MediAvataar's News Desk

MediAvataar's News Desk

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C1X (Class One Exchange), the Advertising and Marketing Technology (AMT) leader bagged the Digital Excellence in Programmatic and Technology award at DIGIXX 2017 on 10th March, 2017 at The Leela Ambience, Gurugram.

Speaking about the win, Mukundu Kumaran- Co-Founder, CEO C1X, said: “Winning the Digital Excellence in Programmatic and Technology award, makes me feel very proud of our leadership team. We try to give our best when it comes to our platform, thriving to achieve the best to empower our clients. Customer centricity is one of our core values, and our approach has always been to provide a service that is innovative, responsive, and fulfills the needs of our clients with the utmost convenience. Winning all these accolades, only push us to strive even harder to bring about a revolution through our one of a kind technology product, to contribute to the evolving digital landscape in the best way we can”

C1X helps brands and their agencies find difficult-to-source audiences directly and transparently from leading premium publishers. Its data-driven digital advertising platform facilitates a friction-free marketplace for both publishers and advertisers with easy to execute direct connections, delivering industry-leading visibility and view ability. The C1X SOKA Platform offers an Audience Guarantee approach to provide buyers and sellers smooth participation in private marketplaces without having to rely on Deal IDs. The C1X SSP Platform hosts access to inventory from more than 10,000 premium sites globally, including a growing list of premium publishers in the U.S.

The DIGIXX Awards are designed to recognise and celebrate excellence in Digital Marketing & Advertising. The Awards set industry-wide benchmark in digital engagement. DIGIXX Awards are a true marker for digital initiatives that are innovative, creative and effective.

Founded in 2014, C1X (Class One Exchange), is a funded global corporation, headquartered in the Silicon Valley, with offices in New York, Dubai, Singapore, Tokyo, Mumbai, and New Delhi, and with development centers in San Jose, Chennai, and Bengaluru, find C1X online at www.c1exchange.com.

Wednesday, 08 March 2017 00:00

The rise of the chatbot

Chatbots are automated services, powered by rules and machine learning, that allow consumers to interact with brands online via a messaging interface, without having to download an app.

Rapid progress in machine learning and natural language processing led to the rapid evolution of voice search and the natural progression will be the rise of the chatbot. Messaging is already widely established, and the popular Messaging platforms such as Slack, Telegram and Facebook Messenger are opening up their platforms to developers and brands. This year we expect to see thousands of chatbot launches to take advantage of these new opportunities and the reduced cost of building bots.

In one chat, a bot can help a customer make a purchase decision, handle payment and notify delivery. Instead of doing this through multiple, separate message threads, all of this happens in the same interface. By mining available data, chatbots can provide a personalised service through the ongoing conversations.

For example, Dutch airline KLM is now using Facebook’s chatbot platform Messenger for Business to communicate with passengers before departure. Customers can ask KLM questions 24 hours a day and in 13 different languages.

Although a good chatbot will give consumers the illusion that they are interacting with another human, we predict it will be years before a bot will fully understand the subtle nuances of human emotion.

What does this mean for brands?

Chatbots enable brands to reduce customer support costs and to open up a direct dialogue with customers, paving the way to new revenue channels. Before brands launch their own bot experiences, they first need to determine who they are trying to reach and define the precise vertical (commerce, content or service) that the bot will operate in. It’s important to focus on a particular product or service to start with. Then, slowly expand the chatbot’s knowledge base by feeding it more relevant information over time. To provide a good user experience, a bot needs to have a good user interface, as well as the intelligence to conduct two-way conversations with a wide audience in real time.

 

Written by Evelyne Rose at ZenithMedia

Non-Stop Programming to Start From the Evening of 7th March

As the assembly elections in the states of Uttar Pradesh, Punjab, Uttarakhand, Goa and Manipur draw to a close, News18 India brings coverage that will run non-stop from 7 pm on March 7th until Counting Day on 11th March 2017.

The current 5 state assembly elections are witnessing several pitched electoral battles. The stakes for all key political parties are very high. The outcome of these elections is likely to have wide-ranging ramifications on the country’s politics. Given this backdrop, there is tremendous interest in these elections amongst the viewers. Capping its insightful analysis and detailed reports on these elections, News18 India will bring 100 hours of non-stop coverage starting on the 7th of March. The programming line-up will comprise of an interesting mix of special interviews, panel discussion and debates, polling day coverage, exit poll (poll of polls), travelogue cum chaupal based show, documentaries on renowned politicians, unique Hasya Kavi Sammelans where poets converse with politicians and LIVE counting day coverage.

With a formidable team of anchors and an unmatched network of reporters on-ground, News18 India’s coverage in the final phase of elections will be unique and unrelenting. The channel will also have a team of the country’s top political pundits to analyse and dissect all the major happenings in the run-up to the announcement of results on March 11.

Don’t Miss the 100 Ghante Ki Maha Coverage, Sabse Bada Dangal on News18 India  from 7th March, 7 pm till 11th March

A thousand women surveyed by the Geena Davis Institute and JWT London provide the data behind your think pieces.

The ongoing conversation around the issue of representation of women in media has been productive in terms of bringing attention to the issue, but it's not necessarily changing the nature of the business much. A federal Equal Employment Opportunity Commission investigation released earlier this month found that studios systemically discriminated against female directors, and the numbers there—down to just 7% of the filmmakers behind the 250 highest-grossing movies of 2016, from 9% in 2015—are staggering. But while there are plenty of women appearing in movies, the problem of representation exists on-screen as well as off. Of the nine films nominated for Best Picture in Oscars, only two—Arrival and Hidden Figures—are about women, and that lack of opportunities to see women's stories told on screen matters. A lot.

That's what a new survey of a thousand women on role models and representation of women in film and television by the Geena Davis Institute and JWT London shows. Asked if it would be easier for women to be scientists or corporate leaders if we saw more women in those roles on television and in movies, 67% of respondents agreed that it would. (64% said the same about politicians.) More than three-quarters of women agreed that "the sexualization of young girls and women creates the idea that if they aren't pretty, they don't matter" and that it "teaches [them] that their bodies are their primary source of value." And 85% of them say that they believe that the media and culture are even aware of this impact. (Which is probably why it'd be helpful to have more women in leadership roles behind the cameras, as well.)

The survey also reveals some interesting data about what seeing female heroes represented in film and television means to women who are hungry for those role models. A series of questions that start with "Seeing a female hero in film or on television has [blank]" included a number of options: "Made me feel I could achieve anything as a woman," "Made me feel more capable as a woman," "Made me feel proud to be a woman," "Encouraged me to stand up for myself," and more.

All of those questions saw around 30% of the women who took the survey respond in the affirmative. 37% of women said that female heroes in movies made them proud to be a woman. That's a significant impact for something that should be commonplace, and it highlights how much wider representation of women matters.

For the past four years, J. Walter Thompson has closely studied the digital behavior of Centennials, also known as Gen Z - those born since 1997.

Through this work, they’ve identified seven key trends illuminating not just how, but, why, consumers are moving towards a more nuanced approach to digital media, as well as three ways brands can innovate to stay relevant in a changing digital landscape.

On February 21, Kiera Wiatrak, JWT Atlanta’s Senior Digital Strategist, talked more about the agency’s Centennial Digital Landscape work and how brands and marketers can apply our key learnings to their digital and social media marketing.

Marketers are scratching their heads wondering what happened to the teens who liked and shared everything “cool.

When it comes to social media, the 2017 teens are on the defensive, and really, who could blame them?

Run-ins with trolls and bullies have left teens quivering.

Years of warnings from elders have scared the digitally-minded youth into submission.

Gen Z is hiding from a well-justified fear of a public footprint that can’t be erased. It’s no wonder sharing on Facebook dropped 21% in just one year.

Social engagements are no longer simple asks. Teens balk at requests to “like” or “share” content, which was once the hallmark of marketer’s engagement efforts. In focus groups, teens told us they hesitate because they expect to be judged by their friends and parents for every social action.

The divide between social persona and reality has grown to the extent that some teens are opting to have two Instagram accounts – the one that represents the life they “should” be living, and a “Finsta,” short for “Fake Instagram.” These “Finsta” accounts, which are typically only shared with close friends, have evolved into an outlet where teens actually feel they can be themselves, and brands are most definitely not welcome here.

Despite their newfound cynicism, Gen Z still relies on social channels more than ever before. For marketers to succeed, we need to re-examine the value they’re obtaining from social and, in turn, reframe our approach to match their expectations.

In our mobile tracking study, we’ve found teens are still consuming large amounts of content digitally for hours every day. According to data from GlobalWebIndex, more than 44% of people aged 16-24 say one of their main reasons for using social media is to find funny or entertaining content, while 49% say it’s a way to fill up spare time.

Marketers are talking to 2017’s defensive teen as if they’re still yesterday’s cool-hunting adolescent. By doing so, not only will they miss the mark in terms of ROI, but they risk shoving the brand under a negative light. When messaging speaks to an audience that no longer exists, people aren’t just annoyed—they’re offended.

For brands with a natural following among teens, or a healthy social media budget, one bright spot remains Snapchat. Adolescents haven’t grown jaded by Snapchat in the way they have with Facebook and other channels. This gives brands the advantage of aligning their messaging on a platform that isn’t stressing Gen Zers out all the time.

Successful marketing to this digital generation may look different than it did just a few years ago, but adolescents are still the angst-ridden, attention-seeking almost-adults we all once were.

Marketers must not only understand the defensive attitudes of today’s teen, but also adapt to and empathize with them. Those that do will have the best shot at winning the trust of a highly skeptical generation.

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