MediAvataar's News Desk
More and more, we rely on the internet for ways to safely store the things that matter—making life simpler and less cluttered.
Over the years, we’ve provided people with easy, secure ways to create, store and share files online, including 15 GB of free space with every Google Account. Thanks to mobile phones, and new file formats like 4K video and high-res photography, people are storing more than ever before.
That’s why we’re introducing Google One, a simple plan for expanded storage that includes extra benefits to help you get more out of Google. In the next few months, all paid consumer Google Drive storage plans will be upgraded to Google One. This change doesn’t affect G Suite business customers.
More space, smarter options
With Google One, we’ve upgraded our paid storage plans so you’ll have all the space you need for your Google Drive, Gmail, and original quality photos and videos in Google Photos. With lots of options, ranging from 100GB to 30TB, you can choose the plan that’s right for you.
Access to Google experts, plus extra benefits
People who use a lot of storage tend to use a lot of other Google products, too. So with Google One you get one-tap access to experts for help with our consumer products and services. Plus, you’ll gain access to extras from other Google products, like credits on Google Play or deals on select hotels found in Google Search. And we’ll be adding more benefits over time.
Easy to share with your family
One of the most common requests we’ve received is for storage plans to be sharable within a family. With Google One, you can add up to five family members to your plan and simplify storage under one bill. Everyone gets their own private storage space as well as the additional benefits of Google One.
Coming soon to paid Google Drive plans
If you have a paid Drive storage plan, you’ll be upgraded to Google One automatically over the coming months, starting in the U.S. and then expanding globally. Look out for an email confirming your upgrade to Google One, where you can manage your storage plan and benefits. The way you use Drive to store and share files doesn’t change.
Written by Pavni Diwanji VP, Google One
Artificial Intelligence is set to have a significant impact on our industry, and is already starting to transform how we do business. At Zenith, we made a big bet in the AI space two years ago with insurance client Aviva in the UK.
Our pioneering data scientists worked out how machine learning could be used to attribute sales conversions to specific digital interactions and automate the most complex and time-consuming aspects of digital planning – ultimately resulting in increased efficiencies.
Since then, we have continued to evolve our capabilities in machine learning, earning ourselves a seat at the table with some of our top clients across Zenith and Publicis Media, developing machine learned models across a multitude of areas.
I had the privilege of participating in the International Advertising Association’s 80th Anniversary Conference in New York, as a panellist on the Artificial Intelligence & Cognitive Computing seminar. The panel also including a leading advertiser Diageo, and software technology experts, CA Technologies.
Clear themes emerged from our discussion: key things for marketers to consider before venturing into AI for the first time, or further down the path.
What does AI mean to you? What came across quite clearly in a discussion that looked at the point of view from agency, client and product development, is that everyone is still mapping out how AI, and specific techniques, can best serve their business and to what end. Defining how AI will bring value to an organisation is critical in developing some genuine capability. The most common examples of application of AI within companies were machine learning and deep learning, around content and personalisation.
Consider the personalisation opportunities. We have a unique opportunity to use machine learning models to deliver a more personalised experience based on user behaviour, content consumed, and other external factors (e.g. weather). Diageo developed a cocktail recommendation engine that suggests a drink based on the types of alcohol you enjoy. If we are playing the long game, getting personalisation right means brands develop better relationships with their consumers and ultimately drive growth.
What does AI mean for brand authenticity? As Uncle Ben once said, “with great power, comes great responsibility.” The more we all know about our customers, in theory, the truer to them we can be. Having said that, we discussed the need for people and brands to act responsibly, and don’t blame the technology when things go wrong. Be aware of what you are building and how it will be used. It’s also important to consider who has access and what ultimately ends up in market. If CA technologies is going to use machine learning to help support a more personalised message to their very niche B2B audience, it’s important the experience they deliver is right, as they are in the business of selling software that is designed to do just this.
What about governance and security? Building AI propositions means that the use and storage of data is paramount to success. With all the recent concerns around data privacy and access, we need to reassure clients that we have strict governance and security in place to protect both their and our data. At present, we use blockchain to store the data output, in addition to our own cloud platforms including Azure, GCP and AWS where we apply our own encryption – this ensures protection and transparency. Usually used for crypto currency, blockchain is a very secure digital ledger, which gives all users the same viewing access, providing 100% transparency. With any modifications, blockchain retains the original and the new record and provides the sequence in which changes are made.
AI infrastructure: In-house or external partners? At present, most clients use third party expertise to help build their AI capability- from Amazon to Google, to start-ups, the marketplace is rife with option of partners to tap into. Our clients come to us because we have invested time, money and acquired the right expertise and infrastructure to build bespoke machine learning applications to address specific business challenges. One of Zenith’s most pioneering and successful projects has been our work for Coty, which saw the data sciences team in London build a fragrance recommendation engine in partnership with one of the UK’s largest retailers.
Where do you get the talent? The speed at which our business is changing means we now find capability in places we didn’t expect. Media agencies would not necessarily be top of mind to have hundreds of in-house experts in the data science and machine learning area. But that’s what we have done, competing with the likes of Amazon, Google and Deep Mind for the best talent. As you look to deploy AI solutions within your organisation, do you have the right talent in place to know what “great” looks like?
Clearly, agencies and brands are still figuring out what the world of AI means to their own organisations and the industry. No-one has fully cracked it yet, but it’s great to know that we at Zenith are at the forefront of a revolution. As we design AI solutions to help evolve our clients’ business and how they engage with consumers, this will only continue to develop.
Written by Tamina Plum at Zenith Media
Luxury advertising is rapidly shifting towards digital media, led by luxury hospitality brands. 50% of luxury hospitality advertising will be digital this year, up from 47% in 2017, according to Zenith’s Luxury Advertising Expenditure Forecasts 2018, published.
Across all luxury brands, 33% of advertising will be digital this year, up from 30% in 2017.
This is the fourth annual edition of the Luxury Advertising Expenditure Forecasts, which examines expenditure on luxury advertising in 23 key luxury markets.* As with Zenith’s long-established Advertising Expenditure Forecasts, it provides historic expenditure figures and forecasts by medium. However, this report focuses specifically on luxury advertising, together with the sub-categories of luxury automobiles, fragrances & beauty, fashion & accessories, watches & jewellery, and – new for this edition – luxury hospitality, which consists of high-end hotels, restaurants, bars and clubs.
Hospitality is substantially ahead of the other luxury sub-categories in its commitment to digital adspend. Consumers in the luxury hospitality category now do most of their research and purchasing online, so brands have shifted their budgets to digital accordingly. Consumers of other types of luxury goods are much more likely to make their final purchase after trying them in person. Zenith forecasts that luxury automobile brands will spend 39% of their ad budgets on digital advertising in 2018, followed by watches & jewellery brands (28%), fragrances & beauty (27%) and fashion & accessories (13%).
Luxury brands have been slower to adopt digital advertising than most brands. Across the 23 markets included in the report, advertisers in all categories spent 39% of their budgets on digital advertising in 2017, compared to luxury’s 30%, and we expect them to spend 42% this year, compared to luxury’s 33%.
Luxury brands have historically been sceptical of the value of the digital environment for conveying their brand values, with its limited ad formats, crowded pages and often poor-quality content. However, the environment has been improved by better ad formats and more high-quality content such as premium video, while programmatic private marketplaces, preferred deals and programmatic guaranteed deals all help brands pick the right content for their messages to appear in.
Digital advertising is now responsible for almost all the growth in luxury adspend. We forecast luxury advertising in digital media to grow by US$886m between 2017 and 2019. Meanwhile television advertising will grow by US$27m, cinema advertising will grow by US$21m, and radio advertising will grow by US$2m. Luxury advertising in newspapers, magazines and outdoor advertising will shrink by US$305m in total, so there will be a net increase of US$631m in luxury adspend between 2017 and 2019. By 2019 we forecast that digital advertising will account for 35% of total luxury adspend.
We expect total luxury adspend to rise 2.4% in 2018 and 2.8% in 2019, below the growth rate of advertising in general. In the 23 markets included in this report, we expect adspend across all categories to grow by 4.2% in 2018 and 3.6% in 2019. Some luxury advertisers are struggling to adapt to the preferences of younger consumers, who often value experiences over material luxuries. Meanwhile, the continued decline of print consumption poses a particular challenge for high-end luxury brands, which still rely heavily on magazines to communicate their brand values.
We divide luxury goods into two types – high luxury (watches & jewellery and fashion & accessories) and broad luxury (luxury automobiles, fragrances & beauty and luxury hospitality). High luxury brands are more exclusive and iconic, and advertise in prestigious media with limited reach, spending 57% of their budgets on magazine advertising in 2017. This proportion is falling, but slowly: we still expect 55% of high luxury adspend to go to magazines in 2019. Broad luxury brands target a wider range of consumers with mass-media advertisers, and spent 41% of their budgets on television in 2017, more than any other medium.
The largest market for luxury advertising is the US, by some distance, followed by China. Luxury brands spent US$5.2bn advertising in the US in 2017, and US$2.1bn in China. These two markets accounted for 61% of luxury adspend across the 23 markets included in the report that year.
China is the most advanced digital market for luxury advertisers, and its lead is increasing. 53% of luxury adspend in China was digital in 2017, and we expect this proportion to rise to 68% by 2019. This rapid shift to digital is being fuelled by luxury brands’ embrace of e-commerce, selling their products directly on platforms like Alibaba’s Tmall, participating in the Singles Day shopping event, and forming partnerships with popular Chinese influencers.
“After a relatively slow start, luxury advertisers are now committing to the digital future, led by luxury hospitality brands,” said Jonathan Barnard, Head of Forecasting at Zenith. “Luxury brands face unique challenges online, such as the need to maintain exclusive brand values while communicating with potential customers at scale. By using personalised digital communications and high-quality e-commerce experiences, luxury brands can generate new sales while preserving their exclusive appeal.”
*The markets included in the report are Australia, Brazil, China, Colombia, France, Germany, Hong Kong, Italy, Japan, Malaysia, MENA, Mexico, the Netherlands, Peru, Russia, Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan, United Kingdom and the USA.
PAYBACK, India’s largest multi-brand loyalty program today announced the appointment of Rijish Raghavan as its new Chief Operating Officer (COO) to oversee PAYBACK’s India operations.
Rijish will continue to lead Business Development & Partner Management portfolios, while taking on additional responsibilities that would encompass Business Intelligence and Compliance.
Rijish has over two decades of experience in leadership roles across industries. He believes in taking the organisation to the next level with expansion across new service categories and customer segments. Rijish’s business acumen enabled PAYBACK to explore and successfully drive many partnerships in the loyalty space and launch new business verticals like insurance and tiered memberships which are generating significant incremental revenues.
Prior to PAYBACK, he has worked at renowned companies like American Express and Cox & Kings. He has been instrumental in leading business development and driving growth for PAYBACK in the country for last four years. He holds a Post Graduate Diploma in Business Management from Xavier’s Institute of Management and has a deep understanding of marketing, analytics and technology functions.
Speaking on his new role, Mr. Rijish Raghavan said, “I have been fortunate to be part of PAYBACK’s journey in India and am excited to take on this new role that will help drive the next phase of growth for the business and will help the brand achieve many milestones. I am committed to bring in new ideas that will lead to fulfilment of business objectives of our shareholders and partners along with creating more rewarding experiences for our members.”
Commenting on the new appointment, Mr. Gautam Kaushik, CEO, PAYBACK India, said, “As we embark on a journey led by product innovation and expansion, I am fortunate to have Rijish shoulder bigger responsibilities as he brings with him a wealth of experience and deep understanding of our core business. I wish him all the success as he transitions into his new role as COO”.
- Arun Murthy appointed as Vice President Business Development
- Tanushri Roy appointed as Business Head Corporate Sales – West
- Preeti Bagga appointed as Business Head Corporate Sales – North
Vyoma Media, India’s largest and fastest growing digital outdoor solutions company, is expanding its Sales Leadership team with a number of key strategic appointments across multiple locations. These announcements come at a time when the company recently announced its entry into the Kolkata metro and is aggressively expanding its business into new transit verticals.
Arun Murthy has been roped in to lead business development across South India and will be based in Bangalore. Preeti Bagga and Tanushri Roy join the team as Business Heads Corporate Sales and will be tasked with identifying business opportunities across the Northern and Western markets respectively. Preeti will be based in New Delhi whilst Tanushri will be based in Mumbai.
Arun brings with him over two and a half decades of experience in print media, IT marketing and digital marketing. Prior to joining Vyoma, Arun was working with Better-Life Solutions in Qatar where he spearheaded their mobile app development division. He has also worked extensively across a number of sectors that include Hospitality, Healthcare, Travel, Government and Retail.
Tanushri has over 14 years of experience in media sales and has worked with various media houses. Her last stint was with India Today Television as Deputy General Manager and was the Regional Head for the West region. She has also worked with Times Now International, Zee News and BCCL.
Preeti has over 12 years’ experience in media sales and account management across print, television and cinema. Prior to joining the team, she was working with PVR as a Deputy General Manager- Sales and Marketing and was the Regional Head for the North region. She has also worked with Times Television Network, Zee Entertainment and BCCL.
Commenting on these key appointments, Shriranga Sudhakara, Founder & MD, Vyoma Media said, “I am very pleased to have Arun, Preeti and Tanushri on-board. Their collective knowledge, expertise and experience across industries and markets further enhances our sales function and overall growth across key markets. Their insights of working with leading brands will be valuable in driving our business and maintaining key client relationships.”