Online Advertisers Thirsty For Reliable Data – Interactive’s Nair
While Internet businesses such as social networking and online gaming are booming in India, advertisers interested in putting their money in the medium are still struggling to find reliable sources of measuring reach, effectiveness etc., says Ratish Nair, chief executive of digital marketing company Interactive Avenues, in agencyfaqs.com. Even for a simple statistic on the number of Internet users, the range is wide from 12 million to 52 million, claims Nair. “The internet industry seriously lacks a standard accepted ratings/research set-up,” he says in his column. A standardised measurement system will boost online advertising. “The internet advertising industry will see a quantum jump, if advertisers saw numbers like campaign reach, frequency, reports like TAM, post-activity reports from agencies on deliveries. Their comfort on spending on the Internet would be far greater,” Nair wrote.
I couldn’t agree more with Nair. Good, clear and reliable data is the need of the hour.
Mr. Nair couldny be more accurate. The other media bodies need to take online medium more seriously.
Hemang Mehta
This is a real surprise to me. I have never been able to understand the real reason for us in India not having accurate numbers. We Indians in general are higly analytical , have some of the best programming skills yet when it comes to being proactive in developing and implementing measurement solutions – we lack far behind others. The reason : I am unable to understand . I have a good 8 years plus expereince in managing online measurement needs of some of the largest clients in the world, but do not have an insight into the Indian scenario. I think for one lack of information , available options in dollar pricing, and perhaps inability of people to closely understand the data that can be retrieved and applied is the main cause. Again maybe others who are in this industry/ especially business development can shed some more light.
But I for one would definitely be interested to know more…just to quench my thirst.
thanks
- amit