Banners flash around. eMails pour in – solicited and unsolicited. Google’s made Adwords a very powerful online advertising tool. Online Advertising – the big buzz with most marketers and agencies worldwide has gained a significant level of importance from the time it surfaced as a medium. The emphasis is full on CTRs, CPMs and Unique Visitors. However, the end result in most cases is just a mirror of offline campaigns. i.e.: visual themes from television commercials or print advertising are often translated as animated banners on various properties inanely. Sure, one could argue about consistent branding or visual themes pursued across media. On the contrary, isn’t it time for one to think and ask if this is all online advertising is about. Well, no. The online medium itself has evolved in terms of technology and connectivity. In the current form of practice, the dynamics and interactivity of the medium as such is lost or under utilized. Let’s relook at the medium – it is dynamic and hence the possibilities are mind blowing. Hence, the time has arrived to relook at online advertising for what the medium has to offer.
