This Diwali, consumers are extra excited to step out and this reflects in the media shopping list for this year. Digital OOH makes a special comeback this year. Here’s what experts have to say…
The advertising industry, after going through two difficult years, is celebrating this Diwali with a dhamaka. It is usually during the auspicious days of Diwali that a lot of families plan their big-ticket purchases like cars, homes, electrical appliances, jewellery, etc, making it an important spending season for marketers. Media shopping list by brands and agencies, reflects this sentiment.
According to a recent report released by ShareChat, every second regional user is willing to spend more during the festive period this year than they did last year. As per the survey, at 44%, social media has emerged as the biggest purchase influencer for Bharat during the festive season.
After the year 2020 turned the world upside down, brands and businesses of all sizes had to reimagine their communication strategies. While it gave a push to digital marketing, out-of-home (OOH) and cinema advertising suffered heavily. However, now, there’s a new-found appreciation for OOH and the medium is back in the Diwali mix this year.
Social Samosa reached out to media agencies and media heads to find out which mediums made it into their Diwali shopping list.
Nupur Shah – AVP and Digital Lead, West and South, PHD India
Following the disruptive pandemic period, consumer demand across various categories is on the rise again as we slowly return to normalcy. Ad spends across all mediums will see a significant boost and OOH/DOOH will be the primary contender for brands looking to increase their visibility. The festival season will see a lot of people stepping out of their homes and celebrating after 2 long years of isolation and quiet, and for that very reason, OOH/DOOH will be at the top of the list for many. DOOH provides very eye-catching and attractive options to grab consumer attention while they are on the move.
With a lot of discovery happening across social media and video platforms, the duopoly of Meta and YouTube/Google will be the dominant choice for many advertisers. The vast amount of options related to ad units/placements can help in choosing the most suitable format for the brand’s specific needs. Programmatic buying is another option that has a wide reach and helps drive incrementalism when it comes to generating engagement on social media and video platforms.
To cast a wider net, national/regional OTTs and social platforms like ShareChat’s Moj and MX’s TakaTak will be targeted for maximizing reach and connecting with people in remote parts of the country. The JioAds ecosystem will also similarly play a crucial role in reaching out to untapped audiences.
Piyush Tripathi, Sr. Director – Digital Media, Ecommerce and SEO, Dentsu Creative India:
E-commerce, Lifestyle, Auto, FMCG, BFSI, EdTech, and QSR brands will be spending big on Connected TVs, OTT, and DOOH.
Advertisers are willing to shell out a premium of 3x to be on CTVs this festive season as coming together and watching is an important part of the festival. Brands are willing to shell out a heavy premium to be on connected TVs as they can do precision targeting via this medium.
With T20 World Cup and FIFA World Cup, the sports genre will also have a significant share of overall spends.
Furthermore, with shows across general entertainment channels (GEC) such as KBC, Bigg Boss, Shark Tank, Indian Idol, DID Super Moms, and Kaun Banega Crorepati, among others, GEC spend is expected to get a boost.
Many Traditional billboards in cities like Mumbai and Delhi are also getting converted into digital OOH, leading to the growth of this medium by leaps and bounds. It is attracting a variety of advertisers because of its ability to run short films, lower-value campaigns, technological advancement, and innovative offerings like 4D content, unlike traditional OOH.
As we look ahead, we are on the brink of comebacks like in-person celebrations, accelerated shopping sprees, and optimism for economic recovery. Now that consumer behaviors are no longer only fueled by a pandemic, but also by the draw of a digital-first lifestyle, the opportunity for brands to capture this comeback is immense. Digital outreach is no longer optional — it is imperative.
While advertisers are focusing on building high reach through platforms like YouTube, Social, eCommerce website and OTTs, payment apps will also have a high share of spends as its growing exponentially and the growth is not just limited to Metro & Tier 1 cities. The majority of ad spend, however, is most likely to flow on Connected TVs, DOOH and Hot star as the T20 world cup is coinciding with the festive season.
Suraj Nambiar, National Media Head, Tonic Worldwide:
Brands have a very large platter to choose from when it comes to investing their money. The choice of medium or platform will depend on the category. Brands that have a digital presence will lean into digital advertising choices. Brands that sell offline or omnichannel will be present in our traditional advertising mediums as well.
Apart from your regular platforms like Meta and Google, we have OTT platforms that have seen good traction this festive season. New DMP on Amazon and Flipkart along with short video platforms also are a few of the channels that made the cut.