We are all set to launch our new technology, TrackingX: Shaan Raza, Optimise
Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February end
Everyone talks about how technology is changing at such a fast pace. What challenges does this create for companies trying to keep up with the digital transformation?
It's true that technology is changing. It's a very dynamic environment and everyday digital marketers are looking for something new and constantly asking for updates on user behavior. The challenge we are currently facing is that by the time we develop a technology that answers the advertiser's questions, it becomes obsolete. To launch a technology, a lot of research is involved. A great deal of preparation goes into planning , development and execution. The challenge with the digital marketing is to keep up with its pace.
How do you think brands are using affiliate marketing to further their reach?
Many big brands are using affiliate marketing to generate sales and increase their revenue. In e-commerce, clients are talking about GMVs. They are paying for sales but are also getting a lot of visits, engagement, word of mouth reach and brand recall as byproduct. Clients in Banking and Finance category are coming to affiliate networks for lead generation campaigns. FMCG clients use this channel for reach and sampling. Education category clients utilize this channel to get admission enquiries.
What are the top three new trends in affiliate marketing today?
In India, it's consolidation. That's because the last two to three years saw a lot of networks coming to Indian. The affiliate industry is a very niche industry within digital marketing and asks for completely different technology and resources. I would say people don't know how to utilize potential of affiliate marketing fully developing countries. Big networks are trying to enter and establish in India by acquiring local smaller networks.
Another trend is that merchants ,networks and publishers are coming up together and standing up against frivolous practices in the market.
The third trend is that merchants are understanding that affiliate marketing is a crucial part of their media mix. They are coming up with proper teams to handle affiliate marketing. They are choosing right networks, right set of technologies and they are going ahead with proper brand guidelines on affiliate networks.
How do we see use of big data in affiliate marketing?
The best part of affiliate marketing is that it tracks everything. If a client, publisher or a network wants, it can dive deep into that data and can come up with great finding. They can utilize that data for the optimization of the campaign. What was happening till now was that marketers were not looking at the power of data the right way and didn't think technology was important. They thought that if the sale or registration has happened, that's work done. They were not thinking of affiliate as their brand and sales partners.
So, now many advertisers have understood the importance of affiliate networks and the technology piece. They are now demanding visibility of their user journey and then monitoring the complete channel. For example, the technology can track when a click or a visit happens on the website or when a user has dropped off from the website, whether a user has used the coupons or not, or if user has left his chosen product on the cart and more. They are now looking at complete sales funnel and then make the next decision. That is how technology is playing a crucial role.
How has the journey been from OMG to Optimise media?
It's a UK based company and we launched in India seven years ago. The brand OMG was formed way back in the year 1999 and I think we are the most experienced network in India as of now. We were launched as online media group OMG. Our legal entity is still the same but we re-branded as Optimise media. Our executive chairman Mr. Richard and the whole team at different geographies brainstormed about what exactly defines us in one word and it was Optimise. We are optimising brand searches, the click, the complete brand sales funnel and their GMVs.
The journey so far has been successful. We are positioned in market as a qualitative affiliate network far ahead of our times in terms of technology updates. Every three to four months we come up with the new technology upgrades. A technology that I want to name specifically is App Button which is mobile specific and a first in India. It is a mobile specific sale tool. Recently we launched audience network. It's a programmatic tool and the idea is to sell first and secondary source of data to our advertisers who want to acquire only relevant audience. So, we are not selling clicks or visits but we are selling audience. I think we are the first one to launch this in India.
What are you hoping to achieve in 2018?
We are streamlining our basic product that we began with and that is affiliate marketing. We are completely revamping our technology. We are coming up with near real time reporting and a new reporting format. Our reporting format is novel and no affiliate network can claim to have it. We are giving deep dive information about categories that work and don't work for merchant and affiliates. It's called TrackingX and we are planning to launch it by February end.
We are also planning to monetize 'TrackingX ‘ as separate third party tracking technology. till now, it was free for our merchants on different models like CPC and CPS but now , we have decided to capitalize on it.
The 4th edition of the e4m Media ACE Awards 2018, was held on 16 October 2018 in Mumbai
The exchange4media Media ACE Awards recognizes Indian Media Agencies and their People for their work and their contribution to the Industry.
Here are some snapshots from the event:
Raj Nayak, Chief Operating Officer, Viacom18 (left) with Avinash Pandey, Chief Operating Officer, ABP News at the e4m Media ACE Awards 2018
Vikram Sakhuja, Group CEO Madison Media (left) with Avinash Pandey, Chief Operating Officer, ABP News at the Media ACE Awards 2018
Avinash Pandey, Chief Operating Officer, ABP News with Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network
Avinash Pandey, Chief Operating Officer, ABP News with Sam Balsara, Chairman, Madison World
Harit Nagpal, Managing Director and CEO, Tata Sky Ltd, addresses the audience at the Media ACE Awards 2018
Panel discussion: (L-R): Ashish Sehgal, Chief Operating Officer, Zee5, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital, Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network, Vikram Sakhuja, Group CEO Madison Media, Raj Nayak, Chief Operating Officer, Viacom18, Shashi Sinha, Chief Executive Officer, IPG Mediabrands, India and moderator Paritosh Joshi, Principal, Provocateur Advisory.
exchange4media Group Service
The campaign embodies Piramal Capital & Housing Finance’s commitment to enable customers to transform their dreams into reality by embracing a new way of life - ‘Think Big’
Piramal Capital & Housing Finance (PCHF), the wholly owned subsidiary of Piramal Enterprise Limited, announced the launch of its new brand campaign, ‘Bada Socho’ (Think Big). The campaign highlights the ethos of the Piramal Group and PCHF - its financial services business, to create long term value for all its stakeholders. Therefore, the essence of the brand campaign is PCHF enabling customers to pursue their goals and transform their dreams into reality by embracing a new way of life i.e. ‘Think Big’.
The campaign also brings out PCHF’s expertise across diverse sectors as a key differentiator in the industry and its ability to partner with businesses across the value chain - from the promoter to the end customer. ‘Bada Socho’ is a brand promise highlighting this unique partnership model that allows our customers to pursue their dreams as we support them in their journey.
Speaking at the launch, Khushru Jijina, Managing Director, Piramal Capital & Housing Finance said, “We are excited to launch our brand campaign ‘Bada Socho’, across our target markets - Mumbai, Delhi, Bangalore and Pune. This 60-day campaign highlights our expertise in the market while showcasing our approach to do business. Our brand promise encourages our customers to ‘Think Big’ as we extend our support by partnering with them respectively in achieving their goals whether it is to buy a new home or grow their business.”
The strategy is to reflect the ethos of the Group at large with a specific relevance on the financial services business. The campaign helps establish ‘Bada Socho’ conveyed through messaging that talks about this mind set. A series of creatives help deliver this message in the context of the brand’s different business verticals viz. housing finance, real estate finance, emerging corporate lending, corporate finance group and capital markets & advisory. Visual imagery that is positive, confident and focused lends a strong character and maturity to the campaign. The campaign will run across OOH, radio and digital for the duration of 60 days targeting Mumbai, Delhi, Pune and Bangalore. The messaging will start with brand and then move on to the housing finance communication being retail. The sustenance of the campaign will be supplemented by leveraging on transit/commute and digital platforms.
Creative: TAG Vinnatti
Digital: ARM Worldwide and Yellow Seed
exchange4media Group Service
The campaign, carried out at Delhi and Bangalore Airports, commenced on October 1, 2018.
Laqshya Media has bagged the prestigious mandate of conceptualising and executing the outdoor branding campaign for LG Air Purifiers. The campaign, carried out at Delhi and Bangalore Airports, commenced on October 1, 2018.
According to the agency, the main aim was to attract multiple audiences who travel via flights during this festive season.
Laqshya Media installs over 312 digital screens at all terminals of Delhi. The LG Air Purifier commercial was displayed in the digital screens where the commercial used 1/3rd of the space whereas the rest of the space is utilized to display Live Air Quality Index (AQI). Laqshya’s scope of work also comprised displaying the product placement and branding in premium plaza lounges; out of which 2 of them were displayed in Bangalore and 4 of it in Delhi. The product is strategically displayed at the food joints and near smoking rooms at Delhi Airports which includes 9 units at Terminal3.
Commenting on the campaign, Amarjeet Singh Hudda, COO, Laqshya Solutions, the agency arm of Laqshya Media Group, said, “It’s an immense opportunity to manage and execute the outdoor branding campaign for LG Air Purifier. The brief was well-defined, and it definitely helped us understand the brand, which helped in building outdoor branding communications for LG Air Purifier. The campaign attained high visibility for the brand and attracted lakhs of throngs in and around airports at Delhi and Bangalore. The team seamlessly worked hard and dedicated round the hours to deliver the best for this campaign.”
Youngnam Roh, Director Home Appliances & Air Conditioners- LG Electronics India, said "Health and hygiene are key concerns of consumers and they are looking for solutions to improve the same. Air quality has been of pressing concern for consumers, based on this insight we have developed the latest LG air purifiers, with PM 1.0 Sensor. This distinctive feature purifies even super-ultra dust particles from the air.”
“We wanted to create an experiential marketing platform and Laqshya media has always shown great expertise in outdoor marketing with their campaigns. We wanted to create an eye-catching installation and believed that Laqshya will fit the bill perfectly. The installation of the air filter by Laqshya Media Group, at Delhi and Bengaluru international airports has now become one of the biggest indicators and has given us an opportunity to celebrate our brand with our customers,” Roh said.
exchange4media Group Service
Ashish Bhasin, Chairman and CEO - South Asia of Dentsu Aegis Network was awarded the 'Network Head of the Year'
At the fourth edition of Media ACE Awards, GroupM took home the coveted ‘Network of the Year’ award.
Commenting on the win, Prasanth Kumar, CEO Mindshare South Asia, Africa and MENA, said, "I want to thank the jury for awarding us the Best Agency of the Year and Media Agency Network of the Year. It’s truly a fabulous day for us and we are very humbled that the jury and everybody recognises that a lot of effort has been put together to get the best of clients and partners. It's a big moment for all the people in GroupM, Mindshare, and all the winners."
The category award was judged based on the parent network and collaborator that played a pivotal role in development and enhancement of its reputation in the industry, by providing holistic marketing and communication assistance like content creation, digital advertising, proprietary tool development and other essentials. The winner was selected as per the Jury’s discretion.
GroupM has won this award for two consecutive years now.
The awards held on October 16 showcased award-winning work for the period July 2017 to Aug 2018. Media ACE recognises Indian Media Agencies for their contribution to the industry and the professionals behind the growth of these agencies.
exchange4media Group Service
Dentsu Aegis Network’s Ashish Bhasin bagged the ‘Network Head of the Year’ award
The e4m Media ACE Awards initiative recognizes Indian Media Agencies and their People for their work and their contribution to the Industry. The recently concluded fourth Edition of Media ACE Awards showcased award-winning work for the period July 2017 to August 2018 and people who played a significant part in shaping the media landscape in India.
In the ‘People Awards’ category, Dentsu Aegis Network’s Ashish Bhasin bagged the ‘Network Head of the Year’ award. This award is for the Head of a Parent network who has contributed critically towards delivering premium service, stimulating growth of the organization and enhancing the industry at large.
While receiving the award on stage, Bhasin said, “First of all, I would like to give thanks to the jury, Nawal (Ahuja) and Anurag (Batra) for this honour. It's been an amazing journey. It started with 45 people to 3500 now.”
Speaking on the win, Bhasin later said, "It's an honor and privilege to be selected as the Network Head of the Year and the credit of all this goes to the fantastic network of the 3500 professionals that I lead. I want to thank the jury and everyone for selecting me."
exchange4media Group Service
In the Top 10 Advertisers list only Amazon.in forayed at third spot; there was no other e-commerce portal apart from them
In the list of BARC Top 10 Brands for Week 40 (September 29-October 5), Lizol reclaimed to the top with 14,023 insertions.
Santoor Sandal and Turmeric and Amazon moved up to second and third spot with 13,431 and 12,819 insertions respectively.
Flipkart again made an entry at fourth spot with 11,094 insertions. Trivago and Mahindra Marazzo slipped to fifth and sixth spot with 10,579 and 9560 insertions. Honda Activa 125 and Total Hi-Perf entered at the seventh and eighth spot with 9414 and 8856 insertions respectively.
Dettol Toilet Soaps entered the category at ninth spot with 8803 insertions, whereas Dept of Women and Child Development slipped to tenth spot with 8795 insertions.
In the same week, in BARC Top 10 Advertisers list, FMCG brands Hindustan Lever and Reckitt Benckiser continued to lead at the top two spots with 1,17,018 and 1,11,113 insertions, respectively.
Amazon Online India and Procter and Gamble India climbed to third and fourth spot with 34,028 and 31,392 insertions, respectively. Wipro, SBS Biotech and Brooke Bond Lipton India entered the category at fifth, sixth and seventh spot with 23,607, 21,504 and 18,901 insertions respectively.
Cadburys India slipped to eighth spot with 18,715 insertions. Colgate Palmolive India and Ponds India are other few brands which forayed at ninth and tenth spot with 16,790 and 16,770 insertions respectively.
exchange4media Group Service
Jiggy George, MD, Mojostar, shares some insights about the performance-wear market and how Mojostar is looking at the category
Mojostar is fast emerging as one of the leading performance merchandising brands in the country. According to Euromonitor, the total size of the performance wear market is Rs 44,000 crore and India presents a big opportunity for the segment.
With celebrities such as Tiger Shroff and Jacqueline Fernandez on board, Mojostar is already on its way to leverage the immense opportunity that this market offers.
In an interview with exchange4media, Jiggy George, Managing Director, Mojostar, shares some insights about the performance-wear market and how Mojostar is looking at the category.
Would it be right to call Mojostar a celebrity-driven brand?
I don't believe we are a celebrity brand. How we approach the business is little different. Our objective is not to take a celebrity and build a brand with them; it is to look at white spaces. We look at opportunities that exist which are untapped, for example, most performance wear brands in this country are just focused on men. And, if they serve women, it’s a very pinkish, ‘skimpish’ strategy-- that if I make it for men, I make it smaller for women.
Once we identify the white space or gap, then only do we look at the roster of stars which most authentically drive that promise.
What is the size of the performance wear market and what kind of market share are you looking at in the next few years?
The entire performance-wear space is a Rs 44,000 crore market, according to Euromonitor, growing at a rate of 20 per cent and the top players are just 10 per cent of the market. So there is massive headroom for more brands. We are looking at a turnover of Rs 500 crore in the next six years.
You already have Tiger Shroff and Jacqueline Fernandez on board, by having celebrities on your side, does it make brand building easier?
We are very aware of the fact that if you only look at the celebrity and not care about your product, this is not going to be long-term at all. The biggest advantage of having a celebrity on your side while building a new brand is that you tap into their huge fan following, this phenomenon is particularly popular in the west, for example, what Kayne West has done with Adidas and what Michael Jordan has done with Nike is commendable. So it is a model that works. Jacqueline and Tiger are both partners in the business and they both hold equity in the business, so it is their brand as much as ours.
What are some of the biggest hurdles for the performance wear category in India?
Building brands is a long, hard process overall. In our case, we look at the world of retail through a media and entertainment lens, primarily because we have been a lot in the media and entertainment business. At this moment, the challenges in this category continue to be the retail spaces and distribution. Right now we are exclusively available on Amazon and we have our own websites which have a very decent reach, almost 45 per cent of the traffic that comes to our website is organic. In the coming time, our big focus will be on our offline presence and we would like to opt for an omnichannel approach when it comes to market strategy.
iProspect India has bagged the SEO, paid media and digital business for KFC India, and will be handled from the agency’s Delhi office
Digital performance agency from Dentsu Aegis Network, iProspect India, has bagged the SEO, paid media and digital business for KFC India. The American fast food restaurant chain’s account will be handled from the agency’s Delhi office.
Commenting on the win, Rubeena Singh, CEO, iProspect India said, “The growth in diversity of the client sectors in our portfolio is always welcomed. We are pleased to partner KFC in their growth journey.”
On the association, Moksh Chopra, CMO, KFC India said, “Our partnership with iProspect comes at an opportune time as we increase our focus on digital performance marketing. We are confident that our brand marketing strategies, coupled with iProspect’s expertise, will yield great results for KFC India. We look forward to a fruitful association with them.”
Founded in 1997, iProspect India is a part of the Dentsu Aegis Network. It offers brands an entire spectrum of result-oriented digital marketing strategies.
exchange4media Group Service
In a Press statement issued by Press Club of India on behalf of journalist organisations, the Minister of State for External Affairs, MJ Akbar, has been asked to step down and face the probe
In the wake of the #MeToo movement and raising deep concerns over the overwhelming complaints of sexual harassment in the media industry, Indian journalist organisations have demanded an impartial investigation into such issues. In a Press statement issued by Press Club of India on behalf of journalist organisations have asked the Minister of State for External Affairs, MJ Akbar, to step down and face the probe.
Akbar, a former newspaper editor, has been accused by more than a dozen women journalists of sexual harassment. He issued a stern defence of himself through a statement and called them “false, baseless and wild allegations”. He went a step further, and filed a defamation case against Priya Ramani, the first journalist to have spoken up against him. The minister's lawyers mentioned that the posts of Ramani were written with a 'sole ulterior motive of maligning the reputation and political standing of the Complainant, in furtherance of her own vested interests and underlying agenda'.
Many victims and activists expressed shock and disappointment at Akbar’s actions, while multiple journalist organisations issued a statement against the minister’s comments.
Here is the full text of the statement issued by the Press Club of India:
We the undersigned journalist organisations have been deeply concerned over the overwhelming complaints of sexual harassment in the media. We recognize that sexual harassment at the workplace is a worrisome reality and that media organisations and managements have been unable to put the systems in place which would have ordinarily addressed complaints of sexual harassment.
We are also deeply disappointed at the statement issued by Mr M J Akbar, Minister of State in the Ministry of External Affairs. Wherein he has threatened legal action against all those who have alleged they were harassed by him. Mr. Akbar is a senior functionary of the government and his response should reflect the responsibility that is thus bestowed on him. There can be no dispute about the need for an impartial probe into all the complaints without fear of threat or intimidation to the complainants - and this acquires particular significance if one of the accused is an influential minister in the government. In the interests of a fair probe, moral and public propriety, it would only be appropriate that the minister step down from his post till such time as the inquiry is completed. We are disappointed that Mr. Akbar did not choose to take this step instead of threatening the complainants with legal action.
An impartial probe should be conducted into all the complaints without fear of threat or intimidation to the complainants more so as the accused party is an influential minister in the present government. We also feel that in the interests of a fair probe, moral and public propriety, it is only proper and appropriate that the minister step down from his post till as such time the probe is completed.
Sexual harassment at the workplace is a pervasive phenomenon. It has continued with impunity despite the enactment of a tough law to prevent, prohibit and redress it, the inability of women to speak out about such harassment needs serious introspection and redress. We hope that employers in media organisations and the government will look into this with the seriousness it deserves and not treat the incidents as motivated complaints.
- Indian Women's Press Corps, South Asian Women in Media, Press Association, Press Club of India
In a recent development, Bodhisatwa Dasgupta, Creative Head, Happy mcgarrybowen is now facing allegations of sexual harassment during his stint at JWT. A statement released by Dentsu Aegis Network said -
"Over the weekend, certain incidents have been brought to our notice involving an employee of Happy, which alleged to have occurred during his tenure with his previous employer. We have already initiated an enquiry to verify the same with his previous employer.
Dentsu Aegis Network does not and WILL NOT accept anything but professional behaviour at our workplaces and follows a Code of Conduct that sets a high standard of behaviour we expect of our people. We have a zero tolerance policy towards any kind of harassment at our workplaces and any such incidents that are brought to our attention will be investigated and necessary action will be taken in line with our company policy."
Following the investigation, Dasgupta posted on his Twitter handle:
exchange4media Group Service
Every film has one main hero – an IKEA product itself, and well it is this hero that does all the talking
The IKEA store launch in Hitec City, Hyderabad, has been one of the most talked about launches in recent times. A much-anticipated event, the store launch was preceded by the brand’s first ever communication for the Indian market, created by Dentsu Impact – the creative agency from the Dentsu Aegis Network.
The launch also saw some interesting on-ground activations that got people talking. One may think that such a high impact launch would be followed by a period of quiet from the brand. But not so in the case of IKEA. The brand has now released a series of new films on TV and digital to bring to life some hero products from the brand.
Every film has one main hero – an IKEA product itself, and well it is this hero that does all the talking. The treatment is a completely fresh one and the films are nothing like a typical product-centric ad you may imagine. The films are all a part of a series and the team promises we will see something fresh in every film, with a different product playing a different character.
Speaking about the films, Ulf Smedberg, Country Marketing Manager, IKEA India said, “We at IKEA saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatize and make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call “Talking products”. In this series of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction has so far been very positive, with people finding them to be surprising yet distinctively IKEA.”
Megha Jain Sadhwani, Senior Vice President, Dentsu Impact adds, “The reason why IKEA is the world’s most loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is. The intent behind this series of films is to introduce these heroes to the Indian audience in a typical IKEA style - simple & playful, and what better way to do this than to let the products do the talking themselves, literally!”
Amish Sabharwal, Creative Head, Dentsu Impact Bangalore spoke about the creative concept behind these films and said, "IKEA is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir. The products of IKEA are so intuitive, practical and magical that they deserve to be stars of every commercial, who needs celebrities?! That's what we did. Each object has their own character, their own quirk, their own voice and they are unlike any other object you get in the market. The idea is to get the audience to enjoy the storytelling and the magic of each product."
Krittika Chakraborty, Planning Head, Dentsu Impact Bangalore explained the strategic intent behind the films. “These films exemplify the IKEA brand tonality which is so well-recognized and loved the world over. And the slight edge and playfulness of their execution ensure their suitability to the digital medium, making them the kind of content people want to engage with.” The films have been released on TV in Hyderabad and are available on the IKEA Facebook page.
See the videos here:
Tertial Lamp - https://www.facebook.com/IKEAIndia/videos/2217158988297714/
exchange4media Group Service