Data Protection Bill: The new Y2K for marketers
WPP is taking the Personal Data Protection Bill very seriously and urging marketers and its partners to start preparing for the day the law is implemented
At a recent marketing fraternity event, the chief technology officer of an up and coming e-commerce portal declared: “We store all the data we can! Whether that be a click of a mouse, a hover over an image, or details entered by the consumer on the platform. We store all of it, even if we don’t know what to do with it right now.” Another marketer recounted an incident of a renowned Mumbai realtor purchasing databases from banks and storing it simply as XYXBank_Database.
This careless handling of consumer data will need to change when the landmark Personal Data Protection Bill is enforced in India. The Indian business community, which has been working on the premise of 'if the consumer is mine, so is her data', will need to rethink all its consumer data practices and rewire those processes.
The Srikrishna Committee Draft Bill states, in no uncertain terms, that individuals are the owners of their data. It also stipulates that companies can collect data only after explicitly declaring the purpose of the data being collected and upon obtaining permission from the consumer, the data can be used for that purpose only. And the data collected cannot be transferred to another entity for any reason. And so, the CTO of the e-commerce firm and the banks and the Mumbai realtor are all in violation of the Draft Data Protection Bill currently.
The Bill is expected to be tabled in the Winter Session of the Parliament. It is unclear if the Bill will get passed before the 2019 General Elections. That said, the biggest media agency conglomerate - WPP - is taking the Personal Data Protection Bill very seriously and is urging marketers and its partners to start preparing for the day when the law is implemented.
“Treat this Bill the same way that companies treated Y2K,” warns Anand Siva, Principal Consultant, Kantar Analytics. He says companies have time to prepare for the day the law is enforced and they should use the time available to audit their legacy practices and “clean up their act.” The key attitudinal change that is required, he says, is not to look at data as something that only “helps the company.”
But not everyone is listening to Siva. He says that brands are still waiting for the government to put the final law in place before actually reviewing processes. “There are two types of organisations today: one that is saying we are very well covered, not realising that they aren’t; the other is the type that’s saying 'I will take a look at it when the time comes'.”
Baldeep Singh, Country Manager, WPP’s Data Alliance, has also noticed this complacency and lethargy that Siva sees in brands. “The ground reality is that it is still new and fresh. People are still grappling with data privacy and security,” he says. But Singh is also positive that this is an opportunity. “As we try to understand data, how to use it, keep it private,and put in place Data Protection Officers, we have an opportunity to start fresh from ground up. We are at a great catalysing stage in India,” he adds.
Despite these factors, Siva and Singh believe that soon data protection will become a hygiene habit for companies. “The law says that the possibilities of what consumers can choose from must be spelt out explicitly. The consent forms will no longer be one check box,” says Siva.
Siva says compliance with the Data Protection laws can only help the brand have a healthy relationship with consumers. “Honesty and trust has to be implicit, it cannot be an afterthought. If a brand has a purpose for the data and is able to give value to a customer, there is no reason why a customer would not want to share their data.” Currently, only around 2-3 per cent of total retail sale takes place online and conversion rates are not as good as they can be. Therefore, Siva feels that if anything, companies will be able to target better and sharper when they enforce the Data Protection laws.
The greatest challenge in the way of businesses complying with the law is intent, says Siva. He estimates the cost of audits and rewiring processes to become compliant to be anywhere around Rs 25-40 lakh. “Most companies might wonder if this is going to be a required expense at all since the law is yet to be enforced.” The other bigger challenge that Singh points out is that of finding people who understand this space. “There’s not too many out there,” he says.
Companies should recruit a Data Protection Officer (DPO) and not made do with the legal team, Singh points out. “A DPO needs to be a person who can understand the technology, processes, the compulsions and needs of the marketing team. You do not need a specialist in tech, but someone who speaks all the three languages,” Siva adds.
The biggest criticism of the Draft Bill is that it tackles the issue of privacy by replacing it with consent. So, will the Indian consumer take charge of her rights and not fall prey to the companies? “It might take a while, we might need some consumer education. We could have a data governing authority like we have for mutual funds. There will be a little learning curve for the first 6-9 months, and then it will settle down to be the norm,” says Siva.
Singh strongly wishes for people to be aware of the risk of misuse of consumer data. “People need to start realising that their data can hold a lot of information about them which can be used to target them or even clone them.” The question people need to ask themselves is “what am I doing to safeguard my data?” Sigh says that the government needs to educate its citizenry about what constitutes data, the relevance of utilisation of data, and how it can be misused.
And Siva says that consumer behaviour toward data protection is already changing. “Earlier the number of consumers who would sign up for the DND service with their telecom operators was around 30 per cent, now that number is 50 per cent. This number is increasing dynamically and very consistently.”
As consumers become more conscious about their rights and the implications of misuse of data, it will be imperative for businesses to prepare for the day when the draft bill becomes a law.
Finally, what’s the roadmap ahead for becoming compliant? Siva gives exchange4media readers the complete low down, read on:
Before companies understand what processes to change, they need to understand what processes they have. Most organisations are working on legacy models. People who bring in these processes do not last long enough in these organisations, so processes that are put in place years ago are carrying on without any knowledge of why those processes were implemented.
So companies first need to evaluate all their current process and figure out what was done, why, and with what compliance measures. Once that is done, they need to know what they plan to do over the next few years. For example, if they plan to launch new products, then it is important to know that a customer who buys a product today is likely to buy the next product as well. So the data consents need to be in line with what the marketing needs of the company are; not in isolation.
The consent obtained cannot be very short-sighted, it needs to have a 2-3 year window so that the company is well covered when the new plans start coming into place. Once companies know what they want to do with the data, they need to find the gaps and fill those gaps.
The other key point is to understand how efficient are the tools and technologies to manage these needs. We are moving into a Big Data space where there will be a lot of on/off switches for consent and this is possible to be implemented only when processes are automated. For example, if a consumer calls into a call center to have their data deleted, then someone there must authorised to expunge the data. Which means the technology has to allow that, the database has to be accessible to someone in the call center and there has to be evidence of the customer having asked to delete the data.
The final aspect is the legal angle. When a company collects data from multiple sources, the consumer is the Data Principal and the company - Data Fiduciary. The company cannot place the blame on the intermediary who collected the data for any misuse of data - they are agents of the company, and the actions of the agents are binding on the Data Fiduciary. The company will need to ensure its agents and partners are also compliant before working with them.
Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.
Archana Vohra appointed as Director of Small and Medium Business, and Manish Chopra hired as Director & Head of Partnership among others
According to media reports, Facebook has appointed Archana Vohra as Director of Small and Medium Business, and for the newly created roles Manish Chopra has been hired as Director & Head of Partnership and Prashanth Aluru has been appointed as Director of Strategy and Operations.
Sandeep Bhushan has been appointed as Director of Global Marketing Solutions whereas Public Policy will be headed by Ankhi Das. Siddharth Banerjee has been appointed as the Director of Global Sales Organisation (customer partnerships and agencies) and will report to Bhushan.
The social media giant for its India division has created a new organisational structure wherein the functional heads will report to the country managing director. The move is in line with Facebook’s plan of delinking its India operations from the Asia-Pacific region.
Facebook said that the functional heads for public policy, global marketing solutions, communications, and the newly formed verticals of partnership, and strategy and operations will report to Facebook’s India Managing Director, Ajit Mohan, and not to their respective regional heads in Asia Pacific.
exchange4media Group Service
OTTs should not be seen as a substitute for TSPs: Star India, SPN, Times Network say in feedback given to TRAI
The feedback comments on the TRAI consultation paper have revealed that major broadcasters of the country like Star India, Sony Pictures Networks India (SPN) and Times Network are not in favour of further regulations on over-the-top (OTT) communication services.
They have said OTTs should not be seen as a substitute for Telecom Service Providers (TSPs). The broadcasters have said that although some OTT services may seem similar to TSPs they are different in many ways like in matters of technology and revenue model.
Star India has said that OTTs have been licensed under Section 4 of the Indian Telegraph Act, 1885, and so the regulator does not have the authority to regulate them.
The broadcaster said since provisions under Information Technology Act, 2000, are already in place there was no need for further regulation.
The Justice B N Srikrishna committee has been also working towards reinforcing provisions under Draft Personal Data Protection Bill, 2018.
Sony Pictures Networks India has said any more regulations could hit the growth of internet applications and platforms.
“We believe no regulatory intervention is required since it could stifle innovation and straitjacket technological innovation and the development of this sunrise sector. A policy of forbearance on regulation (as has been the case so far) should be continued in order to avoid hampering growth in the sector,” SPN said in the submission.
The broadcaster said telcos must be allowed to avail fair market pricing.
Times Network also highlighted the differences between OTTs and TSPs and that the services cannot be classed as “similar services” from a licensing perspective.
“Further, TSPs as ISPs are access providers who control the underlying broadband access infrastructure, with few market players due to high barriers to market entry. By contrast, OTTs do not control the underlying broadband access point, have significantly lower barriers to market entry and are faced with many competing services, unlike TSPs. Consumers can add or stop using OTTs at will whereas switching between TSPs involves incurring the cost for the consumer and generally involves a longer relationship,” the broadcaster added in the submission.
ZEEL too submitted its response to TRAI on behalf of its digital arm ZEE5. It has said that there is no issue of a non-level playing field between OTT service providers and TSPs, providing similar services as both OTT providers and TSPs complement each other.
exchange4media Group Service
A list of the 10 most viewed ads on YouTube globally
YouTube has released its global Ads Leaderboard for December 2018.
The December’s Ads Leaderboard is chock full of holiday cheer. The major makeover that Audi gave Santa landed the carmaker at number three on the Ads Leaderboard, while Google’s new version of Home Alone came in at number two. That spot was actually one of two Ads Leaderboard appearances for Google, with the Year in Search at the top of the list. Target had some holiday cheer of its own, thanks to its first appearance on the Ads Leaderboard in four years, while Lincoln made its first-ever Ads Leaderboard appearance courtesy of Matthew McConaughey’s pool skills.
Here’s the list:
1. Google — Year In Search 2018
2. Home Alone Again with the Google Assistant
3. Audi Presents: New Santa
4. Vote for your favorite GEICO commercial - GEICO Insurance
5. The 2019 Lincoln Nautilus | Ultimate Control Extended Cut | Lincoln
6. Awkwafina and Leslie Jones Make Apocalypse Plans | Oculus Go
7. Beats by Dre | Music The Way Post Malone and Swae Lee Intended
8. Group FaceTime on iPhone — A Little Company — Apple
9. LEGO Jurassic World: Secret Exhibit | Clip: Owen Starts Raptor Training | Jurassic World
10. Nice List, FTW
exchange4media Group Service
Focused on driving inclusion through culturally relevant content, Aawaz.com is accessible through web and app-based platforms
Agrahyah Technologies announces the launch of aawaz.com, an audio-on-demand platform with 100% professionally generated content in Indian vernacular languages. With aawaz.com, people can listen to podcasts, chat shows, interviews and also read articles and features.
Unlike UGC driven platforms and app, where there can be questionable material such as adult or polarizing content, aawaz.com is completely living room friendly, suitable for all ages. The entire content is brand safe and has no profanity, no partisan and no political bias.
aawaz.com is built with cutting edge technology stack and hosted on Cloud for a faster and seamless streaming experience for end user. Aawaz.com will also have ML (machine learning) and AI (artificial capabilities) based capabilities to recommend and personalize the content based on user’s preferences.
With aawaz.com or the app, people can listen to over 150 hours of audio content which is scripted, recorded, and presented as podcasts and shows. Aawaz.com also packs in over one thousand text articles. Both audio and text content is spread across multiple genres including entertainment, lifestyle, health, wellbeing, fiction, literature, devotional, comedy and humor, celebrities, career, relationships, and more.
Agrahyah Technologies was founded with the vision to make technology useful for all, and we do it by creating content from the ground up that is culturally and contextually relevant to the market we operate in. While Voice is gaining widespread acceptance, India’s on-demand audio or podcast as an industry is very nascent but promising. Aawaz.com aims to be an early mover and learn and grow with a new generation of audience who are increasingly consuming passive content such as podcast while performing another task like driving or cooking.
Although negligible in comparison to the US, where podcasting was a $314 million industry in 2017, or China, where the market size is an estimated $7.3 billion as of 2018, Podcasting in India is gaining steady popularity and looks promising. While select segments, like the ‘Mann ki Baat’ podcast by Prime Minister Sri Narendra Modi and access to international podcasts due to iPhone’s pre-installed podcast apps, add to the growth of podcasting in India.
However, the fact that most content, both digital and voice, remains largely skewed to English, is a major factor contributing to the unpopularity of podcasts. English today dominates 51% content on the web worldwide, followed by Russian at a distant second at 7% while Hindi stands at a negligible 0.5%. For a country that has over 400 million Hindi speaking audiences, that’s an abysmally low quantum of content, let alone other 21 official languages of India. Products built by Agrahyah are in aimed to cement the gap.
Factors driving the growth of the Podcast industry in India:
- Increased smartphone and internet penetration in India
- Growing focus on vernacular language content
- Availability of preinstalled podcast apps with devices like iPhone
- Ripple effect of the growing podcast market in US, China, and South Korea
What does this mean for brands?
As per a recent study, internet surfers in vernacular languages have grown from 42 million in 2011 to 234 million in 2016, highlighting that nearly, 70% of Indians consider local language digital content more engaging than English content. By 2021, it is estimated that over 201 million Hindi users, which form 38% of the Indian internet user base, are expected to be online and nearly 90% of them are more likely to respond to a digital advertisement in their local language as compared to English ads.
In line with the above, most brands are waking up to the significance of engaging with consumers in their local language, however, their marketing and brand campaigns are limited to social media and mobile advertising. With the rapid rise in regional language internet users, which are poised to drive the next phase of internet adoption in India, emerging platforms like voice are leading the conversation through a plethora of innovative content formats. Podcasts are touted as the next big opportunity for brands, after the voice assistants, which are currently drawing great attention from brands and marketers, with an objective to create more stickiness for the product/offering.
With Aawaz.com, Agrahyah aims to take the lead in offering brands an innovative, ad-free, and engaging platform while offering consumers easy access to rich, culturally relevant content accessible through mobile and web. As a first of its kind platform in Hindi, Aawaz offers both audio content and text content bundled into one, and both of them are created professionally in-house by Agrahyah Technologies. The audio content has scripts written by popular writers and voices of famous RJs. aawaz.com website and app are currently available in Hindi and is aimed at the vast HSM (Hindi Speaking Market) of India.
Speaking about the launch, Sreeraman Thiagarajan, Co-Founder of Agrahyah Technologies says “We are delighted to be producing content ground up to make it contextually relevant and useful for people of India. Aawaz.com is our way of making the web useful to people by providing high quality and genuine content created by subject matter experts. While we are striving to make content useful, it is also entertaining.”
With over 150 hours of audio content which is scripted, recorded, and presented as podcasts and shows, Aawaz also packs in over one thousand text articles. Both audio and text content are spread across multiple genres including entertainment, lifestyle, health, wellbeing, fiction, literature, devotional, comedy and humor, celebrities, career, relationships, and more.
Rushabh Vasa, Co-Founder of Agrahyah Technologies adds “While English podcasts as an industry is in a nascent stage in India, vernacular based audio content consumption has always been high in India, albeit in a passive format. Just observe a salon next door, or an average commuter on public transport, you’ll see them listening and working or earphones plugged while their hands and eyes are busy doing something else.
Aawaz.com packs in many unique shows and podcasts including, Health and wellness chat show, Akbar – Birbal stories, Holy rivers of India, Step by step Yoga guide, Comedy and parody shows, devotional chants such as Hanuman Chalisa, Gayatri Matra, and mythological fables.
aawaz.com is currently available in Hindi, and as both website and Android app.
Visit http://bit.ly/getaawaz to download or give a missed call to 7776022929
exchange4media Group Service
The panel was chaired by Shamsuddin Jasani, Group MD, Isobar South Asia.
Let’s face it. Digital media can have a huge impact on a company’s cost per acquisition, if done right. So the discourse around digital beyond performance makes more sense than it ever did. At The DAN e4m Conference, thought leaders weighed in on the topic.
The panel comprised Hiren Gada - Chief Executive Officer – Shemaroo Entertainment, Pradeep Dwivedi – Group Advisor – Sakal Media Group, Sai Narayan - Head of Marketing – Policybazaar Group, Vikram Tanna- VP & Head of Advertising Sales and Business Head of Regional Clusters – South Asia – Discovery Communications India, and was chaired by Shamsuddin Jasani, Group MD, Isobar South Asia.
Narayan asserted that initially, it was all performance but we have gone beyond. “That’s happened due to the evolution of digital. Ten years ago, it was mostly TV for creating awareness. As the consumer searches for the brand and then the pressure is put on digital for performance. But now things are changing. We have moved beyond just performance,” he said.
“A considerable amount of media spends are being used towards building brands with digital as well. It’s about brand-building, performance is something that comes automatically. The way I see it, a major chunk of money will go towards video content. As a marketer, I need to be where the consumer is. And the fact of the matter is that people are moving towards the digital platform,” Narayan added.
Gada’s key message was that the consumption of digital video is real and is here. Sharing some stats, he said, “Three years back, digital constituted less than 10% of our business. Today it is nearly 30%. Due to the broadband explosion, we have seen humongous rise in video consumption. One of our key channels that showcases retro songs has 90 million monthly active users. Shemaroo has 70 million active monthly users. No other music channel has that many active monthly users.” He added that the brand’s OTT app-video streaming service is also in the works.
Tanna made an interesting point. “The full-form of TV is total video. And total video is now television on digital. The lines are blurring.” According to him, perception is bigger than performance. “The difference is that you are talking to the heart or the mind of the consumer. When it’s about reach, TV stills gets you that. But are you able to fine-tune in the programmatic manner which digital is giving you? You will see ad-dollars being split and it is all about what your brand objective is,” he opined.
Dwivedi contended that if you talk to any marketer today, their ultimate litmus is not about which medium is being used but about the ROI they are going to get on their marketing spends. He said, “There's no death of print. The combination of print and digital is the example of how content requirements have changed.” As a print player, which is now transforming into digital, he shared the two key things that are now emerging. “How do we integrate the digital DNA into our organization? How do we make sure that every part of our value chain understands that the information flow today is largely digital-based?” he added.
Dwivedi shared that a lot of print and TV campaigns done by them have a digital component and is a part of the integrated solution. “By integrating, we are able to give the client a larger ROI beyond the traditional methods. “ He commented that as a news organization, credibility of content becomes paramount. “Our ability to put branded content becomes limited. We tend to do contextual advertising. That reduces the efficacy from a return standpoint.”
Narayan said, “If you create an excellent content that talks right about the brand, the content automatically finds its own medium. The great test is when it’s being shared on a WhatsApp group which was not even planned. As a marketer, we see that building brand is important, the medium becomes secondary. Though we have to admit that digital is eating into major part of our TV budgets.”
Tanna highlighted that the thing with digital is that it allows you to target a user versus a buyer. “Once you have a user, he is your marketer. The word-of-mouth of this person, to me that is the tipping point. Can you get to the user?” he raised the question.
exchange4media Group Service
Key highlights of the report released on Wednesday
The unprecedented growth of internet penetration & adoption is shaping India and its digital advertising industry. Driven by cheap data and affordable smartphone revolution, the digital advertising industry in India is expected to grow at a rate of 32% to reach Rs.14,281 crore in 2019.
The industry, which is now worth Rs.10,819 crore, is expected to grow with a CAGR of 31.96% to reach Rs 24,920 crore by 2021. These findings are part of the third Dentsu Aegis Network exchange4media Digital Report which was unveiled on Wednesday in Mumbai. The report offers a deep dive into the growth drivers, challenges and trendsetting work executed by brands in the digital space.
Key Highlights from the Report:
- As of 2018, the Indian advertising market stands at Rs. 61,878 crore ($8.76 billion) and is estimated to grow with a CAGR of 10.62% till 2021 to reach a market size of Rs. 85,250 crore ($12.06 billion).
- The digital advertising market size is around Rs. 10,819 crore ($1.3 billion) and the estimated CAGR growth will be 31.96% and the market will expand to Rs. 24,920 crore ($3.52 billion).
- Television and print take the largest share of media spends at 70% aggregated followed by digital media at 17%. Digital will contribute 29% of the ad market size by 2021.
- Currently, BFSI is the biggest spender on digital media with a contribution of 38% of all their marketing budgets. This is followed by consumer durables (36%), e-commerce (34%) and telecom (31%). FMCG spends heavily on the television (63%) and the retail sector spends largely on print (54%) medium of advertising.
- The advertising expenditure on the digital advertising formats is led by social media (29%) followed by search (25%), display (21%) and video (20%).
- The main drivers of the growth of digital media will be voice, vernacular and video. Apart from this, some of the other drivers of digital media growth will be engaging mobile experiences based on augmented reality (AR) and virtual reality (VR).
Industry leaders share their key takeaways from the report:
exchange4media Group Service
At the launch of the 3rd DAN exchange4media Digital Report, Rajan Anandan, VP, Google, South East Asia and India and Vivek Bhargava, CEO, DAN, Performance Group spoke about India's internet journey
Rajan Anandan, Vice President, South East Asia and India, Google, set the tone for the launch of the third annual Dentsu Aegis Network exchange4media Digital Report in a fireside chat with Vivek Bhargava, CEO, Dentsu Aegis Network, Performance Group.
Tracing the journey of Internet users in India, Anandan said, “When I joined Google eight years ago, we were just about to hit 100 million Internet users in India. At that time smartphones would cost north of Rs 10,000 and data was very expensive. Three and a half years ago we had the first Rs 6,000 smartphone and Internet users went from 100 million to about 300 million. We think the next smartphone cost barrier of Rs 2,000 will be crossed soon.”
Affordable smartphones he said activated the Internet consumption boom in India. “The growth of video is entirely triggered by mobile broadband becoming more affordable. Before Jio launched the cost of 1 GB data was Rs 250, today it is in the price range of Rs 10-20. The cost of smartphones going down brought more Indians online and the cost of data going down got more users to spend more time online. We now have about 400 million monthly active Internet users and they are spending over 10BG on mobile data.”
Responding to a question of whether digital had reached its saturation point in the country he said, “India is just starting. By 2020 we should get to about 650 million Internet users. And somewhere between 2020 and 2025, we will end up with around 800-900 million and beyond that, it will depend on getting remote areas Internet connectivity. So over the next 4-5 years, the Internet user base is going to double.”
Anandan said that the millions of new Internet users that are now coming online are spending more time on the Internet than the first hundred million. “So what you can expect is that user base will double and the consumption will more than double over the next 4-5 years.”
He pointed out that video which has been perceived as a brand-building medium is becoming a very important performance medium. “YouTube has specific offerings that make YouTube not just a brand-building medium but also a performance medium where you can drive app downloads and sales on e-commerce etc. So in my view, if you are a performance agency you are very well placed to break into what would have been a brand business. We have case studies in India where YouTube for Performance is delivering better CPAs than Search for transaction driven businesses. Today, YouTube has more impressions than any single television channel. Six months ago a brand received 1.4 billion impressions in one day and that has grown dramatically since then,” he said.
Anandan said that to truly harness the power of the Internet to reach the non-English speaking Internet users agencies and marketers will need to make creatives in local languages. “I see a lot of English ads on non-English content. What we need with vernacular is creatives in local languages. Today, there is a 50 per cent probability that if you are showing an English ad, the person who is watching it does not understand it. The second aspect, the digital asset be that the website, app, landing page or a transaction page has to be in the local language. If the whole online consumer journey is in a local language, conversion rates can more than double,” he explained.
Sharing his digital India dream, Anandan said there are X things that need to happen for his dream to come true. “An Android feature phone should cost less than Rs 800. Second, today mobile connectivity is very affordable but if you go to rural India it is very hard to get connectivity in the last 2,00,000 villages of India. To get them connected we need next-generation telecom technology. The third, is to make Indian languages work on voice. Today the Google Assistant works on a couple of Indian languages, next we need the Assistant to recognise at least 11 languages; we are working on that.”
Lastly he said, “India is not going to be the land of apps and app downloads. The real power of the Internet in India is going to be is when Indian entrepreneurs star building Internet solutions for core users. We need to build locally relevant Internet-enabled solutions.”
Watch the full DAN-e4m Digital Advertising Conference and launch of the Digital Advertising Report 2019:
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exchange4media Group Service
Third Dentsu Aegis Network- exchange4media Digital Report unveiled in Mumbai
The unprecedented growth of internet penetration and adoption is shaping India and its digital advertising industry. Driven by the cheap data and affordable smartphone revolution, the digital advertising industry in India is expected to grow at a rate of 32% to reach Rs.14,281 cr in 2019.
The industry which is now worth Rs. 10,819 crore is expected to grow with a CAGR of 31.96% to reach Rs. 24,920 crore by 2021. These findings are part of the third Dentsu Aegis Network exchange4media Digital Report which was unveiled on Wednesday in Mumbai. The report offers a deep dive into the growth drivers, challenges, and trendsetting work executed by brands in the digital space.
As per the report, the FMCG sector, which prefers to spend on traditional media has doubled its digital spend in the last year. The BFSI and Consumer Durables sectors have been found to have the highest share of ad spending on digital (38% and 36% respectively). And these sectors have also seen the highest growth in the proportion of digital spending in the recent past, the report pointed out. The e-commerce sector which has been increasing its spends on television has witnessed a 4 per cent increase in digital spends over the last year going from 30 per cent to 34 per cent.
The report states that the biggest driver on mobile-first social platforms will be video content. Spending on mobile videos has seen the highest growth, followed by display and social media. A major chunk of spending on mobile are made on social media (29%), followed by search and display.
Commenting on the report, Ashish Bhasin, Chairman and CEO, South Asia, Dentsu Aegis Network said, “Today, you no longer have to sell ‘digital’ to a client. This is the only medium which gives you a very measurable ROI, and almost an immediate impact. We have about 500 million people on the internet today and in the next three to four years, another 300-400 million people will join in. Concurrently, the next phase of internet users will speak regional languages and as a result, you will probably see a lot more advertising in regional languages on digital in the years to come.”
He further added, “Dentsu Aegis Network understands this scope. Consequently, we are over-weight on digital. Of our 3500 people, more than 1600 are in our digital agencies. Nearly 48% of our revenues come from digital at a time when the market average in India is still 15-17%. As leaders in digital, we recognize the need for an industry level research report which not only covers the market size but also gives a direction towards which this industry is moving.”
He said, “The lack of detailed and accurate Digital Advertising spends is surprising for a medium that lends itself to measurement.”
“It is to fulfil this gap that all the eight digital agencies of the Dentsu Aegis Network i.e. Isobar, iProspect, Merkle Sokrati, WatConsult, Dentsu Webchutney, SVG Media/Columbus, Fractal and Amnet collaborated again for the 3rd edition of our Digital Report that extensively covers Digital trends, spends and insights across all sectors. The report has now become the industry standard for Digital Marketing and this year the report summary will also be available on Alexa,” Bhasin said.
Highlighting some of the findings of the report Nawal Ahuja, co-founder and Director, exchange4media group, said “Video, voice and vernacular will define the internet ecosystem of tomorrow. Digital transformation will be adopted at a substantial scale, which in turn, will increase the adoption of digital media at a rapid pace.”
He further added, “the meteoric increase in the penetration of mobile devices and internet has led to 47% of digital media spends on mobile devices and is expected to grow at CAGR of 49% to reach spends share of 67% by 2021.”
Launching the 3rd DAN e4m report Virginia Sharma, Director – Marketing Solutions, India at LinkedIn said, “We are excited to be part of the 3rd annual DAN Digital Report that highlights the challenges and opportunities faced by marketers across the spectrum. As technology pervades all facets of marketing today, it is crucial for a digital marketer to understand what drives action for consumers and results for the business. Now, more than ever, brands and businesses will thrive best if they pursue a genuine content marketing strategy revolving around the creation and exchange of valuable content for valuable engagement.”
exchange4media Group Service
Listeners can now directly ask Alexa to play music from their favourite movie soundtracks, play music by mood, activity, era, genre, artists or create a playlist just by asking
Amazon Prime Music further deepens its focus on innovative voice features with the introduction of Hands-Free feature that enables listeners an effortless, lean-back music listening experience on their Amazon Prime Music mobile app. Starting today, Amazon Prime Music listeners can simply ask Alexa to play music wherever they go, while the app is open on any iOS and Android smartphones, without tapping the Alexa icon.
Listeners can now directly ask Alexa to play music from their favourite movie soundtracks, play music by mood, activity, era, genre, artists or create a playlist just by asking while eliminating the need to tap the Alexa icon. When the Amazon Prime Music app is open and in the foreground on any iOS and Android smartphones, customers can utilize the innovative voice features they can use on Echo devices to play music and can now simply say, “Alexa” to play, pause, repeat, move back and forth between songs and much more.
- In the middle of a run? Just ask, “Alexa, play the Dance party playlist I was listening to last week” while enjoying your workout
- In a mood to cook while listening to the latest Bollywood songs? Like something and want to add to your playlist? Simply say, “Alexa, add this song to the playlist ‘My Favourite Hits’” and continue to enjoy cooking
- Busy with weights at the gym and want to start a new song to keep you motivated? Simply ask, “Alexa, play my workout playlist”. No need to interrupt your weights routine.
Commenting on the launch, Sahas Malhotra, Director, Amazon Prime Music, said, “We want to make music listening as easy and enjoyable as possible. The launch of the Hands-Free feature on the Amazon Prime Music app eliminates yet another step between you and your music, giving you the freedom from tapping the Alexa icon and simply asking for your favorite music. Since its initial launch in the US in 2018, providing Hands-Free listening in the app has been one of the top requests by our listeners for the music app. And, today, Amazon Prime Music is making mobile music streaming even better by enabling this new functionality in our app for our listeners. This brings the voice-forward music listening experience that customers love on Echo devices to the rich, visual mobile app interface”.
The Hands-Free feature in the mobile app makes the other recently launched voice-enabled features even more delightful to use and easier to enjoy. For example, in a mood to know what music is trending in other parts of the world across cities or countries? Just ask, “Alexa, play popular songs in New York”, discover similar music to what listeners are listening to with “Alexa, play more like this” and Alexa will then select and play songs similar to that favourite track, making it easier to sit back and enjoy. That’s not all – listeners don’t ever have to search or browse for their recently played songs or music they haven’t heard in a while – all they have to do is ask, “Alexa, play recently played songs” or “Alexa, play songs I haven’t heard in a while” by artist, genre or time to truly enjoy an immersive music discovery and listening experience on Amazon Prime Music. To get started with theHands-Freee music listening with Alexa in the Amazon Prime Music app, listeners can update the app for iOS or Android today or download. Listeners can always turn the feature on or off through the Amazon Prime Music app’s settings.
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Account has already got 17.7K followers; Kylie Jenner, the previous record holder responds by posting video of her breaking egg on pavement
A picture of a simple brown chicken egg has become the most-liked picture of a food ever on Instagram, as per media reports.
The egg’s picture has managed to break the world record so far held by Kylie Jenner (18 million)
The Instagram account @world_record_egg is not being managed by anyone famous and had not been even verified while posting the picture. It seems to have been created to just break Jenner’s record.
The caption of the picture read: "Let's set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this."
The account has now got 17.7K followers.
The admin of the Instagram page has said: "This is madness. What a time to be alive. Thank you so much for all of your support and messages."
For her part, Kylie Jenner responded to the news by posting a funny video of herself cracking open a raw egg on a pavement, with the caption "Take that little egg".
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