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Tag: Havas Media Network India

  • IDS 2024: First-Party Data in a Cookieless World: The Future of Targeting and Measuring

    IDS 2024: First-Party Data in a Cookieless World: The Future of Targeting and Measuring

    Mumbai: The 18th India Digital Summit, hosted by IAMAI, delved into the intricate world of advertising and the martech industry, amidst the evolving landscape of data privacy regulations. Held at the Jio Convention Centre in BKC on 27 February 2024, the event brought together industry leaders to discuss the paradigm shift towards first-party data utilisation in a cookieless environment.

    Moderated by Vivek Malhotra from India Today Group, the panel comprised distinguished experts: Arnad Fraude from Nielsen, Shuvadip Banerjee representing ITC Ltd., Mohit Kumar of Havas Media Network India, and Shashank Srivastava from Maruti Suzuki India. Their insights shed light on navigating the challenges and opportunities presented by the changing digital ecosystem.

    In recent years, concerns over data privacy and the impending demise of third-party cookies have prompted a reevaluation of digital marketing strategies. The focus has shifted towards harnessing first-party data, which is collected directly from consumers through interactions with owned digital platforms. This transition heralds a more personalised and ethical approach to targeting and measuring campaign effectiveness.

    Fraude emphasised the importance of leveraging first-party data to gain deeper insights into consumer behavior while respecting their privacy. He highlighted the need for transparent data practices and emphasized the role of consent in data collection.

    Banerjee shared insights from ITC Ltd.’s journey towards building a robust first-party data infrastructure. He stressed the significance of data quality over quantity and advocated for investing in data analytics capabilities to derive actionable insights.

    Joshi said the role of creativity and innovation in crafting narratives that resonate with consumers in a cookieless world. He also said the need for collaboration between creative and data teams to deliver personalized experiences at scale.

    Srivastava provided perspectives from the automotive industry, highlighting the challenges of targeting niche audiences in a cookieless environment. He told that the importance of data partnerships and ecosystem integration in delivering seamless customer experiences across channels.

    Overall, the session underscored the pivotal role of first-party data in driving effective digital marketing strategies amidst evolving privacy regulations. As the industry adapts to a cookieless future, organizations must prioritize transparency, consent, and data stewardship to build trust and deliver value to consumers. 

  • Havas Media Network India partners with MiQ to drive innovative CTV

    Havas Media Network India partners with MiQ to drive innovative CTV

    Mumbai: Committed to leading innovative solutions, Havas Media Network India (HMNI) conceptualised and executed an integrated launch campaign for JBL, an industry leader in audio technology, for their premium soundbar, JBL Bar 1300. JBL’s aim was to connect with tech-savvy consumers during the festive season, for which it entrusted Havas Media Network India (HMNI) and MiQ to deploy a cutting-edge Connected TV (CTV) campaign across major OTT platforms and live TV channels.

    An innovative cross-device retargeting strategy was implemented for a premium product, meticulously constructing audience targeting cohorts based on JBL’s top geo-markets. By engaging viewers who viewed JBL’s CTV ads on their Meta platforms, the strategy ensured that these potential customers were seamlessly engaged with relevant ads across their devices. This retargeting approach resulted in increased brand visibility and enhanced lead generation. As a result, JBL successfully captured the attention of its target audience and elevated its brand presence by leveraging data lake capabilities to create precise audience profiles that were interested in high-end speakers. The campaign not only contributed to upper-funnel metrics in terms of VTR but through meta-retargeting, also contributed to mid-funnel / lower-funnel metrics.

    The collaborated efforts exemplify the potential of combining innovative technology, strategic planning, and a customer-centric approach.

    This audience-targeted methodology enabled JBL to achieve a remarkable 15% increase in brand awareness with a high-impact CTV campaign and an innovative cross-device retargeting strategy to engage affluent CTV audiences on social media.

    The brand lift study analysing the uplift in brand awareness and ad recall among viewers from the campaign showed:

    1.   The CTV campaign had a 1.2x View Through Rate

    2.   2.53x Click Through Rate

    Harman India head of digital marketing, lifestyle consumer audio Akhil Sethi said, “As marketers, innovative campaigns as such enable us to significantly stay ahead of the curve. It is reported that CTV in India will reach 80 million households by 2025. This evidently shows the immense growth potential of CTV advertising in India. This innovative first-of-its-kind campaign in India by Havas Media India and MiQ has shown great results for the JBL brand. Through this campaign, we have achieved 15 percent increase in brand awareness on CTV and through an innovative cross-device retargeting strategy we also successfully managed to engage an affluent CTV audience on social media.

    The expertise of Havas Media coupled with MiQ’s data-led capabilities has effectively helped us target precise audience profiles, thereby enhancing our brand awareness and uplift in purchase intent. The quantifiable results that this campaign has helped us achieve is proof of the value proposition that CTV advertising holds. We are delighted with the results and can’t wait to again explore this exciting space in the near future.”

    Talking about campaign, Havas Media India managing partner digital Rohan Chincholi said “Our team at Havas Media India is committed to providing meaningful and innovative solutions to our clients. With over 20 million CTV households and a wide range of video content, India is one of the world’s fastest-growing advertising markets. CTV ads are known to create significant brand impact, helping boost awareness, favorability and uplift in purchase intent. This triumphant partnership underscores the importance of innovation in navigating the dynamic business environment, reinforcing the potential for future successes driven by shared expertise and strategic vision. This integrated campaign has not only propelled JBL’s premium sound bar into the spotlight but also solidified our reputation as forerunners in the world of connected marketing.”

    “We are thrilled with the outcome of our collaboration with Havas Media India and JBL,” said MiQ global commercial board member Siddharth Dabhade. “Our unique CTV solution and data lake capabilities enabled us to deliver a highly targeted and impactful campaign for JBL. The results speak for themselves, with a remarkable 15 percent increase in brand awareness. This success has reinforced the value of data-driven, connected marketing in driving exceptional business outcomes.”

  • Havas Play announces strategic partnership with sports marketing agency, Gameplan Sports

    Havas Play announces strategic partnership with sports marketing agency, Gameplan Sports

    Mumbai: Havas Play, the sports, entertainment, and content agency of Havas Media Network India, has entered a strategic partnership with one of the oldest sports marketing companies in the country, Gameplan Sports Pvt. Ltd, which aims to bring together the expertise and capabilities of both agencies.

    The partnership will entail managing athletes, major sports league in cricket, football, badminton, kabaddi, tennis, table tennis, golf, marathons, chess, and others. It will also include sports events like tournaments, competitions, exhibitions, matches, displays and more. The alliance will also include sports media services like media consulting, strategy, execution, sponsorship, and creating Ips in the space of content and entertainment.

    Talking about the new venture, Havas India group CEO Rana Barua said, “At Havas India we place our clients at the heart of our growth journey. Our ecosystem is built and tailored to meet their business needs and to empower them. Earlier this year, Havas launched a new global agency Havas Play – uniting sports, content, culture, and entertainment expertise under one agency. In India, the booming sports sector, which goes much beyond cricket, has become increasingly crucial for brands and marketers and is quite under leveraged. Havas Play along with Gameplan will help brands explore the vast potential of this untapped market. This makes us a formidable player creating distinctive and impactful opportunities for brands and businesses.”

    Gameplan Sports Pvt Ltd director Jeet Banerjee and Havas Media India president – investments and Havas Play MD R Venkatsubramanian will collaborate to construct and build this strategic alliance and jointly pursue this new venture.

    Havas Media Network India CEO Mohit Joshi said, “The Indian sports sector is currently thriving with a surge in interest and funding, reflected in double-digit growth and an increased sports budget this fiscal. This underscores the growing opportunities which are lying untapped. With Havas Play and Gameplan coming together, brands and marketers can explore their unique capability to leverage this burgeoning market. This alliance further strengthens our meaningful media capability to provide tailored business solutions to our clients, through sports properties and unique Ips.”

    Banerjee said, “Gameplan is one of the oldest sports marketing companies in the country. We turn 25 this year and have left our footprint across several verticals in the sports industry. Our legacy spans across numerous sectors within the sports industry, catalysing innovations that have since become industry standards, from revolutionary 3D signage to transforming chess into a riveting spectator experience. Beyond sports, we’ve ventured into literature, cinema, and the arts over the past decade, notably shaping the cultural landscape with the Kolkata Literary Meet, a cornerstone event on India’s cultural calendar. We take pride in our agility, innovation, and boundless imagination. In collaboration with Havas Play, we embark on an exciting journey, leveraging their extensive activities and cross-market exposure. Together, we aim to elevate our existing intellectual properties and forge powerful new ventures in sports and beyond.”

  • Havas Media Network India fuels innovation with pioneering research through latest whitepaper

    Havas Media Network India fuels innovation with pioneering research through latest whitepaper

    Mumbai: In a resounding declaration of intent, Havas Media Network India, the media arm of Havas India, has embarked on a relentless quest to craft innovative and meaningful intellectual properties (IPs) that resonate powerfully with brands and marketers navigating the ever-evolving advertising industry. This whitepaper marks a pivotal milestone in understanding the evolving Indian e-commerce landscape.

    At the vanguard of this mission stands its latest and extremely timely whitepaper – ‘Shaping Consumer Experiences: How India Buys & How Tech is Shaping E-Commerce Adoption & Experience.’ This whitepaper is an uncharted expedition into the heart of India’s e-commerce realm, where seismic technological innovations forge its destiny. The report is launched at a time when India is taking valiant strides in the retail and ecommerce sector which is likely to touch $2 trillion in the next decade (source BCG*).

    In an era of rapid digital transformation, where technology and e-commerce are central to consumer shopping behaviour, this whitepaper delves into the catalytic role of technologies such as immersive AR/VR, AI-driven chatbots, Web 3.0, and ONDC in empowering consumers and driving business growth.

    This whitepaper was unveiled at the 12th edition of TiE Delhi-NCR’s Internet Day 2023 (iDay 2023), an initiative dedicated to fostering an ecosystem of technopreneurs and investors, bringing together industry-leading tech visionaries.

    Conducted in collaboration with YouGov and NFX across 10 key markets, this research prioritizes the preferences of online shoppers and tech enthusiasts aged 18 to 45 years. Data collection employed a hybrid approach, encompassing computer aided web interviews and focused group discussions alongside personal interviews.

    The study offers a profound analysis of how Indian consumers are reshaping the e-commerce landscape and how technology serves as the driving force behind this transformation. It sheds light on evolving consumer behaviour patterns, preferences, and expectations, emphasizing technology’s pivotal role in shaping these experiences.

    With the proliferation of smartphones, accessible internet connectivity, and innovative digital platforms, e-commerce in India has witnessed an unprecedented surge. These factors not only fuel online shopping adoption but also redefine consumer interactions with brands, purchase decisions, and post-purchase experiences.

    Key Insights – What can brands do to enhance customer experience in an ever-evolving digital landscape:

    Tier-Based Shopping Patterns: The whitepaper uncovers distinct shopping behaviours across different city tiers in India. Urban areas prioritize convenience and variety, while smaller towns emphasize affordability and value. Brands are encouraged to tailor their marketing strategies to cater to these unique preferences.

    Rise of Social Commerce: Instagram and Facebook now play a pivotal role in brand discovery and engagement. Peer and influencer-generated content drive shopping decisions, effectively turning social media into a direct shopping platform. Brands are urged to harness this trend for enhanced credibility, trust, and engagement.

    Elevated Role of Direct-to-Consumer Brands (D2C): D2C brands are gaining momentum, particularly among younger consumers. Their authentic narratives and personalized products are capturing interest. Established brands should consider collaboration with D2C brands to align with evolving consumer choices.

    Technological Empowerment & Convenience: Technology is revolutionizing shopping by providing convenience and empowerment. Features like chatbots, voice assistants, and AR offer seamless assistance, immersive experiences, and instant information. Brands that effectively integrate these technologies can elevate customer experiences and foster brand loyalty.

    Commenting on the report, Havas Media Network India CEO Mohit Joshi said, “The findings of this whitepaper emphasize the transformative power of technology in reshaping the retail landscape in India. As consumers embrace the convenience and possibilities offered by e-commerce, businesses must adapt to these changing dynamics. At Havas, we recognize the significance of these trends and remain committed to innovating strategies that bridge the gap between businesses and tech-savvy consumers. Our data-driven approach enables us to create resonant and meaningful connections, ensuring that brands thrive in this evolving business environment.”

    Havas Media India, chief strategy officer Sanchita Roy added, “Understanding the nuances of consumer behaviour at various city tiers is pivotal for brands to connect meaningfully with their audiences. The insights from this study underline the importance of localized strategies that align with distinct preferences. As the retail landscape evolves, customization of marketing approaches becomes a powerful tool for capturing consumer loyalty and driving growth.”