Develop methodologies for serving and measuring in a super distributed landscape.Staying on top of the methods for digital video distribution online can seem daunting……….Courtesy: Eric Druckenmiller, iMedia Connections

While US is the leader in media advertising with its huge budgets, other countries soon follow in their footsteps. Indian media advertising is Rs. 3000 Crore market (~ $1 billion). With more and more people coming online in India, this market is only going to grow. The giants like Bennett & Coleman and others are trying hard to get a piece of this huge pie.Businessworld ran a cover story on online advertising in India. Indian users don’t have great access to the Internet compared to users in other countries. A large number of users in India still gain access to the Internet via dialup but that is changing fast and affordable broadband is making great inroads. The end result is the number of users jumping online is soaring but the sad reality is there are no metrics to engage online users in these emerging markets.Most of the advertising money in the Indian sub continent still goes to the traditional print and Television advertising, but as broadband penetration increases, India is going to become a huge market destination for online advertisers. The sheer population of India will soon be a major attraction for advertisers.

IntroductionAlright, a little background to those who are new to Divinity. We are the world’s largest Metrics Firm Period. Our global network tracks everything from movies, music, and books to television shows. We take this metrics data and help our clients market better, help in syndication, and help plan multi-million dollar events that fill seats. To the point, we help our clients make BIG BUCKS.VistaEnter Vista. Every so often we decide to write about cool things we notice on the Scope network and Vista has been something we have been tracking ever since we flicked the switch to our monitoring network. When we got the news from Engadget that MS was going to be releasing many flavors of the operating system to the market, we knew it was going to create widespread consumer confusion. Guess what? Yep, it did and the numbers show it.So let’s start with the sad news. First off, our network is built to watch users as they behave on the network and we have noticed over over 350,000 downloads of Windows Vista and Vista related content. This includes slipstreamed isos of Windows Vista and Office 2007. That is about $154,000,000 loss from what we have observed and if you remember correctly, we started our monitoring network two months ago. So we missed a large percentage of POIs that have died for whatever reason. And no to mention, people who do download Vista often give it to their friends, so the numbers we are talking about here are significantly higher. But there is still a lot of we can learn from this:Complicated ExecutionOut the door the packages that were introduced to market were quite complicated. Windows Vista this and Vista that caused a lot of consumers to scratch their head and attempt to bargain with what features they thought they wanted and what features they thought they did not need. Guess what? Most consumers at your local computer store are not tech savvy and most were absolutely confused on what to buy.Secondly, brand new computers often times were not loaded with Ultimate leading to consumers to get it form “elsewhere” and lastly, consumers who were not sure how their existing computers would handle Vista just got it from “elsewhere” as well to try it out.Bad PositioningThe print advertising campaign also did not go according to plan. To understand what I am talking about one needs to look at Scope. The Scope Number for Windows Vista is about 20,000 and that gives us a cross section of the population that is extremely interested in Vista and gives us all kind of marketing insights. We even went as far to put Windows XP into the system, which we have tons of data for, to further solidify our geographical marketing conclusions. Doing all that research was easy since Scope does all the analytics for us, we simply have to cash in.So, we can clearly see the places we do not want to advertise. Guess the marketers missed it, and we saw Vista signs popping up in areas that could care less about Vista. Take for example the Bay Area, CA. We saw scores of places where high priced Vista billboards were rented out in extremely poor areas where worrying about food was more of a priority than what operating system would “wow” them. The trend continued in Oakland and in parts of San Jose.EndWe like Vista. We plan to upgrade all our office machines to use Vista soon enough but from a marketing perspective, something went horribly wrong and the numbers prove it.