Atul Hegde on why Digital is no longer New Media

04 May,2012

By Atul Hegde


1. Serious spenders on traditional medium are now leading the way in digital spends

When advertisers from the auto sector, FMCG, Corporate brands, Consumer Durables and other serious spenders, which for long have been spending heavily on traditional medium, begin to spend heavily in the digital media, it is the first indication that digital is no longer a new media.


2. Large clients now have digital media/brand manager

The very fact that large clients are investing in digital media, whether they are from the auto sector, telecom, FMCG’s, consumer durables  and so on, they have today either digital media managers or digital brand managers. This, in itself, shows that clients are spending serious amount of money to manage digital.


3. Senior clients are regular consumers of the medium

For any medium to succeed it is important that people who are buying it are also consuming the same medium because only when they consume that media will they realize the power of that media for their brands. Today there are senior clients who have become regular users of the medium.


4. Movies and Cricket video consumption on digital has exploded

Clients go where there are eyeballs, and inIndiawe view more than we read.Indiais a country where we consume films and cricket, both of which are heavily consumed on the internet. For instance IPL online has seen more viewership this year than the year before. Therefore, the more videos we have on movies and cricket, the more the audience will spend time viewing the videos and as a result, more advertisers will spend money on that medium. The explosion of video consumption inIndia, therefore, is bringing in more serious advertisers to digital media.


5. Emergence of digital media awards (last count there were more than half a dozen)

Today we find so many digital media awards, which only mean that clients are keen to win awards for digital. In fact, awards are a good way to boost the medium.


Atul Hegde is the CEO, Ignitee Digital Services Pvt. Ltd


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