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| 'Localisation key to digital advertising' |
| BS Reporter / Chennai/ Hyderabad Aug 15, 2009, 00:15 IST |
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Advertising on the Internet is growing at a faster pace than the traditional media. The Rs 800-crore online advertising business, which grew at over 25 per cent a year before taking a beating due to the slowdown this year, is now showing signs of revival. However, online shopping was still in its infancy in India, according to speakers at a media conclave organised by the Indian School of Business here today.
Ambareesh Murty, country manager, ebay (India), said online shopping had not taken off on expected lines in India. It suffered from a lack of trust from the consumers, who had apprehensions about safety and privacy.
The increasing mobile density presents a big business opportunity. He said mobile phones could be used for streaming content designed for various segments of the public. Though the mobile phone could be used for various transactions, there are only a few successful business models, he added.
Alok Kejrieal, founder and chief executive officer of Games2win, an online flash games website, said localisation of the content was a key challenge that digital agencies were facing to attract advertisers. Invisible advertising built into games was still in its infancy in India but evolved in Poland and China.
Job portal naukri.com cofounder and CEO Sanjeev Bikhchandani said acceptance for online services was on the rise.
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