MxMIndia

Category: Digital

  • Viewability and digital measurement is the #1 issue faced by brands, notes the WARC Toolkit 2018 

    Why Brands want a ‘Swachh’ Digital Media

     

    By A Correspondent

     

    Digital transparency will be a key challenge for brands in the year ahead concludes WARC, the global marketing intelligence service, in its Toolkit 2018 – a report based on a survey of more than 600 marketing and advertising professionals around the world to obtain their outlook on the coming year. The findings are combined with the latest ideas, research and expert opinion from WARC.

     

    Led by P&G, brands are putting pressure on the digital media ecosystem to reform and to embrace greater transparency.Issues include the billions of dollars being lost globally to ad fraud; the absence of industry-wide viewability standards; the shortage of impartial, third-party campaign measurement and verification; the rising use of ad-blocking software; and a lack of transparency in the media supply chain.

     

    Said David Tiltman, Head of Content, WARC: “2018 will be pivotal to the ongoing drive by brands, media owners and the ad tech industry to ‘clean up’ and address the challenges facing digital advertising– viewability, brand safety, measurement, transparency – as they reassert control over media contracts, investments and partnerships, to ensure they are maximising ROI.”

     

    Added Julia Connaughton, Head of Digital, the 7stars: “With advertisers demanding increased transparency, and agencies and publishers united in a fight against ad fraud, we are entering a period of transition that will have a lasting impact on the future of our industry.”

     

    Key findings around digital transparency from the Toolkit 2018 survey reveal that:

    :: Both agency (45%) and brand (49%) respondents cited viewability and accurate measurement as the number one industry issue offering cause for concern when drawing up marketing plans for the coming 12 months.

    :: 30% of respondents expect digital spend to be cut if these issues are not resolved.

    :: 51% of brands believe there is now a crisis of trust between brands and media agencies.

     

    The drive for digital transparency is one of five key challenges highlighted in Toolkit 2018, which also includes a guide to best practice, potential pitfalls and video interviews with industry leaders to help overcome the issues.

     

    For more information and insights on Toolkit 2018, visit https://www.warc.com/Topics/Toolkit.topic

     

    PS:

    Interestingly, one of the responses to the survey notes that the “explosive 2016 investigation into rebates and agency contracts by the ANA (Association for National Advertisers) in the US will continue to have ramifications for the media industry in 2018.” Also: “Over half (51%) of brand respondents agree that there remains a crisis of trust between clients and media agencies. This opinion is shared by agency-side colleagues: 52% of those working at media agencies agreed with the statement, as did 57% of respondents from creative agencies.” Enough reason to download the toolkit for more?!

     

     

  • The ad series reiterates Flipkart as the preferred destination for fashion

    Flipkart fashion tells users how to look their best

    By A Correspondent

     

    Flipkart has launched its latest campaign that reinforces its claim to be the preferred destination for any kind of shopper, from celebrity fashion lovers or brand enthusiasts or exclusive fashion lovers etc.

     

    Speaking on the campaign, Shoumyan Biswas, Head of Marketing, Flipkart said:“Flipkart is the leader for fashion in the ecommerce space and our vision is to be India’s most preferred destination for trendy and affordable fashion.  We have worked on this vision for past one year and delivered campaigns like ‘If it’s trendy, it’s on Flipkart’ and ‘Be trendy. Always.’ which has given us phenomenal business results. On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from Fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign ‘The best way to look your best’ is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”

     

     

  • This year the brand has moved a step forward to establish itself as an “ultimate destination” for every kind of fashion shopper

    Flipkart reinforces its fashion focus

    By A Correspondent

     

    As a step-up from its ‘Be Trendy. Always’ campaign last year, Flipkart has recently launched a multi-film campaign aiming to establish itself as an ultimate destination for trendy and affordable fashion.

     

    Conceptualised and executed by Lowe Lintas Bangalore, this year the brand has moved a step forward to establish itself as an ultimate destination for every kind of fashion shopper, notes a communique.

     

    Explaining the rationale behind the campaign, Shoumyan Biswas, Vice President, Brand Marketing, Flipkart said: “Flipkart is the leader for fashion in the e-commerce space and our vision is to be India’s most preferred destination for trendy and affordable fashion.  We have worked on this vision for past one year and delivered campaigns like ‘If it’s trendy, it’s on Flipkart’ and ‘Be trendy. Always.’ which has given us phenomenal business results. On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign ‘The best way to look your best’ is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”

     

    Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, Lowe Lintas said: “Not everyone has the same fashion needs. Some people look for exclusive stuff. Others look for the latest trends. Or the biggest brands. And so on. Working off this insight, we decided to position Flipkart as the perfect ‘hack’ for every kind of fashion shopper. Across five films, we showcased how Flipkart had everything anyone could ask for in the world of fashion, making it the perfect fashion destination for everyone.”

     

     

  • The survey, which was conducted with over 500 marketers and influencers, showcases the real state of influencer marketing in India

    Twitter leads as the primary choice of marketers, notes Buzzoka study

    By A Correspondent

     

    Buzzoka – Influencer Marketing 2.0 launched its DIY platform with an Influencer Marketing Survey that covered the Influencer Marketing Ecosystem both in the influencer and brand space. The survey, which was conducted with over 500 marketers and influencers, showcases the real state of influencer marketing in India.

     

    The survey noted that over 50 per cent brand custodians considered branding and reach as their primary objective to use influencer marketing. Further, 90 per cent brand custodians felt that influencer marketing has the potential to drive engagement and reach. It also noted that Twitter leads as the primary choice of marketers and 88 per cent marketers see it as a huge potential. This is closely followed by Facebook at 84 per cent.

     

    Said Ashutosh Harbola, Co-Founder Buzzoka: “With tremendously rising digital penetration, use generated content is growing humongously all across the web. Therefore the social media space has become quite lucrative and competitive for brands to reach out to the end users with even huge impact. This report has come up with substantial facts which are driving the market growth.” He further stated, “Our team is completely aligned with the fast evolving social media space to provide credible influencers marketing solutions for brands to target decision makers in no time.”

     

     

  • Aastha will be utilising YuppTV’s white-labelled video platform to be present across the digital world of web, mobile, and connected TVs

    YuppTV to drive Aastha’s foray in OTT

    By A Correspondent

     

    Aastha channels and Video-On-Demand content shall be available on mobile apps, web, and connected TVs via YuppTV’s white labelled solution

     

    YuppTV will enable Aastha, Aastha Bhajan, Vedic and Arihant into the world of OTT. Aastha will be utilising YuppTV’s white-labelled video platform to be present across the digital world of web, mobile, and connected TVs.

     

    Commenting on the association, Uday Reddy, Founder & CEO of YuppTV said: “We are glad to associate with Aastha channel and expedite its reach across digital channels via our multi-screen white-labelled video platform. While the channel promotes spirituality and culture amongst the youth and elderly alike, our white labelled OTT Platform will ensure the channel’s direct reach and accessibility to the users.”

     

    Speaking about the partnership, Pramod Joshi, CEO of Aastha TV added: “The present-day user is equipped with digital mediums, smartphones and tablets and their viewing habits have changed. Hence, it is important for us to be present where our users are and make it convenient for them to watch our content and have a direct connection with them. We thank YuppTV’s white-labelled OTT Platform for helping us successfully navigate through the world of OTT and make Aastha Channels directly accessible to users via iOS and Android mobile apps, websites and connected TVs.”

     

     

  • This video is the second in the ‘MyntraUnforgettables’ series, that pays tribute to some of its loyal customers

    Myntra launches digital campaign featuring a customer from Patna

    By A Correspondent

     

    Myntra recently launched a digital campaign featuring one of its most consistent shoppers, Shristi, from Patna. This video is the second in the ‘MyntraUnforgettables’ series, that pays tribute to some of its loyal customers.

     

    Over 50 per cent of Myntra’s customers belong to Tier II and III cities and towns and one such customer is Shristi who was identified using data driven insights. In the two minute video, we see how Shristi, who was once shy and conservative and perceived fashion as a means to look good for the world, rather than to feel good from within, underwent a transformation. A setback in her personal and professional life changed the way she sees the world today. She came to realize that in the end all that mattered is you and how you perceive the world. Her story is not just about shopping, brands or style, but also about feeling elated.

     

    The video is called ‘MyntraUnforgettables with Shristi’, where Shristi is seen narrating her experience as a fashion forward individual from Patna.

     

     

  • Digital is pulling the carpet from under the feet of the print players. Will print publishers ever get a fair share of the digital revenue, asks Shailesh Amonkar

    Will Digital Kill the Print Stars?

     

    By Shailesh Amonkar

     

    It is truly an interesting time for media companies what with the recent reports the Dentsu Aeigis Network (DAN) and the Indian Readership Survey (IRS) have both brought to light interesting numbers and facts.

     

    While media companies and the public at large have been crying hoarse that print is dying, the IRS has proved beyond doubt that print is still on a growth trajectory and shown growth of up to 40 per cent across.

     

    On the other hand, the DAN report has indicated that digital advertising industry will grow at 32 per cent and touch a humungous figure of Rs18,986 crore by 2020.

     

    While the growth is encouraging it is equally pertinent that print publishers wake up and smell the coffee.

     

    Action will need to be taken on garnering revenue growth in print as well as make inroads into garnering the digital advertising revenue which currently is being appropriated majorly by Google, Facebook and soon-to-follow the Whatsapp and Amazons of the world.

     

    It took print publishers more than a hundred years to reach this revenue level and Google and Facebook have managed to do the same in just a couple of years. It is almost certain that at their current growth rates that they would soon cross the revenue of the large print publishers.

     

    The best part about this is that print publishers spend a sizeable amount of money and time to create quality content and the Googles and Facebooks of the world smartly curate this content, monetise it and do a better job!

     

    Google uses smart technology to monetise this contents and transfers a meagre share to the publishers and content creators. This also means that one change of their algorithms can alter future of publishers.

     

    If one were to examine the break-up of digital advertising revenue, social media and search and video account for almost 79 per cent of the digital business. No mainline print publishers operates in this environment.

     

    It is the 21 per cent of display advertising where print publishers have an opportunity which they have allowed to eroded as most of the display advertising on most print sites is powered by Google network where the revenue share for the publishers is negligible. Interestingly, the same publisher who are on the 85 per cent side of the print revenue pie are on the 15 per cent or even less side as far as the digital medium is concerned.

     

    The larger problem that needs to be addressed is that no print publisher actually knows each and every individual reader by demographic or psychographic profile.But Google and Facebook know their users in far greater detail than even what even an Aadhar ID captures. These digital giants provide data analytics in far more detail and all in real-time which print cannot deliver.

     

    The earliest erosion of revenue as far as print was concerned was in the Classified and Appointment categories and it was non-media players who managed to seize this revenue.

     

    Now with Google, Facebook and soon Whatsapp and Amazon, the core display advertising is being hit and will continue to be under threat unless the publishers decide to wake up and take on these digital giants aggressively.

     

    The biggest weakness of the digital medium is credibility and authenticity of source, which is still the biggest USP of print publishers.

     

    The Indian audience tends to believe in the written word and hence print publishers need to use this advantage, innovate and add value to their offerings, using multiple platforms. It will be increasingly important for them to use the digital platform smartly and step into the revenue shares of the digital giants.

     

    In a nutshell, learn to play the digital game and well.

     

    Shailesh Amonkar has over three decades of building and managing sales teams. He has worked with The Times of India and Sakal Media Group in senior positions and is Founder CEO of Kemistry Media Solutions Pvt Ltd and co-founder of Webmag India Pvt. Ltd.

  • The 360-degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with a pan India integrated campaign

    By A Correspondent

     

    Jabong has launched its multimedia advertising campaign for the third edition of ‘Big Brand Sale’ to be held from January 25 to 28.

     

    As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarry bowen, the TV commercial would be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in five- and 10-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.

     

    Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • Nazara, with its majority investment in Nodwin, is furthering its commitment of developing the esports ecosystem

    Nazara acquires majority stake in Nodwin

    By A Correspondent

     

    Nazara Technologies, which announced its foray into esports last year, has acquired a majority stake of 55 per cent in Nodwin Gaming.

     

    Said Manish Agarwal, CEO, Nazara Technologies: “Through this acquisition we aim to provide Indian esports enthusiasts a robust player and community orientated esports ecosystem, in which players can thrive, improve their skills and become top competitors at an international level.

     

    Added Nodwin Gaming CMD Akshat Rathee: “Esports is one of the fastest growing sports worldwide. This acquisition by Nazara Games adds to the credibility of Nodwin and opens up a wide vista of opportunities for Indian esports players to build careers domestically and Internationally. It strengthens our ability to provide our key stakeholders better experiences and bigger opportunities to engage with our community”

     

     

  • The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with pan-India campaign

    By A Correspondent

     

    The sale was until yesterday, January 28, but here’s news on what Jabong did to promote the third edition of its ‘Big Brand Sale’. As part of the campaign, Jabong launched a 30-second television commercial, where the ‘Big Brand Sale’ was depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarrybowen, the TV commercial aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • Regional language users will account for 75 per cent of India’s Internet user base by 2021

    Times Internet study highlights changing lingual face of digital India

    By A Correspondent

     

    Times Internet has released a study titled ‘The Changing Lingual Face of Digital India’ highlighting the rapid shift of digital users towards regional content consumption. With this study, Times Internet has attempted to validate the rising trend of online content consumption across the eight most widely consumed regional languages in the country. To map the magnitude of this trend, online content consumption patterns of over 90 million netizens were evaluated, unveiling many future possibilities and the impact of content in regional languages.

     

    Key findings include:

    – Out of the 90 million+ surveyed digital users, more than half are non-English readers and more than two third of Hindi readers are also reading English

    – Regional languages have surpassed English with a 66 per cent share in overall content consumption

    – Across all regional languages, News as a genre sees the highest content consumption at 67 per cent, followed by Sports at 17 per cent and Entertainment at 16 per cent

    – Among female users, Gujarati language sees the highest online content consumption at 44.78 per cent

    – Results of the study highlight that content consumption in regional languages among younger audiences is fast growing, with consumption among Indians in the 25-34 age group being the highest

     

     

  • Through this campaign, Facebook showcases how people are using Facebook in meaningful ways to do things that matter to them

    Facebook connects with users via inaugural brand campaign

    By A Correspondent

     

    Facebook has launched its first integrated marketing campaign titled ‘Live What You Love’. For the campaign, it has partnered with Wieden+Kennedy Amsterdam, to uncover commonalities in which the community is using Facebook and how the platform enables them to expand their lives and interests by connecting them to like-minded people, by surfacing the latest updates and information about their interests, or by providing a platform where they can explore and be more.

     

    Rolling out across TV, print, outdoor, cinema and online, including Facebook, the campaign, notes a communique, brings to life stories of people who are passionate, optimistic and constantly looking for ways to be better at their individual interest areas. The four films, out of which two are out – Sunny and Neha, depict unique stories of people doing extraordinary things that you wouldn’t normally associate with their archetypes. Similarly, the campaign idea when extended to the print and OOH executions, shows how diverse people and communities leverage Facebook to explore their passions.