Self-isolation and social distancing will only benefit at-home media consumption
3 min read
TV, streaming services, social and online radio, and podcasts on the rise !!
Out of all the impacts of the COVID-19 pandemic, one among them is the increasing consumption of at-home media. Since the whole country is in a state of lockdown since yesterday, people have gradually shifted to at-home media options.
Therefore, TV, streaming services, social and online radio, and podcasts have arrested the attention of most of the people in self-isolation. As soon as WHO declared the COVID-19 to be a pandemic, the media industry too has come to a standstill. The shooting, the pre-production and the production of movies have been halted and the release dates postponed. Along with this, the theatres and cinema halls are also shut down. Under these circumstances, the at-home media will be the major form of entertainment in the upcoming months.
The whole world is seeing an increasing dependence on the internet from their work and their entertainment. The major streaming services (like Netflix) and online platforms (like YouTube) have decided to tone down their streaming quality. This will effectively reduce the bandwidth load on the streaming platforms, as demand for content is on the increase. Furthermore, various reports have confirmed that in countries like Italy, linear, streamed, and connected TV usage has gone up by 35%. Whereas a Spaniard indulges in household viewing for around 6 hours daily now.
The Impact of Covid-19 in the advertising industry:
The advertisers and the media industry are even removing OOH at high traffic sites as a measure to encourage people to stay at home. In these times of social distancing, the companies are changing the way they advertise their brands. The focus is mainly on advertising on the internet and various streaming platforms, TV and radio channels.
So, as the major part of the world population is under self-isolation, TV and streaming services are giving people company. Needless to say, there is a considerable change in the way people perceive advertising and interact with brands.
FAQ’s for Industry News (Advertising & Marketing) –
By the end of 2019, the Indian ad industry was close to INR 68K crore and was expected to grow by more than 10% to reach INR 75K crore by the end of 2020 (Figures before COVID-19 pandemic).
Main outdoor advertising formats include –
- OOH Hoardings.
- Unipoles.
- Transit media like Bus, Train, Car Ads, Auto branding etc.
Is Print media on the death bed when we compare it to growing Digital media?
Organized retail being the leader in OOH ad spends is followed by Real estate, Jewelers and Hospitals.
Below are the top 5 news portals covering ad, marketing and PR related news.
Afaqs.com
Adgully.com
Exchange4Media.com
Bestmediainfo.com
Campaignindia.in
You may also refer https://www.myhoardings.com/blog/ for seasonal industry campaign details.
Most of the outdoor advertising media comes under state government and local municipal bodies invite tenders at regular intervals (1 year, 2 years or more ..) in lieu of license fee.
Top 5 OOH ad agencies include MullenLowe Lintas, HAVAS Worldwide, Publicis, Laqshya group and Bright outdoors.
Presence of lots of illegal media due to corruption and political influence is a constant threat to business run by legitimate media people in India.
