Storyboard18 | Cryptocurrency platforms switch to GEC, news and gaming for advertising

Cryptocurrency brands in India are targeting impact properties for advertising both on TV and digital media. The gala cricket season may have ended, but crypto players have a new media-buying strategy in place; and even the government’s new tenets on crypto advertisements aren’t forcing them to lie low.

“Considering big-ticket events like the Indian Premier League and ICC World Cup are done with, businesses now have the opportunity to either explore ancillary advertising opportunities in the cricketing world or opportunities outside of cricket; more specifically in the television and digital spaces,” says Yatin Balyan and managing partner and national head of investment at Omnicom Media Group India.

According to Balyan, noteworthy impact properties like Hindi general entertainment channels (GEC) on television are an ideal platform for advertisers to explore when looking for a wider reach.

But for those looking to invest their advertising budgets on a more performance-based medium, one could also expect a possible shift in strategy from top of the funnel to lower down the conversion funnel, skewing investments in favour of digital media, he suggested.

Jai Lala, CEO of Publicis Group’s Zenith suggests properties like Bigg Boss and Kaun Banega Crorepati are perfect for crypto players.