FEATURED ARTICLES Brands will be paying more for ads, so they will demand better ads; Creative effectiveness takes on a whole new meaning. This may also facilitate an increased usage of other media to supplement the brand message with 360-degree campaigns.
With the ad cap the competitive advertising go on rage and some of them have given a clue too eg. colgate vs pepsodent aggressive advertising directly attacking the competitor, due to highly competitive market sentiments In the current scenario, a commercial is produced in various versions; the 40seconders are used essentially when the commercial is freshly launched. This 40seconder then builds thematic value and turns into an average 30-seconder.
27
The role of the medium will keep changing. Less people are watching TV, while a high quotient of the audience is now on mobile and YouTube. You cannot say TV has become expensive, so cut the length. Media plans will have to be tinkered according to brand needs. Dependency on media will become low in India now, with people looking for more platforms to balance and effectively deliver the brand message.What seems quite clear is brands will have to prioritise how to optimise their usage on television to make best of the duration!!!
ANNIVERSARY 2013