: Media ladis: Here’s what Indian Ad Land’s Diwali media shopping list looks like #IndiaNEWS #Festive Marketing Week This Diwali, consumers are extra excited to step out and this reflects in the

Media ladis: Here’s what Indian Ad Land’s Diwali media shopping list looks like #IndiaNEWS #Festive Marketing Week
This Diwali, consumers are extra excited to step out and this reflects in the media shopping list for this year. Digital OOH makes a special comeback this year. Heres what experts have to say

The advertising industry, after going through two difficult years, is celebrating this Diwali with a dhamaka. It is usually during the auspicious days of Diwali that a lot of families plan their big-ticket purchases like cars, homes, electrical appliances, jewellery, etc, making it an important spending season for marketers. Media shopping list by brands and agencies, reflects this sentiment.

According to a recent report released by ShareChat, every second regional user is willing to spend more during the festive period this year than they did last year. As per the survey, at 44%, social media has emerged as the biggest purchase influencer for Bharat during the festive season.

After the year 2020 turned the world upside down, brands and businesses of all sizes had to reimagine their communication strategies. While it gave a push to digital marketing, out-of-home (OOH) and cinema advertising suffered heavily. However, now, there’s a new-found appreciation for OOH and the medium is back in the Diwali mix this year.

Social Samosa reached out to media agencies and media heads to find out which mediums made it into their Diwali shopping list.

Nupur Shah AVP and Digital Lead, West and South, PHD India

Following the disruptive pandemic period, consumer demand across various categories is on the rise again as we slowly return to normalcy. Ad spends across all mediums will see a significant boost and OOH/DOOH will be the primary contender for brands looking to increase their visibility. The festival season will see a lot of people stepping out of their homes and celebrating after 2 long years of isolation and quiet, and for that very reason, OOH/DOOH will be at the top of the list for many. DOOH provides very eye-catching and attractive options to grab consumer attention while they are on the move.

With a lot of discovery happening across social media and video platforms, the duopoly of Meta and YouTube/Google will be the dominant choice for many advertisers. The vast amount of options related to ad units/placements can help in choosing the most suitable format for the brand’s specific needs. Programmatic buying is another option that has a wide reach and helps drive incrementalism when it comes to generating engagement on social media and video platforms.

To cast a wider net, national/regional OTTs and social platforms like ShareChat’s Moj and MX’s TakaTak will be targeted for maximizing reach and connecting with people in remote parts of the country.