What advertisers want media companies to know

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

by Dolly Mahayan
Published - Aug 14, 2018 8:51 AM Updated: Aug 14, 2018 8:51 AM

Media has predominantly been an algorithm-based science, and calculation of ROI by clients for campaigns is an important element for considering any media. Advertisers have been finding it challenging to balance their finite resources for optimising reach and OTS.

Publishers have also had their share of challenges for a continuously evolving contextual edit environment, which keeps their audience empowered. Today the investment in quality journalism is critical because of the trust deficit due to pervasiveness of fake news. Return on involvement in content has become an important element for the publishers to create daily algorithm for more content stickiness and offering advertisers an access point for a premium audience market.

The importance of a trusted corporate brand to be seen in a reliable contextual environment cannot be over emphasised. To be closer to the customer, hyper local content has increasingly become an indispensable offerings. The rising input cost due to global factors is also compounding the challenges for the publishers. Will the above two operating imperatives of advertisers and publishers meet in a mutually beneficial way?

At an event recently held in Delhi, experts discussed, what advertisers want the media companies to know. In the session, strong believers in newspaper advertisering revealed their mantra for publishers, so that a mutually beneficial formula can be evolved. The session was moderated by Sameer Singh, CEO South Asia, GroupM.

Speaking about the changes the retail industry is undergoing, Srinivas Rao, Head Marketing, Lifestyle, said, “Being in the retail industry for decades, we are now transitioning into Omni-channel players; we have entered into the e-commerce space. The fashion space is growing exponentially around 15-16 per cent in the retail market." He also mentioned that it is not easy for anyone to always keep track of the business, where the market is disrupted with so many players. “The biggest challenge in the retail sector is to drive our footfalls organically for ensuring sustainable profitable growth for the business. The fashion per capita is very low in the country, but that does not mean there is ‘no immense opportunity’, there is lot of saturation happening in the metros and the retails stores are opening there, keeping the infrastructure availability in mind. In the retail market, a brand seeks to grow the existing stores and recommend people to shop more," he added.

He also spoke about why they opt for print media for advertisements, “In advertising vernacular, where the ads get placed, the context in it, matters a lot. Typically, in vernacular media we don’t get the context. We keep talking to publishers and media houses about the placement of the ad and it is very difficult to monitor your essentials. Context is very important. The brand uses print as a medium to reach a wide range of audience. It gives us broader reach compared to others. For example, we are present in 42 cities and if the ad is printed in the newspaper, it will help us to be relevant regionally. Print helps to build the communication in better, engaging and precise ways."

Talking about the challenges advertisers face in the media world, Bhaskar Das, Executive President, Dainik Bhaskar Group, said, "It’s a fact that advertisers have their own challenges because, they also want to meet their top and bottom line imperatives and they also have to intersect challenges. One of the challenges which advertisers face is the huge explosion of media. The advertisers cannot predict how many impressions will come on an ad. I wish there is enough capability in the industry to create contextualised narratives so that we can do justice to the readers."

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