Making content deliver

“Content is a great lever. But based on market awareness, saliency and adoption, effective creative execution, like DailyHunt’s Har Bhasha campaign across several regional languages helps to strike the right chord with the right user,” says Mohapatra.

“We are a bit overweight on the use of TV. We use digital in a focused manner. Our strategy for Geneo Esekha, an online e-learning platform has been TV + Digital Led, keeping the corresponding data points in mind and our own understanding of what would work in West Bengal where it was executed,” says Arindam Ghosh, vice-president, Schoolnet India, a K-12 focused Edtech App.

“Email is of use to showcase multiple products, especially during festive periods like Diwali. We've noticed a great opening rate for marketplaces and travel brands through email,” says Supriya.

“We target an all-encompassing reach since we are aiming at awareness creation for the brand across all kinds of consumers. Still, there are traditional mediums that hold value, says Kishan Jain, director, Goldmedal Electricals. “Bigger screens translate into better impact. The impact can be attributed to both the creative storytelling and the products that are showcased. A cricket tournament or even a match like an India-Pakistan T20 encounter or a marquee program on television delivers a huge number of eyeballs in a very short time.”

Though multiple-format advertising has almost become a norm now for both big and small brands, ad-tech innovations such as AI and ML algorithms have certainly leveraged the delivery. Proliferation of connected devices has made big data very significant in understanding and profiling customer behaviour and needs. The shift is more pronounced post COVID.

Validating the reach

Even though ads are made with a particular TG in mind, measuring the reach is not easy. Meta and Google do provide a fair amount of filtering options. “Organic reach has shrunk on platforms like Instagram; paid reach can be expanded with corresponding budgets,” says Supriya.

It also depends on the goals of the campaign. For Dailyhunt, brand track, brand lift, store visitors are measures for thematic brand campaigns. For performance-oriented campaigns, user acquisition and deeper engagement metrics are the benchmarks. Goldmedal has an independent media audit firm to analyse the impact and returns on the campaigns.

Schoolnet is making its digital pathways for consumers to both reach them and find what they are looking for quickly. Ad budgets are always limited regardless of the economic climates and the choice of ads/medium needs to help the brand optimize the spending and get better returns for the allocated budget, points out Kishan Jain.

“Our tracking at the moment is restricted to increasing web traffic flows, customer exposure to brand surveys, etc.” DailyHunt makes use of key levers for ad monetization. “Our solution not only solves for brand-based advertising but also performance-based advertising by allowing our advertisers to advertise with us on CPMs, CPIs, CPCs etc. That also speaks for the extensive reach among local language users which enables the perfect delivery mechanism for advertisers to convey their message to the target audience,” explains Mohapatra. Josh leverages third-party tie-ups to ensure ad efficacy.

The idea is to strike a balance between content and ads, without bombarding the users. For Dailyhunt, brand track, brand lift, store visitors are measures for thematic brand campaigns. For performance-oriented campaigns, user acquisition and deeper engagement metrics are the benchmarks. Goldmedal has an independent media audit firm to analyse the impact and returns on the campaigns. Schoolnet is making its digital pathways for consumers to both reach them and find what they are looking for quickly.

Ad budgets are always limited regardless of the economic climates and the choice of ads/medium needs to help the brand optimise the spending and get better returns for the allocated budget, points out Kishan Jain. “Our tracking at the moment is restricted to increasing web traffic flows, customer exposure to brand surveys, etc.”

DailyHunt works with key levers for ad monetisation. “Our solution not only solves for brand-based advertising but also performance-based advertising by allowing our advertisers to advertise with us on CPMs, CPIs, CPCs, etc. That also speaks for the extensive reach among local language users which enables the perfect delivery mechanism for advertisers to convey their message to the target audience,” explains Prashant.

There are also times when the quality of consumer experience takes over the reach. It only benefits the brand more.

cross-platform ads

How to leverage brands for digital advertising