Specials

Brands on its way to digital success

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2015/03/27/brands%20pic.jpg?itok=-w3QIu_6

MUMBAI: As digital advertising and online presence gains ground for brands, they are increasingly realising that the digital world differs greatly from traditional media. A one size fits all strategy is unlikely to help brands leverage the full strength of the digital platform.

Additionally, user engagement in real time and dynamic digital environment is a challenge. To add credibility to visibility, marketers need to continue to make full use of online by listening and engaging-not just showcasing.

Discussing the same were panelists namely Dentsu Aegis CEO Ashish Bhasin, GroupM South Asia CEO CVL Srinivas, Producers Guild of America CEO, Bunnygraph and VP, new media John Heinsen, Culture Machine CEO Sameer Pitalwalla and Viacom18 Media MTV EVP and business head Aditya Swamy.

The panelist discussed the ingredients required to build a successful online brand presence. The session was moderated by film-maker Rohan Sippy.

According to Srinivas, the world is moving towards programmatic buying and advertising. “Most of the advertising media is getting automated on digital. It has huge implications on the brands,” he said.

Talking about brand’s engagement on the digital world, Bhasin feels that there is nothing different in the digital world earlier than the digital brands. He believes that many brands in today’s time are going wrong. “The principle of any brand is to identify the consumer’s needs and fulfil them,” he said adding that today many brands are getting caught between digital and technology.

He believes that the key to success will be to retain factors like - maintaining the principles of brand building and secondly speed of response accelerated to deliver a lot more basis on the consumer’s needs.

Heinsen opined that brands on digital platforms are the best combination. It gives visibility to brands even more. A successful brand building is the convergence of three things – traditional media, advertising and technology. According to him, integrating these things are needed to build a brand. “As content creators and story-tellers, if we have all these factors only then can you entertain, engage and influence the audiences.”

According to Pitalwalla, brands face two challenges on the digital platforms. One, there are multiple platforms and each of them comes with their own rules and have a lot more content than traditional media. Second, there is a fragmentation of content. He believes that TV commercials have become just one format in a way people are interacting with the brand.

Swamy has a different story to tell. He asserted that if people are not talking about your brand, it is considered that your brand has not made it to the heart and minds of consumers. He feels that brand management has now become a 24x7 and 365 days activity.

As a broadcaster and content creator, Swamy believes that everyone is messing with the format. “People are just playing with all kinds of formats. There is not one fixed formula to it, but people are just experimenting and waiting for it to hit the right chord.”

Swamy added that dialogue conversation with the digital audiences is very important to keep the brand healthy and live. He stated the example of Roadies. “When Roadies was launched, we noticed that there was buzz only for that time of the period till it was on-air. Offline, there were no conversations at all. To keep the brand alive, we launched a digital series, which is accessible throughout the year and now the digital has become a base and TV show just compliments it. That is the power of digital,” he informs.

Bhasin believes that today’s consumers have matured. Earlier, people consumed whatever was shown on television. “Now the consumers are telling us what to do. They are dictating the tonality to which we can pass message through our brand,” he said.

Heinsen believes in the power of conversations. “As a content creator, you should be able to create a content that can spark off conversations. And that’s where social media platforms come into play.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/13/chetan.jpg?itok=kCNjx_ye
Guest column: Digital outlook for 2018

MUMBAI: The year 2017 is behind us and, as we peek into 2018, there is so much to look forward to. The digital landscape is so dynamic and ever-evolving that an annual trend-spotting article would be unfair. But still there are key areas where digital is heading and I can safely say that 2018 is...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/content.jpg?itok=_9GC25n5
Content segmentation defines English entertainment, movies in 2017

MUMBAI: It was the year of HD for English entertainment in India. Add to it, the bump up in the number of movie premieres and series that you could now see in better quality. Increased adoption of HD set top boxes encouraged broadcasters to go for HD. Content segmentation has emerged as a big...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/11/dth.jpg?itok=QkzMsFlZ
DTH's year of consolidation

MUMBAI: It would be safe to say that this was the year of the big DTH challenge. India’s cable TV multi system operators (MSOs) could not go into many phase IV areas and DTH stepped in wherever analogue broadcast signals were switched off following the crossing of the digital addressable system (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/year.jpg?itok=Qc8RGGh9
2017 a year of rebranding and extending time slots for Hindi GECs

MUMBAI: The year 2017 was a roller-coaster ride for Hindi general entertainment channels (GEC) in the truest spirit of the term. The tussle for the top slot in the Broadcast Audience Research Council (BARC) ratings has seen pay TV and free-to-air (FTA) channels hold on tight to the rope.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/09/Untitled-1.jpg?itok=bmTRbT_m
The year of hiccups for marketers

MUMBAI: The year 2017 was when brands were unwillingly thrown into a roller-coaster ride only to emerge dizzy and faint. The highs weren’t enough to ride out the lows.

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/ear.jpg?itok=jT2Q8mKD
2017: The year OTTs went regional in India

MUMBAI: Over-the-top (OTT) services were undoubtedly the centre of attraction in 2017. The boom in India’s internet users, mainly aided by the growth of Reliance Jio, ensured that OTT players got the right reception and target audience. Not just  mainstream TV broadcasters but even smaller players...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/03/year.jpg?itok=SbrfiYTZ
Making the news: A look at what news broadcasters did in 2017

MUMBAI: News channels were thrown into a storm of activity in 2017 with each player keeping up its oars to wade out of challenges that hit at them like ten-foot waves. With elections and sensational news driving up viewership at various points throughout the year, English news channels had to...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/30/Sahil-Shah1.jpg?itok=weZUchlK
Guest Column: The comeback of full-service agencies in India

By 2020, we will be close to a billion digitised screens. With the advent of cheaper data and smartphones and by virtue of tech giants such as Google, Facebook and Amazon entering the grassroots of India, digitisation has become inevitable. And it’s going to be mobile plus digitised television (...

Specials Year Enders
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/28/year.jpg?itok=kPKZ_b_o
Guest column: Taking Indian content to the global market

The year 2017 has been a year of paradigm shifts in the wake of Digital India. Over the last couple of years, international OTT and VOD players such as Netflix, Amazon Prime Video, etc, have been making inroads in the Indian market to unlock the true potential that our increasing digital-first...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories