Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

The Future of Programmatic is in Dynamic Creative Optimisation: Aditya Jagtap, co-founder, HockeyCurve

30-November-2017
Font Size   16
The Future of Programmatic is in Dynamic Creative Optimisation: Aditya Jagtap, co-founder, HockeyCurve

Two-year-old marketing technology company, HockeyCurve, is infusing a slow change in the way brands use programmatic advertising. Aditya Jagtap, co-founder and operations manager, HockeyCurve, is of the firm belief that the future of programmatic advertising is in dynamic creative optimisation. To that end, Jagtap and his team of five are evangelising Dynamic Creative Optimisation (DCO.)

Big ticket clients like Flipkart, Hotstar, VOOT, Tanishq, NBC Universal Studios (18 movies so far,) and eBay are already using their products and have seen significant improvements in conversions. HockeyCurve has used real-time data to tweak campaigns whether it is the colour used in the creative or the template of the creative. These tweaks have resulted in higher conversions for clients sometimes to the tune of 4X or even more in some cases. Given some maturity of the market, Jagtap said “DCO can even disrupt the Indian General Elections and play a significant role in helping political parties reaching voters.”

Jagtap spoke with exchange4media sharing his thoughts on why he believes in DCO and the digital marketing sector in India.

Excerpts:

What brings you to Dynamic Creative Optimisation?

Currently, display advertising dominates the market. Irrespective of performance, brands are comfortable with spending on display. Only 30 per cent of display buying is programmatic in India unlike mature markets where 75-80 per cent of display advertising is programmatic in nature. This is mainly because of the apprehension about ad fraud in India.

Within the programmatic universe, people are still only creating one ad unit and giving that to publishers who are running it. Around Rs. 2,500 crore of ad spend on programmatic goes into creating ads which are static and there is no communication or image variation for the most part. The philosophy is very simple: not all people are the same and we need to create different communication for different users.

Are publishers not already offering similar products that customise and personalise ads?

A lot of what is on offer with publishers is more in the ad tech part of the universe. We bring in the mar-tech and marry that with the ad tech. We are more performance driven, so we are well-poised to deliver the final results that brands need. The differentiation that we offer with re-marketing is more granular personalisation.

If you look for a red dress on a website, the same red dress will not follow you around, we can show you other red dresses or other dresses in similar patterns. That is in the case of re-marketing. With pre-marketing, where most of the money is spent, we can take analytics like the most popular products or most discounted products and combine that with the communication for the brand thus building a branding creative that is dynamic in nature, as opposed to a single creative that just says ’30 per cent off today on clothing, buy now.’ This significantly helps with new user acquisition.

We began as an analytics driven company but we moved to offering dynamic optimisation to steer away from competition and offer something unique.

The last election was won on social media. With the technology that you have, are you gearing up to offer your services to political parties?

A lot of that depends on the agency handling the political party. If agencies can inform political outfits about the services we can offer, we can even disrupt the general elections. Currently, we are seeing interest from big agencies to understand the scope of the service we can offer. So, maybe not this general election, but by next general election we should be in a comfortable position to offer them something.

In a niche space like this, how have you approached the issue of talent acquisition?

It is very hard to find talent in this field because talent is scarce. We look for people with strong fundamental understanding. We are not just looking for people with strong data analytics background, but people who have proactively understood how to create a query based on raw data and come up with metrics that can change the entire marketing strategy. We are also looking for talent that can relate creative advertising with programmatic advertising.

What is your current revenue like and what are your growth plans?

In terms of revenue, the company has clocked a revenue of Rs. 5 crore in the last 18 months. We have 15 clients and are now focussed on working with partners who think in terms of customisation. Our growth will follow the growth of programmatic advertising in India. Our trajectory for the next year will be similar to this year. We hope to see a spike in two years when programmatic advertising will see 50 per cent of the spends. We are currently bootstrapped and not aggressively looking for funding. We are now self-sustaining.

Tags Hotstar Premium Performance Marketing programmatic advertising Tanishq eBay Inc VOOT HockeyCurve

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey