Media

Low CPT & maximum effectiveness keep brands coming back to Print

"Benefits of print are low CPT compared to other media, wide reach, and commendable affinity. Also, it is less prone to switches in preferences of the consumers over a short campaign period.”

Print will continue to see growth in ad spends in 2019 as well, as per GroupM’s ‘This Year, Next Year’ 2019 report, which also projects Print’s share of the total adex pie to be at 23 per cent, driven primarily by growth in vernacular.

Meanwhile, Magna Global’s report, released in December 2018, pegged print media ad revenues to reach Rs 22,424.3 crore in 2019. On the other hand, Dentsu Aegis Media’s report, released in January this year, states that Print and Television take the largest share of media spends at 70 per cent aggregated, while digital media is at 17 per cent.

2019 being an election year, brands’ ad spends are expected to surge this year. The Lok Sabha Elections apart, back-to-back cricketing events – Indian Premier League and the ICC Cricket World Cup – are also seen to be giving a major boost to ad spends. Print is expected to garner a major share of this ad spend pie, with newspapers slated to see a major share of political advertising in the lead-up to the polls.

The GroupM report states that FMCG, Auto, Digital Economy & Retail (E-commerce, Tech/ Telco, Retails) are driving two-third of the ad spends, but the share of consumer durables brands cannot be undermined, as these brands have been banking on print medium to increase reach, especially around product launches and during the festive season.

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A case in point is Onida’s print campaign released during the height of the festive season last year across national and other regional dailies to support the launch of the KY Super Thunder Smart TV. The ad strategy was conceptualised and driven by Taproot Dentsu.

The brand was continuously present in the last season with its product-led print ads. Onida brought in a renewed push for the brand last year, bringing back the iconic ‘Devil’ in its ad campaigns. The brand also stamped its authority in ‘Sound’ proposition being the lead platform in which Onida has reigned and would continue to do so in future. “It beautifully resonated with our consumer’s demand of buying a smart TV with ‘WOW’ sound from a trusted brand having wide coverage of prompt services,” remarked Pratyush Chinmmoy, Chief Marketing Officer, Mirc Electronics.

While speaking on Onida’s print campaign strategy, Chinmmoy said, “Print forms a major part of our spends after TV advertising. In the last campaign, it had amounted to almost 60 per cent without the TVCs. Depending on our objectives of building brand awareness, reaching out to a particular regional targeted population or driving consumer promotion, we pick up specific print properties. Onida is a revered and trusted brand for the last 38 years, and print, along with TVC, has been the most powerful medium for us from the start.”

He pointed out that consumer electronics as a category is driven by seasonal sales with consumer walk-ins built in spurts across the year, either around festivals or weekends. On the other hand, e-commerce is a different ballgame altogether with year round purchases. “Hence, we try to reach out to our target audience during those times where there’s an intent of purchase or where we need to drive a call-to-action on our promotions. Benefits through print, a by-product of our requirements, are low CPT compared to other media, wide reach, and commendable affinity. Also, it’s less prone to switches in preferences of the consumers over a short campaign period,” Chinmmoy noted.

For a brand like Onida, the key objectives of using print advertising include increasing reach, helping push regional sales, encouraging active consumer interaction, sales uptrend, uptick in consumer interest, awareness and also driving correlation of intended proposition and product.

Chinmmoy admitted, “We know that our pockets aren’t bottomless, so through print media we ensure that we reach out to the right audience at the right time with lowest possible CPT and with maximum effectiveness.”

Apart from the sales measurement, which is a major push through advertising, other intangible benefits have also come out from advertising. As Chinmmoy informed, “We have seen good channel feedback, interest and sign-ups post our ads, although reach intent was on the consumer side. Also, there’s always the benefit of brand awareness and building on the brand health scores, which help us in the long term.”

In the past, Onida had made many natives in print as well as digital media. Chinmmoy believes that natives are one of the most effective ways of getting the consumers involved and also shaping their thoughts about the brand.

He concluded by making a relevant point, “Innovation in print, while is exciting to watch out for, still has a long way to go in terms of optimisation of costs and effectiveness.”

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