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Tag: social media

  • TV viewing experience being enriched by social media: Study

    TV viewing experience being enriched by social media: Study

    MUMBAI: Contrary to predictions that the digital age would drag people away from television, people are watching more TV than ever and people‘s viewing experience is being enriched rather than eroded by social networks and dedicated social TV apps like Zeebox. Increasingly, the assumption that a laptop, and a tablet or mobile are the "second" and "third" screens will be eroded.

    It will not be enough to simply broadcast a hashtag and flag a few tweets on the television screen. Telling stories through multiple screens (and elsewhere) will begin to supplant the notion of broadcasting something on the first screen and people reacting and responding to it on disconnected supplementary screens. What does this mean for brand owners?

    Millward Brown, a global research agency, has released its annual top 10 digital and media predictions, highlighting growing trends in the media sector.

    Among other trends, Millward Brown‘s Futures Group believes that the emergence of "mobile as remote" will make it a central pillar of smart communication plans; that omnichannel marketing will help brands build on meaningful moments of engagement; and that social TV will grow up and become part of the narrative rather than a conversation about the narrative.

    Duncan Southgate, Global Brand Director for Digital at Millward Brown, commented, "We expect 2013 to be another dynamic year for online display, mobile and social media.

    onsumers have ever higher expectations of intelligent digital advertising approaches, and marketers will need to deliver more sophisticated campaigns to keep pace with what works."

    The emergence of ‘mobile remote‘: With increased power and capabilities, mobile devices become the remote controls of our lives allowing not only active control of electronics, but seamless integration of the world around us. The new functionality of our mobile "remotes" utilizes advanced technology to simplify lives. Anything that needs a processor to operate can use a smartphone as the "brains."

    Brands need to start developing communication plans that adapt to this world. With mobile as the hub, information gathering becomes more centralised as consumers trade personal information for convenience and access to events, offers and premium content.

    Omnichannel marketing and brand building : Omnichannel marketing is about being present or available across the consumer‘s behavioral path: each potential contact point integrated with all others. The digital arena will represent the first stage of more brands adopting an omnichannel mindset as social and mobile data sources are blended with offline brand experiences.

    In 2013 the green shoots of omnichannel strategies will involve companies turning existing datasets into active targeting engines. As mobile ad-serving platforms mature, this will transition from social apps into ads running across any mobile content. As well as receiving location data, mobiles have the potential to inform nearby digital screens – Minority Report-style tailored out of home ad content may not be so far away.

    So what is the implication for marketers? Start building the infrastructure to deliver an integrated experience in the omnichannel world or face being left behind.

    Other predictions include:

    •  Real-time planning will become an essential feature of digital campaign delivery and evaluation
    • Better alignment of online display formats with objectives
    • Wider availability of high impact Facebook advertising will provide richer opportunities for brands
    • More paywalls on premium sites will lead to a scarcity of ‘premium eyeballs‘
    • In-app advertising spend will be driven by greater use of rich media
    • In Africa, brands will take advantage of huge mobile marketing opportunities
    • Social media listening will evolve from monitoring to insight generation as brands give more weight to social data in business decisions

  • Manhattan Digital appoints Manish Srivastava as biz head-Digital

    MUMBAI: Manhattan Digital, the digital arm of Manhattan Communications India, has appointed Manish Srivastava as business head – Digital.

    Manish has over 10 years of work experience and is a veteran of the Digital industry . He has worked with companies such as Newswire18 , Bharat Matrimony.com and Sulekha.com In his last assignment , he was the Zonal Head West – Ad Sales for Sulekha.com.

    Manhattan Communications co-promoter and director Shantonu Aditya said , “Our digital business is growing rapidly and Manish is the right person to drive the ambitious plans that we have set for ourselves . In a short span of less than 18 months, we have grown to become a one stop shop for all Digital services .With an Ad network ( Ethniconline network ) with over 1500 publishers , Video network – VuDo , Search, Social Media and ORM services and with offices in New York, London and Toronto and clients across the globe, we are very excited about the future.”

    Srivastava said, “I look forward to driving the business to much higher levels from the present.”

  • Social media revitalising future of television: Initiative

    Social media revitalising future of television: Initiative

    MUMBAI: Social media is having a profoundly positive impact on TV viewing, as a new group of “highly-engaged” TV viewers is using social media to talk about TV programming and advertising and to influence the content and brand choices of their social peer group, according to Initiative’s latest global report, a research and analytics into social television.

    Titled “The New Power of Television: How Social is Revitalising the Future of TV”, the report explores how television is enjoying a revival because of the new digital technology and the rise of social media.

    Initiative, IPG‘s media agency, said over the past decade, experts across the advertising world have been proclaiming the demise of TV, and marketers and agencies have been searching out creative and media options beyond the 30 second spot. However, the research conducted by Initiative shows that the future for TV has never looked so healthy.

    Using its online consumer panel The Connections Panels, Initiative spoke with consumers in Argentina, Australia, Canada, China, Germany, the Netherlands, the US and the UK to learn about how TV and social media are now working in combination to provide a hugely powerful advertising medium.

    The digital technology has given TV more screens and devices on which to broadcast and given rise to a social media phenomenon that is actually amplifying both programming and creative messaging, the report said.

    Television viewing working in tandem with social media has created a new group of highly influential consumers, the “TV Talker”. Making up more than half of TV viewers aged 16-54, they share ads they like and post frequently to their larger social network, sharing brand stories and driving ad messaging.

    The report also revealed that television is driving online conversation which, in turn, is driving people to watch more TV. Initiative has identified a series of key pointers for marketers looking to tap into this resource: Create fully-orchestrated TV Talking experiences over time – before, after and, critically, during broadcast, create a multi-screen and multiple element experience to make your brand easy to share and easy to explore, Implement social governance strategies to maintain your relationship with the valuable TV Talkers, Invest in analytics to prove the value of TV Talk on brand equity and Test and learn new technologies to give your brand “first-mover” advantage.

    Initiative director, EVP communication planning, worldwide Sarah Ivey said, “The synergistic effects between television and social are just the beginning of the possibilities. What is fascinating is that television is now a central navigation point in a brand experience where people can engage and create their own version of the brand story across many screens. Brands are being rewarded when they innovate in this space…it‘s a truly exciting opportunity.

  • Tata Housing hands social media mandate to Social Wavelength

    MUMBAI: Real estate company Tata Housing Development Company has roped in digital marketing agency Social Wavelength to handle it social media mandate. The agency‘s approach and suggestion came very close to the brand‘s need and vision for its social media initiatives and that is what won Social Wavelength the mandate.

    Tata Housing is a developer of premium and luxury projects in the country. The company now aims to leverage the digital medium in an attempt to be more accessible to Indian consumers. By going the social media way, Tata Housing hopes to increase conversations with its consumers and engage them more effectively with the brand.

    The brand plans to undertake a 360-degree digital communication route that includes fan pages on social networks, mobile apps and other social utilities.

    Social Wavelength joint chief executive officer Hareesh Tibrewala said, “We are delighted to be working with Tata Housing, which has built a strong brand reputation both in India as well as abroad. We believe Tata Housing‘s social media presence will help set the nation‘s real estate agenda of promoting premium lifestyle.”

  • Reliance Footprint awards social media duties to AliveNow

    MUMBAI: Reliance Footprint has appointed AliveNow as its social media agency.

    The Bangalore-based agency will now manage the brand‘s social media presence.

    The agency has earlier worked with Reliance Trends.

    AliveNow CEO Adhvith Dhuddu said, “Social Media has become one of the most popular and powerful medium to reach a widespread audience by creating a need to increase purchase, drive sales, and to create a strong brand recall. We look forward to working with Reliance Footprint and to match their strong offline brand presence with a robust digital presence.”

    Reliance Footprint SVP and CMO Debdeep Sinha added, “Social media acts as an important source of information and greatly influences the buying decision of the consumers. We look forward to working with AliveNow to build and execute social media strategies that will help Reliance Footprint to listen to what the consumers are saying and thus deliver on their expectations.”

  • IPG sells remaining shares in Facebook

    MUMBAI: The Interpublic Group (IPG) has sold its remaining shares in Facebook Inc. for net cash proceeds of $95 million and expects to record a pre-tax gain of $94 million.

    Interpublic chairman and CEO Michael I. Roth said, “The value of the investment we made in Facebook in 2006 has increased significantly during the last six years. We decided to sell our remaining shares in Facebook as our investment was no longer strategic in nature. Simultaneously, our board has authorized an increase in our share repurchase program of $100 million. We view this as another opportunity to enhance shareholder value reflecting the confidence we have in our company.”

    The global media communications network entered a strategic partnership with the social media networking website in 2006. As part of the agreement, Interpublic was to participate in marketing programs on the website, including online advertising and promotions, as well as pilot programs involving sponsorships, consumer research and content creation on behalf of its clients. Interpublic has also agreed to acquire less than one-half of one per cent of Facebook.

    Interpublic announced that its Board of Directors has authorised an increase in its existing share repurchase program from $300 million to $400 million. As of September 30, $151 million had been used under the authorisation. The share repurchase program has no expiration date.

  • WATConsult wins Godrej’s Nature Basket’s digital and social mandate

    MUMBAI: Social media strategy consulting agency WATConsult has won the social and digital duties of Godrej Group‘s gourmet retail venture Godrej‘s Nature Basket. Work on the project will begin soon.

    WATConsult founder and CEO Rajiv Dingra said, “I am delighted with the win of the new account. Since our inception in 2007, it has been the constant endeavour of WATConsult to create path breaking creative campaigns that not only make an impact digitally but leave a mark across media. Godrej‘s Nature Basket is a leader in its respective industry and by providing excellent quality innovation through strategy, technology and quality of management; we hope that we deliver exceptional performance.”

    Godrej Nature‘s Basket managing director Mohit Khattar said, “Social media plays a pivotal role in building strong consumer engagement for Godrej Nature‘s Basket. Understanding the importance of this platform, it was integral for us to get on board an agency that can help us drive our vision towards being a preferred world food destination. We look forward to a long and sustained association with WAT Consult.”

  • India TV in branding exercise

    MUMBAI: As digitisation becomes a reality in India, news channels have realised that a branding exercise is the need of the hour in order to catch the eye of the consumers. The latest to invest in this practice is Hindi news channel India TV which will be launching its first trade campaign named ‘Bharat se India Tak‘.

    The campaign, which will kick off next week, is conceptualised by Saints and Warriors with the objective of communicating its ability as a channel to “crossover to the right audiences across the length and breadth of the nation, audiences that are worthy target groups for a wide array of national & international brands trying to reach out to the vast and rapidly evolving Indian market.”
    The ‘Bharat se India Tak‘ will run for a month.

    India TV is trying to correct the wrong perception about its brand values. “One of the issues that came up in the conversations within the channel was that the actual reality of the audiences that view India TV is very different from the perception that people
     have. You keep hearing about the perceptions and it is troublesome as it is not what the actual audience measures tell you. These measures tell you that the channel has urban, semi urban and rural audiences. It has in fact very strong audiences in Delhi and Mumbai,” India TV strategist Paritosh Joshi told Indiantelevision.com.

    The campaign draws from the fact that India and Bharat are two words which are usually used to emphasise the rural-urban divide in the country. While India cues genteel, urbane and upwardly mobile, Bharat connotes the rustic and perhaps backward hinterland. Of course, reality is scarcely that simple and beneath the superficial contrasts, there are strong linkages that bind the two together. Through this campaign India TV aims to reinforce that it is one such common denominator.

    The campaign includes digital and print initiatives with trade websites and publications respectively. The first phase of the campaign will go on for a month, after which it will scale up. For now the channel intends to focus on B2B branding, but will also look at a B2C campaign in the long run.

    Recently, Zee News also drove a social media campaign promoting its new philosophy ‘Jitegi Aapki Soch‘. According to Joshi, this trend of news channel investing in branding is here to stay as the environment gets increasingly digitised. “In a digitised India, consumers will have ample choice and perception will matter. I believe a battle of brands will take place in every category as you have to be out there for the consumer to want you. News channels are no different,” he says.

  • Mother Dairy pays tribute to mothers in new TVC

    MUMBAI: Dairy products brand Mother Dairy has launched a new campaign titled ‘Maa Jaisa Koi Nahi‘ which highlights the pivotal role of mothers in a child‘s life.

    Created by Ogilvy & Mather, the TVC portrays love and care that a mother has towards her child and urges everyone to drink a glass of milk every day to remain healthy.

    The communication revolves around ‘slice-of-life‘ situations depicting how children take their mother‘s love for granted, irrespective of what age they are in.

    The objective is to gently remind the kids of what all their mothers go through just to keep them happy without ever expecting anything in return. The least they can do in return is to drink a glass of milk today so that tomorrow they can take care of their mothers.

    The TVC has been launched on a pan-India with Hindi, Marathi, Telugu and Tamil edits. The print and social media too are being tapped in different cities across India.

    Mother Dairy had a month back also changed the packaging of its milk packets. The new look of village graphics highlights how milk from the farm reaches the consumers home.

    Now with this new TVC coming on air, the brand aims to trigger the hearts of consumers and go closer to them by making consumption of milk a ritual of every morning.

    Company spokesperson from Mother Dairy Fruit & Vegetable said, “Since the time a child is born, mothers play a pivotal role in developing this good habit of drinking milk, thus ensuring good health of her family.

    “It was time to pay a befitting tribute to the millions of mothers of this country who have silently been the pillar of strength and support for their children. Therein was born our communication idea, out of a simple, an age old truth that we all know of, but somehow fail to acknowledge-Maa Jaisa Koi Nahi.”

  • Bengaluru City Police partners with Havas WW Digital Matrix

    MUMBAI: Bengaluru City Police has partnered with Havas‘s full service digital agency Havas Worldwide Matrix to build their police community engagement program through social media.

    The programme will be launched with the aim of generating awareness among citizens and assisting Bengaluru City Police in building a social media community via platforms like Facebook and Twitter. This will be a common communication platform and help the city police to listen and engage with the law-abiding citizens and establish better connect with them.

    This Police Community Engagement program will also help the Bengaluru City Police to showcase and make citizens aware about their community initiatives like Elders Helpline (1090), Children Helpline (Makkala Sahayavani- 1098) and Women Helpline (Vanitha Sahayavani- 1091).

    Havas Worldwide Digital Matrix will put into place its expertise and help the Bengaluru Police establish an online media centre in the country. Havas Worldwide Digital Matrix will assist BCP in building their own team of Social Media Community managers and will help them serve people better.

    Bengaluru City Police will also have access to Havas Worldwide Digital Matrix‘s online communication tool ReputeMe which will help the community managers to listen, monitor and engage with the people and understand and attend to their concerns and problems at a faster pace. When it comes to Social Media communication and technology, this would add significant ammo in their armoury.

    The Social Media Community will also serve as an instrument for crisis management, along with exploring the idea of community policing using social media. Havas WW Matrix has been roped in also to implement this approach and to maintain an equally good reputation online as offline.

    Joint Commissioner of Police Crime B. Dayananda said, “We are eager to build a community and reach out to more citizens through our Social Media Program. With Social media fast turning into a medium for the masses, this program will help us to enhance our reach and connect with the citizens on a personal level. We are confident that our association with Havas Worldwide Digital Matrix will help fulfill our goal of making BCP accessible to the masses.”

    Havas Worldwide Digital Matrix CEO Ravi Shankar said, “As the community expands and disperses, Social Media comes across as a great platform to keep the community closer. This Social Media Community will be highly engaging and will help the city police come closer to the community and reach the larger population of Bengaluru. Launching a Social Media Program is a great endeavor by the BCP, and Havas Worldwide Digital Matrix is happy to be its part. We believe the future of this association is going to be very bright, and are looking forward to the same.”