The Media and Digital team at Millward Brown collated and mined close to 130+ Indian campaigns they’ve evaluated in the recent past. A consolidated analysis of the studies, revealed some thought provoking insights. Some of the findings include,
Digital adds newer audiences, incremental to the reach delivered by the traditional media channels
Despite low internet penetration, digital campaigns tend to drive female audiences; especially ‘favourability towards brands’ and ‘Purchase Intent’
Performance of ‘made-for-web’ ads has been observed to be far higher than ‘repurposed’ ads for video campaigns
Mobile ad campaigns perform as well as the Desktop ad campaigns
According to the Millward Brown’s recent AdReaction Video study multiscreen users spent over half (52%) of their screen time on mobile devices. Screen time will only increase as smartphones have bigger and better displays, with faster connection speeds, making it easy for consumers to watch high-quality video content wherever and whenever they want to. Following this trend, marketers will spend higher proportions of their media budgets on mobile initiatives in 2016, with mobile video being a main growth driver.
The report further predicts that significant barriers will make the scenarios above unlikely in the next year. Until recently, traditional TV advertising hasn’t had to compete with digital ad dollars. Ad budgets will remain modest in 2016. Forty-six percent of advertisers say they allocate one percent or less of their total TV advertising spend to connected TV. Mass reach will continue to be the key selling point for linear TV advertising.
Precision targeting is another challenge for advertisers to overcome because it exacerbates the increasing annoyance as consumers feel like they’re being stalked by advertisers. Even though connected TV provides more choice, viewers will still gravitate to their favourite content curators, which will certainly include linear TV.
