Our mission is to empower the next billion online users in India: Umang Bedi, Dailyhunt

Umang Bedi, President, Dailyhunt, discusses the changing Internet consumption pattern which indicates how regional language online users are driving the next phase of Internet adoption in India

by Apeksha Mishra
Published - Sep 28, 2018 8:56 AM Updated: Sep 28, 2018 8:56 AM

With 88 per cent of our population being non-English speaking, 70 per cent of users access Internet in regional languages. Some advertisers and marketers exchange4media spoke to are of the opinion that with the combined effect of growing vernacular content online and a mobile-first to mobile-only approach, will not only boost the growth of Indian Internet by leaps and bounds, but also improve digital literacy in rural India.

Experts cited genres such as entertainment; video streaming, messaging, surfing social networking sites and news, as among the most used applications by regional content users online. Seeking linguistic equality in India, content aggregator multimedia-app, Dailyhunt focuses on empowering the next billion online Indians to discover, socialise and consume local content that is not just informational but also enriching and entertaining.

Discussing the changing Internet consumption pattern which clearly indicates how regional language online users are driving the next phase of Internet adoption in India, we spoke to Umang Bedi, President, Dailyhunt.

Citing some statistics, Bedi said that with the growing popularity in multilingual video users, by the year 2021 India’s Internet ecosystem would attain 735 million consumers and the increase will be largely seen in local languages with the user base growing to 535 million users, leaving the English language base largely stagnant with only 200 million users. Leveraging this, Dailyhunt claims to have experienced high growth in terms of absolute numbers of new users being added every month, and has managed to double their monthly active user base within a span of 6 months .

Speaking about the app’s contribution to the regional user base versus its competitors, Umang said, “With Internet pivoting, we have redefined our mission to serve India, providing a more fulfilling visual experience to our users as a multimedia app. We have put in several plans around user growth, engagement growth and revenue as well.” With the focus being on video ad formats today, creating content which is relevant and engaging enough is of utmost priority for any brand.

When asked about the quality of content the app engages in, to make an impact in the market where there is actually no dearth of creative ad formats today, Bedi said that the app engaged with content from verified authoritative sources, be it in the form of video, text or images across 14 different languages. The content included political, national and government related news, along with local content updating users about their own cities. However, about 50 per cent of their consumption was in the non-news category involving cricket, lifestyle, Bollywood, women-leadership and youth content.

For any platform to challenge the existing digital giants in India’s digital advertising market, it is crucial to be able to drive first-time Internet users to level-up engagement, grow on video and hyper-local content which enables the retention of users. With respect to the advertising domain, an effective ad format will always leave behind a lasting impression in the minds of its users. Having said that, with competition getting stiffer, brands today are building on creative ad campaigns, serving in digital, mobile, and even traditional formats. Realising, the potential of a strong ad campaign in the market, Dailyhunt has come up with a 60-man direct sales team, which works with the top brands in India around advertising.

Secondly, the app has also launched a self-serve 'Server Message Block' (SMB) interface focusing on small-medium businesses to advertise via Dailyhunt availing Geo-targeting capabilities to that of a pin-code level. The brand has invested in partnerships with agencies Denstu Aegis, WPP and Publicis Groupe, performing data integration between its inventory and their proprietary media planning tools.

 


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