Ok. I know it is a very uncomfortable question, especially in emerging markets where Internet advertising is just about finding its place, and is also one of the fastest growing - in terms of advertising revenue growth. It becomes all the more uncomfortable when you are talking about it online :)
Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.
True? True, but partially
True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, because agencies/clients use the Internet for uploading and publishing a so called humorous animated movie, a.k.a ‘Viral Movie’ and hope that it is seen by ‘n’ number of people. Sometimes, it just feels like - “if it is online, it needs to be humorous”. I never could understand, why is that clients and agencies are willing to ‘create’ and ‘seed’ a viral movie on the Internet, but usually shy away from promoting the same as a TVC? Is it, that a creative that is only good for the Internet is not good for mainline advertising??
The above ‘truths’ are here to stay for sometime but there are changes happening (and happening real fast)
If I were to analyze these 3 mediums of advertising (Print, TVC, and Online), this is what I see –
- The Constants
- The Channels
- The Creative
- The Consumer
- The Confusion
- The Change
- The Challenge
The Constants:
Whatever be the format of advertisement, the truth is that it is part of the same campaign there are some things which would be constants – the campaign objective, the value proposition, the message, the visuals, etc
The Channels:
Each of the channels has a perception built around it. This perception has a rub-off on the advertisements that it carries.
Print: Most print publications are perceived as – Serious, trustworthy, reliable (esp. Newspaper and most magazines). Thus an advertisement present in such an environment would have some rub-off on to it from the context of the medium itself
Television: Most TV Channels are perceived as a window to the world – real and imaginary. TV Channels are entertainment, information and come with some amount of reliability – A perception built by the channels over the years of broadcasting (BBC, STAR, etc). While the environment at which the TVC plays do not have much impact on the TVC itself since the brand story is capsulated by the entirety of the commercial itself
Internet: Compared to the above two mediums of advertising, Internet is still in its infancy. Internet for a long time was under the control of the academicians, students, and some Government organizations. It is only in the last 2 decades that the people at large had access to Internet through www. While the other traditional forms of media were developed with a business model in mind, Internet was developed more by trial and error. All the major development of Internet – be it web-based email, search engines, SNS sites like Facebook all were developed and popularized by the techno-savvy individuals rather than business entrepreneurs. Also since it was developed by the youth, it was predominantly for the youth destinations that came to populate the www. This early perception of the Net being youth-centric destination, and with no proper business model stuck with the marketers and public…and it stayed on
The Creative
Print: The format is primarily – Static Image, with text.
Television: Moving images, graphics, audio – ability to tell the brand story in the closest format of storytelling – Tone, Emotions, scenarios, plot, characters, etc.
Internet: It encompasses the above formats of Image/Text and also Moving Images, graphics, audio etc…. but it also has another two crucial components that makes it different – Interactivity and Technology. While these are the USP’s of Internet, the creative people who make the ads fail to capitalize on it..since never in the history of advertising did any company needed to think about their message being ‘interactive’ (on a real-time basis) nor the technology having a direct impact on the advertisement/communication itself. Compared to other traditional mediums of advertising Internet is still in its infancy.
The Consumer:
The truth is that as consumers we always have been exposed to unidirectional communication. Whether it be in our homes (Parents to Child), or at School (Teacher to student), or at work (Manager to employees) – the communication is mostly unidirectional. The advertising message format too has so far been unidirectional – Company to Consumer. And since the format of communication (unidirectional) was something we were familiar with, the advertising message as it is was accepted without much bother
The Confusion:
Technology for creators of advertisements had been mostly helping them create ads faster and better. Be it the Photoshop, Illustrator, 3D animation software, or the desktop editing tools or the high processor hardware all these helped the creative team to build ads in the format they are used to. But advertising on the Internet, had technology not as a facilitator of creating ads but an integral part of the creative itself. Suddenly the creative was not about what the story says, but what the story does.
The Change:
Change is something that everyone is uncomfortable with. We all like things to be predictable and hence stick to things that are tried and tested. The same is the case with marketers. Traditional advertising is something that the CMO’s are most comfortable with. They know what works and what doesn’t. So far, Internet advertising was always relegated to the newbie in the department. But the times are changing and the youth of yesterday who have been exposed to Internet from early years are now taking reins of marketing department. They have seen the medium grow and know the potential of this medium. While it would be a fallacy to say that they would replace traditional forms of advertising, digital advertising would soon be the centre of all advertising campaigns.
The Challenge:
The challenge for the creative team and ad agencies is how to think ‘Technology’ when creating ads. It is not about what Technology can do for them, but what they can do with Technology. Internet is about interactivity, and it is about how to create message that just does not say something, but also does something. This would mean that there should be members in the team who can bring the message ‘alive’ – in true sense.
Another challenge is something that time will solve. As more and more people start replacing the traditional forms of media consumption with Internet, the medium itself would start being perceived as an evolved medium. This is already happening with people using Google (or other Search Engines) as the primary source of information seeking. Also it was in news a few days back how the traditional source of English Language (Dictionary) is being replaced by the Wikipedia. Twitter, a micro-blogging platform, is giving the traditional news channels a run for their money by being a popular source for real-time news
I’m sure in the near future today’s CG (Creative Guru) would be replaced by tomorrow’s CG (Creative Geek) :)
Cheers
Santosh
Tampilkan postingan dengan label Advertising Online. Tampilkan semua postingan
Tampilkan postingan dengan label Advertising Online. Tampilkan semua postingan
Minggu, 26 September 2010
Is online a ‘frivolous’ medium for advertising?
Ok. I know it is a very uncomfortable question, especially in emerging markets where Internet advertising is just about finding its place, and is also one of the fastest growing - in terms of advertising revenue growth. It becomes all the more uncomfortable when you are talking about it online :)
Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.
True? True, but partially
True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, because agencies/clients use the Internet for uploading and publishing a so called humorous animated movie, a.k.a ‘Viral Movie’ and hope that it is seen by ‘n’ number of people. Sometimes, it just feels like - “if it is online, it needs to be humorous”. I never could understand, why is that clients and agencies are willing to ‘create’ and ‘seed’ a viral movie on the Internet, but usually shy away from promoting the same as a TVC? Is it, that a creative that is only good for the Internet is not good for mainline advertising??
The above ‘truths’ are here to stay for sometime but there are changes happening (and happening real fast)
If I were to analyze these 3 mediums of advertising (Print, TVC, and Online), this is what I see –
- The Constants
- The Channels
- The Creative
- The Consumer
- The Confusion
- The Change
- The Challenge
The Constants:
Whatever be the format of advertisement, the truth is that it is part of the same campaign there are some things which would be constants – the campaign objective, the value proposition, the message, the visuals, etc
The Channels:
Each of the channels has a perception built around it. This perception has a rub-off on the advertisements that it carries.
Print: Most print publications are perceived as – Serious, trustworthy, reliable (esp. Newspaper and most magazines). Thus an advertisement present in such an environment would have some rub-off on to it from the context of the medium itself
Television: Most TV Channels are perceived as a window to the world – real and imaginary. TV Channels are entertainment, information and come with some amount of reliability – A perception built by the channels over the years of broadcasting (BBC, STAR, etc). While the environment at which the TVC plays do not have much impact on the TVC itself since the brand story is capsulated by the entirety of the commercial itself
Internet: Compared to the above two mediums of advertising, Internet is still in its infancy. Internet for a long time was under the control of the academicians, students, and some Government organizations. It is only in the last 2 decades that the people at large had access to Internet through www. While the other traditional forms of media were developed with a business model in mind, Internet was developed more by trial and error. All the major development of Internet – be it web-based email, search engines, SNS sites like Facebook all were developed and popularized by the techno-savvy individuals rather than business entrepreneurs. Also since it was developed by the youth, it was predominantly for the youth destinations that came to populate the www. This early perception of the Net being youth-centric destination, and with no proper business model stuck with the marketers and public…and it stayed on
The Creative
Print: The format is primarily – Static Image, with text.
Television: Moving images, graphics, audio – ability to tell the brand story in the closest format of storytelling – Tone, Emotions, scenarios, plot, characters, etc.
Internet: It encompasses the above formats of Image/Text and also Moving Images, graphics, audio etc…. but it also has another two crucial components that makes it different – Interactivity and Technology. While these are the USP’s of Internet, the creative people who make the ads fail to capitalize on it..since never in the history of advertising did any company needed to think about their message being ‘interactive’ (on a real-time basis) nor the technology having a direct impact on the advertisement/communication itself. Compared to other traditional mediums of advertising Internet is still in its infancy.
The Consumer:
The truth is that as consumers we always have been exposed to unidirectional communication. Whether it be in our homes (Parents to Child), or at School (Teacher to student), or at work (Manager to employees) – the communication is mostly unidirectional. The advertising message format too has so far been unidirectional – Company to Consumer. And since the format of communication (unidirectional) was something we were familiar with, the advertising message as it is was accepted without much bother
The Confusion:
Technology for creators of advertisements had been mostly helping them create ads faster and better. Be it the Photoshop, Illustrator, 3D animation software, or the desktop editing tools or the high processor hardware all these helped the creative team to build ads in the format they are used to. But advertising on the Internet, had technology not as a facilitator of creating ads but an integral part of the creative itself. Suddenly the creative was not about what the story says, but what the story does.
The Change:
Change is something that everyone is uncomfortable with. We all like things to be predictable and hence stick to things that are tried and tested. The same is the case with marketers. Traditional advertising is something that the CMO’s are most comfortable with. They know what works and what doesn’t. So far, Internet advertising was always relegated to the newbie in the department. But the times are changing and the youth of yesterday who have been exposed to Internet from early years are now taking reins of marketing department. They have seen the medium grow and know the potential of this medium. While it would be a fallacy to say that they would replace traditional forms of advertising, digital advertising would soon be the centre of all advertising campaigns.
The Challenge:
The challenge for the creative team and ad agencies is how to think ‘Technology’ when creating ads. It is not about what Technology can do for them, but what they can do with Technology. Internet is about interactivity, and it is about how to create message that just does not say something, but also does something. This would mean that there should be members in the team who can bring the message ‘alive’ – in true sense.
Another challenge is something that time will solve. As more and more people start replacing the traditional forms of media consumption with Internet, the medium itself would start being perceived as an evolved medium. This is already happening with people using Google (or other Search Engines) as the primary source of information seeking. Also it was in news a few days back how the traditional source of English Language (Dictionary) is being replaced by the Wikipedia. Twitter, a micro-blogging platform, is giving the traditional news channels a run for their money by being a popular source for real-time news
I’m sure in the near future today’s CG (Creative Guru) would be replaced by tomorrow’s CG (Creative Geek) :)
Cheers
Santosh
Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.
True? True, but partially
True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, because agencies/clients use the Internet for uploading and publishing a so called humorous animated movie, a.k.a ‘Viral Movie’ and hope that it is seen by ‘n’ number of people. Sometimes, it just feels like - “if it is online, it needs to be humorous”. I never could understand, why is that clients and agencies are willing to ‘create’ and ‘seed’ a viral movie on the Internet, but usually shy away from promoting the same as a TVC? Is it, that a creative that is only good for the Internet is not good for mainline advertising??
The above ‘truths’ are here to stay for sometime but there are changes happening (and happening real fast)
If I were to analyze these 3 mediums of advertising (Print, TVC, and Online), this is what I see –
- The Constants
- The Channels
- The Creative
- The Consumer
- The Confusion
- The Change
- The Challenge
The Constants:
Whatever be the format of advertisement, the truth is that it is part of the same campaign there are some things which would be constants – the campaign objective, the value proposition, the message, the visuals, etc
The Channels:
Each of the channels has a perception built around it. This perception has a rub-off on the advertisements that it carries.
Print: Most print publications are perceived as – Serious, trustworthy, reliable (esp. Newspaper and most magazines). Thus an advertisement present in such an environment would have some rub-off on to it from the context of the medium itself
Television: Most TV Channels are perceived as a window to the world – real and imaginary. TV Channels are entertainment, information and come with some amount of reliability – A perception built by the channels over the years of broadcasting (BBC, STAR, etc). While the environment at which the TVC plays do not have much impact on the TVC itself since the brand story is capsulated by the entirety of the commercial itself
Internet: Compared to the above two mediums of advertising, Internet is still in its infancy. Internet for a long time was under the control of the academicians, students, and some Government organizations. It is only in the last 2 decades that the people at large had access to Internet through www. While the other traditional forms of media were developed with a business model in mind, Internet was developed more by trial and error. All the major development of Internet – be it web-based email, search engines, SNS sites like Facebook all were developed and popularized by the techno-savvy individuals rather than business entrepreneurs. Also since it was developed by the youth, it was predominantly for the youth destinations that came to populate the www. This early perception of the Net being youth-centric destination, and with no proper business model stuck with the marketers and public…and it stayed on
The Creative
Print: The format is primarily – Static Image, with text.
Television: Moving images, graphics, audio – ability to tell the brand story in the closest format of storytelling – Tone, Emotions, scenarios, plot, characters, etc.
Internet: It encompasses the above formats of Image/Text and also Moving Images, graphics, audio etc…. but it also has another two crucial components that makes it different – Interactivity and Technology. While these are the USP’s of Internet, the creative people who make the ads fail to capitalize on it..since never in the history of advertising did any company needed to think about their message being ‘interactive’ (on a real-time basis) nor the technology having a direct impact on the advertisement/communication itself. Compared to other traditional mediums of advertising Internet is still in its infancy.
The Consumer:
The truth is that as consumers we always have been exposed to unidirectional communication. Whether it be in our homes (Parents to Child), or at School (Teacher to student), or at work (Manager to employees) – the communication is mostly unidirectional. The advertising message format too has so far been unidirectional – Company to Consumer. And since the format of communication (unidirectional) was something we were familiar with, the advertising message as it is was accepted without much bother
The Confusion:
Technology for creators of advertisements had been mostly helping them create ads faster and better. Be it the Photoshop, Illustrator, 3D animation software, or the desktop editing tools or the high processor hardware all these helped the creative team to build ads in the format they are used to. But advertising on the Internet, had technology not as a facilitator of creating ads but an integral part of the creative itself. Suddenly the creative was not about what the story says, but what the story does.
The Change:
Change is something that everyone is uncomfortable with. We all like things to be predictable and hence stick to things that are tried and tested. The same is the case with marketers. Traditional advertising is something that the CMO’s are most comfortable with. They know what works and what doesn’t. So far, Internet advertising was always relegated to the newbie in the department. But the times are changing and the youth of yesterday who have been exposed to Internet from early years are now taking reins of marketing department. They have seen the medium grow and know the potential of this medium. While it would be a fallacy to say that they would replace traditional forms of advertising, digital advertising would soon be the centre of all advertising campaigns.
The Challenge:
The challenge for the creative team and ad agencies is how to think ‘Technology’ when creating ads. It is not about what Technology can do for them, but what they can do with Technology. Internet is about interactivity, and it is about how to create message that just does not say something, but also does something. This would mean that there should be members in the team who can bring the message ‘alive’ – in true sense.
Another challenge is something that time will solve. As more and more people start replacing the traditional forms of media consumption with Internet, the medium itself would start being perceived as an evolved medium. This is already happening with people using Google (or other Search Engines) as the primary source of information seeking. Also it was in news a few days back how the traditional source of English Language (Dictionary) is being replaced by the Wikipedia. Twitter, a micro-blogging platform, is giving the traditional news channels a run for their money by being a popular source for real-time news
I’m sure in the near future today’s CG (Creative Guru) would be replaced by tomorrow’s CG (Creative Geek) :)
Cheers
Santosh
Is online a ‘frivolous’ medium for advertising?
Ok. I know it is a very uncomfortable question, especially in emerging markets where Internet advertising is just about finding its place, and is also one of the fastest growing - in terms of advertising revenue growth. It becomes all the more uncomfortable when you are talking about it online :)
Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.
True? True, but partially
True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, because agencies/clients use the Internet for uploading and publishing a so called humorous animated movie, a.k.a ‘Viral Movie’ and hope that it is seen by ‘n’ number of people. Sometimes, it just feels like - “if it is online, it needs to be humorous”. I never could understand, why is that clients and agencies are willing to ‘create’ and ‘seed’ a viral movie on the Internet, but usually shy away from promoting the same as a TVC? Is it, that a creative that is only good for the Internet is not good for mainline advertising??
The above ‘truths’ are here to stay for sometime but there are changes happening (and happening real fast)
If I were to analyze these 3 mediums of advertising (Print, TVC, and Online), this is what I see –
- The Constants
- The Channels
- The Creative
- The Consumer
- The Confusion
- The Change
- The Challenge
The Constants:
Whatever be the format of advertisement, the truth is that it is part of the same campaign there are some things which would be constants – the campaign objective, the value proposition, the message, the visuals, etc
The Channels:
Each of the channels has a perception built around it. This perception has a rub-off on the advertisements that it carries.
Print: Most print publications are perceived as – Serious, trustworthy, reliable (esp. Newspaper and most magazines). Thus an advertisement present in such an environment would have some rub-off on to it from the context of the medium itself
Television: Most TV Channels are perceived as a window to the world – real and imaginary. TV Channels are entertainment, information and come with some amount of reliability – A perception built by the channels over the years of broadcasting (BBC, STAR, etc). While the environment at which the TVC plays do not have much impact on the TVC itself since the brand story is capsulated by the entirety of the commercial itself
Internet: Compared to the above two mediums of advertising, Internet is still in its infancy. Internet for a long time was under the control of the academicians, students, and some Government organizations. It is only in the last 2 decades that the people at large had access to Internet through www. While the other traditional forms of media were developed with a business model in mind, Internet was developed more by trial and error. All the major development of Internet – be it web-based email, search engines, SNS sites like Facebook all were developed and popularized by the techno-savvy individuals rather than business entrepreneurs. Also since it was developed by the youth, it was predominantly for the youth destinations that came to populate the www. This early perception of the Net being youth-centric destination, and with no proper business model stuck with the marketers and public…and it stayed on
The Creative
Print: The format is primarily – Static Image, with text.
Television: Moving images, graphics, audio – ability to tell the brand story in the closest format of storytelling – Tone, Emotions, scenarios, plot, characters, etc.
Internet: It encompasses the above formats of Image/Text and also Moving Images, graphics, audio etc…. but it also has another two crucial components that makes it different – Interactivity and Technology. While these are the USP’s of Internet, the creative people who make the ads fail to capitalize on it..since never in the history of advertising did any company needed to think about their message being ‘interactive’ (on a real-time basis) nor the technology having a direct impact on the advertisement/communication itself. Compared to other traditional mediums of advertising Internet is still in its infancy.
The Consumer:
The truth is that as consumers we always have been exposed to unidirectional communication. Whether it be in our homes (Parents to Child), or at School (Teacher to student), or at work (Manager to employees) – the communication is mostly unidirectional. The advertising message format too has so far been unidirectional – Company to Consumer. And since the format of communication (unidirectional) was something we were familiar with, the advertising message as it is was accepted without much bother
The Confusion:
Technology for creators of advertisements had been mostly helping them create ads faster and better. Be it the Photoshop, Illustrator, 3D animation software, or the desktop editing tools or the high processor hardware all these helped the creative team to build ads in the format they are used to. But advertising on the Internet, had technology not as a facilitator of creating ads but an integral part of the creative itself. Suddenly the creative was not about what the story says, but what the story does.
The Change:
Change is something that everyone is uncomfortable with. We all like things to be predictable and hence stick to things that are tried and tested. The same is the case with marketers. Traditional advertising is something that the CMO’s are most comfortable with. They know what works and what doesn’t. So far, Internet advertising was always relegated to the newbie in the department. But the times are changing and the youth of yesterday who have been exposed to Internet from early years are now taking reins of marketing department. They have seen the medium grow and know the potential of this medium. While it would be a fallacy to say that they would replace traditional forms of advertising, digital advertising would soon be the centre of all advertising campaigns.
The Challenge:
The challenge for the creative team and ad agencies is how to think ‘Technology’ when creating ads. It is not about what Technology can do for them, but what they can do with Technology. Internet is about interactivity, and it is about how to create message that just does not say something, but also does something. This would mean that there should be members in the team who can bring the message ‘alive’ – in true sense.
Another challenge is something that time will solve. As more and more people start replacing the traditional forms of media consumption with Internet, the medium itself would start being perceived as an evolved medium. This is already happening with people using Google (or other Search Engines) as the primary source of information seeking. Also it was in news a few days back how the traditional source of English Language (Dictionary) is being replaced by the Wikipedia. Twitter, a micro-blogging platform, is giving the traditional news channels a run for their money by being a popular source for real-time news
I’m sure in the near future today’s CG (Creative Guru) would be replaced by tomorrow’s CG (Creative Geek) :)
Cheers
Santosh
Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.
True? True, but partially
True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, because agencies/clients use the Internet for uploading and publishing a so called humorous animated movie, a.k.a ‘Viral Movie’ and hope that it is seen by ‘n’ number of people. Sometimes, it just feels like - “if it is online, it needs to be humorous”. I never could understand, why is that clients and agencies are willing to ‘create’ and ‘seed’ a viral movie on the Internet, but usually shy away from promoting the same as a TVC? Is it, that a creative that is only good for the Internet is not good for mainline advertising??
The above ‘truths’ are here to stay for sometime but there are changes happening (and happening real fast)
If I were to analyze these 3 mediums of advertising (Print, TVC, and Online), this is what I see –
- The Constants
- The Channels
- The Creative
- The Consumer
- The Confusion
- The Change
- The Challenge
The Constants:
Whatever be the format of advertisement, the truth is that it is part of the same campaign there are some things which would be constants – the campaign objective, the value proposition, the message, the visuals, etc
The Channels:
Each of the channels has a perception built around it. This perception has a rub-off on the advertisements that it carries.
Print: Most print publications are perceived as – Serious, trustworthy, reliable (esp. Newspaper and most magazines). Thus an advertisement present in such an environment would have some rub-off on to it from the context of the medium itself
Television: Most TV Channels are perceived as a window to the world – real and imaginary. TV Channels are entertainment, information and come with some amount of reliability – A perception built by the channels over the years of broadcasting (BBC, STAR, etc). While the environment at which the TVC plays do not have much impact on the TVC itself since the brand story is capsulated by the entirety of the commercial itself
Internet: Compared to the above two mediums of advertising, Internet is still in its infancy. Internet for a long time was under the control of the academicians, students, and some Government organizations. It is only in the last 2 decades that the people at large had access to Internet through www. While the other traditional forms of media were developed with a business model in mind, Internet was developed more by trial and error. All the major development of Internet – be it web-based email, search engines, SNS sites like Facebook all were developed and popularized by the techno-savvy individuals rather than business entrepreneurs. Also since it was developed by the youth, it was predominantly for the youth destinations that came to populate the www. This early perception of the Net being youth-centric destination, and with no proper business model stuck with the marketers and public…and it stayed on
The Creative
Print: The format is primarily – Static Image, with text.
Television: Moving images, graphics, audio – ability to tell the brand story in the closest format of storytelling – Tone, Emotions, scenarios, plot, characters, etc.
Internet: It encompasses the above formats of Image/Text and also Moving Images, graphics, audio etc…. but it also has another two crucial components that makes it different – Interactivity and Technology. While these are the USP’s of Internet, the creative people who make the ads fail to capitalize on it..since never in the history of advertising did any company needed to think about their message being ‘interactive’ (on a real-time basis) nor the technology having a direct impact on the advertisement/communication itself. Compared to other traditional mediums of advertising Internet is still in its infancy.
The Consumer:
The truth is that as consumers we always have been exposed to unidirectional communication. Whether it be in our homes (Parents to Child), or at School (Teacher to student), or at work (Manager to employees) – the communication is mostly unidirectional. The advertising message format too has so far been unidirectional – Company to Consumer. And since the format of communication (unidirectional) was something we were familiar with, the advertising message as it is was accepted without much bother
The Confusion:
Technology for creators of advertisements had been mostly helping them create ads faster and better. Be it the Photoshop, Illustrator, 3D animation software, or the desktop editing tools or the high processor hardware all these helped the creative team to build ads in the format they are used to. But advertising on the Internet, had technology not as a facilitator of creating ads but an integral part of the creative itself. Suddenly the creative was not about what the story says, but what the story does.
The Change:
Change is something that everyone is uncomfortable with. We all like things to be predictable and hence stick to things that are tried and tested. The same is the case with marketers. Traditional advertising is something that the CMO’s are most comfortable with. They know what works and what doesn’t. So far, Internet advertising was always relegated to the newbie in the department. But the times are changing and the youth of yesterday who have been exposed to Internet from early years are now taking reins of marketing department. They have seen the medium grow and know the potential of this medium. While it would be a fallacy to say that they would replace traditional forms of advertising, digital advertising would soon be the centre of all advertising campaigns.
The Challenge:
The challenge for the creative team and ad agencies is how to think ‘Technology’ when creating ads. It is not about what Technology can do for them, but what they can do with Technology. Internet is about interactivity, and it is about how to create message that just does not say something, but also does something. This would mean that there should be members in the team who can bring the message ‘alive’ – in true sense.
Another challenge is something that time will solve. As more and more people start replacing the traditional forms of media consumption with Internet, the medium itself would start being perceived as an evolved medium. This is already happening with people using Google (or other Search Engines) as the primary source of information seeking. Also it was in news a few days back how the traditional source of English Language (Dictionary) is being replaced by the Wikipedia. Twitter, a micro-blogging platform, is giving the traditional news channels a run for their money by being a popular source for real-time news
I’m sure in the near future today’s CG (Creative Guru) would be replaced by tomorrow’s CG (Creative Geek) :)
Cheers
Santosh
Kamis, 25 Maret 2010
Display advertising: towards creativity without limits
Imagine you own a popular coffee chain in Denver that you want to promote. On Monday afternoon, it’s warm and 80 degrees in the city. You run a display ad campaign online that offers Denverites a discount coupon for an iced cold latte, with a searchable map embedded in the ad to show local branches, and a real-time feed from people who have tweeted publicly about your newest flavor. That evening, a cold front rolls over the Rockies. Your ad automatically and dynamically adjusts to present a photo of a hot, steaming cup of hot chocolate in front of a warm fireplace, together with a home delivery number and an offer of free marshmallows.
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Display advertising: towards creativity without limits
Imagine you own a popular coffee chain in Denver that you want to promote. On Monday afternoon, it’s warm and 80 degrees in the city. You run a display ad campaign online that offers Denverites a discount coupon for an iced cold latte, with a searchable map embedded in the ad to show local branches, and a real-time feed from people who have tweeted publicly about your newest flavor. That evening, a cold front rolls over the Rockies. Your ad automatically and dynamically adjusts to present a photo of a hot, steaming cup of hot chocolate in front of a warm fireplace, together with a home delivery number and an offer of free marshmallows.
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Display advertising: towards creativity without limits
Imagine you own a popular coffee chain in Denver that you want to promote. On Monday afternoon, it’s warm and 80 degrees in the city. You run a display ad campaign online that offers Denverites a discount coupon for an iced cold latte, with a searchable map embedded in the ad to show local branches, and a real-time feed from people who have tweeted publicly about your newest flavor. That evening, a cold front rolls over the Rockies. Your ad automatically and dynamically adjusts to present a photo of a hot, steaming cup of hot chocolate in front of a warm fireplace, together with a home delivery number and an offer of free marshmallows.
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Creative? Absolutely. Impossible? Hardly. You can do this today using technology from Teracent that we’re working to roll out for our clients who advertise on the Google Content Network or who use DoubleClick Rich Media.
There’s no doubt that advertisers today are increasingly seeking to run campaigns that are highly measurable and relevant to users. That’s one of the benefits of advertising on the Internet. But great ad campaigns are about more than clicks or numbers. The best campaigns are so memorable and effective because they make an emotional bond with us. The very best can engage us, move us and make us feel a connection with the brand that’s being promoted. That’s the real creative genius of advertising.
We traditionally think of TV as the most creative advertising media. But display advertising has the promise of a couple of things that even TV doesn't have — the ability to dynamically customize ads in infinite ways and the opportunity to enable a true two-way interaction and dialogue with users.
Here are some examples of how creative ads have been used to drive engagement and deliver great results:
* An award-winning rich media ad that was created by Euro RSCG for the new Volvo XC60. In addition to an interactive game, photos and gallery, it incorporated a Twitter feed from the New York Auto show. In just three days, the campaign garnered 170 million impressions, 50,000 clicks and 17,000 hours of brand engagement. No other type of advertising format could have come close in driving this type of conversation with a brand's potential customers.
A great campaign for Harley Davidson, created by the agency Overdrive. This ad functions almost like a website — with interactive video, Twitter and Facebook Share functionality, as it invites people to send a "Tribute to the Troops" for Veteran's Day. Over 280,000 people clicked to watch the video embedded in the ads and more than 18,000 Tributes were sent to troops from this campaign.
Some in our industry have asked why we aren’t seeing more creative display ad campaigns like these. In our view, it’s definitely not because of a lack of creativity or an unwillingness to experiment. The problem to date has been the lack of tools and technologies necessary to do this at scale across the Internet.
It takes hard work to create, serve and measure the impact of these ads. Under the hood, there’s a lot of technology that needs to come together for them to work seamlessly. Take the Harley Davidson ad: It contains dozens of complex creative elements, integrations with various technologies like Flash, numerous APIs, Twitter and Facebook, and multiple parties involved in its creation and delivery — from the creative agency, to teams at Google, through to the ad operations teams at the publisher. You could spend hundreds or thousands of hours building out creative concepts and ads like this, but ultimately only run them on a few sites because the customization takes so much time to implement across the web.
We believe that technology, by streamlining and eliminating some of the hard work involved, and by offering new creative possibilities, can be a great enabler of more creative ads.
What if it were seamless to serve and run highly creative ad units — not just on one site, but on thousands of sites, and also in videos and on mobile phones? What if it were simpler to incorporate social features in the ad creative itself — such as letting people endorse and spread particular ads or campaigns to their friends? What if you could serve video ads that included simple tools in the ad creative itself that allowed users to easily make their own mashups of your ad, and post and share them with friends?
And what if you could make a few different creative elements for an ad, and then have them dynamically chosen, depending on factors like where the ad’s shown, product availability, time of day and any other variable you choose — just like the coffee ad I mentioned at the start? That way, agencies and advertisers would be able to spend their time building out their creative concepts and ads, and technology can multiply the impact by running it on thousands of sites with millions of variations for every website and user.
Technology is evolving rapidly and will help facilitate all of this in the months and years ahead. What about imagining what might be possible on your phone in a few years? Let’s say you're walking down the street, using an augmented reality app on your mobile phone to see what's interesting around you. In your viewfinder, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognize that it's a billboard for a particular shoe brand, show an expandable ad for that brand, let you choose to watch a video of one of their shoes in action, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.
That’s just one example of what one day will be possible in the world of display advertising. It’s the goal of our display advertising efforts to produce the tools and technologies to allow for this type of unbridled creativity at a grand scale.
Article Source here
Selasa, 09 Desember 2008
Management-Ally 9: Believe in strangers
Some forwarded me a link to join a new website www.yepme.com. They claim to be India's first recommendation Engine.
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
Management-Ally 9: Believe in strangers
Some forwarded me a link to join a new website www.yepme.com. They claim to be India's first recommendation Engine.
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
Management-Ally 9: Believe in strangers
Some forwarded me a link to join a new website www.yepme.com. They claim to be India's first recommendation Engine.
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
The offer of sending invites and recommending places allows you to accumulate points and thus you are eligible to get your free Reebok shoes (the prime reason for me to click the link)
It makes me wonder, why would someone listen to a recommendations of a complete stranger?? Can i really be an 'influencer' to promote some service or product, that will influence a person from Mumbai or Bangalore to try it. Sounds, far fetched.
I never asked the person sitting on the neighboring table in a restaurant what he had ordered or how the food tasted. Neither do I ask someone at a retail outlet about a particular product. Then why would I go online, read a recommendation of some completely unknown, and the decide. And most cases, I go by the waiter/chef's recommendation or the salesman's advice...I am sure this will be true in most cases.
This thought reflects in my earlier blog about online behaviour. Is our online behaviour vastly different from our real life behaviour??
Also, the fact that someone 'earns' points and there-by rewarded for giving recommendations would kill the purpose of being an unbiased 'reviewer' of a product or service (i am assuming that this site only promotes positive recommendations, and you are rewarded for the same, i might be wrong too)..
Reviewers site, i have seen are usually a message board for venting up. Most of the comments are from people who have an unpleasant experience with the company or brand. This strengthens the saying - a happy customers says to 3, and an unhappy one to 3000.
I think the more workable model for the review/ recommendation sites to be successful would be to get the customer response as soon as they have experienced the product or service. Here a judicious mix of micro-blogging through mobile (SMS) would be the best way...
Cheers
Santosh
Selasa, 02 Desember 2008
India ranks 4th in world with 81 Million Internet Users
Strange.. Most of the Internet stats report from India claim that India has an internet user base of 30 Million to 38 Million. But to quote by Internet Governance Forum - India has been ranked fourth among the top ten nations in the world with 81 million internet users even as the world aggregate touched 134,85,72,040 by the end of 2007.
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
India ranks 4th in world with 81 Million Internet Users
Strange.. Most of the Internet stats report from India claim that India has an internet user base of 30 Million to 38 Million. But to quote by Internet Governance Forum - India has been ranked fourth among the top ten nations in the world with 81 million internet users even as the world aggregate touched 134,85,72,040 by the end of 2007.
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
India ranks 4th in world with 81 Million Internet Users
Strange.. Most of the Internet stats report from India claim that India has an internet user base of 30 Million to 38 Million. But to quote by Internet Governance Forum - India has been ranked fourth among the top ten nations in the world with 81 million internet users even as the world aggregate touched 134,85,72,040 by the end of 2007.
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
For reading the entire article click economictimes.com
I do not know the methodology which was followed and how the figures were arrived to.. But at 81 Million users, we can emphatically say that Internet in India is no longer a medium for niche audience, but is a 'mass' media.
It is high time that we marketers recognize this and have a proper online marketing strategy - and not do online campaigns as an after thought.
Cheers
Santosh
Selasa, 25 November 2008
Management-Ally, Part 8: Online Behaviour – Why people don’t behave the way the do…
It has been quite a while since I have written anything under the Management-Ally series. I had in my early days of blogging started the following series:
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
Management-Ally, Part 8: Online Behaviour – Why people don’t behave the way the do…
It has been quite a while since I have written anything under the Management-Ally series. I had in my early days of blogging started the following series:
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
Management-Ally, Part 8: Online Behaviour – Why people don’t behave the way the do…
It has been quite a while since I have written anything under the Management-Ally series. I had in my early days of blogging started the following series:
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
1. Management-Ally: Topics of interests that would give my perspective of Management related topics.
2. Manage-Mentally: The topics under this heading were usually humorous in nature. It gave my view of a specific management related topic in a lighter vein.
I have decided to re-start writing articles under these headings. Under this Management-Ally series, I wanted to cover my thoughts on Online Behaviour – why people don’t behave the way they do in real life
There is a vast difference in the behaviour of people when they are online or offline. We all have been conditioned to the fact that Internet enables an easy and convenient way of communicating with each other. But these online interactions are not necessarily, an extension of our real life behaviour but a medium for surfacing our deep rooted feelings/actions. A common example would be – You would find it hard to say no to a friend of yours when you are face to face, but when you are online chatting, saying no would not be hard.
My main line of question is - has the Net increased social interactions, but of a different kind?
Why does the same person, behave differently when he/she is online? Taking the Freudian principle and tweaking the ‘Iceberg’ model a little bit, we can get into the different stages and the effect of the same on the user’s psyche.
When a person is online there are 4 stages that will affect his online behaviour.
The Normal Stage
The Interlinked Stage
The ‘attached’ Stage
The ‘detached’ Stage
The Normal Stage:
When the user is online, and interacting with people he/she knows (either through email/Instant Messaging, writing scrap). This phenomenon is predominantly the way any user would behave when in online space. It is usually happens – when you know others, and others know you.
The Interlinked Stage:
In this stage the user would react the same way as in normal stage in most of the instances. However, there would be instances where he might behave in a manner we would not have in real life. Example, in a particular situation, a person may not say no when he is face to face with the other party (especially, if he/she knows the other party); but saying no through an email or message (SMS) would be easier, and they might just do that. This is usually true – when you want to send comments/feedback on articles, blog scrap, or you are using a known identity and chatting in a chat room.
The Attached Stage:
This stage of people you would find usually in the virtual world scenario – There.com, secondlife.com. Also such behaviour is found in chat rooms, where you can log on as anonymous user. Here your behaviour would have some semblance to what you do in offline world. However, you would transgress a lot, and would do be willing to do things you normally would not do. However, if the online space is some place where others know you in real life – you will still behave in the normal way in some instance.
The Detached Stage:
Creating anonymous online avatars, extreme online gaming, geeks who are well versed with the ways of the Internet, and want to have some fun at somebody’s expense are some of the places you would find such behaviour. P2P sites where you upload/ download stuff that are not legal – the reason is not that you want to break the law, it is more to satisfy the ‘rebel’ in you.
Conclusion:
Online behaviour of a person need not be same as their real life behaviour. As a medium, Internet gives the user an option of being anonymous, and thus a reason for them to behave in a manner that will not be similar to their off-line behaviour.
As an advertiser we need to understand, the place, the reason, and the age (number of years using internet) of the target group, before we make ads, targeting them. We currently live in a world, wherein we use the findings of the offline behaviour of a person, and create communication messaging for online medium
It would be great to do a proper research on the online behaviour of the TG, before we have empirical data to substantiate the above theory.
Kamis, 02 Oktober 2008
Advertising through LinkedIN
Ok. You know it. But, I still will say – LinkedIn is great. In fact, it is one of the best things that has happened in the Networking sites
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Santosh
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Remember the wise man saying – Fish where the fishes are…Cheers
Santosh
Advertising through LinkedIN
Ok. You know it. But, I still will say – LinkedIn is great. In fact, it is one of the best things that has happened in the Networking sites
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Santosh
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Remember the wise man saying – Fish where the fishes are…Cheers
Santosh
Advertising through LinkedIN
Ok. You know it. But, I still will say – LinkedIn is great. In fact, it is one of the best things that has happened in the Networking sites
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Santosh
So, I have a profile.. I have a large number of members in my network. But, what is it in for a marketer. As a marketing professional, how can I use LinkedIn to reach out to those grapes (read profiles) I see, but can’t reach.
Most marketers use LinkedIn effectively for HR (It is a different story that my profile has not evinced any interest so far)
What any advertiser is looking for medium and ways to reach to the target audience without much ‘disruption’. LinkedIn provides focused marketing based on member profile.
Normal Advertising Options:
LinkedIn advertising option offers the standard IAB Banner sizes (728x90, 160x600, 300x250) and text ads. These ads are displayed on the user profile pages – based on their designation, company size, location, roles, and industry. Also you can do the standard Frequency capping, IP target, time etc. If you are an advertiser from India, it is always better to keep in your messaging that the advertisement is from India/ for India – else most people might skip interacting with the banner ad.
Creating Networking Groups
LinkedIn Networking Groups are a great thing - but you need to understand that a LinkedIn Networking Group can be a business networking group, it can be a business executive networking group, it can be a marketing networking group, or any other kind of networking marketing group.
If you have a profile on LinkedIn, it is easy to create a Group. Remember that people come together even in the online space if they have something in common. Some common ideas that brings people together are –
Interest/Hobbies
Location/Place of work/Alumni
Something YOU are passionate about (you will be surprised how many are like you)
Professional Group (Marketing/Sales/Finance)
Self Improvement (everybody likes it)
If you are Indian – Try Religion/Cricket/Bollywood
Ok. Now you have an objective for creating the group. You will need to send an INmail to all the members of your network about the new group. Say if you have around 100 people in your network.. and if 50% of them joins your group. You have 50 members in level 1. The persons who are in the network of the people who joined your network will get an update about their current status.. if we assume that there are 100 people each of their network, and a conversion of 25% would mean (25% of 50x100 = 1250 members)… Not bad for a few minutes of work.
If you are a premium member you could also send direct INMail to members who are not part of your network.
Remember, the idea is not of creating a group, but maintaining and sustaining the group. Which would mean you will need to have regular activities like – Discussion, Q&A, updates, links to related articles, etc
Remember the wise man saying – Fish where the fishes are…Cheers
Santosh
Rabu, 16 Juli 2008
Google brings Speech Recognition to Video Search
Google seems to be slowly rolling out new features into some of their services. Google, which originally began as a search engine, has now become a giant on the interwebs, trying its hand at every possible area. As of today, the giant has a 70% Market Share in the total search queries from the US.
Google has now started indexing a select few of its videos hosted Google Videos using Speech Recognition Technology. This technology enables Google to transcribe the speech in the videos to text so that Google can Index it. Currently, only videos from the official politician channels are supported. Currently, a user has to rely only on the Video title, description of the video or the tags. The ‘related videos’ too are based on these matches only. Now, with the technology, whenever any user makes a search, Google looks up the word in its big book of indexes and returns the videos which have these words in them. As an added benefit, Google adds bubbles in the timeline along with the text that is being spoken.
For complete article, please go to WATblog.com
Cheers
Santosh
Google has now started indexing a select few of its videos hosted Google Videos using Speech Recognition Technology. This technology enables Google to transcribe the speech in the videos to text so that Google can Index it. Currently, only videos from the official politician channels are supported. Currently, a user has to rely only on the Video title, description of the video or the tags. The ‘related videos’ too are based on these matches only. Now, with the technology, whenever any user makes a search, Google looks up the word in its big book of indexes and returns the videos which have these words in them. As an added benefit, Google adds bubbles in the timeline along with the text that is being spoken.
For complete article, please go to WATblog.com
Cheers
Santosh
Google brings Speech Recognition to Video Search
Google seems to be slowly rolling out new features into some of their services. Google, which originally began as a search engine, has now become a giant on the interwebs, trying its hand at every possible area. As of today, the giant has a 70% Market Share in the total search queries from the US.
Google has now started indexing a select few of its videos hosted Google Videos using Speech Recognition Technology. This technology enables Google to transcribe the speech in the videos to text so that Google can Index it. Currently, only videos from the official politician channels are supported. Currently, a user has to rely only on the Video title, description of the video or the tags. The ‘related videos’ too are based on these matches only. Now, with the technology, whenever any user makes a search, Google looks up the word in its big book of indexes and returns the videos which have these words in them. As an added benefit, Google adds bubbles in the timeline along with the text that is being spoken.
For complete article, please go to WATblog.com
Cheers
Santosh
Google has now started indexing a select few of its videos hosted Google Videos using Speech Recognition Technology. This technology enables Google to transcribe the speech in the videos to text so that Google can Index it. Currently, only videos from the official politician channels are supported. Currently, a user has to rely only on the Video title, description of the video or the tags. The ‘related videos’ too are based on these matches only. Now, with the technology, whenever any user makes a search, Google looks up the word in its big book of indexes and returns the videos which have these words in them. As an added benefit, Google adds bubbles in the timeline along with the text that is being spoken.
For complete article, please go to WATblog.com
Cheers
Santosh
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