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!

1. Media
Understanding

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. Media reach?
Account planning?
Online Reputation Management?
Media planning?
Social Media?
Share of voice?
Campaign scheduling?

4. Everything
revolves
around
consumers!

5. The Indian Consumer diversity…
We are like this!

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. 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. Case Study#2: Energy Drink Brand Communication
Establishing itself in the new market
Communicating brand benefits
TVC#1: Cartoon - Cricket

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. 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. 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. 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. Agency Structure
Client
Servicing
Account
Planning
Creative
Media
Production

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. 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. 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. 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. 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. Media
Planning

20. What’s media planning ….

21. #1: DD National + AM + TOI

22. .. and #2:

26. and then….the media expanded ……
leading to
fragmentation….
many platforms created multiple
consumer touch points…..
so

32. 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

33. 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

34. 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

35. Media planning process
Media Brief
TG Ratification
Media Evaluation
Media Plan
Media Buying
Scheduling
Plan implementation
Maintenance
Post-Evaluations

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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)

43. Targeting consumers across key media platforms…
TV
OOH
Print
Media
Activation
Radio
Cinema
Digital

44. Television

45. 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

46. 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

47. 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.

48. 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

49. TV Planning process
Frequency
Estimation
Content
Profiling
Channel
Selection
Zero TVR
Analysis
Final Plan

50. Channel Selection
Channel selection based on Share, Affinity, Incremental reach and
Zero TVRs analysis
Channel
Share
Affinity
Zero TVR
Incremental
Reach

51. 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

52. 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

53. 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

54. 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’

55. Print

56. 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

57. 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

58. Radio

59. 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

60. 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

61. New planning paradigm
AJSHAJSHAS

62. 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

63. 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

64. 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

65. Integrated planning approach
Television
Content
Mobile
Social
Reach @
80%
Print
60 Million
Digital
Radio
Cinema

66. 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

67. Future
of
Media…

68. Digital
but Why?

69. Evolution of digital media in India
Video#Digital India

70. Digital Media Ecosystem
Digital
Mobile
Display
Web
Apps
Display
Search
Social

71. 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

72. 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

73. 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

74. 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

75. 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

76. 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

77. 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

78. 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

79. Youtube Mast Head
Youtube Pre-rolls

80. INTERACTIVE BANNERS

81. SPONSORED STORIES
FACEBOOK LOGOUT
STAMP ADS

82. SPONSORED ACCOUNTS
SPONSORED TWEETS
TEXT ADS- SEARCH

83. YOUTUBE CHANNEL

84. Case Study#2: Social Media on Facebook

85. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings on
Facebook & Twitter

86. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings

87. Case Study # 2: Road Block / Digital Flash Mob #givesyouwings

88. 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

89. Social
Media

90. 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

91. 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

92. What’s its impact….for a brand…
Reach of email
in India: 78%

93. 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)

94. 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)

95. 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

96. 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

97. Content is the KING….
source: Maxus, 2012
Case Study#2: Red Bull Stratos Jump by Felix Baumgartner

98. 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

99. 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

101. Does
it really
matter
to
businesses?

102. Branded
Content

103. Sample divider blue
Divider
WHY one subtitle
CONTENT
WHY
NOW
WHAT
CONTENT

104. Sample divider blue
Divider
WHY one subtitle
CONTENT

105. Would you
Sample divider
rather read a subtitle blue
Divider one
story than an
Would you
rather
ad? read a
story than an
ad?

106. Would you
rather listen to
someone talk?

107. …. Or have a
conversation?

108. Content Bridges
the Gap
We have to tell
great stories which
are honest,
engaging and
relevant

110. Sample divider blue
Divider one subtitle
WHY
NOW

111. Need to stand out
amidst clutter and
get noticed.

112. TRAI
Regulations

113. 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

114. 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%

115. 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