Panel discussion
Transcript of Panel discussion
Setting a new landmark in printSetting a new landmark in print 1
Role of print in the multimedia pack
Key messages
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ABP is the foremost media group in India with a diverse 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
Even in today’s age of multimedia, Print remains critical
Key messages
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ABP is the foremost media group in India with a diverse 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
Even in today’s age of multimedia, Print remains critical
Print commands much higher credibility than other media
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What role do ads in the following news sources play?
Informative, inspiring confidence Annoying
Percentage of respondents Percentage of respondents
Source: McKinsey
Key messages
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ABP is the foremost media group in India with a diverse 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
Even in today’s age of multimedia, Print remains critical
Print can be customized for the consumer lifecycle
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612 yrs
1319 yrs
2040 yrs
40+
• The Telegraph
In School• Telekids• Anandamela
• Young metro• Unishkuri
• Anandabazar
Patrika
• The Telegraph• Ebela• Ebela,• Fortune India
Male
• Anandabazar
Patrika.
• TheTelegraph,• Ebela,• Sananda• Anandalok
Female
• Anandabazar
Patrika
• The Telegraph• Desh• Fortune India
• Example from the ABP group• Similar concept implemented by several other print media houses as well
Only print can create last-mile customization
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• Several
newspapers have
as many as 12-20
editions
• Customized news
for different
districts
• Customized
advertising options
at the last mile
Print is the only medium that can addresses all the senses
8Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006
Sight…
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3D ads
3D features
Smell…
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• Flowers
• Foodstuff
• Perfume
• Disinfectant
• Smell of burning
Hearing…
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“Talking” ad with an in-built audio chip
Taste…
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Feel…
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Converting a newspaper into a national flag
A vibrating ad in a newspaper
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Print is increasingly leveraging social media
Often, online platforms derive their strength from Print
Print is the only medium to deliver Augmented Reality to enhance reader experience
Key messages
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ABP is the foremost media group in India with a diverse 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
Even in today’s age of multimedia, Print remains critical
Print is the binding force in multimedia marketing solutions
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Marketers currently use print to direct audiences to digital content
Believe print is vital to driving interest in digital/ mobile content and campaigns
Source: Oracle survey, sample size: 1000
70%
46%
In fact, print is considered a strong and essential conduit to other media
Only print can provide a platform to integrate electronic media, not vice versa
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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
Print significantly accentuates multimedia advertising reach
21Source: Madison Media, a leading media agency
For high involvement categories advertising in Print is an imperative
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Advertising elasticity – % change in sales for a 1% change in level of advertising
Source: Madison Media, a leading media agency
Print wins where other media fail
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Digital advertising is on the rise...
... but bottlenecked by low digital penetration in several economies
... and there is the mouse/ keypad to “cancel” a digital ad
TV advertising is popular...
... but massive clutter amongst large number of TV channels
... and there is the remote to switch 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
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