Internet advertising on TV - An Analysis
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IndianTelevision: Internet portals have got twice the exposure on TV advertising than it did last lear according to an analysis by AdexIndia (A Division of TAM media Research).
But on going through the analysis i found the following factors for the increase in spending.
Firstly top advertisers were recruitment portals at 31% of total Internet advertising from which MonsterIndia.com topped the advertising spend and Recruitment Portals used highest share of advertising during the Prime time.
As far as Travel is concerned it was NDTVTravels.com and in Financial portals it was Poweryourtrade.com.
Also there was another very interesting new top advertising entrant which was sunsilkgangofgirls.com.
Now here is my analysis as to whats behind these statistics..
Firstly The highest advertising by recruitment portals is by MonsterIndia.com which has all the funds being an international company so to me its no surprise.
If you see the other leaders thats NDTVtravels and Poweryourtrade both of these are backed by TV companies and therefore most of their ad spots would be in their own channels.
And finally SunsilkGangofgirls.com is backed by HLL which has deep pockets.
It is exciting to see Internet getting so much exposure on TV even though it could be attributed more to TV companies venturing into web business (Except Naukri.com, Makemytrip, Rediff.com and a few others which i feel should be benchmarks for other stand alone Internet businesses)
Now people might argue that advertising on Television firstly is very expensive and secondly is not that efficient for a web company when compared to online advertising. Also not many companies until and unless venture funded cannot afford Television. I agree but I would like to see more news stories on Internet companies if not ads as i feel that TV is a mass medium and the more exposure Internet gets on other mediums that is print, tv, radio, outdoor etc the bigger internet as a medium will grow. Im hoping next year we shall see more companies that are stand alone Internet businesses advertising on TV…
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rajiv… i back ur opinion on this one.. its true.. the biggies have the financial backing… its the small guys that make it who need to be applauded…