Online video ad campaign leads to 11000 downloads of Microsoft IE 8 browser

US-based online video advertising company Jivox claims that an online video ad campaign launched to create awareness for Microsofts new Internet Explorer 8 browser led to 11000 users downloading the browser from Jivox video ad player. Jivox also claims that 617 users shared the video ad on Facebook and close to 600 users shared the ad through email.

“This kind of engagement goes beyond CTRs (click through rates), clicks, leads and provides vital clues to advertisers in the form of data sampling, market research etc. and help them make informed decisions in carrying out a much larger marketing activity and choosing the right media vehicles to do the same,” Kshitiz Randhir Shori, director, sales, APAC, Jivox, told AlooTechie.

Shori further informed that Jivox has so far done over 100 online video campaigns in India in a span of six to seven months of launching its operations in the country. According to him, the campaigns were carried across 50 partner websites in India.

“We are currently working with almost all the major brands across industry categories like FMCG (fast moving consumer goods), auto, travel, BFSI (banking, financial services and insurance), telecom, IT and education and the good part is that almost 70 per cent of our business is recurring in nature, Shori said.

According to Kshitiz Randhir Shori, video ads attract somewhere between 5-10 per cent of the Rs 550 crore total online ad market in India, which is quite huge considering the fact that video ads in India is less than two years old. “Looking at the pace of our growth, in the next 2-3 years, the video ad market will contribute perhaps 15 to 20 per cent of the overall online ad market, and we expect to further consolidate our dominant position in this market, he said.

Identifying the challenge of online video advertising in India, Shori said that there are hardly any pure branding campaigns left in the industry though they sound nice in media briefs and media plans. “Eventually, all are aligned to certain engagement with the brand and are measured very closely by the advertisers and agencies and hence simply rerunning TV ads online will not work on the internet,he concluded.