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Tag: Amardeep Singh

  • And over 66% people subscribe to more than 1 OTT app, notes Affle's Mediasmart India CTV Report 2021

    Majority Indians spend 1 to 4 hours on Connected TV

     

    By Our Staff

     

    ‘India CTV Report 2021 – Mapping Connected TV (CTV) Viewership in India and the Opportunities for Brands’, a report from Mediasmart, an Affle company, highlights the changing media consumption patterns of the Indian consumer. India is undergoing digital transformation and consumers are steadily moving away from traditional linear TV to CTV and OTTs. This change presents an untapped advertising opportunity for brands and advertisers. The report highlights consumer adoption insights layered with an expert view on possible advertising potential of the CTV medium.

     

    According to the report, key CTV viewership trends and insights include:

     

    Out of the select audience surveyed, 78% own a Smart TV and 93% of these smart TV users access internet based content Mobile-first, active and aware CTV consumers: CTV users are young, urban adults who are already mobile-first and are actively engaging with diverse apps such as – 89% of the respondents are social media users, 82% are e-commerce, 44% are gamers and more

     

    Content on demand: over 59% respondents prefer downloading apps via Smart TV App Store, while 26% respondents primarily consume content via pre-installed apps and a small section (15% respondents) use the dongle to stream content on TV One device, many uses: Close to 70% respondents spend between 1 to 4 hours on CTV watching movies (91%), streaming music (64%), playing games (47%) or watching news (64%) Spending ability and OTT preferences: Over 65% respondents subscribe to more than one OTT app.  There is 40%+ adoption for the leading eight OTT apps in India: Disney+Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT and Alt Balaji. The inclination on app usage is also heavily dependent on seasonality and timing Limited barriers to viewership and adoption: Unlike mobile usage of internet, which requires literacy levels, CTV consumption cuts across age, language, and city barriers. By going vernacular, advertisers can engage with users in ads of their language Said Nikhil Kumar, Senior Director, Mediasmart: “The world is moving towards immersive watching experiences and CTV is an exciting space to be at. It is interesting to see leading advertisers in the country adopt CTV advertising as a critical new addition to their media mix. CTV advertising is here to stay and with evolutionary solutions provided by mediasmart on Household Sync technology, we are powering brands to engage with relevant consumers across the connected devices.”

     

    Added Amardeep Singh, CEO of Interactive Avenues, on the CTV opportunity in the report: “Advertisers globally – and in India – are lapping up the CTV opportunity as it continues to grow as an exciting medium for digital advertising. We have seen great results and ROI for some of our top clients who are already using the CTV ad technology from mediasmart. This research is a step in the right direction to build standard industry metrics, even as technologies like Household Sync make CTV more measurable and impactful.” It may be recalled that Interactive Avenues, an IPG Mediabrands company, partnered with Affle’s mediasmart platform for programmatic and Connected TV (CTV) advertising in India.

     

  • The award was presented at the IAMAI's India Digital Awards held in Delhi on Thursday

    Interactive Avenues is IAMAI Best Digital Agency for 4th time

    By A Correspondent

     

    The Internet and Mobile Association of India (IAMAI) has named IPG Mediabrands’ full-service digital agency, Interactive Avenues (IA) as the Best Digital Agency of the Year for the fourth time in a row. The 7th edition of IAMAI’s India Digital Awards was part of the 11th India Digital Summit held in New Delhi.

     

    At the 2017, India Digital Awards, Interactive Avenues won 4 Gold (including the Best Digital Agency of the Year), one Silver and two Bronze trophies. The agency picked the Gold awards for Reckitt Benckiser’s Display Campaign, Johnson & Johnson’s Search Marketing Campaign and American Express Email Marketing Campaign. It picked the Silver award for Coca-Cola India’s Social Media Marketing Campaign. The agency grabbed the two Bronze awards for Samsonite Most Innovative Use of Content and Jockey’s Search Campaigns.

     

    “Last year when we picked up this trophy for the third time, it seemed liked a momentous occasion in our journey as an agency. But winning this award for the fourth time is really gratifying and reinforces our belief in the kind of work we are doing and the value we are adding to our client’s business”, said, Amardeep Singh, CEO, Interactive Avenues, adding: “IPG Mediabrands’ commitment in bringing in the most cutting edge tools and techniques to India has made Interactive Avenues the most future ready digital agency in the country We have India’s largest end-to-end social management infrastructure & teams, the most advanced data analytics and programmatic platforms and listening centres and several proprietary research tools.”

     

     

  • The Anthem is an extension of the Unite 2 campaign

    Micromax unveils ‘Roobaroo Micromax Unite Anthem’

    Urging the citizens of the country to rise above the diversity of languages and embrace music that unites all, Micromax Informatics Limited has unveiled the ‘Roobaroo Micromax Unite Anthem’ in a first of its kind initiative bringing together 10 artists, singing one song in 9 languages. Recreating the cult patriotic song, ‘Roobaroo’, the Anthem is an extension of the Unite 2 campaign, again a first from Micromax offering users 21 languages in 1 phone, thus democratizing technology for the masses.

     

    Speaking on the occasion, Shubhodip Pal, Chief Marketing Officer, Micromax said, “With the successful launch of the Micromax Unite 2, we have managed to create a powerful medium for our consumers to interact in their preferred language using their phone. The Roobaroo Micromax Unite Anthem celebrates the spirit of unity in diversity bringing alive the versatility of India where myriad cultures merge to form the country’s identity.  We would like to thank all the 10 artists and Sony Music who extended their support for this stunning initiative.” He further added, “Initially conceptualized as an online initiative by Interactive Avenues, we realized the power and the potential of this unique concept and have now decided to execute a 360 degree campaign directed to engage with our target audiences instilling a sense of pride of using their mother tongue. With Sony Music, we have been able to identify the right track – Roobaroo, which is an iconic anthem that connects emotionally with the youth and was most suited to deliver the message of unity.”

     

    Launched in association with Sony Music Entertainment India, the Micromax Unite Anthem is based on the extremely popular track – Roobaroo, which has been rewritten and re-mastered with new lyrics in 9 languages performed by 10 artists. The track has been created to bring in the sounds of a United India covering genres like Classic, Folk, Acapella, Beat boxing & Rap. The artists are Benny Dayal, Raghu Dixit, Neeti Mohan, Brodha V, Voctronica, Sanam Puri, Swaroop Khan, Kamaal Khan, Apekhsa Dandekar and Shruti Pathak.

     

    Amardeep Singh, CEO, Interactive Avenues said, “Micromax is a brand which is always open to try new innovative things, making it one of the reasons why the brand has grown leaps and bounds. For the Unite 2 campaign, we wanted to highlight the most appealing feature of the phone of giving users the freedom to express in their mother tongue. Hence, we came up with the idea of a multilingual theme song as an extension of the main campaign. The Roobaroo Micromax Unite Anthem celebrates the fact that we live in a country which is united despite its different cultures, communities and languages. We are sure that it is going to strike a chord with every citizen of the country.”