Brands vouch by TV commercials and hoardings in the age of social media

New-age digital brands like Uber, Airbnb, Ola, Swiggy, Jabong have all come out with their television commercials (TVCs) in recent times. However, Netflix has bombarded roads with its hoardings. This trend speaks about volumes of the scope conventional marketing channels continue to hold in the era of YouTube, Facebook, Instagram and Twitter.

Experts say digital ventures are aware that without investing in TVCs and outdoor advertising, their brands will fail to garner instant recall in consumer minds and outdoor competition. Kaustav Das, CEO of the integrated agency, Ralph & Das says, “TV advertising adds stature to the brand, ensuring it does not die out in a hurry. Social media is just another medium with its many quirks.’’

The internet and media market in India is touted at $39.6 billion this year, as per PricewaterhouseCoopers (PwC) estimates. Internet advertising is the fastest growing segment, rising at a compounded annual rate (CAGR) of 20.4%, as against the 12.8% CAGR of television advertising. However, in terms of sheer scale, internet advertising at $862 million in 2018, lags behind TV advertising, which will reach $5 billion by 2018 end, says PwC.

Experts believe there still continue to exist certain internet-related hurdles that will compel brands to shell out exorbitant amounts and advertise on television.

Sidharth Singh, co-founder of CupShup, a contemporary creative agency, says with a lot of clutter existing on the digital medium, consumers have become analytical, rather than getting easily influenced by what the brand intends to show them. “A large population lives in areas where television is more viewed than social media during leisure time. Also, TVCs are more impactful during sports tournaments where exposure to a larger audience is expected. The biggest advantage of traditional mediums is that you have a guaranteed audience. With bots and fake user profiles on social media, knowing the exact reach is a big pain point.” Singh explains that Netflix’s recent show “Sacred Games” got more visibility through hoardings.

“Outdoor advertising provides an opportunity to generate larger than life impact, in addition to targeting people on the go. Digital analytics supported OOH is already making its way in. TVCs meanwhile do a great job when the product category is a mass usage one, or when one key message is needed to lead the brand. Traditional media is a key part of our marketing campaigns. We believe in interacting with consumers at various touch points in their daily lives to ensure brand consistency and strengthen credibility,’’ says Hardee Shah, chief marketing officer for online jewellery platform BlueStone.com.

“They are largely transactional on a medium that is about interaction, conversation and point of view that evokes shares, likes, etc. That has largely to do with our culture, as we are essentially a nation of opportunists. Television gives brands stature and instant recognition that they have arrived. Lack of stature translates to ‘lack of pride in what I own and flaunt’ for consumers,’’ Das said.

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Depending on the target audience, a smart blend of the marketing mix is still relevant to bring more eyeballs, more qualified leads and more consumers, says Arvind Jain, CEO of a digital marketing agency, NetBiz.

But as digital natives and millennials constitute the prime target for multiple brands, is it possible for a brand to focus entirely on social media advertising?

“Yes”, say experts. According to Shah, as technology and consumer behaviour evolve, there is a possibility that traditional avenues of marketing may not remain as effective as the digital space.

Das says Paper Boat is a classic example of a brand that issued a focused brief that translated into a social media idea with a breath of fresh air.

Source: DNA