Linked Press Ads' emerge the most popular form of Print Innovative
Advertising so far in 2003: ADEX India Analysis
- 29 August, 03 |
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Being Innovative is the mantra for every industry
these days, which has been true for the advertising industry
since years. We have seen an increase in innovative advertising
in Press in the last year or so. For this reason, TAM AdEx
decided to review the kind of innovations that were taking
place across categories and brands that routinely used Print
in their media plans.
In an analysis of the Jan-June period this year, 'Linked
ads' have emerged as the most favored innovation. 'Linked
ads' make the reader curious enough to get him to turn pages…
thereby creating a better impact than perhaps a single routine
ad.
Now, there are different ways in which this innovation is
used… for instance - 'Linked ads coming on the same page
or on consecutive pages or on multiple pages. If you take
'Linked ads on consecutive pages', these account for almost
half of the money spent on innovative advertising in Jan-June'03!
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| 'Figured
Outline' (ads having irregular shapes) & Teaser campaigns
come next, each of them contributing about 15% of the spends
on innovative advertising. Other major Innovations include "L-Shaped"
& "Plus-Shaped" ads, Advertisements with product
samples etc.
So which are the product categories that dominate innovation
in Press? An analysis on this aspect leads us to Cars/Jeeps
which emerges as the top category in Innovative advertising.
Other innovators include Lotteries, Coaching Centers, TV Channel
Promotions, Cigarettes and Insurance.
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| Let's
compare this with Top Spending Categories on Press so far this
year |
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| Categories
like Properties/Real Estates, Cellular Phone Services and Televisions,
which feature amongst top categories for Press advertising,
are not ranked amongst the top categories in Innovative Press
advertising. Two wheelers, which is the No 1 category for Print
is ranked 10th in innovative print advertising. On the other
hand categories like Lotteries, Publications/Books, Cigarettes,
Soft Drinks Aerated, which dominate Innovative press advertising
do not rank amongst top categories for all press advertising.
This indicates that advertisers in these markets pump a major
part of their advertising budgets into innovative advertising.
All the above analyses have been done from TAM Press AdEx
for the first two quarters (January-June 2003) this year.
It shall be very interesting to look at innovative advertising
in the coming months. Keep watching!
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Analysis from ADEX India (ADEX India is a division of
TAM Media Research Pvt. Ltd.)
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