Top Story

e4m_logo.png

Home >> Advertising >> Article

Experts throw light on the changing dynamics in media buying behaviour

26-February-2014
Font Size   16
Experts throw light on the changing dynamics in media buying behaviour

There was a time when a media plan couldn’t do without including India Today and other popular magazines in the plan. However, today, media planning agencies have to try hard to sell a single space in magazines. But, the good news is that the time spent on magazines today second only to television.

Shashi Sinha, CEO, IPG Mediabrands noted that despite the best of the measurement tools, media buying houses are coping with the measurement issues as far as print or magazines is concerned. “With the focus shifting from mere reach to sharply looking at the customer, media buying agencies have specialised tools that look at the customer from every aspect,” he pointed out.

The media environment is highly cluttered and complex, and is exploding with choices. In such an environment, measurements become even more important because it is not only about the paid media but also about the whole gamut of touchpoints whether it is paid, owned or an earned space. As far as online digital engagement is concerned, what gives magazines an advantage is that when they go online, it is not only the content that they are providing their readers, but digital presence also allows measurement of the content in some way. So, it solves the serious problem of measurement that the print industry is facing today to some extent.

Even though there is a digital onslaught happening, magazines would remain relevant. The reason is that “The more personal and experiential a touchpoint becomes, higher is the impact; where mass media is the lowest rated. Though globally, the magazine ads are little below the average; however, for the India cut, it is on the higher side, which clearly states that the relevance of magazines still exist in India,” said Anupriya Acharya, Group CEO, ZenithOptimedia Group.

Another reason why magazines stay relevant in this digital age is that “The consumer is definitely moving towards content centric. The kind of reader engagement that magazines provide is very similar to what cinema offers because when you are reading a magazine, you are only reading a magazine. Even as digital is a reality today, there is something wrong with how magazines are being sold in the country today,” remarked Anita Nayyar, CEO, India & South Asia at Havas Media.

The panel discussion was moderated by Shashi Sinha at the 8th Indian Magazine Congress in New Delhi. The two-day Congress was held on February 24 and 25.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign