Native advertising is still misunderstood: Andrew Burke, APAC MD, Outbrain

Burke was in India to launch the Outbrain Academy for Clients in India

andrew burke

After bringing the Outbrain Academy for Agencies to India in 2017, the native advertising platform has introduced the Outbrain Academy for Clients in India this year.  The first session was held in Mumbai recently for a select group of clients.

Explaining the need for a programme of this kind, Andrew Burke, APAC Managing Director, Outbrain, said, “The dynamic of the industry is such that it moves so quickly. Demand on agencies and publishers is such that we have to continually be in the marketplace helping our partners understand how to leverage the platform to get the most out of it.”

“So conducting these sessions is a great opportunity to not only showcase all that Outbrain has to offer as a platform but help all those who leverage it to get the most out of it to deliver the sort of performance that they are trying to achieve. We want to present a transparent understanding to the clients,” he added. 

In the APAC region, native advertising marketing is estimated to be worth around USD 50-60 billion. Burke said he is seeing slower growth in India than in other markets. “But it seems to be picking up. We think India is a huge opportunity for us,” he said. Although native advertising is still a small part of the market, Burke believes “the reason we exist and we are successful is because marketers are looking for options.” He adds, “We certainly do not feel that a digital marketing strategy is complete with just Outbrain. What we want to move into is to be an always considered part of any marketer’s plan and to work in conjunction with other players.” 

Burke spoke to exchange4media on the sidelines of the launch of the Outbrain Academy for Clients.

Edited Excerpts: 

What was the necessity to launch this academy?

Educating the market is a very critical role for us to play. Whether clients are buying the tools themselves or not, we want the clients to understand what they have at their fingertips and what they can do for their brands.  Some advertisers are taking parts of their media initiatives in-house.

Once equipped with the Outbrain Certification for Clients, do you expect more clients to take the Outbrain function in-house?

To each his own. I feel if there is a specific reason a brand wants to take a particular part of their marketing strategy and manage that in-house because that works better for them, we want to be sure that we can support that. At the same time, it is a good option for these businesses to have.

Because there may be some elements of their marketing strategy that they do want to control in-house. And for others, they can rely on their agency partners. These academies and sessions give clients the choice to truly understand whether in-housing is truly an option for them. 

What do you think is holding clients back from investing in native advertising? 

In some ways, native advertising is still misunderstood. It is still nascent and is a rapidly growing part of the overall marketing activity. What we are seeing though is more success which is coming out of native advertising, particularly at the performance level. As brands and businesses get better at pinpointing exactly what it is that they are trying to derive out of any activity or any dollar they spend, native is becoming more and more reliable platform to execute on. 

Why do you say native advertising is misunderstood? What do you mean by that? And what’s next?

We are continually battling a display mentality. For example, brands mark viewability as a metric that defines success for them. At a display level, viewability is a high and important metric, but it is not so important for native. That’s why these academies are so important because we need to educate the market as to why viewability is not as important in native while other metrics are significantly important to us. 

What’s next in native advertising from Outbrain?

Non-social feeds are coming up. Outbrain’s Smart Feed turns the web page into an endless stream of content. The publisher integrates direct-sold campaigns into native ads while mixing it up with editorial and video content. The reader continues to scroll, instantly delivered with targeted native ads that match their interests.

The beauty of the Smart Feed is that it integrates native ads with the scroll experience, which has become an integral part of the way people behave online today. Most of the time online is spent on a mobile device. The screen is small, and we touch-scroll to get the information we want. In fact, 22 per cent of mobile users scroll to the end of the web page, no matter how long it is.

Once, we would mindlessly flip the pages of a magazine till something interesting caught our eye. Today, we scroll and scroll and scroll and scroll…until we find content we love. That’s the genius behind native advertising on the Smart Feed – the scroll that goes on and on.

What are the metrics that are important to native advertising? 

Engagement for one; it is a very important metric for us and we are focusing on attention as the new currency. We are very focussed on delivering a great experience for consumers so that it enables us to help support our publishers whether they are trying to drive subscriptions or deeper engagement into a publication or another publication within the network or whether it is simply them trying to bolster revenue.

There is a great role for us to play in delivering highly engaging content/promoted ads/other recommendations that enable users to come into a property and have a great discovery experience. 

And finally, please tell us why are online marketers increasingly turning to native advertising now?

Native advertising works. Consumers look at native ads 53 per cent more than display ads. Native ads create an 18 per cent increase in purchase intent, and the visual engagement with native ads is the same, and even slightly higher than the original editorial content. Native advertising fights ad fatigue.

Ad fatigue is what happens when the audience gets bored with seeing ads. After a while, they simply stop paying attention. Native ads are brand exposure cloaked in editorial content, so they don’t tire out the audience. As long as the content is relevant and interesting, native advertising engages the audience.

Consumers know that native ads are a form of advertising, but they don’t care! In a recent study at Stanford University, researchers found that native advertising fools nobody. Consumers are well aware that they are viewing a form of advertising. However, native ads still have a significant effect on purchase behaviour.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

T-Series ventures into digital space; to produce web-series & web-films

The new venture will be headed by Vinod Bhanushali, who is currently the President- Media, Marketing, Publishing (TV) and Music Acquisitions at T-Series

TSeries

After proving to be the leader of the music industry and establishing themselves a successful film studio, T-Series is all set to enter the digital space with web series and web films. Bhushan Kumar’s T-Series along with producing films and music videos have ventured out into locking scripts for web-shows and web-films. With the growing demand for digital content, the production house has decided to expand their avenues and explore a new, yet familiar territory of digital space. The new venture will be headed by, Vinod Bhanushali, who is currently the President- Media, Marketing, Publishing (TV) and Music Acquisitions at T-Series.

Speaking on the expansion, T-Series head, Bhushan Kumar says, “This is the time to expand into digital space with shows and films. There exists a huge audience across the globe that you reach out to with this medium. Web-shows and web-films have an audience for all kinds of genres of storytelling and different languages as well. Along with producing films, we want to create content for digital space and give a platform for new directors and storytellers.”

Bhanushali, who has worked with T-Series for around two decades, along with his team has already started working on scripts and pre-production of a few series and films. T-Series is already working with digital platforms like Netflix, Amazon Prime, Hotstar, Zee5 and other such platforms for digital distribution of their home productions.

Speaking on his new role, Vinod Bhanushali, says, “Digital viewership is growing at a rapid speed and is a huge platform that needed to be tapped by us. Web shows and films have their own set of audience and are a huge market as everyone – all ages, races, languages, communities across the world are hooked on to it. There are some stories that are not meant for the 70mm screen yet they are needed to be told. They are commercial yet strong content films. With a new space that has evolved, web-shows and web-films have become a huge demand which is tested and proven to be successful. We have a lot of scripts coming to us every day and many of them are a perfect fit for this medium. We want to give a chance to these storytellers to bring forth their stories. T-Series will now become a platform to produce these stories and associate with our existing digital platforms to release our content.”

Music has always been an important aspect of all T-Series films. Even with the new space which will explore fiction, non-fiction stories on a digital platform, music will still be a very integral part.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Zee5 turns one with 60mn users, announces 72 originals across 6 languages by March 2020

The regional market is where the future of entertainment lies, says Tarun Katial, CEO, Zee5

ZEE5

Zee Entertainment Enterprises Limited’s OTT platform Zee5 completed one year on Thursday. According to Tarun Katial, CEO at Zee5, it has the right mix of content, technology and brand associations that has kept the digital entertainment platform stay ahead of competition.

 

With a 60 million user base at the moment, Zee5 is targeting to touch 100 million in the new fiscal. Focus on the right kind of the content is the top priority for Zee5 at the moment, Katial said.

 

“We have got everyone from Sunny Leone, to Emraan Hashmi, Kunal Kemmu to now Arjun Rampal and many more debuts on digital with us. Since it is our first year, the star cast has helped us to draw attention. We plan to continue with the trend but build our base strong enough in terms of original content so that star cast is not the only attraction of these productions,” Katial said.

 

On their first anniversary which was also Valentine’s Day, Zee 5 announced the world digital premiere of ‘Kedarnath’. Not just films, there are plans for a host of original content too. To start with, 72 new originals have been planned across six languages, including Hindi, Marathi, Bengali, Telugu, Tamil and Malayalam and all before March 2020.

 

In its anniversary month, Zee5 has also announced ‘The Final Call’ that premiers on February 22 and stars Arjun Rampal, in his digital debut. Based on Priya Kumar’s book, ‘I will go with you’, the thriller also stars Sakshi Tanwar and Jaaved Jaaferi.

 

However, it is not just Hindi that Zee is concentrating on. Katial said, “The regional market is where the future of entertainment lies – our next viewers will come from there. We are cognizant of this and are building an ecosystem to add more value to our stakeholders in these markets.”

 

“We are taking the originals beyond Hindi and this is what sets us apart from others on the segment. We will be launching ‘Sharate Aaj’, a Bengali original that is shot completely in London. Also lined up for February are Tamil originals like ‘D7’ and ‘Kalavu’, Malayalam originals like ‘Mirror' and ‘Aarpoo’ as well as Marathi original ‘Sex, Drugs and Theatre’. ZEE5 Originals, ‘Rangbaaz’ and the Marathi show ‘Date with Saie’ are now also available in Tamil, Telugu, Bengali, Kannada, Marathi and Malayalam,’ he added.

 

Kunal Kemmu has also made his digital debut with crime thriller ‘Abhay’ that took off on ZEE5 on February 7.

The platform also has Pakistani, Turkish and Korean content lined up as acquired content. New genres of content are also on the cards for Zee5. Video news section is one new genre that the platform is already working on. A music video section is also on the cards for the new fiscal.

 

Alongside the content line-up, Zee 5 is also looking at maximum technology integration. While 11 navigational languages, content download option and voice search are some of the technology already implemented on the platform, there is more in store for the new fiscal.

 

“We plan to use more of Artificial Intelligence. We have already started AI led auto preview of content on our web platform and soon we’d do that for our app too,” added Katial.

 

To celebrate the anniversary, ZEE5 has also launched a special 30 per cent discount on both annual packs – all access pack would be available at Rs 999 and regional pack at Rs 499. The discounted rates are available between February 14 and March 31.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Shemaroo launches OTT platform, ShemarooMe

The platform will offer Indian video content across Bollywood, Gujarati, Devotion, Punjabi and Kids genre

SheamrooMe

Shemaroo Entertainment Limited has launched its Over the Top platform ShemarooMe. The platform was launched in Mumbai in the presence of actor Tiger Shroff.

The company in a statement said, “ShemarooMe is a comprehensive app for the Indian market with a diverse and exclusive content offering for an audience looking for Indian video content across Bollywood, Gujarati, Devotion, Punjabi, and Kids genre to cater to the needs of all age groups.”

“ShemarooMe aims to celebrate the fans who cherish the opportunity to watch their favourite content over and over again, relishing every dialogue and memorising every scene till it's etched in their hearts. It aims to address the needs of the everyday Indian from across the country who are comfortable in their native language and connect with their intrinsic taste of masala content that they have built over years,” the statement mentioned.

According to a Google-KPMG 2017 report, 75% of India’s internet user base will consist of Indian language internet users by 2021. It goes on to mention that India which had nearly 300 million smartphone users in 2017 is only going to have larger growth prospect with the number expected to cross 440 million by 2022.

ShemarooMe aims to reach out to these masses even beyond metros whose content preferences are not limited to the niche English speaking consumer. With customised offerings on the slate, ShemarooMe will suit the different content preferences of every Indian. It will have seven distinct categories on offer - Bollywood Classic, Bollywood Plus, Gujarati, Kids, Bhakti, Ibaadat and Punjabi and will give consumers the freedom to pick and choose the categories of content and pay for them separately.

Speaking on the occasion, Hiren Gada, CEO, Shemaroo Entertainment, said, “This is a big leap for Shemaroo. As a company, we have always understood the real pulse of the Indian audience and our history is a testimony to that. While Bollywood - both classic and contemporary - is our core strength, we aim to bring a rich and diverse offering far beyond that for the underserved consumers and definitely do more to sustain the nostalgia economy.”

Tiger Shroff added, “Shemaroo has been an indispensable part of my childhood and growing years. As a child, I remember watching the movies I’ve loved watching over and over again. Today, I am happy that Shemaroo now gives me the opportunity to watch my all-time favourite Bollywood movies. I am a true-blue Bollywood fan and ShemarooMe is a tribute to the asli fan across India. Shemaroo has a grip on the pulse of the Indian consumers and can cater to the demands of every generation with its never-ending list of rich content and I am super excited to be present here.”

Zubin Dubash, COO, Digital, Shemaroo Entertainment Limited, said, “Through ShemarooMe, we wish to pamper Indians with great content that can be watched over and over again. Great content needs greater technology. Our content is offered on a state-of-art, robust platform, with a road map of features to woo our audiences. From live to linear to VOD content, we have all forms of consumption options available for our customers. We will be expanding our OTT distribution through strategic partnerships, to offer exciting content across multiple platforms catering to the target audience and we do hope this is cherished by our audiences who have supported us for over 55 years!”

Consumers have the option to buy individual packs piece meal or the all access pack of ShemarooMe. Introductory pricing Individual category plans cost - Rs. 49/ month or Rs. 499/ year. The All access plans cost Rs. 99/ month or Rs. 999/ year.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

PhonePe now live on Dream11

As part of the partnership, Dream11 users will get a 30% cashback offer from PhonePe

collage

Payment platform PhonePe has entered into a partnership with Dream11. As part of the association, PhonePe is live and first to offer direct UPI payments solution on the Dream11 platform. The users will also be able to avail a 30% cashback* on 3 transactions up-to INR 75 on using PhonePe as a payment option on the Dream11 app, the company said in a statement.

Commenting on the partnership, Ankit Gaur, Director – Online Business, PhonePe, said, “We are very excited to partner with Dream 11, the country’s biggest sports game. Over the last few years, Dream11 has seen phenomenal growth with a constantly growing user base. The next few months will see some of the biggest cricket tournaments including the much-awaited World Cup 2019 and the Indian Premier League (IPL), among others. There will be huge interest in fantasy cricket on Dream11 during this period and with this association, we are hoping to create a more seamless and hassle-free experience for the users allowing them to pay using their preferred payment solution, PhonePe.”

Commenting on the partnership, Bhavit Sheth, Co-Founder and COO of Dream11, said, “We are happy to partner with PhonePe as it is a rapidly growing payment platform with over 150 million users. This partnership is in line with our commitment to provide trustworthy, hassle-free and multiple payment options, like UPI, for our users along with cashback benefits.” 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

FB ropes in ex-journalist Natasha Jog as election integrity lead for India: Reports

New Delhi-based Jog will report to Katie Harbath, Facebook’s public policy director, global elections, say media reports

Facebookimage

Facebook has reportedly hired former journalist Natasha Jog as its election integrity lead for India. The social media giant is said to have chosen Jog after nearly four months of sarch process.

According to media reports, New Delhi-based Jog will report to Katie Harbath, Facebook’s public policy director, global elections. 

According to her LinkedIn profile, Jog was employed with NDTV for more than 18 years, across various roles. 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

MX Player launches trailer of Original Series ‘Aafat’

The show streams for free starting 20th February only on MX Player

AfatFinal

Five beautiful girls with five unusual eccentricities and one common problem – being stereotyped! That’s what MX Original Series ‘Aafat’ is all about! MX Player brings viewers this web series that is a hilarious yet thought provoking take on arranged marriages and what society perceives to be “perfect bride” material.

The series stars Chitrashi Rawat, Pushtiie Shakti, Nikita Dutta, Anshul Chauhan, Neelam Sivia, Sidharth Bhardwaj and Seema Pahwa in key roles and is directed by Shanhant Shah. The show streams for free starting 20th February only on MX Player.

Aafat is the story of five prospective women who would suit for any man on Earth but each of these firebrands has a unique quirk that many believe to be imperfections. Their lives run parallel to each other with a common thread attached - the boy who they are meeting from a marriage agency. Ayesha (Anshul Chauhan) is a successful voice-over artist but she’s NEVER waxed her body. Anu (Neelam Sivia) is India’s modern young woman who works as a coder in an MNC. But, she’s bald! Faiza (Chitrashri Rawat) has a way with words, she is an aspiring poet but one with really colourful language. Aditi (Shakti) holds an MBA degree and is born with a silverspoon but she is overweight. Titli (Nikita Dutta) is a talented entrepreneur but her scorecard is flawed as she is a divorcee.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Hike ties up with Gully Boy as exclusive messaging partner

Towards the release of Gully Boy on February 14, Hike will release stickers inspired from the movie

GullyBoyHike

Homegrown instant messaging app Hike has announced its tie-up with Ranveer Singh’s upcoming film Gully Boy as a messaging partner.

Towards the release of Gully Boy on February 14, Hike will release stickers inspired from the movie. The stickers will let users you express in the ‘gully style’, using phrases from popular dialogues and songs from the movie.

  The stickers are available in-app. Hike users can download these packs from the PlayStore and AppStore and take the gully style online.

 The company in a statement said that Stickers are one of the most loved features of Hike and over 300 million stickers are exchanged every day.

Gully Boy is a Hindi-language musical drama film based on an aspiring rapper from a gully in Bombay and his journey from realizing his love for rap to chasing his dream. The movie is inspired by the lives of two Indian rappers aka gully boys— Divine and Naezy. Produced by Zoya Akhtar, Farhan Akhtar, Ritesh Sidhwani, the movie will be released under Excel Entertainment on February 14, 2019.

 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Aneesh Surender Madani, Head of Sports Partnerships, Asia Pacific, Twitter has quit

Madani was with Twitter for more than five years; he has also been with Neo Sports, Nimbus Communication Limited, and Leo Burnett India

aneesh madani

Aneesh Surender Madani, Head of Sports Partnerships, Asia Pacific at Twitter has put down his papers. He announced his move on Twitter, “It’s time for the next adventure! @Twitter, you will always have my heart. #LoveWhereYouWorked”, he wrote in the post.

Balaji Krish, Interim Country Head, Twitter India, replied on his post, saying “Aneesh, you had an incredibly impactful Dravidesque innings helping make Twitter the go-to platform for sports fans, athletes, teams and broadcasters in India and across APAC. Rest up and load up for your next adventure, all the very best!"

He had spent more than 5 years with Twitter. Prior to this, he was the Senior Manager, Neo Sports Broadcast Pvt. Ltd. He also had stints with Nimbus Communication Limited, and Leo Burnett India.

He is a graduate of MICA, and joined Twitter in 2013.

It’s time for the next adventure! @Twitter, you will always have my heart. #LoveWhereYouWorked pic.twitter.com/3VjaY3f8Yj

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Ahead of polls, Facebook ropes in 5 new fact-checking partners

The social media giant's programme is meant to curb the spread of fake news on its platform

Facebookimage

In the run-up to the general election in the country, Facebook has added five new partners to its third-party fact-checking programme, according to media reports. The social media giant runs the programme to curb the spread of fake news on its platform.

These new partners are India Today Group, Vishvas.news, Factly, Newsmobile and Fact Crescendo. They will review stories on Facebook. BOOM Live and AFP were Facebook’s existing partners

With the addition of new partners, Facebook has also expanded the programme to three languages. The partners will now do fact checking in six languages-- English, Hindi, Bengali, Telugu, Malayalam and Marathi.

After fact-checking, if a story is rated false, the social network shows it lower in news feed, thus reducing its distribution.

Manish Khanduri, News Partnership Head, Facebook India, reportedly said in a statement, "We are excited to announce new partners including some leading traditional media to our fact checking programme in India. We are committed to fighting the spread of false news on Facebook, especially ahead of the 2019 general election campaign season." 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Pricing drives more than 80% of digital pitches: Gopa Kumar, Isobar India

Gopa Kumar, EVP, Isobar India, speaks about the current status of the digital media industry in India, Isobar’s focus areas for 2019, and more

gopa kumar

Gopa Kumar, Executive Vice President, Isobar, was part of the founding team of the agency in India. For ten years now, Kumar has played a key role in Isobar’s growth and expansion. In a candid interview with exchange4media, Kumar spoke about the current status of the digital media industry in India and Isobar’s focus areas for 2019. 

He said that as clients are increasing their spends on digital, they are more keen on extracting more value for their money over choosing a better strategy. “While the demand is for exclusive resources, the pricing is very clearly not measuring up to the business demands,” he said. Kumar further said that Isobar is going to selective about the pitches it takes part in and will prefer to work with brands that need assistance with business transformation involving digital tools and services. 

Edited Excerpts: 

You lead the Delhi business for Isobar in India. Can you give us an overview of the Delhi operations of Isobar?

From the business perspective, Isobar Delhi doubled its growth in 2018; we exceeded our expectations, so that is a great moment for us currently. We have been able to close clients across categories - that was one target which we were aiming for in 2018 and we are glad to have achieved this objective. In 2019 also we plan to pursue this same objective; to have fewer but clients across a wide spectrum. Last year in the second half we were making a lot of pitches, but this year we will be selective in the pitches we make, ensuring that every pitch is in line with Isobar’s overall objectives and focus on bigger categories. 

It is interesting you mention that. In the last quarter of 2018 agencies were kept busy by around 10-15 digital media pitches...

The focus among marketers is increasingly on digital. There are cases now where clients are looking at integrated agencies and some continue to have their digital initiatives kept separate from the mainline work. So there are a high number of pitches in digital in particular. 

In fact, the digital pitches sometimes are done merely for the heck of it and nothing conclusive comes out of it. It actually takes too much effort to work on those pitches and sometimes when you see that the scale of certain digital businesses is low, it is not viable to put in a big effort behind those pitches. 

Currently, the scale at which Isobar is operating, we would like to work with clients who are able to let us make a meaningful difference to their business. If we are able to do that on a project basis or on a long-term AOR basis, only then will we want to engage with clients. 

Traditional media buying is heavily dependent on clout. How does it work in the digital media space?

Since the digital pie has been increasing over the years and is now a substantial expenditure for marketers, price has become a key criterion for clients. We are now seeing clients and marketers trying to drive the price down and looking at more value for their money they spend. While the demand is for exclusive resources, the pricing is very clearly not measuring up to the business demands. 

Only 15% of digital pitches are based on strategy. Brands that are focussed on driving business results are looking at the strategy aspect more closely and long term-partnerships but these are few and far between. Eventually, price rules because advertising and marketing is an expense for clients. 

Digital has for too long been perceived as a medium for performance campaigns and not so much for brand building. Is this outlook changing now?

Yes, the mindset of marketers towards digital is surely changing. Digital has always been about performance, but as more people come online and spend more time online clients are looking at the various ways in which they can build brands online. We now get a good number of briefs for brand building. 

This mindset shift also needs to come from the agency side also. We (digital agencies) have always been seen as execution agencies; a digital agency enters at the last moment when the brand positioning is done, the creative agency has already come up with the idea, and the media plans have been drawn up. Now that digital has become a central part of a client’s marketing initiatives, we need to think about making strategic contributions to the brand in every aspect. 

The options for digital video ads are now varied, what are marketers most excited about?

Google and Facebook remain the standard destinations for clients. That said, live-event telecast on OTT platforms sees very high interest from advertisers; of the live events, cricket rules. There is also huge interest in big-ticket shows like Big Boss or Koffee with Karan which have huge resonance online and are massively consumed through OTT channels. Advertisers are now also very keen on content integration in original OTT content. This is a long-term process and the opportunities are limited because the script has to align with the brand. 

There is a perception that the lack of uniform measurement is holding back marketers from increasing digital spends. Your thoughts?

Yes, everyone is asking for a uniform video measurement solution. It would be great if the international tech giants and the Indian OTT players could all agree to share data and help the ecosystem. That said, we cannot stop our digital video spends in the meantime. Until we have the solution agencies and clients need, we are looking at third-party measurement - while this is not foolproof, it is one solution. Till the time we don’t have a complete solution we are looking at these platforms at their merits. 
 
Do you trust these walled gardens and their claims? 

On television, for example, the measurement is based on a sample and then extrapolated to the universe of TV viewers in India. That’s an estimate and not an exact figure, but advertisers are investing money in the television medium despite this fact. On digital also we have a ballpark figure that we are able to follow and use as a guideline. 
 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.