MediAvataar's News Desk
In a major development as part of the strategic partnership between Discovery, Inc. and the PGA TOUR, GOLFTV today announced an exclusive multi-year global content partnership with 80-time PGA TOUR winner and 14-time Major champion Tiger Woods.
Starting in January 2019, GOLFTV powered by PGA TOUR, the new global live and on-demand video streaming service jointly developed by Discovery and the TOUR, will collaborate with Woods on a wide range of programming, content creation and storytelling opportunities that will offer fans an authentic and regular look into the life, mind and performance of the game’s ultimate icon.
The GOLFTV partnership will reveal Woods as fans have never seen him before, providing an unparalleled opportunity to get close to Woods’ practice routines, preparation and life on the road through a variety of programming showcased exclusively on GOLFTV.
“I’ve been watching Discovery and David Zaslav build up a global sports platform with Eurosport, the Olympics and the launch of GOLFTV with us at the PGA TOUR, so I think they’re the perfect partner to help grow the game. They’re global, they get sports and know how to build new, younger and big audiences. It’s a perfect fit and I’m so excited to be a real partner with the Discovery Sports team,” said Woods.
“I love the vision of GOLFTV and the ambition for it to become the premier destination for golf entertainment worldwide. To have my own platform to communicate is the culmination of a lot of hard work from my team and the team at Discovery. We’re going to build content for everyone, whether you’ve been playing golf for a long time or just starting out. I’ll be sharing stories and giving insight into my approach that has never been seen before. This is such an exciting time for golf and for me, so to be part of the vision to grow the game all around the world is fantastic. I can’t wait to share my knowledge on GOLFTV,” he said.
“I want to talk to golf fans and golfers everywhere, directly, and straight from me. That’s important to me. Talking about what we care about: what’s happening on the course, how to play better, how can I shoot lower scores tomorrow, how can I beat my friends? David explained how GOLFTV is for the fans and the players, a single place they’ll all want to go, and he’s building something everyone will want,” Woods remarked.
Among the plans, Woods and GOLFTV are collaborating to develop:
Weekly practice and instructional videos to improve your game;
Exclusive access into Tiger’s preparation routines;
Behind-the-scenes access before and after PGA TOUR rounds;
Unique and exclusive post-round commentary.
“Getting the chance to do instruction is exciting. I’ve always been focused on my own game and this experience can help players everywhere. Whether you’re a long-time player or a beginner, there are some things that help us all play better. It’s one way I want to give back to people who love the game like I do. If I can help the next generation enjoy the game more and play better, that’s pretty special,” Woods concluded.
A first for Woods on video, this content will be exclusively owned by GOLFTV globally, including in the United States, where Discovery has the opportunity to execute an owned or partner distribution strategy.
David Zaslav, President and CEO, Discovery, said: “I am excited to welcome Tiger to the Discovery family and to GOLFTV, a true superstar joining our company of world-class storytellers and brands. At the heart of Discovery is high-quality storytelling, told through the most authentic, credible and trusted voices. Tiger is the ultimate example of a world-class athlete and cultural figure with whom audiences are enamored, and follow closely around the world. Our global partnership with Tiger is a perfect example of our strategy to collaborate exclusively with top talent to extend global media platforms, and take advantage of our international distribution and technology infrastructure and aggregate audiences and build long-term value.
“With Tiger joining us, I am confident that GOLFTV will be the new gold standard for comprehensive sports streaming, nourishing golf fans when and where they want to consume what they are most passionate about,” Zaslav added.
This partnership with GOLFTV comes at an ideal time in Woods’ career, on the heels of a comeback season that saw him return to form in spectacular fashion, culminating in a history-making win at the 2018 TOUR Championship in September.
Alex Kaplan, President and General Manager, Discovery Golf, said: “It’s a privilege for us to welcome Tiger to the GOLFTV team. No one else in the game resonates globally the way Tiger does or has the global fan base, and he has great wisdom to share, on and off the course. We’re thrilled to give him the global platform to do just that, and to provide our audience in more than 200 markets and territories a closer look at Tiger on the greens and behind the scenes.
“Our long-term partnership with Tiger reflects our broader ambition as we roll-out the service over the coming years, seeking to grow GOLFTV into a true ecosystem for all things golf: watching, learning and playing,” Kaplan added.
Launches Hashtag Challenge, Brand Takeover and In-feed Native Video solutions
TikTok, the go-to destination for short-form mobile videos today launched Innovative Digital Advertising Solutions in India at ad:tech, the leading digital marketing advertising conference in the country.
TikTok showcased its insights on how short-form video is shaping the future of digital advertising. It launched the innovative ad format - the Hashtag Challenge for brands to seek insights of the digital community, trigger more high-quality content and find out the most engaging way for branding. In addition to the Hashtag Challenge, TikTok also launched Brand Takeover and In-feed Native Video to further enhance the ad impact, and to address various needs of the digital advertisers.
The 10th edition of ad:tech was held on November 28th-29th 2018, at JW Marriott, Sahar, Mumbai. ad:tech is a gathering of the digital advertiser’s community to share amazing innovations that have happened, are happening and will happen in the digital world.
Short-form video is shaping the future of digital advertising
TikTok is a destination for short-form mobile videos, capturing and presenting the world's creativity, knowledge, and moments that matter on your fingertips. Since its launch in 2017, TikTok has already become a global platform and marked its footprint in over 150 countries and regions, including India.
Designed for the new generation of creators, TikTok enables everyone to be a creator and encourages users to share their passion and creative expression through short-form videos.
Speaking on the occasion, Mr. Wang Tong, Director of Global Monetization Strategy, TikTok Ads said, “We have seen a huge fervour that TikTok has raised around the world, and of course we see that same fervour here in India as well." He further added, “While we are excited about the passionate, creative and self-expressive elements that have been triggered by TikTok, we never stop exploring the manner in which we could be valuable for the business too, and to make TikTok bring in a paradigm shift in the traditional ad expression."
Hashtag Challenge, make your audience a part of your ad
Huang Linjing, Director of Global Partnership, TikTok Ads added, "As a marketer, it is vital to make sure that your brand is effectively connected to your audience. At TikTok, we not only provide an interactive platform for advertisers to reach out to users, but we can also make the users actually participate in our ad campaigns.”
The customers can interact with and participate in ad campaigns through the innovative ad format initiated by TikTok - the Hashtag Challenge. In May, Huawei launched Honor 10 with a 22-day #1MillionAudition campaign in India. Leading video influencers participated in the Honor #1MillionAudition that saw over 73K users’ participation generating 40k UGC short videos with 640 Million views, and 321 Million impressions during the campaign.
More digital solutions for digital advertisers
Brand Takeover is a gateway for digital traffic with full screen vertical display, it will help advertisers to take a dominant visual position to achieve brand exposures. In-feed Native Video is a more immersive, original, and interactive way for ads, which is designed to trigger more in-depth interactions from the users.
New York Festivals AME Awards Announces Inaugural Advisory Council
“I am honoured to be the first South African to sit on the AME Advisory Council. To help steer and guide the process of awarding work that works; great creativity that meets and exceeds marketing goals and delivers tangible results, is a reward in itself,” said Mick Blore, Chief Creative Officer – South Africa & Sub-Saharan Africa, McCann Worldgroup.
“I'm also very excited to do justice to the awards (and to our industry) by suggesting ideas and categories that will drive the future of our industry. And hence, hopefully, work that helps our industry play a meaningful role in today's constantly evolving world,” said Tahaab Rais, Regional Head of Strategy & Truth Central, FP7/MENA.
AME’s Advisory Council, an international task force of creative and strategic leaders, provide the competition with knowledge of emerging trends and critical industry insights allowing AME to be more responsive to changes and demands within the advertising/marketing sphere. Their astute advice and combined industry expertise ensure continued wise council.
“We’re thrilled that these prominent leaders are committing their industry expertise and global view to AME,” said Gayle Mandel, Executive Director, AME Awards. “In today’s ever-changing world of advertising and brand building it’s an amazing win to have visionary award-wining creatives of their reputation taking AME to the next level.”
For the past 25 years, the international AME Awards has honored only the most creative and measurably effective campaigns.
“As great as it feels for us creative people to win awards, our work is only being judged by other creatives. To maintain relevance as an industry and with our clients, we need to demonstrate the effectiveness of our work. After all, it’s why we’re here and is key to the future of our industry. That’s why I agreed to participate,” said Zak Mroueh, Chief Creative Officer/Founder of Zulu Alpha Kilo.
“In the end, marketing and advertising are all about motivating behaviour and selling products and services. It’s what clients need and what they want. These awards demonstrate beyond a shadow of a doubt, that creativity that achieves results is the most valuable advantage that a brand can have,” added Blore.
"As an advocate of creative effectiveness as the one true way to survive, I’m very excited to look at the best work out there that will be on display at the AME Awards, learn from it, and bring back what I’ve learnt and share it; not just with our agency network but also, with all the agencies out here in MENA,” commented Rais.
“Accolades are important, effectiveness is paramount,” added Mandel. “Earning an AME Award is the benchmark for excellence, innovation, and most importantly effectiveness.”
2019 AME Awards Advisory Council
Alex Schill, Global Chief Creative Officer, Serviceplan Group, Germany
Merlee Jayme, Chairmom/Chief Creative Officer, Dentsu Jayme Syfu, Philippines
Tahaab Rais, Regional Head of Strategy Office & MENA Director -Truth Central, FP7/MCCANN MENA & President, McCann Worldgroup MENA Strategic Community, UAE
Mick Blore, Chief Creative Officer South Africa & Sub-Saharan Africa, McCann Worldgroup, South Africa
Dörte Spengler-Ahrens, Chief Creative Officer, Jung von Matt/SAGA, Germany
Zak Mroueh, Chief Creative Officer & Founder, Zulu Alpha Kilo, Canada
The AME Awards deadline to enter is December 15th.
Strong focus on education and initiatives such as IDEATHON part of MMA’s agenda to drive the growth of mobile marketing in India
The Mobile Marketing Association (MMA), the global leading association for the mobile marketing industry, enters a new phase of growth in India, with the appointment of board members, Priya Nair of Hindustan Unilever Limited (HUL) and Sameer Singh of GroupM Media India Private Limited, to the roles of Chairperson and Co-Chairperson of MMA’s India Local Council. Also announced was the addition of five new board members to the existing roster.
In their new roles, Priya and Sam will oversee MMA India in its drive to educate and further the growth of the mobile marketing industry in India. To facilitate greater understanding and education around how brands and marketers can successfully connect and engage with consumers, MMA India has previously hosted the IDEATHON Challenge series that saw tech enthusiasts solve brand problems in 30 hours, where they took marketing on mobile apps to greater heights. With a strong focus on education, initiatives such as the IDEATHON challenge series, as well as the native series which enables expert inputs on best practices for mobile creatives and mobile advertisements, MMA India strives to continue stimulating brands in their efforts to push the boundaries of video and audio marketing.
As the mobile marketing industry evolves to encompass a wide-ranging set of tools and technology such as blockchain, as well as industry regulations, MMA global and MMA India are also working closely on cross media studies, mandates such as the General Data Protection Regulation, and programmatic issues such as ad fraud and brand safety. The concerted efforts of MMA members to champion industry standards and the relevant mandates will unify the various industry stakeholders in efforts to enlighten, empower and enable the mobile marketers of today.
“The evolution of mobile marketing has been continuously fuelled by rapid disruptions and transformation. In keeping with industry developments and consumers increased expectations of brand engagement in a mobile-first society, MMA India believes in staying abreast of new and upcoming industry trends to accelerate the transformation and innovation efforts in mobile marketing and to help drive business growth and build closer consumer engagements.” said Moneka Khurana, Country Head of MMA India.
Taking the helm from D Shivakumar, Priya Nair, Executive Director of Home Care for Hindustan Lever, has accumulated over 24 years of experience working with leading consumer brands such as Surf, Wheel, Axe, Dove and Close Up. She will also bring to her role as Chairperson of MMA India, skills and expertise in Digital and Rural Marketing. In her tenure at HUL, Priya led the Kan Khajura Tesan activation to three Cannes Gold Lions awards, as well as spearheaded the development of HUL’s perfect village, HUL’s Rural Marketing Program and its mobile strategy.
“This is a tremendous opportunity and I look forward to advancing the mobile marketing industry in India. India’s appetite for mobile marketing has seen unprecedented growth in the past few years, and there still remains much room for future growth. As the leading trade association for mobile marketing worldwide, MMA will continue to provide the platforms and avenues for marketers to gain new knowledge and insights to India’s mobile marketing ecosystem. It will be an exciting journey ahead, working with some of the industry best talents at MMA India, to capitalise on new opportunities and value add to India’s growing mobile marketing industry,” said Priya.
MMA India’s newly-elected Co-Chairperson, Sam Singh, is the Chief Executive Officer of GroupM South Asia, managing the leading media investment conglomerate in India, Sri Lanka, Pakistan and Bangladesh. Sam has also previously held leadership roles as Director of Agency Business of Google India and Global Head of Media at GlaxoSmithKline. As a veteran of the consumer products industry, Sam has had extensive experience working in various corporates including GlaxoSmithKline, Procter & Gamble and Gillette, and in markets spanning the USA, United Kingdom, China, Middle East and India. He will bring with him years of expertise accumulated through roles in brand management, media management, sales, consumer insights and procurement.
“India’s mobile marketing landscape is challenging yet dynamic. Its transition to the next level of sophistication comes on the back of consumers’ growing desire for innovative and refreshing media content. I am thrilled to be part of MMA India’s next phase of growth as I work closely with Priya and the entire council to push the boundaries of mobile marketing, and to make mobile marketing more exciting for marketers and consumers alike, in the region,” said Sam.
MMA India’s Local Council also elected five new Board Members, who will begin serving a two-year term immediately. The new Board members are:
· Uday Sodhi – Business Head Digital, Sony Pictures Networks India
· Partho Dasgupta – Chief Executive Officer, Barc India
· Nandini Dias – Chief Executive Officer, Lodestar UM, India
· Shamsuddin Jasani – Group Managing Director, South Asia, Isobar
· Siddharth Banerjee – Executive Vice President, Marketing, Vodafone India
“The new leadership and board members appointments will bring on board new ideas and diverse skillsets. Their combined industry experiences in marketing, digital, communications and marketing is uniquely suited for India’s mobile marketing landscape, and will prove invaluable in the drive to advance MMA’s agenda as the leading trade association for mobile marketing in India,” said Rohit Dadwal, Managing Director, MMA, Asia Pacific. “I look forward to working with them to further develop mobile marketing in India.”
One of the biggest challenges facing marketers today is reaching people at a time when they are willing to pay attention to advertising. The shift to digital consumption and on-demand content means that people are more intolerant of interruption. But maybe smart speakers bring a new, more passive audience willing to listen to ads.
Let me admit this up front. We do not have a smart speaker in our home. Smart battery back-up, yes, smart thermostats, yes, smart switches, yes, but I don’t feel the need for voice activation. Pressing a button to turn on the radio does not seem like a big deal to me, but apparently it is for many. Recode reports that smart speakers are mostly being used to access existing content like the radio in a new way.
The Recode article reports that playing music and other content is by far the most popular use of smart speakers in the U.S. today. Spotify finds that people using smart speakers are more likely to play music every day and listen at weekends. National Public Radio finds that the proportion of people listening on smart speakers has jumped from 4 percent to 19 percent, providing an additional source of listeners. And according to Scout FM people are listening to podcasts longer on smart speakers than on phones and far less likely to skip advertisements.
Cara Meverden, founder of Scout FM, states,
“Smart speaker listeners are much more passive.”
For marketers, this might give hope that the digital future is going to be more than a two second sound bite. Far from being a bad thing, passivity is a good when it comes to the consumption of advertising. Lacking the inclination to skip, people consume large amounts of content that they would otherwise dismiss. TV, outdoor, and radio all offer a more passive experience than digital media and, as a result, are often what primes interest in a multi-media campaign. The trick for the advertiser is to engage just enough attention that the ideas and feelings conveyed by an ad stick in people’s heads. This then primes interest and encourages people to pay attention to more easily skipped content.
So far from developing a vast array of new skills, maybe advertisers need to think more about traditional audio ads and branded or sponsored content. Prior to Thanksgiving it seemed inevitable that Butterball would suggest we say, “Hey, Alexa ask Butterball” to get cooking advice from their Turkey-Talk Line experts, but maybe a good, old-fashioned passive ad interspersed into other content might work more effectively?
Written by Nigel Hollis, Executive Vice President and Chief Global Analyst at Kantar Millward Brown.