The Hindu Business Line : `Ad firms are squeezed to be innovative'

Innovation has taken the form of `linked' ads — a series of ads that appear on the same page or in consecutive pages; `figured outlines', or ads with irregular shapes; and teasers, according to a recent analysis of advertising in the first half of the year by TAM-Media Research.

Linked ads (on multiple pages) account for almost 50 per cent of all innovative advertising, while figured outlines and teaser ads account for a little over 15 per cent each of innovative advertising. Linked ads (on a single page) account for about 5 per cent of innovative advertising, while L-shapes, ads with product samples, or with the product pasted on to it, and die-cuts make up less than 5 per cent each of this segment.

The increasing clutter in the print medium may be another reason why advertisers innovate: there were 30,000 advertisers peddling 50,000 brands in print last year, as compared to 4,600 advertisers selling 8,000 brands on TV, according to TAM-Adex, from an analysis of more than 700 publications and 100 TV channels.

"Regular 2-D advertising becomes a blind spot — people can't even recall a front-page solus ad in a newspaper they've just read — so there is a need to do something different," said Mr Manish Porwal, General Manager - Investment & New Initiatives, Starcom Worldwide. "And especially when budgets are smaller, you have to take chances to get noticed."

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