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Elements Media : Disrupting Digital Advertising Norms

Elements Media is disrupting the way ads are being served and deployed

Elements Media is a Creative, PR, and Digital Marketing Agency operating internationally, with its clients spread across various territories. The company creates (evokes), deploys (various digital platforms like Facebook, Instagram, Twitter, YouTube, LinkedIn), and engages relevant content across all digital and conventional platforms.

Elements Media is the largest publisher of current music in Pakistan across all major digital platforms such as YouTube, Hungama, Saavn, Gaana, Spotify, iTunes, Deezer, and Apple Music.

Digital Landscape In Pakistan

The digital landscape in Pakistan is ever-changing with more and more of the population preferring digital media instead of conventional media. At present, there are 36 million Pakistanis on Facebook and 51 million Pakistanis on YouTube. YouTube’s exponential growth in Pakistan has been exemplary. Video watch time grew by 100%+ in 2017 after the ban was lifted on the social media platform.

A whopping 205 billion minutes of video were watched in 2017. That is approximately 390,000 years of video being watched in 12 months. An average Pakistani spends 60 minutes daily on YouTube, watching videos. 65% of the content consumed online is in the form of videos.

Some Key Facts About YouTube

YouTube now has 2 billion monthly users. That’s up around 5% from its previously reported 1.9 billion monthly logged-in users last summer (2019). YouTube viewers watch 250 Million Hours on TV Screens Daily. That’s an increase of 39% in less than a year — and, notably, it excludes viewing on YouTube TV, Google’s internet pay-TV service. YouTube’s momentum in the living room is a key part of its case to advertisers and agencies about why they should divert spending from traditional TV to YouTube.

The Google-owned video-sharing giant reaches more U.S. consumers in the coveted 18-49 demographic in an average week than all cable TV networks combined. YouTube wants to expand the bucket of content watched on TVs that it makes available to advertisers.

Advertising on YouTube

Great content is bound to be found, but it’s also important to be proactive about gaining the attention of your prospects, and those unfamiliar with your brand.

Running a series of YouTube ads is one way to make sure that more of your target audience finds the video content you worked hard to produce.

Long-Form content on YouTube is the way forward

If you’re serious about organic traffic, you need to be writing long-form content. Google prefers long-form content, and multiple studies have validated it.

The brands that will win in the future will not be those who just battle it out for a few seconds of someone’s attention, but rather those who also earn love and loyalty by deepening engagement with their audience for minutes at a time.

“A recent study from the Pew Research Center demonstrates that YouTube has been quietly shifting its recommendation system to favor longer videos.”

This is no surprise, considering the multiple revenue opportunities longer-form video presents to the platform, which can pepper this content with pre-, post- and mid-roll ads.

So Why YouTube?

YouTube is the third biggest search engine on the planet behind Google and Google Images.

“It is the best platform to advertise your product and attain the most out of your advertising, through conversion.”

Topics that are popular in Google search are often popular on YouTube as well — sometimes even more so. “How-to” searches are remarkably popular on YouTube.

People most often turn to this platform for education, and a lot of long-form content is heavy on education. It needs to be lengthy to comprehensively explain the subject and transfer knowledge to the reader.

Is YouTube A Platform Worth Advertising On?

With YouTube getting over 2 Billion Monthly Users, there is no question it is a powerful tool for branding and marketing. The catch is, it requires a lot of time and money on the advertisers’ part to make it effective.

A brand can only pay for a view if the user passes the 30-second mark or watches the entire video.

“YouTube Videos have emerged as one of the most popular content formats for lead generation.”

Videos tend to have a higher level of engagement among viewers and thus provide better returns.

Elements Media as a major disrupter

Elements Media has taken a totally different route altogether, for advertisers and marketers, to directly engage with their customers.

Instead of using the same old beaten track of using social media platforms for placement of posts and using paid promotions, Elements Media instead, chose the creation of stories by deploying the long-form of content on YouTube.

Realizing the opportunity that YouTube presents with its high level of engagement and loyalty of its users, Elements Media adopted an effective and efficient medium to connect the consumers of a brand/product, using the loyalty of various celebrity channels. This way, engaging content could be produced for loyal celebrity followers and at the same time, connecting them with the brands to promote their products to the right and required consumers.

“With all the major artists of Pakistan under its repertoire, Elements Media has an unparalleled reach that reflects in each artists’ channel subscribers and video views.”

The talent that the company represents, includes Nadia Hussain, Faysal Quraishi, Nabila, Asim Jofa, Kinza Hashmi, Sami Khan, Zahid Ahmed, Sana Fakhar, Six Sigma Plus, Sadia Jabbar Productions, Sahir Lodhi, Nazish Jahangir, Namra Shahid, and Sonya Hussain, with an additional 6 new channels to be launched very soon.

1. Nadia Hussain: Nadia Hussain is a supermodel, actress, television show host, fashion icon, dentist, and entrepreneur. She has around 178k subscribers on her official YouTube channel and her forte is lifestyle videos.

2. Faysal Quraishi: Faysal Quraishi is undoubted, Pakistan’s biggest celebrities. He is a Pakistani film and drama industry actor, producer, and television show host, with a massive fan-following. His official YouTube channel has gained around 210k subscribers in just three months of its launch.

3. Nabila: Nabila is the biggest name in the Pakistani fashion industry. She is a stylist, beautician, and image consultant with 30 years of experience under her belt. She is widely regarded as one of the best hair and makeup stylists, worldwide, and has practiced her craft in both local and international award shows.

4. Asim Jofa: Asim Jofa is widely regarded as one of the top fashion designers in Pakistan. Asim Jofa Signature Prêt Line is prized by its admirers and epicureans in the style regions of London, US, Canada, and the UAE.

5. Kinza Hashmi: Kinza Hashmi is a supermodel and a Pakistani television actress. Her official YouTube channel gained over 60k subscribers in just a couple of months of its launch.

6. Zahid Ahmed: Zahid Ahmed is a Pakistani television actor and a former RJ who is rapidly becoming one of the most sought-after artists in Pakistan. His YouTube channel crossed 100k subscribers within 4 months of its official launch.

7. Sami Khan: Sami Khan is one of the most famous film and drama industry actors, producers, and television show hosts in Pakistan. He has a massive fan-following.

8. Sana Fakhar: Sana Fakhar is a superstar from the glittering entertainment industry of Pakistan. She is a film and television industry actor, fashion icon, an avid biker, fitness enthusiast, and a loving mother. Her YouTube channel focuses on dietary and fitness regimes and is a hit with the audience.

9. Sadia Jabbar Productions: Sadia Jabbar Productions is one of the most innovative and dynamic production houses in Pakistan. Its core service is to take TV, film, and other projects from inception through to delivery.


10. Six Sigma Plus: Six Sigma Plus is one of the top-most production houses that has enjoyed unprecedented success over the last many years through top-class productions for television and film.

11. Sahir Lodhi: Sahir Lodhi is one of the most beloved television icons/radio host. He occupies a distinctive position in the Pakistani media industry. He’s a pro at multi-tasking, whether it is writing, acting, producing, and hosting all rolled into one.

12. Nazish Jahangir: An up and coming superstar from the entertainment industry, Nazish Jahangir is taking the Pakistani entertainment industry by storm. A Pakistani model and actress with immense talent and skill, the sky is the limit for this young and vibrant woman.

13. Namra Shahid: Namra Shahid is a popular television actress in Pakistan who has worked in megaprojects of some of the renowned TV channels. Now Namra Shahid has started her own YouTube channel where she will be updating her fans with the latest updates and her upcoming projects.

14. Sonya Hussyn: Sonya Hussyn is one of the most sought-after artists currently practicing their trade in Pakistan. She is a supermodel, fashion icon, TV host, and a television actress and represents a true picture of elegance, beauty, and professionalism that has been the hallmark of her career.

How Elements Media is disrupting the way ads are being served and deployed

Elements Media is giving brands and marketers an opportunity to market their product with all the benefits of YouTube, at twice the return and within everyone’s budget.

“Your brand/product is directly integrated into the video, in perpetuity. You have the added advantage of having an influencer/celebrity on board and use their platform for brand integration and promotion.”

The same influencers/celebrities would otherwise individually charge somewhere around PKR 15 to PKR 50 lac for endorsement, on a television commercial.

Just for a single post for a platform like Instagram, a celebrity charges anywhere between PKR 1 and 3 lac, and such posts would combust within less than a few hours of content cycle, unlike YouTube, where content remains in perpetuity.

“The company is giving marketers and brands an opportunity to add value to their product at an unthinkable cost between $5000 and $10,000 only.”

Furthermore, the company undertakes that after your content is deployed with them, that when there is any change in the description of the product, they will edit the descriptive text for up to 3 months after its deployment.

YouTube advertising is more fruitful than television advertising

In conclusion, it can be safely assumed that the cost of production for a television commercial goes all the way up to $500,000 whereas brand integration of the same product on YouTube through Elements Media’s assets is only going to cost up to $10,000. Further, the audience retention and attention cycle on a television commercial is for 15 days maximum whereas it has unlimited retention on YouTube.

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Faisal Rahat

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