 Okay, thank you everybody Today what I'll do is we'll just have a small discussion on the new principles that are emerging in the video world So very quickly. I'll take you through what the media consumption behavior has changed and then you know what the new What has in the old world has changed to the new world and finally I'll also leave behind with certain thoughts on the What are the watchouts that we need to do with regard to video? Planning so it is very clear a lot of us spoke about it Jio was launched around I think in the end of 2016 ever since the launch of Jio we have seen that the digital has grown so Significantly and today it is the larger share of the addicts as Sam was just taking us through What is more important is not just that the users that it has added Actually, I think this is the first time anywhere in our history We have seen where we are dominating the world than now. This is from the Nokia data. So it is basis the Data streaming that happens. We are the world's Largest data consumers per person. So those who have subscriptions We are the data largest data subscription and we outbeat even the advanced economies like UK, South Korea and in by 2026 we'll actually have one of the highest penetration Now what how come how we are consuming so much data It's very clear that if you see the ass we spend on video actually roughly on an average and Indian who is Having a mobile and which is a large percentage of our population three hours. We are spending on we're watching video movies That's what the data shows The consequence of that is actually if you were to analyze the average TV are people using television Over days actually you see that across years. It has actually Falling down and the trend is very clear the viewership is declining Most of us do ask the question, you know why is the viewership declining and we have done some analysis, which I would like to share with you First is viewership by definition is actually a composition of reach and the time spent What we have observed is reach has been consistent. That's not people have not moved away from TV as much as let's say in US where the court cutting is a bigger scenario, but what has actually happened is Time spent especially by the anger audience and certain age groups, which I'll detail it a little further. They have actually come down So here is an interesting start and this is what most of us spoke earlier to anger you are Actually, you're strapped What this bar syndicate? Let me tell you the orange bar is the most relevant here the orange bar is of the light we are that is in bark you can actually Trisect viewers into light heavy and medium The orange bar represents the light your ship and the numbers the bar shows how much of time have they reduced from pre-covid? So here you can see that the average the orange bar is the longest one that tells us that Light viewers have actually stopped viewing much of the time spent has come down Significantly and younger they are and if they are males it has actually come down even further Therefore the overall viewership has come down. Primarily the light viewers have become really light This is how we do there's already a built-in analysis in bark and that's one of the advantages where you can see by viewership cohort now what actually We as TV advertisers we forget is when we say we are launching a campaign and we are delivering 540 grps on an overall basis if you were to actually run an analysis you would have not Delivered any amount of communication to the light viewers because they're tying that they spend on TV has drastically come down So the first thing that we need to understand is unless you get into and do a detailed deep dive of the deliveries that TV is Delivering you will actually be missing out on the light viewers now That's a challenge. So the light viewers are increasingly the time spent is coming down And how do we actually communicate back to them the advantage that we have is? Digital video offers a very strong solution and also it can add an incremental reach because in digital There is an option for you to actually Go ahead and select only the light viewers. You might ask a question. How will the digital guy? He knows he is a light TV viewer So for example, if you take Google, they have various data signals and triangulating those data signals Across various hundred signals They are able to identify who is the light we are and you can actually target the light wheel If you were to do that then your communication again comes back and you balance out the deliveries Even then the heavy viewer would have got a lot more communication But that is fine because you would have anyway been subject to more ads So the one point that I would like to leave behind is in this age of Digital and TV you need to use digital video if you were to ever If you want to balance out the deliveries between heavy medium and light viewers So this is what I will just start with the first summary So actually if you ask in TV world, it's very easy to meet your mid objectives for medium and heavy viewers But what we normally do is we go on pumping in more TV JRP is actually trying to boost up for light Views instead what we need to do is once that medium and heavy viewers JRP's are there we are able to reach them then we need to move to light viewers We can use the same or we can stop the JRP's move to light Use digital video within the same money and actually give a combined Reach and for which we have various tools. I mean most agencies have their own tools We have a well-tried and tested called mSpectra, which is able to combine give a combined reach and frequency across this code This alone ensures two things One as an advertiser you're reaching all the three viewership cohorts to you're actually also saving a money Because this actually ends up saving around 10% of your total budget The next important question is how do we outside of like heavy medium and light? How do we allocate money between TV and digital video and that's a very common question? Actually if you ask me that's the most important question as an advertiser. I Mean a very famous investor once said it doesn't matter if you want to get returns It doesn't matter how much you invest what you invest how you invest and how you allocate between different budgets I mean different choices is the most important determinant So as advertisers if you want to get the highest return we have to back the right medium We need to have a robust way to allocate money is between TV and digital video I mean they have been various techniques some use regression But regression is not the right way to do especially in a dynamic environment And if I made a mistake will go ahead and keep repeating the mistake The other one is you study the competition in which case you are actually outsourcing the wisdom to competition What we have come up is we have come up with what is called as a media consumption intensity So let me explain what is a media consumption intensity For a given tg and for a given market We can actually we determine using various data sets like I have listed back for TV comes go for digital And irs for print we actually find out what is the reach that each medium gives within the tg and also the time spent and That multiplication is actually the media consumption intensity and Why enlarge if you were to allocate your budgets in line with your consumption intensity you are on You're safe, but actually we can even adjust it for you know Your communication task and the life stage of your brand and that I'll just explain to you in the next few minutes First thing we'll have to understand is The anger you are You consume more media So for instance the silent generation 33% of them a silent generation like that say there are above 50 years They actually consume one media Whereas the Gen Z which is the anguished one only one media is consumed by 12% of the people and most of them actually consume Two or three media so and India is a young country. So if we have to succeed we need to use multimedia This is a very interesting slide the blue line actually represents the TV and across all age cohorts TV is the number one medium What is interesting is actually the black line which is our internet? It's the older people which is where we have labeled it as silent generation The reach then actually exceeds and as you go anger the reach of internet Dramatically goes up and actually if you see more interesting is the time spent and which is very dynamic The blue bars here they represent the TV Again, you can see they are shorter than the red bars which represent the digital for the anger audience Which is Gen Z and Millennials and for Gen X actually it's the reverse So the anger cohorts believe are much into digital in terms of time spent And the older ones are what are on TV and this is something that we need to keep in mind Now we did this for one of the home decor company across different TGs We'll find out that the intensity of viewing if you were to calculate and therefore get the ratio It dramatically difference and intuitively what we believe is what the data also shows for example mass TG is more inclined to TV that's the last I mean Yeah, the mass TG is actually Where TV outcoats and in premium TG actually it's the digital the ratio goes higher Now what we have also done is after we find the consumption intensity we try to update For TV especially for if the target group is larger and if you're doing a new message And you might ask why I mean I took so much time to explain that the time spent on by anger on digital is higher And now I'm sort of saying that we need to update weight on TV and I'll tell you why First thing we need to understand is TV is bought on CP appear. Therefore. It's a fixed cost basis and Digital is bought on CPM basis So the digital and if I were to equalize both of them and bring to the same thing on CPM basis Let's see how it goes the blue line is a CPM Irrespective of the audience size it's actually stays the same for the digital CPM For the TV, which is we are actually buying it on a CP appear a fixed cost basis The CPM drastically reduces as the audience size increases Because you have paid the same money and you are reaching more people and if your target group target audience is much more TV Actually tends to be a lot more efficient and actually the other way to look at it is if you addressable target market is only 40 to 60 million TV is not the right option to go because actually digital makes a much better job More importantly TV actually gives you a huge spillover So I might be planning only for 20 to 40 females But actually I end up reaching males and all the all others because TV is a broadcast media and that there's a high amount of Coveing let's see that but digital as we know is a very precise media let's see a Normal BPC product and in most intuitively most TV audience for beauty and personal care products are women But actually if you take the usage it's roughly 50 50 between male and female So if you were not using TV and for BPC we are going only digital There's a high chance that you would have missed 50% of the audience unless you were smart enough to redefine your target group Which is how we have to do and that's something that I'll explain to you Next important thing is by and large if you take India The highly penetrated products like for example soaps hair oil or shampoos their usage dispersion Is almost close to the dispersion of the population so the higher you go actually Pray and spray works because you know the very high chances your prayers will be answered because The dispersion of your users is very similar to the dispersion of the population Whereas when you come to a nascent product or products which are not highly penetrated What you will see is the user There's a distinct skew and this is just an example of NCCS But you couldn't see a distinct skew whether it's in terms of geography or it will be in terms of gender So when you're actually dealing and most of us do work on nascent categories or a nascent brands Then it is much more advantageous to be on a selective media and therefore, you know You need to have a higher ratio and that's one of the reasons why we have did that adjustment factor Now after all saying all this how do we integrate the TV and digital? So the first thing what we used to do probably 10 15 of an I started my career 20 years back more or less Media was very simple. It was not as simple as selecting only between DD and DD2 But it was a little bit more simpler. They used to be one big TV and you just go and bombard it Then the awareness would go up That I think is no more True actually what you need to do to build brands is you have to build the top funnel metrics But some of them actually come and get to be in what is called as the in-market audience And we can specifically target the in-market audience Which was not possible in only TV world and that's what the digital offers are finally from in market You can actually made them by your product. So for example in Necotex, this is what we do Necotex actually the smoker base in India is actually 22 or lesser than percentage But even then a small drip feed of TV grps actually builds the awareness Then there is a life-stage event which is when most people trying to give up their smoking is when they just get married Or when they just become a parent and we can actually target them with a different communication and then we can actually lead them to buy and Actually behavioral targeting is something so you know studying the consumer A lot of research is to be done in the past you know and many of them Maybe true or may not be true today Luckily you have all of them at the click of the button and that's something that we need to use When we use we need to be little careful We said we will be following different cohorts and for different cohorts We should be able to give the right message and what normally most advertisers come and says I have only two or three Communications, how do I ensure that I have a right message? But actually if you see most of the brands have a huge inventory of creative simply because they're very active in social media Brand not active in social media is little Not so common these days So what we are saying here is TV still works best as a top funnel But you please need to actually move into a full funnel planning and in the for the mid funnel You can actually do relevant targeting use Cohorts for identifying the right targets and then you can actually lead them to buy Having said all the greatness of you know targeting and that you need to use video Let's also see what are the key watch outs that you do because a lot of advertisers especially Advertisers of traditional products They still do believe that video does not work as much as TV and the challenge might be you know They may be not Using the TV. I mean using the digital video the right way because of certain biases that might have come from the TV And let's understand those two The first one is in a digital video. We have two issues. The first is there's no viability standardization So in a TV it's much easier jrp is a jrp is a jrp That's not true in digital video second TV has evolved over a period of time digital started its much of its life as a performance media So it is not natively it didn't start off as a brand building media So the metrics that you have are more towards Performance media so the concepts like you know effective frequency are little not so well developed in digital But we they are getting there and I'll say that would dramatically improve them as a brand builders First thing let us get back to viability. What's a viability? We define viability as coverage clutter and dwell time Now in TV, we don't need to ask any question when our ad comes it covers a hundred percent of the Screen whereas in a mobile that's not necessarily true Half the time actually the ad will be coming as shown here. It will be taking 50% or 60% of your screen second in a TV But for Aston brands actually it is clutter free Whereas in a video especially if you go through, you know fair social media posts and a video just comes It's full of clutter your mind is actually not anywhere close to watching the TV But it is full of that's what that's when the video is placed. So it's actually in a clutter environment Most important is actually the dwell time Like I said digital since it has its bearings in the performance media And you know if you meet any performance marketer, he will not like a very long copy which will be unlike the brand Brand builder who'd say no long copies are best. So actually the dwell time As per the standard set by MRC is only That it should be only two seconds two seconds actually make up a dwell time in Digital whereas in by definition a GRP. I mean TVR is actually one minute because it's average minute audience Therefore the dwell time is a huge difference and we need to correct for it second more Complication is because the TV award from a performance media to brand media and some were ahead of the game Actually viability is not the same in digital media. So between two platforms You can't say like one jrp broadly news versus one jrp in Let's say GC is comparable at least numerically here. It is not even comparable even in a numerical and a definition point of view So here for example, there's a huge disparity between the largest Platforms for example a tree view if you were to buy youtube and within that if your buy type is true view Then what is considered a view is if you are watching for 30 seconds or for a duration of Or the duration of the ad in facebook actually, you know if you're buying it on a cpm basis Even if it's a three second in stream feed, it will still be considered an view impression And if you buy it through through play it is 97 percent. So it's a lot more confusing I mean it's very the google made its name because it's such a nice interface and so simple But when it comes to using it as an advertiser it actually can become quite complex So what we need to do as advertisers especially if we're using digital For brand building we need to set ourselves certain limitations And put certain standards for each brand and one standard that is a bare minimum Obviously it can evolve depending on the stage that the each brand is We in brand building should consider only completed views as a one view impression So you can buy it on whatever way you buy every platform will give you what is a completed view impressions And that's what we need to Compute whether you're when you're planning the total impression may not be the right metric That's for example in a skippable video in google Even if you get one lack impression actually it will translate to 20 to 25,000 only a completed view impression And that's what builds the brand in performance marketing. There's a huge value for the remaining 75,000 Impressions also you could have clicked the button and made some action But if you're building it for brand actually, this is one metric that we need to do Actually more important is actually the concept of effective frequency Now tv over the last 50 60 years lot of research did show that you know person needs to be exposed to certain amount of Frequency for the brand to get registered and the brand value is to be inculcated and so on But such a thing would never existed in digital media for a long here various research including our own research shows that You need a lot more frequency to get the messaging across In digital media you actually need very less Frequency if you are just looking after for example a click So if you go to a in-market audience and just expose him once there's a high Probability that he'll be clicking and add and therefore in Much of digital They started actually maximizing the reach because they were initially into performance marketing and therefore They were assuming that they will be building only for the in-market audience But when we are using it as a brand building We need to be very certain and a lot of research approved and including the google's own studies In digital if three plus is roughly what builds a brand in tv you need a lot more frequency in digital But the way digital is bought it's quite unfortunate the reverse happens especially and that is why people do say that you know A digital has issues in building brands The one plus in this particular example, and this is a live example One plus is that around 87, but three plus actually sharply falls down to 22.5 though the average ots is 3.54 If you were to do in tv and say, you know, I've got an average frequency of three And I just got 20 people would be a little hesitant because that's not the way the frequency distribution happens But in this is what happens in digital Now the way to do Change is people started using a lot of metrics one there used to be frequency capping In frequency capping it says that if there is an individual you limit the number of frequency that he gets But that is not actually building the frequency distribution What then the obviously, you know brand building has become such a big thing in digital Today you have an option of target frequency setting Just like in tv you can set a target frequency of five or six Or like I said generally digital frequency is set at around seven or eight You can set that then the DSP would actually go ahead and buy so that you know that frequency distribution is bought in and that Significantly enhances building the brand so For example, this is the two one where we haven't bought it on a With setting the target frequency and when you set the target frequency the distribution becomes very healthy much similar to tv So the key thing here is well, we are using digital for video of our building brands Especially digital video. We need to sort of understand ourselves That the evolution of the medium started as performance. It was not actually meant tv had an advantage of Starting off as a brand building medium digital much of its growth and the initial days were because of performance And therefore, you know, the lot of metrics have been there and there it is also continuously evolving and we need to be certain that we evolved with how the medium is evolving and we use the right Leavers to build our brands. So this is what I would like to Uh and give a summary First thing is yeah tv historically has Proven credibility that it has built brands, but increasingly Younger audience are moving away from tv and so therefore a lot of them are light viewers To supplement light viewers. You have no option. You cannot say I will rejig the channel mix and get the light We have done all sorts of experiments. That doesn't work You need to use other medium and that's the digital video Second thing is most important is to allocate tv and The budgets towards tv and digital quite scientifically There's a certain amount of bias with certain Previous successes in tv. So some the older the marketer is he will say I will want 100 on tv and then if you speak to a new age Business who has seen a success in the digital world. He will say let it be zero on tv and 100 on digital Both would be wrong and therefore we have a right way to actually evaluate depending on your Both your brand life stage as well as how the audience consume and that's the best way to allocate the money Then the third is what I said digital offers huge targetability, but it doesn't Uh have the power of instant reach that tv brings in So actually we need to mix both of it and that's where what we call as through the funnel planning which we have our own frameworks Fourth is like I said It is very easy to say digital has not built brands though it has built But we need to ask ourselves are we using it the right way because the evolution was From performance to branding now that there every day there are new improvements and we need to have those catch ups To ensure that we use digital the right way to build brands that would be my four key takeouts for today's session Thank you