So India is playing South Africa in the much anticipated buildup to the IPL season 3 and the ODI series is already on its way. I am not sure about the advertising rates for the series but I noticed a lot of brands, albeit, small brands use the platform. Mobile companies surprised me a lot. Let it be Lemon mobile, Aroma, MicroMax or Onida mobile, the mobile wars are getting hotter with everyone wanting to get into ‘one mobile that does all’ platform. MicroMax mobile even positioning themselves as the facebook mobile. Well all the ads were forgettable, nothing catchy about them but why I wrote this post was to address a different concern.
Have you seen the ads that come on the sides while watching a match. The match screen becomes smaller and moves a little towards upper right corner to make space for those banner ads that occupy the space on the left and down part of the screen A lot of brands seem to be taking a liking to them but I seriously doubt their efficacy. They are not done well at all.
There might be some reasons why advertisers are preferring this form of advertising
– Flexibility in the message, one can have two different ads for two different banners and can easily mix and match
– Cheaper to produce
– Probably lesser cost to advertise
– Catch the audience when they are not surfing between channels
– Create a continuous flow from off the field advertising to live telecast point
And I must agree they are pretty logical reasons to advertise. However, there seems to something amiss in a big way. after a half an hour gap, I couldn’t remember any of the ads that came, barring one. Most of them had very average workmanship that allowed them to be less legible. My biggest concern still is that until and unless you use this technique (the side banner advertising) during stats presentation or during a field change, people are not going to notice it. I am not even sure if they do notice during those times but I am assuming that there is more reason to notice them when the ball is not in action. It is almost pointless to advertise when people are literally in their T.V screens. The centre of attention is the 22 yard pitch and the batsman and the bowler opposite. Typically, when the screen shifts to upper right corner to make way for the ads, The movement of the eye, involuntarily, is also in a similar manner and you tend to miss almost three fourths of the communication. I just found the WildStone side banner impactful simple because it was on a black background with big words that were contrasting and said ‘Don’t smell like a woman, smell like a man’. Apart from that, rest all were more or less insignificant and a waste of marketing spend.
So here are some suggestions if you want to take those spots:
– Make it contrasting, don’t choose colors that blend in easily with one another
– Do not have too many words
– Keep your brand name at the bottom right corner, it is easier for the flow of the eye
– Let the pictures be on the left and the words below towards the right (more or less what Ogilvy suggested for print ads)
– Have it written in either English (preferred) or Hindi, don’t have an intercourse of hindi and English or a Hindi word written in English. Defeats the purpose.