MAM

2017 - The year of long-format ads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/03/mone.jpg?itok=O5ONOVXN

MUMBAI: It’s the beginning of a new year! We are pumped up and optimistic about the year ahead and what new challenges it will throw up for the ever-changing, dynamic, uncertain and fast-evolving advertising industry. But what we are assured of is that we will continue to see some fascinating, some magnificent and a few lousy ads thrown in here and there in 2018 as well.

Let's pause for a minute and take a look back at how the ad industry fared last year. The key highlights included — growth of long format films, evolution of six-second ads, brands taking the digital route to connect with consumers and influencer marketing making it big.

The first thumb rule of advertising that ad honchos vouch for is to understand your audience and engage them with well-written storytelling. But having a 20-second timer noosed around your neck doesn’t allow creative minds to conjure up enthralling stories that build an emotional connect with the consumer while also delivering the product information. The definite advantage of shorter commercials from a media investment POV is that clients can afford to run the spot more often, for a longer period of time.

But in 2017, long-format ads showed themselves as serious contenders fighting for audience attention. What helped their growth was that both the makers and viewers embraced the magic of long-format storytelling. It was soon known that the engagement in it is higher allowing for better brand building. With television ad rates skyrocketing, marketers took the plunge into the more economical digital bandwagon that allows both freedom of time and creativity. Clients can choose to run an ad between 1-15 minutes or even longer without cost constraints. In an earlier interview with Indiantelevision, Mindshare South Asia CEO Prasanth Kumar said that some stories need longer duration and compelling ads will keep the audience hooked.

There are five ways to buy ad slots digitally—cost per thousand impressions (CPM), cost per click (CPC), cost per lead (CPL), cost per thousand (CPT) and cost per fixed buy (CPFB) without a minimum or maximum limit. YouTube, arguably the most popular platform for ads, charges per view giving the power to advertisers to choose. Instances of viewers skipping ads before 30 seconds are not counted as a charge.

Digital ad is usually measured by click-through rate (CTR). CTR is the ratio of the number of times the ad is clicked to the total number of ad impressions. Success cannot be measured by CTR alone because an ad which is viewed but not clicked may still have an impact. Large formats usually attract 1-2 per cent CTR as opposed to small formats, which generate anywhere between 0.5 and 1 per cent.

Cost per click (CPC), also known as pay per click, is used to direct traffic to websites, where an advertiser pays a publisher only when the ad is clicked. CPC is used to assess the cost effectiveness and profitability of internet marketing. In case of CPC, price for an entertainment content click would be as low as Rs 2 while a high transacting piece of content like travel could be upwards of Rs 30-35.

2017 witnessed a plethora of brands taking the digital-first long format route right from insurance to FMCG, electronics and e-commerce. The product to be sold either took a step back or was incorporated seamlessly into the story.

Indiantelevision brings you a compilation of the most touching, memorable and effective brand stories told in a longer ad film, by Indian brands in 2017:

LG Technical School ad:

Vicks ad:

Ghadi detergent ad:

Kashmir Tourism ad:

Amazon Diwali ad:

Kolkata Times Durga Puja ad:

Parachute Hot oil ad:

Also read:

BFSI's changing communication in the digital era

Guest column: Ads that didn't work!

How iProspect's Vivek Bhargava foresaw a digital future two decades ago

The year of sex scandals

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/LIVA.jpg?itok=TT6E3lU3
LIVA outshines in mall space with unique innovation

Mumbai:  Liva, the new age fabric brand from the Aditya Birla Group, is back with its unique campaign, a life size mannequin of the brand ambassador Kangana Ranaut dropped down across malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Pune.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/Caps.jpg?itok=7UCoCG4U
New Era up for hard graft in India

MUMBAI: Caps! They are functional and shield you from the heat on sunny days. But that’s not what caps are all for anymore. They seem to have become a part of the culture where they are worn more as a fashion accessory rather than for their functionality.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/TATA.jpg?itok=f893Kx_k
Just six Indian brands among 20 most trusted brands

BENGALURU: The 2018 edition, or the eighth edition of TRA Research’s (TRA) The Brand Trust Report of the most trusted 1,000 Indian brands was released today in Bengaluru by TRA’s Research Director Sachin Bhosle. From over 9,000 unique brands, TRA has shortlisted 1,000 as the most trusted brands by...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/KKR.jpg?itok=VGh5T3w-
DDB Mudra Group creates a new rally cry for team KKR

MUMBAI: The Kolkata Knight Riders (KKR) is a franchise cricket team representing the city of Kolkata (West Bengal) in the Indian Premier League (IPL). The team, defined by its ‘Korbo, lorbo, jeetbo’ (Play, Fight, Win) spirit has won the championship trophy twice. At the IPL 2018, the team has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/TVC.jpg?itok=ZAoero-6
Black & White launches first India TVC

MUMBAI: Black & White Gettogethers from Diageo India has launched its first-ever India-specific TVC conceptualised by J Walter Thompson Bangalore and inspired by the brand message, “Made of Sharing”. It is a commercial that exhorts us to go out there and share moments and experiences with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/swiggy.jpg?itok=8uUGzjSI
Swiggy smashes creative sixer this IPL season

MUMBAI: Food ordering and delivery platform Swiggy has launched six relatable and witty television commercials this IPL season to celebrate two of India’s biggest passions — cricket and food. The multi-lingual campaign is conceptualised by Lowe Lintas, Bengaluru. Swiggy roped in seasoned cricket...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Activa_5G.jpg?itok=AVFD1XCm
Honda launches new campaign for Activa 5G

MUMBAI: Honda Motorcycle and Scooter has introduced a 360 degree ad campaign for the iconic Activa 5G. Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on air across all popular channels.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Bisleri-Fonzo.jpg?itok=UUzSs6YS
Bisleri launches new ad for Bisleri Fonzo

MUMBAI: Bisleri International recently announced the launch of its new brand Bisleri Fonzo, a mango aerated drink. The launch is supported by an integrated marketing campaign #MMMbhiAAHbhi which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Sania_Mirza-800_0.jpg?itok=clgZmkgG
Centuary Mattresses gets Sania Mirza as brand ambassador

MUMBAI: Centuary Mattresses has appointed Indian tennis player Sania Mirza as its brand ambassador. This move also makes the company an early mover amongst the Indian mattress companies to have an association with a celebrity brand ambassador.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories