Tag: Advertising

#TBH: Churn, course correction marks OTT industry version 2.0

OTT is tuned into for specific programming, so ads are more likely to be consumed because they are fewer and unskippable at the start and middle of programming.(Representative Image: Bastian Riccardi via Unsplash)

The industry is expected to touch $ 11-13 billion by 2030 and the primary driver for growth will be paid subscriptions or SVoD (subscription video-on-demand) segment slated to jump from 85-90 million to 160-165 million by 2027.

Quick Take: Is JioCinema’s free streaming of IPL attracting advertisers to concentrate on one platform?

This year's IPL is expected to not only increase digital audience bandwidth but also overall ad revenues. According to a KPMG-CII report, the digital revenue for sports is projected to grow from Rs 1540 crore in FY21 to Rs 4360 crore in FY26, with a CAGR of 22 per cent. (Still from the ad)

The availability of free IPL streaming on JioCinema is proving irresistible to advertisers this year, leading to a shift in focus towards the platform and the potential for some marketers to exclusively choose JioCinema for their IPL ad spends.

Media Mavens: ‘Media planning is about capitalising consumer trends and unearthing unique opportunities,’ says Alliance’s V Narayanan

As per Alliance’s V Narayanan, some of the key challenges are: Consumers reach getting more f-r-a-g-m-e-n-ted, building top of mind awareness for a brand in a fiercely contested market place is a huge challenge to procure in a digital world. Further, consumer trust is declining and it is getting more and more difficult to sustain loyalty.

V Narayanan, CEO of Delhi-based Alliance, believes the new formula – C (Creative) x D (data) = CE (Consumer Experience), will change how media planning works.

Marketing Mocktail: The purpose of Brand Purpose explained!

Today, while many marketers have bought into the idea of Brand Purpose, it has its share of critics who label it as mumbo jumbo. While the cheerleaders argue that today a successful brand must have a reason for being, not just a reason for selling. (Images sourced via Twitter)

The biggest trend of the past decade – Purpose. But what does it really mean? Here’s the only primer you need on Purpose and how to wield it in marketing and brand building.

“Note” able advertising: Iconic ads of yore that said it with music

Titan watches and Garden Vareli sarees are examples of different brands united by a universal form of communication – music. While Titan retained the original classical piece in its commercial to celebrate its timepieces, Garden Vareli used a tune rooted in tradition to contemporize traditional attire. (Stills from ads)

For brands like Titan and Garden Vareli, music became the thread which helped them forge a relationship with the audience. The role of music, which is to influence emotion and drive brand associations and consumption stands universal. Further, it awakens a nostalgic factor or remembrance for the brand, whenever the tune played in advertisements.

Creativity in God’s Own Country: What’s the advertising culture like in Kerala?

It is critical that agencies start enabling strong regional brands to shed their local moorings and identify new consumer contexts and conversation sets that are more pan-India. (Representative Image: Annie Spratt via Unsplash)

Agency On Map is Storyboard18’s new series that will feature agencies and the advertising culture of various regions of India. First up is the coastal state of Kerala. We see how creative shops there are attracting work and talent.