Twitter expands premium video content in Asia Pacific

Twitter announced 12 Indian content collaborations with partners like Red Chillies Entertainment, Vh1 Supersonic, Comic Con India, Network 18, Scoopwhoop, NDTV, Filmfare and CricBuzz among others

e4m by exchange4media Staff
Published: Sep 11, 2018 4:16 PM  | 4 min read

Twitter today unveiled over 50 premium video content collaborations, bringing hundreds of hours of live stream and video highlights programming, across sports, entertainment and news, to the platform. The announcement expands the premium video content available on Twitter to advertisers in Asia Pacific and builds on extensions of existing global and regional content deals. Red Chillies Entertainment, Vh1 Supersonic, Comic Con India, Network 18, Scoopwhoop, NDTV, Filmfare and CricBuzz are among the 12 Indian partners that Twitter will collaborate with to bring new content to audiences in the country and opportunities for Indian advertisers.

At the TwitterFronts event in Singapore, Twitter executives including Global Vice President of Content Partnerships, Kay Madati and Vice President of Asia Pacific Maya Hari presented the content partnerships to brand and agency partners in the region. They were joined by guest speakers including Christine Fellowes (@ChristiFellowes), Managing Director, NBCUniversal, Avinash Kaul (@avikaul), COO, Network18, Shanna Murady, CCO, FMA Indonesia, CK Lee, VP Of Sports Content, Astro Malaysia, Binda Dey (@bindadey), Head of Marketing, Red Chillies Entertainment, Talina Cruz (@talinacruz), Senior Manager, Digital Marketing & Visual Content, Sony Music, and Serene Lee, Head of Sales, VICE, among others.

“Content is happening now at Twitter, and we have proven through the efficacy of the partnerships we have crafted, that content programming and distribution on Twitter is an essential part of any media company’s audience engagement and content monetization strategies,” said Kay Madati, Global VP of Content Partnerships, Twitter.

“Asia Pacific is accelerating growth for Twitter. Our unique and strategic value proposition that positions Twitter as a complement, not competitor to traditional media companies, has delivered great success and we seek to drive forward with more live stream and premium video content partnerships in the region.”

"Video continues to be an important way to stay informed and engaged on Twitter, especially for the younger millennial audience in Asia Pacific,” said Maya Hari, Vice President of Asia Pacific, Twitter.

“Building on the success of our premium video content launch at All That Matters last year, we are proud to expand our live stream and video highlights programming that is brand safe and will appeal to the audience and advertisers in APAC. The move strengthens Twitter’s presence and partnerships in the region, sharing with the world what’s happening right now in Asia Pacific and for global audiences to talk about it."

The 12 Indian partners that are collaborating with Twitter to create premium video content for advertisers, include the following: (full list of APAC partners available here):

 Entertainment

●    [LIVE] Comic Con India: Comic Con India (@ComicConIndia) is where the comic world comes alive. As India’s biggest venue for everything superhero, fans will swarm this festival across Delhi, Mumbai, Bangalore and Hyderabad. This year, Comic Con India will bring fans on Twitter more live-streams, Q&As and interactions with all the Cosplayers at the event. 

●    [LIVE] Diwali Culture: Pop-culture and news publisher, ScoopWhoop (@ScoopWhoop) is partnering with Twitter to produce an exclusive first-ever live show highlighting the culture of Diwali. This show will bring fans the best of the festival of lights from across the country, live on their Twitter timeline. Diwali is #WhatsHappening.

●    [LIVE] Filmfare: Filmfare (@Filmfare) is the destination for news about the entertainment industry in India - whether it is Hindi, Tamil, Telugu, Marathi or Punjabi, fans will be able to get their fix on Twitter with Filmfare. The partnership with Twitter will offer advertisers the opportunity to own the conversation in Indian entertainment as the Filmfare Awards takes movie fans live on to the red carpet to engage with the industry’s biggest names and find out what happens behind the camera.  

●    [LIVE] Red Chillies Entertainment: A long-term partner of Twitter’s in India, Shah Rukh Khan’s production house, Red Chillies Entertainment (@RedChilliesEnt) will be launching video content from their upcoming Hindi film, Zero, on Twitter, and brands have an opportunity to leverage this Bollywood conversation. Along with this, RCE will be doing an exclusive live show only for Twitter featuring the King Khan himself. 

●    [LIVE] Vh1 Supersonic: The world’s biggest DJs flock to India every February for Vh1 Supersonic (@Vh1Supersonic), a three-day festival featuring the most popular artists across electronic music. Nowhere does this music come alive better than on Twitter. The partnership with Vh1 will showcase behind-the-scenes chat with all the talent in the Twitter #BlueRoom.

Sports

●    [LIVE] Cricbuzz: Cricbuzz (@Cricbuzz) is the world’s largest mobile app for cricket. Over the next few months, Cricbuzz will be bringing LIVE episodes and clips of their flagship show #CricbuzzLIVE to Twitter featuring some of the world’s most renowned cricket commentators. The shows and clips will cover the Asia Cup, India’s home series against the West Indies and India’s tour to Australia.

●    Gaurav Kapur (@gauravkapur): Gaurav Kapur is amongst India’s most popular sports and entertainment hosts with 1.5 million followers. Twitter will be bringing a series of #ALittleMoreGK short videos in partnership with Gaurav for the blockbuster India Australia cricket series in 2018.

 News

●    [LIVE] Auto On Quint: The Quint (@TheQuint) is a mobile-first digital publisher, that engages Indian millennials, in English and Hindi. From premium video content to a compelling LIVE program with Twitter India for #PRIDEMonth, the partnership with the Quint brings creative Auto programming to automotive fans on Twitter.

●    [LIVE] Budget with Network18: CNBC TV18 (@CNBCTV18News) is the market leader for business programming across India. The partnership with Twitter brings a three-tiered sponsorship for video highlights and LIVE around Budget Day 2019 in India. Budget Day programming will be available on Twitter with market leaders @CNBCTV18News and @MoneyControl.

 

●    India Today Aaj Tak Finance: Hindi channel @AajTak feature news programming in English and Hindi. As part of the partnership with Twitter, the two channels will bring diverse programming on Twitter, including the AajTak Money package, a digital-first weekly capsule of Finance ‘News You can Use’ to cater to Hindi audiences.

●    NDTV Car And Bike (@CarandBike): NDTV’s premium auto content programming from @CarandBike saw the first Sponsored Moment across APAC this year, with Maruti Suzuki. Building on the success, NDTV and Twitter are introducing new customised in-stream sponsorship packages to include always-on programming via a weekly capsule of Auto Reviews featuring on-air talent for automotive fans on Twitter.

●    NDTV Tech (@Gadgets360): Indian television media company @NDTV is a pioneer in Indian television and digital journalism, and one of Twitter’s earliest partners in India. As part of the partnership, NDTV brings premium tech content to Twitter through @Gadgets360. Theirs is an in-stream video sponsorship success story after featuring at All that Matters last year. 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Markand Adhikari’s column on OTT content a hit on Twitter

Apart from being ranked 4 in India trends, it has also sparked a social media conversation about OTT content

By exchange4media Staff | Mar 24, 2023 11:12 AM   |   2 min read

Markand Adhikari

An opinion piece written by Markand Adhikari, Chairman and Managing Director of Sri Adhikari Brothers Group (SAB Group), on nudity and obscenity in OTT has been ruling the social media charts.  

The article was published by exchange4media on March 21st.

https://www.exchange4media.com/digital-news/class-has-no-class-126085.html

It was no. 4 in India trends on Thursday.

The article has also spurred a lot of discussion on OTT content on Twitter.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

FAST & Freemium: Why more & more advertisers are streaming towards Connected TV

These platforms, say experts, provide access to massive amounts of user data, enabling precise targeting and cost-effective advertising campaigns

By Shantanu David | Mar 24, 2023 8:27 AM   |   4 min read

connected TV

Even the most traditional advertisers are now dipping their toes into streaming, while more adventurous brands are already making a splash. And with the introduction of subscriptions with ads on streaming platforms like Netflix, Disney Plus, as well as Jio’s push towards freemium TV, the Connected Television (CTV) landscape is evolving with each new login and the following reams of data, and terms like FAST and Freemium are creating more buzz than an old cable TV’s antenna.

Swati Kardak, Group Account Manager, Media Planning & Buying, SoCheers, believes that with IPL in their kitty and now rolling out of freemium TV, Jio has already got the ball rolling for them. “This is a big boon for advertisers and brands as FAST (Free, ad-supported TV), will open up opportunities for advertisers to widen their addressable audience size. It will also work as a magnet to attract more audiences to the streaming platform and ensure a long-term client relationship.”

Meanwhile, “As subscription plans with ads are introduced, advertisers and brands have a unique opportunity to reach a large and engaged audience. These platforms provide access to massive amounts of user data, enabling precise targeting and cost-effective advertising campaigns,” says Keerthi R Kumar, Business Head-South, FoxyMoron.

According to the recently launched Gateway to Open Internet report, published by The Trade Desk and Kantar, 33% of consumers perceive ads on OTT/CTV as more premium than those on YouTube and other user-generated content platforms, making CTV/OTT a particularly attractive avenue for brands.

Additionally, 44% of consumers expect to significantly increase their usage of CTV/OTT in the next six months. The surge in popularity of Connected TVs also allows advertisers to reach a subset population of cord-cutters that they cannot reach on linear TV.

Tejinder Gill, General Manager, The Trade Desk, says that to capitalize on this fast-growing ad opportunity on OTT, brands will need to invest in data-driven advertising tools on platforms like The Trade Desk to help them to more effectively target and engage consumers across the multiple OTT platforms that consumers engage with today.

In Kardak’s opinion, Freemium will bring about a major cord-cutting change and a huge shift towards Freemium is most likely going to come from the traditional TV audience as they will be able to avail entertainment for free. “Therefore, brands and advertisers will have to be very mindful about picking the right content on FAST for their ad placement. In comparison, the audience on FAST is likely to be more massy, so, brands who have products or services catering to a larger audience should look at partnering with them,” she says.

The abundance of content and vast user base on platforms like Netflix and Disney Plus provide advertisers with the opportunity to target affluent audiences. With the introduction of ad-supported tiers, advertisers can leverage high-quality content to reach their desired target audience.

“AVOD and Freemium models offer precision targeting, real-time optimization, and measurement, leading to a shift in advertising budgets from traditional TV to OTT. As competition increases, advertisers must understand each platform's audience, engagement patterns, and results to make informed decisions that align with their business objectives,” says Kardak.

Vikas Mangla, Founder, Digital ROI, points out that by parsing through the consumer data available through viewership on these platforms, advertisers can develop new ad formats that engage viewers and do not disrupt their viewing experience. “Interactive ads, sponsored content, and native advertising are some of the ad formats that can help advertisers achieve this. For instance, Voot offers non-intrusive ad formats like sponsored content and integrated ads that blend seamlessly with the content,” he says.

Advertisers and publishers also need to analyze the collectible data to gain insights into their audience's behavior and preferences. This can help them optimize their ad campaigns, improve their targeting, and measure their ad campaign's effectiveness.

“For example, MX Player uses data analytics to track viewer behavior and preferences to create personalized recommendations for each viewer. Advertisers can also use data analytics to track ad performance and optimize their campaigns accordingly,” says Mangla, adding that publishers can leverage the popularity of streaming TV by creating content that resonates with their audience.

That being said, as Gill points out, “Another important consideration is frequency capping which is important to ensure consumers are not seeing the same ad multiple times across the different OTT platforms that they are engaging with. This is where programmatic media buying platforms offer value in helping brands preserve a positive ad experience.”

In conclusion, experts agree that the Indian market presents a significant opportunity for advertisers and publishers to reach a large and engaged audience base through FAST and Freemium. By adopting a data-driven approach, using new ad formats, programmatic advertising, data analytics, and content marketing, they can create more effective ad campaigns, engage viewers, and increase their revenue.

 



Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Mark Zuckerberg announces new WhatsApp app for Windows

The app will enable group video calls with up to 8 people and audio calls with up to 32 people

By exchange4media Staff | Mar 23, 2023 3:25 PM   |   1 min read

whatsapp

Facebook CEO Mark Zuckerberg has announced a new WhatsApp app for Windows, which will enable group video calls with up to 8 people and audio calls with up to 32 people - all from your desktop.

Making the announceemnt on Facebook, he wrote, “Launching a new WhatsApp desktop app for Windows. Now you can make E2E encrypted video calls with up to 8 people and audio calls with up to 32 people.”

“The new Windows desktop app loads faster and is built with an interface familiar to WhatsApp and Windows users. You can host group video calls with up to 8 people and audio calls with up to 32 people. We’ll continue to increase these limits over time so you can always stay connected with friends, family and work colleagues.

Since introducing new multi-device capabilities, we’ve listened to feedback and made improvements including faster device linking and better syncing across devices, as well as new features such as link previews and stickers.

As we continue to increase the number of devices which support WhatsApp, we’ve just introduced a new WhatsApp beta experience for Android tablets. We’re also launching a new, faster app for Mac desktops that is currently in the early stages of beta,” he wrote further.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

MarTech can brilliantly answer the ROI question: Hareesh Tibrewala

The Joint CEO of Mirum India spoke to e4m Editor Naziya Alvi Rahman on a host of questions with respect to the India MarTech Report 2023 that will be unveiled at the e4m Pitch CMO Summit today

By Naziya Alvi Rahman | Mar 23, 2023 2:41 PM   |   1 min read

Mirum

Hareesh Tibrewala spoke to e4m on a host of issues related to MarTech while delving deep into the India MarTech Report. He started by addressing the roadblocks in the implementation of MarTech in the country.

He also explained the point about MarTech explorers in terms of the sectors, which is invested in this marketing technique.

Tibrewala further spoke about how martech was critical in the role of a marketer and how it could be extremely significant for calculating ROI.

The conversation also veered toward the importance of MarTech in the cookie-less world and the advent of Web3.

Watch the entire conversation here.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Google opens up access to Bard

In a blogpost, Google said that Bard could provide tips or explain several posts

By exchange4media Staff | Mar 23, 2023 1:07 PM   |   1 min read

Bard

Google has said that it is opening up access to Bard, the ChatGPT competitor, as per media reports.

The tech major will be expanding the access to Bard in more countries and languages.

In a blogpost, Google said that Bard could provide tips or explain several posts.

Google unveiled Bard in February. Alphabet CEO Sundar Pichai announced the soft launch of the AI to "trusted testers". 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

MarTech no longer only about marketing, it needs to drive sales: Mirum India report

The survey for the report shows 88% of respondents expect to increase spending on MarTech over the next 3 years

By exchange4media Staff | Mar 23, 2023 12:43 PM   |   2 min read

Mirum

Mirum India, a Wunderman Thompson company, has put together a report on the emerging MarTech landscape in India.

The report captures how MarTech solutions are being utilized by brands to effectively communicate their brand messages to the right set of audiences at the right time.

The report highlights that while the global spend on MarTech solutions is around 25% of the total marketing budget, in India, majority organizations spend less than 15%, indicating significant potential for growth. With MarTech spending set to increase across company sizes and sectors, 88% of respondents expect to increase their MarTech spending over the next three years. The report also emphasizes the need for brands and organizations to work with growth partners as preferred by MarTech HEROES, focusing on ROI, and delivering value to the brands.

The report will be unveiled on March 24, 2023, at the e4m Pitch CMO Summit in Mumbai. The summit will see India's most reputed brands and top management coming under one roof to interact and share insights on their game-changing success stories.

Speaking on the report, Hareesh Tibrewala, Joint CEO – Mirum India, said, "The estimated size of the MarTech industry in India is expected to be between $35bn and $50bn by 2026, presenting a sizeable opportunity for businesses. Our latest report highlights how brands are using MarTech solutions to effectively deliver the right brand message to the right customer at the right time, creating fabulous customer experiences and increasing brand loyalty. It is interesting to note that marketers globally spend 25% of their budgets on MarTech solutions, and our report shows the emergence of MarTech EXPLORERS, who are keen to leverage the power of MarTech. This presents an exciting opportunity for businesses to grow and thrive in the ever-evolving digital landscape."

CVL Srinivas, Country Manager – WPP India said, "To succeed in the rapidly evolving tech and data driven world, organizations need good marketing automation tools and diverse skill sets. The report highlights the need for growth partners, preferred by MarTech HEROES, to ensure strong ROI for clients. It brings clarity to the ecosystem and presents an exciting opportunity for businesses to create fantastic customer experiences and increase brand loyalty. At WPP, we've invested heavily in building our tech and data practices, creating a comprehensive ecosystem where value is delivered at every touchpoint."

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube

Why contextual advertising is making a comeback

As part of e4m TechTalk, Dimpy Yadav, General Manager - Xaxis India, writes contextual advertising is re-emerging for delivering relevant & targeted messages to India’s audiences

By Dimpy Yadav | Mar 23, 2023 9:18 AM   |   4 min read

techtalk

For years, contextual advertising has taken a back seat in favour of hyper-personalised behavioural targeting. But with tightening regulations and deepening concerns around data privacy, contextual advertising is reasserting its place within India’s marketing ecosystem. And it’s about time too.

Contextual advertisement placement is a proven marketing strategy that dates back to the very origins of the modern industry. In today’s digitised world, this tactic involves showing ads that are directly relevant to the content that a user is viewing or even to the user themselves. They can align contextually with anything from a web page to a geographic location or even the weather.

So why is contextual advertising making a comeback in India in 2023? And how can the nation’s marketers and agencies rise to this new digital challenge?

The right context

It’s been seven years since the Indian government launched its digital India campaign and the nation’s digital economy has grown at a phenomenal rate – 2.4 times faster than the overall economy between 2014 and 2019.

Meanwhile, smartphones have become more affordable, internet infrastructure has expanded, and data has become significantly cheaper. Since the outbreak of COVID-19, the adoption of digital interactions has accelerated even further, with food deliveries, telemedicine, and online gaming surging in first-time usage.

For marketers, digital and mobile media have become more accessible and cost-effective mediums. This year, advertising spending on mobile is expected to comprise 78 per cent of India’s total digital media expenditure. According to eMarketer, mobile ad spending in India grew YoY by 35.9 per cent in 2021 and is forecasted to grow by 28.4 per cent in 2022

India’s digital explosion comes amid a tectonic shift away from the third-party data collection that marketers have relied on for years. Consumers have become more cautious about the data they share online while global regulations around data collection like the European Union’s General Data Protection Regulation (GDPR) have constrained brands’ unfettered access to personal data. In this climate, contextual advertising, which leverages the content of the environment instead of the personal data of its visitors, serves as a privacy-friendly alternative.

A loyal audience

One of the key criticisms of social media over recent years is the potential to miss or misuse key contextual information. Although social media gives brands access to massive audiences, campaigns can easily fall flat if they aren’t executed in just the right context. Even the best creative cannot drive engagement when it appears in an irrelevant or inappropriate environment.

But that dependence on its environment is also one of contextual advertising’s greatest strengths. When utilized in partnership with established publications, it capitalizes on the built-in trust and loyalty that those outlets already enjoy with their audiences. When a receptive audience is combined with the modern capabilities of global scale, digital precision, and algorithmic efficiency, the results can be powerful.

Trust in context

Improvements in targeting capabilities and data analysis have also made it possible for advertisers to target audiences through keywords and topics as well as demographics and interests. Marketers can meanwhile be selective about the types of content they want their ads to run alongside, reserving their investments for audiences that are more likely to take an interest in their products and, therefore, more likely to engage with them. For these reasons, they can feel confident that their content will be well received and their investments will be profitable.

Still, marketing based on context may be a difficult transition for industry leaders who are more familiar and comfortable with behavioural targeting. But it’s hard to argue that the shift towards a contextual mindset will be anything short of necessary and more than likely fruitful. Recent research by Integral Ad Science (IAS) revealed that Indian consumers are more likely to positively receive and remember contextually relevant ads.

Last but not least, contextual advertising will aid marketers in the desired outcome from their campaign. According to a study conducted by IAS and personal computer manufacturer HP, purchase intent was 14 per cent higher among consumers who viewed the in-context ad. In addition, consumers reported a 5 per cent increase in positivity toward the HP brand after seeing an in-context ad

As third-party personal data is becoming less accessible, contextual advertising is growing more sophisticated, giving marketers the power to meet receptive audiences with relevant content. That’s a fundamentally sound path to success that benefits both brands and consumers alike.

Most significantly of all, it has the potential to transform digital media investments into real-world business outcomes. Although the value of premium publishing has always existed, marketers are now able to prove its success with clarity and maximum return on expenditure.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube