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Tribal DDB India bets big on Indian online advertising market

16-November-2005
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Tribal DDB India bets big on Indian online advertising market

Tribal DDB India is betting big on the Indian interactive advertising market. While estimating the Rs 100 crore market to reach a figure of Rs 1,000 crore by the end of 2007, the agency's Country Head, C V S Sharma, shared that its Search Marketing services had been launched 15 days ago.

The agency has also launched the new-look, new-feel site for LIC India, and will embark on an online campaign for India's largest insurer shortly.

Speaking to exchange4media, Sharma said, "Segments like finance have taken to the Net very well already, and we see travel, high investment purchases, consumer durables and other categories, too, relying increasingly on the Net. The spends by advertisers on the medium are bound to go up to the tune of around 10 per cent of total ad spends, which is the prevailing trend in the US."

While business from Indian clients is expected to grow, the agency is also servicing direct clients from locations like London, Dallas, Germany, and even Asia. Sharma said that around 25 per cent of the agency's total revenues came from international assignments.

The agency is working for its new international client in the Search Marketing space already – an Asian IT company. A global task force for the search practice is at work across Tribal DDB offices to ensure that clients get the best out of pay per click set ups, and land better positions on searches.

While pioneering the new service for Tribal DDB, it has also launched a new website for LIC. On LIC's new-look, new-feel website that promises a new experience for visitors, customers and agents, Sharma said, "The idea was to ensure that the brand heritage of LIC and the brand promise was maintained while making the site more 'savvy' and increasing the usability factor. The changes include even rewriting policy statements."

There are more changes on the cards, and the agency will also embark on an online campaign for LIC before the end of the current financial year. The agency has adopted a three-click benchmark model to increase the usability and 'stickiness' of the LIC site.

Tribal DDB India, a part of Mudra, was growing steadily, shared Sharma. Admittedly, the volumes are not as big as offline agencies. That was a challenge of the medium, he explained, "The size of the campaigns are smaller, but the efforts are high because of ROI possibilities. It does seem harsh on the agency, but if we can reinvent ourselves, and if we can create 'brand demand' ensuring that clients are delivered profitability, we get taken care of by clients. Whoever has experimented with the medium has stayed back. The universe is expanding."

The agency is all set to launch a set of new tools later this week, in the space of delivering a clear understanding of user statistics to clients. While further details were not shared, the set of tools would be proprietary, and would enable clients to take online decisions and approaches 'backed by data, not by gut feel', added Sharma. And rightly so – after all, isn't that the biggest advantage of the medium?

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