With the beginning of the market slump, advertising strategies were moulded to suit immediate demands and alternate media looked more of an option. With it, new trends have set in. Companies have started buying more media and there has been a surge in collaterals that are long-term understandings between media houses and companies ensuring best deals for both.

Admen say that this festival season has seen a huge surge in the innovative use of alternative media. But experts warn that the advertisement industry will get to see the hidden injuries after the present boom subsides at the end of the season.

But the market downturn has helped the local advertising media to come to terms with reality and bring down bloated budgets and content. Of the lot, ‘Ambient media’ (media at certain unexpected places) has taken centre stage along with Googlies (advertisement via bluetooth) and Signature medium (signature hoardings like those of Amul, neon and revolving hoardings) have entered various sectors. Ambient media are used at the most unexpected places in order to ensure that retention levels are at the highest.

“Ambient media (on lift doors, road signs, parking lots) and Googlies have been explored more aggressively during the entire year. Although print media has become really expensive, it continues to be perceived as the most authentic media,” said Khantil Mehta, Creative Director of GoBananas and Init Design Studio, a local advertising agency. Also, the long-term players have strategically used all media during the period. Clients have also started opting for innovative media to capitalise on the present boom in the advertising industry.

... contd.