Now, watch ad films on Zeenext

Zeenext.com, one of India’s leading horizontal portals, has commercial ad

films, which up until now were being shown on TV, running on its Web site. FMCG

major, Britannia Industries (BIL) is the first to take the plunge into this

medium with its current promotion campaign, ‘Britannia khao, cricketer ban jao’

being played on Zeenext.com.

This ad film has been made possible through a compression software, which

enables the compression of audio and video files, with subsequent downloading

and decompression at a rate 15 times faster than the normal MP3 format. This

software has been developed by Nashsoft and licensed to Zeenext. The player has

been co-branded as the NashZee player. According to Zeenext, this technology

features moving images with audio, with just a marginal increase in the

bandwidth currently required for text and graphics. Apart from ad films, plans

to introduce numerous other advanced audio/video applications like video mail,

celebrity chat shows, video-on-demand and other content related programs are

also in the offing.

This technology is touted to be the next strategy for advertising on the net.

It’s the coming together of the print medium and television on to the Net. In

keeping with cyber laws, the user, on logging on to the Zeenext Web site, is

asked if he/she would like to download the player to view video files, thus

giving surfers the option to download these ads. This process of downloading the

player needs to be done only once i.e. the first time the user logs on to the

Web site. Zeenext claims that this form of advertising is not only cheaper than

TV but also provides more concentrated feedback, as surfers do not have the

option of using remote control to change channels when ads come on. With the use

of this technology and this form of advertising Zeenext predicts a growth of

70-100 per cent per month.