 Hi, good afternoon guys and Thank you, Anurag and novel for inviting me to speak again at this conference, I Hope I will have your attention for the next 20 minutes Because as I see it increasingly in a fragmented busy noisy multitasking world Getting the attention of another person is Proving to be more and more difficult Though it is very necessary to achieve anything and this is more so in our world of Advertising and media now for decades media experts and marketing gurus Have grown up in the belief That maximizing reach at least cost Should be our ultimate Mantra, but increasingly as I see it today's environment demands That to get a response what we need is to importantly focus on attention grabbing the medium through which our Message is communicated and the context in which the message is communicated the goldfish is known Not just for its beauty and smooth and fast movements But it is supposed to have a very low attention span as low as 9 seconds Now we all know that in India It is mobile that rules In a country of 1.3 or now 1.4 billion We are supposed to have 1.6 billion mobiles of which 1 billion are smart phones and a lot of digital advertising is consumed on mobile a Recent Microsoft study or not so recent actually established That the biggest casualty of mobile adoption has been attention span and it is now down From 12 seconds in 2000 to 8 seconds in 2015 Even lower than the goldfish's attention span and today, I'm sure in 2023 in India it must have gone Even lower now. No, there is no doubt that it is thanks to smart phones Access to information has become very easy But unfortunately as I see it this has brought about its own challenges for people like us See what Simon a Nobel or F says Wealth of information Creates a poverty of attention these days My mantra in fact For many decades that has been my mantra. It's it's always more important Not to read a lot Read very little but importantly absorb Or whatever little you read because otherwise Reading a lot is of no use We live in a world today That is marked by lower attention span Which makes Unfortunately our advertising work Not as well as it did a few years ago Some of you have heard we talk about a time in 1990 When Madison was very new When I put out a double spot of a 30-second Sintol lime ad on Mahabharat on four consecutive Sundays Which helped gain for the newly launched soap a 5.3% share of the premium soap market upsetting the leader lirals apple cart of course gone are those days short-term advertising strength or stash is a term or concept that some of us are exposed to and a Fast emerging media researcher professor Karen Nelson Field Demonstrates through extensive studies that attention and stash Are closely related See this graph Hire the attention hire the short-term Advertising strength another study by TV vision That Ajay also quoted Demonstrates that 40% brand awareness can be reached with only 600 grps Which are high in attention But you would need 2200 grps for ads That have low attention Capability some of you have heard me talk about professor Karen Nelson from Australia in our first Conference in this series her work on the relative impact of TV exposure Versus digital exposure Is rapidly gaining ground in many parts of the world now Fundamentally she says three things a Significant relationship exists between attention and sales and There is a direct relationship between sales and video size and Three Larger the screen bigger the sales impact Recently my colleague Vikram met the global CEO of Nielsen in Bombay and His view was That screen size is not important. What is important is the context But I tend to agree more with professor Nelson She has also written a wonderful new book titled the attention economy and how media works Simple truths for marketers. I would urge all of you in this room to read this book Those of us who have read Byron Sharpe's book and have been following it I would say sometimes blindly a well-advised to Read this book a necessary condition of attention is Viewability and for viewability, there are three critical factors One coverage Coverage is the proportion of the screen that the ad covers Clutter What else is going around the ad on the screen? Lastly Dwell time or the time for which one is exposed to the ad Now we all know that on coverage TV and cinema offer advertisers 100% coverage But not all digital video Unfortunately offers us that a study conducted as recently as August 22 shows that as screen coverage increases Attention goes up Disproportionately If only half the screen is available to an ad You get less than half the attention So screen coverage According to research is a very important element of how Well, all how poorly an ad works Again on clutter TV tends to score Since at least when the ad is playing The screen is clutter free unlike in many formats of digital ads Especially when you're scrolling your news feeds a larger issue to my mind Is the lack standards followed by digital publishers for digital video If a video ad is seen on the screen With 50% of pixels for at least two continuous seconds The mighty media rating council for video Viewability Standards says it can be counted as a view for the advertiser Now I'm sure all of us feel That two continuous seconds is just too low many studies I Think even by digital publishers have shown that sales impact can Begins to increase dramatically When the exposure Increases beyond five seconds up to five seconds is very poor Piyush Pandey a creativity guru and the man behind impactful ads of Cadbury predilitation paints and many more Who would say it should be a minimum of 60 seconds and unfortunately Each of our digital publishers follow their own definition and standards on viewability which Unfortunately, we are forced to accept Facebook counts a view if an ad is seen in stream or in stories for three seconds Pin interest and Twitter count a view if the ad is seen for two continuous seconds Mercifully YouTube's true view gives us a full view But Facebook's through play counts of view if 97% is seen or At least 15 seconds are seen against standards for Key attention influencers like full-screen ads capable video auto play and audio automatically on Very dramatically by publishers on the other hand We all know that TV measurement is far more robust technical committee of Barg is Headed Not by a television person But by an agency person who's sitting here There is a common rating System that is used for all channels established by industry practitioners established by the entire industry which combines advertisers media owners and Media agencies who decide What is a view how those views are to be measured and how they are to be reported and by God Do the media owners? create a ruckus and do the advertisers create a ruckus if there is an attempt to change the viewability standards Now with so much variation amongst digital publishers and the standard views by TV I Should think one would need to establish for oneself some equivalence metrics to make comparison amongst digital publishers and TV channels to arrive at a metric For a multimedia plan Whilst I'm sure no two experts will agree on a common equivalent standard Many large ad and many large advertisers have developed their own Maybe rough and ready based on some limited research belief systems in this area To my mind it is very necessary to establish this equivalence metric especially for YouTube's capable and non-skippable Facebook through play and TV with TV being the gold standard You'll see on this slide One such attempt by my agency By no means it's the last word on the subject, but it's an attempt to enable comparison on a common platform for a multimedia plan viewability equalization with television at 100 is I believe Very necessary in today's Media Most quoted I may say is an ubiquity study with measures media channel efficiency and Which puts online video at 22% Compared to TV is 100% so the key learnings I take out for myself are number one We are becoming an attention deficit society and as Media planners or marketers. We have to be keenly aware of this We need to move from just reach to reach adjusted for attention metrics viewability we have to recognize is a basic attention metric and Given the multitude of definitions across digital publishers on what constitutes a view Arriving at a viewability Equalization is very necessary however and There is a big however You cannot deny the fact that we live today And in India in a digital world Dramatic dramatic I underscore changes have taken place in media consumption habits Which has made digital video a necessary element in most brands plans Now I am aware that I am speaking in a TV first conference but I believe our commitment should be not necessarily to a medium But our commitment should be to increasing The advertisers sales And I think it is as I see it in the long-term interest of every media owner also Never mind whether he's a TV medium owner or a digital owner or a cinema owner or whatever and his interest will stand protected Only if the advertiser achieves his Long-term objective of increasing his sales or increasing his market share for a long time when media owners want to push Prices of their media properties to astronomical levels I have been of the view of cause a minority view that This may not even be in their interest now. Why do I say so? Because for a long time I've held in my mind the theory of What I call an upward spiral and a downward spiral and I have seen at my agency The impact of this What do I mean by this? Let me explain when an advertiser comes to Madison and Spends money through us If you are able to achieve his objective if you are able to increase his market share He comes back to us next year and the year after and the year after with larger budgets This is what I have seen consistently over the last 34 years of Madison when an advertiser comes to Madison and We are not able to deliver to him what he is seeking or What we collectively sought out to achieve he May at the most come back the next year with a higher budget But he is not going to come back in year three four five and that is what I call the downward spiral so it is in our collective interest to make sure that that Hall sudden done the most important thing is to make The output grow if the output grows then Advertising input will automatically grow now. We all know that Connected TV is emerging quite fast currently While there are no exact estimates available We believe 10 to 15 percent of the 210 million TV households Have connected TV 20 million TV sets are sold almost annually of smart TV. That's 90 percent of all TVs in the next three years some estimates say That 50 percent of TV households could be connected TVs Unfortunately, we have to recognize this and you cannot ignore the fact that Linear TVs pure ship is coming down connected TV is emerging fast and Connected TV more importantly to my mind Offers us a unique benefit the target ability of digital and the viewability of Television another emerging chink in TV Zama Is that we now know That TV viewership is not equal even Among every person in a defined target audience About a third of that audience a really light TV viewers who are underserved by any TV campaign and Thanks to bark this Figures are now readily available to us in this example. I have here if a TV plan delivered 540 GRPs Heavy TV viewers would get 913 GRPs and light TV viewers would get only to 42 GRPs They would be seriously underserved and Google very clearly now gives us the option of Choosing to target those light TV viewers So you can meet the gap in your TV plan by adding digital video to reach the light viewers of Television so in my view digital videos growing usage along with its target ability option makes up for lower Viewability and should be used intelligently and selectively to make up the gaps in a TV plan without letting costs Go through the roof Another advantage offered by digital is behavioral targeting While this may not make sense for large mass brands But for brands that want to appeal to narrow audiences or want to top up their mass campaigns need to take a serious look at this as we do For say to read just married or those who have just become parents for Nicotex or Those who are planning to get married as we do for Tanishk Or those interested in home decoration as we do for Asian paints Digital as I said Gives us the opportunity to reinforce a mass-based TV plans And with this very powerful capability and also It offers us as we all know tremendous creative possibilities so to my mind the reality is Media mix decisions have today become very complex and seldom can you use only one medium alone as We used to do in the past Also the era of one size fits all is long gone to my mind as The world becomes more and more complex Including our media planning world. I believe the success of The media planner of today and tomorrow is going to be Not how well or how well he can deal with this complexity and for himself Reduce this complexity draw simple home proofs from All the complex data that is available and Not Move away from the simple conclusions. He or she makes in her mind it reminds me of A Man who I learned to respect a lot during my association with him and I recall the rubai ambani and His overall view of life in business as as you all know, he was no big Technocrat he was no big technology expert He started as a petrol pump attendant in Eden and from there to where but he had a sharp but Simple mind. I believe his major strength was his ability to reduce complexity Into simple actionable strategic points for himself in his mind first when he started He was only a what was called a Dalal or an agent to sell yarn He realized that he was making only one place a per kilo of yarn so he said why don't I go back and Make or sell Whatever yarn is made of and that is how he kept going back back back till When he was already a big industrialist he went into petrochemicals When his son Wanted to go into telecom the new fangirl thing then I think in the 80s or 90s He told his son that you will succeed in telecom if you can make call make Offer to consumers a call at five-picep a call That was a time when Vodafone or I think it was called max touch or something like that then was selling Calls at 16 rupees a minute for both outgoing and in going Why five-picep a call because that was the cost of the postcard and That was the most common Communication means used in India So guys to my mind a task is to draw some simple conclusions and act on them in this complex world Having said that I think I must end by saying TV Till today in India Continues to be the staple medium for large mass brands You can't be TV For its brand building capability You can't be TV for its low CPRPs lowest cost For additional reach points mass reach high attention value Amongst those who watch TV But using TV alone in your media plan very often for many brands is A risk because media habits are rapidly changing. Thank you very much