Today 25 per cent of total video is on digital. “Out of total video, we projected about Rs 30,000 crore for TV advertising and Rs 10,000 crore for video advertising. He also called for integrated marketing between TV and digital. “With focus on branding, digital will continue to grow,” he said. Sakhuja felt that currently digital emphasis has been on performance at the cost of branding. “As MSMEs grow, growth will happen and automatically monopoly will break.” While discussing how a majority of digital AdEx was happening in Google and Meta, and if this would continue, Sinha said in future the market will open up. As an advertiser, I should be completely entitled to know in which content is my ad placed,” he asserted. “The big problem on digital video is that you have a much longer tail than TV, so to build reach on high frequency is very difficult on digital. Reach is given only in terms of percentage and not numbers which will help reach out to both digital and video audience.” They are not converting that into GRPs, which is a two-minute job. “In digital we are only talking of impressions, which is another form of GRPs. “This is dangerous for businesses and democracy,” Sinha concurred.Īccording to Sakhuja, that building blocks of media learnt through media planning should be extended to digital.
In digital, you are not choosing a medium and only choosing a targeted age group or geography. Pandey further said that the problem was in the entire eco system. The session was moderated by Governance Now MD Kailashnath Adhikari.Īsked if digital media should go for geo-targeted advertising, Sinha said that unlike TV, Print and outdoor mediums, digital is opaque and based on search, discovery and performance-based marketing. An advertiser is entitled to know the content where their ad is placed.ĭiscussions along these lines were held during the Governance Now Roundtable on Current Trends in Advertising with advertising industry titans - Shashi Sinha, CEO, IPG Mediabrands India, Vikram Sakhuja, Group CEO, Madison Media & OOH, and Avinash Pandey, CEO, ABP Network.
It is time for the digital media to convert impressions into GRPs (Gross Rating Points) to get measurement numbers.
0 kommentar(er)
