Beyond the Offline Illusion

7/31/2019 Beyond the Offline Illusion

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Beyond the offline illusion

Institute of Business Administration, University of the Punjab Aurora

Beyond the Offline Illusion ............................................................................................................ 3Summary of the Article ............................................................................................................... 3Digital Media .............................................................................................................................. 4Digital Media Advertising .......................................................................................................... 4Advertising Trends...................................................................................................................... 4Television ad ............................................................................................................................... 5

Television Advertising's Effectiveness ................................................................................... 5Newspaper ad .............................................................................................................................. 6Web and future of advertising ..................................................................................................... 6Social Networks .......................................................................................................................... 7E-mail marketing vs. Social media ............................................................................................. 8

E-mail Marketing .................................................................................................................... 8Social media ............................................................................................................................ 8

Static HTML pages ..................................................................................................................... 9Integrated media.......................................................................................................................... 9Live streaming .......................................................................................................................... 10TV viewership in Pakistan ........................................................................................................ 10Importance of web advertising in Pakistan ............................................................................... 11

Surfer..................................................................................................................................... 12Attraction .............................................................................................................................. 12

Difference TV made to advertising........................................................................................... 12Computer and Smart phones ..................................................................................................... 12FM radio revolution .................................................................................................................. 13Online edition of newspapers.................................................................................................... 13Results of changes..................................................................................................................... 14Commercial Breaks ................................................................................................................... 15Medium of advertising .............................................................................................................. 15


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Article by: Adnan Yousaf

Executive Creative Director,

Interflow Communications.

Published in: Aurora

The article emphasizes on the execution of Digital Media by the advertisers

of Pakistan. The writer asserts that considering web solely as a Social Media and

overlooking its use as an efficient advertisement medium is the biggest mistake

made by the advertisers. World is changing continuously and progressively as

well. Gone are the times when T.V was solely an entertainment, now its a huge

and tremendous way of advertising. In the same way Web has also gone through

dramatic evolutionary steps since its initiation.

The most important factor the writer brings into the limelight is the refrain

of our businesses from becoming digital. He emphasizes that the businesses

should be coming out of the Offline Illusion or the Traditional Media Marketing

which they are adopting due to its easy-handling approach. It has now become

the shear need of the Pakistani businesses to move towards the Digital Media

Marketing. Audiences now need more convenience than to waste time onTraditional offline modes.

Finally, he concludes that advertising media in Pakistan needs to be

digitalized before the time runs out and it gets too late to recover.


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Digital media is a form of electronic media where data are stored in

digital (as opposed to analog) form. It can refer to the technical aspectof storage and transmission (e.g. hard disk drives or computer

networking) of information or to the "end product", such as digital

video, augmented reality, digital signage, or digital art.

Online advertising is a form of promotion that uses

the Internet and World Wide Web to deliver

marketing messages to attract customers. Examples

of online advertising include contextual ads on

search engine results pages, banner ads, blogs,

Rich Media Ads, Social network advertising,

interstitial ads, online classified advertising,

advertising networks and e-mail marketing,

including e-mail spam. Many of these types of ads

are delivered by an Ad server.

Advertising in Pakistan has generally followed the trends and innovations adopted globally. It

has responded to the changing business environment, media technologies and cultural and ethical

pick-up lines. In 1947 soon after the independence there had been very few mediums of

advertising and all of these were only covering the local population at the time. The advertising

industry in Pakistan grew over ti me. In the beginning the local businesses were utilizing theavailable medium that was mostly newspapers, magazines and digests. As the new businesses

started to emerge the race to compete became intense. The new players forced the industry to be

more professional and creative in order to survive and gain competitive edge. This phenomenon

is still the changing factor in the advent of presently developed advertising industry. Under the

influence of multinationals coming into Pakistan and investing into new businesses, many


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foreign advertising agencies also established their offices and joined hands with many already

present local institutions to step into the arena. The advertising industry remained influenced by

the cultural and religious beliefs of the natives and remained entrapped within these barriers.

Over the period of time the industry shifted towards different modes and underwent different

phases of evolution.

Advertising on

television usually means

running a TV

commercial, typically

between 15 and 60

seconds in length, but

TV advertising can also

include sponsorships and

product placement

within television shows.

Television

Advertising's

EffectivenessThough user habits are rapidly

changing, television advertising

has long been considered the most

effective mass-market advertising

format. The introduction of

digital video recorders such as

TiVo, which allows viewers to skip advertisements, as well


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as the popularity of commercial-free cable channels, have begun to diminish the reach and

effectiveness of TV advertising.

This media can work for you: With newspaper advertising, you have the choice to reach a large

or small geographic collection of people.

With National Newspaper Advertising, thecoverage can be huge, but so can the rates.

With regional newspaper advertising, youhave the advantage of selecting a local

audience and this can be the best option ifyou are advertising a business on the doorstep

of the audience in question.

The rates are also a lot lower than national

newspapers, and an advertisement will cost from just a

few pounds to a couple of thousand.

The advertising world has seen all the

ups and downs in the market of recession when

the global trends were nose diving. The classic

bill board advertisements are still there and

would perhaps always be in some developing

countries but in reality the advertising world has

moved far ahead of bill boards. The present

mode of advertising involves the telemarketing methods along with various digital media

advertisements that are easy to conceive and has better hit in the long run.
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When it comes to marketing for the products on the web the advertisers have tried to woo

the customers by virtually getting in their bedroom while trying to showcase their products. The

online media now takes the maximum spot light when it comes to digital advertising.

Apart from search the various ad that we may come across the web in future would

involve the ones directly linking our mails and social networks. The social networking website

invariably the Facebook makes a huge amount only by hosting the advertisement pages on its

website. This is a cue from which the future investors can take the direction where they would

like to invest their money in order to get a greater return for the value invested.


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E-mail MarketingEmail marketing has been a thing which has received more

brickbat than what it has done for the investors. The email

marketing may be taken as one of the first online marketing

strategies that were undertaken by the organizations. It is a

better way to directly communicate with the customers and

find your true clients who would persist. But the online

marketing strategies that are incorporated by the firms should

have a flexible side of it that would allow them the space to

relax the stance with which they intend to enter the market.

Social mediaSocial media includes web-based and mobile based technologies which are used to turn

communication into interactive dialogue among organizations, communities, and individuals.

Social media is defined as "a group of Internet-based applications that build on the ideological

and technological foundations of Web 2.0, and that allow the creation and exchange of user-

generated content." Social media is ubiquitously accessible, and enabled by scalable

communication techniques.
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A static web page (sometimes called a flat

page) is a web page that is delivered to the user

exactly as stored, in contrast to dynamic web

pages which are generated by a web application.Static web pages are often HTML documents

stored as files in the file system and made

available by the web server over HTTP.

Integrated media is a new form of media

content creation that cohesively integrates content and

context across multiple platforms, such as web, film,

print, audio, live event, etc. It includes traditional

content, branding, branded content, storytelling,

advertising, product packaging, and more. Integrated
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media content and products can be created or launched for a company or individual.

The goal of an integrated media content, or product launch, is to create a unified message

with a defined timeline for a company or individual that is holistically developed and produced

across multiple platforms.

Live streaming, delivering live over the

Internet, involves a camera for the media, an encoder

to digitize the content, a media publisher, and a

content delivery network to distribute and deliver the

content.


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Pakistan has yet to see a concentrated boost in internet access and use beyond its major

urban centers. Even within the countrys more affluent urban areas, internet use is far from

pervasive. The International Telecommunications Union lists the number of internet users in

Pakistan overall at about 18.5 million in a population of almost 181 million.


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Surfer

As a surfer, web advertising is good for two things:

It keeps free services free. Websites like Yahoo make money from advertising, and thefact that they do allows them to let you use your e-mail, group mail and even Yahoo

Answers for free.

And sometimes, you might stumble upon a page where they placed an advertisement thatyou really are interested in. I've bought a lot of books this way. ;-)

Attraction

In terms of attraction, it helps if you know what kind of advertisement will be shown.

Putting targeted advertisements on pages where it is more likely to get clicked on is better for a

business. Putting rubber shoes advertisements on a sporting site might be better than putting it on

a cooking site.

Also, consider that not all advertising is meant to be clicked on or generate hard sales.

Brand consciousness and recall might also be an objective for these advertisements.

TV advertising and the media brought a kind of freedom that went beyond the remote

control. The space for TV in the special corner of the house started to disappear and the TV sets

started to appear in every room. And these words started to echo in the household Papa can

watch the news; I will watch the show in my room

If ten years ago I had said that you

would be spending most of your life online you

would not have believed me. Yet today we
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spend most of our lives connected to the web, either via computer or on the smart phones

Radio is the most effective media tool today even in

the era of IT and multimedia communication. In view of the

penetration sweep pervasiveness accessibility cost

effectiveness and convenience its identity can never be lost. It

can be tuned anywhere during daily life i.e. while studying

driving cooking working in the fields and retiring in the bed.

In the present technological revolution and transformation

FM broadcast has taken the world by storm. It has taken a lead

by virtue of line of sight propagation of waves and smaller

range resulting in good quality and reliable signal. The salient

feature of FM broadcast is that it works as community radio station broadcasting programmes in

the language and dialect of a particular area in accordance with their style and taste.

As advertising we used to be the forward looking people, the ones who always ahead of

the game. We were ready when TV evolved from a single state-owned terrestrial channel to

privately owned multi satellite multi-genre channels. We were ready for the FM radio revolution.

An online newspaper, also known as a web

newspaper, is a newspaper that exists on the World

Wide Web or Internet, either separately or as an

online version of a printed periodical.

Going online created more opportunities for

newspapers, such as competing with broadcast

journalism in presenting breaking news in a timelier

manner. The credibility and strong brand recognition
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of well-established newspapers, and the close relationships they have with advertisers, are also

seen by many in the newspaper industry as strengthening their chances of survival. The

movement away from the printing process can also help decrease costs.

Somehow this time we put decided to put

things in different boxes. Change came in the form

of what we called digital Media. We were scared

and it showed. We separated our businesses by

calling what we were comfortable handling,

Traditional Media (thereby making ourselves

obsolete by the very definition). However, in order

to retain our forward looking image, we decided to acknowledge this new form of advertising by

convincing our clients not to ignore digital and instead lock two percent of their budget for it.

While we were busy safeguarding our 98% of our budget we forgot something basic. Audiences

started spending more and more time on Facebook, Twitters on YouTube of the world.

Now if I were to tell you that ii less than ten years

there will be no such things as offline, as we know

itwell I am afraid you have no choice but to believe me.

Look around you. Audiences are hogging bandwidth,

downloading episode after episode of their favorite TV

shows so that they can watch them whenever they want to

.Simply convenient.

And recently Google announced it will be launching 100 online TV channels with free

and fresh content. The implications of this change on the traditional media can at best be

There has never been a better time to remind ourselves of what we

do best, which is to tell compelling stories, make ads and sell. Weneed to stop putting things in different boxes.
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15/16



described as adverse. Your casual and fixed spots, island and mid-break advertisements?

Audiences now want thing on their own terms. Why should they compromise their time with

friends to watch a program, they can watch at their convenience?

Audiences need no longer pay

heed to anyone telling them, Dont

go anywhere; we will be right

back after the break. There has

never been a better time to

remind ourselves of what we do

best, which is to tell compelling

stories, make ads and sell. We

need to stop putting things in

different boxes. We need to up

our game and understand that

advertising and media go hand-

in-hand and compatibility is the

key.

My first boss always said to me, Dont come to me with a problem, unless you have a

solution. And the solution is to correct ourselves by saying (repeat after me).

An advertising medium is a particular method

used by a company to publicise its products or services.

There are a wide variety of different advertising mediums

that a company might choose to use in order to spread its

message and appeal to potential customers.


16/16



The most popular advertising mediums in the present day include mass communication

media such as television, radio, newspapers, magazines and the Internet. Companies also use

advertising mediums such as direct mail and billboards to attract the attention of the general

public.

Mediums such as television and radio can be particularly expensive since these are the

mediums that can reach out to the largest number of people. Generally speaking it is only larger

companies with bigger resources and revenues that tend to advertise through these mediums,

particularly those companies in competitive multi-million pound industries such as

telecommunications.

The growth of new media means that, globally, the Internet is expected to overtake

newspapers as the second biggest advertising medium in the near future. Television is the largest

advertising medium currently, but experts believe that Internet advertising will join television as

the only media with spending in excess of $100 billion by the year 2014.

For smaller businesses operating at a local level, however, television, radio and Internet

advertising can prove too expensive. Handing out leaflets and flyers is an easy and

comparatively cheaper way of spreading awareness of your brand. Alternatively companies may

use direct-mail to send information straight to the homes of potential customers. However this

would prove somewhat more expensive because of the postage costs involved.

Local newspaper advertising is another popular way commonly used by local businesses

to advertise to their customer base. However, aside from cost, businesses must think of their

target audience when considering which advertising medium to use.

Documents

Beyond the Offline Illusion