MxMIndia

Category: Digital

  • On their tenth anniversary, Mobile Apps start eating their own

    Yahoo’s Flurry Analytics announces 2016 State of Mobile report

    By A Correspondent

     

    Flurry Analytics, part of the Yahoo Mobile Developer Suite announced its annual global mobile and application usage study. In its eighth year, the study offers interesting insights on global mobile app usage and trends from the last year on over 2.1 billion smart devices and 3.2 trillion sessions.

     

    Throughout 2016, which was also the last year of the first decade for mobile apps, the industry managed to squeak-out another 365 days of growth.

     

    Mobile Growth Hits Critical Mass: Usage Up 11 per cent

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    “Over the last year, the Flurry footprint grew to track more than 940,000 applications, across 2.1 billion devices, in 3.2 trillion sessions. In this context, we define app usage as a user opening an app and recording what we call a “session,” as well as the amount of time spent in the application,” said Simon Khalaf, SVP, Yahoo. He added, “Compared to the year prior, overall app usage grew by 11% and time-spent in apps grew by 69%. In previous years, we saw all app categories growing in tandem; however, this year the story is different. After shifting thewebandtelevision to the rearview mirror, mobile apps started eating their own, with session and time-spent growth in some app categories occurring at the expense of others. While Messaging and Social applications drove year-over-year session growth at 44%, the Personalization category gave up a staggering 46% in session usage. This steep decline in usage can be attributed to diminishing value for users of these products.”

     

    Social and Daily Habit apps dominate time spent on Mobile

    Looking into 2016’s most notable categories, here’s how time-spent trends shook out:

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    2016: The Year Social ate Media and Telcos: Time spent in Social and Messaging apps grew by an astounding 394% over the last year, proving to be the driver that helped mobile achieve its year-over-year time-spent growth of 69%. This is a result of consumers using their social and messaging apps as their voice and video calling utilities, as well as the phenomenon we callCommuntainment. With news and magazines sessions down 5 per cent and Music, Media and users continue Entertainment up only 1per cent, it’s safe to say that Social has absorbed the media industry.

     

    Sticky Apps tied to daily habits: Business and Finance (up 43per centin time-spent) and Sports (up 25per centin time-spent) categories were immune to growth decay because they are intrinsically centered around mobile activities and rely on real time data. We anticipate further growth in these categories as to shift daily habits away from traditional media channels, i.e., watching live sports, market reports and the morning news on their TVs, to the apps on their phones.

     

    Video Killed the Gaming Star: Gaming, the app category formerly known as “the darling of the mobile industry,” saw time-spent decline by 4per centyear-over-year. Users are increasingly comfortable paying their way through games, with the mobile gaming industry seeing a strong increase in revenuesaccordingto Apple’s latest App Store report. Additionally, gaming remains a hit-driven industry. This year’s first “hit”, Pokemon Go, faded relatively fast, as consumers lost interest in the game, only returning for marquee holiday events. Another notable hit, Super Mario Run, was released too late in the year to make a difference for the overall engagement numbers.

     

    Phabletsreign supreme

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    As forecasted in last year’s report, we have seen phablet devices becoming the dominant form factor across the globe, capturing 41% of market share. While our prediction didn’t completely come to fruition, users continue to find value in the larger screen size. This directly correlates to the growth in media consumption and social engagement app categories. As less mature smartphone markets adopt larger phones, Phablet share will continue to eat away at medium phones and completely eliminate small phones.

     

     

  • A WARC-Deloitte report puts social video among the Top 6 key trends marketers must watch out for. Here are some insights

    How & Why Social Video can turn marketers into broadcasters

     

    Social video, which involves the dissemination of content in audio-visual format across social media platforms and applications, is experiencing massive growth as a content marketing format, and is expected to continue in 2017. Video is transforming social media marketing and turning social platforms into broadcast media, according to Warc, the global marketing intelligence service. Social video is one of six key trends featured in Warc’s Toolkit 2017. The annual report, produced in association with Deloitte Digital, brings together the best of Warc’s content over the past year – the latest ideas, research and examples. With social media sites now offering a wide range of (paid-for) options for posting and distributing video, brands are finding success with approaches that prioritise quality over quantity, consider emotional and social motivations for content engagement, and focus on a three-second window of opportunity to grab a viewer’s attention. “We’re seeing a growing number of brands experimenting with live video on platforms such as Twitter’s Periscope and Facebook Live and this format tends to work best for content that is exclusive, newsworthy or that requires live audience involvement,” comments David Tiltman, Warc’s Head of Content. “But a major challenge in 2017 will be video measurement.”

     

    Key insights identified on how video is transforming social are:

    1. Social video will see rapid growth in 2017:
    The signs are that marketers plan to increase the amount they spend on social video advertising, with mobile the major driver of investment and the biggest growth area for video. One Forrester report predicted that worldwide advertising spend on mobile video would grow at a 28% CAGR in the next five years.

     

    2. Live video is an untapped opportunity for exclusive or interactive content:

    Live video remains an emerging format, but a wide-range of brands are experimenting with it. Early signs show that sharing and comment rates on live video are higher than for standard video. The main decision is considering which opportunities are right for live video. The guiding principles appear to be whether the video will be exclusive or newsworthy enough to attract a live audience, or whether it requires a level of interaction with viewers.

     

    3. Facebook leads in the ‘broadcast’ model of social:
    The rise of a ‘broadcast’ approach to social media means brands are choosing which platforms will best reach their chosen audience, rather than attempting to entice shares and engagement across all social channels. Facebook is the lead platform when it comes to social media audience reach and popularity, however, platforms such as Snapchat and Twitter offer targeting and formats that may suit certain campaigns.

     

    4. Sharing rates remain a useful measure of engagement:
    As brands invest in paid distribution of social video, sharing has become less important as a means of generating reach. However sharing remains a useful indicator of engagement with a video. As social video continues to grow and mature, marketers are advised to focus on the fundamental motivations behind the sharing of content on social media in order for it to be as effective as possible.

     

    5. Brands are advised to make fewer, better posts:
    As the amount of video content on social sites increases, it is becoming harder to gain consumer attention. Some brands that have been experimenting with social video have concluded that quality (high production values) is preferable to quantity (multiple different videos).

     

    6. Social video has a small timeframe to engage; brands must work ‘with the skip’:
    Brands should look at both the content and context of video consumption. A Millward Brown report concludes that audiences prefer the inclusion of functional aspects that give them control, such as the ability to skip content and click-to-play options. Branded videos that are not advertising also appeal, such as tutorial and review videos, hence brands should consider broadening their strategy beyond paid online video.

     

    7. On mobile, the 30-second ad is becoming the 3-second ad:
    Brands may have only three to five seconds to grab a mobile social media user’s attention. Advertisers should remember that online video is often watched with the sound turned off, so content should make sense to the viewer without sound, and possibly include captions or entice people to turn on the sound.

     

    8. Social video metrics should be studied carefully:
    In September 2016 Facebook admitted to significantly overestimating average viewing times over the last two years. The revelation was significant as such metrics are a factor in marketers and media agencies allocating digital budgets. It highlighted the lack of third-party verification on social sites – and this is likely to be an ongoing theme in 2017.

     

    9. Influencer-focused video is effective as a complement to traditional approaches:
    Online influencers, including ‘vloggers’, have become a focus of advertiser interest. Brands can appear more appealing and enjoyable in a vlogger setting, even if they are limited in reach. Vloggers add credibility, displaying the brand in a new way that’s believable and more relevant than advertising. Vloggers are best for enhancing above-the-line communications, and at presenting the brand in a new way. Critically, they are an addition to, rather than a replacement for, traditional channels.

     

  • Poised to be a game-changer with its focus on credibility, superlative content, and data-backed reviews

    Indian Express Group launches mobile-led platform – Techook.com

     

     

    Indian Express Digital has announced the launch of Techook.com, a stack-based platform for tech gadgets. Launched with an aim to simplify smartphone decision-making, Techook is set to be a major disruptor in the tech journalism space. It has the most unique card-based UI both for desktop and mobile, setting world-class UI standard coming from India.

     

    One of the key reasons why the launch is heralded as a gamechanging development is its focus on ensuring information credibility and data-backed review processes for gadgets. Every smartphone is subjected to a rigorous review process to generate a comprehensive performance report. With a numeric rating assigned to every parameter tested over a seven-day period, Techook does not cut any corners to generate completely impartial smartphone ratings to provide objective information to its readers. Products are also sorted into different categories according to user profiles to enable swifter discoverability and better navigation. Techook will also curate relevant news and updates along with how-to videos and articles to keep readers up-to-date with the latest developments from the world of gadgets.

     

    Speaking on the launch, Sandeep Amar, CEO, Indian Express Digital, said, “Techook is one of the most innovative media launches in India. The design and UI is totally unique, along with the most comprehensive analysis of each and every feature and specification of mobile phones(to begin with). Techook will make decision making for buying mobile phones easier than ever before. The stack-based platform in the Indian scenario will be the most unique and user-friendly UI. We are confident of creating great user value with comprehensive content around mobile phones and in the future, around other gadgets. This will be an ad-free product, and user experience will be of the highest standard.”

     

    The platform has employed world-class technology for an uncluttered user experience, pioneering the card-format layout in India. This allows users to move from one page to another without leaving the current page. There is no browser load, and the navigation is smooth and hassle-free with swipe-based, ad-free premium content and layout. This focus on a seamless interface and engaging content has allowed the platform to capture and retain reader interest.

     

    “In this digital day and age, technological adoption is no longer a choice. This also reflects in how Techook is designed. We have conducted exhaustive market research and user feedback surveys to create a platform that met and exceeded the expectations of the new-age user. With this launch, we are now one step closer to cementing our leadership status in the tech journalism segment,” added Sandeep Amar.

     

    The launch of Techook.com follows close on the heels of the launch of InUth.com (homepage of millennials) and underlines the Indian Express Group’s commitment to bringing world-class products for Indian audiences. The platform plans to add more review categories in the future in addition to smartphones, as it sets about empowering Indian consumers with the most objective and credible product information available.

     

  • Isobar India collaborated with The Forum for Marketing Education to conduct a one day workshop for professors from top B-schools of Mumbai

    Isobar conducts digital marketing workshop for top B-School profs

     

     

    Talk of the advertising and marketing sector and digital seems to be the growing buzzword all around. India’s digital marketing requirement is growing year-on-year due to the shift in the consumer mindsets. Consequently, businesses today see a dire need to effectively reach out to their target audiences through this emerging medium called digital.

     

    Isobar India collaborated with The Forum for Marketing Education to conduct a one-day workshop for professors from top B-schools of Mumbai such as NMIMS, K J Somaiya, Durgadevi Saraf Institute of Management Studies, Rizvi Institute of Management and Research and Rustomjee Business School.

     

    The agenda of the workshop was to bring the gentry up-to-speed on what’s driving digital today. Considering it was the first time the Gurus were to have a brush with the Digi-verse, the presentation module prepared by isobar was meticulously designed to cater to that. From holistic approach on the digital landscape to exciting avenues such as TV and mobile, Isobar presented an eclectic mix of trends that are sweeping the globe.

     

    Talking about the association, Shamsuddin Jasani, MD, Isobar India said, “It was an honour working with the best teachers in Management across the best B-Schools in Mumbai.  At Isobar India, we look for the overall growth of digital as well as our contribution to the industry to a large extent. Being the leading digital agency in India, we believe that it is our duty to expand digital and making sure that the professors are digitally equipped as we are now in a digital era. We are thankful to The Forum for Marketing Education for associating with us to propagate the digital knowledge”

     

    Industry veteran DrAmbi Parameswaran who marked his presence at the event was delighted to witness this initiative. He said, “Isobar team stepped in to help the Forum for Marketing Education, a non-profit body, dedicated to help improve marketing faculty in Mumbai B Schools, to conduct a very useful workshop on digital marketing. The entire team from Isobar were available for the whole day and the 30+ faculty who attended the session were highly appreciative of the workshop. What was also of great use was the very practical inputs that Team Isobar had for the participants. The Workshop was comprehensive and yet easy to understand. FME is grateful to Isobar for having offered to help in this pro bono initiative.”

     

  • Quintillion Media, a digital media company, was co-founded by Network 18 founder Raghav Bahl and his wife Ritu Kapur

    Barkha Dutt now partners with Quint

    By A Correspondent

     

    Barkha Dutt

    Senior journalist Barkha Dutt, who left NDTV earlier this month, has partnered with The Quint to cover the Uttar Pradesh Assembly polls. On The Road with Barkha will map the UP elections and bring extensive ground reports from the state.

     

    “I am really excited to collaborate with The Quint on this, and push the boundaries of this new and exciting digital medium,” said Dutt.

     

    Quintillion Media, a digital media company, was co-founded by Network 18 founder Raghav Bahl and his wife Ritu Kapur.“The combination of Barkha Dutt and The Quint is a powerful one. It will bring a completely new brand of journalism and media experience to India’s increasingly sophisticated digital consumer. This combination of immersive journalistic storytelling, social media and the interactive user will redefine this space,” Kapur said.

     

  • Over the seven years of its existence, iGenero has more than 200 clients across the globe

    iGenero bags digital duties of MoneyFront

    By A Correspondent

     

    iGenero, an end-to-end digital marketing solutions providerwon the mandate to handle all digital services of Moneyfront.in – an innovative investment platform which offer investment options in direct plans and a financial advisory services via a fully automated and paperless approach.

     

    Said Karan S Kumar, CEO and Founder iGenero: “Moneyfront.in is an exciting win for us as it offers us an opportunity to completely build the brand from the scratch. It’s a pleasure to be chosen as their partners because the founders and team of Moneyfront.in really understand the digital space and together we can create a great brand as exciting as the business concept. Our focus has always been to be at the forefront of providing incisive digital services across verticals. With this announcement, we have moved into the financial technology vertical and we will continue on this aggressive path in the coming quarters.”

     

    Added Mohit Gang Co-founder and CEO of Moneyfront.in: “MoneyFront enables investment in the investor friendly direct plans of mutual funds and provides automated financial advisory services via a comprehensive portfolio approach using a fully automated and paperless platform. This is a niche segment and iGenero came across as the agency which really understood our business and our vision. We liked their innovative ideas in digital space and are looking forward to their complete involvement in creating a strong mind space for Moneyfront.in while amplifying our value propositions. We believe in the philosophy that a ‘Happy client is your best advocate’ and we are sure that iGenero will make us their best advocate.”

     

  • BankBazaar marked the paperless day by handing out saplings to people as a reminder to be mindful about the paper we are using, how it affects our planet, and the alternatives available

    Bank Bazaar unveils #GoPaperless campaign on the digital platform

    By A Correspondent

     

    BankBazaar is working towards changing the paper-based mindset and is urging customers to look beyond paper. Though the brand has been talking about #PaperlessFinance since 2015, this year they chose a unique occasion to spread more awareness. On January 27, the day after Republic Day, millions of newspapers did not get printed in India. BankBazaar marked the day after Republic Day – a “paperless day”, by handing out saplings to people as a reminder to be mindful about the paper we are using, how it affects our planet, and the alternatives available.

     

    Speaking on the unique marketing initiative, Prince Thomas – Head Brand Marketing at BankBazaar said: “As an online business, BankBazaar is all about going the paperless route. Normally, people associate digital processes with convenience and speed, but rarely do they connect the environmental cost of paper-based processes. So we chose plants as our symbol to remind people to do their bit to nurture the world and their finances, and encourage them to think of #PaperlessFinance as not just an easier and faster but also environmental friendly option.”

     

    Speaking about the digital campaign, Adhil Shetty, CEO and Co-founder BankBazaar, said: “As an online marketplace for financial products, BankBazaar has always focused on processes that are simple, secure, and swift. We believe that paperless processes and the environment both go hand-in-hand and together, they tell a bigger, more inclusive story.”

     

  • The One Digital Entertainmenttalent ​wil create a special Yatra playlist as a part of the association

    Yatra.com partners with Prajakta Koli to create engaging experiences

    By A Correspondent

     

    Prajakta Koli

    Yatra.com has partnered with YouTube sensation PrajaktaKoli, a One Digital Entertainment talent. Koli, who has over 1 lakh subscribers on her channel, will create a special Yatra playlist called ‘Mostly Yatra’.

     

    Known for adding humourto the most mundane things that we come across in our daily life, through this series, she will be seen imparting her ‘Yatragyaan’ which is her witty take on being a traveler and various experiences and encounters that one comes across while you are travelling. The playlist consist of videos that range from the types of people on a road trip to the types of Indian travellers. ‘Mostly Yatra’ is a fortnightly property with videos being released every alternate Thursdays on Prajakta’s handle.

     

    Commenting on the association,Gurpreet Singh Bhasin, COO and co-founder of One Digital Entertainment said: “It’s great to be able to collaborate with India’s leading travel website, and for them to be interested in PrajaktaKoli only reinforces our belief in the digital talent we nurture. Mostly Yatra is a great concept and Prajakta being youth favorite because of her relatable fresh and quirky content, we are sure to appeal to the masses. This is a great collaboration for all three brands we think – Yatra.com, One Digital Entertainment and PrajaktaKoli.”

     

    Said ​Vikrant Mudaliar, CMO, Yatra.com: “Yatra has always been exploring new and innovative digital ideas. With youth being the largest consumer of digital content and Prajakta, being such a popular youth icon, we decided to collaborate with her. The idea was to showcase a light hearted, tongue – in – cheek take on various travel situations and that’s exactly what has been executed very well by Prajakta and her team.”

     

  • Prior to joining Republic, Jay was CIO at NDTV Worldwide where he built two healthcare startups

    Jay Chauhan to head digital venture at Republic

    By A Correspondent

     

    Jay Chauhan

    Jay Chauhan has joined Republic, Arnab Goswami’s media entity as COO for the digital venture and CTO for broadcast news.

     

    With 20 years of experience spanning television, digital and healthcare, Jay will be responsible for setting up and establishing market leadership for Republic’s global digital properties. Additionally, as CTO for broadcast news, he will be introducing innovation into news gathering as well as mobility solutions into technical operations for broadcast.

     

    According to a communique, a key focus area within Republic’s digital strategy will be the setting up of its global innovation centre in Bengaluru to house its team of data scientists, machine learning experts, developers and UX architects to build Republic’s sophisticated content platform.

     

    Commenting on Chauhan joining his team, Goswami said, “A gifted tech leader guiding our digital venture is a strong statement of what Republic stands for and what it will become – a true media tech company. I am excited to have Jay onboard with us on this journey.”

     

    On joining team Republic, Chauhan said: “It’s an exhilarating feeling being part of the Republic team’s vision of innovation and disruption on a global scale. I can’t wait to roll up my sleeves, deliver amazing digital content products for our global customer base and build a profitable digital business.”

     

  • Continuing with our publishing of insights from Warc's Toolkit 2017

    Marketing effectiveness in the digital age: WARC

     

    Marketing effectiveness requires striking the right balance between close targeting and mass reach, and between short and long-term strategies, according to Warc, the global marketing intelligence service, in its trend report ‘Toolkit 2017’ in association with Deloitte Digital.

     

    Said David Tiltman, Head of Content at Warc: “The decision by Procter & Gamble last year to cut back on targeted advertising on Facebook has led to an ‘intellectual battle’ with Media owners – both traditional and digital – engaged in a race to prove how effective their channels are in driving business outcomes, and how best to combine channels,” adding: “The big-picture issue is close targeting (particularly via digital channels) versus mass reach – and a number of FMCG brands have concluded that a renewed focus on reach will drive sales growth. With budgets under ongoing pressure, more studies along these lines can be expected in 2017,” continued Tiltman.

     

    “At a time when businesses are talking about ‘digital transformation’, marketers are ideally placed to engage with customers in new ways across emerging touchpointsin a more informed manner,” added Jason Warnes, Digital Marketing Partner, Deloitte Digital.

     

    Key insights identified in Warc’s Toolkit 2017 on ‘Effectiveness in the Digital Age’ that will impact marketers are:

    1. Major FMCG advertisers are pulling back from granular targeting:
    In August, Procter & Gamble’s Chief Brand Officer Marc Pritchard publically questioned the value of close targeting of audiences on Facebook. In doing so, he cast doubt on one of digital’s key benefits over so-called traditional media – the ability to target more closely – and resurfaced the industry debate on close targeting versus reach.

     

    2. Short-termism weakens links between creativity and effectiveness:

    Research by marketing consultant Peter Field based on data from the IPA, a UK ad agency association, and The Gunn Report, a ranking of creative advertising, found that short-termism and pressure on budgets are weakening creative effectiveness. The shift of budget into digital media, where short-term metrics are common, has exacerbated this shift. In short, the impact of highly creative work has halved since 2011 as a result of these forces.

     

    3. However, digital platforms are making TV more effective:
    A further study by Peter Field and Les Binet of adam&eveDDB suggests that digital platforms can be used to make so-called ‘traditional’ media more powerful than they used to be. They do so in two ways. They provide additional reach for video content by, for example, combining TV with online video. They also provide a wide range of activation channels that can complement the long-term brand-building efforts of other channels.

     

    4. Digital has a ‘reach ceiling’ and is most effective supporting TV:
    Research by Nielsen confirms that TV remains the biggest single driver of reach, ahead of digital platforms. Brands currently investing in TV who want to maintain reach are advised not to go digital-only; doing so may mean they hit a ‘reach-ceiling’. However, digital does add an average incremental reach to a TV campaign of 4.4%. The research also suggested that mobile is now performing on a par with or better than desktop at delivering impressions to an intended audience.

     

    5. Mainstream channels are fighting back in the effectiveness ‘arms race’:
    Industry bodies representing several mainstream media channels have released a number of in-depth studies supporting the effectiveness credentials of those channels. For example, a UK report on radio by trade body Radiocentre claimed that the channel delivered a 7:1 return on investment, and that one of the key benefits of radio is its ability to extend the reach of brand campaigns. Separate research by trade body Newsworks concluded that advertising in newspapers makes TV twice as effective and online display four times as effective.

     

    6. Social sites are starting to focus on business outcomes:
    Facebook has openly criticised some of the measures marketers are using on the social site (and, by extension, other social platforms). It is focusing on research that links advertising exposure on Facebook to sales increases.

     

  • Though being offered free for a month starting Feb 9, it will be priced between Rs 15 and 60 per service on a monthly basis

    Hathway launches special content package

    By A Correspondent

     

    Leading MSO Hathway Cable and Datacom announced the launch of a new segment – Hathway Special, a service which is essentially available to DTH subscribers. Available for all Hathway subscribers, the adfree service will be offered for a free preview starting February 9 2017 for 30 days. Hathway Special will cater to customers looking for additional services over and above broadcaster channels and will be priced between Rs 15 and 60 per service on a monthly basis.

     

    To begin with, subscribers will have a choice of viewing value added services across nine genres including blockbuster films and music videos. Additionally, devotional content and animated content for children is also available on Hathway Special.

     

    Speaking on the occasion, T S Panesar, Chief Executive Officer, Video Business, Hathway Cable and Datacom said, “At Hathway, we take pride in being the first MSO in the country to launch exclusive and diverse Value Added Services for all our subscribers. With the addition of the new service – Hathway Special, it is our endeavour to provide services best in the industry, be it in the form of experience, quality or pricing. We are empowering our LCOs to further enhance their business in terms of earnings and efficiency with this new Value Added Service. We are sure that Hathway Special will add significant earnings to the LCO just as the Hathway Connect Portal helped in ease of business and improved efficiency for all.”

     

  • Unique Thematic Campaign "Comebackpedia" to promote Newly Launched #Wowsome 2017 Grand i10

    Hyundai launches innovative digital campaign “Comebackpedia”

    By A Correspondent

     

    Hyundai Motor India Ltd. launched the innovative digital campaign – ‘Comebackpedia’ for the new 2017 Grand i10.

     

    Speaking about the Digital campaign, Puneet Anand, General Manager & Group Head- Marketing, Hyundai Motor India, said “Hyundai Motor India is the country’s most loved car manufacturer and as a part of our Experience Hyundai initiative, we are constantly innovating and improving Hyundai brand experience for our customers. Hyundai has a strong focus towards digital marketing to engage the youth across all digital platforms and #Wowsome campaign “Comebackpedia” is a step ahead in the direction.”

     

    Innovation and customer centric approach have been pillars of growth and philosophy of Hyundai globally. India is moving fast towards digitalization and content marketing has gained importance. Hyundai is committed to innovate across all digital platforms and to break through the content clutter, the innovative concept of creating Comebackpedia came into being. Hyundai tied-up with India’s seven acclaimed humour artists to create first of its kind encyclopedia of interesting comebacks, in the form of memes, a format popular among the youth on digital platforms to voice their reactions on current topics.

     

    To participate, fans have to create a meme using the expressions of their favourite artists and add an interesting reaction to a comeback and further share it with their friends. The most unique memes will feature in the video created by the humour artists and will also get a chance to win #Wowsome merchandise from Hyundai.