Biggest Online Advertiser – not necessarily best user of online space!
Using the internet as a medium to promote offerings is not new. At least to our generation. This article is about a new report that has been released by Neilson on the online advertisers in India. Of course, there is a surprise! The entity that has ‘used’ the online space the maximum as a media to promote their brands / offerings is the TATA group. A group that people thought of to be ‘old school’ and ‘traditional’. Well, doesn’t look like it!
However, brand owners / managers suffer from a popular misconception that the online space is just a ‘medium’. Pretty unfortunate! While this report is eulogizing the use of online space by Indian advertisers, I was left with an inane feeling that these guys ‘may’ have just got it wrong. I am of the school of thought that the online space is a medium which forges interaction. Which means that there has to be a dialogue. Mere presence of the offline brochure in the online space is a total waste of time, energy and resources. One needs to lay hands on the entire report and go through the campaigns to figure out how many of these are ‘just’ campaigns and how many were dialogues which led to transactions.
Many of the models that people work with when it comes to the online space will become obsolete soon. Count of impressions and CTRs will be the first to go!
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