Gone are the days when advertisers used text based ads for digital advertising. A decade ago or so, Google Search ads and display banners across sites like Yahoo and Redif were in fashion, as there were not enough options on digital platforms. The journey of digital marketing from 2005 to 2017 has been revolutionary.
TV has been a strong medium for advertising. It has had over 35 years of evolution in India, while the digital medium is just about entering 15 years of existence. While TV has limited options for the advertisers, digital is a place of plenty. The abundance confuses the advertisers.
Piracy is another issue as many pirated sites offering newly released films and streaming live sports illegally attract advertisers with cheap rates and massive reach.
A digital campaign is very complex. A 480 x 60 banner looks very different to a 250 x 250 banner; a YouTube bumper ad is very different from a YouTube pre-roll ad. All these minute details of ad formats and types of ads end up confusing the creators and they end up sticking to key visuals, like in print.
Due to cheap smartphones and data, more and more people (even in rural India) are getting hooked to OTT. OTT platforms like ALTBalaji, Amazon Prime Video, Netflix are offering great original content. YouTube is also ruling the chart. Advertisers are shifting to OTT to attract the new-age viewers who want privacy and choices of content. Future belongs to video, not text.
Piracy is another issue as many pirated sites offering newly released films and streaming live sports illegally attract advertisers with cheap rates and massive reach.
A digital campaign is very complex. A 480 x 60 banner looks very different to a 250 x 250 banner; a YouTube bumper ad is very different from a YouTube pre-roll ad. All these minute details of ad formats and types of ads end up confusing the creators and they end up sticking to key visuals, like in print.
Due to cheap smartphones and data, more and more people (even in rural India) are getting hooked to OTT. OTT platforms like ALTBalaji, Amazon Prime Video, Netflix are offering great original content. YouTube is also ruling the chart. Advertisers are shifting to OTT to attract the new-age viewers who want privacy and choices of content. Future belongs to video, not text.
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