 how advertisers can make the best and let's welcome our speaker on stage he is currently the CEO IPG Media Brand India please welcome with a huge round of applause Mr. Shashi Sinha let's welcome Mr. Shashi Sinha everyone. So the evening I'm doing the awards after that so obviously people don't want too much of a number one number two it's also probably awards will be in time so that's one with other issue and 30 a week fast so I think all this together make it a very short session TV competition so that things before I start which I talk about you know giving the other sessions is obvious I mean you say the right things and you move on you go on with life but I did a training program of the few hundred in my life maybe 15 years back which I thought left an indelible mark on me where this guy came in and he said you know in this country or at all of the world there's no dirt of knowledge there's nothing new you can say he created the equation of dirt of knowledge versus dirt of execution so he said the big problem is about executing things and not about speaking so I think today's topic of TV plus digital and how I can use it best is obvious I think this will cover a lot of practices in the room as they know about it but I probably will make just three points and go the way so three super points some of which I've seen an action from which I've not and always wonder if you see the first point is about content on digital and TV you know a lot of marketeers and agencies probably to play for that end up using what they do television content on digital you know now today they're figured out that it makes sense so you know that was the original trend all through then they started repurposing that content you know and the contents are getting repurposed so repurposed because Facebook came and told you it is just five seconds you do five seconds you do all that so no but basically similar content I always wonder why that is so the fact of the matter is television in this country 95% or your 90% audience is single TV home there are multiple people watching it's passive viewing there's no interaction there and when you're doing a critic content for television you're finding a lowest common denominator so I've been in advertising before I move into media and people use the term like bullseye and one of my target audience and all that definition was there but finally the content you're creating is one way passive and it's to a tour you're trying to find the lowest common denominator for your audience why in digital today as everyone knows the obvious thing to say is there's a huge amount of postization you get targeted with segment you can do whatever you want so I've always wondered why is it that people have not used content and content is finally it I mean finally the purpose of advertising is communicate through content so whatever media people do in whichever way we do it will finally point out to the message you which is going on and so that that intrigues me why is it that most people I'm not saying everyone but most people don't specialize content to the segment is looking at today targeting allows that and there are many reasons for that it could be that much effort it's first finding out the cohorts which you can create for segmentation then finding out what your triggers are maybe a simple reason would be advertising people are more fond of seeing the film on television or television and because of the fashion they'll do an adaptation of that in two minutes on on this but I think there's a big trick we are missing 90% campaigns maybe in 90% maybe wrong but the size of the campaign as you see today don't have content which is specially designed for additional and I think that's a big lapuna and I think the ecosystem is not ready in the space they don't have you know if you look at targeting say 500 or 500 said 30 40 cohorts if you're targeting with different communication every month you talk to your phone and films I really this is not designed for that they're designed for making one big luxurious mega production for three crores a two-minute film which is super first they're not designed to put out stuff which is you know put out every week or every 10 days which is targeted to those 50 40 or 30 20 whatever number of what you want to talk to so that's one big challenge and it's a mindset issue I don't think it's like I said earlier it's a lack of knowledge issue it's a big issue and if they agency business don't wake up to that are critical then some of you are sitting here but I will come when they'll be specialists doing this be it from the greater field be it from the racial field whatever they are from but that's a big the second and which is the other thing which bothers me you know and which of us I'm part of the ecosystem so I can't easily talk about that belly is the brilliance is this is us that measurement is a big problem so we all debate with our clients that you know digital so they are concerned does it add to frequency does it act of each are we getting to reach are we get in the same audience over and over again and communicating no no dancer because there is no measurement there's no industry measurement is a third party measurement the data is put out by individual people last of me such as Rupam and us and others have put in our own systems to measure but these are all derived there is no direct measurement which is available and it bothers me it bothers me I'm told Parkov in the morning and what he said that as an industry of the ecosystem we are not pushing this cause you know so they are they are should I say who's in pressures unfortunately I'm known to be granted something as it comes they're pushing pressures from the publisher side from various of the sites to not have a common metric you know so for a country like ours which is five world in the measurement of the TV side it's perhaps one of the finest measurements all over the world the system is ready the digital system is all in place it's all set to go there's no technology trials or that has happened is just getting the ecosystem aligned so I think that's the big challenge all of you are familiar with the income story and I think at this point in time there's no hope and help for it come to take up but if the conspiracy puts pressure people sitting in the room and organizes the advertising start putting pressure on the Google and the hot start of the world that guys we need a measurement which is TV plus digital then at least from the realm people like I thought when we come from the media planning side of the business they will be pressured to ensure that we can measurement and we can actually decide a lot of things not only about reach or frequency about scheduling and what right now that that can be done but you can't have a situation where one of the largest medium in the country is additional now going the ways growing is without measurement and we'll remain without measurement for time to come because the way it's being planned out so I think somewhere the time has come to put pressure on the entire ecosystem the publisher ecosystem saying you know why if you don't put give us measurement you know and it was what happened to you are coming in for the niche broadcasters while I hope and pray you know that things work out well for that but one of the things they will survive is pushing their point on the mission so you know broadcasts will remain the same it is if the area happens this is it is a way but my mind as it happens there will be a huge turn on the niche especially the English channel side or whatever niche channel side and one will be additional content and additional content to survive against the might of a Google is only through measurement you have to decide you know whether your community audiences coming in so that's the second thing so that's the second point I want to make and the last point I want to make is that you know that somehow but this point I'm making some people are doing it and it probably not as valid as the first two points with the third one is still we are not integrating TV plus together so it's still is a huge interactive medium you can get measurement in the performance you can get a lot of stuff on its own so it allows you interactivity and using TV plus this is a great way so use TV as a platform to communicate what you are saying and you get the response on digital and you complete the loop and there are many ways of doing it as the platforms the previous session they were talking about sports and talking about IP and how IP is the biggest thing and my mind there is a great much I mean I thought about what Swiggy did last time you know they did something on digital they have been on content they talked about TV the whole proposition and they'll complete the loop through their hard-star part with the dead so I thought there's a great opportunity to close the loop in terms of interaction in terms of response in terms of baby CRM reaching out to customers which people are doing it's not that they're not doing the e-commerce companies do it well you know but I think there's great leverage even for large FNC brands because all FNC brands today have a e-commerce part going to it and that's something which they could easily complete so probably that of the field this is the one which is probably what more traction I see a lot more traction appearing but my mind finally this is what it is all about I'm sure all of you remember the famous Kogupal example the Poorami example of US and they broke the conversion on broadcast but they were interacting with it on on the hands of the mobile also that was happening now that is something which is true and far between in this country so I think the merit there is merit in this part and I personally believe the reason why a lot of this is happening is because the way digital is awarded in this country is coming from special streams so they are the non TV the non digital streams which is people whether it's a media or whatever the ecosystem whether the digital ecosystem and when people are trying to speak to my company I'm sure for others a lot of others while we try to integrate their challenges so how do you how do you train a 50 plus 60 year old guy like me into what digital is or how do you train you know the 40 year old guy in my company who runs on ADL planning and do digital all vice versa digital guy comes in and thinks it's all cool he still doesn't know that most of the money still we want to tell you so I think when we promote creative and media ecosystem start creating teams which are created in every respect and start working together the best will come otherwise if this TV competition will remain TV competition it's not gonna be ever one is you know one video at the same globally there's never gonna be one video so the topic itself is in a way if there's this handout that you know there's TV competition but how do you integrate how do you ensure I think that's the biggest challenge for any market here because if you don't integrate it where if you don't use a medium to complete the loop if you don't you know rock it off I think there's gonna be a problem so that was my simple shot I don't know sweet message there so some of three points I made one point is I think the biggest culprit is the lack of ability desire and action of great evidences to embrace the way they should and look at it from a course point of view from a segmentation point of view from a part of you are reaching out to people it was effort as a client said to us in a meeting when large hands and client which we work with you're not unsaid to the group partner when you are sitting there this is an I know the segmentation but this means making 200 films in a year for digital content and all that people have to be the mother of it or find out whatever the number one can you imagine if the director of the most illustrious directors in this country don't you know I'm saying wow so 205 is 10 pros I can make five big films or four big films and that's it the effort or court is a lot higher so somewhere that mindset has to change and if we don't change it'll come back to us measurement like I said the second point measurement definitely is you know there's an issue guys here have put pressure otherwise you know we will go the US way as I don't know if you know this in US the TV broadcast business the TV rating business is controlled by the broadcast nothing wrong in that but they control it needs and runs it they control it so nothing wrong in that I repeat all my broadcast friends in the room but they control it I can repeat in India the structure is different the box structure is unique the funding is not the broadcasters and what they are very very graciously agreed is run as a open ecosystem I don't know how many if you know this in the box system so the funding is not the broadcast the big difference between US and India is broadcasters control the ratings in US I'm not saying that you hand me back in that but the factors that they control it and when they control it you have a perception that things will be wrong you know till many years back tell me about a few years they did not respond ratings in US it is all program ratings see the implication for those of you and me then you understand that here it's a web design system the system it is inhibited by the government the system is that the broadcast was funded but it's an open system with agencies and advertisers also having a safe and a valid safe I've never seen in the last five years or four years of park ever being discontent on any of the ecosystems all three of them are right to that so there's such a great system in place we must put pressure on the entire ecosystem to ensure which will measurement comes in along with TV well if we do that it will be it will be wonderful for this country and I'm saying this so that if you can put pressure on our ecosystem it's not one so don't go when the press supports really put out that you know it's Google to blame someone has to blame everyone has to blame if they put pressure it will happen you know so because the technology is in place that's the second point and the third one I guess said your people have to experiment a lot more in doing closing the loop of performance I think to a fair extent that's happening in one of the three points probably that is the one which is probably there is a fair degree of delivery there is happening in a disjointed manner but at least it's happening you know I thought I meant firstly thought to see example of the best example that's you know an idea the way I've been doing allows you a opportunity so this is where I am like I said this is an ecosystem people will move on to their awards and drinks after that so if nothing else in the message goes out to the right people through this some of you may be decision makers some may not be decision makers but if people get the right message saying guys make much of it happen it will help you in the long run short run there will be some pain but long run there will be none thank you very much so my 14 minutes like 30 minutes for someone else any question otherwise I'm off can you stay back with us as I invite we have questions one the way it is set up in our organization as well as you rightly mentioned the communication for the people who design TV communication is different from the people who design digital communication I was asking is there any tips on how to work more closely and collaborate between the two teams so you know where I come from and I can only speak for myself because you know like I said not people young young right I can speak from experiences so I came from an era when I went to advertising and I started from the different side of the business before I moved on to the media side I came from an era where my biggest side when I joined the business was to win a business award for a print campaign for Seattle's you know the era of print and then we moved into television and it was an evolution you realize you have to adapt to the media you know I think somewhere it's a mindset issue I don't think it's a capability issue as much as a mindset you know you realize you realize that like I gave you the example that listen I have to create a business model out of this for the creative side is that much easier and you know I have to put in a business engage and what the business model is something to play so I don't think it's a talent in the skill issue it's a mindset and a leadership issue I mean finally I genuinely believe what was wrong with my company I have to play you know I say that and and therefore it's a leadership problem if I decided I have to make a truth or else apart from saying so I mean I'm saying this intentionally with the message going out none of you here will mind what I'm saying but I'm saying it you know if I'm interested my life then that's my life but if I say listen this is what the man needs I have to make 100 films or 100 films which are 5 lakhs each are you going to see yeah so you understand integration maybe others will not when I say make a 5 lakh film but 200 of them in a year you understand the effort to output it's all about effort to output in our business but if you say my life depends on it it's a transition we made from you know from print to do so I don't think it's a skill issue I think it's a mindset issue thank you folks thanks a lot