MediAvataar's News Desk

MediAvataar's News Desk

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The year was 1950 and one of the biggest legal battles was ensued between the State of Maharashtra and Naval Officer, Rustom Pavri. Three shots had shook the nation and India was looking for an answer which only Rustom Pavri had. Did he or didn’t he? Zee Cinema, the World’s Largest Theater for Hindi Movies brings to you a case fueled by love and agony, ‘Rustom’ on Sunday, 19th March, at 8 PM.

Directed by Tinu Suresh Desai and produced by Neeraj Pandey, Rustom chronicles one of most infamous legal encounters in India. The film also grapples with an issue of whether a man in uniform should be considered above the law. Rustom stars Akshay Kumar in the lead along with Ileana D’Cruz, Arjan Bajwa and Esha Gupta. The movie touches upon various narratives including the internal politics of Indian navy, a love story, a thrilling murder mystery and a rollercoaster of emotions.

Speaking on the premiere of the film on Zee Cinema, Akshay Kumar said “Rustom is a very well-made and well-presented film. Being inspired from a couple of real life events, we really tried hard to weave in the narrative together. The film also upholds a bold point of a woman slipping in a marriage. Hindi cinema does not have many such instances, it has always been men straying in a marriage. But here, we chose to show something different and intrigue the audience.”

Rustom revolves around the Indian Naval Officer Rustom Pavri (Akshay Kumar) and his wife Cynthia (Ileana D’Cruz), who are happily married. All goes well until one day, he discovers his friend Vikram Makhija’s (Arjan Bajwa) love letters in Cynthia’s wardrobe and rushes to confront him. In the next few moments, three gun shots are heard in Vikram’s bedroom and Rustom walks out without saying a word. What follows next is a legal battle in which Rustom surrenders himself but halfway through the hearing, he decides to fight back. Vikram’s sister Priti (Esha Gupta) hires the best lawyers to ensure Rustom is charged for the murder.

Is he innocent or will he get booked for murder?

To find out, tune-in to Rustom on Sunday, 19th March, at 8 PM, only on Zee Cinema

News18 India, the popular Hindi news channel of the Network18 group, has announced the very first edition of News18 India Chaupal.

The flagship event scheduled for March 17, 2017, will see a confluence of biggest newsmakers across politics and entertainment.

True to its tagline ‘Danke Ki Chot Par’, News18 India practices hard-hitting journalism that promotes constructive criticism and promises positive change. Continuing on the same lines, the day-long conclave will bring together most powerful and influential personalities on a single platform. The inaugural session of the News18 India Chaupal will be on ‘Highway Par BJP’ with Nitin Gadkari, Minister for Road Transport and Highways and Shipping as the speaker and will be moderated by Deputy Managing Editor, News18 India, Sumit Awasthi.

From key takeaways from UP elections and ‘Modi Leher’ to the issue of triple talaq and freedom of expression, during each of the sessions, these thought leaders will share their insights and perspectives on the ideas that unite us and debate the issues that divide us. The sessions will be moderated by top anchors and journalists of the channel.

Leading politicians, visionaries, youth leaders, entertainers such as Nitin Gadkari, Ravi Shankar Prasad, Digvijaya Singh, Rajyavardhan Rathore, Jyotiraditya Scindia, Rajiv Pratap Rudy, Randeep Surjewala, Kanhaiya Kumar, Saket Bahuguna, Mahesh Bhatt, Shabana Azmi, Srjit Mukherji, Tapsee Pannu, Manoj Bajpai, Tanya Sharma, Arjun Bijlani, Hina Khan, Ehsaan Noorani, Shilpa Rao, Mohit Chauhan amongst others will be participating at the News18 India Chaupal.

Commenting on the new initiative, Prabal Pratap Singh, Consulting Editor, News18 India said, “We at News18 India are constantly innovating with new shows and formats to create a distinct identity in the general news category. It gives us great pleasure to introduce News18 India Chaupal. We believe that substantial conversations can generate solutions to even most difficult problems. We hope that News18 India Chaupal will prove to be a significant step in this direction.”

Wednesday, 15 March 2017 00:00

The five Rs of marketing

The idea of the three marketing Rs has been around for some time, but now it seems that Mars has added a fourth R: risk. Now, I have always been told that people remember things that come in threes and fives better than even numbers, so how about I add one more R? That would be receptivity.

For those of you wondering what the first three Rs might be according to Mars’ Allison Miazga-Bedrick, they are reach, relevancy and reaction. But I am going to propose a slightly different list that includes receptivity and risk.


If you want to influence someone you have to reach them. That is why TV remains the mainstay of most media campaigns. However, it does not have to be that way. Recently, I came across a case study for Wall’s Classics in the UK that primarily used outdoor and Facebook (old school and new school street media) to good effect.


Maybe receptivity got dropped from the list because most marketers just don’t want to think about it, but increasingly they have to do so. AdReaction Gen X, Y, Z finds that Gen Z is more averse to advertising than older consumers and more likely to block ads with technology, or use other ad avoidance strategies.


At the Association of National Advertisers' (ANA) 2017 Brand Masters Conference Miazga-Bedrick noted that risk-taking was embraced at Mars, although she also noted that testing and metrics were important to judging the success of a campaign or not. This is in line with the 70/20/10 philosophy that encourages experimentation.


The success of risk taking is judged by the audience; do they engage with the content, talk about it and share it? I have deliberately used the word “resonance” rather than relevancy because it speaks to the fact that most campaigns need to engage people’s emotions in order to succeed.


Success is ultimately defined not by likes or shares, but by the sales response. However, it is worth noting that this could come in the form of additional penetration or reduced price elasticity; there is more than one way of growing the financial value of a brand.

Of course, now that I have listed these five Rs some others have come to mind. How about recency for instance? And maybe you have some others you would like to add to the list? Please share your thoughts.

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

News that speaks to you: Indian Express introduces an innovative, first-of-its-kind text-to-speech feature with its latest app revamp!

Elevates user experience to another level with cutting-edge features, innovative card + swipe’ layout, and clean, uncluttered, ad-free app interface

If you like to stay on top of what’s happening in India and around the world, and if you want your news to be accessible on-the-go, then the latest announcement from, India’s No.2 English newspaper website, is sure to excite you! The renowned media house has introduced a first-of-its-kind text-to-speech feature with its latest app revamp, allowing IE users to listen to their preferred news story on its mobile app. Unavailable on any other news app in India, the cutting-edge feature underlines Indian Express’ commitment of leveraging state-of-the-art technology to redefine news consumption for digitally-savvy Indians and make it more convenient for the end-user.

This paradigm-changing development, however, is not the only new feature that Indian Express has introduced with the app revamp. The latest version also has an all-new ‘card + swipe’ layout to enable better delivery of the latest news stories, allowing users to check out multiple news headlines with every swipe. Not only does this enable better performance and content discovery, but also enhances the overall user experience on the IE app through a clean, seamless, uncluttered, and ad-free interface.

Speaking on the latest innovations, Sandeep Amar, CEO Indian Express Digital, said, “We are working on constant innovation for making the news consumption experience better for our users. The new app UI will be the best among all the available news apps. The card based layout and clean UI will give users a clean reading environment. The other key feature is the “text to speech” feature, wherein users can listen to the story as well. The feature will be consistently enhanced in the future updates as we are working hard on voice-related technology to make sure users get the best experience.”

Ranked No. 2 in both ‘mobile’ and ‘desktop+mobile’ categories in the Indian online news media sector thanks to the impressive performance of its various digital offerings, the Indian Express Group has aggressively scaled up its technological aspect in the past few months. The brand recently launched Techook, India’s first stack-based platform for tech gadgets, and also re-entered the South Indian market with

Programmatic online advertising is on the rise, and is performing well against lower-funnel metrics such as purchase intent. However, it is not yet realising all of its brand-building potential against upper funnel metrics such as awareness and communication.

Various factors, such as advertising fraud and viewability, are holding back the full potential of programmatic. In order to maximise returns, marketers need to adopt best practices for campaign planning and measurement.

Programmatic adoption has continued to soar across the globe and its trajectory points to further growth. According to Magna Global, the global programmatic market will grow from $14.2 billion in 2015, to $36.8 billion in 2019*.

Potential benefits from programmatic are numerous, including cost-efficiency and real-time targeting, that have helped propel it to the mainstream of media trading.

With these benefits though, issues of transparency and media quality have come to the forefront for many advertisers and their agencies as they question whether their media spend is delivering effectively on their goals – from campaign delivery to consumer impact. Programmatic campaigns are typically bought and optimised based on behavioural metrics (e.g. Cost Per Acquisition), and relatively little attention has been paid to the important longer-term role that programmatic campaigns play in building brands.

This report looks at key findings from Kantar Millward Brown and comScore on the impact of programmatic on brand metrics and campaign delivery. The results are based on billions of impressions from hundreds of campaigns monitored across the globe to shed light on how advertisers and agencies can improve programmatic performance.

Viewability and Invalid Traffic in Programmatic Trading

There are a variety of factors that impact a campaign’s success regardless of how the ad is delivered – traditionally or programmatically. Ad type, format, context, for example, all play a critical role in an ad’s success as do quality issues associated with viewability and IVT.

After all, if an ad is not seen by a real person, then it can’t possibly do its job. In programmatic, issues associated with viewability and IVT are often magnified due to the lack of transparency in the ecosystem. This is why validating impression delivery has become a critical component of campaign evaluation, especially in programmatic.

A snapshot of global campaigns monitored through comScore validated Campaign Essentials (vCE), found that impressions run through programmatic exchanges had lower viewability rates compared to those purchased through direct buys.

When looking at IVT rates the same trend emerged, showing that programmatic buys are more susceptible to invalid traffic when compared to direct buys. The issue of invalid traffic is further exacerbated when looking at video inventory, where the higher CPMs of video provide a ripe opportunity for fraudsters to reap even greater gains. IVT rates on programmatic video are nearly double those seen through direct buys. Further, the fraudsters are getting smarter. comScore, which is accredited by the Media Ratings Council for its Sophisticated Invalid Traffic (SIVT) detection capabilities, found that SIVT accounted for 86% of all IVT detected and filtered by comScore in Q4 2016.

SIVT is far more difficult to detect and includes issues like adware, malware, hijacked devices, and stacked ads, amongst others.

Beyond viewability and IVT, other contributing factors to campaign success in programmatic may include:

Ad type: Programmatic campaigns are more likely to be direct response ads. With a focus on generating an action or behaviour, there is understandably less space in those same ads for brand-building messaging. With a greater focus on branding messaging in programmatic campaigns we might see stronger effectiveness results.

Context: Programmatic campaigns tend to include less premium content. We know that placements in high-value publications tend to result in stronger brand impact.

Industry readiness: It is possible that some advertisers are still learning and optimising their programmatic buying, or establishing the data systems to enable effective programmatic media buys. Experience certainly varies by country, and it makes sense that various industry training initiatives are underway to build greater confidence among marketers.

Strategic focus: Within some advertisers it could be that programmatic is something of an afterthought within the overall media plan, so this media element may not yet be receiving the level of planning attention that it deserves.

Implications & recommendations

Here are four ways to improve the return on programmatic campaigns.

1. Think Beyond Cost-Saving.

IAB Europe research** has shown that more mature markets do not just attempt to use programmatic to lower the cost of media (70% of advertisers in markets new to programmatic vs. 50% in advanced markets). Rather, they also want to realise more strategic benefits such as delivering relevant ads by scaling their brand advertising campaigns (37% of advertisers in markets new to programmatic vs. 50% in advanced markets).

2. Improve Delivery.

Although programmatic is often more susceptible to lower viewability and higher IVT, the increasing industry awareness and education on the topics are creating the opportunity for improvement so the full benefits of programmatic trading can be experienced. The use of accredited solutions to monitor viewability and IVT, both general and sophisticated levels, are creating more transparency for advertisers and their agencies to understand campaign delivery and actively improve campaigns in flight by optimising toward highviewability and low fraud inventory. Working with trusted, accredited partners can help ensure that campaigns have the chance to be seen by humans and thus an opportunity to have a real impact.

3. Tailor Role Of Programmatic to Campaign Objectives.

Programmatic should likely be a higher proportion of campaign spend when lower-funnel purchase intent metrics are the primary campaign objective. When awareness or messaging is the primary objective, caution is required to ensure that programmatic contexts or targeting parameters are not reducing potential cutthrough.

4. Aim High.

Integrated viewability and brand effectiveness studies have already demonstrated that marketers should not just focus on whether an ad is seen or not. While some viewability is clearly better than none, longer viewability time periods have a much greater impact on brand metrics. Advertisers and agencies should therefore be optimising total time viewed, not just % viewable. For example, on one study, we saw more than 10X the impact on purchase intent amongst the people with the highest campaign view time. Given this, we strongly recommend integrated, end-to-end measurement of both delivery and brand effectiveness so that advertisers are able to understand the role viewability, and other delivery criteria, play in the success of programmatic campaigns.


Source:Kantar Millward Brown

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