MediAvataar's News Desk

MediAvataar's News Desk

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Tarun Rai is Chairman & Group CEO of J. Walter Thompson South Asia

Tamara Ingram, Global CEO, J. Walter Thompson said “Tarun’s new title accurately reflects his responsibilities. He oversees multiple countries with full-service agencies and digital companies including specialized divisions such as Shopper, Rural, Events, Design, Production and Social. Over the last three years, Tarun has ensured that all of these companies and divisions are integrated seamlessly to deliver the best communication solutions to our clients.”

“Our clients are increasingly asking for integrating their brand communication across various touchpoints and platforms. What puts the JWT group at an advantage is that we have many specialised companies and divisions in the group but a single P&L. This makes us platform agnostic and allows us to focus on only the client and brand communication needs. I am lucky to have extremely talented and capable leaders of our various group companies, divisions and functions.”; said Tarun Rai, Chairman & Group CEO, J Walter Thompson South Asia.

J Walter Thompson Group in South Asia includes India, Sri Lanka and Nepal. It has 3 mainline agencies – J Walter Thompson, Contract and ADK Fortune; 2 digital agencies - Mirum and Hungama Digital Services; Design - Design Sutra; Shopper marketing, events and experiential marketing agency - Geometry Global Encompass India.

Dr. Oetker India, leading purveyor of western comfort food to India, has appointed Publicis India to handle its creative mandate and bolster its branding & communication efforts in India.

The agency would play a key role in taking forward the brand’s ambition and growing its business. The decision was made post a multi-agency pitch and a 360 degree evaluation. The mandate will be led by the Delhi office of Publicis India.

Commenting on the partnership, Devarshy R. Ganguly, Vice President - Marketing, Dr. Oetker India said “As Dr. Oetker India continues to expand and build scale for the western comfort food category, we needed a team that would bring in strategic mindset, disruptive ideas and deliver on the ask with passion. We found a perfect fit in the team at Publicis India and are confident that they will be instrumental in driving our business.”

Commenting on the win, Ravpreet Ganesh, Executive Director, Publicis India said: “We are definitely very excited to partner a brand that is an iconic global brand that has created winning categories within a decade in India with its superlative quality offerings. Consumers are evolving and so are their preferences and Dr. Oetker has truly been exemplary in understanding the needs of the Indian consumer. Now with their plans on strengthening and growing their portfolio, we are very proud to be associated with Dr. Oetker and hope to create some path-breaking work."

New Lotame study finds that 30% say ‘we need help executing tactics’ while almost one-quarter ‘don’t know how to optimize data to the full extent’

Lotame , the data solutions company,  announced the release of its first-ever “Data Activation & Success Report.” As more publishers and marketers invest in audience data collection and activation, the report examines how these organizations use audience data, manage it and evaluate its success. For the study, more than 300 senior decision-makers in digital media and marketing were polled between October 26th and November 5th.

Almost 80% say they would outsource data strategy and execution

Almost 70% (69%) of respondents said that their organization collects audience data. When asked to describe how valuable audience data was to their organization, nearly two-thirds (64%) said it was “very valuable.” Together, 96% said collected data was either “very valuable” or “somewhat valuable.”

For the 31% that do not collect data, a lack of resources and education were the biggest hurdles. One-third (33%) said that they did not “have the internal resources in place to do so,” while 31% said “I don’t know where to even begin.” Another 21% said “I don’t have the tools or technology needed.”

“Research finds that audience data is still underleveraged by publishers and marketers,” said Jason Downie, Chief Strategy Officer at Lotame. “For all these organizations, data strategy development, management and execution require sizable investments in talent and technology – and many simply don’t have the in-house capabilities or infrastructure.”

Relatedly, among respondents that do collect data, when asked if they could have data strategy, management and activation as a managed service versus in-house, 78% said “yes.” Thirty percent said they would switch to a managed service because “we need help executing the tactics,” while 22% said they “don’t know how to optimize data to the full extent.”

One-third are becoming second-party data sellers

The most common use case for audience data was “to make my content or messaging more relevant” (60%), followed by “to help my campaigns perform better” (59%); “to sell more advertising inventory” (53%); “to win new business / RFPs” (42%); and “to sell my data” (32%).

“One-third of brands and publishers are creating new monetization opportunities by becoming second-party data providers,” added Downie. “This speaks to a demand for data quality. Second-party data is another company’s first-party data sold directly from the source. This means you understand where the data is coming from and how reliable it is from the beginning. In the transparency era, this is incredibly powerful.”

Over half of publishers use data for traffic and retention

When asked how they benchmark data strategy success, more than half (56%) of publishers said an “increase in returning visitors, uniques and pageviews” was key. It was followed by “optimization of ad inventory” (49%); “increase in advertising spend” (46%); “overall ROI and monetization opportunities” (38%); and “increase in winning non-endemic advertisers” (33%).

“Publishers are focused on driving traffic and growing audience,” said Downie. “This has a cascade effect on their ad success and the value they can claim for partners. So, it’s no surprise that data is being evaluated by traffic volume and pageviews.”

Nearly 60% of marketers rely on data to boost loyalty

Among marketers, the top-5 metrics for data success were: 1) “increased brand loyalty” (58%); 2) “increase in ad performance” (49%); 3) “increase in conversions/purchases” (43%); 4) “overall ROI and monetization opportunities” (29%); and “decreased ad waste / more effective ad spend” (26%).

There’s a lot of talk about waste in advertising right now,” said Downie. “But brand loyalty continues to be the focus for marketers. It’s how they judge the success of their data by a large margin.”

 

FreakOut, the global marketing technology company, part of FreakOut Holdings [TSE:6094], has appointed Abdul Wahab as Head of Global Supply and Programmatic business across all markets.

With over 14 years of experience and an in-depth understanding of the digital advertising landscape, Abdul has scaled multiple programmatic businesses into high performance and client-centric propositions. In his new role, Wahab will be responsible for bolstering FreakOut’s supply strategy by building strategic and measurable partnerships with marquee publishers both, in the region and globally. He will also oversee revenue and delivery across the entire gamut of FreakOut’s programmatic businesses, ranging from DSPs and SSPs to Exchange partners.

Prior to joining FreakOut, Wahab was VP of Supply and Delivery for Pokkt, where he successfully enhanced revenue velocity by delivering tactical solutions for clients. Wahab has also held an array of leadership positions with leading companies including Vizury, Vserv, Ibibo and Zenith Optimedia.

Commenting on the appointment, Narayan Murthy Ivaturi, VP FreakOut said:

‘This is going to be a transformational year for FreakOut’s global business in many ways. Firstly, the emphasis is going to be on key supply partnerships to enhance our SSP offering. Secondly, everything will be made available through programmatic channels. To that end, we were on the lookout for a leader who can take charge of convincing key supply partners to join forces with us, and also to build and nurture meaningful programmatic partnerships. Given Abdul’s vast experience in both Supply and Programmatic, he was the ideal choice for us. Across Abdul’s career, he has led both, supply and programmatic initiatives, and contributed directly to revenue goals. We, at FreakOut, are really excited to have him on board and look forward to a brilliant year ahead.’

Abdul Wahab added:

‘I am really excited to be a part of FreakOut, and to advance our lead in Programmatic. With the rapid pace at which the industry is growing, it is an opportune time to launch a meaningful proposition and build it to scale. Throughout my career, I have been associated largely with startups and with technology changing so rapidly, I’m really looking forward to taking on this new and exciting challenge.”

Wahab will be based out of FreakOut’s Malaysia office. His appointment is effective immediately.

The Smartech webinar enlightened 150+ modern marketers on the best way to take App Push Notification Delivery rates to ~85% from a low ~65%

Netcore Solutions, a global marketing technology company recently conducted a webinar for mobile & app marketers that highlighted the importance of ‘Push Amplification’ to achieving success with their App Push Notification Strategy.

Also revealed were two key hacks towards boosting delivery rates and CTRs effectively. Smartech ‘Push Amplification’ enables marketers to override the issues with push notification delivery rates, caused mainly due to OS-level restrictions on Android & iOS, and especially on devices by Chinese OEMs. Thus, marketers can focus on increasing their final conversion rates, resulting in an improved marketing ROI.

Pradyut Hande, Senior Growth Marketer & Product Evangelist, Smartech, who conducted the webinar last week explained, “Push Notification campaigns are now central to a mobile marketing strategy. The two key factors for a successful push notification strategy are personalisation and deliverability. Smartech helps with both, as it boosts the Push Notification delivery rates by up to 20% through its ‘Push Amplification’ feature.”

For app marketers today, it is critical to ensure that app users remain active across the entire app-user life cycle. App Push Notifications (APNs) are being increasingly used as an engagement channel to target users that are inactive or not directly active on the app. APNs are a fast-growing channel as it shows better engagement rates than even emails. Its performance can be further improved with the use of Artificial Intelligence, which makes the process of targeting even more precise and predictive.

Data is the back-bone of any marketing campaign, and it is derived from user behaviour across various channels and devices. Analysing this data helps app marketers craft personalised and contextual app push notifications to suit the user’s profile, with send-time and subject-line optimisation, for even greater success.

Two hacks: Personalisation and Deliverability

Personalisation

Content Optimisation: The objective here is to capture the user’s attention right at the very onset of your interaction. You address the user by their name, and also predict what exactly they might be looking for. This is how you increase your chances of conversion through higher open rates and CTRs. An e-commerce fashion portal recently registered a 20% increase in their Push Notification open rates by using content optimisation.

Send Time Optimisation - STO: Targeting users at the time they are most likely to ‘engage’ with you. Smartech uses the user’s historical behavioural & transactional data to recognise patterns that then help you identify the ‘best time’ to send your communication to a particular user. This makes sure that your Push Notification is delivered at the right time, for that elusive ‘top of the mind’ connect.

An Indian Bank recently saw a 25% boost in user engagement by using STO in its Push Notification campaign. For a food delivery app the objective is to track user behaviour and then provide them recommendations pertaining to their choice of restaurants and cuisines, thus contextualising/personalising your Push Notification.

Deliverability

• Mobile marketers have noticed that FCM (Firebase Cloud Messaging) & APNS (Apple Push Notifications) gateways do not guarantee the delivery of push notifications.

• Chinese OEMs also are known to be block push notifications as a part of restricting background processes to optimise battery usage and other functionalities.

As a result, average push notification delivery rates hover around 60-65%, resulting in poor customer engagement and therefore, lower app user retention rates. Marketers can boost these delivery rates by up to 20% with Smartech Push Amplification.

As a result, average push notification delivery rates hover around 60-65%, resulting in poor customer engagement and therefore, lower app user retention rates. Marketers can boost these delivery rates by up to 20% with Smartech Push Amplification.

For more insights, watch this on-demand webinar at https://www.netcoresmartech.com/resources/webinars/2-bulletproof-hacks-to-increase-daus-on-your-mobile-app

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