Adgully Exclusive | iRealities on an awareness drive; All set to launch animation series "Digital Realities"

Online aka internet advertising has now become the most promising medium for marketers and advertisers. Marketers and advertisers got their first brush of internet advertising a little over a decade ago but lots has changed in this platform over the last decade. Almost 21 percent of internet users consider online advertising to be the most relevant medium. It has been debated over the years that online advertising might take over other traditional mediums like newspaper, magazines and radio but the moot question remains do the advertisers really think that way or are advertisers treating the medium at par with traditional forms of advertising especially when it comes to spending the ad dollars¦

In this internet dominated era, every advertiser and marketer has incorporated, digital advertising in their marketing strategy either directly or indirectly and that's because of the excessive popularity of the medium world over. But when Adgully spoke to Internet publishers the story was completely different. Internet media publishers thinks that the business of advertising in Internet media has deteriorated by the day in fact the leaders from this business say that the quantum of advertising has increased but the quality has gone down totally and the margins have shrunk drastically over the years.

Earlier the advertisers used to follow the method of CPM (cost per milli) that means cost per one thousand impressions, which are predominantly terms used for display advertising on Internet media and later sometime the expectation moved to performance model and CPC mode of advertising which ruled for few years. The greed for getting more from the Internet publishers lead to more arm twisting by the advertisers and the advertisers switched over to CPL (cost per lead) model the worst is still not over and now when every top leader is talking big about Internet as an integral part of the media mix there are many advertisers who are moving to CPA (cost per acquisition) model where an advertiser pays once the transaction already takes place. This last mode of so called internet advertising is quite popular among Job sites, travel portals, automobile cos. And few finance clients. Many internet publishers Adgully spoke to actually questioned the existence of the word "advertising" in these later forms of internet spends.

Surely someone somewhere had to do something which can address the current state of affairs. As part of an awareness initiative digital communication agency, iRealities is not sitting inside the fence and watching. The digital communication specialists have decided to release a series of short animation films "digital realities" educating the industry about the way Internet spends are currently being done. Adgully had a sneak- peek at the exclusive first cut of the film which according to us is sleek and will be hitting below the belt to many advertisers in the business.

So as to know more about the animated film featuring the core reality Adgully caught up with Harmeet Singh Arora, the executive director of iRealities group.Arora says "Our Digital Industry is currently facing a very tough challenge fighting continuously for the Digital Spending Market Share. This "Digital Realities" Series gives you the lighter insights on what's the unsaid truth, real stories, etc. in a tongue in cheek way."

So with these series of films who is, iRealities trying to reach out to Arora says "It will be available to all the people who make Digital Industry in India and will not be restricted just to the Agencies, Publishers, AD Networks but also to the Clients, etc."

Speaking about his expectations with this project he quoted, "Basically this initiative will enable the paradigm shift in the mindset of the stakeholders, from clients to service providers to give due credit to the medium, and one should not treat the medium as a distant cousin of the mainstream mediums."

This group did a small dipstick study and got a much appreciating response from the people. Arora conclusively gives the core message and says "There should be instigative and thought provoking discussion on what's going wrong and what corrections can be made." We will be coming out with at least one Video every quarter highlighting the issue at large that will surely get the Smile on Digital Industry Professionals."

We sure hope this initiative by iRealities strikes the right chord amongst the stake holders. | By Aanchal Kohli [aanchal(at)adgully.com]

Check exclusive "Digital Realities" 1st animation video [CLICK HERE]