ITV

Tag: Marketing ROI

  • Hack the ad spend: AAAI challenges marketers to optimise budgets smarter

    Hack the ad spend: AAAI challenges marketers to optimise budgets smarter

    MUMBAI: The advertising world is no stranger to budgets vanishing into thin air. Enter the AAAI Ad Spend Optimizer Hackathon—an electrifying initiative under the Waves Create India Challenge, where number crunchers, data wizards, and marketing maestros are set to redefine ad spend efficiency. Hosted by the Ministry of Information and Broadcasting (MIB) in collaboration with the Advertising Agencies Association of India (AAAI), the hackathon promises to shake up the world of advertising analytics.

    With 35 eager teams—one even joining from overseas—this hackathon is gaining serious traction. Slated to be a part of the much-anticipated World Audio Visual & Entertainment Summit (Waves), the event is set to unfold from 1–4 May 2025 at Mumbai’s Jio World Convention Centre & Jio World Gardens. With four core pillars—broadcasting & infotainment, AVGC-XR, digital media & innovation, and films—Waves aims to be the melting pot for India’s growing media and entertainment industry.

    The hackathon falls under the broadcasting & infotainment segment, drawing participation from young professionals in advertising, marketing, and tech. Their mission? To use predictive analytics, machine learning, and statistical modelling to optimise ad spend and supercharge marketing ROI.

    This is no cakewalk. The challenge is open to professionals with at least a year of experience in advertising, marketing, or data science. Solo players or teams of up to three can compete, bringing together expertise in data science, machine learning, statistics, and software.

    Their task? To devise an ad spend strategy for TrimMaster, a leading male grooming brand with its flagship PrecisionTrim trimmer. Despite its popularity, the brand is struggling to push its awareness to the next level. Currently, TrimMaster’s unaided awareness score sits at 52. The goal? A solid 75. With a budget of Rs 2 crore, participants must craft a strategy that not only maximises visibility but also delivers measurable impact.

    TrimMaster

    TrimMaster’s marketing team faces an uphill battle, including:

    . Effective budget allocation: Deciphering the best mix of social, search, display, and video ads while accurately measuring impact.

    .   Measuring brand lift: Developing better metrics to gauge how digital ads truly influence brand perception.

    .   Maximising ROI: Ensuring every rupee spent results in substantial brand awareness and sales growth.

    .   Cross-channel synergy: Understanding how different platforms interact and influence each other.

    Winners won’t just bask in glory. The top three teams will present their strategies at Waves, with travel expenses covered. On top of that, the champions will get a chance to attend major advertising festivals and conferences in India, fully sponsored by AAAI. Oh, and let’s not forget the bragging rights.

    AAAI

    The AAAI Ad Spend Optimizer Hackathon is not just another competition. It’s a unique opportunity for professionals to challenge the norms, innovate ad spend strategies, and help brands like TrimMaster break through the noise. With artificial intelligence and data analytics at their fingertips, participants have the tools to redefine advertising in India and beyond.

    Think you’ve got what it takes? Get ready to crunch numbers, outsmart competitors, and craft the future of ad optimisation.
     

  • Ormax Media introduces Ormax Mpact to revolutionise brand lift measurement

    Ormax Media introduces Ormax Mpact to revolutionise brand lift measurement

    MUMBAI: Ads are now sneakier than ever—slipping into your favourite reality show, casually making an appearance in blockbuster films, and popping up in places you least expect. But do they actually work? Ormax Mpact is here to find out. This state-of-the-art Brand Lift Measurement tool helps marketers navigate the ad clutter and determine what’s making waves and what’s just white noise.

    With India’s advertising space bursting at the seams, Ormax Media has launched this data-driven tool to evaluate and optimise brand partnerships, sponsorships, and advertising innovations. According to Ormax Media’s estimates, more than 8,000 major brand collaborations take place every year across various platforms, including sports sponsorships, reality show integrations, digital brand tie-ups, in-content product placements, and more. Ormax Mpact aims to quantify their effectiveness and ensure brands get the best bang for their buck.

    Ormax Mpact employs two sophisticated approaches to measure brand impact:

    . Audience vs. non-audience approach: This method compares individuals exposed to a specific media platform (such as a TV channel or digital platform) against those who aren’t, to measure its influence on key brand metrics.

    . Exposed vs. control approach: This model evaluates the impact of a particular creative—be it a TV ad, print campaign, or digital ad—by comparing those who have seen it with those who haven’t.

    By leveraging Ormax Media’s extensive 16 years of research & analytics and its robust online research panel of 300,000+ media consumers across 1,500+ towns in India, Ormax Mpact delivers rapid, cost-efficient campaign evaluations with quick turnaround times.

    Ormax Media founder & CEO Shailesh Kapoor highlighted the evolving nature of advertising, “We live in a time when ads aren’t just TV commercials anymore. Sponsorships, influencer tie-ups, and branded content are the new norm, and they come at a premium cost. With Ormax Mpact, we offer brands and media platforms a structured, data-backed approach to measure and refine their strategies, ensuring every rupee spent translates into real impact.”

    Echoing this sentiment, Ormax Media head – business development (TV, streaming & brands), Keerat Grewal added, “From an IPL sponsorship to a Shark Tank collaboration or a film integration like Pushpa 2, Ormax Mpact helps brands quantify their media investments. It also enables platforms—TV channels, AVOD services, print publications, social media—to build case studies that improve the effectiveness of their ad sales strategies.”

    Ormax Mpact is priced between Rs 2.5 lakh and Rs 6.5 lakh, depending on the research sample size. Having already built case studies across multiple industries, Ormax Media is targeting a broad spectrum of brands, media agencies, and platforms as potential users.

    In an advertising jungle where brands are battling for consumer eyeballs, Ormax Mpact is the ultimate survival tool-helping brands ensure their ad spend doesn’t just fade into the abyss. Because, let’s face it, if your ad spends flops, your brand’s just another tree falling in the forest with no one around to hear it.