Category Archives: Advertising

ComScore’s India’s Online Display Ad Landscape

A young and upwardly mobile population with growing income levels and increasing online penetration makes India a very lucrative online market. In line with this trend online advertising has seen a very healthy growth pattern in the last few years. Just in the last passed quarter more than 96 billion ad impressions were delivered across India’s websites.

From ComScore

Have a look at this infographic, pretty interesting insights…

 

India’s Online Display Ad Landscape

”India’s

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The Tanishq ad that set the industry talking about it…

So even before the ad made its presence in the twitter, I came across this beautiful ad and it was half way through the first time I watched it. The next time it aired, I was like ok the Indian woman has arrived finally and how.

There is a personal reason attached to it, nevertheless the take was a poignant one if you ask me. The cute little one, the way she goes to see her mom being decked up and arriving for the ceremony.

Quite often these kids ask: why was I not invited to your wedding, where was I? I am not in the photograph? How dare you etc? So it was a cute one when she insists that she also wants to go ’round and round’ pretty body language and verbal that.

The best part is yet to come. The would be husband seeing her forlorn, calls out and carries her in his arms and completes the traditional ritual.

The last scene closes in on when the daughter asks if she can call him Daddy.

This would have gone off, but there are somethings which made it spectacular as they say. One of the argument was the bride was dusky, cmon guys half the population in Tamilnadu and Kerala are dusky, so all those guys out there talking wah dusky, do they think they dont get married at all?

If you wana know what being dusky  means, ask Vivek he will explain in his Sivaji style. Jokes apart, why are we even celebrating this? Is n’t acknowledging that we were discriminating all these days.

Its the same industry which launched Genelia in an ad where she becomes, fairer and gets a job! Check with Director Cheran with his movie – Autograph!

Anyways on another level we should give it to the brand to make the second marriage a celebration like no other. Its for both the bride and the groom. As always the groom doesn’t gets the credit.

Here go watch the ad now:

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Ultra Mintz – Sugar free power mints from ITC

There was a beautiful gift pack from Blogadda! They know enough ways to actually surprise you!

Opening the box, it was so beautifully packed and a cute tin pack emerged. I loved the package, it meant some thing cool, that I would soon find out. Not just cool, extraordinarily cool!

This latest offering from ITC is bound to make you lose to Ultra Mintz and I am sure you will look to actually show off the piece de art in your hand that cute box which has the mints – clearly stated premium and powerful sugar free mints.

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It was mouth watering to see the mints drop out of the cute little container and popping it was the first sensation you would be taken to such a grand level of mild and soothing mint. It was powerfully mixed and then it makes all the difference. Just goes all the way starting those sensations of soothing your throat and also sure to tickle your sense of smell. You get a free and nice breath of life, literally.

DSC_0437The taste lingers on while the mint slowly melts into your mouth and you dont want to lose it fast. Leaves you with a clean and refreshing feeling after every popping of a mint.

ITC should be commended for packing a punch of such magnitude that you would want more. It was extra strong and tastes as much as being sugar free you can go popping as you wish.

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The best part is this, you get to show off this nice little tin package and take it out in a style and then pop it in.

And when you know the ingredients that went into the making of these little powerful mints,  you will be really be impressed; well the finest quality of menthol and the best peppermint are from France.

The pack has 60 mints and is priced competitively at INR. 50 and I am sure this pricing will be an easy one for the kind of product which is on offer.

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The overall feel is that the pack will attract the young and the old alike especially those who will like the premiumness of the product and there is also a style quotient attached to it a kind of branding if you want to call it that.

So here’s my verdict on this product, very premium packaging black always has that tag attached to it, not to forget the product here is the winner and it’s awesome to say the least! ITC has a winner in the Ultra Mintz and going by the social media reactions I am sure this will rock the market that its targetted to.

You will surely find this in the car or in the table of those cool guys that you associate with and the coolness will for sure spread like wild fire.

Thanks BlogAdda for the opportunity to taste and review, tickling our senses all the way. Thanks ITC for a nice product and a nice experience if I should put it that way, and well rest assured that I shall be a good customer popping in the Ultra Mintz whenever I want to .

“I am reviewing mint-o Ultramintz as a part of the Product Reviews Program at BlogAdda”

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Amaze-ing Honda Hangout! #amazesmeontheroad

It was a nice setting, a Saturday morning in Bengaluru’s weather and driving the pot filled roads. I reach Taj Vivanta not before being introduced midway to Karthik, a privateer rally driver. Very interesting exchanges on motorsports and entrepreneurship follows.

At the venue of Honda Hangout, get to meet those bloggers at arms and the Bloggers Mind team! And we settle after a nice breakfast! I could see cars lined up for the day.

The official itinerary had the normal stuff and we were led through a very long and interesting presentation on the Honda Amaze and how it came to be the car that it is today.

Also got to see a couple of nice Honda television commercials: Check this one!

The Honda Amaze is a greatly conceived car and has the Honda DNA and the Diesel version has the power and sensitivity to a great extent. This is a culmination of studies and insights from ground zero. In one of the answers the team said they had studied some 20 different road bumps to get to the right ride height. The space in the back seats also marks the importance of leg room and they have optimised the boot.

So we were all set, in groups of three people and a member Bloggers Mind. It happened that I was a part of the first car!

All set the first impressions were obvious ones, a grand looking car, nice front grill with trademark Honda Logo the lights were also clear and flowing with the lines, then there was the fog lamps.Oh these cars comes in beautiful colours too!

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The back of the car was also very well styled. Looks pretty with the lights on! The chrome band adds to the look.

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Look inside is a nice console, would have loved the music system and the AC panel flowing down rather than being two different sets. You will find three colours on the panel , its pretty sleek to an extent, and the plastic look actually makes it little cheap.

Otherwise the dual tone interiors are a delight to soak in. One serious stuff they missed is the BLUE TOOTH! Yes it doesn’t have blue tooth connectivity.

The steering is collapsible ie tiltable, has Airbags, has music controls at your fingertips, so you dont strech yourself in the city riding. On the other hand the seat has a height adjuster, so you know if you are not able to reach the clutch, you know what to do!

The wind shield is a special one with heat control, another amaze-ing feature if you can call it.

I must admit that noise control is par excellence, you would wonder if the car is on, well checked with revs to confirm it.

The ORVMs can be handled from inside and it also has a sporty feel to it with the indicator lights on.

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So we were all set to drive and test it to the limits, yeah we mean that! :)

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Before that let me add the cup holders were a delight it actually was able to hold real 2 bottles. The back seat also had bottle holders very amply spaced out.

A tidbit here: The product team actually collected over 200 bottles from the people at office to finalise the size of the holder.

So we hit the road!

The car was responding so well to the city roads!

Very comfortable in 2nd and 3rd gears too, pretty responsive steering and very close turning radius helps you navigate the city, the traffic the signals and the pot holes in abundance.

The verdict is out half way – very nice city car!

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So we would be touching the high way to actually try going that extra distance and feel the car.

And here we tested it to limits, just look at the snap below! Its a manual setting in the camera, and i was able to take this shot on the highway, it felt like breeze no hangups and no pretence of being fast!

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Pretty nice build I must say! But when I drove I was wondering if we needed an extra bit of power, may be its the light weight on the aluminium engine that makes you feel so! So far its been a great ride and Honda Amazes truly!

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The engine is pretty powerful and makes for a great drive in city and also on the highway! A 1.5 L iDTEC gives a 100 ps power! Very peppy and responsive as already discussed.

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The boot space is optimum, and you have a nice package from Honda! Altogether a great packaging for the Indian consumers and Amaze does the most important thing in fuel efficiency, we did clock over 18 Kmpl on the go and we had really taken it for a ride literally, while another team did make it at 22.4 kmpl! Thats the one big news you were waiting for. So you have a cool sedan and a nice mileage, did someone ask kitna deti hai? ;)

A very nice package value for money and you will love the Honda tag! Going by the waiting period you know they have done the rightest thing, and they are working overtime to reduce that to a half the time with a third shift at their facility.

A nice Honda Hangout with even the team coming from Product management and the marketing made it awesome, simple because they were all ears to the feedback, and that I would say would make all the difference.

Some offbeat shots below!

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Thanks to Bloggers Mind for this wonderful opportunity! Had a great time and will cherish this experience forever. It was different social media experiment taking it offline :) and discussing things online!

Senthilkumar Rajappan

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Kalyan Jewellers makes a superb TVC and makes a splash on Youtube!

This ad by Kalyan Jewellers was being awaited atleast going by what Manju Warrier told everyone watching the malayalam channels a few days prior to the release of this TVC.

I was also a bit surprised that they ran a TVC to announce another TVC, ofcourse Manju Warrier was making a comeback screen presence after long. It was a coup of sorts to get them together – Senior Bachan and Manju Warrier on the same screen. The script is nice and real to a great extent.

And when the ad made the debut, it was a long one just over 2 minutes with slice of life moments and then culminating with the Vishvasam alle ellam which translates to Trust is everything. I think that was a nice way of relating to the customer and the brand value comes so close to the ad.

Here take a look at the ad:

Now coming to why I was writing this, this has garnered over a million views on Youtube in almost 3-4 days since its launch in the last week.

It made sense to be on the social media since this was a pretty long commercial and may be the next set of TVCs will be a bit short and you know how it goes.

This is the effect that “Owned Media” will have in the long run. Getting close to 1 million views in real, you can work the economics of the same when you are broadcasting this in the Television media.

This should have been taken with some more options like may be download ring tone (here there was no real ring tone though, or could have asked people to shoot their experience and crowd source video reaction to this ad…)

So its a nice start for even retail brands like Kalyan to get into this space and make a statement. This almost takes you off being a regional player and makes the other brands to look up. Thats the best part with digital, made the world look up to well you know who – with why this kolaveridi? Dhanush K Raja! Yes digital is here and how. Watch out for other retailers to take a cue from this.

On another note and closer look, was surprised to see Manju Warrier was having the seat belt on while she was being driven to the hospital – who are you kidding guys?

Senthilkumar R

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A Maverick Heart: Between Love and Life – a book review

A Maverick Heart: Between Love and Life

A novel by Ravindra Shukla
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You know when you want to write you could always do a light reading stuff, after all this also has an IIT background to it. But I was surprised to find logical and philosophical takes which was on the verge of being practical and carve a character to be the etched in memory though it was an aspirational one.

The story opens up at the college campus with the three characters in question, Rahul the narrator, his friend Neerav and the lady love Richita. These three characters live out our fantasies of being at the IIT and also echo some of the aspirations and beliefs that we would have held at that times in our lives.

The author takes a realistic view on their lives not to go the fairy tale way and clubs the logical and practical issues with how the world views them and the protagonist is nurtured to be the person with such characteristics that its very aspirational that we could see someone in the real life. Probably that sense in the reader keeps him to see what happens to him till the end.

A nice lucid read except for some parts I thought was little too explanatory which could have been avoided, the pace of the story is kept intact. The characters keep themselves up in their own right. Sprinkle it with some family drama and some real life incidences across all their lives, it gets close as much as possible to reality.

Some explanations are not obvious but then the author has taken himself to explain them especially with the character of Rahul. I did like the way he views the deadline and competition part of academics and how we are creating a robot out of the students every time the same time of the year!

The story moves in parts and covers a lot of events across the given time period and takes you across to the land of dreams USA and gives a glimpse of how the world works in corporate corridors.

Some instances will remain with you forever and may be make you sit up and look back if you can probably do something like that. Of course read keenly you can come up with many instances straight out of the real happenings in our times.

Absolutely an awesome read, could have been a little light at times and at some place, the narration is in second person towards the end, could have been in first person narrative like it started, though it isn’t so noticeable.

A light read and makes for an interesting debut. Though there are enough college romances, this would stand out for its sheer way of portrayal of the characters especially the protagonist. If you really read between lines there is ample scope for you to look at the world differently.

A word of thanks to The Readers Cosmos for the opportunity to review this a part of Book Review program!

For some sample reading you can go here:

http://www.ravindrashukla.com/p/blog-page.html

Senthilkumar R

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The Ambassador and the car #replug

Ambassador from HM

My take on Ambassador was revived once I read this article from Firstpost, and here we go with down memory lane! The following is a blogpost I did in 2005!

While I was driving down the office these cars today caught my attention at the traffic signals. Well I am talking about the white Amby with a siren decorated atop and a sunshade to complement. And the usual red board with golden letters whatever…Commissioner, Judge, Mayor….. So today two such cars caught my imagination.

Here are some facts, Since its inception these cars have been used as the official cars except under very strange circumstances. There are a real show of power especially white ambassador cars and has been in use even now as a the car of the politically powerful. Every farmer makes Ambassador their first car.

With so much to styling and the aerodynamics in car design, Amby has always stood its mite being the same car for almost over thirty years. No major design changes have happened in the car and it keeps going strong. Of course you should not take it face to face with todays cars in terms of sales but I believe it had had its enduring value as a car and more to do with politics. It will be sometime before these cars can be replaced. Just imagine if Laloo Prasad Yadav or anybody comes in a Merc, it will be a real contradiction.

As for safety, this car is the favorite, they even had a campaign running how reliable these cars are since the army is using them out there in the borders and other terrains.

Probably ask Mr. Chandrababu Naidu, he would vouch for the safety of the Amby. Analyst say no other car would have made it through if not for Amby during a grenade attack on the Ex-CM.

Ask some of the best people in tinsel town. they use an Amby, The southern superstars, Rajinikanth and Mamootty still own an Amby and Rajinikath is supposed to be really driving it around.

And abroad there is a Car Rental company in UK which runs only Amby and you wont get it cheap, you got to pay more to go in these cars. Japan also imported these cars for their sturdy ‘design’.

And come to choosing colors, I am reminded of Ford who said ‘any color is fine with me as long as they are black’, but then as for Amby any color is fine as long as it is white.

It rules the roost atleast for a topic like this. And to remind you this year Amby celebrates the fiftieth year in being of service to this nation. Long journey ahead and you could always take your bet on an Amby. It is an enigma on Indian roads, which will last for a lifetime.

Senthilkumar Rajappan

(This is a #replug and was posted at http://o3.indiatimes.com/provokingthoughts/archive/2005/09/01/238886.aspx on Sep 01, 2005 )

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ad:tech New Delhi announces Master Class – assess and increase your organisation’s digital fitness

New Delhi, 21 January 2013: As excitement builds for the third India edition of the world’s #1 digital marketing event, ad:tech New Delhi 2013, the event promises to offer oodles of networking opportunities coupled with fresh insights and new learning for experienced and novice digital professionals alike. Being organized by NetworkPlay in partnership with dmg::events, the event will feature one entire day of hardcore, on-hands learning sessions during the pre-conference master class on February 20.

Says Rammohan Sundaram, event chairman for ad:tech New Delhi 2013, “Brand leadership has never been more vulnerable – digital empowers start-ups to grow and become overnight stars and to compete with global biggies at a blink. The challenge today is to find the right consumer and make the right offer at the right time through the right channel, and you are a winner if you can do that effectively, no matter whether you are big or small. With digital being the centerpiece of the entire ecosystem, rapid innovation means you need to keep learning and discovering constantly to stay relevant. We introduced Master Classes for the first time last year and received an overwhelming response and very good feedback from participants. I still vividly remember how the full day was oversubscribed and we had to put extra seats to manage the overflow. We’re happy to be partnering again with iProspect Communicate2 to bring yet another dedicated learning session where you can expect not just to skim the surface but simplify fancy jargons and seek answers to the most intriguing how’s, when’s and why’s in digital. An organization’s growth is defined today by its digital fitness, and the Master Class is like the dose of DHA in your dietary supplement.”

Vivek Bhargava, Managing Director, iProspect Communicate2, the knowledge partner for the Master Class, says, “Digital is no longer limited to the confines of the marketing function, but has today become an all-pervasive catalyst and multiplier to achieve organizational goals. Increasingly, search engines are emerging as the database of intent and social media as database of action. Organic search is fast evolving where the world is moving from just optimizing websites to optimizing their entire web presence. Content creation is now seen as a means to reduce cost of paid media and drive superior engagements. Whatever you knew till last year may not be as relevant today – and in our busy schedules, it becomes imperative to spare sometime to keep oneself abreast to cope with the volatile dynamics of a digital life. In this action-packed day, delegates will learn to use digital strategies not only to understand consumer behavior but also predict trends and leverage social media listening for better customer service.”

The Master class will focus on seven key sections, each dealing with a particular aspect of achieving a specific business objective. The workshop will include modules on key topics such as Customer Acquisition, Brand Building, Information Dissemination, Cross Selling and Upselling through Community Creation, ORM and Customer Service through Social Media Listening together with using Search and Social Analytics to understand and predict consumer behavior.

The registration fee for Search and Social Master Class at ad:tech New Delhi 2013 is INR 8,999 per person, while a group booking for three people is for INR 23,997. However, as an advance booking offer, delegates can register for the Master Class for just INR 6,999 per person and INR 17,997 per group of three till January 31. Details of this and other packages are available on the registration page for ad:tech New Delhi 2013.

For the first time, ad:tech New Delhi 2013 will feature an all-women keynote. The last 2 editions had over 3000 professionals from the digital media, marketing and technology domains come together to network, share and learn. ad:tech New Delhi 2013 promises to be bigger and bolder than ever, and will feature a conference, exhibition, innovation zone, workshops, and special networking events.

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My reply to Firstpost.com article on Narain!

Here’s my answer to the article titled So Narain, why are you in Formula One?

Dear Ashish,

I couldn’t stop myself from replying to this, most of the readers have already made their views felt. I am sorry I dont know how much you know F1 or for that matter, the financials and how it all works.

If you know how Narain performed on the A1 GP or even the F3 alongside Button, you would have stopped yourself from continuing to trash.

Yes the 107% rule did forbid the team from participating, but you have to know the reasons behind this. The teams at the top for want of running a few seconds faster on a lap spend almost 10 x the money this lower rung teams spend. They get the best of the R&D to support them while these lower rung teams help the wannabe drivers to test and help themselves establish.

Unfortunately there are only 24 drivers today and to be a part of that it makes it absolutely a great achievement. Look at the grid before you write, 6 champions and a whole lot of veterans and then you got to look at the teams. By your logic teams like Williams and even Renault would have to hang up their boots and look for alternatives.

Sportsmen go through some ups and downs but just because you have been out of a race you dont need to take a stand like this.

I dont understand your logic with respect to Pedro de La Rosa, why do you think Narain is inferior to Pedro? Narain hasnt had the luxury of even having 2 full season under his belt. You would not have known why he had to drop put last time? or he had a chance to drive a Minardi long time back.

Or take the case of Adrian Sutil, where is he now after so long a stint with the Force India now Sahara Force India, chances are Narain could have done a better job, its all in the long drives that you do.

And for all those asking why Narain couldn’t make it better than his team mate, let me tell you probably he is/was only one of the driver who had to drive, do the sponsorship bit and do everything on his own unlike the counterparts he has had in other countries. And sometimes even have to read such articles.

The paddock knows Narain for his drive albeit a wild driver with instincts that are fully of those a race driver. But see how Jenson Button was an unsung hero for over 150 GP starts and now he is celebrated. I am sure none of the British Journos would have derided Button after say just one full season and a part season after long.

The most laughable part you have mentioned is about the advertisement. Unfortunately drivers of the low rung teams dont have the luxury of pocketing the money. Especially when we should raise 5 crore to a million in Indian Rupees, while its just a million for others in the world and it helps if you are in Europe to do a Euro transaction.

Nobody has ever told him he is Micheal Schumacher that is a ROFL statement you have made to make you unworthy of what you are writing. Comparing Schumi’ years of experience and just a season needs some humorous instinct.

As for the tag line, the fastest Indian in the world, it was given by the British Press and I still think no one has taken it away from him at least as of now. If there are people who shall do it then of course he can claim that title to be his but that doesn’t change the facts.

Wrong comparisons does more damage than really making critical insights, please back up with what you are writing. Its easy to key in because you hold a view but also be sure that if its held to a mirror you should be able to stand to it.

It is also a matter of jumping the gun, especially in F1 the cars are never equal and the treatment too is never equal even within a team. WIth such a background it would have made better if you had called for Narain in Sahara Force India than this since its Kingfisher’s advertising expense which runs the team in a way.

And if you think you can win races with HRT then I can see you comparing Maruti 800 and a Honda Civic. Only parameter Maruti wins is the price.

My last request to FP please refrain from these style of reporting or ideations, it does no one any good.

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Lessons and learnings from ad:tech New Delhi Part – 3

The day 2 at ad:tech was another day of learning and also involved great discussions on Social Commerce and presentations on metrics with special reference to Social Media. There was a track on Spotlight, one on Mobile marketing and ofcourse on Search too.

The first keynote of the day was that of Pete Blackshaw, Global Head of Digital Marketing and Social Media, Nestle.

Prior to his being on stage, we were treated to a wonderful walk through of the last day’s events and learnings and even a look at the exhibition area by our Brad Berens who incidentally has become a rage for his special Good Morning New Delhi! Some of the Twitteratii felt he was giving our very own Vidya Balan of Lage Raho Munnabhai a run for her money – viz her Good Morning Mumbai!

As Pete started the sheer statistics of Maggi being sold than 1.2 Billion packs became quite a rage, I saw that was unintended but when it was compared to Indian population as a number it was in the news. He also unveiled what Nestle was doing differently with regards to the digital and how corporate communication is also being run under digital it makes for interesting take out. As he rolled out his ideas on Small is the new big in digital marketing, he also made it a point to reiterate that basics still matter in digital and social.

The Digital and social media strategy at Nestle is based on excellence in listening, engaging and inspiring. Moreover he also said that Nestle plans its digital strategy on the local scale and makes it a success. The strength has been that of decentralizing the digital marketing programme and it has been able to deliver excellent results across.

They call it Brand Building the Nestle Way – BBNW.

As the screens are getting smaller or say our screens are shrinking, we need to think harder about simplifying our messaging and serving the consumer. He also said the whole process got to be social by design. It had to be 24/7 sense and respond a tactical way to be engaging a consumer.

When the screens get smaller it is also a big challenge to get the attention span to yourself. He shared one of the most important point on a successful mobile phone application – it has to provide rich content, excellent service and consumer focus. His keynote brought back some of the boring basics to be taken seriously, and more so because in digital its the basics which still matter.

In one of the game changing context he said ‘Think about a way to take your big ideas on other media to digital. Digital strategy for any brand should not be isolated.”

As he concluded he was on target when he said ‘shrink, serve and simplify, and yes its great time to be in Marketing’. I am sure everyone out there seconded this statement and yes Pete made a lasting impression to kick start the days’s proceedings in a way that was unique to Pete and the brand Nestle.

The next speaker was Satyan Gajwani, Director, New Media, The Times Group with his keynote on the evolution of content, commerce and entertainment in the digital world.

He took us on a journey of how the Times Group was instrumental in identifying the consumer connect and of late has been having a great effort fructify with Gaana.com being a part of FB apps. He also said that now everything has to go social it has to be inherent by design and we cannot have two different stand alone strategies even when its content. With the social media becoming all pervasive, any initiative in digital has to be Social by design and cannot be a plug-in anymore.

It was true that inspite of low internet speeds videos still command a large chunk of the broadband traffic. This was very true of cricket videos being closely followed during important matches – especially IPL.

IPL he said will have a greater impact this year because it will have a lot of engaging features.

Satyan also unveiled the new initiative of TIL in BoxTV.com an answer to Hulu in India. He said that Indians have a penchant for watching online videos and it is only increasing day by day. If we can get them socially engaged with the same, it will be a great way to go futuristic.

He also said that there was a relook in the ecommerce part of the service offering and it could even make people sit up and take notice in the days to come. A visually seamless and thought provoking presentation from Satyan, and the day has had its perfect start.

The session on Mobile marketing gave real insights on how they need to actually see the fit in the first place, apart from SMS to making it an engaging platform. The marketers needed more of innovative solutions to engage and also how we could make it happen with different screens and the need to have a solution cut across the platforms.

In the next presentation session we were treated to extensive use of mobile application on retail and in-store and extended location based advertising using mobile.

So the mobile with its ever increasing penetration especially with smart phones or even with blue tooth connectivity can make a lot of difference while being on the move or sometimes being in store. Lot of retail brands have experienced successful engagement opportunities with some of the service providers with blue tooth and some have used Augmentative Reality to awesome effect and results.

Days are not far when shopping will be socially relevant and will be happening on the move may be time targeted to the core so as to make it absolutely engaging experience. You could be asked for a choice to order from a menu as you pass by a restaurant around noon! Chances are, if you updated you are ‘hungry’ you could get a call from one of those people delivering pizza near you!

During the Spotlight session, we saw how Angels are making their contribution in a fast growing internet economy if I may say so, and their contributions in terms of engaging with the startups has raised the high stakes game to better VC funding for the companies.

That will change the complexion of the game in terms of more angels coming in and making it easier for VCs to identify and support such ventures.

We also had a discussion on B2B marketing strategies and we saw how B2B brands are leveraging the internet and making successful contributions to the marketing plan. The targeting capabilities are making it easier for the B2B marketers to use the power of internet and deliver value in terms of leads sometimes build brands among the most important users.

The afternoon sessions on Social and Search was a mix of wonderful panel discussion and a presentation session.

The Social going commerce or Social commerce in the times of Facebook and twitter and now the coming of Pinterest will surely make it easy for brands to sell. The interesting part is that the shopping has also gone social in a way to make for an interesting ideal context wherein the influencers are friends and sometimes friends of friends.

The last word on whether we would love to do shopping on Facebook has not been said as yet and I think we will wait here in India to see if the global leads will confirm the users would love to keep shopping social but not entirely do shopping on Facebook.

The social media metrics getting an upper hand with the engagement being given importance was the key take way during the presentation on Social media metrics and measurement. Likes on a brand page do not translate to engagement or social talking in real sense. So if a brand x can garner 1000 likes and has over 900 talking about it then the ration of engagement is far higher than having 10000 likes and 10 people talking about it. Ofcourse the metrics is also looking at how positive and negative the influences have been in the social media which are now Facebook, twitter, discussion forums etc.

On the other side of Search we could see that even search is going social, simply because we find lot of people in the social side of the internet.

We saw how a decision like buying a car from a search would eventually become social with so many Facebook comments to twitter updates to reviews will make it more social in the days to come, though of course the starting point would have been search.

A very busy day for conferencing with loads of take away value to implement and experiment.

The final part of the day was the penultimate Keynote from Microsoft by Richard Dunmall, VP, Global Accounts & Agencies, Microsoft Advertising, finally to be followed by Kent Wertime of O & M Japan.

Richard took us on a journey of exploring the future of storytelling. Story telling as I see it will not be interesting unless it engages the user and most importantly how they can make the right connect for the brands to see it.

With Kinect and other gaming technology it has become all pervasive to be a part of everyone’s lives and we could see all the technology waiting to tell us stories of ourselves and the brand in the days to come. He extensively spoke about how everyone’s a storyteller and how digital is enabling them to do that. The future is digitally connected with humans and interacting things being the message and the message if I am put it that way.

The best is the human endeavour of touch and feel is getting translated to a mass technology and it will change the way we interact in the near future making human experience all the more important.

It ‘s all about you and how that is going to be the central point around which we have to make all our stories happen with the right people, at the right time and at the right place.

We also had a glimpse of what Kinect could do to engage brands and most importantly the possibilities are endless.

The closing Keynote of ad:tech New Delhi was by Kent Wertime, President and Representative Director & Chief Operating Officer, Ogilvy & Mather (Japan) K. K. & Ogilvy Asia Pacific

He took us on why this is the age of digital and the marketing will be called digimarketing in the days to come and what’s in store for the future.

Simply put the marketing has shifted from the brands being the center to consumers being in the center of the communication. Content will be the key again and it will possibly the most important part for any brand to connect with its consumers.

You cannot discard social since it will be at the center again. How we value data will also make it important for the brands to engage and how well can we mine them to use for the predictive models to tracking personal habits will be the key.

Its also about managing the consumer trust, making us go back in time on the basic premise that trust is essential in any communication.

Those were absolutely wonderful way to put across some of the most important points to ponder when we think digital is all about so many creative ways and engagement, but the basics remains the same. Those are all abstract forms for example in trust and engagement being one and another after effect.

A class of a presentation from an industry veteran brought the curtains down on what was absolutely engaging event for the digital marketers in the country and what ad:tech across the world is all about.

So will see you all next ad:tech soon in March 2013 and before that don’t forget ad:tech Bangalore makes a debut in September…

R Senthilkumar

This is the third of the 3 part article which appeared in imediaconnection.in you can see the original article here.

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