MAM
Digital the silver lining amid dark ad clouds
MUMBAI: As the industry braces itself for the impending slowdown, there might actually be a sector that is preparing to manage an increased workflow. Digital marketing is expected to maintain its pace or even speed up this year as advertisers look to scale back spends on expensive mediums like print and hoardings.
Experts say there will be no major deviation from Mindshare‘s early year forecast that digital would grow at 30 per cent in 2012, in the same rate as the earlier year.
Maxus, part of WPP group, agrees that digital will not see any specific slowdown this year. “It should grow at 30-31 per cent from the first part of the year trends,” says Maxus South Asia head of digital Unny Radhakrishnan.
In fact, insurance companies like HDFC are looking at increasing their digital spends this year.
Says HDFC Life EVP marketing and direct channels Sanjay Tripathy, “I only see the spends going up because the
whole media pie has been asymmetric all this while. If you look at the reach frequency formula and compare it to TV, print, radio and then digital, you will agree with me. There are more people spending time on digital in comparison to other traditional media touchpoints. I only see the digital percentage increasing in the overall pie.”
With India‘s economy slowing and the bottom line of companies coming under pressure, advertising spends are bound to become increasingly result oriented. This is where digital scores over its media counterparts as it allows for more targeted marketing and better measurable RoI.
Says Brandlogist CEO Saurabh Parmar, “Digital offers clients an ease in measuring RoI and helps target a wider demographic. What is more important is that digital offers an economic advertising to the small and medium-sized businesses that aspire to advertise among the masses but do not have the budgets of TV and print.”
As consumers tighten up their purse strings, they would want to carry out detailed research as well before they arrive at a purchase making decision. The Internet is becoming the research tool of choice for several consumers, offering brands the opportunity to become more visible and interactive.
In the wake of such trends, Parmar feels that the percentage of ad spends dedicated to digital will see a spurt to 11 per cent in 2012, up from 3-5 per cent last year.
While building brands take a backseat in times of slowdown, it is an exercise that can‘t also be neglected.
Admits Mindshare principal partner Jai Lala, “Digital, specifically social media, offers brands a platform to interact with its customers.
This serves a two-pronged benefit of getting feedback and enhancing the brand image by being responsive and interactive. This is one of the main reasons why digital is growing so rapidly.”
Also Read:
Ad Slowdown Looms
Signals are for a mild ad slowdown: Mindshare‘s Lala
Slowdown to impact outdoor advertising
MAM
Sameer Nair steps down as CEO of Applause Entertainment
Veteran media executive exits after a decade at the Aditya Birla Group-backed studio.
MUMBAI: After a decade of calling the shots, Sameer Nair is taking a bow from Applause Entertainment. The veteran industry leader and CEO of the prominent content studio is stepping down from his role, according to sources familiar with the development. This marks a significant leadership transition at one of India’s key players in the television and digital content space.
Applause Entertainment, part of the Aditya Birla Group, has built a strong reputation under Nair’s leadership for its high-quality adaptations of international formats and a slate of original series across OTT platforms. Nair, who joined the company a decade ago, was instrumental in shaping its growth and positioning it as a notable force in India’s evolving streaming landscape.
Prior to Applause, he held senior roles at major media organisations, including Star India, where he played a pivotal part in the launch of the iconic show Kaun Banega Crorepati in 2000. He also worked with Balaji Telefilms and NDTV Imagine.
It remains unclear who will succeed Nair or what his next professional move will be. Queries sent to Nair did not receive a response, and Applause Entertainment declined to comment on the matter.
His exit comes at a time when the Indian content ecosystem is undergoing rapid changes, with streaming platforms recalibrating investments, focusing on profitability, and adjusting content strategies amid shifting viewer preferences and increasing competition.
Industry insiders suggest the transition could signal a strategic reset for Applause as it navigates the next phase of growth.
In the fast-paced world of Indian entertainment, where hits can fade as quickly as they rise, Sameer Nair has enjoyed a remarkably steady and influential run. As he steps off the stage at Applause, the spotlight now turns to what comes next for both the executive and the studio he helped build.
