MIH Group acquires Gaadi.com

Indian autoblog Gaadi.com has been acquired by the MIH Group. Following this development, Gaadi co-founder Umang Kumar will take over as CEO of the website.

exchange4media News Service 22-February-2011

MIH Group acquires Gaadi.com

Indian autoblog Gaadi.com has been acquired by the MIH Group, a subsidiary of Naspers Media. Following this development, Gaadi co-founder Umang Kumar will take over as CEO of the website. Meanwhile, Vivek Pahwa, Founder of Gaadi, will continue to be involved at a strategic level.

In his statement, Kumar said, “This is a really exciting development for Gaadi. This partnership with one of the largest Internet groups in the world is just what Gaadi needs to push itself to the next threshold in leadership. The team is really looking forward to establishing this business as a clear leader in this space, on all measures.”

Nikita Dhingra, M&A Head for MIH Internet India, said, “We are happy to welcome Gaadi Web Pvt Ltd to the MIH family. Gaadi.com has demonstrated early traction in terms of traffic and revenue in the auto vertical, backed by an excellent team. We are excited about the potential of the online auto classifieds market in India. We see synergies between Gaadi.com and other MIH properties. MIH owns and operates several classifieds and e-commerce sites across the globe. In the automobile category, MIH Group owns leading sites such as otomoto.pl in Poland and auto.mail.ru in Russia.”
 

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Isobar launches Sri Lanka operations

Isobar Sri Lanka will offer end to end full-service digital media creative and technology services

exchange4media Staff 11 hours ago

Isobarlogo

Isobar, the digital agency from Dentsu Aegis Network, has expanded its operations to Sri Lanka.

Last year, Dentsu Grant Group, Sri Lanka's largest integrated communications agency with a 60-year-old legacy, disrupted the nation’s advertising industry with the introduction of the global marketing conglomerate Dentsu Aegis Network into the country.

Now, it will do so once again, reinventing Sri Lanka’s rapidly growing digital economy, with the launch of its full-service digital agency – Isobar.

Commenting on the prospects of Isobar in Sri Lanka, Shamsuddin Jasani, Group Managing Director - Isobar South Asia said, “I am very excited to launch Isobar in this amazing country. Sri Lanka is a rising mobile economy with smartphone penetration growing by over 20% and mobile penetration growing over 120% year-on-year. With the launch of Isobar Sri Lanka we are looking at creating a leading agency for the digital age that follows a true full-service model. Under the guidance of Neela and her team, I am sure we will be a force to reckon with in this market in the years to come.”

Speaking on the launch of Isobar Sri Lanka, Neela Marikkar, Chairperson - Dentsu Grant Group and Dentsu Aegis Network Sri Lanka states, “We are thrilled to be introducing such an iconic brand into the Sri Lankan advertising industry. We are fortunate to be working so closely with our global and regional offices; we are confident that we will be able to use their global knowledge and skills to help develop business opportunities for our clients as well as help the digital economy of the country and accelerate through Isobar’s experience led transformation and brand commerce expertise.”

Ready to revolutionize the market, Isobar Sri Lanka will offer end to end full service digital media creative and technology services and help clients navigate the world of tangible and intangible businesses through mobile brand commerce, product innovations, artificial intelligence (AI), virtual reality (VR), the internet of things (IOT) and wearables.

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ZEE5 announces special subscription packs for Tamil, Telugu viewers

The ZEE5 Tamil and Telugu Premium packs are each priced competitively at Rs. 49/- for one month and Rs. 499/- for a year

exchange4media Staff 13 hours ago

zee5

ZEE5 has announced special subscription packs for the Tamil and Telugu audience. Riding on the success of their language content, this latest addition will enable users access to premium Tamil and Telugu content at half the price.

The ZEE5 Tamil and Telugu Premium packs are each priced competitively at Rs. 49/- for one month and Rs. 499/- for a year. Additionally, subscribers can avail a 50% cashback on the above-mentioned price by paying through Paytm.

Tarun Katial, CEO, ZEE5 India, said, “Regional markets are a huge focus for us at ZEE5 and language content is one of our biggest differentiators. Launching consistent regional content across Originals, movies and of course catch-up TV has spurred our subscription numbers from smaller cities and towns.”

He further added, “This special Tamil and Telugu subscription pack, a first in the industry, is for the local language-speaking consumer from all three states – Tamil Nadu, Andhra Pradesh and Telangana. We are offering more choice to the consumer in terms of content and price as well as sweetening the deal with Paytm. The ‘Before TV’ offering is one of its mainstays, where viewers have the unique opportunity to watch their most loved Tamil and Telugu shows before it airs on TV, apart from this we also have Originals and World Digital Premieres. It also helps build value for advertisers coming to our platform seeking focused audiences.”

The key features of the pack are:

  • INDUSTRY FIRST in terms of the number of hours the TV content is available on the platform before it airs on TV
  • BEFORE TV offering with top rated and popular shows from ZEE TAMIL like Sembaruthi, Yaaradi Nee Mohini, Poove Poochoodava and many more and from ZEE TELUGU like Kalyana Vaibhoyam, Muddha Mandaram, Prema and many more
  • ORIGINAL SHOWS with some of the finest talent across actors, directors and production houses in both languages as also other language content dubbed in Tamil & Telugu
  • Power packed line up of WORLD DIGITAL PREMIERES of BLOCKBUSTER TELUGU FILMS like Bhethaludu, Ekkadiki Pothavu Chinnavada, Kaashmora, Memu among others and TAMIL BLOCKBUSTERS like Junga, Irumbuthirai, Kolamavu Kokila, Bhaskar Oru Rascal, Naalu Aaru Anju among others.

ZEE5 has over 3500 films, 500+ TV shows, 4000+ music videos, 35+ theatre plays and 90+ LIVE TV Channels across 12 languages. With ZEE5, the global content of Zindagi has also been brought back for its loyal viewers.

Availability: The ZEE5 App can be downloaded from Google Play Store http://bit.ly/zee5 and iOS App Store http://bit.ly/zee5ios. Also available at www.zee5.com, as a Progressive Web App (PWA), and on Apple TV and Amazon Fire TV Stick. ZEE5 also supports Chromecast.

Pricing: Freemium pricing model with both free and paid premium content (including Originals) to cater to a mix of audiences. Viewers who subscribe to the ZEE5 subscription pack will get access to the entire library of content with – 99/- for 1 month and 999/- for a year.

 

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The Quint announces ‘Me, the Change’ initiative for women voting for the first time

The initiative focuses on the aspirations of first-time women voters in the 2019 Lok Sabha elections. Facebook has partnered with the initiative as a presenting sponsor

exchange4media Staff 14 hours ago

The Quint

The Quint announces an editorial initiative that focuses exclusively on the aspirations of first-time women voters in the 2019 Lok Sabha elections called ‘Me, the Change’. Facebook has partnered with the initiative as a presenting sponsor.

The initiative will showcase stories of determined young women who have battled adversity to achieve the extraordinary, inspiring and changing the lives of others through their work. An event is to be hosted to felicitate these achievers to spark a discussion on the issues that matter to first-time women voters ahead of the 2019 elections. The Quint will use Facebook as an exclusive platform to amplify the stories covered under this initiative and ensure it reaches as many people as possible.  

As part of the initiative, The Quint will conduct a nation-wide survey to understand what first-time women voters seek from the new government. Throughout the initiative, we will invite stories from, and of young women achievers. The Quint will also promote a ‘Go Vote’ initiative to educate young women about the power of their vote.  

The initiative will be on-ground in multiple states and host regional ‘chaupals’ with women voters in the run-up to the Assembly elections in Madhya Pradesh, Chhattisgarh, Rajasthan and Mizoram. 

Why First-Time Women Voters? 

The 2019 Lok Sabha elections are touted to be a turning point in India’s history. According to contemporary research and data, the election will be greatly influenced by three factors; the number of first-time voters, their tendency to be politically unaffiliated, and social media's ability to shape political consciousness. 

In this zoomed-in demographic, first-time women voters are seldom given attention. They are working hard, overcoming extraordinary hurdles, and slowly but steadily changing lives. But what do they want – a good salary? The freedom to marry a partner of their choice? More access to information? Or equal opportunity to make their mark? ‘Me, the Change’ was born out of these questions, and through video stories, on-ground events, a national survey and comprehensive coverage, The Quint will endeavour to highlight the aspirations of young women in India.

Commenting on the role of the woman voter in India’s political landscape, Ritu Kapur, CEO and co-Founder, The Quint said, “There is a quiet but strong emergence of the young Indian woman as a vote bloc. What better way to celebrate democracy then, than to provide a megaphone to this feisty voice that can push women-centric issues to the fore and bring gender parity to electoral politics? Through ‘Me, the Change’, The Quint wants to showcase the aspirations of India’s first-time women voters.”  
 

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ZEE5 launches global campaign ‘Dil Se Desi’

The campaign has been jointly crafted by teams at ZEE5 and Publicis Capital

exchange4media Staff 14 hours ago

Zee5Campaign

The traditional mehndi is replaced by a funky henna tattoo, anklets are paired with stilettos and rap replaces classical as the new embraces the old. Upping the cool quotient of desi, ZEE5 on Wednesday launched its global campaign ‘Dil Se Desi’, officially marking the digital platform’s entry into the international market.

 

The company, in a statement, said, “An ode to Indians and South Asians around the world, ‘Dil Se Desi’ clearly announces the arrival of ZEE5 in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean. It is brought to life in a vibrant TVC that is a celebration of our ‘desiness’, intricately weaving together our idiosyncrasies with what innately defines us and therefore binds us; our language, our culture and our entertainment.”   

 

Commenting on the launch, Amit Goenka, CEO, ZEE International and Z5 Global, said, “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“

 

Archana Anand, Chief Business Officer, ZEE5 Global, said, “Interestingly, both ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am.”

 

The campaign has been jointly crafted by teams at ZEE5 and Publicis Capital.

 

Anand further said, “When living in a different country, it’s the language, festivals, food, movies and music that keep you connected to home and give you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 1,00,00 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

 

Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India), said: “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”  

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MedikaBazaar appoints Dr. Akash Rajpal as EVP, Marketing and Product Management

MedikaBazaar also recently appointed Sanjeet Singh as EVP Operations & Revenue

exchange4media Staff 18 hours ago

medikabazaar

MedikaBazaar, the B2B online aggregator for medical supplies, recently appointed Dr. Akash Rajpal as Executive Vice-President, Marketing and Product Management. With more than 20 years of rich experience in public & private healthcare sectors, Dr Akash with a forte in healthcare operations & IT has executed various PPP, EHealth, Accreditation & operationally challenging initiatives.

An alumnus of Singularity University NASA AMES, Dr. Rajpal, a qualified medical graduate, also holds post graduate credentials in administration, public health & finance. His achievements include receiving 1st NABH accreditation in Western region of India, IMC Ramkrishna Bajaj National Quality Award & Asia Pacific Quality Award. 

Speaking about the new journey, Dr. Rajpal said, “MedikaBazaar is an exciting opportunity where I’m fortunate to use my experience in technology, operations and clinical exposure to understand the supply chain & product need-gaps in the healthcare industry and help leverage my work experience to address them and be part of the company’s exponential growth.”

Welcoming Dr. Rajpal, Vivek Tiwari, CEO, Medikabazaar, said, “Dr Akash has been appointed as Executive Vice President Marketing & Product Management. He has provided many valuable insights which have benefitted the organisation. I’m confident that Dr Akash’s rich diverse set of experience in IT, healthcare operations and business acumen as an entrepreneur himself, will help take the organization to greater heights.”

Prior to this, his entrepreneurial initiative on innovative healthcare financing has got a case study published in Harvard Business Review and he has various papers on healthcare PPP to his credit. His past stints include working as COO at Jaslok Hospital & Research Centre, Head HOSMAC Private LTD, and in various positions at Hiranandani Hospital Powai and Navi Mumbai Municipal Corporation.

MedikaBazaar also recently appointed Sanjeet Singh as EVP Operations & Revenue. He comes with a rich experience of supply chain operations from telecom & healthcare industries, and prior to joining MedikaBazaar was heading central supply chain management & procurement at Fortis Healthcare.


 


 

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Have always felt that Twitter is a perfect fit for India: Jack Dorsey

Jack Dorsey, Co-Founder & CEO of Twitter, speaks to Nandan Nilekani of Infosys about his vision for Twitter and the significant role that India plays in the growth of the platform.

Ruhail Amin 1 day ago

JackDorsey

On his maiden visit to India, Jack Dorsey, Co-Founder & CEO of Twitter, spoke to Nandan Nilekani of Infosys about his vision for Twitter and the significant role that India plays in the growth of the platform.

Speaking about his initial journey, Dorsey said he always wanted to make technology work for greater good. “I went to San Francisco at the crash of the internet bubble. I was not an engineer, I was a self-taught programmer. My parents had a computer when I was a kid and I always wanted to understand how to make it work the way I want it to work.”

Dorsey accepted that the evolution of Twitter was being led by the people who use it and that Twitter was making serious investments to understand what all it could become.

“Everything that has made Twitter is actually invented by people who are using it, and that is still the case today. We could do a great job if we could recognise what people want Twitter to be. We have spent a lot of time in the past three years to understand what Twitter wants to be,” said Dorsey.

When asked about the growing polarisation and proliferation of fake news and the fact that there has been a transfer of responsibilities from individuals and communities to social platforms and how he handles it all, Dorsey said, “When it comes to using technologies, it takes time to understand what they are and where they can be used. Any technology at the end of the day is just like a tool. Nation states have become less and less relevant and I think we should not burden nation states or communities with things which we are able to understand. And one of them is increasing the health of public conversation.”

Talking about censorship and social media, Dorsey said, “We have to consider the expectations that people come to Twitter with because it's a public square; it's a place where people gather and they can talk and they can fight, and all these things are expected.  What I expect in a public square, I expect that on Twitter too.”

“However, the problem with that is if you let everything run, some people may not feel safe to be at this public square and they may not feel safe to speak up, and then you cannot see the benefits of having this public square in the first place,” he added.

“In any public square there are concerned citizens; you may see some sort of police force that imposes certain rules. We are also looking for opportunities to encourage people into healthier debates and healthier outcomes.  Our number one priority is to increase the health of this conversation,” said Dorsey.

With India becoming the new engine for digital growth, the role that it plays for platforms such as Twitter cannot be understated.

Speaking about the growing significance of India in terms of driving growth for Twitter, Dorsey said, “Well, that's one of the reasons I am here. I have never been to India and this is my first time here.  I am fascinated by this country not just because it's just the biggest democracy in the world, but also because of the diversity of this country. I have always felt that Twitter is a perfect fit for India. It has a very public culture. It has a very transparent culture. It has a culture of sharing and we have won the hearts of people who are comfortable expressing themselves to the entire world.”

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Mazhavil Manorama has gone digital

Mazhavil’s digital platform has been planned keeping in mind the Malayala Manorama groups strengths & leadership in each vertical - TV, print, online and radio

exchange4media Staff 2 days ago

Mazhavil Manorama

Mazhavil Manorama, the leading entertainment channel, owned by Malayala Manorama group has gone digital. With audience accessing TV content at their convenience on personal devices the content team felt necessary to address their needs.

In the month of August this year, a Digital First' approach was adopted on mazhavilmanorama.com with a video friendly facelift. A well-planned launch with ‘Mazhavil Digital Premieres' wherein exclusive premiere of seven blockbuster movies (which was bought by the channel as World Television Premier movies) was made available for free viewing, on the website much before the same movies were to be telecast on the TV channel. This not only helped drive traffic to the site but also created a huge salience for the destination. Byju’s saw value in the digital premiers and associated through branding and sponsorship and the association paid off.

Mazhavil Mango Music Awards 2018, a leading music awards event in Kerala was the next exclusive content to feature on the website.

With the success of Digital Premeirs & Music Awards there was no looking back and in September 2018, 'Mazhavil Multiplex' was launched - a complete treat for movie lovers with wide range of movies and watching it anywhere anytime. Over 200+ movies will be featured in the platform. The launch has Spinz a fairness cream from Cavincare as the brand partner.

Mazhavil’s digital platform has been planned keeping in mind the Manorama groups strengths and leadership in each vertical - TV, print, online and radio and would run on each of one of them. 

MMTV is all geared up to build a sustainable platform and plans are on to launch an OTT soon. The content will range from TV shows, events, movies, and original web content.

The marketing team has started approaching brands and agencies showcasing the possibilities for brand associations, collaborations & placements and thereby creating TV + digital packages for advertisers.
 

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Amazon Prime Video's Diwali campaign brings alive magic of stories

Film by Supari Studios highlights the importance that stories hold in our lives, through the eyes of a grandmother and granddaughter

exchange4media Staff 2 days ago

amazon prime

Supari Studios has taken Diwali advertising a step further by integrating creative storytelling in its commercial for Amazon Prime Video.

 

The film highlights the importance that stories hold in our lives, through the eyes of a grandmother and granddaughter. We see a young girl in her mid-20s narrating a magical story, using quirky props and interesting story telling devices. At a point in the story, she goes back into her memories, remembering how it was once told to her by her grandmother, on yet another Diwali day, many years ago. The film ends with the realisation that the tables have now turned and the listener has now become the storyteller, trying to rekindle old memories of a grandmother, whose memories are slowly fading away. To enhance the impact of this storytelling, the Supari team very uniquely blended live-action with animation, along with seamless camera movements and transitions, transporting its viewers into a different world altogether. This heartwarming film, filled with ample doses of nostalgia and heart, aims to stay true to the Diwali spirit of family bonding and simple pleasures.

 

Link to the video-

https://www.facebook.com/PrimeVideoIN/videos/1132603983588170/

 

Misha Ghose, Director of the film, said, “For us, this film was an exciting journey that we were allowed to take with our protagonists. The film is about bringing alive the magic of storytelling, which we wanted to be as creative and memorable as possible; so we used puppets, animation and cardboard cutouts and then tried to weave it into the story as seamlessly as we could. Of course the process was quite complicated; we had to sync a ten-foot movable backdrop with lights changing and a puppet reacting, and get all our match cuts that allowed us to move into the animation world perfectly. Getting the whole timing right was crucial and extremely challenging. Overall, our hope was to be able to take the viewer through a journey that was both magical and heartwarming. I think Diwali is a great time to remember how important some memories and relationships are and I’m glad we got to make this kind of Diwali film.”

 

 

Manoti Jain, Executive Producer, Supari Studios, said, “The advertising sector has become increasingly cluttered in the recent past, and brands are looking for fresher and more creative routes to connect with their target audiences. For their Diwali campaign, Amazon Prime Video wanted to steer clear from the cliché Diwali advertisements, and instead emphasise upon the joy that storytelling brings into our lives, which is symbolic of their brand. While conceptualising the film, we decided to retain certain integral elements of Diwali, such as the ‘good versus evil’ narrative and family bonding, while showcasing them in a more unique manner. With storytelling being our primary focus, we turned a simple exchange between a grandmother and her granddaughter into a magical, larger than life experience, by integrating a variety of distinct treatment styles into the very same story. Working with Amazon was a great experience, since they were looking to push the boundaries of creative storytelling, much like we were, and we're looking forward to more such collaborations with them in the future.”

 


Aditya Tawde, Head, Post Office, said, “The most interesting aspect of working on the film was amalgamating live action, 2D animation and storytelling with a puppet seamlessly into a single narrative. While conceptualising the characters and backdrops for the animation portions, we had to ensure that they could be well replicated in the other forms of storytelling as well. We also designed our frames in a way that gave them an international feel, while retaining Indian characteristics and elements in the design. The animation was given vintage filters and made with a colour scheme that invoked a sense of warmth and nostalgia, keeping in mind that it was an exchange between a grandmother and her granddaughter. It was great to finally see all these aspects come together so beautifully in the final film.”

 

Credits:

Conceptualized and Produced by Supari Studios

Client: Amazon Prime Video

Director: Misha Ghose

Executive Producer: Manoti Jain

DOP: Siddharth Vasani

Creative Team: Akshat Gupt & Mohit Bhasin

Writing Team: Sanmik Cardoz, Richa Rungta, Ankush Salaria

Creative Producers: Ria Concessao, Richa Rungta

Sr. Associate Producer: Madhura Bhasker

Associate Producer: Saloni Dukle

1st Assistant Director: Sanmik Cardoz

2nd Assistant Director: Feroz Ahmed

Line Producers: Karan Hinduja, Kunal Gurnani (Shutterplay Media LLP)

Gaffer: Vicky

Focus Puller: Gagandeep

Assistant DOP: Nitin Dhar

Art Director: Viveka Banja

Art Assistant: Shivani Shilotri

Casting Director: Swapnil Mishra, Neha Bhatter

Costume Stylist: Mansi Patel

Assistant Stylist: Rozy Agarwal

Hair & Make-Up: Tarsha Khorana

Assistant Hair & Make-Up: Angela

Camera Equipment: 1 Stop Cine Digital

Lighting: One Stop Services

Post Production: Post Office

Creative Head: Aditya Tawde

Animators: Harsh Sharma, Shikha Sharma, Pratik Satam, Hiren Gamre, Neekhil Dighe, Shanel Moraes

Illustrators: Pankaj Gole, Adarsh Panicker

Editor: Sarang Aigalikar (Noise Studios)

Colour Grade: Daniel Schmid (Nube Studios)

Music: Rahul Pais & Nariman Khambata (The Jamroom)

Musicians: Joell Mukherjii, Jitendra Harisingh Thakur, Tapas Roy

Sound Engineer: Richard Francis

Sound Studio: Island City Studio

Voiceover: Sneha Suresh

Spot: Ilyas Bhai, Mane Ji, Aarif Ji

Actors: Padmini Sardesai, Anandita Pagnis, Zenia Shastiker

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iProspect India strengthens SEO Practice team with two new hires

Asad Khan and Vishal Shah join as Senior Directors of SEO Practice

exchange4media Staff 2 days ago

asad vishal

iProspect India, the digital performance agency from Dentsu Aegis Network, has appointed Asad Khan and Vishal Shah as Senior Directors to lead SEO practice at the agency.

With more than eight years of experience, Khan has chiefly been responsible for expanding business for the Southeast Asian & Oceania markets and leading strategic planning for e-commerce portfolios. His core strengths lie in formulating data driven integrated search strategies using an agile marketing approach.

On joining iProspect, Khan, Senior Director – SEO, said, “I’m happy to join the iProspect family. The agency’s belief in maintaining an open and transparent work environment, unrestricted access to knowledge and collaborative approach towards decision making is what gives them a competitive advantage and a clear path to continued growth. I'm eager to work with the team and help them grow the business.”

Shah, who has worked across domestic and international markets for more than eight years now, has been instrumental in strengthening core organic search offerings as per technological advancements and market evolution. His ability to plan, execute and deliver in complex brand ecosystems has helped him successfully play the strategic lead on several enterprise clients.

“With a worldwide presence, iProspect has been successful in driving digital performance in every corner of the globe. 20 years of rich digital experience has led the agency to the position that it enjoys today. I look forward to the new set of learnings at iProspect,” said Shah.

On the new appointments, Rubeena Singh, CEO, iProspect India, said, “Reinvigorating the team with new talent is crucial in driving business performance. Both Asad and Vishal have rich experience. With them leading the SEO teams, we hope to strengthen our service suite and accelerate our growth in the next phase.”

Prior to the move, both worked at Performics.Convonix as Associate Directors.

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Google has become more open in the last 12 months: GroupM report

In the second State of the Video report, GroupM delivered many valuable insights into the industry-wide changes that are shaping the video ecosystem

exchange4media News Service 2 days ago

groupmreport

Google has opened up its doors to agencies in light of increasing brand safety concerns, GroupM has said in a report. 

In the second State of the Video report, GroupM said that “Google, for one, has become more open in the last 12 months - as it had to.”

Concerns about brand safety peaked in 2017 and the topic continues to remain one of the hottest topics of conversation between client and agency. In the report GroupM said that the agency has always asked that media partners allow true third-party verification via a tag on the page. “Our most concerned clients demand it and direct investment to partners who comply. Resisting independent verification creates doubt among planners and clients alike as to what’s really going on.” 

The report delivered other valuable insights into the industry-wide changes that are shaping the video ecosystem. The highlights: 

Modernising TV Advertising 

The report that studies the trends in the world of video content, mediums, and advertising drew attention the perils and procedural quagmires of addressable television advertising. 

Ad buying ecosystem on television is “complicated” the report said. “In 2018, we are in limbo between the traditional and the modern. We have a choice: Force-fit digital video into linear mechanisms, systems and pricing structures, or modernise television to look more like digital – targeted, automated and optimised,” the report states. 

Explaining the paradox of modernising television advertising with addressability the report said: Television’s core function is still reach. Data adornments are welcome only if they make that reach more intelligent and more intimate, expanding television’s relationship to sales and downstream financial and performance metrics, as any advertiser on earth would hope to achieve. 

A Prime Platform for Advertisers?

Amazon Advertising encompasses tools for buying, search, and display formats. The Amazon advertising suite offers both pure branding and aids to sustain awareness over time through retargeting. Amazon has multiple tools for advertisers from Sponsored Products and Sponsored Brands, Amazon DSP, and Advertiser Audiences. 

But Amazon’s Video OTT platform is not primed for advertisers the report suggested. Amazon Prime is almost entirely free of spot advertising, but Amazon does offer ad inventory in Twitch and IMDb, as well as natural breaks in NFL games on Prime in the US and on its website and app. 

“Video advertising is scarce, so Amazon Prime should not be viewed as a significant competitor in the supply of ad inventory,” the report said. 

Amazon video’s potential to complement its proven strengths in product search and e-commerce excites advertisers. But Amazon is dispensing with ads on Prime “to preserve its user experience, but may develop free and themed channels where advertising sits more naturally,” the report said. 

Crystal ball gazing

As the ecosystem gets more and more complex it is “better to get back to basics,” GroupM said in the report. “The purpose of advertising is to create demand and then harvest it. All channels have the potential to contribute to both. They do that best when they create a great user experience for both viewers (users) and advertisers.”

Finally the report advised advertisers to get used to making video that is relevant to the user and the platform use case. “This is essential if they are to benefit from a data-rich, multi-platform world.”

The agency further predicted that linear viewing of ad-supported TV is not going to grow, the economics of ad-funded OTT are questionable and that subscription fatigue is eventually inevitable. The undeniable truth that the report concluded is that: It is only going to get harder to get audiences to sit through interruptive ads.
 

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