Viacom18’s Sapangeet Rajwant shares how marketers can generate high returns through digital outdoor: Best Media Info
Outside promoting has dramatically developed in the previous couple of years with the arrival of digital applied sciences, therefore static OOH gave technique to Digital Out of House or DOOH promoting, which has now change into very dynamic, mentioned Sapangeet Rajwant, Head Of Advertising and marketing and Digital – Hindi Mass Leisure- Viacom18.
She added, “We embraced these improvements for our platform to scale up the visibility of our exhibits by making a higher influence and producing higher recall. By way of anamorphic content material, holographic imagery, 3D shows and lots of such novel promoting innovations, now we have been capable of achieve the eye of present and potential viewers. Digital OOH promoting is the most recent pattern that we’re following which is employed to present the viewers a memorable expertise via varied 3D and anamorphic billboards.”
Colours is the primary amongst TV channels in India to promote on digital billboards. These digital screens present extra flexibility and reliability, highlighted Rajwant.
Within the cacophony of content material, advertising is an instrumental software to boost consciousness concerning the content material that is being supplied to the viewers and to assist the present stand out since viewers demand content material they will relate to. Subsequently, in addition to creating compelling and relatable content material, supplementing it with advertising initiatives turns into fairly crucial.
In line with Rajwant, right now this can be very essential for any advertising marketing campaign to create interactive and fascinating content material that allows two-way communication with the viewers. The aim is that viewers should have a first-hand expertise of the present, forge relevance and construct an affinity with the present. Subsequently, for deeper engagement and to maximise attain, utilizing a mix of innovation in conventional mediums and digital platforms is a should.
For digital engagement, utilizing a mixture of quick video platforms, posts, Reels, and incorporating influencer advertising can be a key, as per Rajwant. Giving an instance, she mentioned, associating with like-minded influencers to create content material of their model whereas giving a sneak peek of the upcoming present works nice for the platform.
Additional, she continued by saying, “At Colours, now we have at all times stayed forward of the innovation curve with our advertising campaigns, whereas tailoring them to the style and the theme of a sure present. For instance, for the pre-buzz of ‘Jhalak Dikhhla Jaa 10’, we rode on the momentum created by the deepest image of the universe unveiled by NASA and created an image of our personal universe #JDJ10 which housed the ‘Galaxy of Dancing Stars’.”
“For ‘Pishachini’, a supernatural present, the channel executed a first-of-its-kind anamorphic immersive advertising technique and for ‘Dance Deewane’ we had been the primary to conduct interviews within the metaverse and use it for the present’s promotions. These revolutionary strides as a part of our 360-degree advertising strategy guarantee deeper engagement and most visibility for the exhibits.”
Nonetheless, one should additionally bundle and market the content material as per the wants of the demographic that it caters to. Re-evaluating and transforming the advertising technique again and again to strengthen the connection with the viewers is indispensable, in line with Rajwant.
However, understanding tradition is an equally important element for entrepreneurs to create higher engagement and relevance. Subsequently, tapping the cultural pulse of the audience is instrumental to making a cult present with a robust fandom that transcends past viewership is what Rajwant believes in.
In India, the lifestyle modifications with each kilometre one crosses and that’s why entrepreneurs vogue the advertising technique by protecting the cultural ethos of a spot in thoughts.
On this, Rajwant mentioned that Colours has strongly adopted this ever since its inception and is understood for delivering a various and related content material slate that resonates with audiences throughout the size and breadth of the nation.
The barometer of how effectively a specific present has fared is decided by the extent of the influence it has on the tradition and the psyche of the lots.
However however, we additionally see large and larger-than-life advertising techniques being deployed by platforms like Netflix and Amazon Prime for his or her marquee properties, a entrance on which the TV channels appear to be lagging behind. Rajwant highlighted that TV channels lagging behind anybody is a fantasy, and the very fact is that they’ve an enormous attain. They’re deploying larger-than-life advertising techniques and catering to the leisure wants of a a lot wider set of audiences.
Additionally, the success charge of tv in hanging a chord with the viewers is far greater. Its methods and content material have developed with time, because it instructions a really giant viewers base with altering preferences. As a medium that penetrates as a lot within the metros because it does within the heartlands of India, the tv exhibits are mounted on an formidable manufacturing worth and have an awesome recall worth.
Rajwant additionally mentioned that for the reason that medium faucets a a lot wider viewers than that of some other viewing platform, TV channels are always exploring alternatives that foster interactions with their viewers and supply them with distinctive experiences. “We rigorously consider advertising methods that can work the perfect and make the medium extra inclusive,” she mentioned.
“SVOD platforms use a multi-faceted advertising strategy, and we’re additionally coming into into an area the place we use totally different methods to market our content material.”
Likewise, Colours was the primary TV channel in India to advertise a present utilizing an anamorphic 3D show, in line with Rajwant. The concept was to kick off a relationship with the viewers on a memorable and larger-than-life be aware, she mentioned. As a channel, they needed to point out the viewers what it might be wish to see a ‘Pishachini’ within the public house.
“It labored splendidly and the anamorphic shows constructed an unbelievable quantity of intrigue. Most of all, it set the tone of the present forward of it being aired on tv, it helped to replicate the core messaging of the present and introduced alive the idea. Nonetheless, together with an anamorphic 3-D show, DOOH and utilizing influencers as a brand new advertising technique, COLORS is utilizing print too as a medium advertising software,” Rajwant mentioned.
She identified that whereas the brand new media platforms have outgrown themselves lately, conventional media nonetheless holds significance. She mentioned that print media can’t be ignored because it performs an important function relating to “constructing notion and credibility”.
“The communication carried throughout print media could be amplified throughout digital platforms as effectively. Subsequently, it is very important have the correct of selling combine, to strike the best chord with a wider set of audiences,” she mentioned on a concluding be aware.