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Changing Trends in High Impact Advertising
Roy de Souza, CEO, Reach India
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Everybody is jumping into the digital rat race to grab a slice of the advertising pie. But with display advertising still doing nothing truly high impact, all big brand advertisers still prefer TV. Sometimes they choose social (Facebook) advertising medium but often they don't run advertising on the Internet at all.

Those who have been in the online advertising industry for more than a decade all agree that brand advertisers in India don't believe much in Internet advertising. Therefore it is time Internet advertising companies improve this by developing new innovate advertising opportunities – that have high impact and are as good as TV advertising.

A good example of a new high impact digital advertising opportunity is the Full Screen TV Ad on the web, where the TV Commercial spreads across the screen. It looks just like a TVC on the TV. It not only grabs the users’ attention but the ad performance is also very high, the reason why it is called high impact advertising.

The CTR of standard banners is officially 0.09% in India (or maybe lower). However, full screen TV Ads on the web are better value for money. If numbers speak volumes than it would only be fair to compare the Impressions, Clicks and CTR between standard banner ads and running Full Screen TV Commercials on the web.

Advertisers like this and are increasingly running campaigns on this path-breaking innovation which guarantees high impact, complete engagement, branding and higher viewability. More and more TV advertisers are looking at online advertising to widen their reach. High impact ad formats have opened up a gamut of supply for the advertisers and agencies, who are advertising primarily on TV. Advertisers see this as the right time to reach India and make a higher impact with their existing, often award winning TV Commercials.

About the author: Roy de Souza, a dynamic leader in the online advertising field is the CEO of Reach India, which offers High Impact Ad Formats to Advertisers and Agencies. Reach India allows brand advertisers to run Full Screen TV Ads on the web.