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Tag: InMobi

  • HT Media cashes in as Swapnil Ravindran takes charge of South revenues

    HT Media cashes in as Swapnil Ravindran takes charge of South revenues

    MUMBAI : HT Media Group has found its new rainmaker in the South. Swapnil Ravindran has been appointed chief revenue officer (CRO) for South, a role that will see him drive growth across Hindustan Times, Hindustan Hindi, and Mint. Ravindran, who took charge in August 2025, brings a two-decade career spanning Yahoo, Inmobi, The Times of India, and Kasturi & Sons, with a strong record of scaling revenue engines across print and digital. At HT, his mandate is clear: accelerate revenue growth, deepen advertiser relationships, and integrate strategy across platforms to bolster the One HT narrative in southern India.

    It’s a homecoming of sorts. Ravindran spent a decade at HT Media (2005–2015), rising from deputy manager to general manager. Since then, he has helmed sales at Yahoo, led national digital and print mandates at The Hindu Group, and spearheaded e-business and branch verticals at The Times of India. Most recently, he was associate vice president and response head at Bennett Coleman & Co. Ltd. (Nov 2024–Aug 2025) and before that, director of sales (West & South) at Inmobi.

    Over the years, he has managed marquee brands, sharpened sales strategies, and built high-performance teams skills now directed at expanding HT Media’s footprint in one of India’s most competitive regions.

    Armed with a PGDBA in Marketing from VIT (1999) and nearly 20 years of leadership across advertising sales, business strategy, and digital transformation, Ravindran is expected to play a pivotal role in powering HT Media’s South operations to new heights.

    From Yahoo to Hindustan Times and back again, his journey is a story of full-circle ambition only this time, the brief is bigger, bolder, and distinctly southern.

  • Glance Digital exec Manish Gupta joins L&T Finance as digital transformation czar

    Glance Digital exec Manish Gupta joins L&T Finance as digital transformation czar

    MUMBAI: L&T Finance has roped in Manish Kumar Gupta as chief executive – urban unsecured assets, payments & digital partnerships as it gears up for a new phase of digital transformation. A fintech veteran, Manish has over 23 years of experience across top financial and technology giants.

    Manish’s impressive CV reads like a masterclass in leadership – from launching India’s first mobile-only digital bank, digibank by DBS, to driving innovation at TransUnion CIBIL as chief product officer, where he developed the latest CIBIL score. He has led digital and business transformations at heavyweight names including ICICI Bank, Deutsche Bank, HSBC, DBS Bank, and TransUnion CIBIL.

    His latest stint was at InMobi Group’s Glance Digital, where he served as senior vice president and general manager, scaling the business globally with AI-powered content and commerce solutions on smart devices.

    Said Manish on Linkedin:  “Last week I completed a wonderful and enriching chapter of my life with InMobi and Glance ! The emotions of leaving Glance were overwhelming! I will miss the culture, my team, my friends that have supported me for the last five plus  years! As I embark on a new journey, I will cherish every moment I spent at Glance!  Once an InMobian always an InMobian!

    With a robust track record in both traditional and digital-first financial ecosystems, Manish is known for turning ambitious ideas into business wins. A certified financial planner and CertICM holder, he is an alumnus of IIT Delhi and holds an MBA from ISB, Hyderabad.

    Having worked in India, Hong Kong, and Singapore, Manish’s global experience makes him a strategic addition to L&T Finance’s leadership team.

  • Cricket fans score with second screens: Glance report

    Cricket fans score with second screens: Glance report

    MUMBAI: Cricket enthusiasts across India are no longer content with merely watching the game—they’re demanding a richer, more immersive experience on their second screens. A new report from Glance, the world’s leading smart lock screen platform, has caught the digital behaviours of these sports-mad fans with their fingers firmly on their mobile devices.

    Released yesterday in partnership with InMobi Advertising and AppsFlyer, the Decoding Indian Cricket Fans report lays bare how cricket has become less about passive viewing and more about active engagement across multiple screens.

    During last year’s IPL tournament—a veritable religious experience for Indian sports fans—a whopping 120 million users turned to the Glance smart lock screen platform, driving engagement levels 2.4 times higher than normal periods. These smartphone-wielding enthusiasts spent 44 per cent more time consuming cricket-related content, generating an eye-watering 314 billion glances and 433 million taps.

    “At Glance, we’re reimagining how consumers interact with their daily devices such as mobile lock screens and connected TVs, transforming them into more engaging screens and smarter surfaces,” says InMobi and Glance chief marketing officer  Bikash Chowdhury clearly pleased as punch with the findings.

    While English dominated content consumption at around 81 per cent, regional languages are staging a remarkable comeback. Hindi led the vernacular charge at 36.22 per cent, followed by Tamil (25.31 per cent), Kannada (15.35 per cent), Marathi (12.13 per cent) and Telugu (10.99 per cent)—suggesting cricket’s appeal transcends linguistic boundaries.

    The report also reveals that 74 per cent of cricket content consumers use devices priced under Rs 30,000, making this a mass-market phenomenon rather than an elite pastime.

    Cricket season isn’t just about runs and wickets—it’s about apps and clicks too. Last year’s tournament saw Android app installs surge by a hefty 35 per cent from pre-season to peak, while iOS installations jumped 28 per cent.

    Gaming apps enjoyed click-through rates six times higher than normal periods, while home entertainment platforms saw rates 5.6 times higher. Cricket fans also proved themselves to be an advertiser’s dream, with 9.4 per cent more in-app clicks, 21 times higher video ad engagement, and full-screen interstitials delivering 13 times better performance than industry benchmarks.

    “The intersection of cricket and digital engagement has never been more powerful,” says AppsFlyer,  general manager Insea/ANZ Sanjay Trisal, clearly bowled over by the numbers. “This is a prime opportunity for brands—not just to reach audiences but to engage them meaningfully at high-intent moments.”

    For marketers looking to cash in on cricket mania, the report offers a clear message: start early, target multiple screens, and don’t retire once the tournament ends. Remarketing strategies should be timed according to category, with entertainment and food delivery apps performing best mid-season, while finance and investment apps hit their stride after the final whistle.

    As the report aptly concludes: “As with a good shot, timing is everything.”

  • Supriya Goswami appointed global head of marketing at Whatfix

    Supriya Goswami appointed global head of marketing at Whatfix

    MUMBAI:  Asterix and Obelix and the Gauls would  have loved her company’s name, considering most of their names ended with an x in the comic book we have all loved for many years.

    Marketing veteran Supriya Goswami with a  track record in driving growth and shaping product strategies, has been elevated as  global head of marketing at Whatfix, a company that’s based in San Francisco, Bay Area and has a unique digital adoption platform.

    With over 20 years of experience spanning marketing, product leadership, and HR, Goswami is poised to lead Whatfix’s global marketing efforts and drive its continued success in the B2B SaaS space. Goswami’s career spans diverse industries, from SaaS to HR consulting, where she consistently demonstrated her ability to lead cross-functional teams and drive success in high-growth environments. Her leadership philosophy is rooted in strategic collaboration, innovation, and hands-on execution.

    Goswami joined Whatfix in 2020 as head of product marketing, where she has been instrumental in scaling the company. Known for her expertise in GTM strategies, product marketing, competitive intelligence, and brand building, she has built and led high-performing teams while driving collaboration with sales and product leadership to maximise revenue opportunities.

    In her expanded role as global head of marketing, Goswami will continue to leverage her deep expertise in areas such as value engineering, customer marketing, pricing and packaging, sales enablement, and analyst relations to accelerate growth and enhance the Whatfix brand on a global scale.

    Before joining Whatfix, Goswami held several leadership roles that cemented her reputation as a strategic thinker and marketing innovator:

    * InMobi (2015–2020): As VP & global head of marketing, Goswami led a global marketing team, developed product marketing strategies, and enhanced brand awareness. She also served as head of marketing for North America and marketing director for APAC, the Middle East, and India, contributing significantly to InMobi’s market growth.
    * Adobe Systems (2010–2013): Managed HR for a 1,000-member technology organization, overseeing talent development and performance management.
    * Aon (2005–2010): Led talent and organization consulting projects across Asia and the Middle East, managing key accounts and driving growth in leadership consulting.

  • Glance & Swiggy Instamart unite to speed up Q-commerce

    Glance & Swiggy Instamart unite to speed up Q-commerce

    Mumbai: Glance, a smart lock screen platform, and Swiggy Instamart, aquick commerce platform, have partnered to launch a one-tap purchase feature directly from Glance’s lock screens. This allows CPG brands on Swiggy Instamart to connect with over 230 million active users, simplifying the process from product discovery to purchase.

    With four out of five Android users in India interacting with Glance’s lock screen, the platform has become a key discovery point for brands. This partnership enables brands to reach users early, driving awareness and purchases with a single tap that redirects users to the product page on Swiggy Instamart.

    Glance uses Swiggy Instamart’s user data to create audience cohorts, targeting promotions more effectively. By combining Swiggy’s user preferences with Glance’s engagement data, this approach improves purchase intent and conversion rates.

    Five CPG brands have already used this feature, with one energy drink seeing a 20 per cent sales increase and a nutrition supplement brand recording a 10 per cent sales rise and seven per cent market share growth. Overall, brands experienced over 10 per cent sales growth, driven by both new and existing customers.

    InMobi consumer and performance advertising – CBO Vasuta Agarwal said, “We are excited to partner with Swiggy Instamart to transform the way India’s CPG brands drive growth on quick commerce. By integrating Glance’s premier screen presence, targeting capabilities and reach of over 230 million users with Swiggy Instamart’s quick commerce convenience, we are setting a new standard for brand engagement in today’s fast-paced digital landscape. With one-tap purchases directly from lock screens, we aim to empower CPG brands to connect with consumers in real-time, effortlessly turning intent into action.”

    Glance has deep integration with InMobi Exchange which allows Glance and Swiggy audiences to extend their advertising campaigns to mobile app users across around 30,000 apps in India. Homegrown InMobi Exchange is one of the biggest and most addressable mobile exchanges which allows brands to seamlessly extend their campaigns on other premium apps.

    Swiggy’s head of growth marketing Amitkumar Banka said, “Glance smart lock screen has proven to be a powerful first touchpoint for Android users, driving meaningful results for CPG brands on Swiggy Instamart. As Swiggy Instamart continues to grow, we’re excited to collaborate with Glance to engage users instantly, creating real-time connections that translate into tangible business results.”

    Swiggy’s director of growth Kashish Vasandani said, “This unique partnership between Glance and Swiggy allows brands on our platform to seamlessly reach their audience on either the lock screens of their smartphones or within 1000’s of other premium apps that consumers use via InMobi Exchange.”

    Glance and Swiggy Instamart aim to replicate the success of initial campaigns across hundreds of CPG brands converting everyday lock screen interactions into measurable business outcomes.

    Glance is an AI-driven platform that delivers a wide range of engaging experiences directly on Android lock screens, including games, entertainment, news, sports, and shopping, all available in seven Indian languages. By partnering with reputed publishers and developers, Glance’s AI curates premium content tailored to each user’s preferences. This allows users to access relevant information seamlessly, without unlocking their phones or navigating through multiple apps.

  • InMobi’s Mobile Marketing Handbook, 2024: Seamless mobile marketing on lock screens

    InMobi’s Mobile Marketing Handbook, 2024: Seamless mobile marketing on lock screens

    Mumbai: InMobi, a leading provider of content monetisation and marketing technologies that help businesses fuel growth has unveiled its annual Mobile Marketing Handbook (MMH) 2024. The MMH 2024 offers a comprehensive exploration into smartphone consumption trends that are reshaping mobile marketing in India, driven by a growing demand for seamless, serendipitous, and smart experiences delivered with a single tap. MMH 2024 also presents marketers with state-of-the-art strategies to drive meaningful consumer engagement in this redefined world, with a focus on the transformative role of the smart lock screen.

    InMobi Group chief business officer Vasuta Agarwal said, “The MMH 2024 provides a strategic roadmap for brands navigating India’s dynamic smartphone landscape. With consumers in the country becoming more reliant on their smartphones for everything from entertainment to utilities, brands find themselves at a crucial juncture, requiring an evolution in their approach. The handbook highlights innovative tools and strategies marketers can adopt to meet changing consumer demands. Amongst these, the smart lock screen has emerged as a key strategy, offering brands an opportunity to establish early consumer connections and inspire purposeful action.”

    Report Highlights

    Decoding internet consumers in the truly mobile-first India market

    The MMH 2024 offers valuable insight into the average internet consumer in India. Consumers here are genuinely mobile-first, dedicating 4 hours and 5 minutes daily to their smartphone, outpacing the global average by nearly an hour (Source: Exploding Topics). The country ranks among the top 20 globally in terms of time spent on mobile devices. These consumers tend to instinctively pick up their phones for various reasons, from taking a break to seeking instant services. Usage spans utilities, gaming, entertainment, shopping, and more. According to InMobi Platform Data, the top five App categories include Social Networking, Photo and Video, Games, Entertainment, and Utilities, showcasing the multifaceted nature of mobile engagement.  

    Defining the new ‘Always-on’ User

    While over 881 million consumers in India all love their time online, a new type of ‘Always-on’ User has risen amidst the growing demand for mobile experiences. The MMH 2024 highlights who these super users are and what they want. These users have an appetite for seamless, instant, and efficient on-the-go experiences, preferring single-tap engagement that eliminates the friction of unlocking their smartphones.

    Engaging the always-on user through smart lock screen experiences

    The smartphone lock screen has always been a dead space, meant only for notifications, time, weather and other mundane information. Now, however, the lock screen has been redefined as a smart surface, where consumers can enjoy what they love, even without unlocking their phones. Given its innate capacity to enable frictionless, instant access, the lock screen is now at the epicentre of consumer engagement.

    The MMH 2024 highlights the role of Glance, the world’s leading smart lock screen, in catering to the needs of the always-on user. Over 200 million active Glance users are today discovering personalised content and a variety of experiences such as gaming and shopping on their lock screen, without unlocking their phones, downloading multiple apps and without searching. Spread across the country, Glance users are likely to spend 1.2 times more time on smartphone usage than non-Glance users. This diverse and engaged user base has positioned Glance as an influential platform for brands aiming to connect seamlessly with a broad spectrum of Always-on users.

    Navigating trends: What brands can do

    MMH 2024 highlights the various lock screen-centric strategies that brands can adopt to connect with consumers in today’s world. With these strategies brands can establish a relationship with their consumers early. Their aim is to leverage the mobile lock screen to delight, drive consideration, interaction, and resonance, ultimately inspiring purposeful actions from the consumers.

    Several brands are already leveraging Glance Lock Screen to reimagine how they cater to evolving consumer needs. The report highlights case studies of brands including Pizza Hut, American Tourister, and Swiggy, and how they have achieved great success in driving engagement at various levels of their marketing funnel through strategic and creative utilisation of the lock screen.

    Here is a snapshot:  

    •  Pizza Hut ran an awareness campaign targeting India’s youth by driving serendipitous discovery of their deals and pizzas before people unlocked their phones by showing them on the lock screen. They leveraged special days meant for food sharing, such as Easter and Friendship Day, so the context was also right. This resulted in 1.18 million clicks – their highest-ever single-day activity on their website.
       
    •  American Tourister engaged potential customers by strategically displaying its products when consumers checked live cricket scores before unlocking their phones. Using a creative approach featuring Virat Kohli showcasing an American Tourister bag, the brand provided viewers the opportunity to explore its collection in various colours without requiring them to unlock their phones, reaching 2.72 million Indians.
       
    •  Swiggy utilized location-specific targeting to connect with food enthusiasts. With irresistible offers and mouth-watering visuals of hyperlocal delights, Swiggy delivered a personalized experience on the smart lock screen. With a 29 per cent month-on-month increase in first orders on food delivery, one-click install was a cherry on the cake as foodies instantly installed the app while consuming content.
       
    • For more unique consumer insights in the current era of mobile marketing in India, download a copy of InMobi Mobile Marketing Handbook 2024.
  • 54 per cent of Indian consumers prefer hybrid shopping for festive season: InMobi’s festive report

    54 per cent of Indian consumers prefer hybrid shopping for festive season: InMobi’s festive report

    Mumbai: Close to the heels of the upcoming festive season, InMobi, a leading provider of marketing and monetisation technologies, has unveiled key insights from its annual festive trends report. The Marketer’s Guide to the Festive Season 2023 for India delves into the mushrooming trends in buying behavior during the festive period, highlighting their potential to mold digital marketing strategies for brands.

    The report highlights that 54 per cent of respondents will engage in hybrid shopping, combining online and offline methods. Furthermore, 84 per cent have increased their online shopping budgets compared to last year. Among the women surveyed, 68 per cent see themselves as the main decision-makers for festive shopping, prioritising personal needs first, followed by family and business associates.

    InMobi conducted an extensive survey with more than 1,000 Indian mobile users to gain insights into their festive spending intentions and preferences. The resulting insights are a valuable resource for brands looking to refine their festive marketing strategies. Shedding light on the burgeoning spending patterns and shifting preferences of Indian consumers, the report also unveils other significant findings:

    1,   Budgets look bright as 84 per cent of Indian consumers reported an increase in online shopping budgets compared to the previous year.

    2.   Reduced price consciousness leads to an interest in exploring options as 63 per cent said that they know what item to buy and are only left to finalize the brand of their choice.

    3.   The festivities are phygital as 54 per cent of respondents prefer hybrid shopping, combining online and offline methods and 44 per cent said they would shop online only.

    4.   Unplanned shoppers are inclined to shop closer to festivals. 58 per cent planning to shop around Dusshera and Diwali, whereas about 1 in 3 shoppers are looking to start as early as September.

    5.   Mobile reigns over India as the most popular channel for Indian consumers as they Learn (46 per cent), Explore (79 per cent) and Buy (78 per cent) making it an essential part of their purchase journey

    “The essence of India’s festive season is rooted in traditions, cultures, and the emotions they evoke. The months leading up to the festivities, especially around Dussehra and Diwali, are significant for brands, as most shopping explorations and purchase decisions occur during this time,” said InMobi chief business officer of the consumer advertising platform Vasuta Agarwal. “With 78 per cent of consumers planning to shop on their smartphones, mobile is the most crucial channel for brands this festive season, making it imperative for them to embrace a mobile-first approach in their marketing strategies. This approach will enable an authentic connection with the Indian festive shopper of 2023,” Vasuta added.

    In India, festive celebrations span from September to the end of the year brimming with uninterrupted shopping activities. Most respondents have reported that they will start learning about brands and products and exploring different choices available for festive shopping in September. Notably, a substantial 66 per cent of them plan to allocate a budget between ₹25,000 to ₹50,000 towards their festive purchases.

    The report unveiled significant findings, categorising three distinct buyer personas based on shopping behaviors and preferences. 19 per cent of festive shoppers fall into the Unplanned Shoppers segment, making buying decisions between Dussehra and Diwali. Among the festive shoppers, 63 per cent are category explorers, who have already initiated research to refine their brand and product preferences for purchase. The remaining 18 per cent are classified as brand lovers, characterised by the highest budget for festive shopping.

    “Over the past year, we have witnessed a wide array of brands harness and leverage the potential of the smart lock screen to drive relevant engagement with connected consumers. A classic example is that of Coca Cola where the brand leveraged Glance’s smart lock screen to enable their consumers to send hyper-local personalized festive invites to their friends and families, which could be customized and delivered in any language of their choosing. Similarly, Zomato and Kuku FM too leveraged the festive season to drive better engagement with their consumers via the smart lock screen to great success.” Vasuta further added. “As this festive season is fast approaching, Glance will indeed play a substantial role in helping brands fortify their digital footprint and spark connections with consumers across India.”

    To learn about other unique festive shopping trends and uncover the strategies for your brand, download your copy of The Marketer’s Guide to the Festive Season Report 2023 by InMobi.

  • InMobi and Microsoft collaborate on a festive trends guide for marketers

    InMobi and Microsoft collaborate on a festive trends guide for marketers

    Mumbai: In line with the ongoing festive season, InMobi, a leading provider of marketing and monetisation technologies in collaboration with Microsoft Advertising (https://www.MicrosoftAdvertising.com) has unveiled key insights from its annual guide to seasonal digital marketing. The study, India’s 2023 Festive Trends Decoded revealed how brands can leverage the power of search and omnichannel solutions to create a unique marketing strategy and maximise their impact by better connecting with their audiences. The report also highlights the consumer’s interests across various categories.

    In 2022, a significant trend emerged in festive shopping: a dramatic surge in keyword searches for sale, discounts, offers, cheap, deals, and near me. Across categories like consumer electronics, groceries, food, personal care, gifting, and automobiles, these searches experienced an average Month-over-Month (MoM) increase of 19 per cent.

    “Brands play a significant role in amplifying the emotions of festivities among people, and it is vital for a brand to have a presence while catering to the needs of their consumers. By leveraging smart solutions and implementing an effective marketing strategy, they will not only enable themselves to reach their target audience effectively but also stay ahead of their competitors,” said Rohit Dosi, Vice President and general manager – Microsoft Advertising at InMobi. “The months leading up to the festivities around Dussehra, Diwali, and Christmas are important seasons for brands to leverage smart solutions, as consumer interest is piqued at this time,” added Rohit.

    The study highlights that brands can prepare for pre-festive excitement and beyond by tapping into category-specific user insights to craft tailored experiences like special offers and engaging content. In line with InMobi’s 2023 report, The Marketers Guide to India’s Festive Season, 54 per cent of consumers are expected to engage in hybrid shopping. To maximize their presence throughout the customer journey, brands should connect with high-intent audiences early on through a multi-channel, full-funnel approach, rather than solely focusing on the final purchase stage. Additionally, fostering trust is crucial during festive periods when consumers explore numerous brands. By offering accurate and relevant information during product searches and discovery, brands can establish credibility and reliability, ultimately standing out in the competitive festive market.

    “Our insights report comes at the opportune time owing to its valuable insights into evolving consumer trends. The shopping landscape has seen a great evolution with omnichannel marketing taking centre stage,” said, Microsoft Advertising, regional vice president APAC Nick Seckold. “The omnichannel experience will enable the brands to maximize their presence throughout the entire customer journey and provide a seamless overall customer experience. Additionally, by using Microsoft Advertising’s In-Market Audiences and omnichannel solutions, brands can effectively leverage these intent signals to connect with their target audience across diverse platforms and devices,” he added.

    InMobi and Microsoft Advertising have been in a strategic relationship since July 2018 to help enterprises accelerate their digital transformation by providing them with insights, audience, and engagement platforms for a connected world. The relationship was expanded in 2019 as InMobi added Microsoft Advertising products and solutions to its offerings in India. Today the partnership covers over 75 regions across India, Southeast Asia and META.

    Additional findings from the study include

    Apparel and Jewellery: In October 2022, searches for apparel, accessories, and jewellery increased by eight per cent MoM, while clicks grew by three per cent. During Dussehra the previous year, searches surged by +16 per cent WoW, but clicks decreased by eight per cent WoW. Conversely, during Diwali week, there was a six per cent WoW increase in searches and a 20 per cent WoW rise in clicks.

    Beauty and Personal Care: Beauty and Personal Care items in India experienced a 21 per cent rise in searches and a 13 per cent increase in clicks, aligning with the shopping and festive periods.

    Consumer electronics: Witnessed a 30 per cent increase in searches and a 13 per cent rise in clicks, driven by festive season deals, reflecting heightened consumer interest in October 2022.

    Groceries and Household Supplies: The festive season led to a 20 per cent rise in searches for groceries and household supplies, driven by the need to prepare meals and treats.

    Food and Beverages: The food category saw an eight per cent rise in searches and a four per cent increase in clicks, highlighting the enduring appeal of festive culinary experiences in October.

    Home Furnishings: During the festive season, consumers sought novelty by revamping home décor and furnishings, resulting in a 19 per cent rise in searches and a 37 per cent increase in clicks month-on-month.

    Home Appliances: High demand for home appliances and sales contributed to significant online interest, with the category experiencing a remarkable 29 per cent surge in searches and an impressive 59 per cent increase in clicks in October 2022.

    Gifting: During the festive season, there was a 35 per cent increase in searches and a 42 per cent rise in clicks for gifting and flowers in October 2022, a trend that continued until December.

    Cars and Automobiles: Interest in new cars and motorbikes peaked in October with a 12 per cent increase in searches, driven by festive and year-end sales, and this trend continued until December 2022.

    To learn about other unique festive consumer trends and uncover the strategies for your brand, download your copy of 2023 Festive Trends Decoded by InMobi and Microsoft Advertising.

  • Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Mumbai: mediasmart, an Affle company, is a unified programmatic platform which provides advertisers, trading desks, and agencies ways to integrate consumer journeys across screens. Unique strengths such as omnichannel audience management & incremental measurement together with measurable and high-impact CTV advertising (through its proprietary Household Sync technology), make mediasmart the platform of choice for marketers looking for an intuitive and powerful programmatic solution, whether they choose to use mediasmart’s console or build their own solutions on top of its open APIs.

    Nikhil Kumar is a consumer marketing professional with over a decade of experience working in FMCG, retail, F&B & ad-tech set-ups with global brands like Puma, L’Oreal, Cafe Coffee Day and recently Bytedance & InMobi. With a career spanning over 14 years – Nikhil has worked across multiple functions with his domain expertise primarily being brand marketing (digital & offline), business strategy/ sales & go-to market plan/ execution across consumer goods, retail & startup eco system. He currently leads the business of India & Southeast Asia for mediasmart, an Affle company.

    Today with many tools available for a marketer to explore the various platforms when it comes to brand messaging. The festive season and the ICC World Cup is upon us. Indiantelevision.com spoke to mediasmart – vice president, India & SEA Nikhil Kumar on how brands are allocating their spends, also which are the brands which get a traction during the festive period and how much of the ad spends are spent on digital…

    Edited Excerpts:

    On the challenges and opportunities arising when two major events, such as the ICC World Cup and the festive season, coincide in the advertising landscape

    Cricket is a revered event in India, highly anticipated and watched by a majority of the audience. A marquee cricket event like the World Cup is akin to a festive season in itself as cricket fans globally wait for it. Consumer spending typically picks up for eCommerce/offline retail during the festive months from Oct-Dec and this year with the cricket world cup coinciding, we anticipate this is only going to get bigger! Advertising pundits already anticipate a cracker of cricket and festive season with bigger eyeballs for CTV and mobile. We also anticipate more visibility for DOOH screens that can lead to higher footfalls for in-store purchase or action on mobile. This is an unprecedented opportunity to hit it out of the park with the right advertising campaigns to capture the hearts and wallets of a captive audience ready to spend big.

    On the anticipation of sectors that drive the higher ad expenditure during the festive season, especially this year and the reason behind it

    Festive period is a time for celebrations and usually translates into bigger purchases centered around this period, whether that is traveling, shopping, buying consumer goods and automotives. This translates into large spends in general coming from high-growth industry verticals like automotive, eCommerce, fintech, FMCG, foodtech, gaming, healthtech & hospitality, and more, which are also a focus for us from a growth perspective.

    Post-pandemic, the surge in online commerce has shifted spending habits, boosting digitally native app advertisers’ confidence. With the convenience of online shopping and smartphone prevalence, they are expected to allocate substantial budgets for festive advertising. Additionally, with the festive season coinciding with the cricket World Cup, advertisers on fantasy gaming apps have an opportunity to capitalize on cricket enthusiasm. The convergence of festivities and sport makes for an exciting time for brands to spend big, no matter where they are or who they are!

    On an estimate of the total ad spend expected during the cricket and festive season in 2023, and its comparison to the overall annual ad spending

    Digital advertising in India continues to grow and there’s a positive outlook for this year as well among industry watchers. Historically, this quarter is poised to be the highest spending quarter. Advertising pundits are already betting big for the months of Oct-Dec and expect advertising spends to increase by 30-35% on the back of increased consumer spending on categories like eCommerce, FMCG, Automotive, BFSI, and Retail. Cricket world cup will also attract additional spending power of cricket gaming giants which have been key sponsors/advertisers of marquee Indian cricket events in recent times. The combined influence of heightened consumer spending and the celebratory atmosphere is a recipe for successful ad campaigns

    On cricket contributing to the majority of ad spending in the sports-related advertising sector

    Cricket has always caught the fancy of advertisers in India and even in the era of sports events being only broadcast via linear television, brands would flock to get prime real-estate on television. Now, cricket has only gotten bigger and is consumed over television via linear feed as well as on digital feed on CTVs via OTTs. In addition to this, the multiple other screens like OTT mobile apps also contribute to the increased consumption, making advertisers innovate advertising methods across digital platforms.

    Interestingly, sports-related advertising for cricket season is today no longer limited to bilateral series. With IPL’s foray on digital platforms, first with Hotstar and then on JioCinema, the advertising opportunities have only gotten bigger. Advertisers on both sides on linear and digital platforms enjoyed premium audiences and ad slots as overall viewership increased.

    On digital advertising expectation to receive higher ad spends compared to television during the festive period

    Consumption habits post-pandemic have transformed in favor of digital platforms/channels. While digital continues to grow bigger and get a dominant share of wallets from brands, to say that it will receive higher spends compared to television is a prediction which may or may not come true. However, we are certain that digital consumption continues to accelerate and one of the reasons why you see the growth and rise of CTV, a new-age digital medium, is the overall shift from linear TV to CTV, increased viewership of OTT apps on CTV, increased content consumption on mobile devices, and has led to a significant growth in advertising in digital channels like CTV. Advertisers globally – and in India – are lapping up the CTV opportunity and we have seen great results and ROI for some of our top clients in India who are already using the CTV advertising with us.

    Interestingly, festive season is all about families coming together and that rings true for CTV viewing as well dominated by co-viewing by families, bringing people back to their living rooms. The audience on CTV is spread across genres and apps, giving advertisers a unique opportunity to target individuals across demographics. In addition to this, with consumer journeys getting integrated across screens, digital advertising on CTV allows advertisers to target people in the same household, as well as drive users to take action on mobile or lead them to purchase in-store. These solutions make digital advertising on CTV attractive for advertisers especially during key moments like festive season.

  • InMobi forges global partnership with Ad Net Zero to further its commitment to sustainable advertising practices

    InMobi forges global partnership with Ad Net Zero to further its commitment to sustainable advertising practices

    Mumbai : InMobi, a leading provider of content, monetization and marketing technologies that help businesses fuel growth, today announced its strategic partnership with Ad Net Zero, the climate action program with the mission to accelerate the decarbonization of the advertising industry. This collaboration underscores InMobi’s resolute commitment to sustainability, aligning with Ad Net Zero’s mission to revolutionize the advertising landscape through decarbonization initiatives spanning ad production, distribution, and publication.

    The global advertising industry is at a critical juncture, as it grapples with the environmental impact of its operations. Recent statistics underscore the urgency of the issue, with the internet’s greenhouse gas emissions comprising approximately four per cent of the global total – surpassing even the aviation sector. Notably, the energy required to serve one million ad impressions is equivalent to the carbon produced by manufacturing 2.4 million plastic straws.

    Recognizing the growing importance of sustainability in business decisions, InMobi has taken a proactive step by aligning itself with Ad Net Zero. As a leader in the ad tech industry, InMobi recognizes the significance of demonstrating sustainability efforts to both its existing clients and potential partners. A recent Deloitte survey highlights that 98 per cent of consumers believe brands are responsible for contributing to a better world, and a considerable portion of consumers prefer to be patrons of sustainable brands.

    By joining forces with Ad Net Zero, InMobi embarks on a journey to align with the organization’s five-step plan, designed to minimize the carbon footprint of advertising:

    1.       Reduce emissions from advertising business operations

    2.       Decrease emissions stemming from advertising production

    3.       Diminish emissions from media planning and buying

    4.       Lessen advertising emissions from awards and events

    5.       Harness advertising’s potential to drive behavioral change

    InMobi’s dedication to sustainability extends beyond rhetoric to measurable action. InMobi Exchange, powered by Microsoft Azure which boasts of complete carbon neutrality, stands as a testament to its commitment. Furthermore, data gleaned from the Microsoft Azure Impact Emissions Dashboard showcases InMobi’s impressive emission reduction metrics:

    ·   InMobi’s emission factor ranks within the top fifth percentile compared to average server emission factors

    ·   Server usage demonstrates a remarkable 80-90 per cent higher green efficiency compared to alternative on-premise solutions, even high-efficiency ones

    · Direct SDK integrations, paired with machine learning, have driven emission reductions of up to 30 per cent

    “InMobi’s partnership with Ad Net Zero symbolizes our dedication to ushering in a more sustainable era for the advertising industry,” states InMobi chief business officer Kunal Nagpal. “We are proud to stand alongside fellow tech companies and agencies, united in the pursuit of a greener, more responsible future. By fully embracing Ad Net Zero’s comprehensive plan, we are steadfast in our commitment to minimizing our environmental impact while advancing the power of advertising.”

    “Ad Net Zero is thrilled to work with InMobi as they support more sustainable advertising solutions, contributing to our collective global impact. InMobi’s commitment is another significant step toward an eco-friendly future for the industry,” says Ad Net Zero U.S. director John Osborn.

    InMobi’s partnership with Ad Net Zero follows its global sustainability commitment to Science-Based Targets Initiative (SBTi), where InMobi is undergoing a 24-month goal validation process, at the end of which InMobi will commit to ambitious Scope 1, 2, and 3 emissions reduction targets in line with SBTi sector guidelines and the GHG Protocol standards.

    “Our partnership with Ad Net Zero strengthens and accelerates InMobi’s commitment to creating a more sustainable advertising ecosystem,” said InMobi managing director Asia Pacific Rishi Bedi. “By embracing Ad Net Zero’s comprehensive five-step plan, InMobi will be able to further reduce carbon emissions, minimizing our environmental impact while advancing the power of advertising across the globe.”

    InMobi also continues its partnership for the second year with Givsly, the leading purpose driven B2B marketing solution, and shared the stage with Givsly, Dentsu, and IPG Brands at Cannes Lions 2023 to discuss the challenges, opportunities, and the path that can be taken for a sustainable ad tech stack.

    Recently, InMobi served as the primary audience partner in AdTechCares’ campaign with Project Drawdown, a nonprofit organization working to reduce greenhouse gas concentrations in the atmosphere. AdTechCares is a 501 (c)(3) organization that leverages ad tech to combat misinformation and keep humanity well, and InMobi is a founding member.