How to turbocharge a TV campaign
Targeting audiences with specific local messaging and slicing in advertisements on national broadcaster feeds is the way to make TV local, says Ashish Mehrotra, Sr VP, Corporate Development, Rediff
Ashish Mehrotra, Sr VP, Corporate Development, Rediff.com spoke about how do you use internet technology to turbocharge a TV ad campaign at Goafest 2014. While television scores as a mass medium and has immediate effects, it is intrusive and involves high production cost. On the other hand, print, radio, OOH and digital are local and used effectively to target a certain geography/segment of audience. With the emphasis on advertisers Mehrotra said that the way to overcome the “Great Media Divide” would be to bring together and leverage the USPs/advantages of each medium together on a platform which is easy to use and then combine it with television.
By doing this TV can now be made local and affordable, whereby segments can be targeted based on specific cities (even on national broadcasters ads can be customized to the local language), languages, frequency and provide air cover for below the line events. The VuBites Platform builds an ecosystem that helps advertisers and planners with the following tools:
VuCreator: This tool helps create broadcast quality ads in various languages. Advertisers can also upload their ad on to the platform and with the aid of tools city specific messages can be inserted. E.g. with just one ad, 10 to 15 ads can be created by just adding local specific messages, thus bringing down the cost of production and retaining the brand message.
VuPlanner: This helps choose spots within a budget
VuCampaign: This is an interface given to the advertiser/agency where they can view each ad on the channels in their media plan post the relay.
VuMonitor: An interface for broadcasters where they can view and approve ads before it goes on air.
Mehrotra said, “The opportunity this medium presents to advertisers and marketers is that it enables them to segment their audiences and geographic areas, use various languages, create customized ads.” With these tools, slicing happens seamlessly across various cities, i.e. in a national feed of a broadcaster, the Pune feed would see an ad being inserted at a particular time post which it goes back to the national feed, thereby addressing the needs of both the advertiser and broadcaster.
Mehrotra also says that while running a national ad, the platform also provides flexibility whereby the frequency of an ad can be increased in certain markets, tailor made to their local needs. Regarding measurement, Mehrotra says that post evaluation of the campaign can be done with the TAM Express Software. Post the airing of an ad, a telecast certificate and logs are provided which can be used to evaluate the efficiency of a campaign. On a final note, Mehrotra reiterates that with the help of the available tool helps you create not just an ad but also a media plan.
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