ITV

Category: Media and Advertising

  • SureWaves appoints Swapnil Limje as VP – biz planning and strategy

    SureWaves appoints Swapnil Limje as VP – biz planning and strategy

    MUMBAI: Media convergence venture SureWaves has appointed Swapnil Limje as vice president – business planning and strategy.

     

    In his new role, he will drive identification and evaluation of new business opportunities for the company as well as devise sales strategy to tap the full revenue potential of the SureWaves Spot TV Network commensurate with its viewership performance.

     

    SureWaves chief operating officer Mandar Patwardhan said, “We are extremely delighted to have Swapnil on board. He has a proven ability to create strategic clarity, drive innovation and growth, ensure disciplined execution, and deliver results. We strongly believe that his expertise will strengthen our strategy and will ensure that SureWaves continues to deliver innovations that have a positive impact on the industry.”

     

    Limje added, “I am excited to be a part of SureWaves, which believes in innovation and technology to facilitate advertising solutions to clients across India. SureWaves Spot TV Network has the immense potential for the marketer to squeeze out additional efficiencies as well as address new markets in reaching out to their target audiences. I believe, with my varied experience, I can contribute strongly to the organisation’s business capabilities.”

     

    Limje has over 14 years of experience and capabilities in the areas of strategy, business development, sales and processes. During the course of his career, Limje has been associated with the Radio industry since the inception of private FM radio. He was associated with companies like Radio Mirchi and Zee Media Corporation Ltd.

  • Parle re-brands Frooti; to launch Rs 70 crore pan-India marketing campaign

    Parle re-brands Frooti; to launch Rs 70 crore pan-India marketing campaign

    MUMBAI: Marking 30 years of Frooti, Parle Agro has given its flagship a brand revamp and has launched a new identity and visual language. The rejuvenated visual identity, including logo design and packaging aims to demonstrate Frooti as bold, fearless and iconic along with establishing its equity amongst a much larger audience to help it acquire a wider consumer base.

    This summer, Parle Agro is completely set for a national launch of the new Frooti packaging designs accompanied with pan-India marketing campaign introducing ‘The Frooti Life’ to all its consumers.

    Frooti has always been way ahead of its time since its inception in 1985. Be it the launch of the first ever Tetra Pak, PET bottles, TCA triangular packs or Bottle Packs, it has always strived to remain relevant to the youth.

    However, considering the huge popularity of Frooti as a kids drink, the only way to break away from the past was to undertake a radical brand makeover. The move is in line with the brand’s vision to make in-roads into new consumer groups especially amongst the 15-30 year old young adults.

    While Frooti has always held a dominant market share in the TetraPak category particularly amongst kids, the launch of fruit drinks in PET bottles in India expanded the target consumer base to teenagers and young adults.

    In today’s time, the acceptance of PET and its growth is one of the fastest in beverage industry and contributes to 50 per cent of the overall Rs 6,000 crore mango drink market.

    Keeping this at the core, the time was right to re-launch Frooti in a bold new look to be able to establish a strong foothold in the PET segment. With this, a new structural design for Frooti PET has been developed to provide better strength, superior grip and a larger label area for branding. The drink’s formulation has also been enhanced by increasing the food pulp so as to provide a more mouthful experience to the consumers.

    The new packaging design, which was rolled-out in mid-January for select SKUs alone has shown a growth of 60 per cent and seen a 80 per cent boost in visibility as of today.

    Speaking on Frooti’s relaunch, Parle Agro JMD and CMO Nadia Chauhan said, “Since the brand has been an integral part of everyone’s growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see markets response to the brands new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move.”

    Parle Agro collaborated with design and creative consultancies Pentagram for Frooti’s packaging makeover and Sagmeister & Walsh for Frooti’s summer campaign. The decision to engage with international firms was strategically planned to ensure that the makeover was advanced with a fresh perspective. A new approach towards the brand was crucial to be able to break away from its traditional personality.

    While Pentagram developed the new logotype, label design and PET bottles for Frooti, which is a fusion of modern functionality, mango and Indian culture, Sagmeister & Walsh conceptualized the brand’s summer campaign to introduce the new Frooti packaging in a fresh, bold, and playful manner.

    An integrated marketing communication campaign will deliver the message of ‘The Frooti Life’ where consumers will be exposed to a miniature world where everything from people to plants are small in size. The only thing that is in real life scale is Frooti and the mango to position it as the crux of the campaign.

    Spends to the tune of Rs 70 crore have been invested across a strategic mix of media vehicles that appeal to teenagers and young adults. Television will play the role of the lead medium for the campaign, where the TVC featuring Shah Rukh Khan, shot in stop motion style animation will offer a delightful visual experience. Amit Trivedi and Amitabh Bhattacharya have added a strong musical element to the TVC. The TVC can be viewed at:

    It will be followed by an aggressive focus on digital brand building wherein the medium will be leveraged to maximize TVC views and lead visitors to Frooti’s new microsite. The microsite will showcase delicious Frooti recipes, dynamic games and much more. Frooti is also building its presence on Instagram and has launched its handle @TheFrootiLife.

    The campaign will also be supported in full thrust by print, outdoor and cinema ads. Additionally, large spend will be dedicated to on-ground visibility through strategic In-shop branding, shop boards and other semi temporary point of sale material. Association with events and prominent properties will also be an important facet in Frooti’s brand building endeavours.

    Being the market leader in mango drinks category, it was important that Frooti breaks through the clutter and conventional category codes with a packaging redesign and a 360 degree marketing approach to ensure maximum brand visibility and reach in newer markets and consumer segments. With this move, Frooti is determined to get a 50 per cent growth in sales and reinforce its leadership position in the market.

  • Saina Nehwal’s brand value set to soar with World No. 1 title

    Saina Nehwal’s brand value set to soar with World No. 1 title

    Soon after being crowned with the international title of World No. 1 badminton player, Indian shuttler Saina Nehwal went on to bag her maiden India Open Super Series title by defeating former world champion Ratchanok Intaton from Thailand.

     

    The two titles have indeed placed the Hisar born player on the global map as the game receives its due in the country. A swell up of her performances is also likely to contribute to her existing brand value, say sports marketers and celebrity marketers. However, not without adding a word of caution. Nehwal will have to continue with her existing pace to command a fat paycheck in the endorsement world.

     

    While prior to her consecutive wins, Nehwal commanded a price of Rs 70 lakh- 80 lakh for a one period deal according to industry experts, it could now easily touch up to Rs 1 crore–Rs 1.5 crore depending on how deep the brand’s pockets are.

     

    Celebrity and sports management firm, CAA KWAN COO Indranil Das Blah says that it is not just becoming the World Number one but also winning the Indian Open, which is a pinnacle no Indian born woman has achieved. “If you look at the current crop of female sports persons, there is no one remotely close to her in terms of achievement. So it will have a significant impact on her brand value, pricing and overall brand image,” he says.

     

    According to Blah, Nehwal has a strong story to tell because of her middle class back ground and therefore brands with a pan India appeal would latch on to her. “I don’t see her endorsing glamorous and niche brands but it could be brands that have a national interest and look at achieving women’s empowerment or women’s issues in the country,” he opines.

     

    Nehwal currently endorses and has been a part of brands across segments like Yonex, Fortune Cooking Oil, Indian Overseas Bank, Whisper sanitary napkins, Emami Fast Relief ointment, Herbalife health products, Top Ramen Noodles and Airtel 3G.

     

    According to media reports, Nehwal was signed by the telecom Airtel when she was world number three for less than Rs 1 crore. She had then won the Gold medal in the Commonwealth Games in 2010.

     

    Asset managing director at assetfzc.com Sanjay M Lal, a veteran with over 20 years of expertise in the field of brand building and sports management, says that in order to have a reasonably impactful brand value, Nehwal will have to maintain her present status for the next nine to 12 months. “While she has been consistently performing and is a star in Indian badminton, but to be world number one is a different ball game altogether,” informs Lal.

     

    For brands that are fence sitters and were wondering to choose between female sports persons like Sania Mirza or Saina Nehwal, the wins will make it easier to settle and close the deal for Nehwal. However, some feel that the cash jump will not be very significant unless a large brand that has not matured comes into play. This will be the first step for Nehwal on the brand value chain.

     

    Impact of her win on the game? Olympic Gold Quest (OGQ) CEO and former captain of Indian Hockey team Viren Rasquinha states that OGQ has been supporting the champion since 2009 and looked after the training aspect of Saina Nehwal. “Obviously its important to have  a role model and a great figure like Saina in every field. Because of her acheivement we hope that thousands of parents across the country will encourage  their kids, especilally their daughters to take to badminton.”

     

    Eureka Mobile Advertising senior vice president Viswanathan Ganapathy says, “There will definitely be a jump in the brand value. In the last few years, she has given global recognition to the game, which has happened after Prakash Padukone in 1980. Saina is a very good mix for an international and local brands as well and would be an ideal fit for a fitness product.”

     

    Ganapathy is of the opinion that Nehwal could ideally endorse brands like Complan and Horlicks, where the brand fit is perfect. Her consistent winning performances including the bronze medal at the 2012 London Olympics could make her as a relevant face for insurance brands too.

     

    It is important to note that when sports athletes and players sign an endorsement deal, they also ask the brand the kind of visibility they would gain. While Nehwal has placed Indian badminton on the global map, the domination of cricket continues as former cricket players like Kapil Dev still bag endorsement deals. It’s akin to how an industry expert, having worked with the likes of Yuvraj Singh and Zaheer Khan and was associated with Percept India, puts it, “Anything other than cricket is like a great Bollywood movie breaking even. But it will not belong to the Rs 100 crore club that the Khans belong to. She was signed with Herbal Life, which is American brand but what have they advertised? For a player other than in the field of cricket, you need an advertiser who gives you Rs 5 lakhs but does promotions worth of Rs 50 lakhs.”

     

    When the visibility falls flat, it goes against the marketing grain of celebrities. However, on an optimistic note, Lal adds that her winning titles consistently have proved that brand ‘Saina Nehwal’ holds great promise. Only time will tell the brands that will sign Nehwal for her promise in the future. For now, take a breather girl. You deserve it and thank you for giving India its due recognition.

     

  • Brands enhance ROI with TO THE NEW Digital’s Social Media Analytics

    Brands enhance ROI with TO THE NEW Digital’s Social Media Analytics

    MUMBAI: The ICC Cricket World Cup has been the most talked about event on digital platforms recently, with most official broadcasters providing live online and mobile streaming and users consuming digital content on the go.

     

    TO THE NEW Digital, a Social, Mobility, Analytics, Cloud and Knowledge (SMACK) player and an internet solutions company across Asia, has derived Social Media Analytics on trends and real time conversation taking place amongst users across all social media channels.

     

    One of the key aspects tracked by them is: how brands have used different social media channels to capitalize on this World Cup. For millennial population, who are born in the 21st century, the social media has emerged as the most preferred channel to consume cricket content and therefore brands leveraged this event to a great extent.

     

    A lot of them have launched some innovative campaigns on social media channels, spent a lot on these campaigns and engaged many social users especially the millennial, but at the same time it is important for them to measure the impact of the Buzz about their brand.

     

    TO THE NEW Digital’s Social Media Impact Index served as an effective framework for brands to derive hardcore insights on their social media campaigns and suggestive future course of action. This innovative framework combines the insights from the number of social media mentions and impressions along with net sentiment to arrive at a holistic metric called Social Impact Index.

     

    For brands, unlike TRPs, it is not right to measure the effectiveness of social media campaigns on the basis of a single metric like total number of views of World Cup videos on YouTube channels, number of tweets, re-tweets, mentions and impressions generated. However, with the advent of Social Media Monitoring and Analytics, Social Media Sentiments have become an important metric to gauge the true reflection of how the audience reacts offline.

     

    On the basis of these analytics, TO THE NEW digital CEO Deepak Mittal gave his recommendation on social media strategies for brands. He said, “For brands who’ve managed to capture low media sentiments, should invest in Online Reputation Management exercise and brands who have got low Social Media Mentions should invest heavily in improving outreach by investing in Paid Social Media campaigns and seeding their content to relevant Target Groups. The Brands who haven’t received favourable response both on social mentions and social sentiment front should engage in Online Reputation Management exercise to improve their Net Sentiment as well as paid social media campaigns to improve their outreach. They can also think about evaluating their campaign further and move to a new positioning for their brand on social media front.”

  • Havas Media Group appoints Damien Marchi as global head of content

    Havas Media Group appoints Damien Marchi as global head of content

    MUMBAI: Havas Media Group has appointed Damien Marchi as global head of content. This news follows the Group’s recent launch of the Global Music Data Alliance with Universal Music Group and its partnership with content marketing platform NewsCred.

     

    Havas Media Group global managing director Dominique Delport said, “2015 will be the year of content for Havas. We are going to innovate at scale and it’s already started thanks to our friends at Universal and NewsCred. Multi device content marketing runs through Damien’s veins. He has always been at the forefront of global developments in content, working on some of the world’s most talked about shows. Data and content is at the core of what we do and Damien is a true all-rounded digital innovator. There is no doubt that he will help lead our teams through what will be an incredibly fast and interesting time for Havas and its clients in this space.”

    Marchi added, “I began my career at a start up and to some extent feel like I have come home. The size and scale of Havas has not stopped it being an energetic and exciting to place to work. These two qualities will come handy as the global content market is at a turning point. On the one hand, business models in the industry are being seriously challenged and on the other hand, people have never had such as thirst for content. It’s an exciting time to be on the agency side – the historic meeting-place of stories, brands, platforms and producers. And with content at its core since its creation in 1835, Havas has all it takes to become the best of the industry.”

    In line with the Group’s “Havas’ Village” approach to promote integration between its divisions, he will work closely with Havas Sports & Entertainment global CEO Lucien Boyer and Havas Worldwide global chief content officer Vin Farrell. Based in the Havas Paris HQ, he will report directly to Delport. 

     

    Marchi has over 15 years experience specialising in cross platform content production, commercialisation and marketing in TV and digital, across entertainment, drama and news. He has lived and worked in France UK and Sweden working at local, EMEA and global levels and led digital adaptations for shows such as The X Factor, Got Talent, Idols(FremantleMedia), Big Brother and Star Academy (Endemol). He has worked with brands such as RedBull, Air France, P&G and L’Oréal. 

    Marchi is an Emmy Award winner (2006), which he gained whilst working for the production company Streampower in Paris on its interactive TV programme Cult. He also holds two Banff Awards (2010, 2011) for his time with FremantleMedia in London for producing online originals Freak and SortedFood, which became the UKs largest cooking community on YouTube. He also works as an advisor to the United Nations advising UNRIC, its Western European information bureau on digital communications. 

    Prior to joining Havas, Marchi was member of the executive committee of Euronews in charge of Innovation and Products and championing the digital transformation of the newsroom.

  • ADIL gets Milind Sarwate on-board as independent director

    ADIL gets Milind Sarwate on-board as independent director

    MUMBAI: Indian fashion house And Designs India Limited (ADIL) has appointed Milind Sarwate as an independent director.

     

    Sarwate, a 55-year old corporate professional, brings over 31 years of experience in finance, HR, strategic planning and business development. His background in consumer products and services with companies like Marico, Kaya and Godrej will be of value to ADIL, in its quest to grow and create value.

     

    ADIL co-founder and managing director Mukesh Sawlani said, “We are very excited to have Milind on board. He brings nearly three decades of experience in finance, HR, strategy, risk management and corporate governance, which will be invaluable to us in building and scaling our business in India and globally. He will be working closely with the board and our senior management.”

     

    Sarwate added, “I am delighted to be on the And Designs’ Board. I have been an admirer of their entrepreneurial passion. It will be a pleasure to work with the ADIL team and facilitate growth and value creation for all stakeholders.”

     

    His long stint at Marico included various roles and membership of its group executive committee. He also played an institutional role in shaping the Marico story, through shareholder value creation, inorganic growth, corporate structuring, information technology, GRC, talent management, corporate branding and social responsibility.

  • Maxus ESP innovates with Mahakosh Cooking Oil for ‘Farah Ki Daawat’

    Maxus ESP innovates with Mahakosh Cooking Oil for ‘Farah Ki Daawat’

    MUMBAI: Colors’ food show Farah Ki Daawat hosted by Farah Khan has brought to the fore memories about food and anecdotes of A list celebrities. Created and produced by Wizcraft Television, the food show features celebrities using their trusted cooking companion – Mahakosh Cooking Oils. To take this show to newer heights, Maxus ESP has partnered with Wizcraft for Farah Ki Dawaat and devised a complete marketing plan that will create a powerful engagement for the brand.

     

    Talking about this association, Maxus ESP national director Shailja Vohra said, “Mahakosh’s association with Farah Ki Dawat on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus, which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”

     

    The content rollout plan includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being promoted on social media platforms and a variety of recipes will soon be uploaded on the Farah Ki Daawat YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.

     

    Wizcraft International Entertainment director Wiz Sabbas Joseph added, “Not only is the brand integration seamless, the idea to use and reach out through multiple platforms and use multi-channel engagements is what makes this a winner.”

     

    As part of the sales-led contest aptly named ‘Mahakosh Daawat-E-Khas Contest’, consumers of Mahakosh Cooking Oils will be provided to not just cook a meal with Farah Khan, but also win a host of exciting prizes by buying a pack of the oil brand and messaging the code under the cap, to a designated number. We are sure the Maxus team will do a fantastic job in meeting upto our expectations and delivering the results,” added RSIL (Popular Division) head of marketing Alok Mahajan.

  • Madison Media wins Gold for Saffolalife World Heart Day campaign

    Madison Media wins Gold for Saffolalife World Heart Day campaign

    MUMBAI: Madison Media has proved its might by winning a Gold at the festival of Media Asia-Pacific Awards held in Singapore last week. The agency won a Gold for its innovation for Saffolalife World Heart Day under the category ‘Public Service Award’.

     

    To top it all, it also won a bronze for the same campaign under the category of ‘Best Launch Campaign’.

     

    Madison Media SVP Shekhar Banerjee said, “The media strategy not only delivered strong uplift in mind measures but we are proud to say that we saved lives. Over 24 corporate houses encouraged their employees to go for the test and over 1.35 lac individuals finally took cholesterol test.”

     

    For the record, World Heart Day (WHD), which falls on 29 September every year is a time when Saffolalife makes Indians wake up and take note of their heart health using disruptive media campaigns. With WHD falling on a weekday, the strategy was to influence the decision-makers of the organizations, to influence the decision-makers of the households into action and to get men to take a break from their busy life for their wives and take them for a free cholesterol test.

  • WPP’s Xaxis acquires US mobile advertising & e-commerce company

    WPP’s Xaxis acquires US mobile advertising & e-commerce company

    MUMBAI: WPP’s wholly-owned operating company Xaxis has agreed to acquire Action Exchange, Inc. (ActionX), a mobile advertising and e-commerce company in the United States.

     

    ActionX’s proprietary mobile-first data, audience targeting and dynamic creative advertising technology allows its clients to engage customers on multiple screens on the path to the point of purchase. Clients include e-commerce and media subscription companies such as Forbes, JackThreads and Hearst. ActionX employs 25 people and is based in New York.

     

    This investment continues WPP’s strategy of investing in fast growing sectors such as mobile and e-commerce. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.

     

    Xaxis is a programmatic media platform that directs more than $770 million of audience-targeted media buys across 40 markets in North America, Europe, Asia Pacific, Latin America and the Middle East.

  • Indian ad spends to grow by 11.3% in 2016; digital to lead way: Carat

    Indian ad spends to grow by 11.3% in 2016; digital to lead way: Carat

    MUMBAI: Global media network Carat’s first forecast for worldwide advertising expenditure in 2016 shows that Indian advertising spend is poised to grow by 11.3 per cent in 2016.

    Following the formation of a stable government in 2014 led by Narendra Modi, the economic prospects look bright in India.While Indian advertising spends increased by +8.7 per cent in 2014, as per the agency’s forecast, it is poised to leap by double digits of +11 per cent in 2015.

    Carat’s also released its latest forecasts for 2015 and actual figures for 2014, with all markets ring-fencing digital media spending, even when faced with negative economic headwinds.

    Asia Pacific

    In the Asia Pacific market, advertising spend is forecast to grow by a solid +5.2 per cent in 2015. This has however been revised down from the +5.9 per cent previously forecast in September 2014, with its major market Japan moderating forecasts from +1.7 per cent to +0.9 per cent, alongside a number of other markets including Hong Kong, Taiwan, Malaysia and Vietnam. Growth is expected to pick up pace in 12 out of the 14 markets in 2016 with growth overall of+5.8 per cent in 2016. 

    Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s global advertising expenditure forecast showsthat digital media, with a predicted $17.1 billion or +15.7 per cent increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Powered by a dramatic rise in mobile ad spending globally of +50 per cent and online video of +21.1 per cent predicted in 2015, Carat forecasts that digital will, for the first time, account for more than a quarter of all advertising spend in 2016 with a market share of 25.9 per cent.

    From a global perspective, Carat forecasts that in 2015, advertising spend across all media will increase by $23.8 billion to reach $540 billion, accounting for a +4.6 per cent year-on-year increase. Market optimism continues into 2016 with Carat’s first forecast for the year predicting a year-on-year global advertising growth of +5.0 per cent.

    Carat Advertising spend forecast -March 2015

    Digital media spend continues to be the star driver of growth in the global advertising market, with a predicted $17.1 billion increase in spend in 2015 corresponding to a 15.7 per cent year-on-year growth rate, outpacing previous Carat predictions from the September 2014 report.New predictions for 2016 highlight that digital will continue to grow at double-digit levels, at 13.8 per cent, and will account for more than a quarter of all advertising spend globally.

    Trend Highlights from the report:

    ·Digital’s unwavering positive trajectory is being powered by a dramatic rise in mobile, online video, social media and programmatic spending. Carat predicts that in 2015, global mobile spend will increase +50 per cent, and online video will be up +21.6 per cent. US programmatic display advertising spending is predicted to grow +137 per cent to reach $10 billion this year, accounting for 45 per cent of the US digital display ad market.

    ·Digital media spend is being ring-fenced by advertisers even in markets with significant negative economic headwinds.In Central & Eastern Europe for instance, while total advertising spend is predicted to decrease by 2.2 per cent this year, digital media will see a double-digit growth of +12.9 per cent. Digital media is the only media expected to grow in this region this year.

    ·Carat’s first advertising expenditure forecasts for 2016 show elevated confidence in the advertising market, a robust +5 per centgrowth despite a still-recovering economic climate boosted by a year of events- the UEFA European Football Championships, Rio 2016 Olympic Games and US presidential elections.

    ·Global forecasts for 2015 have been revised down from the +5.0 per cent previously forecast in the September 2014 report, to +4.6 per cent. This is due to a reduction in advertising spend predictions in key markets including Russia, Japan and Brazil.

    ·The recovery in Western Europe has driven a second consecutive year of growth in 2015, predicted at +2.8 per cent. This follows a +2.3 per cent increase in advertising spend in the region in 2014. Growth is driven by the UK market, which is predicted to grow strongly by +6.4 per cent, and Spain by +6.8 per cent following the improved economic climate and consumer sentiment there. Greece (+8.0 per cent), Ireland (+5.7 per cent) and Portugal (+9.4 per cent) are also showing relatively high growth rates this year recovering after suffering severely from the global economic recession. Growth of advertising spend in Western Europe in 2016 is forecast to continue at the predicted level for 2015 of +2.8 per cent.

    By media, whilst Digital is the star performer in terms of growth, achieving higher that predicted levels in 2014 of +17.4 per cent and accounting for 21.7 per cent of market share, TV will continue to command the majority of market share for the foreseeable future, reaching 42.7 per cent in 2014, and is predicted to grow by more than +3 per cent year-on-year in 2015 and 2016. The steady decline in Print is expected to continue, however Out-of-Home is now positioned as the second fastest growth media, behind Digital, with a global market share of spend of 7.1 per cent. For the first time, Out-of-Home is predicted to outpace Magazines global share of advertising spend, with Magazines forecast to achieve 6.9 per cent market share in 2015, and with continuing declines for this media, it is predicted to fall behind Radio for the first time in 2016.

    Commenting on the Carat Advertising Expenditure forecasts, Dentsu Aegis Network, CEO Jerry Buhlmann said, “The strength of Digital continues to dominate discussions and the new distribution of spending. With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.

    By media:

    Globally,digital media spend is forecast to increase by $17.1 billion this year to reach 23.9 per cent of total global media spend in 2015.Digital’s growth far outpaces all other media types with a forecast increase of +15.7 per cent in 2015 and +13.8 per cent in 2016.

    Growth in digital spend is high in all regions. The highest in Asia Pacific at +20.1 per cent in 2015, followed by an impressive +16.4 per cent in North America and +16.2 per cent in Latin America. Even in Central & Eastern Europe, which is showing overall sluggish ad market growth, digital spending is predicted to achieve double digit growth this year of +12.9 per cent. In Western Europe growth is in high single digits (+9.8 per cent) this year.

    Mobile spend is notably rising dramatically at +49.7 per cent in 2015 with circa 50 per cent growth in each of the regions – Western Europe, Asia Pacific, North America and double digit growth in Latin America and C&EE. With the rise in smartphone ownership rates and data usage, mobile is playing a huge role in the way consumers access information, view content, browse products and purchase services and goods.

    Carat is seeing a major shift in behaviour with internet usage on mobile devices catching up with PC usage and exceeding it in some markets yet at an investment level, there is still a significant discrepancy with the amount of time spent with mobile media disproportionate to the advertising share mobile attracts.A factor, which is holding back investment in mobile is the difficulty in proving the ROI for more traditional businesses. Much of the early investment in mobile advertising has been amongst pure-play, app economy brands and business for whom there is an easily demonstrable ROI for investing in mobile.

    Mobility is the primary reason behind social’s explosive growth. Facebook and Twitter will continue to be the big winners in the mobile social space. Facebook leads the way in mobile advertising investment with their cost effective solution to advertisers, non-intrusive native advertising experience to audiences, targeting capabilities and selection of ad formats. Twitter is moving up with an increase in spending behind promoted tweets, its Amplify pitches and improvements to its targeting options such as the development of its TV targeting offering. One of its big plays this year is the introduction of Promoted Video for advertisers – a new way for brands to post videos that users can play in their timelines with a single tap.

    Online Video demonstrates continuing strong growth, +21.6 per cent forecast for 2015, with growth partly driven by a shift of investment away from TV. Expectations are particularly high for original content. In the US, nearly half (48 per cent) of online video budgets will go to ’made for digital’ video.

    Display spends including Video and Social is forecast to increase by 15.8 per cent in 2015. However it is ‘Search’ that continues to command the highest share of total Digital spend at 45 per cent, with growth of+12.6 per cent this year and +11.5 per cent in 2016.

    TV continues to command the highest share of spend, 42.2 per cent globally in 2015, remaining popular particularly in Latin America and the Middle East with share of spend above the global average in APAC and C&EE.

    There are indications, however, of TV’s share slowly eroding as it has decreased by 1.2 per cent points over the past five years. Growth was boosted last year by a slew of events with +4.4 per cent growth. TV spend is predicted to increase by +3.6 per cent this year, picking up in 2016 a quadrennial year – to +3.9 per cent.