Download - Indian media understanding
Media Understanding
Next 90’ in 4 parts
• Understanding
• Basics
• Opportunities
• Media Basics
• Planning
• Functions & role
Advertising Media
Social Media
Digital
2 Brand Case Studies on communication planning over the years
Media reach?
Account planning?
Online Reputation Management?
Media planning?
Social Media?
Share of voice?
Campaign scheduling?
Everything
revolves
around
consumers!
The Indian Consumer diversity…
We are like this!
Advertising
○ Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action.
Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.
Drive 5
Emotional Senses
Sound
Taste
Sight Touch
Smell
Case Study#1: Direct-to-home Brand Communication
DTH entering the market, a NEW category
Tata + Sky Collaboration
TVC#1: Communicating best picture quality
Case Study#2: Energy Drink Brand Communication
Establishing itself in the new market
Communicating brand benefits
TVC#1: Cartoon - Cricket
Top creative agencies
Sr # Top Indian Agencies
1 Ogilvy & Mather
2 JWT
3 Mudra Communications
4 FCB Ulka
5 Rediffusion DY & R
6 McCann Erickson
7 RK Swamy BBDO
8 Grey Worldwide
9 Leo Burnett
10 Contract
Sr # Top Global Agencies
1 Dentsu
2 Omnicom Group (BBDO, DDB and TBWA)
3 WPP (JWT, Ogilvy & Mather and Young & Rubicam)
4 Publicis (Leo Burnett and Saatchi & Saatchi)
5 IPG / Interpublic (McCann Erickson, Lowe Lintas)
6 Hakuhodo DY
7 Havas
8 Aegis Group (Carat, Isobar, Posterscope & Vizeum)
9 Asatsu-DK
10 MDC Partners
Top media agencies
Sr # Top Indian Agencies
1 Mindshare (GroupM)
2 Madison
3 Maxus (GroupM)
4 Lodestar
5 Lintas
6 Mediacom
7 Zenith Optimedia
8 Starcom Mediavest
9 OMD
10 DDB Mudra
Sr # Top Global Agencies
1 Starcom Mediavest
2 OMD
3 Zenith Optimedia
4 Mindshare (GroupM)
5 Mediacom
6 Carat
7 MEC
8 UM Curiosity Works
9 MPG
10 Initiative
TV & Print largest but Digital growing fast
Source: Group M estimates
Medium 2006 2012 CAGR
TV 1.04 2.13 15%
Newspaper 1.38 2.02 8%
Radio 0.08 0.22 22%
Magazine 0.11 0.12 2%
Cinema 0.01 0.03 25%
OOH 0.19 0.32 11%
Digital 0.05 0.23 36%
Total 2.9 5.1 12%
Adex $ Bn
Case Study #1: Direct-to-home brand communication, 2009
Reiterating the brand promise of technological superior picture quality
TVC#1: Amir Khan Sardar Teaser
TVC#2: Amir Khan Sardar Main
Agency Structure
Account Planning
Client Servicing
Creative Media
Production
Account management / client servicing
○ Account Management is the pivot on which the entire agency’s work revolves.
○ Also called as Client Servicing or suits, it is the agency’s big window to the outside world.
○ The ‘suits’ are the agency’s face to the client. They interact with the clients, take briefs and understand the marketing issues involved.
○ Internally, they brief the creative and media on the jobs and co-ordinate the entire ‘work processes ‘inside the agency.
Account planning / strategic planning
○ It is the second core function in the agency.
○ It is also referred to as ‘strategic planning’. However, all agencies do not necessarily have a separate unit for planning.
○ In some agencies account management takes care of the strategic planning involved in their respective brands.
○ Whether as a separate unit or not, planning is the research face of the agency. However they rarely conduct research themselves, though sometimes they may co-ordinate it through research agencies if required.
Creative / Copy
○ Creative form the third core function of the agency.
○ They are also at the core of the production process of the agency as they are the ones who create ads.
○ Generally, the copywriters write the headline and copy and the art directors do the visualizations and layouts.
○ But often they ideate and work together.
○ A headline may come from the art person and visualizations from the writer.
○ Creatives are the agencies lifeline the one who can make or break the agency.
Media planning
○ Media forms the last core function of an agency.
○ With increased media fragmentations, media planning and media buying have emerged as two specialized functions within media. Sometimes the media planners may also extend expertise to the both.
○ Media planning involves a lot of number crunching and good ‘quantitative’ abilities.
○ Media Buyers not only look other media relations and negotiate rates but also supervise the media operational work like sending release order and ad material to the respective media. They also monitor releases.
○ The onus of the media campaign across media platform like TV, Print, Radio, Digital lies with them and thereby they can make or break a brand campaign through their strategic media planning expertise
○ Their key role is to ensure that the brand communications reaches to the right audience
Case Study #1: Direct-to-home brand communication, 2010-11
Introducing new technology & brand variant to build superior brand
personality
TVC#1: Multi Television Camera
TVC#2: Guerilla Advertising Strategy on Cricket Theme
Media
Planning
What’s media planning ….
#1: DD National + AM + TOI
.. and #2:
and then….the media expanded ……
leading to fragmentation….
so many platforms created multiple
consumer touch points…..
Simply...media planning …
…can be defined as the BEST and EFFECTIVE means of REACHING out and communicating to the prospective CONSUMERS or TARGET AUDIENCE of my brand
○ Reaching the RIGHT TG
○ At the right PLACE & TIME
○ With the right FREQUENCY
○ In the right ENVIRONMENT
○ To address the right ISSUE
○ With the right media WEIGHTS
Targeting
Market Prioritization
Strategic Media Priority
Media Mix
Communication Objective
Weight Setting Guidelines
WHO
WHERE
WHAT
WHEN
WHY
. HOW MUCH .
Key challenges for media planning… & the
marketer…
Case Study #1: Direct-to-home brand communication, 2011
Taking on competition directly by introducing consumer centric approach
It was also to counter its premium vs. VFM brand proposition
TVC#1: Tru Choice Packages - Saloon
TVC#2: Tru Choice Packages - Salesman
Media planning process
Media Brief
TG Ratification
Media Evaluation
Media Plan
Media Buying
Scheduling
Plan implementation
Maintenance
Post-Evaluations
Media scheduling patterns
Burst / Flights
○ A scheduling tactic that alternates reasonably heavy periods of advertising with periods of hiatus or no activity
Continuity
○ A technique used by advertisers in which media is scheduled to run continuously throughout a period without interruption in order to build or maintain advertising awareness and recall.
o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
o
o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media scheduling patterns
Drip
○ A spread of advertising at low weekly weights to provide regular reminder messages to the target audience
Pulse
○ A combination of burst and drip, where small bursts of activity are interspersed with short hiatus periods. Provides continuity of presence throughout the year with a degree of cost-efficiency.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Case Study #1: Direct-to-home brand communication, 2011
Pioneering in another first by bringing “Record – Pause – Rewind” features
to enhance viewing experience
Continue to Build technological superiority of the brand
TVC#1: Going Digital with animated comedy spoof on PAUSE
TVC#2: Amir Khan & Gul Panag – Pause TVC
What's a Target Audience or Consumer….
Consumer is the total potential audience that we would like to communicate to
○ It can be explained & defined on the basis of:
○ Gender
○ Age
○ SEC
What is SEC?
○ Socio-Economic Classification is the classification of Indian consumers’ propensity. Traditionally, there are 2 separate systems for Urban and Rural areas.
○ In Urban areas, the parameters on which the traditional classification is based are:
○ Occupation of Chief Wage Earner (CWE)
○ Education of Chief Wage Earner (CWE)
NOW, ON THE BASIS OF CONSUMER DURABLE OWNERSHIP IN THE HOUSE
Consumer tracking through ….industry measurement currency
Television| 27,000 individuals | Urban India
Radio| 2,000+ individuals | Top 13 towns
Psychographics/ Behavior | 33,000 individuals | Urban India
Readership | 243,000 individuals | Urban + Rural India
Present Audience Classification System
A1 A2 B1 B2 C D E1 E2
Premium Mass
Socio-Economic Classification
Present
Urban: Education and Occupation of
Chief Wage Earner
Rural: Education of Chief Wage
Earner and Type of House
Future: CWE Education and Consumer Durables
ownership
12 grades SEC
Single system for U & R
Less subjectivity & more discrimination
New SEC system based on durable ownership
Source: Media Research Users’ Council (MRUC, India)
12 grades SEC Single system for Urban & Rural
Less subjectivity with more discrimination
Targeting consumers across key media platforms…
Media
TV
Radio
Digital Cinema
Activation
OOH
Television
Television in India is highly proliferated and fragmented
Year 2003 2007 2009 2012
No. of Channels 152 370 450 623
But its still the highest reach medium
Medium TV Radio Print Cinema Internet
Reach % 68% 14% 39% 3% 8%
8778
4396 2950 2391 2030
1059 765 161 100
0
2000
4000
6000
8000
10000
Australia USA UK Japan Singapore Vietnam China Indonesia India
Television CPM Index
Globally, India has the lowest TV CPM ○ TV is still 5 to 10 times cheaper than the next best reach medium - Print
Cable & Satellite: Over 600 channels flooding the air waves in various genres & languages
73
56
29 24 22
17 15 11 11 10
0
20
40
60
80
Reg
GEC
s
Reg
New
s
Mo
vies
Life
styl
e &
info
tain
men
t
Mu
sic
Hin
di N
ews
Kid
s
Nat
GEC
s
Eng
New
s
Spo
rts
554 Million C&S viewers: The key avenue to reach the Target Audience
However, 10% of channels = 80 % of viewership
Source: IRS 2011 Q4 & TAM
GEC: General Entertainment Channel Nat: National Reg: Regional L&I: Lifestyle & Entertainment
# o
f C
han
nel
s
Genres classification – Hindi Genres dominate
Hindi -
• Hindi - GECs, Movies, News • Mass Appeal. • Extremely high reach and TVRs nationally.
English -
• English - Entertainment, Movies, Lifestyle, Info, News • Niche Appeal - More affined in SEC A and B audiences. • Low on reach and TVRs.
Kids -
• Hindi , English and regional feeds. • Mass Appeal. • High passive viewership of mothers.
South -
• Divided in four states. • Mass Appeal. • Very high on viewership, reach and TVRs in
South.
Hindi Regionals-
• Popular only in respective states. • Local Appeal. • High on viewership, reach and TVRs in respective
states.
Sports -
• Event driven. • Numbers very high during cricket. • WWE only sport popular after Cricket,
Football, Tennis.
Share- 43.4%
Share- 7%
Share- 3.4%
Share- 23%
Share- 10%
Source: TAM
MASS
MASS
MASS
NICHE
Event Based
KIDS
Case Study #1: Direct-to-home brand communication, 2011 & 13
Television Digitization Transition – Phase I & III
Countering the premium perception through VFM proposition
TVC#1: Poochne Mein Kya Jaata Hein - Bank
TVC#2: Poochne Mein Kya Jaata Hein - Dinner
TV Planning process
Frequency Estimation
Content Profiling
Channel Selection
Zero TVR Analysis
Final Plan
Channel Selection
Channel selection based on Share, Affinity, Incremental reach and Zero TVRs analysis
Incremental Reach
Zero TVR Affinity Channel
Share
TV Plan Evals – Reaching 62% of our TG @ 3+
CS 15-44 AB GRP 1 + 2 + 3 + 4 + 5 +
ALL INDIA 689 80 71 62 55 49
HSM 695 81 72 63 56 49
South 666 76 66 57 51 45
8 METROS 824 83 76 67 61 55
AP 689 84 72 62 57 51
GUJ 636 80 70 61 55 48
KAR 806 82 73 63 58 52
MAH 794 86 78 70 62 57
MP 631 80 69 61 52 46
PHCHP 596 75 67 59 52 43
RAJ 513 76 66 55 47 39
TN 619 73 64 57 49 42
UP 613 83 70 61 53 46
WB 714 80 69 59 53 48
Television terminologies
○ Universe: The total number of people in a defined target audience in a given market.
○ Reach: The number of people who watched a given programme or a channel for a daypart. Reach can be defined in two ways:
○ Gross Reach: Summation of all audiences who have been exposed to a channel or programme or campaign in a daypart
○ Net Reach: This reach eliminates duplications in a given daypart
○ TVR (Television Ratings): This is a formula that can be expressed as follows: TVR = [(Reach x Time Spent Universe) ÷ Universe]%
○ OTS (Opportunity to See): The average number of times an individual watched a given programme or ad.
○ GRP (Gross Rating Points): Gross Rating Points can be expressed in three ways: GRP = Σ (TVR by 30 mins.) either for a day, a week or a month – This is for a channel GRP = Σ (TVR of spots in a campaign) GRP = Reach x OTS
Television terminologies
○ Channel Share: This refers to the share of a channel in the overall television space. The formula is: Share = (TVR of a Channel ÷ Overall TV TVR) %
○ ACD (Average Commercial Duration): This is the average duration of commercials in a campaign or a brand or a channel
○ FCT (Free Commercial Time): This refers to the advertising space that we buy on a channel and is expressed in terms of seconds
○ CPRP (Cost per Rating Point): This is the measure of efficiency of a Television campaign: CPRP = Cost ÷ NGRP Channel Efficiencies can also be measured through the following formula for CPRP: CPRP = Effective Rate per 10 seconds ÷ TVR
○ Affinity: Affinity is an index to determine whether a programme or a channel appeals to the core Target Group and can be calculated as follows: Affinity = TVR for Core TG ÷ TVR for Base TG x 100
Case Study #1: Direct-to-home brand communication, 2011
Building on Technological Superiority
Highlighting HD high definition superiority & Mobile Accessibility
TVC#1: HD Courtroom
TVC#2: Amir Mobile App.
Media Integration
‘A picture speak thousand words, but an HD picture can speak a million’
India’s top daily readership is 2 times the population of Austria!
○ However, English language publications generate more revenue than Hindi language publications
Sources: FICCI-KPMG Indian Media and Entertainment Industry Report , IRS Q4 2011
Language Readership Split % Revenue Split %
English 10 40
Hindi 35 30
Vernacular 55 30
2 X 16.5 million 8 million
Print planning process
Medium Reach
Television 56%
Print 32%
TV + Print 88%
Budget Incremental
Reach Duplication
Reach
& Readership
TG Ratification
Duplication % Times Of India Hindustan Times Economic Times
The Times Of India 100 40 67
Hindustan Times 30 100 38
The Economic Times 9 7 100
City Reach @ 1st Insert Reach @ 2nd Insert Reach @ 3rd Insert
Mumbai 52 59 62
Chennai 58 69 71
Delhi 52 58 61
Kolkata 57 64 67
Radio
Radio planning process
Frequency
or
Spotting
Incremental Reach
CPT
Analysis
Reach
&
Listernship
TG Ratification
- High frequency campaign; 4 spots per hour during peak hours
- Contextual Tagging
- Consumer Testimonials
- AFPs/OB Links
- RJ Mentions/Links involving interacting with people
- Content & contest integration
Easy integration opportunities through Radio
Sr. # Market Radio Station Reach (000's)
Rate PTS Days ACD Spots
PD Total Spots
Total FCT Outlay
2 Bangalore Radio City (91.1) 205 400 25 40 36 900 36,000 1,335,600
3 Bangalore Red FM (93.5) 163 250 25 40 33 825 33,000 742,500
Case Study #1: Direct-to-home brand communication, 2012
Digitization Phase II
Highlighting Customer Service Benefits backed by research
TVC#1: 24x7 Call Center Service
TVC#2: Service Relocation
New planning paradigm
AJSHAJSHAS
Media
Print Reach
@ 38%
15 Million
Radio Reach
@25%
10 Million
TV Reach @ 52%
20 Million
Then approach : Conventional planning approach on media in isolation
○ In order to reach audiences, media planning used to be done in media in isolation as per the media brief demands
○ The media evaluation also used to happen on media in isolation
Source: TAM, ComScore and Maximizer
Now: Integrated media strategy
Integrated: TV + Web TV
○ In order to reach audiences better, brands now run campaigns on both TV and online within the same budgets
○ Incremental Media added newer audiences, thus increasing the TG base that is exposed to the brand
Source: TAM, ComScore and Maximizer
TV Reach @1+: 62%
20 Million
People reached by TV: 59%
19 Million
People reached by Digital: 20%
8 Million
Integrated Reach: 67% 21 Million
Conventional: TV plan
People reached by TV: 59%
19 Million
People reached by Digital: 20%
8 Million
Integrated planning delivers better than any media plan in isolation
Workings
TV Reach 59
Proportion Not Reached by TV (100-59) 41
Digital Reach 20
Incremental Reach (67-59) 8
Combined Reach (41*20%) 67
Source: TAM, ComScore and Maximizer
Combined Reach: 67% 21 Million
Integrated planning approach
Reach @ 80%
60 Million
Television
Social
Radio
Cinema
Digital
Mobile
Content
Case Study #1: Direct-to-home brand communication, 2013
Tech. superiority, Record for the BUSY YOU
Integrated approach across TV + Radio + Digital + PR + Cinema + Print
TVC#1: Prison Break Campaign
Media Campaign in absence of a TVC
Anger Management – Comedy Central
Gossip Girls – Zee Café
Chota Bheem - POGO
Future
of
Media…
Digital
but Why?
Evolution of digital media in India
Video#Digital India
Digital Media Ecosystem
Digital
Mobile
Display Apps
Web
Display Social
Search
Number of Internet users will come close to number of television viewers by 2016
132 180
242
318
412
546 539 599
650 696
747 789
0
100
200
300
400
500
600
700
800
900
2011 2012P 2013P 2014P 2015P 2016P
No
s. In
Mill
ion
Internet V/S TV Penetration
Internet Users
TV Viewers
Source: KPMG in India Analysis, TRAI, IAMAI, Analysys Mason estimates Notes: For TV viewers we have assumed an average of 4.5 people per Household
Internet … from single access point to multiple access points
121 Million PC Internet Users
○ India has the 2nd highest number of Internet users in Asia & 3rd largest in the world
○ 38% access from Cyber Cafés
147 Million Mobile Internet Users ○ India has more than 919 Mn Mobile Subscribers
○ Over 50 Mn estimated Smart Phones in India
○ 12 Million 3G Users
More than 1 Million Tablets in India ○ Samsung leads with 46% market share.
○ Apple is at 18% market share
source: Internet Stats, Mobile Operators, Market Estimates
From Niche to mass: Facebook has more readership than top news dailies
Comscore & IRS
Daily Readership in Mn (All Adults)
10
8
6
4
0
2
4
6
8
10
12
Facebook Homepage The Times of India Yahoo Homepage Hindustan Times
From big screen to small : Video consumption increasing on Mobile
○ Over 7.4 Million viewers of Mobile TV
○ Over 1 Million views a day on YouTube mobile
○ Vu-Clip, the leader in mobile video with over 1.5 million unique users/day
Usage Frequency of Watching Videos
source: Google IPSOS Study
Social Networking Is the Leading Purpose For Accessing Internet
Source: comScore
Purpose of accessing Internet Youth 15 - 24
TOTAL 100%
Social Media 92.4
Search/Navigation 89.7
Portals 87.2
Promotional Servers 78.7
Entertainment 76.4
e-mail 67.3
News/Information 62.8
Downloads 61.6
Multimedia 60.9
Directories/Resources 60.7
Social Media 92.4
○ Higher % of 15-24 are on Social Networking & Entertainment
○ % Users accessing services like Mail, Instant Messenger reduces by Age
○ Male users consume more Sports content
Trend: Growth of content access on mobile growing significantly
Print Online Mobile
7.6 mn in 162 yrs 12 mn in 10 yrs 9.5 mn in 3 yrs
Trend: Convergence of audience on key properties makes portals of significant importance
Reach- 10 mn @ Rs. 25 lakh
Reach- 7.6 mn @ Rs. 50 lakh
Reach- 2.3 mn @ Rs. 6 lakh
Reach- 0.4 mn @ Rs. 6 lakh
Digital advertising opportunities
Digital Display
Banners
Video Banners
Interactive Banners
Search Text Ads
Facebk.
Stamp Ads
Promoted Post+Vid
Log Out Page
Sponsored Tweets
Spon. Hash tags
Spon. Accounts
Youtube
Display+Pre-rolls
Microsites
Homepage+ 1st Watch
Mobile Display
Apps
Youtube Mast Head
Youtube Pre-rolls
INTERACTIVE BANNERS
STAMP ADS SPONSORED STORIES
FACEBOOK LOGOUT
SPONSORED ACCOUNTS
SPONSORED TWEETS
TEXT ADS- SEARCH
YOUTUBE CHANNEL
Case Study#2: Social Media on Facebook
Case Study # 2: Road Block / Digital Flash Mob #givesyouwings on Facebook & Twitter
Case Study # 2: Road Block / Digital Flash Mob #givesyouwings
Case Study # 2: Road Block / Digital Flash Mob #givesyouwings
Digital advertising terminologies
○ Impression: An ad impression is the number of times an ad banner is displayed.
○ Click through Rate: Total number of clicks ÷ Impressions
○ Fixed Cost: In this model, the advertiser pays a fixed amount of money to publishers, irrespective of how the ad performs on the site.
○ CPM (Cost per Mille Impressions): This is a model in which advertisers pay on the basis of the number of ads served
○ CPC (Cost per Click): In this model, advertisers pay publishers only when a certain number of clicks have been achieved.
○ CPA (Cost per Acquisition): In this model, publishers serve ads and the advertisers pay only when users complete a certain pre-decided action, mutually agreed upon by the advertiser and the publisher
○ ECPM (Effective Cost per Mille): It is the average CPM for the campaign
○ ECPC (Effective Cost per Click): It is the average CPC for the campaign
Social Media
What's Social media
○ Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks
Of internet users expect brands to
talk to them on social platforms
source: arnold worldwide, 2012
More than 60% fans join a brand
community because of genuine
passion for the brand and its content
source: GroupM, 2012
Hours spent on average by a user on
Social Network, daily. 3 hours on
weekends.
source: iCube, 2012
Why social media has become so important for the brand
Reach of email in India: 78%
What’s its impact….for a brand…
India - A more pro-active social audience
Inactives
Spectators
Joiners
Critics
Conversationalists
Creators Blogs, creates video, uploads music, etc.
None of the above
Reads posts, watches video, listens to podcasts
Joins networks, groups, likes pages
Likes & comments on posts, contributes to forums, wiki
Posts updates on FB, Twitter
Communicators
Connectors <24 %
In US & EU
>60 %
In India & China
Source: Forrester Research (Jan 2013)
We are…
2005 2006 2007 2008 2009 2010
35 Million
FB users
(Jul)
2011
12 Million
FB users
(Jul)
Over 65
Million FB
users
(Sept)
2012
Why 2012 is a game changing year for social media in India?
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS MEDIA SOCIAL MEDIA
How it differs from communications media
Brand
Driven
Consumer
Driven
COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC
Higher repeat visits
More Loyal Users
Higher levels of interaction More useful site
More / content
More traffic
More links
More authority
Cycle
source: Maxus, 2012
Content is the KING….
Case Study#2: Red Bull Stratos Jump by Felix Baumgartner
Will this resonate today?
Would you consume it?
Is it unique?
Is there a brand hook?
Will it start a conversation?
Is it platform ready?
What defines good content?
Case Study#2: World of Red Bull Ad based on their own content
13%
18%
27%
24%
16%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All 7 days 4-6 times / week 2-3 times / week Once a week 2-3 times a month Less than once a month
Frequency of Social Networking usage
Those who access Internet on all 7days
63%
28% 7% 2%
0%
20%
40%
60%
80%
Top 8 Small Metros Non Metros Small Towns
Town-classes
43%
34%
21% 2%
0%
20%
40%
60%
SEC A SEC B SEC C SEC D/E
SEC-wise
56%
30%
8% 6% 0%
20%
40%
60%
Age12-24yrs Age25-34yrs Age35-44yrs Age45-96yrs
72%
28%
0%
20%
40%
60%
80%
Male Female
Gender-wise Age-wise
Base: 18.7 mn Social Networking users in 30 cities across India
Does
it really
matter
to
businesses?
Branded
Content
Sample divider blue Divider one subtitle WHY
NOW
WHY
CONTENT
WHAT
CONTENT
Sample divider blue Divider one subtitle WHY
CONTENT
Sample divider blue Divider one subtitle
Would you
rather read a
story than an
ad? Would you
rather read a
story than an
ad?
Would you
rather listen to
someone talk?
…. Or have a
conversation?
Content Bridges
the Gap
We have to tell
great stories which
are honest,
engaging and
relevant
Sample divider blue Divider one subtitle WHY
NOW
Need to stand out
amidst clutter and
get noticed.
TRAI
Regulations
Facebook…300
Million Users sharing
1.5 Million Pieces of
content everyday
YouTube is the #2
search engine in the
world
200 + Million bloggers
54% post everyday
Video Content – Indians watch over 3.7 billion online
videos a month
1.86 bn
3.71 bn
March ‘11 March ‘13
32 mn
54 mn
March ‘11 March ‘13
38% 62%
Video consumption Video viewers Viewership Break-up
32mn 19mn 8.2mn 6.4mn 5.5mn
Top 5 video consumption sites
Source: Comscore March 2013 Note: These are monthly numbers
Sample divider blue Divider one subtitle RIGHT
PLACE Video#2
Coke
RIGHT
CONTENT Video#1
Dove
RIGHT
TIME Video#3
Coke
Its all about STORY telling!
