Indian media understanding

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This presentation provides complete snapshot of Indian Media Landscape and how the media has evolved over the years and where it is headed in the coming years!

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Indian media understanding

  1. 1. Media Understanding
  2. 2. Next 90’ in 4 parts • Functions & role • Media Basics • Planning Advertising Digital • Basics • Opportunities Media Social Media • Understanding 2 Brand Case Studies on communication planning over the years
  3. 3. Media reach? Account planning? Online Reputation Management? Media planning? Social Media? Share of voice? Campaign scheduling?
  4. 4. Everything revolves around consumers!
  5. 5. The Indian Consumer diversity… We are like this!
  6. 6. Advertising ○ Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. Sound Smell Drive 5 Taste Emotional Senses Touch Sight
  7. 7. Case Study#1: Direct-to-home Brand Communication DTH entering the market, a NEW category Tata + Sky Collaboration TVC#1: Communicating best picture quality
  8. 8. Case Study#2: Energy Drink Brand Communication Establishing itself in the new market Communicating brand benefits TVC#1: Cartoon - Cricket
  9. 9. Top creative agencies Sr # Top Indian Agencies Sr # Top Global Agencies 1 Ogilvy & Mather 1 Dentsu 2 JWT 2 Omnicom Group (BBDO, DDB and TBWA) 3 Mudra Communications 3 WPP (JWT, Ogilvy & Mather and Young & Rubicam) 4 FCB Ulka 4 Publicis (Leo Burnett and Saatchi & Saatchi) 5 Rediffusion DY & R 5 IPG / Interpublic (McCann Erickson, Lowe Lintas) 6 McCann Erickson 6 Hakuhodo DY 7 RK Swamy BBDO 7 Havas 8 Grey Worldwide 8 Aegis Group (Carat, Isobar, Posterscope & Vizeum) 9 Leo Burnett 9 Asatsu-DK 10 Contract 10 MDC Partners
  10. 10. Top media agencies Sr # Top Indian Agencies Sr # Top Global Agencies 1 Mindshare (GroupM) 1 Starcom Mediavest 2 Madison 2 OMD 3 Maxus (GroupM) 3 Zenith Optimedia 4 Lodestar 4 Mindshare (GroupM) 5 Lintas 5 Mediacom 6 Mediacom 6 Carat 7 Zenith Optimedia 7 MEC 8 Starcom Mediavest 8 UM Curiosity Works 9 OMD 9 MPG 10 DDB Mudra 10 Initiative
  11. 11. TV & Print largest but Digital growing fast Adex $ Bn Medium 2006 2012 CAGR TV 1.04 2.13 15% Newspaper 1.38 2.02 8% Radio 0.08 0.22 22% Magazine 0.11 0.12 2% Cinema 0.01 0.03 25% OOH 0.19 0.32 11% Digital 0.05 0.23 36% Total 2.9 5.1 12% Source: Group M estimates
  12. 12. Case Study #1: Direct-to-home brand communication, 2009 Reiterating the brand promise of technological superior picture quality TVC#1: Amir Khan Sardar Teaser TVC#2: Amir Khan Sardar Main
  13. 13. Agency Structure Client Servicing Account Planning Creative Media Production
  14. 14. Account management / client servicing ○ Account Management is the pivot on which the entire agency’s work revolves. ○ Also called as Client Servicing or suits, it is the agency’s big window to the outside world. ○ The ‘suits’ are the agency’s face to the client. They interact with the clients, take briefs and understand the marketing issues involved. ○ Internally, they brief the creative and media on the jobs and co-ordinate the entire ‘work processes ‘inside the agency.
  15. 15. Account planning / strategic planning ○ It is the second core function in the agency. ○ It is also referred to as ‘strategic planning’. However, all agencies do not necessarily have a separate unit for planning. ○ In some agencies account management takes care of the strategic planning involved in their respective brands. ○ Whether as a separate unit or not, planning is the research face of the agency. However they rarely conduct research themselves, though sometimes they may coordinate it through research agencies if required.
  16. 16. Creative / Copy ○ Creative form the third core function of the agency. ○ They are also at the core of the production process of the agency as they are the ones who create ads. ○ Generally, the copywriters write the headline and copy and the art directors do the visualizations and layouts. ○ But often they ideate and work together. ○ A headline may come from the art person and visualizations from the writer. ○ Creatives are the agencies lifeline the one who can make or break the agency.
  17. 17. Media planning ○ Media forms the last core function of an agency. ○ With increased media fragmentations, media planning and media buying have emerged as two specialized functions within media. Sometimes the media planners may also extend expertise to the both. ○ Media planning involves ‘quantitative’ abilities. a lot of number crunching and good ○ Media Buyers not only look other media relations and negotiate rates but also supervise the media operational work like sending release order and ad material to the respective media. They also monitor releases. ○ The onus of the media campaign across media platform like TV, Print, Radio, Digital lies with them and thereby they can make or break a brand campaign through their strategic media planning expertise ○ Their key role is to ensure that the brand communications reaches to the right audience
  18. 18. Case Study #1: Direct-to-home brand communication, 2010-11 Introducing new technology & brand variant to build superior brand personality TVC#1: Multi Television Camera TVC#2: Guerilla Advertising Strategy on Cricket Theme
  19. 19. Media Planning
  20. 20. What’s media planning ….
  21. 21. #1: DD National + AM + TOI
  22. 22. .. and #2:
  23. 23. and then….the media expanded …… leading to fragmentation…. many platforms created multiple consumer touch points….. so
  24. 24. Simply...media planning … …can be defined as the BEST and EFFECTIVE means of REACHING out and communicating to the prospective CONSUMERS or TARGET AUDIENCE of my brand
  25. 25. Key challenges for media planning… & the marketer… ○ Reaching the RIGHT TG Targeting WHO ○ At the right PLACE & TIME WHERE Market Prioritization ○ With the right FREQUENCY WHAT Strategic Media Priority ○ In the right ENVIRONMENT WHEN Media Mix ○ To address the right ISSUE WHY ○ With the right media WEIGHTS . HOW MUCH Communication Objective . Weight Setting Guidelines
  26. 26. Case Study #1: Direct-to-home brand communication, 2011 Taking on competition directly by introducing consumer centric approach It was also to counter its premium vs. VFM brand proposition TVC#1: Tru Choice Packages - Saloon TVC#2: Tru Choice Packages - Salesman
  27. 27. Media planning process Media Brief TG Ratification Media Evaluation Media Plan Media Buying Scheduling Plan implementation Maintenance Post-Evaluations
  28. 28. Media scheduling patterns Burst / Flights ○ A scheduling tactic that alternates reasonably heavy periods of advertising with periods of hiatus or no activity o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Continuity ○ A technique used by advertisers in which media is scheduled to run continuously throughout a o period without interruption in order to build or maintain advertising awareness and recall. o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  29. 29. Media scheduling patterns Drip ○ A spread of advertising at low weekly weights to provide regular reminder messages to the target audience Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Pulse ○ A combination of burst and drip, where small bursts of activity are interspersed with short hiatus periods. Provides continuity of presence throughout the year with a degree of cost-efficiency. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  30. 30. Case Study #1: Direct-to-home brand communication, 2011 Pioneering in another first by bringing “Record – Pause – Rewind” features to enhance viewing experience Continue to Build technological superiority of the brand TVC#1: Going Digital with animated comedy spoof on PAUSE TVC#2: Amir Khan & Gul Panag – Pause TVC
  31. 31. What's a Target Audience or Consumer…. Consumer is the total potential audience that we would like to communicate to ○ It can be explained & defined on the basis of: ○ Gender ○ Age ○ SEC What is SEC? ○ Socio-Economic Classification is the classification of Indian consumers’ propensity. Traditionally, there are 2 separate systems for Urban and Rural areas. ○ In Urban areas, the parameters on which the traditional classification is based are: ○ Occupation of Chief Wage Earner (CWE) ○ Education of Chief Wage Earner (CWE) NOW, ON THE BASIS OF CONSUMER DURABLE OWNERSHIP IN THE HOUSE
  32. 32. Consumer tracking through ….industry measurement currency Television| 27,000 individuals | Urban India Radio| 2,000+ individuals | Top 13 towns Psychographics/ Behavior | 33,000 individuals | Urban India Readership | 243,000 individuals | Urban + Rural India
  33. 33. Present Audience Classification System A1 A2 B1 B2 C D E1 E2 Premium Mass Urban: Education and Occupation of Chief Wage Earner Present Rural: Education of Chief Wage Earner and Type of House Socio-Economic Classification 12 grades SEC Single system for U & R Less subjectivity & more discrimination Future: CWE Education and Consumer Durables ownership
  34. 34. New SEC system based on durable ownership 12 grades SEC Single system for Urban & Rural Less subjectivity with more discrimination Source: Media Research Users’ Council (MRUC, India)
  35. 35. Targeting consumers across key media platforms… TV OOH Print Media Activation Radio Cinema Digital
  36. 36. Television
  37. 37. Television in India is highly proliferated and fragmented Year 2003 2007 2009 2012 No. of Channels 152 370 450 623 But its still the highest reach medium Medium TV Radio Print Cinema Internet Reach % 68% 14% 39% 3% 8% Globally, India has the lowest TV CPM ○ TV is still 5 to 10 times cheaper than the next best reach medium - Print 10000 8778 8000 6000 4396 2950 4000 2391 2030 2000 1059 765 161 100 Indonesia India 0 Australia USA UK Japan Singapore Vietnam Television CPM Index China
  38. 38. Cable & Satellite: Over 600 channels flooding the air waves in various genres & languages However, 10% of channels = 80 % of viewership 73 22 20 17 15 11 11 10 Sports 24 Eng News 29 Nat GECs 40 Kids 56 60 Hindi News # of Channels 80 Music Lifestyle & infotainment Movies Reg News Reg GECs 0 GEC: General Entertainment Channel Nat: National Reg: Regional L&I: Lifestyle & Entertainment 554 Million C&S viewers: The key avenue to reach the Target Audience Source: IRS 2011 Q4 & TAM
  39. 39. Genres classification – Hindi Genres dominate Hindi - English - • • • • • • Hindi - GECs, Movies, News MASS Mass Appeal. Extremely high reach and TVRs nationally. Share- 3.4% Share- 43.4% Hindi Regionals- Kids • • • English - Entertainment, Movies, Lifestyle, Info, News NICHE Niche Appeal - More affined in SEC A and B audiences. Low on reach and TVRs. Hindi , English and regional feeds. Mass Appeal. KIDS High passive viewership of mothers. • • • Share- 7% Popular only in respective states. Local Appeal. MASS High on viewership, reach and TVRs in respective states. Share- 10% South - Sports - • • • • • • Divided in four states. MASS Mass Appeal. Very high on viewership, reach and TVRs in South. Share- 23% Source: TAM Event driven. Event cricket. Numbers very high duringBased WWE only sport popular after Cricket, Football, Tennis.
  40. 40. Case Study #1: Direct-to-home brand communication, 2011 & 13 Television Digitization Transition – Phase I & III Countering the premium perception through VFM proposition TVC#1: Poochne Mein Kya Jaata Hein - Bank TVC#2: Poochne Mein Kya Jaata Hein - Dinner
  41. 41. TV Planning process Frequency Estimation Content Profiling Channel Selection Zero TVR Analysis Final Plan
  42. 42. Channel Selection Channel selection based on Share, Affinity, Incremental reach and Zero TVRs analysis Channel Share Affinity Zero TVR Incremental Reach
  43. 43. TV Plan Evals – Reaching 62% of our TG @ 3+ CS 15-44 AB GRP 1+ 2+ 3+ 4+ 5+ ALL INDIA 689 80 71 62 55 49 HSM 695 81 72 63 56 49 South 666 76 66 57 51 45 8 METROS 824 83 76 67 61 55 AP 689 84 72 62 57 51 GUJ 636 80 70 61 55 48 KAR 806 82 73 63 58 52 MAH 794 86 78 70 62 57 MP 631 80 69 61 52 46 PHCHP 596 75 67 59 52 43 RAJ 513 76 66 55 47 39 TN 619 73 64 57 49 42 UP 613 83 70 61 53 46 WB 714 80 69 59 53 48
  44. 44. Television terminologies ○ Universe: The total number of people in a defined target audience in a given market. ○ Reach: The number of people who watched a given programme or a channel for a daypart. Reach can be defined in two ways: ○ Gross Reach: Summation of all audiences who have been exposed to a channel or programme or campaign in a daypart ○ Net Reach: This reach eliminates duplications in a given daypart ○ TVR (Television Ratings): This is a formula that can be expressed as follows: TVR = [(Reach x Time Spent Universe) ÷ Universe]% ○ OTS (Opportunity to See): The average number of times an individual watched a given programme or ad. ○ GRP (Gross Rating Points): Gross Rating Points can be expressed in three ways: GRP = Σ (TVR by 30 mins.) either for a day, a week or a month – This is for a channel GRP = Σ (TVR of spots in a campaign) GRP = Reach x OTS
  45. 45. Television terminologies ○ Channel Share: This refers to the share of a channel in the overall television space. The formula is: Share = (TVR of a Channel ÷ Overall TV TVR) % ○ ACD (Average Commercial Duration): This is the average duration of commercials in a campaign or a brand or a channel ○ FCT (Free Commercial Time): This refers to the advertising space that we buy on a channel and is expressed in terms of seconds ○ CPRP (Cost per Rating Point): This is the measure of efficiency of a Television campaign: CPRP = Cost ÷ NGRP Channel Efficiencies can also be measured through the following formula for CPRP: CPRP = Effective Rate per 10 seconds ÷ TVR ○ Affinity: Affinity is an index to determine whether a programme or a channel appeals to the core Target Group and can be calculated as follows: Affinity = TVR for Core TG ÷ TVR for Base TG x 100
  46. 46. Case Study #1: Direct-to-home brand communication, 2011 Building on Technological Superiority Highlighting HD high definition superiority & Mobile Accessibility TVC#1: HD Courtroom TVC#2: Amir Mobile App. Media Integration ‘A picture speak thousand words, but an HD picture can speak a million’
  47. 47. Print
  48. 48. India’s top daily readership is 2 times the population of Austria! 2X 8 million 16.5 million Language Readership Split % Revenue Split % English 10 40 Hindi 35 30 Vernacular 55 30 ○ However, English language publications generate more revenue than Hindi language publications Sources: FICCI-KPMG Indian Media and Entertainment Industry Report , IRS Q4 2011
  49. 49. Print planning process TG Ratification Reach & Readership Incremental Reach Duplication Budget Medium Reach Television 56% Print 32% TV + Print 88% Duplication % The Times Of India Hindustan Times The Economic Times City Times Of India 100 30 9 Hindustan Times 40 100 7 Reach @ 1st Insert Reach @ 2nd Insert Reach @ 3rd Insert Mumbai 52 59 62 Chennai 58 69 71 Delhi 52 58 61 Kolkata 57 64 67 Economic Times 67 38 100
  50. 50. Radio
  51. 51. Radio planning process TG Ratification Reach CPT & Incremental Reach Analysis Listernship Frequency or Spotting Easy integration opportunities through Radio - High frequency campaign; 4 spots per hour during peak hours - Contextual Tagging - Consumer Testimonials - AFPs/OB Links - RJ Mentions/Links involving interacting with people - Content & contest integration Reach (000's) Rate PTS Days ACD Spots PD 2 Bangalore Radio City (91.1) 205 400 25 40 36 900 36,000 1,335,600 3 Bangalore Red FM (93.5) 163 250 25 40 33 825 33,000 742,500 Sr. # Market Radio Station Total Total FCT Spots Outlay
  52. 52. Case Study #1: Direct-to-home brand communication, 2012 Digitization Phase II Highlighting Customer Service Benefits backed by research TVC#1: 24x7 Call Center Service TVC#2: Service Relocation
  53. 53. New planning paradigm AJSHAJSHAS
  54. 54. Then approach : Conventional planning approach on media in isolation Print Reach @ 38% 15 Million Media TV Reach @ 52% Radio Reach 20 Million 10 Million @25% ○ In order to reach audiences, media planning used to be done in media in isolation as per the media brief demands ○ The media evaluation also used to happen on media in isolation Source: TAM, ComScore and Maximizer
  55. 55. Now: Integrated media strategy Conventional: TV plan TV Reach @1+: 62% 20 Million Integrated: TV + Web TV People reached by TV: 59% 19 Million People reached by Digital: 20% 8 Million Integrated Reach: 67% 21 Million ○ In order to reach audiences better, brands now run campaigns on both TV and online within the same budgets ○ Incremental Media added newer audiences, thus increasing the TG base that is exposed to the brand Source: TAM, ComScore and Maximizer
  56. 56. Integrated planning delivers better than any media plan in isolation People reached by Digital: 20% People reached by TV: 59% 19 Million 8 Million Combined Reach: 67% 21 Million Workings TV Reach Proportion Not Reached by TV (100-59) Digital Reach Incremental Reach (67-59) Combined Reach (41*20%) Source: TAM, ComScore and Maximizer 59 41 20 8 67
  57. 57. Integrated planning approach Television Content Mobile Social Reach @ 80% Print 60 Million Digital Radio Cinema
  58. 58. Case Study #1: Direct-to-home brand communication, 2013 Tech. superiority, Record for the BUSY YOU Integrated approach across TV + Radio + Digital + PR + Cinema + Print TVC#1: Prison Break Campaign Media Campaign in absence of a TVC Anger Management – Comedy Central Gossip Girls – Zee Café Chota Bheem - POGO
  59. 59. Future of Media…
  60. 60. Digital but Why?
  61. 61. Evolution of digital media in India Video#Digital India
  62. 62. Digital Media Ecosystem Digital Mobile Display Web Apps Display Search Social
  63. 63. Number of Internet users will come close to number of television viewers by 2016 900 800 700 Nos. In Million 600 599 696 650 789 546 539 500 412 400 Internet Users 318 300 200 747 TV Viewers 242 132 180 100 0 2011 2012P 2013P 2014P 2015P Internet V/S TV Penetration Source: KPMG in India Analysis, TRAI, IAMAI, Analysys Mason estimates Notes: For TV viewers we have assumed an average of 4.5 people per Household 2016P
  64. 64. Internet … from single access point to multiple access points 121 Million PC Internet Users ○ India has the 2nd highest number of Internet users in Asia & 3rd largest in the world ○ 38% access from Cyber Cafés 147 Million Mobile Internet Users ○ India has more than 919 Mn Mobile Subscribers ○ Over 50 Mn estimated Smart Phones in India ○ 12 Million 3G Users More than 1 Million Tablets in India ○ Samsung leads with 46% market share. ○ Apple is at 18% market share source: Internet Stats, Mobile Operators, Market Estimates
  65. 65. From Niche to mass: Facebook has more readership than top news dailies Daily Readership in Mn (All Adults) 12 10 10 8 8 6 6 4 4 2 0 Facebook Homepage Comscore & IRS The Times of India Yahoo Homepage Hindustan Times
  66. 66. From big screen to small : Video consumption increasing on Mobile Usage Frequency of Watching Videos ○ Over 7.4 Million viewers of Mobile TV ○ Over 1 Million views a day on YouTube mobile ○ Vu-Clip, the leader in mobile video with over 1.5 million unique users/day source: Google IPSOS Study
  67. 67. Social Networking Is the Leading Purpose For Accessing Internet Purpose of accessing Internet TOTAL Social Media Search/Navigation Portals Promotional Servers Entertainment e-mail News/Information Downloads Multimedia Directories/Resources Social Media Youth 15 - 24 100% 92.4 89.7 87.2 78.7 76.4 67.3 62.8 61.6 60.9 60.7 92.4 ○ Higher % of 15-24 are on Social Networking & Entertainment ○ % Users accessing services like Mail, Instant Messenger reduces by Age ○ Male users consume more Sports content Source: comScore
  68. 68. Trend: Growth of content access on mobile growing significantly Print 7.6 mn in 162 yrs Online 12 mn in 10 yrs Mobile 9.5 mn in 3 yrs
  69. 69. Trend: Convergence of audience on key properties makes portals of significant importance Reach- 10 mn @ Rs. 25 lakh Reach- 2.3 mn @ Rs. 6 lakh Reach- 7.6 mn @ Rs. 50 lakh Reach- 0.4 mn @ Rs. 6 lakh
  70. 70. Digital advertising opportunities Digital Display Text Ads Banners Video Banners Interactive Banners Search Stamp Ads Facebk. Promoted Post+Vid Log Out Page Sponsored Tweets Spon. Hash tags Twitter Spon. Accounts Display+Pre-rolls Youtube Display Apps Mobile Microsites Homepage+ 1st Watch
  71. 71. Youtube Mast Head Youtube Pre-rolls
  72. 72. INTERACTIVE BANNERS
  73. 73. SPONSORED STORIES FACEBOOK LOGOUT STAMP ADS
  74. 74. SPONSORED ACCOUNTS SPONSORED TWEETS TEXT ADS- SEARCH
  75. 75. YOUTUBE CHANNEL
  76. 76. Case Study#2: Social Media on Facebook
  77. 77. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings on Facebook & Twitter
  78. 78. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings
  79. 79. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings
  80. 80. Digital advertising terminologies ○ Impression: An ad impression is the number of times an ad banner is displayed. ○ Click through Rate: Total number of clicks ÷ Impressions ○ Fixed Cost: In this model, the advertiser pays a fixed amount of money to publishers, irrespective of how the ad performs on the site. ○ CPM (Cost per Mille Impressions): This is a model in which advertisers pay on the basis of the number of ads served ○ CPC (Cost per Click): In this model, advertisers pay publishers only when a certain number of clicks have been achieved. ○ CPA (Cost per Acquisition): In this model, publishers serve ads and the advertisers pay only when users complete a certain pre-decided action, mutually agreed upon by the advertiser and the publisher ○ ECPM (Effective Cost per Mille): It is the average CPM for the campaign ○ ECPC (Effective Cost per Click): It is the average CPC for the campaign
  81. 81. Social Media
  82. 82. What's Social media ○ Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks
  83. 83. Why social media has become so important for the brand Of internet users expect brands to talk to them on social platforms source: arnold worldwide, 2012 More than 60% fans join a brand community because of genuine passion for the brand and its content source: GroupM, 2012 Hours spent on average by a user on Social Network, daily. 3 hours on weekends. source: iCube, 2012
  84. 84. What’s its impact….for a brand… Reach of email in India: 78%
  85. 85. India - A more pro-active social audience We are… Blogs, creates video, uploads music, etc. Communicators Posts updates on FB, Twitter Likes & comments on posts, contributes to forums, wiki Connectors Joins networks, groups, likes pages <24 % Reads posts, watches video, listens to podcasts Creators Conversationalists Critics Joiners Spectators In US & EU None of the above >60 % In India & China Inactives Source: Forrester Research (Jan 2013)
  86. 86. Why 2012 is a game changing year for social media in India? 2005 2006 2007 2008 2009 2010 12 Million FB users (Jul) 2011 35 Million FB users (Jul) 2012 Over 65 Million FB users (Sept)
  87. 87. How it differs from communications media COMMUNICATIONS MEDIA Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Brand Driven SOCIAL MEDIA Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Consumer Driven
  88. 88. COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC More authority More links More traffic More Loyal Users Cycle More useful site Higher repeat visits Higher levels of interaction More / content
  89. 89. Content is the KING…. source: Maxus, 2012 Case Study#2: Red Bull Stratos Jump by Felix Baumgartner
  90. 90. What defines good content? Will this resonate today? Would you consume it? Is it unique? Is there a brand hook? Will it start a conversation? Is it platform ready? Case Study#2: World of Red Bull Ad based on their own content
  91. 91. Frequency of Social Networking usage Those who access Internet on all 7days 2% 100% Town-classes 90% 16% 80% 60% 80% SEC-wise 60% 63% 40% 43% 40% 70% 24% 34% 20% 20% 28% 7% 2% 0% 60% Top 8 21% 2% 0% Small Metros Non Metros Small Towns SEC A SEC B SEC C SEC D/E 50% Age-wise 27% 40% 60% 30% 40% Gender-wise 80% 56% 72% 60% 40% 18% 20% 20% 30% 8% 20% 0% 10% 13% Age12-24yrs 28% 6% 0% Age25-34yrs Age35-44yrs Age45-96yrs Male Female 0% All 7 days 4-6 times / week 2-3 times / week Base: 18.7 mn Social Networking users in 30 cities across India Once a week 2-3 times a month Less than once a month
  92. 92. Does it really matter to businesses?
  93. 93. Branded Content
  94. 94. Sample divider blue Divider WHY one subtitle CONTENT WHY NOW WHAT CONTENT
  95. 95. Sample divider blue Divider WHY one subtitle CONTENT
  96. 96. Would you Sample divider rather read a subtitle blue Divider one story than an Would you rather ad? read a story than an ad?
  97. 97. Would you rather listen to someone talk?
  98. 98. …. Or have a conversation?
  99. 99. Content Bridges the Gap We have to tell great stories which are honest, engaging and relevant
  100. 100. Sample divider blue Divider one subtitle WHY NOW
  101. 101. Need to stand out amidst clutter and get noticed.
  102. 102. TRAI Regulations
  103. 103. Facebook…300 Million Users sharing 1.5 Million Pieces of content everyday YouTube is the #2 search engine in the world 200 + Million bloggers 54% post everyday
  104. 104. Video Content – Indians watch over 3.7 billion online videos a month Video consumption Video viewers 3.71 bn Viewership Break-up 54 mn 1.86 bn 38% 32 mn March ‘11 March ‘13 March ‘11 March ‘13 Top 5 video consumption sites 32mn 19mn Note: These are monthly numbers 8.2mn 6.4mn Source: Comscore March 2013 5.5mn 62%
  105. 105. Sample divider blue RIGHT CONTENT Divider one subtitle Video#1 Dove RIGHT PLACE Video#2 Coke Its all about STORY telling! RIGHT TIME Video#3 Coke

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