ITV

Category: Media and Advertising

  • Predictions: 2015 will see a spurt in the usage of digital media solutions

    Predictions: 2015 will see a spurt in the usage of digital media solutions

    Digital media has metamorphosed the whole advertisement industry, creating constant ripples in the market. Advertisers have started employing digital media to fulfill all their advertising needs as this has emerged as the best way to reach their target audience. Smart phone usage has increased manifold and hence, it has become the ideal option for advertisers to use them as a source to promote the products and services of companies.   With consumers becoming more app-driven and gadget-savvy, brands have begun to advertise themselves on the mobile platform for the ease and convenience of their patrons. The year 2014 witnessed phenomenal growth in the digital media segment and 2015 will also observe the same trend owing to the escalating use of digital media platforms like smartphones and related applications by consumers.

     

    As far as 2014 goes, the usage of mobile applications has increased tremendously hence companies invested hugely in developing innovative and user-friendly apps. Usage and sharing of digital content inflated substantially, leading to the development of an industry that specifically focuses on production and distribution of such content.   With digital advertising videos gaining popularity, companies started allocating a considerable budget for the same but limited it to a single player.  On the other hand, the conventional digital display media like banners saw a decline in interest and video, native (performance) and content platforms witnessed considerable growth, influencing a major chunk of the market.

     

    The year 2015 is sure to observe programmatic buying that people have been talking about. This will take over most of the display spends. Therefore, technology driven agency trading desks and consolidated programmatic buying by clients will experience an upsurge. In the digital ecosystem, programmatic buying simply refers to a broad spectrum of technologies that assist the buying, placement and optimisation of advertising. People usually get confused with this technical jargon. In layman’s terms, it means buying of any advertisement that gets processed through machines.

     

    Besides programmatic buying, 2015 will see a spurt in the usage of digital media solutions by companies. Mobile advertising will achieve a significant breakthrough, influencing and transforming the sphere of advertising to an extent where advertisements on smart phones will surpass any other kind of promotion on digital media. The umpteen advantages offered by mobile advertising like increased consumer engagement with the company, increasing traffic to web pages and reaching customers on the go make it a lucrative mode of advertising for marketers.

     

    Digital media advertising is here to stay as it helps advertisers attract the right audience. From elevating brand visibility to delivering the digital ads to the target audience, digital media embodies various online advertisements that are devised in conjunction with the needs and demands of the market. 

     

    The emergence of digital media has brought waves in the advertising sphere, resulting in companies embracing online and digital media solutions for all their marketing needs. In accordance with an observation made recently, the Indian telecom network is growing marvelously due to its high population and development potential. This proves that mobile advertising which is a form of digital advertising has a bright future in the country. 

     

    (These are purely personal views of SVG Media co-founder and CEO Manish Vij and indiantelevision.com does not necessarily subscribe to these views.)

  • Snehasis Bose joins L&K Saatchi & Saatchi

    Snehasis Bose joins L&K Saatchi & Saatchi

    MUMBAI: L&K Saatchi & Saatchi has appointed Snehasis Bose as senior vice president, planning.

    He will be operating from the Delhi office.

    Commenting on the appointment, L&K Saatchi & Saatchi chief strategy officer and managing partner Sandhya Srinivasan said, “We have been looking forward to strengthening our core competence, the strategic & knowledge discipline at L&K Saatchi & Saatchi. Snehasis fits in snugly into our culture which marries creative planning with business results. As the Head of Planning in our Delhi office he will not just drive the growth for brands & businesses there but also lead some inspiring initiatives that are national. We are really delighted have him on board to continue building our desire to stay audacious.”

    On his appointment Bose said, “Challengers, upstarts, cannot-be-explained, winners are some of the adjectives I had heard about L&K | Saatchi & Saatchi. And then they offered me an opportunity to experience this befuddling combination from the inside. I said ‘Yes!’’

    Bose comes with a rich experience of 18 years, and has worked with eminent agency networks like D Y Works (Formerly DMA networks), PQR Mumbai, Publicis Ambience, McCann, JWT Kolkata, Bates Kolkata and Contract Advertising. Over the years Snehasis has lead key projects like Tata Docomo, Pepsi, Airtel, Fidelity Mutual Funds and many other renowned brands.

     

  • Gannett names Al Getler president and publisher of The Burlington (VT) Free Press

    Gannett names Al Getler president and publisher of The Burlington (VT) Free Press

    BENGALURU:  Gannett Co., Inc. (Gannett) has named Al Getler president and publisher of The Burlington (VT) Free Press. Getler previously served as group publisher of the North of Boston Media Group.
     
    Gannett is an international media and marketing solutions company that informs and engages more than 110 million people every month through its powerful network of broadcast, digital, mobile and publishing properties.
     
     
    “Al is a proven leader and outside-the-box thinker who has consistently increased revenues and profits,” said Gannett U.S. Community Publishing East group president Michael G Kane. “Al has a wide range of experiences within the business and his people skills and relationship building will not only be a great asset for The Burlington Free Press but for the community as well.”
     
    During his time as group publisher of the North of Boston Media Group, Getler oversaw The Eagle-Tribune as well as the creation and management of several magazines and digital properties. Prior to that role, Getler served as president and publisher of The Daily Star and Cooperstown Crier in central New York. He was also vice president of readership for the Community Newspaper Company in Framingham, MA.
     
    Getler returns to Gannett where he spent nearly a decade with the Newspaper Network of Central Ohio, working in various marketing and circulation roles as well as publisher of The Advocate. Getler has also worked for The Record in Troy, NY, The Press of Atlantic City (NJ) and the North Jersey Media Group.

     

  • #fame raises $10 million in follow-on financing from TTN Ventures

    #fame raises $10 million in follow-on financing from TTN Ventures

    MUMBAI: It was in September 2014 when To The New Ventures (TTN Ventures) had announced its plans to invest $10 million in the next couple of years in #fame, as it set a target to reach out to 5,000 channels and 50,000 content creators across six countries in south east Asia. And keeping up to that announcement the talent-led digital entertainment network, #fame has now raised $10 million, in second round of financing from TTN Ventures.

    This round follows the $3 million investment TTN Ventures had made when the business began in early 2014. The network will use the funds to scale-up its original digital video business, grow its emerging talent network, invest in technology and expand regionally in Asia.

    Speaking on this development, TTN Ventures CEO Puneet Johar said, “We are extremely bullish about video on mobile disrupting and re-defining entertainment and the opportunity is ripe to build an impactful consumer internet business.  #fame  is  showing  the  trajectory  of  a  market  leader  and  we  would  like  to  back  it  to  market leadership across India and south east Asia.”

    Catering to mobile millenials through an integrated ‘talent-first’ strategy, it is building a pan-Asian digital video network that will straddle over 5,000 channels and 50,000 content creators over the next three years. With monthly produced content volumes exceeding over 150 videos, the network claims to be India’s largest original content creator for web and mobile platforms. Over the next few months, it will ramp up its monthly content output to over 1,000 original videos and expand its emerging talent network to over 500 emerging content creators.

    #fame has identified six key markets in south east Asia to build local digital video businesses. These include Indonesia, Thailand, Singapore, Malaysia and Philippines apart from India. TTN Ventures also has a strong strategic presence in these markets where it has built businesses in the SMACK space (Social, Mobile, Analytics, Content and Knowledge).

    #fame CEO Saket Saurabh commented, “We are well-poised for the next exciting leap in our growth story as we scale-up our capabilities in original digital content, grow our talent network further and expand across markets.”

    With over 300 million internet users, including 185 million users who access it on the mobile, India is delivering nearly four billion video views a month and is one of the largest and fastest growing digital video markets in the world, claims the network.

     

  • Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    Leo Burnett aims to be amongst top 5 agencies in the world by 2017

    MUMBAI: Starting the new year on a fresh note and an ambition to be amongst the top five creative agencies in the world by 2017, Leo Burnett is all set for the future.

    The agency will build brick by brick and guided by the 3 Ps- people, product and profit.

    The year 2014 saw a shocking development that of KV Sridhar aka Pops, erstwhile chief creative officer, India subcontinent, Leo Burnett, hanging his boots after 17 long years. However, with the hiring of ‘the +A types’ people, the agency want to reach for the stars. Leo Burnett hired Neha Contractor, Kaizad Pardiwalla, Prajato Guha Thakurta, Sachin Kamble, Harshad Hardikar, Antony Rajkumar, Oindrila Roy and Rakesh Hinduja in 2014 to get the right kind of people who are future ready.

    “A closer look at these leaders will also reveal that we are hiring a different breed of talent. Talent who can think beyond the 30 second TVC. We are really serious about winning with integration and these leadership changes will help us move rapidly in the new direction,” wrote Leo Burnett Group India CEO Saurabh Varma in an internal mail addressing the employees.

    Varma went on to write, “I request you all to focus on the 4 C’s as you look at levels in the organisation. The first C is Curiosity. We want to be child-like in the way we live our lives. We want you to leave your tables and explore the world around you. Nothing will give us more pleasure than people taking all their leave. Sacrifice is in, but the right kind. Hard work is appreciated but not if it comes in the way of us experiencing life. You have our commitment of continuing with this New Year break again, next year. Our hope is that next year we are even better organised to take this opportunity to slow down, relax and refresh. So please be curious in 2015.

    The next C is Champion. Great work stirs resistance. We need champions to help us sell great work. We need people who will not let the incredible idea just die. We all need more champions across the organisation who will challenge the work, shape the work and sell the work.

    The third C is Craftsman. Leo talked about that restless feeling that nothing you do is ever good enough. We want to live that spirit in our everyday life. We want to reach for the stars, everyday. No matter what you do in the Group, we want you to chase perfection. Average is out. Greatness is all that matters.

    Finally the fourth and the most important C: Citizens. We live in a world where an idea is shared and created by many. The spirit of knowing that we are all in it together is the fundamental to the organisation we are trying to build. Please populate the agency with people who embody these four traits. 2015, will also be a year where we will move forward and create a more performance driven organisation. We need to understand that growth is everyones job. Growth gives us freedom. Freedom to reward our people. Freedom to train our people. Freedom to create a better destiny for our people. We will reward people who drive growth. Every senior leader will have clear KPIs. Creative leaders will have to deliver on 7+ work. We will need to use our understanding of clients to create and sell them work they need rather than the work they want.”

    On the product front, Varma and Rajdeepak Das are excited about the momentum that has been created. Work on KBC, HE (man’s day), Kindle, Imagica and Anchor shows that the agency is moving steadily in the right direction. “With our marquee portfolio of brands, we hope to create incredible momentum in the next few months. Please use the specialisations at your disposal to create new work. Overall we need work which is true to ‘imaginative populism’. Work which is shared. Work which becomes part of peoples everyday lives. Work which our families are proud of. Work which delivers on the purpose of our brands. Please create content. Please create branded utility. Please use the power of technology to create platforms which are always-on. Please try different things. We urge you to take the risks. We will support risk and failures. We are ready for change,” he wrote to motivate all.

    Last year the group had won 37 clients and the agency wants to keep the momentum going in 2015. “We will not slow down. We will build on the incredible momentum we have created. We plan on both organic growth and new business wins. In 2015 we hope to pitch less and win a lot more. Prospecting will play a critical role in the way we approach our pitches. Please be ready for a lot of action,” he concluded his letter.

     

  • OMG India innovates to bring alive stores for Air Wick

    OMG India innovates to bring alive stores for Air Wick

    MUMBAI: OMG India, retail and shopping marketing solutions company, was recently appointed by Air Wick for an in-store communication. The objective of the campaign was to bring alive the theme of the brand’s new TVC – Turn on Romance – across major retail outlets.

    Using an innovative shelf vision banner and shelf vision TV, they endeavour to educate shoppers for keeping air freshener as part of home decoration.  

    The innovative elements were creatively designed for the purpose of allowing shoppers to interact with the brand, and with use of sensorial elements shoppers could experience Air Wick’s fragrance. It was the multi-sensory approach providing valuable experience and insight into Air Wick’s fragrance along with the shelf TV which attracted the shoppers to watch the TVC.

    The shelf vision banner included a mechanism that would release a whiff of Air Wick’s fragrance. This mechanism acted as an interactive element in the structure built as a mock-up house. The consumer’s sense of smell would instantly be engaged, therefore resulting in a sensorial experience which impelled the consumer favorably towards the brand.

    According to OMG Asia MD and head Ashwini Kharbanda, “OMG-Asia is dedicated to create ‘out of the box’ features and new technology packed into our marketing solutions. With Air Wick, our challenge was to create unique innovative shelf vision TV, shelf vision banners and FSUs that could help shoppers relate to the brand and get informed about its “Turn on Romance” proposition. The solutions we designed incorporate the essence of this campaign with panache and have been successful in creating a buzz about the product.”

    In addition, fragrance testers, floor standing unit, pillar branding, endcap and sidecap branding were installed to ensure each shopper notices the brand.

    The entire retail activity took place across 65 top stores all over India in modern trade chains like Star Bazaar, Hypercity, etc.

     

  • Leo Burnett India appoints Aman Mannan as group ECD

    Leo Burnett India appoints Aman Mannan as group ECD

    MUMBAI: Leo Burnett India has appointed Aman Mannan as group executive creative director. Mannan will be based at Leo Burnett India’s head office in Mumbai and will work closely with Leo Burnett India chief creative officer RajDeepak Das towards creating work that strongly reflects the agency’s human kind philosophy.  

    Speaking on his appointment, Das said, “I am really excited about Aman joining us as this further strengthens our creative team that is not only young but also extremely talented. Aman brings with him a lot of positive energy and newer ways of storytelling that will help us find the right solutions to our clients’ problems.”

    Mannan added, “This really is an exciting time to be part of Leo Burnett India. I look forward to working with both RajDeepak and Saurabh to create a wave of new age integrated work.”  

    Mannan joins from DDB Mudra where he was executive creative director. Prior to DDB Mudra, he has had stints with McCann Erickson and Interface Communications. In a career that spans more than a decade, he has worked across categories on brands such as Union Bank of India, Future Group, Godrej No. 1, Lipton, HBO, ICICI Lombard, Saffola, Parachute, Onida, Nerolac, Radio Mirchi, Tata Indicom, NDTV, Mahindra and Mahindra (Scorpio, Bolero, Maxx), Nerolac and Blue Star to name a few.

    Mannan’s work has won him accolades in both international and national circuits including the prestigious Cannes, Emvies, London International Awards, Abbys and Mirchi Kaan Awards.

     

  • Option Designs creates sarcastic campaign for UC Browser

    Option Designs creates sarcastic campaign for UC Browser

    MUMBAI: Option Designs has crafted a campaign, which includes a series of sarcastic and rib tickling funny resolutions of various celebrities and super heroes, for China-based mobile browser UC Browser.

    The humorous Facebook posts are designed to attract the youth towards the brand and to acquire unique and more eyeballs through innovative and viral content.

    With the New Year starting and people making a number of resolutions, Option Designs came up with a simple yet crispy idea to promote the brand through funny resolutions on how people break resolutions.

    Option Designs MD Japneet Singh said, “We felt that we should encash on the most common fad during the New Year week – ‘Resolutions’.  The objective behind the campaign was to highlight how people make resolutions and break them in a couple of days. The tremendous response to our rib tickling posts from the fans has only encouraged us to take this forward and convert this into a full-fledged humorous video. We are sure this campaign will help the brand reach out to a wider audience and highlight its benefits to the target customer. We are very confident that with the combination of great marketing and the unbeatable content, UC browser will be an absolute winner in the market.”

    UC Browser spokesperson added, “We constantly innovate with our strategy to connect with our target audience, our latest campaign does exactly the same, it evokes the humorous side of resolutions. Youngsters generally make resolutions, but failed to carry them further, the campaign was designed to target the same audience. With the series of humorous posts and video, we are getting good response from the fans; also the organic reach of the page becomes quite high.”