Advertising To The Power Infinity- The Media Ant Anniversary Special by Arpita Nayak

8 Articles To Help You Stay Updated With The Indian Advertising Space ANNIVERSARY SPECIAL

Observing The Nebula

Do you remember visiting to the planetarium as a kid? Can you reminisce gawking at

the vast expansive space and the treasures it holds? Eight years ago, we started from this exact point- somewhere far away, with a dream and one goal in mind- To help marketers find media options across India on a single online platform.

Our journey started with a hunger- a hunger for knowledge. Like any consumer,

nothing frustrates an advertiser more than the lack of transparency about advertising media and rates. From lack of transparency, emerges the lack of trust that forces several business owners to sit on the fence. 8 years ago, The Media Ant was born to eliminate the friction around advertising.

Last eight years have been nothing less than a space exploration project. Hailing from a country as heterogeneous as India in terms of language, culture, geography, demographic distribution, class divide etc, weâ&#x20AC;&#x2122;ve never experienced a single dull day. With society, economy, and technology changing at a glass breaking speed, we have

had our share of learning, unlearning, relearning and practicing. We started off when

print, television, outdoor and radio advertising were the center of the advertising universe while non-traditional advertising and cinema advertising were emerging. Soon digital advertising brought a big bang and the rhythm of the advertising cosmos changed forever.

In the past few months, we have experienced an unprecedented chain of events in the form of COVID-19 and the subsequent lock-downs. This has not only affected the

health and well-being of the mankind but also affected the economic activities. Businesses are still grappling with the situation and advertising and media have witnessed a disruption. While OOH has nose-dived, DD National has soared as the

Observing The Nebula

new favorite. The vision for the future is blurred and there is no concrete plan to move forward. But underlying all the debris of shattered patterns, a nebula is formed- where some stars would become obsolete and new stars would be born.

Keeping an eye on this advertising nebula, we have compiled this e-book to mark our 8th anniversary in the Indian advertising space. This e-book contains 8 articles that we think are relevant in todayâ&#x20AC;&#x2122;s scenario and are worth spending some time upon. We

have tried to gather insights from all corners- top emerging advertising platforms

like OTTs, Game changers like advertising during IPL live streaming on Hotstar, best advertising platforms for emerging businesses like hyperlocal delivery, online

healthcare and gaming platforms, media landscape in top 4 metros and last but

not the least, future of advertising after COVID-19 lockdown. We hope our efforts

would be worth your time and would help you navigate this tricky terrain. Hereâ&#x20AC;&#x2122;s wishing you a happy read and prosperous time ahead.

In case you have some queries or feedback for us, you can always reach us at Help@TheMediaAnt.com. Cheers,

TMA Marketing Team

CONTENT

Content Topic

Page No

Advertising on OTT Platforms

Advertising in IPL Live Matches on Hotstar

The Rise of Hyperlocal Advertising

How to Advertise Your Mobile Gaming App?

Festive Season Advertising in India

Advertising After Lockdown: Where Would Advertisers' Money Go?

Promotion of Healthcare Products & Services

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

58 64 71

ADVERTISING ON OTT PLATFORMS

Advertising on OTT Platforms

Backed by cheap data rates and throat cut competition among more than 30 OTT platforms in the country, people have warmed up to the idea of including video OTT platforms in their daily

entertainment routine. According to the report, The Trillion Touchpoint Story by BCG and CII, advertisements running on video OTT apps are more engaging than ads running on traditional TV. No Visual Attention Visual Attention

55 TV

38 Mobile

Online music streaming too has seen a massive growth in the last year

and is almost at par (37%) with radio (41%) in terms of reach according to DAN report on Digital Advertising in India 2020.

In this article, we will understand various video and audio OTT platforms from an advertiser's perspective. Following are some of the key data points we would see in the article:

• Online Video Viewership Behaviour in India • Popular Video OTT Platforms in India • OTT Viewers in India: Characteristics and Insights • Popular Video OTT Platforms for advertising: Audience and Targeting Options • Audio OTT streaming in India • Popular Audio OTT Platforms for advertising: Audience and Targeting Options

Advertising on OTT Platforms- Video Online Video Viewing Behavior in India

500 Million

Estimated number of online video viewers in India by the end of 2020 ~1 out of every 3 Indian

59%

73%

63%

Male

15-34 Years Old

Urban 4 Platforms (Regular)

Online Video Viewers Demographics

3 Platforms (Occasional) 6am-10am

24%

67 Minutes

Avg Daily Watch Time

12pm-6pm

28%

After 8pm

28%

Time of Watching Videos Online

Popular Indian Content

Free content available online or bundled with telecom services

Free bundled content

Rich, Urban, Tech-savy, Multiple subscriptions, Transact online

Mix of older and young generation, Older generation has subscriptions with TV

Mobile led consumption, non-urban, non English speaking population that came online after 2016

Living in remote areas and have irregular income & poor connectivity

50 Million (~6%)

English followed by Native Language Smart TV, Smartphones

370 Million (~45%)

380 Million (~46%)

20 Million (~7%)

Advertising on OTT Platforms- Video

Based on the table , we can infer the video OTT advertising insights:

These are the premium digital audience who adopted digital before 2016

Digital Sophisticates

and have moved on to premium content through paid subscription platforms which are primarily ad-free (except live matches). These are only

3% of the total digital population of India. These are not the primary video OTT advertising audience.

This category has both premium and the non-premium audience who mostly consume data in native languages on smartphones. With 36% of the Digital Enthusiasts

digital population of India, these people primarily access OTTs to catch up with TV content and access regional channels. Both digital enthusiasts and digital mainstream form the primary audience for video OTT advertising.

This category which forms the highest percentage of the digital population

consumes most of the data in regional language. The primary reason for Digital Mainstream

this category for coming to digital is to consume free and bundled content. This category is the primary audience of AVOD and hence, video OTT advertising is the perfect way to reach out to this population.

This population that forms only 2% of the total digital population is hardly Fringe Users

regular on video OTTs except for bundled content, for example, offered by Jio TV. This population is beyond the scope of video OTT advertising.

Advertising on OTT Platforms- Video OTT Platforms in India- Insights 40 Min

Avg session duration across OTT platforms, signalling towards audience's affinity for long format content Most preferred language across India except in Southern regions

Hindi

Most used device (~87%) to consume OTT content

Mobile

Avg number of platforms used/user in Tier 2 cities as compared to 2.3 in Metros and Tier 1 cities

2.45

~8.2

Avg time spent (hours/week) is similar across age groups 84%

30% 22%

62%

20%

51%

16%

44% 32%

10%

28% 15% 2%

na l Ad ul t Ot he rs

lle

ti o

rs he

s al in ig

ts or

nt Co TV

ie ov M

Preferred Content Type on OTT

Genres of Content Watched

Source: 2019 Digital Video Trends by Vidooly

Advertising on OTT Platforms- Video Top OTT Platforms in India for Advertising: Overview

25%

75%

w No

Female Male

51%

un H

80%

79%

e5 Ze

ot Vo

45%

56%

62%

68%

25% 49%

69%

20%

21%

55%

44%

38%

32%

31%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Gender-wise Distribution of OTT Viewers 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

16% 20% 26% 22% 30% 33% 21% 33% 39% 40% 26% 35% 31% 35% 33% 25% 16% 33% 30% 40%

15-24 Y

X M

25-34 Y

45% 45%

w No

29% 26%

a Yu

58%

43%

33%

v Li ny

ot So

41% 47% 45%

35 Y+

Age-Group Distribution of OTT Viewers

Source: Indian OTT Platforms Report 2019 by MICA & Communication Crafts

Advertising on OTT Platforms- Video Top OTT Platforms in India for Advertising: Overview Platform

Hotstar

Unique Users 128.5 M

Reach

Avg min /user on mob app

% on Mobile

Top Visitor Category

Top Adv Category

Male All Age Grp

Online Media; Consumer Goods; Comp & Tech;

43.80%

145.2 min

95%

22.5 M

7.70%

94.9 min

92%

SonyLIV

24.5 M

8.40%

80.8 min

93%

Zee5

26.2 M

8.90%

101.5 min

3.7 M

1.30%

14.2 min

0.20%

3.8 min

Voot

Hungama Yupp TV TVF Play Viu MX Player • • • • •

1.7 M 0.6 M 106.4 M

2.40%

0.60%

36.30%

14 min

92%

13.7 min

94%

122 min

90%

99.5%

Female All Age Grp

Comp & Tech; Online Media; Retail

Consumer Goods; Online Media; Retail

Male 25+

Telecom; Comp & Tech; Fin

Male All Age Grp; Female 35+ Female 15-34

Consumer Goods; Telecom; Finance Retail; Comp & Tech; Telecom

Male & Female 15-24

Media & Ent; Online Media; Fin

Male 15-34

Health; Comp & Tech; Public Services

Male 15-24 Female 35+

In terms of number of unique users, reach, avg time spent per user and mobile adoption; Hotstar and MX Players top the charts. Hotstar and SonyLIV being popular for live sports streaming, attract a larger share of male users Platforms with a number of youth-centric originals like TVF Play and MX Player are very popular among young audience. OTT platforms backed by TV channels like Hotstar, Voot, Sony LIV and Zee5 have a very rich library and hence offer higher engagement and also attract older audience. Voot streams several reality and lifestyle based shows from MTV and attracts a larger share of female audience Source: Indian OTT Platforms Report 2019 by MICA & Communication Crafts

Advertising on OTT Platforms- Video OTT Ad Targeting Options

According to a survey conducted by BCG for their report The Trillion Touchpoint Story, marketing

managers agreed to the fact that video OTT advertising provides detailed targeting options for video advertisers.

Faster response time

Less expensive Aid in campaign ideation

Fear of missing out Better return metrics

Reasons for increasing spends or shifting spends to digital (%)

Improved targeting

100

Following are the targeting options preferred by top 3 advertising categories FMCG Auto BFSI 0%

20%

Psychometric

40%

Pure Socio-Demographic

0 60% In-Market

80%

100%

Share of targeting approaches across industry (%)

Brand Intent

• Brand Intent: People who looked up for a particular brand

• In-Market: People who are actively searching for a product

• Socio-Demographic: Based on people’s age, gender, location, income group, etc

• Psychometric: Based on people’s behavior like interest, habits, spending habit, apps already present

Advertising on OTT Platforms- Video Video OTT Ad Targeting- Comparative Tables

From the tables above, it is apparent that brands prefer OTT platforms for their complex yet accurate targeting options and targets their audience beyond the usual social and demographic

filters. Following is a summary of last two pages to make a comparative table based on the primary gender/age group of the audience and the type of advertising targeting offered by the

OTT platforms. It would help advertisers make a preliminary decision on which OTT platforms would be the best for advertising. Platform

Brand Intent

In-Market

Demographic

Psychometric

YouTube

Hotstar Voot

Sony Liv Zee5

Hungama

Viu MX Player

Hotstar

Voot

Sony LIV

15-24 M

25-34 M 25-34 F 35+ M 35+ F

YY Y

Y Y

You Tube

Age Group 15-24 F

N Hungama

Y YY

Yupp TV

N N

Yupp TV

N N N

TVF Play

Viu

MX Player

YY YY

• Almost all platforms have a high percentage of 15-24 M especially TVF Play and MX Player • Voot with a lot of reality based shows and lifestyle shows is favorite among women • Yupp TV is popular among older men

• Viu and Sony LIV is liked by 35+F audience

Advertising on OTT Platforms- Audio Audio Streaming in India: Overview

Digital music streaming witnessed a growth of ~33% during the year 2019 to ~200 million audio OTT users which is close to 50% of total smartphone users in India. The year 2019 in India welcomed few global music OTT platforms like Spotify, Apple Music and YouTube Music.

While there isn't a very detailed report present for audio streaming apps in India, in Feb 2020, Kantar in partnership with Vtion, released â&#x20AC;&#x153;OTT Audience Measurement and Insightsâ&#x20AC;?. The report presents the survey results conducted across 9 cities of India. Following are some interesting

insights on audio OTT consumption behavior that would help advertisers make a decision regarding audio OTT advertising:

1.4

Core Listener: Female SEC B

Avg platforms listened by an average OTT audio listener

Audio OTT Listeners City Wise

11%

25%

Ahmedabad Bangalore Chennai

7 -11 PM Prime Time for Audio OTT Listeners

Audio OTT Consumption City Wise 2%

7% 25%

Delhi

10%

Hyderabad Kolkata

Mumbai Pune

44%

Lucknow

2% 4%

Ahmedabad Bangalore Chennai

24% 10%

Delhi

Hyderabad Kolkata

Lucknow Mumbai Pune

Advertising on OTT Platforms- Audio Audio OTTs in India: Comparison

Share of Audio OTT Players

10%

30%

15%

Google Play

40 49

Jio Saavn

63 65

Overall 24%

Spotify

Jio Saavn

Spotify

Wynk

Gaana

15%

Gaana

Avg Time Spent Per Day

Wynk

Google Play

Gaana has the highest share while Spotify is the most engaging audio OTT platform

Others

OTT Audience Measurement & Insights by Kantar and Vtion Platform

Monthly Active Users

Gender-Wise Distribution

Age-Wise Distribution

Gaana

Wynk

Jio Saavn

156 M+

21 M+

100 M+

40% 60%

11% 16%

32%

41%

Male

25%

Female 18-24 25-34 35-44 45+

75%

14%

26%

26% 34%

Male

45% 55%

Female 18-24 25-34 35-44 45+

20%

80%

Source: OTT Audience Measurement & Insights by Kantar and Vtion

Male

Female

18-35 35+

Advertising on OTT Platforms- Audio

Top 3 Audio OTTs in India for Advertising: A Comparison

Platform

City-Wise Users (Top 5 Cities)

Popular Ad Types

Popular Targeting Options

Gaana

Wynk

Jio Saavn

Pune: 14 M+ Chennai: 9 M+ Ahmedabad: 9M+ Hyderabad: 9M+ Delhi: 8M+

Bangalore: 4 M+ Hyderabad: 3 M+ New Delhi: 2 M+ Mumbai: 2 M+ Chennai: 1.5 M+

Delhi: 5 M+ Pune: 3 M+ Mumbai: 5 M+ Bangalore: 2 M+ Kolkata: 3 M+

Demography Geography Interest Genre Device

Demography Geography Behavorial Purchase Pattern Interest Predefined Cohorts

Banner Audio Video Roadblock

Banner Audio Native Ad Roadblock

Masthead Banner Audio Video Logo Integration Demography Geography Interest Genre Device

Gaana, Jio Saavn, Wynk and Spotify are the most popular audio OTT platforms for advertising. While Gaana has a wide reach, Spotify is highly engaging. Audio OTTs are very popular among

audience in metro and Tier 1 cities under the age of 35. In terms of advertising, all the platforms

have a variety of ad types and targeting options that can help advertisers reach out to their target audience based on their demography, geography, interests and behaviour.

Advertising on OTT Platforms- Audio

For Further Reading • https://blog.themediaant.com/video-advertising-when-to-use-which-ott-platform • https://blog.themediaant.com/video-ott-advertising-in-india-in-2020 • https://blog.themediaant.com/media-trivia-video-advertising-on-niche-platforms

Reference

• • • • • • •

The Trillion Touchpoint Story by BCG and CII DAN report on Digital Advertising in India 2020 Understanding India's Online Video Viewer by Google The Media & Entertainment Report 2019 by KPMG 2019 Digital Video Trends by Vidooly Indian OTT Platforms Report 2019 by MICA & Communication Crafts OTT Audience Measurement & Insights by Kantar and Vtion

Want to know more about OTT advertising and OTT Ad Rates? Visit TMA OTT Advertising or write to us at Help@TheMediaAnt.com.

ADVERTISING IN IPL LIVE MATCHES ON HOTSTAR

Advertising in IPL Live Matches on Hotstar

Sports and advertising always go hand-in-hand or rather follow a symbiotic relationship. Sponsorship of team, stadium, and merchandise has been the oldest form of sports advertising

through which sports teams used to get money to sustain while sponsors received recognition and

consideration from the sports fans. With time as the advertising models evolved to include other media like newspaper, radio, television and now digital media, the scope of advertising expanded although the emotions associated with the sports still remain the same.

This article is dedicated to the one of the biggest disruption in sports advertising- Digital Advertising during IPL live match streaming. It's the first digital advertising platform to shatter the

myth that sports advertising costs a bomb. Still, a number of advertisers are still apprehensive of it. So, here we are with one of our most read article on IPL advertising. We understand that due to COVID-19 the future of IPL 2020 is still in doldrums but this article would give a general understanding of IPL advertising on the popular platform of Hotstar. Following are the major points we would cover:

• IPL on Hotstar: Understanding The Audience • IPL Advertising on Hotstar: Ad Types (Based on Last Season) • IPL Advertising on Hotstar: Understanding The Targeting Options (Based on Last Season) • IPL Advertising on Hotstar: Interesting Examples • IPL Advertising Tips: How To Design An Effective Creative?

Advertising in IPL Live Matches on Hotstar

Sports Advertising- Why? Strong Emotional Connect: Sports goes beyond entertainment and creates more impactful emotions like patriotism, brotherhood, bias for action etc

Highly Engaged Audience: The thrill of a live game leaves a deep impression on audience mind

In the last 10 years, IPL's popularity in India has grown and even surpassed the biggest cricket event World Cup

IPL's Growing Popularity

IPL Live Streaming on Hotstar Hotstar is the digital arm of Star India. It is the biggest video OTT platform in India and it crossed

300+ million Monthly Active Users in the last IPL season. Following are some of the important facts about IPL 2019 on Hotstar:

• Regional Language Feed: Apart from English and Hindi, IPL 2019 matches had commentaries in regional languages Tamil, Telugu, Kannada, and Bengali.

• Social Media Integration: Apart from live-streaming, Hotstar also introduced Watch n Play

where the audience can play guessing games, win prizes, watch key info about matches and also share messages, emojis, etc with others. (as shown in the image below)

• Exclusive Cricket Content: Apart from this, just like Television telecast, pre-match and postmatch analysis by Cricket experts also forms a part of the experience.

Advertising in IPL Live Matches on Hotstar

IPL on Hotstar: Understanding The Audience (IPL 2019)

300M

64M

played Watch n Play live

Reach

Audience of age between 18-35 years

Urban Audience

60%

88%

Male Audience comments on social feed

44M

88%

IPL Advertising on Hotstar: Advantages Audience Profile

Urban, Millenial and Gen-Z male with high purchasing power

Highly Engaged Users

Brand Association With IPL

Low Cost Per Reach

Live sports along with regional commentary, live online game and social feed

IPL is one of the highest valued brands in the country and last year it grew by 13.5%

1000 ad impressions (views) can cost as low as INR 120, ie. 12 paise per view (IPL 2019 rates)

Low Advertising Budget Advertising packages start at as low as INR 5 Lakh (IPL 2019 rates)

Targeting Options

Advanced filters to target live match audience

Advertising in IPL Live Matches on Hotstar

IPL Advertising on Hotstar: Ad Types Disclaimer: The ad types might change every season based on the platforms and availability

Objective Ad Format Ad Length Placement

Avg CTR Pricing Model No of targeting possible*

Mid-Roll

Pre-Roll

Branded Cards

Instream Ad

Branding

Performance

10-30 sec

5-10 sec

10 sec

Video

Display

Within the live video, during over breaks/drink breaks

Before the live video starts streaming

Appears in the social live feed

Plays within the live video

~0.2% to 0.5% CPM

~2% to 4%

~0.4%

CPM

~0.5%

* Would vary based on season and availability

CPM

CPC

IPL Advertising on Hotstar: Targeting Options • Top 6 Metros Geography • States Targeting • HSM Audience Targeting

Interest Targeting

• Male 30+ • Female All Age Group • Premium Handsets • • • •

E-Commerce Travel Fashion Finance

Advertising in IPL Live Matches on Hotstar

IPL Advertising on Hotstar: Interesting Examples According to the latest media kit for IPL advertising on Hotstar, there are 27 targeting cohorts offered for IPL advertising on Hotstar. We understand that it is an extremely difficult task to decide

which cohort would be the best for your brand. So, in this section, we would discuss some of the cohorts and find out an example of a known brand that can advertise using this targeting option.

Please note: As seen in the previous section on the IPL audience profile on Hotstar, we know that 88% of the IPL audience on Hotstar is male, 88% of viewers are below 35 years of age and the majority of the population is urban. Brands should keep this data point in mind while deciding upon the targeting option. Brand

KKB Lungi

FurlencoFurniture Renting Company Hello LudoOnline Ludo Game

Targeting Option

Reason For Selection

One or more states

Lungi is particularly very popular in the Southern part of India. Considering Hotstar has a significant population of the male population, targeting particular geographies like Tamil Nadu, Kerala, Andhra Pradesh/Telangana, and Karnataka can help the brand to reach out to the audience in target geographies only.

Metro Cities Hindi Speaking Market

Furlenco has a presence in the top 6 metro cities. Considering the very high percentage of migrants in these metro cities (males form a higher percentage of migrant population) and the convenience of renting furniture and appliances instead of buying, the IPL audience on Hotstar is a perfect fit for targeting.

Ludo is a favorite pass-time in the northern regions of India. By advertising in the Hindi Speaking Market, brands like Hello Ludo which are popular in the HSM (primarily among the male population) can reach out to more people in the relevant markets.

GlenfiddichWhiskey

Male 30+

Imagine Stores

Premium Handsets

Apple products are expensive. People who already own a premium handset have a high affinity towards buying expensive handsets and other gadgets by Apple.

Finance

Audience having finance-related apps show a high affinity towards online transaction/investment.

Entertainment Store Groww

E-Com

Males are the primary target group for alcoholic beverages. Considering the legal age of drinking in India is 21 years, targeting the male population above 30 years is a good idea.

Audience having e-commerce apps show a high affinity towards buying products online. Any retailer having an online sales channel should consider e-commerce targeting.

Advertising in IPL Live Matches on Hotstar

IPL Advertising Tips: How To Design An Effective Creative?

Try to keep the creative length below 20 sec: Breaks d u r i n g l ive m a t c h e s a r e usually very small and so is the audienceâ&#x20AC;&#x2122;s attention span. A small and crisp ad would ensure that the ad is played completely and maximum i n fo r m a t i o n i s c o nveye d within the minimum time.

The brand name should appear within the first 2 frames: Audience usually loses interest in the ad after the first few seconds only hence, for them to know the b ra n d n a m e , t h e b r a n d should appear early in the video.

Contextual ads perform better: Ads that reflect the emotions of the audience h ave a b e t te r e f f e c t o n consumer.

A known face does half of the work: When trying to establish a brand, known faces help the audience connect with the brand and the ad.

Video plus image: Video ad is meant for branding while image ads are good for performance. If possible use both to get the best results.

Donâ&#x20AC;&#x2122;t force a CTA button: IPL advertising is the best when it comes to advertising for branding. Although ads on Hotstar receive a healthy percentage of clicks, it is advisable not to force the audience to visit your site, purchase an item, etc.

For Further Reading https://blog.themediaant.com/a-complete-guide-to-advertising-in-ipl-cricket-2020-on-hotstar-app

If you would want to explore IPL advertising on Hotstar, visit IPL Advertising on Hotstar at or write to us at Help@TheMediaAnt.com.

The Rise of Hyperlocal Advertising

According to Oxford dictionary, the term hyperlocal means relating to or focusing on matters concerning a small community or geographical area. With cities growing at a very fast pace, city

limits are expanding like never before. While it is a good sign as it gives rise to numerous oportunities to the residents and migrant population, there are several concerns like high traffic and

commute time. This has given rise to a surging demand for services located in nearby areas. This not only saves time and commute efforts but also give a better control to people.

With COVID-19 forcing more and more people to stay home and work from home, hyperlocal as a concept has become more important. In the last two months, several restrictions were placed on the country as a whole. While we are still in process of unlocking the economy, people are more aware of

their surroundings and local businesses, thanks to the containment strategy implemented at ward and area level. This makes hyperlocal advertising a very lucrative option for advertisers in the current times. Read more about this in the article.

The Rise of Hyperlocal Advertising

Hyperlocal advertising: Offline or Online? With the advent of smartphones in India, popularity of â&#x20AC;&#x153;near meâ&#x20AC;? searches on Google for all types of

services has increased manifold. Expanding cities, traffic congestion and emergence of hyperlocal services like Swiggy, Dunzo, Urban Clap, etc has created these small well-defined catchment areas for small businesses, shops, restaurants etc. These areas are not only the low-hanging fruits for the

brands but also play an instrumental role in the success of the business. But the question still remains what exactly is hyperlocal advertising? Is it online or offline? How do I know what works for me best? In this article, we would try to answer all these questions.

First of all, hyperlocal advertising can be defined as all marketing activities, whether online or offline, with one or few small areas or localities as a target. This area can be defined based on pin-

code or an administrative unit or in terms of a certain radius around a particular point. Many times, brands target a larger areas for advertising while creating specific communication for each locality. This would also be termed as hyperlocal advertising. We will see an example of this strategy in the next section.

So what makes hyperlocal advertising approach so different? It's the ability to filter out a specific

area. It can be as simple as targeting a particular apartment through newspaper inserts or as complex as targeting all Hindi speakers in a particular pincode of Bangalore. Hyperlocal advertising can be carried out by using both online and offline advertising platforms.

â&#x20AC;˘ Offline hyperlocal advertising: Offline hyperlocal advertising platforms have been there for years and been used by local businesses to target their catchment areas. With the emergence of

hyperlocal advertising and online platforms that helps brands to conceptualize, plan and book

hyperlocal advertising campaigns by providing essential details like reach and rates; offline hyperlocal advertising are even being used by established brands. Some of the popular offline

advertising media are advertising on hoardings and transit media, in-cinema advertising, advertising in stores, apartments, IT Parks etc.

The Rise of Hyperlocal Advertising

• Online hyperlocal advertising: With over 450 million smartphone users in India, being

connected 24*7 is no more a tale of future. Technology has become advanced enough to trace a person's location, demographics and behaviour and has helped advertisers as well as audience in

determining relevant advertisements. There are several apps/platforms including essential platforms like Google and Facebook that can target audience based on pincode or areas where they reside or visit.

Hyperlocal advertising: Who is it for?

Both small and large businesses vouch for hyperlocal advertising although the requirement and thpught behind them may differ.

• Hyperlocal advertising for small local businesses: Small and local offline businesses have been relying on hyperlocal advertising for several years. Some of the main reasons are:

• Little of no differentiation in products/services: Imagine your neighborhood mom-

and-pop grocery store. There's hardly anything that differentiates their offerings from any

other grocery store nearby except for the fact that it is located near your house and is easily accessible. Hence, for them the target market is the immediate neighbourhood.

• Small bandwidth/catchment area: Many times these businesses are run by a single

person or few people who are limited by distance, resources etc and hence serve only a particular area like a plumber or carpenter etc.

• Advertising Costs: Popular advertising options like newspaper, radio and television have

a mass connect undoubtedly but due to the scale of advertising, they are often beyond reach for small businesses. Relying on hyperlocal non-traditional ad platforms saves them a lot of cost.

• Hyperlocal advertising for large/online businesses: While for smaller/local businesses can

rely solely on hyperlocal advertising, large and national level brands can also use hyperlocal advertising strategy in interesting and innovative ways to create maximum buzz and strengthen their hold in areas in focus. Following are glimpses from our campaign execution where power of hyperlocal advertising was utilized to the fullest.

The Rise of Hyperlocal Advertising

Hyperlocal Advertising for GoJek GoJek wanted to attract techies in Delhi NCR for hiring. It was tricky because the popular targeting filters like age, gender etc were not enough to reach out to this niche. Hence, we decided to target the hub of techies in Gurgaon- by advertising in DLF Cyber City. This was achieved through internal and external train wrapping in rapid metro train and through multiple ad formats in Cyber City Tech Park.

Hyperlocal Advertising for Swiggy Swiggy carried out an outdoor campaign in Bangalore. What was different was the communication which was specific to each area. Checkout the execution images to see how hyperlocal advertising was used to personalize the messaging.

The Rise of Hyperlocal Advertising What are people searching for nowadays?

1 out of 2

Consumers wanted to find out how brands are responding to the situation with respect to closing of stores, changing hours etc

140%

In 2020, near me searches saw a jump due to movement restrictions due to COVID-19

350%

60%

pharmacy near me

58%

ration dukaan

300%

grocery delivery near me

550%

internet provider near me

online grocery delivery

vet doctor near me

Source: Google India Report on What is India searching for?

Hyperlocal approach became a necessity when the entire country was under a lockdown. While shops selling only essentials were allowed to open, people were restricted from leaving their home except to neighbourhood shops. During this period, there was a huge demand for services in the

immediate vicinity. While other businesses including E-commerce faced a complete closure, hyperlocal delivery services thrived. According to multiple surveys carried out during the lockdown,

people have expressed their wish to stay home as often as possible, keeping their commute limited to nearby areas.

The Rise of Hyperlocal Advertising Is Hyperlocal Advertising right for you?

Hyperlocal advertising has been extensively used by the following businesses over the past few years:

• Physical shops/stores for small/medium ticket items: grocery, clothing, mobile, and other electronics

• Restaurants, cafes and QSRs • Services like repair, cleaning services, pharmacies, doctors, beauty parlors, tailors etc • Bank branch and ATMs

• Educational/Coaching Institutions • Clinics/Veterinary • Big brands trying to capture specific areas/market

• Brands who want to run a pilot launch for a new product/feature • Events like conferences, exhibition

4 questions that help you decide if an advertising medium is right for hyperlocal advertising

How precisely can the advertising medium target a location/area?

What is the expected cost per reach for the advertising medium?

What is the minimum budget requirement for advertising on the medium?

(For brands with multiple markets) Is the advertising medium scalable?

Advertising medium that can target locations at pin-code or area levels would work the best for hyperlocal advertising. Best examples for this would be Google and Facebook in digital and outdoor and cinema advertising in case of traditional.

When the target geography decreases in size, advertising rates would also decrease. However, it would be a good practice to understand the cost per reach to have a better idea of the cost effectiveness.

Some media (like Television Channels) require a higher commitment in terms of advertising budgets. This is also one of the major factors that advertisers should look at while deciding on the advertising medium.

Our client Swiggy wanted to capture popular areas in Bangalore with area specific communication. Advertising on bus shelters helped them in their objective. Hence, scalability of advertising mediums too play a big role in decision making.

The Rise of Hyperlocal Advertising 12 effective hyperlocal advertising platforms Google My Business & Google Search

Display Advertising: Google & Facebook

Ola App

Daily Hunt App

Starting Budget

OOH

Cinema Hall

Newspaper Inserts

Retail Stores, Malls, Tech Parks, Apartments & Metro Stations

Starting Budget

Mobile Van

INR 10,000

INR 30,000

INR 50,000

Bus/Metro

INR 30,000 SMS

Native Advertising (Taboola Platform)

Starting Budget

INR 30,000

INR 10,000

INR 20,000

INR 10,000

INR 50,000

INR 1,00,000

Starting Budget

INR 20,000

The Rise of Hyperlocal Advertising

For Further Reading • https://blog.themediaant.com/how-to-use-hyperlocal-advertising-to-promote-your-business • https://blog.themediaant.com/go-jek-super-app-campaign

• https://blog.themediaant.com/outdoor-campaign-for-swiggy-in-bengaluru If you would want to explore hyperlocal advertising visit Hyperlocal Advertising at or write to us at Help@TheMediaAnt.com.

How to Advertise Your Mobile Gaming App?

With the user base of smartphone users in India increasing rapidly, online mobile gaming has become one of the fastest-growing industries in the Indian Market. During the COVID-19 lockdown

period too, mobile gaming apps saw a 1.25x consumption and 57% of gamers were willing to continue spending more time in playing mobile games according to BCG COVID 19 Consumer Sentiment Survey.

Riding this wave are numerous mobile game app developers and with this, the competition has become fierce. Add a few global sharks sized global players to it and it becomes a maze.

If you are a new game developer, the biggest challenge in front of you would be to attract the audience. The question we often face is HOW.

Here is an article compiled from our very popular series “How to advertise your online mobile game?” This article would cover the following • Indian mobile gaming landscape • Indian mobile gamer profile

• Various types of mobile games in India and their top user profile • Best advertising platforms for various type of mobile games

How to Advertise Your Mobile Gaming App? Mobile Gaming in India: Overview

40%

INR 65B

INR 187B

Growth of online gaming segment in 2019

Size of online gaming market in 2019

Expected size of online gaming market in 2022

31%

365 M

440 M

Online gamers in 2019

Expected no of online gamers in 2022

Growth in no of mobile gamers 2019

13%

Contribution of India to global game app downloads in 2019

5.6B

Total game app downloads in India in 2019

Game

Genre

Game

Genre

Ludo King

Board

Bubble Shooter

Casual

Action

Candy Crush Saga

Casual

Board

Temple Run

PUBG Mobile

Action

Subway Surfers

Arcade

Free Fire

Carrom Pool

Temple Run 2

Hill Climb Racing

Top 10 Games of 2019 (By Downloads)

Source: FICCI EY Media & Entertainment Report 2019

Action

Racing

Arcade

How to Advertise Your Mobile Gaming App? Indian Mobile Gamer: Profile

Female 45% 70%

Male 55%

45% of gamers is female

62%

60%

1/3 of gamers are above 35 years old

>35 33%

<35 67%

55%

50% 38%

40% 30%

23%

20% 10% 0%

Action/Adventure

Racing/Sports

Puzzle/Quiz/Words Strategy/Role Playing

Casino/Betting

Top Preferred Mobile Game Genre

Action/Adventure Racing/Sports Puzzle/Quiz/Word Strategy/Role Playing Casino/Card/Betting

Age Group

Gender

NCCS

15-24

Male

All

25+

Female

25+

Female

20-34

20-24

Male

Top Gamer Profile for Each Game Genre Source: Kantar IMRB report on Understanding Mobile Gaming in India 2018

A A

How to Advertise Your Mobile Gaming App?

Advertising Approach for Various Mobile Games Seggregation of online mobile games (With their popular target group)

Card Based Games (Real Money)

• • • •

Age Group: 18-35 Gender: Male Appographic: Heavy Sports Interest: Sports

Action & Sports

Fantasy Sports

Age Group: 18-40 Gender: Female

Learning Games

• • •

•

Age Group: 25-40 Gender: Male/Female Stage: Parents

Age Group: 13-25 Gender: Male Stage: School & College students Income Level: Low income

Puzzle & Casual Games

real money card games on:

• Frequency: The key to ensure loyalty

for any game is to encourage habit

formation. For this, it is important to expose the audience to the advertisements multiple times.

Demographics: As seen in the

previous section, each genre of game is preferred by a certain cohort which is

formed by a combination of gender, age, geography and income. Targeting it

would mean maximum impact with minimum wastage.

• • • •

• •

our choice of advertising platforms for

• G e o - Ta r g e t i n g & Ta r g e t i n g b y

• • •

Age Group: 25-40 Gender: Male Geography: Southern India Income Level: High income

Following are three factors we would base

Age Group: 13-25 Gender: Male/Female Stage: Students Interest: Preparing for exams Kids Games

• Affinity: When one has a limited budget or one wants to run a highly

targeted campaign, filtering people on

basis of the i r af f i n i ty for s i m i lar products or habits is a prudent approach. In the case of digital advertising, a number of advertising

platforms allow advertisers to target audiences based on the apps they

already have on their devices. (appographic targeting)

How to Advertise Your Mobile Gaming App?

While some of the above mentioned mobile gaming categories can be advertised on the popular advertising platforms, for few of them like fantasy sports and gambling games, there are prohibitions and constraints. Hence, it is very important to understand the target audience and make appropriate strategies to reach out to them.

Based on the pointers above, here's the platforms we feel would be best suited for various game genres.

Real Money Based Card Games: Rummy/Poker Gender

Male

Age

Profession

Geography

20-44

Self Employed (44%) Junior Mid Level Manager (34%)

Andhra Pradesh Tamil Nadu Karnataka Kerala Puducherry

Media

Platforms

Budget Starting From

Freq

Regional News

INR 1 Lakh

Outdoor

High Traffic Market Areas

INR 1 Lakh

INR 60,000

Regional Language Stations

INR 50,000

Transit

Auto/Bus/Cab

INR 20,000

Audio OTT

Regional Content

INR 60,000

Radio

Video OTT

Regional News App Jio Apps

Regional Content

Daily Hunt Regional Content

INR 60,000 INR 60,000

Geo

Demo

Interest

Y Y Y Y

Y Y

How to Advertise Your Mobile Gaming App? Online Fantasy Sports Games

Media

Platforms

Budget Starting From

Freq

Geo

Demo

News/Sports

INR 1 Lakh

Outdoor

Areas near Colleges/Tech Parks

INR 1 Lakh

INR 60,000

Popular Stations

INR 50,000

Transit

Auto/Cab/Bus

INR 20,000

Video OTT

Live matches, Sports content, Youth Centric Content

INR 60,000

Popular Platforms

INR 60,000

Google

Search/Displa y

INR 60,000 INR 20,000

Sports Platforms

Sportkeeda, Cricbuzz

INR 60,000

Radio

Non Trad

Audio OTT Digital News Platforms

Influencer

IT Park

Daily Hunt, Inshorts, TOI Sports

INR 60,000

Interest

How to Advertise Your Mobile Gaming App? Casual Games Casual gaming, in general, can further be classified into the following 4 categories:

• Casual Games- Ludo King, Fruit Ninja, Angry Birds • Puzzle Games- Candy Crush, 4pic1word • Simulation Games- Temple Run, Subway surfer • Mystery Games- Criminal Case People who have other casual games installed

Core

Target Users: Casual games owing to their easy to play nature is a favorite among all the cohorts. One of the best strategy to promote a casual game is to promote it to people who have already installed casual game apps. This can be achieved through interest targeting. Once the core audience group is exhausted, the app can be promoted to audience in age group 18-30 followed by audience of 30 years and above. Age Group: 18-30 Years

Age Group: Above 30 Years Media

Platforms

Budget Starting From

Core

Pokkt

Gaming

INR 60,000

Daily Hunt App

Digital News

INR 60,000

Truecaller

Utility App

Social Media Platforms

Social Media

INR 10,000

Radio Advertising

Non Trad Radio

INR 30,000

Outdoor

INR 50,000

Hotstar Jio App

Other OTT Platforms

Transit Advertising Outdoor Advertising

OTT OTT OTT

INR 10,000 INR 60,000 INR 10,000 INR 60,000

INR 20,000

Age 1830

Age 30+

Y Y Y Y

How to Advertise Your Mobile Gaming App? Educational Games Below 13 Years

3-13 Years: Audience targeting not possible so advertisers should target parents/guardians

Best platforms to target 'parents': •

Digital platforms that allow advertisers to filter out parents • • • •

•

Google Search & Display Facebook Hotstar

Truecaller

Parenting websites

Above

Core TG

13 Years

Above 13 Years: Audience aged above 13

years can be targeted based on their interests. Best platforms to target based on age groups and interest

• OTT Platforms • Hotstar • Voot

• Wynk

• Gaana

• Jio Saavn

• Popular social media platforms • Google Search & Display • Facebook

• Instagram • Snapchat • TikTok

• Educational Platforms • Newspaper advertising (Education Supplement)

• Magazines: Educational Magazines • Outdoor advertising near schools, coaching centre and colleges

How to Advertise Your Mobile Gaming App?

For Further Reading • https://blog.themediaant.com/how-to-advertise-your-online-mobile-game-a-series •

https://blog.themediaant.com/advertise-online-rummy-and-online-poker-games-on-these-platforms-part-2-1

• https://blog.themediaant.com/how-to-promote-your-online-fantasy-sports-games-part-2-2 • https://blog.themediaant.com/10-effective-ways-to-promote-esports-games-part-3

• https://blog.themediaant.com/demystifying-casual-games-and-effective-ways-to-promote-it •

https://blog.themediaant.com/best-platforms-for-promoting-educational-games-in-india-part-5

• FICCI EY Media & Entertainment Report 2019 • Skill Gaming Survey by Deloitte

Reference

• The Evolving Landscape of Sports Gaming in India by KPMG • Understanding Mobile Gaming in India by Kantar IMRB

If you would want to explore advertising for your gaming mobile app, write to us at Help@TheMediaAnt.com.

Festive Season Advertising in India

There are so many articles in the market regarding advertising during the festive season. Is there a need for a new one?

We know that advertising during festive season measures about 35-40% of total advertising spends on most businesses. The consumer demand is high and people are open to spending.

However, as a specialist of advertising for small and medium-sized businesses, the questions we have often faced are not that simple to be answered:

â&#x20AC;˘ Is it a good decision for a small business to advertise during the festive season when the market is saturated with big brands advertising aggressively? â&#x20AC;˘ What should be the strategy followed by a small business to ensure maximum visibility and share of mind despite tight advertising budget? â&#x20AC;˘ Are there any mediums that are yet unexplored and offer freedom from ad clutter during the festive season? Here's an article compiled from a very popular article series of ours. You can find the links to the complete article at the end of the article.

Festive Season Advertising in India Festive Season Advertising: Challenges & Opportunities Challenge: Clutter in traditional media- TV, Print, Outdoor, Radio

Opportunity: the Rising significance of digital & Hyperlocal Medium

41%

40%

Share of total annual advertising budget spent during the festive season

of Diwali shippers conduct research on mobile before making a purchase

77%

66%

of total advertising expenditure is spent in TV

of DIwali shoppers compare prices on mobile

Most e-commerce brands have big-scale

Increase in â&#x20AC;&#x153;near meâ&#x20AC;? searches indicates that

and Print only

discounts & offers that overshadows many

businesses when it comes to festive advertising

Aug

while shopping offline

people prefer traveling less and also the fact that offline purchases are driven by online searches.

When do people plan festive shopping?

Dec

Already started

Starts Sep

2 wk bef Dussehra

Bw Duss & Diwali

Just bef Diwali

Till Xmas

33%

22%

12%

17%

Festive Season Advertising in India

3 advertising hacks to rise above the clutter this festive season #1: Some useful radio advertising strategies National

23%

18%

Increase in total FCT

Increase in no of advertisers

Regional

Local

14%

24% 14%

54%

57%

Non-Festive Months

Festive Months

27%

Radio Advertising: Non-Festive vs Festive Season

Based on our analysis of AirCheck data for non festive month vs festive months of 2018, we observed that:

• There was a 23% increase in total FCT and 18% increase in number of brands advertising during the festive season.

• Even the share of national brands vs regional/local brands was higher by 3%.

• Both the data points indicate ad clutter during the festive season and dominance of national brands.

3 Radio Advertising properties to help advertisers rise above the festive ad clutter

RJ Contest • Two-way communication leads to higher engagement • Compelling Call to action • Customized content • Higher reach due to promotion happening during the show

RJ Mention • •

RJ promotes the brand in his/her own style, making it credible Higher reach due to promotion happening during the show

Outdoor events by radio stations •

•

These events attended by thousands of people daily would boost brand visibility & enable conversation Being associated with the radio stations, brands would earn credibility

Festive Season Advertising in India How To Maximize Impact With Limited Radio Advertising Budget? â&#x20AC;˘ Select a certain time slot on a certain day of the week.

â&#x20AC;˘ Own an additional advertising option in addition to radio jingles

Here's a sample plan

#2: In-App advertising through these 7 popular apps With more than 450 million smartphone users in India which is slated to double by 2022, app downloads are on the rise. The first quarter of 2019 witnessed 4.5 billion app install in India, the

highest in the world. An average Indian spends close to 3 hours on their smartphone and has about 78 apps on their phone.

Our Top 10 Apps for advertising in 2019 (Source: TMA Traffic) Hotstar

TikTok

Times of India

Inshorts

Gaana

Tinder

Jio Saavn

Ola

Daily Hunt Voot

Did you find any similarity between the above mentioned apps? Yes, you got it right. All of the above

apps are used on a daily basis. This describes the very high level of reach, engagement, and clicks that advertisers achieve using these apps for advertising.

Moving away from the top 10 apps, in this article we would look at 7 other popular daily apps that are emerging as advertising platforms really fast. Here's a detailed comparison of the apps in the next page.

Festive Season Advertising in India Generic App Information Snap chat DAU Open Rate Time per User

Jio Apps

True caller

Ola

Swiggy

App Locker

Quora

4.2 M

48.9 M

2.2 M

2.9 M

8.8 M

501K

17 min

11 min

10 min

8 min

16 min

27 min

27%

39%

66%

Source: Similar Web, Sep 2019

Comparison on the basis of demographics Metro/Tier 1 18-25 Y 25-35 Y

Tier 2/Tier 3

Snapchat/App Locker/Truecaller

Jio Apps

Ola

Jio Apps

Truecaller/Ola/Swiggy/Quora

35 & Above

Jio Apps

Comparison on the basis of targeting

Age Gender Geography Income OS/Device/ Carrier Interest/ Cohort Language Retargeting Keyword/ Context

Snap chat

Jio Apps

True caller

Ola

Y Y Y

Swiggy

App Locker

Quora

Y Y Y

Y Y

Y Y Y

Festive Season Advertising in India Comparison on the basis of ad types supported Snap chat

Jio Apps

True caller

Ola

Swiggy

App Locker

Quora

Image Text Video

Roadblock App Install

Insights on the apps based on their purpose • Snapchat is very popular among youngsters in metro cities. It is mostly known for its photo filters and vibrant images.

• Jio App is very popular across cities and across age groups, making it a very popular choice for mass targeting.

• Truecaller is another popular app among the young audience that’s being used in the metro

cities. Truecaller has some highly accurate cohorts that can be used to do interest-based targeting.

• Ola is used by premium audience in metro cities. It offers predefined cohorts like airport and apartment targeting.

• Swiggy is mostly used by young and premium audience in metro and tier 1 cities for food and other hyperlocal delivery.

• App Locker is a utility app popular among the youth and has a high level of engagement.

• The popularity of Quora is on the rise in India. It’s one of the few platforms that offer text ads based on keywords/context. People visit Quora for knowledge sharing.

Based on the insights discussed above, we have tried to summarize this section in terms of which app is well-suited for which categories.

Festive Season Advertising in India Snap chat Finance Fashion/ Lifestyle Real Estate

Healthcare Travel & Tourism Education Automobile Gaming

Y Y Y

Jio Apps

True caller

Ola

Swiggy

Y Y Y Y Y

Y Y

Y Y Y

App Locker

Y Y

Quora Y

Y Y

#3: Hit The Jackpot With Transit Advertising The public transit system is the backbone of any city. It is also becoming a popular advertising

medium. With many governments placing bans on hoardings, transit advertising can become the new face of outdoor advertising. Also, transit can be a great medium for advertising during festive season as traveling is at its peak during the festive season.

State of Transit during The Indian Festive Season

Festive Season Advertising in India Popular transit advertising types in India Ad Type

Ad Options

Reason to advertise •

Inflight Advertising

Train Advertising

Metro Advertising

Bus Advertising

• Inflight magazine advertising, • Advertising on the boarding pass, meal tray, seat back etc

• •

Caters to the premium audience like HNIs, business professionals Pan India presence Captive audience

• Train Branding: Train Wrap • Train Station Branding: Display boards, LED Boards

• Mass Reach • The long waiting period that translates into repeated exposure

• Metro Train Interior Branding- Display Panel, Interior Wrap; • Metro Train Exterior Branding- Train Wrap; • Metro Train Station Advertising- Display Boards, Kiosks

• Premium Audience • Hyperlocal Targeting Possible

• Bus Interior Branding • Bus Exterior Branding

• Mass Reach • Hyperlocal Targeting

Best for brands that

Starting budget

are looking for brand awareness campaigns, have a panIndia customer base or have high ticket items like real estate, etc.

INR 1 Lakh Onwards

mass brands like FMCG, banking, etc.

INR 1 Lakh Onwards

to target premium audience like luxury products, high ticket items, apps etc because metro tickets are priced higher and mostly cover commercial and corporate hubs want to target audience in a particular city/route/area

INR 1 Lakh Onwards

INR 50,000 onwards

Festive Season Advertising in India Popular transit advertising types in India Ad Type

Cab Advertising

Auto Advertising

Ad Options

• Seat Back • Cab Exterior • Auto Back Panel • Auto Hood

Reason to advertise • • •

Premium Placement Mass Reach Captive audience (interior branding)

• Mass Reach • Low Cost and easily scalable

Best for brands that

Starting budget

to do brand awareness campaign, create a buzz in a particular city

INR 2 Lakh onwards

want a mass reach in a short duration like events & exhibition, offers, new launches

INR 10,000 onwards

How to decide which transit advertising media is the best for your brand? Following tables talk about the type of targeting advertisers can achieve through transit advertising as well as which transit advertising type would be suitable for which business categories: Media

Audience

Targeting

Geography

Inflight Advertising

Premium

Pan India

Premium

Route/Locality

City/Hyperlocal

Mass

Cab Type

City

Train Advertising Metro Advertising Bus Advertising Cab Advertising Auto Advertising

Mass Mass Mass

Route/City

Route/Locality Locality

Pan India

City/Hyperlocal City/Hyperlocal

Festive Season Advertising in India Category

Inflight

Real Estate

Higher Education Luxury Products Finance FMCG Automobile Local Events Local Services Gaming

ForTrain Further Reading Metro

Y Y Y

Y Y Y Y Y Y Y Y

Bus

Cab

Auto

Y Y Y Y

Y Y Y Y Y

Y Y Y

For Further Reading • https://blog.themediaant.com/advertising-during-festive-season-101-part-1 • • • •

https://blog.themediaant.com/indian-festive-season-advertising-part-2-advertising-on-radio

https://blog.themediaant.com/in-app-advertising-7-popular-daily-use-apps-for-this-festive-season-part-3 https://blog.themediaant.com/transit-advertising-hit-the-jackpot-during-the-festive-season-part-4

https://blog.themediaant.com/festive-season-advertising-part-6-top-marketing-ideas-to-promote-your-events

If you would want to explore festive advertising more , write to us at Help@TheMediaAnt.com.

Advertising After Lockdown: Where Would Advertisers' Money Go?

The entire country is coming out of lockdown gradually. Key activities like manufacturing, transport,

logistics, and traveling have faced major restrictions in the last two months and are opening now. One of the worst affected is media and advertising. With IPL 2020 postponed indefinitely, the

biggest marketing event of the country, both large and small scale advertisers are in the doldrums. Having said that, the country is witnessing positive sentiments around unlocking the economy although the process is slow as the country is still battling COVID-19 spread. Some questions that we often hear now are:

• Is it a good time to advertise?

• Will advertising return to normal soon after the lockdown?

• Are there advertising media that would take some more time before gaining advertisers’ attention? In this article, we will check what popular consumer reports say about this. We would also see how the media consumption has changed over the last few months and which are the advertising platforms that might take some time to win back advertisers' trust and love.

Advertising After Lockdown: Where Would Advertisers' Money Go? Is this a right time to advertise?

Advertising has often been associated with intrusion and exploitation. In the current situation, it is

quite common for advertisers to be anxious about whether it is a right time for promotions and if it would be insensitive. Here's what the report Kantar COVID 19 Barometer India Research says:

Only 8% consumers think that brands should stop advertising

However, when it comes to the communication of the ad creatives, brands have to be extra careful not to exploit the current situation in any form. As per the Kantar survey,

79% people agree that ads should show how brands can be helpful in the current situation

77% people agree that ads should inform about efforts taken by brands to face the situation 74% people agree that ads should offer a positive perspective

Another reason why it is important for brands to consider advertising right now is to let their audience know that they are open and operational and to assure them that they are following all the required safety measures. According to a latest report by Google India- What is India Searching For?, following are some of the facts regarding how India searched during the lockdown.

1 out of 2

Consumers wanted to find out about closing of stores, change in operational hours etc

Pharmacy Near Me

Grocery Delivery Near Me

+58%

+550%

Internet Provider Near Me Vet Doctor Near Me

+140% +60%

Surge in Near Me Searches for essential services during the lockdown

Advertising After Lockdown: Where Would Advertisers' Money Go?

Media Consumption Trends During Lockdown Television

↑~50% jump in TV consumption in the initial ↓ Printing and distribution negatively affected in weeks of lockdown ↓ Lack of fresh content due to halting of shoots

↑

Movies, news and kids have emerged as popular genres

OTT Platforms

hotspots and containment areas ↑ Rise in demand for authentic news has led to higher audience engagement

Online Games

↑ Significant rise in OTT consumption (~31%) ↑ Increase in downloads and time spent across demography and devices mostly led by ↓ Fantasy sports adversely affected due to lack of subscriptions ↑ Though affected by halting of shoots, OTTs already have a rich library of content

live sports

Radio

Cinema/Outdoor

↓ Loss of listenership due to closing of offices and hence drop in consumption of car stereo radio ↑ RJs recording from home has ensured fresh content

↓ Due to closing of malls, cinema halls and restrictions on movement, consumption of media in cinema halls, malls, transit and hoarding has dropped drastically

Advertising After Lockdown: Where Would Advertisers' Money Go?

Media Consumption After Lockdown: What's Expected? COVID 19 Impact

Medium Television

High

Low

Cinema

High

OTT

Low

Online Gaming

Low

Radio

Medium

Viewership Back-ToNormal

Ad Revenue Back-ToNormal

2-4 weeks

4-12 weeks

• Circulation is expected to pick up once the lockdown period is over • High competition by digital channels

Immediate

4-12 weeks

2 weeks

2-12 weeks

• Several OTTs offering free trial subscriptions which may lead to long term association

2-4 weeks

8 weeks

• Strong presence in terms of local level and topical news

4 weeks

Immediate

8 weeks

Opportunities/Challenges • Live sports events post lockdown can be a major draw • High competition by digital OTTs-

• Recovery process would not be consistent across geographies due to varied restrictions around social gathering • Due to halt in shooting and promotions, movie launch pipeline would be impacted • Likely to see an increase in ad revenues

4-12 weeks

In our opinion, based on the inference from industry reports and our website data, we think not all platforms would return to normal at the same time. Here’s what our analysis say. Following are media platforms that are expected to bounce back in order of quickest to slowest:

Faster

OTT Mobile Games

Fast

Online News TV

Print Radio

Slow Transit

Airport & Airline Outdoor

Slower Cinema Mall IT Park

Advertising After Lockdown: Where Would Advertisers' Money Go?

For Further Reading https://blog.themediaant.com/advertising-after-lockdown-where-would-advertisers-money-go

If you like to know more about advertising post lockdown , write to us at Help@TheMediaAnt.com

Promotion of Healthcare Products & Services

The world right now is battling a major health crisis which has brought healthcare into focus. While the governments are busy ensuring COVID-19 is effectively contained through various measures like

lockdowns and closures, people have taken it on themselves to stay safe, fit and healthy. According to

a news reports by Live Mint, during the month of April and May 2020, Netmeds saw a 119% growth in sales of multivitamins while other immunity bossters like Chyawanprash saw a jump of 47% as compared to the months before. Not only this, during a survey conducted by BCG, majority of people expressed their interest in increasing their spends in the coming months in the following: 1. First Aid

2. Health Supplements 3. Home Tests

4. Medical Procedures Also, more and more people are willing to go online to fulfil their medical requirements. A field

which thrives on trust and human connections is facing a disruption with people willing to opt for virtual consultations and online ordering of medicines. As an agency, we have a rich history of

working with various online and offline healthcare platforms and in this time of changing markets and ad platforms, we thought we should pay a visit to the topic. Read more about it in the article.

Promotion of Healthcare Products & Services Healthcare Products & Services Advertising Pre-COVID 19

Radio

Digital

23%

28%

36%

-39%

Growth of Healthcare Advertising on Various Media (Jan-Mar 2020 vs Jan-Mar 2019)

Share of TV, Print & Radio in Healthcare Advertising

13%

82% TV

Radio

Television

• • •

Rubs & Balms (23%) OTC Products (15%) Antiseptic creams/liquids (11%)

• • •

OTC Products (37%) Rubs & Balms (16%) Vitamins/Supplements (13%)

Radio

• • •

Vitamins/Supplements (21%) OTC Products (14%) Digestives (14%)

Digital

• • •

Medicated Skin Treatment (36%) Digestives (33%) OTC Products (8%)

Top 3 Healthcare Segments on TV, Print, Radio and Digital Media

Promotion of Healthcare Products & Services

Advertising Approach for Healthcare Brands When it comes to healthcare, people often do not consider cost and fees to be a deciding factor but the authenticity and credibility of the brand. Hence, branding as an objective becomes very important for healthcare advertising campaigns. If you check the charts in the previous page, you

can find television and newspaper are the major advertising platforms for healthcare brands. Television and newspapers undoubtedly are mass platforms as well as the most trusted and credible ones too.

When talking about healthcare, there are several types of product categories, services and business models involved. It would be very difficult for us to seggregate them into different approaches but to

simplify the problem statement, we can differentiate the startegies based on their area of operations. Presence

Product

Platforms

National/Regional

OTC brands, Hospital & pathology lab chains, Wellness products, Medicine delivery apps

Television (National/Regional), General interest magazines, Digital

City-Level

Hospitals, Pathology labs

Block/Locality

Pharmacies, Clinics

Radio, Newspaper, Hyperlocal, Cinema

Metros/Tier 1 cities

Health apps

Television, Digital, Influencers, Inflight magazines, Airports

Hyperlocal

As we still don't have a long term solution for COVID 19 and majority of people are scared to venture

out, outdoor advertising media like hoardings, transit, cinema, malls etc would not witness the

influx of people for next few months. With COVID 19 presenting new set of challenges before brands

and advertisers, we have compiled a list of advertising platforms that are expected to perform well in the current scenario.

Promotion of Healthcare Products & Services

Best platforms for healthcare advertising post COVID-19 Lockdown Platforms

Digital OTT Platforms User-generated Video Platform Digital News Platforms Social Media Influencer Advertising

Why Advertise? • • • • • • • •

• •

• Television

• •

Popular Media

Advanced Targeting Options High engagement rate during COVID-19

Hotstar, Jio Saavn, Gaana, Voot, Zee5

Spike in usage during COVID19 Shift from traditional news medium to digital

Inshorts, Daily Hunt, Digital platforms of newspapers- TOI, The Hindu, Hindustan Times

Trust factor Emotional & mental support from influencers during COVID-19 in the form of DIY videos, self help talks etc

Health & Fitness Influencers

Advanced targeting options. Increase in downloads & time spent during COVID-19

Time spent as high as 4 hours Best platform for 2-way communication between brands & consumers

Watched by entire family together Most trusted Mass media in time spent during COVID19

YouTube, TikTok

Facebook, Instagram, Twitter, Instagram

Star Plus, DD National, Colors, Sun TV, Aaj Tak

Promotion of Healthcare Products & Services Glimpses into some of the campaigns executed for healthcare brands

Product

Objective

Target Audience

Geography

Approach

Platforms Suggested

Tata Health

mFine

Practo

Sleeprite

Health App

Brand Awareness

Drive website traffic

Herbal Medicine to cure sleeplessness

People who already have health apps, seeking for consultation

Working professionals

Bangalore

Tier 1 Cities

• App Installs • To drive footfalls to Tata Health Clinics

• To target people based on their interest/app installed (appographic) • Targeting people actively seeking for consultation • Hotstar • YouTube • Clinic Activation

To reach out to maximum people through advertising on hyperlocal media • • • • • •

Radio Outdoor Cinema Pharmacy Branding Bus Branding Cab Branding

To target the digital population using platforms that are engaging and provide targeting filters to seggregate the target group

• Google Display & Search • Hotstar • YouTube • Inshorts • Influencer Marketing

Brand Awareness • Working professionals • New parents • Late night binge watchers • People suffering from anxiety, insomnia Bangalore, Hyderabad, Chandigarh

To target digital platforms frequently visited by the target group like news platforms, video platforms , etc. & use advanced targeting filter • Digital news platforms • Video platforms • Keywords based targeting on Google, Facebbok, Amazon

Promotion of Healthcare Products & Services

For Further Reading https://blog.themediaant.com/advertising-for-health-care-health-supplements-brands-in-the-times-of-covid-19

Reference • Kantar COVID 19 Barometer India Research

• KPMG report: COVID 19: The many shades of a crisis

• BCG report: BCG COVID-19 Consumer Sentiment Survey India

• Report by Gipsi: India’s habits are changing- Decoding the new Indian consumer If you would want to explore advertising for healthcare products and services write to us at Help@TheMediaAnt.com.

A Mini Guide To Advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

Advertising in a new city often triggers anxiety in an advertiser's mind. As a media agency, we often receive questions about topics like the following:

• Demographics of the city- Population, Literacy, Income etc • Reach of various media in the city

• Advertising platforms popular among advertisers in the city

• Top areas in a city that receives a very high footfall and should be included in the advertising strategy.

In this article,we have tried to cover a brief snapshot of the top 4 metros- Delhi, Mumbai, Bangalore

and Hyderabad. To get the detailed analysis of the same, please refer to the “ for further reading” section.

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Part 1: Delhi Delhi Demographics

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Delhi Media Reach

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

Delhi Top Ad Platforms

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Part 2: Mumbai Mumbai Demographics

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Mumbai Media Reach

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

Mumbai Top Ad Platforms

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Part 3: Bangalore Bangalore Demographics

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Bangalore Media Reach

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Bangalore Top Ad Platforms

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Part 4: Hyderabad Hyderabad Demographics

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad Hyderabad Media Reach

A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

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A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

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A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

Hyderabad Top Ad Platforms

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A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

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A mini-guide to advertising in Delhi, Mumbai, Bangalore & Hyderabad

For Further Reading • • • •

https://blog.themediaant.com/how-to-advertise-your-business-in-delhi-heres-a-complete-guide

https://blog.themediaant.com/how-to-advertise-your-business-in-mumbai-heres-a-complete-guide/

https://blog.themediaant.com/how-to-advertise-your-business-in-bangalore-heres-a-complete-guide

https://blog.themediaant.com/how-to-advertise-your-business-in-hyderabad-heres-a-complete-guide

If you would want a similar analysis for your city , write to us at Help@TheMediaAnt.com

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If you have any feedback, please write to us at Help@TheMediaAnt.com