Home >> Media-Others >> Article

TV and Internet; brands try innovative media combinations

11-July-2002
Font Size   16
TV and Internet; brands try innovative media combinations

The advent of Internet brought in many an innovative advertising opportunity but with the medium still trying to prove its worth media planners have started to use it with a combination of other media.

Starcom Digital, the arm of one the largest media buying/planning outfits in India has developed a Buying and Strategic model called ‘Magnitube’ which helps in increasing the effectiveness of Internet using television. Says Madan Sanglekar of Starcom Digital, "This model is best suited for clients who don’t have a very big budget and hence cant afford to invest in all the media". This model is for the first time being experimented with an international innerwear brand called 'Chromosome'.

The concept behind Magnitube is to use one tube i.e. television to promote another one i.e. Internet. “What we have done with this specific case of chromosome is that have taken spots on programs aired on Zee English which we think are watched by the target audience of the brand. A contest will be promoted on air, which will invite users to go to the Internet site and participate. The site also showcases the different designs of the products, which would help increase awareness for the brand.” adds Sanglikar.

Developing further on this strategy of using two media as complement Yubaraj Bhattacharya, Group Account Director, Leo Burnett, says, "There are two reason for implementing this strategy. Firstly, an adequate print coverage would cost lot of money, which clients are looking to save today. And second, we wanted to experiment with a new media combo that intuitively made sense and in this case the figures backed our intuition".

To add on to this, Yubaraj says, “ Internet is a growing medium in India and around 85% of SEC A segment use Internet. So, for a brand having low budgets, targeting an upmarket audience, Internet would be the best alternative. Internet being interactive in nature also helps in finding the number of responses, which is not possible in any other medium.” Madan feels anything close to 20,000 responses for the contest would be a great achievement as these respondents are the potential customers for the brand.

This approach is not entirely new though. Starcom Digital had tried a similar strategy for Fiat Palio but with a difference. Madan elaborates the out of the track approach that was implemented there. "We played the television ad of Fiat Palio on Internet Dialers. From our experience in Internet we have seen that a person when connects using dialers, spends close to 15-20 secs looking at the screen. So, we placed the ad between the time the dialing and connection time. One can easily run a 10 seconder or15 seconder ad during that gap. As, Fiat Palio is an expensive product, the audience also was SEC A, which matched perfectly with the Internet users profile.”

Commenting at the experimentation carried out by agencies for their clients, Yubaraj says, "One should be open enough to recognize and adopt an idea. Sometimes one needs to back a hunch and see it come true." This approach is certainly the need of the day in our industry.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on