Spotlight: This IPL, virtual reality brings matches closer to your couches
How will virtual reality, augmented reality and mixed reality, impact digital marketing and advertising in the near future?
Virtual reality (VR) is rapidly reaching the marketing industry, and brands have started using it to increase awareness, promote engagement and enhance customer experience. India’s favourite event of the year, the Vivo Indian Premier League 2018 is touted to make it possible for fans to come closer to the matches right from their couches with the help of VR.
As a brand, it is essential to decide which technology is best suited for a given product, which is again dependent on the resources, budget, audience’s needs, the strategy, the environment, the brand narrative and even the brand’s history. Given the scenario, two questions concern marketers:-
a. What story is the brand trying to tell?
b. How does this application help deliver the message in a personalized, compelling manner?
One of the biggest trends this year will be the use of VR and Augmented Reality (AR). It is estimated that there will be 171 million VR users by 2018, up from just 200,000 in 2014. This increased interest is compelling brands to experiment with VR technology.
Commenting on the future of brands using these technologies, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said, “AR/VR/MR are fast changing the way we interact with the world. With these technologies, things have truly gone experiential. And that's the reason why more and more brands want to use it. Imagine walking into an apparel store and trying out clothes just by looking at them or skydiving in Switzerland while you are at home.”
He also added, “These technologies make our interactions and experiences richer. More than ever, today brands need to engage and entertain its users. New technologies allow brands to do just that. It also reflects on the image of the brand and makes them look young and pioneering.”
There’s a tectonic shift in the marketing and 360 degree videos and VR are centre of it. Brands like Roposo, a social platform where people express visually with homemade videos and photos, is now catering VR experience to its user. Mayank Bhangadia, Roposo CEO and Co-Founder, commented on why brands are using AR/VR/MR technologies for brand engagement, “It’s all about understanding the mood of the current consumers. Everyone aims to have a larger than life approach, which is directly reflected in the marketing of any product. With that in mind, it is important to understand how companies can get their products closer to the consumers.”
Focusing on the benefits of these technologies, Bhangadia added, “In order to understand the true scope of Augmented Reality, we first need to understand the entire process of how consumers buy their products. They love to buy something they can see, something they have in front of them. When it comes to marketing, AR/VR/MR provides that to the customer. It displays things in 3-D which provides a better touch point.”
While it’s too early to comment about the future of such technologies, Bhangadia explained, “Such technology is the future of brand marketing and it has a long way to go. Being able to sell the products with advertisements in 3-D, it enables any manufacturer to add a crucial touch point in the entire selling process. It is as strong as one’s imagination. As an example, imagine being able to see a piece of furniture at the desired place in your house without having to buy the product or having to handle the logistics of a sample product. It reduces dissonance and helps customers to come to an immediate decision.”
Commenting on the growth of AR/VR in India, Sahil Chopra, CEO and Founder, iCubeswire added, “AR and VR are at the pinnacle of technological world. These trailblazers impart immersive customer experience which is truly incredible. While, they are often mentioned together there is a vast difference between the two. Virtual Reality replaces reality while Augmented Reality enhances it. In India, both AR & VR are in a nascent stage & are gradually being adopted by brands.”
While the journey of AR/VR/MR in Indian market is still very young, the measures on how big these technologies will grow in Indian market is yet to be evaluated. “In comparison, AR is expected to pace up at a higher speed with an estimated rise of 25 per cent as compared to 21 per cent rise for VR. One reason behind the tilt towards AR could be that it is fascinating to experience objects appear miraculously in reality. In India alone, the collective growth rate of both is expected to be 76 per cent in the next five years with the AR-based mobile apps to rise by 30-40 per cent. This clearly states the advancement of AR, VR in the Indian market which will emerge fruitful for the marketers. It has paved way in the industry through real-estate brands, FMCG, hospitality sector which have incorporated it to raise awareness, promote engagement, launch products or enhance customer experience,” added Chopra.
Today everything is easy as technology improvises with the surroundings. The attention span is very short and consumers want to adapt and learn new technologies. Discussing customer engagement Chopra said, “As far as the customers are concerned, there is always a certain resistance towards change but at the same time, the adaptability is very high. If the experience is hassle-free, the users are most likely to engage, but if there is a high-level dependency on external software or hardware as in the case of VR, it is likely to engage fewer people in the long run.”
“However, the future of VR & AR is promising as it will be beneficial for the brand as well as the customers. The brands must strategically evolve to pace up with the advances and explore new means to enhance its integration that can exude wonders for the brand,” added Chopra.
Thus, amidst of how helpful and fruitful these technologies will be to the future, here is the conclusion: ‘Five Tenets of Powerful AR/VR’
1. Give the customer control-Branded AR/VR experiences should offer more interactivity than 360° video, where the only available action is to look around. The more interactive you make an experience, the more deeply engaged the viewer and the longer they stick with the content. When any branded experience is driven by the user, as opposed to the brand, the user is in a place where they're empowered, they're in control. For brands to use AR/VR and be loved, it has to be within this paradigm – if it's a top-down, authoritarian approach and viewers are relegated to simply listen and watch, the connection won't be there – and not in a lasting way.
2. Let your brand's personality come through-In a traditional eCommerce environment, you're limited to offering flat photos with bullet points that describe your product or service, making it difficult to convey deeper brand personality. In AR/VR, you can place a consumer into a highly stylized, branded environment essentially mimicking the showroom experience and offering surprising delight.
3. Use design to tell your story - like with any visual medium, attention to detail is critical. While background visuals in AR/VR have to set the stage, flourishes like text are the difference between a gimmicky experience and an immersive one.
4. Make it a purposeful place-VR is going to take off when its uses are purposeful. When consumers can use VR for something like buying items in their daily lives then it becomes much more a "have-to-have device" as opposed to a "nice-to-have device”.
5. Capture behavioral data-Once you’ve built a branded AR/ VR experience that your customers can interact with, you have a space that can double as a focus group or research environment. Not only are you providing customers a way to test out your product or service, it would also be wise to track what they're doing in the space.
The ZEE5 Tamil and Telugu Premium packs are each priced competitively at Rs. 49/- for one month and Rs. 499/- for a year
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.
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
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.”
The campaign has been jointly crafted by teams at ZEE5 and Publicis Capital
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.”
MedikaBazaar also recently appointed Sanjeet Singh as EVP Operations & Revenue
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.
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.
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.”
Mazhavil’s digital platform has been planned keeping in mind the Malayala Manorama groups strengths & leadership in each vertical - TV, print, online and radio
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.
Film by Supari Studios highlights the importance that stories hold in our lives, through the eyes of a grandmother and granddaughter
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-
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.”
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)
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
Asad Khan and Vishal Shah join as Senior Directors of SEO Practice
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.
In the second State of the Video report, GroupM delivered many valuable insights into the industry-wide changes that are shaping the video ecosystem
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.
exchange4media Group Service
The ZEE5 app will now be available on all NetRange’s platforms across its global network.
A month after announcing its global soft launch across 190+ countries, ZEE5 on Friday announced a strategic partnership with NetRange, a provider of global Smart TV and OTT ecosystems. The ZEE5 app will be available on all NetRange’s Smart TV platforms across its 100+ global network.
ZEE5 offers multi-genre and multi -language content across 12 languages - English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. Available across platforms, ZEE5 comes with 1,00,000 hours of on-demand content, including Indian movies and TV shows, music, cine-plays and health and lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has a Live TV offering 60+ popular Live TV channels.
Speaking on the partnership, Archana Anand, Chief Business Officer – ZEE5 Global, said, “Our partnership with NetRange is a natural progression in our vision of bringing the best of Indian language content to audiences globally on any device of their choice. NetRange is one of the pioneers of Smart TV and OTT ecosystems, and we are delighted to partner with them to make ZEE5 available to their users around the world.”
Jan Wendt, CEO of NetRange, said, “As a global content company, ZEE has always been at the forefront of bringing the best of Indian entertainment content to audiences around the world and it is a great moment to have ZEE5 on NetRange connected TVs worldwide.”