Insight on 'Rich Media Rocks 2010' a workshop by Microsoft advertising

Different types of flowing ads or interactive ads on the digital platform can be referred to as rich media. Media that enable higher degree of consumer engagement also fall into the rich media category.

Neville Taraporewalla, Director India Microsoft Advertising presented the keynote address that enlightened the audience on the impacts and insights of online video. He stressed on the changing scenario where the viewers were now moving on to the web for television viewing. He also threw light on the success of online video advertising. According to Taraporewalla, "APAC countries seem to be driving the video content. Brands which use online video advertisements see a lift of 20 to 40 per cent over the other ad forms. We require more advertisers to experiment with this medium so that the level of engagement explodes. The trend is very positive."

Taraporewalla discussed case studies of Dell and Nokia's N8. "This was the first time a major brand launched its flagship product on the internet before other mediums. Today there are metrics to show the affectivity of the digital medium," he further said.

The Vice President of Sales, comScore ' SEA, Joe Nguyen's presentation named "Show me the Money' was very informative with insights on internet landscape and the digital consumer. He dwelled upon the various tracking metrics in terms of reach and frequency and GRP. He stressed on the fact that by measuring clicks alone cannot be the right media metrics.

Anant Joshi, Director, Partnerships and Sales Engineering, Media Mind examined the ways to achieve the best brand results by indulging in online ad engagement and measures of positive brand impacts with rich media with video features in his presentation "Let's Dwell on Branding'. He said, "Rich media outperforms standard banners and one has to place ads effectively. Place ads where users spend maximum time and one must use videos which will help in at least 16 per cent retention levels and you have to be assertive and visible."

Linda Kovarik, founder and Head of Strategy My Creative Sherpa, gave an interesting and enlightening presentation called "On-line advertising: Emperors New clothes or a universe of creative possibilities?' where she questions if any real experts are present and if digital marketing principles are any different. She showcased the case studies of Axe, Gatorade, Best Buy, GMP Singapore and Yellow Pages, where each had used the digital media to reach out and connect better with their consumers. She stressed on the fact that one has to be bold to use creative ideas. "The industry was created by mavericks but now we have become wimpy. We need to bring the mavericks back along with leadership. Research is not an enemy and even if it is, get to know your enemy as well as yourself," Kovarik said. She gave insights on her experiences of being on both the agency and clients side. "Sky is no longer the limit, the only aspect limiting us is ourselves", she added.

The workshop ended with a panel discussion on the topic, "Online Video Advertising ' Helping Marketers Succeed'. The panel comprised of Neville Taraporewalla as the moderator, Debdutta Udpadyaya, Vice President Vdopia, Naren Nachiappan, Managing Director, Jivox India, Anant Joshi, Director, Partnerships and Sales Engineering, Media Mind and Shantanu Sirohi, Co-founder, Interactive Avenues.

Rich Media Rocks 2010 had a special X Box Kinect Demo for everyone present at the venue. | By Janees Antoo [janees(at)adgully.com]