MediAvataar's News Desk

MediAvataar's News Desk

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Maharashtra has emerged as the top ranking state in terms of overall Internet readiness index, followed by Karnataka, Gujarat, Telengana and Tamil Nadu, according to a pioneering report titled ‘

​​Index of Internet Readiness of Indian States’, published by the Internet and Mobile Association of India (IAMAI) and Indicus Analytics. Karnataka and Gujarat are close second and third while Telengana and Tamil Nadu are close fourth and fifth. Incidentally, the bottom four states are all from the Eastern region. The rankings of the 21 large states are given below.

Among the smaller states, Delhi has emerged as the topmost state in terms of Internet readiness index, followed by Puducherry and Goa. Even in the smaller states, the northeastern States do not figure among the top three. Therefore, much more needs to be done in the form of investment and infrastructure development in the region.

Among the Union Territories, Chandigarh is ranked top in terms of Internet readiness index.

Internet Readiness index is a composite index of five components, i.e., e-Infrastructure index, e-Participation index, IT-Services and e-Governance index. The performance of the states based on internet readiness index depends on several factors. The driving factors influencing Internet readiness index of each state varies from one another. For instance, in Maharashtra, though e-infrastructure is relatively low compared to Kerala, Karnataka, Gujarat etc, yet the state surpasses others in all other components making it the best e-Ready society.  In case of Karnataka, participation of citizen in ICT environment is lower than Kerala and Gujarat, yet on account of the high contribution of IT to overall economy and success in e-government initiatives makes the state the second most e-Ready environment in the county.  Madhya Pradesh, though having a high rating in terms of participation, ranks low in all other components. Nevertheless, all the four components have equal significance in the Internet readiness index model.

The report highlights the performance of the states regarding different measures of Internet readiness index. Given the rapid advancement in e-services and e-commerce, it is essential to understand the strengths and weaknesses of the states. While this would help the business and governments to leverage the strength, policy measures can also be taken where improvements are required.

Under this report, selection of the categories (and the parameters within each category) was based on the broader understanding of Internet readiness of citizens, whereas Internet readiness encapsulates the spread and extent of the digital sector in different aspects of the socio-economic realities of each state. Thus, Internet readiness in this study is not limited to how industry friendly each state is for investment in the IT sector, but aims to give a more holistic picture of the digital ecosphere that presently exists in the states. This stems from the understanding that only an organic linkage between the digital world and the real world can lead to the development and wellbeing that digitalization promises to deliver.

The key internet using parameters, which have been used in this report, are: Mobile subscribers per person above 15 years of age;   Share of private players in internet service providers; Percentage of households using computer/ laptop with internet connection; No. of e-transactions in Utility Bill payments per lakh person above 15 years; No. of e-transactions in Business to Citizen (B2C) Services per lakh person above 15 years; No. of e-transactions in Informational Services per lakh person above 15 years; No. of e-transactions in Statutory and Non-Statutory services per lakh person above 15 years, among others.

That is why it this report is different from the traditional e-readiness reports, which had no internet parameters. A different report using the internet parameter was necessary to understand where states stand in terms of Internet readiness, rather than general e-readiness.   An annual study, this study would include the parameter of measuring the startup ecosystem of states next year.

 
Monday, 08 February 2016 00:00

Fever FM increases Ad Rates by 20 %

Fever FM hasdecided to increase the ad rates by 20% across all stations from 1st February, 2016.

Innovation in programming and strong connect with youth has worked in favour of Fever FM right from the launch ten years ago. This has translated to leadership across the four metros. Fever enjoys absolute share leadership for 240 weeks in Delhi, is No. 2 CHR station in Mumbai (20-34 yrs old, SEC AB), is No. 1 in Bangalore at 14% (in non-Kannada space) and ahead of No.2, 3 and 4 put together, and is now the No. 1 station in Kolkata (7 am - midnight) witnessing over 100 % growth over last one year. Fever also leads 6 of the 8 drive time shows in the 4 metros. Source - RAM data, week 4.

Talking about Fever FM’s decision to increase the advertising rates Mr. Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd.said, “Fever FM has been consistently displaying promising growth and establishing new milestones. Fever has the highest Time Share Listening (TSL) in all its markets, the highest market share in Delhi, Bangalore and Kolkata and is the fastest growing radio station in Mumbai.Moreover, Fever continues its leadership across markets in itscore TG of 20-34 years SEC AB.The increase in price is in backdrop of Fever’s rapid growth in listenership.We look forward to partner our clients and offer them great value, and the unique Fever advantage.”

 

Outstanding contributions in the digital marketing space were recognized at the ceremony on Thursday, 4th Feb 2016 in Mumbai

For the very first time, two leading digital stalwarts of the country ‘moneycontrol’ and ‘IAMAI’ have taken a one –of-its-kind initiative to felicitate the overarching talent in digital marketing by announcing the Digital Marketers’ Awards. The event brought together some of the biggest marketing leaders from different sectors, all under one roof.

Rohit Bansal, Board of Director of the Network18 group was the Keynote Speaker at the award ceremony which also saw the presence of top CMOs across different sectors. Rohit spoke about the future of digital marketing that introducing new trends every day.

moneycontrol has been a pioneer in the digital content space and has been the chronicle of financial growth of the Indian economy. moneycontrol being a financial brand has taken steps to launch of their new ‘moneycontrol app’ by creating an interesting YouTube video to reach out to the youth.

Speaking on the occasion, Rubeena Singh, COO at moneycontrol, said, “Today, people spend a lot of time on the internet and hence companies too understand the need to be in the digital space when it comes to marketing. Brands have started investing a lot of money on digitally, which is significantly growing every single day. We at moneycontrol have also taken path breaking initiatives to reach out to the youth through this medium. Being the face of India’s digital growth story, we feel there couldn’t have been a better opportunity for us to recognise the leaders in the digital marketing industry today.”

At the Digital Marketers’ Award, moneycontrol recognised some of the brightest minds in Digital Marketing space who have helped their brands make the leap to straddle both in the offline and online ecosystems.

List of winners:

·         Karthi Marshan, Kotak- Digital Marketer of the Year, Banking/ Insurance

·         Gaurav Suri, UTI mutual fund -Most Digital Savvy Broking Or Mutual Fund Marketer Of The Year

·         Naveen Kukreja, Policy Bazar -Most Digital Savvy ECommerce Or Online Classified Marketer Of The Year

·         Manmeet Vohra, Starbucks - Most Digital Savvy Online Travel /Hospitality Marketer Of The Year

·         Bedraj Tripathy, Godrej Interio- Most Digital Savvy FMCG Or Consumer Durable Marketer Of The Year

·         Aparna Lal, Microsoft - Most Digital Savvy IT Or ITES Marketer Of The Year

·         Karan Sarin, One Plus -Most Digital Savvy Mobile Service/Hardware Marketer Of The Year

·         Reema Kundnani, Oberoi  Realty - Most Digital Savvy Real Estate Marketer Of The Year

·         Amit Tiwari, Philips -Most Digital Savvy Healthcare Marketer Of The Year

·         Virat Khullar, Renault - Most Digital Savvy Automobile Marketer Of The Year

The jury comprised of eminent influencers like Ashish Bhasin, Chairman and CEO South Asia – Dentsu Aegis Network, Tushar Vyas, Chief Strategy Officer – GroupM, Rohit Bansal ,Board of Directors Network18, Deepali Naair, Chief Marketing Officer at Mahindra Holidays & Resort India Limited, Amardeep Singh, Co-founder and CEO Interactive Avenues, to name a few.

Winners were selected basis leadership ability of the Marketer in creating an innovative marketing environment that has the ability to change the game of the branding and marketing industry.

The Carnival Capsule Collection and a brand-new global campaign upgrade two of the brand’s values, color and diversity, to a whole new level of sophistication and contemporaneity.

Available from February 2016 in selected stores around the world, the collection is a celebration of color in all its shades. Following Benetton’s heritage of social commitment, the praise for color in all its nuances goes hand in hand with a celebration of diversity in our ever-changing societies.

The Face of the City Campaign

What is the face of London? And the face of Tokyo? New York? Milan? Berlin? Paris? In a brand new United Colors of Benetton global campaign, the face of each model is a partly analog, partly digital combination of all the features found in the six fashion capitals of the world.

United Colors of Benetton started by investigating the ethnic makeup of each capital, with interesting results. Using statistical demographic analysis from a number of population information sources, incorporating international data as well as city-specific census reports, in order to most accurately reflect the proportion of each city's specific racial mix. For example, Asians are the second largest ethnic group in London after the Caucasian. In Milan the Filipinos and the Egyptians are the most populous foreign communities. In New York, half of the population is either black or latino, and only 5% of Paris’ foreign residents come from Africa.

For each capital, United Colors of Benetton moved from research to photographing a group of women that, considering their facial traits, could represent the city’s mix of races and cultures. Then all the portraits were combined thanks to an advanced algorithm ensuring that the proportion of each ethnicity was reflected through features such as skin tone, the shape of the eyes and nose, hair type and color, as well as overall face shape.

The resulting face for each city was then composited it into the final image, giving life to the capital’s ideal resident. All together, the six faces are stunning portraits coming from a world in which the melting pot, so revered in thirty years of Benetton’s images, has finally become the norm. Surely a software may have helped to reveal it, but there’s little space for doubt: that world is finally here and diversity is even more beautiful than we imagined it to be.

The Carnival Collection

The third of a series of drops to be released this year under the umbrella name A Collection Of Us, the Carnival Collection masters knitwear technology to unite different color shades in a single piece.

The clean-cut, up-to-date lines of the silhouettes are enhanced by the skilful use of knit intarsia patterns and blocks featuring strong, characterful colors, from magenta to teal, turquoise and burgundy.

Men’s and women’s fashion is shot through with the rainbow effect of an illuminated prism: lines and geometric patterns feature on highimpact boxy tops, mini dresses, reefer jackets, A-line skirts, cropped pants and shirtdresses. Boxy t-shirts are also in fine cottons and printed with optical-geometric prints and patterns featuring bright, contrasting colours.

The men’s line includes piqué polo shirts and herringbone pattern cotton t-shirts, cardigans and crew necks with finely worked geometric intarsia patterns. Completing the collection is a line of skinny pants for him and her, and a line designed for kids: sweatshirts, zipped turtlenecks, t-shirts and jeans with embroidered geometric details.

Monday, 08 February 2016 00:00

Video Advertising: Getting it Right

One element of advertising success is delivering the right content to the right audience, in the right context. AdReaction Video helps marketers understand how to do this.

There's nothing new about the phrase "the right time, the right consumer, the right place". Digital has made it more current and more possible – but also more challenging.

In particular, using online behavioral data to gauge interest and intent, when determining the right time to advertise, has often obscured the need for a smarter approach.

Millward Brown's AdReaction Video1 study helps highlight how the right context, the right content and the right person can best be applied to video advertising in a multiscreen world.

The right person

We know category interest and brand disposition will affect response to advertising. Millward Brown’s Brand Lift Insights and CrossMedia studies show that people who have a strong pre-disposition to a brand will react differently to advertising than those who are less pre-disposed.

We also know that a higher brand disposition may shorten a consumer’s decision-making time for purchases. If we could identify these consumers more easily, we would know that the frequency of the advertising could well be lower, and the messages we need to convey would be different.

In an ideal world, brand relationship would help define our target audiences and develop our campaign content. The reality is less than ideal but our AdReaction Video study shows that targeting that appears to be based on category interest and brand disposition is welcomed by the consumer. It also shows that targeting based on web browsing history, video viewing history, online search history; online shopping history, demographic profile (age, gender, etc.) and social media profile are less favorably received.

Targeting needs to imply that you understand someone. If it starts to feel like spying or stalking, people become unhappy.

Determining who you want to reach is just the first part of the communication equation. Choice of media channel is driven by considerations of reach, cost efficiency, addressability and increasingly by time spent consuming media channels.

Should share of spend align with share of time spent? We know from AdReaction Video that multiscreeners spend as much time watching online video (and particularly mobile video) as they do watching TV.

Smartphones are now the primary device for younger multiscreeners, who also watch a lot of TV and online video on other devices. Older audiences still favor Live TV over On Demand TV and digital devices.

Before marketers start redistributing spend away from TV, they should account for factors such as the ratio of content to advertising in each channel as well as the state of the media landscape in terms of the concentration/fragmentation of vehicles/publications/channels. Most importantly they should consider the levels of receptivity to video advertising for each screen.

Receptivity for key screens

The variety of screens that consumers now have gives brands more options when choosing the right time, place, mood, social setting and surrounding context.

The bottom line from the AdReaction Video study is that no form of video advertising is well-liked. When people are consuming video content we see a consistent mind set across screens. People are looking to be entertained or informed, irrespective of the device being used. Video advertising generally interrupts that entertainment or information gathering. However, video ad receptivity is higher (really, less negative) for TV than for digital screens. Many people claim they don’t like digital video ads. The gap between digital and TV receptivity has closed over the years, but people still prefer TV ads.

This tells us that online video particularly needs to earn the right for attention. According to a recent study2, the number of people using ad blocking software grew globally by 41% in the second quarter of 2015, year-on-year. It’s estimated that $21.8 billion in ad revenue will be blocked this year.

The AdReaction Video Study shows that respondents are more receptive to advertising when they feel they have more control over exposure to ads. Receptivity to skippable pre roll and click-to-play video formats is much higher (viewed more positively than TV ads) than to non-skippable video formats (opinions are much more negative than TV and other digital ads). Interestingly, people are far more forgiving about the lack of control over live TV ads because they’re used to the low levels of ad control, and accepting of it.

There is also evidence that social viewing increases receptivity to video advertising, while binge watching shows a decrease in receptivity.

The right content

In determining the right content for your video advertising, it’s worth remembering that skippable formats are a creative challenge. Brands should aim for early impact to prevent skipping, and to ensure that even when an ad is skipped it has made an impact. Viewing can drop by half after the first few seconds of a skippable ad. If the brand isn’t seen in the first few seconds, you’ve lost half your audience. We also learned that using humor is the best way to prevent ad skipping.

With click-to-play formats, it’s important to use an intriguing image and catchy headline to draw viewers in.

Creative tactics can also blend with the selection of media format or content type. For example, ads that offer rewards are generally preferred. Native content can also help by presenting information in a format similar to the publisher’s content. On smaller mobile screens, the stream itself is the entire user experience (static display advertising is used much less often now).

In the future, native may be an important format on mobile but it’s important this approach isn’t abused by publishers or advertisers. It's critical for both media companies and brands to clearly identify native advertising spots by using terms like "sponsored", "promoted" and "advertorial".

AdReaction Video also shows us that people are more receptive to non-advertising, branded videos. This type of content is usually information based and intended to be “valued” in the sense that it is useful, helpful, interesting, educational, and often highly targeted to a specific audience.

Tutorial videos, which have more niche appeal, and review videos are also very popular. Review videos are usually presented by independent voices, and although they may require giving up some control over content they are well received.

Key Takeaways

Show you understand your target, but don't stalk them. Targeting that appears to be based on interest and disposition is acceptable but targeting based on viewing history and profile is not.

Recognize low digital advertising receptivity by taking a new approach to content. Use skippable ad formats, embrace branded content, and go native.

Adapt advertising to more receptive formats for digital platforms. Use skippable formats; shorter ads are more likely to be fully viewed on digital platforms and vertical video orientation is increasingly being deployed on mobile screens.

 

Written by John Svendsen,Global Brand Director Media,Millward Brown

Source: Millward Brown

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