MediAvataar's News Desk
Omni Drives People-Based Precision Marketing at Scale Across Creative, Media and CRM
Leading global marketing and corporate communications company Omnicom Group, Inc. announced the roll-out of Omni, its people-based precision marketing and insights platform, designed to identify and define personalized consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas.
Omni delivers a first-of-its kind, single view of the consumer that can be dynamically tracked and shared across all marketing practices. Omni transforms the way Omnicom teams work, collaborate and deliver value, from insights generation to audience building, channel planning, creative development and message distribution. All of the activities are continuously measured and optimized with attribution tied to client performance at every step of the consumer journey.
At the core of Omni is the industry’s most robust people-based identity graph - a database of connected consumers built from multiple identity authorities including Neustar, LiveRamp, Experian and several others. The identity graph links second-by-second consumer behaviors to reveal how people connect, engage and transact with brands; joining data sets using a methodology that respects regional regulatory and privacy practices.
Consumer behaviors are mapped to an equally comprehensive media inventory graph that delivers a precise view of the quality, value and availability of inventory in the marketplace. This connected plan is activated through a work flow and content engine that enables Omnicom agency teams to efficiently deliver personalized messaging at scale.
“When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. With Omni, we’re extending everything we’ve learned to transform the entire marketing process,” said Omnicom Media Group CEO Daryl Simm. “Omni connects our talent around a single view of the consumer and inspires them to create the best integrated ideas that drive success for our clients.”
Omnicom Digital CEO Jonathan Nelson added, “Until now, the idea of mass personalization was more of an aspiration than a reality. Omni changes that. This is precision marketing at scale and in action. And the new platform can be leveraged by all Omnicom clients across multiple disciplines.”
Tony Harradine, CEO of Omnicom Media Group Asia Pacific, added, “'In keeping with our vision at OMG, Omni’s launch represents another significant step towards our ambition to create best-in-class data infrastructure and capability for our agency brands. We are hugely excited by this global innovation and are already realising its incredible impact for our agency brands and clients.”
Developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni continues the group’s strategy of neutrality with no ownership interest in data or tech partners. This ensures the agility and flexibility to continuously source the right vendors and application partners in an ever-changing data and technology ecosystem. Additionally, Omni is designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments.
The broad roll-out of Omni comes after several months of implementing the platform on select creative, media and CRM business engagements. Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.
India smart TV market registered robust growth in 2017 attributed to a sharp drop in the prices of smart TVs as well as rising penetration of smart TV vendors.
Substantial investment flows by video streaming media companies like Netflix, Amazon Prime and Hotstar led to an increase in the number of Pay-TV subscribers. Furthermore, rise in disposable income levels and growing internet penetration in the country also contributed to an increase in sales of smart TVs.
According to 6Wresearch, India Smart TV market is projected to grow at a CAGR of 9.4% by 2024. Surge in number of households with easy accessibility to internet and rise in purchasing power of people would drive the adoption of smart TVs in the country. In addition to government initiatives such as Digital India and Make in India, rapid urbanization and growing awareness of smart TVs in tier-II and tier-III cities in the country, would additionally encourage the growth of smart TVs in near-future.
According to Rishi Malhotra, Senior Research Analyst - IT & Electronics, Research and Consulting, 6Wresearch, "Offline distribution channels held majority of the revenue share in 2017 as large number of users, primarily in tier-II and tier-III cities, still prefer to purchase offline attributed to reasons such as time taken for delivery of product, fear of damaged product and experience of buying it in person including the touch and feel factor. Also, it helps buyers to avail reasonable and convenient returns."
"However, with players tapping in open commerce marketing system, online distribution channels are expected to grow at a faster rate than the offline distribution channels during the forecast period. Availability of lower priced television set in online channels including discounted rates and cashback offers is urging more and more consumers to step up and purchase smart TV online." Rishi further added.
According to Akshay Thakur, Research Associate - IT & Electronics, Research and Consulting, 6Wresearch, "The Full HD TV segment held the highest revenue share in 2017 because of its ownership at low cost and high demand among the middle-income segment of Indian population. The growth of this segment is driven by transition among the households from conventional TV sets to smart TV sets.
"Moreover, amongst the regions, the Southern part of the country exhibited healthy contribution towards the growth of smart TV market and is expected to maintain its leadership during the forecast period as well. High degree of adoption rate among the tech-friendly consumers in South India and increasing internet penetration led to higher acceptance of smart TV in the Southern part of the nation," Akshay further added.
Some of the key players in India smart TV market includes- Panasonic India Pvt. Ltd., Samsung India Electronics Pvt. Ltd., LG Electronics India Ltd., Sony India Pvt. Ltd., Xiaomi Technology India Pvt. Ltd., Philips India Ltd., Vu Technologies Pvt. Ltd., Intex Technologies India Ltd., Toshiba India Pvt. Ltd., and TCL India.
In China, luxury brands are embracing WeChat as it opens up multiple easily accessible entry points for connecting with shoppers.
Shopping online has never been more easy or intuitive in China than it is now. The country’s digital retail industry used to revolve around its major e-commerce giants, Alibaba’s Tmall and JD.com, but a leading social media platform in China is increasingly shaping consumer’s purchasing habits and global brands are jumping on board.
On June 19, European beauty retailer FeelUnique set up an e-commerce service within the WeChat app. More than one-third of Chinese consumers spend over four hours a day using the app, according to the World Economic Forum and Bloomberg Businessweek, using it for everything from paying their bills to messaging friends. FeelUnique’s new online store is entirely operated through a WeChat Mini Program, a lightweight sub-app that allows users to seamlessly browse and buy all of their cosmetics without ever having to leave WeChat.
“Our Mini Program represents an additional channel to drive consumer acquisition in China,” says Feelunique CEO Joël Palix. “It will leverage our existing WeChat presence—which includes an official account with over 100,000 followers and a WeChat store—by enabling customers to complete a purchase within the WeChat ecosystem.”
Since WeChat’s parent company Tencent first launched Mini Programs at the beginning of 2017, more than half a million have been developed, and more than one-third of users spend between $80 and $150 a month on them, according to Jisu App, completing transactions using Tencent’s own mobile payment system WeChat Pay. While companies create Mini Programs for all kinds of services, of those dedicated to e-commerce, Jisu App analysis finds that about one-third feature fashion and footwear brands. FeelUnique is one of the first pure-play cross-border retailers in China to develop a Mini Program.
WeChat’s social commerce model is not entirely unique to China; over the past two years, Instagram has been gradually rolling out a similar social commerce concept through shoppable posts that take users from a photo to a purchasing page with just one click. However, only five products can be listed at once. Facebook is also experimenting with commerce, but when it comes to the big brands, the social media platform is more about driving users to retailers than about becoming a retailer itself.
What makes WeChat’s efforts especially significant is that the app is more driven by key opinion leaders or influencers than its Western counterparts, says Thomas Graziani, cofounder of WeChat marketing consultancy Walk the Chat. “Influencers have a much higher price tag and generate tremendous sales,” he tells JWT Intelligence. “We all have in mind the Becky Li campaign, which sold 100 Mini Coopers in five minutes.”
In another sales “miracle,” when China’s leading WeChat fashion blogger Mr. Bags launched his own BaoShop Mini Program to sell his capsule collections with luxury brands on June 26, he sold out of his 300 limited-edition Tod’s mini backpacks in just six minutes. Each bag was priced at the equivalent of around $1,600.
Tencent first jumped into the online shopping arena by buying a stake in e-commerce platform JD.com in 2014, which allowed brands with official WeChat accounts to embed their online shops and later to create entire stores within their profile. Luxury brands were at first reluctant to step on board—globally, the digital arena has been a tough area for high-end brands to navigate because it means negotiating on luxury’s crucial aspects of exclusivity and tradition. However, the fact that nearly 95% of millennials, an important luxury market, are on WeChat, eventually made social commerce a no-brainer.
Cartier was among the first luxury brands to fully take advantage of being able to build an HTML5 store within its official profile page on WeChat in 2016, following a slew of brands doing pop-up sales or linking to their official online store. Since then, brands like Gucci and Louis Vuitton have followed suit, and Givenchy is the latest to launch a new WeChat boutique after first working closely with influencers and bloggers to sell exclusive products on the platform.
WeChat consistently develops new ways for brands and shoppers to engage with each other within its ecosystem. In March 2018, Tencent ramped up its efforts to catch up with e-commerce companies’ livestreaming pursuits, investing more than $1 billion in two Chinese livestreaming platforms. Soon after, L’Oréal harnessed a WeChat Mini Program to create a shoppable livestream event at the Cannes Film Festival. And in the household goods arena, Pinduoduo, a similar platform to Groupon, shot up to the number two e-commerce app in China in December 2017, gaining popularity by allowing users to gather WeChat friends to buy the same product, to get major discounts. And the social commerce craze shows no signs of slowing down.
“WeChat will keep rising as a main source for brands who want to trigger impulse buys,” Graziani says. “It is also a key component for new brands who want to tell their story via influencers. For more commoditized goods and brands, Tmall and JD will remain the main platforms. They are driven by search keywords, while WeChat sales are driven by social connections, impulse, and excitement.”
The work of trusted journalistic organizations is as critical as ever, especially when it comes to seeking information about current events online.
In March, the Google News Initiative (GNI) kicked off with the goal of helping journalism thrive in the digital age. Today, we’re announcing steps we’re taking with the GNI to support the future of news in online video, and product features we’ve been working on to improve the news experience on YouTube.
Supporting journalism with technology that allows news to thrive
We believe quality journalism requires sustainable revenue streams and that we have a responsibility to support innovation in products and funding for news.
For example, in 2015 European publishers came to us to ask about how they could scale their video efforts, especially because maintaining video delivery infrastructure is costly. Working alongside them we launched Player for Publishers, a solution that enables news organizations to use YouTube’s video player to give viewers a world-class video experience across their own websites and mobile apps. Player for Publishers reduces costs and offers improved monetization for news organizations.
Since then, we've expanded these efforts beyond Europe.
Today, over 100 publishers in more than 25 countries use Player for Publishers.
As part of the launch of GNI in March, we announced funding to support the future of news. Today we are committing $25M to a YouTube-specific investment:
1/ Expertise. We’re establishing a working group with news organizations and experts from around the world to help us develop new product features, improve the news experience on YouTube, and tackle emerging challenges. News organizations including Vox Media, Jovem Pan, and India Today are early members of the working group. We’re looking forward to having more join as we convene the group in the coming weeks.
2/ Innovation Funding. We will provide funding across approximately 20 global markets to support news organizations in building sustainable video operations. Provided on an application basis to news organizations of all types, these grants will enable our partners to build key capabilities, train staff on video best practices, enhance production facilities and develop formats optimized for online video.
3/ Support. We’re significantly expanding our team focused on supporting news publishers. These specialists will be based around the world and support partners with training and best practices in formats, audience development, day-to-day platform operations, and sophisticated technical integrations.
Making authoritative sources readily accessible
Authoritativeness is essential to viewers, especially during fast-moving, breaking news events, so we’ve been investing in new product features to prominently surface authoritative sources:
Providing more sources and context on breaking news
After a breaking news event, it takes time to verify, produce and publish high-quality videos. Journalists often write articles first to break the news rather than produce videos. That’s why in the coming weeks in the U.S. we will start providing a short preview of news articles in search results on YouTube that link to the full article during the initial hours of a major news event, along with a reminder that breaking and developing news can rapidly change.
Expanding Top News and Breaking News
To make it easier to find quality news, our Top News shelf prominently highlights videos from news sources in search results (see the picture below on the left). And when a breaking news event happens, we want users to know about it. That’s why our Breaking News shelf highlights videos from news organizations about that event directly on the YouTube homepage (see the picture below on the right). Today, our Top News and Breaking News features are launched in 17 countries, including the U.S., U.K., France, Italy, Japan, India, Mexico, Brazil, South Africa, Nigeria and more. We will double that number in the coming months.
Showcasing more local news, starting with the U.S.
Many people want, value, and trust local news. And when a major event happens, local reporters are often the first on site to capture events as they unfold. We’ve begun testing features that surface local news in the free YouTube app for TV screens across 25 media markets around the United States, making it easy to access local news in the living room--our fastest growing screen. So far, local news has seen strong engagement, and we will be expanding it to dozens more markets like Cincinnati, Las Vegas and Kansas City.
Providing context to help people make their own decisions
We also believe users should be able to choose and make their own judgments about the information they consume along with context to inform their judgments. That’s why we’re rolling out a few new features that we will continue to build upon:
Giving users more sources of information on topical searches and videos
Starting today, users will begin seeing information from third parties, including Wikipedia and Encyclopædia Britannica, alongside videos on a small number of well-established historical and scientific topics that have often been subject to misinformation, like the moon landing and the Oklahoma City Bombing.
Investing in digital literacy education
Along with the Google News Initiative and Google.org, we have teamed up with the Poynter Institute, Stanford University, Local Media Association, and the National Association for Media Literacy Education (NAMLE) to support MediaWise, a U.S.-based initiative designed to equip 1 million teens with digital literacy skills. Six incredible YouTube Creators, including John Green, Ingrid Nilsen, and Mark Watson, will be working with MediaWise to bring awareness to digital literacy and help educate teens.
We remain committed to working with the journalism community to build a more sustainable video ecosystem for news organizations. We know there is a lot of work to do, but we’re eager to provide a better experience to users who come to YouTube every day to learn more about what is happening in the world from a diversity of sources.
Written By Neal Mohan, Chief Product Officer and Robert Kyncl, Chief Business Officer at Google
Analysts from MPA assess sports ecosystem in latest report: Asia Pacific Sports In The Age Of Streaming
Media value for premium sports pushed up by rising demand for digital rights, market growth in Australia and India, and 2018 Fifa World Cup
The value of TV rights appears to have peaked in most Asia Pacific markets apart from India, with digital rights the primary driver of rights inflation
Recent sports rights auctions suggest that OTT contributes between 10-25% of the media rights value for a sports franchise
The market value of sports media rights is set to reach US$5.0 billion in Asia Pacific ex-China this year, according to Asia Pacific Sports In The Age Of Streaming, a new report published by Media Partners Asia (MPA). The value represents a 22% increase from 2017, lifted by rising demand for digital rights and market growth in India and Australia as well as this year’s Fifa World Cup. While sports remains the last bastion for pay-TV operators combating subscriber churn, OTT delivery is becoming the main driver of rights inflation, opening up fresh opportunities for rights-holders while adding new layers of complexity to negotiations and deals.
“In our view, the value of sports media rights across TV has probably peaked in Asia Pacific with the notable exception of India, where the market for linear channels remains robust and scalable,” said MPA Senior Analyst Srivathsan AR, the report’s main author. “The proliferation of broadband is fueling the growth of online video platforms, with a number of players investing aggressively in sports rights.”
Recent sports rights auctions suggest that online platforms currently contribute between 10-25% of the media rights value for a sports franchise, MPA analysis concluded. The value of bundled broadcast and online rights today is typically anchored to a land-grab by media companies, telcos and digital platforms vying for pole position in a green-field segment with an attractive consumer proposition. Debates over the value of digital monetization relative to TV will only get more involved and complex over time.
Broadcasters, Telcos and Pure-Play Digital Platforms
The market for digital sports in Asia Pacific is broadly divided between: 1) Broadcasters with scalable distribution that are investing in digital rights for new and emerging platforms; and 2) Telcos and pure-play digital platforms that are monetizing tentpole rights through subscription, advertising and commerce.
The first group notably includes Star India, which has established new benchmarks for digital-based sports consumption with Hotstar, its direct-to-consumer entertainment and sports platform that reached more than 200 million people during this year’s Indian Premier League (IPL) cricket tournament. BeIn Media Group, meanwhile, operates Asia Pacific’s largest pan-regional OTT sports platform, BeIn Connect, with a footprint covering Australia, Hong Kong, Malaysia, New Zealand, Indonesia, the Philippines, Singapore and Thailand.
Digital platforms are also becoming more active. Notable examples in Asia include sports streaming specialist Dazn, which is close to breakeven in Japan after launching in August 2016, and global digital powerhouse Facebook, which is in the running to acquire exclusive English Premier League (EPL) football rights in Thailand and Vietnam following an agenda-setting but unsuccessful US$600 million bid for IPL cricket in 2017. Australian telco Optus, meanwhile, has invested close to US$300 million for two cycles of EPL football in Australia to drive customer acquisition and market share across its broadband services. Globally, Amazon has highlighted its own sporting ambitions, securing ATP tennis and a tranche of EPL football in the UK. “We expect bidding for live rights to escalate across the region over the next two years as sports-based digital platforms rive viewership, especially in large ad-dominated growth economies such as India and Indonesia as well as big mature markets such as Australia and Japan,” Srivathsan said.
Leagues and Federations Consider Direct-To-Consumer Services
Sports franchises are also experimenting with direct-to-consumer services, pioneered by the NBA with its own OTT offering NBA League Pass. Formula 1, the Liberty Media-owned motor sports series, has entered the fray with F1 TV, a live Grand Prix OTT subscription service that went live in certain European and American markets earlier this year ahead of future global expansion. In Asia Pacific meanwhile, Australia’s National Rugby League and Cricket Australia run their own services for fans outside the country. One Championship, the mixed martial arts property, has also launched a free ad-based digital service.
“Many franchises share free highlights and archive content, although others are looking at more direct monetization, pioneered by the NBA League Pass,” Srivathsan said. “These services offer one-to-one and customized fan relationships that can drive engagement and merchandize sales. At the same time, small markets which are currently grouped alongside major markets in media deals may see better representation and consistency in delivery. NBA has also shown that a readymade service can help distribution partners augment their own packages rather than disrupt existing deals, although some leagues and federations may bypass traditional TV partners with their own direct-to-consumer plays.”