We help monetise content through brand embeds: LS Krishnan, Whisper Media

LS Krishnan, Director, Whisper Media, spoke to exchange4media about the factors that differentiate them, challenges faced, their clientele and the company's next major steps

e4m by Neethu Mohan
Updated: Dec 24, 2019 10:52 AM
LS Krishnan

Founded in 2013, digital brand integration agency Whisper Media specialises in placing brand through Digital Brand Integration (DBI) inside popular TV content, post-production. By partnering with brands and TV channels, it offers end-to-end DBI services with measurable results. Whisper Media expertly places client brands across global markets, into strategically-picked popular television content, post-production, with pixel-perfect execution. 

Today, the company has a lot to brag about. With more than 200 employees globally, the agency is a dominant player in South East Asia.

It has to its credits, over 3,00,00 embeds across markets. The biggest testimony to their success is their advertisers, 30 per cent of whom are repeat customers.

Headquartered in Indonesia, Whisper Media also have operations in South Africa, Malaysia, Singapore, and India.

LS Krishnan, Director, Whisper Media spoke to exchange4media about the factors that differentiate them, the challenges they faced, the clientele and their next major steps. 

On Whisper Media and their activities 

Whisper Media is a global company with operations in over eight countries. We help monetise content through brand embeds in the content which is natural and seamless from advertiser and content owner perspective. We do brand messaging embeds, which fit naturally into the content without compromising its editorial value. Most of our embeds in the content are done as outdoor signages, facades, bus stops, shops, etc., which look natural and yet give a mileage to brands if done in the required frequency.

On Digital Brand Integration (DBI)

In this fragmented, cluttered media environment, the brand always seeks ways to engage with its consumers which make them most receptive to the brand message. 

DBIs reach out to the audience in an uncluttered environment and at a time when they are most receptive to help create a strong recall through in-show presence for the brands in their priority market.

On factors which makes them unique 

We convey the brand message embeds in the content in a manner no one does. 

Globally, we have done 40,000+ brand embeds. In India alone, in the last six months, we have over 1200+ brand embeds to our credit. We have a “Farm to Fork” approach, which means we create valuable inventory in content in advance and execute the brand messaging, thereby delivering impact. We have partnered with ZEE and Star Network and occupy 15-20 per cent of the screen space. We have third-party monitoring service and in-depth research to back our effectiveness. 

We closely work with the media planners, ensuring that the required impact is delivered with each plan. 

On clientele and services 

 In the last nine months, we have done over 40 campaigns for over 25+ brands. Our clients come from various sectors such as FMCG, consumer durables, automobiles, IT and retail.

 Some of our notable brands are Quick Heal, Maruti Suzuki, Hyundai, Ford, Skoda, Parle Frooti, Future Retail, Kalyan Silks, Asian Paints, Vithoba and Vivo Mobiles. 

 For our partner brands, we give them all formats of brand messaging opportunity such as outdoor signages, branded building facades, shops frontals and kiosks. These multiple formats with required frequency ensure that the brand message integration in content leads to better message recall and gives freshness to the brand communication

 On challenges faced 

We have the same challenges that any new entrant has in any market. The brands are slow to respond to change. But the good news is that given the size of the Indian market and diversity of advertisers, there is a healthy adoption rate and consequential repeat business. 

 Thankfully, in India, the response has been good because we believe in the power of DBI and brands are open to change and new options. 

 Our set of repeat advertisers clearly demonstrate, that it is the best testimonial for our product and we are encouraged and grateful that there are marketers who take a lead in trying out new options in the short run which pays dividends to the brand in the long run.

What next?

 In the first year, our objective was to propagate the proposition, get brands to use the platform and streamline our workflow. Needless to say, our Broadcast Partners Star Network (South India Channels) and Zee Network share the confidence in our product, without whom we could not have delivered value to our advertisers.

 The next few years would be spent on scaling the business while focusing on delivering value to brands.

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