This was something I read here a few hours back regarding the entertainment and media industry statistics as it is positioned to be in the coming years. I was very excited by the figures that they have mentioned in the article, vis-a-vis the digital advertising and its scope in 2011. Digital Ad spends is projected to be at US $212 million which is a good sign but the important question is - how does this spend contribute to the development of the communication medium per-se.
Over last one year, having worked with a mobile handset manufacturer giant on their digital communication strategy and execution, a lame and sad realization has been, that while Internet spends are heavy, the scope of experimenting beyond the traditional banner advertisement is rare. Media buying agencies serve almost the same media plans, which are a mix of regular banners and an odd Yahoo or MSN innovation (hardly) banners. In such a scenario, while the media spends increase on digital, it will be disheartening to see no radical development in the communication medium.
The usual debate between genuine digital agencies in India (not many) and the client is in the scope and willingness to take risk in newer creative ways to communicate. A web site or micro-site often gets bombarded with so many elements of the client 'brand' requirements that the essence of the core communication is often lost. An important element that as an agency or client we fail to gauge is that the attention span of the user is very less and what we need to tell him/her has to come up front and be clear. While creative agency often tend to bring about subtlety in the communication, the client demands a more direct approach and in the debate between both what a consumer get's is gibberish. So what is my opinion on the right mix in the digital communication - more on this in the next post.
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