“Collaborative working between advertisers, agencies and broadcasters is critical, whether it is for setting up a measurement instrument or delivering better value. The time has come for broadcasters to start looking at a term called ‘customer delight’. If advertisers are investing, the focus should be on how broadcasters can delight them,” said Ashok Venkatramani, CEO, ABP News.
Venkatramani feels that in a digitised environment, brands cannot only restrict themselves to buying reach; they need to buy impact as well. And for this, they need to understand their viewers far better.
Brands need to start putting pressure on media vehicles to define themselves sharper in a manner, which is not just led by demographics.
“It has always been a VUCA (Volatile, Uncertain, Complex, Ambiguous) world. The important factor is how one can be innovative and ensure smart marketing. There is a need for brands to be socially responsible to be sustainable. Brands also need to reach out to the media world to try and understand it better and see how better value for their investment can be extracted. There needs to be far greater interaction between brands and media,” concluded Venkatramani.
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