Hasta La Creative!

NEW YORK (AdAge.com) — Big shops are reaping the benefits of the consolidation trend, but the chance to work with some of the globe's biggest marketers is slipping out of reach for smaller, independent media shops.

NEW YORK (AdAge.com) — What do a can of Coke and a package of Pampers have in common with an episode of "Heroes" or "30 Rock"? More than you might think.

Indranil is an old friend and Vice President of Mudra Max. He wrote this article sometime in September ‘09, but I think it still raises some valid questions.

In 2008 the over all ad expenditure on Internet was around Rs. 600 Crores, which makes it only 1% share of over all expenditure on Media & Entertainment(M&E) industry of India. While there is growth in net audience every year, the time spent on this medium is also growing rapidly over the years. In fact the growth in time spent on the net is higher than the growth in our share of ad expenditure on this medium.

Figure 1: Avg. Daily Time Spent On Net vs. Share of Ad.

Source : Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

Share of Ad. Expenditure = Industry Estimate, FICCI- KPMG Report

TG = 12 years +

The similar chart for other media has remained either flat or declining.

Figure 2: Average Daily Time Spent On Various Media

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

Over the period of time the role of net has also evolved in our lives. From a communication medium, today we use net from searching of information to sharing our views/work and also as an entertainment medium.

The core group for net audience is always 15-39 years. However, the share of elderly age(40 years+) on the net has also increased from 2005.

Figure 3: Age-wise Break Up Of Net Audience

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

The core users of net, 15-39 years of age group with SEC AB spend higher time on the medium.

Figure 4: Comparison Of Time Spent On Net

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

Why Should We Look At Net As An Advertising Option Seriously?

The core audience of net is youth(15-39 years) and from higher socio economic category(SEC) AB and is growing rapidly
This group is normally the trend setter and the early adopters for many new categories
Also the medium allows peer-to-peer communication which can be used for reviews, opinion shaping etc.
Precision targeting is possible like geographic targeting, behavioral and profile based etc.
One of the most measurable media
Advertising options are also evolving everyday.

(TrendHunter.com) For the week of March 7th, these are the Top 50 trends, which include Dark Fairy Taletography, Colorful Craptastic Stilettos and Dangerously Low Necklines. The rankings are based on hundreds of thousands…

Advertising Agency: Publicis, Amsterdam, The Netherlands
Art Director: Bart Oostindie
Copywriter: Jochem Visjager
Photographer: Simon Warmer

(TrendHunter.com) ‘Junkie’s Promise’ by Thais Ramos is the sort of photo shoot that makes me want to lay off the liquor forever. It features model Stéfani Zago atop the Hotel Tibagi wielding cigarettes and booze–the perfect…

(TrendHunter.com) Model Natalia Chabanenko goes French chic in her latest spread for Italian Marie Claire March 2010. Showing off simple hot pants belted with a piece of rope and a plunging lace top from Stella McCartney,…

(TrendHunter.com) Sexy blonde model Tamara Jade embraces her killer sex appeal in her latest spread for Mirage Magazine #2. Styled by Chloe Cassidy and shot by Hendrik Purienne, this hot summer editorial embraces a retro…

(TrendHunter.com) Doe-eyed model Rosie Tupper looks absolutely breathtaking in her latest shoot for Vogue Australia April 2010. Shot lakeside by photographer Nicole Bentley, the brunette beauty shows off delicate pastel…

(TrendHunter.com) Designer extraordinaire Norman E. Timbs was asked to bring the concept of the 1949 Buick Streamliner into the future. He did a brilliant job, and the results are in the gallery. The mid-century calls were…