Media ladis: This is what Indian Ad Land’s Diwali media buying list looks like | Techy Kings


This Diwali, consumers are extra excited to step out and this is reflected in the media buying list for this year. Digital OOH is making a special comeback this year. Here’s what experts have to say…

The advertising industry, after going through two tough years, is celebrating this Diwali with a dhamaka. It is usually during the auspicious days of Diwali that many families plan their big ticket purchases like cars, homes, electrical appliances, jewellery, etc, making it an important season for marketers. Media shopping lists by brands and agencies reflect this sentiment.

According to a recent report by ShareChat, one in two regional users is willing to spend more during Christmas this year than they did last year. According to the survey, at 44%, social media has emerged as the biggest buying influencer for Bharat during the Christmas season.

After the year 2020 turned the world upside down, brands and companies of all sizes had to rethink their communication strategies. While it gave a boost to digital marketing, out-of-home (OOH) and cinema advertising were hit hard. But now there is a new appreciation for OOH and the medium is back in the Diwali mix this year.

Social Samosa reached out to media agencies and media executives to find out which media made it to their Diwali shopping list.

Nupur Shah – AVP and Digital Lead, West and South, PHD India

After the disruptive pandemic period, consumer demand in various categories is increasing again as we slowly return to normal. Advertising spend in all media will see a significant increase and OOH/DOOH will be the main challenger for brands looking to increase their visibility. The festival season will see many people step out of their homes and celebrate after 2 long years of isolation and silence, and for that very reason, OOH/DOOH will be at the top of the list for many. DOOH offers highly eye-catching and attractive options to capture consumers’ attention while they are on the go.

With many discoveries on social media and video platforms, the duopoly of Meta and YouTube/Google will be the dominant choice for many advertisers. The wide range of options related to ad units/placements can help choose the most appropriate format for the specific needs of the brand. Programmatic buying is another option that has a broad reach and helps drive incrementalism when it comes to generating engagement on social media and video platforms.

To spread a wider net, national/regional OTTs and social platforms like ShareChat’s Moj and MX’s TakaTak will be geared to maximize reach and connect with people in remote parts of the country. The JioAd ecosystem will also play a critical role in reaching out to untapped audiences.

Also Read: Festivities: How To Become The ‘Anar’ Bomb In The Box Of ‘1000 ki Ladis’

Piyush Tripathi, Senior Director – Digital Media, E-commerce and SEO, Dentsu Creative India:

E-commerce, lifestyle, automotive, FMCG, BFSI, EdTech and QSR brands will spend big on Connected TVs, OTT and DOOH.

Advertisers are willing to pay a 3x premium to be on CTVs this Christmas, as meeting and viewing is an important part of the festival. Brands are willing to pay a big premium to be on connected TVs because they can do precision targeting through this medium.

With the T20 World Cup and FIFA World Cup, the sports genre will also have a significant share of the total spend.

Also, with shows across general entertainment channels (GEC) like KBC, Bigg Boss, Shark Tank, Indian Idol, DID Super Moms and Kaun Banega Crorepati among others, GEC spending is expected to see a boost.

Many traditional billboards in cities like Mumbai and Delhi are also being converted to digital OOH, which is leading this medium to grow by leaps and bounds. It attracts a variety of advertisers due to its ability to run short films, lower value campaigns, technological advances and innovative offerings such as 4D content, unlike traditional OOH.

Looking ahead, we are on the verge of comebacks such as personal celebrations, faster shopping sprees and optimism for economic recovery. -first lifestyle, the opportunity for brands to capture this comeback is huge. Digital outreach is no longer optional – it’s imperative.

While advertisers are focusing on building high reach through platforms like YouTube, Social, e-commerce website and OTTs, payment apps will also have a high share of spend as they are growing exponentially and the growth is not just limited to Metro & Tier 1 cities. However, the majority of advertising spend is likely to flow to Connected TVs, DOOH and Hot star as the T20 World Cup coincides with the Christmas holiday.

Suraj Nambiar, National Media Head, Tonic Worldwide:

Brands have a very large plate to choose from when it comes to investing their money. The choice of medium or platform depends on the category. Brands that have a digital presence will lean into digital advertising choices. Brands that sell offline or omnichannel will also feature in our traditional advertising media.

Apart from your usual platforms like Meta and Google, we have OTT platforms that have seen good moves this Christmas. New DMP on Amazon and Flipkart along with short video platforms are also some of the channels that took on.



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