Experts throw light on the changing dynamics in media buying behaviour
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, say industry experts
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.
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