DLF IPL 2009 Antidote for an Ailing Online Ad Industry

While online advertising industry is not exempted from the blow of recession, at least it could resist its blow directly on its face, thanks to attention seeking activities on the part of IPL organizers and franchises. Eight franchises and some 50 million internet users proved that cricket is mightier than recession - with millions being invested in online advertising, IPL Season 2 together with the political parties gave a much needed boost to the internet advertising.

Be it asking for votes or garnering support for the IPL teams, Indian advertisers have now come to learn about the immense potentials of internet campaigning and as a result you come to see LK Advani’s face popping up in every Indian site or IPL team logos becoming regular fixtures on all portals and even on the social networking sites. The net result is: these two big events of the current year played vital role in pumping fresh oxygen into the recession-hit online ad-industry.

“I would estimate that more than 100 crores have been spent online by IPL and the political parties. Online advertising was down few months back but both the events have definitely helped,” says Vivek Pahwa, CEO, Accentium Web Pvt Ltd, a online group running portals like gaadi.com, secondshaadi.com, adlift.com.

While, this election it is definitely a battle of e-democracy or electronic campaigning, Indian Premier League too does not lag behind. IPL too created quite an online buzz by directing the campaigning on the targeted audience and by marketing through the social networking sites.

In addition of fighting it out on the pitch, the IPL organizers have dragged it on to the mouse tip of ordinary internet users. In addition of using Google’s advertising platform, the IPL organizers are marketing it through their official website, IPLT20.com. It has also provided a social networking platform for its users. While the number of fans for all the IPL teams exceed thousands mark, some of the teams such as Deccan Chargers and Chennai Super Kings have also worked out the way to connect to their fans online.

And the unprecedented success of Indian Premier League, even after its relocation is the proof that internet is easily the best way to campaign for everything - from votes to cricket.

PTI