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Tag: Digital

  • Guest Column: 7 digital trends that will dominate 2017

    Guest Column: 7 digital trends that will dominate 2017

    As a digital marketing specialist, I often get asked by peers, clients and friends alike: “What can marketers look out for in the digital space next year? “Digital is by far the fastest growing medium and we can gear up for exciting times ahead. Here’s a peek at the top digital marketing trends (in random order) that, in my opinion, will reign supreme in 2017.

    1. Video, the shining star: Video has come to the fore like never before, with talks of it replacing television even. Video on Demand and Over the Top content on mobile are doing well and marketers will jump on the bandwagon. With the introduction of apps like Sony LIV, Hotstar and Voot performing well, this category is poised for significant growth. Research has shown that the engagement levels of video ads through mobile are significantly higher when compared to television ads. Mobile video ads too are extremely popular and an effective form of mobile advertising today, especially in the case of in-app and native video ads. Live videos especially will see great growth.

    2. My mobile strongest: With the 4G entry, increased internet speeds and the 200 million odd smartphone users in India, mobile devices have become a preferred medium to consume content. Mobile advertising is like any other exponential technology and will adorn a large part of the digital landscape in the future. Though it occupies only four per cent of the advertising pie currently, it is almost doubling every year. It could be half of all advertising in about five years. Mobile optimization will be a top priority. Over and above the upsurge in dedicated mobile apps, mobile will also be the best medium to consume local and regional content, which most industry players are attempting to ace.

    3. Intelligence goes artificial: Been reading all about Chabots lately? Yes, artificial intelligence has arrived, and will see more traction in the next couple of years. This combined with concepts like robotics and machine learning are set to revolutionize digital and disrupt most industries. It will replace the functions human beings do, not human beings altogether. The best part about machines is that once one machine makes a mistake, no other machine makes a mistake! This makes concepts like voice assistants sound last season.

    4. The rise of augmented and virtual reality: The possibility of augmented and virtual reality as an advertising format is exciting, since that pretty much increases the screen size to infinity. Apart from advertising, augmented and virtual reality will go more mainstream and create a paradigm shift in all sectors as consumers seek real life immersive experiences.Pokémon Go gave us a flavor of the same, however reflected only a fraction of capabilities of the concept. Imagine falling off a cliff into a large net with the logo of a particular brand, you will never forget the brand after that experience!

    5. Data, data and data: Data is the lifeline of marketers – its actionable insights and analysis form the crux of any brand campaign, not just digital. Technologies that can identify customer psychographics, demographics, behavioral patterns, preferences more and more minutely, will rise rapidly. Visualization and interpretation of the data will be an increasing need. If companies tried hard to crack the consumer code last year, they will try much harder this year. Automation will drive digital – as they say, there is nothing like too much data.

    6. About the Internet of Things: Wearable technology will keep looking at reinventing itself to solve more problems, change the way we interact with each other and redefine how businesses target its customers. Smart devices will get smarter as consolidation will be the answer to most services. Product experiences will take centre-stage rather than pushing mere features and capabilities. Innovation will be at its best as marketing attempts to get more real.

    7. Social media under the limelight: Research shows that a majority of the millions of Internet users in urban India regularly access social media platforms. Personalized content will gain popularity and users will demand real-time information. Brands will be compelled to shell out more monies in a bid to gain increased visibility in the cluttered space given most have turned to social media for their marketing solutions. Also, social media platforms will eventually provide end-to-end services making it more user-friendly.

    The biggest trend, however, is that we are moving from digital advertising to digital age – where digital will play the role of a catalyst and multiplier for every facet of an organization rather than being limited to advertising and communication.

      http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/large/public/vivek_0.jpg?itok=sKo4Mw7cVivek Bhargava is CEO, DAN Performance Group. The views expressed here are personal and Indiantelevision.com need not necessarily subscribe to them
  • Samsung’s new campaign on customer service

    Samsung’s new campaign on customer service

    MUMBAI: Samsung India recently launched a nationwide digital and television campaign showcasing its initiative to take customer service to the doorsteps of consumers in the hinterlands.

    The new campaign – conceptualised by Cheil India and unveiled across 50 channels — showcases the journey of a young Samsung engineer, who is on his way to help with services in a remote village in India. The commercial underlines Samsung’s vision of creating long-term relationship with its consumers through timely service.

    Samsung India CMO Ranjivjit Singh said their new initiative of expanding to rural India, right up to the taluka level, helps them in taking care of their valued customers, wherever they were. The new campaign video gives a glimpse of yet another initiative towards ‘Make for India’ commitment.

    Cheil India CCO Sagar Mahabaleshwarkar said even the most advanced products needed some TLC once in a while. While others might expect visiting the service centres, Samsung visits the consumer instead. That’s the measure of Samsung’s emotional investment in its customers.

  • Samsung’s new campaign on customer service

    Samsung’s new campaign on customer service

    MUMBAI: Samsung India recently launched a nationwide digital and television campaign showcasing its initiative to take customer service to the doorsteps of consumers in the hinterlands.

    The new campaign – conceptualised by Cheil India and unveiled across 50 channels — showcases the journey of a young Samsung engineer, who is on his way to help with services in a remote village in India. The commercial underlines Samsung’s vision of creating long-term relationship with its consumers through timely service.

    Samsung India CMO Ranjivjit Singh said their new initiative of expanding to rural India, right up to the taluka level, helps them in taking care of their valued customers, wherever they were. The new campaign video gives a glimpse of yet another initiative towards ‘Make for India’ commitment.

    Cheil India CCO Sagar Mahabaleshwarkar said even the most advanced products needed some TLC once in a while. While others might expect visiting the service centres, Samsung visits the consumer instead. That’s the measure of Samsung’s emotional investment in its customers.

  • Gutenberg appoints Neil Ashurst as UK head

    Gutenberg appoints Neil Ashurst as UK head

    MUMBAI: Award-winning global agency Gutenberg has appointed Neil Ashurst as the director and country head for UK. This follows the company’s recent rebranding which formalises their offering as an integrated communications firm providing digital, content, social, video and public relations services.

    Neil has over 15 years of experience in the communications industry, working closely with content and marketing teams both in-house and cross-agencies to deliver campaigns that focus on business impact.

    “Neil’s knowledge of the UK market coupled with his passion for communications will allow Gutenberg clients to have a great ally in creating and implementing impactful digital, PR and communications campaigns. Neil’s insights on the changing nature of customer journey for brands reflect his focus on ensuring business impact for our clients. Neil will lead our growth and expansion plans for the UK and Europe from our office in London. Additionally, he will integrate with our US and India teams on global multi-geography clients,” said Gutenberg founder and CEO Harjiv Singh.

    Neil earlier worked at Performance Communications, working on the Nissan Europe account. He has also worked at well-known UK agencies Frank, Brands2Life and 3Monkeys Zeno on brands such as Microsoft and 3 Mobile. Additionally, he was the head of UK communications for retailer – Game, working closely with Xbox, Activision and EA on the retail launches of their biggest titles.

    “Our experience as story-tellers as well as our growing capabilities across all channels means that we have a fantastic opportunity and offering here in the UK as the industry continues to evolve,” said Ashurst.

    Globally, Gutenberg services industries such as technology, retail, financial services, real estate, healthcare, education, aviation, defence, hospitality, infrastructure and not-for-profit causes.

  • Gutenberg appoints Neil Ashurst as UK head

    Gutenberg appoints Neil Ashurst as UK head

    MUMBAI: Award-winning global agency Gutenberg has appointed Neil Ashurst as the director and country head for UK. This follows the company’s recent rebranding which formalises their offering as an integrated communications firm providing digital, content, social, video and public relations services.

    Neil has over 15 years of experience in the communications industry, working closely with content and marketing teams both in-house and cross-agencies to deliver campaigns that focus on business impact.

    “Neil’s knowledge of the UK market coupled with his passion for communications will allow Gutenberg clients to have a great ally in creating and implementing impactful digital, PR and communications campaigns. Neil’s insights on the changing nature of customer journey for brands reflect his focus on ensuring business impact for our clients. Neil will lead our growth and expansion plans for the UK and Europe from our office in London. Additionally, he will integrate with our US and India teams on global multi-geography clients,” said Gutenberg founder and CEO Harjiv Singh.

    Neil earlier worked at Performance Communications, working on the Nissan Europe account. He has also worked at well-known UK agencies Frank, Brands2Life and 3Monkeys Zeno on brands such as Microsoft and 3 Mobile. Additionally, he was the head of UK communications for retailer – Game, working closely with Xbox, Activision and EA on the retail launches of their biggest titles.

    “Our experience as story-tellers as well as our growing capabilities across all channels means that we have a fantastic opportunity and offering here in the UK as the industry continues to evolve,” said Ashurst.

    Globally, Gutenberg services industries such as technology, retail, financial services, real estate, healthcare, education, aviation, defence, hospitality, infrastructure and not-for-profit causes.

  • Bajaj Allianz launches #HealthKaNotification with WatConsult

    Bajaj Allianz launches #HealthKaNotification with WatConsult

    MUMBAI: Bajaj Allianz General Insurance has launched a one-month digital campaign #HealthKaNotification, to create awareness about the importance of Health Insurance amongst consumers.

    Conceptualised and executed by WATConsult, the campaign was unveiled with a video featuring an interesting fictional conversation amongst the organs of our body on a WhatsApp group.

    The unique vertical video consists of quirky messages among the different organs of the body like liver, lungs, lips, eyes, brain and heart about their owner – Rahul. Within a week of going online, the video received over 210,000 views and reached out to 380,000 + people.

    WATConsult CEO and founder Rajiv Dingra says: With the trend of vertical video emerging, we decided to use it for this campaign. The format is true to the user’s experience on mobile as it fits across the screen, thus providing a seamless experience. In the next phase of the campaign, we will using a lot of features that are native to platforms like Facebook.”

    Speaking from Bajaj Allianz General Insurance digital sales and marketing SVP Sourabh Chatterjee said, “We believe in constantly enhancing customer experience and providing value to our customers through targeted information – that is relevant and something that they can easily identify with. As a platform, Social Media has been a powerful tool for us, where we have run campaigns with social messages and ones where the content is packaged in such a way that it is easily understood by our target audience. This is our humble attempt at saying ‘we care’ and in taking our customer relationship beyond the realm of only providing insurance solutions. It truly embraces our motto, which is – ‘Relationship beyond Insurance.”

  • Bajaj Allianz launches #HealthKaNotification with WatConsult

    Bajaj Allianz launches #HealthKaNotification with WatConsult

    MUMBAI: Bajaj Allianz General Insurance has launched a one-month digital campaign #HealthKaNotification, to create awareness about the importance of Health Insurance amongst consumers.

    Conceptualised and executed by WATConsult, the campaign was unveiled with a video featuring an interesting fictional conversation amongst the organs of our body on a WhatsApp group.

    The unique vertical video consists of quirky messages among the different organs of the body like liver, lungs, lips, eyes, brain and heart about their owner – Rahul. Within a week of going online, the video received over 210,000 views and reached out to 380,000 + people.

    WATConsult CEO and founder Rajiv Dingra says: With the trend of vertical video emerging, we decided to use it for this campaign. The format is true to the user’s experience on mobile as it fits across the screen, thus providing a seamless experience. In the next phase of the campaign, we will using a lot of features that are native to platforms like Facebook.”

    Speaking from Bajaj Allianz General Insurance digital sales and marketing SVP Sourabh Chatterjee said, “We believe in constantly enhancing customer experience and providing value to our customers through targeted information – that is relevant and something that they can easily identify with. As a platform, Social Media has been a powerful tool for us, where we have run campaigns with social messages and ones where the content is packaged in such a way that it is easily understood by our target audience. This is our humble attempt at saying ‘we care’ and in taking our customer relationship beyond the realm of only providing insurance solutions. It truly embraces our motto, which is – ‘Relationship beyond Insurance.”

  • SintecMedia buys Operative; creates largest SaaS TV, digital ad management offering

    SintecMedia buys Operative; creates largest SaaS TV, digital ad management offering

    MUMBAI: Operative, Inc. today announced its acquisition by SintecMedia and the transaction would create largest SaaS TV and digital advertising management offering for media companies globally.

    Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, networks, and broadcasters simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative’s client base, which controls over 20 percent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, Clear Channel, BuzzFeed, and Schibsted

    Operative Media, Inc., the global leader in digital advertising business management solutions for major media companies, said the company will be acquired by SintecMedia, a portfolio company of Francisco Partners. The combined company brings together TV and digital ad management for media companies and publishers worldwide. Operative’s management team, including Lorne Brown, the company’s founder, are also investors in the combined business. Brown will take the role of president and remain part of the strategic leadership team within SintecMedia.

    “Operative’s fantastic customer base and digital advertising solutions are the perfect compliment to our own global client roster and television advertising products,” said SintecMedia CEO Amotz Yarden. “With Operative as a key part of our offering, SintecMedia brings TV and digital ad management together, allowing media companies to streamline advertising infrastructure, increase profitability and drive the long term strategic control of their business.”

    SintecMedia is the world’s leading television advertising management technology company. Their advanced TV advertising products maximize yield and streamline operations across direct and programmatic television advertising. SintecMedia systems are used by hundreds of the largest television media companies in the world.

    This year, according to eMarketer, US digital advertising spending will be US$ 72.09 billion, marking the first year that the digital advertising market matches television, with the global market following similar patterns in the near term. In addition to digital’s fast growth, television is rapidly embracing digital and data-driven elements, from smart TVs to audience-based media buying.

    Without the right partners, the rapidly changing TV and digital advertising markets can increase cost and complexity for media companies, from managing yield across direct and programmatic sales to operations and billing. The combined offering from SintecMedia and Operative empowers media companies to ensure a profitable advertising business across channels by seamlessly connecting the most important parts of their ad business while minimizing drag and waste.

    “SintecMedia’s acquisition of Operative is the best possible outcome for our clients and for all media companies working to maximize profitability as TV and digital channels start to intertwine,” said Operative’s incumbent CEO Brown. “We are thrilled to join the SintecMedia team and look forward to continuing to create solutions for media companies in the future.”

    GCA Advisors, LLC acted as exclusive financial advisor and Dentons US LLP, the world’s largest law firm, acted as legal advisor to Operative. Morris Manning and Martin, LLP acted as legal advisor to Francisco Partners and SintecMedia. The acquisition is subject to customary closing conditions including customary regulatory review.

  • SintecMedia buys Operative; creates largest SaaS TV, digital ad management offering

    SintecMedia buys Operative; creates largest SaaS TV, digital ad management offering

    MUMBAI: Operative, Inc. today announced its acquisition by SintecMedia and the transaction would create largest SaaS TV and digital advertising management offering for media companies globally.

    Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, networks, and broadcasters simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative’s client base, which controls over 20 percent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, Clear Channel, BuzzFeed, and Schibsted

    Operative Media, Inc., the global leader in digital advertising business management solutions for major media companies, said the company will be acquired by SintecMedia, a portfolio company of Francisco Partners. The combined company brings together TV and digital ad management for media companies and publishers worldwide. Operative’s management team, including Lorne Brown, the company’s founder, are also investors in the combined business. Brown will take the role of president and remain part of the strategic leadership team within SintecMedia.

    “Operative’s fantastic customer base and digital advertising solutions are the perfect compliment to our own global client roster and television advertising products,” said SintecMedia CEO Amotz Yarden. “With Operative as a key part of our offering, SintecMedia brings TV and digital ad management together, allowing media companies to streamline advertising infrastructure, increase profitability and drive the long term strategic control of their business.”

    SintecMedia is the world’s leading television advertising management technology company. Their advanced TV advertising products maximize yield and streamline operations across direct and programmatic television advertising. SintecMedia systems are used by hundreds of the largest television media companies in the world.

    This year, according to eMarketer, US digital advertising spending will be US$ 72.09 billion, marking the first year that the digital advertising market matches television, with the global market following similar patterns in the near term. In addition to digital’s fast growth, television is rapidly embracing digital and data-driven elements, from smart TVs to audience-based media buying.

    Without the right partners, the rapidly changing TV and digital advertising markets can increase cost and complexity for media companies, from managing yield across direct and programmatic sales to operations and billing. The combined offering from SintecMedia and Operative empowers media companies to ensure a profitable advertising business across channels by seamlessly connecting the most important parts of their ad business while minimizing drag and waste.

    “SintecMedia’s acquisition of Operative is the best possible outcome for our clients and for all media companies working to maximize profitability as TV and digital channels start to intertwine,” said Operative’s incumbent CEO Brown. “We are thrilled to join the SintecMedia team and look forward to continuing to create solutions for media companies in the future.”

    GCA Advisors, LLC acted as exclusive financial advisor and Dentons US LLP, the world’s largest law firm, acted as legal advisor to Operative. Morris Manning and Martin, LLP acted as legal advisor to Francisco Partners and SintecMedia. The acquisition is subject to customary closing conditions including customary regulatory review.