Online research tools
Online research tools 
such as Red Sheriff, Nielsen et al, allow media planners to feed in users’ demographics and get real time data on their usage patterns, content consumption & site visits. This enables even seasoned online media professionals to get insights from post-campaign evaluations done across industries and brands. Adds Shankar, “Such seasoned professionals are what I call the ‘road warriors’ who know exactly the answer (media solution) to a question (media brief) without the support of media software runs and research data. But India will eventually have to get to a scenario where third party measurement, auditing, media behaviour analysis and monitoring are available akin to the US (tools such as Nielsen @Plan) and then planners can work with the support of such tools.” Adds Dr. Subho Ray, President, IAMAI, “Collectively setting up proper rules of engagement between advertisers, agencies and online publishers, as exists for other media, will certainly help.” Even new forms of online advertising like Search Engine Optimisation and Social Media Optimisation (very popular in the western world and much effective than banner advertising) are still to be explored in India.
But for online advertising in India, the biggest hurdle to be crossed is in changing the mindset of the traditional marketer. Of course, there’s no way that the Internet can ever replace traditional mass media, but once marketers start looking at online advertising as an ‘add-on’ media strategy rather than a ‘now off-now on’ strategy, it won’t be long before things brighten up for this fresh kid on the block.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
such as Red Sheriff, Nielsen et al, allow media planners to feed in users’ demographics and get real time data on their usage patterns, content consumption & site visits. This enables even seasoned online media professionals to get insights from post-campaign evaluations done across industries and brands. Adds Shankar, “Such seasoned professionals are what I call the ‘road warriors’ who know exactly the answer (media solution) to a question (media brief) without the support of media software runs and research data. But India will eventually have to get to a scenario where third party measurement, auditing, media behaviour analysis and monitoring are available akin to the US (tools such as Nielsen @Plan) and then planners can work with the support of such tools.” Adds Dr. Subho Ray, President, IAMAI, “Collectively setting up proper rules of engagement between advertisers, agencies and online publishers, as exists for other media, will certainly help.” Even new forms of online advertising like Search Engine Optimisation and Social Media Optimisation (very popular in the western world and much effective than banner advertising) are still to be explored in India.But for online advertising in India, the biggest hurdle to be crossed is in changing the mindset of the traditional marketer. Of course, there’s no way that the Internet can ever replace traditional mass media, but once marketers start looking at online advertising as an ‘add-on’ media strategy rather than a ‘now off-now on’ strategy, it won’t be long before things brighten up for this fresh kid on the block.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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