Grabbing eyeballs continues to elude advertisers and media owners
In their quest to capture more and more eyeballs, the advertising and media industry seem to have crossed a tolerable limit. An otherwise two-and-a-half hour movie on TV stretches to three-and-a-half hours, thanks to the insertion of excessive commercials. This expectedly is not going down well with the viewers.
In their quest to capture more and more eyeballs, the advertising and media industry seem to have crossed the tolerable limit. An otherwise two-and-a-half hour movie on TV stretches to three or three-and-a-half hours, thanks to excessive insertion of commercials. This expectedly is not going down well with the viewers and has certainly been an alert area for advertisers and media people.
The strange fact is that despite knowing that most of the viewers surf channels once an advertisement starts, the number of advertisements seem to be increasing by the day.
Trying to explain why this happens, Pranesh Misra, President and COO, Lowe, said, “Advertisers are aware of audience loss due to avoidance. But since the primetime channels provide relatively larger audiences, and since the rates still make sense (even after discounting a loss of viewership), they advertise on these programmes.”
Giving a media perspective on the issue, Shashi Sinha, Director, Lodestar Media, denied that there was an overdose of advertising. He maintained, “Today, there is a lot of media fragmentation and hence, the opportunities to catch the consumer are becoming lesser. So, there is no overdose of advertising, except in movies telecast on channels wherein a two-and-a-half hour movie stretches to three-and-a-half hours because of excessive advertising.”
Agreeing with Sinha, Sandip Tarkas, CEO, Media Direction, said, “There is an explosion of communication messages per se. So it is not only advertising that is witnessing spillover, but other areas as well, for example news channels, etc.”
Divulging details on mandates, Tarkas said, “The mandates are specified by the country from which channels are uplinked. Typically, it is around 10 minutes to an hour, but the same may vary depending on other factors.”
Speaking on a more practical note, Prasoon Joshi, Regional Creative Director, South and South East Asia, McCann-Erickson, said, “Basically, the advertising and the programmes have to co-exist. We will have to go where the consumers are. Having said that, the challenge for us advertisers is to make the ad so relevant, entertaining and engaging that the consumers want to watch it.”
Suggesting that a regulatory mandate specified ad time, Lowe’s Misra said, “Media owners should have a self regulation of restricting ad time to about 10 per cent of programme time. In India, we do not have any mandatory norms. In EU, the norms are at 9 per cent as far as I know. I would propose a 10-12 per cent limit for India.”
Probably, having a mandate would end the menace of frequently popping advertisements showing movies and programmes in bits and pieces. Taking into consideration the consumers’ interests, this would be an ideal step to work on.
Tarkas suggested a collective initiative, “The whole industry has to work on it. Things cannot change overnight.”
Taking a stand echoing Misra’s suggestion, McCann-Erickson’s Joshi asserted, “We need to be aware of the fact that as advertisers we piggy back on the success and popularity of a programme. If in some way, the clutter of ads in that proramme affects its popularity in a negative fashion, then the very objective of advertising in that programme will be defeated. A balance has to be achieved.”
Lodestar Media’s Sinha asserted that there was a difference between advertisements shown during serials and during movies. “The viewer may have an option to see the movie on a CD, in which case, he will implement the choice. Moreover, advertising during serials is not too high, especially considering the media fragmentation that has taken place. Earlier, Ramayana and Mahabharata used to give 80 per cent TRP, which is not the case now,” he pointed out.
Having a mandate would have large implications for the media fraternity causing a lot of changes in the rates and tariffs. Reflecting on the scenario for media planners and buyers who indulge in the rates, Lowe’s Misra foresaw, “This would automatically mean that the ad rates for some programmes have to go up substantially to make these viable for media owners. That should be okay, since the demand-supply forces would determine the price.”
It’s a fact that strong and relevant content will always manage to attract higher revenue through rates. Joshi reiterated this when he said, “Not fewer ads, but the quality of the content will help the pricing. It is again the consumer who defines what is good content. No stone should be left unturned to ensure that the content is of high quality.”
Misra also speaks of a possibility of prime time being auctioned out in advance to ensure best prices for media owners. Expressing his belief in the power of advertising and taking its case further, Joshi said, “In certain evolved markets, there are talks of completely separate channels dedicated to advertising. It will carry ads that have achieved cult status, those that were loved and became more loved than movies or programmes.”
Tarkas sums it up well saying that, “The number of messages to the customer multiply by 10 times in a century. Today, there is an information explosion and perhaps we have to live with it. The market mechanisms will eventually take care of the situation.”
For the time being, though, advertisers and media owners need to learn how to capture the elusive eyeballs by having advertisements that are more relevant and less irritating.
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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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