An unconventional medium that guarantees reach, grabs attention and measures appreciation of the consumers. Simple, affordable and extremely effective Ambient Media always has the tendency to earn tremendous media and PR exposure.
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Business Learning Terms
What Idiot Box Cant Do For Commercials But Online Can?
Posted in Digital Media Planning & Strategy
This paper looks at exploring digital medium for the same commercials we see on TV. Video is the hottest new format for online advertising. Thanks to emphasize on infrastructural development, no of high speed connections are increasing day by day. According to TRAI, no of people of using broadband connections were 5.65 million by end of JAN 09. TRAI defines a broadband connection a connection with a minimum speed of 256Kbps. This makes consumption of online video rather easy. Thats why the consumption of online videos has consistently going up. Thats why YouTube is such a success today. Following table shows the last year video views and expected video views in this year.
Content Category
User Generated Video Content
Premium Branded Video Content
Non Premium Branded Video Content
Total VIEWS
Source: Vdopia*
I have put a all possible points of comparison for everyones reference. And here is what they look like.
Comparison Between Commercial On TV Vs Commercial On Online Medium
Parameter
Reach
Frequency
Assurance of Ad Exposure
Targeting
Audience Involvement
Scope Of Innovation
Primetime Concept
Whos Watching Your Commercial
How Are Advertisers Charged
These are some of the quantitative differences between the two mediums. There are qualitative differences also like most of the young working professional are in office most of their time. Hence makes complete sense to run your commercial on online medium.
Though this comparison is not to de-sell or to sell any medium, the purpose of this comparison is to throw some light on advantages on each medium to achieve the clients objectives. With the growth of Internet, media fragmentation, slower rate of growth of TV(if not stagnation) and changing media consumption patterns of people, advantages of internet cant be ignored even though its might not be able to offer reach(in Indian scenario) as compared to TV.
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