panel discussion

Setting a new landmark in printSetting a new landmark in print 1

Role of print in the multimedia pack

Key messages

2

ABP is the foremost media group in India with a diverse mix of media

assets

Print has a distinct role to play within the  multimedia pack, for readers

For advertisers Print plays an integrating role across  multiple media

Even in today’s age of multimedia, Print remains  critical

Key messages

3

ABP is the foremost media group in India with a diverse mix of media

assets

Print has a distinct role to play within the  multimedia pack, for readers

For advertisers Print plays an integrating role across   the multiple media

Even in today’s age of multimedia, Print remains  critical

Print commands much higher credibility than other media

4

What role do ads in the following news sources play?

Informative, inspiring confidence Annoying

Percentage of respondents Percentage of respondents

Source: McKinsey

Key messages

5

ABP is the foremost media group in India with a diverse mix of media

assets

Print has a distinct role to play within the  multimedia pack, for readers

For advertisers Print plays an integrating role across   multiple media

Even in today’s age of multimedia, Print remains  critical

Print can be customized for the consumer lifecycle

6

6­12 yrs

13­19 yrs

20­40 yrs

40+

• The Telegraph 

In School• Telekids• Anandamela

• Young metro• Unishkuri 

• Anandabazar 

Patrika

• The Telegraph• Ebela• Ebela,• Fortune India

Male

• Anandabazar 

Patrika.

• TheTelegraph,• Ebela,• Sananda• Anandalok

Female

• Anandabazar 

Patrika

• The Telegraph• Desh• Fortune India

• Example from the ABP group• Similar concept implemented by several other print media houses as well

Only print can create last-mile customization

7

• Several

newspapers have

as many as 12-20

editions

• Customized news

for different

districts

• Customized

advertising options

at the last mile

Print is the only medium that can addresses all the senses

8Source: K.-P. Nicely, Verpackung ist Werbung pur, Druckmarkt 45, Dezember 2006

Sight…

9

3D ads

3D features

Smell…

10

• Flowers

• Foodstuff

• Perfume

• Disinfectant

• Smell of burning

Hearing…

11

“Talking” ad with an in-built audio chip

Taste…

12

Feel…

13

Converting a newspaper into a national flag

A vibrating ad in a newspaper

14

Print is increasingly leveraging social media

Often, online platforms derive their strength from Print

Print is the only medium to deliver Augmented Reality to enhance reader experience

Key messages

17

ABP is the foremost media group in India with a diverse mix of media

assets

Print has a distinct role to play within the  multimedia pack, for readers

For advertisers Print plays an integrating role across  multiple media

Even in today’s age of multimedia, Print remains  critical

Print is the binding force in multimedia marketing solutions

18

19

Marketers currently use print to direct audiences to digital content

Believe print is vital to driving interest in digital/ mobile content and campaigns

Source: Oracle survey, sample size: 1000

70%

46%

In fact, print is considered a strong and essential conduit to other media

Only print can provide a platform to integrate electronic media, not vice versa

20

ABP AR code integrated print ad of Sujalaam Sky city . Readers could view Sujalaam Sky City’s video in their mobiles on scanning this ad 

QR code enabled print ad for LG. Readers could scan this QR code 

to directly land into LG’s website

Print significantly accentuates multimedia advertising reach

21Source: Madison Media, a leading media agency

For high involvement categories advertising in Print is an imperative

22

Advertising elasticity – % change in sales for a 1% change in level of advertising

Source: Madison Media, a leading media agency

Print wins where other media fail

23

Digital advertising is on the rise...

... but bottlenecked by low digital penetration in several economies

... and there is the mouse/ keypad to “cancel” a digital ad

TV advertising is popular...

... but massive clutter amongst large number of TV channels

... and there is the remote to switch channels during an ad

Print is not bottlenecked by any of these...neither is there a keypad nor

a remote to “skip” a Print ad

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