While speaking on the outdoor, ambient, retail medium at the 5th Ad Club Annual Media Review, Vikram Sakuja, COO, GroupM South Asia, downplayed the idea of associating sponsorship with television.
Addressing the gathering on the ambient and sponsorship side of media, Sakhuja observed that both ambient and sponsorship mediums would go beyond impact and salience. Sharing agency estimates, he noted that activation was a Rs 710 crore industry of the total Rs 2,300 crore estimated for the outdoor medium, while on-air sponsorship with big ticket shows like ‘Paanchvi Pass’, ‘Dus Ka Dum’, ‘Khataron ke Khiladi’, and ‘Bigg Boss’ were not justified on the grounds of value for money.
Citing the example of IPL, Sakhuja conveyed his view in preference of on-ground sponsorship activity over on-air activity. He said, “GroupM has conducted its own study on DLF IPL Cricket league, and the results clearly show that on-ground sponsorship had the best exposure, impact and effectiveness in terms of recall of their brands than on-air promotions.”
“With the 360-degree model of marketing coming into play, large media houses, especially in the print domain, are providing varied services, including OOH and ambient, through their various divisions. I strongly believe that brands will begin to use ambient not only for impact and salience, but also for engagement too,” he added.
Giving his stand on television sponsorship, Sakhuja said, “Vanilla ground sponsorships are more effective than vanilla on-air sponsorship.”
Ad Club’s Media Review 2008 - Unstoppable or unsustainable, learn it from the experts