Mumbai: Stories sell but data shows complex ads are targeted to rural areas Indians May have missed the mark. A study by marketing data and analytics company Kantar suggests that ads for rural markets should reduce metaphors and take center stage to products with a clear and simple narrative.
Kantar’s Creative Influence study highlights how companies need to position their products and brands differently to suit the tastes and styles of urban and rural markets. This is in stark contrast to global markets where complex techniques such as hyperbole, mood and imagery are used.
So what can be effective for ‘Bharat’? “Our data tells us that for rural advertising, cultural context and familiarity to the audience are very important. At the same time, companies should show the product up front, so that the consumer can remember and not get lost.” Soumya Mohanty, MD and Chief Customer Officer, South Asia, Insights Division, Kantar, said.
In addition, he said, companies should not reduce marketing spending now – in times of economic downturn – but rather their advertising should “convince and compel” consumers to buy. Over the past few months, there has been pressure from some companies to cut marketing budgets. Would have spent Mohanty told TOI, “During recession and when inflation rises, companies should really put up advertisements that compel consumers to step out and buy. This is the wrong time (to cut spending). ”
The study’s insights, drawn from over 1,400 creatives across categories, markets and media formats in 2022, seeks to help consumer-focused and FMCG companies plan for impactful ad spends and get more bang for their buck.
A major trend is the increasing relevance of short-format advertisements on television, fueled by the fleeting attention spans of viewers as well as reductions in marketing spending by companies. The study shows that companies are increasingly setting 15-second timeslots for TV and pushing them harder in terms of being more impactful than the regular 30 seconds.
“The increasing exposure and time consumers spend with ads on digital platforms and short-form video content on social platforms is setting higher standards for TV commercials. The code for crafting an impactful ad of 15 seconds or less is much more than the familiar. The 30 seconds are different, however the objective is the same – to capture consumer attention and create an impression about the brand that makes it more desirable.” Prasanna Kumarsaid Executive Vice President, South Asia, Insights Division, Kantar.
He added, “It demands a lot of nimbleness and eccentricity in terms of scripting and visualization without sacrificing consumer engagement.”
Kantar’s Creative Influence study highlights how companies need to position their products and brands differently to suit the tastes and styles of urban and rural markets. This is in stark contrast to global markets where complex techniques such as hyperbole, mood and imagery are used.
So what can be effective for ‘Bharat’? “Our data tells us that for rural advertising, cultural context and familiarity to the audience are very important. At the same time, companies should show the product up front, so that the consumer can remember and not get lost.” Soumya Mohanty, MD and Chief Customer Officer, South Asia, Insights Division, Kantar, said.
In addition, he said, companies should not reduce marketing spending now – in times of economic downturn – but rather their advertising should “convince and compel” consumers to buy. Over the past few months, there has been pressure from some companies to cut marketing budgets. Would have spent Mohanty told TOI, “During recession and when inflation rises, companies should really put up advertisements that compel consumers to step out and buy. This is the wrong time (to cut spending). ”
The study’s insights, drawn from over 1,400 creatives across categories, markets and media formats in 2022, seeks to help consumer-focused and FMCG companies plan for impactful ad spends and get more bang for their buck.
A major trend is the increasing relevance of short-format advertisements on television, fueled by the fleeting attention spans of viewers as well as reductions in marketing spending by companies. The study shows that companies are increasingly setting 15-second timeslots for TV and pushing them harder in terms of being more impactful than the regular 30 seconds.
“The increasing exposure and time consumers spend with ads on digital platforms and short-form video content on social platforms is setting higher standards for TV commercials. The code for crafting an impactful ad of 15 seconds or less is much more than the familiar. The 30 seconds are different, however the objective is the same – to capture consumer attention and create an impression about the brand that makes it more desirable.” Prasanna Kumarsaid Executive Vice President, South Asia, Insights Division, Kantar.
He added, “It demands a lot of nimbleness and eccentricity in terms of scripting and visualization without sacrificing consumer engagement.”