Digital Agencies
Two months since Canvas Ads launch on Facebook
MUMBAI: Digital marketers and new age advertisers were quite in frenzy when Facebook introduced its new product called Canvas at Cannes last year and subsequently launched it globally in February 25 2016. And why not? Canvas allowed advertisers to combine video, photographs and copy in an ad promising an immersive experience for the consumers. It was based off the very root of all digital marketers’ worry — intrusive ads that are point blank disliked by consumers.
It’s not a secret that YouTube’s ‘Skip Ad’ button is probably the most clicked button ever, not to mention the high bounce rates at sites with too many full page ads, be it desktop or mobile; perhaps more so on mobile advertising due to the limited space on screen.
The challenge was simple — how to create engaging experiences through ads so that people, instead of being put off by them, willingly spend more time on the platform.
“We’re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers. We’ve invested in engaging experiences like video and the carousel format to empower advertisers with more creative space to share their brand and products on mobile,” Facebook had shared then. The project was brought to life after a collaboration of the advertising community, Facebook Engineers, Designers, and Creative Shop– all working together in a constant feedback loop.
“This space was designed and invented and inspired by our relationship with the creative community,” Facebook, CCO Mark D’Arcy was earlier heard stating.
It’s been a little over two months and within these two months, 186 countries have experienced Canvas with US, Brazil, Mexico, Italy, UK, France, Thailand, Germany, Turkey, India being the top 10 countries.
Facebook has already achieved a significant amount of what it aimed at, as per the data the social media giant shared with Indiantelevision.com. In the past three months, people have spent more than 100 years of time in Canvases and people spend an average of 31 seconds in Canvas.
The other USP feature of Canvas is its ease of use to create a dynamic ad for mobile, just what the SMEs needed.
“Teams simplified the creation experience to six core elements that we heard were the building blocks that people cared about and provided enough creative freedom to build compelling experiences such as — headers, photos, videos, text, buttons, and carousels,” Facebook explained in an official statement, and as per its freshly gathered data 50 per cent of the Facebook ads created on canvas are done in 10 minutes or less time.
Facebook’s internal user engagement behaviour data was a huge help in guiding the developers address some of the major issues consumers faced on Facebook while interacting with engaging advertisements on mobile.
“One of the major feedbacks on mobile ads was that ‘Videos took too long to load.’ For this the team made a huge shift to re-architect all of our client renderings to enable content to load faster and progressively fetch elements in a Canvas as they were needed (rather than downloading the whole thing.) We made video compression much more efficient,” shared a Facebook Canvas representative, acknowledging the importance of videos in today’s two way communication on mobile. Interestingly canvasses also allowed advertisers to intervene in real time and improve their canvas ads based on feedback and data responses.
Digital Agencies
Kunal Wanvari steps up as senior brand and digital marketing manager at Franklin Templeton India
MUMBAI: Franklin Templeton India has elevated Kunal Wanvari to senior brand and digital marketing manager, signalling a continued push towards data-driven brand building and digital-first engagement in a crowded asset management market.
Wanvari has spent nearly eight years with Franklin Templeton India, steadily rising through the marketing ranks. Prior to this role, he served as marketing manager and assistant marketing manager, working across brand strategy, content, digital media and campaign execution from the firm’s Mumbai office.
Before joining Franklin Templeton, Wanvari built his digital credentials at WATConsult, where he handled brand strategy and account leadership roles, and earlier at Kush Infosystems, focusing on SEO and performance marketing. His career began in sales and marketing roles, giving him a ground-up understanding of commercial storytelling.
A computer engineer by training with deep digital marketing expertise, Wanvari’s elevation reflects Franklin Templeton’s bet on hybrid marketers—equal parts brand, data and digital—as competition for investor attention intensifies.
Digital Agencies
PSB Xchange appoints Ankush Aggarwal as CXO, Sahil Sikka as CBO and CFO
MUMBAI: PSB Xchange, India’s digital marketplace for financial solutions and a flagship platform of Veefin Solutions Limited, has reinforced its leadership team with two senior appointments as it prepares for its next phase of growth.
Ankush Aggarwal has been named chief experience officer, bringing with him more than 20 years of experience across corporate banking and the SME ecosystem. In his new role, he will focus on shaping simple, seamless and results-oriented experiences for banks, corporates and ecosystem partners. Aggarwal has previously held leadership roles at Kotak Mahindra Bank, IndusInd Bank and SG Finserve, where he led initiatives across customer onboarding, credit processes, servicing operations and digital transformation.
Widely recognised for connecting technology, operations and business strategy, Aggarwal has consistently built scalable and compliant experience models. At PSB Xchange, his focus will be on strengthening platform thinking, governance and continuous improvement to enhance efficiency and customer outcomes.
Alongside him, Sahil Sikka joins PSB Xchange as chief business officer and chief financial officer. With over 15 years of experience in banking and financial services, Sikka has played a key role in building and scaling businesses. He was part of the founding leadership team at SG Finserve, where he helped create a listed NBFC, overseeing business strategy, capital planning, product development and governance. His work earned him the best CFO financial services award at the India CFO Awards 2024.
Earlier in his career, Sikka worked with HDFC Bank, Aditya Birla Finance and Kotak Mahindra Bank, driving growth across corporate banking and structured finance. In his dual role at PSB Xchange, he will focus on strengthening growth strategy, scaling operations sustainably and delivering long-term value through strong governance and collaboration.
Commenting on the appointments, PSB Xchange and Veefin Solutions Limited CEO Sorabh Dhawan, said the additions reflect the platform’s ambitions as it expands its engagement with banks and financial institutions. He added that Aggarwal’s experience-led approach and Sikka’s strategic and financial expertise will be central to driving sustainable growth and value creation in the years ahead.
Digital Agencies
Kisha Gupta takes charge as Infosys global head of brand
BENGALURU: Infosys has appointed Kisha Gupta as its new global head of brand, a move that highlights both her remarkable journey within the company and her unique approach to leadership. Having spent more than 13 years at Infosys, Gupta brings to the role a wealth of experience spanning brand building, academic relations, and large-scale event management. She assumes the position with a commitment to creativity, purpose, and heart, promising to steer Infosys’ global brand with care and vision.
Gupta’s career at Infosys is notable not just for its longevity but for the breadth of her impact. Since 2016, she has led the company’s global academic relations, collaborating directly with Infosys co-founder N. R. Narayana Murthy on flagship initiatives like InStep, the company’s global internship programme. Each year, InStep welcomes over 250 interns from more than 50 nationalities, offering them a chance to gain hands-on experience and exposure to cutting-edge technology projects. Beyond internships, Gupta has built strong networks with students, professors, deans, and chancellors from the world’s top 200 universities, positioning Infosys as a thought leader in global academia.
Her contributions extend to brand strategy and visibility, having designed social media campaigns, reviewed creative content, and represented Infosys at over 200 international events. She has also overseen large-scale corporate events, including Confluence and Connect, and led the redesign of Infosys’ marketing floor to foster collaboration and agile working. This combination of strategic oversight and hands-on execution has made her a trusted figure within Infosys leadership, reporting directly to the CMO and working closely with the board and founders.
Beyond Infosys, Gupta has played a key role in nurturing the next generation of global leaders. As Chairperson of Aiesec in India, she works to provide students with opportunities for cross-cultural learning and to foster a more inclusive, diverse workforce. She has also attended the prestigious Stanford Graduate School of Business Ignite Program, further honing her business acumen and leadership skills.
Reflecting on her new role, Gupta expressed gratitude to mentors, colleagues, and her predecessor for their support. “If you are reading this, chances are you have played a part in my journey. That makes this moment as much yours as it is mine,” she wrote. With her proven track record in brand building, academia, and global engagement, Kisha Gupta is poised to take Infosys’ brand to new heights, blending creativity, purpose, and human touch in every initiative.
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