Omnicom Media Group and Facebook organised an event for advertisers and their clients in Delhi and Mumbai earlier this week .
The event, a second of its sorts in India, comprised of digital learning sessions on how to leverage Facebook and Instagram for real time business impact for brands .
“Omnicom and Facebook are continuing to strengthen their partnership in 2016, focusing on placing innovation at the heart of the business through market-leading work across data and measurement, leveraging the shift to visual communication -- sight, sound and motion - on mobile as we help our clients grow their business in this mobile-first era,” said Vidyadhar Kale,Agency Head, Global Marketing Solutions at Facebook
The sessions touched upon how to effectively reach a wider audience base, go beyond the common post lead usage of Facebook. Numerous case studies were presented to elucidate the topic, which also elaborated on how Instagram can be used to create pictorial stories that can further attract the right target audiences.
Ashish Bhatnagar, Managing Director of Omnicom Media Group (OMG)North added “With digital becoming mainstream for the consumer, we collectively need to leverage the intelligence of large platforms like Facebook even further in our strategy for clients.
The work we have been doing across our clients with Facebook and Instagram in this direction has really helped up the ante..”
We also spoke to some clients present at the event on their views on the event, here a few reactions:
Nitin Garg, Marketing Director of Infocus said, “My biggest takeaway from the event was the measurement tool they spoke of, Atlas. The problem with Facebook that we all face was that it was a closed ecosystem but the moment we step out of it, we don’t know where the person will go to the next publisher. So it was intriguing to understand what Atlas throws at us. Now we know the fact that earlier if the cookie data was giving me a data of five people reached with the frequency of xyz, at least here I know who those five people are as I am able to tab people and that is great for the brands.”
Furthermore, Deepti Dang,Chief Marketing Officer, Printing Systems, India said,“The audience insights and custom targeting tools are going to be very helpful for us. The talk on Atlas carves out a whole new dimension to online advertising and targeting audiences in the digital space. The unwinding power of Facebook is clearly visible in this tool especially combined with its measurement mechanism. Insights on reach amplification and a combination of digital with social (Facebook) under the same umbrella along with multi device targeting and various case studies have been an eye opener.”
Rachna Prasad, Sr. Vice President of Oxigen wallet on what she expected from the event, said, “As a start-up, social strategy has become the core to our business and as we are growing, we’re realizing that everybody is perhaps doing the same thing. So in a forum like this, which is like an immersion piece, my basic expectation is what are the new ways and forms of reaching out to my customer base and at a very optimum level. What are the new things that we can do and how Facebook can help us uncover some of the problems that we today face with respect to our returns and the communication that we do.”
On the whole the event was an interactive session between the clients, advertisers and the organizers Facebook and OMG. The event focused on moving away from impressions and clicks and how to build brand impact in the market. It also focused on enhancing creativity, innovation and effectiveness for marketers.