Post by MediAvataar's News Desk
- Mar 17, 2019
Detailed analysis of spending on Internet advertising media jointly carried out by D2C Inc., Cyber Communications Inc. and Dentsu Inc.  Three companies in the Dentsu Group have released a survey titled "2018 Advertising Expenditures in Japan: Detailed Analysis of ...
MediAvataar's News Desk

MediAvataar's News Desk

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From launching across 190+ countries in October 2018 to galloping to No. 1 in markets like Bangladesh and Sri Lanka to announcing a slew of partnerships with Dialog, Celcom, Apigate, Netrange, Zeasn etc., ZEE Entertainment Enterprises Ltd.’s OTT platform ZEE5 has been on an aggressive expansion drive across global markets these past six months.

And its only accelerating this pace as it gets set to unveil its plans for the year to bring the best of Indian entertainment to its global audieces at APOS (Asia Pacific Video Operators Summit), being held from 23rd to 25th April 2019 at Bali.

Since its global foray, ZEE5 has carved a clear niche for itself in the hearts of South Asians across the globe with its range of Indian TV Shows, Blockbuster Movies, Originals etc. across languages, enabling viewers across the globe to access their favourite TV shows like Kumkum Bhagya, Kundali, Bhagya, Jodhaa Akar, Sembaruthi etc., Bollywood and regional blockbusters and fast-paced Originals in the language of their choice.

Now, with its sights firmly set on non-South Asian audiences too, ZEE5 makes APOS its stage to announce its content localization, distribution and other plans for the year.

Speaking about the upcoming announcements, Amit Goenka, CEO, ZEE International and Z5 Global said,”We have an extremely aggressive agenda chalked out for ZEE5 across global markets this year across content, distribution and localization. All this is being driven to make ZEE5 into a truly mass market proposition, and we look forward to sharing these plans at APOS in April.”

Chief Business Officer for ZEE5 Global, Ms. Archana Anand will lead the series of announcements at Asia's leading annual event for the media, telecoms and entertainment industry on 25th April 2019 during the session on ‘INDIA: OTT DRIVES BORDERLESS AMBITION’.

Archana Anand, Chief Business Officer, ZEE5 Global said, “OTT platforms are transforming the way we consume content and dissolving boundaries. Today, we not only have access to global content, but also have the opportunity to reach our rich Indian content to a viewer in any country who is hungry for our movies and music and TV shows. We have a very exciting year coming up and I am looking forward to sharing some key updates on 25th April during the upcoming APOS Summit.”

In what ways are digitalization and VoD providers such as Netflix changing the market of the future?

The TV and video market is highly dynamic and is characterized by a great number of drivers: digitalization, new market offers, and disruption by digital players ensure rapid change. Moreover, consumer expectations and usage habits are changing rapidly in the age of video-on-demand and mobile media consumption. This Deloitte Germany study on future scenarios for the TV and video industry by 2030 demonstrates what market players need to be ready for.

VoD and digital platforms as game changers

Traditional media concepts are a thing of the past, the entire industry is undergoing fundamental change: streaming services are no longer just platforms for the consumption of films and TV programs, now they are investing in the production and licensing of globally successful own content – and are thus in direct competition with the traditional TV and video industry. At the same time, broadcasters and media companies are launching their own on-demand offerings and global content producers are setting up their own streaming services.

Also, on-demand video has radically changed consumer behavior: consumers increasingly expect relevant and attractive TV and video content that can be accessed anytime, anywhere, and in the format that best suits their immediate needs.

The future of the television and video industry

All these factors are already having an effect on the market, but what will the future of TV and video look like in a few years' time? Will global platform giants such as Netflix, Amazon, Apple, and Google dominate the market? Or will the TV and video industry develop into a diverse ecosystem shaped by cooperation, in which traditional providers also have a role to play? Who has access to the customer and who can make best use of monetization possibilities?

The swiftly changing market landscape and ongoing diversification make it difficult to make long-term predictions about the future. That is why we chose a holistic approach for the Deloitte study on future scenarios for the TV and video industry by 2030 and look beyond the customary planning horizon of three to five years with the help of scenario design.

Our scenarios are based on a comprehensive set of drivers that will influence the future of the TV and video industry. We bundled these with the help of expert interviews and an external environment analysis based on natural language processing algorithms, and evaluated them in a matrix in relation to their degree of uncertainty and their individual effects on the TV and video industry.

Digitalization, personalized advertising, and less regulation

For the purposes of the study we identified additional factors that will clearly determine the main future developments in the TV and video industry in the foreseeable future:
Digitalization is fundamentally changing production processes and the distribution of content. All-IP is becoming the standard for TV and video, and fast fiber optic networks and 5G are enabling ever more flexible and mobile consumption of media content. These are being joined by new, intelligent recommendation functionalities based on artificial intelligence and analytics to address consumers in a targeted way.

Video-on-demand is gaining ground on a broad front, but traditional, linear television continues to assert its role – especially in the area of popular live content such as sports and major events.

TV and video advertising is adapting to new formats and relying more and more on the personalization of advertising content. The analysis of user data makes it possible to optimize ads and content, increase the benefit for potential customers, and ultimately to win them over as consumers. The extent to which this will happen, however, depends very much on the willingness of consumers to hand over their data.

Market regulation in the media industry will be more moderate than it is today. In particular in the area of online and mobile services, this will reduce the regulatory pressure on all market participants, especially on the traditional media companies. Network neutrality remains.

Four future scenarios for 2030

As a result of our analysis, we developed the following four future scenarios for the TV and video industry by 2030:

Scenario 1: Universal Supermarket
Scenario 2: Content Endgame
Scenario 3: Revenge of the Broadcasters
Scenario 4: Lost in Diversity

How can the TV and video industry adapt to change?

As different as the four future scenarios for the TV and video industry by 2030 may appear, some universal implications are relevant for all market participants and they should take these into account in their strategic planning.

Broadcasters and content producers can no longer rely on their present market position. To secure their business models and future revenue streams, they must open themselves to cooperation and alliances, including with direct competitors. Joint production, joint distribution models, and even joint platforms are suitable ways of countering the threat from digital platform providers such as Netflix, Amazon, Apple, or Google.

Beyond this, established broadcasters and content producers must constantly invest in their digital competence, because technology has become a core element of their business processes. What is crucial for them is that they are equally attractive to both digital talents and creative minds. What Bill Gates wrote over 20 years ago will still apply in the future: "Content is King". However, to produce attractive content in a future shaped by digitalization and ultimately to reach the customer with it, first-class technological capabilities are a necessity.


Source: Deloitte

Thursday, 11 April 2019 00:00

Swiggy Continues its Creative Spell

Skillfully Delivers Three Witty Commercials this IPL season

Swiggy delivered some of the most memorable commercials (remember the Gulab Jamun uncle?) of the cricketing season. IPL 2019, India’s largest food ordering and delivery platform is back with three new commercials that celebrate India’s undying love for Cricket and Food in the most witty and relatable manner. The multilingual campaign has been conceptualized by Lowe Lintas, and viewers can once again enjoy voice overs from commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra who have lent their voices to these commercials.

Continuing with the ‘What a Delivery’ theme from last year, Swiggy is allowing consumers the convenience of enjoying the cricketing action while it takes care of all their food needs. Shot in an entertaining and tongue-in-cheek manner, the ads are inspired by everyday situations with simple storylines and minimum dialogues. In what has become Swiggy’s signature style, they are sprinkled with cricket commentary like ‘fans have stomped the ground’ and ‘batsmen showing very little intent here’, keeping them both relevant and humorous.

Commenting on the release of the new commercials, Srivats T.S, VP Marketing at Swiggy, said “This cricketing season, we wanted to highlight how Swiggy is there for you when food comes in the way of what you really want to do, which is watching cricket in this case. Be it roommates or long-lost friends watching the big match, or even those witnessing the IPL frenzy from the sidelines, the ads bring alive the convenience users turn to Swiggy for, while also underlining the brand’s benefits in a likeable and engaging manner. The TVCs are a mix of consumer insight, targeting and product communication which is clutter-breaking”.

The first commercial shows two roommates having an argument on who would cook ‘egg bhurji’ while the match is on. With neither showing any intentions of leaving the couch, they turn to Swiggy. Another commercial shows two women complaining about their families ‘wasting time watching cricket’ as cricketers get all the fame and money and they get nothing in return… until the batsman hits a six and they quickly turn to Swiggy to cash in on the Swiggy Sixes discount. The last commercial shows a couple. The husband has ‘mistakenly’ invited all his school friends over to watch the match, while he has only prepared a meal for two guests. As the whole group turns up, they turn to Swiggy for the unexpected guests!

Commenting on the commercials, Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said, “Swiggy has grown to a massive footprint of 120+ markets in a very short period. We have kept this growth in mind with the current IPL campaign and made the idea more inclusive, across markets. ‘What a delivery’ was loved both as a thought and an execution. It definitely has the potential to stay fresh yet memorable, hence we carried forward the thought and execution even this IPL.”

After influencing a change in consumers’ food-ordering habits with some unique differentiators such as ‘No Minimum Order’, ‘Lightning Fast Delivery’ and ‘Variety of Restaurants’ to choose from, Swiggy continues to tickle their bones and taste buds by being true ‘Hunger Saviors’ and offering some mouthwatering deals. At the start of the T20 cricket season, Swiggy launched Match Day Mania, a 43-day long food festival that offers discounts across 32,000+ restaurants across 100+ cities. Apart from television, this integrated campaign is being promoted across print, radio, digital platforms, as well as in restaurants.

A much-loved innovation by Swiggy this IPL is Swiggy Sixes. Here, users can get 60% off on every Swiggy order placed within 6 minutes of an IPL sixer by entering the coupon code SWIGGY6.

Besides the T20 in-game ads, the campaign will run on digital and across the brand's social media platforms.

With election day fast approaching, Snapchat is supporting efforts to get people to the polls and is guiding users to resources provided by the Election Commission of India. This started on March 28, where Indian Snapchatters received a Snap from ‘Team Snapchat’ and had access to filters reminding them to check their online voter roll ahead of the deadline. On April 10, a 'Team Snapchat' Snap will also be sent to remind people to look up when their constituency is voting, and Snapchat will also send a Snap in each individual state that includes a link to polling location information hosted on the Electoral Commission of India’s portal.

Snapchat has also designed a range of creative tools including filters, stickers, Bitmoji, lenses, and Snap Map integrations especially for the election. Snapchatters can use can also use lenses and filters to express themselves on issues around the elections and share them with friends. Snap Map will offer a new way for its Indian community to check their online voter roll, look up when their State Constituency is voting and encourage them to cast their vote with a ready link to the polling location. Furthermore, in partnership with YLAC India (Young Leaders for Active Citizenship), Snap is also hosting a geo-filter competition to encourage voter engagement and expression for the state elections in Mumbai and Delhi.

With an aim to offer superlative services to clients, Dentsu Aegis Network (DAN) India has decided to bring together its data and programmatic functions under one roof.

The new division will be called DAN Programmatic and will be led by Gautam Mehra as part of his expanded role. Under this new mandate, Mehra will now be designated CEO, DAN Programmatic even as he continues to serve as Chief Data Officer, Dentsu Aegis Network – South Asia. As the CEO of DAN Programmatic, Mehra will be guided by Shamsuddin Jasani (Shams), Group Managing Director – Isobar South Asia and ‘executive sponsor’ for DAN Programmatic South Asia.

Speaking on the occasion, Shams said, “We have an amazing data practice as well as a programmatic product. And both are doing exceedingly well. However, we think that by getting the two together we could really create an industry-leading product, which is head-and-shoulders above anyone else in the market. Gautam has been a great contributor to the success of Dentsu Aegis Network in India and under his leadership, our Data Practice has flourished. I believe that DAN Programmatic will be able to create the gold standards for programmatic in India.”

Commenting on his appointment, Mehra said, “The Data practice at DAN is already renowned, globally. It has developed some fantastic proprietary tools such as DAN Explore and DAN Data Labs that are already being used across more than 25 markets. We have also been the Agency Group to be pioneers in establishing Programmatic OOH and Programmatic Radio. With client needs evolving for quicker turnarounds and data-driven marketing at scale, DAN Programmatic will combine data and technology along with the Data Sciences Division and AMNET, to deliver innovation and value to our clients across the region.”

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