we took the customer seriously, and started treating him like he mattered
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 5/18/2005
Too much of a good thing? Research Vs "gut feel"
- Abraham M. Alapatt, Client Services Director, Ogilvy & Mather Advertising, Chennai,& Practice Group Partner, Ogilvy Business Network - 4/27/2005
Does brand management need a shave and a wash?
- Ashish Misra, VP Marketing, Mason & Summers Alcobev - 4/6/2005
Is creativity all about creatiwitty?
- Surojit Sen, Creative Supervisor (Copy), Rediffusion DY&R, New Delhi - 3/15/2005
Singapore Airlines – An Excellent Asian Brand
- Martin Roll, CEO, VentureRepublic, Singapore - 12/18/2004
Changing Black into White!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management,Nirma University - 11/27/2004
STAR POWER – Will the force be with you?
- Anupma Suneja, General Manager, Synovate - 10/29/2004
The True Value of Account Management
- Anisha Motwani, Vice-president, EURO RSCG, New Delhi - 10/4/2004
K-Kapoor Factory, B-Bollywood, C-Cricket…but no crorepatis!
- Rakesh Khar, Programme Director, School of Communications, Jaipuria Institute of Management, Noida - 9/16/2004
A Closer Look at Awards
- Indu Balachandran, Executive Creative Director, JWT Chennai - 8/26/2004
Moving towards ‘virtual’ PR agencies
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 8/11/2004
Pepsi and the art of Cool
- Rohit Ohri, Senior VP & Area Director-Delhi, J Walter Thompson - 7/21/2004
Cannes of creativity (no worms need apply)!
- Ashish Misra, Vice-President Marketing, Katra Liquor - 7/8/2004
"Budget blues and the rest of the year"
- Anant Rangaswami, Director, Event Management Development Institute - 6/24/2004
Understanding Commercial Break Viewing on Television Setting Norms that Promote Effective Buying
- P V Narayanmoorthy, Regional Director, Strategic Resource, Carat - 6/7/2004
“The list of their restrictions can go on forever…….Perhaps they deserve all those many crores that they receive for endorsements. It offsets their suffering, I guess. Except, how come they have all the restrictions and all the money, and I have all the choice, not the power to exercise it?”
- Anant Rangaswami, Director, Event Management Development Institute - 5/29/2004
‘Comparing different and unrelated companies often is an acceptable approach if you are looking simply at the operating features of the business rather than their financial performance.’
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 5/15/2004
"A fully interactive brand channel on UK satellite today exists in what is essentially a walled-garden of some 200 channels, rather than the Wild West of 17 million websites. It reaches more than seven million homes and will drive commerce both electronically and through the brand’s outlets."
- Bhaskar Majumdar, CEO, Recreate Solutions - 4/21/2004
The index could be based on a rating that takes into account agreed parameters/attributes, past-present media coverage/favourability and relevance, ground situation in terms of successful/unsuccessful seasons/tenures, future prospects, etc.
- Rajesh S Lalwani, Director, Strategy & Business Development, brand-comm - 4/10/2004
Instead of a Unique Selling Proposition, let’s start thinking about our Unique Feelings Proposition.
- Suresh Dinakaran, President, Communicate, Dubai - 3/11/2004
Creating the right buzz through WOM
- Prof. Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Nirma University, Ahmedabad - 2/24/2004
"India Shining is worth more than a Lion"
- Swapan Seth, Co-CEO, Equus Red Cell - 2/10/2004
Connecting with the Rural Folks
- R V Rajan, CMD, Anugrah Madison Advertising Pvt. Ltd. - 1/13/2004
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Ahmedabad - 12/20/2003
7 Highly Effective Ways of Killing a Brand
- Ashish Misra, , - 11/27/2003
- Prof. Sushil Bahl, Faculty, Marketing Area, Institute of Management, Nirma University - 11/5/2003
Sorry, Cannes Save You.
- G S Shridhar, CEO, Purple Blaze Advertising Consultancy - 10/24/2003
The Context of Existance
- Swapan Seth, Co-CEO, Equus Red Cell - 9/24/2003
"Oh, you don't work Saturdays" and other taunts!"
- G S Murari, Director, Fidelis Advertising and Marketing - 9/13/2003
"But to say advertising is dead or dying is being somewhat naïve"
- Sushil Bahl, Professor, Mudra Institute of Communications (MICA) Ahmedabad - 9/1/2003
Attack of the delight providers
- Ashish Misra, Vice President, The Henley Centre - 7/30/2003
"Creativity on demand with creative aerobics and imagination management"
- Prof. Linda Conway Correll and Sushil Bahl, , - 7/23/2003
"Lessons in Advertising"
- Anand Halve, Co Founder, Chlorophyll - 7/3/2003
"Fees, and not a 15% commission, I am told, are now the order of the day."
- Sumit Roy, Founder Director, Univbrands - 6/2/2003
"The AOR or media agency will continue to grow in importance because this is where one talks money."
- Arun Kumar, Associate Media Director, MPG, Delhi - 5/15/2003
"Does your Marketing Strategy know your Consumer?"
- Ashish Misra, Vice President, The Henley Centre. - 4/26/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Indrajit Lahiri, Professor of Broadcast, Symbiosis Institute of Mass Communications - 4/15/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Amitava Guha, GM,, Key Accounts Hindustan Times - 4/1/2003
"Asian companies need to move up the value chain through strategic branding."
- Martin Roll, CEO, VentureRepublic - 3/26/2003
"THE PRICE IS RIGHT (OR IS IT?)" A closer look at the perils of misusing the pricing variable in the marketing mix.
- Anand Halve, Co Founder, Chlorophyll - 3/1/2003
"If today, agencies are under fire, are we, the client, not as responsible for this crisis?"
- Manosh Sengupta, GM, Marketing Communications, Idea Cellular - 2/19/2003
"Media marketing has finally come of age."
- Rajul Kulshreshtha, CEO, Optimedia Indonesia - 1/30/2003
"Great advertising ideas are not just original and interesting, most importantly they are relevant."
- Samit Sinha, Managing Partner, Alchemist Brand Consulting - 1/11/2003
"Look London, Talk Tokyo: The eternal schizophrenia of the advertising creative person"
- Kiran Khalap, Founder, Chlorophyll - 12/28/2002
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.
- Swapan Seth, Co-CEO, Equus Red Cell - 12/16/2002
"I think a lot of our clients are far more inquisitive about the future of media than us media professionals..."
- Sandip Tarkas, President, South Asia, MPG - 12/2/2002
"But now, it sometimes seems to me that the creative and servicing teams are completely divorced from the media"
- Shovon Chowdhury, Exec VP & GM, Bates India - 11/12/2002
"Broadcasters are today putting the distribution and pay related issues as top priority and factor in new concepts like 'Opportunity To See'"
- Amitabh Srivastava, - Network Development, GM Aaj Tak - 10/21/2002
Phadnis comes from Planning and Strategy background, having worked with Starcom, HTA and Rediffussion. Phadnis joined TV Audience Measurement [TAM] as Director, S-Group in early 2002 quitting Starcom as Media Director.
- Atul Phadnis, Director - S-Group, TAM - 10/1/2002
An ardent bridge player, a producer, a writer and a teacher - one could go on and on about Amit Khanna. Khanna has a wide lineage- he has worked in theatre, radio, television, journalism, advertising and films. He has been on the executive committee of IBF, Indian Music Industry, and Film Federation of India. He set up Plus Channels in '90s and quit in 2000 to launch Reliance Entertainment with Reliance. Khanna the Chairman of the Convergence Committee of FICCI. And also he is the Member of the Core Group of Ministry of I&B, on GATS and Ministry of Commerce. His contributions and association is a long list.
- Amit Khanna, Chairman, Reliance Entertainment - 9/16/2002
Unless media independents enlarge their scope and act as clear partner with the brand both in terms of efficiency in planning and providing actual savings, they will not be heard or seen by practical clients
- V.Balasubramanium, National Director, ATG - 8/19/2002
exchange4media has been calling me for my Viewpoint, but like a true advertising person, I have no time! So I decided to write it in sleep (if you can walk in sleep why can't you write in sleep?) If it hurts your sensibility or you disagree with my views, please disregard this as a piece of junk - because I know it is impossible to pour water in a glass full of water - to give gyan to advertising gyanis.
- Amit Ray, VP-Media Services, Mudra - 7/24/2002
"How does a media professional go about seducing his two primary constituents; the client & the client's customers?"
- Sai Nagesh, GM, Maximize - 7/8/2002
Creating Media Assets
- CVL Srinivas, COO-North&South, Madison Media - 6/24/2002


"The views expressed are personal views of the author and not necessarily represent the views of the organisation author works for or of exchange4media.com."

© exchange4media 2007                                                                                     Post your opinion

People Movement
Home | About US | The Team | Contact US | In Press | Terms of Use | Advertise with us | Our Tour & Travel Operator | Articles | E-book | Press Releases | SMS Push | Site Map
Access exchange4media.com on your mobile www.exchange4media.mobi
This site is best viewed in Internet Explorer 6 & above at 1024 X 768 resolution.
Copyright © : 2010 Adsert Web Solutions Pvt. Ltd. New Delhi, India. All rights reserved.
Hosted by