GroupM predicts record festive growth for TV, Digital and OOH

With improving consumer sentiment, this year GroupM anticipates significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print.

This festive season, out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. "The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH," states Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia.

In a chat with Storyboard18, Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia discusses how advertisers are allocating festive ad budgets across different platforms during this festive season, the best return on investment between news channels and General Entertainment Channels (GECs) and more.

Edited excerpts:

Given the increasing fragmentation of media consumption, how are advertisers allocating festive ad budget across different platforms?

Our planning process and the choice of media and platforms are driven by the media and business outcomes we need to achieve for our clients. This involves understanding the audiences we want to reach and the actions we want them to take. Given the need to break through the clutter and drive meaningful actions, we see a strategic mix of investments across various platforms. Traditional impact media like TV and Print continue to play a crucial role, especially for broad reach and brand building. TV, with its high-impact non-fiction programming, and Print, with its credibility and reach, are essential for creating a strong brand presence.

On the other hand, digital media is indispensable for both branding and driving direct actions. Digital platforms offer precise targeting and measurable outcomes, making them ideal for engaging with specific audience segments. Social media, search engines, and programmatic advertising are key components of our digital strategy. Additionally, the rise of Connected TV (CTV) and Over-The-Top (OTT) platforms provides new opportunities for advertisers to reach audiences who are increasingly consuming content online. By leveraging a combination of traditional and digital media, we ensure a comprehensive approach that maximizes reach and engagement.

Can you share estimations of growth in digital, CTV, Print, OTT growth during the festive season. What are the key drivers behind this growth? Which media channels will get the most budgets?

With improving consumer sentiment, we anticipate significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print. These traditional media continue to be effective for broad reach and brand building, especially during festive times when consumers are more receptive to advertising.

CTV and OTT platforms are poised for substantial growth, benefiting from the increasing popularity of non-fiction programming and the launch of new shows. The convenience and flexibility of these platforms make them attractive to both viewers and advertisers. Overall, we expect digital media to grow between 15-20% this festive season. The short window of the festive period means that the intensity of spends will be higher, with advertisers looking to make the most of this peak consumption time.

When comparing news channels and General Entertainment Channels (GECs), which platform has seen a higher increase in ad rates for the festive season? Which one is the best bet for advertisers?

We are observing an increasing demand for GECs, which has led to some amount of price hardening. GECs offer a diverse range of content that appeals to a broad audience, making them highly attractive to advertisers looking to reach a wide demographic. The festive season often sees a surge in viewership for GECs due to special programming, festive shows, and family-oriented content. News channels, while are still important, the demand for news channels tends to be more stable, driven by the need for timely and relevant information. However, during the festive season, the entertainment value and mass appeal of GECs make them a better bet for advertisers looking to maximize their reach and impact.

For advertisers, GECs provide an excellent opportunity to connect with a diverse and engaged audience. The festive programming and special shows create a conducive environment for brand messaging, making GECs a preferred choice for many advertisers during this period.

What are the emerging trends and innovative strategies that advertisers are adopting in their media planning for the festive season?

Brands are increasingly adopting an omnichannel approach to engage and connect with consumers, reflecting in our media planning strategies. This approach ensures that brands can reach their target audience across multiple touchpoints, creating a seamless and integrated experience.

Interactive ads, such as shoppable videos and augmented reality, are gaining popularity for their immersive engagement, while influencer marketing helps brands reach niche audiences with authentic messages. The rise of programmatic advertising allows for real-time bidding and precise targeting, ensuring ads reach the right audience at the right time. Additionally, with growing consumer awareness about sustainability, brands are incorporating eco-friendly messages and practices into their campaigns, resonating with conscious consumers. By leveraging data and analytics to deliver personalized content and offers, brands can create more relevant, impactful, engaging, and memorable experiences that resonate with consumers during the festive season.

Out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH.