MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 27 June 2019 00:00

Moving on from a decade of mobile

Turning “dumb” devices smart to linking offline and online ecosystems together, Katharine Hansford, Digital Transformation Director at Zenith, looks ahead to the future of mobility.

It has become a common joke among digital marketers to talk about the elusive “year of mobile”. Experts have been proclaiming the tipping point of mobile as a marketing platform since as early as 2009, and a small number believe it hasn’t even arrived yet. As IAB UK’s CMO James Chandler discussed at Engage last week, the year of mobile has well and truly been (he puts it at 2018 – the year mobile ad spend outstripped desktop) and the future is all about unleashing potential of mobility.

In my view, the reality is that there has been no single “year of mobile” but rather a decade of mobile. The smartphone first launched just over 10 years ago and since then has changed our lives significantly. It’s easy to forget that the first iPhone was basic: it couldn’t run third party apps, it could only connect to the internet via WiFi and it didn’t even have GPS.

These days we can hardly imagine functioning without our all-powerful portable companions. We rely on them to support almost every aspect of our lives; from work, to family, to food, to dating, and everything in between. This makes them a gold-mine for data-hungry marketers looking to better understand their audiences.

We saw a number of rapid developments in the early years; the App Store in 2008, the front facing camera in 2010, contactless smartphone payments in 2011, among various others that have made us into the mobile-dependent society we are today.

But drastic upgrades to smartphone hardware have slowed down. Even though the decade of mobile is now over, smartphones will still develop – and certainly still be crucial to our lives. However, the focus is no longer about the device itself, instead, developers are building technology to answer our unknown needs in ever easier and more compelling ways.

So what will the next 10 years of mobile bring?

Welcome to the decade of mobility

Mobility is “the ability to move or be moved freely and easily” (Oxford Dictionaries). The smartphone was the first device that allowed us to be mobile, with instant access to the internet at our fingertips wherever we are, but we are moving to a world where we increasingly demand mobility across all our devices, and require services to adapt effortlessly to us.

We see this happening already with apps like Kindle and Netflix that allow you to pick up where you left off across any device. This is only the beginning; over the next 10 years we expect this fluidity beyond individual apps, across all devices and services to save us time and energy that we didn’t know we were wasting.

In the same way 10 years ago we couldn’t have imagined the deep impact smartphones now have on our lives, we can’t predict the next 10. However, there are certain technologies that are laying the groundwork for the decade of mobility:

1. Machine learning to increase effective personalisation

Machine learning is already invisibly impacting daily tasks, whether it’s an online chatbot that saves time waiting for a human, or Gmail’s predictive e-mail feature offering one-click responses. It will continue to automate the tiny pain points and niggles in our lives, making everyday life smoother and more straightforward.

For advertisers, machine learning will use data to automatically provide a better understanding of audiences and enable greater personalisation so that advertising feels less like advertising and more like a tailored service.

2. 5G to enable rich interactivity

3G and 4G enabled the mobile internet but 5G will enable mobility, which rests on having the bandwidth and lightning-fast speeds to carry rich experiences. It will provide the crucial infrastructure that will turbo-charge the next decade and make technology solutions more tangible and user-friendly.

5G will not only help to deliver rich mobility experiences, but to turn “dumb” devices smart and link ecosystems together.

On a fundamental level, ads will load faster and we’ll see less drop off between the ad and the destination as users won’t have to wait for it to load. More excitingly, it will enable a greater variety of engaging ad formats (VR, video, interactivity) and across multiple screens (connected home devices, connected cars, connected OOH).

3. Augmented Reality to transform physical experiences

While machine learning and 5G will be the underlying enabling technologies in the next decade, AR will be the front-end user experience, merging the offline and online to enhance the real world around us.

Retail will be transformed as we will virtually try out items to find the right fit and look without having to manually test many products. Tourism will benefit, saving travellers from poring over a guidebook by overlaying directions and recommendations on the real world. Even everyday tasks are being made easier now with functional tools like Apple’s Measure app, letting users measure any object via their smartphone.

Advertisers will become more adaptable in the physical world, updating products and services depending on the real-time need, and will get a much deeper understanding of user interactions in offline environments.

In a decade of firsts, technology will mobilise the world in unseen ways.

Many of these technologies feel futuristic and distant, and have done for some time, making it hard to imagine a world where we are mobility-dependent. But we are already seeing the incremental changes that will set the stage for the years to come and marketers must plan early to make sure they keep up with consumer behavioural changes, rather than waiting for a single, sudden shift.

Soon we will stop joking about the “year of mobile” and recognise the decade not as the end destination of peak mobile engagement, but as the very beginning of a technology-mobilised world.

 

Originally published by IAB UK

Source: Zenith Media

 

Ebro India, the Indian arm of the Spanish food major, has appointed Publicis India as its creative agency.

The account was won after a multi-agency pitch and will be managed by the New Delhi office of Publicis India.

The agency has been mandated to create and execute forward-thinking communication for the food major in India. To begin with, it would work towards evolving a robust communication strategy for its leading pasta brand, Panzani. The brand would be launching several products under the Panzani umbrella in India.

Ebro Foods is the world's largest trader/miller of rice and the second biggest producer of pasta. Headquartered in Spain, it has commercial and industrial presence in more than 80 countries in Europe, America, Asia and Africa through its network of subsidiaries and brands.

Commenting on the appointment, JP Laborde, MD, Ebro India said: “Panzani is the world’s second largest brand of Pasta having its presence in more than 50 countries. It is getting inside Indian market with a whole range of pasta products with distinct product features, which will cut across all SECs. We are excited to put out our inaugural communication and create a high recall for the brand in India.”

Puneet Kapoor, Marketing Head, Ebro India added: “We were looking for a creative strategic partner on board who could help us strategize the brand communication and for that a multi-agency pitch was called wherein five agencies were invited and two agencies were shortlisted for the second round. Publicis came with an in-depth understanding of the brand’s strategic requirements and a contemporary and creatively cultivated approach to deliver the same.”

On winning the mandate, Sridharan Iyer, EVP & Head of Office, Publicis India said: “As more and more Indians recreate the experience of western cuisine at home today, we are extremely thrilled to partner Ebro Foods - one of the world’s largest pasta company, in the quest to make Panzani the most favoured pasta brand in India.”

With a view to leverage the fan frenzy that surrounds the return of a dance franchise as iconic as Dance India Dance and to create an exciting touch-point for viewers to feel actively included in the mass anticipation and countdown towards the launch of its seventh season, the marketing machinery of Zee TV has innovated yet again by partnering with the short video platform Tik-Tok.

With the latest season introducing an all-new format of weekly knock-outs much like a sports league where 16 dance champions representing the 4 zones of India will be pitted against each other in the #DanceKaJungistaan, the Tik Tok #DanceKaJungistan challenge invites fans to replicate the unique hook-steps choreographed by the coaches of the 4 zonal teams - North Ke Nawabs, East Ke Tigers, West Ke Singhams and South Ke Thalaivas as a sign of their support to their favourite zones on the show. In its first two hours of announcement, the dance challenge was viewed by over 25 million users across the globe and a week down, it has crossed a staggering 2 Billion Views and continues to receive entries from various age groups as the challenge has gone viral on the Tik-Tok app.

Prathyusha Agarwal, Chief Marketing Officer, ZEE commented, “The impact Dance India Dance, as a franchise, has had on the lives of countless aspiring dancers from every corner of the country stands testimony to its hallowed position as the singular game-changer for dance on Indian television. With the new season of Dance India Dance presenting audiences with a hyper-competitive format between the four zones of the country, we were keen to ride on a platform that lets fans take over the signature moves of each zone and make them their own and demonstrate their fandom for DID. With Tik Tok fast becoming the platform for mass creative expression and entertainment in India, it was the right avenue for democratizing the power of the DID stage and making it even more accessible. We are overwhelmed by the kind of response to our dance challenge and it only encourages us to further innovate and provide interactive experiences for our viewers.”

Sachin Sharma, Director, Sales and Partnerships, TikTok India said, “TikTok provides an opportunity to brands to connect with its target audience in the most entertaining and engaging way. Through 15-second short videos, everyone engaging on TikTok is making every second count." He further added, "We have seen a lot of dancers and choreographers making interesting content and sharing it with the community at large. The enormous success of ZEE TV’s #DanceKaJungistaan Dance Challenge is another example of how TikTok inspires users to share their passion and creative expression through their videos. We look forward to finding more synergies with the team at Zee to promote their content on TikTok."

The exciting season kicked off with the judges trio - superstar Kareena Kapoor Khan, the King of Hooksteps and the Boss of Dance - Bosco Martis and the ultimate swag star – the reigning rapper with killer moves – Raftaar dancing up a storm in the grand premiere episode and the journey of Jungistan has barely begun. Stay tuned to the show on Zee TV at 8 PM every Sat-Sun for all this action and more!

Havas Group India has strengthened its leadership in India with the appointment of Ravinder Siwach as National Creative Director for Havas Creative, effective immediately.

In his new role, Siwach will lead the creative team and drive the next phase of growth for multiple brands under Havas Creative with a focus on further cementing the creative value proposition across all Havas Group India disciplines - creative, media, health, digital and design. He will report to Bobby Pawar, Chairman and Chief Creative Officer Havas Group India.

Siwach joins Havas Group India from McCann Delhi, where he was the Executive Creative Director. He has over two decades of experience across agencies such as McCann, DDB Mudra, Contract and brands like Coke, Nestle, Nokia, Reebok to name just a few. Siwach is credited with several award-winning campaigns across national and international awards shows like Cannes, One Show, WARC, Adfest, Spikes Asia, Effies, Abbys and IAA Olive Crown. He has also served as a juror at Adfest and Goafest and is a guest lecturer at various management institutes.

Commenting on the appointment, Bobby Pawar, Group Chairman & Chief Creative Officer, Havas Group India said “Ravinder has been in this industry for almost two decades and he comes with a rich creative background and experience working on a cross-section of brands and categories. I had the opportunity to work with him in the past and I am confident that his strategic thinking and understanding of the evolving media landscape will take our creative capabilities and output to the next level.”

“I have always admired Bobby as a creative leader and as a human being and excited at the opportunity of working with him at Havas Group India. Havas Group is headed exactly in the direction the future of communication lies. Vivendi companies like Gameloft and Universal Music add depth to the Havas offering and vice-versa which is a huge differentiator in the industry. We have a vision in place at Havas and we are just going to go after it, ‘no holds barred, ” added Siwach.

The Times Group has been focussed on building a strong domain in Scripted Content. While the success of Junglee Pictures has already made a significant impact in Feature Film Entertainment, Times Studios Originals had also been set up with a clear intent to develop Digital Video Content of relevance to all streaming platforms.

The Times Group has now announced the consolidation of these two businesses under unified leadership. They have appointed Amrita Pandey as CEO of both Junglee Pictures & Times Studios Originals.

Amrita is an experienced movie industry professional and M&E leader, with a career spanning over 16 years at UTV and The Walt Disney Company. Across her career, she has managed the Studio P&L of the then largest Indian Studio (UTV, then Disney) and has been an integral part of creative and greenlighting decisions. She has set up and run the content distribution business for the company, managed theatrical marketing & distribution and built strong relationships within the creative community.

She has worked on over 200 movies across languages, including iconic films like Rang De Basanti, Jodhaa Akbar, Barfi, Life in a Metro, Rowdy Rathore, Oye Lucky Lucky Oye, No One Killed Jessica, Kai Po Che, Chennai Express, Kaminey, PK, Haider, ABCD, Dangal and many more. Her team set box office benchmarks not just in India but also in markets like China, North America and Korea.

Alongside her Studio role, Amrita also led the Content & Channels Distribution role for the South East Asia and India regions for Disney. She was responsible for driving digital and streaming service partnerships, including Disney’s first content deals in the region with Netflix, Amazon, Jio and Hotstar.

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