Launched in 2014, Whisper Media is the Global Leader in Efficient Content Integration, and has revolutionized the manner in which complex product placements and brand integrations can now be delivered in a simplified, fast-paced, scalable and accountable manner.
In this premium form of advertising, Whisper Media digitally embeds the advertising communication of Brands into the content at the post-production phase, making it the most cost-effective and operationally efficient process in branded content integration. This seamless integration process ensures the programming value of content is retained and the message is delivered when the consumers are highly engaged in their favorite TV show.
Based in Jakarta, Anil Cheriyedath, Director – Marketing & Strategy, leads the Marketing and Strategy for Whisper Media globally. In an exclusive conversation with MediaNews4U, Anil elaborates on future of Whisper Media and In-Content Advertising:
Tell us about Whisper Media and its activities
Whisper Media started operations in Indonesia in 2014, and is currently the Global Leader in Efficient Content Integration. As a Media & Adtech solutions company, we are set to revolutionize the complex process of product placements and brand integrations through technology. Our embedding technology allows brands to insert into the most popular content, digitally, in post-production phase; making it the most cost-effective and operationally efficient process in branded content integration. This is one of our key offerings across operational markets which elevates the brands out of the usual advertising clutter. In India, we started our operations in 2019 with two leading broadcast partners – Zee Network and Star Network (South Regionals). Since then, we have executed close to 100 campaigns across categories and brands, leading to more than 6900 integrations.
Highlight the importance of In-Content Advertising and how it has simplified complex product placements and brand integrations for broadcasters and brands
In-Content Advertising or placements have been part of advertising and marketing for a very long time. Traditionally, brands, agencies and media houses work together and create various types of content for the brand. All stakeholders spend a huge amount of time and effort into the brand placements to ideate, conceptualise, produce, edit and finally distribute it in the media. Since we undertake these integrations at a post-production level, there are no programming calendars that need to be blocked weeks ago to produce these brand integrations. With almost no limitations, the messaging is conveyed in the desired show/seriesin the fastest turnaround time possible, making it very cost-effective and saves the logistical nightmares.Also, the technology provides scalable optionsto reach the potential consumers through an uncluttered environment.
What are the different offerings and the benefits of ICA: how advertising communication of brands are digitally embedded at a post-production level, making it the most cost-effective and logistical-free process?
The biggest takeaway is an attentive audience, who are highly involved or engaged with the content when they are seeing the brand placement or brand communication. Numerous studies have proven that the top-of-mind recall and spontaneous brand recall through ICA are higher compared to a non-ICA campaign.
Ease of execution in planning an ICA campaign is similar to a TVC campaign where brands work with media planners to identify the target channels and showsfor campaigns. So, adapting to the approach is simple with the desired frequency. We also provide a large bouquet of channels and programs to choose from.
Since ICA is now measurable under BARC YUMI Tool, we can do forecasting of an ICA plan performance, as well as post campaign evaluations. We also conduct eye tracking studies by using heat mapping technology to evaluatethe viewability for an ICA campaign along with Brand Lift Insight Studies to help in evaluating campaign effectiveness.
What is the size of the in-content advertising market in India?
Only a tip of the ice-berg has been reported at the moment. So, putting a number to the in-content advertising market in India is difficult. My guesstimate would be that more than 10% of total ADEX.
Where do you see the industry down the line in terms of growth?
The emergence of new digital content platforms has further expanded the content landscape. Especially during the pandemic, the content consumption has skyrocketed through all screens. Today, brands are talking about TV GRPs; but in future there will be clear focus on Content GRPs (ICA GRPs) vs TVC GRPs. Internationally, there are many brands that consider in-content GRPs as a mandatory element as part of their communication strategy to invest in this uncluttered touchpoint.
Do you see Broadcasters considering this as mainstream revenue in future?
Broadcasters have been using in-content integration as a key solution over the years, and most of them even have an independent brand solutions team to create such customised content. But these have largely been done in a traditional approach. The combination of both, traditional and new-age technology-backed integrations, will drive mainstream revenue up for broadcasters.
Whisper Media operates across 14 countries around the globe, with over 200-member skilled team. The company has partnered with more than 30 leading broadcasters and content publishers across these markets and have delivered more than 300,000 seconds of integrations for brands.