- The document discusses the increasing clutter in traditional media like TV and print during the festive season in India from August to October. - It notes that digital reach and activity is rising during this period, with watch time and search volume on platforms like YouTube 3x and 2x higher respectively compared to regular months. - The document advocates that marketers should consider digital media like YouTube, which has over 26 crore active users in India, as an alternative to break through the clutter in traditional media during the festive season.

2. Breaking the clutter
Meenakshi Singh,
Manager – Agency Sales,
Google Customer Solutions
this festive season

3. August September October
Raksha Bandhan
Independence Day
Ganesh Chaturthi
Onam Dussehra
Diwali
Navratri

4. Id-ul Fitr
Independence day
Ganesh
Chaturthi
Onam
Diwali
Dussehra
August September October
Indexed advertising on TV in mins

5. Higher spot prices on TV
25-30%of the media plan will remain unserviced
50%

6. What do think about Print?

7. 14/Day
*Delhi alone: 856 Auto Print Inserts over
Sept-October (2018)
2.5/Day
^Bangalore & Chennai alone: 225 Jewellery
Print Inserts over Oct-Nov-Dec (2018)
*
^

8. NCCS A
audiences on
print has
stagnated
A1 A2 A3
13
2
14
8 8
9
IRS 2017 IRS 2019 - Q1
Source: Nielsen
4
5
2

9. NCCS D/E further shrinks from 40%
(IRS 2017) to 38%
D1 D2 E1 E2 E3
12 12 12 12
10
9
5
4
1 1
IRS 2017 IRS 2019 - Q1
Source: Nielsen
C2
13 13
C1
13
14
B2
11 11
B2
9 9

10. More Ads, same Reach = Clutter!

11. So as a marketer...what is the alternate?
Can digital be
that medium?
Can digital be the
medium this festive?

12. Rise in
digital activity
Digital
Reach
Omnichannel
performance

13. Rise in
digital
activity
Source: Google Internal Data
3xWatchtime
during Festival
vs regular month
2xSearch volume
during Festival
vs regular month

14. 26 Cr+ Active Users in India
^Source: Comscore, India, December 2018; BARC, India, December 2018
Digital
Reach
YouTubeislarger
thanthebiggest
TVchannelinIndia
YT is larger than the
entire readership of
print in the country

15. 4Cr*
UP+UT
3.4CR*
Mah
2Cr*
Guj
1.6Cr*
Raj
1.9Cr*
MP+CH 1.9Cr*
BH+JH
1.2Cr*
WB
2.2Cr*
North States
0.8Cr*
Kar
1Cr*
Ker 1.1Cr*
TN
1.2Cr*
AP+TL
0.8Cr*
Ori
0.7Cr*
North East
India YT Reach
*Forecasted Max Monthly Monetizable YT Reach in Millions
Due to dynamic modelling, all Reach numbers are broad estimates; Planning Reach will be subject to Budget, Formats, Targeting, etc
**YT Platform Reach (Source : Comscore MMX-MP May 2018)
26Cr
**
YouTube reach
across Geos
HSM 19Cr* (75%)
4 South States 4Cr* (16%)
6 Metros 3.2Cr (13%)

16. 20M 16M 15M 14M
#1Reachin Tamil Nadu

17. of retail commerce in
India happens offline
of consumers now in Urban
India are likely to be
influenced by digital for at
least one product category
97%
66%
Omnichannel
Performance

18. Gifting related ‘near me’
shopping queries on search
in last year111%
90%
of consumers watching
videos on YouTube
discovered a new brand
Omnichannel
Performance

19. 21%
increase in store visits
30%
increase in sales compared to control
markets which grew only by 25%
&

20. 80%
more orders just because
of the campaign
20X
ROI on the overall on the
advertising spends for the campaign
&

21. 28%3,403
30%
Brand awareness lift for
the complete views
Store visits directly attributable
to Search and YouTube
Revenue growth YoY (with
-25% marketing spend)

22. Do not miss
out on
festive
opportunity
Digital influence
is more
important than
digital sales
Break the
clutter, choose
your media
judiciously