This policy enables the government’s advertising branch to share information and raise awareness.
The large number of users on digital platforms, along with technology-based messaging options in digital ads, will help deliver citizen-focused messages effectively in a targeted way.
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New Delhi: The ministry of information and broadcasting has given the green light to the Digital Advertisement Policy, 2023, aiming to broaden the impact of awareness campaigns in the digital media space.
This policy enables the Central Bureau of Communication, the government’s advertising wing, to share information and raise awareness about various schemes, programs, and policies. The ministry mentioned in a statement that this move is in response to the changing media landscape and the increasing digitization of media consumption.
The significant number of subscribers on digital platforms, combined with technology-driven messaging options through digital ads, will enable the efficient delivery of citizen-centric messages in a targeted manner. This, in turn, will lead to cost efficiencies in public-oriented campaigns, according to the ministry.
CBC will enlist agencies and organizations in the OTT and video-on-demand space, tapping into the growing audience for podcasts and digital audio platforms. In addition to streamlining the process of enlisting internet websites, CBC will now be able to convey its public service campaign messages through mobile applications.
Given the rising popularity of social media platforms for public discourse, the policy further simplifies the process for CBC to place government advertisements on these platforms. It also empowers CBC to collaborate with digital media agencies to expand its outreach through various platforms.
“The Policy recognizes the dynamic nature of the digital landscape and empowers CBC to onboard new and innovative communication platforms in the digital space with the approval of a duly constituted committee,” the statement said. “The CBC’s Digital Advertisement Policy, 2023, introduces competitive bidding for rate discovery, ensuring transparency and efficiency. Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.”
Almost all ministries and government departments have dedicated social media handles, creating infographics and videos with limited reach. The outreach of government ministries and departments will be further supported by I&B’s media unit, the Central Bureau of Communication, which is the designated organization for issuing advertisements through all forms of media, the statement noted.
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