MediAvataar's News Desk
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
In an increasingly competitive and disjointed brand landscape, where the influence of ‘private label’ and ‘direct’ brands continues to expand, how can established brands best achieve the recognition they need?
Firstly, we need to re-frame the question. The aim is no longer to achieve recognition alone but to create the INSTANT MEANING to go with it, by immediately evoking relevant (hopefully positive) memories from recent marketing and brand experience, in order to influence the consumer decision at hand.
One way for brands to increase their salience (or ‘mental availability’) is to create brand assets that cue the brand and activate these all important memories. These brand assets include but are not limited to: Slogans, colours, logos, fonts, sounds, physical cues (packaging, shape of product), characters, celebrity associations and other imagery.
Kantar Millward Brown and BrandZ have developed a unique neuroscience-based methodology for quantifying the strength of assets like these, to understand which are most evocative of a brand and how this compares to competitors. We call the collective strength of these assets a brand’s Brand Imprint. The best Brand Imprints rely on cueing the brand via ‘System 1’, our inbuilt system for instant and intuitive recognition, which involves fast, habitual decision making, rather than invoking slower more reflective thought via ‘System 2’, where the additional time needed for consideration may ultimately lead to a different decision.
Our extensive study comprised a total of 10,565 consumer interviews across twenty-eight categories, eight markets, covering 228 brands and 1,390 de-branded assets. The analysis showed that brand’s with the strongest individual assets and overall Brand Imprints followed the ‘3 C’s’ to construct them:
1. Clarity – simple, clean, uncomplicated, connected use of colour, design and phrasing. Strong Brand Imprints often employ a distinctive colour palette to connect, amplify and build a unique and instantly recognisable identity.
2. Consistency – Consistent deployment over time, across channels and products – drawing on heritage where relevant. Think exposure, exposure, exposure at all touch points and opportunities to embed assets and reinforce recognition.
3. Communication – Reinforcement of relevant brand purpose, principles and messaging. Think of your assets as potential mini opportunities to invoke reminders of key messages to maximise influence at points of decision making.
Investing the time and budgets needed to establish strong brand assets across all the touch points between a consumer and the brand helps maximise a brand’s impact on decision making.
Written by Martin Guerrieria,Global BrandZ Research Director,Kantar Millward Brown
The total industry revenues grew from 570.7 Cr. in 2016 to 725.6 Cr. in 2017.
This increase in revenue by 154.9 Cr. is the largest since 2011 according to IFPI data. The revenues from Music Streaming grew at a rate of 37.26% and revenues from digital music now amounts to over 91% of the Indian recorded music industry revenue. There were two primary factors driving this positive growth in digital music consumption, i.e. increased data consumption in the advent of cheaper data rates and greater smartphone penetration.
The digital revenue alone in 2017 was 665.6 Cr. which is greater than the combined industry revenue of 570.7 Cr. in 2016 by almost 95 Cr. Shridhar Subramaniam, President, Sony Music and Chairman, IMI is optimistic about the state of the industry and says “Last year’s figures were phenomenal and we were expecting the market to do well this year as well, but a 27% growth in 2017 has exceeded our forecasts. Going into 2018, our aim is to make music even more accessible, affordable and unlimited. To sustain this growth the industry will start laying the groundwork for a subscription eco-system .”
The upward trend in adoption of music streaming services has certainly helped digitalize the recording industry but is not yet steering consumers away from consuming music from pirated websites . Stream-ripping remains a major threat to the music industry in India . According to a 2017 study by IPSOS for IMI, 94% of the 900 surveyed music consumers in India admitted to using some form of piracy to access music.
Blaise Fernandes, President and CEO, IMI says “ Our story in the past two years has been one of success as evident from an exponential growth in revenue. We’re glad that digital music is claiming a larger part of the pie in line with the global trends. Various initiatives undertaken by the government like Digital India , Bharat Net, Cipam’s #lettalkIP program will enable the Indian music industry is to out-perform most evolved recorded music industries in the digital domain and climb up in rankings in the coming years.”
There has also been a small shift from ownership to access and downloads to subscription in the last two years. With international players like Amazon Music entering the market this year, the industry stakeholders plan to steer consumers towards affordable subscription plans to deliver unlimited high-quality content.
“While the 2017 figures may paint a pretty picture, Indian Music Industry is still greatly impacted by Digital Piracy and Value Gap.” Said Vikram Mehra Managing Director of Saregama “We must work together in curbing piracy through a multi-pronged approach involving various stakeholders at the state and central level . We must also empower the rights holders to allow them control of the usage of their works in the digital domain and protect their right to fair remuneration. That’s the only way for us to ensure continued double digital growth in the coming years.”
A first of its kind innovative brand association in India~
Sports new logo – Zoom styled by Myntra, look & feel to match refreshed content
Launches its first ever Long Format Series
Zoom is now a platform agnostic brand catering to all screens and formats
Zoom, part of the Times Network announced one of the biggest-ever brand partnerships in the television history in India, with the country’s leading online fashion e-tailer, Myntra. Starting @9p.m. tonight, (April 19, 2018), Zoom will unveil its new avatar ‘Zoom styled by Myntra’, making a transition from being just a TV channel to a platform agnostic entertainment destination. With an improved style quotient inspired by Myntra and engaging storytelling, infused with a whole new look & feel, new shows, brand new web-series, short formats and exclusive experiences, Zoom will be India’s one-stop youth entertainment destination.
The new logo and packaging reflects style, vibrancy, happiness that is symbolic of the channel’s target audience. Offering unrivalled entertainment for more than a decade now, Zoom aims to reset the dial with reenergized content across all platforms and take the viewer experience to even more unrivalled heights. Myntra has always been a game changer and stretched its boundaries on innovation and value creation for its consumers. Together, Zoom & Myntra will create a new chapter in the fashion space in India.
The partnership between Zoom and Myntra is a one-of-a-kind to create the best entertainment and style destination across every medium - TV, Social, On-Ground and Digital. Zoom will reengineer its programming to provide young Indians entertainment that is second to none. Triggering new conversations, the new and finite Zoom Originals aims to create experiences beyond screens that will be warm, stylish and relatable, reflecting todays coming of age stories, and viewers’ own lives and relationships. The emotions promise to be India, the look and feel, world class. Through this unique partnership, Myntra aims to make #seeittobuyit a reality, where what the consumer sees on screen can be easily accessed on Myntra.
MK Anand, MD & CEO, Times Network said, “We have changed the rules of stereotype partnership deals in the industry with our unique association with Myntra. The refresh to ‘Zoom styled by Myntra’ reflects the kind of real, conversational and multi-lingual entertainment that viewers in India are looking for. With an objective to beat viewer fatigue, we are innovating with content and triggering new conversations to find relevance with the changing consuming pattern of the youth. All this will be in addition to what Indian audiences expect of Zoom – a channel that offers the very best of Bollywood and Bollywood Music. The refreshed brand identity will bring a wow factor with a promise to always engage with viewers, across screens making it platform agnostic".
Speaking on the association, Ananth Narayanan, CEO - Myntra & Jabong, said, “As the nation’s leading destination for fashion, Myntra is constantly looking to innovate and make Fashion more accessible to consumers in India. There are a few fundamental beliefs that make the Zoom partnership very exciting. One, our research shows, by 2020, 75% of the content consumed will be video content and Made for India original content will grow substantially. Secondly, Fashion as a category lends itself well to the video format, much more than any other category. With the Zoom TV association, our aim is not only to make fashion more accessible, but to make “buy it as you see it” a reality. Each show will be styled by Myntra and you can easily get similar looks on Myntra. This is a unique collaboration and we are very excited.”
With ‘Zoom styled by Myntra’, viewers will see fresh new faces, stylised looks and latest trends from Myntra, rising stars, the best of Bollywood and popular music. The platform agnostic exclusive content includes:
‘The Reunion…Jab They Met Again’, depicts the story of four friends who did everything together in school and their journey when they reunite after 10 years. ‘Open House with Renil’ will have celebrity host Renil Abraham invite Bollywood celebrities for an intimate tête-á-tête to reveal their never seen before personalities.
E- Town News new will be a crisp, relevant and fresh, approach giving a complete daily low-down from the world of entertainment. Predominantly still focussing on Bollywood news and updates, the show will have different segments like Fashion, Beyond Bollywood (TV, Hollywood) and What’s Buzzing? (social media trending stories). The entertainment news shows will have an informal vibe with anchors being more influencers.
‘Labelled’ hosted by Lifestyle coach and Style Guru, Nikki Arora, who lives by her own rules and is ready to change the world, one look at a time. A girl with fashion in her DNA and style in her blood, Nikki is one woman you can’t ignore. ‘Labelled’ will also be available in 4 minute weekly short format to drive conversations, build an influencer and drive virality on the Zoom platforms. Apart from the weekly episode on TV, there will be multiple series of digital content of ‘Labelled’ that will launch shortly on ‘Zoom styled by Myntra’ social media platforms.
The flagship property, Planet Bollywood, gets a refreshing makeover. The anchors will now drive the conversation to reveal the real “story behind the news”. The show will also drive discussions to engage viewers on Zoom’s digital platforms and social media handles.
Driving exclusive and immersive experience through IPs, Zoom Styled by Myntra will launch ‘Golden Suitcase’, a one-of-a-kind travel award show that rewards consumer experiences and ‘Zoom Glammies’, a first-of-its-kind award show for India’s most beloved divas. ‘Style Watch’ a bi-monthly property will showcase airport styles of celebrities and will be Facebook exclusive.
Continuing the surge of the opening day TV viewership growth of 37% the opening week saw a 23% growth versus year ago *
Unprecedented reach of 371 million viewers recorded on Television and Hotstar in Week 1 **
Multi-lingual coverage a massive success - Growth in South at 34% versus year ago ***
The inaugural week of the VIVO IPL 2018, recorded a historic opening with 371 million viewers recorded on television & Hotstar. The television viewership stood at 288.4 million viewers (BARC 2+ U+R) and a platform reach of 82.4 million viewers on Hotstar. This is the highest ever inaugural week viewership recorded for IPL since its launch.
Unmatched in its sheer scale, the VIVO IPL 2018 broadcast has been reimagined on the Star India Network offering fans a multi-lingual viewing experience in 6 languages, Hindi, English, Tamil, Telugu, Kannada, and Bengali. The tournament is being broadcast on 10 TV channels and live streamed on Hotstar with an aim to reach out to more fans across TV and digital than ever before. Other firsts include an immersive Virtual Reality (VR) experience and Watch&Play on Hotstar providing an unmatched engagement opportunity for fans. Star India has also launched the #SelectDugout on Star Sports Select, a bespoke offering for the ardent cricket fan who likes to stay ahead of the game.
Television reach for the opening week stood at 288.4 million viewers driven by 30% increase in reach in South. The audience demographic of Males 15+ AB, Urban registered an impressive 273 Million impressions with a 23% growth versus year ago. The growth recorded was not limited to the core cricket fan with total Urban gross impressions at 854 million at 17% growth versus last year. Interestingly ~40% of the viewers were women a testimony to the universal appeal of IPL.
Hotstar registered a viewership of 82.4 million viewers on the platform with a phenomenal growth of 76% versus last year. With a 5.5 million concurrency during the CSK vs KKR game on April 10, 2018, Hotstar has smashed the global record for peak concurrency on a digital platform for a live sporting event, a record it has since then beaten with a peak concurrency of 6.0 million achieved during the MI vs RCB game on April 17, 2018.
Speaking on the response to the opening week of Vivo IPL 2018, Sanjay Gupta, MD, Star India, said, “We sought to re-imagine the way IPL was presented to fans and are delighted with how fans have responded across both TV and Hotstar, helping us set new viewership and conversation benchmarks. The consumption growth is a truly satisfying yardstick of unmatched fan delight and value for brands. Even though it is early days, this has already become the most watched IPL ever on a tournament to date basis, and we hope to continue to engage fans powered by localization and technology across TV and Hotstar.”
* Male 15 + AB Urban audience registers 387 million gross impressions in the opening week at 23% growth versus year ago. Source: BARC
**Television viewership as per BARC 2+ U+R , Week15 data & Hotstar platform viewership from 7th April to 13th April compared versus 2017 data
***Source BARC Male 15+ AB Urban