MUMBAI: TV news network Live Times has signed on media concessionaire and marketing consultancy Aidem Ventures as the agency on record for advertising sales.
With over two decades of experience managing advertising sales for leading news media brands, Aidem Ventures will enhance Live Times’ capabilities by employing innovative sales strategies to boost ROI for advertisers. The collaboration will leverage Aidem’s extensive network, research, and technology to expand Live Times’ revenue and market presence.
This partnership comes as Live Times gains recognition for its delivery of authentic news. By combining Aidem’s marketing expertise with Live Times’ vision for truthful journalism, the collaboration aims to disrupt the media news ecosystem.
Said Live Times founder Dilip Kumar Singh: “Our partnership with Aidem aligns with our quality-driven approach and allows us to scale our advertising efforts. Together, we are poised to set new benchmarks in the media industry and create greater value for advertisers and viewers alike.”
Aidem Ventures director Karan Gupta, added: “We believe that their dedication to delivering credible news will resonate with consumers and brands, and we look forward to ensuring their content receives the recognition it deserves in the advertising community.”
Tag: Karan Gupta
-
Live Times enlists Aidem Ventures as its ad sales partner
-
Vijay Sales renews its digital marketing association with Puretech Digital
Mumbai: The award-winning digital agency Puretech Digital has retained and expanded its mandate for Vijay Sales. The agency will handle performance marketing, organic search growth, social media marketing, and content marketing for the electronic store. The agency will focus on strategizing for creative content and amplifying the brand’s social media presence across all the social media platforms.
The brand has been closely working with Puretech Digital for the past one and a half years and they now look at a strengthened association that will drive the growth for Vijay Sales through a holistic view. Puretech Digital has played a vital role in the digital journey of Vijay Sales and has scaled exponential growth for the brand since 2020.
Speaking on the extension of the mandate, Puretech Digital CEO Prashant Deorah said, “We are very glad about the trust Vijay Sales has shown in us. What started as an engagement for the festival of Diwali has now turned into a multi-faceted union of us taking charge of the integrated digital growth of the brand. Vijay Sales has grown manifold with us since November 2020 and we have overcome a plethora of challenges through timely and effective solutions. We look forward to the next phase of our digital journey with them.”
Vijay Sales director Karan Gupta added, “Puretech Digital has been associated with us as our digital partner for over two years now and has been instrumental in implementing some noteworthy campaigns and projects. We are excited to see our strengthened association turning more fruitful and us achieving our renewed goals.”
-
Better completion rate and recall: Why vertical videos are the current big marketing tool
DELHI: Early last year, a new buzzword caught the attention of marketers globally — vertical videos. Despite being a regular feature on apps like Snapchat and TikTok, the vertical video domain was not explored much by the marketers before the advent of IGTV by Facebook in mid-2018. Paired with improved business tools online, vertical videos started gaining prominence in the mobile marketing sphere. Big brands like Flipkart, Myntra, Zomato, delved into the space to reap early benefits of the trend.
One year later, the question that looms is whether vertical videos are here to stay in the game or it will turn out to be a fad.
Do Your Thng founder Ankit Agarwal believes that if big players like Facebook are talking about vertical videos, it will be advisable to sit up and take notice. He insists, “A brand can get up to 37 per cent of its total Instagram impressions merely from Stories. Also, the cost per view of vertical videos is 68 per cent less than square video according to Buffer, a company that makes social media tools.”
He adds, “Focusing on just the ubiquitous mobile, the medium where vertical videos are consumed, 72 per cent of 18 to 34 years old view video content at least once a day. It’s safe to say that videos are leading the way, and I feel the future of vertical format is cast in stone. If you need added proof, then look no further than the fact that even YouTube has adapted to the format.”
Vertical videos stand out also because mobile phone users tend to hold their phones vertically while online. They are used to scrolling and tapping on a vertical screen and if a video plays in the same format, it is convenient for them to view it. Brands, therefore, can better their engagement by building content in a way that caters to consumers’ consumption patterns.
Alchemy Group CEO Karan Gupta shares, “As compared to horizontal videos, consumers have better ad recall when they view vertical content. According to studies, consumers remember vertical content and find it to be highly innovative, especially during the time when it originally became a trend. It was also found that 90 percent of the videos that were vertical received a better completion rate. It is interesting to note that vertical videos see a completion rate of about 90 per cent compared to the 14 per cent horizontal videos assure.”
Speaking about the technicalities of shooting vertical videos, Agarwal elaborates that the videos are to be shot in a 9:16 format and not in the standard 16:9 resolution. “On the creative side, digital natives tend to favour vertical videos in text-only and talking-head style. The determinant is the platform. For example, Twitter does well with easily digestible videos with only text. Another aspect to bear in mind is the first three seconds of the video. They are critical in generating interest. Don’t waste them on a CTA. Also, instead of a professional and polished video, root for organic and DIY impression.”
Gupta further shares that the videos should be created in a social media-friendly format and should be published without any black borders to get maximum viewer attention. “When filming vertical videos, not only should the subjects fit the frame, but they should also be positioned in the center to avoid getting cropped during upload. In fact, when texts are placed, keep them away from the edges of the frame to steer clear of any cropping.”
He also insists that the duration of the video should range between two and five minutes as snackable content is more likely to attract user attention and retain it for better recall.
Vertical videos are surely set to have a bright future in the marketing world. The new Samsung TV allowing the user to flip it in the vertical mode, apps like YouTube accepting the model, and the ever-increasing video consumption are just some of the many indications that talk about the importance of investing in this mode of marketing.
-
Aidem Ventures appointed as exclusive “Ad – Sales” Partner for DSport in India
MUMBAI: Aidem Ventures, an independent media consulting and marketing company will handle ad sales revenue monetization exclusively for the DSport channel in India.
The channel exclusively caters to sports genre with a rich catalogue of more than 4000 hours of live content every year for Indian audiences. The channel also telecasts a wide range of leagues and events from across the world of sports including Football, Cricket, Golf, Horse Racing, Cycling, Motor Sports, Rugby and Action Sport (MMA and Wrestling). The channel also showcased the recently concluded Nidahas Trophy featuring India, Sri Lanka and Bangladesh, which propelled the channel to the No. 1 Spot amongst sports channels in the country during March 2018.
Aidem Ventures, MD, Karan Gupta states, “DSport is essentially going to be in the growth curve within the sports genre. Given the growth of the overall sports ecosystem in the country and our experience of selling sport properties like Indian Badminton League, Sri Lanka Premier League, Bangladesh Premier League, National Games Kerala and many more, we are all set to deliver the best”.
Aidem Ventures, President, Alok Rakshit says, “We look forward to this exciting assignment and endeavour to deliver the best results from our rich sporting experience. In addition to our exposure of working with key sporting federations, clients and other relevant stakeholders, we are proud to have DSport in our roster”.
Mr T.S.Panesar adds, “Aidem is undoubtedly a powerful sales house and we are confident that with their ability of representing their channel partners and in depth experience in the sport genre, DSport will be positioned rightly in the advertiser’s market.
Aidem Ventures have been operating the sports vertical and providing curated solutions to sporting federations, clients and owners of high impact sporting properties under the banner of AidemSporty with a vision to build the largest Sports Marketing Solutions provider in the country.
-
AndBeyond.Media appoints Dharika Merchant as company president
MUMBAI: AndBeyond.Media, announced the appointment of former Affinity executive Dharika Merchant to serve as President of the company, effective today. In her role, Merchant – a specialist in business development, product strategy and operations, will be focused on driving the execution of AndBeyond.Media’s strategic plan for expanding the businesses reach globally, and scale new heights with innovation to deliver operational excellence.
With in-depth industry experience, Dharika has had a long and successful track record overseeing and executing business strategy and expansion. She joins AndBeyond.Media from her long-standing stint at Affinity, where she spearheaded business teams and handled a multitude of product portfolios ranging from SEM, PPC and standard display to real-time bidding (RTB) and programmatic media buying. A digital maven with deep seeded skills in mobile marketing and media buying, she has provided her customer acquisition and relationship management expertise to a large spectrum of clients that include Direct Advertisers, Ad Networks, Affiliate Networks and Publishers, and has successfully helped businesses achieve their ambitions.
“As AndBeyond.Media forays into this new chapter of global expansion, I am confident that Dharika will effectively lead the business and help scale the company’s growth to its fullest potential,” said Karan Gupta, Chief Executive Officer at AndBeyond.Media. “Her strong management background and extensive leadership experience makes her the right person to oversee AndBeyond.Media’s future growth plans. Through the various positions she has held over the years, Dharika has proven to be an accomplished and trusted leader and brings to this position a strong reputation for developing teams and inspiring businesses to go beyond the ordinary. Her wealth of experience will truly serve as an asset as we continue to accelerate growth and attain new milestones.”
Talking about her new role Dharika Merchant, President, AndBeyond.Media said, “I’m thrilled to join AndBeyond.Media during this exciting time. AndBeyond.Media’s bespoke technology and solutions, I believe, are some of the finest innovative offerings in the programmatic advertising space. I look forward to working alongside Karan, Pankil and the company’s talented employees, and dedicated partners around the world to expand the reach of the business, drive greater value and challenge the limits of innovation”
“Dharika has built an impressive record of accomplishments through the years. Her proven ability to deliver results makes her the perfect choice to help execute our strategic ambitions and drive scalable, sustainable growth,” added Pankil Mehta, Chief Business Officer, AndBeyond.Media.
Merchant’s appointment comes closely on the heels of the appointment of Ashley King as VP Publisher Development and the launch of the New York City office – last week. These announcements come at a period of rapid expansion for the company’s business globally.
-
AndBeyond.Media appoints Dharika Merchant as company president
MUMBAI: AndBeyond.Media, announced the appointment of former Affinity executive Dharika Merchant to serve as President of the company, effective today. In her role, Merchant – a specialist in business development, product strategy and operations, will be focused on driving the execution of AndBeyond.Media’s strategic plan for expanding the businesses reach globally, and scale new heights with innovation to deliver operational excellence.
With in-depth industry experience, Dharika has had a long and successful track record overseeing and executing business strategy and expansion. She joins AndBeyond.Media from her long-standing stint at Affinity, where she spearheaded business teams and handled a multitude of product portfolios ranging from SEM, PPC and standard display to real-time bidding (RTB) and programmatic media buying. A digital maven with deep seeded skills in mobile marketing and media buying, she has provided her customer acquisition and relationship management expertise to a large spectrum of clients that include Direct Advertisers, Ad Networks, Affiliate Networks and Publishers, and has successfully helped businesses achieve their ambitions.
“As AndBeyond.Media forays into this new chapter of global expansion, I am confident that Dharika will effectively lead the business and help scale the company’s growth to its fullest potential,” said Karan Gupta, Chief Executive Officer at AndBeyond.Media. “Her strong management background and extensive leadership experience makes her the right person to oversee AndBeyond.Media’s future growth plans. Through the various positions she has held over the years, Dharika has proven to be an accomplished and trusted leader and brings to this position a strong reputation for developing teams and inspiring businesses to go beyond the ordinary. Her wealth of experience will truly serve as an asset as we continue to accelerate growth and attain new milestones.”
Talking about her new role Dharika Merchant, President, AndBeyond.Media said, “I’m thrilled to join AndBeyond.Media during this exciting time. AndBeyond.Media’s bespoke technology and solutions, I believe, are some of the finest innovative offerings in the programmatic advertising space. I look forward to working alongside Karan, Pankil and the company’s talented employees, and dedicated partners around the world to expand the reach of the business, drive greater value and challenge the limits of innovation”
“Dharika has built an impressive record of accomplishments through the years. Her proven ability to deliver results makes her the perfect choice to help execute our strategic ambitions and drive scalable, sustainable growth,” added Pankil Mehta, Chief Business Officer, AndBeyond.Media.
Merchant’s appointment comes closely on the heels of the appointment of Ashley King as VP Publisher Development and the launch of the New York City office – last week. These announcements come at a period of rapid expansion for the company’s business globally.
-
Adform appoints Zirca Digital as exclusive India partner
MUMBAI: Adform, the independent and open full stack ad-tech platform serving media agencies, trading desks, advertisers and publishers globally, today announced a strategic partnership with Zirca Digital Solutions, an independent digital media and brand solutions company.
With this partnership, Zirca Digital Solutions has been selected as the exclusive partner and reseller of Adform’s products and services in India with a focus on offering Adform’s third-party ad server (TPAS) and rich-media offerings to agencies, advertisers and publishers in the market.
Although digital advertising is still comparatively small, the Indian market represents a significant opportunity for the industry. With 277 million active Internet users, India has more digitally connected people than the US, and is second only to China. Mobile internet adoption continues to climb, giving national and global advertisers an attractive option for reaching and engaging India’s consumers. India also has a strong culture of innovation and entrepreneurship, which will contribute to the growth of the digital advertising ecosystem.
As an established and respected partner to local and global publishers, advertisers and platforms in India, Zirca is uniquely positioned to offer Adform’s buy-side and sell-side platforms. As Adform’s exclusive full-service partner, Zirca takes full responsibility for sales outreach, contracting, campaign management, creative services, as well as local invoicing and collection.
“The Indian economy has significant upsides, and the potential to become one of the biggest and most interesting online advertising markets in the world,” said Adform SVP of Corporate development Christian Duus. “This partnership is strategic to our global expansion plans, in that we are eager to build a business foundation and the Adform brand before the market takes off. We selected Zirca as our partner because of their track record, local market knowledge and because they align closely to our values. Like Adform, Zirca is highly service-oriented, believes in longstanding business relations and is a strong advocate of transparency, which is critical for building trust in the industry.”
For Zirca, the partnership represents an opportunity to offer a unique and leading ad tech platform to a market which has a huge need for innovative advertising technology in order to support the growth in digital advertising for a true mobile first country.
“Adform has embarked on a continuous path of innovation, introducing a dazzling array of high-impact ad formats and fully streamlined and automated technology. The company has moved the whole industry forward in exciting ways, and we’re delighted to bring this amazing breadth of technology to the Indian digital advertising ecosystem,” said Zirca CEO Neena Dasgupta.
“We are excited to work with one of Europe’s leading Ad tech companies. Through our comprehensive partnership strategy we are confident that together we will be able to establish Adform’s business in the Indian market with the same global execution standards that have garnered Adform such a distinction in the industry,” said Zirca MD Karan Gupta.
-
Adform appoints Zirca Digital as exclusive India partner
MUMBAI: Adform, the independent and open full stack ad-tech platform serving media agencies, trading desks, advertisers and publishers globally, today announced a strategic partnership with Zirca Digital Solutions, an independent digital media and brand solutions company.
With this partnership, Zirca Digital Solutions has been selected as the exclusive partner and reseller of Adform’s products and services in India with a focus on offering Adform’s third-party ad server (TPAS) and rich-media offerings to agencies, advertisers and publishers in the market.
Although digital advertising is still comparatively small, the Indian market represents a significant opportunity for the industry. With 277 million active Internet users, India has more digitally connected people than the US, and is second only to China. Mobile internet adoption continues to climb, giving national and global advertisers an attractive option for reaching and engaging India’s consumers. India also has a strong culture of innovation and entrepreneurship, which will contribute to the growth of the digital advertising ecosystem.
As an established and respected partner to local and global publishers, advertisers and platforms in India, Zirca is uniquely positioned to offer Adform’s buy-side and sell-side platforms. As Adform’s exclusive full-service partner, Zirca takes full responsibility for sales outreach, contracting, campaign management, creative services, as well as local invoicing and collection.
“The Indian economy has significant upsides, and the potential to become one of the biggest and most interesting online advertising markets in the world,” said Adform SVP of Corporate development Christian Duus. “This partnership is strategic to our global expansion plans, in that we are eager to build a business foundation and the Adform brand before the market takes off. We selected Zirca as our partner because of their track record, local market knowledge and because they align closely to our values. Like Adform, Zirca is highly service-oriented, believes in longstanding business relations and is a strong advocate of transparency, which is critical for building trust in the industry.”
For Zirca, the partnership represents an opportunity to offer a unique and leading ad tech platform to a market which has a huge need for innovative advertising technology in order to support the growth in digital advertising for a true mobile first country.
“Adform has embarked on a continuous path of innovation, introducing a dazzling array of high-impact ad formats and fully streamlined and automated technology. The company has moved the whole industry forward in exciting ways, and we’re delighted to bring this amazing breadth of technology to the Indian digital advertising ecosystem,” said Zirca CEO Neena Dasgupta.
“We are excited to work with one of Europe’s leading Ad tech companies. Through our comprehensive partnership strategy we are confident that together we will be able to establish Adform’s business in the Indian market with the same global execution standards that have garnered Adform such a distinction in the industry,” said Zirca MD Karan Gupta.