ZEE5 installs real-time billboards for commuters in Mumbai

The billboards will display ETA to popular destinations along with ZEE5 show recommendations

e4m by exchange4media Staff
Published: Jul 31, 2019 5:09 PM  | 2 min read
Zee5

ZEE5, has re-imagined Out-of-home advertising (OOH) by installing real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH). These will inform the commuters of the estimated time of arrival (ETA) to their destination coupled with what to do while traveling by recommending favourite shows like Kaafir, Rangbaaz to watch on the ZEE5 app.

This is more pertinent given the traffic woes faced by commuters on account of monsoon delays.

To utilize the maximum time of their travel, ZEE5 gives a solution by a perfect combination of content, technology and data. These recommendations of episodes and series will be dynamic and will change in real time along with the destinations en route.

This Idea was conceptualized by ZEE5 internal brand team and executed by the outdoor agency Laqshya. The billboard went live on July 27 and will stay for the duration of 30 days till the August 26.

With this activity, ZEE5 aims to target consumers real-time and make the OTT platform as the go-to entertainment destination anytime – anywhere.

Manish Aggarwal, Business Head, ZEE5 India, said, “ZEE5 has always been a platform built for the masses and OOH is an important medium for us to reach out to our target audience. We have been innovating in the outdoor space and it’s our constant endeavour to use data and technology as we are a data technology led company, to reach out to our consumers in a targeted manner. With 100,000+ hours of content in 12 languages, we want to provide our consumers with an enriching personal viewing experience and democratise content by making it available anytime-anywhere.”

 

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Disney Star to launch metaverse platform in India: Report

The launch of 'Starverse' will reportedly coincide with IPL 2023

By exchange4media Staff | Feb 6, 2023 8:30 AM   |   1 min read

Disney

Media giant Disney is reportedly gearing up to launch its metaverse platform Starverse in India. The application has been readied for rollout after months of testing, according to a top Disney exec who confirmed the development to a news portal.

The launch of Starverse will reportedly take place around the time of IPL 2023. Disney conceptualised the platform with an aim to enhance its sports-viewing experience for fans. Starverse will enable an immersive 3D experience for fans of sports.

Sanjog Gupta, the Head of Sports, Star & Disney India, told the news portal that for the first time users will be allowed to enter the Starverse at scale.
Gupta also added that Starverse can be accessed on the phone web instead of a mobile application since the latter will restrict the experience to only those who have downloaded the app.

The Disney exec also said that the platform will be an "always-on" experience for users, with new features that will be added to Starverse throughout the year.
Reportedly, Disney has collaborated with multiple agencies to design the tech backend, 3D models and environment and gamification part of Starverse.

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Can Twitter turn the tide this year?

Industry heads opine that to get advertisers back on board, Twitter needs to work on its advertising services, bring stability in decision-making and perhaps a new leader

By Shantanu David | Feb 6, 2023 8:15 AM   |   6 min read

Twitter

When Elon Musk first (and finally) completed his purchase of Twitter at the end of October 2022, every subsequent and frequent policy change he made at the “global public square” made top headlines, with newsrooms, advertisers, industry watchers and all other stakeholders striving to keep pace with his mercurial decision-making.

Now, as changes continue to take place into 2023, the headlines have become smaller and tucked away, the industry’s attention less transfixed, and advertisers have continued their exodus, a reflection of the receding relevance of Twitter as an ad platform.

Late last week, Musk announced that Twitter would be sharing revenue for ads appearing in reply threads. The benefit, however, will be for creators who are Twitter Blue subscribers.

As previously reported by exchange4media, while Twitter is relatively low on user numbers (coming in 16th place in terms of MAU in a list dominated by Meta and Alphabet, who have billions of monthly users and potential customers), it did have a high impact, given the large presence of politicians, technocrats, journalists, and other newsmakers on the platform, making it a small, but a valuable, part of advertisers’ media buys.

However, according to Reuters, “Advertising spend on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social media platform after Elon Musk's takeover.”

The timing of that report by Standard Media Index (SMI) probably isn't the best for Twitter, which is reeling from an exodus of advertisers, the main source of its income at over 90%. Apart from pivoting heavily towards paid user accounts, to be available at a level of tiers, ranging from getting to the previously coveted blue tick to having an ad-free experience, Musk and Twitter have introduced a host of measures to win back advertisers, from offering limited free ads, to allowing political advertising and giving companies greater control over the positioning of their ads.

Megha Ahuja, VP- Digital Media Planning, Carat India, says that advertisers pulled back owing to the internal chaos and instability that soon followed Musk's takeover. “Keeping in mind the actions taken by the platform, brands decided to not put their reputation at stake by getting their ads showcased alongside harmful content.”

“After the Twitter Blue tick backfired, it got relaunched with modifications to claw back revenues that were going down by the day with the advertisers leaving. All the new changes are being seen in the same light as the rules and policies are being made on the go. These are based on reactions rather than the development of a robust platform,” she says.

As per the SMI report, ad spending on Twitter in November fell by 55 per cent as compared to last year. This is despite autumn and winter being traditionally a time of higher ad spends since advertisers put their brands front and centre during the holiday season.

Indeed, according to research firm Pathmatic, most of these advertisers had stopped their spending in November, the same month that Musk restored suspended accounts and released a paid account verification, which naturally resulted in parody accounts and more dubious entities impersonating major brands and corporations.

Alin Choubey, Business Head- North, FoxyMoron (Zoo Media), believes that due to a lack of clarity in vision and disruptive actions, advertisers are losing faith in the platform by the day. “Twitter lost more than two-thirds of its ad revenue in December as major advertisers shied away from it. There is still a small chance for Twitter if systematic changes come to the platform rather than it being used as a personal marketing tool for one individual.”

Earlier in January of this year, The Information reported that a senior manager at Twitter said that its daily revenue earnings were down 40 per cent as compared to the same day in 2022, even as 500 of the top advertisers on Twitter had paused spending since Musk's ascension.

Choubey believes that a new leader, better-thought-out advertising services, and stability in decision-making could take Twitter a long way from where it is right now.

And Twitter is making more moves aiming in that direction. The platform is now introducing a new ad tool called Search Keywords Ads, which empowers advertisers to have their tweets appear in the search results for certain keywords (at a price of course). This is just one of the moves aimed at resuscitating the funds flow the company needs as well as restoring some of its trust deficit.

While it is undeniable that in the last few months Twitter has been witnessing a downfall in terms of ad spends instead of stabilizing after the initial turmoil during the takeover, Siddharth Devnani, Co-Founder & Director, SoCheers, thinks the platform’s endeavour to monetise users over advertisers could work in their favour and might give them some cushion in the short term if it works out.

“From an advertiser’s point of view; advertisers who haven’t spent on Twitter ads till now will not be seen considering it anytime soon, especially amidst all the turmoil. The ones who have been seen spending so should be a point of focus for Musk and team,” says Devnani, while noting that given the pessimism in the business environment, especially in the tech communities, a quick revival story (through ad spends) for the platform seems a bit tough.

Ahuja further says that it is important to understand that public sentiment is currently against the platform. “This might not help the advertisers who are still on the platform as they may not be seen in a good light. 2023 is a year for Twitter to get its act together and stabilise mainly for the users as the brands will then follow,” elaborates Ahuja, while observing, “Additionally, we can also see that not just advertisers but brands publishing content on the platform too have considerably reduced. And in India where TikTok is not available, Meta stands to gain more from these developments.”

What 2023 and the future hold for Twitter hang in the air, in this case, the web. 

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Twitter to share ad revenue with Blue-tick subscribers

Elon Musk has said that revenue will be shared with creators for ads appearing in reply threads

By exchange4media Staff | Feb 4, 2023 8:20 AM   |   1 min read

Twitter

Elon Musk has said that Twitter will start sharing revenue for ads appearing in reply threads but to be eligible the creator needs to be a Twitter Blue subscriber.

Musk hasn't specified the quantum of the revenue being shared but the move is being seen as an attempt to woo back advertisers.

Meanwhile, Musk and Tesla have been cleared of charges of misleading investors with tweets about a Tesla buyout in 2028.

Expressing relief over the judgment, Musk tweeted:

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‘UPI is an absolute game changer’

At the launch of Dentsu-e4m Digital Advertising Report 2023, industry experts sat down for a panel discussion on India digital stack for technology and creativity in the new digital economy’

By exchange4media Staff | Feb 3, 2023 6:10 PM   |   3 min read

dentsu-e4m panel

At the launch of the Dentsu-e4m Digital Advertising Report 2023, industry leaders came together for a very insightful panel discussion on the topic, India digital stack for technology and creativity in the new digital economy

The panel had Gagan Singla, MD, blinkX by JM Financial; Prasad Pimple, Executive Vice President & Head of Digital Business Unit, Kotak Life; Medhavi Singh, Head of Enterprise - India, Criteo; and Abhijit Shah, Senior Vice President, ICICI Prudential. Rashmi Sethi, Chief Strategy Officer, Fractal Ink, a Merkle company, moderated the session.

Sethi started the session asking about the success of stack adoption and its penetration in India and globally.

Shah said, "The largest game changer for us in the industry, especially mutual funds, has been the whole digital onboarding that India stack provides. Opening a mutual funds account used to be a tedious process. But aadhar-based e-KYC works really well. Within a few seconds you can get onboard."

Prasad added, "From the perspective of any BFSI company, not just the e-KYC solution but the UPI payment and the entire ecosystem of payment gateways have changed. We all have been doing digital business for almost 15 years now, but the ease with which the customer can complete the journey online today has tremendously changed with the advent of e-KYC, c-KYC plus UPI as a payment gateway. I would say everything what we are experiencing today is helping us build that ecosystem stronger from the customer perspective."

Singla mentioned, "When digilocker came, it was something beyond imagination. I thought it is not going to work, but the way it has helped us in the e-KYC version-2 is great. The way we have used UPI has a huge value to us. For us, it is direct revenue value because in investments, with the UPI coming in the way, the customer is able to transfer the funds at the moment they buy a stock. We are able to engage with customers with UPI much better. We have leveraged UPI a lot and it has given us the ROI.”

Singh shared that Aadhar has really paved the way, but UPI was an absolute game changer. “UPI really changed the way the digital payments were happening. On one end, there is the government that is ensuring people become more and more account holders, and the other hand, there are fintech firms who are ensuring that people who do not have a bank account are able to seamlessly do digital payments. COVID accelerated the scenario,” he added.

Panelists also discussed about the unique value propositions of web-3 which enable India to lead on this front.

Singh said, "e-commerce is a huge opportunity. Also, with 5G penetration, media will also grow. There are already so many OTT platforms and they are constantly growing. Now we are hearing about the regional ones that are catering to local dialects that will actually involve the masses. So, each of those industry are seeing those opportunities that is going to change and that is primarily based on Indian Stack, because a large part of them is driven by or a tleast increasing by UPI, ONDC and 5G technologies".

Pimple added to that, "A lot of tools are available today and are fragmented but what web 3.0 can do is seamlessly build them into the discovery purchase and ongoing engagement journeys of customers with their investments".

Sethi concluded the panel discussion by saying, "To summarise the trends that we are seeing in emerging future are customer convenience, digital transactions, evolution of e-commerce,D2C, experiential marketing form, basically web 3 and extended reality and these centralise local commerce which are more hyper local".

 

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‘Search Companion’ to be unveiled soon: Sundar Pichai

During the earnings call, the Alphabet CEO also said that the company was just beginning its AI journey

By exchange4media Staff | Feb 3, 2023 11:05 AM   |   1 min read

Pichai

Alphabet CEO Sundar Pichai has said that the tech giant will be coming up with an artificial intelligence-based model in the "coming weeks and months", according to media reports.

The models, as per Pichai, will work as "a companion to search". He was speaking at the company's earnings call.

The Alphabet CEO also said that the company was just beginning its AI journey.

The announcement is being seen as Google's response to the rising popularity of ChatGPT.

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Google reports just 1% revenue growth in Q4, YouTube ad revenue drops 8%

Sundar Pichai, CEO of Alphabet and Google, says the tech giant will unveil AI-based language models soon

By exchange4media Staff | Feb 3, 2023 8:33 AM   |   2 min read

google

Alphabet, parent company of Google and YouTube, missed analyst estimates for Q4 results, as YouTube’s ad revenue again suffered a year-over-year decline.
Overall, Alphabet posted revenue of $76.05 billion, up just 1%, and net income of $13.62 billion (down 34% versus $20.6 billion in Q4 2021), or earnings of $1.05 per share. Google's ad revenue fell from $61.2 billion in Q4 2021 to $59 billion in Q4 2022. YouTube ad revenue was $7.96 billion in Q4, down 7.8% from $8.63 billion a year earlier. This is YouTube’s second consecutive quarter of year-on-year ad revenue declines.

Google Cloud, meanwhile, lost $830 million in Q4, better than the $1.7 billion it lost in the same quarter last year. Google Cloud revenue rose 32%, to $7.32 billion in Q4, while the segment narrowed its operating loss to $480 million, versus an operating loss of $890 million in the year-ago quarter.

Commenting on the results, “We’re on an important journey to reengineer our cost structure in a durable way and to build financially sustainable, vibrant, growing businesses across Alphabet,” Sundar Pichai, CEO of Alphabet and Google, said in prepared remarks. He touted “great momentum” in Google’s Cloud segment, YouTube subscriptions (which the company does not break out in its earnings) and Google Pixel devices. In November, the company said YouTube Music and YouTube Premium subscriptions topped 80 million paying subscribers combined.

Pitchai shared that he expects “great momentum” in Google’s Cloud segment, YouTube subscriptions (which the company does not break out in its earnings) and Google Pixel devices. Pichai said YouTube Shorts, the platform’s TikTok-style video format, now averages more than 50 billion daily views, up from the 30 billion announced in early 2022.

'"We have significant work underway to improve all aspects of our cost structure, in support of our investments in our highest growth priorities to deliver long-term, profitable growth," Alphabet CFO Ruth Porat said in a statement.

During the earnings call, Pichai also shared that Google will make AI-based language models available soon. These models will serve as "companion to search", he said. 

Alphabet’s results are its first since it laid off some 12,000 employees in January. CEO Sundar Pichai had blamed the layoffs on Alphabet’s decision to staff up to meet the company’s demand during the pandemic.

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Google may post a drop in ad revenue in Q4 results

The total revenue is expected to show a slight increase

By exchange4media Staff | Feb 2, 2023 7:21 PM   |   1 min read

google

Google is expected to post a drop in advertising revenue as it posts its Q4 results early Friday morning, say media reports. This will the first drop in ad revenue since Covid struck in 2019 giving a huge push to the digital medium.

Google’s parent company Alphabet Inc., according to analysts, is expected to post $60.4 billion in advertising revenue for the fourth quarter, a decrease of 1.3% from the same period in 2021.

Google’s video platform YouTube is also expected to record a second straight quarter of declining revenue. Alphabet is expected to report $76.2 billion of revenue overall during the fourth quarter, a slight increase from the same period in 2021.

Alphabet said last month it would lay off about 12,000 workers, or 6% of its workforce, in response to a weakening economy. Chief Executive Sundar Pichai said during a companywide meeting that top executives would take cuts to their bonuses.

 

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