Let’s start this blog with most memorable and logical statement of Mr. Vineet Jain (Group Managing Director – Times of India -“without ads, the price you pay of the newspaper would be at least INR 25 per day. Lakhs of people won’t be able to afford it. Let’s all be grateful.” This statement has justified the stand of print media and answers the agony of many readers who were complaining about too many advertisements in the newspapers.
Now let’s understand, why we all see too many ads by e-commerce giants particularly during the festive seasons? Yes, I am referring to those jackets, full pages, and half pages ads which crammed the newspaper and leaves very little space for editorial contents. Every festival season we find our daily newspapers flooded by ads from e-commerce companies such as Amazon, Snapdeal, Flipkart, Myntra etc. The overdose of advertisement had disappointed many readers who were searching for news. For publishers or media houses, today e-commerce advertisements are one of the biggest driving forces behind the TV and print advertising recovery.
Following are the few logical reasons behind these heavy advertisements during the festive seasons in India.
1. TV advertising forms a significant part of the media mix for e-commerce companies. TV allows them to educate and create much-needed awareness for the brand resulting in traffic and building trust.
2. Most of the e-commerce companies claim that the advertising on print and television medium has increased the traffic on their portal and so the awareness and trust, however, there is no mathematics or hard evidence to support their claims.
3. TV and print ad helps these e-commerce giants to break the clutter and also enhances the reach of campaign message across all targeted audiences by choosing different channels that covers all the genres and different languages.
4. Industry experts have also quoted that mass media advertising might be done for brand building and spreading awareness for establishing credibility to get private equity rather than for increasing sales.
5. E-commerce companies capitalize on print and TV ads for higher visibility and impact. During the festive seasons, print and TV mediums are used to deliver that last moment push so that it sticks to the memory of consumers. For e.g. the new show launches on television channels are also advertised on papers for the similar reason.
6. For e-commerce companies, Print media plays a big role in driving sales. E-commerce sector can’t afford to depend highly on internet media to create high impact in a limited span of time, particularly during the festive season when the time is limited and demand for 'reach' factor is very high.
7. During the festive season, the window of opportunity for discounted pricing or offer is small as they are restricted period deals and that’s the perfect time for e-commerce portals to utilize the strength of print and TV medium.
8. During the festive seasons, all e-commerce companies compete for the same share of wallet by resorting to full, half page, jacket ads and other forms of innovations so that they can get readers attention and consideration.
9. The consumer behaves differently on TV and Print medium as compared to other platforms. They are always in a leak-back mode while watching TV or reading a newspaper as they have set aside a time for TV and newspaper consumption. In a lean back state, consumers are more responsive to brand awareness or brand messaging.
10. Print and television medium enjoys greater credibility as we have been living and consuming it since our school days, therefore, Print ads are seen as being more credible. The printed word enjoys greater trust.
11. Furthermore, a newspaper, with its everyday print cycle is known for its promptness. The advertisement has shown up today, so you believe you need to purchase today. Newspapers also offer a superior shopping environment. The sale advertisement of the e-commerce brands appears next to other with advertisements from different retailers promoting their bands.
Well, it doesn’t mean TV and Print is superior to digital and other mediums, and it certainly doesn’t mean you should run out and create an impactful commercial. It does mean that we live in a big, beautiful, multi-channel world. And as the e-commerce companies have discovered, sometimes the old technology has a very valuable role to play in the New World — “ROI or die” performance-based marketing.
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