MxMIndia

Tag: web

  • Video automatically increases engagement by keeping the user busy, while advertising and other messaging can be shown non-intrusive to the user experience, says Upen Rai

    The Anchor: Upen Rai on 5 reasons why online videos are important for marketers

    By Upen Rai

     

    1. Video gets undivided attention

    Web pages are full of hyperlinks, images, advertisements, and so on which distract the user. When a video plays, the user is fixated on the audio and video with undivided attention. What better medium to get your message across to the user?

     

    2. Video is ubiquitous 

    The web is full of conflicting standards and making things work across device form factors and browser quirks can be frustrating. Video playback is ubiquitous and works equally well on all device form factors – so it is easy for online marketers to ensure that their message gets conveyed like it was meant to be!

     

    3. Video increases engagement

    Ever since web analytics were measured, website owners have struggled to keep bounce rates low and engage the user with interesting content. Video automatically increases engagement by keeping the user busy, while advertising and other messaging can be shown non-intrusive to the user experience.

     

    4. Video enables a higher call to action

    With the right mix of audio and compelling visuals, it is easier for brands to create a call to action and on the online medium, even lead a user into then completing a task. Video raises emotional connect with the brand and eases the user into completing actions like supporting a cause, liking a brand’s social media page, sharing the message with more users, and so on.

     

    5. Anybody can make online videos

    Whether it is a large corporate or a small group of non-profit volunteers, a compelling brand message is easy to create, produce and distribute in the online space. It is the best way for viral marketing and to gather more eyeballs.

     

    Upen Rai is Director, Times Internet Ltd

     

  • The ad effortlessly communicate that Google Chrome can make you prosper in your line of activity.

    Debrief: Google Chrome: Real marries virtual

    By Anil Thakraney

     

    Excellent advert from Google Chrome. Taking their global idea forward, which is ‘The web is what you make of it’, they have Indianized the concept quite wonderfully. It’s about explaining to a layman how easy it is to expand your business by creating your own website.

     

    The TVC features an artist from Tanjore (Tamil Nadu). His miniature paintings aren’t selling much, and the man looks pretty disillusioned. He then creates a website for his work, and soon his fame spreads far and wide and he turns into a flourishing entrepreneur.

     

    But the magic lies in the execution of the commercial, it’s a combination of the real and the virtual, and it’s difficult to describe it. Watch the TVC.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=8ZYIBQqRodA[/youtube]

    Now here’s a commercial where everything comes right. The idea, the direction, the editing, the setting, the casting, the music score… all come together literally like a work of art, and effortlessly communicate that Google Chrome can make you prosper in your line of activity. It’s actually a very basic thought, but the fabulous execution takes it to another level.

     

    Also, it must be said, this is a risky storyboard. Things could easily have gone horribly wrong with a mediocre treatment. Full marks to Google Chrome and their ad agency for taking that risk. It’s paid off.

     

    Rating: (On a scale of 1 to 5): 4. Art and science come together seamlessly to create magic.