IndustrySpeak: ‘Outdoor advertising helps FM radio stations in that it is visible and loud’
Outdoor advertising for radio stations had been in the news for the right as well as wrong reasons when the listenership tracking wars were happening in the industry. Accusations were flying high that outdoor advertising had helped in skewing the results. However, nothing seems to have changed. Or have they? exchange4media takes a look.
Outdoor advertising for radio stations had been in the news for the right as well as wrong reasons when the listenership tracking wars were happening in the industry. Accusations were flying high that outdoor advertising had helped in skewing the results. However, nothing has changed and we continue to see a lot of hoardings along with other accompanying BTL activities from the radio players.
exchange4media spoke to some of the radio players to get their views on the purpose, role and importance played by the outdoor medium. All players accepted that the budget for this medium formed a huge chunk of their marketing plans. Interestingly, all the players agreed that they used the medium for increasing their brand imagery as it was a local medium just like the radio, and some added that they also used it to drive in listenership to their stations.
Radio Mirchi CEO, Prashant Panday, observed that the medium had multiple objectives. “It is usually targeted to strengthen the brand imagery of a radio station. Nowadays, Mirchi does not use much of outdoor advertising other than targeting the movie audiences for our movie associations. We are now concentrating on television to consolidate our brand image nationally and strengthen the brand imagery,” he elaborated.
Nisha Narayanan, Project Head, S FM, is of the opinion that the medium plays a huge role in their plans as, “For FM radio stations there needs to be a personal touch involved to drive in listeners… Outdoor advertising helps us in that it is visible and loud. During our launch phase, we use a high amount of outdoor publicity and it has delivered greater responses from our listeners as compared to mediums like print and television.” Narayanan added that depending on the city where they had launched, the station used outdoor advertising for increasing the brand imagery during the launch phase and follow it with campaigns targeted at increasing listenership after the initial few weeks.
According to Rana Barua, National Head – Marketing, Radio City, “Theoretically, the role of outdoor advertising across product / service categories, be it a radio station or consumer durables, is pretty much the same – that of generating awareness. Listenership in FM radio is a function of various imperatives such as the content, music mix, how a FM station manages to innovate and infuse vibrancy in these two aspects, relevance of the brand promise in the life of the listener, among various others. Having said that, the main purpose outdoor advertising primarily serves would be largely visually-led, that is, creating or enhancing brand awareness, recognition or recall.”
Jayyant Bhokare, VP - Business Development, Big FM, is of the opinion that outdoor advertising most definitely plays an important role in the marketing plan in general and radio stations in particular. “It helps create a lot of local connect. The last few years have seen entertainment companies using outdoor most effectively to increase eyeballs to their programmes and of course for promotions. Given the clutter in the market and the number of radio stations, brand recall becomes a priority. Brand recall of course translates into listenership,” he explained.
Abraham Thomas, COO, Red FM, said, “Radio needs to continuously reinvent itself, and outdoor provides a great opportunity to innovate and do clutter breaking advertising.” When questioned on the objective of the outdoor medium, he replied, “It’s a function of the objective of a particular campaign, so if the campaign aims to increase cumulative listenership, the objective of the outdoor medium will be to drive listeners to the station, or in case it’s a brand promotion, then the outdoor medium will be used for that purpose.”
K Sanjay Prabhu, Director and COO, Radio Indigo, believes that outdoor advertising enhances brand salience. “Outdoor advertising is engaged as a reminder to tune in to the station. Since radio listening is done mostly in cars, outdoor plays a pivotal role. Radio Indigo spends the lion’s share of the marketing budget on outdoor advertising,” he said.
Agreeing with others, Neeraj Chaturvedi, Station Head, Fever FM, Delhi, said, “The medium can be adapted to connect to the TG in an interesting manner. Moreover, outdoor helps you fine tune your reach to the level of geographies or colonies within a city. The objective of any radio station should be to increase listenership. Fever FM, at this stage of its existence, has effectively used this medium for inducing trials through large scale radio promotions.”
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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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