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
