LinTeractive to handle digital duties of Dabur Healthcare & Foods

Some of the company's products/ platforms that will be handled by LinTeractive, include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com

exchange4media News Service 17-June-2014

LinTeractive to handle digital duties of Dabur Healthcare & Foods

Dabur India has appointed LinTeractive, the digital division from Lowe Lintas + Partners, to handle the digital duties of its Dabur Healthcare & Foods division. Some of the company’s products/ platforms that will be handled by LinTeractive, include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com.

Expressing his views on choosing LinTeractive as the digital AoR for Dabur Healthcare & Foods, Krishan Kumar Chutani, Executive Vice President – Marketing (Healthcare & Foods) said, “Our association with Lowe Lintas + Partners has been a successful one. They’ve understood the core insights integral to our product offerings and have delivered solutions that have made us stand out in the marketplace. As we seek to extend our reach onto the digital platform, it was only apt that we hand over the reins to our trusted partner to bring us the desired results on the medium. We look forward to some forward-thinking solutions from LinTeractive that will help our brands stay ahead of the curve.”

LinTeractive will be offering capabilities including search, social, web/ mobile, monitoring, analytics and campaign activation.

Commenting on the win, Vikas Mehta, Head of LinTeractive and CMO, Lowe Lintas + Partners said, “Our decade-long association with Dabur has been a mutually rewarding journey for the both of us. We are excited that LinTeractive has been entrusted with the mandate of creating interaction-marketing solutions for the healthcare products and platforms. We are keen on partnering Dabur in building their digital capabilities as we co-create digital success stories for their brands.”

Dabur Honey reportedly has a market leadership of over 75 per cent in branded honey market, while Dabur Chyawanprash has over 65 per cent market share.
 

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Epigamia, Pepperfry with Pocket Aces release S2 of web series ‘What The Folks!’

The 6-episode series is live on Dice Media’s Facebook and YouTube channels, airing every Wednesday

exchange4media News Service 1 day ago

What The Folks

Greek yogurt brand Epigamia owned by parent company Drum Foods International, and home and furniture marketplace Pepperfry have partnered with Pocket Aces for Season 2 of their super hit web series ‘What The Folks!’ as Title Partner and Powered By Partner respectively. The 6-episode series is live on Dice Media’s Facebook and YouTube channels, airing every Wednesday.

Web series ‘What The Folks!’ Season 1 was released in August 2017 with Epigamia as the Title Partner, and was a huge hit with over 30 million organic views and an audience engagement rate of over 2.5 per cent. The series portrayed a welcome twist in the age-old saas-bahu saga, with Nikhil (Veer Rajwant Singh) is caught in a bittersweet relationship with his wife Anita’s (Eisha Chopra) parents. Season 2 will now introduce the audience to Nikhil's parents and his strained relationship with his sister, and portray how Anita's relationship with this side of the family evolves. Season 2 sees the entry of veteran film and television actors Renuka Shahane and Shishir Sharma who play Nikhil’s parents, and popular digital star Kriti Vij, who plays Nikhil's sister.

Speaking about the partnerships, Aditi Shrivastava, Co-founder, Pocket Aces shared, “Web series are our tent-pole properties, and partnering on these can give brands much more premium mindshare as compared to other content formats. ‘What The Folks!’ Season 1 resulted in high ROI, and our brand partners became household names for our audiences. With Season 2, we are thinking even bigger - the trailers are playing on Tata Sky QYou, we are having invite-only theatre premieres in 3 cities (Mumbai, Gurgaon, Bangalore), and are also marketing offline in corporate parks. In addition to YouTube and Facebook, the series will be syndicated to some large OTT platforms, providing further visibility to the brands.”

This marks Epigamia’s year-long relationship with Pocket Aces, during which they have partnered on content across formats including web series, short video, food videos, written content, and influencer activities. Siddharth Menon, CMO at Epigamia said, "We are so excited to bring back ‘What The Folks!’ as a property to the audiences. We believe that the series in its essence beautifully portrays what we stand for - pushing boundaries! Season 1 gave us high ROI in terms of brand awareness with consumers, which we saw in the form of comments and shout outs, inquiries from around the country, and first time trials of the product. Season 2 is so much bigger and we believe that this will be a perfect platform to launch some our new products - Greek Yogurt Smoothies, lactose-free curd, and Mishti Doi."

For Pepperfry, the web series concludes a 6-month long campaign with Pocket Aces, that included short videos and written content. Kashyap Yadavalli, CMO at Pepperfry said, “This is our first big bet on digital, and we’re excited to partner on a seasoned property such as ‘What The Folks’. It gives us the perfect opportunity to bring out the Pepperfry messaging through this modern family, and showcase our aesthetic furniture and furnishing range. We spread our marketing spends across various mediums such as TV, radio, outdoor, etc. but believe that digital can give the best value for money. Digital reach is not far behind from TV - for example, we expect over 100 million impressions from the series, with close audience interaction and detailed engagement metrics. Our content with Pocket Aces so far has yielded great ROI in terms of website traffic and app downloads.”

With the success of Little Things Season 2 on Netflix, the ecosystem is looking at Pocket Aces as the only digital player that has created a high quality series franchise. The team is currently working on three additional large series to be released in the coming months, including Season 2 of their web series 'Adulting'.

 

 

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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

Venkata Susmita Biswas 4 hours ago

data protection

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.

Principal Correspondent, exchange4media, Mumbai 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.

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Malayala Manorama’s helloaddress.com chatbot plays broker

Helping the website create this solution is the implementation of big data analytics to analyse large volumes of user requests and results over the last nine years

exchange4media News Service 3 days ago

helloaddress.com

Malayala Manorama’s real estate listing site, helloaddress.com, has launched a chatbot. The site leverages the power of deep learning and advanced natural language understanding to create a powerful tool in order to offer customised solutions to customers through the chatbot. This chatbot offers instant solutions to customer queries and offers proactive suggestions to simplify real estate search. Each customer is unique and so is his need set, hence the chatbot leverages the power of predictive intelligence to arrive at optimum results.

Speaking to exchange4media, Mariam M Mathew, CEO, Manorama Online, said, “Conversational search is a powerful new option to offer precise search results to our customers. If you are not happy with a set of results or unable to completely define your search, then the chatbot can help you do this. Helloaddress is Kerala's biggest property website and the virtual broker chatbot helps to humanise technology. The initial response has been encouraging and we will keep refining this to offer greater support.”

The helloaddress.com chatbot can intelligently process user requirements and fetch results based on this understanding. What has helped the website create this solution is the implementation of big data analytics to analyse large volumes of user requests and results over the last nine years. Using Machine Learning technology, the Virtual Assistant helps refine search queries. Chatbots can process the text entered by the user and respond to it, after processing an intricate interpretation algorithm that identifies, infers and interprets what the user wants. Appropriate response is then offered based on this intelligent analysis. This makes the Virtual Assistant take the place of a real estate agent, who can now give answers to specific questions and search in a conversation.

Using the chatbot is easy and intuitive. Once you click on the chatbot icon, the bot starts a conversation with you. You can ask any property search question and it will ask you more questions to clarify your query. The bot will then introduce real estate properties with details to understand if it meets with your requirements. If it does, then the bot will fetch you more results based on your interest. If it doesn't, it will probe further to match properties that meet your expectations. The chatbot does all this in the messenger box. This tool is particularly effective if the user prefers to have a human like assistance in the search for property.

With over 95,000 current property details on the website, helloaddress has listings for residential, agricultural and commercial properties in 3900 localities across Kerala.

 

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Will Google's nifty 'Search to Shop' move work?

Ahead of a speculated e-commerce launch, Google has been enumerating the various reasons people should look up products they want to buy on Google Search rather than across multiple e-commerce sites

Venkata Susmita Biswas 3 days ago

google shop

You want to buy a newly launched phone, where do you look it it up? Did the name of an e-commerce site pop into your mind? Well, Google has noticed that your loyalties to search for products have shifted from the Google Search Bar to other apps and e-commerce websites. And Google wants to win its Search audience back, especially on mobile. 

In a new campaign titled Search to Shop, Google has been enumerating the various reasons people should look up products they want to buy on Google Search rather than across e-commerce sites.  

The insight behind the campaign was simple. “The purchase journey on e-commerce platforms is still cumbersome, even after the consumer has addressed "what/which to buy" (the product). "Where to buy from" is still a question they struggle with,” explains Janmenjoy Mohanty - Regional President – North & East, Lowe Lintas Delhi Creative. 

He says that the "where to buy" is decided basis different parameters (color, size, availability, delivery time and price) as per user requirements. “To evaluate, currently users have to go on the platforms manually, see and then make mental or at times physical notes to arrive at the best possible ‘where to buy option’,” explains Mohanty.

So, Google approached Lowe Lintas with a simple brief: We need to drive a habit for users to query ‘buy X’ on Google, compare prices, seller ratings, and discounts from different websites / apps before making a purchase by clicking on the one they like. 

The other feature that Google wants to grow is its Product Listing Ads (PLAs). These ads help users conveniently compare prices for the products they’d like to purchase (online or offline). That is how the creative articulation for the campaign was born “online shopping ke liye Search karo aur sahi chuno."

This campaign is also part of Google’s Next Billion Users strategy. An interesting insight that informed this campaign is that while women have a higher than average representation in the Shopping category, less than 30% of Search users are women. Google wants to bring more women onto the Search platform. 

Google’s e-commerce ambitions are no secret. The tech giant is said to be planning its e-commerce debut with the Indian market. Reports say that Google will soon launch its ‘Shopping’ tab in India, allowing users to search for products to buy and directing them to merchant websites or e-commerce platforms for product listings. Google is said to be extensively studying the e-commerce market before actually launching in India. As part of this, the tech giant had also put out a poll on Twitter asking users if they are Impulse Shoppers or Researchers.  

In addition, as precursor to the launch Google India has already kick-started this campaign to showcase Google’s ability to answer the question “where to buy.” 

Expert Opinion: 
 

Arnab Mitra, MD, Liqvd Asia

I think Google is now playing this game of Mobile First seriously, finally. Their desire to move consumers from a web behavior to a mobile first behavior through Apps is something that Google has been talking about since a very long time. And what more can you do other than advertising if you want to change behavior. Visiting Google on web or mobile browsers is a common thing. But this is not the case on mobile app where there are direct shopping apps. 

In short, Google wants to use Search and use it to push a new behavior which currently is assigned to say an Amazon or a Flipkart. But changing consumer behavior is a slow process and it’s expensive. So Google will have to spend a lot of money across the country for a very, very long time. This is also a cunning move to use the Google Search preference and use it to build a shopping base directly.

Rohit Raj, CCO, The Glitch

From a consumer point of view, Google is my go-to Search destination - I ask questions like “what are the best TVs to buy”. It is essentially a destination where I do research before I buy the final product. But to compare prices, I still will need to visit different sites to finally decide which app or site I will finally buy from. Making Google the one-stop destination to find the best price for a product I want is a brilliant use case. And the ad creatives effectively communicate this message and serve the purpose of presenting Google as a destination to not just do research but also make the choice about where to buy what. 

Anadi Sah, Lead Innovation - Creative and Technology, Isobar

Global studies show that consumer behaviour has changed; people are now discovering and buying products on e-commerce sites. This makes online retail a monopoly of e-commerce sites in a way. Google’s feature of showing all the options at one place add a layer of competitive advantage and is extremely helpful to buyers. When e-marketplaces are merely distributors and not manufacturers, every marketplace should have an opportunity to reach the consumer. This feature by Google can change the e-retail dynamic.

Principal Correspondent, exchange4media, Mumbai 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.

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Gemalto updates Breach Level Index Report: 944 data breaches worldwide in H1 2018

The 944 data breaches led to 3.2 billion data records being compromised worldwide

exchange4media News Service 3 days ago

gemalto

Digital security company Gemalto on Thursday released the latest findings of the Breach Level Index, a global database of public data breaches, revealing that 944 data breaches led to 3.2 billion data records being compromised worldwide in the first half of 2018. Compared to the same period in 2017, the number of lost, stolen or compromised records increased by a staggering 72 per cent, though the total number of breaches slightly decreased over the same period, signalling an increase in the severity of each incident.

Six social media breaches, including the Cambridge Analytica-Facebook incident, accounted for over 56 per cent of the total records compromised. Of the 944 data breaches, 189 (20 per cent of all breaches) had an unknown or unaccounted number of compromised data records. 

The Breach Level Index is a global database that tracks data breaches and measures their severity based on multiple dimensions, including the number of records compromised, the type of data, the source of the breach, how the data was used, and whether or not the data was encrypted. By assigning a severity score to each breach, the Breach Level Index provides a comparative list of breaches, distinguishing data breaches that are not serious versus those that are truly impactful. 

Talking about the report, Jason Hart, Vice President and Chief Technology Officer for data protection at Gemalto, said, "Obviously, this year, social media has been the top industry and threat vector for the compromise of personal data, a trend we can expect to continue with more and more sectors leveraging these platforms to reach key audiences, especially political teams gearing up for major elections." 

"We also expect to see more data breaches reported by European Union countries bound by the new General Data Protection Regulation and in Australia with the new Notifiable Data Breaches law. We should be careful not to misconstrue this as an increase in overall incidents in these areas, but rather as a more accurate reflection of what is actually going on," Hart added.


Primary sources of data breaches
Malicious insiders caused the largest percentage of data breaches and accounted for almost above 80 per cent of all stolen, compromised or lost records in 2018, while malicious outsiders accounted for 20 per cent, in India.


Leading types of data breaches
Identity theft continues to be the leading type of data breach, as it has been since Gemalto first started tracking in 2013. While the number of identity theft breaches decreased by 60 per cent over the second half of 2017, the number of records stolen through these incidents represent over 42 per cent of all records stolen. 

Financial access incidents show a disturbing trend in the escalation of severity. Though overall incident numbers are on the decline H1 2017 vs. H1 2018 (4 for H1 2017 and 3 for H1 2018), the number of records breached increased H1 2017 vs. H1 2018 (1.5 million, 50 and 2.6 million), respectively.

Industries most affected by data breaches
Most sectors saw a decrease in the number of incidents compared to first half of 2017, including education, financial services and government.

Geographic distribution of data breaches
North America still makes up the majority of all breaches and the number of compromised records, 59 and 97 per cent, respectively. The United States is still by far and away the most popular target for attacks, representing more than 57 per cent of global breaches and accounting for 97 per cent of all records stolen, though overall incidents are down 17 per cent over the prior half. India accounts for less than one per cent of the global breaches in terms of records compromised or stolen or revealed.

With the implementation of the Notifiable Data Breaches law, the number of incidents in Australia increased dramatically from 18 to 308 as could be expected.

 Europe saw 36 per cent fewer incidents but a 28 per cent increase in the number of records breached, indicating growing severity of attacks. The United Kingdom remains the most breached country in the region. With the General Data Protection Regulation in full effect for the second half of 2018, the number of reported incidents could begin to rise.

Related Resources:

  • For a full summary of data breach incidents by industry, source, type and geographic region, download the First Half 2018 Breach Level Index Report   
  • Download the infographic here
  • Visit the BLI website here

 

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Isobar launches blockchain playbook to help marketers embrace technology

The playbook, among other things, unpacks blockchain’s potential impact on the global media and marketing industry

exchange4media Staff 3 days ago

isobar

Digital marketing agency Isobar has published a playbook to explain what blockchain is, the technology in practice and how it can be integrated into businesses today, including high growth markets Brazil, India and China. The playbook unpacks blockchain’s potential impact on the global media and marketing industry, including supply chains, transparency, brand management and creativity, as well as explaining what marketers should do next.


Talking about the playbook, Vikalp Tandon, Global Chief Technology Officer, Isobar said, “Digital has changed the way we live and work forever. If the past is evidence, whenever a near monopoly emerges, a new technology also emerges that disrupts the industry. Blockchain could be that opportunity.”

Blockchain has launched a decentralised technology revolution, with Gartner forecasting “the business value-add of blockchain will grow to slightly more than $176 billion by 2025, and then it will exceed $3.1 trillion by 2030,” the agency said in a statement.

Isobar said that it believes the potential of the technology has far-reaching implications for the media and marketing industry, in areas such as supply chain, commerce, transparency and identity management.

 

Speaking on the launch, Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India, said, “India has been on an impressive, rapid economic growth path for several years across industry sectors. With the efforts of the government and industry leaders in the blockchain space to arrest plaguing issues, the progress is only going get catapulted into brighter and bigger realms.”


The playbook was authored by Robert Tilt, Director of Nowlab at Isobar Australia, with contributions from Vikalp Tandon, Isobar Global Chief Technology Officer, Shawn Mishra, SVP, Isobar Global Managing Partner, Isobar Commerce Practice, and Simon Gill, Isobar EMEA Chief Experience Officer & Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India.

 

It also features contributions from Dentsu Aegis Network, and covers:

· The history of the ledger & a simple definition of the blockchain, and a glossary of terms

· In practice: Cryptocurrency and Initial Coin Offerings (ICO); financial services, supply chain & proof of origin; data insights & authenticity.

· Deep dive into high growth markets: India, China & Brazil. 

· Blockchain in media & marketing, and as a creative medium, and implications for supply chain

· Commerce & payment on the blockchain

· What is holding blockchain back?

· What should marketers do next?

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InMobi acquires U.S. based advertising and data company, Pinsight Media

The Pinsight Media acquisition also brings deep insights and a cutting-edge data management platform to the InMobi Marketing Cloud

exchange4media News Service 4 days ago

InMobiPinSight

InMobi, a global provider of enterprise platforms for marketers, has announced the acquisition of Pinsight Media, the mobile data and advertising company formerly wholly owned by Sprint.

This all-stock deal is part of a broader strategic partnership between InMobi and Sprint across devices, data, media and marketing. Pinsight Media is a mobile data and brand intelligence company that works with leading U.S. telcos and advertisers across verticals including consumer goods, retail, entertainment and finance. It offers a comprehensive suite of advertising products and services that help businesses uncover new audiences, discover new market opportunities and define more effective customer engagement strategies.

Consumers have very high expectations of how brands engage with them from discovery to purchase and consumption. The acquisition of Pinsight builds on InMobi’s enterprise platforms and enables CMOs to deliver on consumer expectations through improved customer understanding for superior targeting, engagement and retention. By combining network-level mobile data with data from mobile applications and mobile web browsers, InMobi, through the acquisition of Pinsight Media, will provide CMOs an integrated end-to-end view of consumers, surpassing other platforms in the industry.

Speaking about the acquisition, Rob Roy, Chief Digital Officer at Sprint, said,  “Sprint’s partnership with InMobi goes beyond this acquisition. We have been looking for a strategic partner that can deliver the latest digital marketing and mobile advertising technologies, besides having a deep appreciation of regulatory, privacy, and data concerns. This partnership provides Sprint with an innovative partner for driving our marketing success.”

The Pinsight Media acquisition also brings deep insights and a cutting-edge data management platform to the InMobi Marketing Cloud, providing enterprise marketers with a bridge between user behavior and an AI-powered marketing strategy.

Naveen Tewari, Founder & CEO at InMobi added, ”With this acquisition, we are creating the most powerful advertising and marketing platform for the U.S. market by unifying online and offline behavior, and providing CMOs with a way to reach and engage consumers while remaining compliant with privacy and data protection requirements."

Commenting on the development, Anurakt Jain, VP and GM, Strategic Data Partnerships at InMobi said, “This industry-first acquisition allows InMobi and Sprint to work on our respective strengths together, and provides a global template for partnerships between advertising platforms and telcos.” He continued, “InMobi is deeply committed to telco partners and building a unique data ecosystem to support our enterprise platform for marketers,” said. “The acquisition of Pinsight Media significantly enhances our ability to deliver intelligent consumer insights, audiences and customer engagement for CMOs.”

As a result of this acquisition, InMobi will expand its operations in North America to Kansas City, alongside San Francisco, New York, Los Angeles and Chicago. This move follows InMobi’s acquisition of AerServ for $90 million earlier this year in January, and its recent partnership with Microsoft in June.

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Facebook accused of hiding inflated ad metrics for a year

The accusation has been made by a group of digital marketers in a lawsuit filed in the US court

exchange4media News Service 4 days ago

facebook logo

Facebook has been accused of intentionally obfuscating the problem of overstated average watch times on paid video ads for more than a year. The charge has been made by a group of digital marketers who filed a lawsuit in the US, according to media reports. 

The lawsuit followed a report in a leading journal in September 2016 that claimed that the social media giant had been miscalculating the average time users spent on paid video ads by 60 to 80 per cent. Responding to the report, Facebook at that time had said that the problem was there for nearly a month and that it had been fixed. 

But the digital markers claimed in the court that that Facebook knew of the problem for much longer than a month and did nothing for more than a year.
Facebook, has, however denied the allegations. A media report quoted a Facebook spokesperson as saying that the lawsuit is without merit and that they have filed a motion to dismiss these “claims of fraud.”

The spokesperson was quoted as saying, “Suggestions that we in any way tried to hide this issue from our partners are false. We told our customers about the error when we discovered it—and updated our help center to explain the issue.”

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Industry experts discuss challenges in digital publishing at e4m-Akamai roundtable

Himanshu Gautam, Business Head - Digital, Amar Ujala Group said that it was critical for brands to have a great product in order to overcome challenges in digital domain

exchange4media News Service 3 days ago

AkamaiRT

exchange4media and Akamai Technologies organised a roundtable on Challenges of Digital Publishing- Bridging the gap in engagement and monetisation at Le Meridian, New Delhi recently.

Some of the eminent names who were part of the roundtable included: Himanshu Gautam, Business Head, Digital, Amar Ujala Group; Varun Kohli, CEO, iTV Network; Anant Nath, Director, Delhi Press; Pankaj Pachauri, Founder and Editor-in-Chief, GoNews; Shambhunath Shukla, Advisor - Digital Publishing, Punjab Kesari; Atul Chaurasia, Executive Editor, Newslaundry; Apoorv Parijat, VP, Engineering, POPxo; KK Sharma, Founder and Chief Editor, Cable Quest; Akshat Verma, AVP, Innovation, Design and Technology, Nyoooz; Vishal Goel, Head of Digital Strategy, Patrika Group; and Shiv Prasad, Technical Head, Anjan TV. The roundtable was moderated by Rohonesh Kar, Country Leader - Media Presales, Akamai and Kanwaljeet Singh Bedi, CTO, NDTV & Gadget 360.

Speaking about the challenges in the digital domain, Gautam of Amar Ujala Group said that it was critical for brands to have a great product in order to win the battle in the long run. “Our focus on digital is about creating engaging content for our audience. This has worked in our favour so far. Secondly, we give a lot of importance to community building too, where in we focus on localising content for users across various cities,” stated Gautam.

Underlining the need for a collaborative effort to build the digital ecosystem, Kohli of iTV Network said, “As digital publishers, while we grow on producing authentic content we can all come together and explore the possibility of demanding subscription charges for the content offered. This will not only help us resolve the subscription-based issues but also beat the Google-Facebook duopoly to a large extent.”

Speaking about sustaining business through the subscription-based model, Nath of Delhi Press said, “There was a time, as a magazine publisher, we were focusing on how to add to the volume of the content. Now we look at calculating minutes of viewership that we are getting in a month’s time. Being a magazine publishing house, the overarching goal is to come up with content that will eventually produce subscription capability such that someone pays for it automatically, whether we impose the pay for it is a different thing altogether.”

“Space for local newspapers to have a subscription-based model is less. Only a few big names can afford to have subscriptions capabilities in the market at one time, while others might find it difficult unless we are looking at a niche audience,” he further added.

“It is indeed important to curate news according to the interests of the reader and also regional content should be kept on the top as a priority while curating the content,” said Shukla of Punjab Kesari.

Speaking about his venture GoNews, Pachauri said, “I see television as my competition, so we use BARC rating. As per data recorded by BARC our videos are viewed more than that viewed on television which gives an advertiser a set benchmark to advertise themselves on our platforms. Also, we are sticking to the shorter form of video content in regional language which gives us an opportunity to co-create a lot of content.’’

“With interest growing in video, increase in personalisation of content is changing the face of internet usage today. With content consumption on the internet being this high, it’s really a good time for the digital space in India,” stated Bedi of NDTV Group and MD – Gadgets 360.
 

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Magzter: 50 million downloads and counting

Magzter brings together more than 10,500 trusted sources of content from more than 50 countries

exchange4media News Service 4 days ago

MagzterCoFounders

Magzter, the digital magazine news-stand, has now crossed 50 million downloads, which is a phenomenal achievement by any yardstick. This humongous feat has become possible due to Magzter's consistent efforts in introducing innovative new features every month to attract new users across the globe.

In addition to Magzter's iOS and Android apps, Magzter also powers more than 7,000 magazine apps of renowned publishers on App Store and Google Play. Magzter's catalog of 10,500+ magazines from 4,000+ publishers is undoubtedly the largest and most diverse collection, which spreads across 40+ categories and 60+ languages.

While a recent study revealed that fake news spreads 70% quicker on social media, it has become extremely difficult for the common man to identify and neglect such misleading information.

Magzter brings together more than 10,500 trusted sources of content from more than 50 countries including the USA, UK, Canada, India, Singapore, Australia, South Africa, Spain, Mexico, Philippines, and Turkey, thereby acting as the one-stop solution for keeping people updated on all the latest happenings across the globe.

Magzter ensures that its users get timely information on their favorite topics from the most renowned and dependable sources, which ultimately saves the time and energy of users. Magzter started curating articles from best-selling magazines couple of years back, and it became an instant hit among the readers. Soon after launching articles, Magzter introduced ezRead 2.0, which presented magazine pages in responsive layouts that are automatically optimized for any size screen – smartphones as well as tablets. Magzter GOLD, the 'All-You-Can-Read' subscription model which offers unlimited access to 5,000+ magazines and premium articles at one low price, has been attracting thousands of new readers every month.

Magzter has also been conducting exciting contests to motivate more readers to take up digital reading. Such innovative strategies from Magzter have been instrumental in crossing the 50 million download mark. With its latest GPS-based offering – Smart Reading Zone, which provides unlimited access to thousands of best-selling magazines and curated premium articles for any location instantly, Magzter is increasingly becoming the preferred digital reading partner of hundreds of airports, hotels, restaurants, malls, clubs, libraries, corporates, educational institutions, and other commercial entities. By encouraging millions of people to read digitally, Magzter has so far saved 221,000+ trees and other natural resources, thereby playing an active role in fostering green revolution.

Speaking on the development, Girish Ramdas, CEO, Magzter Inc. said, "At Magzter, it has been a dream journey so far for us and I would like to extend my heartfelt thanks to our publishers, users and other strategic partners, who have been offering their unflinching support to us over the years. Kudos to the team at Magzter for giving their best every single day, without which this feat could not have been achieved! There are more than 1.5 Billion readers who still consume print magazines globally and we believe Magzter will be their reading destination of choice as they look for digital reading options.”.

Vijay Radhakrishnan, President, Magzter Inc. added, “We are ecstatic to know that we are trusted by over 50 million users across the world to fulfill their reading needs. This feat has increased our responsibility and we will continue to push our boundaries to take Magzter to new audiences and geographies. We are quite confident that we will the hit the 100 million user mark soon.”

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