Placing suitable focus on the digital medium: Microsoft Advertising’s Rich Media Rocks
Rich Media Rocks is an initiative by Microsoft Advertising where participants can gain insights into digital marketing and specifically for the online video advertising platform. The first set of speakers included Microsoft’s Neville Taraporewalla, comScore’s Joe Nguyen and Anant Joshi from Media Mind.
Microsoft Advertising is hosting ‘Rich Media Rocks’ a regional media seminar that is held in Singapore, Mumbai, Tokyo and Shanghai. Participants can gain insights into digital marketing and in particular online video advertising as a platform that creates effective, award-winning campaigns through this festival.
The first session of the day was by Neville Taraporewalla, Director, Microsoft Advertising, India and he spoke about the topic of ‘Online Video: Insights and Impact’.
His presentation stated that by September 2014, online ad spending in the APAC region will hit $22 billion which is 22 per cent of the worldwide total. Online will increase as a portion of total spending in APAC from 9 per cent in 2009 to 13 per cent in 2014 (eMarketer, September 2010). He added that video is fueling growth in time spent online and that most APAC countries over index for video usage.
Brands might be concerned about the requirement to be present online and online video improves the effectiveness of the TV brand.
Sharing some background on MSN Video, he stated that it was launched in January 2004 and currently is present in 41 markets. MSN Video in India gets 2 Million plus views and records a 22 per cent Y-O-Y growth. MSN Videos also offers premium content such as exclusive tie up with Lakme Fashion Week.
Towards the end, he pointed out some trends in the online video space. Some of the trends include Consumer Empowerment, Convergence of Rich Media and Video and All-Up Video Buys. He ended his session by saying that their vision is to enable video advertisers to efficiently reach their audiences virtually everywhere and any time.
Joe Nguyen, Vice President of Sales, comScore –SEA, took over from Taraporewalla and spoke about the topic of ‘Show Me the (digital ad) Money. He started his presentation talking about the advertising expenditure in India and said that between 2008 and 2009, the adspend for the main media increased by 16 per cent and that in India the ad spend is 18 per cent ahead of Q4 ’08 and 17 per cent ahead YOY.
As far as the digital ad expenditure is concerned, he said that roughly 3 per cent of the overall ad expenditure should be touching 5 per cent in 2011-12 and that almost 70 per cent of money is spent on direct response.
As per his presentation, the categories to spend in digital in 2010 are online publishers (26 per cent), Auto (16 per cent), BFSI (15 per cent) and IT/Telecom at 11 per cent. India’s internet population has been increasing year after year and in 2009, 37 per cent of the population access the internet from cyber cafes, 23 per cent use it from home, 30 per cent use it from office, 4 per cent operate it from school/college and the remaining 4 per cent obtain it from other sources.
He further added that In India, online takes up 20-23 per cent of media consumption across key segments. He showed how consumption of traditional medium online is on the rise along with Television as well. From September 2008 to September 2009, TV grew by 25 per cent, newspapers grew by 29 per cent and radio grew by 18 per cent.
Nguyen gave some examples of how clicks are the wrong metric to assess adverting effectiveness and clicks on display ads are a misleading metric and should be used for direct response ad campaigns (or search). Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads and clicks don’t tell you anything about brand building effects.
He summarized his presentation and pointed out that digital media is another media channel for brand advertising and it has been undervalued and under-spent in Asia Pacific and in India. Digital advertising will not get its fair share of branding dollars until cross media metrics are utilized for planning, clicks are not the right metric to use for online branding campaigns and there is a need to create better ones for branding.
The next speaker was Anant Joshi, the Director Partnerships and Sales Engineering for Media Mind, and he spoke on ‘Let’s Dwell on Branding.’ He started by explaining the meaning of Dwell Rate as the proportion of impressions that were intentionally engaged with by touch, interaction or click and the average Dwell time is defined as the average duration of engagement with the marketing message.
He then pointed out certain rules for increasing Dwell. The first rule is to place ads in environments where users spend ample time, the second rule is to use video and being assertive is the third rule.
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