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Tag: Online Advertising

  • NP Digital India ropes in Venkata Gavaskar Dontha from iProspect India

    NP Digital India ropes in Venkata Gavaskar Dontha from iProspect India

    MUMBAI: The performance-driven digital marketing agency, NP Digital India, has welcomed Venkata Gavaskar Dontha as its new head of digital operations. Armed with over 17 years of expertise in performance marketing, SEO, social media, and analytics, he’s stepping in to lead client growth, revenue expansion, and the next wave of digital innovation tailored for the Indian market.

    Venkata joins NP Digital India from iProspect India, where he helmed the performance practice, driving cross-functional teams to award-winning success. His strategic vision helped the agency bag prestigious Agency of the Year titles, cementing his status as a digital marketing trailblazer. Now, at NP Digital India, he’s all set to shake things up.

    The appointment of Venkata is part of NP Digital India’s aggressive growth strategy. Over the past few months, the company has strategically onboarded two senior leaders, reinforcing its commitment to expanding global digital solutions in India.

    “We are thrilled to welcome Venkata to our leadership team. His remarkable expertise will be key to our strategy of integrating technology-driven digital services and SEO, enabling us to deliver global products in the Indian market. In fact, over the last couple of months, we have strategically onboarded two leadership positions to strengthen our executive team and accelerate our growth. This is just the beginning of a transformative phase for NP Digital India,” said NP Digital India CEO & co-founder Prady.

    Venkata, too, is ready to hit the ground running. “I have always admired the digital marketing insights of Neil Patel. Now, joining NP Digital India gives me a unique opportunity to both learn and apply my existing experience within a company that embodies an innovative, ahead-of-the-curve approach. I’m excited to transform digital challenges into creative, performance-driven solutions for our clients,” he said.

    NP Digital India is on a mission to dominate the digital marketing space, and bringing in leaders like Venkata only strengthens its commitment to innovation and client success. With his expertise, the company aims to drive operational excellence, expand revenue streams, and continue leading the charge in digital marketing’s technological evolution.

  • Guest Column: ASCI to form new ad regulations to avoid misleading content

    Guest Column: ASCI to form new ad regulations to avoid misleading content

    NEW DELHI: Advertising has evolved into an enormously complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. Today's advertisers have a vast array of choices at their disposal. The internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more. A successful advertising campaign will spread the word about your products and services attract customers and generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from.

    The most suitable advertising option for your business will depend on your target audience and what is the most cost effective way to reach as many of them as possible. The advertising option chosen should also reflect the right environment for your product or service. For example, if you know that your target market reads a particular magazine, you should advertise in that particular publication only or if the target market is online, then it’s better to have a firm grip on the online platform to reach the correct target audience.

    Ads can majorly vary into categories and further gets divided into sub- categories:

    1.    Online Advertising – If you see an advertisement via the internet, then it is classified as online advertising. In fact, there are ads on various pages, and most other websites you visit, as they are the primary revenue driver for the internet. There are many digital marketing strategies including placing ads on popular websites and social media sites like LinkedIn, Twitter, Instagram, Snapchat Facebook and on websites through Adword and Adsense. 
     

    • Google Adwords- AdWords from Google allows companies to bid on the placement of an ad on Google's search engine results page. By using keywords or common search terms, searches that are related to the business and their products. It works when a business pays google as per the number of times an ad is clicked on, which is why it's called a cost per click.
       
    • Google AdSense- It allows a company to host ads on their website from Google to generate revenue for the site. For businesses looking to advertise, they can enroll in Adsense and Google, which will then match the ad to various websites with related content or search parameters. As a result, companies can reach larger audiences through Google's placement of advertisements and will help gain website, the required traffic through it. 

    2.    Mobile Advertising- A dominating force in digital advertising is through mobile devices such as cell phones, iPads, kindles, and other portable electronic devices with internet connectivity. Current trends in mobile advertising involve major use of social media. Mobile advertising is similar to online advertising and is increasingly gaining importance as a method of reaching new customers. 

    3.    Print Advertising- Print, a huge driver of sales, it is taking a back seat to the many digital forms of advertising now available to marketers. However, if there is one thing that's certain about advertising, it's that being different is good. Typically, print can be split into three subcategories: 

    • Newspapers/ Magazines
    • Brochures, Leaflets, Flyers, Handouts, and Point-of-Sale Advertising
    • Direct Mail Advertising 

    4.    Broadcast Advertising- A mass-market form of communication including television and radio, broadcast advertising has, been the most dominant way to reach a large number of consumers.

    Challenges faced by the industry

    The industry is progressing and everyone thinks they can be a marketer these days even after having little or no experience at all.It is becoming a very difficult industry for new companies to navigate. The online advertising industry is facing a number of serious challenges right now. One of the major issues being faced is the lack of transparency. Transparency has long been an issue in advertising, largely due to the complex nature of contracts signed between media companies and their clients, as well as the subject of uncertain bonuses or benefits that have come from media producers.

    Advertising Standards Council of India (ASCI) to form new ad regulations to avoid misleading content- In order to curb these challenges, the government is recently working on a code to curb misleading advertisements, which will force companies to substantiate statements made while promoting products. Additionally, since there are no specific regulations for advertisers on OTT platforms for example, products like liquor ads do not have a gateway to advertise themselves on general DTH platforms, but due to no fixed regulation assigned on OTT platforms, brands have now started to advertise themselves on platforms like Netflix, Amazon, Hotstar, AltBalaji, Voot, Zee5 etc. Such an activity from advertisers can be a bane for children under the age of 18 and can badly influence the target audience. There is a need to have a code for the benefit of consumers and also to help identify quickly which fall under misleading category, otherwise there will be a sea of complaints about misleading advertisements. 

    (The author is Makani Creatives co-founder and managing director Sameer Makani. The views are personal and Indiantelevision.com may not subscribe to them.)
     

  • Amazon revenue rises 20% y-o-y to touch $63.4 bn

    Amazon revenue rises 20% y-o-y to touch $63.4 bn

    MUMBAI: Jeff Bezos-led Amazon reported mixed second quarter results as it missed earnings estimates but beat estimates on revenues. The e-commerce giant reported earnings per share (EPS) of $5.22 in contrast to $5.55 expected EPS. At the same time, it posted revenues of $63.4 billion while market estimation was $62.52 billion.

    Amazon’s revenue rose 20 per cent Y-o-Y, compared to rebound 16.8 per cent in the first quarter, which was the slowest in four years. However, Amazon’s net income of $2.6 billion was the lowest since the second quarter of last year.

    The company has guided net sales to be between $66 billion and $70 billion, or to grow between 17 per cent and 24 per cent compared with third quarter 2018. This guidance anticipates an unfavourable impact of approximately 30 basis points from foreign exchange rates. Operating income has been expected to be between $2.1 billion and $3.1 billion, compared with $3.7 billion in the same quarter of last year.

    Amazon’s highest growing business, Amazon Web Services reported 37 per cent growth, slipping from 41 per cent in the previous quarter. The revenue of its “other” category, including its increasingly important online ad business, climbed 37 per cent to $3 billion. However, international sales grew 12 per cent to $16.4 billion.

    “Customers are responding to Prime’s move to one-day delivery — we’ve received a lot of positive feedback and seen accelerating sales growth,” said Amazon founder and CEO Jeff Bezos.

    “Free one-day delivery is now available to Prime members on more than ten million items, and we’re just getting started. A big thank you to the team for continuing to make life easier for customers,” he added.

    While Prime Video premiered the Jonas Brothers documentary Chasing Happiness, and Original Series Good Omens, based on the novel by Neil Gaiman, it will debut new Original Series The Boys, from creators Evan Goldberg and Seth Rogen, on 26 July and Carnival Row, starring Orlando Bloom and Cara Delevingne, on 30 August.

  • 30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    NEW DELHl: Advertising-financed piracy was an extremely profitable business as an economic study of the US market alone showed estimated pirate website ad revenue at $227 million annually.

    In a presentation on ‘Online Advertising, Brand Integrity and Content Creation: Problems and Solutions’, Cable and Satellite Broadcasting Association of Asia (CASBAA) Chief Policy Officer John Medeiros said the 30 largest sites had earned an average of $4.4 million per year in 2013 and even small sites could easily have earned $100,000. Barriers to entry awere low and attracting a user base required little effort or investment.

    Speaking at a FICCI conference on ‘Digital Advertising: Protecting Brand Integrity & Stimulating Content Creation’, he said Invalid Traffic (IVT) hosts were using online systems to generate non-human traffic (NHT) to illegitimately increase profit and high rates of IVT were seen 50 times more frequently among illegitimate sites than legitimate ones. He added that the growing problem of online ad misplacement was not only resulting in financially encouraging various illegal activities but was also causing serious damage to the integrity of major brands when they appeared on illegal sites.

    Meanwhile, the session was informed that the British Police Intellectual Property Crime Unit (PIPCU)’s Operation Creative law enforcement programme was coming down hard on online pirates to combat the menace of digital piracy.

    City of London police detective chief superintendent David Clark said PIPCU’s aim was to investigate, disrupt and serious and organized intellectual property crime which causes significant harm or damage to the UK economy or the general public.

    Clark said the strategic objectives of the UK police were to address IP crime through prosecution and disruption; use a problem-solving approach to address the international threat; maintain an intelligence-led capability; support enforcement activity with effective media coverage; develop a PREVENT strategy with the IPO and other organizations; and reduce IP crime through a partnership approach with stakeholders.

    He added that there was an urgent need for behavioral change as well in consumers who should realize that buying illegal products was a crime.

    A Digital Trading Standards Group (DTSG) had been established to ensure that digital display advertising was not supporting inappropriate or illegal content/services in the United Kingdom, he added.

    UK Good Practice Principles had also been drafted which integrated the industry-police approach. Highlighting the achievements of the UK police, Clark said 8,500 counterfeit websites have been suspended since PIPCU’s inception in 2013.

    21 Century Fox senior vice president for government relations Joe Welch said FICCI’s advocacy on IPR policy had led to many significant and effective changes in the policies related to IP. He added that a sound policy dialogue to appropriately tackle the menace of piracy and a conducive environment to invigorate investment climate for the creative industry in India will definitely benefit and project India globally as a preferred destination for investments by the creative industries of the world.

    After the inaugural session, discussions on the critical issue of misplaced ads resulting in funding of illegal activities were held and potential solutions that could be adopted by India to curtail this practice were explored to help digital advertising and the creative industries co-exist and flourish in today’s innovative and investment-led economy.

     

  • 30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

    NEW DELHl: Advertising-financed piracy was an extremely profitable business as an economic study of the US market alone showed estimated pirate website ad revenue at $227 million annually.

    In a presentation on ‘Online Advertising, Brand Integrity and Content Creation: Problems and Solutions’, Cable and Satellite Broadcasting Association of Asia (CASBAA) Chief Policy Officer John Medeiros said the 30 largest sites had earned an average of $4.4 million per year in 2013 and even small sites could easily have earned $100,000. Barriers to entry awere low and attracting a user base required little effort or investment.

    Speaking at a FICCI conference on ‘Digital Advertising: Protecting Brand Integrity & Stimulating Content Creation’, he said Invalid Traffic (IVT) hosts were using online systems to generate non-human traffic (NHT) to illegitimately increase profit and high rates of IVT were seen 50 times more frequently among illegitimate sites than legitimate ones. He added that the growing problem of online ad misplacement was not only resulting in financially encouraging various illegal activities but was also causing serious damage to the integrity of major brands when they appeared on illegal sites.

    Meanwhile, the session was informed that the British Police Intellectual Property Crime Unit (PIPCU)’s Operation Creative law enforcement programme was coming down hard on online pirates to combat the menace of digital piracy.

    City of London police detective chief superintendent David Clark said PIPCU’s aim was to investigate, disrupt and serious and organized intellectual property crime which causes significant harm or damage to the UK economy or the general public.

    Clark said the strategic objectives of the UK police were to address IP crime through prosecution and disruption; use a problem-solving approach to address the international threat; maintain an intelligence-led capability; support enforcement activity with effective media coverage; develop a PREVENT strategy with the IPO and other organizations; and reduce IP crime through a partnership approach with stakeholders.

    He added that there was an urgent need for behavioral change as well in consumers who should realize that buying illegal products was a crime.

    A Digital Trading Standards Group (DTSG) had been established to ensure that digital display advertising was not supporting inappropriate or illegal content/services in the United Kingdom, he added.

    UK Good Practice Principles had also been drafted which integrated the industry-police approach. Highlighting the achievements of the UK police, Clark said 8,500 counterfeit websites have been suspended since PIPCU’s inception in 2013.

    21 Century Fox senior vice president for government relations Joe Welch said FICCI’s advocacy on IPR policy had led to many significant and effective changes in the policies related to IP. He added that a sound policy dialogue to appropriately tackle the menace of piracy and a conducive environment to invigorate investment climate for the creative industry in India will definitely benefit and project India globally as a preferred destination for investments by the creative industries of the world.

    After the inaugural session, discussions on the critical issue of misplaced ads resulting in funding of illegal activities were held and potential solutions that could be adopted by India to curtail this practice were explored to help digital advertising and the creative industries co-exist and flourish in today’s innovative and investment-led economy.

     

  • Networkplay to focus on online and mobile video advertising

    Networkplay to focus on online and mobile video advertising

    MUMBAI: Networkplay, an Indian subsidiary of Gruner + Jahr, has announced an enhanced focus on online and mobile video advertising.

     

    It aims to provide data-driven value creation for the growing Indian publisher industry as advertisers are searching for new opportunities and video-driven ecosystems are providing a critical advantage.

     

    The announcement is a part of the ongoing process for enhancing the future strategic focus, wherein a new management team comprising of Viren Anand and Hitesh Trehan was appointed after Ampreet Singh exited from the company in mid-June.

     

    Gruner + Jahr member of executive board and COO Oliver Radtke commented, “The new management team has a portfolio of resilient leadership and skilled competence. They have the full commitment from G+J to continue our focus on growth in India.”

     

    Networkplay co-founder director operations and publisher alliances Anand said, “The digital and mobile advertising industry in India is rapidly evolving with the increasing penetration of smartphones and greater acceptance for digital platforms. Networkplay has been monitoring this exciting growth and is transforming into a future ready digital company, building strong technological competence around current expertise.”

     

    A firm focus on the growing digital industry has been the mantra that has guided Networkplay since its inception. Introduction of innovative solutions like Videoplay – the next generation ecosystem for videos and important associations with key partners like Tradedoubler and T3 IGI airport, reflect the company’s constant commitment towards maximising reach and targeting relevant audiences for publishers and advertisers alike.

     

     “The Future is what excites us the most,” said Networkplay sales and new initiatives director Trehan. “The number of lifestyle devices coupled with speedy technology innovation is creating waves across the industry. It’s a very exciting time for all of us and our team is keeping one eye on the present and the other on the future, by constantly developing first of its kind solutions for our clients.”