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Tag: Efficacy Worldwide

  • Efficacy Worldwide bolsters leadership with three senior hires

    Efficacy Worldwide bolsters leadership with three senior hires

    Gurugram: Efficacy Worldwide, the full-service advertising and marketing agency founded in 2021, has added three heavyweights to its top deck as part of an aggressive expansion across India.

    Somnath Sarkarr joins as national investment director, bringing two decades of media-buying expertise from Madison, Vivaki, Lodestar UM and Initiative, where he was most recently vice-president investment. He will oversee digital and traditional media portfolios, blending programmatic with scale, and drive partnerships to squeeze more value out of spends.

    Prajesh Dutta, with over 20 years at Madison, Wavemaker, m/Six, Maxus and GroupM, has been named national director – strategy and innovation. He will spearhead P&L, sharpen strategy and strengthen teams.

    Meanwhile, Raj Choudhary takes charge as business head for the south. He moves from History TV18, where he was regional head, and has stints at Zee Media, Indian Express, Warner Media, Network18, Sony Pictures and Network India.

    “We are at a pivotal point in our journey and these three key senior appointments underscore our commitment to strengthening leadership and scaling operations across India,” said co-founder Sapna Sharma.

    In three years, the agency has bagged mandates from Kohler, Omega, Rado, Hero Cycles, Suzlon Energy, Foundit, Clear Dekho, UP Tourism and more. Efficacy has built a reputation for marrying creativity with technology, wielding AI-led insights, influencer SaaS tools and funnel optimisation to deliver ROI at speed.

    The trio’s combined half-century of experience marks the agency’s latest attempt to turn scale into clout.

  • Google to roll out Tracking Protection feature

    Google to roll out Tracking Protection feature

    Mumbai: On 4 January, Google announced on their blog post that it will begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default, allowing marketers time to adapt before their complete removal by the end of the year.

    They will roll out this feature to one per cent of Chrome users globally, a key milestone according to them in the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.

    Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping viewers log in or showing relevant ads.

    With this move, advertisers are likely to face challenges, especially in terms of conversions, as many third-party programmatic platforms heavily depend on cookies for data. Furthermore, programmatic platforms may seek to mitigate the impact by considering price hikes for their services. These shifts underscore the evolving landscape of digital advertising, posing challenges for advertisers and reshaping industry dynamics.

    Lets see what the industry experts have to say whether this move is beneficial to the marketeers, digital players and how it will impact them…

    Edited excerpts

    TheSmallBigIdea lead- performance marketing Sharath Madhavan

    Google’s Tracking Protection benefits users by enhancing privacy through limiting cross-site tracking. The main advantages include improved online security, reduced personalized ad targeting, and a potential decrease in intrusive online experiences.

    Advertisers may face challenges with conversions due to the restriction on third-party cookies. This hampers the data flow crucial for personalized targeting, potentially impacting ad relevance. Advertisers may need to adapt strategies, focusing on first-party data and alternative targeting methods to mitigate the impact on programmatic platforms heavily reliant on cookies.

    Efficacy Worldwide founder & CEO Vishnu Sharma

    Google’s tracking protection is introduced to safeguard consumers online privacy while ensuring that they still receive personalized experiences. It involves various measures and technologies to limit the tracking of the online activities by third-party websites and advertisers. By implementing features like cookie controls, privacy settings, and restrictions on data sharing, Google aims to give users more control over their personal information. This way, consumers can browse the web with peace of mind, knowing that their privacy is being respected.

    Content creator Akshat Tongia

    Adapting to Google’s Tracking Protection marks an effective transition for digital influencers, presenting both challenges and benefits. Indeed, it could create hurdles in terms of conversions, particularly for those heavily reliant on cookie data. However, there’s a positive side – it encourages a more authentic connection with our audience.

    Adjusting to this shift requires rethinking our approach. Instead of solely relying on data from third-party cookies, we now have an opportunity to prioritize creating high-quality content and fostering genuine connections.

    The positive aspect is that this move guides us towards a more transparent and ethical digital space. It prompts us to tap into our creativity and storytelling skills, showcasing that we offer more than just data-driven content.

    While the journey ahead might encounter some obstacles, consider it a chance to stand out. By delivering content that resonates authentically, we can build trust with our audience and thrive in this evolving digital landscape.

    So, even though the initial adjustment might seem puzzling, the long-term benefits include a more resilient and trustworthy digital space. This shift is a chance for us to welcome change, innovate our strategies, and ultimately grow stronger as influencers. Let’s see it as a step towards progress and an opportunity to redefine the standards of digital influence in a more considerate era.

  • ASCI’s draft guidelines ensure honest environmental ads

    ASCI’s draft guidelines ensure honest environmental ads

    Mumbai: The Advertising Standards Council of India (ASCI), has proposed draft guidelines for environmental claims in advertising. The draft guidelines are open for public feedback until 31 December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.

    Notable Industry experts have given their opinion regarding these guidelines.

    Edited excerpts

    Leads Brand Connect managing director Richa Khandelwal

    ASCI guidelines on the environment are a powerful tool in promoting sustainable advertising practices. By adhering to these guidelines, brands can demonstrate their commitment to protecting our planet and inspire positive change. It’s all about creating advertisements that are not only impactful but also mindful of their environmental footprint. We embrace ASCI drafted guidelines to foster more responsible advertising where thoughtful creativity and sustainability go hand in hand. 

  • Efficacy Worldwide goes on an expansion spree

    Efficacy Worldwide goes on an expansion spree

    Mumbai: Efficacy Worldwide, the dynamic and visionary advertising and marketing agency, is proud to announce its strategic expansion into multiple markets across India and opens its first international office in Singapore. This move marks a significant milestone in Efficacy’s journey towards becoming a global leader in the industry.

    Efficacy Worldwide, which was established in 2021, has extended its footprint beyond its Gurugram headquarters to key cities, including Mumbai, Bangalore, Kolkata, and Lucknow and in the international market. This expansion allows the agency to better serve clients across the nation and tap into diverse regional markets.

    Breaking new ground, the agency has opened its maiden international office in Singapore. This strategic move not only signifies the agency’s commitment to international growth but also lays the foundation for future operations in South Asian markets and the Middle East.

    To support the expansion, Efficacy has expanded the roles of the founding team and bolstered its leadership team, welcoming several accomplished professionals to ensure continued success and innovation:

    The founding team, Vishnu Sharma and Sapna Sharma assumed additional responsibilities, more diverse functions, and larger portfolios.

    Nazda Khan continuing to lead business development as chief growth officer.

    Saumya Agarwal joins as the head of the West and South business, bringing extensive industry expertise to drive growth in these regions. He has joined Efficacy from Nykaa where he was working as associate vice president, marketing & communication.

    Apoorva Snehil Katyayen shoulders the role of business head, responsible for leading U.P. and tier II cities and strengthening the agency’s presence in emerging markets.

    Ravindra Singh, who has been with Efficacy for more than two years, has expanded his role to head the North and East markets, in addition to leading national delivery efforts.

    Arijit Ray takes the helm of the Kolkata office, reporting to Ravindra Singh, to spearhead strategic initiatives in the East.

    Karishma Sharma, who has been instrumental in driving business development, will continue to do so along with spearheading the growth in the influencer marketing vertical as well as guiding the agency’s e-gaming initiatives.

    Shubham Sharma will oversee the digital vertical for the agency across India, hand in hand with the key leadership team, and will fuel new tech initiatives. Shubham has been with Efficacy since the inception days.

    Tushar Sharma remains focused on building the communication vertical, securing creative wins, and driving innovation. He has been associated with the agency for close to two years.

    Efficacy Worldwide founder & CEO Vishnu Sharma shares, “This expansion marks the first step in realising our vision to become the first and largest Indian agency to go global and sign on Indian-origin international businesses. It reflects our unwavering commitment to providing exceptional services and success for clients on a global scale. We are excited to broaden our horizons and find clients in new markets. Limitless possibilities lie ahead, and we’re going to make the most of them to continue trailblazing in the advertising and marketing industry.”

  • Connected TV set to majorly boost digital viewership and advertising spends this IPL

    Connected TV set to majorly boost digital viewership and advertising spends this IPL

    Mumbai: The latest edition of the IPL is just around the corner and Indian audiences are abuzz about what to expect from it with a new digital destination for the league in JioCinema. What spices up expectations this year even more is the advent of Connected TV which is bound to heighten the IPL viewing experience. JioCinema’s offering of free streaming of the IPL has made this year a bonanza both for cricket enthusiasts and advertisers. We will also see the viewership of the games reach record levels.

    The latest Kantar ICUBE report states that the number of CTVs in India stands at a staggering 28 million in the last year alone. In terms of individuals watching content on CTV, the report pegs that number at a whopping 83 million. This could only go up multi-fold once the IPL is available for free streaming on CTVs, with an estimated 100 million+ viewers watching content on their CTVs later this year.

    In recent years connected TV (CTV) has seen growth not only in urban but also Tier II and III markets. And that’s for a good reason. CTV offers viewers an enhanced, and technologically unparalleled viewing experience. Fans opting to catch the IPL on CTV get access to the blockbuster league with the whole family for free on JioCinema, and the 4k streaming offering makes the live sport viewing experience friction-free.

    The penetration and demand of IPL on CTV would likely be accelerated further given the recently introduced ‘Jio Media Cable’ in households that don’t own a smart TV yet or do not wish to pay for cable or DTH. The device enables people to connect their phones to their regular TVs and convert them into smart TVs. This will add to the already existing CTV viewer base that will be watching IPL this year on Connected TV. In effect, this is expected to rake in more brands to consider digital as an advertising medium for the IPL for its larger base and potential for brand messaging.

    Reports earlier stated that JioCinema is offering IPL in 12 regional languages this season, effectively meaning the average viewer will not just have the option to watch coverage in English or Hindi but in many other languages too. The benefits of this are also passed on to the advertiser that will have the flexibility not only to advertise in Hindi and English but also in regional languages.

    IndianTelevision.com spoke to a few experts to understand what the wider reach and use of never-seen-before tech on CTV means from an ad standpoint. mediasmart Mobile vice president India & SEA Nikhil Kumar said, “With India’s largest sporting property around the corner, we are witnessing 2 schools of thought existing in parallel- one evangelizing continued growth within linear TV and the other rooting for the meteoric rise in CTV user base and continued mobile digital penetration for OTT platforms.”

    He further goes on to add, “From a DSP vantage, mediasmart has always advocated for programmatic led, mid/down funnel attribution capabilities of CTV, leading to the development of proprietary products like CTV Household Sync within our portfolio. Tech capabilities like these have enabled us to build success stories across verticals & geographies. We are also moving towards a multi-screen audience approach, where the focus is on reaching the right audience, thereby making it platform/channel agnostic and minimizing ad fatigue/maximizing impact or ROAS.”

    Efficacy Worldwide Pvt Ltd co-founder and chief operating officer Sapna Sharma stated, “With digital adoption overtaking the Linear TV reach, Connected TV and digital are becoming the most preferred media options for the audience to consume any content as the user experience and audience comfort is unparalleled to other mediums.”

    She also added, “Sport Streaming platforms like Viacom are offering one of the best alternatives to the Linear TV sports channels as they provide a variety of sports options to watch and also provide the flexibility to watch any sport at one’s convenience. Viacom and the Jio app made a huge jump in terms of popularity and preference for the advertisers to drive an efficient ROI for their campaigns by providing one of the highest reach of audience and extremely efficient targeting capabilities to minimize the spillage and maximise the ROI.”

    Finecast India (GroupM) national head – client development Rajiv Rajagopal says, “India is set to be the 3rd largest TV market by 2024. The rise in online streaming & consumers’ preference to watch content on the big screen has fuelled the growth of Connected TV. The accuracy at which CTV can serve an ad at the household level plays a crucial role in building an addressable TV ecosystem.

    We have seen brands using CTV to run longer ad formats that are cost-effective and build high brand awareness & audience engagement. CTV advertising is evolving with tech interventions like ACR (Automated Content Recognition) giving more insights on the type of content being consumed at a household level and soon expecting creative innovations used in other advanced markets like shoppable ads, interactive ads to pick pace in India which will drive better ROI for brands. With cord switching and cord cutting, brands need to consider Total TV Planning and acknowledge CTV as an extension of Linear TV.”

    Amplifi India chief investment officer Sujata Dwibedy mentions, “In today’s hyper-linked, data-heavy world, consumers want brands to offer more focused, relevant messaging. As a result, advertisers now realize that if they want to make a meaningful impact, they must shift from simply competing for eyeballs to designing meaningful, engaging experiences. Mobile-first Indian consumers are rapidly shifting towards connected TV (CTV) and over-the-top (OTT). While CTV viewing has increased by more than 80% globally, CTV adoption in India is still at a nascent stage but did grow hugely in 2021 and then in 2022. By 2025, it is estimated that there will be 100 Mn households in India, earlier this estimation was in the range of 45-50 Mn households.”

    She goes on to add, “Many Indian consumers are replacing their traditional TV units with connected TV. One of the primary reasons for this change is the increasing preference towards OTT platforms, as India’s OTT market is one of the fastest growing globally. Another prime factor for the growth of CTV in India is the affordable, low-priced smart TV brands available in the market.”  

    “In addition to smart TVs, other devices for streaming content such as dongles are also widely available throughout the country now. The key catalyst for the next level of growth would be IPL on Jio. They are going to be streaming IPL live for free. The Jio Cinema’s enhanced tech experience and multi-language presence will give the user more control and drive them to view what they want to watch. “

    She says,” Their streaming device which is priced very low (Rs 400 – Rs 500) can mirror the mobile on-screen converting any TV to a CTV! CTV will become a mass access entertainment platform & audience will widen for IPL. Growth should come from tier II and tier III markets. The only thing that could delay this process is the speed of the internet beyond the metros.”

    Dwibedy asks how brands are getting value/ROI for the money spent. “Till now the CTV has not been very efficient as it came at a premium. The pricing was always 2x, or 3x of the normal buys. With IPL and an increase in mass reach, it will change the dynamics. We have started working with OEM partners like Samsung, etc. They will lead in the next few years, as the Smart TV price has been dropping and the ease of connectivity is paramount for entertainment. Advertisers have started testing these platforms very well.”

    According to her, “The key metric on CTV that works well is Incremental reach; it could be used as an extension of linear TV campaign reach. It also enables more interactivity. CTV gives advertisers the ability to earn more stickiness, which increases brand awareness and opportunities for conversions. Hence Clients are willing to park certain budgets on CTV even if it is at a premium today. It is great for co-viewing & multi-screen audience to reach. There is a lot still to be done in this space, especially in terms of data measurement/ attribution and ROI, the journey has only begun.”

    CTV is here to stay and one cannot deny the convenience it offers. It offers the flexibility of watching matches on any device anywhere and at any time. This IPL is going to be very exciting not only for the viewer but also for the advertisers.

  • Efficacy Worldwide onboards Ravindra Singh as GM, North

    Efficacy Worldwide onboards Ravindra Singh as GM, North

    Mumbai: Integrated marketing communication agency Efficacy Worldwide has brought Ravindra Singh on board as general manager, North.

    In his new role, Singh will be responsible for new business development and client servicing across clients in the North region, said the company in a statement.

    Singh has a rich work experience of more than 14 years in building brands, brand strategy, client servicing, and business development. He has worked with leading media agencies including Havas Media Group, Madison Media. Before joining Efficacy, he was the business director – audience planning at Havas Media.

    “I am extremely excited to have Ravindra on board,” stated Efficacy Worldwide CEO Vishnu Sharma. “He brings with him the expertise of managing 360-degree media and his ability to drive innovations in new media. With him on board, we are looking forward to stupendous growth in our business.”

    During his career span, Singh handled media marketing for various brands across categories and has been instrumental in accelerating the business growth of clients. His experience of working on diverse clients like Reckitt and Benckiser, Britannia, Airtel, Hyundai, VLCC, Kohler, Patanjali, LG, Michelin Tyres, Sleepwell Mattress, DS Group, FMC India, Daawat Basmati Rice, Halonix Lighting, Swarovski, Tinder, OkCupid, Seedworks, Lal Path Lab, Schneider Electric, among others gives him an edge in business development.

    “I am delighted to be part of the Efficacy Team and leading the business development and client servicing. We are looking to forge new alliances and relationships across categories and segments,” said Ravindra Singh. “Today brands are looking for 360-degree media planning spanning across external and internal platforms. We are best suited to provide the brands niche as well as large scale marketing solutions.”