Mobile-first programmatic campaigns across video, gaming deliver enhanced ROI: InMobi

The 2022 India Mobile Marketing Handbook says marketing organisations will have to centre strategies around people, platforms, and partners to stay ahead of the curve

e4m by exchange4media Staff
Published: Jan 21, 2022 8:56 AM  | 3 min read
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The 2022 India Mobile Marketing Handbook released by mobile marketing firm InMobi has three key takeaways for brands and agencies. According to the report, marketers need to understand their consumers with mobile-first consumer intelligence. Secondly, they must meet their consumers where they are with mobile video and gaming and thirdly, brands must enable consumers with immersive experiences that inform. 

The report further stated that mobile users generate a huge amount of data as they are always connected. Brands can use this data to understand consumer sentiment and create more targeted, personalised experiences, especially with technologies such as polygon-based location targeting and first-party data-based deterministic audiences, it added.

With video and gaming taking considerable attention of users, the report states that advertisers must focus on these two segments as mobile-first programmatic campaigns across these environments have seen a great upswing in delivering enhanced ROI for brands.

Further, the report notes that brands must focus on driving personalised experiences at a scale that empowers consumers. It added that this can be in the form of helping them buy products instantly on shoppable ads, or bridging the gaps between their digital and physical universes with online to offline experiences, or even reaching members across a household with cross-device solutions.

The report added that the marketing organisations will have to center the strategies around three key pillars to stay ahead of the curve. The three pillars are: people, platforms, and partners. Right investments across these three buckets will help brands to stand the test of time.

As per the report, brands that do not build on their mobile marketing maturity will be left behind the competition and more importantly, will fail to keep pace with the connected consumer. Resilient brands, on the other hand, will focus on leveraging programmatic buying, video, gaming advertising, and data-driven personalization on mobile in 2022.

In the report's foreword, Vasuta Agarwal, Senior Vice President, and MD, APAC, InMobi said 2021 was a tale of two halves for India’s advertising ecosystem as mobile became the lifeline of consumers and marketing organisations while the data streams that helped build rich experiences for users came under the scanner.

"Advertisers across the nation continue to focus on being in lockstep with their consumers who are now exploring digital avenues at an unprecedented pace. And while there has been a great buzz about the possibility of the metaverse, the truth is that there is an entire generation of consumers who are already living in a version of this reality," Agarwal said.

She added, "Be it shopping on apps to meet their daily needs, watching the latest movies in the palm of their hands, or gaming to connect with the virtual communities – Indians have embraced their digital lives. Naturally, as they spend more time plugged into their phones, consumer’s expectations from brands have also dramatically risen, who are now willing to engage in meaningful data exchange provided it enables a more fulfilling brand interaction."

Agarwal said InMobi is extremely bullish about Mobile Gaming, Programmatic Mobile Video, and Personalised Experiences at Scale. "Brands who are cognizant of their consumers' expectations and maximise the potential of each channel by creating personalized, and immersive experiences are bound to rise on top in 2022," she added.

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Hey Google, how does Bard impact advertisers and the future of search?

Experts believe that Bard will create some unique opportunities for brands to reach their audiences in a manner more natural than before

By Shantanu David | Feb 8, 2023 7:43 AM   |   5 min read


Having long been the bread and butter of Google, its search function soon became the go-to place for you and me to find the best kinds of bread and butter, with bakers and FMCGs vying, and paying, for the top spot in the results. From sandwiches to spaceships, Google search has been the default page of many an internet browser, and a Delphic oracle for modern life.

With Bard soon entering the chat that is dominating, and writing, headlines as conversational AI enters the mainstream. That being said, Google has a long history of using AI to improve its search results. And Bard is a natural progression to the position zero results—snippets that appear before the primary organic listings. Even today, when you search using questions, Google will show you the answer to the question apart from listing the URLs of relevant pages. Your search for the cricket score, weather, and questions, and the result is out there irrespective of if you are searching using text or voice.

While referring to the above, Vivek Kumar Anand, Director, Business and Innovation, DViO Digital, believes that the one significant difference between the current feature snippet result and the Bard result is that for Bard, there will be no single correct response, and it will source the result from various sources, unlike the snippet, which sources the information from a single best authoritative source for that topic.

“But then how the marketers will use it will be very similar to how marketers leverage position zero, focusing on long-tail conversational keywords,” he says, adding, “Similar marketing activities will be leveraged for the Bard, where the key focus will be to understand the search pattern, conversational keyword, intent and context of the search, and trends to create valuable and meaningful content and get featured in the Bard result.”

Raghav Bagai, co-founder of Sociowash, believes Google has always been superior in its game, and every extension or feature introduced in the past has worked in favor of the advertisers and the users. “Google has enjoyed over 90% of all searches on the internet for the better part of two decades now. With the announcement of Microsoft incorporating ChatGPT within its own search engine Bing, they seemed to have kickstarted the AI wars.”

While this may seem like a knee-jerk reaction by Google to mitigate any threats to its dominance in the space, Alphabet clearly has had AI integration plans of its own in the works, albeit the plans may have gotten accelerated based on the Microsoft announcements.

And while the AI wars have just started, with Microsoft-backed ChatGPT clearly having the first mover advantage, it should be noted in previous arenas, Google has prevailed, with Android having short-circuited the Windows Phone, and Chrome becoming the site on which to check out cruel memes of Internet Explorer.

In fact, according to a collation of reports in global desktop market shares for search engines between 2015 and 2022, as of December 2022, while market leader Google had a share of around 84.08 percent, Bing accounted for nearly nine percent of the global search market.

Tanvi Bosmia, Associate Account Director, Brand Experience, SoCheers, agrees and points out that every internet user’s first go-to action to find an answer to a question is to ‘Google it.’ “With Google announcing the rollout of Bard, the chatbot claims to be able to explain the most complex things in simple terms which are easier for a layman to understand, be it tips for planning a party or getting lunch/dinner ideas based on what's in your fridge,” she says,

It also has an edge over its competitors as it answers questions which are much deeper like about recent events, movies, and more, whereas other platforms’ knowledge is restricted to internet data until 2021. This will also lead to AI-integrated features in Google Search that will give complex information to users in easy-to-consume formats.

“This, in my opinion, could prove to be a great opportunity for advertisers, and have long form content make a comeback which will be completely backwards from the type of things a user searches on the internet. For instance, one of the brands we manage - Croma, has an official blog called Unboxed which is focused on everything you need to know about tech and electronics. If a user is searching for any product with exact specifications, then the AI is likely to pull up data from the blog,” she says.

Similarly, she adds that if a user is searching for exact food recipes, a food brand could have a blog page with all the recipes on their website which also means that they would have to focus their efforts on effective SEO & SEM. “Having said that, there is no way to see who the owner of the content is and considering Google is about searching on the internet, it’ll be great to see Google give credit or lead the user back to the source of the content which in turn will be a plus for better brand attribution for the source.”

With search results becoming more simplified and more naturalistic and conversational, Bard will do the same for Google. Bagai says this creates new and unique opportunities for advertisers, helping them seamlessly reach their audiences in a more natural manner than before. “It will reduce the complexity of a product/service and translate it into an easy-to-understand format thus catering to the larger customer diaspora. We are yet to explore its full potential but are hopeful that it will help in uplifting the identity of each product,” he concludes.

NOTE: This is still a human-generated article.

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Snap’s growth engine slows down globally, India bucks the trend

Snapchat India ops doubled its revenue in FY22. While globally, it posted almost flat revenue in the December quarter

By exchange4media Staff | Feb 8, 2023 7:09 AM   |   2 min read


Snap Camera India Ltd, the Indian arm of Snapchat’s parent company, has doubled its revenue in India to Rs. 66 crore in FY22 from Rs. 33 cr in FY21, according to data sourced by Tofler. 

The company, which entered the Indian market in 2019 and currently enjoys an estimated 150 million users in the country, recorded a 114% jump in net profit for FY22 to Rs 6.2 crore. 

Its expenses in India nearly doubled year-on-year, going from Rs 28 Cr in FY21 to Rs 57 Cr in FY22. 

Snapchat derives a big chunk of its revenue from advertisements. It also launched a premium subscription service in India in August 2022, called Snapchat+. 

In contrast, Snap’s growth has slowed down globally. It recently posted its quarterly revenue of $1.3 billion, almost flat from the year prior. For the full year, its revenue grew 12%, a slower rate than predicted. 

Global economic constraints, weaker advertiser demands, increased competition in the social media market, disruptions to its ad business from Apple’s app privacy changes,  high interest rates and inflation are being cited as the prime reasons behind the slow down in growth. 

The situation appears to be even worse in the current quarter. Snap said it has already seen a 7% revenue decline so far in the first quarter compared to the year prior. It estimates revenue for the first three months of the year will be down between 2% and 10% compared to the previous year. 

Snap also posted a net loss of more than $288 million in the quarter, compared to the $22.5 million in net income it earned in the same period a year ago. The report marked the fourth straight quarter of net losses for Snap. 

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Meta and MeitY team up for digital safety campaign

Meta has also launched #DigitalSuraksha on Safer Internet Day, with several new initiatives for online safety

By exchange4media Staff | Feb 7, 2023 4:35 PM   |   5 min read


Meta today announced its partnership with the Ministry of Electronics and Information Technology (MeitY) for the G20 Stay Safe Online Campaign. As part of the partnership with MeitY, Meta will create and share helpful resources in multiple Indian languages through various channels, to spread awareness on how to stay safe online.

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The resources under the G20 Stay Safe Online will cover themes such as tackling online frauds, how to report harmful content, tips to keep yourself safe when interacting online and more. India is at the cusp of becoming a $ trillion digital economy and at the time when India is holding the G20 presidency, this strategic partnership will not only support and equip the existing Internet users but will also be beneficial for the rapidly increasing new Internet users in India.

Speaking on the partnership, Akash Tripathi, CEO, MyGov said, “Under PM Modi’s vision of India’s Techade, we are witnessing rapid digital adoption and with this growth, there is a need to create easy to access tools and resources to protect users from increasing cyber crimes. We, at MeitY, have designed a Stay Safe online campaign in this year of India's G20 Presidency and we are glad that tech companies like Meta are taking a lead in supporting the government’s vision of building an inclusive digital space which is free of severe online threats.”

On Safer Internet Day, Meta has also launched #DigitalSuraksha campaign builds on the company's efforts to offer a safer and inclusive internet to everyone.  The first phase of #DigitalSuraksha includes a partnership with Delhi Police to provide digital literacy to users in Delhi. The current phase of #DigitalSuraksha also includes a slew of measures on enabling digital education and literacy across youth well-being, child safety, tackling misinformation as well as the overall education of users towards various safety tools and resources available across Meta platforms.

Natasha Jog, Head, Public Policy, Instagram and Policy Programs, Facebook India (Meta), said, “The G20 Presidency opens up a great opportunity for India to design and create an ever-inclusive Internet model for the world, and we are excited to partner with the Ministry of Electronic and Information Technology in this endeavor. Creating a $1 trillion digital economy requires an ecosystem that is safe and empowering and we will support the government’s campaign by providing users with education, tools and resources to protect themselves in this rapidly evolving digital world.”

Providing Digital Literacy

Law enforcement agencies are a critical partner in ensuring online safety, under its #DigitalSuraksha campaign Meta will work with the Delhi Police on a 2-month long programme to provide digital literacy to 10,000 students across various schools and colleges in Delhi. Further, Meta and Delhi Police will jointly build resources to educate users about protecting themselves against online/ digital scams. As part of this partnership, Meta will also train Delhi police personnel on Meta’s various safety tools.

The #DigitalSuraksha campaign finds expression through a Digital Nagrik Pledge, which was also launched by Meta today, encouraging people across India to become responsible digital citizens (Nagriks). Built on Meta’s partnership with CBSE to provide Digital Citizenship course to 10 million students and 1 lac teachers, Digital Nagrik Pledge will further support the Indian Government’s objective to ensure an open, safe, trusted and accountable internet. The goal of the program will be to get 1 million people to pledge and to become safe digital citizens over the next one year.

Building Consumer Awareness

Underscoring the critical importance of educating users, Meta has also unpacked a series of consumer awareness initiatives on the tools and resources available for people to stay safe.

Building on the partnership with Delhi Police, for a period of one month, Meta will wrap one train on Delhi Metro’s Yellow line to educate users about safety tools available for them on Meta’s platforms.  Commuters will be redirected to Meta’s safety tools through a QR code.

A new ‘Help protect children. Don’t Share. Don’t Comment. Report.’ campaign was also launched, to prevent the sharing of child sexual abuse material (CSAM) and encouraging people to report such content instead. The campaign will educate users on the harm of sharing CSAM, and the impact it has on the victim and will encourage anyone who sees harmful videos and images of children to protect the victim by reporting it immediately to Facebook. The new campaign builds on the ‘Report it, don’t share it,’ campaign launched by Meta last year.

This year’s theme for Safer Internet Day underlines a crucial aspect of supporting young children by having conversations on life in the online world. With an aim to support and encourage meaningful conversations between parents and children around critical topics like use of social media, mental health and digital wellbeing, Meta has launched UnGap. A series of six episodes, UnGap is a chat show featuring pairings of well-known parents and children that includes actor Sheeba Chaddha and daughter Noor, actor Ahsaas Channa and mother Kulbir Badesron, comedian Abhishek Kumar and father Sundar Baalaji  and entrepreneur Roshan Abbas and daughter Ayatal Abbas, among others.

Additionally, an awareness campaign on ‘tips for tackling misinformation’ was also launched with Yuvaa, through short videos. Available in Hinglish, 15-second campaign videos will feature six simple tips and tricks on tackling and identifying misinformation.

Meta will continue to add more initiatives to the #DigitalSuraksha campaign over the year. These will be geared towards reaching a larger set of users by educating them, creating more awareness and advancing India’s agenda of digital inclusion and growth.

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Nicobar awards digital media mandate to First Economy

The digital marketing agency will undertake the brand's media strategy and overall media buying across all the digital platforms

By exchange4media Staff | Feb 7, 2023 3:48 PM   |   1 min read


Lifestyle brand Nicobar has awarded its digital media mandate to First Economy. The digital marketing agency will be responsible for the brand's media strategy and overall media buying across all the digital platforms. 

To reach the masses, the brand specifically wants to promote its collection and uphold its position in the market through performance-driven marketing. 

"During the inception of Nicobar, we always had a brand in mind that stays unique in this world of over-flowing repetitiveness. Nicobar, with its distinctive products, has always made its consumers happy and satisfied. To help the business grow, we wanted someone who had a great reputation for handling performance marketing. First Economy stood up to all our expectations." said Raul Rai, Co-founder, of Nicobar. 

First Economy has served many prestigious clients and delivered promising numbers to them by upscaling their growth charts. "Performance marketing has always been our strongest point and we have proved ourselves time and again. With this alliance, we wish to add value to the brand’s journey ahead and look forward to bringing a change in the lifestyle industry, " said Jigar Zatakia, Founder, of First Economy Pvt. Ltd. on acquiring Nicobar’s performance media mandate.

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Pocket Aces lays off 20% staffers

Co-Founder & CEO Aditi Srivastava has said via a social media post that the company is taking steps to keep the operating model resilient

By exchange4media Staff | Feb 7, 2023 10:01 AM   |   1 min read

Pocket Aces

Pocket Aces has said that it will be laying off nearly 20% of its total workforce.

The pink slips are being given to staffers from the content and production teams, as per reports.

Aditi Srivastava, Co-Founder and CEO of Pocket Aces said in a LinkedIn post that the company has to take “difficult but necessary steps to keep operating model agile and resilient.”

The company runs digital channels like Filter Copy and Dice Media. It recently raised funding from Sequoia India, DSP Group, and 3one4 Capital.

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Centre forms panel to mull if competition law needed for digital companies

A parliamentary panel has earlier recommended that there is a need to act against anti-competitive behaviour in the digital market

By exchange4media Staff | Feb 7, 2023 9:04 AM   |   1 min read


The Centre has formed a special committee to consider if there is a need for a separate competition law pertaining to digital companies, media networks have reported.

This comes after a parliamentary panel recommended the need to act against anti-competitive behaviour in the digital market.

It has also been suggested that a law be put in place to ensure a fair and transparent system.

Towards the end of last year, Minister of Information and Broadcasting Anurag Singh Thakur informed the Rajya Sabha that over 2,800 digital news publishers have furnished information under the Intermediary Guidelines and Digital Media Ethics Code of the Information Technology Act, 2000 rules. These rules provide a code of ethics for digital media publishers.

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Google Bard, direct competitor to ChatGPT, announces soft launch

Bard, which is based on Language Model for Dialogue Applications (LaMDA), was test released earlier than expected in direct response to ChatGPT

By Shantanu David | Feb 7, 2023 7:26 AM   |   3 min read

google bard

The AI arena continues to heat up with Google announcing the imminent launch of Bard, its director competitor to Microsoft-backed ChatGPT, which has recently taken the world by storm.

Alphabet CEO Sundar Pichai announced the soft launch of the AI to "trusted testers" in a blog post on Monday, Feb 6, US Time.

Pichai wrote, "Bard seeks to combine the breadth of the world’s knowledge with the power, intelligence and creativity of our large language models. It draws on information from the web to provide fresh, high-quality responses. Bard can be an outlet for creativity, and a launchpad for curiosity, helping you to explain new discoveries from NASA’s James Webb Space Telescope to a 9-year-old, or learn more about the best strikers in football right now, and then get drills to build your skills."

Bard, which is based on Language Model for Dialogue Applications (LaMDA), was test released earlier than expected in direct response to ChatGPT, developed on Open AI, which has been heavily backed by Microsoft (the tech giant recently announced a further  USD 10 billion investment in the technology and said it will be introducing it to a suite of its products including but not limited to MS Office, Bing among others).

ChatGPT has been making headlines, and indeed writing the news, with the conversational AI having been used to do everything from writing code and composing music to writing college essays and news articles to even passing business and law school exams, all at the prompting of a few words.

This is a huge potential risk to Google Search, the foundational product of the tech titan and a major contributor to its revenue through the advertising and preferential placement of products on its search pages.

As Pichai wrote, "One of the most exciting opportunities is how AI can deepen our understanding of information and turn it into useful knowledge more efficiently — making it easier for people to get to the heart of what they’re looking for and get things done. When people think of Google, they often think of turning to us for quick factual answers, like “how many keys does a piano have?” But increasingly, people are turning to Google for deeper insights and understanding — like, “is the piano or guitar easier to learn, and how much practice does each need?” Learning about a topic like this can take a lot of effort to figure out what you really need to know, and people often want to explore a diverse range of opinions or perspectives."

While tech enthusiasts have celebrated its achievements, several academicians and researchers have urged caution, with several universities even changing the format of their entrance processes so students can't use the AI to write their college application essays. And while this article hasn't been written by an AI (yet), watch this space for more.

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