Thakur
Banned
- Joined
- 30 Aug 2013
- Messages
- 14,856
- Reaction score
- 8,575
MUMBAI: It has been a stupendous
growth story. Contrary to popular
trade perception the DTH advertising growth story has only ended up surprising all.
With approximately 65 to 68 million
households across India and about 55 per cent of the C&S base in the
country, this is one of the primary reason why a lot of advertisers are looking to engage customers on the medium.
What began with a low scale, low noise start with barely two to three advertisers three years ago, has grown more than 10 times in a very short span, says Matrix Publicities & Media India, a WPP company, which has been at the forefront of this revolutionary advertising blitzkrieg.
There are in all six DTH operators, who operate out of the paid DTH subscriber sphere, whilst planning, the agencies need to keep in mind the fact that DTH as a medium is a frequency builder and should necessarily be used to ensure incremental reach.
Like television, DTH reaches out to all SEC and demographic profiles, unlike otherwise perceived.
There are various options within the medium, however, to delivery impact too and on a case to case basis the medium allows innovations, albeit at a very competitive outlay.
As a media sales aggregator for all the DTH operators to GroupM & non-GroupM clients and agencies, Matrix has been able to bridge the gap between the science, art and commerce for sales on this new age media platform.
The agency feels that the platform acts as a gatekeeper to the TV viewing audience and they are exposed to the DTH visuals prior to the TV channels. Additionally, TV also faces a lot of clutter with regard to the various genres available for viewing.
With the 10+2 ad cap in place, in principle, with most channels, getting inventories across is also an issue.
All the factors put together have ensured that this medium has turned into a ‘pull’ medium from the erstwhile ‘push’ medium.
Hence, the company has not stopped at just mere vanilla sales as this is a philosophy that does not appeal to its business head Sparsh Ganguli, who has been at the forefront of this business since its inception three years
ago.
http://www.indiantelevision.com/mam/media-and-advertising/media-agencies/dth-an-innovative-platform-for-advertisers-matrix-publicities-media-141110
growth story. Contrary to popular
trade perception the DTH advertising growth story has only ended up surprising all.
With approximately 65 to 68 million
households across India and about 55 per cent of the C&S base in the
country, this is one of the primary reason why a lot of advertisers are looking to engage customers on the medium.
What began with a low scale, low noise start with barely two to three advertisers three years ago, has grown more than 10 times in a very short span, says Matrix Publicities & Media India, a WPP company, which has been at the forefront of this revolutionary advertising blitzkrieg.
There are in all six DTH operators, who operate out of the paid DTH subscriber sphere, whilst planning, the agencies need to keep in mind the fact that DTH as a medium is a frequency builder and should necessarily be used to ensure incremental reach.
Like television, DTH reaches out to all SEC and demographic profiles, unlike otherwise perceived.
There are various options within the medium, however, to delivery impact too and on a case to case basis the medium allows innovations, albeit at a very competitive outlay.
As a media sales aggregator for all the DTH operators to GroupM & non-GroupM clients and agencies, Matrix has been able to bridge the gap between the science, art and commerce for sales on this new age media platform.
The agency feels that the platform acts as a gatekeeper to the TV viewing audience and they are exposed to the DTH visuals prior to the TV channels. Additionally, TV also faces a lot of clutter with regard to the various genres available for viewing.
With the 10+2 ad cap in place, in principle, with most channels, getting inventories across is also an issue.
All the factors put together have ensured that this medium has turned into a ‘pull’ medium from the erstwhile ‘push’ medium.
Hence, the company has not stopped at just mere vanilla sales as this is a philosophy that does not appeal to its business head Sparsh Ganguli, who has been at the forefront of this business since its inception three years
ago.
http://www.indiantelevision.com/mam/media-and-advertising/media-agencies/dth-an-innovative-platform-for-advertisers-matrix-publicities-media-141110
