MediAvataar's News Desk
Set to air on Viu in late 2018; Hit global crime drama to become first Endemol Shine Group scripted content in Asia for OTT
To Bring Adaptation Of 'The Bridge 'To Emerging Markets
The premium video-on-demand service Viu, by Vuclip and PCCW, is teaming up with production and distribution house Endemol Shine Group to produce a localized, ten-episode adaptation of global phenomenon The Bridge in which a body is found on the border of two countries, forcing an investigator from each country to work together to solve the case.
Viu’s strategy is to not only deliver local content, but also international content formats tailored to be locally relevant. Today’s announcement is another milestone achievement against that, taking The Bridge which is hugely popular in Europe and the US, to emerging markets.
Kingsley Warner, Country Manager for Viu Malaysia said, “Viu previously achieved success in adapting popular entertainment to emerging markets when it brought the CBS Hollywood Squares format to audiences in India, releasing Tollywood Squares. Today’s news is in that same vein and we believe that working with Endemol Shine to tell this gripping story, while also making it uniquely our own, will captivate our viewers.”
Cathy Payne, Chief Executive of Endemol Shine International said: “Partnering with Viu is a natural fit for us, given it’s the leading OTT in Southeast Asia. We expect the premium format of The Bridge to resonate strongly in this region."
Lars Blomgren, MD of Filmlance and creator of The Bridge said, “The Bridge is a compelling and thrilling scripted format that has a truly global appeal and significance, we are excited to see how another saga unfolds in this first adaptation for Asia.”
The series is expected to shoot in July and begin airing in Malaysia and Singapore later this year. Casting has not yet been announced. The Bridge (Bron/Broen) was originally created and written by Hans Rosenfeldt as a joint production of Sweden's Filmlance International, part of Endemol Shine Group and Denmark's Nimbus Film. The Bridge (Bron/Broen) was produced in co-production with Sveriges Television, DR, ZDF German Television network, ZDF Enterprises Gmbh, Film i Skåne, NRK, Copenhagen Film Fund, Lumiere Group, Stiftelsen Ystad Österlen Filmfond, with from Norvision and in co-operation with Malmö Stad.
The original has aired in more than 188 territories/countries and spawned localized remakes in the U.K and France, the United States/Mexico, Germany/Austria and Russia/Estonia. The series offers a unique opportunity for localization, given the charged premise.
In the Viu Malaysia adaptation, a body is left on the border of Singapore and Malaysia. Two investigators, one from each country, must work together to catch a killer bent on highlighting social problems that they think are plaguing people on both sides of the border. This adaptation will take that premise and make it unique for the local audience, appealing to the diverse arrays of people, cuisines, and ethnicities that call this area home, highlighting both the diversity and similarity between the two countries. This will affect every aspect of the series, with both sides speaking local languages.
Entry in one of the Top 5 Radio Markets in the Country!
Music Broadcast Limited (MBL), India’s 1st Private FM Radio Broadcaster, is pleased to announce that its board approved the acquisition of the radio division of Ananda Offset Private Limited by way of slump sale.
• Strategic Rationale:
The transaction allows MBL to enter into the Kolkata market which is one of the top 5 markets in the country
Friends FM is an established brand since the last 10 years
Focus is to untap the large potential from national advertisers
MBL has had a sales alliance with AOPL since the last 5 years
Transaction is expected to be value accretive and help in improving the EBITDA margins
• Transaction Details:
Under the terms of the agreement MBL will acquire 100% ownership of the radio division of AOPL, subject to MIB approval .
The transaction is by way of slump sale on a going concern basis
Commenting on the results Ms. Apurva Purohit, Director said: “We are happy to announce that the board today approved the acquisition of the radio division of Ananda Offset Private Limited (AOPL). This acquisition gives us access in the Kolkata market which is considered as one of the top 5 markets in the country which was earlier not present in our bouquet. I am very confident that the coming together of strong and established brand like ‘Friends FM’, the high quality local team it has and our national footprint across all key cities in India will give us several opportunities to create EPS accretive synergies.
Ankush is an Analytics & Technology expert with 13 years of experience in Data analytics, problem solving and providing effective business solutions across multiple domains including Retail, Ecommerce and Online Media, Financial Services, Telecom and Tech. An engineer by qualification, he has a diverse experience across organisations like Inductis, Amex, Accenture, Flipkart. Ankush joins from Neo@Ogilvy where he was VP and Head of Analytics and Insights.
Anupriya Acharya, CEO, Publicis Media India says, “Data science is a core expertise in Publicis Media and given our unmatched expertise in Data, Digital and Performance media, it is also a competitive advantage. In fact, PM India has been successfully running the global Data and Analytics Centre Of Excellence for many years now and the team has won multiple global accolades too. Ankush, with his strong and diverse background, has been handpicked to further enhance our capability building on Data Strategy and Insights that includes overseeing Platforms, Advanced Analytics, Artificial Intelligence, Machine Learning and Data engineering. He joins us at an important time and will work closely with our global network, clients and Brand teams.”
Ankush Talwar says, “I am very excited to join Publicis Media, especially at a time when Data Science Practice is gaining phenomenal traction with domestic and international clients alike. I look forward to working closely with Starcom, Performics.Convonix, Zenith, Performics.Resultrix and bringing disruptive solutions that enable strong business results for Publicis Media clients.”
Last week Snapchat launched a new product called Shoppable AR.
It builds on the launch of Sponsored Lenses in late-2015 - which let advertisers create branded filters, bringing product placements to selfies – by making the products shoppable.
Details and Implications:
Accessed by roughly 70 million users per day and typically viewed as a format better geared towards brand experience, the lens update is great for advertisers seeking to connect their brand and demand initiatives.
With mCommerce forecast to be responsible for 18% of all commerce growth in the Western Europe region (Emarketer: Western Europe Retail and Ecommerce update, Jan 2018) it’s crucial for platforms today to provide a seamless shopper experience that meets consumers’ demands for speed, value and convenience, particularly for mobile platforms like Snapchat.
An important feature of the Lens update is that once a user has tapped on the ‘Shop’ button, the user is not removed from the Snapchat experience, but rather the commerce experience is housed within Snapchat.
This is achieved via AMPs (Accelerated Mobile Pages), which cache the landing page and load the product page immediately upon tapping the ‘Shop’ button. With site speed flagged as the biggest barrier to purchase via mCommerce, the obvious benefit is the speed and fluidity of the experience, which will result in the increased likelihood of conversion.
The new product has been successfully trialed with brands from beauty, fashion, auto and entertainment sectors.
To illustrate how important the mobile site experience is for the growth of mCommerce, advertisers need look no further than Google’s initiative to support brands in the development of AMPs and their use within Google Shopping via Showcase Ads. From a Social Commerce point-of-view, this same approach powers the shopping ad integration within Instagram Stories.
Snapchat’s pivot to have an increased focus on commerce is best illustrated by the roaring success of the ‘Air Jordan III Tinker sneakers’ campaign. The Lens for the campaign was geographically targeted around the Staples Centre in LA during the NBA All-Star game and surprised users with a world-lens where they could ‘view’ throwbacks of Jordan taking off from the free-throw line during the dunk contest, kitted of course, in the new Air Jordan, which were available on exclusive release that day. The shoes sold-out within 23 minutes.
Snapchat’s launch of ‘Shoppable AR’ is the latest example of digital platforms providing a new kind of distribution outlet and it is a positive move for brands as they consider their e-commerce channel strategy. Social commerce and unique shopping activations create new ways to reach more customers and will continue to be an investment area for a lot of retailers and brands alike. They also show that there is growth opportunity outside of Amazon.
Innovation in connected commerce is still in its infancy but if brands aren’t investing in transforming how media activation and commerce intersect, they will be left behind.
Conversations around the best way to target women can certainly be divisive. Several recent brandings aimed at female consumers have received pushback for appearing clumsy and patronising, while others have been deemed mere stunts with little intrinsic value.
Marketers need to think more strategically beyond cheap tricks, making things pink, or adding female icons to labels to reach women.
But this overt approach to some campaigns might be explained by the fact that Nielsen’s data shows that, across the board, digital campaigns have a much harder time targeting and reaching females. Worryingly, this is particularly true for some huge verticals: shopping, retail and travel. Indicative research shows the same is true for automotive and electronic brands.
Perhaps surprisingly, given perceptions around female behaviors, Nielsen’s Digital Ad Ratings database shows that in the U.K. shopping and retail campaigns are twice as efficient at reaching males as they are at reaching females (81% targeting accuracy versus 39%) when considering all age and gender targets. The same is true of travel campaigns, while automotive campaigns are almost three times as effective at reaching males than females (16% for females versus 47% for males). Given that women control (or at least influence) the vast majority of household spend decisions, the fact that all of these categories are more effective at targeting men online, ought to be a cause for concern with advertisers and make them question agencies on their approach to this challenge.
Digital is high on the advertising agenda, but the numbers show that women spend less time online than men and, therefore, are harder to reach. Where they can be reached more effectively is through TV. Women are heavier TV viewers than males: using the U.K.’s Broadcasters Audience Research Board TV data, we found that in January of this year, over 57% of women were classified as heavy TV viewers, compared with just over 42% of men. And although more than 50% of U.K. ad spend is likely to be spent on digital this year, TV is still the widest-reaching medium in the country. Brands that advertise during news or political programs tend to have higher cut through for women than men.
Many advertisers and agencies alike see digital as a medium to drive incremental reach against TV. Nielsen’s Total Ad Ratings database illustrates that male-targeted campaigns are more efficient at delivering incremental reach than female-targeted campaigns. For example, in the U.K., only 31% of the digital audience reached with female-targeted campaigns was observed to be incremental to the TV campaign audience, compared with 50% for male-targeted campaigns.
As to where to reach females online, after search, women spend most of their time visiting general interest portals, such as Yahoo and MSN, and member community sites like Facebook, Twitter, Pinterest and Instagram, as well as mass merchandisers like Amazon.
Pet-related, special occasion, and family-related sites are the sites with the highest composition of women; while niche, and certainly not sites that all women will be visiting, advertisers should certainly consider these sites to ensure greatest efficiency in reaching female audiences.
Brands and their agencies need to think about the cleverest ways to leverage technology and harness smart data to ensure campaigns are delivered efficiently and effectively. The importance of first-party data cannot be overstated, and brands should leverage this in conjunction with third-party data sources to make sure they are targeting where women actually are.
Brands also need to think carefully about how they reach and resonate with women in a meaningful way—it’s not a one-size fits all approach. It’s easy to get swept up in thinking that digital is the panacea, but women aren’t just one, monolithic demographic. In the U.S. alone, women make up just over half of the population, and they’re accountable for over $39 trillion dollars. That puts them in charge of 30% of the world’s wealth, and that number is growing. The brands that will succeed in targeting will sidestep marketing tactics that draw on stereotypes and make smart use of data. Those who fail to do so risk losing out on the economic powerhouse that is female spending.
Written by Kate Slaymaker,Media Analytics Commercial Lead, Nielsen