MAM

Impact of Covid2019 on global ad spends on Indian ad industry

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/06/23/Digital_Advertising_19.jpg?itok=eMqPDyX5

The Covid2019 pandemic has presented serious challenges when it comes to stabilising the overall economy amidst lockdown, one of which is changing industry dynamics. Covid2019 has impacted the way brands, agencies and various other businesses work which disrupted the ever-evolving advertising and marketing industry. The world’s leading economies have witnessed a downfall in the revenue as the businesses are shut. While there is no handbook that one can follow in such crisis, it is essential for advertisers to re-calibrate their entire approach and connect with the right target audience.

Since people spend maximum time staying at home during the quarantine, connecting with them through digital media is convenient. In such cases, advertiser’s needs to know the tactic of how to keep their audiences engaged through right media platforms and how to make the brands invest through them.

Are brands taking a responsible route? Shifts that were witnessed

Restrictions on travel due to lockdown have posed to be a threat for Out-of-home (OOH) advertising and seems to be a medium that has no realistic lockdown replacement as it has majorly been impacting revenues. But what has actively taken over the current scenario during these tough times and has saved brands from sinking is the way online advertising is responding to it. Brands have started focusing on alternative ways of boosting their businesses online by taking a different approach towards dealing with the current scenario.

Is global ad spends sinking?

Spending has now made a shift from the traditional means of advertising from newspaper ads, hoardings, printed pamphlets etc., to digitally active platforms. These include social media like Youtube, Instagram, Facebook, Snapchat and also digital OTT Platforms like Netflix, Amazon Prime, Spotify, Voot etc. 

Global ads are expected to sink this year as the pandemic has led to dip in travel and tourism and entertainment industry among others, all of which has impacted demand. This change in the global ad spending is what is been highlighted in the way brands have chosen to spend particularly on platforms as a means to increase their sales during and post lockdown. One of the major reasons why ad spends are sinking is because of the attitudinal shift in consumer behaviour. Most advertising companies will experience negative impacts on their business as ad revenues are dropping at a faster pace.  

Even when sales are at halt because of the pandemic, what was to be noticed is the way how brands did not stop advertising. They continued to create awareness through digital platforms by posting TVCs and coming up with creative ways on Instagram pages which strongly depicted how brands are posing to be with their audience even during these tough times. 

Creatives from various brands like Metro, Mochi, Burger King, Swiggy, Zomato, Audi etc., have found different ways and means to stay connected with their audiences on typical topics like lockdown, quarantine, isolated, pandemic while playing around strategically with these terms. Changing their logos to promote social distancing, etc brands like Dominos, Swiggy, Big Basket have even started safely delivering groceries by following WHO's guidelines at your door steps to hold credibility in the eyes of its consumers.

Impact on Indian advertising industry

While industry is actively dealing with the challenges of OOH during these challenging times, advertisers have now realised that digital progression is the only savior. Digital is the best medium for advertisers to reach their end users. We can already see a shift in Flipkart’s Big Billion Day sale, Myntra’s end of reason sale, etc has always happened in a particular way, but have a possibility of changing due to the crises.

(The author is co-founder and managing director, Makani Creatives. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/raj-kunkolienkar-rishabh.jpg?itok=v7eQ13dP
Stoa announces new brand campaign in association with The Rabbit Hole

Online B-school startup Stoa has launched their brand campaign in association with The Rabbit Hole, a video content solutions agency of the Zoo Media Network. Engineered with an unconventional message, the campaign is spread over a three-part film series, playing on the reverse psychology of...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/sajjan-kumar.jpg?itok=mYW_y2P-
Nikon India elevates the voice of women in photography with "Through Her Lens" campaign

Nikon India Private Ltd. unveils the latest edition of its pioneering campaign "Through Her Lens," an annual digital contest aimed at empowering and elevating the voices of professional and amateur women photographers in India.

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/25.jpg?itok=I3Wcf-E_
Weekend Unwind with: Foxymoron business head – South Keerthi R Kumar

Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/98.3-fm.jpg?itok=7bLl-0Qn
Prashant Panday resigns as ENIL MD, director

Entertainment Network India Ltd. (ENIL) has said that its MD Prashant Panday has requested to be relieved due to other preoccupations. He has tendered his resignation from the position of MD as well as directorship of the company with effect from the close of business hours on 31 January, 2023.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/mayank_bathwal.jpg?itok=ffHg4aoO
Aditya Birla Health Insurance announces new brand campaign “KyaPeecheChhodaHai”

Mumbai: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), on Friday unveiled its latest brand campaign "KyaPeecheChhodaHai" to promote the role of health insurance in changing lives of people by empowering them to lead...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/rajkummar_rao.jpg?itok=borhOMPk
The New Shop appoints Rajkummar Rao as brand ambassador

Mumbai: The New Shop, which is a convenience retail company, has appointed Bollywood actor Rajkummar Rao as the brand ambassador. In a series of campaigns to expand its footprint across the country, the actor will be featured on digital and print platforms such as social media, OTT, OOH, and IVR...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/nirmala_sitharaman.jpg?itok=T5PtC2jl
Pre-budget expectations 2023: Tax exemption and relief, incentivise and focus on digitisation

Mumbai: Finance minister Nirmala Sitharaman will be unveiling the Union Budget for FY 2023 – 24 in the coming week, and everybody has their eyes fixed and hopes pinned on the same. Indiantelevision.com spoke to ad industry troupers who spilled the beans about what’s on their minds with regard to...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/ddb_group.jpg?itok=Da3AA8Fs
DDB Group Aotearoa and FINCH launch campaign ‘Correct The Internet’

Mumbai: DDB Group Aotearoa and FINCH are behind a global movement designed to highlight and correct the inconsistency of searchable facts that disadvantage sportswomen. The goal of "Correct the Internet" is to highlight and correct inaccuracies in internet search results, making female athletes...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/imara.jpg?itok=6ePc1u4z
G.O.A.T Brand Labs acquires celebrity-endorsed apparel brand Imara

Mumbai: Strengthening its purse of ethnic lifestyle brands in 2023, G.O.A.T Brand Labs has announced the acquisition of Imara - a popular celebrity-endorsed women’s ethnic apparel brand. Well received by the targeted premium women customers, Imara has expanded its presence in over 70 offline stores...

MAM Marketing Brands