The run-up to Valentine’s Day has sure kept most channels – English entertainment to be specific – busy with all kinds of love-y mushy programming. After a point, one begins to appreciate the role that an advertising “break” can play. Well of course, there was some more Valentine’s Day in the breaks as well, thanks to all the offers and messages that advertisers had around the day. An apt one for the day was ebay.in’s ad with the tagline ‘After all, it is about loving yourself...’
Come to think of it, many dotcoms are back in advertising. The slowdown period had seen some of this action reduce even though domain oldies such as MSN and Yahoo were still keeping busy, and ensured some kind of buzz was on. Even travel, marriage and job websites lay low for a bit but not all out.
Now, not only are the old boys back in action full force, but we have the screens filled with younger kids on the block such as BigRock.com and GoDaddy.com. The interesting thing about these two is that they are encouraging people to experiment with the digital space. Both of these players, in fact, are for anyone who thinks they have an idea that would sell and need the digital wherewithal for it, beginning from domain name to web hosting.
The likes of Snapdeal.com are making group buying and daily deals sites look like the new big thing. The promise of the digital space surfaces in many different ways despite the cynics who are either tired of waiting to see moolah in digital or who still need some convincing on the medium, and perhaps that is why it is interesting to see the advertising from BigRock and GoDaddy.
Arguably, the action in the digital space was never slow, but now it is a step up. Anyone I spoke to on this agreed that optimism was back in the market, but they were quick to add that the “investing” nature of 2007-08 was not back yet. Of course, this conversation is not about digital forms of traditional media or even established digital players, as they continued to keep the seriousness of their intent alive even in the worst of times. Telecom and digital distribution platforms like direct-to-home never took a break.
This conversation is about those who are now working on building the medium itself than just offering something on the medium. And that is where the likes of tablets is coming in play and by April 2011, that is one market that is going to redefine much of media consumption as we know it. NDTV and Mint are only two examples of how media owners are aggressive on the tablet market. Apple iPad (which too has a Valentine’s Day offer by the way), Samsung Galaxy Tab and Olive will soon be joined by the likes of LG and may be even Nokia and Microsoft.
The digital medium is suddenly not just exciting because of what people are doing in it, but because of what people are doing for it. The way ahead is full of surprises; the only thing we know for sure is that everyone is only guessing on where we are headed in this digital age...
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