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Online World In The Offline Industry - TV Still A Big Hit For Portals
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Now a days we talk about Online Ad Spending to overtake Newspaper Advertising by 2011 and that everyone is shifting online, what we are missing out is the Offline spend by Online companies .
According to this article TV advertising of the Internet portals registered a growth of 190 % during January-August 2007 as compared to the same period in 2006.
There has been a rise of 240% on the average number of advertisements per day from the online industry in January-August 2007 over the January-August 2006 figures
I am sure we can recall the Naukri.com ‘Hari Sadu’ ad which I feel was probably one of the most early eye catching ads by a portal.
Here is a list of all the companies (that come to my mind) who have offline advertisements -
Matrimonial - Bharat Matrimony, simplymarry.com, Shaadi.com
Jobs - Naukri.com, timesjobs.com, monster.com, jobstreet.com
Social Network - Desimartini, Bigadda
Travel - Cleartrip.com, Travelguru, Makemytrip, yatra
Shopping - Homeshop18, futurebazzar.
Other websites - Zapak.com, indiatimes.com, Sunsilkgangofgirls, ishare (rediff), web18 (tech2 etc)
Ezeego lately has been publishing print ads, a lot of offers and discounts are offered.
Ibibo - not many of you may have seen this but ibibo does some advertising in theatres.
Shopping portals have dominated the offline advertising market, the big one being homeshop18 is the biggest advertiser with 23 per cent share and 98 per cent under the ‘Shopping Portals’ category during January-August 2007.
cleartrip, indiatimes and keralamatrimony have shown maximum growth in terms advertising spend.
Possible reasons for TV advertising -
Large population still offline
Large reach
Easy to connect with consumer
Lack of awareness of online services
Bigger branding opportunity on TV
V.C Funding [just kidding :)]
According to the report by AdEx India, a division of TAM Media Research there are about 143 Internet portals advertising on TV. I am sure this figure must be including the sub domains as well, and the unheard and unseen would probably advertisements in local regional channels which we may not be aware of.
In my opinion it’s the travel & Matrimony portals have and will play a major role in getting the non internet users online which will later have complimentary effects on other services.
Here are a few popular TV ads
Naukri -
Big adda -
Desi Martini -
Zapak -
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