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Digital campaigns are the rage these days. As the Internet user base in India continues to grow, brand managers and creative agencies are realising the true potential of online video streaming, according to YouTube’s annual ads leaderboard list.
YouTube as revenue Though some major global brands have come up with campaigns made exclusively for YouTube, a new report by eMarketer, which provides research on digital media, has noted that Google’s YouTube advertising revenues is slated to hit $5.6 billion in 2013.
The report has noted that the more than 50 per cent jump, compared to last year, is posing a severe threat to traditional television ads.
“YouTube is a platform to run global brand campaigns; unlike television where content distribution is limited by the reach of the channel it is broadcast on, YouTube campaigns have a global impact and reaches out to global netizens,” said an official with YouTube.
Digital advertisements create a level of brand engagement that is not possible through television alone, the official went on to add. “On the Internet, people don’t just watch ads — they like them, comment on them, share them with friends, and in some cases remake them,” he added.
Some notable trends have come to the fore when analysing what clicks on the net. Advertisements with humour, emotions, babies and tech companies rule.
The Cadbury 5 Star ad featuring the funny duo of Ramesh and Suresh and the Google reunion campaign which reunites friends split by partition, have both shown the success of emotional ads on YouTube.
The Evian and Nestle Kitkat baby ads have also captured the imagination of most consumers on the Web.
Moreover, longer duration ads have also given more freedom to creative minds, since ads on the Web do not have a 30-second time slot restriction unlike in television.
Due to this, creative professionals are experiencing a new high in the era of digital platforms, which is unshackling the talent of highly skilled advertising professionals in India, noted the YouTube official.
amritanair.ghaswalla@thehindu.co.in
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