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February 24, 2016March 28, 2019

Be sure to reach Indian youths with Bindass Play Advertising

The brand Bindass has become synonymous with empowering and inspiring the youth. And, Bindass Play was launched in October 2014 to extend the ‘Bindass’ brand. Disney India replaced UTV Stars with Bindass Play, a Music channel for the Indian youth. As the channel began distribution across its predecessor’s distribution channels, it began with a huge reach of 60 million households.

The content on Bindass Play comprises 90 – 95% of Bollywood music. But unlike other music channels, Bindass Play relies heavily on crowdsourcing to present entertainment to the youth. This proactive stand of Bindass creates many points of contact between the channel and its audience base giving a massive brand visibility to the Bindass brand. In the long run, these points of contacts help the channel to gauge the audience mood.

With more than 10 million followers on Facebook, Bindass Play finds crowdsourcing easy. Tia’s Request Playlist is completely based on Facebook, where viewers choose songs and send requests via the social media platform. Shows like Tweet Meri Beat and Ishq Messenger makes use of Twitter and the reliable old SMS to connect audiences and the channel.

Bindass Play’s popularity rests on its philosophy of “You Choose We Play”. This is also the factor which serves as the main USP of the channel differentiating its content from its competitors, making Bindass Play an active consumption TV channel.

For TV channel advertisers, this will mean more effective TV channel advertising as viewers will not be just passive audiences on Bindass Play. As active audiences, the TGs are bound to get more involved with the channel and thus, with products promoted on the channel. Also, advertisers across the nation know Bindass is the latest brand for reaching out to the youth.

And as Bindass Play is an extension of the brand ‘Bindass’ it does the same magic!

Advertisements in Bindass Play are a sure way to reach the channel’s target audiences of 15 to 34-year-olds. The channel has a fresh take on music and in the past one year, it has established itself as a market dominator in the Music channel genre.

Mood Mapping is another tactic adopted by Bindass Play to keep their target groups glued to their TV screens. A typical Bindass Play day begins with peppy numbers in the morning that tapers to low tempo songs in the night. For any Music TV channel, this may be the norm, but with mood mapping, Bindass Play is able to take this to another level.

This ‘mood mapping’ adds another dimension to TV advertisements, as audiences are happier with the content they perceive the accompanying ads better.

Unique shows like the Bollywood Republic on the channel brings a fresh dose of Bollywood music for the music lovers. This show in particular traces various folk song genres for the audiences wrapped in Bollywood Music. From Rajasthan to Mizoram, Punjab to Bengal, Assam to Karnataka, Bollywood Republic brings nuances of music from every corner of India and blends it into the ‘superhit’ music of Bollywood.

Bindass Play now attempts to create a brand across its content too!

‘Who’s your Pappa?’ and ‘NikAmma’ are two animation content created by Bindass Play for the purpose. The channel has unveiled the most important part of creating brand based content. A strong storyline with memorable characters that will bond emotionally with the audiences is sure to give Bindass Play the desired effect.

Both these animations are bound to strike a chord with the young TGs of Bindass Play, as one deal with one-upmanship and the other the cool-quotient.

This content branding will certainly bring a change in how advertisers perceive advertising with Bindass Play now. Already a popular medium for advertisers to showcase their brands, Bindass Play is slated to be the next premier advertising platform.
To find that perfect ad spot with Bindass Play at economic ad rates log in to www.releasemyad.com. You can contact us at 09830688443or write to our TV advertising team at enquiry@releasemyad.com.

January 6, 2016January 27, 2016

Explore the Future of Television Advertising through releaseMyAd

On July 1st 1941, the very first television advertisement appeared. It was a ten seconds ad for Bulova watches that was aired during a baseball game in a local New York cable channel. As the ad played, the voiceover announced “America runs on Bulova time”. The huge success of this ensued many other companies to jump on board and thus started the marketing revolution that brought television advertising to a thriving life.

With the 9 dollar price tag which came with the Bulova advert to the millions of dollars that it takes today to air a 30 second commercial during a prominent live show, it has been one great journey for TV advertising which is still continuing with all its glory. However with the advent of innovative forms of media like digital, social, etc, where does television stand today?

At present, marketers are drawing out large chunks of money from TV and relocating it to digital which is an inevitable by product of the intrinsic proliferation of digital media. However they might want to reconsider their strategy. According to research done by market analytics company, Market Share, television has managed to hold its ground even in times of such radical change.

Automotive and telecom, both of which generally prefer to advertise through TV, has seen their sales increase by six folds as opposed to online. Moreover, during the five year period of this study (2010-2014), sales through television has only dipped by a mere 1.5 % (2012-2014), where as online has seen a 10.3% dip.

However many marketers will still choose online because of its better short term ROI. Even if independently digital does not perform at par with television, the media mix of television and digital can fetch better results and create a stronger impact. Thus when it comes to future of television advertising, we can see the lines blurring between TV and digital.

The convergence of TV and digital will lead to a change in evaluation of advertisements. To understand the dynamics of this combination and how they work to deliver on an advertiser’s expectations it will become imperative to measure the ad impressions in digital media. That can only happen when one looks at the ad impression on television. This further means that, ad measurements will see a shift from average commercial rating to measuring the impression of the advertisement seen.

Impressions can only be measured on a qualitative scale. To create advertisements that appeal to more than the visual senses, television advertisements will work on the convergence of technology, consumer behaviour and business models. With rapidly increasing technology and business models trying to cope with the tendency to time shift while watching TV, the future of television advertisement is predicted to become very lucid from the point of view of the consumer.

Accessible content libraries fuel customised, on demand stream which leads traditional channels to cut back on sharing mind space. This need accelerates time shifting while watching TV to a point where it wouldn’t be wrong in predicting an explosion of internet-TV connectivity. This will give rise to the demand of Smart TV, which means a simplified single user interface as opposed to multiple boxes.

This kind of behavioural shift in TV viewing will bring about significant changes in advertisement. Since ads will now have to be delivered in real time, it will lead to the purchase of very specific audience segments across shows. Product placements will increase and lines between infomercials and entertainment will be seen blurring

Targeting an entire segment with a piece of advertising will be taken a step further with in ad modifications catering to the sub divisions of audiences within the chosen division. This will be enabled by the ability to analyse and render Meta data. For example, the car being used in a chase sequence during a particular show may change depending on the person viewing it. Viewers may also hear different dialogues during particular scenes. This sort of personalisation will address the need of creating stronger impacts and measurable impressions.

Moreover in-time ad insertions will be employed much more to fit into the time shifting television viewing model. This feature will be further facilitated by analytics engines. Here the decision of what to air and when to air is based on context, current mood, demo-psychographics, intent, etc. Better audience tracking abilities and meta data analysing will bring about dynamic changes in the advertisements ‘quality making them better equipped to appeal to personal senses.

This new form of addressability and personalisation will infiltrate the consumer experience by now adding smell and taste to advertisements with the help of 3d printers, haptics and smell generating technologies. The functioning of studios, production houses, media aggregators and buyers will change a great deal as the quality of viewing advertisements go through a transition. Advertisers will need to be adept while predicting viewership, timing and demand of consumers.

December 30, 2015January 6, 2016

Television Advertising-Pros and Cons

With the ingress of digital era and various forms of media outlets, one might think that advertisement through television has taken a back seat. But according to research conducted by market analytics company, Market Share which meta analysed thousands of marketing optimizations used by major advertisers from 2009-2014, the performance of TV ads has remained steadily effective over the time period. After examining advertisement performances over platforms like print, radio, online, television, paid search; television has showed the most efficiency with respect to key performance indicators like sales, account conversions, etc.

The reason behind television’s resilience lies in the emotional factors that are roped in when designing a TV commercial. TV commercials are generally based on two ideas- entertainment value and thought provoking ability. The latter especially stirs up emotional response that get directly associated with the brand invoking it. For example Nike ads have always asked us to push our boundaries with regards to physical movement, such as exercise. This is further justified by their tagline, Just Do It. By using premier sports stars as their ambassadors and casting them in an energy infused ambience, Nike as a brand always tries to portray itself as an organisation working to diminish the reluctance people face when it comes to physical work out. Their advertisements are most viewed on YouTube and are often added in motivational and inspiring categories.

The general population on an average spends about four and half hours in front of the TV daily making it the most viewed form of media than any other. With cable TV and its low cost of production, advertisers are more than ready to book slots between shows to advertise their products. Choosing a demographic with television becomes easier when one looks at the list of programs that each channel caters to. While big brands generally go for 60 second commercials, most commercials are still 30 seconds. While going for 30 second spots one can mix it with 10 and 15 second commercials which increase the number of times the ad is viewed without having to pay for the higher cost of 30 second ads. This is because, the number of times a current or potential customer views the ad is directly related to how they react to it. However such mixes are not efficient when it comes to providing the proper message that is integral to the brand image.

Despite the effectiveness and reach of television advertising, there are still a few things to be certain of when choosing to advertise through television. It has been proven, that television advertisement works well when the brand is successful in creating a long standing image. This means a long term investment in television advertising, as image building through TV includes repetition of ads, installment storytelling, highlighting the brand message through innovative themes. All of this can be executed only by an efficient production unit which involves hiring script writers, actors, directors, etc and this is just the starting cost.

Moreover once the commercial is aired, it is in competition with several other commercials that are trying to capture the attention of the audience. Buying airtime provides limited time which is not sufficient for proper exposure. Additional airtime costs more money. In addition, consumers also have no station loyalty. They might be active television viewers only for a stipulated amount of time, for example they might be active every evening for two hours, 8 PM- 10 PM for their favourite shows distributed over various channels. Also the introduction of DVRs and recording facilities allow consumers to avoid commercials. Even for commercial breaks during live shows, the consumer may choose to go for a bathroom break or leave the TV area for a snack. This kind of fluctuation deters the impact that television ads try to create through repetition.

ROIs can be easily measured in short term when it comes to other forms of advertising such as newspaper or radio but with television the large budgets can only be justified in long term. Thus if one has money to spare and is looking for long term credible image building, then advertising through television can be opted for.