The Cup Overflows, Marketing & Advertising News, AND BrandEquity


Saturday Solologues: The Cup Overflows

Ask anyone to describe a conference room, and most will include the bowls of candy in pillow packs spread over the table (s) for conference attendees to consume while they listen to the person. in the spotlight.

Pillow packs for candy were made for a reason. They remove excess polyethylene from both ends of the candy. They also make sure the candy doesn’t stick to the wrapper.

But as we recently discovered in the case of a TicTac pillow, there were two tiny grains of Tic Tac in a full-size package large enough to hold a lozenge, the size of Halls.

Open the package with the dexterity of a middle-aged person, or someone trying to be as quiet as possible in the dead silence of a conference room, and one of the grains would invariably fall on the ground. User experience, are you interested?

Plus, an oversized pack meant manufacturers were carrying so much air, beating the conventional logic of suppliers in the supply chain.

As our team joked around such a table with Tic Tac pillows to go, an informal conversation around pill waste, at least in the case of Tic Tac, got us thinking. Overflow is not a term limited to Tic Tac pillows, however.

Our readers who trade in the media space (and let’s face it, most of them do at some point), will find themselves using the words media overflow or media overflow quite often. Traditional forms of media have always posed a threat of media spending spillovers. TV channel “X” reaches “Y” eyeballs in a given time slot, but are those eyeballs actually paying attention to your ad? The same goes with platforms like radio, outdoors and print.

Digital has of course brought measurability and with that, means to reduce this spill. But bot culture has given that a whole new dimension. , Given the ever-changing nature of the new medium and increasingly stringent data privacy standards, can planners and buyers really know the extent of the leaks?

In fact, in recent years we’ve read reports from advertisers voicing concerns when high-decibel tournaments like the Indian Premier League haven’t delivered the eyes they expected. Certainly, here the case of the spill can be presented as a negotiating tactic. But just like the actual media spending during the IPL, we’ll never know.

An informal conversation with an airline executive shed some more light on the psyche of advertisers regarding media spending. He mentioned that broadcasting a television ad is expensive, especially if you want to invest in high-reach platforms like sports. He prefers to invest in physical assets on board and at the airport, where his target audience is already captive and is more likely to be noticed, rather than getting lost in the clutter of TV commercials at a cricket match. with high octane number.

Certainly, the business challenges posed by the pandemic have made brands and advertisers all the more aware of every paisa they spend on media. We can’t help but wonder if it was high time. One aspect of communication, our readers will agree, is getting the maximum return on the money spent on a campaign, and that would, and should (if not already), include related expenses. to smart media.

And before highlighting the obvious spill example, yes, we do recognize that outside of planners and media buyers, and Tic Tac, the PepsiCo Lays brand of crisps also have some soul searching to do. So much packaging for two crisps and so much scent air, it is certainly extravagant – from a logistical point of view, and also for the pockets of customers.

Own the Brands – for your pillow pack strategies and media spending strategies.

(This weekly column offers insight into the discussions, debates, and soul-searching that take place in the minds of our writers)

Zenith’s business intelligence report predicted that travel brands’ digital ad spend would increase by 6% per year between 2019 and 2023. By 2023, travel brands would spend 70% of their budget on digital advertising

Watch BE + with Ambi Parameswaran: conversation with industry leaders like Jasneet Bachal, Harish Narayanan, Deepali Naair, Siddhesh Joglekar and more


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