Mass personalisation will be the key to winning customer confidence: Vikas Katoch, CEO, Adomantra
The easy availability of internet and the boom in mobile network have led to the significant growth of video content consumption. The arrival of 4G provided the much-needed boom to the industry and in 2016, the online video industry saw a massive growth of 200%. Brands have also realised that consumer attention is leaning towards video content rather than plain text.
Vikas Katoch, Founder and CEO of Adomantra, a digital advertising market maker in online video advertising company, spoke to exchange4media about how his company helps brands increase their video-ad visibility and how the industry has evolved over the years with increasing network and data accessibility.
What is Adomantra and how does it help brands enhance their video ad visibility?
Adomantra helps brands enhance their video ad visibility on online platforms through explicit market segmenting, monitoring and analysis. Its inventive algorithmic expertise empowers brands to connect and engage intrinsically with the intended audiences and their context in the online world and thus helps advertisers and brands to maximise their revenue potential.
In this fast evolving online video ad industry, Adomantra brings to the table strategies based on the changing behaviour of internet users and the potential of digital platforms. We have built trust with hundreds of partners globally through transparency combined with innovative technology, business analytics and intelligence tools.
How can personalisation in advertising industry bring about a dynamic shift in the digital video advertising industry?
Personalised ad generates about three times the engagement in comparison to non-personalised ad, leading to a greater return on the investment. It is increasingly becoming a key differentiator in the online video advertising industry, where the ads are displayed as per the micro profile of the consumers. This has resulted in increased engagement from consumers over a longer period of time. Personalisation in advertising industry is turning out to be a very significant format comprising granular targeting based on the spending capacity, interest, age and tastes of consumers. This is becoming increasingly popular with Indian advertisers and marketers. Personalisation of digital video ad creates a sense of individuality where the ad placement is tailored according to the demographics and context of the customer, intrinsically creating a sense of connect.
According to you, how has digital video advertising evolved over the years?
Advertising has always been about connecting brands with people. With the evolution of technology, the medium and tools for building this connection have taken a digital leap. The biggest impact of digital video advertising is in its ability to help brands stand out from the noise, capture consumersâ attention in a more visual way than text or voice can and set them ahead of the curve. As content incorporates more multimedia formats, video advertising becomes more cost effective. This rapid innovation cycle in the online advertising ecosystem has been fuelled by the expectations of better response with niche segmentation.
What kind of tools or algorithms is used by Adomantra to increase the viewership of a video?
Adomatric technology developed by us has helped our clients increase their visibility. The technology is based on programmatic advertising on tools and algorithms, which also offers our clients reports in a transparent manner.
Adomantra has forayed into the UK and US markets. How would you compare it with the Indian market and technology?
The western market is more mature than the Indian market. Budgets are huge as the brands are inclined towards digital advertising. Secondly, the penetration of internet and usage of smartphones is much higher in these countries. There is no doubt that India is catching up with these markets but it will take a few years to reach that level.
How do you envision the future of digital video advertising?
Programmatic advertising will be a key route for brands due to its cost effectiveness and focused target audience reach. Large brands across industries like FMCG, IT, BFSI, Government will be the key buyers for programmatic advertising. Due to easy and widespread availability of 3G and 4G services, the ongoing surge in internet penetration in the country is on a rise and there will be a continuous rise in the number of net surfers in the country due to the increased usage of smart phones. I personally feel that the industry is expected to grow manifold in the coming years and companies like us will have a huge edge over the traditional media companies. I expect that digital video advertising industry will grow at 20â25% YoY.
Personalisation in the placement of online video advertising is also going to be one of the important factors in a few years. The next paradigm in this innovation cycle is in the emergence of mass personalisation. Mass personalisation will be the key to winning customer confidence in the fast paced digital transformation story. Adding personalised content elements and customer touch points in online ads will help create engagement and response beyond the capabilities of programmatic advertising.
Big brands still allocate a huge budget for TVCs. Do you think digital can overtake TV in the near future?
The millennial consumers these days tend to focus primarily on digital channels with relatively little interest in TV anyway. In fact, according to global statistics, the amount of revenue that is spent on digital video advertising has surpassed the traditional advertising revenue. I personally feel that the trend is going to reverse in India as well in the coming decade. In the following years, almost every traditional method is going to become digital considering itâs more handy and mobile. The entire world is on a constant move, the idea of making people stick to one place to make them view an advertisement sounds like an outdated plan in itself. Facebook, Twitter, YouTube and Instagram have already become the main source of news and information for most people.
What plans do you have for 2018?
We are already catering to various brands and their targeted audiences in 190 countries and our aim for the upcoming year would be to increase our reach, while bringing some new and innovative platforms on the table which may help us reform the very face of this industry. We also plan to expand to the Middle East market by the end of this fiscal year. We aim to grow at a really fast pace for which we are also looking for investments and partnerships from companies and people who share similar interests and have some expertise in this arena.
Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy
The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising
Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign
Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey
Prakash joined PepsiCo in 1998 in India, and since then has held various positions across marketing and franchise functions in the company both in India and abroad
Divya will leverage her eclectic and rich experience across OTT and broadcast media, to build brand ALTBalaji