With the ICC World Cup around the corner, it is discussion and decision time for brands to buy inventory and fix slots to showcase their products and services. Last year, the biggest platform for advertisers was the Lok Sabha elections, which raised the balance sheet figures of many news channels, the upcoming world cup undoubtedly is a great opportunity to lure advertisers across domains.
Measurable Returns from Reach?
“We spend money on the basis of the number of people we can reach. It has to be effective. If I am spending Rs 1 crore or even Re 1, what is the return I am getting out of that? As long as news channels are able to retain their viewership and commercials in a manner that it is viable for us, we will advertise with them,” said Shashi Shankar, CMO, Idea.
He added, “The World Cup is a major event that is happening, but the cost (of advertising) is going to be fairly high. We need to measure the terms and balance the impact the World Cup can get and also observe the reach the channels can get us. It is going to be balance between the two.”
Giving the Tourism Industry an edge?
However, the situation is different this time for marketers as the tournament is taking place on a foreign soil. Australia and New Zealand have got the opportunity to host the series. This has also given an edge to the tourism industry to participate.
Some of the brands are in the process of finalising their campaigns, while Yatra has started its campaign with tourism Australia. “We are already doing a campaign with tourism Australia. It is live at the moment and will continue through the World Cup. It is a joint campaign with Yatra and tourism Australia,” said Dhruv Shringi, Co-Founder and CEO, Yatra.
Nikhil Ganju, Country Head, TripAdvisor, says they are a travel planning site and cannot suggest their customers to plan a trip instantly. “We believe in pulling our customer or presenting ourselves in front of him/ her in a contextual fashion. We are rolling out our advertisement in new markets. We have already done so in eight other markets and are looking forward to advertise in India. We will look at all means to value our brand.”
Yepme, a major fashion portal launched in 2012, recently got Shah Rukh Khan as its brand ambassador. Talking to exchange4media about their World Cup plan, Vivek Gaur, CEO of Yepme Shopping, said, “We would be announcing something for the World Cup. Any brand that wants to advertise should do something clutter-breaking. Small advertising will go completely unnoticed and only a few of them will be recognised. We are trying to assign something big or we will step out of it.”
Well not only traditional marketers, but digital marketers too are playing their cards to get the maximum ROI and brand recall through the World Cup.
“We have received some proposals from newspapers, sports channels and websites regarding buying inventory during the World Cup. We are accessing the proposals and looking which one to go with,” said Swati Bhargava, Co-Founder, Cashkaro.