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Tag: Dentsu Aegis Network Asia Pacific

  • It’s billed as the world's first gaming DSP for programmatic advertising across APAC

    DAN India’s data sciences division launches ‘Dentsu Play’

    By A Correspondent

     

    DAN India’s data sciences division has launched ‘Dentsu Play’, billed as the world’s first gaming DSP for programmatic advertising across APAC.

     

    Gautam Mehra

    Commenting on the launch, Gautam Mehra, CEO, DAN Programmatic & Chief Data Officer, DAN – South Asia said: “With the growing frictionless payment facilities, mobile phone prices, data rates and promotion of localized content, there has been a surge in the gaming ecosystem within the country that has only propelled further in the lockdown era. The increasing demand from clients to understand more about these audiences to build strong consumer-brand relationships has been a long-standing pain point. The absence of a single ecosystem to understand and buy these audiences in a seamless manner has been a key challenge for advertisers that we are now able to resolve with Dentsu Play. Dentsu Play will overlay complex machine learning algorithms to better segment audiences and identify opportunities that yield maximum value for brands as well as gaming partners integrated with the ecosystem. It will also be capable of serving completely playable ads that have known to have high engagement rates and are a capability of only a handful of DSPs that exist today. Dentsu Play will bring to the forefront better control over performance and insights, whilst ensuring the best of technology deployed to ensure brand safety and transparency.”

     

    Sunil Naryani

    Added Sunil Naryani, Vice President Commercials & Partnerships, Amplifi, Dentsu Aegis Network Asia Pacific: “The pace at which gaming and e-sports in the Asia Pacific region is growing is absolutely phenomenal. New startups are mushrooming the space every month. The industry has already attracted some of the biggest names in the global ecosystem such as Youzu, Nazara, Unity Tencent and Alibaba investing in it and has over 500 game development companies actively invested. Forging a unique and one of a kind partnership with Unity Technologies, Dentsu Play will expand the network’s capabilities in programmatic gaming with the ability to deploy engaging creatives at scale across the APAC region.”

     

     

  • Advertising spends will reachRs624 billion, reports the mid-year Dentsu Adspends Report 2018

    Dentsu adspend forecast for 2018 down from 12.5% to 10.5%

     

    By A Correspondent

     

    Leading advertising and digital communications group Dentsu Aegis Network released its biannual global forecasts, pointing to a more positive 2018 for Asia Pacific advertising expenditure than previously expected. Adspend growth will rise from 4.0% in 2017 to hit 4.5% in 2018 – higher than the 4.2% forecast in January 2018 and taking total investment to USD 215.95 billion. Regional events such as the 2018 World Cup will be held in Russia, 2018 Winter Olympics South Korea, Asian Games in Indonesia and Australian federal election will play an important role in stimulating growth.

     

    But the growth forecast for India – 12.5% made in January 2018 – is now 10.5%

     

    Speaking on the Indian context, Kartik Iyer, President- Media Brands and Amplifi – Dentsu Aegis Network India said, “India’s ad spend is projected to grow at 10.5% as compared to the beginning of the year when the growth was expected to be over 11%. Digital continues its rapid growth (31.9%) with online video –gaining in share. This has been driven largely by the availability of high speed connectivity across the country, it is only set to grow faster. TV with a projected market share of 39.1 % continues to lead the media share of pie with Print at 29.3%. It wouldn’t be a surprise to see some forward thinking brands trying to use Video Instead of TV  in a few test and learn cases.” [As per the communique we received from DAN in January, the forecast was 12.5% and not 11% as mentioned by Kartik Iyer. The table below – supplied by DAN – does give mention the earlier forecast as 12.5%]

     

    Geographically, Asia Pacific is a major growth region, contributing 41% of the global increase (USD 613.5 billion). Comparatively, North America accounts for 32%, Western Europe accounts for 13% with Latin America at 8% and Eastern Europe 5%.

     

    Commenting on the latest forecasts, Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said, “The region as a whole displays a positive outlook with increasing growth rates. We are seeing upward revisions in most key markets, with India, the Philippines and Vietnam showing high rates of growth. Spend in China continues to grow at pace, though driven almost entirely by the ecommerce platforms, Alibaba, Tencent and Baidu. Digital remains the dominant growth area with a quarter of Asia Pacific advertising spend expected to be delivered through mobile for the first time. Digital will be the leading form of advertising in half of the markets that we track in the region.”

     

    Key market trends

    :: India: India advertising spend market is expected to grow in 2018 by 10.5% to reach 624 billion rupees. Though there had been a slow start in Q1-2018, the market was picking up from March-April, fueled by a stable recovery post demonetisation/GST/RERA buoyed by the State Elections in Meghalaya, Tripura, Nagaland and Karnataka in April. The India South Africa Match in January, Budget announcement in February, lead to continued expansion and growth of regional newspapers and television. Both social and online video will see growth for the next five years as India continues to evolve their internet, mobile, cloud audience.

     

    :: China: China’s advertising market is predicted to grow 6.5% in 2018, up from the previous forecast of 5.4%, to reach RMB 630 billion – 16.2% of global ad investment. Growth will be driven by digital, which is forecast to command 60% of advertising spend and increase by 14.8%. The online giants Baidu, Alibaba and Tencent (BAT) are projected to contribute around 80% of this growth, underlining their dominance of the marketplace. Mobile payments are also one to watch in the coming years as platforms such as WeChat or Alipay make cash obsolete in large parts of the country.

     

    :: Australia: Australia advertising spend is forecast to show continued growth in 2018, increasing by 2.8% to reach AUD 15.7 billion. The main driver of growth will be election related advertising which includes a boost in advertising by the governments involved as a means to promote the great things they have done during their time in power. In 2018 we expect more than 40% of growth to come from this sector and a further 40% to come from Gambling, Retail and Finance advertising. Digital media is expected to increase by 6.1% in 2018, representing 48% share of the total media spend, which could be a result of brand safety issues where advertisers and media owners look to more autonomy and control of their content.

     

    Global Media trends

     

    Mobile on the go

    The mobile device is steadily becoming our primary point of access to all digital services and content. In 2018, 52.2% of all worldwide online traffic was generated through mobile phones, up from 50.3% in the previous year, according to Statista. People now spend an unprecedented amount of time on their smartphones—more than five hours a day, according to some estimates. This growth in usage is largely driven by the widespread availability of high-quality digital Video. Mobile Video consumption is exploding among all age groups and content categories. 9 in 10 Social media users opt for mobile browsing, with mobile apps accounting for 70% of time spent on Social media.

     

    Reflecting this, mobile is forecast to represent a quarter of global ad spend 25.2% this year exceeding the previous prediction of 24.8%. With Mobile payments forecast to be more popular in the coming years, Mobile is set to continue on a positive growth trajectory a forecast 23.3% in 2018 and 18.8% in 2019.

     

    Digital still calls the tune

    Worldwide Digital media spend is forecast to increase by 12.6% in 2018, more than three times the rate of all media (3.9%), to reach US$230.6 billion—a US$25.7 billion incremental increase year-on-year. Online Video (+24.6%) and Social Media (+21.6%) are particularly strong. Paid Search continues to account for the largest share of digital (39%). As previously predicted, Digital will overtake TV for the first time this year to account for 38.4% share of total ad spend vs. 35.5%. In the US, Digital spend is forecast to overtake TV in 2019. Programmatic ad spend is expected to grow by 23.2% in 2018 and 19.1% in 2019 as the ability to consolidate programmatic buying strategies across formats and devices continues to be an opportunity for advertisers to reach the most valuable audiences at scale.

    :: Traditional media spend is forecast to decline by just -0.5% in 2018 and -0.4% in 2019. Newspapers and magazines are expected to continue their downward trend, with falls of -7.5% and -6.5% respectively. Radio (+2.0%), Out of Home (+2.2%) and Cinema (+5.9%) spend are expected to show steady growth.

    :: TV spend is forecast to move back into growth in 2018 (+1.2%), following a -0.7% decline in 2017, remaining a major medium in the mix with 35.5% of overall investment.

     

    Growth in global ad spend 2017-19 (% y-o-y at current prices)

      2017a 2018f 2019f
    GLOBAL 3.3 (3.1) 3.9 (3.6) 3.8
    NORTH AMERICA 2.5 (2.5) 3.4 (3.1) 3.2
    USA 2.6 (2.6) 3.4 (3.2) 3.1
    CANADA 0.0 (0.0) 2.3 (1.1) 5.1
    W. EUROPE 3.2 (3.3) 2.9 (2.6) 2.9
    UK 4.2 (3.6) 4.2 (3.8) 4.7
    GERMANY 2.3 (2.2) 2.6 (2.6) 2.9
    FRANCE 2.7 (1.7) 2.5 (2.0) 2.8
    ITALY 0.9 (0.9) 1.4 (1.9) 1.1
    SPAIN 2.3 (1.9) 1.5 (1.4) 1.2
    C&EE 8.8 (8.3) 7.8 (7.4) 6.6
    RUSSIA 14.3 (12.9) 11.7 (10.4) 8.5
    ASIA PACIFIC 4.0 (3.5) 4.5 (4.2) 4.4
    AUSTRALIA 2.3 (2.7) 2.8 (2.9) 2.4
    CHINA 6.3 (6.0) 6.5 (5.4) 6.0
    INDIA 8.9 (9.6) 10.5 (12.5) 11.1
    JAPAN 1.6 (1.0) 1.5 (1.6) 1.2
    LATIN AMERICA 8.3 (8.1) 6.9 (8.8) 7.3
    BRAZIL 2.8 (2.1) 2.3 (5.0) 2.6
      Figures in brackets show our previous forecasts from Jan 2018

     

  • DAN acquires Fountainhead Entertainment to further bossman Ashish Bhasin's quest to be #2 agency network

    Biggest ever Experiential Media buy as Dentsu Aegis acquires Fountainhead

     

    By A Correspondent

     

    It’s being touted as the biggest ever buy of an experiential agency in India. Okay, okay, there was Encompass bought by WPP not long ago, but that was in a different era. If all milestones are achieved, the deal size could get the six Fountainhead owners richer by some 400 crore. In INR.

     

    So here’s the news: Dentsu Aegis Network has announced the acquisition of Fountainhead Entertainment Pvt.Ltd, one of India’s leading event and experiential agencies.

     

    Established in 1994 and now with more than 205 experiential specialists, Fountainhead is headquartered in Mumbai and has offices in Delhi and Bengaluru. Founded by Chairman Brian Tellis, Managing Director Neale Murray and Director Otis D’Souza and  later joined by co-directors, media honcho Pradeep Guha, V G Jairam and Owen Roncon,

     

    Post-acquisition, Fountainhead will continue to be led by co-founder and CEO Brian Tellis. The current management team will also continue as is. Tellis will report into Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia. Some time next year (2016), the existing experiential offering of psLIVE, with 86 people in India, will be merged with Fountainhead, making the combined agency India’s largest experiential and activation agency business.

     

    Nick Waters, CEO of Dentsu Aegis Network Asia Pacific said, “Fountainhead’s reputation in the event and activation market, and their extensive experience in both music and sports marketing, complements and strengthens our experiential offering in one of the region’s most exciting markets. This move represents a further step in our continued investment programme in the Indian market.We welcome Brian and the wider team to the network.”

     

    Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia said, “As the fastest growing network in India, we are continuing to expand our portfolio of diverse specialisations available to our growing client base. Fountainhead’s creative quality and reputation in the market make it the perfect addition to Dentsu Aegis Network India. Our unique ‘One P & L’ philosophy will help us bring their expertise to all Dentsu Aegis Network clients. This is another big step forward in helping us achieve our mission of being the second largest agency group by end 2017 in India, overturning for the first time the existing ranking which has historically been in place for over 80 years in India.”

     

    Brian Tellis, Co-founder and CEO of Fountainhead said, “Our vision is to deliver world class experiences to our stake holders. To set benchmarks in delivery through cutting-edge creativity, innovation, value pricing and practices and processes.  We are thrilled to join Dentsu Aegis Network. The sheer dynamism of the group will open up opportunities for us. Our values are well aligned and the potentially combined entity of Fountainhead and psLIVE will become the most comprehensive experiential offering in India. We are very excited about this opportunity and the growth potential it offers. Fountainhead, a full service experiential agency, will now start to align with an enviable spectrum of brands through the Dentsu Aegis Network.”

     

    Fountainhead boasts a client base of more than a hundred on all types of events, digital initiatives, product launches, brand activation and meetings, incentives, conferences and exhibitions. The five brands within the growing business are: Fountainhead Events, Oranjuice Entertainment, Fountainhead Activations, Fountainhead Corporate Journeys and Fountainhead Digital. Together, they deliver in excess of 350 events annually, a communiqué noted

     

    Fountainhead will retain its identity and branding, working alongside the other specialist Dentsu Aegis Network brands locally: Carat, iProspect, Isobar, Posterscope, Vizeum, Amnet, Dentsu media, Dentsu branded agencies (Dentsu Creative Impact, Dentsu Marcom, Dentsu Communications, Taproot Dentsu, Dentsu Webchutney), WATConsult and Milestone Brandcom.

     

  • They are introducing for the first time Youth Labs for young delegates

    Plans unveiled for 10th edition of Goafest

    By A Correspondent

     

    L-R Dr. M.G. Parameswaran-President of AAAI, Mr. Nakul Chopra- Chairman of Goafest 2015 & Vice President of Advertising Agencies Association of India (AAAI), Ajay Chandwani, Managing committee member of the Advertisement

    The Organizing Committee of Goafest 2015 recently shared the roadmap for the event to be held from April 9 – 11 at The Grand Hyatt, Bambolim. The Committee also announced key initiatives and released the first list of speakers at the event.

     

    In its 10th year, efforts are being made to make the event distinctive and grand. Nakul Chopra- Chairman of Goafest 2015 & Vice President of Advertising Agencies Association of India (AAAI) said, “It is our endeavour to make Goafest 2015 better and superior. While the Advertising Conclave will be held on Day 1; the Knowledge Seminars will be held on Day 2 & 3. There will be a Leadership Summit on 11th April, which will bring together best minds in the field of advertising, communications, marketing industry to discuss, debate, interact, offer thoughts & experiences, share ideas and questions on our industry. These programmes are augmented with a series of presentations from leaders in their respective fields and panel debates.”

     

    Chopra further added, “We are also introducing for the first time Youth Labs for young delegates. These Youth Labs will have a separate Creative Lab and Media Lab. The aim of these Youth Labs will be to provide a platform for youngsters to interact with stalwarts in the industry and get them to sharpen and hone their skills.”

     

    The Organizing Committee also released the first list of speakers for the Knowledge Seminars: Ted Lim- Chief Creative Officer, Dentsu Aegis Network Asia Pacific, Alan Moseley- President and Creative Officer, 180 Amsterdam, Neil Stewart- Head of Agency, APAC Region, Facebook, Guy Abrahams- Worldwide Strategic Marketing Officer, Zenith Optimedia and Devdutt Pattanik- Author & Mythologist.

     

    Dr. MG Parameswaran-President of AAAI said, “Goafest 2015 will have a great mix of speakers this year. Our effort is get the 2500+ participants to listen to and interact with the best, the world has to offer. As in the previous years, we will have stimulating Q&A sessions moderated by senior marketing professionals.”​

     

    For the eighth year that AAAI and The Advertising Club will come together to deliver Abbys, India’s definitive awards that celebrate creativity. Pratap Bose- President of The Advertising Club & Chairman of The Awards Governing Council (AGC), said, “The initiatives introduced last year were widely appreciated by all the stakeholders. We will continue to follow the stringent and now well accepted norms for Abbys. An exciting feature that we introduced this year is that the Campaigns that have been released till February 15, 2015, are now allowed to submit their entries at this year’s Abbys.”

     

    Continuing with the changes that were inducted in 2012 – there will be a Grand Prix for Film, Print, Radio, Outdoor, Design, Interactive Digital, Direct, Media and Integrated. This year too there will be awindow of ten days before the final judging round. During this window, shortlisted entries will be available for the entire industry to review. However, Abbys once awarded will stay awarded.

     

  • Dentsu Aegis Network acquires majority share in leading integrated Out-of-Home agency Milestone Brandcom

    Dentsu OOH firm Milestone Brandcom

    By A Correspondent

     

    Dentsu Aegis Network has announced the acquisition of Milestone Brandcom, the leading Out-of-Home (OOH) agency by taking a majority share in the firm. With the acquisition of Milestone Brandcom, combined with Posterscope – Dentsu Aegis Network’s global outdoor media agency – Dentsu Aegis Network gains much clout in the Indian OOH space in terms of quality and volume.

     

    Founded in October 2009 and led by founder and managing director Nabendu Bhattacharyya, Milestone Brandcom has more than 100 active clients across a wide range of industries, and provide a full service comprehensive OOH offering which includes an event promotion activation division, rural OOH activation, retail and digital OOH division. Milestone Brandcom recently launched the ‘Milestone Optimizer’, a powerful tool which optimises OOH media plans by tracking 25,000 sites across India and providing Gross Impression Points of an OOH campaign, a first in India.

     

    Nabendu Bhattacharyya will continue as CEO and Managing Director of Milestone Brandcom, reporting to Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia.

     

    Said Mr Bhattacharyya: “We are thrilled to join hands with the Dentsu Aegis Network and my entire team and I are looking forward to taking Milestone Brandcom to even greater heights. Being a part of a dynamic global group like Dentsu Aegis Network will help us be stronger together. OOH will become more and more important in India and we are confident that as market leaders we will be at the forefront of this progress.”

     

    Said Nick Waters, CEO of Dentsu Aegis Network Asia Pacific: “Milestone Brandcom is a highly awarded and well respected agency in India. This acquisition marks another significant step as we build a high quality and scaled group in India.  We welcome Nabendu and the team to the company.”

     

    Added Mr Bhasin: “Milestone Brandcom is not only a market leader but also a pioneer of several developments in the OOH industry in India. Posterscope was already amongst India’s fastest growing brands. This investment now establishes clear leadership for us in this very important medium, making us the leader in the OOH and OOH Retail space in India. We believe that OOH will play an increasingly important role for clients in years to come so we are delighted to be able to offer clients a market leading service.”