MAM
Advertisers are realising online branding goals : DoubleClick
NEW YORK: DoubleClick has announced the results of its Q2 2003 Ad Serving Trend Report.
The data reveals that rich media usage continues to grow quarter by quarter, while larger ads have surpassed the smaller options in popularity.
The report also suggests that marketers, having mastered direct response on the Web, are now perfecting the art of online branding and creating more memorable ads that leave lasting impressions. This is evidenced by declining click-through rates — the lowest in six quarters — and higher view-through rates (assessed when a user takes some action on an ad within 30 days of viewing, but not clicking on it)
DoubleClick Online advertising solutions VP and GM Doug Knopper said, “Building on the success of online direct response, marketers are starting to really take advantage of the Web as a branding medium. As DoubleClick’s latest report shows, click-throughs are being de-emphasised and we’re seeing more memorable ads that will have a latent impact on the user. Rich media, which has shown massive growth, promises to play a central role in these branding strategies.”
Rich media, larger Ad formats gaining: Rich media, defined as dynamic ads that fly across web pages, pop-ups, and any ad that includes Macromedia Flash creative technology, increased from 17.3 per cent of all ads served in Q1 of 2002 to 31.7 per cent in Q2 of 2003. While on average, it has been increasing 10 per cent per quarter, it increased 14 per cent from Q1 2003. Flash accounts for the largest percentage of rich media served and is now nearly 14 per cent of all ads served.
Rich media also continues to display stronger conversion rates than non-rich media (GIFs and JPEGs). Rich media generates higher rates of post-impression activity per impression (.76 per cent vs 55 per cent for non-rich media). An official release informs that click-through rates have declined to the lowest in six quarters, while view-through rates have continued to rise, surpassing click-throughs (.63 per cent vs. .52 per cent).
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
