MUMBAI: Madison Media on 20 February released its Advertising Outlook 2015 report.  While releasing the report, Madison World chairman Sam Balsara gave the advertisers five important pieces of advice to make the most of the busy, noisy media world. 

Focus on effectiveness: The first peice of advice revolved around effectiveness and not just efficiency. Media, according to Balsara, wakes up the worst in everyone, when they hear the rates. Advertisers need to improve the brand health parameters, he said.

Expermentation: This, for Balsara, is the real mantra. "The guiding mantra should be fail often, fail fast. We suffer from analysis paralysis," he pointed out. 

Media can move mountains: The recent experience with BJP and the aggressive spends of e-commerce on print advertising,  according to Balsara is a proof of the fact that media can move mountains. "Most brands do not take advantage of what media can offer," he said adding that advertisers should concentrate on a few brands and then advertise it heavily using all possible media. 

Prioritise markets: With limited budgets, one needs to prioritise the markets. "Spend and exposure should be more in priority one market, as compared to that in priority two or three markets," he informed. 

Greater involvement of corner rooms: As media spends are getting larger, media decisions, according to Balsara, are being largely taken by people at the lower level. "Greater involvement of corner room is needed to interact more with media agency leaders," he concluded.