(Much ado about something trivial. The section titles are inspired from The Day of the Jackal.)

Anatomy of a plot

I was going over Google Analytics after a long time this weekend, and I found that I was getting a few hits from Bing for the search term “Koundamani”. A closer look revealed that VKpedia was the fourth search result on Bing for Koundamani. A friend in India told me that he found that my blog was placed first for the same search term on Bing for Sweden. (Wow!)

While I was still celebrating this high note, my friend Shankar posed me a trivia question. Anyone who has listened to FM radio in Chennai would know that some RJs (especially Blade Shankar and Speed Dheena) play a clip from Koundamani when the caller is a woman — “Ai.. ladies!” The poser was “Which movie is this dialogue from?” To someone like me who considers Koundamani the equal of Kamal Hassan and Tom Hanks, the lack of a ready answer was an affront.

Anatomy of a manhunt

Anyone who has cheated by using Google to find an answer, and then promoted the answer as if it was the result of one’s own mental faculties, would know that this is not one of those problems. Because the search terms are generic, but the intended result is super-specific, Google is not an ideal tool for such a search operation.

Twitter is indeed the right tool, for one can tap into the collective intelligence of the masses. This route was pursued, but to little avail, so I was forced to resort my own mental faculties.

The immediate tool of choice was the process of elimination. This is ideal because when someone tries to whittle down to a few options from a filmography as daunting as Kounder’s, selection does not work well. One could eliminate movies from the 80s and from 2000 onwards with confidence. So the movie must be from the 90s. Obviously, the movie must be reasonably popular, and therefore it could not have starred an also-ran actor as the leading man. And obviously, the leading man could not have been Rajnikanth or Kamal Hassan, for I know the combinations well.

Also, the movie is probably not a rural movie. Of course, the term “ladies” is not restricted to the vocabulary of just those who graduated from Ivy League schools, but still I went ahead with this assumption. (Case in point: Gounder tells Sarath Kumar in Suriyan, “Side-la yeng [sic] ladies ellaam varraanga…”) This rules out actors like Vijayakanth, Sathyaraj and Ramarajan, in whose movies, our man plays meaty roles.

So that leaves us with the few actors who play predominantly urban roles, and who generally allow Goundamani a free ride in their movies. In short, Karthik and Arjun.

Anatomy of a kill

We know Karthik-Kounder combos like the back of our hand. So, it is probably an Arjun movie.

Not Gentleman, because we know every single scene from the comedy track. So, it must be Jai Hind or Karna. I could have sworn that the movie was Karna; but then, I started watching scenes from Jai Hind in fast-forward mode. And then, I heard it – boom! Koundamani tells Ranjitha, “Oh, ladies… sorry!” when they are traveling by boat to a terrorist hideout. The previous sentence turned out to be a false alarm. The dialogue in question appears a while later. Arjun and his team reach the terrorist’s basecamp. They are looking out for an ideal moment to strike, when a group of women with guns walk past a guard. And this is the precise moment when the magic happens!

So there you go, Shankar, you might have put my PhD in all-things-Koundamani in jeopardy, but the answer you are looking for is Jai Hind!

 

The story behind Google’s new favicon.

 
Image representing Facebook as depicted in Cru...

Image via CrunchBase

I have been dabbling with Facebook Ads for some time for a class project, and I thought about jotting down some of my experiences.

Facebook Ads v/s Google AdWords

The first question that arises whenever you thrown in a new product into a crowded field with established products is “How does it compare?” In this case, the obvious comparison is against Google AdWords. The difference is also obvious. Facebook lets your target your ads much better than does Google. Both services let you target based on geographies, but on Facebook, you can target based on many other parameters. For example, you can show your ads just to those in high school, or in college. You can choose your audience based on their (disclosed) age, gender and interests.

This level of targeting is awesome if you have a product or a service that specifically caters to your audience’s needs. To put this in perspective, think of a family watching prime time TV, and each member sees a different commercial – like the parents see an ad on Cialis, and the children see an ad about Xbox!

But Facebook exacts a premium price for this kind of targeting. While you would normally pay less than 5 cents for a click on contextual Google ad, Facebook’s suggested bids for most targeted ads is around 35 cents; and 60-70 cents isn’t an uncommon suggestion either. So while Facebook helps you reach your intended target, it does make you cough up for it.

Make a bigger impression!

The other advantage of Facebook ads is the number of impressions – that is, the number of times your ad is shown. Probably because there aren’t as many advertisers hawking their stuff on Facebook (compared to Google), you will find that your ad might crank up over 100000 impressions in a day, if you care to pay the suggested price. Ours did, and we were targeting only high-schoolers and college-goers in the Delaware Valley region. Compare this to a meagre 500 impressions per day on Google!

Bid price gaming

While impressions and clicks are fine, we were still worried about the cost per click on Facebook. We were only conducting an experiment, and 35 cents a click or more is a princely sum in the world of online advertising. We progressively drove down our maximum bid price for a click. For one ad, we went from 62 cents down to 17 cents. The max bids for our other ads were also in the 20-cent range.

Surprisingly, the impressions DID NOT come to grinding halt. Facebook was still serving our ads, but only at a slightly reduced rate. I don’t have enough metrics to conduct a detailed study on price elasticity, but suffice it to say that we did not feel that our revised max bid rates greatly affected the serving of ads. Interestingly also, for those ads which we bid 16 or 17 cents, we see a “Price too low” warning, but these ads are being served up nevertheless!

The long and the short of this is that Facebook is a fabulous advertising medium if you have a great product or service, and you want to pinpoint your target audience. Though it compares unfavorably with Google in terms of pricing, you can expect a significantly higher number of impressions. And you would do well to bid lower than the suggested range, and adjusting your price depending on the rate at which your ads are served up.

 

For the second year in a row, I didn’t fall for Google’s spoof*!

Oh, and by the way, to whomsoever it may concern: “Happy April Fools Day!”

*But I almost constructed a mental post about how bad this new idea would be.

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