MxMIndia

Tag: Google India

  • With mantra: 'Break the Bias, together'

    IAA holds second edition of the Voice of Change summit

    By Our Staff

     

    The International Advertising Association (IAA) India Chapter, held the second edition of the Voice of Change summit: ‘Gender Portrayal from 30 seconds to 3 Hours’ last Thursday (November 9).

     

    After introductions and elucidation of the mission statements by Megha Tata, Co-Chair, IAA Women Empowerment Committee and Immediate Past President, IAA India Chapter, and Nina Elavia Jaipuria, Chairperson, IAA Women Empowerment Committee, there was an address by Cynthia McCaffrey from the Unicef “Gender inequalities in children’s lives and in the lives of those who care for them, hinder their growth, development, learning and eventually in reaching their full potential. Statistically, the lack of parity impacts girls and women the most but also disadvantages men and boys,” she said, adding: “Children observe and learn social cues from many forms of content including advertising and it plays a powerful role in shifting perceptions on gender roles. UNICEF is delighted to be the knowledge partner with IAA and its members on this very important journey to promote positive gender roles and practices through advertising, so every young person can live a life free from stereotypes and achieve their full potential”.

     

    A multi-lingual study powered  by  Google  AI  titled,  “Reflecting  India  –  An intersectional   and   longitudinal   analysis   of   popular scripted television from 2018 to 2022”, led jointly by the Geena Davis Institute on Gender in Media (GDI), the Signal Analysis and Interpretation Laboratory (SAIL) at the University of Southern California (USC) as the academic advisor, and the IAA as media studies advisor was also unveiled at the event. The study covered the 10 most popular scripted television shows in India across five languages – Hindi, Bengali, Tamil, Kannada, and Telugu – between 2018 and 2022, according to the Broadcast  Audience Research Council (BARC), India.

     

    The study revealed several data-driven insights about representation in the India media and entertainment sector. Across all the shows analysed, young adults between the ages of 18 and 32 were seen the most, accounting for 75.6% of all characters present on screen, while characters with lighter skin appeared 8X more than characters with medium or dark skin tones. Female characters were present on screen and their names mentioned in dialogue more than male characters, amounting to over half of a show’s time, with 7 in 10 of all perceived female characters on screen typically being young and having lighter skin tones.

     

    Said Neha Barjatya, Director, Marketing, Google India: “Access to digital is crucial to opening up the gateways of information, opportunity and progress, and we’re committed to building products that empower everyone to use the internet with convenience and confidence. Bridging the digital gender gap is core to this, and we’re committed to doing our part to ensure women’s participation in the digital economy is equitable – be they as creators, innovators, or entrepreneurs. As an AI-first company, we’re delighted to power this groundbreaking study and join hands with GDI, SAIL and IAA to build a better understanding of representation in popular media, and inform the industry’s progression towards greater inclusiveness.”

     

    Chief Guest Khushbu Sundar, Founder, Avni Cinemas and Member of National Commission for Women, also spoke on the occasion.

     

    The event saw the felicitation of Gender Warriors, industry seniors who have “championed gender equity, and led by example as protagonists of change”. This included advertising veteran KV ‘Pops’ Sridhar, Dr  A L  Sharada, Director, Population First, and social activist Dr Shyam Sundar Paliwal.

     

    Additionally, the event also recognized the distinguished service of, and felicitated the IAA North Star awardees, Srinivasan Swamy, Chairman and Managing Director, R K Swamy and Ramesh Narayan, Founder, Canco Advertising, for their contribution to the IAA.

     

    The day also saw panel discussion with industry experts Sameer Nair, MD, Applause Entertainment; Aparna Purohit, Head of Originals, Amazon Prime Video; Gaurav Banerjee, Content and Business Head, Disney Star, journalist Anuradha Sengupta, Raj Kamble, Founder and CCO, Famous Innovation; Mansha Tandon, Head of Marketing, YouTube India; Dr A L Sharada, director-screenplaywWriter Renzil D’Silva and journalist Prasad Sangameshwaran, among others.

     

    The day concluded with a fireside chat with actor and activist Dia Mirza conducted by television host Atika Farooqui.

     

  • He replaces Sanjay Gupta, Vice President and Country Manager, Google India

    Harsh Jain to be IAMAI Chairman

    By Our Staff

     

    The Internet and Mobile Association of India (IAMAI, www.iamai.in) announced today that based on the governing council election, Harsh Jain, Co-founder, and CEO of Dream Sports has been elected the Chairman of the association.  He replaces Sanjay Gupta, Vice President and Country Manager, Google India. Rajesh Magow, Co-Founder & Group CEO, MakeMyTrip, and Satyan Ganjwani, Vice Chairman, Times Internet, have been elected the Vice Chairman and the Treasurer of the association replacing Shivnath Thukral and Harshil Mathur respectively. They would together form the association’s executive council along with the ex-officio member Dr. Subho Ray, President, IAMAI.

     

    The new 24-member Governing Council and the new Executive Council of the IAMAI will take charge from the present councils at the upcoming Annual General Meeting. The IAMAI Governing Council election is held every two years.  Eighty-three members of the IAMAI contested the elections this year following the end of the two-year tenure of the previous council.

     

  • Explores impact of digital transformation on advertising and marketers

    IAA hosts first digital event TechPulse

    By Our Staff

     

    The India Chapter of International Advertising Association (IAA) hosted its first-ever onground digital event, TechPulse.

     

    The theme of the event, “Digital Transformation: Implications for Advertising and Marketers,” saw discussions on opportunities and challenges presented by the digital landscape. Said Neena Dasgupta, Chairperson, IAA TechPulse, and CEO & Founder of The Salt Inc Consulting, CEO of Aidem Ventures: “With TechPulse, we brought together some of the brightest minds in the advertising and market industry. Going forward, IAA TechPulse will provide a platform for industry professionals to learn, share, and collaborate on the latest developments in the field.”

     

    IAA India chapter TechPulse kicked off with a minute of silence in honour of Siddharth Rao, Co-Founder WebChutney (acquired by Dentsu) and Punt Partners. Neena Dasgupta and Avinash Pandey, President – IAA India Chapter and CEO, ABP Network, set the context for the event before a conversation by Megha Tata, CEO Cosmos-Maya, and Anant Goenka, Chairperson, IAA TechPulse & Executive Director, The Indian Express Group, on the change in content delivery in linear and integrated context.

     

    The main event began with a session by Neeraj Roy, Founder & CEO of Hungama Digital Media Entertainment Limited, on the role of technology in India’s digital foundation and the opportunities it presents for maximizing efficiency. The event also saw a session by Charulata Ravi Kumar, MD of Accenture, on the topic of digital disruption and its impact on socio-economic changes.

     

    Karthi Marshan, Advisor, Kotak highlighted on the need for cautiously adopting the latest developments specifically in the areas of Banking and Finance. Niraj Ruparel, Emerging Tech Lead at GroupM/WPP presented some novel applications of Generative AI. Tarun Katial, Founder & CEO of COTO App discussed the marketer’s dilemma in the conversational AI era and how to solve it.

     

    TechPulse also featured a panel discussion on “Marketing Solutions in a cookie-less world,” moderated by Nandini Dias, Former CEO, Lodestar UM. The panel members, Prasad Shejale, Founder & CEO, Logicserve Digital, Sanjay Sindhwani, CEO, Indian Express Digital, Siddharth Dhabade, Managing Director, MiQ, and Neil George, Managing Director, Nivea India, discussed the challenges and opportunities of marketing in a cookie-less world.

     

    Satya Raghavan, Director Marketing Partners at Google India, highlighted developments happening at Google in understanding consumer behaviour given emerging environmental and contextual constraints. Shilpa Sadana, Associate Director of Sales at Affinity Global Advertising and Ritu Mittal, Head of Marketing and Digital at Bayer Consumer presented a case study highlighting the significance of research insights in formulating creatives for digital platforms.

     

    The need for integrated media measurement and possible guidelines for it was presented by Priya Choudhary, Director of Business Solutions & Insights at Google India. This was followed by an panel discussion, moderated by Vivek Malhotra, Group CMO (India Today Group) and COO Consumer Revenue, focused on the new world of cross-media measurement. The panel members, L V Krishnan, CEO, TAM Media Research, Anand Chakravarthy, Chief Growth Officer, Omnicom Media Group, Vishal Chinchankar, CEO, Madison Digital, Gowthaman Ragothaman, Founding CEO of Aqilliz, and Prasun Basu, Head of Growth and Digital Transformation, Kantar, discussed the need for cross-media measurement and the challenges that come with it.

     

    The last session was by Amer Jaleel, former Group Chief Creative Officer and Chairman of MullenLowe Lintas Group, on the importance of creativity in the world of technology, data, and methods.

     

    The event also announced innovation awards to recognise the enterprises and the foresight of individuals to implement innovative thoughts into action. The innovation awards were identified under four segments – Marketing, Media, Agency and Platforms:

    :: Prasad Pimple, EVP and Head of Digital, Kotak Life was presented the innovation award for going deep into customer mindset segmentation and linking psychographic triggers to behaviour to unlock value across all digital activities.

    :: Niraj Ruparel, Emerging Tech – Lead at GroupM/WPP for diving deep into Conversational AI and Metaverse and bringing the two together to unlock and implement some of the best experienced innovations.

    :: Neha Barjatya, Director Marketing, Google India for combining the power of platforms and the ambition of empowering rural women to create sustained opportunities and strong communities.

    :: Vivek Malhotra, CMO India Today Group and COO Consumer Revenues for innovating on integration content, context and audience behavior to grow the customer base exponentially.

     

  • New appointments will add digital expertise as part of ASCI’s vision for the future

    Google, Facebook to strengthen ASCI board

    By Our Staff

     

    The Advertising Standards Council of India (ASCI) has announced two new appointments to add to its digital expertise as part of its vision for the future. Aditya Swamy, Director of Google India, has been appointed to the board of governors of ASCI, while Sandeep Bhushan, Head of India Global Marketing Solutions at Facebook has been appointed as special invitee to the board. The appointments also mark ASCI’s fast-widening focus on digital advertising and platforms, which began last year with a partnership with TAM to monitor 3,000 digital platforms for misleading marketing claims, as well as the launch of the Influencer guidelines and influencer monitoring through an AI platform.

     

    Said Subhash Kamath, Chairman, ASCI: “‘I’m delighted to welcome both Aditya and Sandeep to the board, this is a landmark moment. As we strengthen our roots in the digital space and streamline its functioning, it is extremely important that we collaborate with and learn from the leaders. Google and Facebook are the biggest digital players. We look forward to them helping us become a better conscience keeper of the industry.”

     

    Added Manisha Kapoor, Secretary-General, ASCI: “Having Google and Facebook on our board is a great start to the new journey ASCI is embarking upon. It is vital for us to have a keen understanding of digital operations. We will benefit greatly from the expertise that both these companies bring with them.”

     

  • The Google-Facebook duopoly enjoys 68% of India’s digital ad market and is set to grow, writes Indrani Sen

    Rise & Shine of the Digital Duo

     

    By Indrani Sen

     

    The digital marketing trends in US indicate the trends across the world (except China). Recently, an article in www.emarketer.com indicated that the Facebook-Google duopoly will continue in the US market in spite of the amazing growth registered by Amazon which has been steadily increasing its share (https://www.emarketer.com/content/facebook-google-duopoly-won-t-crack-this-year?ecid=NL1009). Google is the leading partner in this duopoly across the world.

     

    The same duopoly enjoys together 68 per cent of India’s digital ad market and it is likely to grow as the digital advertising spending is expected to also increase by 30 per cent in 2019. Even if the growth forecast takes a dip as foretold by the less than expected yield of digital media during Diwali 2019, it will not affect the stronghold of the duopoly.

     

    Google India, the arm of the technology giant, reported total revenue close to ₹ 9337 crores in FY18.  A most unprecedented financial result reported by Google India for FY19 has created confusion in the market place. Google India reported a 56 per cent fall in revenue to ₹ 4147 crores in the year ended March 31, 2019 (https://www.statista.com/statistics/717633/google-revenue-value-india/). The fall was attributed to a new accounting standard introduced by the Ministry of Corporate Affairs, Government of India.

     

    Google is the undisputed leader in India’s mobile search engine market, but its biggest cash cow- Google AdWords, is registered under the Google Asia Pacific division. As such, the revenue and profits from AdWords cannot be filed as part of the Indian division without incurring certain burden of taxation as per the amended rules. So, advertising revenue, the biggest contributor to Google’s  overall revenue is missing from the revenue posted by Google India.

     

    On the other hand, Facebook Inc’s Indian operation has reported revenues of ₹ 892 crore, compared to revenues of ₹ 521 crore, a 71% jump in revenues last fiscal for fiscal year ended 31 March 2019  (https://economictimes.indiatimes.com/markets/stocks/earnings/facebook-reports-84-jump-in-net-profit-for-india-at-rs-105-crore-for-fiscal-2019/articleshow/71891826.cms?from=mdr) As a result, share of Facebook has gone up in the duopoly in Indian market, though it has a long way to go before its revenue gets closer to Google’s revenue. It remains to be seen if Amazon will be able to grow its share in the Indian market following the US example.

     

    As advertisers and agencies continue to use Google AdWords and place digital advertising through Google, the analysis of the revenue sources will not match with the money spend on digital advertising across various platforms offered by Google and will add to the computing confusions in media planning.

     

     

  • Application of Machine Learning has led to a noticeable increase in ROI

    HDFC Life collaborates with Google to maximise campaign results

    By A Correspondent

     

    HDFC Life has announced a tie-up with Google to restructure HDFC Life’s campaigns thereby making them run better with automation. HDFC Life said that this effort has worked well and generated positive results.

     

    Through this collaboration, HDFC Life, along with its agency partner, iProspect, has been able to leverage machine learning built into Google Ads to target potential customers with relevant ads through fewer search marketing campaigns and targeting groups.

     

    Speaking about the collaboration, Vishal Subharwal, EVP e-commerce and Digital Marketing, HDFC Life, said: “Technology is the way ahead for life insurance. We have a very clear focus when it comes to reaching out to consumers. We have always believed that our investments in technology will yield results. Keeping this in mind, we have collaborated with industry leaders who have enabled us to achieve our goals. This joint engagement with Google and iProspect has yielded superior results in terms of increase in ROI and decrease the lead costs. This is in line with our continuous endeavour to enhance our reach and offer financial security to more individuals.”

     

    Speaking about the effort, Vikas Agnihotri, Country Director, Google India, said “With the evolution of technology, brands today are able to optimise their campaigns and get better results and higher return on investments through machine learning. Working closely with HDFC Life Insurance and their agency, our teams were able to simplify the Search Marketing campaigns using automation. Thanks to automation the volume of target groups (i.e. ad groups) reduced by 500X and the teams are now focusing their time on creative experimentation and building further on this success.”

  • After Hindi, Bengali, Tamil, Telugu; Marathi will be the fifth language supporting AdSense

    Google launches Adsense in मराठी

    By A Correspondent

     

    Building on the support for Indian language for ad solutions, Google India announced support for Marathi for Google AdSense. With this launch, Google has now scaled up its support for five Indian language advertising covering Hindi, Bengali, Tamil, Telugu and now Marathi.

     

    Said Shalini Girish, Director- Google Customer Solutions, Google India: “Over the past few years, we have been working towards making our advertising products support Indian languages. With this launch, we now have support for five of the popularly spoken languages in India – that will help publishers and advertisers to create more content in the language and help advertisers connect with their users in local Indian languages seamlessly.”

     

     

  • A BCG-Google Report report notes that digitally influenced sales of consumer goods will rise from 28% today to 63% of total sales by 2023

    Bulk of white goods sale will be digitally influenced by 2023

     

    By A Correspondent

     

    Capturing the growth of digital influence and key consumer insights in the consumer durables sector in India, Boston Consulting Group (BCG) and Google India released a report titled ‘Digital Powers Consumer Durables: A $23 billion Opportunity by 2023’. Projecting a healthy growth rate for consumer durables, the report states that overall industry will see a growth of 13 per cent to reach $36bn by 2023.

     

    The report defines a sale as a digitally influenced sale, if the buyer uses internet during any stage of purchase cycle. Today 28 per cent of consumer durable sales is digitally influenced and this is estimated to reach 63 per cent of total sales, amounting to $23bn by 2023. $10bn of this will be online sale.

     

    Capturing rise in number of digitally influenced urban consumers, the report states that digital is increasingly playing an important role in consumers’ decision to buy a product, and number of digitally influenced consumers have doubled over last four years. Digitally influenced consumers have increased 5X in tier 2 and tier 3 cities and digitally influenced women consumers have increased 10X over last four years.

     

    Decoding the digital consumer further, the report also highlights important consumer insights as buyers traverse through multiple online and offline touchpoints before making the final purchase. In the pre-purchase phase, approximately 80 per cent of digitally influenced consumers are undecided about their choice of brand when they start their research and spend typically 2-3 weeks on research before making the final purchase. Search, social media, blogs and online videos are the key sources for online research. The report suggests that nearly 2 out of 3 digitally influenced consumers rate online reviews as a significant influencer in their purchase decisions.

     

    Speaking about the key insights, Nimisha Jain, Managing Director & Partner, The Boston Consulting Group, India said: “18Bn of consumer durable sales will reside with digitally influenced consumers who are undecided on their brands in 2023. Companies will have a short 2-3 week window to influence them and ability to timely & efficiently influence them will determine the winners of the future.”

     

    Calling specific actionable insights for the consumer durables players to seize this opportunity, Vikas Agnihotri, Country Director – Sales, Google India said, “Consumers are creatures of habit, and with growing access and connectivity, we are seeing consumers research online before they arrive at their purchase decisions for almost everything. And while businesses have started to build their digital presence, there is a need to take a holistic approach to digital as the scale of its influence has grown rapidly going well beyond top metros. Businesses need to create an always on digital strategy and create personalised interventions to tap different consumer demographics across all markets to achieve their business goals.”

     

     

  • 100 per cent client adoption for YouTube for Action

    Merkle Sokrati achieves unique feat on YouTube for Performance

    By A Correspondent

     

    Merkle Sokrati, the data-driven performance marketing agency from Dentsu Aegis Network, has been recognised for its achievement on YouTube for Performance reaching a 100 per cent client adoption rate.

     

    Anubhav Sonthalia

    Said Anubhav Sonthalia, CEO Merkle Sokrati: “We are committed as always to lead the way in incorporating any innovation that can help our customers. Over the last year, we have seen YouTube emerge as a strong performance platform. As the leading performance agency in the country, we wanted to ensure that all our clients are leveraging the full power of innovative formats like TrueView for Performance, and we are excited to see 100% of our clients are already betting on this format.”

     

    Aditya Swamy

    Added Aditya Swamy, Head of Agency Partnerships, Google India: “We collaborated closely with the Merkle Sokrati team to set up integrated client onboarding with custom performance creatives from Ignition Labs using the Search-Up approach, and bespoke measurement solutions. It’s exciting to see the speed at which Merkle Sokrati’s clients have adopted YouTube for Performance, and I am looking forward to seeing our teams redefining performance video advertising excellence.”

     

     

  • 3-city series to help marketers ‘ACT’ on Brand Safety

    MMA to address ad fraud issue via roadshows (+MxM View)

    By A Correspondent

     

    The Mobile Marketing Association (MMA) in India, has announced the launch of three-city roadshow series on ad fraud across New Delhi, Bengaluru and Mumbai. Beginning with the first roadshow on March 13 in Delhi, the series will then move to Bengaluru on March 27 and conclude on April 18 in Mumbai.

     

    Said Moneka Khurana, Country Head, MMA India: “As per the MMA India Ad Fraud Survey conducted, the top two challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40 per cent in 2019 and is continuously leading to huge losses in marketing dollars spent.”

     

    As a part of the Brand Safety Council at MMA India, Partho Dasgupta, CEO BARC, said: “Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.”

     

    Added Vikas Agnihotri, Country Director – Sales, Google India, MMA India Brand Safety Council member: “In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem.”

     

    MxM View: While the platforms (Google, Facebook & Co) will obviously patronise practices to cleanse the system, it’s critical for advertisers (and marketers) to also agree to the rules of the game. Will they? And if they err, will the platforms expose their big-spending benefactors?

     

     

  • The AAAI Subhas Ghosal Memorial Lecture 2018 will be delivered by Googel India head Rajan Anandan on September 20

    Rajan Anandan to deliver Subhas Ghosal Lecture

    By A Correspondent

     

    Advertising Agencies Association of India (AAAI) and Subhas Ghosal Foundation (SGF) have announced the Subhas Ghosal Memorial Lecture by Rajan Anandan, Vice President, Google India and South East Asia on Thursday, September 20, 2018 in Mumbai.

     

    Anandan will speak on what the new internet sser is like and what to expect in the digital world we now live in, a few years from now.

     

    Said Ashish Bhasin, President, AAAI: “In a world that is rapidly being disrupted by digital, it will be extremely interesting to and important for everyone to prepare themselves. We at AAAI look forward to Rajan Anandan’s perspectives at the Subhas Ghosal Memorial Lecture.”

     

    Added Sam Balsara, on behalf of SGF: “Both Digital Natives and Digital Immigrants will find the lecture useful and enlightening.”

     

    All members of Advertising, Marketing, Media and Digital community are welcome to attend the event sponsored by ABP Live. However, RSVP to Sudesh Kapoor at aaai@aaai.inis a must. If you need an invitation, please send an email from your official email id to Mr. Sudesh Kapoor.

     

     

  • AdSense will support Telugu to spur growth of Telugu language content on the web

    Google launches language support for Telugu ads

    By A Correspondent

     

    Google India announced the launch of Telugu language support for its advertising products – Google AdWords and Google AdSense to enable Telugu language web publishers and advertisers reach out to the large base of internet users in Telugu. With this launch, Google has now scaled up its support for Indian language advertising covering Hindi, Bengali, Tamil, and Telugu.

     

    Announcing the launch, Rajan Anandan, Vice-President, South East Asia and India, Google said:“Expanding support for local Indian languages on our ad platforms are aimed towards making India’s Internet more useful for a billion Indians. In the last few years, we have systematically addressed the barriers that prevent local language users in India to gain from the Internet. And the key to building a flourishing local language internet that serves India’s need – requires the Industry to come together and bring the richness of useful content that India needs. We hope this launch will enable publishers to create more content in Telugu language and help advertisers to connect with their users in local Indian languages.”