- On December 13, 2019
- Published by Brand Equity
As brands include hyperlocal targeting and multilingual communication as part of their marketing strategies, cable TV channels provide an effective medium…
The race for connectivity to 1.2 billion Indians has intensified in 2019. From international technology giants like Amazon and Google, to homegrown companies like PayTM and PhonePe, everyone is fighting for the India-2 or the‘Bharat’ consumer.
Goods and services providers have clearly understood the necessity to communicate and market to consumers locally and regionally. “Hyperlocal” and “multi-lingual” have become buzzwords and form an intrinsic part of a brand manager’s brief to agencies.
While there is a lot of noise on hyperlocal and multi-lingual now, the best brands in FMCG, auto, and retail have been driving their regional messaging through cable television for the past two decades. With connectivity to 160 Mn households pan-India, cable becomes an extremely efficient platform for regional outreach, so much so that even today’s technology companies are now taking advantage of the highly targeted local reach that cable advertising offers.
Now, as consumers can pick and choose what pay channels they want on cable, one recent survey * shows that average availability of channels per household dropped from 600+ channels to 130 channels.
While general entertainment channels’ (GECs) availability dropped to around 50% of pre-NTO availability, the free-to-air (FTA) cable channels offered are part of the default package.
As a result of this, cable TV channels still maintain 100% availability with hyperlocal cable channels pan-India, with high quality regional, relevant and relatable content across movies, news, music, and devotional genres.
What makes the cable channels relevant and relatable is that the programming and content is driven by viewer interests, from the ground up, at a regional level. This gives advertisers the comfort of communicating with a highly engaged audience.
These hyperlocal regional advertising platforms allow media planners to slice and dice priority market clusters based on location and behavioral media consumption patterns at a Pan India level.
A highly engaged audience combined with ‘hyper-localization’ helps create contextual and impactful brand and performance campaign strategies. The advertising options are in the form of TVCs (television commercials), in-content display solutions, call-to-action display solutions, logo adverts, and long form brand stories.
Cable advertisers are now taking ad delivery mechanisms to the next level. With superior targeting technologies, seamless campaign creation platforms, and live campaign performance dashboards, this will bring the true digital experience to marketers and media planners.
The author is the co-founder and managing partner, Update Geotarget – Narrowcast Advertising Solutions.