Elections bring a lot of extra money on the ground, always generate a lot of interest among our readers and it provides a great opportunity for our advertisers to get even better consumer engagement with their advertising. Incumbent Government is in full action mood with full updation of their past achievements, new launches and feel good factor for the public at large. Besides, launch of free schemes, like, ladali Behna Yojna, subsidised Gas Cylinder, free mobile phones, unemployed youth allowance , these all above provide extra disposable income in the consumer hand. The relevance of news reaches all time high during this period as there is curiosity and high interest. Pre-Election the government goes out to finish communicating their schemes and offerings and at times their achievements over the past term period. This creates good opportunities for advertising from the government. There is also a great buoyancy in the financial markets leading up to the elections providing a great opportunity for BFSI segment to grow. This also provides a good opportunity for categories like consumer products, lifestyle, jewellery to advertise and maximise on the opportunity.
Convergence of Digital and Traditional media
The convergence of digital and traditional media has been a trend for several years, and it’s likely to continue evolving. Many advertisers have increased efforts towards integration of digital and traditional media channels to create a more seamless and effective communication strategy. Some have given significant emphasis to digital channels in recent times while neglecting traditional media. While Traditional media often adopts digital platforms to enhance consumer experience, we have seen limited digital media channels being amplified using traditional media other the large digital players like Google, Meta and ecommerce. It is important to understand in the context of the Indian consumers that media consumption varies across geographies and traditional media are seen as the most reliable and credible source by consumers in tier-2 and tier -3 towns which is a way of life and which delivers the best of eyeballs to end users. Fact-checking processes to curb the spread of fake news is an area which digital publishers will have to focus on in the upcoming elections and hence traditional media like newspapers have an inherent advantage.
( The author is Chief Business Officer at Dainik Bhaskar Group)
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