Regional brands to boost ad spends during festive season
Close to 7,000 regional brands advertised aggressively in the first half of 2017 and the number is expected to increase significantly in the second half
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Ad spends from regional brands are set to see a boost this year with the introduction of new regional marketing centres, fresh local brands entering the fray and existing regional brands growing into large brands.
Brands from the consumer durable, textile, and jewellery categories are the ones that are most prominent and active during the festive season. Regional multi-brand stores have scaled in the last couple of years leading to high ad spends during the festive season. “Homegrown multi-brand outlets have become really big and moved from 120 sq.cm. and 240 sq.cm. to jacket ads. This year they are betting big,” said AJ Christopher, National Head, Marketing, Eenadu Newspaper.
Regional brands have in fact emerged as strong players. “The split between national brands and regional brands during festive season is 50:50,” said a marketing professional who requested anonymity. Nearly 40 per cent of all ad spends occur during the festive season beginning with Ganesh Chaturthi. This applies to regional brands as well, but since their overall spends are a fraction of the spends of national brands, their prominence during the festive season is therefore more pronounced. “A lot of small players are also looking at the larger pie because of consumerism. What was earlier just relegated to the big cities of Hyderabad, Vizag and Vijaywada is expanding to centres like Guntur, Warangal and Karimnagar. These emerging new centres will be active during this festive season,” said Christopher. He added that these centres began emerging last year and this year, the new centres will be fully active.
The other factor that draws out more spending from regional brands is the option of localised media options. “Most of mass media now allows targeting specific neighbourhoods and cities. So, regional brands now have a strong tool-kit to market and advertise themselves in the form of hyper-local media. Even in-cinema advertising offers a great platform for regional brands,” said Sharad Lunia, Founder, ReleaseMyAd.
The festive season sees a high demand for ad inventory than there is supply. “We have to pre-book ad spaces for premium positions to ensure that brands get proper visibility,” said Lunia.
Additionally, a rise in the number of regional brands is expected to contribute to the high festive spending this year. There has been a 7 per cent increase in regional advertisers in 2016 as per a study by StarCom, Publicis Media’s media buying arm. There were 12,027 regional advertisers in 2016 compared with 11,278 in 2015. Close to 7,000 regional brands advertised aggressively in the first half of 2017 and the number is expected to increase significantly in the second half, said media reports.
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