{"id":14613,"date":"2019-09-04T12:11:46","date_gmt":"2019-09-04T06:41:46","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=14613"},"modified":"2020-09-04T13:59:06","modified_gmt":"2020-09-04T08:29:06","slug":"advertising-during-festive-season-101-part-1","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/","title":{"rendered":"Festive Season Advertising Part 1: Introduction"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6a04b0c77166a\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6a04b0c77166a\"  type=\"checkbox\" id=\"item-6a04b0c77166a\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#In_the_first_part_of_the_series_we_would_cover_the_following\" title=\"In the first part of the series, we would cover the following:\">In the first part of the series, we would cover the following:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#What_would_we_cover_in_our_series\" title=\"What would we cover in our series?\">What would we cover in our series?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Advertising_during_Festive_Season_Challenges_Opportunities\" title=\"Advertising during Festive Season: Challenges &amp; Opportunities\">Advertising during Festive Season: Challenges &amp; Opportunities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Exploring_the_hidden_gems_Finding_out_media_that_are_comparatively_less_cluttered\" title=\"Exploring the hidden gems: Finding out media that are comparatively less cluttered\">Exploring the hidden gems: Finding out media that are comparatively less cluttered<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Advertising_during_Festive_Season_Introduction\" title=\"Advertising during Festive Season: Introduction\">Advertising during Festive Season: Introduction<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Is_it_a_good_decision_for_a_small_business_to_advertise_during_the_festive_season_when_the_market_is_saturated_with_big_brands_advertising_aggressively\" title=\"Is it a good decision for a small business to advertise during the festive season when the market is saturated with big brands advertising aggressively?\">Is it a good decision for a small business to advertise during the festive season when the market is saturated with big brands advertising aggressively?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#What_should_be_the_strategy_followed_by_a_small_business_to_ensure_maximum_visibility_and_share_of_mind_despite_tight_advertising_budget\" title=\"What should be the strategy followed by a small business to ensure maximum visibility and share of mind despite tight advertising budget?\">What should be the strategy followed by a small business to ensure maximum visibility and share of mind despite tight advertising budget?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Are_there_any_mediums_that_are_yet_unexplored_and_offer_freedom_from_ad_clutter_during_the_festive_season\" title=\"Are there any mediums that are yet unexplored and offer freedom from ad clutter during the festive season?\">Are there any mediums that are yet unexplored and offer freedom from ad clutter during the festive season?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#_What_role_can_hyper-local_advertising_play_during_the_festive_season\" title=\"&nbsp;What role can hyper-local advertising play during the festive season?\">&nbsp;What role can hyper-local advertising play during the festive season?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Advertising_during_Festive_Season_Challenges_Opportunities-2\" title=\"Advertising during Festive Season: Challenges &amp; Opportunities\">Advertising during Festive Season: Challenges &amp; Opportunities<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Challenge_Clutter_in_traditional_media-_TV_Print_Outdoor_Radio\" title=\"Challenge: Clutter in traditional media- TV, Print, Outdoor, Radio\">Challenge: Clutter in traditional media- TV, Print, Outdoor, Radio<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Opportunity_the_Rising_significance_of_digital_medium_for_research_and_shopping\" title=\"Opportunity: the Rising significance of digital medium for research and shopping\">Opportunity: the Rising significance of digital medium for research and shopping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Opportunity_Hyper-local_Advertising_Increase_your_visibility_where_it%E2%80%99s_the_most_effective\" title=\"Opportunity: Hyper-local Advertising: Increase your visibility where it\u2019s the most effective\">Opportunity: Hyper-local Advertising: Increase your visibility where it\u2019s the most effective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/advertising-during-festive-season-101-part-1\/#Best_Time_to_advertise_in_Digital_Advertising_Medium\" title=\"Best Time to advertise in Digital Advertising Medium&nbsp;\">Best Time to advertise in Digital Advertising Medium&nbsp;<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"In_the_first_part_of_the_series_we_would_cover_the_following\"><\/span>In the first part of the series, we would cover the following:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li style=\"font-weight: 400;\">\n<h3><span class=\"ez-toc-section\" id=\"What_would_we_cover_in_our_series\"><\/span><span style=\"font-weight: 400;\">What would we cover in our series?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h3><span class=\"ez-toc-section\" id=\"Advertising_during_Festive_Season_Challenges_Opportunities\"><\/span><span style=\"font-weight: 400;\">Advertising during Festive Season: Challenges &amp; Opportunities<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h3><span class=\"ez-toc-section\" id=\"Exploring_the_hidden_gems_Finding_out_media_that_are_comparatively_less_cluttered\"><\/span><span style=\"font-weight: 400;\">Exploring the hidden gems: Finding out media that are comparatively less cluttered<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>Read all the article(s):<\/p>\n<ul>\n<li><a href=\"https:\/\/blog.themediaant.com\/indian-festive-season-advertising-part-2-advertising-on-radio\" rel=\"nofollow noopener\" target=\"_blank\"><u>Radio Advertising During The Festive Season (Part 2)<\/u><\/a><\/li>\n<li><a href=\"https:\/\/blog.themediaant.com\/in-app-advertising-7-popular-daily-use-apps-for-this-festive-season-part-3\" rel=\"nofollow noopener\" target=\"_blank\">In-App Advertising During The Festive Season (Part 3)<\/a><\/li>\n<li><a href=\"https:\/\/blog.themediaant.com\/transit-advertising-hit-the-jackpot-during-the-festive-season-part-4\" rel=\"nofollow noopener\" target=\"_blank\">Transit Advertising During The Festive Season (Part 4)<\/a><\/li>\n<li><a href=\"https:\/\/blog.themediaant.com\/festive-season-advertising-part-5-best-ad-platforms-for-on-demand-home-improvement-services\" rel=\"nofollow noopener\" target=\"_blank\">Best Ad Platforms for On-Demand Home Improvement Services (Part 5)<\/a><\/li>\n<li><a href=\"https:\/\/blog.themediaant.com\/festive-season-advertising-part-6-top-marketing-ideas-to-promote-your-events\" rel=\"nofollow noopener\" target=\"_blank\">Top marketing ideas to promote your event (Part 6)<\/a><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Advertising_during_Festive_Season_Introduction\"><\/span><strong><b>Advertising during Festive Season: Introduction<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are so many articles in the market regarding advertising during the festive season. Is there a need for a new one?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We know that advertising during festive season measures about 35-40% of total advertising spends on most businesses. The consumer demand is high and people are open to spending.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, as a specialist of advertising for small and medium-sized businesses, the questions we have often faced are not that simple to be answered:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Is_it_a_good_decision_for_a_small_business_to_advertise_during_the_festive_season_when_the_market_is_saturated_with_big_brands_advertising_aggressively\"><\/span>Is it a good decision for a small business to advertise during the festive season when the market is saturated with big brands advertising aggressively?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<li>\n<h3><span class=\"ez-toc-section\" id=\"What_should_be_the_strategy_followed_by_a_small_business_to_ensure_maximum_visibility_and_share_of_mind_despite_tight_advertising_budget\"><\/span>What should be the strategy followed by a small business to ensure maximum visibility and share of mind despite tight advertising budget?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<li>\n<h3><span class=\"ez-toc-section\" id=\"Are_there_any_mediums_that_are_yet_unexplored_and_offer_freedom_from_ad_clutter_during_the_festive_season\"><\/span>Are there any mediums that are yet unexplored and offer freedom from ad clutter during the festive season?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<li>\n<h3><span class=\"ez-toc-section\" id=\"_What_role_can_hyper-local_advertising_play_during_the_festive_season\"><\/span>&nbsp;What role can hyper-local advertising play during the festive season?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Like all the not-so-simple questions, the answers to these questions have no single line answers. The answers would rather depend on multiple factors like the brand category, brand awareness, competition, creative, platforms, etc. So, we sat down as a team, collated years of experience and came out with this series of articles that would cover these questions.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advertising_during_Festive_Season_Challenges_Opportunities-2\"><\/span><strong>Advertising during Festive Season: Challenges &amp; Opportunities<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><strong><b><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14624 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/Picture1-1024x576.png?resize=740%2C416&#038;ssl=1\" alt=\"advertising during festive season\" width=\"740\" height=\"416\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture1.png?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture1.png?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture1.png?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture1.png?w=1267&amp;ssl=1 1267w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/b><\/strong><\/p>\n<h3><\/h3>\n<h3 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Challenge_Clutter_in_traditional_media-_TV_Print_Outdoor_Radio\"><\/span><b>Challenge: Clutter in traditional media- TV, Print, Outdoor, Radio<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong><b>&nbsp;<\/b><\/strong>During the festive season, the demand for advertising in TV, print, outdoor and radio grows manifold.<\/p>\n<ul>\n<li>Brands spend as much as 40% of their total annual advertising budget during the festive season.<\/li>\n<li>TV and Print alone cover as much as 66% of total advertising expenditure.<\/li>\n<li>Not only the festive advertisers, but the traditional media is also dominated by big e-commerce giants like Flipkart and Amazon who have aligned their shopping festivals like Big Billion Day and Great Indian Shopping Festival with the festive season.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-14614 alignnone\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/p1.png?resize=740%2C409&#038;ssl=1\" alt=\"TV advertising during festive season\" width=\"740\" height=\"409\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p1.png?w=974&amp;ssl=1 974w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p1.png?resize=300%2C166&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p1.png?resize=768%2C424&amp;ssl=1 768w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The spikes in TV Ad Duration coincide with major festivals in India (Source: BARC Newsletter: Advertising During Festivals)<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-14625 aligncenter\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/Picture2-300x262.png?resize=300%2C262&#038;ssl=1\" alt=\"Advertising in festive season by The Media Ant\" width=\"300\" height=\"262\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture2.png?resize=300%2C262&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture2.png?w=549&amp;ssl=1 549w\" sizes=\"(max-width: 300px) 100vw, 300px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Majority of Festive advertising in newspapers happens during Aug-Dec (Sourcd: EY Report A Billion Screens of Opportunity)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Indian festive season is mostly associated with big ticket purchase, gifting and celebrations hence the ad spots are mostly taken by the following categories:<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">E-commerce&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">FMCG<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Automobile<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Real Estate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Jewelry&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Retailers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumer Durable<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Smartphone Brands<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Opportunity_the_Rising_significance_of_digital_medium_for_research_and_shopping\"><\/span><b>Opportunity: the Rising significance of digital medium for research and shopping<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Despite the rising popularity of digital medium for advertising&nbsp;<\/span><\/li>\n<li><b><span style=\"font-weight: 400;\">Thanks to the shopping festivals by e-commerce giants, Indians mostly plan their big-ticket purchases during the festive season and carry out research much before that both online and offline.<\/span><\/b><\/li>\n<li><b>Mobile\u2019s where all action is happening<\/b>: According to a Facebook report, about 41% of Diwali shoppers conduct their research on mobile while 77% of Diwali shoppers compare prices on mobile while shopping offline.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-14619 size-medium\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/p6-300x289.png?resize=300%2C289&#038;ssl=1\" alt=\"categories having highest spend during festive season\" width=\"300\" height=\"289\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p6.png?resize=300%2C289&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p6.png?w=696&amp;ssl=1 696w\" sizes=\"(max-width: 300px) 100vw, 300px\" title=\"\" data-recalc-dims=\"1\">The top 5 shopping categories last Festive Season (Source: 2018 InMobi Festive Season Guide for Marketers)<\/p>\n<h3><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Opportunity_Hyper-local_Advertising_Increase_your_visibility_where_it%E2%80%99s_the_most_effective\"><\/span>O<b>pportunity: Hyper-local Advertising: Increase your visibility where it\u2019s the most effective<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With about a 75% rise in \u201cnear me\u201d searches in 2018 as compared to 2017, it is quite clear that shoppers prefer to visit offline stores in their vicinity. With increasing traffic and a rise in organized retail, a lot of buyers now rely on visiting nearby shops and malls for offline shopping. Also, with new modes of non-traditional advertising pouring in, hyper-local advertising has emerged as one of the most effective ways to advertise. Not only local businesses and outlets but big brands working on a hyper-local model like Dunzo, Swiggy, Urban Clap to trust in hyper-local advertising. We would be talking more about the significance of hyper-local advertising in later articles.<\/span><\/p>\n<h3><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Best_Time_to_advertise_in_Digital_Advertising_Medium\"><\/span><b>Best Time to advertise in Digital Advertising Medium&nbsp;<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When we recommend a digital advertising medium for the festive season, the biggest question we face is:&nbsp;<\/span><\/p>\n<p><strong>Is sticking to one platform only sufficient for reaching out to the target audience?<\/strong><\/p>\n<ul>\n<li><b><span style=\"font-weight: 400;\">While there is no doubt about the impact that traditional media has on the audience, digital too is not far behind. In fact, the following survey results tell quite a different story.<\/span><\/b><\/li>\n<li><b><span style=\"font-weight: 400;\">According to a survey carried by Retail Association of India, 65% purchase during the festive season happened online while online media emerged out to be the most influential advertising media&nbsp;<\/span><\/b><\/li>\n<li>According to a survey carried by the Retail Association of India, 65% of purchase during the festive season happened online while online media emerged out to be the most influential advertising media.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-14626\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/Picture4-269x300.png?resize=269%2C300&#038;ssl=1\" alt=\"Most influential adverting media, The Media Ant\" width=\"269\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture4.png?resize=269%2C300&amp;ssl=1 269w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture4.png?w=536&amp;ssl=1 536w\" sizes=\"(max-width: 269px) 100vw, 269px\" title=\"\" data-recalc-dims=\"1\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-14627\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/Picture5-270x300.png?resize=270%2C300&#038;ssl=1\" alt=\"Proffered shopping channels \" width=\"270\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture5.png?resize=270%2C300&amp;ssl=1 270w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture5.png?w=539&amp;ssl=1 539w\" sizes=\"(max-width: 270px) 100vw, 270px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p><span style=\"font-weight: 400;\">In fact, there are surveys that detail the exact time when people are online and are actively looking for information.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-14618\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/p5.png?resize=740%2C227&#038;ssl=1\" alt=\"Indians plan early for festive shopping\" width=\"740\" height=\"227\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p5.png?w=1597&amp;ssl=1 1597w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p5.png?resize=300%2C92&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p5.png?resize=768%2C236&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p5.png?resize=1024%2C314&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/p5.png?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p style=\"text-align: left;\">People start planning for festive shopping as early as August and continue till December ( Source: 2018 InMobi Festive Season Guide for Marketers)<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-medium wp-image-14628 aligncenter\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/09\/Picture-7-292x300.png?resize=292%2C300&#038;ssl=1\" alt=\"When will consumers use their smartphones. \" width=\"292\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture-7.png?resize=292%2C300&amp;ssl=1 292w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/Picture-7.png?w=749&amp;ssl=1 749w\" sizes=\"(max-width: 292px) 100vw, 292px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p><span style=\"font-weight: 400;\">Despite last quarter witnessing a slump in consumer spends from FMCG and automobile, two prime categories for festive season advertising, experts are expecting a 10-12% growth over last year\u2019s spend to reach INR 20,000 crore. While the majority of ad spends would go into traditional media, digital would see significant growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the next article, we will discuss the ideas mentioned in the article furthermore and explore whether there are strategies that can help small businesses stay ahead of the advertising clutter despite a tight budget.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking for ideas to advertise during the festive season? Write to us at <\/span><a href=\"mailto:Help@TheMediaAnt.com\"><span style=\"font-weight: 400;\">Help@TheMediaAnt.com<\/span><\/a><span style=\"font-weight: 400;\"> and keep watching this space for the next article.&nbsp;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the first part of the series, we would cover the following: What would we cover in our series? Advertising during Festive Season: Challenges &amp; Opportunities Exploring the hidden gems:&#8230;<\/p>\n","protected":false},"author":1,"featured_media":14620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2107,2387,2383],"tags":[2135,2136,1299,1300,1074,882],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/09\/indian-festival-diwali-lamp-hand_96696-59.jpg?fit=626%2C417&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/14613"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=14613"}],"version-history":[{"count":11,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/14613\/revisions"}],"predecessor-version":[{"id":17503,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/14613\/revisions\/17503"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/14620"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=14613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=14613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=14613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}