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The Most-Watched Ads on Youtube, India

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages
AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary

Case Preview

The Most-Watched Ads on Youtube, India

 

Expected Learning Outcomes

• Analyze the reasons behind the growing importance of digital platforms as alternative marketing communication channels and to debate on whether digital platforms can be substitutes to the traditional marketing communication channels
• Discuss whether, online/digital advertisements, have the power to convert the viewer into a buyer/brand advocate
• Construct an objective and fairly comprehensive analysis platform based on the 10 most-watched Ads on YouTube (India) and draw appropriate conclusions from the standpoint of Indian marketers, advertising agencies, consumers and social media platforms

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10 Most-Watched Ads and Emergence of Digital Media

1. Why is online advertising gaining more importance in the recent years and what is the role played by social media?

2. What would be the benefits for online social media agencies like YouTube, Facebook, etc., in hosting product-based or company-based videos/TVCs?

3. How do you think companies would be benefited by letting their TVCs be on online platform as well?

4. .......................

The Personal Experience

1. Have you seen the 10 ads featured in the article? If yes, which one did you like and why?

2. Where did you see the advertisements – online/TVC or on the mobile phone?

3. ............


Exhibits

Exhibit I: Top 10 Ads/Videos Watched on YouTube (in 2013)

Teaching Note Preview

The Most-Watched Ads on Youtube, India

 

Synopsis

This case flyer highlights the growing importance of online/digital platform as preferred marketing communication channel. India is one of the fastest growing countries in terms of burgeoning internet users after China and US. Also the fact that the highly potential demographic generation, the Gen Y or the millennial constitutes 30% of its total population, prima facie, portends online platform to be a highly viable media vehicle to the advertisers or brands. How right can this prove for companies going beyond the ‘30 second’ format about reducing their costs and extending their reach?

The base article assists in debating the themes and some of the interrelated features of the most-viewed ads on YouTube in India. It compares different attributes thus drawing very insightful conclusions for a debate and learning in the class.

Expected Learning Outcomes

  • • Analyze the reasons behind the growing importance of digital platforms as alternative marketing communication channels and to debate on whether digital platforms can be substitutes to the traditional marketing communication channels
  • • Discuss whether, online/digital advertisements, have the power to convert the viewer into a buyer/brand advocate
  • • Construct an objective and fairly comprehensive analysis platform based on the 10 most-watched Ads on YouTube (India) and draw appropriate conclusions from the standpoint of Indian marketers, advertising agencies, consumers and social media platforms

 

Positioning and Setting

This case flyer can be ideally positioned for:

  • a) General Marketing Course – Digital Marketing
  • b) Advertising Management Course – Media Planning

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Before the Case Flyer Discussion in the Classroom

Before the students/participants come for the classroom discussion of this case flyer, they were asked to:

a) View the 10 advertisements listed in the base article, to debate about the interrelation of the most viewed ads. 

During the Case Flyer Discussion in the Classroom

The discussion on the case flyer was conducted under three broad related topics: ...........

The case flyer was discussed in the classroom as given below:

I. 10 Most Watched Ads and Emergence of Digital Media

We started the case flyer with Concept clarity point of view, the first section was used to highlight the importance of online/digital advertising.

• All the seven questions were discussed with students sharing their viewpoints. Additionally, the following are worth mentioning:

• The emergence of online/digital platforms not only offer cost-effective platforms for companies to reach customers but if used appropriately, they can help build the mindshare as the online advertisements can be shared by viewers with their friends/family, etc., which is not possible with TV-only advertisements. However, the downside is that if the video advertisements/TVCs are not good enough or are of sub-standard, the feedback can also damage the company’s prospects.

• The global ad agencies bring not only their tried and tested expertise in creating the advertisement but also most importantly help position the advertisements for the right platform/audience.

• The companies should definitely consider the digital/online platforms for effective marketing communication. Apart from the fact that the cost of airing is low, the probability for sharing (at least for the good ones) is very high. The trend of digital/online – only advertisements is not far away.

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Exhibits

Exhibit (TN)-I: AIDA Model in Digital Marketing

Exhibit (TN)-II: Top 10 Ads/Videos Watched on YouTube (2013) – Related Data

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Product code: MKTG-4-0005, MKTG-4-0005A

Abstract


This case flyer is based on an article1 from The Economic Times and can be used to analyze the DNA of making a most-watched advertisement. The case flyer can be used primarily for discussing and debating on what most-watched video Ads on YouTube mean for the companies? Would they help in enhancing the mindshare?
Would this mindshare lead to market share? While every Television commercial is made with an overt objective to indulge in the product/service featured, the covert (may be the most important one) objective is to capture the viewers' mindshare. This case flyer can be used to analyze what it takes to create advertisements that can do both - capture mindshare as well as help boosting the sales? The case flyer is suitable for teaching the concept of Media Planning in Advertising Course or Digital Marketing in Marketing Management Course.



Pedagogical Objectives

  • To analyze the reasons behind the growing importance of digital platforms as alternative marketing communication channels and to debate on whether digital platforms can be substitutes to the traditional marketing communication channels
  • To discuss in the light of personal experiences, whether, online/digital advertisements, have the power to convert the viewer into a buyer/brand advocate
  • To construct an objective and fairly comprehensive analysis platform based on the 10 most-watched Ads on YouTube (India) and draw appropriate conclusions from the standpoint of Indian marketers, advertising agencies, consumers and social media platforms


1 '10 Ads Watched the Most on YouTube in India', The Economic Times, December 13th 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis


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