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Tag: advertising

  • Thought Blurb Communications elevates Renu Somani to national creative director

    Thought Blurb Communications elevates Renu Somani to national creative director

    Mumbai: Thought Blurb Communications, a full-service advertising and design agency helmed by Vinod Kunj, has announced the elevation of Renu Somani to national creative director. After steadily guiding the direction of the creative product of Thought Blurb Communications for the last ten years, Somani will now take over as the creative head at the agency from being the executive creative director.

    Renu holds more than 18 years of experience with creative departments of advertising agencies like Ambience Publicis, McCann Erickson and Saatchi & Saatchi and has worked for brands like Parachute Hair Oil, Savlon Soap, and ICICI Home Loans. At Thought Blurb, she has led creative communications for brands like Parle-G, Parle Marie, Parle 20-20, Vero Moda, Reliance Digital, Radio Mirchi, and Viacom 18, to name a few.

    Renu began her career as an art director before switching seamlessly into her role as a writer after joining Thought Blurb. She brings her combined talents in art, copy, scripting, and audio-visual media to bear on a 360-degree execution in traditional, electronic, and digital media. Renu now takes charge of managing the creative products of the company that has a presence in Mumbai and Kochi. She will be overseeing a diverse team of creative talent in these cities, helping in the development of brands across the country and also in planning the creative strategy for new clients here.

    Speaking on her new role, Renu Somani stated, “I have a degree in art, but writing comes as naturally to me as breathing. I believe I paint stories with my words. The creative industry is shape-shifting and each day a new avatar is being created. My mandate will be to give shape and voice and texture and personality to the avatar that we at Thought Blurb would like to give ourselves. We are known to nurture great talent, and I’d like to build on that tradition and get the team to come up with ideas that reflect the zeitgeist of the times.”

    Speaking about the appointment, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “Renu is an extremely instinctive and creative person. She can pick up a castaway idea from a brainstorming session and polish it to perfection. We are a very close-knit unit, and we cherry-pick the brands we work with. In the process, we have built great case studies for some of India’s biggest brands. Renu will now work with her team and create campaigns that make a meaningful difference to those brands in the international markets.”

    Somani’s work has been recognised over the years by several Indian and international industry award bodies. She has also been a finalist at the One Show, Cannes, and Adfest Awards. She has won awards at the Abbys, D&AD Kyoorius, Golden Mikes, and Radio Mirchi Kaan Awards. Most recently, she won the IAA Awards for her work on Parle G. Her work has also been featured in the Communication Arts Guild magazine.

  • GUEST ARTICLE: Connected TV is emerging as an opportunity for entertainment brands in India

    GUEST ARTICLE: Connected TV is emerging as an opportunity for entertainment brands in India

    Mumbai: Connected TV (CTV) viewing has been gaining momentum in the western part of the world and is now on an escalating curve in India with 12–14 million monthly active CTV users, according to the FICCI-EY report of March 2022. The advancing new trends in the media and entertainment (M&E) industry have led to a noticeable change in the TV viewing habits of Indian audiences, leading to connected TV making a strong appearance in India. The exponentially growing CTV, which was earlier incomparable to linear TV, has now loomed out of the shadows and is considered a potent alternative for brands to advertise on. In the current digitally evolving ecosystem, affordable prices of smart televisions, increasing data penetration, and the availability of global content have aided in the medium’s rapid growth, making it a prominent mover and shaker in the M&E space. According to the March 2022 FICCI-EY report, by 2025, this number is expected to hit 40 million, highlighting its explosive growth as a medium in the country.

    A revenue stream within digital:

    For many years, traditional TV was the only platform for media buying. As users move towards connected TV, the medium is creating an opportunity to grow business revenues. In today’s time, content dissemination and consumption are platform-agnostic, giving brands an opportunity to generate visibility for themselves on the big screen. With CTVs ushering in the next big revolution, the ecosystem holds the potential for greater returns. As a new revenue stream within the digital landscape, CTV has grown to become an impactful channel that provides targeting capabilities and measurability. In a digital-forward world, measurement capabilities make the medium a must for any brand to push forth its marketing strategies and capitalise on the same.

    A powerful addition to the marketer’s toolbox:

    Connected TV, which has recorded notable growth in the past few years, is becoming a paradise for advertisers. In today’s data-rich world, consumers are increasingly demanding brands to deliver focused and relevant messaging. With more eyes on the big screen, CTV helps brands reach out to new and hard-to-reach audiences and form deeper connections with them. It has surfaced as a successful growth opportunity for advertisers who want access to a highly engaged, affluent audience. Advertisers, globally and in India, are lapping up the connected TV opportunity as it continues to grow as an exciting medium.

    With the widespread adoption of digital, CTV as a medium appears to be very promising for both consumers and advertisers. The growing adoption of streaming content through connected devices makes the medium an important and new touchpoint for advertisers. According to the IAB 2021 Video Ad Spend & 2022 Outlook report, globally, ad spending on connected TV grew 57 per cent in 2021 to $15.2 billion and will grow another 39 per cent in 2022 to $21.2 billion. In India, while CTV advertising spends are yet to fully catch up with growing smart TV subscriptions and consumers spending more time on these devices, ad spends will eventually move in a positive direction, making connected TV advertising the next big frontier.

    Towards a promising future:

    Presently, growing at a burgeoning pace, the connected TV market seems to have a propitious future. In our approach to reaching out to our digital audiences, CTV acts as a significant contributor. Needless to say, the medium will further prosper as a result of increasing attention from advertisers as they look to leverage the potential of digital advertising to reach their target customers in an innovative and effective manner. The overall ecosystem of connected devices, driven by technological advancements, will provide enormous headroom for growth in the future of media and entertainment. For a progressive future, it will become imperative for all stakeholders to strategically cater to this exponentially rising consumer growth trend.

    The author of this article is QYOU Media India COO Krishna Menon.

  • BBH India elevates Priya Gurnani & Arvind Menon as executive creative directors

    BBH India elevates Priya Gurnani & Arvind Menon as executive creative directors

    Mumbai: BBH India, a Publicis Groupe agency announced the elevation of Priya Gurnani & Arvind Menon as executive creative directors. Priya and Arvind have been senior creative directors and will continue to report to BBH India’s chief creative officer & CEO, Russell Barrett.

    With over 15 years of experience, Priya specialises in building creative communication that is at the intersection of brands, culture and consumer behaviour. In the past, she has worked with Ogilvy, Leo Burnett, McCann Worldwide and has created culture-defining work for brands like Stayfree, Yatra.com, Heineken, Kingfisher Ultra, Amstel and Zee5. Most recently, she conceptualised and wrote the lyrics to a rap song for the entertainment channel – Zing’s Apni Vibe Apni Tribe campaign. In 2009, she was amongst the winners of the Cannes Young Lions.

    Armed with 13 years of experience, Arvind also led the creative team at Publicis Emil as a senior creative director. With diverse experience, including a stint at a media agency, Arvind specialises in building medium-agnostic integrated campaigns. In the past, he has worked on brands like Mercedes, Frooti, Axe, Burger King, Aditya Birla Capital, Heinz, TRESemmé, Surf and Taj Mahal Tea. Arvind’s work has been awarded locally and internationally at forums including Kyoorius, AMES and Campaign Asia Digital Crest. He has represented India as a student at Cannes, and a young competitor at Spikes.

    BBH India CCO & CEO Russell Barrett said, “It’s always great to welcome brilliant talent to key leadership positions, but it’s even better when that talent is promoted from within.”

    Priya is a highly talented creative leader with a sharp and curious mind, great maturity and a clear vision for the kind of work both she and BBH want to produce. She has already proved an invaluable contributor by leading the PWW Bangalore creative team in the past.”

    “Arvind is an amazing new age creative thinker who led the creative mandate on Emil before joining the BBH team. He comes with rich knowledge of the digital and creative tech landscape and is the perfect fit for BBH’s Modern India’s Fame Factory philosophy,” he continued.

    “Both Priya and Arvind are “Good and Nice” and I’m convinced they will add significantly to BBH’s creative output. The creative leadership at BBH India is now fully in place and set to take the next giant leap forward,” Barett added.

    Priya Gurnani added, “I am looking forward to embodying and enjoying this new role. BBH has always been a place where ‘Outstanding is the norm’, and that applies to the work we do and the culture we have. As I continue my journey at BBH, I hope to zag for years to come.”

    Arvind Menon added, “I’m equal parts honoured, excited and terrified. BBH has an undeniably rich culture of creative excellence. And I know it’s only work that can help climb up to those rarefied heights. So I’m just going to focus on that.”

  • Next by Rediffusion names Asheesh Malhotra as executive director

    Next by Rediffusion names Asheesh Malhotra as executive director

    MUMBAI: Next by Rediffusion has roped in Asheesh Malhotra as its executive director. Asheesh joins the Rediffusion group from Dentsu. The launch of Next was announced by Rediffusion on 15 August.

    With over 25 years of experience in the advertising industry, Asheesh has worked in leadership roles at Dentsu, Ogilvy, Lowe and Bates. He has straddled strategy and business functions on global & local businesses alike. He helped launch India’s first private life insurance company, ICICI Pru. He led global business hubs for Castrol and BP across Europe, Asia and also the business of Unilever beverages.

    Asheesh has over the years won the prestigious Effie awards for Unilever, ICICI Pru, Mondelez in India and APAC regions. He has also worked on the launch of Royal Enfield Meteor and Classic and Malabar Gold’s Brides Of India campaigns.

    Additionally, he teaches marketing and advertising students at institutes like SP Jain and Northpoint Center of Learning. He is also on the advisory councils of a couple of universities, and an active member of Intach.

    Asheesh did his schooling at St Edwards in Shimla and went on to pursue his higher studies at Delhi University. Thereafter, he attended the New York Film Academy and studied film and content development. Asheesh is also a certified apple orchardist having grown up in the pristine Kullu valley.

    Welcoming Asheesh Malhotra to Next by Rediffusion, Rediffusion group managing director Dr Sandeep Goyal said, “In Asheesh, we have a true blue-blooded professional who has worked across categories, domains, brands and geographies. I have personally worked with him during his earlier stint at Rediffusion when he was handling the Taj hotels business nearly 20 years ago. We again worked together when he led the Toyota business in Bangalore at Dentsu. Asheesh is client-focused, strategically strong and very good with creative teams. The assignment at Next by Rediffusion is just right for him – a combination of innovation and experience”.

    “This is my second innings at Rediffusion. I love the easy informality at the agency. Also, the wide canvas afforded everyone to do their best. Next by Rediffusion is a rare opportunity for me to create a completely new metaphor in advertising and communication. All soonicorns and unicorns, despite their size and apparent success, need a lot of help with brand building and ideation. We will do just that at Next by Rediffusion”, added Asheesh Malhotra.

    Asheesh Malhotra will be based in Mumbai. Next Rediffusion aims to have offices pan-India in the next 18-24 months.

  • Mindshare onboards Mausami Prasad as national head of strategy & insights

    Mindshare onboards Mausami Prasad as national head of strategy & insights

    Mumbai: Mindshare India, the flagship agency from GroupM, announced the appointment of Mausami Prasad as national head – strategy & insights. Mausami will be based out of Mumbai and will report to Mindshare South Asia CEO Amin Lakhani.

    With over 22 years of experience in crafting strategy, Mausami has been passionate about knowing consumers, their behaviour, concerns, aspirations, and everything in between to help craft growth strategies for brands. Mausami has worked on both sides of the table – getting sharp insights at Colgate and Future Retail and doing cutting-edge work at Indica and Kantar. In her last stint at Kantar, she was leading the Unilever relationship for India and was a SPOC for South Asia.

    Mindshare South Asia CEO Amin Lakhani said, “We are glad to have someone as experienced as Mausami on our team. Today, our clients are focusing on integrated strategies to grow their businesses. The expertise Mausami brings to Mindshare will allow us to continue to support clients by crafting insight-driven approaches. I am certain that Mausami will play a pivotal role in the brand transformation journey for our clients.”

     “I believe in earning the leadership that I have been entrusted with and would love to create winning journeys with my team,” said Mausami Prasad. “I am excited to join Mindshare, an industry leader in shaping creative strategies for its brands and clients to help them achieve their goals. I am thrilled about this opportunity, and I would like to thank the team for believing in me. I look forward to contributing to Mindshare’s ‘good growth’ journey by creating exclusive strategies for our clients,” she added further.

  • ‘Weekend Unwind’ with: Loktantra Mediatech, CEO & founder Piyush Kulshreshtha

    ‘Weekend Unwind’ with: Loktantra Mediatech, CEO & founder Piyush Kulshreshtha

    Mumbai: With yet another weekend upon us, in our latest ‘Weekend Unwind’ series, it’s time to take a peek into the mind of the head of social networking and conversation platform through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s edition, we have Loktantra Mediatech, CEO & founder Piyush Kulshreshtha. In his current pursuit of developing Khul Ke, a homegrown social networking app that enables users to freely express themselves through purposeful and positive conversations that matter and level up their engagement.

    Through his illustrious career spanning over two decades, he’s known for holding prominent positions across leading real estate, and investment organisations. With a strong stance, he is frequently known to lend his voice to the creation of meaningful discourse.

    Prior to embarking on this project, Piyush spent years in a top-management position in Mumbai’s real-estate development industry, where he explored his skills in management and leadership, which groomed him into a poised figurehead.

    In the stock broking industry, Piyush worked for five years in brand management at Motilal Oswal and Sharekhan. During his MBA days, he worked as a radio jockey with All India Radio for three years and spent a year writing for Indian Express’ youth magazine Channel Y. Piyush is a graduate in economics.

    So without further ado, here it goes…

    • Your mantra for life

    Act & perfect, don’t overthink.

    • A book you are currently reading/plan to read

    Vibhanga

    • Your fitness mantra, especially during the pandemic

    Pranayama and light asanas.

    • Your comfort food

    Arahara ki daal and rice with aloo ki bhujia.

    • When the chips are down a quote/philosophy that keeps you going

    This too shall pass.

    • Your guilty pleasure

     Gulab Jamun

    • When was the last time you tried something new?

    Everyday.

    • A life lesson you learnt the hard way

    There is no moment in my life that I do not deserve. Everyone has to carry their own cross.

    • What gets you excited about Life?

    Possibility of becoming a better version of myself.

    • What’s on top of your bucket list?

    Research work on vipassana and Buddha’s discourses.

    • One thing you would most like to change about the world

    Be more objective.

    • An activity that keeps you motivated/charged during tough times

    New ideas and quick execution.

    • What lifts your spirits when life gets you down?

    Vipassana.

    • If you could give one piece of advice to your younger self, what would it be?

    Life is a journey, keep moving.

  • Partha Sinha re-elected as The Advertising Club president

    Partha Sinha re-elected as The Advertising Club president

    Mumbai: The advertising, marketing and media industry’s apex body – The Advertising Club has announced the managing committee for the current fiscal at its 68th annual general meeting. Bennett, Coleman & Co., president – response Partha Sinha has been re-elected to lead the body.   

    “I am honoured to be re-elected as the president of The Advertising Club,” said The Advertising Club president Partha Sinha, speaking about the appointment. “In spite of being extraordinarily challenging, the last 24 months of the pandemic allowed us to innovate and deliver some of the most impactful engagement initiatives.”

    “From the first-ever online edition of the Effie awards that created a new benchmark for virtual events and the in-person emvies that was attended by 1,000 media enthusiasts, to raising the bar on Abby’s awards by associating with the One Show and collaborating with the United Nations on Unstereotype Alliance – the team exemplified excellence with each activity. I am thankful to the team we’ve worked with and look forward to working closely with them again to take The Advertising Club to newer heights,” he further added.

    The office bearers of The Advertising Club for 2022-2023 are president, Partha Sinha, vice president Rana Barua, secretary Shashi Sinha, joint secretary Mitrajit Bhattacharya and treasurer Dr Bhaskar Das.

    Managing committee members include Prasanth Kumar, Vikram Sakhuja, Ajay Kakar, Debabrata Mukherjee, Rahul Johri, Aditya Swamy and Manasi Narasimhan. In addition, the co-opted industry professionals include: Punitha Arumugam, Sonia Huria, and Pradeep Dwivedi

    The list of leaders who will continue to bring value to TAC through their expertise and deep understanding of the respective industry segments include Avinash Pant, Raj Nayak, Ajay Chandwani, Sapangeet Rajwant, Namrata Tata, Rathi Gangappa, Sidharth Rao, Alok Lall, Vikas Khanchandani and Malcolm Raphael. Partho Dasgupta will continue as a member of the managing committee as the immediate past president for the ensuing year, it added.

  • GUEST ARTICLE: How to stay competitive in the growing world of influencer marketing

    GUEST ARTICLE: How to stay competitive in the growing world of influencer marketing

    Mumbai: If you reflect ten to twelve years, affiliate marketing was a reliable method of reaching your target audience on the internet. Traditionally, affiliate publishers and web portals were the primary channels through which brands competed for customers. Trends, however, are subject to cyclical changes, aren’t they?

    Nowadays, brands are looking for influencers who can promote their products on social media. The effectiveness of influencer marketing was questioned five or six years ago, but now brands are willing to pay a lot to connect with the right influencers through agencies.

    According to our experience with affiliate marketing and influencer advertising, influencer marketing is a mixed form of affiliate marketing and celebrity endorsements. Influencers are now able to leverage their power through the creation of engaging brand-centric content. As part of our mission, we strive to connect with like-minded customers and to provide them with a better customer experience.

    Powerful influencer platforms

    Curated newsletters have taken off over the past few years. It’s common for business influencers to promote articles through newsletters on social media like Twitter and LinkedIn. You’ll likely come back for more as you read.

    Eventually, you’ll gain trust in the sources of information in the content, and their words will be able to influence you. When they promote a product or service, a buyer might buy it. You should send out newsletters and blog posts.

    The old ways of marketing can’t get you brand awareness anymore. Be sure to take advantage of influencers who are influencing your target audience.

    Get an edge on your competition with influencer marketing. To help you start influencing people with your products and services, here are some tips:

    • Ensure your influencers are legit

    Influencer marketing follows the same principles as other forms of marketing. Getting to know your audience members is key to providing anything of value to them.

    Make sure you segment your target audience based on their interests. Pick influencers who can attract those people instead of those whose reach will do it. Any relationship you have with an influencer should be based on relevance. 

    If you pick an influencer with a similar target audience to your brand, you’ll be able to reach the right people. Consumers 92 per cent of the time trust you as an authoritative source and recommend you to friends and family. Many followers of influencers consider their videos, photos, and posts to be endorsements.

    • Make your influence niche-specific

    Marketing with influencers can reach millions, but you won’t get as much for your money as with other “mass” marketing strategies.

    Try looking for smaller influencers and followers instead of big ones. It’s often more likely that they have engaged and dedicated fans. Their communication should also be tailored to the audience and generate responses.

    Many brands use this approach. This campaign wasn’t designed to maximise ROI but to expand the brand’s social footprint, which can pay off financially.

    • Mix your content correctly

    You can reach different audiences with influencer marketing, just like with content marketing. Make sure you’re not just using Instagram and Snapchat for short-form content. These platforms don’t just have viewer influence; you shouldn’t rely on them exclusively.

    See if long-form content offers you more opportunities instead. By using sites like Medium, you can find the right balance rather than focussing on one type of content exclusively. A platform like medium lets your audience dig deeper into topics than Snapchat and Instagram.

    Curating your marketing collateral is always a good idea, and a good collection provides various content. You can further the discussion with pictures, videos, articles, and even emails.

    • Make give-aways free and valuable

    No one can deny that people love freebies. Ensure your influencers are hosting giveaways so your target audience will be attracted to your content.

    It will help to encourage participants to follow your account and comment on your posts, and it may get more engagement. Customers will return to your business after sampling your products and getting to know your brand.

    37 per cent of the time, consumers buy stuff based on recommendations from social influencers. The social proof of influencers is one of the reasons consumers trust them. There is a chance these strategies will boost sales, so they are worth a shot.

    Conclusion

    A marketer’s arsenal of marketing strategies is growing more powerful with the use of influencers. It will help if you learn how to use it properly to be able to use it effectively. It takes considerable time, effort, and research to identify the right influencer to promote your brand. Once you have achieved the proper balance for your bottom line, it may be a divine match.

    The author of the article is PDP Media founder and CEO Raushn Jha.

  • Colors’ ‘Khatron Ke Khiladi 12’ creates history and breaks records

    Colors’ ‘Khatron Ke Khiladi 12’ creates history and breaks records

    Mumbai: Stunt-based reality show, Khatron Ke Khiladi, has delivered yet another successful season with its action-packed content, breaking records across various mediums. The show was featured as the #1 non-fiction show in the category, receiving rave reviews across the globe and making Colors the #1 weekend destination with a 24 per cent market share, generating over five million conversations, including multiple organic trends on a weekly basis. The Rohit Shetty action extravaganza, which has had the highest reach for two years running, also has the highest average episodic reach on weekends.

    Colors launched a 360-degree high-impact campaign across platforms, with the aim of connecting with fans and giving them a first-hand experience of Khatron Ke Khiladi. An interactive Instagram filter was introduced, with a fun task to match expressions with their favourite contestants. The super cool filter clocked a whopping six million impressions. To bring the element of fear to life, Colors created harmless prank videos by tricking people in elevators through fake scenarios such as collapsing floors and silicon snakes.

    This was a major hit across social media where it garnered one million views due to the high shareability of the videos, which were an instant hit amongst the masses. Taking it up a notch, each contestant was innovatively introduced in stylized videos, which cumulatively garnered over 30 million views. There is much more to Khatron Ke Khiladi than meets the eye, and that goes behind the scenes in the making of the show.

    Taking viewers up close and personal, a larger-than-life BTS video of action master and host Rohit Shetty was posted, fetching more than six million views across platforms. Keeping the viewers hooked with engaging content and fun videos, including the contestants’ prepping and testing their reflexes with ‘Try not to flinch’, garnered more than 10 million views. The show had a consistent 80 per cent share of voice across the GEC sector and the highest among the shows in the GEC space on social media, with an overall one billion views and a 1.5 billion reach across social media platforms.

    Speaking on the success of Khatron Ke Khiladi 12, Viacom18 head – Hindi mass entertainment and kids TV network Nina Elavia Jaipuria said, “The grand success of Khatron Ke Khiladi is a testament to our commitment to provide wholesome entertainment to our viewers. Over the years, the show has set new benchmarks, broken records across platforms and is once again the number one non-fiction show in the category. It continues to be an exceptional showcase of unparalleled entertainment and a great platform for advertisers. As we continuously strive to entertain and innovate, we look forward to unwavering support from our viewers and advertisers.”

    The property has been a resounding success with advertisers as well, wherein the title sponsor Maruti Suzuki remains this season along with Amazon Prime, Spotify India, Hershey’s India, Oppo Mobiles India and more, who continued their partnership with the country’s highest rated reality show, and the powered by-charged by Thumps up, along with special status Kajaria Ceramics, Ching’s, among others, are some of the newer brands who have partnered this season.

    Khatron Ke Khiladi, airs every Saturday and Sunday at 9.30 p.m. on Colors.

  • Netflix to touch $1.9 bn ad revenue in Western Europe by 2027

    Netflix to touch $1.9 bn ad revenue in Western Europe by 2027

    Mumbai: Western Europe will generate annual revenues of $1.9 billion for Netflix from advertising by 2027, more than the US and almost as much as North America ($2.1 billion when Canada is included), according to a new report by Ampere Analysis. The study forecasts that an additional $841 million will be earned from ad tier subscription fees in Western Europe ($1 billion in North America).

    Ampere believes that Netflix in Western Europe will experience an increase in average revenue per user (ARPU) as a result of the launch of the ad tier. Specifically, the firm predicts that in 2023, ARPU will be 4.9 per cent higher than without it, rising to 8.6 per cent higher by 2027.

    Western European viewers have the highest price sensitivity among Netflix’s customers, which combined with relatively high advertising rates on a cost per thousand (CPM) basis, makes advertising in the region a strong opportunity for the streaming giant. By 2027, nearly one-fifth (19 per cent) of Western European users will be on the ad tier.

    According to Ampere’s report, 19.3 per cent of Netflix users in this European region will view content via the ad tier by 2027, most of them from the existing customer base. The ad tier will stabilise this saturated region. Ampere predicts a 1.8 per cent increase in subscriber growth (with ad tier) in Western Europe over a subscription-only model. A relatively strong increase in the value of advertising-supported customers will boost the overall revenue gain.

    Globally, Netflix will earn $5.5 billion in annual advertising income by 2027, boosted to $8.5 billion a year by ad tier subscription fees. The launch will see Netflix earn $2.2 billion more by 2027 than it would with purely a subscription-only model, driven by an ARPU uplift combined with a modest increase in the overall subscriber base. Ampere estimates that total customers will be 3.2 per cent higher than without an ad tier.

    Ampere Analysis analyst Ben French said, “Very strong advertising rates for streaming in Western Europe will contribute to a significant uplift in the value per customer for those taking the ad tier. Although the overall boost to subscriptions is predicted to be modest in the region, this increased customer value will see Western Europe exceed the value of the US market by 2027.”