What Ticks for Indian Consumers/ Men – Indranil Roy and Ishan Raina

10 Oct,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Indranil Roy and Ishan Raina.


‘The future of magazines is in becoming engagement platforms’




By Indranil Roy


Men have traditionally been known as consumers that take interest in the following genres: news and current affairs, business, sports and technology. Surely, men are not interested in fashion. While they may want to look good, they do not spend time going through magazines reading fashion stories.


If they somehow happen to pick up a ( fashion) magazine, you will invariably find them flipping through the pages. However, if it is business, sports or current affairs magazine, you will find them deeply engrossed reading. Anybody in the knowledge space would tell you that the best content strategy for engaging men is by having a lot of information and facts. Men love gathering more and more information to enhance their knowledge. Tables, numbers, illustrations or charts and diagrams grab their attention.



Why is OOH digital media good for SEC A?


By Ishan Raina


Traditional media is rapidly declining as statistics are proving from research reports. With 600+ channels on TV, the viewership is getting more and more fragmented. You also find more newspapers in the house but the time spent reading them is not increasing. More people are now increasingly spending time out of the house. Research says that about 90 per cent occupants in residential colonies visit malls and multiplexes on a regular basis.


Hence, delivering eyeballs is becoming an excessive challenge for marketers. How, then, do you reach out to youth/SEC A busy audiences? The idea is to fit into their life because they won’t fit into yours. The new age media space has changed drastically with the emergence of social media. With social media, the public has eyes and ears everywhere. Out of Home Media is one such company in the digital LCD screens space, another of new age media’s innovations. It reaches out to media dark/heavily media fragmented audiences in a strategic, focused manner across various consumer touchpoints following ‘A day in the life of an urban, SEC A consumer’.




Content has to be revolutionary in nature and not generic. Analytical, yes. Not preachy. Content that presents a different view, or a different angle will be much talked-about amongst men. The key for magazine publishers targeting men is to understand that digital media has become a way of life. Men like to carry high-end gadgets wherever they go, so adopting to newer platforms such as tablets and fablets is going to be extremely important.


At Outlook, we have made that change and have recognised the importance of embracing digital yet keeping the essence of a magazine intact. The future of magazines is in becoming engagement platforms and that can only happen by going digital. As for the growth aspect for men’s magazines, there is a lot of opportunity for monetisation as advertisers are now increasingly looking towards targeting specific consumer groups.






The model follows a ‘queue’ theory’ with screens present at places where people queue up/spend time like lift lobbies in commercial buildings and residential buildings, cash counters in lifestyle stores/bookstores/modern retail formats and in front of treadmills in gyms. Some of the best brands work with OOH Media utilizing the medium repeatedly to reach their target audience in a sharp and focused manner.


For example, Colgate uses the screens to run regional ads that are specific to each city, thus creating an instant connect with the audience. Citibank/ Crocin/Airwick/Eno/GM run different cluster-specific creatives to be more relevant to the consumers getting exposed to the screens within those clusters. Given below are some Nielsen statistics to validate that OOH Media created additional reach and observed an upward shift in recall for some of the country’s most iconic brands on a regular basis.


Outcome: OOH Media provides additional reach for those critical audiences, as despite heavy media pressure, between 25-45 per cent are actually viewing the ad for the first time on OOH screens. Outcome: OOH Media has been instrumental in creating additional recall for brands targeting SEC A, urban audiences in locations where our screens are present vis-à-vis locations where our screens are not present. Today, SEC A consumers are time poor but cash rich, much more flexible and experimental in their approaches and decisions, boast of higher disposable incomes, more stylish lifestyle choices and a massive exposure to global trends via social media which has directly hampered the consumption of traditional media.


To conclude, OOH Media is moving from a niche to a mainstream medium to connect with yield customers i.e. those who are affluent but time-challenged and who contribute, not to the overall turnover, but significantly to the profits of companies across FMCG, telecom, auto, financial services and increasingly tourism. – This article discusses the situation in India – however, habits of SEC A (well-to-do consumers) is becoming global and I am confident that similar trends will be observed across countries.




Next: Monday, October 13: Women – William S Pinckney and N S Rajan

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