MediAvataar's News Desk
India Estimated to Add 100 Million Mobile Internet Users
AppsFlyer’s Global App Install Ad Spend Projection report sees global spending to hit USD 118 billion in 2022, with Asia-Pacific commanding the lion’s share with USD 61.1 billion
In 2019, India’s App install ad spend was at USD 1.2 billion, while China’s at USD 15 billion, Japan’s at USD 2.7 billion, and Indonesia’s at USD 800 million
AppsFlyer, the global leader in mobile attribution, published its ‘Global App Install Ad Spend’ three-year projection, anticipating continued robust growth in ad spend in Asia-Pacific doubling (104%) from USD 29.9 billion last year to USD 61.1 billion in 2022 - the largest share globally.
The upward trajectory will be fueled by the growing number of app installs, projected by some to increase from USD 204 billion in 2019 to USD 258 billion in 2022, with key markets including Indonesia, China, India, and numerous countries in Africa experiencing a surge in app users. As a result, consumer spending in app stores alone reached USD 120 billion globally in 2019.
Globally, Appsflyer expects a surge of app install ad spend, which will double by 2022 and reach USD 118 billion globally. This projection is based on a predictive model, drawing on AppsFlyer’s own data which included over 30 billion non-organic installs, USD 48 billion in ad spend, and 72,000 apps in a 2017-2019 sample.
Ronen Mense, Managing Director & President, AppsFlyer, APAC states, “Being a truly mobile-first, often mobile-only, market, there should be no more question why APAC is at the forefront of the global tech ecosystem. While China has long been emerging as the top ecosystem player, fast-maturing mobile economies especially India’s and Indonesia’s will continue to drive the region’s exponential growth. Given the marketplace’s complexity and scale, APAC marketers would have to look even harder on how they can better optimize their marketing budgets.”
The projection also mentions India adding more than 100 mobile internet users by 2022. However, despite its sheer size, India has less of an impact on APAC’s overall app install ad spend because of the low cost of media in the country (only USD 0.25 - USD 0.28 per install). The app install ad spend in India for 2019 was approximately USD 1.2 billion — a small piece in the USD 30 billion spent across APAC.
APAC tops the growth chart
Due to the mega markets of China, India, Indonesia, and Japan, Asia-Pacific commands the lion’s share of app install ad spend, with over half of global budgets through 2022.
By comparison, the North American user base of connected mobile users will only grow 5% by 2022. Europe presents a more diverse landscape for ad spend. While Europe will add 16 million connected users by 2022 (only a 6% growth rate), Africa and MENA (Middle East and North Africa), will add no less than 60 million connected mobile users — growing at 20%, with Africa (Sub-Sahara) expected to grow twice as fast as MENA.
This projected growth of the global app market validates AppsFlyer’s own growth, coming on the heels of its USD 210 million Series D funding round led by General Atlantic, a leading global growth equity firm based in New York. This year it opened its seventh Asia-Pacific office, in Jakarta, Indonesia.
Why are the campaigns of renowned brands like Dabur, Dettol, HP, and Reebok so successful? Their big budgets unquestionably set a great foundation for success, but is that all? No! If you look at the campaigns for each of these brands carefully, you’ll spot a universal attribute - they all narrate a story.
Indians are highly attracted to stories since childhood. There is a reason why most parents inculcate valuable lessons through the means of this method – stories have the power of seizing the attention of the listener, especially children, from the start to the very end. And hence, storytelling has proved to be a powerful content marketing tool. A really well-framed story can depict the entire character of a brand in barely a couple of minutes, and wise stories can be particularly persuasive.
While most marketers have now understood the importance of video storytelling through a well-charted video marketing funnel strategy, but what is not as clearly recognized is what one must keep in mind while creating a video that not only narrates a story but also drives sales?
To keep your audience engaged by building storytelling into your video strategy, ensure:
1. Your Story is Simple
This is common advice, but ever thought what it really means? Well, when it comes to the story of the video, there are infinite things you want to express as a brand, but the one message you choose should depict the emotions you want to produce and ideas you want to communicate. Remember, there are no set rules. Go bold. Go big. Try something unique, but also be mindful of how you want to get it across. Keep in mind, the simpler the story, the better the impact. A story that is understood is a thousand times more powerful than any other persuasive marketing practice.
2. Everyone can Relate to your Story
This is an obvious point but often undervalued. Honestly, the story you choose for your video has the power to evoke joy, anger, sadness, warmth – whatever the touch, as long as its relatable and communicated effectively.
So, how do you add that relatability factor? Remember, humans have the tendency of relating better to other humans than inanimate graphics or ideas. So, don’t narrate a story of your product or business, but the ones behind it: you, your employees, and your customers. Don’t simply showcase any kind of people, either. Represent people who have similar backgrounds, experiences, and stories as your target viewers.
That’s what Reebok did. Amidst intensifying women empowerment evolution, Reebok, in its ‘Girls Don’t Fight’ campaign, urged girls to be strong & independent, and tried to waive the fact that girls DON’T fight. The video campaign featured Bollywood actress Kangana Ranaut. This campaign created quite a stir as Indian women could relate to the idea of standing up for themselves against injustice, wrongdoings, or misconducts – as contrast to the age-old belief that women CAN’T and DON’T fight.
3. Presence of Emotions: The Ultimate Goal
The outcome generated by enrapturing your viewers with an emotional brand story cannot be underrated. Honestly, every aspect of your video – the visuals, script, props, actors, music, and lighting – should communicate emotions and contribute to the journey of story development. The #HappyHeart India Campaign with Asian Heart Hospital is an excellent example where the emotional aspect of the messaging was conveyed by weaving into a campaign that highlighted how the lives of over 200 underprivileged children were saved who suffered from heart disease. This campaign was endorsed by Bollywood celebrity Akshay Kumar who played a crucial role in rousing a sense of emotion among viewers.
Keep in mind, the emotions you portray to your audience should reflect your brand values, in a way, that makes your brand more likable, associable, and memorable. This element was also rightly framed by HP in its ‘Umeed Ka Diya’ campaign that promotes the sale of country-made diyas to celebrate Diwali. Even though it is on the lengthier side, but every minute unveils a great emotional punch, wrapping out a beautiful social message with an unexpected yet satisfying ending.
4. Conversions and Conversations: The Determinants
There’s probably a lot you want to convey in your video, but you can’t overlook the fact that your end goal is inherently biased. Whether you are creating a video campaign for your own company or your employer, the purpose is to sell something – but that’s not the perspective held by your potential customers. So, instead of highlighting how great your products and services are, approach your video from a viewpoint of someone who has zero clues about your brand. Having realized the need to do so, C Com Digital launched a campaign for Blue Cross to help spread awareness about menstruation and period-related pain with the hash tag #whysuffersilently and thereby stir conversations around the lesser-known condition called dysmenorrhea. The campaign became a nationwide movement with a total reach of more than 2,30,00,000+ across You Tube, Facebook, Twitter and other platforms, and consequently garnered attention towards the brand as well.
The key is to identify your target audience and accordingly flip the script to make your story relevant, relatable, and memorable. One of the best examples of a brand representing a similar philosophy would be ICICI Bank. ICICI, through its short film, ‘Women Invest in yourself,’ that starred Konkana Sen encouraged women to invest in themselves. The campaign indirectly promoted some of their women-centric investment offerings – but with a social message.
Think about these tips next time you’re strategizing a conversion-driven video marketing funnel. Lastly, hold storytelling as a source to add meaning to the message you want to establish with/to your audience. Remember, video storytelling is about promoting your brand through a visual narrative, not convincing the audience to purchase your products – just share the experience mutually and leave the decision to them!
Written by Chandan Bagwe,Founder – C Com Digital
An in-app choose your own adventure series that represents a new way to Match
Tinder, the world’s most popular app for meeting new people, is set to release Swipe Night in India on the 14th of March. After massive success in the US, Tinder will release its in-app, interactive apocalyptic adventure, where at key turning points, Tinder members decide what happens to them next. Their choices dictate more than just the story; they also impact who they match with and what they will chat about once the story ends.
Swipe Night will take place live, right inside Tinder, and come March the Tinder community in India will have the chance to experience the apocalypse together.
So, what would you do if you only had 3 hours left to live and who would you trust?
Stay tuned for more details.
He will be responsible for building and designing a strong tech-driven ecosystem while further upscaling technology and positioning the brand as a market leader in the SVOD OTT Space
In a recent development, ALTBalaji, one of India’s leading homegrown OTT platform appoints Shahabuddin Shaikh as the Chief Technology Officer (CTO). In his new role, he will be responsible for designing a strong tech-driven ecosystem that seamlessly aligns with the brand’s tech vision and leading their overall technology transformation goals. Shahabuddin will directly report to ALTBalaji, CEO & Group COO Balaji Telefilms, Nachiket Pantvaidya.
With an experience of 20 years in the technology infrastructure, Shahabuddin’s expertise lies in envisioning solutions that propel product development. His in-depth knowledge of emerging technologies such as Artificial Intelligence, Machine Learning, Deep Learning, Internet of Things, Big Data among others will help in expanding company growth. Prior to this, he has worked with brands like Vuclip Pvt. Ltd., Mauj Mobile, Orios Ltd., Informatic Systems among others.
Shahabuddin launched the VIU app. to support 21 Million Active User base and generate 2.3 Billion Video Minutes a Month with increase in revenue by 2.5 Million. During his stint with Mauj Mobile, Shahabuddin was responsible for expanding and stabilizing growing MVAS content management platforms.
Speaking on the appointment, Nachiket Pantvaidya, CEO, ALTBalaji and Group COO, Balaji Telefilms said, “We at ALTBalaji have been working towards building a strong application that’s supported by a talented team and flourishing technology. Shahabuddin has an impeccable record of building and aligning technology organizations with business objectives, to achieve results. We welcome him to our organization.”
On his appointment, Shahabuddin Shaikh, CTO, ALTBalaji said, “I am elated to be undertaking a new responsibility with a leading OTT brand like ALTBalaji. I look forward to working towards building a more seamless and engaging experience for the customers while meeting brand’s tech needs.”
Paytm, India’s largest payment gateway, has strengthened its partnership with Uber by adding credit & debit processing and will enable users to complete card transactions seamlessly.
This partnership will allow Uber to leverage the strength of Paytm’s card acquiring capabilities, in addition to the existing wallet integration to provide Riders with the best user experience.
Paytm’s Payments Bank, India’s biggest and only profitable payments bank, will also provide a range of services to Uber’s driver-partners under the Uber Care program such as savings accounts, zero-fee debit cards and significant cashback at Indian Oil, Paytm FASTags among others. To encourage drivers to conveniently open bank accounts and purchase and use Paytm FASTags, the Bank has set up over 12 camps at Uber’s Greenlight hubs across all major cities including Delhi-NCR, Bangalore, Mumbai Chennai, Hyderabad, Kolkata, Chandigarh, Pune, Ahmedabad and Guwahati.
Puneet Jain, Sr. Vice President at Paytm Payments Gateway said, “Uber and Paytm have been long-standing partners. We are extending this partnership to a full-stack payment gateway. This integration will benefit millions of Uber riders to make seamless instant payments from their cards which might be already saved on Paytm."
Nandini Maheshwari, Director, Business Development, Uber India & South Asia, said, “Paytm is a valued and trusted partner for Uber. Facilitating millions of trips weekly, our priority is always to provide exceptional customer service to our riders and a range of welfare benefits to our driver partners to maximize their earning potential. With the latest credit and debit card integration with Paytm, we hope to promote more digital transactions, reduce cash dependency on the platform and improve the country’s digital financial infrastructure.”
Paytm’s payment gateway has been the preferred service provider for India’s digital ecosystem and commands the leading market share. It allows businesses of all sizes to receive payments through different channels including email, SMS, and chat. Paytm’s bouquet of services includes several unique features, such as Payouts & Recurring payments, that address the needs of both B2B and B2C companies.