Internet as advertising platform Unlike all previous broadcast media that came before it, the web is interactive. People attention, just like media, has proliferated very rapidly to the point where it became impossible to reach half of the country like we could do in the glory days of TV advertising. The internet has been incredibly disruptive to the advertiser’s standards. The biggest problem posed is the nature of the medium itself and how it isn’t visual at all; it is mechanical and structural .
Banner ad Banners have kept the interactive business going for a while and to a certain extent have proved their value. But they are never spectacular. A banner has never turned around the fortunes of a business. The banner also carries an associated cost. Every impression, every click comes with a cost and of course that seems natural to advertisers who have always brought into media. Ad formats are easy to manage, place and traffic, so on the surface of it everyone is happy. Recent trends in banner advertising Recent trends, particularly the explosion of social networking has created a very difficult problem for advertisers. Standard formats prove even less effective in these environments. Facebook, for instance, is well known for the failure of these ad serving because people just aren’t interested, as they are so focused on running their on line social lives.
Micro site The micro site was adopted by the marketing community as a tool of convenience. And so the formula had begun. Launch a campaign, build a micro site, and buy online media to drive traffic to it. Everything was in its place -- advertisers now had a presence on the web, clients were happy about it, and the big money was still being pumped into the traditional channels because that's how it's always been done. Fact is, the internet is littered with thousands of them and the majority are either promotional in nature, designed to win awards vs. serving up value, or simply provide no incentive to ever return to them. On top of that, most of the micro sites we all come across are difficult to use, take way too much time to load and they are not so engaging that user tends to visit the site again.
The economics of a successful viral campaign are compelling. If its works, then you pay only for creative, production and some seeding cost. After that the media pays for itself. If you get a millions exposure, you don’t pay a penny.
Indian viral video scenario
If you search for ‘Desi viral video’ on you tube hardly you can find hand full of viral flash video which has an average less than 4000 views. Simply, we haven’t followed the right process of making viral videos.
Viral video should be very simple, so that people can reedit it, make its spoof video, mesh up with their own creative input and upload it. Ex Dove remake, Cadbury eyebrow, where the hell matt is. Etc. all has one thing in common that their spoof video also made a lot of viewer.
There are no continuations of viral video or with series of video. So no loyalty towards re visiting the site.
Content of the viral video is itself is the problem for its short shelf life, same old theme of filmy character mostly Rajnikant, gabber sing, Thakur, etc, all made in flash and kept on micro site which travel less in social media.
Online video advertising Online video advertising currently accounts for 15-35% of the Rs 400-crore online advertising market and is expected to grow at 300% in 2009. Problems with existing online video advertising
65,000 new video clips are uploaded every day on YouTube making it the most complex advertising option.
No loyalty against the channel for revisiting, casual search is the main criteria for viewing, else video link forwarded by friends.
60% of the content in YouTube is user uploaded video which violates copyright.
Viewers are increasingly shifting from TV to internet for their favorite shows and videos which are uploaded by user which has no accountability. More or less a substitute for DVR.
Ads are not based on a person’s interests, geographic location or even gender, so the majority of these video ads are completely being wasted.
Half of all viewers stopped watching online videos once they encountered in-stream advertisements, either pre roll or post roll.
There is no set standard for the length of an ad based on the length of the content.
Ads are often times displayed at lower qualities and smaller window sizes than the content was originally encoded for.
Industry standards for reporting metrics and robust reporting capabilities vary from site to site.
Even Desi video sharing sites support the same advertising model with the same TV video content.
Social media optimization You choose your social media channels by finding where the customers who want to talk about your company are talking. Tons of companies are starting their account on social site and almost many of them have just a handful of user. It’s because people have started to understand the commercial use on these social network, forced communication, commercial blogging or micro blogging, fake or purposely created product opinion etc. Recently poor performance of companies on social site is just because people have realized that they are living in partial attention society which is bonded by fast sharing of information to the like minded people. So, now it’s getting much tougher to change a user to a consumer on web.
Today, People are moving away from "users," "customers," and "shoppers”. They are now deliberately seeking meaningful connection, self-expression, and a relevant and receptive community.
Consumer's don't have a short attention span; they have a short attention span for the perfectly crafted, dull, self-centered sales-pitch.
Drastic changes in buyer attitudes toward traditional media and the “reliability” of content.
Consumers are demanding content that is contextual, mobile and entertaining enough to be shared with friends and coworkers in any one of the multiple social networking spaces they create and maintain.
What is the solution then ?????????????? Let us understand the process.
Community or content In these on going scenario by analyzing user behavior on web it still hard to find out weather content is going to be inside and community will form around it, or community will be inside and content will be cater to them primarily on search basis. Lets tale a small example put a hand full of sugar in an empty room. Slowly, you will find ants have found their way to sugar. That means if we assume sugar as content and ants as community, then by putting some great content on web community will find its way to explore it.
Consumer or audience When you are on web, you have to be very clear that what you want. You want to make straight consumer or you just want a user/audience to play around you and in one fine day he might became a consumer of your product. The days have gone when you create a product and then you try to sell it to a set of audience, the latest way of doing business is create an audience and ask them what do you want and sell them that only.
Engagement or entertainment Now these is one of the biggest confusing factor to decide, weather to engage the audience with all web 2.0 communication tools, like games, opinion pool, online contest etc. or to offer them some real good audio visual brand experience, which can tell a better brand story. We have a better example of what BMW, BLEND IT or RAYBAN has done, they found entertainment is engagement. That’s why they have great videos to tell what they are and they also have a wonderful audience.
Welcome to the age of branded videos, or video blogging, where you can lure your audience with rich video content. Great time to share some good stuff.
About us Himalayan bioscope is a independent Internet TV content producer and distribution agency based in Manali, India. WE are committed to explore the cultural of Himalayan region and how it impacts and shapes the modern cultural practices and social behaviors. We volunteer to screen feature and documentary films for the people and tourist, in colleges, school, institutions and auditoriums. To further support we also provide free education workshop on digital film making, communication skills and tourism advertising. Our aim is to create a pool of educated main stream media man power to enable more media penetration in the remote villages of Himalaya, thus creating more alternative revenue and engagement.
Length: 380 minutes Format: HDV English, Hindi with subtitles For media rights & sponsorships Contact:Agrodut Chatterjee Himalayan bioscope Manali, India. Himalayan.bioscope[at]gmail.com www.himalayanbioscope.blogspot.com What Makes Investing In Himalayan Bioscope Unique? HIMALAYAN BIOSCOPE works with brands and content creators to pitch new media formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities.We bring together best in class partners from diverse creative background to create and distribute high quality original programming across every platform, working in every genre and format, with the ability to reach any demographic, no matter how broad or narrow.