Content customisation is the key to successful in-store branding, say industry players
Customising content for your TG has been the buzzword for decades. Even the OOH players agree on that front. Speaking to some of the industry players, exchange4media tries to understand the OOH players’ views on some of the issues concerning the industry.
In-store advertising, the new medium targeted by Indian advertisers, has been on a growth phase over the past few years with the retail boom. With almost every advertiser trying to grab their audiences at the last ‘point of contact’, every trick in the trade is being used by the advertisers, media planners, as well as the media owners, resulting in densely advertised areas and sparsely advertised ones in the space of a few metres.
When posed a question on whether the medium, still in its nascent stage according to industry players, is already facing a problem of clutter creeping in, experts vehemently deny it and expect it to continue to grow much more in the coming years.
Future Media’s Anup Kotekar, Business Director-Audio Visual division, observed that both retail and media in retail is in the growth phase, so it is a natural process for the numbers to grow. “But it is not that the numbers of screen per defined area is growing,” he added.
Denying the over-utilisation of the medium, Soumitra Bhattacharyya, CEO, Laqshya Outdoors, explained, “As more and more malls come up, more and more screens and other media options would be evaluated and installed. The other thing I would like to say is that touch point can be derived not only from malls, but there are other areas as well.”
Explaining Group M’s perspective on this front, Deepak Jayaram, National Director, Dialect/D mART (Micro-marketing Solutions), said, “I guess the key component to look out for would be the context or relevance, pricing and measurement, as they would drive the revenues that come into these solutions. Technology and solutions built on the same are great enablers to create impact and engage consumers, and over a period of time, results will decide which of these solutions are relatively more effective within the mall environment.”
Meanwhile, Ishan Raina, CEO, OOH India, notes that screens in public places will only increase as these reach audiences directly. “Unlike TV, where content needs to be clutter breaking because of fragmentation to ensure that channel is not changed, in this medium screens are where the audience is and there is no provision for channel surfing,” he elaborated. Opining that it is a bit early for advertisers to custom design commercials for this medium, he however expects this to take place in the coming months.
Future Media’s Kotekar pointed out, “There are companies that use TVCs as ads, but we believe in engagement not only through ads, but also using content that is relevant to the ambience. This content also works as disruption and becomes more engaging.”
Citing the example of the recently launched Future TV, which is positioned much like a television network, Kotekar stressed that the company is investing in brand building and content. He, too, believes that while most current advertisers continue to use regular TVCs, they will gradually need to present special commercials, as a cognitive element will have to be built. Elaborating more on Future TV’s features, he explained about the pointcast communication facility to the target consumer.
Stressing that content has to be eyeball grabbing, Bhattachryya believes that correct placement of the screens is necessary. “Having a wonderful content but a bad placement gets you nowhere, and visa versa is equally pathetic,” he added.
Explaining the essentials for making a campaign for the medium, Bhattachryya said, “Data on consumer behaviour at a mall, office or even the lobby of his residential building… how is he moving, how fast is he moving, where does he look when he comes into the corridor, what is the distance of the corridor or area… all that has to be taken into consideration to come up with a great campaign. The basic idea in a TVC and a promo for LCD display may be the same, but the treatment of the advertisement has to be different. That is the most challenging part.”
Jayaram is of the opinion that consumers function out of different needs in different environments, depending on the activity that they are engaged in. “That is why we believe it is very important to correlate that to the content one advertises, as the consumer will notice and appreciate things that add value to his experience there. Content will therefore need to be customised, keeping in mind his state of mind; the dwell time that one is addressing; and the relevance of the same. TVCs may therefore work only in some cases, and ads may need to be modified or customised to use the new digital media more effectively, so that they seamlessly integrate the same into the larger communication objective.”
With such a positive outlook towards the industry, the players are sure to see a huge amount of growth in this market. As experts point out, it’s the creatives that need to be improved for retaining the TG along with the positioning. So, let us hope and wish that we see a more organised and clutter breaking work from the Indian OOH fraternity in the coming years.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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