The Meltdown: With cut in ad spends, research to play key role in identifying right media mix
If there is one sector that is expected to benefit in the current economic slowdown, it is research. With advertisers tightening their purse strings and demanding every paisa’s worth, it has become imperative to choose the right media platform for maximum impact. And research can help the advertisers and agencies in this in a big way. exchange4media speaks to some industry leaders to gauge the growth of research in such trying times.
If there is one sector that is expected to benefit in the current economic slowdown, it is research. With advertisers tightening their purse strings and demanding every paisa’s worth, it has become imperative to choose the right media platform for maximum impact. And research can help the advertisers and agencies in this in a big way. exchange4media speaks to some industry leaders to gauge the growth of research in such trying times.
While every advertiser worth his salt talks 360 these days, that may or may not work, and could sometimes even be an overkill. To identify the right media mix has become important, which proper research would be able to do. Similarly, if media planners had to choose one media over the other on the basis of return on investment (ROI), it is research that helps them to take an informed decision.
According to industry experts, what is working in research’s favour in times of economic slowdown is the fact that the cost of research in India is too low to be impacted in a significant way.
A lighthouse for a ship in deep sea at night
Sam Balsara, Chairman, Madison World, was of the opinion that the slowdown would not have a negative impact on research. According to him, “In a slowdown, you need research a lot more than you need it in normal times. In a high growth economy, you can in any case sell media even without research. Now, when advertisers are choosy about the platforms where they would be spending their advertising budgets on, you need research more, and you need different cuts of that research. You need more sophisticated research to convince different segments in order to see where to advertise and how to advertise.”
Balsara further said, “I don’t think media owners would make the mistake of unsubscribing from research in any form at a time like this.” On similar lines, Sabina Solomon, General Manager, Media Research Users Council (MRUC), said, “Research cost in India in any case are very low, if you go to see the cost of research as a percentage of the turnover of the industry. For example, if you take print advertising, the cost of research as a percentage of total print advertising has always traditionally been very low. Therefore, I don’t expect research being impacted to a major extent due to the global meltdown because traditionally research cost has always been a minuscule share of the total cost. And whatever average impact that has to happen in a slowdown, will definitely happen.”
Hansa Research’s Ashok Das, too, said that research cost in India was very low as compared to other expenditures for most people. “But still there will be some kind of impact on research cost due to the current economic conditions,” he added.
MRUC technical committee member Amit Ray explained, “Is research being impacted – the answer is ‘Yes and No’. Because in a ‘hyper competitive’ world, there is no substitute for third party learning through research. For everything that we do, we have got to satisfy ourselves that given the available information, this is the best decision. Actually, now is the time when research will really be used and the demand for more and better research will surface. When all businesses witness double digit growth year on year for years, you don’t need research. But in difficult time, research is like a lighthouse for a ship in deep sea at night. I see print owners coming forward and focusing on research that answers all their unanswered queries and which helps them handle their businesses better. Also, the slowdown may force a relook at some aspects of print research that have been in practice for a long time.”
Steps to be taken despite the slowdown
Solomon pointed out, “Steps are being taken to grow research, but not because of the slowdown or not from the perspective of growing the research industry, but from the perspective of making it more relevant to the end users.”
Das added here, “You can’t do much if the people are not ready to spend. There will be some slowdown in growth anyway. We will have to go to more potential buyers and look at a higher level of marketing and planning services to achieve the revenue target.”
Stating that he couldn’t comment on the commercial aspect of research as the question was about growth, Ray said, “While research or the demand from research users will grow multi-fold – both vertically and horizontally – it will push the envelope and most likely research providers will come up with better research to create better understanding of the clichéd ‘ROI’.”
H further said that in tough times every business would try to reduce cost, but running businesses would do better to invest in relevant learning through research as in a hyper competitive market there would surely be a premium on survival.
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