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  • Facebook’s Q1 ad spend on 4C grows by 62%

    Facebook’s Q1 ad spend on 4C grows by 62%

    MUMBAI: Marketing technology company 4C, in its latest report, reveals that spend across major social and mobile platforms in the first quarter of 2018 increased significantly year-on-year (YoY) with the greatest revenue growth on 4C witnessed by Snapchat (234 per cent) and Instagram (136 per cent).

    The report suggests that advertisers use digital platforms to engage with audiences around large tentpole events and capture second-screen attention.

    To assess the state of the media, 4C analysed nearly $250 million in ad spend from a representative sample of more than 1,000 individual brands using its software platform. To gauge TV advertising trends, 4C’s Teletrax technology monitors 2,100 plus TV global channels, keeping track of the biggest advertisers in the UK and around the world.

    Interestingly, despite the Cambridge Analytica headlines, data shows that Facebook ad spend through 4C increased by 62 per cent YoY and specifically week-over-week during the weeks of 17 March (7 per cent) and 24 March (15 per cent) after the news broke out. This is matched in both weeks by 9 per cent increases in Instagram spending.

    4C Insights CMO Aaron Goldman said, “We’re seeing continued strength for Facebook advertising despite the negative headlines. For some time now, marketers in the UK have been actively preparing for GDPR so they are comfortable dealing with issues pertaining to data collection. In this case the main issue is not related to advertising and the repercussions such as removal of Facebook Partner Categories have not had a material impact.”

    The report further suggests that more and more media is being consumed simultaneously and TV audiences are commonly using second or even third screens. In response, brands are making their own shift to capitalise on this behaviour and adopting an audiences-first strategy.

    The consumer products sector powered ad spend across Snapchat and Twitter for the first quarter of 2018. Brands from this vertical increased quarterly spend by 78 per cent on Twitter and 31 per cent on Snapchat to reach their desired audience segments.

    Mbuy media strategy manager Carlee Benson mentions, “Gen-Z is expected to account for about 40 per cent of all consumers by 2020. Trends such as ephemeral marketing, influencer, and short-form video are favourites amongst this generation and need to be considered with a social media strategy.”

    Q1 saw seasonally relevant campaigns from the likes of travel brands Kayak and TUI, which invested in 3,310 minutes of ad time and 2,666 minutes respectively. While ongoing campaigns throughout the quarter enabled brands to dominate the airwaves, the greatest social lift was driven by brands that successfully jumped on the Superbowl, led by T-Mobile with a 46,000 per cent increase in social engagement during the 2 minutes following its commercials.

    Also Read :

    RoW, APAC revenue grows fastest for Facebook in 2017

    Facebook to ban cryptocurrency ads

    Mark Zuckerberg says ‘sorry’ for Facebook’s privacy crisis

    Mark Zuckerberg says ‘sorry’ for Facebook’s privacy crisis

  • OnePlus is India’s fastest growing Android smartphone

    OnePlus is India’s fastest growing Android smartphone

    MUMBAI: OnePlus continued its growth in the overall Indian premium Android smartphone segment (above $400) by capturing 48 per cent market share in Q4 2017, as per International Data Corporation’s (IDC) latest Quarterly Mobile Phone Tracker Q4 2017.

    The IDC data also highlights the growing importance of the premium Android smartphone segment that outperformed the overall market with 97 per cent year-on-year growth (vs 54 per cent for overall premium smartphone market and 14 per cent for the overall smartphone market). During 2017, OnePlus grew by a staggering 1116 per cent in the premium smartphone segment as it further strengthened its robust performance in the online market and entrenched itself in the minds of smartphone users in India by consistently staying ahead of players like Apple and Samsung.

    According to the Counterpoint Research report for the last quarter on the Indian handset market, the premium smartphone segment was the second fastest growing segment in CY 2017 driven by the strong performance of OnePlus and Apple.

    Talking about the findings from the Q4 2017 report, Counterpoint Research associate director Tarun Pathak says, “While India’s smartphone market continues to grow in double digits, the premium segment, the category of less than Rs 30,000 is all set to grow faster by 20 per cent  than the overall smartphone market in CY 2018. In such a scenario OnePlus, the fastest growing brand in this segment, is likely to grow as it enjoys a strong brand loyalty in India while positioning itself as a flagship-killer in the segment.”

    OnePlus general manager Vikas Agarwal adds, “It is truly remarkable that OnePlus has become the biggest Android premium smartphone brand within just three years of entering the Indian market. It is a great validation of our user focused approach and online first business model. We are truly humbled and grateful to our business partners and loving community for their continued support.”

    Globally, OnePlus became a $1.4 bn brand in the fourth year of its operation with India as its biggest market, contributing to one-third of the global business. With a single flagship a year product strategy and limited availability (Amazon.in for online and Croma for offline), OnePlus has emerged as the biggest brand in premium Android smartphone segment within just three years of its operations in India.

    With industry leading features like 8GB RAM, dash charging and latest Android Oreo based OxygenOS, the attractively priced OnePlus 5T has become the best-selling premium smartphone with a average product rating of 4.6 which is the highest rating for any smartphone on Amazon.in as on 22 Feb 2018. The recently launched OnePlus 5T Lava Red edition was one of the most popular products on Amazon.in and quickly sold out during the Republic Day and Valentine Day sale events.

    To further enhance the user experience and complement its online only presence, OnePlus has recently expanded its offline footprint with the launch of its first authorised store in Mumbai. OnePlus has also partnered with Croma to increase the number of physical touch-points and is in the process of opening large format exclusive experience stores across top cities.

  • Vernacular content consumers to be 2.5 times English by 2021: Deloitte

    Vernacular content consumers to be 2.5 times English by 2021: Deloitte

    MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

    According to the report, VoLTE is expected to be the most prevalent voice technology in the future. It is also estimated that more than 90 per cent of all mobile subscribers will comprise of broadband subscribers by 2023. OTT platforms are witnessing an explosion in original content due to increase in consumption and viewership, the report says, adding that they will gradually become a preferred medium over television, with the consumers of vernacular content likely to be over 2.5 times that of English language content by 2021.

    The publication highlights the fact that machine learning will intensify among medium and large-sized enterprises. Compared to 2017, the number of implementations and pilot projects using machine learning technology is likely to double in 2018 and then double again in 2020.

    As enterprises in India embrace technology to bring transparency and efficiency in business operations, data assumes centre stage in decision-making, setting the stage for tools such as advanced analytics and machine learning to usher value-chain efficiencies, a Deloitte India spokesperson said. Organisations will take steps to realise the potential of the internet of things (IoT) for their businesses, predictive analytics and intelligent data mining technologies are set to become mainstream in India.

    Deloitte India Partner PN Sudarshan, said, “India is one of the fastest growing technology markets in APAC, with the ongoing digital transformation of public sector and private sector enterprises enabled by changing market dynamics and policy interventions. Enterprises across industries are increasingly adopting technology driven solutions to improve customer experience, optimise business operations, and compete effectively in the market. Catalysed by the availability of cost effective computing infrastructure and flexible business models through cloud computing, and the adoption of exponential technologies such as AI, ML, AR, IoT etc., technology sector in India is truly at an inflection point.”

    He further added, “Trends such as IoT will catalyse the emergence of analytics at the edge. Digital revolution, also known as ‘The Internet Economy’ is creating a new market for digital-first services, which has the potential to optimise value chains, bring transparency, and improve overall productivity in the economy.”

    Newer technologies like LTE, LTE-A, LTE-A pro and 5G will make wireless internet commercially more viable for home internet users. The smartphone riding on new innovation will consolidate its position as the primary access to digital services and content, and live streaming and OTT video content are likely to gain popularity.

    IoT-driven point solutions will be adopted to solve a specific business issue. IoT-driven enterprise solutions would help organisations redefine their business models and provide innovative services for their customers; investments will not only be assessed on KPIs, but also will involve new product launches, new supply chains and a new operating model that enables organisations to monetise their services across value chains, leveraging IoT.

    Analytics will finally travel beyond the back office as enterprises will combine external perspectives, social inputs (surveys, social media comments, response to a feedback questionnaire) to the internal data sources to improve customer service. Device data will be integrated faster and on-demand to answer immediate field needs; information dissemination for decision-making will be faster and simpler using digital delivery; paying for results and provisioning on demand is the new normal (on cloud).

    Deloitte also predicts that more than 60 per cent of all broadband subscribers would be utilising VoLTE technology for voice services by 2023 surpassing five billion subscribers globally. IoT appliances can be enhanced with VoLTE improving the productivity and efficiency of applications and especially effectiveness in emergency situations. One example is a smartwatch with a feature to automatically dial an emergency contact in case of abnormal heart rate. Wi-Fi would be an essential part of service provider network strategy to enhance access and extend coverage. With VoLTE supporting VoWi-Fi (Wi-Fi calling), it would be an opportunity to monetise hot-spots especially relevant in the Asia-Pacific region which would constitute 45 per cent of global hotspots.

    Sports media in India is set to unlock new horizons as Indian sports business will continue to attract global investments. With broadcasters paying as much attention to rural segment, these geographies will continue to lead the way for sports sector in India, especially with tier II leagues beginning to receive widespread attention. Data analytics will increasingly play a significant role in managing all aspects of sports, especially on initiatives such as fan engagement and viewership on digital platforms. Governance-related matters will continue to be in focus in Indian sports ecosystem, and topics such as legalising betting will be discussed more than before.

    Wireless home internet is bigger than imagined but due to challenges in deployment of fixed broadband networks, current rural internet penetration stands at a negative 17 per cent. In future, demand for fixed broadband would be limited to consumers with higher bandwidth/QoS requirements, with majority of home internet requirements catered through wireless network.

    Augmented reality (AR) is on the cusp of reality as the Indian market is witnessing the emergence of AR service providers helping enterprises embrace it as part of their digital experience strategy. India’s $150 billion technology services industry has the potential to play a key role in increasing the adoption of AR for global businesses by building a robust supply of talent, business models, and frameworks to accelerate deployments. The public sector also has the opportunity to leverage the product and talent ecosystem in the country and adopt AR for improving the quality of experience in areas such as education and healthcare.

    Also Read :

    Media and marketing professionals most vacation deprived: Expedia Report 2017

    55% marketers make better decisions with machine learning: iProspect report

    India ad spend to grow by 12.5% in 2018: DAN report

    M&E industry to hit Rs8 trillion revenue by 2022: report

     

  • Digital will be core of ad budgets by 2020: DAN report

    Digital will be core of ad budgets by 2020: DAN report

    MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

    As of 2017, the Indian ad industry stands at Rs 55960 crore and is estimated to grow with a CAGR of 11 per cent till 2020 to touch Rs 77623 crore. This growth will be driven by the smart phone revolution and the subsequent spends on digital advertising, according to the second edition of media and digital marketing communications company Dentsu Aegis Network’s (DAN) digital report that was launched yesterday.

    India is on the brink of transitioning into a digital economy with a big push from the government and the public private partnership model. The Indian government’s concerted endeavours to boost digitisation coupled with an array of economic reforms and policies have infused higher momentum into India’s participation in a digital economy. The telecom sector has contributed in equal measure — lower data rates, improved connectivity have put India on a path to a mobile revolution of sorts.

    The Telecom Regulatory Authority of India (TRAI) estimates the internet population in the country to hit 738 million by 2020. Currently India’s internet subscriber count stands at around 430 million. As per TRAI’s performance indicator report for July-September 2017, a total of 129 million rural subscribers and 300 million urban subscribers are connected via internet or broadband services. The tele-density in urban areas is 74 per cent whereas it is around 14 per cent in rural India.

    Ad spends have seen double digit growth rates in e-commerce, BFSI, automotive and telecom in 2017. Ad spends have seen the highest increase in e-commerce with 13 per cent and BFSI at 11 per cent. Television takes the largest share of media spends at 40 per cent (Rs 22526 crore) followed by print at 34 per cent (Rs 18981 crore) and digital media at 15 per cent (Rs 8202 crore).

    While spends on television will grow with a CAGR of eight per cent till 2020, its contribution to the advertising market has been on a decline. The digital ad industry is estimated to grow with a CAGR of 32 per cent by 2020 as advertisers are now adopting digital media as a branding medium, not merely a performance medium. The highest spender on digital is e-commerce followed by telecom and BFSI sector. The spends on digital video is expected to see the highest growth rate followed by display and social media. OTT and an engaging mobile experience will also help in driving the digital growth.

    DAN chairman and CEO South Asia Ashish Bhasin believes that digital is no longer a medium but a way of doing business. It is how consumers interact with brands. “The digital transformation is affecting every business and agencies and marketers who don’t recognise this will be left behind. Digital is a behavioural change taking place with the consumers, not just a way of building a brand. This is a critical difference many don’t understand,” he says.

    Brands are slowly shifting their marketing budgets to digital platforms as the digital medium becomes all pervasive and consumers increase time spent on this medium. Even though digital ad platforms have been instrumental in direct sales, so far they do not match up to traditional media when it comes to brand building. Brand building is largely happening through mature ad mediums such as TV rather than digital.

    Marketers are moving from purely mass-targeting platforms to a mix of traditional
    and digital platforms. This makes use of the relative advantages of both media for an optimal marketing strategy. Traditional media provides a better reach in comparison to digital media while the latter is unparalleled when it comes to measurability. When it comes to performance marketing, digital media has evolved as a powerful platform. The explosive growth of internet-enabled businesses such as e-commerce, digital wallets, etc., has also caused a shift of ad money towards this medium as businesses targeting consumers inclined to online transactions rely on digital ad platforms. Meanwhile, the smaller brands also prefer to make investments on digital platforms as compared to bigger brands it provides better return on investment (RoI).

    Automotive sector has had one of the highest growth in ad spends last year and is expected to spend a large majority of its ad budget on traditional media. Within digital, it distributes the budget across all ad formats. Growth in ad spends for e-commerce has been the highest and it spends the highest proportion of marketing budget on digital media and mostly on search and social media. Additionally, telecom also spends a high amount of its marketing budget on digital media but mostly on media and video.

    Marketing has been an ever-evolving field. It’s normally exposed to so many new technologies and is an early adopter for most of them. This happens because the consumer is nearly always a step ahead and the competition is stiff. Businesses today have to acquire and retain consumers extremely efficiently in the marketing process. There is a limit to how many line items a digital marketer can create and manage effectively at a human level. No matter how many segments our planners create, no matter how finely we slice and dice the data, it’s extremely difficult to connect all the dots. Here is where machines come in helpful.

    But the digital advertising industry is faced by several challenges like slow pace of digital transformation, lack of unified metric system, ROI on programmatic, ad frauds and the growing use of ad blocking softwares.

    Having said that, the future of digital advertising looks bright and optimistic with the rise in video content, engaging mobile experience, voice-based interaction, data science and machine learning and transformation in payment mechanism.

  • India ad spend to grow by 12.5% in 2018: DAN report

    India ad spend to grow by 12.5% in 2018: DAN report

    MUMBAI: The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network’s latest ad spend report.

    Asia Pacific ad spend growth is forecast to accelerate to +4.2 per cent in 2018, up from +3.5 per cent in 2017. The region is forecast to be the leading contributor to global ad spend growth in 2018, contributing 39.7 per cent, $8.1 billion of the total $20.3 billion incremental global increase, led by markets China, Japan, India and the Philippines. 

    Events will play an important role in 2018 – Winter Olympics, Commonwealth Games, Asian games and state elections are all expected to stimulate ad spend growth. However, a slowing of growth in markets like Australia and China can be attributed to multiple contributing factors such as a naturally maturing market, ad fraud and data accuracy issues on top of a general economic slowdown.

    Digital media channels will continue to power ad spend growth and mobile will go from strength to strength, reaching $121.1 billion having overtaken desktop as a share of total digital spend in 2017. Desktop will continue to lose global share (-1.5 per cent since 2016), versus mobile’s gains (8.2 per cent since 2016).

    Video and social will also drive growth within digital ad spend, powered by smartphone take-up and mobile-video in particular. Programmatic spend will rise by 23 per cent as established players and startups compete over ad tech. 

    Dentsu Aegis Network CEO Jerry Buhlmann says, “The latest ad spend forecasts show a market in transformation, but not recession. The challenge for brands is to navigate an uneven economic outlook alongside a rapidly evolving tech & innovation landscape. In many markets, disruptive innovation – from mobile, voice activation and new ad tech players – is still providing new sources of growth and we forecast this trend will continue into 2018.”

    Dentsu Aegis Network Asia Pacific CEO Nick Waters adds, “Asia Pacific continues to lead the growth in digital ad spend. With the region’s fast adoption of technology and innovation, there will be a substantial shift towards mobile and smart devices. As a result, mobile online video ads will be the main drivers of growth within digital ad spend across the region. Data continues to be central to our business in Asia Pacific and with better understanding of new technologies, structures and models for business growth, agencies must help brands move from being disrupted to disruptor.” 

    Dentsu Aegis Network India Media Brands and Amplifi president Kartik Iyer mentions, “In India, the significant improvement in availability of high-speed networks at a lower cost is making a huge impact in the efficiency metrics of digital media. This will continue and therefore will support the faster growth of digital advertising. As marketers, we need to be prepared to harness this change and maximise engagement with our customer and thereby deliver higher returns for our brands. As an agency group, DAN has over-invested in this area and today has the largest, most experienced group of companies which are harnessing this rapidly changing area.”

    Also Read:

    Dentsu launches Amplifi, with Kartik Iyer and Sujata Dwibedy as leaders

    Dentsu X appoints Arabinda Ghosh as CSO

  • Parliamentary panel raps MIB on knuckles for DAS implementation

    Parliamentary panel raps MIB on knuckles for DAS implementation

    MUMBAI: The Parliament’s Standing Committee on Information Technology and Communications (SCIT) has sent out a stern message to the stakeholders of India’s broadcast and cable industry, including the Ministry of Information and Broadcasting (MIB): get your acts together.

    BJP MP Anurag Thakur-chaired all-party parliamentary panel has been especially critical of MIB’s handling of country’s digitisation of TV services or digital addressable system (DAS). It pointed out that MIB could not “absolve” itself of “responsibility” of DAS implementation as it was the administrative ministry for media matters.

    It has exhorted the ministry to put in place a monitoring mechanism at the federal level at the earliest to coordinate with the authorised officers for tracking violations by operators and to also hold periodic meetings with the stakeholders concerned to ensure that the mandated cable TV digitisation process is enforced.

    Putting the onus on the ministry to persuade MSOs to complete seeding of consumer data in the cable TV operators’ management information systems at the earliest, the parliamentary panel has directed the government to ensure proper agreements are signed between stakeholders (broadcasters, MSOs and LCOs). MIB has also been directed to update the panel on the progress made by MIB and to take extreme step of even cancellation of MSO licence in case of non-compliance.

     Interestingly, the committee told the nodal ministry to take a final decision within a definite time period in the case of Tamil Nadu government-controlled MSO Arasu Cable in keeping with TRAI norms for MSOs seeking to provide digital service.

     Arasu has been seeking temporary extension of its licence saying it has been unable to fully seed its subscribers with STBs that were taking long to import. In separate recommendations made earlier — not yet accepted by the government — TRAI had suggested barring federal or state governments or its organisations from segments of broadcast and TV services’ distribution.

     The committee said that it expects MIB to address effectively issues raised in the complaints filed by some MSOs and LCOs in Tamil Nadu (mostly against Arasu) and that the ministry should revert within three months reporting the progress made.

    The committee, while suggesting infrastructure sharing for distribution platforms, urged the government to provide necessary resources or financial incentives to distribution platforms like MSOs who were aiming to provide services in rural areas. Its rationale: developing infrastructure individually may be a costly proposition for cable TV operators.

     Alive to number of litigations in the broadcast and cable sectors, the committee exhorted MIB and the government to explore having a dialogue with courts on the need to close early cases relating to TRAI’s new guidelines on tariff, QoS and inter-connect, which were issued in 2016 but challenged in Chennai and Delhi high courts by Star TV-Vijay TV combine and Tata Sky and Airtel Digital. Both the cases are still pending final verdicts from the courts.

    The committee has recommended that an option of pay-per-use, as made available by DTH operators to subscribers, be explored for cable TV too as it could give the consumer more flexible options.

    Finally, the committee has directed the MIB to do a formal cable TV digitisation impact assessment study including all its aspects to get a clear picture on how far DAS has actually been able to achieve its intended objectives.

    Also read:

    Arasu can’t operate outside Tamil Nadu despite DAS compliance

    MIB report: 50% digital STBs seeded during DAS’ first three phases

    Arasu digital STB costs Rs 200, govt alerts subs

     

     

  • Year-end travel more affordable in 2017: Oyo

    Year-end travel more affordable in 2017: Oyo

    MUMBAI: Oyo hotels has launched its analysis report which reveals that tariffs in its hotels across top leisure destinations in India are six per cent lower this December than last year. This is in line with the company’s mission of making quality living spaces more affordable for travellers. While hotels in a majority of holiday destinations have become more affordable than before, there are some destinations witnessing higher tariffs due to sustained traveller interest and constraints of quality hotels.

    The data indicates that room tariffs have come down in Darjeeling (29 per cent), Srinagar (23 per cent), Kovalam (22 per cent), Lonavala (16 per cent), and Jaisalmer (15 per cent) due to high demand.

    Hill stations witnessed the greatest drop in tariffs, thanks to the emergence of new guest houses and alternate branded hospitality accommodation. Kasauli and Gangtok tariffs are nearly 30 per cent lower, while Dharamshala (-13 per cent), Lonavala (-16 per cent) and Ooty (-10 per cent) are also showed a drop.

    Oyo has done aggressive capacity addition, making hospitality affordable for the masses. The increase in affordability has led to higher occupancies wherein the start-up has created value for its hotel partners. Despite an aggressive pricing model across the network, Oyo has delivered higher-than-industry occupancy of 80 per cent across its network.

    With hotels in 230-plus cities, Oyo is India’s largest hotel network that has recorded more than five million check-ins till date. Backed by its data science and pricing technology, it also identified the most-expensive and most-affordable localities for budget hotels in top travel destinations.

  • Media and marketing professionals most vacation deprived: Expedia Report 2017

    Media and marketing professionals most vacation deprived: Expedia Report 2017

    MUMBAI: Majority of media and marketing professionals are sleep-starved, according to Expedia’s new edition of Vacation Deprivation Report 2017, stating that they cannot afford to take a holiday. 

    The study was conducted online between 4 September and 15 September 2017 on behalf of Expedia by Northstar Research Partners. The company surveyed 15,081 working adults across 30 countries.

    The report states that 66 per cent respondents of those surveyed from the media and marketing sectors said they don’t take vacations because they cannot afford a holiday or get out of work.

    Millennials are the most vacation-deprived age group and also receive the least vacation time. At 53 per cent, they are also the most likely to shorten their trips due to impending workload.

    Professionals in the government and education sectors are found to be the least vacation deprived.

    The study revealed that after media and marketing sector professionals, about 62 per cent of those in the food and beverage sector said they don’t have enough holidays, followed by agriculture with 56 per cent, transportation and travel with 56 per cent, business and consulting around 55 per cent, and finance and legal at 55 per cent.

    Furthermore, the study said that professionals in government, health, transportation and travel, real estate, business and consulting and manufacturing and technology sectors have not taken a holiday in the last six months.

    Moreover, 35 per cent of professionals in sectors like agriculture, media and marketing, food and beverage, retail and education said they are vacation deprived mainly because they cannot afford to take a holiday. In sectors like finance and legal, however, 28 per cent professionals attribute it to not getting time off from work. 

    Also read: 

    Air India, Jet and Indigo’s oops moment!

    Budget ’17: Rural net will facilitate travel bookings

  • America’s Gen Z represents $44+ bn in annual purchasing power: JWT

    America’s Gen Z represents $44+ bn in annual purchasing power: JWT

    MUMBAI: J. Walter Thompson Intelligence’s newly launched innovation and futurism unit The Innovation Group has unveiled a new report on Generation Z (those born in the mid-1990s and early 2000s). The report, which features original quantitative studies and consumer data, examines this emerging generation’s key behaviors and attitudes, as well as the brands and influencers engaging them.

     

    Eclipsing the Millennials, who have dominated the news and pop culture agenda in recent years, this new, younger generation identifies as a distinctly different group in both behavior and mindset. In the UK and US, Gen Z comprises a quarter of the population, and in the US alone the group represents over $44 billion in annual purchasing power.

     

    More inspired by Malala than Beyoncé, Gen Zers are characterized by ethical consumption habits, native digital technology use, entrepreneurial ambition and progressive views on topics ranging from education to gender, according to the report.

     

    “We’re excited to showcase this rich study of a dynamic new generation. Generation Zers are a complex mixture of sophistication and wide-eyed optimism. They are intelligent, confident and — importantly for brands — they question the prescribed norms of everything from formal education to gender politics. For brands to reach this group, they will need to understand what makes them tick and come to grips with these nuances,” said Innovation Group worldwide director Lucie Greene.

     

    The report features analysis and brand examples across sectors including beauty, retail, media, technology, education and more.

     

    Generation Z by the numbers:

    • 82 per cent of Gen Zers say they don’t care about sexual orientation

    • 86 per cent use the their smartphones multiple times a day

    • 70 per cent watch more than two hours of YouTube content each day

    • 88 per cent say people are exploring their sexuality more than in the past

    • 67 per cent would rather shop in stores than online

    • 83 per cent say saving for the future is important

     

    For this report, the Innovation Group conducted quantitative studies using SONAR, J. Walter Thompson’s proprietary research unit that develops and exploits new research techniques to understand cultures, brands and consumer motivation.

     

    A total of 1,000 individuals aged 12-19 were surveyed in the US and the UK in February 2015. Insights are also underpinned by original interviews and photography documenting the lives and preferences of Gen Z case studies in London, Los Angeles, San Francisco and New York. 

  • Sporting entities to evolve by building digital and social assets: GroupM ESP

    Sporting entities to evolve by building digital and social assets: GroupM ESP

    MUMBAI: The year 2014 saw the sports landscape in the country being altered as maiden sports leagues were introduced. But what will be the road ahead for the category? GroupM ESP (Entertainment and Sports  Partnerships) has released its top 10 trends for 2015 to look out for in sports and entertainment marketing.

     

    The report states that with the rise of leagues across various sporting formats and with increase in co-branded promotions, the opportunities for brands to associate with movies and sports are also increasing. Positioned at the intersection of media and marketing, the study predicted the following for the year ahead:

     

    1) An increased role and usage of celebrities as digital influencers.

    2) Sporting entities will evolve by building digital and social assets to drive their valuation.

    3) A blurring gap between the entertainment and sports category.

    4) “Associative” to “Associative + Integration + Surround + Social.”

    5) From Advertisers to Sponsors.

    6) New avenues for traditional licensing – for example, branded real estate.

    7) TV fiction characters to be seen as brand ambassadors

    8) Non-cricket sports to help expand the sports business ecosystem

    9) Sports businesses to help build strong grassroots engagement through experiential programs

    10) And finally, music concerts to grow bigger than award shows

     

    Commenting on the trends, GroupM ESP national director Vinit Karnik said, “As we scale up our practice, 2015 will see a change in the way consumers interact with the sports and entertainment category. Sporting entities will evolve by building digital and social assets to drive their valuation and brands will increase role and usage of celebrities as influencers especially across digital assets.”

     

    He further adds that celebrities have been using the digital medium extensively – from promoting their movies to inviting fans to attend a social cause – celebs have been making use of the medium in a great way. “With millions of followers, celebrities have the power to influence their fans and effectively get their message forward,” Karnik added.

     

    He informs that in order to increase the fan base, sporting franchisees and leagues will develop fan following around them by efficient use of the digital medium. “With immense focus on digital rights of sporting leagues, digital video sites will be competing with television broadcasters for eyeballs in the near future,” he concluded.