Fast Forward Report

There is an ever-growing discussion in Media Planning circles on how much tough it has become to create a high-reach campaign in recent times. As legend would have it, the owner of one of leading brands started so small that he had to pawn jewellery in order to buy a single spot. That single spot on national television made the brand. Such was the power of television once upon a time.

Increasing media fragmentation has killed appointment viewing almost completely. Today's media scenario is truly a catch 22 situation for marketers. The situation demands forces them to spend more and the higher they spend, the lower the yield gets. This has repercussions on the industry at large. Clients are squeezing agencies and publishers to reduce rates. In the bargain nobody is making any money. In short advertising in its conventional form is decaying faster than ever before. It is here that the Internet scores over other media. It is uniquely suited to fulfill all demands of advertising: Awareness, Education, Image Building and Direct Response.

Knowledgeturf each year conducts an online survey on the Indian Internet industry, where the findings from quantitative survey are supported by the opinion of industry leaders. The practice was started in the year 2005 and in future, Knowledgeturf will continue to bring out such industry specific research every year.

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