There are many reports which indicate that today Internet is an emerging media vehicle. In many developed countries Internet has proved itself several times, in developing countries like India the trend is not contradicting.
Today you can see any big advertiser spending capital on WWW. You may find many articles in magazines about even three digits growth in Internet media vehicle over the period.
But the fact remain intact, whenever an advertiser thinks about advertising – the major vehicle which comes to his mind are still the conventional ones like Print, TV, Radio; Mediums like OOH, Internet, malls, hoardings are still considered as secondary.
Today, in India for any particular market (whether States, Cities or a localities) a media planner can simply count the number of print editions available for his advertising campaign – this print can be Dailies, Magazines or whatever. There are various research / tools / application software available to him for recognizing the portfolio of readers as well. By comparing this portfolio with the target group of the commercial, a media planner organizes his media plan for delivery. Even an efficient planner may forecast the type of response out of his plan. Whereas in case of www its not that easy to comprehend the profile of the user, because usually a website is measured in terms of number of hits – You might get to know from which part of the globe the hits are emerging from, but its difficult to judge even the gender of the person visiting the particular website. Similarly I guess for internet media planning short-listing of individual players is also a hectic task – options are countless!
Therefore planners are continuing to empower in traditional behaviors while simply experimenting on alternatives. Who knows in future we may able to develop mechanism by which a similar or better assortment of internet user be captured and then our future planners can offer much better media plans to their clients which consist of www as well as Print.
Total Hits to this article:
No comments:
Post a Comment