ITV

Tag: ANZ

  • Appsflyer lights up post-Diwali growth for marketers

    Appsflyer lights up post-Diwali growth for marketers

    MUMBAI: From Diwali sparks to a nine-week growth blaze. India’s festive season is no longer a one-week sprint to Diwali, and Appsflyer is showing marketers how to keep the momentum glowing. The global marketing measurement leader has released its 2025 India Festive Report, revealing that high-intent app activity now stretches across a nine-week window, offering brands extended opportunities for growth.

    Analysing 20.5 million app installs and over 576 million dollars in user acquisition and remarketing spend, the report highlights booming post-Diwali activity. Gaming and food & drink apps saw post-peak install growth of 29 per cent and 16 per cent respectively, while Android remarketing spend in travel jumped 40 per cent. Ios Shopping engagement surged with session volume up 20 per cent, boosted by extended deals and gift redemption cycles.

    “India’s festive season has evolved into a sustained momentum period that demands smarter campaign pacing and post-Diwali re-engagement,” said Appsflyer general manager INSEA and ANZ Sanjay Trisal. “Android delivers long-tail value when remarketing is timed right, while Ios needs sharper sequencing and early conversion. Brands that invest in lifecycle strategies and fraud protection at key moments can maximise both growth and efficiency.”

    Key takeaways from the report show that top shopping apps grew share of paying users by 32 per cent year-on-year, while post-festival fraud rates spiked, particularly in food & drink on Ios (up 176 per cent) and entertainment on Android (up 74 per cent). Remarketing budgets should be reallocated to the post-Diwali period, with segmented push campaigns and reactivation flows between Days 10 and 14 ensuring retention beyond the first week.

    Meta vertical head of gaming, tech, health & education Rishad Chindamada added, “Mobile platforms drive rapid acquisition and re-engagement, enhanced by AI tools optimising campaigns. Brands that leverage full-funnel marketing across channels can turn festive season spikes into lasting loyalty.”

    Appsflyer’s report underscores a shift in festive marketing strategy, it’s not just about winning Diwali week, it’s about sustaining the spark long after the lamps go out.

  • Dentsu takes over data-driven agency & Adobe specialist Accordant

    MUMBAI: Dentsu, Inc. announced that its global business headquarters Dentsu Aegis Network has reached an agreement to acquire a 100% stake in Accordant Pty Ltd. Dentsu said its global business headquarters Dentsu Aegis Network has reached the agreement to acquire the data-driven customer experience and personalization agency based in Australia.

    Established in 2014, Accordant (accordant.com.au) is a full-service programmatic advertising company and technology solution provider offering advanced digital marketing services that give customers a brand experience optimized in paid and owned media. Its advanced integrated data management platform enables marketers to fine-tune search and display leading to greater personalization of customer experience and improved ROI.

    The Accordant team, only one of two agencies worldwide to achieve the title of ‘Adobe Media Optimization Specialization’ has expertise in most technology stacks with primary focus on the Adobe Marketing Cloud stack. The company, with its data-driven customer experience and personalisation capabilities provides such services as optimized search and display, targeting of website and mobile content, CRO (conversion rate optimization), measurement, analysis and reporting, centralized data management and segmentation and profiling setting.

    The Dentsu Group aims to accelerate its growth strategy in ANZ by increasing experts in digital marketing, media and data management. The Accordant team, working closely with our existing digital and CRM experts at WiTH Collective and Isobar, will contribute significantly to our offerings throughout this region.

    The impact of this transaction on Dentsu’s consolidated financial results for the fiscal year ending 31 December, 2017 is expected to be minimal.

  • Rage Communications awarded as the digital marketing mandate for UFS in Australia and New Zealand

    Rage Communications awarded as the digital marketing mandate for UFS in Australia and New Zealand

    MUMBAI: Rage Communications has been awarded the digital marketing mandate for Unilever Food Solutions in Australia and New Zealand. The mandate involves the brands under the UFS umbrella including Knorr, Hellmann’s and Colman’s among others. Rage Communications won the account in a competitive pitch between four agencies. Rage Communications will closely work with UFS’ global partners to strengthen and stabilize its digital footprint in ANZ.

    Speaking on the win, Unilever Food Services digital and trade marketing manager Rishi Sahgal  said, “We were looking for an agency that had the breadth of capabilities to deliver innovative digital solutions across all our brands and help us make a step change in our ability to connect with foodservice operators. Rage Communications demonstrated that they were the right fit for UFS and we are confident they have the capability and passion to be our digital partners moving forward.“

    Commenting on the new win, Rage Communications director Karthik Kumar said, “We are thrilled to be working with Unilever and look forward to delivering great campaigns for the brands under the UFS umbrella. We won this mandate on the back of our strong digital experience and our depth of expertise in developing robust digital solutions for marketing needs.”

    Some of the critical work will include moving the website to a new platform, plan and deliver some specific digital marketing activities that aim at consolidating the digital business gains for UFS in ANZ.

  • Rage Communications awarded as the digital marketing mandate for UFS in Australia and New Zealand

    Rage Communications awarded as the digital marketing mandate for UFS in Australia and New Zealand

    MUMBAI: Rage Communications has been awarded the digital marketing mandate for Unilever Food Solutions in Australia and New Zealand. The mandate involves the brands under the UFS umbrella including Knorr, Hellmann’s and Colman’s among others. Rage Communications won the account in a competitive pitch between four agencies. Rage Communications will closely work with UFS’ global partners to strengthen and stabilize its digital footprint in ANZ.

    Speaking on the win, Unilever Food Services digital and trade marketing manager Rishi Sahgal  said, “We were looking for an agency that had the breadth of capabilities to deliver innovative digital solutions across all our brands and help us make a step change in our ability to connect with foodservice operators. Rage Communications demonstrated that they were the right fit for UFS and we are confident they have the capability and passion to be our digital partners moving forward.“

    Commenting on the new win, Rage Communications director Karthik Kumar said, “We are thrilled to be working with Unilever and look forward to delivering great campaigns for the brands under the UFS umbrella. We won this mandate on the back of our strong digital experience and our depth of expertise in developing robust digital solutions for marketing needs.”

    Some of the critical work will include moving the website to a new platform, plan and deliver some specific digital marketing activities that aim at consolidating the digital business gains for UFS in ANZ.

  • Dentsu Aegis Network launches psLive

    Dentsu Aegis Network launches psLive

    MUMBAI: Dentsu Aegis Network has announced the launch of experiential marketing agency psLive in Asia Pacific.

     

    During 2014, psLive will be rolled out to all key Asia Pacific markets.  Dentsu Aegis Network South Asia chairman and CEO Ashish Bhasin will take on the additional role of chairman APAC, Posterscope and psLive – Asia Pacific.

     

    Dentsu Aegis Network Asia Pacific CEO Nick Waters said, “psLive will play an important role in Asia Pacific, particularly in key markets like ANZ, South East Asia and India. We see this as a fast growth area for our business in the years to come.”

     

    Detailing the plans for psLive in APAC, Bhasin said: “We will begin with rebranding our existing, vibrant experiential business in markets like India, Malaysia and Indonesia in the near future, to psLive. In Asia Pacific the below the line part of marketing communications spend for key clients is growing at twice the rate of above the line spends. psLive gives us a unique opportunity to offer diverse, professional experiential marketing solutions to our clients in APAC. Country specific, customized services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.”

     

    psLive Worldwide chairperson Annie Rickard commented, “The experiential market is growing rapidly.  Social media and smartphones have transformed experiential, giving it scale and measurability. Our network operating model means that we will be able to bring media insight into brand experience, which will ensure we deliver relevant innovation to our clients.”

     

    psLive will announce country wise and marketwise roll out plans shortly, beginning with India, where the psLive launch will be announced soon.