MediAvataar's News Desk

MediAvataar's News Desk

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Havas Group has finalised the deal to acquire a 51% stake in the largest Baltics-based communications group, formed by the merge of the Estonian Idea and Lithuanian Publicum groups.

The merged group will operate under the name Havas Baltics and represent the Havas Group in Estonia, Lithuania and Latvia.

Havas Baltics is made up of 20 companies that between them provide media planning, creative, public relations, digital marketing and other communications services.

More than 250 talents work in the Baltics agencies with clients such as Hyundai, JDE, Samsung, Philip Morris, Mars, Tele2, GSK, LIDL, Coca-Cola, Neste, Estrella, Kesko Senukai. Aggregate turnover of the Baltics group exceeded EUR 50 million last year.

After the acquisition, Ricardas Jarmalavicius and Mark Eikner, managing directors and partners of the Publicum and Idea groups respectively, will continue activities in the management and supervisory boards of Havas Baltics.

Yannick Bolloré, Chairman and CEO Havas Group comments: “I am delighted that Havas is now officially represented in the Baltics by its own agencies. We have full confidence in our local managers and current structure of the newly formed group. We will provide every kind of support to help grow the business, for example through Havas’ own social, mobile and digital platforms, and through our parent company Vivendi’s assets such as Canal+ and Universal Music. This will provide our Baltic teams with new opportunities and power to expand their networks.”

“Havas’ readiness to integrate fully into the Baltic market is a great compliment to our entire team. It means that our long-term work has attracted the attention and trust of a strong global player,” commented Mark Eikner, Partner of Havas Baltics.

“In recent years, such investments have not been made in the Baltics in our field. We believe Havas’ contribution will give a boost to the development of our products, services and, especially, our technology. In this manner we can make strides forward, for example, in the digital world, and provide our customers with world-class solutions”, said Ricardas Jarmalavicius, Partner of Havas Baltics.

Over 400 community leaders gathered at our headquarters in Menlo Park for the Facebook Communities Summit. In front of this audience, we announced a number of product updates to help them continue to build community on Facebook:

Helping group admins invest, engage, and manage: Group admins invest their time and energy to maintain their communities. To make that easier for them, we’re adding new post formatting tools and ways to manage their group like how to inform a member when they violate a rule, filtering by date range in their admin activity log, and searching through membership requests by name. We’re also launching a pilot program that lets groups and brands collaborate, expanding subscription groups to more partners, and allowing relevant Pages to join their communities.

Connecting people with mentors: We’re bringing Mentorship to all Facebook Groups where people can benefit from the direct experience and expertise of others by connecting one-on-one. We’ll be rolling this out over the next few months starting with Groups in North and South America.

Helping people donate to nonprofits on Instagram: Last November, we announced that people raised over $1 billion for nonprofit organizations through Charitable Giving on Facebook. Later this year, Instagram will bring the ability for people to support nonprofits that are important to them through a donation sticker in Instagram Stories.

Increasing blood donors in the US: Our Blood Donations feature — which enables people to sign up as blood donors and get notified when blood donation centers near them need blood — will be launching in the US in the next few months.

Simplifying messaging for Page admins: Page admins will now be able to respond to Instagram Direct Messages from their Facebook Page inbox.

Among the attendees, we were inspired by people like Atif and Aziz who founded Tarjimly, a nonprofit that connects refugees and immigrants with one of over 8,000 volunteer translators within 60 seconds using Messenger, whether they’re in a refugee camp or resettling in a new country.

We met Nicole, who with only $0.12 in her pocket, made it her mission to feed her family with more than fast food. Amid their rural food desert, she started Friedrich’s Market to bring her community healthy, accessible produce. She uses her Facebook Page to communicate with her community, and Facebook Events to host free classes to teach young people healthy cooking.

And we learned from Dasha, who recognized a problem while working at a bank: women in her community were struggling with finances more than others. She knew she could use her knowledge to help them, so she started The Broke Black Girl to provide financial literacy and career advancement resources to women. What started as a small Facebook Group of her friends is now over 50,000 people around the world.

Among the attendees, we were inspired by people like Atif and Aziz who founded Tarjimly, a nonprofit that connects refugees and immigrants with one of over 8,000 volunteer translators within 60 seconds using Messenger, whether they’re in a refugee camp or resettling in a new country.

We met Nicole, who with only $0.12 in her pocket, made it her mission to feed her family with more than fast food. Amid their rural food desert, she started Friedrich’s Market to bring her community healthy, accessible produce. She uses her Facebook Page to communicate with her community, and Facebook Events to host free classes to teach young people healthy cooking.

And we learned from Dasha, who recognized a problem while working at a bank: women in her community were struggling with finances more than others. She knew she could use her knowledge to help them, so she started The Broke Black Girl to provide financial literacy and career advancement resources to women. What started as a small Facebook Group of her friends is now over 50,000 people around the world.

 

Written By Ime Archibong, VP of Product Partnerships at Facebook

To set the mood for this Valentine’s Day, Platinum Day of Love, a flagship programme of PGI India, has launched #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway.

The films are conceptualized and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.

The campaign is fronted by a collection of films that beautifully & meaningfully expressed this emerging resolve between couples, to meet each other half way. From equally splitting the rent of a new home – something typically thought of as a man’s duty – to a man deciding that he wants to be a stay-at-home-husband, these films showcase how truly rewarding & liberating it can be to have an equal partner in each other. Making the love they share rare.

The month of February sets the mood for love, wherein couples seek ways & means to re-live and celebrate their love in a unique and memorable way. The campaign elevates this occasion for couples & asks them to celebrate their rare equal love with #EqualsInLove Platinum Love Bands. From identical motifs to complimentary designs, each pair of Platinum Love Bands is crafted to tell the story of love that’s rare & built on equality.

Sujala Martis, Director Consumer Marketing, Platinum Guild International said, “If left to its own, the conversation around love & relationships during this time of the year can get very sugary & mushy. As a brand, we stand for a certain level of maturity & wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles & responsibilities…equality is a very valid & important value amidst them. It’s part of what can make the love you share rare.”

Making it sweeter, couples are also given the chance to win a romantic trip for two to one of six exotic destinations, on purchase of Platinum Love Bands.

Pravin Sutar, Executive Creative Director, Dentsu Webchutney commented, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.”

Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our four films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”

Campaign Credits:

Webchutney Mumbai Team -

EVP & Branch Head: Nishi Kant

Executive Creative Director: Pravin Sutar

Senior Creative Director: Aalap Desai

VP Client Servicing: Harsh Shah

Senior Brand Strategist: Sumera Dewan

Associate Creative Director- Copy: Yash Kulshreshth

Associate Creative Director- Art: Ananda Sen

Art Director: Niharika Mishra

Sr. Copywriter: Nityasya Belapurkar

Group Account Manager: Amrita Singh

Sr. Account Executive: Deepali Hirwani

Account Executive: Prachi Mehta

Sr. Video Editor: Nitish Sarkar

Motion Graphic Artist: Sahil Chauhan

Motion Graphic Artist: Swapnil Mokal

Dineout is back with the third edition of the Great Indian Restaurant Festival offering Flat 50% off deals at 6000+ restaurants.

Their ‘MonthOfMore’ campaign is live for the entire month of February on ATL, TV, digital & social media across 11 cities. Aimed at the urban millennial, the campaign highlights how customers would want to eat more when they save more at India’s largest and most awaited food festival.

Conceptualised by the creative agency Animal along with the Dineout marketing team, the campaign’s brand film showcases montages of individuals indulging in more food and more happiness in a dramatic yet romanticising way. This film awakens the foodie in you, to eat at restaurants like no one’s watching. The visual treatment used is differentiated and clutter breaking to establish the month of more, where everything is extravagant, from the way people are dining out, to the discounts and to the savings they can avail.

Ankit Mehrotra, Founder & CEO - Dineout says, “February is a month of fun & frolic, and we wanted to make it even more special for foodies across the country. At Dineout, we believe the only thing better than your favourite food is more of it at half the price. This led us to our GIRF theme for the year - the ‘MonthOfMore’. We have gone out of our way to ensure foodies are able to get more food, avail more savings and experience more happiness with the most lucrative restaurant promotions & bank offers, and we invite them to indulge in a month of lavish binge eating.”

Kunel Gaur, Founder and Creative Director at Animal says, "Dineout’s Great Indian Restaurant Festival is a nationwide phenomenon. So when Dineout approached us to take it to the next level, we knew we had to do more than just promoting great offers on dining out. We had to highlight the experience itself, which is how we came up with the idea of glorifying February as the #MonthOfMore. We’re ecstatic to see it come to life so beautifully across print, film, and social, it looks and sounds stunning, and we’re very happy with the outcome."

What motivates consumers?

Video consumption has never been more fragmented. As pay TV subscriptions continue to decline, they are replaced by a number of live and on-demand streaming options that continue to grow by the day. Viewers can use a dizzying array of services to create their own consumption “nirvana.” However, there is bound to be an upper limit on both how many different services a consumer is willing to pay for, and how much time she has in the day to consume. This leads some in the industry to believe the growth in content and platforms may not be sustainable over the long term.

Cutting through this cluttered landscape to create a relevant position with consumers requires an understanding of which consumer segments your growth goals depend on and their underlying motivations, preferences, and behaviors. Only with this view can industry players make strategic decisions that will ensure competitive advantage and deeper viewer relationships, while remaining relevant and with enough scale to survive an inevitable culling in the over-the-top (OTT) video space.

For the sixth consecutive year, our survey sought to examine some of the most pressing questions about American consumers and their relationship with video:

■ What motivational dimensions drive video consumption behavior?

■ What are the current gaps in consumers’ technological needs?

■ How will the nature of storytelling evolve, and how can you stay ahead on content?

We also developed new motivation-based video profiles to identify five distinct consumer groups in a continually changing video space.

Methodology In October 2018, PwC surveyed a sample of 2,016 people in the US, ages 18-59, with annual household incomes above $40,000. We analyzed our results against similar studies we administered in past years, and ran cluster analysis on 68 attitudinal and motivational statements. Additionally, we conducted consumer and industry insider focus groups.

The death of TV has been greatly exaggerated

Despite the rise of mobile viewing—with 38% of respondents watching video content on their mobile device several times a day—TV viewing continues to flourish:

■ More than 75% of Indulgists prefer watching live TV.

■ 65% of pay-TV watchers prefer to watch TV live, up from 53% last year.

■ 65% of consumers stream content to their TV, and Smart TV usage has almost doubled: 42% of those who watch streamed content on a TV say they use a Smart TV, up from 22% in 2017.


What drives…?

Indulgists

■ They want it all: the latest gadgets, premium services and original content.

■ Most important: they’re willing to pay for it. More than one-third of this segment spends more than $100/month on video entertainment.

■ The most committed to their pay-TV relationship, and most likely to see themselves subscribing a year—and even five years—from now.

■ Most likely to own DVDs of their favorite shows and movies, as well as go to the theater to watch movies.

Fanatics

■ They want access to an endless library of content anytime, anywhere, on their terms.

■ They are more likely to be cord-cutters while also subscribing to multiple services at one time.

■ This segment loves binge-watching and will go out of their way to find shows and movies they want to watch.

■ However, they would love for all of their content to be accessible in one place.

Engagers

■ More than sitting back and being entertained, this segment wants to engage with content and are more likely to be gamers.

■ They consume content in abundance— especially action and comedy genres as well as foreign content—but they often share subscriptions with friends and family.

■ They look forward to the days when virtual reality (VR) will replace movies and when they can custom-design their own TV shows.

■ This segment likes posting on social media about the shows they are watching, and are the most involved in online conversations about video content as a whole.

Connoisseurs

■ This segment believes we should be reading more books and watching less TV, and are therefore picky when it comes to TV and movies.

■ They want to see more educational and diverse content, as well as have greater online security.

■ They are savvy about how they obtain and consume content: they’re the most likely to be cord-trimmers, paying less for content today than they did last year.

■ This group sees themselves as experts when it comes to finding content for free online.

Traditionalists

■ These consumers are the “bread and butter” for pay-TV providers today and spend among the most on video content.

■ They prioritize predictability, ease and comfort of watching: they like having TV on in the background and watching live programming.

■ They are also the least likely to access video content online.

■ We expect this segment will diminish over time as accessing content online and on apps becomes even more commonplace.


The opportunity: thriving in the new video order

Understanding viewer preferences is essential to remaining relevant in the increasingly crowded video space. Based on the survey, focus group and expert panel, consider the following recommendations:

Know your audience and target intentionally. As our research illustrates, cord-cutting isn’t the trajectory for every consumer. In fact, demographics and income alone no longer accurately predict video consumption and purchasing behavior: lifestyle and entertainment preferences do.

Maximizing content and user experience in keeping with your target segments is essential. For example, we see improvement in the satisfaction of current pay-TV subscribers, despite continued cord-cutting. This indicates that if pay-TV were more intentional about understanding and, in turn, serving their specific target audiences, it could pay off.

Personalize and target content for each segment. Consumers are unique; a one-size-fits-all approach simply won’t work. As our respondents told us, each one wants something a little different. So why not give Fanatics (content obsessed) opportunities for boundless content while giving Traditionalists (lean-back consumers) a relaxed, easy viewing experience? And don’t forget your mobile viewer who is looking for content in convenient, snackable bites. Successful companies will design content, products or services with their target’s desired user experience at the core of every decision.

Don’t let search be a liability. Almost 90% of consumers are unsatisfied with content discovery and recommendations, which tarnishes their entire user experience. The inability to access a single source for content leaves them frustrated and annoyed. By more consistently integrating OTT platforms, distributors could provide consumers with that single, searchable source while also gleaning valuable data on customer preferences. Develop ways to better curate to support viewers in their search for new content they will enjoy.

Deploy AI to improve recommendations. Viewers tell us they can’t figure out what to watch next: They are overwhelmed by choice and underwhelmed by curation. Artificial intelligence can improve recommendations based on user history—but only if done intelligently. For example, consumers don’t like every show they sample, and recommendations need to be targeted to what they like. In the absence of targeted recommendations from many streaming services and pay-TV providers, television manufacturers are forging ahead with AI based recommendations.

Encourage second-screen engagement. Mobile viewing is on the upswing and when 5G proliferates, mobile experiences will reach new heights. Already, living room viewers are live-tweeting and chatting during their favorite shows. Rather than redistributing content on secondary platforms such as a mobile or social media channel, offer a complementary experience to maximize engagement.

Reinvent storytelling with branded content. Consumers are open to brands being a part of the narrative: 22% are interested in seeing their favorite brands create content, rather than just the traditional players. What’s more, they’re eager to step in and help create the story themselves. Create original content together by partnering with brands that resonate with your target’s preferences.

Go global. Consumers are more open to foreign-language programming than ever before. As technology overcomes language barriers with subtitles and dubbing, opportunities for global partnerships abound. Connoisseurs (culture seekers) lead other segments in their desire for global content.

Develop immersive experiences. According to PwC’s Global Entertainment and Media Outlook, spending on VR entertainment is slated to grow almost 40% over the next five years. Engagers (deliberate consumers), more so than any other segment, are hungry for immersive experiences. They will lead the way in incorporating cutting-edge video-consumption applications. If this segment is your target audience, consider accelerating plans for immersive offerings.


Source:PWC

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