Audience Engagement

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Audience Engagement

  1. 1. Audience Engagement The power of content, live events and music
  2. 2. How does the user look at an advertisement Like this?
  3. 3. How does the user look at an advertisement Or Like this!
  4. 4. How does the user look at a medium - 1
  5. 5. How does the user look at a medium - 2
  6. 6. How does the user look at a medium - 3
  7. 7. How does the user look at a medium - 4
  8. 8. More available eye-balls
  9. 9. User availability continuum User availability to advertising message Netbanking, job/matrimony search Email, social networking, Search, E-com Active reading + typing Active reading + typing Content, music, live events Active reading, more Bandwidth available for Ingesting advertising message
  10. 10. Back to Market classes Perception Barrier Breaking the Perception Barrier by threshold communication (loud enough, creative way of Getting consumer attention) Perception: Subjective Selective Vigilant Classical condition – Reinforcing old learning Differentiated condition – Add new learning Short term memory Long term memory Message reinforced
  11. 11. Brand advertising <ul><li>Communication breaking the threshold perception barrier </li></ul><ul><li>Large and innovative advertising formats </li></ul><ul><li>Visual appeal </li></ul><ul><li>Communication through brand colors and other visual surrogates </li></ul>
  12. 12. Advantage <ul><li>More available eye-balls </li></ul><ul><li>User more receptive to advertising message </li></ul><ul><li>Right big format brand advertising tools available </li></ul>
  13. 13. IPL Case Study <ul><li>Over 18 million unique users </li></ul><ul><li>Generated over 72 million page views </li></ul><ul><li>More than 20 minutes average viewing time </li></ul><ul><li>An increase of 30% over last year in world wide PVs vs IPL 2010 </li></ul><ul><li>An increase of 79% over last year in India PVs vs IPL 2010 </li></ul><ul><li>New benchmark in online viewer-ship of 5 million page views for the final match </li></ul>
  14. 14. Advertising options
  15. 15. <ul><li>Fastest growing site in India (comScore is here please check) </li></ul><ul><li>1.9 million UVs in second month of Launch </li></ul>Gaana.com case study
  16. 16. Sponsored Channel on homepage
  17. 17. Sponsored Channel homepage
  18. 18. Brand engagement while music is playing
  19. 19. News case studies – Timesofindia.com, Economictimes.com
  20. 20. Timesofindia.com
  21. 21. Economictimes.com
  22. 22. Advertising formats
  23. 23. Advertising formats
  24. 24. Eye-balls More Available Brand Advertising
  25. 25. Thank You

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