Online advertising in India - Good, Bad,.....

2750000000 Rupees ($60 Million) that is the online ad spends on Internet during the year 2006-07. Good or Bad.

Here are some of my random thoughts with regard to the online advertising in India

Bad:

  • The online ad spends is less than 1 % of the total ad spends in India
  • Internet reaches to only 3% of the Indian population
  • Most the monies are spent in the top 10 sites
  • Rich media creative are not fully accepted by publishers
  • Still many live in the era of 20 Kb file size, and under Flash Player Version 6
  • There is no proper audit on the figures publisher quotes in terms of page impressions, UVs etc
  • Behavioral targeting – What is that?
  • Frequency capping – Yeah, we can do it, provided it is above 100 J
  • Web 2.0 – okies, we shall talk about it, once we complete Web 1.0
  • Broadband – yeah… in my office at home I have a BB connection at 128Kbps, on a 12.3kbps telephone line
  • Search Marketing – must.. but do we optimize the same?
  • eCommerce – I liked the shirt in Indiaplaza.in.. it looks good and is cheap.. I shall pick something similar from commercial street, this weekend.
  • If it is on the net – it ought to be FREE

Good:

  • The number of users are growing and real fast
  • SEM – the ROI is good… so long as you do not ask Google team to work on the sameJ
  • The advertising rates will soon be a hybrid of performance based and fixed amount, and not just CPM model
  • Rich media creative are partially accepted by the publisher J
  • Wikis, Orkuts, will rule (as long as they are free, in India – on net, it is to be FREE)
  • The marketers and agencies have gone up the learning, curve… the online campaigns are truly becoming interactive, not a static business catalogue.
  • Did someone say about webcasting?
  • Did the telcom minister just pass a bill slashing the Internet connection rates further??
  • More vernacular sites to come… but who will take care of these stupid English keyboards.

True to the “rules of engagement” I find that there are more ‘bad’ than the ‘good’…. But, as all the good stories go, the Good shall ultimately triumph.

Please send me more good points that I can add on… also send me more bad points that I can add on, and on J

Cheers

Santosh

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