Two of the mega events this summer - General Election and IPL have come as rescuer to the ailing online advertising industry.
Vying for the attention of 50 million internet users, both political parties and IPL team owners have invested crores of rupees into online advertising either to seek votes or the support of youth for their respective groups.
"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.
Adding that BJP has got the strongest visibility online with L K Advani's picture all over, he says, "The congress has stayed away, saying the internet doesn't reach the 'Aam Aadmi' (common man). I think BJP has taken a leaf out of the US elections in which Obama used the online medium to great effect."
IPL hasn't created that much buzz online, however, there have been targeted campaigns, he says. With over half of the country's five crore Internet users eligible for voting, politicians are using new age technologies like targeted advertising and marketing for "brand recall" via news and social networking sites.