Media experts on combating the challenge of continuous partial attention of audiences
At Ad Club Media Review, IPG Mediabrands’ Shashi Sinha, Spatial Access’ Meenakshi Menon, Google’s Punitha Arumugam, DB Group’s Pradeep Dwivedi and Madison World’s Sam Balsara discuss how to address the challenge of audience’s partial attention
The Advertising Club’s Media Review which took place in Mumbai had speakers like Shashi Sinha, CEO of IPG Mediabrands, Meenakshi Menon, Managing Partner, Spatial Access, Punitha Arumugam, Head of Agency Business (India & SEA) at Google; and Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar Group. The discussions centred on the topic “Is Anyone Listening? How Did Ad and Media Industry Combat The Challenge Of Continuous Partial Attention of Audiences?”
Menon started the session by saying “We live in a very exciting time, where labels don’t matter, whether you are a creative, media, digital, social agency, the label becomes totally irrelevant. The agency model in which we are working is broken and there is a need to wake up, smell the coffee and realise that when the world is moving fast, the advertising model cannot continue to function as an ostrich. Clients say that they want to change the model, but the question is do they know, what they want, do the advertisers know, what the clients want? The problem is clients know something is going on, but they don’t know is going on. Also in order to keep pace with the digital times, every agency today has launched a digital arm and they have no clue what to do with it. The client is often unsure of the distinction between what he wants and what he needs. Earlier clients believed that advertisements pushed their products, but today advertiser they themselves don’t believe in it. My advice to agencies is: If you are going to run with the wolves, then you got to hunt.”
Dwivedi from Dainik Bhaskar spoke about how there is a need to rediscover print, in order to tackle continuous partial attention. “Due to media explosion, we are bombarded with different content and our attention span gets divided. But print is distinct; it allows for non-partial attention and guarantees unlimited exposure. Print is rational and delivers strong emotional responses, which cannot be replaced by any medium. It offers a human connect, which is missing in the virtual world. It is tangible, non-intrusive, can be read, re-read and retained,” he cited.
Sinha elaborated on the role of Measurement in Continuous Partial Attention of Audiences and he admits that in this country, measurement has nothing to do with the skills of measurement, but it has got everything to do with the skills of managing the stakeholders and getting them on the table. There are few challenges, like skimming consumption, lack of benchmarks, so the question here should be- How can we target sharper?
In the end, Arumugam pointed out that there are three main stakeholders, media, agency and advertisers and they need to listen to each other and most importantly they should listen to the customers. She said, “Agencies sometimes lead a very pitiable life, because they have to listen to the clients, media owners, the audit bodies and others. The fact is that we do listen to others and that is the reason for some of our fabulous works, which we have done at Google. If you break listen, then L stands for leveraging insights, I-investigate features, S-seek moments, T-Think moonshots, E-employ curious people and N- never stop being amazing.”
A panel discussion followed, which was moderated by Sam Balsara, Chairman & Managing Director, Madison World and he asked the question ‘With changing times, do you think, we should throw away the traditional or the fundamental principles of the media like GRP, based on whatever the environment is?’ Answering to this, Arumugam said, “It is actually a question of what we are doing with the metrix. The fact is the point where we are targeting the consumer has become very sharper with the emergence of new media, but the truth is we do continue to use traditional metrix. Also every agency will become closer to the businesses and they will manage the data.” Menon also pointed out that, we are ignoring the fact that 2+2 can be 22 as well, we are looking at things individually and not in a combined way.
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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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