GroupM, Facebook launch media playbook

GroupM and Facebook are collaborating to launch a media playbook dubbed “Turn The Tide” for advertisers and marketers to adapt to the changes in consumer behavior as a result of the pandemic.

The new playbook will offer insights into the changing consumer and media landscape, and will recommend media strategies that businesses can deploy to drive efficient outcomes.

A recent consumer behavior study by Facebook and Boston Consulting Group highlighted three key consumer shifts since the pandemic began:

• Reversal of past trends
• Acceleration of ongoing trends
• Formation of new habits

“Turn The Tide” is structured to cater to these shifts, and sets out four pillars for businesses to deliver efficient business outcomes in the new normal:

• Embracing the full spectrum of consumer segmentation that is pivoted to business outcomes such as hyperlocal strategies
• Mastering the full funnel of performance marketing especially with the increasing direct-to-consumer penetration
• Integrating innovations with business outcomes and building virtual experiences to simulate product touch-and-feel, for instance through Augmented Reality (AR) and interactive ads
• Delivering on the right media mix by realigning media mix models based on the current reality of digital acceleration

Tushar Vyas, president growth and transformation, GroupM South Asia, said:

“Over the years while working with the Facebook team, we have realised the need to constantly help and educate brands and marketers on how to navigate various tricky situations when advertising. We are very proud to have partnered with Facebook and to introduce a robust playbook that will help brands and businesses rethink efficient ways to connect and strengthen the relationship with customers in the new normal. The pandemic has seen consumers switch their actions right from the way they shop, socialise and work, causing brands and businesses to repurpose their strategies. In such times, brands need to cautiously redesign their business models and with the new playbook we wish to help them take advantage of performance marketing and focus on hyper-localisation to drive sales.”

Sandeep Bhushan, director and head, Global Marketing Solutions, Facebook India, added:

“With the drastic alteration in media consumption, businesses need to understand truly incremental outcomes by platform as well as cross-platform efficiency. Irrespective of whether they operate online or offline, businesses need to bring alive digital experiences to connect with customers in their context. A significant digital acceleration has happened on the back of social media, and with 400M+ Indians connected on the Facebook family of apps in India, we play a consequential role in the consumer journey. Continuing our commitment to enabling growth for businesses both large and small, the Media Playbook outlines the opportunities that businesses need to embrace in order to deliver efficient outcomes in the new normal.”