Advertising: A leap from TV to digital

Considered a leap of faith at one time has now turned into a giant leap for brands!

From the age of black and white Doordarshan TV programs, to an era of Ekta Kapoor’s family drama, to an age of digital TV Series, our idea of entertainment has evolved over the years. Good old days when people used to gather in one single hall in the entire village and wait for the Chitrahar screening are now a passé.

From the Shah Rukh Khan of Fauji to the @iamsrk of Twitter, evolving digital communication channels have impacted our lives in a big way. From the TV program AajTak to a full-fledged channel breaking news every now and then, times have changed and so has people’s perception towards viewing television. From the days when watching Ramayana & Shri Krishna used to be a family time every Sunday morning, we have evolved to times when everyone in the family chooses to watch their favourite shows alone.

In 1985, India had an audience of 60 million, which later grew up to 90% of the Indian population, considering that it was the best medium for entertainment at that time. But now, times have changed with the evolution of internet. As eMarketer suggested in 2014, India has been world’s 3rd largest internet market. Earlier, when internet was just used for professional purposes, internet has now redefined entertainment for Indian audience. With over 70% of Indian internet users watching online videos today, very soon the idiot box in the Indian households is going to get a tough competition.

In the last few years private YouTube channels have come up with their spoofs, social campaigns and most recently video series. Success of some of these has even led to disruption in the television entertainment industry. And the latest venture by Sony LIV with its online series Love Bytes reflects that quite well.

As we see such a major shift in the audience from TV to the web, advertisers also tend to shift their target audience. With even real estate portal like CommonFloor sponsoring web video series, it surely seems valuable for brands to promote themselves online. And, why not? When huge data space on web allows them to speak as much as possible, unlike TV where brands have minimal say and aren’t able to communicate well. Earlier the audience just got to see one ad in bits and pieces and to watch those pieces people had to depend on television. Now, the same is available in a single go for you anywhere and everywhere in the world.

It isn’t just the space and the volume they speak, but the ability to hear it back from their consumers also adds to its relevance. The moment a brand launches its video, they start getting the response of the consumers through posts, comments, tweets, etc. on social networking sites.

To add to that, while today the brands depend on the sentiment analysis of the Facebook and Twitter interactions about a particular ad. Here’s Mad On Ads, an ad review platform, to help brands take a leap from the existing set of feedback system from their consumers and seek an apt analysis from the real consumers. With a patented functionality that allows the consumers to rate every frame of the advertising video with an emoticon, Mad On Ads, is surely going to be a game changer in the advertising industry. It wouldn’t just help the brands to analyse their communication well, but even empower them to do better media planning.

Well, on that note, we leave it to you, to decide the fate of a brand online with the power of emoticons in your hands! Register now and experience the real power of consumer and we shall take it to the respective brands.