MxMIndia

Tag: WPP India

  • Indicates significant potential for MarTech growth

    WPP launches 3rd Edition of the ‘Mirum India MarTech Report’

    By Our Staff

     

    Mirum India, a Wunderman Thompson company, launched the 3rd Edition of the ‘Mirum India MarTech Report’ today. The report, powered by WPP, provides an insightful guide to the emerging MarTech landscape in India. The report captures how MarTech solutions are being utilized by brands to effectively communicate their brand messages to the right set of audiences at the right time.

     

    The report highlights that while the global spend on MarTech solutions is around 25% of the total marketing budget, in India, majority organizations spend less than 15%, indicating significant potential for growth. With MarTech spending set to increase across company sizes and sectors, 88% of respondents expect to increase their MarTech spending over the next three years. The report also emphasizes the need for brands and organizations to work with growth partners as preferred by MarTech HEROES, focusing on ROI, and delivering value to the brands.

     

    Data-driven organizations, which make up 15% of the respondents, have a data-driven marketing edge that most other organizations might miss. However, the report cautions that with the advent of Web3, and the shift towards a cookie-less world, rethinking marketing strategies is on the cards for most organizations.

     

    The report aims to provide clarity to the industry, enabling brands and growth partners to understand how the ecosystem can drive value for themselves and their clients.

     

    Speaking on the launch of the report, Hareesh Tibrewala, Joint CEO – Mirum India, said: “The estimated size of the MarTech industry in India is expected to be between $35bn and $50bn by 2026, presenting a sizeable opportunity for businesses. Our latest report highlights how brands are using MarTech solutions to effectively deliver the right brand message to the right customer at the right time, creating fabulous customer experiences and increasing brand loyalty. It is interesting to note that marketers globally spend 25% of their budgets on MarTech solutions, and our report shows the emergence of MarTech EXPLORERS, who are keen to leverage the power of MarTech. This presents an exciting opportunity for businesses to grow and thrive in the ever-evolving digital landscape.”

     

    CVL Srinivas, Country Manager – WPP India added: “To succeed in the rapidly evolving tech and data driven world, organizations need good marketing automation tools and diverse skill sets. The report highlights the need for growth partners, preferred by MarTech HEROES, to ensure strong ROI for clients. It brings clarity to the ecosystem and presents an exciting opportunity for businesses to create fantastic customer experiences and increase brand loyalty. At WPP, we’ve invested heavily in building our tech and data practices, creating a comprehensive ecosystem where value is delivered at every touchpoint.”

     

  • The launch was planned with Mindshare and WPP's agenda on "marrying creativity and tech"

    Mindshare conceptualises Volvoverse launch

    By Our Staff

     

    Mindshare India has conceptualised and enabled a electric vehicle (EV) launch in the Metaverse, for Volvo Cars called Volvoverse. This is the first-of-its-kind collaboration on Metaverse across WPP India agencies. Mindshare collaborated with other WPP agencies including Hogarth, Yonder, Grey, and Genesis BCW to deliver Volvoverse.

     

    Said Amin Lakhani, CEO – Mindshare South Asia: “We at Mindshare strive to provide our clients with tech-enabled, creative branding solutions. The concept behind launching the XC40 Recharge in the Metaverse was to launch the EV in a sustainable ecosystem following the vision of Volvo. The Metaverse is evolving the Internet by bringing people closer. Using virtual worlds, we are looking to reach out to maximum audiences. We are excited to do the first-ever EV launch in the Metaverse with a campaign that appeals to our audience in an exciting new environment which is the first of its kind.”

     

    Added Jyoti Malhotra, MD – Volvo Car India: “Volvo has always been on the forefront of innovation and technology and we as a company are also globally known for our commitment to sustainability. The launch of the XC40 Recharge on the metaverse platform is a pioneering moment leveraging digital technology in the marketing sphere. The metaverse launch also contributes to our sustainability mission as it leaves a negligible carbon footprint as compared to conventional launches.”

     

    Said Gopikaa Davar, CEO – Hogarth India: “Hogarth is committed to reach Net Zero by 2030, and we are excited to partner with Mindshare & Volvo on a project, which brings together both our focus areas of sustainable production and the metaverse. Launching an electric vehicle in the virtual world is only befitting as a conscious alternative to a physical event where an average conference attendee would have produced around 170kgs of CO2 emission in a one-day event.* This is a great example where weall are reducing and mitigating the environmental impact by using virtual studios and green screen shoots as a driving force, removing the need for location shoots and events (reduces carbon footprint) and maximising the utilisation of the content we capture.”

     

  • Employees and children come together for a day of fun and learning

    WPP India Foundation celebrates CSR Day in Mumbai

    By A Correspondent

     

    WPP Foundation celebrated its CSR Day at WPP’s new Bay99 Campus in Mumbai, alongside more than 3500 employees from 19 WPP agencies. An interaction and engagement with more than 200 children from four schools ​supported by WPP Foundation was organized.

     

    Said CVL Srinivas, Country Manager for WPP in India: “It was delightful to see the level of enthusiasm from WPP staff in supporting the WPP India Foundation. The aim of having a CSR Day was to raise awareness amongst our employees towards the needs within our community. We want to create a supportive network for the next generation. The learnings from today extend beyond the workplace and the classroom as our people have gained new insights from their interactions, with some preparing to take on more active volunteer work with the WPP India Foundation.”

     

    Added Rama Iyer, Director General, WPP India CSR Foundation: “We are thrilled to see the entire WPP team come together with our children as a large family, with our children taking center stage through various workshops. The sheer thrill and joy experienced by our children from playing an active part in this event, was equally shared by our employees. Such initiatives help to build confidence among our children with a sense of achievement and growing self-esteem. We look forward to opening more doors of engagement between our employees and children.”

     

     

  • IAA Leadership Awards inducts Kaushik Roy into the IAA Hall of Fame and recongises industry leaders and CMOs

    IAA India conducts leadership awards

     

    By A Correspondent

     

    The India chapter of the International Advertising Association inducted veteran mediaperson Kaushik Roy into the IAA Hall of Fame. Roy was recognised at the sevent edition of the annual IAA Leadership Awards held in Mumbai on Friday.

     

    Other awards presented were Media Agency Leader of the Year to Prasanth Kumar, GroupM; IAA TV Anchor of the Year to Rahul Kanwal of the India Today Group, IAA Media Person of the Year to Sanjay Gupta, Star India and IAA Media Game Changer of the Year to Virendra Gupta  and Umang Bedi of  Dailyhunt.

     

    Also recognised in the evening were a variety of industry leaders. See List below

     

    Said Punit Goenka, President, IAA India, MD & CEO, ZEE Entertainment Enterprises Ltd: “The IAA India Chapter has been working relentlessly to enhance the stature of our marquee properties to enrich them with engaging and thought provoking conversations, and celebrate the commendable work being done by leaders across sectors. The 7th  edition of the IAA Leadership Awards was one such exceptional evening that celebrated and applauded true leaders who have positively contributed to the economy, changed the landscape of the M&E industry and created global brands. The support received from the guests present at the event reinforces our commitment to keep working towards creating initiatives that benefit the M&E industry.”

     

    Added Dr Bhaskar Das, Group President, Republic TV, Co-Chairperson of IAA Leadership Awards: “ IAA Leadership Awards is a humble attempt to honour industry doyens in the fields of Marketing, Advertising and Media, who have made enormous professional contributions and delivered business success to their companies. Because only we know the challenges, the hardships, the dilemma of ethics, the sacrifices and the tough decisions that go into making a leader – to stand tall, to stand true.”

     

    A panel discussion was moderated by CVL Srinivas, Country Manager-WPP India, on “Platform is critical. Content be dammed” with panellists from across the media ecosystem: Punit Misra, CEO- Domestic Broadcast Business, Zee Entertainment Enterprises Ltd., Sameer Nair, CEO-Applause Entertainment, Nandini Dias, CEO-Lodestar UM, and  Pooja Jauhari, CEO –The Glitch. The panelists discussed how content, platform and the consumer are interlinked and how content and platform is a function of time and how data driven insights are helpful in generating timely content.

     

    Srinivasan Swamy, Chairman and World President IAA, who was also present on the occasion, said: “We can now trace the progress of Chapters geographically”. The second being to promote education across.

     

    In his acceptance speech, Kaushik Roy who is President Brand Strategy & Marketing Communication at Reliance Industries Limited, said: “It is a great honour that doesn’t come easy, especially from IAA that has been a global body for 80 years. One must keep the fire in the belly alive: To Grow – Stay Hungry”.

     


    Winner List – 7th Edition of the IAA Leadership Awards 2019

  • WPP’s ‘Date with Data’ summit throws up interesting facets on how numbers can be crunched for profit

    Will Data be the Annadata of the future?

     

    By A Correspondent

     

    We all know that data is the future of the marketing services business. The immediate future at least. And those who want to maximise on things now, even the present.

     

    Marketing services conglomerate WPP organised its first ever ‘Date with Data’ Summit on Tuesday with a galaxy of marketing gods and its own star-studded network.

     

    The idea was to exchange ideas and insights on data-driven marketing and the use of technology across marketing solutions. Keynote speakers and masterclass presenters emphasised the evolving role of data and its profound influence on the industry across all sectors. And thereby of course underscore its expertise with all things data.

    Speaking on the relevance of Audience Planning: A Journey or a Destination, Gauravjeet Singh, Head of Media South Asia, Hindustan Unilever, said, “It is a great experience to attend industry forums like this which really discuss the cutting-edge work that is happening around data. It is important to validate what one believes which helps during discussions with panellists and eventually leads to the right direction.”

     

    Addressing the growing need for marketeers and thought leaders in the industry to efficiently utilise the power of data, CVL Srinivas, Country Manager WPP India, said: “WPP strongly believes in driving collaboration amongst various stakeholders of the industry and this event is our attempt to create a platform for sharing different perspectives on how data is helping reshape marketing and businesses. As responsible users of data, we strive to enable thought-provoking discussions around important themes. We witnessed great participation from our clients, partners and colleagues.”

     

    The Summit opened with masterclasses on Data Visualisation-To Drive Data Adoption and Data Driven Thinking; Building A Data Driven Organisation; Unlocking the True Potential of Mobile Data; Data Privacy and Responsibility and Connecting Data (Data Integration) and Generating Targeted Insights (Data Analysis). These sessions were conducted by experts from Google Cloud, InMobi, Kantar and Data Alliance.

     

    The afternoon saw panel discussions on topics such as Decoding The Consumer: Fundamentals to Future, that addressed advancements in insights, research and analytics; Connected Commerce: Decoding The Last Mile, which highlighted how data and analytics are being leveraged to bridge the gaps in commerce. Audience Planning: A Journey Or A Destination touched upon innovative approaches of using data whilst Data As A Source of Creative Inspiration explored how data can be used to inspire creative content and communication planning.

     

    Speakers and participants from companies such as Vodafone, ITC, Pepperfry, Hindustan Unilever, Ford India, Google, InMobi and Nykaa were amongst those that delivered key presentations and business insights.

     

    And here are pointers from what the various panellists said:

     

    Panel 1: Decoding the Consumer: Fundamentals to Future

     

    Siddharth Banerjee – Executive Vice President of Brand and Marketing, Vodafone

    Data signals help to pick up on consumer behaviour. Data collection can be harnessed in days and weeks rather than months and years. Facebook analytics is used to understand consumer behaviour, it is important for marketeers to harness the information. Future models will have evolve. I would rather use two or three word acronyms over artificial intelligence. Some fundamentals don’t change.

     

    Tushar Vyas- Chief Strategy Officer, GroupM South Asia

    Miniscule part that buys ITC product will be open to understand consumer behaviour

    Machine and data is augmenting the human mind to make the decision.

     

    Shuvadip Banerjee – Vice President of Marketing Services, ITC limited

    Data is being collected, curated mined on a daily basis. Bringing this data together is a challenge. End-to-end perspective gives a richer view. Quantum has increased.

    Data will help us predict consumer behaviour. Data is supplementing something critical. Never loose contact with your consumers.

     

    Panel 2: Connected Commerce: Decoding the last mile.

     

    Vikas Agnihotri – Country Director, India Sales, Google India.

    Certain weather conditions leads to how the food ordering habits change

    Helped a client on-board payments identified catchments areas where merchants will come on board. Omnichannels is going to stay it is a big part. Eg: Maruti has more than 700 dealers in the country. 9-10 customers watch a video before buying a car. It is a yearly study done by Google. There is a very strong correlation that shows customers are able to see and buy products from the store. The customers are now more informed about the car before they purchase it.

     

    Kashyap Vadapalli – Chief Marketing’s Officer Pepperfry

    Control marketplace, partly how we sell it to our merchants. Data what we use is consumer behaviour. What kind of patterns lead to a completion.

    Buying behaviour is important. Life time value. Then we know category of consumers we have to tap on. Browsing behaviour, gives us an idea of what to do

     

    Sanjay Suri, Chief Technology Officer, Nykaa

    We save all data (click, search) earlier we used to do base level analysis. Ability to look at the cohorts who have come on week by week.

    Use different Market strategy. Breaking the cohort into a granulated level, figuring each segment and personalising it.

     

    Panel 3: Audience Planning: A Journey or a Destination.

     

    Gaurav Jeet Singh – Head of Media South Asia Unilever

    It is all sophisticated marketing. Purchase decision is important.

    Performance marketing is confused with Audience marketing

    Looking at large data structure which don’t talk to each other.

    How does our data marry 2nd party data and how does 2nd party marry 3rd and complement the other.

    You need to go after data that is most recent or refreshed every month. A lot of data set ups are not recent.

     

    Vasuta Agarwal- VP and GM, South Asia InMobi

    Becomes critical with partners and shares. No one solution to fit different markets.

    Define relevant signal and sources

    In the non-economic world you don’t have a single view of their customers which is a problem. Sometimes we take data we take at face value. We don’t know how many times it is refreshed and how recent it is. Another challenge is authentic data. And needing teams to check the data.

     

    Rahul Gautam- VP of Marketing Ford India

    Small share in the Indian context of 5%. People are going against others opinions to buy Ford cars. Taking those signals to target my audience that’s success. It will help all advertisers to be sharp on the money.

     

    Kartik Sharma – CEO South Asia, Wavemaker

    Cohorts of people are being able to identified through audience planning. Initially audience planning was more like demographic planning, now it has become sharper. Look at the consumer take signals and build something of it.

    Recency of data is important. How do you make meaning out of signals is difficult. If you don’t have the resources and people it is task to do.

    Audience planning is a Process

     

    Panel 4: Data As A Source of Creative Inspiration

    Aditya Swamy – Head of Agency Partnership Google

    Looked at data from audience POV. A strong idea laid across the tool, you are sure to win the market. Mass brands can bunch users by their spending techniques and their behaviour. 2015, YouTube had two YouTubers who had million subscribers now in 2018 there 400 solo native Youtubers who have a million subscribers. These people have looked at data analyst and constantly reading comments.

    Looking for tickets while traveling is something MakeMyTrip would tap onto but Samsonite is tapping on those queries.

     

    Kainaz Karmakar – Group Creative Director, Ogilvy

    Campaign creativity for awareness – Savlon Swast campaign.

    Target audience children. By simple data point of washing hands, we have reached 2.3million children. We carried out a project where children in villages were given chalk to write with and once done it was used as handwash under water. This data point has made a difference.

     

    Deepshikha Dharmaraj – Chief Business Growth Officer, Genesis Burson-Marsteller

    It is the biggest challenge to combine data and creativity. Data is pure info unless you can create a story with it. A great campaign is built when it starts with your assumption, thought and then with the data and add a layer of how it work with the audience. Data+ creativity= Magic. It is about storytelling. Influencers are what driving the storytelling technique. Some people don’t want to engage with influencers because of payment. But engaging with them creates a better story telling method. And it also reaches the audience faster.

     

     

  • The Foundation wins its fifth industry recognition in the last three months

    WPP India’s CSR Foundation awarded at the India CSR Summit 2018

    By A Correspondent

     

    WPP India CSR Foundation was awarded the ‘Company with Best CSR Impact for the year 2017-18’ at the 5th India CSR Summit & Exhibition 2018.

     

    On receiving the award, Rama Iyer, Director General WPP India CSR Foundation said: “This is a pivotal moment for us – as a young Foundation with an ambitious vision, we are happy to see that the work we started three years back in supporting our children in their journey from education to livelihood is being recognized by Government, Civil Society, Private sector and the larger community. There is however one real win here and that is, the chance we have in making a real difference in the lives of the underserved youth, and their ecosystem we support.”

     

     

  • The Summit will decode the evolving, data-driven marketing landscape via all verticals of the industry, by bringing together WPP’s talent, partners, and clients

    WPP India to host its first ever Data Summit

    By A Correspondent

     

    WPP India, alongside WPP’s Data Alliance, will host ‘Date with Data’, a first-ever Data Summit,on October 16, 2018 at the ISDI – WPP School of Communication in Mumbai. This one-day summit will bring together WPP leaders, partners, and clients, to discuss how to drive success in today’s market by leveraging consumer, marketing, and communication data.

     

    Said CVL Srinivas, WPP India Country Manager: “We are excited to bring this summit to the market at a time where rapid developments in data and technology are causing shifts in consumer behaviours and content consumption. This summit will provide a learning experience for our agencies, partners, and brands; to enable further innovation, collaboration and growth. By looking ahead to future challenges together, we can push for and create new successes for our industry and partners alike.”

     

    “The emerging Indian consumer is culturally rich and digitally savvy. They desire authenticity and are aspirational. They watch ‘Dhadak’, listen to Lady Gaga, debate politics – all while doing Drake’s Keke Challenge,” said Anas Ghazi, CEO of WPP’s Data Alliance. “Date with Data uncovers opportunities for us to leverage our arsenal of data driven capabilities, helping brands demystify and connect with a complex audience, in a way that is real, lasting, and scalable”.

     

     

  • The case study is authored by Prof Anand Narasimhan and Transformation Project Manager Ivy Buche.

    GroupM India’s transformation journey is a case study at IMD Biz School, Switzerland

    By A Correspondent

     

    Leading management institute IMD Business School, Lausanne in Switzerland has created a case study on the digital transformation journey of GroupM India..The case study is authored by Prof Anand Narasimhan and Transformation Project Manager Ivy Buche.

     

    Commenting on the case study, CVL Srinivas, Country Manager WPP India and CEO, GroupM South Asia said: “It is an honour to be recognized by the world of academia and become a part of the IMD curriculum. In late 2012, the advertising and communications industry was challenged by digital disruption. As our business underwent metamorphosis, a critical part of the journey is taking the human capital into confidence and preparing them to work in a future-ready organisation. Along with the technology aspects of transformation, at GroupM India we successfully leveraged the talent dimension in implementing digital transformation. The case study will help other companies navigate their own transformation initiatives in a dynamic market.”

     

    Added Prof Narasimhan: “I have taught the GroupM India case to different audiences. What is striking for our participants is the care and diligence that GroupM paid to the human dimension of digital transformation – the need to incorporate millennial voices and the imperative to train talented individuals to beef up their technology skills. GroupM India provides a great example for other companies to use digital disruption as an opportunity rather than a threat.”

     

     

  • Integrating analytical capabilities from across the company, Kantar Analytics Practice will combine the ​an understanding of consumers with a​n ​analytics toolkit

    Kantar​ ​& GroupM combine analytics teams to launch Kantar Analytics Practice

    By A Correspondent​

     

    Kantar, WPP’s data investment management division, ​has announced the launch of a new global analytics practice that unlocks deeper insights to fuel business growth.​ ​Integrating analytical capabilities from across the company, Kantar Analytics Practice will combine the ​an understanding of consumers with a​n ​analytics toolkit. In India, WPP has combined the Analytics teams from Kantar and GroupM to form one combined practice.

     

    Kantar Analytics Practice ​will ​offer capabilities across five areas of expertise:

    :: Brand and Media ROI: Maximising value creation from brand and media investments, by balancing short-term sales performance with long-term brand valuation and profitability.

     

    :: Customer Analytics: Making the right operational and strategic investment decisions in customer experience and loyalty marketing, to maximise the value of each and every customer relationship.

     

    :: Segmentation and Activation: Targeting your highest potential customers and prospects with personalised content, to drive profitable growth with maximum efficiency.

     

    :: Innovation Analytics: Optimising your customer-led innovation lifecycle for long-term growth, from spotting new trends before your competitors, to optimising the profitability of your product launches.

     

    :: Retail and Shopper Analytics: Maximising the commercial return from your investments in sales, retail and e-commerce via optimising decision-making in channel choice, assortment, promotions and pricing.

     

    Discussing the launch, Eric Salama, CEO Kantar, ​said:​ ​“Less than half (44%) of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth. “

     

    ​Added CVL Srinivas, Country Manager WPP India & CEO GroupM South Asia​: “The new practice addresses the clients’ ask for data driven transformation for better ROI from marketing investments in the digital era. GroupM and Kantar have been working closely together in India, co-creating services for our clients. The launch of the Kantar Analytics practice is another step in this direction and demonstrates the ability of our group to come together to provide enhanced value for clients”.

     

    ​Said ​Preeti Reddy, CEO Kantar South Asia​: ​The practice formalises the connected journey with GroupM in bringing data driven products to the markets like Campaign Watch (for during campaign ROI management) and consulting services on TV audience measurement data. Proprietary assets like SAAS platform ‘Athena’(built in India) will offer marketers a predictive and near real time opportunity to add up to 20% improvement in ROI from marketing investments including those in e-commerce.And, in Sunder Muthuraman, who will take over as CEO APAC & Global Chief Client Officer, we have a great leader for the practice’.

     

     

  • Meanwhile, CVL Srinivas who transitions fully to Country Manager, WPP India

    Sameer Singh is CEO, GroupM South Asia

     

    GroupM has announced the appointment of Sameer ‘Sam’ Singh as CEO of its South Asia operations. Singh will lead the continued development of GroupM’s data-centric enablement for its agencies as they deliver competitive advantage to clients with digital leadership and content. Based in Gurugram starting in July, Singh will report to CVL Srinivas, Country Manager, WPP India and Mark Patterson, CEO, GroupM Asia Pacific.

     

    Singh joins GroupM from Google India where he was Director- Sales, responsible for the agency business. He was earlier based at Google’s headquarters in Mountain View, California where he worked on measurement, brand consulting, insights and product solutions. In a career spanning over 25 years across various geographies including India, China, UK, USA, and the Middle East, Singh, an alumnus of IIM Calcutta, worked across brand management, marketing services, media, forecasting ROI and research, sales and procurement at Gillette, P&G, GSK and Google. Prior to Google, he was VP, Global Media at GSK where he led their global pitch, set up the global media team and embedded digital excellence.

     

    Srinivas has been CEO for GroupM South Asia since January 2013. In October 2017, he was given the additional responsibility of Country Manager for WPP India. He will now transition fully to his WPP role.

     

    On Singh’s appointment, CVL Srinivas, Country Manager, WPP India said: “When planning the leadership succession, we found in Sam the perfect candidate who could take GroupM South Asia to the next level. We have built a strong enabling environment for our agencies with data centricity, digital leadership and content services. Sam has a track record of driving change at organisations focused on media, technology, brands and ROI. I look forward to working with Sam who has been a client, a media partner and a friend for many years”.

     

    Commenting on his appointment, Mark Patterson, CEO GroupM Asia Pacific said: “Sam is a unique talent and a great business partner with a fantastic track record delivering growth for market-leading world-class businesses across the globe. He now joins another one, and we are excited, proud and pleased to welcome him to GroupM South Asia.”

     

    Speaking on his appointment, Singh said: “The India market is transitioning to the next level of media sophistication, with GroupM adroitly navigating this space for their clients, and along with their media partners. I am super excited to join the GroupM team on this wonderful journey, and I look forward to bringing to the table, my experiences built at Google, as a Marketer, and while working across emerging and developed markets. I look forward to contributing, and to learning from my colleagues, our clients, and our partners.”

     

     

  • Branded content is the first space the Effectiveness Lab will explore

    Wavemaker and Ogilvy launch Effectiveness Lab in India

    By A Correspondent

     

    Wavemaker has partnered with Ogilvy to create an Effectiveness Lab in India. This collaboration between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms.

     

    Branded content is the first space the Effectiveness Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats.

     

    As marketers increase spends on the creation and deployment of content, it is crucial to bring intelligence to what drives effectiveness in the content space.

     

    Said CVL Srinivas, Country Manager, WPP India and CEO, GroupM South Asia said: “At WPP, our focus is to provide Horizontality across our agencies and create a seamless structure to provide effective solutions. While we have a wide range of services on offer, the focus of our agencies is on creating efficient solutions to help our brand partners strengthen their engagement with the audience. Launching the Effectiveness Lab as a combined initiative by Wavemaker and Ogilvy is a great example of

     

    Added Kartik Sharma, Managing Director, South Asia -Wavemaker: “At Wavemaker, we connect media, content and technology to drive growth for clients and we understand how effective marketing can be.  By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients to make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys.”

     

    Said KunalJeswani, CEO, Ogilvy India: “The Effectiveness Lab will bring the best minds at Ogilvy and Wavemaker together to throw light on creative effectiveness across new age platforms. With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness. Ogilvy has always stood for Great Work That Works. The more informed we are, the better we will get at delivering creative effectiveness.”

     

  • Television will be the largest media, as Print growth declines with Digital leading the table with 30% growth

    GroupM forecasts AdEx to grow 13% in 2018

     

    By Rohit A

     

    GroupM, in its annual marketing forecast, predicts 13% growth (vs 10% in 2017) in India advertising expenditure (AdEx). The Indian AdEx in 2018 is estimated to be at INR 69,346 crore ($10.8 billion) compared to INR 61,263 crore ($9.6 billion) in 2017, as per This Year, Next Year (“TYNY”) report released by GroupM.

    As per economic experts, India is well poised with growth outlook of between 7.3% to 7.8% in 2018, giving India the fastest growing economy tag among developing countries. With demonetisation behind us and GST having implemented, a recovery in consumer demand and private investment is expected.

    “As consumer sentiment stabilizes and spending increases, we estimate 2018 to be a relatively better year from an ad spend perspective. Growth in digital media will continue to outstrip other media but unlike most markets”said CVL Srinivas, Country Manager, WPP India and CEO, GroupM South Asia.

    Between 2015 and 2017, Indian AdExgrew at a CAGR of 11% (expenditure of $9.4 billion in 2017 vs $7.7 billion in 2015), compared to World Ad spend, which grew at a CAGR of 3.5% in 2015-17.

     

    Digital continues its dominance

    While digital share of India AdEx is estimated to be ~18% in 2018 (vs 15.5% in 2017), however this space is expected to grow at a rate of 30% YoY (followed by cinema’s estimated growth of 20%). Digital witnessed the same growth rate in 2017 too.

    In 2018, AdEx in digital is estimated to be at INR 12,337 crore ($1.9 billion) compared to INR 9,490 crore ($1.5 billion) in 2017.

    GroupM estimates, Video advertising on digital is estimated to grow at 54%, as bandwidth improves and data and mobility device become more economical for the consumer.

    As digital becomes 18% of the overall advertising spends in India, measurement and transparency become paramount. Last year, GroupM globally led the conversation on measurement and transparency in digital media, and released viewability standards that are higher than those stipulated by the Media Rating Council in the US. In India too, GroupM is working with industry bodies, brands and publishers to adhere to a standard viewability index that would become integral to the digital ecosystem. Along with viewability, GroupM also held knowledge and training workshops for client teams, on mitigating ad fraud and assuring brand safety.

     

    Traditional media role in India

    Given diversity in India, Television continues to be the largest medium, with its contribution remaining ~ 45% share in 2018 (same as 2017) and will see a growth of 13% YoY. AdEx in TV is estimated to be at INR 31,596 crore ($4.9 billion) in 2018, compared to INR 27,961 crore ($4.4 billion) in 2017.

    Parliamentary elections in H1 2019 will stimulate advertising from the back half of 2018, says GroupM. Print will see a slight uptick in 2018 from the elections, with key markets in demand. The growth rate for newspapers is estimated at 4.2% with English papers growing slightly slower than Hindi and regional languages. However, print share of AdEx is expected to decrease from 29% in 2017 to 26.6% in 2018.

    Other media such as OOH will continue having a share of 4.9% in overall AdEx and is expected to witness a good traction of 15% growth from premium transit sites (vs 7% growth in 2017).

     

    Radio with a share of 4% in overall AdEx, is expected to grow at 15% in 2018 (vs 8% growth in 2017). This growth is predominantly due to the launch of new radio stations across the country

     

    Cinema will continue to grow at 20% in 2018, as the infrastructure investment made last year will attract a larger audience to theatres for a blockbuster experience. The share of Cinema although continues to be approx 1.2% of overall AdEx.

     

    Digital continues its dominance

    While digital share of India AdEx is estimated to be ~18% in 2018 (vs 15.5% in 2017), however this space is expected to grow at a rate of 30% YoY (followed by cinema’s estimated growth of 20%). Digital witnessed the same growth rate in 2017 too.

     

    Gamechangers

    As per GroupM, 3Vs will be the key drivers for consumption in 2018 – Video, Voice and Vernacular.

    Voice can have large impact on Indian consumers specially when voice enabled products can accept instructions in regional languages. Currently, the disruption is only at a high-level (Amazon Alexa, Google Assistant, Apple Siri) and it will be interesting to see how Indian consumer and developers adapts to this new change.

    Esports will be a game changer in the sports space, says GroupM. The Olympic Council of Asia recently announced that it will include esports in the 2018 Asian Games and make it a medal sport in 2022.

     

    Indian ranking in Global AdEx

    India is among the top 5 global contributors of incremental AdEx in 2018 and has a share of 5% (vs 4.7% in 2015).

    India is set to become 10th largest adspends market in 2018 compared to 11th largest in 2017.

     

    Summary:

    :: The overall India AdEx in 2018 will grow by 13% (vs 10% in 2017)

    :: Digital will lead the growth with a 30% growth rate (~$1.9 Billion ad investment expected in 2018)

    :: Things to look out for – Consumption of video contents; platforms having Voice connectivity; regional contents; e-sports participation; OTT content

    :: India is a unique market where all media have headroom to grow.

    :: India is the fastest growing ad market in APAC and among the fastest  growing markets in the world (amongst Top 5 contributors of incremental AdEx in 2018).

     

    About TYNY:

    This Year, Next Year (“TYNY”) is part of GroupM’s media and marketing forecasting series drawn from data supplied by holding company WPP’s worldwide resources in advertising, public relations, market research, and specialist communications. The TYNY report is the most comprehensive understanding of the estimated media spends by advertisers in the current year. It also highlights some of the industry sectors that will have a major effect on advertising spends across media.

    TYNY 2018 PC presentation HANDOUT- 13218 – MM