Brands should not sacrifice brand building efforts to protect 2020 second half profit, says Sam Balsara

Advertising veteran and Chairman, Madison World, Sam Balsara shared a piece of advice for the brand marketers on how to face the current pandemic situation.

The unprecedented situation, where there is a less demand and revenue shortage, has resulted in branding and advertising budget cuts. Speaking on Pitch Madison’s Mid-Year Report 2020, Sam said, “Our belief is that advertisers shouldn’t and will not sacrifice brand building efforts to protect their second half profit.”

“Advertising is the cheapest known stimulus to retain and build share and stimulate demand”, he further explained.  

According to Sam, the marketers and advertisers should focus on supply chain and high potential areas.

Highlighting Madison’s offerings, he explained, “Madison’s Town and Country framework can help advertisers to advertise in the high potential districts and in semi-urban and rural areas as these districts are likely to yield higher returns on advertising investments.”

As per the report released by the Madison Media, the traditional media de-grew by 71% in Q2 and 15% in the Q1, thus ending up with a 47% degrowth in H1. OOH experienced (-)55% degrowth, from INR 3,495 crore in H1 2019 to INR 761 crore in H1 2020.

Also Read: OOH projected to grow at 30%-100% in H2: Pitch Madison Report