BANGALORE, INDIA: Speaking at the 3rd Conference on Digital Marketing organized by The Internet & Mobile Association of India (IAMAI) at Bangalore, Naren Nachiappan said that video is the new emerging medium for online advertising and made a compelling case for online video advertising over other traditional forms. He said that online video advertising has finally arrived and is all set for rapid growth in India.

Naren Nachiappan is Managing Director India, Jivox, a self-service online video advertising platform for businesses, having its India sales & development office at Bangalore and a sales office at Delhi. Jivox provides Online Video Advertising service in India that can empower businesses to take advantage of the burgeoning advertising opportunities within online video. Jivox was founded in 2007 by Diaz Nesamoney, the visionary entrepreneur behind Informatica and Celequest (acquired in 2007 by Cognos). Jivox aims to bring the power of online video advertising to the Indian market.

Naren Nachiappan was speaking on 'New media tools' and online video advertising as a cost effective medium. He emphasized on online video being a powerful medium which can capture the attention of internet users better than comparable text and/or static images. This is best reflected in the increased click through rates, with video advertisements generating click through rates that are between 20 and 40 times higher than the click through rates of other forms of display advertisements.

In addition, the information content of video is substantially higher than the information content of other forms of display advertisements; this is a metric which is particularly valuable and appreciated by Internet users who are typically looking for deeper engagement with a brand on the Internet. Video satisfies this need and allows for an experience which has a higher recall rate and a much higher probability of generating user action. 

Naren Nachiappan concluded by saying that a major perceived constraint that prevented the wide-spread adoption of online video advertisements has been the bandwidth issue. However, with the huge anticipated increase in broad-band users in India, there is bound to be a rise in the demand for online video ads.

Jivox provides the only integrated service that allows an advertiser to create, publish and closely monitor/refine the performance of a video advertisement on the Internet.