Online advertising
However, marketers are increasingly diversifying 
their media mix to include new genres and technologies like IPTV, broadband TV, mobile TV, et al. Gaurav Arora, Delhi Head, G2 India, asserts, “Fresh blood that is coming on the client side has much more faith in new media. But the decision makers still don’t trust new media.” According to him, every media has its own reasons why users interact with it. While TV and print are what can be called ‘lean backward’ media, Internet is a ‘lean-forward’ media as there is a two way interaction involved, believe marketers.
In as much, the power of the Internet as an advertising media cannot be discounted. Of course, the benefits of online advertising remain far superior for online sites, as a majority of their clients are online. But other sectors are also cashing in. The financial services sector for one is a clear leader as far as online-spends are concerned. Hari Shankar, Business Director, Starcom IP India says, “The industry which has gained maximum by online advertising is banking & finance (banks, credit cards, mutual funds, stocks & shares etc.). They use the Internet as a lead generation medium. Other sectors that are active on the Internet are mobile, automotive, computers & technology, entertainment, to name a few.”
Going by the sheer number of advertisers optimistically looking at online advertising as a strong upcoming media, even analysts have upgraded their forecasts. Earlier reports suggested that online advertisement segment would grow to Rs.9.5 billion by 2011. But according to the Internet in India report 2007, online advertising in India will be worth Rs.20 billion in 2009 itself. Google’s Rao is as bullish as these figures. According to him, marketers “demand to know the concrete value delivered for a given investment. AdWords, as an example, fulfils this by providing a detailed understanding of ROI.”
their media mix to include new genres and technologies like IPTV, broadband TV, mobile TV, et al. Gaurav Arora, Delhi Head, G2 India, asserts, “Fresh blood that is coming on the client side has much more faith in new media. But the decision makers still don’t trust new media.” According to him, every media has its own reasons why users interact with it. While TV and print are what can be called ‘lean backward’ media, Internet is a ‘lean-forward’ media as there is a two way interaction involved, believe marketers.In as much, the power of the Internet as an advertising media cannot be discounted. Of course, the benefits of online advertising remain far superior for online sites, as a majority of their clients are online. But other sectors are also cashing in. The financial services sector for one is a clear leader as far as online-spends are concerned. Hari Shankar, Business Director, Starcom IP India says, “The industry which has gained maximum by online advertising is banking & finance (banks, credit cards, mutual funds, stocks & shares etc.). They use the Internet as a lead generation medium. Other sectors that are active on the Internet are mobile, automotive, computers & technology, entertainment, to name a few.”
Going by the sheer number of advertisers optimistically looking at online advertising as a strong upcoming media, even analysts have upgraded their forecasts. Earlier reports suggested that online advertisement segment would grow to Rs.9.5 billion by 2011. But according to the Internet in India report 2007, online advertising in India will be worth Rs.20 billion in 2009 itself. Google’s Rao is as bullish as these figures. According to him, marketers “demand to know the concrete value delivered for a given investment. AdWords, as an example, fulfils this by providing a detailed understanding of ROI.”
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