MAM

Digital to play a bigger role for brands on counting day of Election 2019

Brands will have to fight a lot of clutter to get noticed along with election data

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/20/el.jpg?itok=BZhL-JPS

MUMBAI: The growth of the digital medium in India, in the past few years, has been a stellar one. Currently standing at 400 million active users, the country is the second largest consumer of the internet in the world. The falling data prices and access to cheaper smartphones have led to more and more people relying on the internet to access everything from news to entertainment, to health tips, to banking facilities and what not.

One can guess the popularity of this medium by having a look at the sky-high numbers Hotstar recorded this IPL season. The content streaming platform registered a viewership of 267 million in just first three weeks of the game, which was significantly higher than the 202 million of the complete season last year.

Also, as shared by Prasar Bharati CEO Shashi Shekhar on Twitter, the online regional language services of the public broadcaster saw a tremendous surge in daily viewership, the day those states went into poll. DD News Guwahati recorded a 100 per cent increase in daily viewership, while for Maharashtra it was 400 per cent, on the day of voting.

The media industry is expecting a similar pattern of viewership on the day of counting for the general election as well. Editorji founder and former NDTV CEO Vikram Chandra recently tweeted that the digital will be challenging the traditional domination of TV news on the counting day.

Speaking with Indiantelevison.com about the same, Chandra shared that more people are now relying on digital media for their daily dose of news and it becomes imperative on counting day as people just want to know what is happening on a timely basis. He said that the audience might not have an interest in the prolonged analysis of why a political party is leading in a certain constituency, which TV shows keep on presenting but just have a sense of who is winning in their particular area.

Apart from this, the increased digital penetration, as compared to 2014, and the fact that the counting is happening on a working weekday will take more people on to digital platforms for real-time updates.

NewsX digital marketing consultant Sandeep Amar told Indiantelevision.com that people are primarily going to watch the live feed on the internet for a more targeted search. “The constituency-level data will be seen more on the news websites because most of the time TV channels are projecting numbers from bigger constituencies where they have a celebrity candidate,” he noted.

Indian Express (Digital) CEO Sanjay Sindhwani shared that he is expecting a significant jump in the number of people following their website on counting day, as compared to 2014. “Our conservative estimate is a 7X-8X growth over the numbers that we hit in 2014. We are expecting more than 10 million users on the main Indian Express website alone and close to 20 million users across all the group sites put together,” he stated.

Obviously, being a big ticket event, the counting day has been recording a significant interest from the advertisers as well. As shared by Sindhwani, most of the advertisers are betting big on the day. He named Vivo, Nerolac Paints and Bank of Baroda as the top players who are putting money on their website.

TRA Research CEO N Chandramouli stated that some of the big advertisers might still be relying majorly on television but brands debuting into election-based advertising will prefer the digital route.

He quoted, “Different brands, in different stages of their lifecycle and with varied budgets will choose media that meets limiting criteria. Some among the big advertisers will use TV higher, just because they have to be present lest FOMO comes into play. Brands debuting into election-based advertising will be far more conservative and may prefer the less expensive digital route.” Digital is going to play a key role for advertisers because it offers cheaper access to a larger audience.

Carat India SVP Mayank Bhatnagar noted that television has high hopes with the viewership number on counting day and have planned accordingly. Hindi channels are offering ad slots at a nominal rate of Rs 1-3 lakh but digital is still going to play an important role as the CPM on digital is far lower than the idiot box.

Carat India SVP Mayank Bhatnagar noted, “Advertisements on digital are not going to be IO-based and the CPMs might go a little higher based on the demand-supply ratio. But right now, social media and other digital platforms offer far lower CPM than TV. Even if the CPM goes higher than general, it will definitely be far lower than TV.”

Advertisers are inclined to promote themselves on 23 May as it will offer a greater viewership, probably, than any other event this year but it is going to be difficult for all of them to get registered. There is going to be a lot of clutter and for the brands to stay relevant, they have to be tactical and smart with their approach.

RSH Global CMO Poulomi Roy stated that campaigns or products being launched during elections will work well because the viewership will be at the peak. She, however, noted that the campaign has to be well-planned and running on optimum frequency to create a recall.

She said, “If a brand plans a tactical topical campaign around elections wherein a new set of creative is developed keeping brand proposition and any aspect of election as a topic (which will mostly be social messaging) then developing a media plan in mass media or digital around election content will deliver results. Brands should be able to understand the sentiments of viewers and the content space properly before planning anything.”

Bhatnagar also mentioned the need for brands to be consistent and relevant during the complete election period with their campaigns if they want a higher recall. He presented the view that the brands that have had a month-long connection with election-based advertising has a better chance of performing than the brands who will be taking up digital activities on the particular day of counting. He stated that a number of smaller advertisers will be willing to leverage on that day but it is not a feasible approach. A brand will have to culminate a full-fledged campaign based around elections on 23 May for optimal results.

Conversely, Amar believes that the ads might get lost on the counting day as people are not willing to divert their attention from the numbers. “Even while they watch the election results on TV, they shift the channel as soon as an ad comes up and move on to one that is going live. The focus (of the audience) is heavily on the results.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/un.jpg?itok=5BTKiiyV
Initiative India to handle media duties of Unacademy

MUMBAI: Initiative India, the media agency of IPG Mediabrands India has bagged the media duties of Bengaluru-based ed-tech startup Unacademy. The agency won the business following a competitive pitch process and the business will be handled by the agency’s Bangalore office.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/gupta.jpg?itok=PLImo3PI
Supari Studios creates launch campaign for CRED

Supari Studios, the award-winning content studio invites you to watch the quirkiest explainer video to hit our screens yet - the launch campaign of the members-only platform CRED that allows users to manage their credit card payments from one place.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/ajit.jpg?itok=Fz1V43Fm
Socxo releases an e-book on Holiday season marketing - Time for buzz marketing with the Mango Man!

Socxo, the Bangalore based brand advocacy solutions start-up, has today launched an e-book for marketers to gear up this coming holiday and festive season. And this season in most parts of the world is a full quarter - October to December.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/tam.jpg?itok=v7buFaV-
E-com, Media, and Retail saw hike in ad volumes across media during Ganesh Chaturthi: TAM AdEx

MUMBAI: A total of 450+ categories, 6400+ advertisers, and 8500+ brands advertised across mediums (TV, print, and radio) during the festive period of Ganesh Chaturthi (22 August to 12 September), as revealed by a latest TAM AdEx data report. As compared to the last year, the top category of Food...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/korean.jpg?itok=COaziccv
Korean Dramas now in Hindi from One Take Media Co.

MUMBAI: Recent times have seen growing popularity of Korean Content.This surge has been known as "Hallyu--Korean wave” and refers to the way Korean entertainment is spreading around the world .

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/aii.jpg?itok=8obUNg1k
Bobble AI partners with Xiaomi to develop ‘Mint Keyboard’ for Android smartphones

MUMBAI: Bobble AI, a Gurgaon-based tech company today announced that it has partnered with Xiaomi, India’s number one smartphone and smart TV brand to develop ‘Mint Keyboard’ for Android smartphones. Bobble AI is empowering the Next Billion by making their communication personalised, expressive,...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/varun.jpg?itok=SqzfhEc9
Fankind’ announces the winner of their first campaign with actor Varun Dhawan

MUMBAI: Anshula Kapoor’s online fundraising platform ‘Fankind’ which was launched in August has announced the winner of their first campaign with actor Varun Dhawan. Amitesh Kulkarni, a 20 year old student from Hyderabad along with his sister will get a once in a lifetime opportunity to play...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/dentsu.jpg?itok=e49qM7X6
Honda launches ‘A Quiet Revolution’ campaign Premium Activa 125 BS-VI

MUMBAI: Honda Motorcycle and Scooter India Pvt Ltd has lifted the curtains of its 360-degree campaign ‘A Quiet Revolution’ for its paradigm shifter Activa 125 BS VI – Honda’s first two-wheeler into the BS VI era. ‘A Quiet Revolution’ encapsulates the wizardry behind Honda’s BS-VI era two-wheeler...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/centry.jpg?itok=z0gHxSib
CenturyPly pledges pink to encourage early detection of breast cancer

MUMBAI: To mark the breast cancer awareness month, CenturyLaminates, one of the largest manufacturer and provider decoratives in India from the house of CenturyPly, announced the Pink Pledge campaign to raise awareness on the prevention of breast cancer at an early stage. This initiative at...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories