"No measurement is not an option and industry doesn't survive like that"
Even as marketers & media planners feel that measurement mechanism has become more of a battleground than a yardstick, they are firm that future of investments in print or broadcast without measurement is impossible
Marketers, advertisers and media planners have expressed their relief at Delhi High Court’s decision to give Kantar Media some more time to implement the TV ratings guidelines. However, the bigger question remains as to where is the advertising industry headed in terms of approach and budgets in traditional media (print and television)?
Marketers have consistently been vocal about the fact that measurement mechanisms have been very important benchmarks to measure the RoI on spends, but of late these benchmarks have become a bone of contention for everybody.
Arvind Sharma, Chairman, AAAI, said “We welcome the High Court decision as it has bought some respite. We are dealing with long term solutions here and, therefore, existence of at least one rating agency is important. Ratings or measurements (IRS or TAM) have a key role in determining value for an advertiser. However, today I think the measurement mechanism have become more of a battleground than a yardstick. I foresee that we will get back inclusively as an industry in changing this equation in times to come.”
Over the last one year in television and over the last few weeks in print, the measurement mechanisms have not only been ridiculed by the media fraternity but there have been also cases of withdrawing of subscriptions from the data. This is applicable to both the traditional formats. Observers say that with increased penetration of TV and increased Literacy both the mediums expect the viewership and readership to augment and not decrease. Therefore, measurement methodology in both print and broadcast has been under scanner.
However, people we spoke to have also indicated that not every newspaper, magazine or a channel will have numbers which they expect. “The problem comes in when players get affected on the negative side. That is when sentiment starts pouring in. This, however, is not the correct way to judge measurements which reflect reality,” said a senior publisher on condition of anonymity.
Satyajit Sen, CEO, ZenithOptimedia noted, “I see increased demand for accountability now. After recent turbulences, advertisers will value RoI more than they used to earlier, be it in print or TV. Every measurement mechanism will have to, in that case, match that expectation. On a broad based sense I don’t think there will be large affect over TV as such owing to the mass reach it posses and it will continue being a preferred medium. However, there will be a robust pricing evaluation on the medium. Print medium, on the other hand, may get little affected. However, measurement is inevitable in both the mediums without fail.”
Observers and people related to the industry have expressed speculation regarding future. At the same time they are also affirmative about the fact the solution in both print and broadcast should be evolved within a stipulated time, else it could hamper prospects. Although TV is likely to be less affected as compared to print.
Sandeep Menon, Country Marketing Head, Google said, “As CMO of Google, I spend most my marketing dollar on digital as it is a measurable medium. However, other mediums are equally important and I hope there should be a solution soon.”
Sanjiv Kapur, CMO, Citibank said, “In my mind, it is a black box. They (traditional media) are making it difficult for themselves as compared to digital media. I am not saying that digital is reality, but it has supreme advantage of measurability and is tangible. It’s a boon and a curse. I would say that they have no choice but to create a measurement system which is acceptable. No measurement is not an option and industry doesn’t survive like that.”
Some marketers also believe that the absence of ratings or temporary fluctuations is just a phase that the industry is going through. They feel that the every emerging country is going through regulatory and operational makeover in media sector and issues over measurements are not uncommon.
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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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