05 June 2020 11:47

APAC HEADLINES

Post by MediAvataar's News Desk
- Apr 22, 2020
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MediAvataar's News Desk

MediAvataar's News Desk

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COVID-19 pandemic has cast a spotlight on the urgent need for business’ resilience and digital capabilities.

Today both B2B & B2C businesses are equally impacted due to the pandemic as billions of citizens face lockdowns across the globe. Businesses need to react to these sudden and dramatic changes which impacted their supply chains, customer interactions and expectations, as well as employee productivity and availability. Life has changed for all of us and virtual proximity is at its peak while we practice social distancing in real life.

No data is yet available to gauge how much the COVID-19 crisis is inducing digital transformation, but some early numbers suggest that digital transformation is certainly top of mind as business priorities.

It’s not business-as-usual as the pandemic has changed the consumer’s mindset and is forcing businesses to accelerate the shift to digital and directto-consumer (DTC) models. Consumer habits and behaviours may go back to the pre-pandemic days sooner or later but as of now there is a surge in consumer digital behaviour and its here to stay for a long time.

Digitally mature businesses have better resilience and ability to handle the challenges that such crises demand. Businesses therefore will need to ramp up their digital initiatives to leverage the “new reality” and rethink their digital strategy that is data-driven, customer focused and agile.

No longer can business leaders deny the value addition that digital technologies bring to their businesses. The COVID-19 pandemic is forcing business leaders and owners to relook at the investments towards their digital initiatives and consider them as core business initiatives.

We anticipate accelerated investments towards digital initiatives that enable businesses to handle the fast changing customer demands and identify trouble spots in core business processes to quickly mitigate them. Mobility, digital customer experiences & secure remote working environment for business continuity could be a great example in this case.

A report from BCG suggests that digitally mature businesses who had invested in areas such as AI and new ways of working could better handle the current crises situation and adapt to the radical changes in customer behaviour and business environment.

COVID-19 crisis was impossible to predict with conventional wisdom and forecasting tools. However, there are important lessons that we can learn and carry forward these learnings to the future that has been redefined. For business continuity, businesses should be focussed on reshaping their strategy, assess alternative / digital operational methods and respond quickly - which is where we step in. nxtnew Digital Business Consulting was formed to address the pressing need to enable businesses to take that first step towards their digital transformation journeys.

We started out as an independent about 2 years ago after two decades of successful careers in the corporate world. Our focus is to help businesses prepare for the new reality, tackle immediate needs while strengthening business outcomes. We help businesses build adaptable data and digital platforms with an emphasis on business continuity, expansion and innovation.

32% of senior executives rarely update their operating model, according to initial data from an ongoing intelligence operations survey by Accenture and Oxford Economics. We encourage businesses of all sizes to proactive ly work towards data-driven digital customer journeys that are sustainable and revenue focused.

We strongly believe that digital transformation is a joint venture between the CEO and the CIO and taking the digital first approach should be an integral part of a business strategy. nxtnew Digital Business Consulting aims to be the bridge between a company’s business strategy and their digital transformation objectives by collaborating and co-creating their digital strategy. We work as extended team members to bring in the digital knowhow across technology, marketing & customer experience design.

Our key service offerings are:

• Digital strategy

• Digital product strategy

• Data strategy

• Marketing transformation strategy

• Digital customer experiences

Why should you partner with us?

• We combine strategy, technology and creative, to help CXOs envision and build what’s next for their business.

• We apply design thinking to business problems, in order to generate effective and innovative outcomes, that are sure to result in enhanced customer experiences.

• We bring two decades of experience in media & entertainment, telecom and BFSI sectors in India.

Since our inception, we have worked with businesses of all sizes across sectors such as media & entertainment, manufacturing, real estate and consumer goods to define their digital strategy. We are conscious of the fact that businesses will seek cost-effective and agile strategies amid the uncertain times. Our framework ensures that the transformation journey is broken down to smaller components that are quicker to implement, show rapid results and are not investment heavy.

It’s about taking one step at a time in the right direction.

About the Founders:

Devyani Ozarde- Founder, Director

Devyani is a digital media professional with over two decades of experience in digital strategy, developing & managing digital products & platforms and has worked with organisations such as Sony Pictures, BCCL, Reliance and rediff.com. Before founding nxtnew Digital Business Consulting, she led the digital technology function at Sony Pictures Networks India where she launched and managed a range of digital products & platforms including OTT, TV-to-Digital experiences, Social media command centre, CRM, Data Analytics, & Content marketing.

An art school graduate and with combined skills across creative, technology & marketing, Devyani likes to call herself a creative technologist. She is constantly looking for new opportunities & innovations to help businesses reach out to their customers effectively. She evangelises creative application of digital technologies for achieving greater business outcomes.

As the Founder and Director of nxtnew, Devyani wears the chief creative technologist’s hat and is responsible for technology solutions & general management.

Avvanti Gupta-Co-founder, Director of Business & Strategic Alliances

As a partner and co-founder, Avvanti is responsible for client acquisition, strategic alliances and partnerships. In the course of her two decade-long career, she has driven sales and growth strategy for several large organisations across Telecommunication, ITES, BFSI, as well as startups offering emerging tech for business like AR, VR & Cyber- security. She has also led large teams and business verticals for revenue growth.

Avvanti is committed to building long-term relationships through partnerships and alliances as she believes in the combined strength that an ecosystem can offer. She has driven these relationships across a wide spectrum - from large global clients in the emerging markets to small specialised businesses. An economics graduate with an MBA in marketing, Avvanti has always been a gold medalist. Today she is driven by the challenge of making digital a board room topic.

New partnership will accelerate Games24x7's growing business and brand expansion in India

Essence, a global data and measurement-driven media agency which is part of GroupM announced that it has been appointed as the integrated media agency of record for Games24x7, a leading online games company in India. Led out of Essence’s Mumbai office, the agency’s remit includes media planning, media activation and content innovation for all of Games24x7’s gaming platforms.

Games24x7 was founded by New York University alumni Trivikraman Thampy and Bhavin Pandya in 2006. Fueled by early-stage investments from marquee venture capital firm Tiger Global and a host of investment entities from the United States, Games24x7 enables cash, community and creativity for its massive gaming community. The company boasts an exciting full-stack games portfolio across skill games and casual games, with leading platforms including RummyCircle, My11Circle (a fantasy cricket league) and Ultimate Games (casual games).

In the past year, Games24x7 has been partnering with national brand ambassadors for its gaming platforms, starting with iconic cricketer Sourav Ganguly’s promotion of My11Circle. The company has been investing aggressively in its India-centric mobile games business, while also diversifying with investments in the international gaming market and other technology partnerships.

“Online gaming in India has come of age and as a market leader in this industry, Games24x7 is seeking to further build exciting gaming propositions for millions of gaming enthusiasts in the country. We are delighted to appoint Essence as our agency of record for our media efforts as we accelerate our growth plans,” said Siddharth Banerjee, Chief Revenue and Marketing Officer, Games24x7.

“A pioneer in the high-growth, technology-driven online gaming sector in India, Games24x7 believes in leveraging the true power of data science to provide millions of game players with unique game-playing experiences. At Essence, we have a similar approach to the use of data, analytics and technology to deliver valuable advertising for brands and their consumers. We are thrilled to collaborate with Games24x7 to further accelerate business growth for its platform brands in India,” said Anand Chakravarthy, Managing Director, India, Essence.

Games24x7 joins Essence’s diverse and expanding portfolio of clients in India, which include Airtel, Britannia, Faces Canada, Flipkart, Google, Honda motorcycles and scooters, Livspace, Vedantu, Wakefit and Zee5.

Thursday, 28 May 2020 00:00

The Surge of YouTube Ads amidst COVID-19

Study finds out, Online Education and Video Streaming platforms dominated the Youtube ads.

With the countrywide lockdown and people practicing social distancing, brands like Netflix and Udemy are investing in their maximum limits in Youtube ads so that their services can easily be availed by the users. Germin8, a leading social media intelligence has come with their recent research report on "The Surge of YouTube Ads amidst COVID-19".

The report on 'The surge of Youtube Ads' highlights how brands are investing heavily in Youtube Video ads. Germin8 has collected a sample of 200 real-time Video Ads running on YouTube over a period of one week. These Ads were collected from the videos that were listed either on the Home or Trending section of YouTube and from multiple browsers so as to minimize the user bias. Each ad was studied to understand the context of the ads and also about the organizations actively investing in them during the Covid-19 related lockdown. The ads were segmented under themes, sectors, frequency, and Covid-19’s influence in their communication. The report was written by a team of research analysts to ensure greater clarity of data.

The report basically highlights how Youtube ads were dominated by two sectors which are Online Education and Video Streaming platforms. Online education websites like Udemy, Unacademy, upGrad, Greatlearning, Datacamp. Udemy had the highest number of ads and on courses like Sketching, Python, Personality Development. In many ads, it ran an offer of 90% Discount on courses catering to the needs of students as well as working professionals. Whereas Netflix and Amazon Prime had the highest number of ads. Netflix had the maximum Share of Voice. They invested heavily in promoting their series like Locke & Key, Ghost Stories, 6 Underground, and Sex Education.

In the research it was also observed that, some organizations used Covid-19 related communication in their ads, urging people to stay home. Out of 65 distinct organizations, 9 have created their ad content around Covid – 19. It can be observed that the organizations who deal Offline ran more ads using Covid factor when compared to the ones who provide Online services. For example- Asian Paints is running #StayHomeStaySafe ad campaign, Vodafone ads urged users to ‘Stay home, stay safe, stay connected’. Nivea India is encouraging viewers to play with their kids at home. While, Amul ad showed homemade food recipes in regional language.

Organizations that deal offline but wish to be in the eyes of the users must adapt their communication to Covid-19 or run a campaign instead of creating the content which is completely dedicated in promoting their products or services. Investing more now can easily increase their share of voice as only a few institutions are using this strategy.

Summary-

Organizations providing Online Services to its users invested majorly in this Lockdown compared to the ones dealing Offline

YouTube Video Ads on Online Education and Video Streaming dominate the space

Organizations like Netflix and Udemy invested heavily on Video ads and created variety of ads. Netflix promoted its various Series and Udemy promoted its various courses

Udemy is the highest among all in creating variety of ads

65 Distinct organizations contributed together in 200 Real Time Video Ads. Among them, 9 organizations curated their content around Covid 19. Here, top contributors like Asian Paints and Vodafone ran campaigns like #StayHomeStaySafe and Learn at Home respectively

Covid-19 related communication was present more in ads run by those organizations that are offline compared to the ones providing online services

It can be observed that some educational institutions did not hesitate to run ads though their actual services were offline as the month of April would be a peak time for them to draw student for admissions

Video Ads on YouTube were targeted more frequently when the users were logged in their gmail accounts

Liqvd Asia, the digital marketing agency, has recently announced the joining of Sagnik Ghosh as their Managing Partner. In this role, Sagnik will be based out of the company’s Mumbai office and will help build the communication across verticals like Media Planning & Buying, Performance Marketing, Brand Strategy, Online Listening & Reputation Management, Creative, Social Media and Content marketing solution.

While making the announcement, Arnab Mitra, Managing Director, Liqvd Asia said, “Sagnik & I, are friends 1st and may be then everything else. Like we are partners now! I am extremely elated to have Sagnik on board and therefore get to work on the next phase of growth for LIQVD ASIA. His illustrious career does little justice to his capability and together we want to focus on building an all service marketing agency of the future. I wish him all the very best & look forward to it”.

On his new appointment, Sagnik Ghosh, Managing Partner, Liqvd Asia was quoted, “I am happy to join the ever-growing team at Liqvd Asia and partner Arnab to help grow the agency. I love working across categories and brands & this gives me an opportunity to do so. At Liqvd, we want to bolster our position as an Ideas Company for the Digital World and I will be working towards this mandate. We will be working towards creating a fully Integrated Marketing Communications Agency with offerings across Strategy, Creative, Media, Online Listening & Reputation Management, Content and of course Social Media”.

With an experience of more than 20 years in the industry, Sagnik Ghosh has worked with brands & organisations like Star India, Axis Bank, Grey Worldwide, TBWA India and HSBC in the past.

Leading sports media narrowcasting startup in the Asia Pacific, 1 Play Sports, has brought renowned sports journalist, Ayaz Memon, onboard as Consulting Editor-in Chief, India from May 2020.

Memon, a media veteran with over 40 years’ experience, will lead the thrust for 1 Play Sports to deepen its roots and expand its operations in the Indian sports media market. He and his team will develop sports-related content to maximize audience reach and optimise strategic benefit to the company.

Memon has worked as a sports writer, editor and columnist with several newspapers such as Mid-Day, Bombay Times, DNA, Times of India, Hindustan Times, and Deccan Chronicle. He has also been TV commentator/analyst at various times with Star Sports and Sony Sports, apart from news channels Times Now, NewsX, and Network18.

Memon has reported live ten Cricket World Cups, over 250 Test Matches and 400 One- Day Internationals, the 1988 and 2012 Olympics, 1998 and 2010 Commonwealth Games, 1990 Asian Games, the 2006 FIFA World Cup, the 1991 and 1993 Wimbledon Championships among several international events. He has also authored four books on cricket and co-authored one on independent India's golden jubilee, India 50 – The Making of a Nation.

CEO & Founder of 1 Play Sports, Mohit Lalvani, expressed his delight at this association with Memon. “Ayaz’s contribution to Indian sports is gigantic, his depth of knowledge is only matched by his breadth of content understanding and I take great pleasure in welcoming him to the 1 Play Sports team. We are confident this will enable us to scale into India as we have done in Southeast Asian countries”, said Lalvani.

Play Sports began its operations in India roping in Neha S Warrier (ex-Discovery Networks Asia-Pacific) as Country Manager and since then has successfully streamed LIVE national and Asian tournaments expanding its footprint in the region. “As we expand our viewer base in India, we are delighted to welcome aboard a veteran like Memon to 1 Play Sports and gain from his vast knowledge and experience”, said Neha Warrier.

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