Unified measurement system will help drive advertising growth: Madhusudan Gopalan, P&G

At the unveiling of the Pitch Madison Advertising Report 2019, Gopalan, MD & CEO, P&G India listed out three important steps for the industry to ensure growth as it did in 2018

e4m by Christina Moniz
Updated: Feb 14, 2019 8:21 AM

The keynote speaker at the unveiling of the Pitch Madison Advertising Report (PMAR) 2019, Madhusudan Gopalan, MD & CEO, P&G India asked the industry to come together and create a unified measurement system to drive the kind of growth it saw in 2018 and to meet the projections laid out in the report. 

In his address to the audience of industry leaders from the media and advertising sector, he put forward three key steps for industry leaders.
The first, Gopalan pointed out, was to Rise Up: “It is a call for us to break through the clutter the consumer sees today. It is important for us to keep going back to how to win the hearts and minds of the consumers. Everything starts with advertising that begins with consumer insights but still cuts through the clutter the consumer sees,” he said, adding that everyone from the advertiser to the publisher must seek creative ways to produce impactful and meaningful advertising. 

The second step, he suggested, was to Step Up: “We as an industry need to be a force for growth and a driver of growth but it is also important to be a force for good,” Gopalan stressed, adding that five out of ten consumers tell P&G that what the brand stands for is as important as what the brand does for them. A case in point, Gopalan said, was Ariel’s Share the Load campaign and the Vicks Touch of Care campaign. 

Finally, stressing on the need for unified measurement, Gopalan said the last step is to Wake Up. “How can we as an industry deliver advertisements that are relevant to consumers that reaches real consumers and not bots in a safe and responsible way? Having a unified measurement system will be a driver of growth in the advertising expenditure,” he said. 

These three steps, if followed, will ensure that the growth seen in the past year will not be just a flash in the pan, he said. Gopalan also spoke about how the industry has seen serious disruption in the last ten years, in a reference to the ten-year challenge seen on social media. 

“One of the drivers in the growth of the advertising industry in 2019 and in the years to come will be sustainable improvement in consumption. All of us as part of the industry must think about what role we can play to ensure that we drive and grow responsible consumption in our country. This will in turn ensure that we grow the ad-ex at a healthy pace,” Gopalan said, adding that the greatest disruption one sees today is in the ease of access to goods, services and information that has just exploded. Access in terms of smartphones (nearly half a billion have access to smartphones in our country) is one of the key elements driving this disruption. 

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