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Letter To Editor

The success of internet advertising eats television

Clemente Ferrer

Advertising campaigns that make better investment in sales are those located in emission stripes with a wider audience, according to the first comprehensive study of sales effectiveness of television advertising done by Kantar Worldpanel and Atresmedia Publicidad.

However, television has increasingly less success with viewers, who are switching to the Internet to consume content in video format. This flight will cause that 25,000 million from the budget so far destined for traditional TV, will go over the network of networks in the next five years, according to a recent study by Distilled.

The advertising market of traditional television has stood the internet harassment despite the downward trend in the number of viewers, but the current situation is not sustainable, says Distilled.

Not surprisingly, 80% of U.S. households already have a device connected to the Internet for watching television. The increasing proliferation of these devices is causing platforms like Netflix and Youtube alter patterns of television consumption, the study concludes.

Different studies have predicted the potential for Netflix to destroy the longstanding television, but it seems that the combination of hardware, software and connection speed has reached a critical point that will favor in the coming years the advertising broadcast on streaming video platforms like Hulu or Netflix. Television advertising will lose its big share in the advertising pie.

"Internet is doing what it does best: to free the television from the tyranny of programming and make that the viewer can watch shows online anytime, anywhere," says Will Critchlow, director of marketing of Distilled. Therefore, "in the near future advertising will be based not on schedules but on what the viewer sees at all times," he added.

Clemente Ferrer

Independent Forum of Opinion (Spain)

The human message of a car spot hits Americans

Clemente Ferrer

A spot of vehicles of the brand 'Jeep' , has shocked the U.S. public and , therefore, has been chosen as the best spot of the year.

EIn this story, the narrative rises . The first thing we see is a dark screen and then we see a written sentence: "We wait . We hope. We pray. Until you're home again.”

We soon discover that it is a tribute to the troops returning home after a humanitarian mission. Men and women who have served a costly task anywhere in the globe.

The soundtrack fills up the scene, and Oprah Winfrey (pictured ) begins the narrative. The popular TV presenter says: “There will be a sit left open. A ligth left on. A favorite dinner waiting. Because in your home, in our hearts, you'been missed”.

However, the ad does not show the soldiers working hard at some inhospitable place . Instead , we see their brothers , saddened , reminding them in school; their mothers , full of pain, missing their presence ; their husbands or their wives - afflicted by the memory – taking care of the family .

The spot talks about many things: the call of duty in difficult circumstances, the work done in service to others, the inner reward after passing a tough test and the overflowing happiness when you come home. But even more, it talks about the people who love us when we go through times of uncertainty.

Too often, in war and in peacekeeping missions, the families in which some of their members has left suffer excruciating pain of absence, an irrepressible fear of what might happen. And a constant, agonizing thought that pierces the soul and leads to suffer, to mourn, to pray …

Therefore, this spot can be seen as a tribute to the troops returning home. But for me, it is mostly a tribute to those who were able to overcome this distressing separation and strove to go forward (Source: Publicidad y cine con valores).

Clemente Ferrer

Independent Forum of Opinion (SPAIN)

IAB: Online Advertising will increase by 3% in 2014

Clemente Ferrer

The industry association for digital advertising and communication and the Interactive Advertising Bureau (IAB), presented its new Investment Study of Total Digital Advertising in 2013, which examines trends in media buying and investment in Internet, mobile and digital. “The total investment in online media advertising in Spain is 878.4 million euros, of which 832.5 million were invested in internet PC, 39.9 million in the mobile sector and 6.1 million euros in digital signage, "said Antonio Traugott , CEO of IAB.

Regarding the investments in mobile, it is the sector with the highest growth rate, growing from 27% to 39.8% in 2013, and has become a thriving sector.

As to compare internationally, Alberto San Augustin, head of research in IAB, said that there are some differences between countries when opting for a strategy of search engine advertising or of display advertising. The United States, The United Kingdom, France and Spain have spent more budget in strategies of search engines than to display, while Ireland, Germany and Finland have preferred to invest more in the display.

"The digital market increases its weight in the global distribution, reaching 21% of ad spending", explained San Agustín, also highlighting the increased investment in search engine compared to the PC display.

Projections indicate that the growth of digital advertising will stand at around 3% in 2014, the video will be positioned as a preferred format and "investment in mobile continue to increase, reaching approximately 40% of the total, due to its versatility "concluded David Segura, president of IAB.

Clemente Ferrer

Independent Forum of Opinion (Spain)

TARGET killers are BEAST

Ashfaq Sharif

I want to share what formula or interest professional TARGET KILLERS working to kill any innocent human beings no matter belong to Muslim or Non-Muslim followers, whose instruction he obeying and killing innocent only for getting cash reward or any secret status. Who gave license to kill innocent & no punishment will be awarded if caught later DUE to lack of justice but never think a while how to skip from GOD PUNISHMENT.

I must say if these professional target killers not punish according to law for the crime do not think target killers skip from God punishment. God will take revenge and give punishment for target killers deserve, perhaps remain abide in HELL forever for killing any innocent human beings.

Who gave power or authority to target killers for playing with precious human lifes and no fear of God punishment are consider these people are MAD, abnormal and devil using him according to his wish against negative and sin works.

Never think a while if killing a bread earner who will look after his immediate family and who will next source of income for their family? Making orphans their children and widow to his wife, left their dependent helpless and face hardship to earn bread & butter to survive.

In last I request to God all people (target killers, who give instruction, who provide shelters & who are their well-wishers are equally involve in killing of any innocent human beings only to keep happy their DEVIL boss. God must STOP all people’s oxygen supply and whenever they plan or decide for killing of innocent people, these people are human beings but worse than ANIMAL.

Those who conduct suicide attacks ending own life in HARAM way and taking many innocent life’s for those people Islam hate and openly condemn and no relationship with Islam. What satisfaction one gets after killing any innocent? These people are consider shameless human beings on earth.

Thanking You

Yours faithfully

(Ashfaq Sharif)

Karachi

Now-Gandhian Malik should use Gandhian & Gita technique to solve Kashmir problem

Hem Raj Jain

Dear Editor

Sub:- (i)- Government of India depending only on military solution to Kashmir problem (ii)- Situation were never so conducive for non-violent solution to Kashmir problem as post Burhan killing (iii)- Malik should reap the dividends of chosen non-violent path (iv)- People of Indo-Pak region will remember Malik forever, if he solves Kashmir problem through non-violence.

Yasin Malik [of JKLF and an ex-militant (who was allowed by India to renounce the path of armed rebellion) and who has become a Gandhian by adopting non-violence as political technique to solve Kashmir problem] now has golden opportunity to solve Kashmir problem through non-violence, as given below:-

(1)- First and foremost Malik should understand that (even if nuclear factor of India and Pakistan is over-looked) the Kashmiris can’t get solution to their problem through violence (not even with the support of military and Jihadis of Pakistan) because Indian military is too powerful against all these in traditional war. This is the main reason that government of India has already hardened its stance toward main demands of Kashmiris (also through main-stream parties of Kashmir namely NC and PDP). This is evident from weekend visit of Union Home Minister Rajnath Singh to valley where India has shown no interest either in removing stringent laws like AFSPA etc or in talking to Pakistan and Kashmiri separatists.

(2)- Hence Malik should take a vow that he will see to it that no one is killed or no blood flows in future for the solution of Kashmir problem. Malik should understand that situation were never so conducive for solving Kashmir problem no-violently as post Burhan killing. Due to home-grown support for the political solution of Kashmir problem, now it is very easy for Malik to garner the support from entire spectrum of Kashmiris for Kashmir solution. Hence Malik (who commands huge following and support in both sides of J&K and in India and in Pakistan) should not let this opportunity (of non-violent solution to Kashmir problem) go as waste.

(3)- Without unification of J&K there is no Kashmir solution. Moreover India and Pakistan both consider J&K (on both the sides of border / LOC) as their territory. Hence Malik should further understand that people of India and Pakistan and entire J&K have every right to go anywhere in J&K (on both the sides of border / LOC). Hence in view of said military – oriented approach of Government of India (which is not liked by many human rights friendly Indians from all over India) Malik should launch an international HRNGO (for both sides of border / LOC) to take the non-violent march to Muzaffarabad the capital of POK (and similarly to Srinagar).

(4)- (If we do not count the non- Muslim majority area population of Jammu & Ladhakh in initial phase of the movement as they and from rest of India may join little later-on), the population of Muslim majority Kashmir valley is ~ 7 million whereas of POK is ~ 5 million (which would be easier for Malik to approach during initial phase). If Malik can mobilize even one fourth of this population to take march across border / LOC and to court arrest (which certainly would be done by security forces of India and Pakistan) then these ~ 3 million people of India (including J&K), Pakistan (including POK) in jail for the cause of finding no-violent solution to chronic & gory Kashmir problem, is bound to arouse tremendous international response in favor of urgent Kashmir solution.

(5)- In addition to said Gandhian approach (of courting arrest of ~ 3 million people from both sides of border / LOC) Malik should also adopt approach as advocated in ‘Bhagwat Gita’ - by not bothering about the result. Because action in right path (of non-violent approach to Kashmir problem) is bound to result in a satisfactory solution to all involved and concerned (under huge pressure of international community in addition to pressure from the people of India and Pakistan).

(6)- On Indian side of border / LOC the human rights friendly Indians (including from J&K) will provide elaborate social services including tents/ Langar / first-aid etc for the benefit of people who will assemble at border / Loc for courting arrest (same can be done in Pakistani / POK side too by POK branch of to-be-launched NGO of Malik).

(7)- Therefore Malik should immediately take a press-conference for informing the people (national and international) about his new HRNGO and its activities for Kashmir solution and should call-off ‘Bandh’ / strike given by separatists and should start mobilizing people from both sides of Border / LOC (through this HRNGO) in order to carry-out non-violent march to Muzaffarabad etc and to Srinagar etc by crossing Border / LOC (and even courting arrest by at-least ~ 3 million people) in the interest of finding Kashmir solution without any further delay. Malik (once this HRNGO is registered) should also in Indian side start mobilizing funds in a transparent manner (not only from Kashmir or for that matter from rest of J&K but) from all over India to carry-out this march to Muzaffrabad etc.

It is hoped that Yasin Malik will rise to the occasion and will reap the dividends of chosen non-violent path. The People of Indo-Pak region will remember Malik forever, if he solves Kashmir problem through Gandhian technique of non-violence, generally as mentioned above.

Regards

Hem Raj Jain

(Author of ‘Betrayal of Americanism’)

Bengaluru, India

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