India’s age of interruption on the Internet?

May 2, 2007 at 12:46 pm 1 comment

Sanchayeeta (MindShare, Delhi) writes:

Rising ad clutter and ad avoidance on Indian television are a well known phenomena. TV channels are trying to manage this by restricting total commercial time to 8-12 minutes per hour of programming.

However is the age of interruption still continuing only on TV or are digital media also succumbing to it?! The home page of one of India’s leading advertising and marketing sites set me thinking.

exchge4media1.jpg

From content interspersed with ads, it has moved to ads interspersed with content http://www.exchange4media.com/. The other leading site in this space http://www.agencyfaqs.com/ fares a little better, with only 3 pop-ups before you can reach content. Possibly a case of too many advertisers vying for the same space, if that is possible in today’s age!! But as a frequent visitor to both sites, which kind of started the digital A&M coverage in India years ago, I was a little stunned.

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Entry filed under: media general.

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1 Comment Add your own

  • 1. Yash Singh  |  May 3, 2007 at 6:20 am

    Hi,

    Just noticed your mail. Funnily enough, I had written something similar elsewhere, and got a response from agencyfaqs!, informing me about a planned relaunch in May. S0 that shd be coming very soon.
    All in all, I think you, being a planner can weild more clout then you think, as these sites sell to media buying agencies, and clearly, they are fine with this level of clutter. E4m in fact is simply dismissive of user concerns, something that has come from the fact that a lot of their advertisers seem proportionately ignorant of net basics. Their home page weighs almost 2 MB on specific days. Rediff in comparison, is normally a maximum of 100KB:)
    I think you will find agencyfaqs more responsive to your issues. They claim to be the world’s no. 2, based on ABC audit, and have publicly lamented the lack of interest by advertisers in measuring size objectively..

    Reply

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