Several new-age categories with start-up funding are going to the new giants in terms of ad spends.
Sharad Alwe, CEO and Co-founder of Update Geotarget
2020 was a roller coaster ride with sharp dips especially with the pandemic and lockdowns that followed.
As people were confined to their homes, our social lives have moved online and entertainment consumption has risen notably within the at-home segments of television, online gaming and over-the-top (OTT).
IPL and festive season were the “mood-lifters” and certainly triggered the advertising spends further sustained by the pent-up demand in the market.
TV reported highest ad volumes in last 5 years with Regional TV viewership showing a significant rise due to high relevance and relatable content.
Below are the 5 things to focus on, in 2021.
Establishing ‘distinct identity’ for Regional TV Narrowcasting
Due to digital advertising platform, advertisers are now looking for solutions which assure ROI, less spillage and focused marketing.
TV Narrowcasting has all the attributes of the digital platform along with a high penetration USP unlike a digital platform.
Post NTO, this is the only AV geotargeted platform which is 100% available and reaches more than 60% of TV Households.
Channel Agnostic Solutions to be our revenue drivers for 2021
NTO implications have negatively affected the availability of a satellite channel in a consumer household with varied subscription consumer choices.
Advertisers look out of 100% reach medium, thereby these set top box software-based properties which are visible across all channels subscribed on consumer set top box are an ideal solution to maximize their reach and brand exposure.
Bharat 2.0 – Next Revenue destination for advertisers
It is hard to define a clear boundary, but there is a high probability that a large portion of the next potential consumers will come from India’s Tier 2/3/4 cities and smaller towns, mostly because that is where more than 90% of India’s population lives.
To sum it up, Bharat 2.0 is willing to pay as India (Tier-1) is, but the success is in creating the right products and communicating via a high relevance platform for maximize consumer engagement.
Focusing on Online Services category – ‘the new FMCG’ in terms of ad spends
There has been a paradigm shift when it comes to category reflecting growth. OTT platforms and other online services attracted loads of new consumers and expanded to new geo-targeted locations and demographics. Several new-age categories with start-up funding are going to the new giants in terms of ad spends.
Key Categories Uptake
The growth and optimism from the festive season are here to stay till early 2021 as advertisers do have resources left in their kitties, to provide cost effective solutions to deliver their message.
Auto as a category has revived during the festive season and we expect it to be on high during festive packed 2021.
And the trend of E-com, Online classes and Online finance will continue for the next few months till the pandemic impact lingers.
To sum it up, we expect only positivity in advertisers and the pent-up spends and demand to resurface in 2021but thefirst real aim is to cover the base of 2019.