PMAR 2020: TV & Digital can co-exist for the next four years at least: Panel
On the panel chaired by Vikram Sakhuja were Aditya Swamy, Google India; Nitin Bawankule, Star & Disney India; Prathyusha Agarwal, ZEEL, Karthi Marshan, Kotak Mahindra and Sumit Mathur Kellogg’s India
The unveiling of the Pitch Madison Advertising Report 2020 saw a panel discussion on ‘TV versus Digital: Who Wins?’ The session witnessed thoughtful discussion on television as well as digital advertising.
Chaired by Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World, other experts on the panel were Aditya Swamy - Director, Agency Partnerships and Creative Services, Google India; Nitin Bawankule - Head - AD Sales, Star & Disney India; Prathyusha Agarwal - Chief Consumer Officer, Zee Entertainment Enterprises; Karthi Marshan - CMO, Kotak Mahindra Group, and Sumit Mathur - CMO, Kellogg’s India.
The panellists spoke about how TV and digital work together and also examined some of the assumptions that are driving the growth of both the platforms.
Since the advancement of technology, marketers are continuously trying to figure out the ideal marketing mix that could not only benefit their brands but also help them increase their sales and returns.
Opening the discussion, Sakhuja revealed that in a lot of countries like China and the US, digital has already taken over TV, but in India all the mediums are sustainably surviving against each other.
However, with the rapid growth of Digital it is expected that it will take over TV in 2022, he said.
Before opening the panel for others, Bawankule delivered a presentation on ‘The Coexistence of TV and Digital’ to give a right direction to the panel.
"Overall watch time in India is growing, so it is a fantastic time in the #video industry. TV continues to be a social habit," he highlighted.
According to Bawankule, TV and Digital, both have a great role to play – while TV will drive unprecedented awareness Digital will focus on customisation.
"If we talk about awareness – what matters is how many people have seen an ad and how much of it do they remember. TV does very well in this while with Digital there is a challenge."
To conclude his presentation, Bawankule said that content and how you engage with customers are the two most important things that matter in any advertisement.
Further, he asked the marketers what was their current split for commercials between TV and digital video.
Answering that, Sumit Mathur, CMO, Kellogg’s India, said almost 20-25% of total monthly spends of FMCG giant Kellogg's India goes to digital.
Mathur believes that flexibility is the key - the idea of advertisement can be same but creative needs to be changed according to digital platforms you are promoting on.
Marshan revealed that Kotak spends 60% and 40% on digital and TV respectively. However, he clarified that it was just an experiment and if it turns out to be a success then they'll adapt this advertising pattern.
On the other hand, Agarwal said they spend only 15% on digital. "Actually we operate in 10 regional languages and thus TV remains one of the most relevant platforms for us to connect with that regional audience."
Giving his reaction on these spends shared by marketers, Aditya Swamy, Director, Agency Partnerships and Creative Services said: “It is us who divide advertising into print, digital and TV but the consumer consumes it only as - video, text, experience and audio.”
Every advertiser needs to use all the four elements to achieve an impactful marketing mix, insisted Swamy.
“There is a lot that you can leverage on digital. The story arc has been totally changed in the digital advertising world. Now you can choose to watch the story in short-form or long-form,” he added.
Furthermore, Agarwal said there isn't direct measurement in case of TV advertising but when it is done together with digital, the return can be measured. She said content engagement on TV really does the trick.
Also, talking about the combination of TV and Digital, she said, TV+Digital is brilliant for marketers. “We are increasing the ‘last few days tune in’ thing on TV and on digital, customisation is what we will continue doing.”
Agreeing with Agarwal, Marshan said: “If it’s TV + Cinema or TV + Digital there is more awareness as compared to just Digital.”
Together the panel came to a conclusion that right now neither TV nor digital can win against the other. They are rather going to co-exist for the next four years at least. So whether it is TV or digital it is important to produce engaging content based on analytical decisions, the panel concluded.
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