It’s an unfair question since even the best of virologists, doctors and even astrologers haven’t been able to predict the damaging impact of the Covid-19-led pandemic. But we asked this question nevertheless coz in media offices across the country projections are still being made, assuming business as usual. Here’s Dr Bhaskar Das’s view for the December 13 edition of Das ka Dum. Read on…
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Q. It’s that time of the year when there are forecasts of adspends in the following calendar year. What’s yours for 2022?
A. Brands spent the last two years, post-Covid, for developing resilience and adopting digital transformations for operational efficiency as they weathered pandemic induced shift in consumer behaviour, the economy, and their businesses. Hence, looking ahead to 2022, I feel advertisers and publishers could leverage these positive trends through innovative partnership with their business associates and make them successful in their enterprise. If one goes by the recent positive GDP growth projections, can advertising growth be far behind? I can’t guesstimate an exact % of growth but there would be growth in advertising business in all formats of media, albeit at a different pace, due to the ever-changing inter-category evaluation of response delivery ability of various formats.