MediAvataar's News Desk

MediAvataar's News Desk

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Wednesday, 28 November 2018 00:00

MMA India Embarks on Next Phase of Growth

Strong focus on education and initiatives such as IDEATHON part of MMA’s agenda to drive the growth of mobile marketing in India

The Mobile Marketing Association (MMA), the global leading association for the mobile marketing industry, enters a new phase of growth in India, with the appointment of board members, Priya Nair of Hindustan Unilever Limited (HUL) and Sameer Singh of GroupM Media India Private Limited, to the roles of Chairperson and Co-Chairperson of MMA’s India Local Council. Also announced was the addition of five new board members to the existing roster.

In their new roles, Priya and Sam will oversee MMA India in its drive to educate and further the growth of the mobile marketing industry in India. To facilitate greater understanding and education around how brands and marketers can successfully connect and engage with consumers, MMA India has previously hosted the IDEATHON Challenge series that saw tech enthusiasts solve brand problems in 30 hours, where they took marketing on mobile apps to greater heights. With a strong focus on education, initiatives such as the IDEATHON challenge series, as well as the native series which enables expert inputs on best practices for mobile creatives and mobile advertisements, MMA India strives to continue stimulating brands in their efforts to push the boundaries of video and audio marketing.

As the mobile marketing industry evolves to encompass a wide-ranging set of tools and technology such as blockchain, as well as industry regulations, MMA global and MMA India are also working closely on cross media studies, mandates such as the General Data Protection Regulation, and programmatic issues such as ad fraud and brand safety. The concerted efforts of MMA members to champion industry standards and the relevant mandates will unify the various industry stakeholders in efforts to enlighten, empower and enable the mobile marketers of today.

“The evolution of mobile marketing has been continuously fuelled by rapid disruptions and transformation. In keeping with industry developments and consumers increased expectations of brand engagement in a mobile-first society, MMA India believes in staying abreast of new and upcoming industry trends to accelerate the transformation and innovation efforts in mobile marketing and to help drive business growth and build closer consumer engagements.” said Moneka Khurana, Country Head of MMA India.

Taking the helm from D Shivakumar, Priya Nair, Executive Director of Home Care for Hindustan Lever, has accumulated over 24 years of experience working with leading consumer brands such as Surf, Wheel, Axe, Dove and Close Up. She will also bring to her role as Chairperson of MMA India, skills and expertise in Digital and Rural Marketing. In her tenure at HUL, Priya led the Kan Khajura Tesan activation to three Cannes Gold Lions awards, as well as spearheaded the development of HUL’s perfect village, HUL’s Rural Marketing Program and its mobile strategy.

“This is a tremendous opportunity and I look forward to advancing the mobile marketing industry in India. India’s appetite for mobile marketing has seen unprecedented growth in the past few years, and there still remains much room for future growth. As the leading trade association for mobile marketing worldwide, MMA will continue to provide the platforms and avenues for marketers to gain new knowledge and insights to India’s mobile marketing ecosystem. It will be an exciting journey ahead, working with some of the industry best talents at MMA India, to capitalise on new opportunities and value add to India’s growing mobile marketing industry,” said Priya.

MMA India’s newly-elected Co-Chairperson, Sam Singh, is the Chief Executive Officer of GroupM South Asia, managing the leading media investment conglomerate in India, Sri Lanka, Pakistan and Bangladesh. Sam has also previously held leadership roles as Director of Agency Business of Google India and Global Head of Media at GlaxoSmithKline. As a veteran of the consumer products industry, Sam has had extensive experience working in various corporates including GlaxoSmithKline, Procter & Gamble and Gillette, and in markets spanning the USA, United Kingdom, China, Middle East and India. He will bring with him years of expertise accumulated through roles in brand management, media management, sales, consumer insights and procurement.

“India’s mobile marketing landscape is challenging yet dynamic. Its transition to the next level of sophistication comes on the back of consumers’ growing desire for innovative and refreshing media content. I am thrilled to be part of MMA India’s next phase of growth as I work closely with Priya and the entire council to push the boundaries of mobile marketing, and to make mobile marketing more exciting for marketers and consumers alike, in the region,” said Sam.

MMA India’s Local Council also elected five new Board Members, who will begin serving a two-year term immediately. The new Board members are:

· Uday Sodhi – Business Head Digital, Sony Pictures Networks India

· Partho Dasgupta – Chief Executive Officer, Barc India

· Nandini Dias – Chief Executive Officer, Lodestar UM, India

· Shamsuddin Jasani – Group Managing Director, South Asia, Isobar

· Siddharth Banerjee – Executive Vice President, Marketing, Vodafone India

“The new leadership and board members appointments will bring on board new ideas and diverse skillsets. Their combined industry experiences in marketing, digital, communications and marketing is uniquely suited for India’s mobile marketing landscape, and will prove invaluable in the drive to advance MMA’s agenda as the leading trade association for mobile marketing in India,” said Rohit Dadwal, Managing Director, MMA, Asia Pacific. “I look forward to working with them to further develop mobile marketing in India.”

One of the biggest challenges facing marketers today is reaching people at a time when they are willing to pay attention to advertising. The shift to digital consumption and on-demand content means that people are more intolerant of interruption. But maybe smart speakers bring a new, more passive audience willing to listen to ads.

Let me admit this up front. We do not have a smart speaker in our home. Smart battery back-up, yes, smart thermostats, yes, smart switches, yes, but I don’t feel the need for voice activation. Pressing a button to turn on the radio does not seem like a big deal to me, but apparently it is for many. Recode reports that smart speakers are mostly being used to access existing content like the radio in a new way.

The Recode article reports that playing music and other content is by far the most popular use of smart speakers in the U.S. today. Spotify finds that people using smart speakers are more likely to play music every day and listen at weekends. National Public Radio finds that the proportion of people listening on smart speakers has jumped from 4 percent to 19 percent, providing an additional source of listeners. And according to Scout FM people are listening to podcasts longer on smart speakers than on phones and far less likely to skip advertisements.

Cara Meverden, founder of Scout FM, states,

“Smart speaker listeners are much more passive.”

For marketers, this might give hope that the digital future is going to be more than a two second sound bite. Far from being a bad thing, passivity is a good when it comes to the consumption of advertising. Lacking the inclination to skip, people consume large amounts of content that they would otherwise dismiss. TV, outdoor, and radio all offer a more passive experience than digital media and, as a result, are often what primes interest in a multi-media campaign. The trick for the advertiser is to engage just enough attention that the ideas and feelings conveyed by an ad stick in people’s heads. This then primes interest and encourages people to pay attention to more easily skipped content.

So far from developing a vast array of new skills, maybe advertisers need to think more about traditional audio ads and branded or sponsored content. Prior to Thanksgiving it seemed inevitable that Butterball would suggest we say, “Hey, Alexa ask Butterball” to get cooking advice from their Turkey-Talk Line experts, but maybe a good, old-fashioned passive ad interspersed into other content might work more effectively?


Written by Nigel Hollis, Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

WPP today announced that Wunderman and J. Walter Thompson will unite to form Wunderman Thompson, a creative, data and technology agency built to inspire growth for its clients.

The new organisation will be distinctively positioned as a provider of end-to-end solutions – through creative, data, commerce, consulting and technology services – at a global scale.

Wunderman and J. Walter Thompson share many core clients, who will now have simpler access to the expertise of both agencies. And, as technology reshapes marketing, Wunderman Thompson will also capitalise on close and long-standing partnerships with Adobe, Amazon, Google, IBM, Microsoft, Salesforce and SAP.

The newly formed agency will be led by Global Chief Executive Officer Mel Edwards, who is currently the Global CEO of Wunderman. Tamara Ingram, CEO of J. Walter Thompson, will become Chairman.

Mark Read, CEO of WPP, said: “Wunderman Thompson is a formidable combination, bringing together the capabilities our clients are demanding – award-winning creativity alongside deep expertise in technology, data and commerce – in a single organisation.

“Clients want greater simplicity from their partners and this development, like others at WPP, is designed to reshape our company around their needs.

“It’s great news for our clients that we can combine the best of JWT and Wunderman in a single agency, and it’s great news for WPP as it allows us to compete more effectively in the sectors with the most significant opportunities for future growth.”

Mel Edwards, Global Chief Executive Officer, Wunderman Thompson, said: “To achieve transformative outcomes, clients today need inspiration that is rooted in data-driven insight. I’m really excited to be able to deliver that within one agency. Wunderman Thompson offers precisely what clients want: brilliant creativity, expertise in data and sophisticated technology skills. I couldn’t be more honoured to lead this new organisation and its exceptional people.”

Tamara Ingram, Chairman, Wunderman Thompson, added: “Both JWT and Wunderman have been built by the commitment of many talented people, whose combined capabilities will further distinguish us in the market. Coming together was a decision driven by the opportunity to better serve our clients, expand our offering and create an agency effectively positioned for the future. As Wunderman Thompson we will deliver world-class services in every geography, and work that is more meaningful and more impactful than ever.”

Wunderman Thompson will be an agency of more than 20,000 people in 90 markets. It will be fully operational in early 2019.

Ravneet Singh, 22, a gaming enthusiast began his corporate life about 6 months ago and with the new life, gaming took a backseat. His expensive gaming console ($500) was catching dust in the cupboard until Ravneet came across Mutterfly. Mutterfly is a peer to peer rental marketplace that allows its users to earn by renting their unused products. Ravneet is not alone as a survey by Olx shows that the amount of unused items in Indian homes has reached a whopping Rs 78,300 Cr. With help of Mutterfly, today Navneet has recovered more than 80% of this PlayStation cost in just 6 months and is looking to invest in and list other gaming consoles on Mutterfly. Mutterfly today as more than 80,000 users in Mumbai and more than 3000 users have listed their products for rent.

Similar to Mutterfly, there are players in different categories that are helping Indians rent out their unused assets and earn with every transaction. For instance, Airbnb, a platform that lets users rent out their spare rooms or houses to guests, has found tremendous success in India. For most Indian travellers, this has become the first choice of accommodation while visiting different cities. Similarly, Zoom cars newest offering Zap, allows you to list your car for the dates and times you are not using your car. This effectively allows your car to pay for itself. While on one side, brands are helping Indians monetise their assets, on the other hand, they are helping aspirational Indian millennials achieve their ideal lifestyle without buying anything. For instance, Saachi, a photography enthusiast always stopped herself from pursuing her passion owing to the expensive camera equipments. With services like Mutterfly, she has started renting high-end cameras starting at just Rs 650. If you compare this, it will be less than the cost of a cheese burst pizza.

As per Mutterfly’s survey carried across 8 cities, an average Indian house has Rs 30,000 worth of unused products. This not only reflects the impulsive buying behaviour of Indians but also shows the hoarding mentality prevalent in the system. In the age of Generation X and baby boomers, ownership was considered a sign of status and prosperity. However, the aspirational Indian millennial is challenging the notion of buying and resorting to alternative forms of ownership. This has led to a huge boost for the rental ecosystem in the past decade with travel, accommodation and transport sectors seeing a mass adoption. In terms of rental adoption, USA leads the way with 21% of consumers using products and services. China has 3% adoption and while there are no concrete numbers for India, this would be pegged less than 1% mark. This shows the market opportunity and its not long before we shift in consumption pattern with the rational Indian consumer advocating a rent-first mindset.


Written by Akshay Bhatia, Founder and CEO of Mutterfly

• Odisha Hockey Men’s World Cup Bhubaneswar 2018 on TV in 194 countries

• A 150% increase compared to 2014

• Over 30 broadcasters showing the games

Lausanne, Switzerland: Thanks to media rights agreements signed by the International Hockey Federation (FIH) with over thirty broadcast partners worldwide, the TV coverage of the upcoming Odisha Hockey Men’s World Cup Bhubaneswar 2018 will reach no less than 194 countries.

This represents an increase of almost 150% compared to the last edition of the men’s flagship event in 2014!

Furthermore, the games will be shown by over 30 broadcasters, which is twice more than four years ago.

In territories where no media rights agreement is in place, the matches will be streamed on the FIH YouTube channel.

The host broadcasting operations will be delivered by Indian TV company Star Sports.

FIH CEO Thierry Weil said: “It is our will and mission to bring hockey to the attention of always more people. The great increase of countries where it will be possible to watch the Odisha Hockey Men’s World Cup Bhubaneswar 2018 on TV will enable many more fans to follow the action! This will give hockey more exposure than ever before.”

The Odisha Hockey Men’s World Cup Bhubaneswar 2018 will kick off on 28 November and end on 16 December. This will be the fourteenth edition of the Men’s World Cup, which is played every four years.

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