The Hindu Business Line : `Web best platform for digital advertising'

The Web is the best possible platform for digital advertising as it gives the opportunity to customise advertising depending on the needs and tastes of the target audience, said Mr Steve Ballmer, CEO, Microsoft, in his keynote address at IndiMix '06, a Microsoft event for Web designers and developers.

Extending the necessity of personalisation to the world wide web, Mr Ballmer said that the need for `next Web' is to think beyond the scope of HTML. "Our aim is to provide technological backing for e-commerce, communities, corporate and retail customers to personalise the Web for effective utilisation."

The Internet advertising industry in India is estimated to generate Rs 250 crore in revenues; television generates Rs 6,000 crore in revenues, and radio, Rs 2,500 crore.

However, there could soon be a turnaround, as the Internet is becoming more and more publisher-independent, said Mr Jaspreet Bindra, MSN India Country Manager. "Internet monetisation will happen big time in the years to come, with the Net becoming independent of publishers, devices and languages, " he said, adding that vernacular languages would swell Internet revenues.

Mr Tarun Gulati, General Manager- Developer and Platform Evangelism, Microsoft, believes that that India is not only a consumer hub, but also a major hub for Web development. "Our strategy for the next Web is centred on the breadth of our platform, not only for the developer community, but also for designers." Microsoft had recently announced the beta release of its Expression tools for graphic design, which the company claims will integrate the designer-developer workflow.

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`Web best platform for digital advertising'