MediAvataar's News Desk

MediAvataar's News Desk

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3-city Series to help Marketers ‘ACT’ on Brand Safety

The Mobile Marketing Association (MMA) in India, today announced the launch of 3-city roadshow series on Ad Fraud across New Delhi, Bengaluru and Mumbai. MMA globally focusses on Ad Fraud and has launched a global Ad Fraud council with local chapters. MMA India is now rolling out the local Ad Fraud council as a part of the roadshow series- first ever ad fraud industry meet. Beginning with the first roadshow on 13 March in Delhi, the series will then move to Bengaluru on 27 March and conclude on 18 April in Mumbai.

Moneka Khurana, Country Head, MMA India, said, ‘As per the MMA India Ad Fraud Survey conducted, the top 2 challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40% in 2019 and is continuously leading to huge losses in marketing dollars spent.”

According to a research by ThreatMetrix, mobile fraud reaches 150 million global attacks in first half of 2018, a 24% year-over-year increase. 25% of new eCommerce account applications were found to be fraudulent, a 130% increase compared to 2017. Bots are also booming; 2018 registered a total of 2.6 billion bot attacks, a 60% step up from Q1 to Q2 2018. Another report by Intercepted says shopping, followed by gaming, finance, travel and social are amongst the most vulnerable categories in mobile ad fraud.

As a part of the Brand Safety council at MMA India, Partho Dasgupta, CEO BARC, said, ‘Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.’

The roadshows are a platform to highlight MMA’s ‘ACT’ ideology – Assess, Combat and Track fraud:

Help marketers Assess and self-diagnose and understand their exposure to fraud such as what kind of fraud (Traffic, Misrepresentation or Attribution), Programmatic vs ad network vs publisher direct fraud, Static vs video vs native and the challenges associated with each type

Help them Combat fraud by providing education regarding various types of fraud and solutions available through marketer perspectives, case studies, technical overview of solutions, etc.

Help marketers Track the impact of their efforts and how stay on top of fraud by working together with agency and verification partners

‘In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem’, said Vikas Agnihotri, Country Director - Sales, Google India, MMA India brand safety council member.

With this move, the channel is the only national kids’ player to be available in Malayalam, Bangla and Marathi 

Sony YAY! began their journey with a promise to become a one stop destination of happiness for kids and they have stood true to their promise - be it through their home-grown, all desi content, relatable characters, or all their other endeavours. Now, giving kids from Maharashtra yet another reason to rejoice and a chance to be able to enjoy their on-screen best friends in their native language, the channel has introduced a Marathi feed too. With this launch, Sony YAY! will now be available in Hindi, Tamil, Marathi, English, Telugu, Bengali, Malayalam - making it the first kids’ TV channel in India to be available in seven languages and the only national kids’ TV channel to have a Marathi, Bangla and Malayalam feed.

A hundred percent desi already, the channel plans to strengthen its position in the kids’ genre by offering content in viewers’ preferred languages, thus, guaranteeing a worthwhile experience in every possible way and intensifying their reach in regional markets.

All the programmes and their airing schedule will remain identical across all language feeds.

This summer, Sony YAY! is all braced up to give kids an unlimited YAY! time by adding a newest language feed along with an exciting content line up.

Comments: Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids Genre

“We are delighted to announce the launch of our Marathi feed. Considering we are the only 100% original desi content TV channel for kids, our aim is to provide our content in every local language preferred by kids. In Maharashtra, a very high kid’s viewership comes from various Marathi TV channels that spans across regional GEC, regional Movies, regional Music etc. It’s only natural that there’s also a huge appetite in kids to consume the content exclusively meant for them in their native language. Our Marathi feed launch is only a step to fill in the gap. It will also give kids a chance to engage with YAYtoons in their local language ”

Smartphone Buyer Preferences Survey 2019, by, India’s no. 1 gadget discovery site, has today revealed the insights from its Smartphone Buyer Preferences Survey 2019. The study asked over 15,000 users what matters most to them while deciding a new phone, how often they upgrade, how they research for smartphones and whether they prefer buying online or offline.

With 78% of the respondents planning to buy a new smartphone in 2019, the study analyses what people want from their next phone. And how this differs by demographic factors like gender, location, and age.

Here are some key findings from the survey:

Which smartphone brands are popular among users currently

The current ownership patterns reflect the market standings of brands, with Xiaomi leading the game (25%) and Samsung coming in second (19%).

New brand Realme's share (5%) is higher than established players like ASUS (4%) and Nokia (3%).

Xiaomi and Realme smartphones are more popular among younger people, while Samsung, OnePlus, and ASUS are favored by older folks.

Brands like OPPO, Xiaomi and Samsung are more popular among women, while OnePlus, ASUS and Nokia are more preferred by men.

How often users change their smartphones

Almost 40% of respondents said they upgrade their smartphones within one year

In general, people in the North & East upgrade their smartphones more frequently than users in other regions.

Men upgrade their smartphones more frequently than women (~40% men upgrade within a year, vs 30% women)

Younger people (below 35) upgrade their phones more frequently than those above 35

How users decide which phone to buy next

56% of all respondents will look for a phone in the Rs 10,000 to Rs 20,000 segment, when they buy next

44% of all respondents said they would prefer to buy a phone online, while 40% would prefer offline, and 16% are unsure

However, if their phone of choice costs Rs 1,000 more offline, 60% of people will prefer buying online, while only 23% will buy offline

Almost 80% of respondents use online channels (gadget sites, eCommerce sites, YouTube) to research their smartphone purchase, regardless of whether they plan to buy online or offline
Which aspects matter most to users while deciding a new phone

Performance/speed, camera, and battery are the three most important criteria respondents consider while buying a new phone, with performance being twice as important as the other two

Younger people (below 35) give more weightage to performance and camera capabilities, while those above 35 consider battery and display more important

Men prioritize performance & display, while women put more emphasis on camera, battery and design of the phone

How people decide which phone has better performance & better camera

43% consider processor brand as the most important factor for evaluating the performance of their next smartphone, followed by RAM capacity (27%).

Younger people pay more attention to processor brand and benchmark scores, as compared to older users who focus more on RAM capacity and processor clock speeds.

34% said they look at the resolution as the deciding factor while evaluating camera capabilities, followed by AI capabilities (31%) and aperture (18%).

Women care more about selfie capabilities than men (16% of women cited that as the primary factor for judging camera quality, vs 8% of men)

“As the leading smartphone discovery site in India, 91mobiles constantly aims to better understand consumer expectations from their smartphones. In a market as diverse as India, this is not always an easy task. The Smartphone Buyer Preferences Survey 2019 aims to get a glimpse into what people are looking for in their phones in 2019, and how they make their buying decisions. We hope these insights will help smartphone brands and retailers better understand and cater to their consumers” said Nitin Mathur, Co-founder of

In the run-up to the crucial 2019 Lok Sabha elections, The Wire, one of India’s leading independent news outlets, has launched an epic web series called Sadak Se Sansad.

Premiering on March 6 on The Wire’s YouTube channel and Facebook Watch, the series will see The Wire’s team of journalists and video team travel the breadth of India, covering every state in the process. Sadak Se Sansad will report from 50+ constituencies from across the country with 3-4 videos per constituency, making it a 150-part series which aims to create a portrait of India in this crucial year – a picture that will have both immediate interest and abiding value for the country.

Sadak se Sansad has been supported in part by Mumbai-based asset management firm, Quantum Mutual Fund, and will tune out the coordinated racket of TV newsrooms in Delhi and Mumbai, to explore the vast diversity of social and environmental issues, political stakes, and voters' opinions in these fifty-plus constituencies.

The Wire, is published in four languages, English, Hindi, Marathi, and Urdu and has an audience of over 5 million unique visitors every month on its websites,, and The YouTube channel of The Wire has over a 1 million subscribers to date and generates over 100 hours of original shows and programming every month.

Speaking of the launch of this unique road-trip Siddharth Varadarajan, a founding editor of The Wire said, “Sadak ke Sansad will bring viewers up to speed with what the upcoming elections are really about. It is not about the prospects of this leader or that, or about coalition has the edge. People want their issues to be heard and addressed. That is what we are capturing.
This is the first time we are producing a series that is so ambitious and are glad that Quantum Mutual Fund has seen value in partnering with a show of this scale”

Mr. I.V. Subramaniam, Director Quantum AMC says “Since our inception Quantum has firmly believed that elections have no long term impact on the markets or the investor’s portfolio. While we recognize that this election may be more closely fought than others, we would like to reassure investors to remain invested and focussed on their long term goals.

While there is not likely to be any long term impact on the overall market, it is important to get a sense on what is India asking for and likely to vote for. This is particularly important in the context of 200 million new voters coming to vote between 2009 and 2019.

What better platform for us to gauge this than Sadak Se Sansad.”

The series went live on March 6 and you can catch all the episodes and track this journey here -

Dentsu Aegis Network, the global media & marketing communications conglomerate, has promoted Ashish Bhasin, currently Chairman and CEO, Dentsu Aegis Network - South Asia to the expanded role of CEO, Dentsu Aegis Network Greater South and Chairman and CEO of India.

With this announcement, Bhasin will now also be responsible for overseeing India, Sri Lanka, Bangladesh, Indonesia, Thailand, Vietnam, Philippines, Malaysia and Myanmar. He will continue to be based out of India and report to Takaki Hibino, executive chairman of Dentsu Aegis Network APAC.

Commenting on the appointment, Takaki Hibino said, “Ashish has proven himself to be an exceptional leader. Under his direction, India today stands to be one of the most important revenue growth markets for Dentsu Aegis Network globally. I know he will be able to replicate the same story for the important Southeast Asia markets as well, even as he continues to fuel growth in his current responsibilities for South Asia.”

Commenting on his new role, Ashish Bhasin said, “I am extremely excited to take up this new challenge. The newly formed Greater South region is extremely important for Dentsu Aegis Network. Both Southeast Asia and South Asia are very interesting and high potential markets. I feel very lucky to be leading this fantastic set of leaders and managers and hope to take Dentsu Aegis Network forward during these interesting and transformational digital times. Since I have had experience in running Southeast Asia in the past, in some ways it feels like a homecoming and I am excitedly looking forward to it.”

Bhasin’s remit will exclude Singapore which, as a regional hub, will be led by Masaya Nakamura in addition to his role as deputy chairman and chief growth officer of Dentsu Aegis Network APAC.

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