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  • CAMM Summit 2022: Experts highlight the advantage of AI for marketers

    CAMM Summit 2022: Experts highlight the advantage of AI for marketers

    Mumbai: Artificial intelligence (AI)  has been a buzzword for a long time now! From content creation to customer support, AI is now everywhere. Interestingly, AI has also touched down the marketing industry. And to discuss the importance of AI and data in the marketing sector, the second day of IndianTelevision.com’s CAMM Summit and Exhibition 2022 witnessed an insightful panel discussion on the topic: ‘AI & Data – Your Tools for Better Efficiency.’

    Moderated by Pixis chief executive officer (Europe & APAC) Neel Pandya, the panel had marketing leaders including WATConsult managing partner Sahil Shah, Ferns N Petals chief technology officer Vasanth Kamatgi, Timex Group head of marketing & e-commerce Ajay Dhyani, and BFSI global technology leader Suresh A Shaan.

    Experts believe that AI can be very helpful in improving the data analysing speed and also to increase the efficiency of marketing campaigns. To begin with, Pandya explained his idea of AI. He feels AI is everywhere.

    How marketers look upto artificial intelligence?

    Taking the discussion further, he asked Dhyani if the Timex Group has ever integrated artificial intelligence approaches in their marketing campaigns?

    To which, Dhyani said that Timex Group has not used artificial intelligence in its marketing campaigns so far but they have come across various case studies and reports on how artificial intelligence is emerging and how companies across the sectors are using it.

    “We are excited to see the efficient use of artificial intelligence and are clearly looking to integrate it in our marketing campaigns,” he highlighted.

    Adding to it, Ferns N Petals’ Kamatgi said, “AI is a very powerful tool and it will change everything, from the way we live to the way we operate our business.”

    He further stated that Ferns N Petals started using AI back in 2018 for better product recommendation.

    Sharing the outcomes of using AI as a tool, he said, “we experienced mixed results, right now we need to work a lot to get better results because efficient use of AI requires smart applications and filtration of data and we are working in this direction.”

    He also told that Ferns N Petals recently concluded its annual business plan and artificial intelligence is going to be the biggest investment of the company. “We have a pipeline of 28 news cases that are supposed to go live in coming times. However, we have not decided the estimated time yet but we are working on it,” Kamatgi asserted.

    Explaining how they will integrate artificial intelligence in their marketing plan, he further said, “we will be applying AI for efficient product recommendations, classification of products, better search, product sequencing, multi-labeling and so on.”

    After listening from the marketers how they are using and planning to use artificial intelligence, Pandya highlighted how artificial intelligence has been helping the marketers. He said, “artificial intelligence is largely doing three simple things- automating the bidden budget which is currently planned manually, better customer targeting and creating more and more personalisation for the potential customers.”

    Metaverse – The next big thing in adtech world

    Shifting the conversation to the vision for the next step in the internet’s evolution – metaverse, Pandya asked WATConsult’s Shah, “Is metaverse or meta just a buzzword or are marketers really trying to do something which will help them and the industry?”

    “Metaverse is a fad to me,” Shah noted. “I am not sure if the metaverse is going to be there for a long time or not. We will get to know it with time.”

    He also said that after talking to a lot of gaming experts he realised that the term has suddenly become so popular after Facebook named its parent company as Meta. Otherwise the gaming industry has been operating in the metaverse for a long time.

    Furthermore, he shared how marketers are using metaverse. He said, “If we look from the marketing perspective, a lot of companies are now investing in metaverse. For example Nike opened a store which is just amazing. But the question is how many people are going to use it? And what is the return on investment in metaverse?”

    “The only concern here is the critical masses and consumers are not headed towards metaverse as of now,” he highlighted.

    How will marketers cope up with the cookie-less world?

    In the next part of the conversation, Pandya moved towards the most critical concern of marketers that is the removal of cookies. There’s been a lot of talk around how this announcement by Google will make it difficult for marketers to do audience profiling and reach out to the right audience at the right time.

    Throwing the next question to BFSI global technology leader Suresh A Shaan, Padnya asked, “how do you think a cookieless world is going to affect the ad and marketing world and how marketers will cope-up with the change?”

    Shaan answered, “now marketers need to switch to personalisation to a greater extent. People easily connect when the campaign is derived from an emotional perspective. Hence personalisation will emerge as a helpful tool for marketers.”

    Other panelists also agreed to him and shared how they are adopting personalisation. Sharing how marketers are going hyper personalised Shaan highlighted a few campaigns from Flipkart where the e-commerce company hired regional celebrities to go personalised for their consumers.

    Will artificial intelligence lead to job cuts?

    Concluding the session, Pandya asked one quick question to panelists, “Will artificial intelligence take away human jobs in the coming time..?”

    While Shah and Dhyani think that artificial intelligence will not take away jobs, Kamatgi thinks that it will definitely take away a few jobs. “I think in urban areas it will lead to a job cut but in rural areas it will not,” Shaan opined.

    “Well! I also think that artificial intelligence will not take away human jobs; rather it will add more power and liberty to manpower,” Pandya commented.

  • CAMM Summit ’22: Adtech is a gamechanger for publishing industry, say experts

    CAMM Summit ’22: Adtech is a gamechanger for publishing industry, say experts

    Mumbai: Advertising and technology have undoubtedly made great strides over the last few years. And to discuss the various cutting-edge innovations in this dynamic space, IndianTelevision.com has organised ContentTech, Adtech, Martech and More (CAMM) Summit and Exhibition 2022. The virtual event took off on Tuesday with a panel discussion on ‘Adtech Landscape: A Gamechanger for Publishing Industry,’ which put the spotlight on how adtech is emerging as a niche that helps publishers efficiently maximise the value of their content or ad inventory.

    Moderated by IndianTelevision.com founder, CEO and editor-in-chief Anil Wanvari, the guests on the panel were Times Internet chief technology officer Ashish Jaiswal, Pratilipi business and content head Jugal Wadhwani, Malayala Manorama general manager – marketing Boby Paul, Lokmat Media senior executive vice president and head of digital business Hemant Jain, and PubMatic director Harguneet Singh.

    The CAMM Summit saw a conversation that is perhaps the most crucial in the age of changing advertising technologies.

    Challenges ahead of publishing industry and the possible ways to overcome

    Opening the discussion, Wanvari highlighted the increasing fragmentation of audiences between the own platforms of publishers as well as the third-party platforms is becoming a common phenomenon.

    “In terms of trying to drive advertising revenue, what are the challenges that publishers are facing?” he asked the panel.

    Agreeing with his thoughts, Times Internet’s Jaiswal said fragmentation is clearly happening and the same content being available across platforms is a major challenge for publishers. But being a publisher, he also shared how they are overcoming the challenge. 

    “What we are doing on our side to overcome these challenges is to stay connected with our audiences across all the platforms. We do not just publish and leave, we ensure that there’s a clear connection between us and our audiences across all platforms,” stated Jaiswal.

    Taking ahead the conversation, Lokmat Media’s Jain said, “What demonetisation couldn’t do to digital payments, Covid-19 did to digital media.”

    With this statement, he hinted at the enormous growth in terms of audience engagement that publishers have witnessed. Coming to the challenges, Jain said optimising content for small screens is another major challenge. 

    “It is quite difficult to give the right reading or viewing experience to customers while giving enough space to advertisers also,” Jain noted. “The struggle doesn’t end here. Lack of a large inventory, audience fragmentation and ensuring that the consumer ends up on your platform at the end are also making it difficult for publishers to maintain their growth.”

    However, Jain feels that while there are so many challenges, it also keeps you pushing to develop and looking for newer opportunities.

    Coming to the opportunities, he suggested that today focusing on one platform is not enough, publishers need to have an open mind and need to create a holistic approach to the business. “At the same time, it is important to have a highly optimised platform that meets users’ and advertisers’ expectations,” he remarked.

    He feels that publishers have to accept the fact that the audience who is consuming content on Facebook doesn’t necessarily come to your website too because the content we put on Facebook is already customised in a way that people would love to watch it on that platform only. “If you work hard, each of these platforms will help you revenues apart from your direct sales from the website.”

    However, Malayala Manorama’s Boby Paul feels audience fragmentation is a choice. “It happens because you want to put your content out to more and more people. So all you need to do is to keep a close eye on the aggregator platforms and understand which platform is providing you benefits and strategise accordingly,” Paul said. “When you have an audience coming to your aggregator platforms, you should design strategy in a way so that you can entice them to come to your own platform.” 

    Taking note of the challenges and the possible solutions suggested by the experts, Wanvari asked Paul to highlight the challenges of technology as far as marketing is concerned.

    Speaking about the marketing and monetisation part, Paul said that digital publishing platforms are facing major challenges because most of the digital platforms are free to air. “There’s no set framework. But as adtech is evolving, there seems a hope,” he asserted.

     

    Adtech and programmatic: The way forward for publishers

     

    While all the publishers highlighted the challenges and opportunities, PubMatic provides a solution to all these concerns. Harguneet Singh acknowledged the challenges highlighted by the panel and explained how adtech platform like PubMatic comes into the picture and helps the publishers.

    “While the challenges are quite evident, adtech platforms like PubMatic come in the picture as a savior to the publishers,” he affirmed.

    Suggesting some adtech based solutions, he said that publishers have provided a lot of control to the users in the name of free content which they need to take back immediately. He feels that adtech and programmatic are the key tools for this.

    “While adtech platforms enable advertisers, ad publishers, and advertising agencies to create, run, and optimize ad campaigns with minimal human involvement, programmatic advertising uses artificial intelligence and real-time bidding to automate and streamline the ad buying process,” Singh said, adding that, “With the right use of adtech and programmatic, publishers can significantly grow their business and increase CPMs.”

    What do users want?

    Amid the emergence of adtech and programmatic, it is crucial to understand what users want? Pratilipi’s business and content head Jugal Wadhwani, who closely works with individual publishers, explained that initially all people wanted was social recognition, the concept of revenue was not there really. “But presently, generating revenue is equally important for individual publishers too,” he added.

    However, Wadhwani feels that once the publishing platform becomes a hit, distribution is not that big of a challenge, it is the discovery that they are actually looking for and platforms like Pratilipi come into the picture to help individual publishers.

    On being asked how things are working on the audio side, Wadhwani said that audio advertising is very low right now in India. “The numbers are rising, but there is no significant development on the audio front so far.”

    Coming to the subscription models and how paywalls work, Wanvari asked how conventional news publishers ensure that users buy their subscription instead of just reading the free version. 

    Lokmat’s Jain explained that India is a ‘sachet-driven country,’ so they need to come up with small offerings. “If publishers really need to sell high valued subscriptions, they need to build high-quality unique content rather than a generic piece,” he remarked.

    “Over the last 10-years, journalism in India has evolved and produced unique content which helped the subscription model to become common. One of the most successful players in this field is The Hindu, which has built a very robust subscriber base,” noted Jain.

    How will the removal of cookies impact the publishers?

    Google announced it will not build alternate tracking identifiers with similar cross-site tracking abilities after phasing out third-party cookies. This change will be made by Google in late 2023. While this announcement may not have come as a surprise, many advertisers find themselves confused about how to manage the situation.

    “How will publishers collect user data without cookies which is crucial for audience profiling?” Wanvari asked.

    Jain thinks that with the removal of cookies, profiling or identifying customers, which is extremely important for running a digital publishing business, would become difficult. “With this, targeting customers offsite will become impossible.”

    Suggesting a way for publishers after the removal of cookies, Jain said that in such a situation, targeting users on-site seems one possible solution. “To target them on-site, publishers really need to come up with relevant content.”

    Times Internet’s Jaiswal thinks that in a cookie-less world, trust-building will become crucial. “Publishers will have to ask users to fill out forms to manually provide their data, maybe we can call this idea a ‘profiling paywall.’ But to ensure that they really fill out the form, provide their email address and mobile number, publishers need to work a lot on trust-building.”

    Jaiswal suggested that publishers can win trust with unique content.

    Adding to the conversation, PubMatic’s Singh said adtech will play a really important role here. “Right technology and the right technology partner who has good sense will have great opportunities to work with publishers,” he averred.

    Concluding the discussion, all panelists agreed that adtech provides tools for both publishers of content and advertisers to efficiently navigate the appropriate price points and trading techniques to connect inventory with digital ad buyers.

  • CAMM Summit 2022 all set to discuss latest cutting edge innovations

    CAMM Summit 2022 all set to discuss latest cutting edge innovations

    Mumbai: ‘Content is king’ has become too common of a phenomenon. But there has never been a never-ending hunger for content as is being witnessed today. Estimates are that close to $120 billion is expected to be spent on producing content every year. To discuss the latest cutting-edge innovations in the technology space, IndianTelevision.com has come up with ContentTech, Adtech, Martech, and More (CAMM) Summit and Exhibition 2022. The four-day-long event will be co-powered by PubMatic.

    The virtual summit will commence on 12 April at 02:45 p.m and conclude on 15 April. The key themes for the summit will include planning for connected TV, changing Adtech landscape, AI & data, content infrastructure, technology trends for the year 2022, user experience and retention etc.

    With the help of industry stalwarts, CAMM Summit and Exhibition will showcase the latest cutting edge innovations in cinema production, distribution, consumption, streaming and TV show creation and distribution – whether via satellite or through the Internet.

    The idea is to create a tech-ready corporate and studio culture so that India’s much hyped-up creative industry can live up to its total potential.

    The CAMM Summit will be carried out with the help of an esteemed advisory board comprising senior professionals from the industry including Tata Elxsi global practice head for media and new media Ajay Kumar Meher, CeleverTap senior vice president marketing Jayant Kshirsagar, Zee Technology & Innovation Centre chief technology officer Kishor AK, India Today group chief technology officer Piyush Gupta, PubMatic regional vice president OTT & CTV Vijay Anand Kunduri, Network18 Media & Investments Ltd group chief technology officer Rajat Nigam, Google India head of large partner solutions, online partnerships group Sweta Jhunjhunwala and many more prominent names.

    The event will have speakers from ContentTech, AdTech and marketing sectors who will share their experiences, insights and predictions for the future. The speaker list will include Timex Group head of marketing and e-commerce Ajay Dhyani, Pratilipi business and content head Jugal Wadhwani, Lenskart media head Anupam Tripathi, Times Internet chief technology officer Ashish Jaiswal, TV9 Network chief technology officer S Badari Prasad, Kinnect senior vice president – marketing science and customer experience Bharatesh Salian, PubMatic director Harguneet Singh Madison World vice president Kosal Malladi, Lokmat Media senior executive VP and head of digital business Hemant Jain and so on. The speakers will share their thoughts on their respective panels.

    The summit is an ideal hotspot for startups, short video professionals, MarTech professionals, Broadcasters, AdTech professionals, Venture Capitalists and everyone with a keen interest in technology.

    CAMM Summit and Exhibition is one of its kind of initiatives that will gather the technology professionals under one rooftop. It will give you an opportunity to hear from top industry leaders from ContentTech, AdTech and Marketing sectors who will help you understand how the AdTech landscape is forging stronger brand and publishing relationships. The summit will also give you an opportunity to learn from the experts by listening to their journey, experiences and how they overcome the challenges. There will also be successful branding and marketing stories from the brands. This is the biggest platform to gather knowledge on the current trends in the marketplace.