S-Group Insights: Print ads see 19% growth in top retail categories, radio ads rise 12%
Retail, due to its very nature, is advertised majorly on print as it is more important to have a local coverage rather than a mass or a national coverage. The top category in Retail – Clothing, Textile and Fashion, increases ads on Print and Radio by 19% and 12%, respectively
exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Clothing, Textile and Fashion as a category.
Retail Industry contributes to over 10 per cent of India's GDP. With increasing income, urbanisation and attitudinal shifts, Retail Industry, which now in 2015 is at $ 600 billion, is expected to grow to $ 1 trillion by 2020. According to KPMG Report, Organized Retail penetration as of 2015 is 92 per cent. With Retail spending of Rs 3.58 trillion in the top seven cities in India, it is recognised as a very fast-paced industry in India. India is expected to become the world’s fastest growing e-commerce market, driven by high investment in the sector and rapid increase in the number of internet users. Online retail is expected to be at par with the physical stores in the next five years. It will be interesting to see how physical retailers devise their advertisement strategies to counter their online competitors.
According to TAM AdEx data, in 2014, Retail advertisers contributed to 4.7 per cent, 0.9 per cent and 6.1 per cent of advertising across Print, TV and Radio, respectively. Retail as a category consists of product groups like Clothing, Textile, Fashion, Electronics, Durables, Departmental Stores, Home, Interiors, Furniture, Food, Optical, Automobiles, Footwear, Stationery, Gift Articles, Kids, Fitness, Sports and Industrial/B2B.
Retail, due to its very nature, is advertised majorly on Print as it more important to have a local coverage rather than a mass or a national coverage. Even big players like Future Group, Reliance Retail try to be nationally local. As a result retailers advertise heavily on Print media which is said to have best local coverage.
As seen, the number of advertisers on TV is lower as compared to that of Print and Radio but they use comparatively more channels and also the ad volume is high.
Taking a look at the ad pattern of Retail advertisers on TV, it is seen that 65 per cent of advertisements are concentrated towards the South regional market. News and Music are the most preferred genres by retailers to advertise in the South Indian markets. Hindi channels hold a meagre 7 per cent of retails ads.
Now if we consider the various product groups In Retail, Clothing/Textiles/Fashion is the most advertised product group on all the three mediums. Taking a look at the advertisers in this product group, Future Lifestyle Fashion, Future Retail Ltd., Reliance Retail Ltd., Kalaniketan ( A.P.), Shoppers Stop are the top advertisers on Print. With a share of voice of 10 per cent in 2014 on TV among clothing retailers, Joy Alukkas Group have been seen increasing their advertisements significantly for the past two years. Kalyan Group and Kalyan Silk Sarees who once used to be the top advertisers on TV, have significantly reduced their advertisements in 2014. Lifestyle Intl Pvt. Ltd. which is the highest advertiser in 2015 so far in the Clothing/Textile/Fashion Retail category has been gradually increasing its advertising on Radio over the years. Shopper Stop has increased its advertisements heavily on Radio in 2015.
The second major Product Group in Retail is the Departmental Store. Although the overall ad duration on TV by retailers has been reducing year on year, it is seen that ads by departmental store's advertisers have been increasing. With 65 per cent of Share Of Voice, Future Retail is the sole driver in this product group on TV.
In recent years, penetration of online players has increased significantly. From startups to major international online players, all of them have started catering to all possible retail services at the convenience of the consumer. As a result, we see that e-commerce has aggressively started advertising on Print post 2013 and has steady growth as compared to the retail outlets. This would make the competition between physical and online retailers intense, as print is the most preferred medium of advertising for retailers especially in the clothing category.
Over the past two years we see the advent of many new advertisers who have very strategically used various platforms to communicate to their customers. We also see many regional retailers especially in South Indian markets who advertise locally more than the national level retailers. Print being the most strategic medium for advertisement for retailers, more than 80 per cent of advertising is done on it. Organised retail sector in India is increasing rapidly (10 per cent in 2015) and so are the advertisements by it. Retail giants like Future Retail, Reliance Retail and such others have already dominated in the first two quarters of 2015. Advertisements from retail product groups like Home Interiors and Food have also increased post 2013, especially on Print. Today with the e-commerce giants swiftly eating up the traditional retail business it would be very interesting to watch how retailers bring about a change in their advertising patterns to survive and succeed in this highly competitive industry.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp