How can facebook make it

Do you know that there may be a social networking site which is bigger or almost equal to Facebook?

And do you know it earns 2-3 times more than Facebook already?

That site is Qzone (Tencent), and it earns over a billion dollars in revenues per annum. How did this happen? And what can Facebook do to catch up quickly?

‘I will cite a personal example- just before Diwali I was playing this awesome game on Ibibo.com called Teen Patti.  I had less money (virtual)- but great cards. My competition had 10 times more money (virtual) than me, but couldn’t have better cards than me. I had an option of getting 10000 credits by sending a premium SMS. In the excitement and heat of game.. I quickly sent 2-3 SMSs so that I could pre-empt competition moves, and it’s only after the game finished and I won that I realised that I had made at least 8-9 SMSs (about Rs 50-real money).’

Here is an interesting and well researched whitepaper on the Future of Monetization for Social Networks and Social Gaming companies- rightly christened as’ HOW IS FACEBOOK GOING TO MAKE IT’S 1ST BILLION DOLLARS?  Download it rightway from here.

Follow me on twitter at : http://www.twitter.com/pandeysaurabh

Image Source: http://chinadaily.cn

Social Authority Marketing

We all know that at the heart of Social Networks is ‘Conversations’. But have we thought why do we converse

Of course, conversation is critical to co-create and share and that’s why we converse. But it seems there are deeper meanings and implications of conversations.

Our endeavour to understand these hidden meanings will unveil the paths that marketers can tread to use Social Networks even more effectively.

Social Media is all about collaborated creation, consumption and distribution of content. And this is not possible without communication or conversations.

I believe that the reason why we communicate with others is to exert ‘authority’, to control, manipulate or influence!

My theory is that all human beings (and perhaps all animals too) have a persistent need to manipulate others or to exert authority on others.

For e.g., a child cries loudly if she doesn’t want to go to school, and tries to exert authority such that the parents are influenced and agree to her.

In a boardroom- the CEO’s body language exerts authority and influences the Sales Head to re-look at the numbers and be soft on shifting the targets north.

If you notice, we try and exert our authority to influence our peers and social group every minute- often without speaking and sometimes without consciously knowing about it.

The same behaviour is also replicated online -within Online Social Networks.

Have you ever come across a conversation where someone in the group says that he or she is thinking of buying a laptop or a car, and many people immediately post their recommendations?
All of them knowingly or unknowingly try to influence the prospective buyer.

The Buyer in turn does get influenced; but by the person or group of people who has/have the most authority.

This implies that in a group or a social network, everyone is communicating to exert authority in order to influence others- there are people who would end up having more authority and hence the culture of the group gets manipulated and is co-created by people with authority and their followers.

People who feel left out or fear getting influenced leave and create another network where their authority is prime.

Authority is earned. It takes time to build authority. A person who over a period of time exudes
expertise and knowledge coupled with consistency and relevance for others in peer group, earns followers or fans, and continues to create his authority.

Further more, as human beings we want someone to influence us- whether we believe it or not- our actions are defined by the stimulus we receive from external world in the form of sight, sound, taste, feel, and what we hear.

These stimuli are weighted (the more trustworthy a source the more authority he will have) and lead us to behave in a certain way.

It’s also important to understand that Authority is a function of-
1. Personal Expertise and Knowledge in a certain category
2. Use of expertise and knowledge to create, share content that is relevant and useful to the peer
group and allows the peer group to take winning decisions   and
3. A circle of fans/followers/friends who also have expertise , knowledge or interest in that
category

Authority is built over time and Authority can be challanged.

Again, difficult to believe but the child in the above example has more authority than ‘parents’ at a certain moment in time- to be able to almost dictate terms from a seat of power. (Her authority may get challanged after some time and we can find a role reversal- when Parents act tough and show who has the authority)

So, What is in store for marketers?

Authority is a ‘keyword’ here. Marketers need to be aware of 2 things:
1. They need to create brands which exude authority in the Social Networks
2. They need to reach out to people in the social networks who have the authority to influence
others.

That’s why Social Media Marketing is much more than just creating engagement . While marketers need to engage they must simultaneously observe the people with authority, and create strategies to win them and create ambassadors out of them.

As shown in the above diagram- A = f(t, k, r, rcg, c) { meaning- Authority is a function of Trust, Knowledge, Expertise, Relevance and Recognition) and this function defines a Social Networks’ Culture, Conversation and members’ actions.

For analogy this is very similar to Earth’s Iron Core, which defines earth’s magnetic field and eventually earth’s existence. Similarly ‘Authority’ defines the culture of the group and actually is the core of a Group or Social Network- almost always you can observe and find that a group is run by a core group or single person with highest authority.

Marketers need to recognize and reward the people with authority. Marketers need to back them. Marketers need to collaborate with them and create authority for themselves. Marketers need to co-create the relevant content for the social networks.

Marketers cannot of course bribe them because a person with doubtful credentials will loose authority in no time and hence will be of no use to marketers. Also, marketers’ own reputation will be at stake if people who they back loose credentials

To conclude, Social Authority Marketing is about:

Social Authority Marketing

A complex yet interesting subject, but the time has come when we go deeper into Social Media Marketing and look at newer nuances like SAM (Social Authority Marketing). Keep coming back , we shall talk more on this new and explorable concept,. Also drop in a few lines on what is your take on this!

Image Courtsey: http://www.zazzle.com

My personal belief is very clear- any MBA student who doesnt’ have an orientation of Digital and Social Media Marketing is already obsolete.

This holds true also for existing managers who do not have a basic orientation and understanding of digital and social media and are still unwilling to unlearn and relearn.

So, I was happy to be the trigger, that can motivate young students to appreciate and adopt this field of study, and gladly accepted the invitation.

My next job was to create a presentation which was not academic in nature but very interesting, thought provoking and which could define and explain marketing through social networks with the help of various examples.

Ibibo is a living institution and example of marketing through social networks- and I am fortunate to be a part of this laboratory of social media in India, hence apart from a few international examples I was tempted to include the Dove endeavour on ibibo as one of the hallmark examples.

Finally on the d-day, 10th of october- I visited the venue @ Jamia Hamdarad Convention centre, and interacted with speakers like Yogesh Bansal, CEO of ApnaCircle, Tanvi Jain, Group Head Isobar, the faculty and students of NDIM. (Other speakers included- Naveen Luthra-CMO, Diginatives; Vivek Khare- Sr. VP, Infoedge; Sundarmoy Sen- Principal Consultant, Mc Kinsey Knowledge Centre)

My session was just before the lunch, and I feared low turnout , but that was not to be. The session outstretched it’s 30 minutes schedule-I was also amazed to see a very involved and engaged audience, which was very motivated and responded frequently to my cues and questions. Throughout the talk the convention centre was full to it’s capacity (I think about 250 people), and the experience was really fulfilling and enriching.

I was happy to see these young MBAs, faculty members as well as the Dean and Directors so positive about Social Media and it’s scope in marketing in India. I am hopeful that with similar support and motivation of the faculty we would see a new breed of young managers and MBA who can drive the social media to new frontiers.

You can download a copy of the presentation after filling the form below. In the meanwhile if you have any questions do reach me at saurabh@atomthought.com

The question is: How can India’s largest Airline not use internet and social media intelligently and aptly to reduce customer angst and activate customer support?

How can India’s largest airline be so naïve to waste it’s money on attracting people to buy tickets from it’s site, when it just doesn’t have perhaps any ticket to sell!

But let’s address the core issue and see how Jet Airways could have used digital media and social media particularly to alleviate guest/customer inconvenience and also create a goodwill.

Step 1: Change your homepage- Your homepage should have the following elements now:

1. A written and a video message from the chairman- addressing the emergent situation and

Delineating a clear, positive, personal and empathetic communication directed at the air traveller. If the Chairman speaks directly to me, and expresses his situation , I am sure I will understand. Hence it’s important to proactively broadcast your situation and request for help and cooperation from your customers. No harm!

2. Highlighted section- for people who have bought their tickets. Give them clear directions on

What to do next. Give them options and process- on full refund or flying by another flight. Assure them of quick time bound response.

3. Highlighted section for customer care- Give all options- upfront! If possible create a live chat section. Have a list of helpline numbers. Let people SMS their number and Jet should return call in 2 minutes! If possible do a click 2 call. Let people click on ‘call’ button and a conference call is set up.

What Jet airways has done instead, is given a link on the top, and that link actually leads you to a pdf document- which lists flight numbers and a succinct status. That’s it!

Step 2- Immediately send an email and SMS about the flight status and also request people

To connect with jet on their website to remain cognizant about the whole situation.

Step 3- Get going on your twitter account- Jet can do the following things here:

1. Answer customer queries in real time.

2. Broadcast real time updates of the flights

3. Broadcast other important links to help customers reach the desired information page on their official website.

4. Broadcast telephone numbers and tips

Step 4- Create a facebook page- embed maps of major locations. Ask people to help foreigners and ot$her Indians who have come from other cities and are now stuck for some time.

Start a discussion and feedback forum. Ask people how can this situation be controlled. Create a direct to naresh goyal forum .

Create a channel where real life customers can come and share their experience on how jet handled them let the$m write positive and negative stuff. Engage them.

Step-5 Create a YouTube channel- broadcast your point of view. Talk to customers. Publish videos about cities where you operate in- give driving directions, weather situation, areas where hotels and hospitals are located.

Step 6- Integrate all this- All these elements should be interlinked.

Step 7- Continue your adwords advertising- but direct people to different pages for support. Your messaging should talk about support and care.

Step-8- Media and PR- Share with media your YouTube, twitter and website URL. Assure them of updated videos, and status. All your communications- newsletters, press release, print and TV ads etc. should have the above mentioned URLs or at least one common website URL.

Step X- This step can be executed in the early phase- connect with your competition proactively- give links to their booking engine and also see if they can have a welcome message for Jet Ticket Holders on their site.

The Jet Guest has to select a flight on the competing airlines’ site and while paying just put the PNR number in ‘promo code’- he will either get the ticket cashless or pay a small additional amount if there is a fare difference.

(This step may entail efforts in integration and automation- as also may take time in getting various approvals)

The idea behind leveraging social and digital media is:

1. To let the customer be engaged and supported at all times

2. To let the customer be informed at all times

3. To control the angst and discomfort which arises due to lack of information or lack of proper and conveniently accessible information or lack of timely information

4. To let negative feedback stay controlled and not go out uncontrolled.

5. Create a personal connect and empathy

6. Let people help each other, get motivated from positive stories, be able to know and appreciate the good work done on ground by jet airways

7. To leverage the power of sharing and ability to interact, engage & connect in real time

The bottomline- that’s not social media marketing! If your agency has ever given you the following recommendations- I suggest change your agency before it’s too late.

Your brand cannot afford, ill managed, ill conceived and worst of all ill-strategised social media marketing program.

Spend time on understanding what would you want to achieve and what key responses would you want to elicit. As also how would you engage your prospects in long term meaningful and creative ways that will help you achieve the above objectives.

Getting a social media marketing plan from novice (and even MNC) ad agencies who do not have depth of knowledge or personal exposure is like getting treated for an ailment by a quack!

So avoid any agency that claims or recommends these following things:

1. “Outsource your complete social media marketing: We will deploy 2 content writers and we have an inhouse reputation tracker, with the help of these we will manage your social media.”

Even if some part can be outsourced, you need to have a community manager or an Online Reputation Manager inhouse. The tone, immediacy, empathy, passion and knowledge cannot be replicated or outsourced. You have to have an inhouse incharge for this.

2.”We will create a positive buzz around your brand by writing dummy reviews and comments across review sites. We shall also create 10 ghost blogs.”

Your customers are not naive! There is a proper thoughtprocess and strategy needed to defend and create reputation. Don’t ever create dummy blogs and don’t get trapped in creating dummy comments.There is every possibility that this could backfire. Building reputation takes time, destroying it doesn’t!

3. “We will filter negative comments and publish only positive comments on your blog/site- ”

To me it’s wonderful if someone comes and says negative things on my face in my house, rather than going all over and spreading the bad word around.

This is an opportunity to display the comments and display your actions to everyone else. This is an opportunity to convert a negative person into an ambassador.If need be create a discussion, let others participate. Let everyone contribute to finding a solution. Reward people who bring up negative but relevant issues which can help you become better. Be poistioned as a customer centric and empathetic brand. Don’t block negative comments. Block negative mindsets.

4. (OK this one is for your marketing managers handling digital marketing)- If your marketing manager wants to do a social media program to generate leads in 1 month- Time to stop his endeavours. Time to get him trained on social media. Social media is long term. Get your objectives straight-don’t kill your brand and reputation by doing a 1 month lead generation activity.

5. Once more -for your marketing manager- If he says he doesn’t believe in social media. because last time he did a 1 month program by creating a community- many people just came and said ‘hi’, but did not do anything meaningful, and that he doesn’t want people who just come and say ‘hi’.

Understand that when your prospcts say ‘hi’, they are looking for an opportunity to engage. You need to engage them. They might become your customers. If not, they might know of a friend who can. But if you think that they are waste and hence you do not interact-then my friend who is a fool?

6. Back to ageny bashing “We will splash facebook with banner ads, and we will also target by geography and profile etc.”

Putting a banner on a social platform is not social media marketing. Get your facts and knowledge right! Period!

I am not deliberating on defining social media- I am sure you have already read in my e-book , which also has my own copyright ‘Social Media Continuum’. If you have not, you can buy the same from the right panel.

Do you have more reasons that you can think of or have experienced, to sack your digital agency? All yours!

Is that day near, when we would see such a huge upsurge in online gaming that it would be imminent to include gaming in the advertisers’ online media plan and social media plan?

With economy showing signs of revival, one can assume that new innovations in marketing of games will resurrect and will attract more users once again.

We know that a typcial game production would require an investment of upto INR 500M, but it’s alo true that

iphone is one of the largest (or maybe the largest) channel for flash games distribution now!

Low bandwidth games of the likes available at facebook have immense shareabilty and viral effect and are attracting the young adults as an attractive segment that can also pay for these games in future.

This post is not aimed at discussing the burgeoning gaming market, but to share a brief and quick view of gaming business model/framework.

This is a ‘free’ download, and you can download by filling the form right after this post!

If you are already subscribed- please ask me for your download link at saurabh@atomthought.com

Your feedback, as always, is welcome!

Image Source: http://bulk.destructoid.com/ul/user/2/29512-110367-internetaddictjpg-468x.jpg

Let’s look at the consumer behvaior. Most of us think that internet is about finding free stuff, or discounted stuff! We do not buy anything till we find something that is cheaper than an offline store!

We also never pay for content, and very generously, share content with everyone (without paying royalty for the content)

But Internet was not designed for finding and consuming free stuff.

Internet has the capability to find the best deals for us , it can help us pay and consume faster, and it can help us decide what’s best for us -more effectively (by using our social networks, or by using reviews and wikis), it can also help us share the good work and good deals with many others.

But why do we only use internet for finding free stuff only?

Why can’t we pay for good content, why can’t we use the technology to find what’s best for us and own that efficiently?

Similalry when it comes to advertising- we want internet to ‘ sell our products for us’. We want leads and conversions from internet! We don’t believe in branding or engagement on the net.

While internet has been designed to let people have a deeper interaction with a brand, and to track the performance of ads as well as consumer behavior. By that yardstick-advertisers should spend more on research, engagement and innovative visibility, so as to fully harness the potential of internet.

Why are advertisers still looking at leads and sales only, without investing into building credibility or creating engagement on the web?

The story is repeated with content providers (especially in India).

Internet provides local and reginal language accessibility beautifully. Why do we still not have enough regional language content.Why do we not have enough local content and applications.

Why does every publisher want to become another rediff.com? Why can’t we think beyond this?

As far as Government is concerned-

My only question is- why are we still at 50m? Why not at 200m?

If telecom can increase it’s user base by 100m in less than 2 years why can’t we increase internet penetration?

Why can’t we run USD100 laptops in B and C Class cities? Why can’t we open more cyber cafes in small cities? Why can’t we create self-employment oportunities-where people can open small cybercafes with internet applications around travel, jobs and education-all catering to local needs. This will help people become self employed as well as spread the internet usage even in small towns.

If we don’t allow internet to grow to it’s ful potential, and if we don’t allow it to create it’s own ecosystem, and if we don’t use it for it’s core strengths- then are we not doing injustice to internet?

image source: en.wikipedia.org/wiki/File:Symbol_question.svg

A majority of these have started working with us now, wherein we provide them simple to advanced demand generation and branding solutions on the web.

However I noticed a few common peculiar attributes:

1. Most of the education instituions in India do not have much experience in marketing on the web.

2. If they are active on the web, it’s purely to generate demand (or leads).

3. The educational instituions do not attempt to build brands or engage audience

4. Educational instituions do not have a complete web strategy and depend upon 3rd party     websites/micros-ites for web communication

5. Overall investments on web are dismal.

6. Pulishers and agencies have not gone beyond lead generation mechanism

What does this imply?

According to my analysis the web-spend of education instituions is about Rs40-50cr. As compared to their total advertising spend of about Rs.3000 cr. on other mediums. Also keeping in mind that the overall education market itself is about USD40b

(This is what the consumers spend on education in India every year)

Now, an industry where such huge investments are made by consumers coupled with the fact that it entails a high-involvement decision making process- it’s strange that educational instituions do not invest in engaging with the admission seekers throughout the decision making process!

Also, low investments on web coupled with high focus on lead generation means that educations instutions are doing a blunder at 2 levels:

1. Lead generation here would work on volumes, which means one needs to reach a threshold to achieve economies of scale and qualitative efficiency. E.g. if an instituion were to judge the efficacy of lead generation with 100 leads-it will not work.

One needs to follow a University of Phoenix model- and work on say 10,000 leads from different sources through different communications on a sustained level and then see if web works or not.

2. By focusing on lead generation instituions forget to invest on branding and engagement. A student can fill up 3-4 lead forms but may visit only 2 campused and finalise on one or none. How can instituions ensure that they are at the top of mind of students. How can they ensure that they have built enough credibility so as to hope that a student lands up and take admission?

Action Plan for 2010

The real opportunity for education instituions is now (especially Universities)-when the admissions have closed! They need to use the next 12 months to create a web-strategy which should start with an engagement platoform on the web- Talk to prospcts, let them interact with your alumni and faculty, assist prospscts in making an intelligent career choice, let the prospect take a virtual tour of the campus, invite for a webinar or even an offline seminar. Ask feedback on what they need.

Once you have created an engagement platform and you have enough traction- use this platform to create further word of mouth- it could be thorugh a talent hunt or a scholarship program or a 1 week free workshop for a few selected ones. These will create buzz.

Lastly give enough options to prospects to interact with you- don’t judge the efficacy of your campiagn through leads only- Can you measure how many people downloaded your admission forms, how many saw your webinar, how many opted for a campus tour, how many called you up etc.

This is critical in-particular for a majority of educational instutions in India- who are also new, or who offer new courses- they have not invested in buiding credibility, or engaging with prospects- and have jumped on to web to generate leads hoping that they can fill-in the seats quickly by just doing a lead generation activity.

What do you think, and have you come across a web-activity by an institution in India or abroad- which you want to share with the readers of atomthought.com?

So why this feeling? I perceive it to be due to the following reasons:

1. Ill-found perception that Branding is only achieved through ‘Reach and Frequency”.

We cannot just transpose the traditional Reach And Frequency model on the web, but need to integrate this with engagement, share of voice, sentiment and virility metrics. In a nutshell internet lends an opportunity to integrate demographics and psychographics coupled with precision focus and measurability.

Also we need to understand that advertising on is a TV push communication, as opposed to a web medium where communication is permissive and is more pull oriented.

Brand marketers spend millions of dollars in brand advertising on TV basis the TRPs and GRPs calculated on a very small sample size-so why cannot they spend on branding on web-where almost the entire population can be measured instead of a sample?

Web is interactive, and we need to let the brand interact with the brains of the target audience- this depth of interacting is the true measure of branding-rather than reach and frequency alone. This understanding is missing in advertisers and the agencies, and ad -sales reps have hardly done much in terms of explaining this and managing expectations of their clients.

2. Wrong culture of buying and selling branding on web- The typical TV or Print ad sales people, who now sell branding solutions on web to advertisers -just do not try to understand the deeper nuances of web-they are still caught in the time warp!

I will blame both the agencies and ad-sales reps, who actually buy and sell LEAD based solutions camouflaged as Branding Solutions.

My recommendation-:

1. Agencies need to demarcate traditional media planners and strategy people from digital domain immediately.

They need to invest in senior people who have experienced the web over the last at least 5-6 years. They need a bit of training in media metrics of traditional TV and Print, and we have to let them create models for the FMCG and CD clients for web. (The other way round- of letting a veteran traditional planner and strategist learn the nuances of web- is both time consuming and will not yield better results).

2. In Media- people with good integrated experience- with minimum of 4-5 years of web experience should lead the ad-sales ventures. The other way round- of hiring people from TV or print and putting them on top because they can transfer the traditional branding knowledge-is a recipe for disaster. Why?

a. A typical TV or lifestyle media rep largely is limited to pitching to an agency. Which means the rep’s insight into how marketing budgets are planned, the marketing objectives, RoIs in terms of branding and maket share, is generally low. A scompared to a Web-rep, who starts from pitching to a client directly, understands the objectives, and then tries to create web-solution to supplement the offline activities and srives for a particular chunk of overall budget. This entire cycle helps him stay in direct touch with Clinet and stay synchronous to a client’s needs and budgets.

b. Also there is no struggle involved here- In a traditional environment, you have to have a good rapport with agency and hence you continue to get advertising monies. On web, you need to be innovative, and fight for your share. The fact is if you don’t struggle you don’t learn.

c. Many TV ad sales people themselves do not know how to calculate CPM and CTRs, it is this fear of numbers, analytics and struggle-which lets them escape to an easier sell- vanilla sponsorships, leads, visibility etc.

d. Many such people have completed a about 15 -20 years in traditional media and now switch over to new media-they are unable to now un-learn. The same practices that led to the downfall of traditional media are being deployed by them in new media-and that’s not being innovative!

The good part about TV ad sales people is also that due to their good rapport with agencies they can quickly get brands to advertise on web-on a trial basis. But again if the agencies are not explained the correct metrics and expectations are not managed-then the brands will never repeat.

3. The Client side- very typical problem. Junior guys take care of digital-who do not have a say in the overall strategy. Internet is ad-hoc . Companies should hire senior guys as head of digital- and both head of digital and head of marketing should report into a Director of Marketing and Branding.

So, it’s all about :

1. Not having the right people on the job. (My experience-at many places a senior guys is insecure of giving too much importance to a web guy-especially in agencies-and hence a digital person almost always works in a silo and at an individual and tactical level- this is suicidal for agencies). There should be a fully empowered digital section, with no traditional media influence. Period.

2. Ad-sales rep- not getting any direction from top, and using TV/Newspaper guys for web-sales. Give intelligent integrated sales people with web exposure a chance to lead.

3. Clients- Do not have a clue. Work under the influence of an agency-which has 2 junior people who work on digital aspect- and the agency takes pride in having a full-scale digital arm. And the digital specialist on the client side, while he can do much better, doesn’t have the empowerment. Install a senior resource and empower him.

Interesting read also at : http://www.digital-web.com/articles/brand_experience_and_the_web/

Image source: http://www.freemarketeers.com.au/images/Brand_advertising_reaction.gif

2. It’s also about respecting consumers’ choice: The user will watch a video ad only if he/she chooses to. It’s different than watching an ad on TV. Even in situations when Auto-Play video ads are shown, the user has a right to stop or pause the ad. THESE ARE DAYS OF PERMISSIVE MARKETING-The RoS story will not work.

3. It’s about impact: convince people to use video synergetically. Illustrate how synergetic use of video can drive more offline and online sale, drive more walkins and create better impact

4. It’s about interactivity: A recent Eyeblaster study found that marketers can effectively boost direct-response performance by capturing data in video banner ads, compared with persuading the user to travel to the home website to leave their details.

Another Eyeblaster study of video duration found that, when video was user-initiated, audiences viewed the clip for longer — and with higher attention rates — than they did with auto-initiated video by 50.6 percent to 27.6 percent. (Source: http://www.eyeblaster.com)

So imagine a video ad which starts with a ‘poll’, midway asks you select ‘options’ and in the end asks you to fill a small ‘form’. Imagine how much invilvement and feedback can you drive with little interactivity!

5. No one has time to stop for 30 seconds on the web: Ask ypur clients to customise their TV ads to suit web preferences. The best thing to do is to show the USPs and climax as soon as you start. Get to the point very quickly.

6. At the end it’s about metrics-

Don’t just provide a log sheet of impressions or view (like the old time TV ad sales people would do)

6.1 A video ad can be watched full or half , both of them are successful indicators. Espeically since good online video ads would have told the story during the first half itself-hence delivering the message as intended

6.2 Any attempts to increase the volume, or replay, or sharing of video by the user- should be implied as a positive reference, and should be shared with the clients.

So, it’s not about reach only, and it’s not about a compelling 30 or 60 seconder, Online Video ads work because they:

1. are more interactive than TV ads

2. add more impact when used synergetically with other forms of ads

3. have more viral capabilities and

4. they have more engaging powers than a regular ad format.

Image Courtsey: http://www1.cox.com/middlega/cable/ondemand/images/digitalmax.gif