According to industry sources radio’s share in the total advertising budgets of companies is likely to grow from 2 per cent to 5 per cent in the next three years with expected growth rate of about 10-12 per cent every year. In fact, the fortune of radio advertising is likely to change with the advent of private players like Star India, Bennett, Coleman & Co., Living Media etc.
With the advent of FM channels, with slick programming as its USP, things are likely to change for the better.
Several brands like Tanishq, Kwality Walls, Airtel and Spice are already active on radio. Interestingly, the private FM players have a huge opportunity in grabbing a bigger chunk of the radio advertising pie as despite All India Radio’s enormous reach (it covers 97 per cent of the population), its revenues have declined from Rs 84 crores to Rs 74 crores in 2000-2001.
Advertising professionals feel that radio is especially suited to advertise local brands. Besides, it is a great medium for mass-based products and brands like Rin, Wheel, Liril etc.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking