Brands are now transitioning to episodic ads to keep viewers engaged: Charandeep Singh
Charandeep Singh, Chief Marketing Officer of TVS Credit, shared his insights at e4m POI Summit at Chennai
Many brands have transitioned to episodic ads as streaming platforms experiment with this format. The shift is evident as platforms like ALTBalaji, Disney+ Hotstar, and others consider incorporating pre-roll ads to move away from subscription-based models in India,” says Charandeep Singh, Chief Marketing Officer, TVS Credit, at e4mPOI Summit in Chennai on Wednesday.
Explaining his point, Singh told the marketers, “People often say that audience are consuming content largely in individual spaces, through laptops or mobile phones. However, an Amazon study conducted last year revealed that 78% of respondents actually want to watch streaming content on television, set top boxes or smart TV suggesting that community viewing is still very much prevalent.”
“There is another notion that no one watches commercials anymore. It’s partially true. People don't watch commercials if they are intrusive. Streaming platforms are now testing episodic ad format as they move away from subscription models in India and shift towards advertisements supported model,” he noted further.
Unlike standalone campaigns, episodic-style campaigns follow a narrative sequence keeping the viewers invested in the storyline, building great recall and salience for the brand. It delicately combines the brand's messaging such that it appears genuine, Singh noted.
He shared, “Episodic ads are gaining popularity as they engage viewers in a storytelling format, a departure from traditional TV ads. A prominent example is PhonePe, which adopted an episodic format during the World Cup. Brands, including TVs Credit, have followed suit, creating mini-series like our New Year's resolution-themed content, resonating well on platforms like Instagram and YouTube.”
Emphasising on importance of TV media, the seasoned marketer told the audience, that despite India being the mobile-first market, our campaign saw 36% of viewers consuming the streaming content on TV showcasing the unexpected reach beyond the targeted Instagram audience.
In the Summit, experts shared their insights on key topics - scaling a local brand to a global level, harnessing the power of the big screen for building brands and successful Indian businesses, the recipe for growth and success, and understanding how the advertising industry of South India differs from others.
