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Tag: Digital ads

  • Ormax Media introduces Ormax Mpact to revolutionise brand lift measurement

    Ormax Media introduces Ormax Mpact to revolutionise brand lift measurement

    MUMBAI: Ads are now sneakier than ever—slipping into your favourite reality show, casually making an appearance in blockbuster films, and popping up in places you least expect. But do they actually work? Ormax Mpact is here to find out. This state-of-the-art Brand Lift Measurement tool helps marketers navigate the ad clutter and determine what’s making waves and what’s just white noise.

    With India’s advertising space bursting at the seams, Ormax Media has launched this data-driven tool to evaluate and optimise brand partnerships, sponsorships, and advertising innovations. According to Ormax Media’s estimates, more than 8,000 major brand collaborations take place every year across various platforms, including sports sponsorships, reality show integrations, digital brand tie-ups, in-content product placements, and more. Ormax Mpact aims to quantify their effectiveness and ensure brands get the best bang for their buck.

    Ormax Mpact employs two sophisticated approaches to measure brand impact:

    . Audience vs. non-audience approach: This method compares individuals exposed to a specific media platform (such as a TV channel or digital platform) against those who aren’t, to measure its influence on key brand metrics.

    . Exposed vs. control approach: This model evaluates the impact of a particular creative—be it a TV ad, print campaign, or digital ad—by comparing those who have seen it with those who haven’t.

    By leveraging Ormax Media’s extensive 16 years of research & analytics and its robust online research panel of 300,000+ media consumers across 1,500+ towns in India, Ormax Mpact delivers rapid, cost-efficient campaign evaluations with quick turnaround times.

    Ormax Media founder & CEO Shailesh Kapoor highlighted the evolving nature of advertising, “We live in a time when ads aren’t just TV commercials anymore. Sponsorships, influencer tie-ups, and branded content are the new norm, and they come at a premium cost. With Ormax Mpact, we offer brands and media platforms a structured, data-backed approach to measure and refine their strategies, ensuring every rupee spent translates into real impact.”

    Echoing this sentiment, Ormax Media head – business development (TV, streaming & brands), Keerat Grewal added, “From an IPL sponsorship to a Shark Tank collaboration or a film integration like Pushpa 2, Ormax Mpact helps brands quantify their media investments. It also enables platforms—TV channels, AVOD services, print publications, social media—to build case studies that improve the effectiveness of their ad sales strategies.”

    Ormax Mpact is priced between Rs 2.5 lakh and Rs 6.5 lakh, depending on the research sample size. Having already built case studies across multiple industries, Ormax Media is targeting a broad spectrum of brands, media agencies, and platforms as potential users.

    In an advertising jungle where brands are battling for consumer eyeballs, Ormax Mpact is the ultimate survival tool-helping brands ensure their ad spend doesn’t just fade into the abyss. Because, let’s face it, if your ad spends flops, your brand’s just another tree falling in the forest with no one around to hear it.

  • GUEST COLUMN: One-third of digital ads going unseen; what can brands do?

    GUEST COLUMN: One-third of digital ads going unseen; what can brands do?

    Mumbai: When you look at the evolution of digital advertising, it makes sense that viewability has continued to be a top concern for marketers. The entire digital advertising ecosystem exists to support brands and their efforts to reach and influence consumers. Whether caused by a growing number of channels and platforms or out of necessity to stay connected, consumers are increasing their time spent with digital media.

    It was not long ago that viewability rates of 50 per cent were the industry norm, but rates are now on the rise. According to our H1 2021 media quality report, viewability averages stand above 65 per cent across nearly all formats and environments. While this marks an impressive accomplishment, this range indicates that as much as one-third of digital ads are going unseen by consumers in certain environments. This viewability gap creates challenges for both the buy and sell side of the digital media business. Marketers often talk about reaching the right consumers, in the right places, in the appropriate context. But first, marketers should ensure that their ads have the opportunity to be viewable in order to make a lasting impact.

    Consider time-in-view to measure ad effectiveness

    In simple terms, viewability is a digital ad seen by an actual consumer, while time-in-view is the average duration that a viewable impression remains in view. This excludes impressions that are not viewable. Viewability is good for eliminating waste, but time-in-view may be an even better metric for measuring media quality, especially for brand campaigns where exposure time drives better brand recall.

    A joint study by GroupM and Integral Ad Science (IAS) for Toyota proved that media quality, frequency, and time-in-view metrics as well as exposure to ad placements were key to driving positive business outcomes for the auto manufacturer. Toyota saw an 83 per cent conversion rate uplift, resulting in 3,679 incremental brochure downloads attributed to viewable impressions. The case study showed that exposure time is a primary driver for outcomes, directly impacting campaign effectiveness.

    As advertising budgets continue to shift towards digital, advertisers are being asked to prove RoI and the added value of digital marketing. This need to demonstrate impact is driving a shift in how they seek to measure the quality of their digital investments. Time in view allows advertisers to optimise towards a metric that better drives marketing ROI.

    Mobile campaigns in India deliver stronger media quality results

    With over 500 million Indians using smartphones, an overwhelming majority of consumers today are making purchasing decisions through mobile devices. A recent study found that over 60 per cent of Indian consumers are using their mobile devices to guide them through their shopper journey, from research to discovery to making the ultimate purchase.  People are typically on the go and traveling during the festive season, which means that they will be spending additional time on their mobile devices. It’s critical for marketers to have a mobile-first strategy for India.

    According to the recent IAS media quality report H1 2021, mobile campaigns in India delivered stronger results. Mobile web display viewability increased by one percentage point to 58.9 per cent in H1 2021 and mobile in-app display increased from 51.3 per cent to 54.1 per cent. The time-in-view for mobile web display campaigns in India increased from 15.24 seconds to 19.33 seconds, while the worldwide average stood at 14.91 seconds, clearly indicating that Indian consumers were engaged longer with the ads on mobile web display.

    From a brand risk perspective too, mobile campaigns in India posted lower brand risks than display, with mobile web display registering brand risk reduction from 2.6 per cent to 1.8 per cent. The ad fraud on mobile web display marginally decreased to 0.2 per cent, while the global average was 0.4 per cent. As spending increases on mobile, media quality challenges may arise such as ad fraud, unsafe brand environments, and unviewable inventory.

    Forrester expects e-retail sales to reach about $9.2 billion in India during the 2021 festive month, up 42 per cent year-on-year. While this indicates a huge opportunity for marketers, it also calls for them to evaluate the metrics of their campaign’s performance – bringing to the forefront viewability and time-in-view.

    Brands need to know that their ads are being viewed by real people – or risk losing the chance to improve RoI this Diwali.

    (The author is commercial lead for India at Integral Ad Science. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Nippon India Mutual Fund targets potential consumers with AI-enabled digital ads

    Nippon India Mutual Fund targets potential consumers with AI-enabled digital ads

    NEW DELHI: Nippon Life India Asset Management Limited (NAM India), asset manager of Nippon India Mutual Fund (NIMF), recently launched a first-of-its-kind geo-targeting campaign to help potential mutual fund investors connect with empanelled mutual fund distributors (MFDs).

    Insight for the campaign: most potential mutual fund investors end up delaying their investments for the want of a connect with a dependable mutual fund distributor; preferably in their vicinity. This issue has gained a lot of severity after the success of AMFI’s ‘Mutual Funds Sahi Hai’ campaign that generated a lot of positive disposition about mutual funds.

    The campaign, conceptualized by Nippon India Mutual Fund, surfaces the key issues/questions/doubts/comments in the minds of investors and then provides a solution by way of contact details of empanelled mutual fund distributors in their vicinity so that these concerns can be addressed and the wealth creation the journey is catalysed.

    Through this social media campaign, the fund house plans to help connect potential investors with local MFDs covering close to 2000 key pin codes across India; which accounts for more than 95 per cent of the mutual fund business in India. This month-long campaign uses dominant social media platform – Facebook – and is expected to reach 25 million prospective investors.

    Contact details of MFDs are displayed basis the location at which the ad is viewed; using geo-targeting at the pin code level. An algorithm customizes the ad for the viewer based on her location.

    “We have made thousands of copies of this video with contact details of local MFDs and we will be geo-targeting them at a pin-code level. This will ensure that prospective investor in Bandra, Mumbai, or Bhatinda, Punjab, with eagerness to invest in Mutual Fund but lots of unanswered questions in their minds will be helped with names and numbers of empanelled MFDs in their vicinity. This is not just a ‘nice, goodwill gesture’ but one that will actually, connect millions of information-hungry investors with thousands of small-time self-employed professionals across the country” said Nippon Life India Asset Management Limited CMO Sandeep Walunj. 

  • Google promises more transparency in online election ads

    Google promises more transparency in online election ads

    MUMBAI: Google has vowed to take India specific initiatives aiming at transparency in political advertisements on its platform ahead of general elections in the country. The tech giant will provide details of advertisers as well as money spent on such ads.

    "To bring more transparency to the online election ads, Google will introduce an India-specific Political Advertising Transparency Report and searchable Political Ads Library. These will provide comprehensive information about who is purchasing election ads on Google platforms and how much money is being spent," Google said in a statement. The report and ads library will also enable voters to get the election-related information they need.

    Apart from that, Google has updated election ads for the country. Under the new policy, the platform requires advertisers seeking to run poll ads to provide a ''pre-certificate'' issued by the Election Commission of India (ECI) or anyone authorised by the ECI, for every ad they wish to run. Along with that Google will verify the identity of advertisers before their election ads run on its platforms.

    Google said the advertiser verification process will begin on 14 February, while the India Political Ads Transparency Report and Ads Library will go live in March 2019.
    The digital ad spend forecast report published by Dentsu Aegis Network predicts digital ad spend will touch Rs 14,281 crore by 2019. A majority of this predicted amount will come defiantly come from election ads.

    “In 2019, over 850 million Indians are expected to cast their vote to elect the country’s next government. We’re thinking hard about elections and how we continue to support democratic processes in India and around the world. In line with this, we are bringing more transparency to election advertising online, and surfacing relevant information to help people better navigate the electoral process,” Google India Public Policy director Chetan Krishnaswamy said.

    Google will also make electoral information from the Election Commission and other authoritative sources easily discoverable on search for the upcoming election.

  • Digital ads: TAG verifies Zapr for transparent biz practices

    MUMBAI: Zapr, partly owned by Star India’s Hotstar, has now been verified by Trustworthy Accountability Group (TAG) for transparent business practices in the digital ad space. Compliant companies include Google, Comscore and GroupM.

    TAG, an advertising industry initiative to fight criminal activity in the digital advertising supply chain, recently awarded Zapr Media Labs for being a legitimate participant in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet.

    WPP estimates that $16.4 billion of global advertising revenue will be spent on fraudulent ad traffic in 2017. However, through the murky swamp that the ad-tech industry has become, the global media and advertising industry is fighting back and demanding greater transparency.

    Comprising over 200 registered companies worldwide including Google, Comscore and GroupM, TAG aims to eliminate fraudulent digital ad traffic by ensuring transparency in the digital advertising supply chain. Global marketing leaders are increasingly insisting that all participants in the digital ecosystem comply with TAG guidelines.

    “Our industry’s efforts to fight fraud, combat malware, stop piracy, and improve transparency are building overwhelming momentum, as hundreds of companies agree to join TAG and take part in our certification programs,” TAG (TAG Today) CEO Mike Zaneis.

    “In an industry where clients want to be assured that their brands and digital components are safe, Zapr remains committed to upholding the highest industry standards, Zapr CEO Sandipan Mondal said.

    Zapr’s TAG verified status claims to reinforce its adoption of transparency and global best practices with clients and publisher partners.