 Good afternoon ladies and gentlemen we have a very interesting panel here we have four panelists from very different categories talking with us today on whether they're still spending on TV the way they used to in past also is TV still first for them and so before I get on the topic and we have had such interest Sam sir and Shashi sir we have shared so much insight but because I also did some Google search I must share the data that I got which says that there's an eye tracking survey that says that TV commanded twice the active viewing of YouTube and 15 times the active viewing of Facebook connected TV ads show consistently higher completion rates which is almost 95% then desktop which is 75% and mobile which is 72% so these I mean mine is Google search you people spend lots of dollars on getting the real data so from you I would want to understand how much of this is correct so if I can start with Karthik how much are you still like what is your media mix like how much are you still spending on television digital or other mediums in person I mean I don't want sorry I'm sorry Karthik so I work with vidlite now and I'm sure all of you have seen a lot of vidlite advertising I think Sam I referred to it briefly earlier a large part of what vidlite is related to TV we believe that it's very important as a part of our media mix however we've been experimenting a lot as far as vidlite is concerned it varies by the type of brand and the type of TV that we advertise to but on an average I'd say that almost 60% of our advertising spend goes towards TV and the balance 30% also goes towards this show another factor somewhere over 75-25% currently I'm working for RSA's global and we are into the business of personal care so taking your question forward as a media mix yes 50% is what we spend on television roughly 25-30% on digital and the rest around 10% on other mediums to be precise that's the media mix that we have it's the same for insurance sector not really because I think it is to be viewed from the segment that you are approaching and the product what is the best digital segment for that product so I would say when it's a brand campaign yes television takes the maximum share of the wallet but when it is a tactical campaign in terms of for a product then you create a fabric between multiple mediums so television could be one along with digital and maybe now print has gone on for sure but the advantage of television of course you get a mastery so again it depends what campaign you're doing and to answer your first question what percentage so around the year I would say about 30-40% much lesser than yeah because I say it's dependent on the product and the segment Sandeep you come from bathroom good afternoon everyone see I basically represent Jaguar which is into bathroom and lighting category so it's a mix of both v2c and v2c category see I'm sure everybody will agree you know there is have been the change in the mix percentages are not so important because it depends on a lot of other criteria I think the larger agenda and larger focus should be there is definitely a drop in percentage obviously the base has gone up and where this money has gone it has gone in digital definitely it has in my category definitely the trade magazine and exhibitions you know outdoor definitely so there is a shift and I can definitely say for my brand and my category definitely there's about 10-15% drop and percentage drop so it doesn't mean commensurate to the value but there is a percentage drop and for the valid reasons because today you have limited like example you have 24 hours in a wallet you need to share it so eventually TV was only the most so everything was stealing and you remember I think I can vouch you know when 84 the TV came in and we have only Chitraha then heels and degrees and all that you have to you have to be there but now case is not there so what needs to be seen that where this money is going and for the industry is very important that what is that led to the change so in the affinity is more a frequency is more of a trust more of a visual delight more interaction depends on industry to industry but definitely there is a shift but despite the shift what I have understood is TV still continues to go it still have a lion's share it's still have a lion's share and my category of what is that 50-55% is spent on TV so it's more than like cheap at 50% to 50% free and it was very high quality but then so what has it that still makes TV the most the first voice anyone we can start okay see I think TV especially for a category like bathroom and lighting per se straight away TV brings a lot of credibility and that's any developing nation anything coming on TV is supposed to be credible that that's a way to rule for that a category which is like which has been a very high involvement category which is more of a visual delight you have to be on TV because you can show a great bathroom there great so you can evolve that kind of emotion in consumer that oh I want to have a home like this I want to have a bathroom like this you may not have the same thing on digital they still will give you a frequency but TV give you trust for the factor because is is and obviously the biggest thing is the reach the reach and the at the cost it which you can go repetitive which is the frequency I think to me the frequency the the reach and the credibility which a TV brings them I think to me is a three major reasons I totally agree with Sandeep despite that we have limited amount of exposure to television but life insurance as a product is an emotional product it's it's an intangible product it's not something normally a buyer would experience it's post and what would experience so television gives you that flexibility in terms of creating that emotional connect of the brand and when you're looking at mass audience in tier two and tier three as Sandeep rightly said till the television plays a role where it looks more authentic and something which is being promised is a mass promise rather than digital which would largely lead into a product or a tactical set so what I've understood it must trust and it has the ability to evoke emotion right so does that apply to your personal care sector as well uh I just said from what Sandeep has said um I think what all of us here are marketers and uh I think it's one of the most interesting times to be so which is um I just take back to one thing he's all gone through the theory of Mark uh Marshal Matthew okay where he in his 80s was government at that point of time that does a medium has more effect than the message I think the time is right for us to say so as marketers what we intend to understand is what is the effect this medium has on my consumer okay now we're talking of television we're talking of digital uh something that has been there in our life for more than 20 years approximately and something which is growing a small base versus a bigger base so the growth rates numbers factors can always be there but when we choose to talk about our product and the values or the brand it falls and all we go by a couple of things like is this medium and what is this medium doing to the consumer to be how is my consumer reacting to this medium so when I stand today in a personal care brand which is five to seven years into this whole landscape of marketing awareness is a big concern for me and I know that if I'm using television my awareness is the fastest quickest and the most credible so that's my brand journey these are the medium as of now the top of the funnel and the bottom of the funnel now had I been doing this 10 12 years back probably when I was moving into the state of consideration bit my choice would have been to again figure out my subsets within the television real model today once the top of the funnel of awareness is done while I want to build the consideration I do have other mediums like digital where my shopper targeting can help me do so so my brand journey these are with the condition of the current state of medium and what my audience is or my consumers are reacting to precisely shorten the idea of me to choose and take my money and my budget saw and yes the mix is formed creating all these aspects in mind my views I completely agree with what for me have said it might slide so I work in FMTV for most of my career and I find that a lot of the work that we do as marketers leads to transactions that happen offline unlike a film sector or any other sector e-commerce for instance where the bottom of the funnel becomes a very important part of advertising when Sam had spoken earlier he had spoken about how he could use TV advertising to build more top of the funnel awareness exactly what Paulini spoke about and that's really really important digital in its position is it I see that as an advantage and it's sometimes a disadvantage sometimes you don't want a sharp instrument you want a blunt instrument you want to reach much further and we had a speaker earlier Mr. Shivam who was talking about how can we whisper to many versus targeting a few I completely endorse that and if I mean again Sam had spoken about the fact that in reality only about 30% of your business comes from the core audience with 70% who are flirting with your brand at every point of time and when you do a media plan when you if I was to do a digital media plan I would say very specifically moms of this age in this city in this town so much time on this channel I'm going to nose out on a lot of them TV is a little bit you know open canvas there and I think a little bit of gray area I mean it won't fit into an exact science but at the end of the day is I think both the speakers earlier spoke it helps move product and it helps bring in profits and therefore I don't think there's any way that that's going out of the media mix thing has been said earlier it's it's depending on sorry what Nipun had said which is that depending on the type of audience and your marketing objective at that point you probably put your cradle down a little bit more on digital TV but TV is a very important role in that. What I've understood is that apart from other factors like emotional and it has the trust and other things also when as marketer we look at measurements TV is still far more transparent doesn't you your digital measurements still remains a constant. So would you like to speak more about ROI and when you are spending on television do you feel more comfortable in the sense that I know where my money is going. Can I so I'm going to do a very shameless plug for Madison right now. Alright so I used to be very scared about digital I would it's very fashionable to do digital advertising I must see as a marketer if you're not doing digital advertising something wrong with you that's how everyone looks at it so yeah social media it's it's if you have to do it now a lot of times and if I'm being very honest we've done advertising I still feel marketers are getting their head around advertising most of us over here have probably grown up in our career doing TV advertising print advertising out there maybe even wall painting with some fun but this particular tool that I recently discovered from Madison which is I think it's called TV plus which we had spoken about I think it's a really cool tool it helps you understand and duplicate it reach across medium they do it very well I'm not sure whether the tool really is as effective as it is but at least it gives me a single canvas in terms of how I can view the overall effectiveness of the campaign and again that's exactly what Colony said it's not about a choice of medium it's a choice of marketing objective and what medium can deliver the best and therefore I feel that metric and if you're reaching frequency and what you want how many people you want to reach out to is getting met well I think that's a very good tool so cheers to Madison we should while comparing the ROI for the TV versus digital see every every media vehicle has his own robust mechanism whichever level so again example if I just start with digital you can do a geotargeting today like example in my category what you have done we advertise on digital people come on the website or any platform they click from the they come to the website if they are interested in doing up the bottom I can create the 2D and 3D drawings okay they walk into the store with their drawings I push them to my dealer counters I know they've taken the address they've called on the number so there is an amazing amount of ways you can track digital definitely if you see the recent bar data you know the numbers have gone up the base figure has gone up but definitely there is a challenge there because you know every week you can tweak your campaign digital okay has his own way advantage that you can on a daily basis you can do that so if I specifically stick to the TV and the B2B advertising okay see as far to me there is nothing called B2B or B2C consumer is a consumer and on TV the fundamental is the TV has this great quality of creating a content also why should I go and watch a holding why should I go and watch a TV you have to be in a business of entertainment you have to entertain people and while they're getting entertained you can send your own messages there so if you're so that way TV has this great advantage however measurement comes from a like example in my category if your ad is coming on TV the the trade network is so happy you know the whole confidence level they can really change the game they're saying oh I've seen your ad on TV boss you're doing great his confidence level sets the you know tone itself it doesn't mean that bark is not there weekly data is analysis I have a concern that though the numbers have gone up but HD numbers have not gone up in that order so my concern is that if I really go to H&I customers whether I go on a star HD or you know these HD channels data is not much there so I think bark has done a lot and last I would say in last one and a half years but definitely for a market there's always a challenge that kuch kameer hain gaiyaa, mujhe poora nahin pata you know there is a sense of a gut feel and anybody says I'm like I mastered the complete plan I know where is money going in I think it's this so being from financial services ROI is the only thing we do and unlike my experience of 10 years in auto where I would experiment a lot of things you don't get that flexibility in financial services you have to be very focused so when I look at ROI from television as my agents start talking about it when we do a customer research if I am coming into the recall that's very critical for me because that can only come is through television where digital comes is television is helping me to broaden the funnel at the top but my net objective is bottom of the funnel if it's a tactical campaign so it always creates an impact over there and they say you know if you keep talking about something again and again when you build a perception about a brand television does that role maximum and through the brand studies and all we have realized it's not that digital is creating a brand impact it's creating more of e-commerce for me but television creates a brand impact which my distributors my existing customers so when we do customer segmentations we realize the confidence because our product is a 20-year 30-year product but when he regularly sees us on television his confidence on the product that is what goes out and then one of the most important metrics in insurance is persistency you pay your first premium second premium so as an organization my bottom line increases when number of premiums go up so is there a formula or something which can tell me exactly this is how it is impacted no but when i do my brand study when i do my nps it reflects reaching why is where we were strong my persistence in my bottom line is much better so i think that's that's most critical and that's something which i try and convince my CEO or my cfo when i need the dollars so i think i should increase your strength this has to increase that way for personal care so i heard funding thinking and that's exactly what i was trying to say the 20 years tv they're in a household across generations they're watching me uh what makes it authentic the way my consumers are reacting towards that media gives me the confidence to it that's what we're trying to think now when it comes to this whole idea of so i often deal with uh dealers distributors and my consumers right and uh we're into a lot of female fmcd products but uh my distributors and dealers are many people right so uh i often have these questions so for example if i have to talk to you about a female uh brand uh let me just take one of the most common ones they like me none of my co-founders would probably be using any product of it but when it comes to the fact that whether we know about it we may do how they know about the first uh this is typically from a brand perspective what is the first step that a brand needs to cross that is that i need to be known and then of course considered for the right reasons for us in fmcd there are a lot of stuff like the retail space when you're present is there is somebody who's endorsing that product there the last one has shifted in the purchase like when you're standing there in categories with five competition uh your packaging your description or somebody trying to influence you from back the counter all this finally lets you take that final call of where you're going to pick my product for now but the first journey that as marketers we cover is to ensure that people know about the whole idea of what am i telling what is it that i'm telling differently and how is my product that's the idea and that's when a medium which is there in your life for you know almost more than 15 20 years plays a credible role now there are new age mediums which are coming in which has to be explored for again why as kathik said some of us you know even though uh market is often serious it's not doing social media uncoup you still have to be that age so uh realistically speaking it is the mix that we do but tv for us at some point of time various categories that we play the journey that we take with the brand in that category is important to be noted it cannot be objectively in isolation and agnostic to the categories and the uh you know product or the services that we sell naturally i'm conscious of yeah i'm very conscious of it also because we have lunch after this we don't want people to be waiting i'll just add one thing let's not look television as whether it's important most important trust i think everything has to be viewed we all know data's keep coming 67 percent is single television users but do we realize how many of them are passive viewers so the AFP family sitting and watching one of tv sas bho serials the father or the kids are actually either on the ipad or on the phone so the consumption is linked so if you are there on the television and he sees you on the social or on the digital there can be an immediate consumption so i think that's very critical in so a lot of mediums will go hand in hand not that one would lose an importance but would go hand in hand so uh all of you said that the mix has changed in the last few years now uh when we close the session i would want to know from each one of you how it's going to evolve further like let's say another five years or ten years how do you see the mix changing further see the digital also may have more credibility than it has now you know then then you can't say that you or it's still evolving or i mean might still be evolving but still it will be there for quite some time so uh across the world ai has taken a big thing which is not yet prevalent in india again we go back to the same thing we as marketers and a country where we are trying to sell off the locally you wherever what whatever is the target you are the target audience we have to keep watching her how are these people interacting with that particular medium every medium is going to work today for example television is going at specific sources and that's what you think so has it stopped growing no there will be other mediums there will be credibility that are brought onto table but the journey of a brand is always going to be decided from the brand's perspective by noticing that it might set up consumers and how they are going to be there is more there will be a that has already come in the world which is not so prevalent in our country right now but they are going to be uh you know in the next 10-15 years that's also going to come in we're going to always take that into account that how my brand or my category of my consumers are evolving and reacting to that particular medium see one thing is i think there is over fixation with the medium medium has a limitation it can work once or twice but if you have a poor content you can't blame you know beyond a point so i i see the the the biggest advantage with tv is that that it has those audio vision quality the tv screens are becoming better digitalization is having the hd contents are coming i think somewhere they have to really look into the content see if you really see what happened to the news now you know i don't want to watch news they're literally on the street they're fighting almost like this and and post-netflix you know see the quality of content there and the quality of tv is there so eventually you're not buying into a particular channel you're buying into a particular program and within the program so tv has to really see up the game in terms of quality of content and second you know i i see for in terms of you know the placement so like example if i have a lifestyle brand and i'm putting up a brand in a certain environment and if i see the the ad before me or after me or the whole environment is not so conducive i will not able to build my brand however i see in the recent in the coming times the frequency builder will be digital for us we continue to go on tv to build the imagery brands are made there you can always have a higher recall comprehension because digital gives you brand comprehension digital gives you brand recall but i have a really big emotion emotive part of it definitely we have to rely on tv so i think this is where tv doesn't have to get into the kind of a race with digital with you know this out of home media or for digital or for you know any kind of an expose and treat my needs stick to watch your media with digital and visual delight good quality content and try and find a innovative way by which you can get the brand integration done i think and then so i see for my category that i will continue to be on tv to build imagery aspirations and build frequency with what was the news because my category is not top of the mind recall i want to be throughout the year present but i'm not like a Pepsi go for that matter so i have to find out neither we have budgets like that so we typically rely on these news to keep yourself alive for the next six seven months now if the quality of content there you're forced to move on to other channels but digital is paving the way but imagery part i think we will still continue to hold a lot of momentum fine is the i don't know whether the definition of OTT where we have pot stars of the world and television will it be different i don't think so people are consuming television content on the phone so so this discussion today maybe if all of us are still working till then and we are again here after five years we'll be discussing television or we'll be talking more of audio visual you have google tv also now and you have apple tv so i don't think it'll be right to say what will happen in five years i think as we rightly said content has to evolve and audience the way audience evolves the medium will evolve so just with my hello kind that said i think as marketer what's important is getting a message across maybe the support that we can get as mediums evolve we forward if there are ways that we can measure them better and use them more effectively to demonstrate the romi that we need to demonstrate i think that will shift my personal view is that as far as india concerned tv is not going in yet and tv advertising is not going in yet i remember when we were discussing this at office someone mentioned to me that a lot of people in the room don't actually have television in their house uh the younger crowd uh that stuck to me that stuck to me then as a big insight but in reality my consumers are not them we tend to get very metro-centric as far as these views are concerned but actually on the on the other side of it when we run schemes and whole things we've tended to give our best price was a tv you know you get a tv or you get a bike now the dealers are fed up with tv they say we didn't want tv he was uh he was an alexa for instance so i think there is a lot of tvs that are there there will be more tvs that will come and as long as that's there i think marketers like us will continue to spend over there to get our marketing messages so uh we are exactly two minutes away and sorry yeah yeah we're pretty good at time but this started 10 minutes after we started the panel i noticed that also so i think it's uh fair to control the tv will be there for another 10-15 years in india particularly and uh we keep uh definition will change so on that note we can uh close this session and you guys can head for lunch