How Coronavirus is disrupting the ad world?

Hi there, hopefully you are safe & sound and practising social distancing. The Covid-19 outbreak has affected all forms of life and businesses. We covered the impact of Covid-19 on Indian e-commerce in our last blog. In a similar manner, we will glance over the current situation for the advertising industry. It is no secret that the advertising industry is bearing plenty of losses due to many cancellations. The outdoor advertising has taken the biggest hit due to the lockdown. The relevance of online advertising has also decreased. As of 21st March, the Corona virus scare has already delivered a scary blow of  ₹5,000 crore to advertising according to livemint. The postponement of the IPL cricket tournament alone had an ad spending of ₹2,500 crore. Currently the delaying of the event has caused anxiety but if the lockdown increases, this state of anxiety will soon change into a state of panic. The moral dilemma is obviously to prioritize the safety of the general public, but that does not take away from the economic loss this pandemic is causing by the day. The summer season, which pulls almost ₹2,000 crore of ad expenditure on many industries like customer durables, tourism, eatbles and other consumer goods is still at risk. 

According to livemint, “Coronavirus impact: Over 50% of India Inc sees impact on ops, 80% witness fall in cash flow ” this was based on The findings through interactive sessions and surveys conducted by FICCI amongst the industry members. 

The Media industry professionals claim that the effect of these activations of BTL promotions being canned completely can have serious implications. This is due to the product launches being postponed. 

In another interview, Anand Bhadkamkar, chief executive, Dentsu Aegis Network India said that

“It is going to continue for two weeks at least in the metros. Most of the clients are postpoing and pulling back on launches and promotions if the situation doesn’t become better it will have ramifications. The ad spend projections are shifting with digital consumption increasing we might be witnessing an uptick in digital ad spends. The economy itself is struggling and the clients will cut back on their spends completely therefore next two to three months are critical. This is the evaluating and holding back stage by advertisers but the impact is being felt all across” 

Due to the lockdown, more people are spending time indoors and on online activities engaging in different types of video, news and social media content. There is a rise in demand for different categories like DIY or tech products. There is a high probability that other categories will see an immediate fall, but is a viable option to keep engaging in non pushy branding activities. This means to stay visible across different platforms but don’t spend too much as it will not get you any business. 

The Indian economy is fighting tooth-and-nail to stay afloat, with the current scenario, digital advertising is no exception. The lockdown can be the cause of many startups having existential challenges. Small businesses in advertising have two priorities (besides the safety and health of employees and their families). The first is to survive the disruption and other to wait till the lockdown is over to recover from disruption. The bond between the advertising ecosystem members like advertisers, agencies and suppliers is extremely essential to survive during these times. The interdependence of these members is crucial, if the advertisers will pull the plug, it can have long term repercussions on the publishers and their organizations. 

Mumbai Civic bodies have asked OOH owners to carry Coronavirus awareness ads and replace their respective clients’ ads. The hoarding owners have to bear the cost, however the license cost for the number of days these ads will run, will be rebated later. This mandate was meant for 10 days from 16th March onwards, however one still observes the ads have not been removed as the number of infected cases are only increasing by the day. 

Even though there is a huge shift in consumer behaviour, there is a notable increase in online traffic. But advertisements in many industries like hospitality, tourism, transport, luxury and sports are paused. There is a race amongst the online gaming and streaming services to access the new displaced audience as their numbers surge, they want to tap into bigger pools to attract larger audiences. 

Analysing a report from IAB and the impact of coronavirus on the ad-spend, more than 74% of the media buyers, brand and planners said that the pandemic will have a bigger impact on the advertising industry than the 2008 crisis. It may sound scary, but it is not far from the truth. The financial crisis has started knocking on doors and it may as well knock down many small scale startups on its way.  

The IAB report on Indian advertising estimates that almost 70% of buyers have modified or paused their planned ad spend, on the other hand almost 16% are still pondering on what actions to take. The digital ad expenditure is down by 33% and the conventional media is down by 39%. The majority of bigger brands and advertising giants (63%) have changed their brand messages and are digressing towards contributing to spread the word and urge people to stay home and stay safe. There is a rise of 41% in cause-related marketing. 

Moneycontrol said that the brands feel that if they are not producing anything then they have no need to advertise, and this has proven to be fatal for the industry. More advertising is not reciprocating to more business. The indefinite nature of the lockdown is starting to cause panic in the industry.  

Conclusion:

To summarize, things are not looking good for the advertising industry from the current standpoint. But, it doesn’t say that things will not get better. Once the lockdown is over, life returns to its normal form, there will be major surges in consumption, resulting in a bigger advertising budget. The brands will scratch and claw to get to the top and reach out to as many audiences as possible. Contributing to the above study, at Taglr’s own exclusive ad platform ShopperAds, there is a gradual decrease of 60% in traffic since the lockdown began. The only viable option here for the industry is to hang on and survive this phase together. The advertisers and the publishers have to trust their business bonds and strategize accordingly. As soon as the lockdown is over and you get back in business, don’t go all out on ad expenditure, analyse and understand the user behaviour before you engage. In the meantime, stay home and stay safe.    

Unconventional gifts for Valentines Day

Is it still pain searching for all gifting ideas? We got you covered. We have made a list of gifts that takes comparatively less effort and are easy to get. This Valentine’s day stay away from roses and teddy bears, try something more mature and valuable. The cliched gifts have their charm but it is the unconventional and thoughtful gifts that will help you make your partner feel special. Let’s begin:

Book:

Who doesn’t love a good book? If you know the favorite author or the preferred genre, it is one of the easiest gifts to get. You can easily order it online and you have so many options, depending on your budget, you can even get more than one. There are first editions that are rare and super expensive if you want to take that extra mile. Have you ever seen the joy on a book lover’s face after they receive a book? It is priceless. So stop looking and go order a book now for your partner. 

Plant: 

The smallest things can make the biggest difference. Something as small as a plant can help you with that warmth for your loved one. They can take care of the plant and it can be reminiscent of all the good memories. Plants are easy to get and they can be used indoors and outdoors. There are succulents, decorative, flowers and even a cactus for a good laugh. 

Poem: 

Honest words from the heart that can be funny, or meaningful. It’s the thought that counts. The old school charm works every time. You don’t have to be a poet, you can throw in rhymes or you can always freestyle. The simplest kind of gifts are the best. The poem can be anything, describing the first time you met, a memorable day, the first “Love you”, to anything significant for your relationship. A small piece of paper can strengthen your bond.  

Playlist: 

You must have seen a concept of “mixtape” on F.R.I.E.N.D.S, this concept is a very modernized version of that. For people who are a lot into music, their playlist is very important. Often we spend more time finding the song, rather than listening to it. You can create a playlist, and put together songs that your partner likes, according to artists or moods, like for a drive or when bored. This shows effort and thought. If till last minute you are looking for a gift, take out your smartphone and start putting a playlist together.

Paid account for streaming services:

The epitome of trust is sharing your Netflix or Amazon Prime password. This Valentine’s day, make your loved one feel special by buying them a subscription for their favorite streaming channel. Instead of buying roses and chocolates, show your partner how much you love them. If you want to show them that you truly trust them, you can even share your account (which they are probably using).  

Favorite food:

Do you ever recall the joy of an unexpected food delivery of your favorite food? The way to someone’s heart is through the stomach. If your partner is a foodie, what better option you can choose than getting them their favorite dish. There are donut bouquets and many innovative ideas. So this Valentines, ditch the old school and opt-out for a stomach full of deliciousness. 

Collection of memories:

If you take a screenshot of memories and chats, you can either bind them together or put a collection of pictures. A memoir is a heartwarming gift, that shows you cherishing all the unforgettable moments from your relationships. This particular gift can be given at various levels. You can bind the pictures or the chat screenshots in a book, or you can make a calendar out of it. It can be a memento of all your beautiful moments in one place. Make sure you are not overdoing it, don’t gift a book with 500 pages, keep it short and simple to make it effective. 

These are the ones that we could come up with. If you have any more suggestions or something special that you have done do share with us in the comment section. If you embrace the gifting culture, ensure that you are putting thought and emotion behind it. Just an object worth some monetary value will not make someone feel special. So gear up for this Valentine’s day and make sure that you are keeping it classy and elegant.   

Why Are Republic Day Offers The New Trend You Should Buy In?

The sale season has officially commenced. The festive season does not hold the monopoly for the onset of sale spell. It is observed across all online and offline stores that they are highly motivated to use the Republic day for showcasing exciting offers and lure in more shoppers. ‘The Republic Day’ offers is the new trend that has everyone hooked from the big players like Amazon and Flipkart to small scale retailers. Are you still on the fence thinking what offers to choose for your product/services? We can help you to choose the best option with minimal effort. Before we start on the Republic Day offers, let’s understand the basics like what, why and how? 

Uptill a few years ago, the Republic Day sale was only cashed in by supermarkets for groceries and household items. The supermarkets were flooded with people to make the most of the sale and get the best deals. But in the past 4 years the e-commerce market has shown a lot of interest in capitalising the gazetted holidays as well. Flipkart and Amazon were also pulling all the strings to take full control over the market on the occasion of the 70th Republic Day. Flipkart witnessed a 30 percent growth in online traffic last year. Furthermore, customers also enjoyed instant discounts on Amazon.in gift cards & Citibank credit card holders also availed 10 percent cash back during the sale in 2019. On the similar lines, the HDFC loyalists were offered up to 7.5 percent discount with regards to shopping with HDFC Bank debit and credit cards on Flipkart. 

The general idea is that since it is an off day, most of the demographic between 15-35 years spends time online on social media or shopping websites. If these shoppers could be motivated with the right offers, it can help your business get the breakthrough that you’ve been looking for in the first month of the year. 

The big e-commerce players have already started their campaign to provide offers on books, mobiles, computers, cameras, movies, watches, media players, healthcare appliances, baby products, fashion jewellery and more. The sales are mostly starting from 22nd/23rd January and lasting upto 26th January. The great deals are all set to draw in shoppers and make the most of it. Let’s take a closer look on the different kind of offers along with the products:

  • Discount Offer: The oldest trick in the book is probably the best. Discount offers work across all categories. If you have any stock available for a clearance sale, discount offers are the best way to go. You can even arrange your product lines from latest to oldest. The latest products can have smaller discounts, while the oldest can go as high as 70% off. Do keep in mind to always advertise with the highest value. For eg. If you are providing discounts between 10% to 70%, always advertise with something like upto 70% off, this will definitely provide you more traffic. 
  • Exchange Offer: The best option if you deal in electronics. There is a huge market for old items, if you are a dealer of a one particular brand you can always provide a set discount based on the quality and condition of the old products. Even e-commerce sites have started a small calculator where you can buy new phones, while exchanging your old one. 
  • Cashback Offer: This offer can only work for if you have an online store that is efficient enough with payment options and synchronicity. If you have an e-tailer, there are always plenty of options with credit card holders. The banks themselves provide them an option. This can help you to target a specific set of audience and buyers. But it is said that if you are not speaking to someone through your ad, you are speaking to no one. So it does not matter what offers attract your shoppers as long as you can convert them. 
  • Extended Warranty: Warranty is something that has always worried the buyers of electronics. They are always on the lookout for an extended warranty. This is probably one of the safest and most convenient offers to provide. But as far as offers go, this again is only limited to the sellers of electronic products.
  • Buy X and Get Y: The offers like “Buy 1 Get 1” or “Buy 2 Get 1” are always great for apparels. These offers can be applied to already categorized products. You can always set a particular date for the same to create that urgency in the buyers. The shoppers might be saving some very small amount but they always fall for this trick. This Republic Day, if you are dealing in apparels, you can even leverage on the flag colours. It can provide you with the theme and combination. This will give you a lot of footfalls on your website or your physical store.   
  • Freebie Offers: Freebie offers are something that can urge the shoppers to always buy more, sometimes even outside their budget. The catch is to keep an exciting gift option given free on a minimum purchase. So the shoppers who are out to buy things for Rs. 1000, will buy stuff for Rs. 2499 to get that gift. If you are an avid shopper, you might have fallen for the same yourself. You always have to keep in mind and think like a shopper. What would you be out looking for? And whatever is the answer is the same thing you have to implement. 

If the above text is too elaborate, here is a chart to make it easier for you:

OffersCategories/ Products
DiscountElectronics, Fashion, Home, Health, Books, Wellness, Sports
ExchangeElectronics
CashbackElectronics, Fashion, Home, Health, Books, Wellness, Sports.
Extended WarrantyElectronics
Buy X Get YApparels, Accessories (Electronics & Fashion)
FreebieElectronics, Fashion, Home, Health, Books, Wellness, Sport

We at Taglr, which is  home to over 180+ websites, are also offering the sellers an opportunity to promote your offers on our platform. So if you are worried about where to promote the deals and the offers that you are providing, Taglr can provide you a great opportunity to get high intent shoppers. We have recently launched our exclusive ad platform called ShopperAds. This platform enables brands and retailers to leverage our traffic and promote their deals to more than 5 Million shoppers per month. There are ample advanced features like geo-location and gender selection to target the right audience.    

Conclusion:

Setting up offers does not take a lot of effort, but it is very effective. The offers could be promotional, seasonal or for special occasions. If you as a seller promise the buyer to give them something more than the monetary value, they are always your happy customers. Great offers generate loyalty. If you always have one of many offers running on your products or store , it will always attract buyers. But, like any bad habit you have to keep in mind not to overdo it. You would not want to be one of those stores, where there is always the same offers throughout the year. The shoppers are getting smarter, they will surf 100 websites before they land on your store. So don’t wait around for the festive season to kick in. You can have a great start to the year if you can cash in on Republic Day. 

Is Outdoor Advertising Still Effective?


While crossing the road and seeing the billboards on the side of the street, do you still wonder whether or not these billboards or other outdoor advertising are still effective and help brands. There are billboards, mobile billboards (on public transport), ads inside the bus, trains, wraps on vehicles, signage and banners. In this blog we will talk about outdoor advertising and how effective it is ever after digitalization. Let’s begin 

The Basics: 

Any organization’s main aim with advertising is to increase brand awareness and gain brand exposure. Every big scale, small scale and mid-size firms are investing in outdoor advertising. Always know that whenever you are considering to advertise your business you are going in the right direction to reach out to more and more people. Taglr’s outdoor advertising aim was to create brand exposure and increase brand awareness. 

Outdoor advertising serves basic purposes like sales activation and brand building. To activate sales, you have to trigger the person on the spot or create a curiosity to check your product/ service. Brand building has to target people who need to be educated about your brand and to establish engagement with your brand. 

Effectiveness:

Outdoor advertising is surely an effective way to publicize your products anyday or anytime. In previous times the billboards were painted by hand and it required a lot of resources and time. Generally the outdoor advertisement has simple 2-3 colour artwork along with the company’s name. In our day-to-day market, there is a lot of resources and technology at the disposal of the organizations. There are computers and vinyl papers which have made it possible to advertise in lesser time in a cost-effective way. 

With outdoor advertising you have the liberty to create  your brand image to the target audience. You don’t have to shell out a lot of money. There are multiple options for smaller budgets as well. It is not just limited to signage or billboards, there are options like buses, trucks, small vehicles, behind road vehicles, on bus-stops. You even have a lot of space to be creative and innovative with your marketing campaign.

The Metrics:

Any outdoor advertising companies will tell you that the basic parameter is the traffic passing by every hour. There is vehicular traffic and pedestrian traffic. It is difficult to get to the number of impressions but with an average of people passing by that location generally, the agencies can provide you with an estimated figure. 

Billboards are considered to create more impact when they are located closer to the advertiser (this is for small businesses). You can even add you company’s name, logo and contact number. Advertising on public transportation also has a huge audience. Your advertisement is visible to millions of people commuting daily.  There is a possibility that for many of your newly acquired customer, your outdoor ad will be the first sign that they see. As a design requirement, it has to be bright and should be the focal point to catch the eye of the onlooker. Along with the design, it has be adequately informative to let potential customers know what exactly are you dealing in. 

Digitalization: 

In today’s digitized market where data, technology and developing infrastructure is helping a new era of advertising to emerge, this is proving to be more effective and easily trackabe with statistics and analytical insights. But, despite all the digital shift, the market trust in outdoor advertising is still afloat. There is a study that states that around 50% of the outdoor advertising revenue is moving to digital and it would cover around half of the advertised population. 

Conclusion:

With the market research it is safe to say that outdoor marketing is still effective and popular. Multiple big and small brands are investing in it. There is also an option for you to test with one advertisement first like we did at Taglr. If you determine that it has been effective then you can explore and experiment. But you have to know that there won’t be any immediate results. You cannot expect people to come running at your business due to an advertisement. It will be time taking and you have to be patient. Outdoor advertising has been proven more beneficial if you choose certain geographical areas. Ad mediums like billboards, bus-stops, stations and other transit mediums are extremely effective for small scale business. Ads are the best go-to medium to reach and communicate with your target audience.