As efforts to eliminate wastages in online advertising take off, efforts are also needed to eliminate the attendant constraints. In online advertising, one can stream audio and video technologies together with faster bandwidths and delivery channels in a bid to present the same idea with the use of sound, music and visual imagery and make interactions with the banner possible.
But, this is not possible in India, thanks to the existing bandwidth problems. However, soon bandwidth will cease to be an issue.
Despite the bandwidth constraint, the Coco-Cola television commercial is being aired in Zeenext.com. This initiative has been taken by Mediaturf and a Bangalore-based software programmer, who have found a way to use the Net to air commercials with the dial-up mode and thus overcoming the bandwidth constraint. Anyway, with massive investments coming in bandwidth, there could be a glut soon.
Sure, India has an advantage in online advertising, thanks to the fact that online advertising depends so much on technology and software programming.
So, the days of innovative banners and convergence of real-time advertising are not far. But, effective online advertising calls for skills in consumer and relationship management.
We welcome feedback, suggestions, and comments, from any party. =)
ref: Morgan Brown, Do's and Don't of Online Video Advertising (online), 18th Match 2009. URL: http://adage.com/webvideoreport/article?article_id=129648
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