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Setting a new landmark in printSetting a new landmark in print 1
Role of print in the
multimedia pack
Key messages
2
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to pl...
Key messages
3
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to pl...
Print commands much higher credibility than
other media
4
What role do ads in the following news sources play?
Informative...
Key messages
5
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to pl...
Print can be customized for the consumer lifecycle
6
6­12 yrs
13­19 yrs
20­40 yrs
40+
• The Telegraph 
In School
• Telekid...
Only print can create last-mile customization
7
• Several
newspapers have
as many as 12-20
editions
• Customized news
for ...
Print is the only medium that can addresses all the
senses
8
Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt ...
Sight…
9
3D ads
3D
features
Smell…
10
• Flowers
• Foodstuff
• Perfume
• Disinfectant
• Smell of burning
Hearing…
11
“Talking” ad
with an in-built
audio chip
Taste…
12
Feel…
13
Converting a
newspaper into
a national flag
A vibrating ad in
a newspaper
14
Print is increasingly leveraging social media
Often, online platforms derive their strength from
Print
Print is the only medium to deliver Augmented
Reality to enhance reader experience
Key messages
17
ABP is the foremost media group in
India with a diverse mix of media
assets
Print has a distinct role to p...
Print is the binding force in multimedia
marketing solutions
18
19
Marketers currently use
print to direct audiences to
digital content
Believe print is vital to driving
interest in digi...
Only print can provide a platform to integrate
electronic media, not vice versa
20
ABP AR code integrated print 
ad of Suj...
Print significantly accentuates multimedia
advertising reach
21Source: Madison Media, a leading media agency
For high involvement categories advertising in
Print is an imperative
22
Advertising elasticity – % change in sales for a
...
Print wins where other media fail
23
Digital
advertising is on
the rise...
... but bottlenecked by
low digital
penetration...
24
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Panel discussion

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Dipankar Das Purkayastha, Managing Director and CEO,
ABP Pvt Ltd, India

Published in: Business, News & Politics
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Panel discussion

  1. 1. Setting a new landmark in printSetting a new landmark in print 1 Role of print in the multimedia pack
  2. 2. Key messages 2 ABP is the foremost media group in India with a diverse mix of media assets Print has a distinct role to play within the  multimedia pack, for readers For advertisers Print plays an integrating role across  multiple media Even in today’s age of multimedia, Print remains  critical
  3. 3. Key messages 3 ABP is the foremost media group in India with a diverse mix of media assets Print has a distinct role to play within the  multimedia pack, for readers For advertisers Print plays an integrating role across   the multiple media Even in today’s age of multimedia, Print remains  critical
  4. 4. Print commands much higher credibility than other media 4 What role do ads in the following news sources play? Informative, inspiring confidence Annoying Percentage of respondents Percentage of respondents Source: McKinsey
  5. 5. Key messages 5 ABP is the foremost media group in India with a diverse mix of media assets Print has a distinct role to play within the  multimedia pack, for readers For advertisers Print plays an integrating role across   multiple media Even in today’s age of multimedia, Print remains  critical
  6. 6. Print can be customized for the consumer lifecycle 6 6­12 yrs 13­19 yrs 20­40 yrs 40+ • The Telegraph  In School • Telekids • Anandamela • Young metro • Unishkuri  • Anandabazar  Patrika • The Telegraph • Ebela • Ebela, • Fortune India Male • Anandabazar  Patrika. • TheTelegraph, • Ebela, • Sananda • Anandalok Female • Anandabazar  Patrika • The Telegraph • Desh • Fortune India • Example from the ABP group • Similar concept implemented by several other print media houses as well
  7. 7. Only print can create last-mile customization 7 • Several newspapers have as many as 12-20 editions • Customized news for different districts • Customized advertising options at the last mile
  8. 8. Print is the only medium that can addresses all the senses 8 Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006
  9. 9. Sight… 9 3D ads 3D features
  10. 10. Smell… 10 • Flowers • Foodstuff • Perfume • Disinfectant • Smell of burning
  11. 11. Hearing… 11 “Talking” ad with an in-built audio chip
  12. 12. Taste… 12
  13. 13. Feel… 13 Converting a newspaper into a national flag A vibrating ad in a newspaper
  14. 14. 14 Print is increasingly leveraging social media
  15. 15. Often, online platforms derive their strength from Print
  16. 16. Print is the only medium to deliver Augmented Reality to enhance reader experience
  17. 17. Key messages 17 ABP is the foremost media group in India with a diverse mix of media assets Print has a distinct role to play within the  multimedia pack, for readers For advertisers Print plays an integrating role across  multiple media Even in today’s age of multimedia, Print remains  critical
  18. 18. Print is the binding force in multimedia marketing solutions 18
  19. 19. 19 Marketers currently use print to direct audiences to digital content Believe print is vital to driving interest in digital/ mobile content and campaigns Source: Oracle survey, sample size: 1000 70% 46% In fact, print is considered a strong and essential conduit to other media
  20. 20. Only print can provide a platform to integrate electronic media, not vice versa 20 ABP AR code integrated print  ad of Sujalaam Sky city .  Readers could view Sujalaam  Sky City’s video in their  mobiles on scanning this ad  QR code enabled print ad for LG.  Readers could scan this QR code  to directly land into LG’s  website
  21. 21. Print significantly accentuates multimedia advertising reach 21Source: Madison Media, a leading media agency
  22. 22. For high involvement categories advertising in Print is an imperative 22 Advertising elasticity – % change in sales for a 1% change in level of advertising Source: Madison Media, a leading media agency
  23. 23. Print wins where other media fail 23 Digital advertising is on the rise... ... but bottlenecked by low digital penetration in several economies ... and there is the mouse/ keypad to “cancel” a digital ad TV advertising is popular... ... but massive clutter amongst large number of TV channels ... and there is the remote to switch channels during an ad Print is not bottlenecked by any of these...neither is there a keypad nor a remote to “skip” a Print ad
  24. 24. 24

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