The Pitch Media BrandOmeter 2014, the unique media planning tool to be released later this month as a report, is poised to bring out the most qualitative analysis of media brands in the country. The findings are based on a survey conducted in collaboration with Hansa Research.
It can be termed as the best go-to survey for advertisers and media planners looking for the best bang for their buck. Which is the best GEC to invest in, which is the most lucrative news medium, which radio station is the most preferred by advertisers? These are just some of the questions which will be answered by the eye-opening findings.
The report has judged a media channel on the basis of six parameters – innovation, professionalism, media delivery, relationship, service availability, and sales team knowledge.
The inclusion of regional media vehicles has further streamlined the positioning of media brands according to the interests and requirements of advertisers.
Speaking about the concept of different genres, Uday Shankar, CEO, STAR India said, “The concept of genres is outdated. What will rule today and in the future, is compelling content. The winners will be those who invest in high-quality content and marketing to create destinations and brands of choice.” On the other hand, Jai Lala, Head of Trading and Partnerships, CTG, GroupM explained, “In the next few years a general interest or entertainment channel will no longer hold the attention of a small but valuable sub set of your audience, and brand custodians like me will have to think of innovative ways to whet their curiosity and capture not just their attention but also their imagination.”
Media organisations, along with their sales and client servicing teams, have evolved to a great extent. Clients are more specific about what they want, and media brands have allowed the clients to share their creative inputs. A lot of effort goes into incorporating these inputs in the packaging or in the media delivery processes. Pitch Media BrandOmeter is one such media planning tool, which investigates the importance of qualities like service ability and professionalism in depth.
Pitch Media BrandOmeter is set to bring all media vehicles on one page with relative scores and competitive parameters. The findings will serve as an eye-opener for all.
Watch this space for more.