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  • GUEST COLUMN: Are you ready to find new revenues with addressable advertising?

    GUEST COLUMN: Are you ready to find new revenues with addressable advertising?

    Mumbai: A new golden age of TV advertising is emerging thanks to technology breakthroughs in addressable advertising. In the same way that the internet opened up advertising to small businesses, now the days of ‘spray and pray’ are over. Anyone wanting to reach a specific audience through TV and video services can do so.

    Video service providers stand to gain with a new revenue stream now that advertisers can reach their target audience with absolute precision. Solutions such as Synamedia Iris can be used to create advertising propositions that reach specific TV audience segments of any size and makeup across all services, devices and screens.

    TV and OTT providers have a brand and audience reach that online alternatives can only dream of. Combining that reach with the data richness of online advertising means not just keeping pace with online advertising but offering something better.

    Opening the door to new advertisers

    The opportunity for addressable advertising is huge. Synamedia collaborated with Sky, the leading pay-TV platform in the UK, on the development of the pioneering AdSmart platform eight years ago. The results after deploying AdSmart were impressive. Sky found that addressable advertising can boost ad engagement by 35 per cent and cut channel switching in half. Other benefits at Sky included an influx of 70 per cent new advertisers who’d previously not advertised on TV or Sky; a Ford dealership that saw a 100 per cent rise in sales following a single campaign; and Audi found its addressable audiences twice as likely to buy as generic viewers.

    This matters because video service providers are under pressure from shareholders to create new revenues, and reverse the flow of advertising to Google, Facebook and other online giants.

    Another benefit is increased revenue from reduced waste. Up to now, ad space is booked upfront and any inventory that hasn’t been sold ahead of time is considered waste. But with addressable advertising, every slot can be filled on demand using a real time digital trading model. While this requires a change of cultural mindset across the advertising ecosystem, it presents new opportunities.

    New industry collaborations

    While a number of video service providers are already experimenting with addressable advertising, including Synamedia Iris, maximising this opportunity requires a new model of collaboration in the industry. Broadcasters and pay-TV operators need to develop a solid, symbiotic business case that makes operators willing to share their audience data and broadcasters willing to share ad revenues.

    Operators hold the balance of power with their reams of data about audiences and viewer behaviour – the key to addressability. And there is an incentive to trade data with broadcasters for a share of pay-TV addressable advertising revenues.

    Data and ad revenue sharing is already underway on VOD platforms, and now this needs to be extended to linear TV and hybrid services. The good news is that the tide has already started to turn as pay-TV operators and broadcasters rethink how this revenue-sharing will ensure their long-term viability.

    Once the technology is in place, the easiest way for operators to get started is to work with those broadcasters who have both linear TV and OTT services because they are best placed to start selling addressable advertising slots alongside their traditional TV advertising space. By collaborating, operators and broadcasters can aggregate their advertising inventories and increase the size of addressable audiences, thereby creating a compelling proposition for big brands.

    The benefit for operators and broadcasters is that these advertising slots with larger addressable audiences will command higher CPMs (Cost Per 1000 impressions).

    Moving from quantity to quality

    All the addressability in the world won’t translate into revenues unless it’s possible to provide accurate measurements that allow advertisers to validate ad impressions and improve future marketing campaigns. To achieve this and compete against big tech’s muscle in online advertising and analytics, real-time campaign measurement is key.

    Addressable advertising’s model depends on audience quality rather than the audience volumes that are associated with traditional channel-based TV advertising. To measure and analyse in this new way, operators can use new analytics technologies to demonstrate the value of slots and audience engagement and determine a campaign’s impact and ROI.

    For example, if viewers are fast-forwarding or channel-hopping during ads, this indicates a need to further refine viewer profiles or optimise the placement of ad breaks. After all, a few well-timed ad breaks are infinitely better than several ill-thought-out ones.

    Unify

    One requirement is a unified approach to campaign management, with a single interface to manage multiple campaigns across multiple devices and platforms. Such tools also have the openness and flexibility to support third party services, evolving business models and ecosystems.

    Having a unified, insight-driven solution that helps manage inventory, assets, planning, and segments, will ultimately enable video service providers to deliver a better, less disruptive experience for their audience. And advertisers will be able to run more efficient, successful campaigns. An end-to-end solution, Synamedia Iris removes the friction points that characterise traditional piecemeal addressable advertising products. A single platform, Iris supports unified campaign management, delivery, and measurement to multiple screens across apps and live, linear and catch- up services.

    Now, big brands and new advertisers alike can reach their target audiences cost effectively without wasting impressions; advertising revenues are increased consistently across all services, devices and screens; and consumers can enjoy a more relevant viewing experience. Welcome to the world of addressable advertising.

    (Deepak Bhatia is director, sales & general manager for Synamedia India. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Country Delight says ‘Good Morning India’ with new catchy anthem

    Country Delight says ‘Good Morning India’ with new catchy anthem

    Mumbai: Country Delight, a direct-to-consumer daily essentials brand, has released a lively music video to mark the 75th Independence Day. The “Good Morning India” anthem celebrates the freedom to choose pure every single day.

    Catchy and fresh, the video carries a hummable tune that invokes energetic morning vibes for the listeners. Starring kids from different ethnicities across India acing its hook step and raising a glass of purity full of Country Delight milk, the brand’s video pulls attention to the unity in the humble daily habit shared across India – choosing nutritious milk for families every morning.

    Sharing his thoughts on the anthem, Country Delight co-founder Chakradhar Gade, said, “Country Delight is now present across most of the key cities in India. We continued to be humbled by the customer love we have. We wanted to use the occasion of this Independence Day to present the Good Morning India Anthem, which expresses the essence of the small and beautiful part we play in making customers’ lives better.”

    The #GoodMorningIndia audio release across Social Media platforms also saw exciting participation from influencers matching the hook step.

  • Confluence Media appoints Rajeev Chaurasia as chief business officer

    Confluence Media appoints Rajeev Chaurasia as chief business officer

    New Delhi: Confluence Media has roped in seasoned media professional Rajeev Chaurasia as chief business officer. He was earlier working with Viacom18 as senior media consultant.

    Confluence Media, the platform agnostic media entity was founded by journalist-writer Josy Joseph in 2019 to produce deeply researched, and engaging stories from South Asia in the form of scripted series, feature films, documentaries, podcasts, and books. The entity is backed by several investors including Jim Swartz.

    Confluence Media founder Josy Joseph said, “Rajeev brings his vast experience in India and abroad to strengthen our efforts in the market. He is a very valuable addition to the Confluence Media team. Over the last two years, we have created a content hub for edgy, deeply researched and engagingly told stories, and now has an advanced pipeline of a couple of dozen large projects in both India and abroad.”

    In his previous role at Viacom 18, Chaurasia helped set up and scale Voot Studio, the branded content wing of Voot, bringing in large advertisers interested in brand solutions. He also delivered on conversions along with award-winning campaigns for Voot Studio.

    Prior to Viacom 18, Chaurasia has consulted with Network 18, and headed Programming & TAR for MTV India, a Viacom company.

    “He has extensive background in television (both GEC and Niche) and OTT space. His acute understanding of TV and OTT platforms will help his transition into the new role as chief business officer (CBO) at Confluence Media, developing new business opportunities with OTT platforms as well as brands,” the organisation said in a media statement.

    Talking about his new role, Chaurasia said, there has never been a more opportune time in the history to unleash the power of gritty and untold stories based on real life incidents from India and South Asia to global audiences. “The Confluence Media team has some of the sharpest minds and exceptionally high standards of research in journalism with an uncanny ability to weave visual stories. I am looking forward to this new and exciting journey,” he said.

    Apart from his professional stints, Chaurasia has directed a full-length documentary on his father the legendary flautist Pt. Hariprasad Chaurasia, licensed to Discovery Networks. His documentaries on the ecological imbalance in North East India and the Man-Elephant conflict have been screened by History TV Digital.

  • MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    MS Dhoni dons the retro jersey look for Zed Black Agarbatti’s new TVC

    Mumbai: Incense sticks manufacturing brand Zed Black has launched its new campaign with brand ambassador M S Dhoni, where he is seen engaging with his audience and reminiscing his demeanor and motivating approach towards youth of the country.

    The campaign is part of the brand’s upcoming lineup of star-studded brand commercials which are aimed at targeting consumers across the nation and giving Zed Black the opportunity to engage the youth for the cause of Prarthna Hogi Sweekar. Along with the existing celebrity ambassador, Hrithik Roshan for Manthan Dhoop, Zed Black will continue to emphasise its hold on the Indian agarbatti sphere, it said in a media statement.

    Conceptualized by Oberoi IBC, the integrated campaign for Zed Black 3-in-1 Agarbatti aims to get India praying to the mantra #prarthnahogisweekar. “Dhoni announced his retirement from international cricket on 15 August last year and since then his popularity around the world has not diminished. The boy from Ranchi, who made his ODI debut in 2004, who changed the face of Indian cricket with his calm demeanor, sharp understanding of the game, and astute leadership qualities is still reigning the hearts of cricket fans as the pictures in the retro jersey are spreading like wildfire,” said the company.

    MDPH director and partner Ankit Agrawal said, “Zed Black Agarbatti stands as a reflection of its ‘go getter’ spirit, devotion, resilience, belief and prayers. MS Dhoni, who is a staunch believer of tranquil state of mind that helps in focused efforts and better results, complements well with our brand value. Zed Black 3-in-1, which is a market-leader, creates an atmosphere of purity, hope & positivity that helps maintain a balance. Zed Black is elated to give MS Dhoni’s fans a moment to cherish by unveiling the TVC with the retro jersey look exactly after one year since he announced his retirement from International cricket on 15th August.”

    Choreographer-filmmaker Farah Khan has directed Indian cricketer M S Dhoni for this commercial. Dhoni also got a new ‘faux-hawk’ cut from celebrity hair stylist Aalim Hakim which became a topic of discussion on social media. Ace photographer Daboo Ratnani captured all of Dhoni’s looks for the TVC campaign.

    “It’s Zed Black’s journey of hope, success, prayers and innovation that drew me to the brand. To be the face of a brand that sends out a beautiful message like Prarthna Hogi Sweekar, giving people hope and strengthening their beliefs is what resonated with me. Their new campaign is inspiring and motivating,” said M.S Dhoni.

    “Zed Black, has gone beyond just the advertising jingle, with the latest extension of its flagship ‘Prarthna Hogi Sweekar’ campaign being commissioned into mini-shorts indicating the thought that prayers will be answered. The new campaign with M S Dhoni has a moral underpinning that reflects the importance of family praying together, workplace worship, community prayers, the simple love of imparting the habit of praying amongst kids and love for the country”, shared Anshul Agrawal, Director & Partner, MDPH.

    Speaking on the TV Campaign & roping in M S Dhoni, Ad film director & MD, Oberoi IBC India Anand Oberoi said, “I am hopeful that this association will ensure higher brand recall, and eventually create a larger following amongst the masses for Prarthna Hogi Sweekar”.

  • SITI Networks’ Q1FY22 Operating EBITDA jumps 33.1% to Rs 537 Mn

    SITI Networks’ Q1FY22 Operating EBITDA jumps 33.1% to Rs 537 Mn

    New Delhi: SITI Networks, an Essel Group company and multi-system operator (MSO), has released its consolidated audited financial results for Q1FY22 ending June 30.

    In line with its profitable growth strategy, SITI has maintained persistent elevation in operating EBITDA reporting 33.1 per cent growth over Q4FY21. The company reported operating EBITDA of Rs 537 million in Q1FY22 as against Rs 403 million q-o-q basis.

    The company’s operating EBITDA margin expanded to 14.8 per cent in FY22 against 10.4 per cent in the previous quarter. This was achieved through building up operating efficiencies and strict control over costs.

    Total revenue (excluding activation) stood at Rs 3,619 million in Q1FY22. The company earned a subscription revenue of Rs 2,378 million in Q1FY22.

    SITI Broadband’s net base increased 22 per cent y-o-y to Rs 2.06 lakh at the end of Q1FY22. SITI Broadband’s Q1FY22 revenue also surged 25.2 per cent y-o-y to Rs 276 million.

    SITI Networks CEO Anil Malhotra said, “SITI had a good quarter on the back of our focus on operational efficiencies, and strict control over expenses. Our operating EBITDA surged 33.1 per cent q-o-q to Rs 537 million and operating EBITDA margins expanded to 14.8 per cent in Q1FY22. SITI Broadband’s base increased 22 per cent y-o-y to Rs 2.06 lakh while its revenue surged 25.2 per cent y-o-y to Rs 276 million in Q1FY22.”

    “This quarter provided us with the necessary momentum to further drive our efficiency focus throughout FY22. We intend to focus on it along with solid EBITDA and margins growth, in line with our core strategy of profitable and sustainable growth,” he added.
     

  • Madison Digital promotes Chintan Soni and Kosal Malladi to VPs

    Madison Digital promotes Chintan Soni and Kosal Malladi to VPs

    New Delhi: Madison Digital on Friday announced the promotions of Chintan Soni and Kosal Malladi to vice presidents.

    Soni joined the organisation in September 2013, while Malladi joined in 2018, and both have played an instrumental role in the growth and success of Madison Digital, the organisation said in a statement.

    “Chintan and Kosal have been a great asset to the Madison Digital team, with the same vision of growing the vertical and taking business to greater heights. Year on year, they have been delivering exceptional results and we couldn’t be happier to give them the much-needed promotion they deserve,” said Madison Digital CEO Vishal Chinchankar.

    Soni has an overall experience of 16 years, and has played an integral role in building the digital products and the performance and data division. “Being a part of Madison Digital has been a thrilling experience. It’s exciting to build digital products which solve gruelling challenges faced in performance/brand marketing. Our focus will be to keep strengthening our proprietary products,” he said.

    Malladi comes with over 15 years of experience, and returned to Madison Digital in 2018, and has been a mentor in the Madison Digital team. “Madison Digital is growing and I’m happy to be a part of a team that’s creating waves in the digital space. With the support of the entire Madison team and our clients, we intend to grow business and do some exceptional work,” said Malladi.

  • Dentsu Group records organic revenue growth of 15% for Q2

    Dentsu Group records organic revenue growth of 15% for Q2

    New Delhi: Dentsu Group has witnessed a significant rebound in performance for the quarter ended June, recording organic revenue growth of 15 per cent. The Group has announced its results for the first half as well as the second quarter of 2021.

    Dentsu Japan Network grew by 12 per cent while Dentsu International registered a growth of 17 per cent, showing strong sequential improvement over Q1 decline of 2.4 per cent.

    “As we pass the anniversary of the start of the pandemic, revenues continue to recover across all regions with strong growth in digital solutions. Client confidence is restoring with spending levels more resilient and predictable,” said the group in its earnings statement. “Operating margin improvement continues to exceed expectations, substantially ahead of the prior year, with Q2 improving by 370 basis points year on year, showing the gearing effect of higher revenue together with cost reductions being implemented.”

    The Group expects high single-digit organic growth for FY2021, with a line of sight to delivering the long held 2022 margin targets of 20 per cent for Dentsu Japan Network and 15 per cent for Dentsu International one year early. 

    “Dentsu Group delivered a strong second quarter performance, reflecting the growing consumer and client confidence we see across all regions. Underlying profit growth continues to be strong, exceeding our expectations, and demonstrates our commitment to our margin targets,” said Dentsu Group Inc, CEO and president, Toshihiro Yamamoto. 

    APAC (excluding Japan) recorded a growth of 3.6 per cent. The APAC region reported double digit growth in the second quarter driven by double digit growth from Australia, Indonesia, South Korea, Singapore and Thailand. EMEA reported 8.7 per cent organic growth in H1, FY21, and 22 per cent in Q2, FY21. 

    “Whilst the future path of the pandemic remains uncertain, our full year guidance confirms our confidence in the outlook for the second half of FY2021, as well as our ability to meet our medium-term targets by 2024,” added Yamamoto.

  • NDTV records best-ever Q1 with a profit of Rs 13.9 cr

    NDTV records best-ever Q1 with a profit of Rs 13.9 cr

    Mumbai: The NDTV Group has reported over two-fold increase in consolidated net profit to Rs 16.56 crore for the first quarter ended 30 June, marking its best first quarter result in over a decade.

    Its TV news channel-  NDTV Ltd raked in a profit of Rs 13.9 crores in Q1, along with NDTV Convergence, the digital arm of the Group, which has delivered an increase of 41 percent in revenue over the same time last year.

    According to the regulatory filing, the company had posted a consolidated net profit of Rs 7.55 crore in the corresponding period of last fiscal. Its consolidated revenue from operations during April-June 2021 stood at Rs 85.02 crore as against Rs 72.73 crore in the year-ago period. Total expenses stood at Rs 77.92 crore, compared with Rs 64.64 crore a year ago, the company said. The Group’s total liabilities have been reduced by Rs 23 crores in this quarter; bank borrowings are down by Rs 8.7 crores.

    “NDTV, with the support of each employee, has worked to mitigate any uncertainty caused by the impact of the pandemic on the economy and all businesses. It thanks its team for their superlative reporting and commitment to providing news as an essential service at this difficult time. Given the economic landscape, the Management will control expenses and focus all efforts on ensuring the Company’s financial position strengthens further,” it said in the filing.

    The company also said that its board has appointed Grant Thornton Bharat LLP (formerly Grant Thornton India LLP) as its internal auditors for one year, with effect from 11 August.

  • Jolene Fernandes Solanki elevated to COO, Madison Media Ultra

    Jolene Fernandes Solanki elevated to COO, Madison Media Ultra

    Mumbai: Homegrown media agency Madison Media on Wednesday announced Jolene Fernandes Solanki as the new chief operating officer of Madison Media Ultra. She will be working out of Madison’s Mumbai office and will lead the Marico business along with her existing client base.

    Solanki joined Madison in 2016 and has an overall experience of 19 years.

    Madison Media & OOH, partner and group CEO said, “One of our most dynamic leaders, I am very pleased to have her lead Madison Media Ultra, and have all the confidence that she will bring more fame and great results for our Clients and Madison.”

    Elated over her new role, Solanki said, “My Journey at Madison has been fulfilling and thrilling. I look forward to raising the bar and partnering with our clients in their growth journey in this new era of digital business transformation and helping them achieve their goals. My focus will be on creating capabilities to drive integrated solutions for our clients with a strong strategic framework to achieve business outcomes.”

    Madison Media Group is a part of Madison World which also has specialist units in Advertising, Business Analytics, Out-of- Home, PR, Mobile, Retail, Sports and Entertainment, employing over 1,000 communication professionals across India and Bangladesh.