Guest Column: The festive season brands have been waiting for is here
With the effects of demonetization slowly waning, along with the festive season around the corner, advertisers can benefit by turning up the heat on their year-end campaigns
Amazon's end of year campaign, #KaroMilkeTayyari begins by reminding us of something we are all familiar with: the joy of preparing for festivities as a family and the importance of strengthening bonds that matter. Flipkart, on the other hand, has plans to make its festive offers more exciting and affordable. It has launched options like ‘buy now, pay later’ and buy-back guarantees.
We’ve seen in recent years that it’s not just the big guys rolling out slicker deals and campaigns. Each year, new brands, brick and mortar retailers, mom and pop stores and e-commerce platforms are keeping pace with the competition too. The last quarter is often earmarked as the most lucrative period for the country’s advertising industry, so it comes as little surprise that approximately 45 per cent of India’s advertising spends happen during this season.
Bucking the trend last year, the Indian Government issued India’s biggest ever demonetization exercise. This unleashed nationwide chaos that resulted in frenzied consumers exchanging old notes with new ones. The cash shortage led to a complete halt in consumption, prompting many brands to hold back on their advertising spends.
Since then, the government has attempted to ‘remonetize India’ and sell India’s growth story. With the Goods and Services Tax (GST) rollout, said to be the biggest tax reform since India's Independence, consumption expenditures are expected to rise by a factor of three to reach $4 trillion by 2025. With the effects of demonetization slowly waning, along with the festive season around the corner, advertisers can benefit by turning up the heat on their year-end campaigns.
Big on festive buying
A recent study by Kantar IMRB found that Indian consumers are more influenced by advertisements during the festive season. They are 22 per cent more likely to buy from brands who advertised during this period and half as likely if these were expensive brands. New brands, in particular, can also expect to see heightened interest.
Better yet, many banks often reduce interest rates for loans around major events like Diwali and Dussehra, making it easy for consumers to take loans for big-ticket items. There are some that even offer a 10-day scheme where they remain open daily, increasing consumers’ accessibility to loans. With lowered interest rates coupled with increased access, consumers are not only more willing to spend, but are able to do so more freely.
As such, advertisers should look to capitalize on consumers’ willingness to purchase. This is especially since expenditure was off to a slow start earlier in the year, which means consumers have more money to spend or at least, believe they do.
New streams of quality inventory
Thanks in part to the affordable data plans and call rates made possible by the price war between India’s major telecommunication providers, data consumption has increased significantly. In 2016, India crossed the one million mobile subscriber milestone and fast forward a year later, 79 per cent of consumers in India now access the Internet through their mobile phones.
Apart from the increased supply in publisher page-views which has brought down the cost of inventory, advertisers now have the option of investing in advertising quality inventory on digital. Let’s not forget, however, that low-cost inventory can come with a high price too; advertisers must be equally wary of issues like fraud and viewability.
Diverse advertising formats
Unlike a decade ago when the advertising space was dominated by television and billboard ads, advertisers today have many options with traffic coming from various high-level channels like Search, Social and Discovery.
Then there is programmatic native – the adaptation of creative to fit the publisher’s native experience, programmatically. With this, media teams who have their own technology stack and unique data sets are able to leverage what they have internally for specific audience buys.
Publishers get to craft custom advertising experiences and formats too, while advertisers do not have to adhere to a one-size-fits-all advertising model.
This shift towards a more discovery-led and native consumer journey requires a deep evolution of capabilities and in line with this, we acquired Zemanta recently to help marketers engage with audiences natively with value-added content and invest less in interruptive experiences like banners and pre-rolls. For advertisers looking for greater transparency and control, these targeting solutions empower them to mix and match advertising options according to their needs and goals and also to discover the users who are most likely to engage with their message.
In short, the upcoming quarter is proving to be an opportune time for advertisers. The Indian market was volatile post-demonetization, but owing to the receptivity and purchase intent of consumers and the myriad of opportunities for advertisers, we can definitely expect advertising spends to gain significant ground.
Sandeep Balani is Head of India, Outbrain.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
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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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