Will traditional media survive the digital era?
The massive growth of digital has pushed traditional media houses in a phase of existential crisis. Though traditional media in India currently attracts big ad dollars, the question is: Will advertisers continue this faith in traditional platforms?
Traditional media in India continues to hold its ground. But, at the same time, the growing clout of digital has forced traditional media houses to look at the looming existential crisis that they may encounter few years down the line.
While advertisers are currently spending most on traditional mediums like TV and print, the question that arises is—Is this faith in traditional sustainable? Will advertisers ever overlook traditional for digital or will the two continue to co-exist without getting into a versus debate?
According to Anand Chakravarthy, MD, India-Essence, “In a country the size of India, media penetration of digital will grow over time. Media like TV will continue to dominate the landscape for some time to come. Globally as well as across evolved digital markets, we see the resilience of television despite the fast growth of digital penetration and reach.”
“Typically, in most markets, the growth of digital has impacted print more than television, as is also the case in India. Hence, even over a five-year horizon, while advertisers will certainly increase investments on digital, other media like TV, OOH and even print will continue to enjoy high reach among most audience segments. And therefore, advertisers will continue to invest in these mediums.”
Chakravarthy added, “What may change significantly for some segments -- premium, high digital connectivity etc-- is that the share of digital spends for these segments will grow much faster and eventually digital will be the lead medium, though there will be a role for multimedia yet and hence other media touch points as well. In sum, irrespective of the nature of the digital landscape, multimedia will be an essential need to reach consumers effectively and hence marketers will continue to be interested in and invest in other media along with digital.”
For Deepak Lamba, CEO, Worldwide Media, every medium has its strength in delivering value to a brand by the way of leveraging its various attributes.
He explains, “While digital has definitely become the core of every client and brand's deliverable, traditional mediums such as print, television and others still hold tremendous value. These mediums are also evolving by extending their presence in the digital space. Few years down the line, each will have an all-encompassing engagement plan, which in some cases is already starting to reflect.
“By advertising on a platform that provides a 360-degree engagement opportunity, a brand will gain far more than unidimensional platform and this strategy will only gain more prominence in the coming years."
If we look at the latest ‘This Year Next Year’ (TYNY) report by GroupM, advertising expenditure in India is expected to grow at 13 per cent to touch Rs 69,346 crore in 2018. The report states that among media channels, digital continues to be the fastest growing medium registering 30 per cent growth rate to reach Rs 12,337 crore. Television advertising, on the other hand, is expected to grow by 13 per cent to Rs 31, 596 crore, while print will witness a modest growth of 4 per cent reaching Rs 18, 437 crore in 2018.
Talking about the growing clout of digital, Siddhartha Roy, CEO of Hungama.com, shares that the consumption patterns in India suggest that ad spends on other media would grow as well.
He said, “Over the years, digital media in the country has gained a lot of prominence. From being considered just another medium to connect with the consumers, it has now become an indispensable part of the advertising mix. It offers advertisers an extensive reach, precise targeting and thorough measurement, making it a lucrative way to reach the desired audience.”
“As per a recent study by FICCI and EY, digital advertising saw more than 28 per cent growth in 2017 and constituted 17 per cent of the total advertising. An explosion in the number of connected devices, falling data prices and increased content consumption on digital screens is expected to boost advertising spends even further in the coming decade. Having said that, consumption patterns in India indicate that ad spends on other media would grow as well.”
Ravi Ganesh, Head of Strategy - India, Havas Media, added, “The important point to note here is that while digital has gained share of consumer time spent, it has not substituted traditional media; the total media exposure time of consumers has actually increased substantially. Growth of digital driven by falling data charges and Wifi access will create consumers who will consume both traditional media as well as digital media. Traditional media will continue to be very relevant for advertisers in a country of the size of India.”
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