Leading Bollywood actress Anushka Sharma has joined hands with Discovery to promote a global awareness movement to save tigers from extinction. Anushka will promote Project C.A.T: Conserving Acers for Tigers, aimed at raising awareness to preserve the habitat of the declining numbers of the wild tiger. Discovery has collaborated with World Wildlife Fund (WWF) for Project C.A.T.
Anushka having consistently championed the cause of animal welfare is well poised to front this social service campaign on Tiger conservation. Anushka who was recognized as PETA’s person of the year 2017 has recently announced her dream project of building an animal shelter.
“Tigers - the glorious wild cats are in real danger of getting extinct and they need our help. As a large predator, tigers are an umbrella specie and play a critical role in ensuring that the delicate ecological balance in the wild is maintained,” said, Anushka Sharma. “The current situation is a sad reflection of us as human beings. All of us need to reflect how we can contribute to make the world a better place to live and ensure that our future generations too can experience this magnificent creature. I just cannot fathom this world without them.”
“More humane than you think, you could say, almost human, like us,” signs off Anushka in the powerful video.
“Tigers are a revered specie and is disturbing to know that their population has shrunk 96% over the last century and only as few as 3900 are left in the wild across the world,” said, Karan Bajaj, Senior Vice President & General Manager - South Asia, Discovery Communications India. “We are excited to partner with Anushka Sharma to ignite awareness about tiger conservation and help promote the global movement to save them. We will use the collective power of our media brands to amplify the message of Tiger conservation.”
As part of the WWF partnership launched in 2016, Discovery’s Project C.A.T. program funds nearly two million acres of protected habitat in India and Bhutan to protect and increase the wild tiger population. This year Discovery has further increased the ambit of Project C.A.T by extending support to WWF for Tiger conservation initiatives in Sundarbans forest located in the coastal region of Bay of Bengal.
Animal Planet channel from the house of Discovery has always been at the forefront of promoting conservation of wild animals. The channel recently showcased the Second Season of Mission Big Cat – An anthology of shows dedicated to Big Cats. The programming, which included world-class series like Big Cat Legacy, Jaguar Super Cats, Vanishing Kings II, Extinct or Alive, Queen Of The Hunt and Brazil Super Cats, showcased the largest feline predator at their majestic best.
Whether you’re a professional or everyday athlete, Oakley understands that the road to success is long, hard-won and riddled with sacrifice. The committed put everything else to the wayside in the name of their sport – and vindicating this obsession is at the core of Oakley’s DNA.
AKQA’s latest campaign for Oakley is an addition to its One Obsession brand platform, telling athletes “It’s OK” to make personal sacrifices in the pursuit of athletic excellence. It’s OK is an ode to the obsessed.
AKQA conceived and created a series of vignettes based on real insights and stories which celebrate moments along the journey of an impassioned sportsperson.
An original song accompanies the pinnacle film featuring pro athletes Chloe Kim, Mark Cavendish, Bubba Watson, and Mikaela Shiffrin, revealing the personal sacrifices made in pursuit of athletic mastery.
The campaign shows Oakley’s sporting-obsessed brand ambassadors as they face challenges and sacrifice their personal lives to train and follow their sporting ambitions – waking up early, missing meals, training through injury, dealing with failure, balancing relationships and being burdened with frustration.
It’s OK attracted over 33 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey. The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.
The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify.
WARC, the global authority on advertising and media effectiveness, has today released the latest edition of its Media Allocation Benchmark report, identifying the typical budget split of highly successful campaigns.
Using its database of effective advertising campaigns, WARC has analysed close to 840 case studies between 2009 and 2017 that contain budget and media allocation information for TV, digital, print, out of home/experiential and other media.
Some key findings included in the report are:
Successful brands have spent an average of 69% of their budgets on television and digital channels combined over the 2013 - 2017 period.
The biggest determinant of media allocation is the size of the budget. Successful, prize-winning low-budget campaigns are highly digital-focused. At high budget levels, TV takes up more than 60% of a prize-winning brand's advertising investment.
Media allocation varies by sector. Categories with low budgets, such as government and not-for-profit, are highly digital-led, as are transport and tourism; a category where consumers increasingly purchase online.
The food category has the most concentrated media investment profile. Prize-winning food campaigns allocated 81% of their budgets to TV and digital combined.
Commenting on the findings in the report, Amy Rodgers, Research Editor, WARC, says: "Gaining the right balance of TV, which delivers reach, and digital, which supplements reach and aids activation, is a critical component of media allocation. The findings suggest that, when extra budget is available, it is often invested in TV."
In the US, television remains the most common place for people to get their news and local TV is immensely strong. However, times are changing, and with new generations growing up it is necessary to adapt to their consumption patterns and preferences – an audience which is more online than in front of a TV in the living room .
In 2017 local TV news experienced a decrease of viewers in most time slots, losing an average of 15% of viewers in the morning; 4% around midday news time, and 7% in the evening1. While there is a general decline in viewers in non-election years, the decrease of TV-viewers has been essential, and it keeps growing. On the other hand, the audience for online news is increasing.
Here are 5 ways to increase your digital content and engage your audience with local TV news online:
1. Increase your video content on social media
The consumption of news video online has grown in recent years. While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door. Which means, the majority (51%) of news video is consumed on Facebook, YouTube, and other similar platforms.
This demands a constant supply of engaging content which is challenging to deliver with today’s leaner newsroom resources. As such, newsrooms are leaning on cost-effective ways to augment their video capabilities. Reuters has seen growing demand for their online video service that delivers over 200 video news stories per day, covering major international events to local happenings.
While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door.
2. Live videos outperform everything but breaking news
Give your audience the chance to experience events as they happen. When planned well, Reuters has seen that scheduled live videos top any other content but breaking news. Platforms like Youtube and Facebook promote live videos via notifications, making them more visible. The reach and the length of minutes watched increases. Check out the tips on how to make live video work online from Reuters video expert, Tessa Kaday.
Reuters Live Video on Reuters Connect
Now, we’ve made it even easier for our clients to experiment across platforms this way, allowing them to send live content straight to a variety of social media sites straight from our platform.
3. High demand for User Generated Content
Non-polished videos work best on Instagram, as The Guardian just recently discovered. Despite the originality of user-generated videos, as journalists, we sometimes rely on the videos our audience shoots. But we also need to be sure they are accurate. Reuters not only offers a huge variety of user-generated content, but it is also verified. Fundamental to successful and reliable journalism.
4. Access to rich archives is inevitable
People love historical moments. They want to see the change and enjoy nostalgia. What did Queen Elizabeth II look like when she got married? Want to watch the iconic fight between Muhammad Ali and Sonny Liston? To cover a topic we frequently travel back in time to dig out historical clips and pictures. Access to a comprehensive collection of pictures, articles and videos, capturing the most iconic moments is inevitable.
Reuters archive possesses over a million clips, including content from partners, bridging three centuries.
5. Think Multimedia
In a mobile-driven era, it is important to experiment with new vertical, multimedia formats. Interactive content is wanted. In fact, the mobile reach for news has doubled in six years. Make your formats available on any device and check out what Reuters ready-to-publish offers.
Don’t miss out on the benefits of a new era! Go beyond your traditional broadcasting and use the potential of digital content to grow your audience. Have instant access to a range of content and formats provided by a very well-known and trusted news agency.
Zenith is celebrating its 30th birthday. In October 1988, Zenith opened for business in a converted warehouse in Paddington, London.
Created from the media buying departments of Saatchi & Saatchi, BSB Dorland and KHBB, it went on to become the first worldwide media agency network.
From its original UK base, Zenith became the first media agency to launch in many of the key markets around the world, most notably in China in 1994 and the US in 1995. In 2000, Zenith merged with Optimedia following Publicis Groupe’s acquisition of Saatchi & Saatchi.
In 2002, ZenithOptimedia unveiled its unique positioning and commitment to marketing performance: The ROI Agency. Over the course of that decade, ZenithOptimedia became one of the fastest growing networks, launching into performance, branded content, analytics, full service digital and sponsorship consulting.
Following the creation of Publicis Media in 2016, the network was reborn as the new Zenith. with a new growth proposition for clients, a state-of-the art platform – ROI+ – and refreshed brand identity. Last month, Forrester named Zenith as a ‘Leader’ in its Wave™: Global Media Agencies report, recognising the network for its future-facing strengths in “e-commerce, personalisation, marketing consulting, automation, AI and data visualisation”.
Vittorio Bonori, Global Brand President, Zenith, said: “I feel very proud to be part of this pioneering network as we celebrate our 30th anniversary. As the ROI agency we have continually innovated and our vision is to be a key business partner for clients, focused on growth strategy, experience planning and 1-2-1 optimisation.”