As advertisers continue to bombard consumers with ads on all platforms, Best Media Info asks experts if people recall films on digital more or is it the other way round
Archit Ambekar | Mumbai | February 20, 2017
Which advertisement managed to grab your attention or stood out in the recent past? It may not be a tough question to answer. But then when you’re bombarded with a plethora of ads on every possible medium and you are asked to pick from the lot, it would possibly make the ‘recall’ factor a little difficult.
While advertisers continue to promote their products on every possible platform, a lot of them on digital, one question arises: Do digital films have higher recall than those of other media?
Best Media Info tries to find out the recall value of digital films versus other media and here’s what media veterans, digital agency veterans and creative directors had to say.[caption id="attachment_29272" align="alignleft" width="150"] Arun Iyer[/caption]
Arun Iyer, Chief Creative Officer, Lowe Lintas
I don’t think anything great has happened on that medium for people to remember. I struggle to think of a great piece of work that happened on digital. It’s a medium that everybody is trying to figure how to crack and how to turn into a medium that can delight creativity. This space is still in the making. Long format has been cracked, but beyond that I don’t know what has been cracked.[caption id="attachment_69326" align="alignleft" width="150"] Rajiv Rao[/caption]
Rajiv Rao, National Creative Director, Ogilvy & Mather
It doesn’t matter whether the medium is digital or television. The most important thing for any communication is – it has to be a very powerful idea. It could even be a billboard! A good example of a billboard campaign is for iPhone – Shot on iPhone. The recall is very high because of the powerful idea. It is true that today we must think of an idea that is enjoyed most on the phone. Nobody shares a static idea unless it is a brilliant piece. The bottom line is the idea should be great for the impact and recall to happen.[caption id="attachment_44079" align="alignleft" width="150"] Tushar Vyas[/caption]
Tushar Vyas, Chief Strategy Officer, GroupM
We’ve gone through multiple surveys so what is the impact of measurement in terms of affinity and other parameters around it? After a couple of studies around recall for campaigns in the last three years, we found that there is a thumbs-up in terms of impact in most of the cases.
There is a set of people that has seen the ad and another set that hasn’t. We then see the impact of the communication and then isolate the impact of digital. Today, we are seeing two kinds of approach from the brands. The first approach where the same ad is aired on television and on digital and then you isolate the medium impact. In the second, the category is creating digital-specific content and measuring the impact on that.
There are many categories where digital recall is higher than TV. If you look at it in absolute terms definitely there is impact happening on the brand. One area you can attribute to the digital environment is the undivided attention and the less cluttered video environment brands get.[caption id="attachment_73144" align="alignleft" width="150"] Anil K Nair[/caption]
Anil Nair, CEO, Digital L&K Saatchi & Saatchi
Yes and no. Yes because there are a few cases where the content pieces have been memorable, like the Idea Honey Bunny campaign. In that case, there is recall. Otherwise in most of the cases no, because the nature of the medium is a lot of small activities and initiatives. Therefore, for a very miniscule percentage of people remember, it’s designed like small pellets and not big bullets.[caption id="attachment_74812" align="alignleft" width="150"] Vivek Bhargava[/caption]
Vivek Bhargava, CEO, DAN Performance
In television, you have to plan for frequency. The frequency may or may not happen. In digital what happens is I can insert a certain frequency and say that ‘a person’ has to watch this ad five times. If one skips the ad, even better, I don't have to pay for it. Unlike in television, the advertiser ends up paying for the ad when one switches channels. Right now, digital is the only medium that is giving recall value.
Any brand that does digital video once is not going to go to television again. But a lot of marketers are afraid to make this shift. When they do, they are not going back.[caption id="attachment_76678" align="alignleft" width="150"] Ruchir Joshi[/caption]
Ruchir Joshi, Content Head, Culture Machine
On digital, you are obviously targeting an age group, especially brands that are in-tuned with the idea of talking to 18-25 years versus television, which is already considered as a platform for older TG. The first difference is there itself. In television, it is advertising between the content and not as a part of content. It only happens in lifestyle channels like food channels where there is a brand placement.
But I think the digital medium on that level is the strongest as you see the maximum inclusion of brand integration in the content itself. Like in a Blush, Put Chutney, TVF, you can clearly see that there are enough products being placed inside the narrative and because these narratives come regularly, the recall for the TG is regular. One can also see the effect of it in the comments section. The fact that there is measure-ability on digital and the regularity of content, it becomes a very strong place for brands to find a recall in.[caption id="attachment_74419" align="alignleft" width="150"] Sahil Chopra[/caption]
Sahil Chopra, CEO and Founder, iCubesWire
Yes for a reason. Let’s compare it with the Nirma ad 20 years back, which was a massacre. There was only one channel and no other content and the consumers were hammered with the Nirma ad back then. Now in today’s world the advertising has become very data driven. If I am a brand and I am advertising on Facebook, YouTube or any other performance-driven platforms, I very well can target users based on their age, categories and other factors. So the chances of my ad being out are relatively higher, rather than those days.