Beyond the offline illusion

Beyond the Offline Illusion

Submitted by:
Mahin Mujahid (043) Muhammad Adnan (017) Muhammad Ali Khan (053) Maria Mujib Baig (038) Iqra Maryam (027) Sammer Siddique (012) Saigha Arshad (006) Irem Aamar (039)

BBA 8th (2008-12) Morning

Submitted to:
Sajida Nisar (Course instructor: Advertising, Institute of Business Administration, University of the Punjab)

Date of submission: June 15, 2012 Institute of Business Administration, University of the Punjab Aurora

Beyond the offline illusion

Contents
Beyond the Offline Illusion ............................................................................................................ 3 Summary of the Article ............................................................................................................... 3 Digital Media .............................................................................................................................. 4 Digital Media Advertising .......................................................................................................... 4 Advertising Trends...................................................................................................................... 4 Television ad ............................................................................................................................... 5 Television Advertising's Effectiveness ................................................................................... 5 Newspaper ad .............................................................................................................................. 6 Web and future of advertising..................................................................................................... 6 Social Networks .......................................................................................................................... 7 E-mail marketing vs. Social media ............................................................................................. 8 E-mail Marketing .................................................................................................................... 8 Social media ............................................................................................................................ 8 Static HTML pages ..................................................................................................................... 9 Integrated media.......................................................................................................................... 9 Live streaming .......................................................................................................................... 10 TV viewership in Pakistan ........................................................................................................ 10 Importance of web advertising in Pakistan ............................................................................... 11 Surfer..................................................................................................................................... 12 Attraction .............................................................................................................................. 12 Difference TV made to advertising........................................................................................... 12 Computer and Smart phones ..................................................................................................... 12 FM radio revolution .................................................................................................................. 13 Online edition of newspapers.................................................................................................... 13 Results of changes..................................................................................................................... 14 Commercial Breaks ................................................................................................................... 15 Medium of advertising .............................................................................................................. 15

Institute of Business Administration, University of the Punjab

Aurora

Beyond the offline illusion

Beyond the Offline Illusion

Article by: Adnan Yousaf Executive Creative Director, Interflow Communications. Published in: Aurora

Summary of the Article

The article emphasizes on the execution of Digital Media by the advertisers of Pakistan. The writer asserts that considering web solely as a Social Media and overlooking its use as an efficient advertisement medium is the biggest mistake made by the advertisers. World is changing continuously and progressively as well. Gone are the times when T.V was solely an entertainment, now its a huge and tremendous way of advertising. In the same way Web has also gone through dramatic evolutionary steps since its initiation. The most important factor the writer brings into the limelight is the refrain of our businesses from becoming digital. He emphasizes that the businesses should be coming out of the Offline Illusion or the Traditional Media Marketing which they are adopting due to its easy-handling approach. It has now become the shear need of the Pakistani businesses to move towards the Digital Media Marketing. Audiences now need more convenience than to waste time on Traditional offline modes. Finally, he concludes that advertising media in Pakistan needs to be digitalized before the time runs out and it gets too late to recover.
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Beyond the offline illusion

Digital Media
Digital media is a form of electronic media where data are stored in digital (as opposed to analog) form. It can refer to the technical aspect of storage and transmission (e.g. hard disk drives or computer networking) of information or to the "end product", such as digital video, augmented reality, digital signage, or digital art.

Digital Media Advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial ads, advertising online classified and e-mail advertising, marketing,

networks

including e-mail spam. Many of these types of ads are delivered by an Ad server.

Advertising Trends
Advertising in Pakistan has generally followed the trends and innovations adopted globally. It has responded to the changing business environment, media technologies and cultural and ethical pick-up lines. In 1947 soon after the independence there had been very few mediums of advertising and all of these were only covering the local population at the time. The advertising industry in Pakistan grew over ti me. In the beginning the local businesses were utilizing the available medium that was mostly newspapers, magazines and digests. As the new businesses started to emerge the race to compete became intense. The new players forced the industry to be more professional and creative in order to survive and gain competitive edge. This phenomenon is still the changing factor in the advent of presently developed advertising industry. Under the influence of multinationals coming into Pakistan and investing into new businesses, many Institute of Business Administration, University of the Punjab Aurora

Beyond the offline illusion

foreign advertising agencies also established their offices and joined hands with many already present local institutions to step into the arena. The advertising industry remained influenced by the cultural and religious beliefs of the natives and remained entrapped within these barriers. Over the period of time the industry shifted towards different modes and underwent different phases of evolution.

Television ad
Advertising on television usually means running commercial, between 15 a TV typically and 60

seconds in length, but TV advertising can also include sponsorships and product placement

within television shows.

Television Advertising's Effectiveness

Though user habits are rapidly changing, television advertising has long been considered the most effective mass-market advertising format. The introduction of

digital video recorders such as TiVo, which allows viewers to skip advertisements, as well Institute of Business Administration, University of the Punjab Aurora

Beyond the offline illusion

as the popularity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising.

Newspaper ad
This media can work for you: With newspaper advertising, you have the choice to reach a large or small geographic collection of people. With National Newspaper Advertising, the coverage can be huge, but so can the rates. With regional newspaper advertising, you have the advantage of selecting a local audience and this can be the best option if you are advertising a business on the doorstep of the audience in question. The rates are also a lot lower than national newspapers, and an advertisement will cost from just a few pounds to a couple of thousand.

Web and future of advertising

The advertising world has seen all the ups and downs in the market of recession when the global trends were nose diving. The classic bill board advertisements are still there and would perhaps always be in some developing countries but in reality the advertising world has moved far ahead of bill boards. The present mode of advertising involves the telemarketing methods along with various digital media advertisements that are easy to conceive and has better hit in the long run.

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Beyond the offline illusion

When it comes to marketing for the products on the web the advertisers have tried to woo the customers by virtually getting in their bedroom while trying to showcase their products. The online media now takes the maximum spot light when it comes to digital advertising.

Social Networks
Apart from search the various ad that we may come across the web in future would involve the ones directly linking our mails and social networks. The social networking website invariably the Facebook makes a huge amount only by hosting the advertisement pages on its website. This is a cue from which the future investors can take the direction where they would like to invest their money in order to get a greater return for the value invested.

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Aurora

Beyond the offline illusion

E-mail marketing vs. Social media

E-mail Marketing
Email marketing has been a thing which has received more brickbat than what it has done for the investors. The email marketing may be taken as one of the first online marketing strategies that were undertaken by the organizations. It is a better way to directly communicate with the customers and find your true clients who would persist. But the online marketing strategies that are incorporated by the firms should have a flexible side of it that would allow them the space to relax the stance with which they intend to enter the market.

Social media
Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of usergenerated content." Social media is ubiquitously accessible, and enabled by scalable communication techniques.

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Beyond the offline illusion

Static HTML pages

A static web page (sometimes called a flat page) is a web page that is delivered to the user exactly as stored, in contrast to dynamic web pages which are generated by a web application. Static web pages are often HTML documents stored as files in the file system and made available by the web server over HTTP.

Integrated media
Integrated media is a new form of media content creation that cohesively integrates content and context across multiple platforms, such as web, film, print, audio, live event, etc. It includes traditional content, branding, branded content, storytelling,

advertising, product packaging, and more. Integrated

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media content and products can be created or launched for a company or individual. The goal of an integrated media content, or product launch, is to create a unified message with a defined timeline for a company or individual that is holistically developed and produced across multiple platforms.

Live streaming
Live streaming, delivering live over the Internet, involves a camera for the media, an encoder to digitize the content, a media publisher, and a content delivery network to distribute and deliver the content.

TV viewership in Pakistan

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Beyond the offline illusion

Importance of web advertising in Pakistan

Pakistan has yet to see a concentrated boost in internet access and use beyond its major urban centers. Even within the countrys more affluent urban areas, internet use is far from pervasive. The International Telecommunications Union lists the number of internet users in Pakistan overall at about 18.5 million in a population of almost 181 million.

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Beyond the offline illusion

Surfer
As a surfer, web advertising is good for two things: It keeps free services free. Websites like Yahoo make money from advertising, and the fact that they do allows them to let you use your e-mail, group mail and even Yahoo Answers for free. And sometimes, you might stumble upon a page where they placed an advertisement that you really are interested in. I've bought a lot of books this way. ;-)

Attraction
In terms of attraction, it helps if you know what kind of advertisement will be shown. Putting targeted advertisements on pages where it is more likely to get clicked on is better for a business. Putting rubber shoes advertisements on a sporting site might be better than putting it on a cooking site. Also, consider that not all advertising is meant to be clicked on or generate hard sales. Brand consciousness and recall might also be an objective for these advertisements.

Difference TV made to advertising

TV advertising and the media brought a kind of freedom that went beyond the remote control. The space for TV in the special corner of the house started to disappear and the TV sets started to appear in every room. And these words started to echo in the household Papa can watch the news; I will watch the show in my room

Computer and Smart phones

If ten years ago I had said that you would be spending most of your life online you would not have believed me. Yet today we

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Beyond the offline illusion

spend most of our lives connected to the web, either via computer or on the smart phones

FM radio revolution
Radio is the most effective media tool today even in the era of IT and multimedia communication. In view of the penetration sweep pervasiveness accessibility cost effectiveness and convenience its identity can never be lost. It can be tuned anywhere during daily life i.e. while studying driving cooking working in the fields and retiring in the bed. In the present technological revolution and transformation FM broadcast has taken the world by storm. It has taken a lead by virtue of line of sight propagation of waves and smaller range resulting in good quality and reliable signal. The salient feature of FM broadcast is that it works as community radio station broadcasting programmes in the language and dialect of a particular area in accordance with their style and taste. As advertising we used to be the forward looking people, the ones who always ahead of the game. We were ready when TV evolved from a single state-owned terrestrial channel to privately owned multi satellite multi-genre channels. We were ready for the FM radio revolution.

Online edition of newspapers

An online newspaper, also known as a web newspaper, is a newspaper that exists on the World Wide Web or Internet, either separately or as an online version of a printed periodical. Going online created more opportunities for newspapers, such as competing with broadcast journalism in presenting breaking news in a timelier manner. The credibility and strong brand recognition

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Beyond the offline illusion

of well-established newspapers, and the close relationships they have with advertisers, are also seen by many in the newspaper industry as strengthening their chances of survival. The movement away from the printing process can also help decrease costs.

Results of changes
Somehow this time we put decided to put things in different boxes. Change came in the form of what we called digital Media. We were scared and it showed. We separated our businesses by calling what we were comfortable handling, Traditional Media (thereby making ourselves obsolete by the very definition). However, in order to retain our forward looking image, we decided to acknowledge this new form of advertising by convincing our clients not to ignore digital and instead lock two percent of their budget for it. While we were busy safeguarding our 98% of our budget we forgot something basic. Audiences started spending more and more time on Facebook, Twitters on YouTube of the world.

There has never been a better time to remind ourselves of what we do best, which is to tell compelling stories, make ads and sell. We need to stop putting things in different boxes.
Now if I were to tell you that ii less than ten years there will be no such things as offline, as we know itwell I am afraid you have no choice but to believe me. Look around you. Audiences are hogging bandwidth, downloading episode after episode of their favorite TV shows so that they can watch them whenever they want to .Simply convenient. And recently Google announced it will be launching 100 online TV channels with free and fresh content. The implications of this change on the traditional media can at best be Institute of Business Administration, University of the Punjab Aurora

Beyond the offline illusion

described as adverse. Your casual and fixed spots, island and mid-break advertisements? Audiences now want thing on their own terms. Why should they compromise their time with friends to watch a program, they can watch at their convenience?

Commercial Breaks
Audiences need no longer pay heed to anyone telling them, Dont go anywhere; we will be right back after the break. There has never been a better time to remind ourselves of what we do best, which is to tell compelling stories, make ads and sell. We need to stop putting things in different boxes. We need to up our game and understand that advertising and media go handin-hand and compatibility is the key. My first boss always said to me, Dont come to me with a problem, unless you have a solution. And the solution is to correct ourselves by saying (repeat after me).

Medium of advertising
An advertising medium is a particular method used by a company to publicise its products or services. There are a wide variety of different advertising mediums that a company might choose to use in order to spread its message and appeal to potential customers.

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Beyond the offline illusion

The most popular advertising mediums in the present day include mass communication media such as television, radio, newspapers, magazines and the Internet. Companies also use advertising mediums such as direct mail and billboards to attract the attention of the general public. Mediums such as television and radio can be particularly expensive since these are the mediums that can reach out to the largest number of people. Generally speaking it is only larger companies with bigger resources and revenues that tend to advertise through these mediums, particularly those companies in competitive multi-million pound industries such as telecommunications. The growth of new media means that, globally, the Internet is expected to overtake newspapers as the second biggest advertising medium in the near future. Television is the largest advertising medium currently, but experts believe that Internet advertising will join television as the only media with spending in excess of $100 billion by the year 2014. For smaller businesses operating at a local level, however, television, radio and Internet advertising can prove too expensive. Handing out leaflets and flyers is an easy and comparatively cheaper way of spreading awareness of your brand. Alternatively companies may use direct-mail to send information straight to the homes of potential customers. However this would prove somewhat more expensive because of the postage costs involved. Local newspaper advertising is another popular way commonly used by local businesses to advertise to their customer base. However, aside from cost, businesses must think of their target audience when considering which advertising medium to use.

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