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Tag: Germin8

  • Online education, video streaming platforms dominate YouTube ads during lockdown

    Online education, video streaming platforms dominate YouTube ads during lockdown

    DELHI: Brands that have their whole service-chain online were the most proactive while advertising on YouTube during the Covid2019 lockdown, a recent study by Germin8, a social media intelligence company, revealed in its "The Surge of YouTube Ads amidst COVID-19" report.

    Germin8 CEO-founder Ranjit Nair told Indiantelevision.com that the survey was done by the Germin8 team, who reviewed a sample of 200 real-time video ads over a
    period of one week. These ads were collected from the videos that were listed either on the home or trending section of YouTube and from multiple browsers so as to minimize the user bias.

    He added, “As the ads on YouTube are mostly programmatic and is based on user-behaviour, we tried to cut in that bias by asking our team to log out of
    YouTube and access the videos for a better, clear, and unbiased data. However, these samples still talk of the YouTube ads present in metro cities and the data can’t be used to predict or discuss the types of ads in rural and other areas.”

    Further, each ad was studied to understand the context and also about the organizations actively investing in them during the Covid2019-related lockdown. The ads were
    segmented under themes, sectors, frequency, and Covid2019’s influence in their communication. The report was written by a team of research analysts to ensure greater clarity of data.

    As per the report, two sectors dominated the YouTube ad section: Online education and video streaming platforms.

    Online education websites like Udemy, Unacademy, upGrad, Greatlearning, Datacamp. Udemy had the highest number of ads and on courses like Sketching, Python, personality development. In many ads, it ran an offer of 90 per cent discount on courses catering to the needs of students as well as working professionals. Netflix and Amazon Prime had the highest number of ads. Netflix had the maximum Share of Voice. They invested heavily in promoting their series like Locke & Key, Ghost Stories, 6 Underground, and Sex Education.

    In the research it was also observed that some organizations used Covid2019-related communication in their ads, urging people to stay home. Out of 65 distinct
    organizations, nine have created their ad content around Covid2019. It can be observed that the organizations that deal offline ran more ads using the pandemic factor when compared to the ones who provide online services. For example, Asian Paints is running the #StayHomeStaySafe ad campaign; Vodafone ads urged users to ‘Stay home, stay safe, stay connected’. Nivea India is encouraging viewers to play with their kids at home. While Amul ad showed homemade food recipes in regional language.

  • Germin8 raises $3 million venture funding from Kalaari Capital

    Germin8 raises $3 million venture funding from Kalaari Capital

    MUMBAI: Germin8, a Big Data analytics company, has raised USD 3 million in Series-A funding from Kalaari Capital. The funds will be used to strengthen Germin8’s position in India through increased sales and marketing, and fuel its foray into international markets. A significant portion of the funds will also be deployed for R&D and new product development.

     

    Since the launch of its first product in 2012, Germin8 has leveraged its proprietary technology platform and algorithms to build and reinforce its position as a leading Big Data analytics firm. Germin8, through its proprietary tools, helps companies make more informed decisions in real time, based on what their stakeholders are saying in the public domain including social media and news, and in company-owned sources like emails and chats.

     

    Germin8’s technology platform is, today, used across marketing, corporate communications, customer care and sales functions at over 100 leading brands such as MTV, Marico, ICICI Prudential, Godrej Industries, Johnson & Johnson and Asian Paints. Germin8’s technology is also being used by several national and international media and advertising agencies including GroupM, Publicis, Dentsu Aegis, Rediffusion and Ormax Media.

     

    According to Kumar Shiralagi, Managing Director, Kalaari Capital, “We believe that in a competitive, evolving landscape, Germin8 has all the ingredients to be a global player especially because of the strength and flexibility of its technology platform, and its strong focus on innovation and customer satisfaction”.  Underscoring the importance of this investment, Kumar added, “Today no company can afford to underestimate the impact of social media on its business and Germin8 allows companies to monitor, analyse and take the right business decisions in a timely way.”

     

    Germin8 was founded by Dr. Ranjit Nair, a PhD in Computer Science from University of Southern California, and Raj Nair, a strategy consultant and alumnus of IIT-B and IIM-A. Germin8 now has a team of over 50 experienced professionals from top engineering and management institutes.

     

    “This is an important milestone for Germin8. Since our launch in 2012, we’ve been adding value to our customers in India by delivering actionable insights and analytics. With this investment by Kalaari Capital, we hope to make our technology available to companies outside India as well, even as we aim to consolidate our position as a significant analytics player in the Indian market,” says Ranjit Nair, CEO of Germin8.

     

    Kalaari Capital invests in early-stage technology-oriented companies in India. Their focus is on companies which are capturing new markets, providing innovative solutions, and creating wealth for entrepreneurs and investors. Mosaic Capital acted as the exclusive advisor to the company. Mosaic Capital (www.mosaiccap.com ) is a boutique investment bank specialised in M&A and Private Equity, with offices in Mumbai and Bengaluru.