Advertisers now have a new medium to reach out to unique set of people, these people are connected 24/7 and are practically addicted to their Smartphones. Apps like Email / Whatsapp / Twitter / Instant Messenger / Facebook / Instagram are always popping up on their phone screens. Sherry Turkle in her book: Alone Together - Why We Expect More from Technology and Less from Each Other, says:
“Technology
has become the architect of our intimacies. Online, we fall prey to the
illusion of companionship, this relentless connection leads to a new solitude.
As technology ramps up, our emotional lives ramp down, it describes new
unsettling relationships between friends, lovers, parents, and children, and
new instabilities in how we understand privacy and community, intimacy, and
solitude”
Sources: Facebook reported a 60% surge in revenue,
to $2.02bn (£1.26bn), in the third quarter
L’Oreal launched
a digital-only advertising campaign for its hair care brand L’Oreal Paris Fall Repair.
The video for the ad created by digital media agency FoxyMoron garnered more than 1.7 million views
on YouTube in one week. The digital space allows
companies to wrap advertising into social media applications in ways that are
simply not possible on TV. For instance, Amul launched a Facebook application
and a microsite for its latest advertising campaign, “Eats Milk with Every
Meal”, created by DraftFCB
Ulka, the brand’s advertising agency.
Television
advertising is estimated at Rs.16,525 crore a year, while print accounts for Rs.15,250 crore, as per data from the media buying agency GroupM. The size of the
digital advertising market is estimated at Rs:2260 crore for FY2013 by the
Internet and Mobile Association of India (IAMAI), and is expected to touch Rs.2,938 crore by the end of FY2014. Ad spending on social media went up
from Rs.94 crore in FY2012 to Rs.300 crore in FY2013, according to IAMAI.