Brands today, are looking at ways and means to beat the pandemic led slowdown. In a scenario where the spends are under pressure, marketers are on a continuous lookout for the right marketing strategy and media mix that will enable them to fastrack revival cost-effectively.
The challenge has become more daunting with a dramatic shift in the consumer buying behaviour during the pandemic. However, unlike the urban counterparts, the consumer behaviour in rural and semi-urban geographies have to a greater extent remained stable and that is good news for brand marketers.
India’s hinterlands consisting of around 650,000 villagers are inhabited by 850 million consumers, which make about 70 percent of the country’s population. This percentage of the population contributes to around half of the country’s Gross Domestic Product. Rural India’s consumption pattern is gradually changing in resemblance to the consumption pattern of the Urban Areas. According to the Neilson Report India’s Rural FMCG market is expected to reach a size of US$ 100 billion in 2025. Considering the changing patterns in consumption and the potential increase in size, rural India provides immense opportunity for private companies to thrive. For brands that aim to target rural and semi-urban India, innovative advertising solutions are the need of the hour.
ATM Advertising – the promising media platform to boost your reach & impact in rural geographies
Brands that have been pivoting between traditional and digital media now have yet another powerful advertising solution to boost their media campaigns. The strength of this media network lies in its massive reach in semi-urban and rural geographies wherein they can target ~ 1cr users across geographies with their brand messages and offers in a highly captive ambience.
Leading the bandwagon is Indicash ATM Ad Next- India’s largest white label ATM network that offers an integrated branding hub for marketers under one roof. Its high impact physical branding touchpoints across 8000 ATMs provide an excellent opportunity for brands to deploy their brand awareness, new product launch campaigns. To further fuel the effectiveness, brands can advertise across 8000 plus digital ATM screens to elevate their brand engagement through exciting, curated brand messages, offers, lead generation, and lots more…
The relatively low cost of implementation and the potential returns make advertising via ATM AdNext a no-brainer.
Endless hypertargeting Possibilities for Brands
The beauty of this medium is that it offers marketers an unmatched hypertargeting advantage to reach the right audience and engage with them meaningfully with a relevant message at the right place and the right time.
Brands can run targeted brand campaigns leveraging an extensive network of over a highly captive medium that offers over ~ 120 seconds of undivided attention. Marketers can curate brand campaigns by adopting any of the following targeting strategies like:
1) Geographic location-wise:Brands can tap specific regions, states, cities, catchments like a commercial, residential, colleges, corporate sites, highway sites that meet their sales and marketing strategy. Eg: An automobile player can promote their new motorbike launch across Tier 1 to Tier 5 high potential states targeting commercial catchments and residential catchments backed with acquisition led offers that can be redeemed across nearest retail outlets. While a local neighbourhood restaurant can target ATMs in specific catchments to drive brand awareness and traffic from an immediate neighbourhood with exciting launch offers or weekend deals.
2) Time and day targeting:Brands can select peak transaction time bands, weekdays, weekends to promote their brand message and trigger action. For instance, grocery retailers can promote their offers during the Salary window period to drive traffic online or offline for grocery purchases by running campaigns around the salary window period leveraging the high footfalls across ATM networks and the increased consumer spending on grocery purchases. QR codes can be displayed on the ATM screen for incentivizing user purchases both online and offline. Likewise, in metro markets food e-tailers can market weekends and specific weekdays to run offer campaigns specifically curated for the ATM users that can be redeemed on their websites or apps.
The above are just examples that reinforce that ATM advertising can play a vital role in a brands hyper-targeting campaign strategy and if used strategically will enable brand marketers to expand their reach in high potential rural and semi-urban markets, connect with the right customers at right time, generate leads, and fast track sales in a cost-effective manner.