Category: AD Agencies

Cricket Country Box Cricket League roars into action on 17 and 18 February 2024

Mumbai: IndiaDotcom Digital Private Ltd is thrilled to announce the launch of the inaugural Cricket Country Box Cricket League, slated to take place on 17th and 18th February 2024, at the prestigious Fuzolo in Gurugram. This on-ground event promises to redefine the cricketing landscape with its unique blend of sporting prowess and entertainment.

The upcoming Cricket Country Box Cricket League redefines sporting entertainment through innovative elements that promise an unforgettable experience. By employing tennis balls, the tournament maintains a high-paced and dynamic gameplay, prioritizing safety without compromising excitement. With umpires and digital scoring systems in place, the integrity of each match is upheld, ensuring fairness and accuracy throughout.

Featuring eight elite teams representing prominent media agencies such as Group M, Madison, Havas Media, InnOcean, Zenith Optimedia, Wavemaker, OMD, and Dentsu. The tournament will showcase thrilling encounters across seven matches. With a knockout format and matches spanning 10 overs in the round stages and 15 overs in the semi-finals and finals, spectators can expect edge-of-the-seat action from start to finish.

Beyond the thrilling matches, the league also caters to a diverse audience, offering a range of engaging activities and tantalizing food and beverage options. This thoughtful approach aims to enhance the overall spectator experience, making the Cricket Country Box Cricket League a must-attend event for fans of all ages.

Essel Group CTIO Idris Loya lauded the initiative, stating, “In the Cricket Country Box Cricket League, the amalgamation of sportsmanship and entertainment unfolds like a thrilling rafting adventure, captivating players and spectators alike. This initiative epitomizes a harmonious blend, propelling cricket to unprecedented heights while championing the values of respect and teamwork. With each match, the league sets a new standard for sportsmanship, fostering an environment where the essence of fair play resonates with every stroke and every cheer.”

Zee Media Corporation Ltd marketing head Anindya Khare further highlighted, “We strongly believe in championing sports culture and enriching community engagement through dynamic experiences. The Cricket Country Box Cricket League embodies our commitment to providing innovative entertainment that unites the media fraternity. As we embark on this journey, we aim not only to entertain but also to inspire unity and camaraderie within our community, showcasing the enduring impact of shared sporting experiences.”

On-ground integrations such as brand logo presence on team jerseys and boundary branding will provide sponsors with valuable visibility. Additionally, promotional efforts encompass editorial articles, interview videos, reels, match highlights, live commentary, and live streaming on Cricket Country’s Facebook page and YouTube channel.

February 16, 2024
Madison Media releases Advertising Report 2024

Mumbai: Madison Media is back with its predictions for the advertising industry for 2024. Mr. Shantanu Khosla, Executive Vice Chairman – Crompton Greaves Consumer Electricals Ltd. who was the Chief Guest at the event and launched the Report said, “India is an underpenetrated, underserved country and that the pie is going to increase, but it is imperative for brands to be authentic, build trust and have a sense of purpose”. He further added on, “Creative/Content will always be more important than media”.

The Highlights of the Report were released to a large Audience this afternoon by Sam Balsara, Chairman, Madison World.

Key findings of the Report: Figures at a glance:

Indian Advertising Market over last 3 years ( Jan – Dec )

A. Overall:

1) In 2023 total Adex grew by a mere 10%, vs our projection of 16%. Traditional Adex grew by 7% and Digital Adex by 15%. Increase in raw material prices in H1, continuing wars in Russia/Ukraine and Israel/Hamas, inflation, funding winter within the start-up industry are some of the factors that have contributed to the slow growth rate. Whilst the GDP growth is estimated at 7.3%, if you look deeper, the contribution of private final consumption expenditure component of GDP has come down, which may explain the reason for lower buying of products and services by the middle class and rural India.

2) Compared to Indian Adex growth rate of 10%, Global Adex, according to WARC grew by just 5% in 2023. Brazil and India are now the two fastest growing Adex markets.

3) Traditional Adex dominates Indian Adex with a 60% Share, whereas in Global Adex, the figure is just 27%.

4) The Audio Visual medium contributes to 46.3% of total Adex. Linear TV at Rs. 32,886 crores and Digital Video at Rs. 12,996 crores, totalling to Rs.45,882 crores.

5) H1 2023 grew by just 6%, but H2 2023 grew by 14%. Q4 was the best performing quarter with a contribution of 31% to the full year and accounted for 50% of the annual growth. 6) FMCG continues to be the largest category contributor in Adex and has gained Share of 1% point to 33% in 2023.

7) Ecommerce as a category has established itself as the 2nd biggest contributor to Adex, with a Share of 11% in 2023.

8) There is no change in the Top 3 Advertisers of Adex – HUL, Reckitt and RIL. Godrej Consumer Products is the new entrant in the Top 5 list, having moved up in rank from 12 to 5. The Top 50 Advertisers list has 20 FMCG companies and only 1 Start-up in the list, compared to 9 last year, reconfirming the funding winter in the start-up eco system. Whilst total Adex has grown by 10%, if we look at the Top 10 advertisers, their advertising budgets have grown 20%.

B. Digital

1) Digital grew by a mere 15% in 2023, vs our projections of 25% to reach Rs. 39,714 crores. This is the slowest growth in more than a decade, barring the Covid year.

2) But Digital continues to be the largest contributor to Adex with a 40% Share and has gained 2% points in terms of Share.

3) With a Share of 40% of Adex, Digital in India still trails behind Global Adex, where its Share is 73%. 4) Video, Social, Display, Ecommerce and Search drive Digital Adex. Digital Video continues to dominate Digital Adex, although its growth has slowed down from 40% last year to 26% in 2023,

it is the largest contributor to Digital Adex and has gained Share from 30% to 33%. 5) Advertising on Connected TV has increased from Rs 450 crores to around Rs. 1,000 crores in 2023. 6) Digital will continue to be the key driver of Adex in 2024 growing by a modest 17% with a rise in Share from 40% to 42%.

C. Television

1) TV registered a modest growth of 7%, against our forecast of 9% to reach Rs. 32,886 crores in 2023.

2) TV’s Share of Adex further declined from 34% in 2022 to 33% in 2023.

3) There was a 2% drop in advertising FCT in 2023 over 2022.

4) Not only does FMCG continue to be the largest contributor to TV Adex, with a growth in spends of 12%, its contribution to TV Adex increased from 45% to 47%.

5) Ecommerce continues to be the 2nd largest contributor to TV Adex. Auto has increased spends by 21% and contributes to 6% of TV Adex. Education as a category has reduced its spends by 41% and now contributes just 2% to TV Adex.

6) Hindi satellite mainline along with 2nd line and Sports are the 2 major genres and contribute to almost 50% in value, but Hindi satellite, marginally de-grew in FCT, whilst Sports increased its FCT by 8%. Hindi movies de- grew 6% and English Niche, English Movies and Infotainment de-grew around 30% by volume.

7) We expect TV Adex to grow by 8% in 2024 to reach a total of Rs. 35,575 crores with a Share of 32%.

D. Print

1) Print Adex grew by 4% to reach Rs. 19,250 crores, but is still below its pre-Covid level. 2) Whilst Print’s Share to total Adex has dropped by 2% points from 21% to 19%, it is still far higher than the Global average of 4%.

3) Auto, FMCG, Education, Retail and Real Estate contribute 50% to Print Adex. This year Auto is the leader of the pack with 14% Share and contributed most to the growth of Print Adex. 4) Hindi and English Publications contribute over 64% to the total Print Advertising space consumed in India. Marathi comes next. But the volume of space used collectively in Kannada, Tamil, Telugu, Malayalam, Gujarati, Oriya. Bengali, Punjabi, Assamese and Urdu is relatively low. 5) We expect Print to grow by 7% in 2024 to reach Rs. 20,613 crores and finally surpass the pre-Covid 2019 figures.

E. Other Media

1) OOH Adex has registered a growth of 13%, on the back of a 68% growth the previous year, taking the industry to Rs. 4,140 crores.

2) Radio Adex has grown by 12% to reach Rs. 2,272 crore, to finally surpass its pre Covid level. 3) Real Estate has emerged as the largest category in both OOH and Radio, pipping FMCG. 4) Although Cinema registered the highest growth of 36%, to reach Rs. 776 crores, it has yet not reached its pre-Covid levels; its Share has marginally gone up from 0.60% to 0.80%.

Sharing the highlights of the report, Madison World chairman Sam Balsara said, “Whilst the Outlook for Adex in India is extremely strong in the mid-term and long-term, in the short term we are witnessing a slow down in momentum because of India Inc’s focus on quarterly profits. This does not augur well for sustained growth in profits for Advertisers who should be focussing on volume growth.”

February 16, 2024
“Making a positive impact through our work is the ultimate achievement for me”: Pindrop’s Dishant Narang

Mumbai: In a screen-centric world, audio advertising carves a unique niche by harnessing the power of sound. It weaves compelling stories, resonating with audiences in ways visuals cannot. From playful jingles to artful narration, audio ads paint brand narratives using a rich palette of sound, creating memorable moments in listeners’ minds.

Entering this realm, Pindrop Metro Tech stands out as Pindrop Media Group’s latest venture, a specially curated audio advertising platform for the Delhi/NCR region wherein advertisers will be able to target ‘captive audiences’ in the form of Delhi Metro’s passengers. As the second-gen leader at Pindrop Media Group, Dishant succeeded Shammi Narang, a renowned national media personality and current patron of Pindrop, inheriting a legacy established in 1998. A versatile filmmaker, content producer, and creative consultant, Dishant has significantly fueled Pindrop’s growth.

Delving deeper, Indian Television in conversation with Pindrop Metro Tech managing director Dishant Narang discussed about their inception, introduction of ‘audio ads/jingles’ in Delhi Metro, AI’s impact on the audio advertising industry.

Edited Excerpts:

On Pindrop Media’s evolution since 1998, and setting itself apart in the creative, marketing, and advertising industry

Pindrop’s journey over the past quarter-century has been remarkably dynamic. Established by Mr Shammi Narang, Pindrop began as an audio production hub and was heralded as Delhi’s first fully digital recording studio. This venture introduced a significant paradigm shift in the city’s production standards and quality benchmarks. Pindrop distinguished itself by providing services and expertise previously unseen in the city, setting new industry standards in the region.

Over the next few years, Pindrop extended the very same quality standards into other creative domains as well, most notably film making and branding solutions. Today, the Pindrop network comprises thousands of handpicked creative and marketing professionals and subject matter experts, each with their own specialisations and expertise. Additionally, our highly-experienced management teams ensure that the link between ‘client and creative’ remains smooth and streamlined, so that the final output is always of the highest standard!

After more than two decades of existence, Pindrop has solidly established itself as a well known name in the creative & advertising industry, and has also played a key role in setting industry benchmarks.

On Pindrop’s view of the current state and potential growth of the audio advertising industry in India

India’s audio advertising sector is undergoing a transformative change, fueled by the emergence of digital channels like music streaming apps and podcasts. Yet, traditional terrestrial radio continues to hold sway, especially in the country’s rural and semi-urban regions. This sector is on the brink of substantial expansion, spurred by creative and technological innovations such as ours. Such growth offers crucial chances for tailored and precise advertising, particularly through material that resonates with India’s rich cultural and linguistic diversity. In essence, the sector is at an optimistic crossroads, merging conventional influence with forward-thinking approaches.

On the trends that you foresee in the audio advertising landscape for 2024

In 2024, the realm of audio advertising is set to undergo substantial changes. Shifting focus from our current innovations in the Delhi / NCR market, various global developments are expected to emerge. These include the advent of voice-activated advertisements via smart devices, the customisation of ads through artificial intelligence, and the rise of programmatic audio advertising for more precise targeting. There will be a movement towards content that is more localised and advertising practices that are sustainable, catering to a wide range of consumer tastes. Podcasts are predicted to become a leading platform for integrated advertisements. Advanced analytics will provide more in-depth evaluations of ad performance, and immersive audio experiences enabled by sophisticated sound technologies will become more popular. Overall, 2024 promises to be a thrilling year for audio advertising, requiring us to adapt to its changing landscape.

On the inspiration behind the innovative ‘Audio ADs/Jingles’ in Delhi Metro, the challenges that were faced during its introduction, commuters’ response and Pindrop Metro Tech’s plan to balance impactful audio ads without interrupting commuters

At Pindrop, we hold the belief that innovation is not just an occasional milestone but a continual journey. Additionally, our prestigious partnership with DMRC as the exclusive provider of in-train and in-station audio content for the Delhi Metro since its launch has not just endured but flourished over two decades, proving resilient and fruitful. After more than 20 years of collaborative success, we decided it was time to take our partnership to the next level. Keeping these factors in mind, we devised a novel Audio Advertising platform for the Delhi/NCR region, designed to offer advertisers access to ‘captive audiences’. In an era marked by information overload and constant distractions, the quest for ‘engaged and captive audiences’ is paramount for advertisers, and that’s exactly what we aim to provide.

Ensuring passenger comfort has always been paramount in our planning process, aligning with DMRC’s core values. Our advertising slots are carefully ‘spaced-out’ to prevent cluttered messaging, enhancing passenger experience while offering advertisers more exclusive exposure for their brands. This approach not only ensures passenger comfort but also maximises brand recall and retention. We have proactively addressed any initial concerns from commuters, ensuring that our creatively innovative ads enhance rather than detract from the commuter experience.

On AI impacting the audio advertising industry

AI is set to revolutionise the audio advertising industry by enabling highly personalised and dynamic ad content creation, optimising ad placement through predictive analytics, and improving listener engagement with voice recognition and natural language processing technologies. This will allow advertisers to craft ads that are more relevant to individual listeners, thereby increasing the effectiveness of campaigns and enhancing the overall user experience. AI’s ability to analyse vast amounts of data in real-time will also help in identifying the best times and platforms for ad placements, ensuring that messages reach the most receptive audiences.

On ensuring diversity and inclusion in the selection of voice artists for various projects

We take pride in being recognised as one of India’s most established and premier repositories of voice talent. Our selection process is rigorously merit-based, ensuring that only the most skilled artists are included in our talent bank. Today, our voice-bank consists of thousands of meticulously selected artists across 55 plus languages, encompassing both Indian and international languages, making our collection exceptionally diverse. While the ultimate choice of artists for projects rests with our clients, who have the liberty to select from our extensive pool of talent, we also offer our expertise as creative consultants to assist in selecting the ideal artists aligned with their creative visions and budgets. This process, refined over the last twenty-five years, is designed to be thoroughly comprehensive yet straightforward, ensuring a seamless experience for both clients and artists.

On Pindrop Media navigating collaborations with global brands for seamless creative partnerships and could you share a memorable project where Pindrop’s audio solutions significantly impacted a brand’s marketing campaign

At Pindrop, we treat each collaboration with the utmost care and dedication. Our team, from every department, takes great pride in their work, ensuring seamless and highly satisfactory creative partnerships. We adhere to a ‘win-win’ approach in everything we do.

We’re proud to have worked with some of the world’s biggest brands across various sectors. However, I hold a special regard for our social impact projects. Our collaborations with WHO, UNICEF, and the Ministry of Health and Family Welfare (Govt of India) during the Covid pandemic are particularly meaningful to me. These projects were challenging to execute due to the restrictions posed by the pandemic, but the tangible impact they had on society makes them incredibly rewarding. For me, making a positive difference to someone’s life through our work is the ultimate achievement.

On future plans with respect to expansion and innovation

As we are just over two months into this venture, it’s premature to detail our expansion plans at this stage. While we certainly do have plans to extend our reach into other transportation sectors and regions, particularly given the extraordinary response from the advertising industry, our immediate focus remains on solidifying our success with Delhi Metro, we are committed to expanding our offering across all lines of the Delhi Metro Rail Corp (DMRC) in the shortest time possible.

February 15, 2024
IAA Olive Crown jury announced

Mumbai: The India Chapter of the International Advertising Association (IAA) and the Asian Federation of Advertising Associations (AFAA) announced the jury for their Olive Crown Awards.

Jury members are:

Anupama Ramaswamy (Chief Creative Officer, Havas Worldwide India)

K.V. Sridhar (Global Chief Creative Officer Nihilent Limited & Hypercollective)

Pateek Bharadwaj (Chief Creative Officer, Lowe Lintas India)

Tista Sen (Creative Brand Consultant)

Carlton D’Silva (Co-Founder, Musemakers & House of Awe)

Mukund Olety (Chief Creative Office, VML)

IAA president Avinash Pandey said, “this is an excellent jury line-up that is truly representative of the creative depth in our industry. The awards presentation date has been fixed for April 5th. 2024”

Olive crown Awards committee chairman Janak Sarda added, ” I am happy to see a mix of old and new names amongst our jury members. Sridhar, Tista and Carlton have helped this meaningful cause many times. Good to have Anupama, Prateek and Mukund on board as well. “

The last date for accepting entries is 15 February. There is no entry fee charged. Link to submit entries: https://ocawards.awardor.com/

The Olive Crown Awards are in their 14th edition and have been hailed as a truly meaningful initiative from the marcom industry.

February 12, 2024
Havas India launches incubation programme – EmpowHers

Mumbai: Havas India, the India operations of Paris-headquartered communications network Havas, has launched a one-of-a-kind incubation program for women entrepreneurs called EmpowHers, in collaboration with Her Entrepreneurial Network (H.E.N), a community for women entrepreneurs.

The inaugural 6-month program has been flagged off with 22 mentees and 11 mentors comprising senior leaders from across the Havas India network agencies. The program aims to propel these business leaders in the field of marketing, branding, and business development through effective training and mentorship.

The program also aligns with several key Havas ethos like championing women leaders, inculcating the spirit of entrepreneurship, DE&I, and making a meaningful difference to the larger community.

Havas India invited applications from H.E.N members to define their business challenges. These challenges were mapped with the expertise of Havas India and its agencies, and how its leaders could help these entrepreneurs in their business journey.

These 22 businesses represent a wide spectrum of sectors including retail, health and wellness, food, and beverage, advisory, fashion, and lifestyle. Interestingly, each business has an inspiring story behind its inception that demonstrates the resilience of these entrepreneurs. Be it the 63-year-old Dr. Sarah, founder of Eevolve, a holistic healing center, or Shikha’s undertaking Shikha’s Kitchen that started during Covid to support her family, or the Shark Tank-famed Kirty Datar, founder of CaneBOT, make an eclectic first batch of EmpowHers. Through this program, the mentors and mentees not only exchange technical knowledge but are also deeply invested in building these brands ground up.

EmpowHers is also offering Havas India invaluable insight into these sectors, businesses, and the challenges they pose, hence, giving the network an incredible opportunity to innovate and offer business solutions.

Havas India CHRO Vandana Tilwani said, “As we embark on the inaugural EmpowHers mentorship program, we embrace the entrepreneurial spirit that defines us at Havas India. As a family-run business, we understand the transformative power of nurturing initiatives from their inception. EmpowHers embodies our commitment to fostering growth, innovation, and empowerment, reflecting our dedication to see the growth of women in business and in entrepreneurship. We are proud to partner with H.E.N, and work with our leadership team in this journey of providing meaningful solutions, guidance, and mentorship to aspiring women who want to propel their business to the next phase.”

Her Entrepreneurial Network co-founder Priyanka Changia added, “A shared vision to make an impact in the entrepreneurial journey of women brings Havas and HEN together. This collaboration brings the expertise of senior leaders to HEN members. The biggest challenge for any entrepreneur is marketing… the leadership of Havas brings immense experience and insight in marketing communication along with industry expertise. It has been a fabulous opportunity for 23 Hen members to get mentoring from such industry stalwarts. I am sure each of them will benefit greatly from their support and guidance.”

February 12, 2024
55th edition of the ABBY One Show Awards 2024 to be held from 29-31 May 2024 at Goafest

Mumbai: The Advertising Club gears up to announce the 55th edition of The ABBY One Show Awards 2024, South Asia’s Gold standard, acknowledging creative excellence in advertising for over five decades. Held over three days, The ABBY One Show Awards 2024, are scheduled to take place on the 29, 30, and 31 May during Goafest at Grand Hyatt, Bambolim, Goa.

In an ongoing effort to elevate the prominence of the ABBYs, The Advertising Club strengthens its collaboration with The One Show for the third time in a row. This partnership aims to enhance the global standards of judging, jury selection, and transparency, further taking the preeminent ABBY Awards to new heights of recognition.

With a promise to garner global acclaim for remarkable achievements in creative advertising, the ABBYs stand out as a highly revered award property. Recognized as the biggest and the most prestigious advertising award show in the nation, victories at the ABBYs have not only secured domestic acclaim but have also translated into international recognition at prestigious events such as Cannes and One Show, setting unprecedented benchmarks in terms of scale and innovation.

The ABBY One Show Awards 2024 will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh, and Pakistan and has been doing so since 2004.

Speaking on the initiative, Havas India South East, and North Asia group CEO and The Advertising Club president Rana Barua said, “We, at The Advertising Club, are proud to announce the 55th edition of the ABBY One Show Awards. Over five decades, the ABBYs have not just recognized brilliance; they have fuelled it, inspiring professionals to push boundaries and set new standards. As we celebrate this milestone, our commitment to raising the bar remains unwavering. By partnering once again with ‘The One Show,’ a global benchmark for creativity, we aim to continue to amplify the ABBYs’ global presence. This collaboration underscores our dedication to presenting an award show of unparalleled authenticity and significance. As we embark on this exciting journey, we eagerly look forward to celebrating victories and work that will undoubtedly add new chapters to the illustrious history of the ABBY Awards.”

GroupM CEO South Asia and President, Advertising Agencies Association of India president Prasanth Kumar added, “Over the years, the ABBY Awards have grown in stature, a testament to our industry’s relentless pursuit of brilliance. Each edition has marked new milestones, recognizing outstanding work that has set benchmarks and inspired future generations. We are delighted to co-host the ABBY One Show Awards at Goafest. Our collaboration with the Advertising Club underscores our shared commitment to nurturing creativity and celebrating outstanding achievements within our vibrant community. As we eagerly anticipate the 55th edition, we look forward to contributing to the legacy of the ABBY Awards and inspiring new chapters in the narrative of creative excellence.”

“The Abby One Show is a one-of-its-kind award that has been recognised as the gold standard in the Indian advertising, media and marketing industry, for over 5 decades. What makes it truly unique is that it is an award of our industry, and has been nurtured by the industry, for the industry. The awards have kept pace with the changing times and believe that nurturing and showcasing the work, with a spotlight on the young professionals, is integral to the growth and vibrancy of our industry. As we embark on this 55th edition, we eagerly look forward to witnessing outstanding creative work that will undoubtedly set new benchmarks and inspire the industry at large.” added The ABBY One Show Awards 2024 chairperson Ajay Kakar.

The ABBY One Show Awards will be a part of the Goafest 2024 and will mark the fifteenth ABBY Awards at Goafest.

February 2, 2024
Unlock winning formula of Mobile OEM Advertising in 2024 and beyond

Mumbai: In today’s digital age, mobile advertising has emerged as a dominant force in the marketing landscape. Growing at a CAGR of 22 per cent, the 931 million current smartphone users in India are expected to reach 1.1 billion by 2025. In fact the smartphone penetration rate in India will be close to 71 per cent by the end of 2023 (Source: Statista). With over 1.5 billion daily active users, 10 million monthly installs, and leading our mobile OEM market players such as Xiaomi, Huawei, Oppo, OnePlus, Realme Transsion and Vivo had shipped over 228 million phones in the first half of 2023 alone.

Mobile OEM advertising is certainly operating at the industry’s frontier –

Brands are rightfully harnessing the power of mobile OEM advertising to reach their target audience effectively. For marketers and advertisers at this point of time, the best means of accessing mobile OEM advertising is via one of their trusted partners to reach the end destination- a growth market of exponential opportunities.

However, an essential aspect of mobile OEM advertising that any advertiser or marketer should consider before entering this sphere is media buying.

Where does media buying stand in the world of mobile OEM advertising in 2024, what does it entail, and how is data and technology playing a huge role when it comes to successful media buying? In light of brands aiming to succeed in the competitive digital arena, marketers must understand its significance at the outset of this new year.

The importance and relevance of media buying in the world of mobile OEM advertising –

In mobile OEM advertising, media buying specifically refers to the process of securing ad placements on mobile OEM devices, apps, or in-app advertisements targeting a desired audience. As such, in order to optimise return on ad spends (ROAS) and achieve desired marketing objectives, careful consideration and meticulous planning are required.

It’s time to leverage the power of technology, Smart KPI’s and campaign optimisations but not without the right partnership….

A major pain point for mobile marketers continues to be the limitation of individually buying OEM advertising inventory from different OEMs- a process which is cumbersome and doesn’t offer complete views of their marketing campaign performance. Additionally, optimising the campaigns across multiple OEM platforms without being able to consolidate them into one tool is also a challenge.

Leading global app growth companies have innovated to offer a first of its kind tool which processes immense amounts of data from multiple OEMs and mobile measurement partners (MMPs), bridging the gap between media buyers and data and providing invaluable insights and analysis for making real- time data-driven decisions. Not just that, these next gen tools can optimize the best OEM advertising inventory, measuring them against app-specific KPIs and desired engagement levels. Mobile marketers can now access an in-depth understanding of how each ad placement behaves and whether it aligns with their objectives or not.

While many companies insist on a cost per install (CPI) model, these dynamic app-growth companies leverage both its people and technology to optimise for down funnel events. This means that such companies focus on the outcomes beyond the initial install, such as in-app purchases, sign-ups, and/or subscriptions. And by accepting down funnel events, they also demonstrate a deeper understanding of the user journey, thereby helping cultivate campaigns that are optimised for meaningful, long-term results.

Brands should strive to partner with such players as it is this sort of strategic difference which sets these OEM centric app growth companies apart thereby driving unparalleled performance for brands. Simply having the right tech and people isn’t enough; which is why these tech companies also help to build their client’s campaign’s success by adhering to smart KPIs designated for media buying and campaign optimisations. In 2024, marketers must know what all to consider….

Comprehensive market research –

Before delving into media buying, conducting in-depth market research is crucial. Identifying the target audience’s preferences, behavior, and media consumption habits will lay the foundation for a successful media buying strategy.

Defined aims and outcomes-

Establishing clear campaign objectives is an essential component of the media buying process. Whether the goal is to drive website traffic, increase app downloads, or boost sales, having well-defined aims will make selecting appropriate advertising channels easier. This is why brands must define their objectives together with their app growth marketing companies so that they can plan and optimize the campaign, including for down funnel events.

Choose the right Ad formats –

Mobile OEM advertising offers various ad formats, such as banners, interstitials, videos, native ads, and more. As such, selecting the most suitable format according to a brand’s target audience’s preferences (along with their campaign’s other objectives) is the most effective way of capturing their attention. Understanding the behavior and success of these ad types and placements for different verticals is also paramount.

A/B Testing and experimentation

Constantly experimenting and A/B testing different ad creatives, copy, ad types, placements and targeting parameters can significantly improve campaign performance. These tests provide invaluable insight into what resonates best with an audience, and can inform future media buying decisions too.

Understanding macro factors and performance –

Several macro factors come into play when it comes to the success of media buying. One such macro factor is that of seasonality and the knock-on effect it has on media buying and the campaign’s success as a whole. Identifying high-peak times like Diwali or Christmas is key to crafting a successful marketing campaign for your mobile apps.

A strong media buying team excels in adjusting bids on original equipment manufacturer (OEM) platforms based on seasonality, ensuring optimal ad placements. This includes predicting peak periods and striking early deals with mobile OEMs before the seasonal surge – a proactive approach that secures the best price for your ad campaigns and makes that ad dollar stretch further. The importance of having a skilled media buying team that understands these nuanced macro factors in multiple regions around the world, cannot be overstated.

Media buying + tech + smart KPIs = winning Formula –

Media buying is a pivotal component of mobile advertising that equips brands with the power to connect with their target audience effectively. By understanding the significance of media buying, and by implementing strategic approaches, advertisers can accordingly optimise their campaigns, enhance brand visibility, and drive measurable results. Leading app growth marketing companies specialising in mobile OEM advertising offer cutting edge innovative proprietary tools which act as true trailblazers allowing them to analyse and react to data in real time, optimise campaigns, and focus on down funnel events. Their knowledge, skills, and unique tools empowers them to drive exceptional performance and achieve tangible results for mobile advertisers.

Mobile advertisers must look at partnering with app growth marketing companies who cannot just optimize campaigns, minimise risk, but also capitalise on platform differences, to offer their campaigns a strategic edge. Smart KPI’s are reshaping the future of mobile OEM advertising, so there’s never been a better time to find out what they can do for your business.

( The author is Co-founder and CRO of AVOW)

January 31, 2024
India’s advertising market is anticipated to reach a projected value of 15.84 billion

Mumbai: The Indian advertising market has experienced an impressive upswing, surpassing expectations and establishing itself as one of the world’s fastest-growing industries. It secured the 8 spot in the global ad spend, emerging as the fastest-growing market among the top 10 in 2023. Initially projected to grow at a moderate rate of 8–10 per cent in the fiscal year 2022-23, the digital advertising sector defied expectations. Fueled by Economic Tailwinds in 2023-24, digital ad expenditure is forecasted to more than double, reaching Rs 21 billion by 2027-28.

Currently, India’s advertising sector has shifted digitally with the rise in smartphone and internet users. According to IBEF, this has fueled a thriving digital ad market, projected to reach $ 7.9 billion dollars by 2027 with a 12.3 per cent of CAGR. While TV and traditional marketing holds their ground, the internet and digital platforms dominate. Social media leads with 30 per cent of ad expenditure (Rs 8,757 crore or $ 1.05 billion), followed by online video at 28 per cent (Rs 8,319 crore or $ 1 billion). Paid search constitutes 23 per cent (Rs 6,895 crore or $ 892.23 million) and display banners make up 16 per cent (Rs 4,816 crore or $ 579.2 million).

What to expect in 2024?

The dynamic landscape of digital marketing in India demands constant awareness of evolving trends for sustained business growth. Projections indicate that advertising revenue in India is set to hit Rs 394 billion ($ 5.42 billion) by 2024.

RMT (Red Matter Technologies), COO, mentor & marketing coach at T-Hub and IIT Madras Vaasu Gavarasana said, “Anticipate significant shifts in marketing approaches, notably a surge in TV advertising expected to reach Rs 394 billion ($ 4.89 billion) in 2024. Outperforming global counterparts, Out-of-Home (OOH) advertising is poised for growth at a remarkable CAGR of 9.9 per cent . The digital industry is gearing up to contribute 38 per cent to India’s overall advertising sector, matching television’s impact. Expect a substantial uptick in spending on social media marketing, fueled by the ascent of short videos and internet advertising”.

Red Matter Technologies CEO and co-founder of RMT, Srikant Rajasekharuni said, Moreover, in anticipation of the upcoming 2024 interim budget announcement highlights, ‘A potential game-changer lies in the proposed tax reduction for digital platform advertising from 18 per cent to a lower rate. Currently, digital ads bear an 18 per cent tax, in stark contrast to the 5 per cent tax imposed on print media ads. Recognising the explosive growth of the digital market in India, it becomes crucial for the Indian budget to reevaluate and alleviate the tax burden on digital media, fostering advertising and future revenue expansion.’

Factors contributing to digital marketing and advertising

In 2024, various factors will shape the landscape of digital marketing and advertising. Television is poised to dominate the Indian media market, capturing 40 per cent closely trailed by print media at 13 per cent, and the burgeoning OTT and gaming industries at 8 per cent. This landscape creates a ripe environment for digital advertisements on these platforms including the advertising-based video on demand (AVoD) segment which is projected to experience significant growth, with a compound annual growth rate (CAGR) of 24 per cent reaching a substantial $ 2.6 billion by 2025.

As we look ahead, an estimated 600-650 million Indians will actively engage with short-form videos, dedicating 55 to 60 minutes of their day to this content, as reported by IBEF. By 2027, India is poised to become the fourth-largest TV advertising market globally, trailing only behind the United States, Japan, and China. Additionally, mobile internet advertising is set to claim a significant share, constituting 73 per cent of internet advertising income in India by the same year, shaping the ever-changing digital advertising terrain.

These developments signal a transformative period for digital advertising, impacting businesses across all levels and ushering in a new era of interactive marketing and innovation. The future promises a dynamic landscape, where strategic adaptation to emerging trends will be pivotal for businesses seeking to thrive in this evolving digital marketing environment.

January 30, 2024
Madison Media Alpha and PMG enable Atomberg to become the Official Partner for BCCI

Mumbai: Atomberg Technologies, India’s fast-growing home appliance manufacturer, has partnered with the Board of Control for Cricket in India (BCCI). The deal was consulted by Madison Media Alpha and Professional Management Group (PMG), which are part of Madison World, India’s largest homegrown communications network.

The partnership between BCCI and Atomberg will begin in 2024 and will cover all major BCCI events until 2026, including domestic and international tournaments.

On this announcement, Atomberg Technologies founding member & chief business officer Arindam Paul said, “There is no comparison to the reach and credibility that any association with cricket brings to brands looking to scale up pan India. Atomberg with its revolutionary products have captured the imagination and love of consumers across the length and breadth of the country and built a 1000 cr ARR business in less than a decade. In the last couple of years, we have used the power of bilateral cricket by being broadcast sponsors for many marquee series. And looking at the excellent results in both brand and business metrics, this official partnership with BCCI was the next logical step for us. We hope the visibility offered by the sport and the association will go a long way in building brand awareness and brand love for Atomberg”.

“At Madison, we firmly believe that association with cricket gives an unparallel reach and I strongly believe that Atomberg’s association with cricket embarks on a journey to be one of the most prominent brands in the country. With Atomberg’s association with BCCI events on ground, it signifies a great deal of prestige”, commented Madison Digital and Madison Media Alpha CEO Vishal Chinchankar on this association.

January 29, 2024
OneNative Advertising becomes CereOne Media, unveils holistic digital approach

Mumbai: In the realm of digital marketing, where consumer engagement demands innovation, Mumbai-headquartered OneNative Advertising integrated digital media advertising company, has taken a bold step towards redefining its identity. The company has transformed itself into CereOne Media, a holistic digital marketing solutions provider committed to crafting authentic connections between brands and users. Established in 2017, the company has emerged as a key player in the digital media advertising landscape, with headquarters in Mumbai and offices in Delhi, Bangalore and a subsidiary in Singapore. The decision to rebrand stems from a strategic shift towards a more comprehensive and thoughtful approach to marketing.

CereOne: Nurturing Meaningful Connections in the Digital Era

CereOne Media represents a significant evolution from native advertising to a comprehensive suite of solutions designed to meet the challenges of the digital age. The company now offers advertising solutions across the ecosystem of Connected TV, Programmatic Digital Out of Home (pDOOH), innovative content marketing, high impact – sustainable advertising via WeTransfer and more. The underlying commitment to deep thinking and strategy remains unchanged, promising a unique and effective approach in the competitive digital marketing landscape.

“Our new identity, CereOne Media, signifies our dedication to deep thought and strategy in the digital marketing space,” said CereOne Media founder-director Deepak Karnani. ” Within the digital media universe, consumers keep moving between mediums the need of the hour is a channel approach across digital media, where the users can be reached seamlessly – true to our motto of making brands matter in moments that matter.”

“We are excited about the possibilities that CereOne Media opens up for brands in the digital

marketing landscape,” added CereOne Media co-founder Harish Patil. “At CereOne Media, we believe that every brand interaction should be an experience that is not just welcomed but also wanted, invited in and not blocked.” The Essence of CereOne: A Thoughtful Blend of Mind and Unity The name CereOne is a fusion of “Cere,” derived from the Latin “cerebrum,” reflecting the focus on deep thought and strategy, and “One,” signifying a holistic approach where all solutions converge seamlessly. The vibrant and exciting pink, combined with a bright orange colour scheme, conveys warmth and collaboration. A commitment to making brands matter in moments that matter At CereOne Media, the commitment is to empower brands to come to life and connect with their audience in moments that truly matter. The rebranding emphasizes the company’s dedication to helping brands tell their stories in a way that resonates, inspires, and leaves a lasting impression.

Stay tuned as CereOne Media unfolds its journey, sharing more insights into the transition and the expansive range of services designed to elevate brands in the digital space.

January 24, 2024