Spotting ads is getting increasingly tough--unless you want to do a Vodafone and book all the available commercial time on a channel--as the target audience is probably taking a break or surfing channels. Also what if, like me, you happen to be in a situation where you have been roped in to assist a friend to trawl through the sites to look for an ancient Amrutanjan commercial?
We couldn't locate it on agencyfaqs or even youtube, our search on the Net led us to the ad on Indibiz.tv.
Recently launched, Indibiz.tv is an online video directory for brands and has three simple objectives--recall, compare and respond (to the ads, of course!). The site allows users to view a particular feature, opt for a response, or interact with the advertiser through any of the other touch points--email, chat or phone. With interactive advertising (on demand), Pixelkraft--which has launched Indibiz.tv--has tried a new business model that is seeking to actually create a pull.
The company claims to be working on an offline and online strategy that will popularise the site among relevant people (students and professionals foremost) through whom the message is going to spread forth.
At the moment, most people usually tend to rely on the frontrunner TV Ad Indx, which in turn has launched a site called www.ibanklive.com that allows you to search from four lakh ads and offers a host of facilities. But the critical difference is that the latter involves payment for accessing ads. Hence, chances are that a lot of people in my kind of situation will probably settle for what Indibiz.tv has to offer.
The big catch, of course, is that a lot of brands are still missing. In 'computer' category, there's just Sahara and APC, and in the 'food & beverages' segment, I did not come across even a single McDonalds or Pizza Hut ad! What is also starkly missing is information about the campaign like the storyboard, agency details or even the year.
Probably it is early days yet, but going by the insufficient content combined with the bare-bone offering of the site, it may take some time (and a lot of more ads and brands) to attract serious users.
Posted by: Pallavi Srivastava
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