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Sign up for the Webinar with Tom Ray of JDA.Media taking place October 12th at 10am

CHARLOTTE, N.C. Advertising post pandemic is the focus of todays subject. Tom Ray Exec VP, JDA.Media is here with more. Tom Ray is a perennial favorite speaker at the National Association of Broadcasters conferences and at various programs and seminars, he is often introduced as the premier television sales trainer in the country.

Tom brings more than 35 years of local media experience to your team. From radio, television, cable and streaming video, to five years in Internet marketing and development, Toms diverse background gives him a unique perspective on driving results for local advertisers.

For more than 15 years, Tom has traveled the country 25-plus weeks a year, helping sales teams and advertisers discover what works (and what does not) in local advertising.

His popular book, Branding is OUT, Results are IN! Lessons for the LOCAL Advertiser is a well-respected hit with sales and marketing professionals achieving Amazon bestseller status. He released a new book in May of 2020 to help media professionals during the pandemic, Recession Lessons: Selling Through Adversity.

Toms webinar will be held on Wednesday, October 12th, 10am.

Any and all influencers, advertisers and local business owners are invited to sign up to attend this virtual event.

The webinar will focus on local advertiser and what they need to do. Also how to address advertising in this new normal. As well as tips and techniques to allow your message to thrive. The Pandemic has changed the landscape of advertising and the webinar will inform and teach advertisers or businesses how to reemerge and reengage says Ray. It is important to tailor their message and pricing to meet the demands of the new times. Its not enough anymore to Brand your business, you need to be more deliberate with your message. We will get into the Tradigital conversation where traditional advertising melds into the digital construct. To register and get more information visit JDA.media

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Advertising in the New Normal - WCNC.com

Indias enormous TV universe of 900 million individuals continues to grow and is set to achieve a future scale of 1,300 million on the back of rapid economic growth. There is also the potential conversion of one-third of the countrys homes, which dont have a TV just yet.The current scale and expected growth in the future will keep TV audiences substantially higher than digital video platforms. In this article, we delve deeper into the massive audience exclusivity that TV possesses over digital video in India.

TVs mammoth presence gives it exclusive access to over 400 Mn+ audiences

TVs audience universe of 900 million as compared to online video viewers of 497 million, as reported by FICCI-E&Y M&E 2022, clearly demonstrates an exclusive TV audience of 400 million that cant be accessed by digital video platforms.

While the reported online video viewers are a touch below 500 million, the daily reach levels are much lower for even the biggest video platform - YouTube - at 360 million, according to App Annie report in August 2022. This further confirms the presence of over 400-500 million TV viewers who remain out of bounds for digital video platforms. Ormax Medias OTT audience report 2021 estimates, Indias OTT audience universe stands at 353 million which not only shows the wide reach gulf vis--vis TV but also highlights that only TV can provide unique audiences at a huge scale. This gulf in scale between TV and digital video has been a key factor behind brands across categories and life-stages, making TV the core of their media plans.

While TV has broad-based reach across geographies, pop strata and various affluence segments, digital video in contrast gets more than 60%+ of its watch time from places other than the top metros. Additionally, while nearly 80% of TV universe is watching pay TV content, paid OTT audience estimated at 109 million by Ormax barely constitutes about 30% of the overall 353 million OTT audience universe. This indicates that TV possesses a greater proportion of affluent audiences relative to digital video, which has attracted its core viewers from lower socio-economic classes and outside the top 6 metros that comprise of only 11% of the OTT universe.

Exclusive digital audience is miniscule in comparison to TV, unlikely to gain adequate scale this decade

Digital videos exclusive audience is only 12 million, as per the FICCI-E&Y M&E 2022 report which is no match for the scale of exclusive 400mn+ audiences offered by TV. Despite the smartphone user base being over 500 million, it has been unable to provide an exclusive digital audience. This is best exemplified in cord cutters being limited to a few million only.

Considering the current base of digital videos exclusive audience and expected growth rates over the next few years, it is unlikely to provide brands with a significant incremental audience over TV for the remainder of this decade. TV in India unlike other global markets will continue to expand its universe with a huge opportunity to reach another 400 million people moving forward and its scale of exclusive audiences is only going to get bigger in the years to come.

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400 Mn+ exclusive TV viewers in India cannot be reached by digital video - Exchange4Media

Zoya, the diamond brand from Tata, has released a new brand film, Beyond - A Boundless Journey, to pay tribute to the feminine spirit as a force of nature. Seeking cues in the passage of the mighty Indus as a powerful analogy for the Zoya womans journey through life and an inspiration for its timeless classics, the film depicts her continuous, larger-than-life journey that traverses through genesis, conflict and turbulence and is eventually imbued in calm contentedness.

We have a brand myth about the Zoya woman. She is very accomplished and very aesthetically astute. She could be a nurturer, a caregiver, a dreamer or an ambitious go-getter. We see her breaking free from societal expectations that define who she should be and finding joy instead in being who she truly is instead. Comfortable in her own skin, she starts to feel alive and becomes the best version of herself. Zoya is a powerful marker in this journey, explains Amanpreet Ahluwalia, Business Head, Zoya.

The film has been crafted with the help of the Centre of Gravity, a strategic consultancy that specialises in brand consulting. Qualitative research gathered through several years of conversations with high-net-worth women indicates that this unique narrative finds great resonance amongst its audience. Zoya understands that jewellery is uniquely positioned to receive deep personal meaning, and invests its pieces with personal significance, transforming them into catalysts that serve as powerful markers in the unique journey of every Zoya woman, says Ahluwalia.

Ajay Ram, Design Partner & Founding Team Member, Spring Marketing Capital who directed and produced the film says, Right from the start, this project pushed us to dream. We had to bring it to life with the same level of craftsmanship with which it was envisioned. Our story follows the Zoya woman and her riverine avatar across four chapters, each evoking a characteristic emotion. The inspiration behind the jewellery design was reinterpreted in the form of life-sized prism-mirror installations. We wanted an ethereal quality to our visuals, to conjure a landscape as nuanced as the Zoya woman. We wanted our narrative to bring alive the meaningful & layered brand world of Zoya. With its heart in India and an eye on the world, Zoya has found great resonance amongst its niche audience across the country. Although Zoyas goal has never been the pursuit of numbers alone, the brand far exceeded its turnover goals to cross over 140cr last year.

Over the last few years, Zoya has opened two new stand-alone boutiques and six galleries with a store-in-store concept across India. The luxury market in Indias is growing exponentially, says Ahluwalia, By 2027, we expect to grow our customer base by a minimum of 5x, and have more galleries and stand-alone stores in key cities of India. The new brand film strengthens the homegrown luxury brands positioning as the countrys most design-forward atelier with exceptional jewellery that is as artistic as it is meaningful. The new campaign will be showcased across social, digital, direct marketing, OOH, and TV. It will be supported by strong PR and events.

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Zoya pays tribute to the feminine spirit in new brand film - Exchange4Media

Milton continues 50 magnificent years of their journey with the release of a series of TVCs highlighting its constant endeavour to solve everyday consumer problems. The films showcase the evolution of Milton products with the changing needs of consumers over the years, staying relevant across all age groups and target segments leading through innovation and technology. From their Thermosteel flask to the App-enabled Smart Range, the spotlight falls on the functionality to store and preserve freshness with this wide range of products. The brands philosophy Kuch Naya Sochte Hai encourages the shift to smart, progressive products whilst addressing evolving consumer concerns.

With innovation at its core, the Milton TVCs showcase products that make a significant difference in the lives of consumers. As conveyed through one of their TVCs, Miltons Thermosteel flask keeps beverages hot & cold for 24 hours regardless of the climate or ones mood!The other TVC focuses on the App-Enabled Smart Tiffin that allows one to eat a warm home-cooked meal irrespective of their work schedule. Both TVCs share the idea that despite the behavioural uncertainties and unpredictable aspects of life, the one certain element is Milton taking care of evolving consumer needs. In this manner the films reflect on the relationship shared by Milton with its consumers over the past 50 years.

Ajay Vaghani Managing Director, Hamilton Housewares Pvt. Ltd, says, Over the past 50 years, Milton has been an integral part ofconsumers lives and households. We keep our consumers at the heart of everything we do, thereby creating campaigns that illustrate unconventional, yet relatable special moments. The TVCs aim to show how Milton provides consumers with convenient daily solutions by blending design with technology.

The campaign will run on national TV channels. In addition, the TVC will also be promoted on Miltons YouTube, Facebook and Instagram pages.

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Milton reinforces commitment to consumers in TVCs marking its 50-year journey - Exchange4Media

D2C Ecommerce has signed leading actress Rakul Preet Singh as brand ambassador for its fashion jewellery brand AccessHer. As part of the endorsement, the actress will be seen as the face of the brand, promoting its contemporary fashion jewellery and accessories.

With the tagline Be Your True You, Rakul will bolster AccessHers pan-India visibility and appeal to young women from various socio-economic backgrounds. The brand is planning a social media campaign featuring the effervescent actress in the later stages of this partnership.

Commenting on the association, Manish Gupta, Founder & CEO, D2C Ecommerce said, We are elated to have Rakul Preet on-board as the brand ambassador for AccessHer. Keeping up with the pace of the evolving fashion jewellery category, AccessHer has always been the first to bring forth new trends on online marketplaces for its aspirational consumers. Rakul Preet is the perfect choice to represent AccessHer because she resonates with the brand's ethos and target market and is an epitome of fashion, style, success as well as an inspiration and role model for her young fans across India. On the association, Rakul said, "I am really fond of jewellery and have been a fashion enthusiast since I was a child. Now that I am associated with AccessHer by D2C e-commerce, I can share this passion with a larger audience of young, ambitious, free-spirited women.

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D2C Ecommerce ropes in Rakul Preet Singh as brand ambassador for AccessHer - Exchange4Media