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ABP Is Truly a Diversified Media Group

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ABP Is Truly a Diversified Media Group Role of print in the multimedia pack SettingSetting aa newnew landmarklandmark inin printprint 1 Key messages EvenABP in today’s is the foremost age of multimedia, media group Print in remains India with a diversecritical mix of media assets Print has a distinct role to play within the multimedia pack, for readers For advertisers Print plays an integrating role across multiple media 2 Key messages EvenABP in today’s is the foremost age of multimedia, media group Print in remains India with a diversecritical mix of media assets Print has a distinct role to play within the multimedia pack, for readers For advertisers Print plays an integrating role across the multiple media 3 Print commands much higher credibility than other media What role do ads in the following news sources play? Informative, inspiring confidence Annoying Percentage of respondents Percentage of respondents 4 Source: McKinsey Key messages EvenABP in today’s is the foremost age of multimedia, media group Print in remains India with a diversecritical mix of media assets Print has a distinct role to play within the multimedia pack, for readers For advertisers Print plays an integrating role across multiple media 5 Print can be customized for the consumer lifecycle 40+ 20­40 yrs • Anandabazar Patrika • The Telegraph 13­19 yrs Male Female • Desh • Fortune India • Anandabazar • Anandabazar Patrika. Patrika • TheTelegraph, 6­12 yrs • The Telegraph • Ebela, • Ebela • Sananda • Ebela, • Young metro • Anandalok • The Telegraph • Unishkuri • Fortune India In School • Telekids • Anandamela • Example from the ABP group • Similar concept implemented by several other print media houses as well 6 Only print can create last-mile customization • Several newspapers have as many as 12-20 editions • Customized news for different districts • Customized advertising options at the last mile 7 Print is the only medium that can addresses all the senses 8 Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006 Sight… 3D ads 3D features 9 Smell… • Flowers • Foodstuff • Perfume • Disinfectant • Smell of burning 10 Hearing… “Talking” ad with an in-built audio chip 11 Taste… 12 Feel… Converting a newspaper into A vibrating ad in a national flag a newspaper 13 Print is increasingly leveraging social media 14 Often, online platforms derive their strength from Print Print is the only medium to deliver Augmented Reality to enhance reader experience Key messages EvenABP in today’s is the foremost age of multimedia, media group Print in remains India with a diversecritical mix of media assets Print has a distinct role to play within the multimedia pack, for readers For advertisers Print plays an integrating role across multiple media 17 Print is the binding force in multimedia marketing solutions 18 In fact, print is considered a strong and essential conduit to other media Marketers currently use 70% print to direct audiences to digital content Believe print is vital to driving 46% interest in digital/ mobile content and campaigns Source: Oracle survey, sample size: 1000 19 Only print can provide a platform to integrate electronic media, not vice versa ABP AR code integrated print ad of Sujalaam Sky city . Readers could view Sujalaam Sky City’s video in their mobiles on scanning this ad QR code enabled print ad for LG. Readers could scan this QR code to directly land into LG’s website 20 Print significantly accentuates multimedia advertising reach Source: Madison Media, a leading media agency 21 For high involvement categories advertising in Print is an imperative Advertising elasticity – % change in sales for a 1% change in level of advertising 22 Source: Madison Media, a leading media agency Print wins where other media fail Digital ... but bottlenecked by ... and there is the advertising is on low digital mouse/ keypad to the rise... penetration in several “cancel” a digital ad economies TV advertising is ... but massive clutter ... and there is the popular... amongst large number remote to switch of TV channels channels during an ad Print is not bottlenecked by any of these...neither is there a keypad nor a remote to “skip” a Print ad 23 24.
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