Budgeting for TV advertising in this digital age in India

Don’t be in a hurry to shift too much of your budget to the digital end. As all other mediums, the market environment demands that we be data ready and embrace the challenge of choice as the proliferation of devices, and channels continues.

In our recent post, we spoke about the TV revolution under way. While that is inevitable and consumption patterns have already changed, when it comes to engaging a large audience with a message TV still is the best medium. Although money on budgeting forms show a growing share for the digital domain, TV still provides reliable, and track-able performance. Television has held up considerably in the face of competition and also in terms of influencing returns on investment made in the medium.

Even though the content is being dispersed through the internet on various devices, television still provides an excellent meeting point for the largest number of ears to raise awareness and education regarding a brand. Digital, print, or radio maybe used to target specific groups or regions to supplement the impact of TV but its is clear that even in the era when the landscape of media is shifting and morphing constantly television is still the best portal.

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TV still provides a large platform for audiences to engage with the message.

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Since the choices of have increased, the onus is on the marketers and agencies to find the right audience.

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Curating content for the medium & the audience, fine-tuning delivery & slots are key to maximizing returns.

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Spread a wide base for your message aiding in designing a campaign & determining the media mix around it.

So, don’t be in hurry to shift too much of your budget to the digital end. Television with all it morphing still has much to offer marketers. As all other mediums the market environment demands that we be data ready and embrace the challenge of choice as the proliferation of devices, and channels continue continues.

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