Wednesday, December 20, 2006

One test match win drives TV ads rates up...

One win, and cricket ad rates zoom

was wonder with one test win, 15% increase on ESPN star Tv ads rate is good? or worth-it? how ROI(return-on-investment) for these TV ads is calculated?
time to start "TV vs. Internet ads" argument...:

Today, the Internet offers advertisers a wide range of tools, which they can leverage to connect with their customers: email marketing, search engine advertising, floating animated page takeovers, interactive rich media ads, streaming audio/video, viral marketing… the list is endless. Besides scoring high points on the novelty scale, these media offer advertisers a multitude of exclusive benefits: interactivity, measurability, synergy, targeting, multi-media, and even flexibility. Powered by these unique benefits, which are not available in any other medium, Internet advertising revenue has grown significantly faster than television advertising. According to the latest ad spend predictions from ZenithOptimedia, television advertising can begin to lose its global share of revenue in 2007 (after having lost significant bytes of the pie from the US and many parts of Europe).

In India, experts estimated the Internet would take 11 years to reach a base of 50 million people. Growing exponentially with each passing year, the Internet has in the last decade reached 40 million people! Television, on the other hand, took 28 years to reach the same number of people. Radio took 38 years and newspapers, 162 years. By the close of 2005, there were 38.5 million Internet users in the country (32 per cent being women, IAMAI 2005)—more than five times the number of users in the year 2000. While Internet advertising comprised less than one per cent of advertising in the year 2005, it is expected to be four per cent by the year 2010 i.e. 747 crores on a base of 19,562 crores. Until such time, the projected yearly growth rate of the ad industry is expected to stabilize at 11 per cent; the growth of the online ad industry will be consistently more than 40 per cent.

The next 10 years of advertising is set to see a convergence of diverse media. Leading organizations are pioneering new ways of measuring the impact of online advertising. As the Internet continues to lead the way on accountability, traditional media will have to respond with better matrices for audience composition and marketing performance. In order to engage consumers—who today have several choices and great control over message delivery—ad agencies are compelled to make highly innovative advertisements. The new advertising world is set to grow more entertaining, informative, relevant, and authentic.

tomorrow is tomorrow anyways, meanwhile ESPN-Star is making money...

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