Much like last year when they blitzkrieged their way into newspapers, television screens and radio, e-retailers are expected to spend more than Rs 2,000 crore on advertisements this festive season.
Already, ad campaigns have been unleashed across media platforms including digital channels such as YouTube. Data from MAP (TAM Adex) shows online players spent about Rs 500 crore in the first week of October on ad via traditional channels including TV, print and radio. Nikhil Rangnekar, media consultant, Lodestar UM, observed that while bigger players have big ad budgets, a few e-tailers have been saving up to spend during the festive season.
Like last year the print media will attract most of the spends; close to Rs 280 crore or more than half the spends have been cornered by newspapers with just Rs 100 crore spent on television. A jacket in 24 editions of the Times of India is priced at Rs 1.5-2 crore while jackets for the three leading editions of Hindustan Times cost between Rs 80 lakh-1 crore.
Arun Anant, director of revenue and strategy, HT Media said e-commerce firms are making full use of the festive season to push brands.
Amazon India has spent Rs 282 crore this time on print, television and radio — in the first week of October alone — more than it spent on the entire season last year. Both Amazon and Flipkart have spent Rs 60 crore each on digital advertising. Gopa Menon, vice-president, Isobar, a full service digital agency observes that a large chunk of the money is used to advertise on on YouTube, followed by Facebook and other video streaming platforms like Hotstar and Voot.
Rajni Menon, executive VP, Carat India, a media planning and buying company of Dentsu Aegis Group, observes that e-commerce players are associating themselves with marquee reality television shows such as Bigg Boss. They are also cashing in on popular sports tournaments currently being played such as the Indian Super League (ISL). A 10-second spot on a Hindi GEC during prime time costs Rs 70,000 to Rs 1 lakh.