narrow casting model

7/29/2019 Narrow Casting Model

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By

Korak K Majumder

DIGITAL NARROW CASTING

MODEL


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In today's media consumer is described them as media-blitzed, ad-cynical, time-poor, channel-flicking audience living in a fast-paced,

attention-challenged world.

The reality is that consumer behavior has essentially changed. Todaysconsumers are in control of what they want to watch, read or hear

and therefore what advertising they expose themselves to.

Concept Note


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Problems With Traditional Media Today's consumers are being blasted with more and more

television channels, and a constant stream ofnewmagazines that hit the news stands every week.

Television has lost the ability to bring the nation togetheron adaily basis.

Almost all Indian households are now able to choose from atleast 10 radio stations.

The out-of-home TV medium itself in India is three years oldand still in its infancy

Newspapers have held ground in readership, the humblenewspaper format has morphed into almost separate anddiscrete sectionslifestyle sections, food, fitness andmagazines formats driving page numbers, thus raising thequestion Does anyone still read the newspaper from coverto cover?


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Ad avoidance of different

Mediums

0

10

20

30

40

50

60

70

80

Media

TV

NewspaperMagazines

Direct Maillers

Radio

Cinema


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How do marketers and advertisers know that :

Who are they reaching?

How many or how many times?

How can you possibly determine what works and what not?

Problem


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To conceptualize, design and develop an innovativemedia, which enables marketers and advertisers to

directly connect with consumer mind pulse.

To communicate with theirdesired and relevant targetaudience with negligible fragmentation and minimum

wastage.

Answers


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Digital MarketingBehavioral Targeting

DM is based on the principal of shifting focus from

Broadcasting to Narrowcasting with Flexibility

Hence the birth of Digital Narrow

Casting Marketing


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Key Differentiators of NCM

It work on principal of Cloud computing. Software platform unknown

At any given point of time the advertiser can log on to the main serverthrough hisunique ID and access any information/status regarding his account

Diminishing recurring cost for long term advertisers.

It is based on one-to-one mapping thus creating more meaningful approach

It is a uniquely personalized experience as it is away from media fragmentation

Cost of reaching consumer is kept lowest in comparison to all other media vehicles,which in turn helps advertiser to keep the cost of customer acquisition very low

It provides flexibility to advertisers to communicate as per their choice ofcity,location, target audience, creative, language and targeted content


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Key Differentiators of NCM It allows advertiser to know who they are reaching, how many or how many times

Every quarterfrom the date of the release of the advert, advertisers would get aconsolidated feedback on the consumer behavior patterns and the same can becustomized as per the requirement of the advertiser

Advertiser can instantly (at any point in time i.e., 24*7) change their creative approach asand when deemed fit and the same is visible to every computer of their choice

Advertiserwont be charged, if the consumerclicks the advert and subsequently bringredirected to the advertisers web formore/generalized information

Advertiserwont be charged, if the consumer is interested in the particular advert and thereby clicks the advert, and wishes to view it full screen again and again

Advertiser can target consumers on the bases ofcommunity, creed, religion, age,language, sex, education, income etc, which no other medium suffices


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As per the last census in the year 2011, 41.05% of the total population ofIndia comprises ofYouth, as per Rajiv Gandhi National Institute of Youth

Development, and currently it stands over 46% of the total Indian Population,and shall keep exploding till the year2050.

This Demographic Dividend can be effectively exploited to utility benefitof the people, in the sense that we can bridge the gap in the equity of

education and subsequent opportunity by enabling all those youth with anaccess to relatively, and fully equipped low cost computing through in directpromotion of cloud computing, and through NCM we can promote basic

internet free of cost which key aspect for cloud computing as advertiser pay forreach to user.

The beauty of this Digital Revolution happening in India, as in DigitalRevolution there is "No Age, and No Sex gender Barrier-Every One is

Invited

UTILITY TO INDIVIDUAL CONSUMER

(Industrial benefit)


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Client Media

Available Bandwidth Available Bandwidth

1 Min 6 Advert 1 Min 1 Advert


Media Partner Exposure thrice in 30 Min

Option A


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Visual

Client Media





Option B


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Visual

Client Media





Option C


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SWOT Analysis via-a-vis IDEACTS

Strengths: Full time Visibility.

One to One Mapping.

Exhibit (without buffering)

Images.

Audios.

Videos.

Text.

Controlled by the advertiser and not by

the consumer.

Behavioral targeting platform.

Cost Matrix not based on CTR.

Narrowcasting with Flexibility

Activation opportunities

Availability of data about the consumer

reached along with behavior patterns.

Weaknesses: Consumer reached per P.C is low.

More innovative options (size wise).

More volumes as of date

Opportunities: Cyber caf penetration would reduce

as an end result of OCPI

Threats:

Price war

Integration of creative exhibition: Audio

Video


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I hope you enjoyed the presentation, as

much as I did making it.

Thank You

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