06 March 2021 17:27

MediAvataar's News Desk

MediAvataar's News Desk

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Acquisition immediately provides advertisers new levels of protection at scale with operational efficiencies

Flashtalking, the leading global independent platform for ad management, data-driven creative, and unified insights, has acquired anti-fraud innovator Protected Media. The deal will enable Flashtalking to provide comprehensive verification capabilities across Desktop, Mobile Web and In-App, at scale, to the rapidly growing APAC media sector. It will also see the company become the only MRC accredited independent ad server for Sophisticated Invalid Traffic Detection and Filtration in OTT.

By bringing advertisers and agencies unprecedented levels of protection from fraud and improvements in viewability, at scale and with operational efficiencies, Flashtalking is reinforcing its commitment to providing independent evaluation of media quality across all channels, including the growing CTV market.

The acquisition establishes a unique and vital set of operational benefits:

Complete suite of verification tools

The company now offers fraud detection and viewability services globally across Desktop, Mobile Web, In-App, CTV/OTT, and is able to fill any verification gaps.

Operational Efficiency

Flashtalking and Protected Media provide accelerated speed to market for verification set-up and management by eliminating the manual, error-prone shared spreadsheets in favor of a fast, automated, errorless workflow.

Business Simplification

As with everything Flashtalking brings to market, the offering simplifies the ad tech stack. By bundling verification services with an advertiser’s ad serving globally, the company provides the opportunity to reduce the administrative burden of managing multiple vendor relationships across regions.

MRC Accreditation for OTT

As the only independent ad management platform that is MRC accredited for Sophisticated Invalid Traffic Detection and Filtration in OTT, the company finally fills a critical gap for advertisers who may have charged ahead into the OTT segment but have yet to implement the necessary verification safeguards.

“The marketplace knows that Flashtalking is wholly committed to quality in all channels and on all platforms where we support and serve our clients. That’s who we are at our core,” said Flashtalking CEO John Nardone. “This incredibly beneficial acquisition signals that we are all-in on combating ad fraud, from the most powerful position to do so at scale. As the only independent ad server that the MRC has accredited in this arena, Flashtalking is positioned to be the most objective third-party evaluator of OTT/CTV media quality on behalf of advertisers and their agencies.”

“We’ve long been recognised as the industry’s boldest innovators in the fight against fraud in the digital advertising supply chain,” said Asaf Greiner, Founder and CEO of Protected Media. “Given the company’s overarching philosophy on ensuring quality and their operational commitment to the OTT/CTV space, our coming together with Flashtalking could not be a more helpful union and proposition for advertisers. The new offering stands alone in its ability to serve advertisers at the interface where it matters most.”

Dominic Powers, Head of Business Growth, Solutions APAC Dentsu, said of the news: “While verification has become a standard requirement for global brands, the complexity and cost of implementation across channels has until now prevented its growth in APAC; and it only really started to gain momentum in 2020, when we saw a 40-50% drop in post bid fraud in the region. That being said, market data would suggest that only around 10% of brands are using verification for channels such as CTV. At Dentsu, we are firm believers in aggregation and automation in media, and this acquisition is the next step in making sophisticated analytics more accessible and providing operational efficiencies that will help brands of all sizes, and their agencies, drive real growth.”

President Barack Obama and Bruce Springsteen first met back in 2008. Though the two have very different backgrounds and careers, they formed a deep friendship.

Starting today, listeners can eavesdrop on their personal, intimate conversations in a new podcast: Renegades: Born in the USA.

The eight-episode series was announced today during Spotify’s Stream On event and is the second podcast to launch through Spotify’s partnership with President Obama and Michelle Obama’s Higher Ground. Over the course of the season, President Obama and Springsteen will explore topics of race, fatherhood, marriage, and the future of America.

Dollar Shave Club and Comcast will serve as the first season’s presenting sponsors in the United States.

The longtime friends discuss their hometowns and role models, explore modern manhood, and confront the painfully divided state of the country today—and offer a vision of how we can all move forward together.

President Barack Obama asks in the introduction of the first episode of the podcast: “How did we get here? How could we find our way back to a more unifying American story?”

He then goes on to explain: “That topic came to dominate so many of my conversations last year—with Michelle, with my daughters and with friends. And one of the friends just happened to be Mr. Bruce Springsteen. On the surface, Bruce and I don’t have a lot in common. But over the years, what we’ve found is that we’ve got a shared sensibility. About work, about family and about America. In our own ways, Bruce and I have been on parallel journeys trying to understand this country that’s given us both so much. Trying to chronicle the stories of its people. Looking for a way to connect our own individual searches for meaning and truth and community with the larger story of America.”

The first two episodes are available exclusively to the hundreds of millions of Free and Premium Spotify users around the world now. Give them a listen:

Tuesday, 23 February 2021 00:00

Vi launches Premium Video On Demand

The offering is for both Prepaid & Postpaid Vi customers looking for premium films, and available at very lucrative rates as compared to other digital platforms

Leading telecom brand, Vi today announced the launch of its Pay Per View service model, clubbed with deals from Hungama Digital Media Entertainment. This is a first-of-its-kind offering by a telco in India’s exploding Premium Video On Demand (PVOD) market.

This will enable Vi customers to get access to 380+ movie titles including one of the most talked about film in 2020 by the master film maker Christopher Nolan - “Tenet,” in four languages – Hindi, English, Tamil and Telugu.

The PVOD market in India is very premature but promising, as Indian audience continues to be price conscious and choosy. The PVOD models are changing in the new post pandemic era as consumers are looking at alternative options of entertainment in the comfort of their homes.

Vi Movies & TV Pay per view model is a natural extension of our entertainment offerings. The current offerings allow users to watch content at no extra cost as per their recharge or post-paid plans. Pay per view launch is furthering the agenda to empower users to pay for the content that they want to watch, in a language they want to watch.

Commenting on the partnership, Avneesh Khosla, CMO, Vi said, “Vi continues to drive the agenda to partner with top content providers to delight our customers with new propositions and cost effective offerings. With the opening of the economy and entertainment business, new content consumption models are emerging that allow users to watch single content for a specific price. Our innovative and partnership led content strategy has helped us adopt a telco-first approach for content monetisation in this hugely untapped market. We look forward to working with like-minded partners like Hungama Digital, to grow this segment.”

Speaking on the partnership, Siddhartha Roy, COO, Hungama Digital Media said, “Through our partnerships with international studios, Hungama Play offers its users the opportunity to watch the latest Hollywood blockbusters within a few weeks of their theatrical release, in a pay per view model. The integration of Hungama Play's transactional service with Vi Movies and TV will allow their users to explore and consume an extensive library of the latest Hollywood titles, giving them access to global entertainment on their phones. We have had a long and fruitful relationship with Vi and are certain that the latest association will expand the scope of on-demand services that can be offered to Vi users.”

The partnership between Vi and Hungama is designed with the objective of bolstering growth of digital ecosystem in India, and will allow Vi customers to access premium Hollywood movies. Some of the titles which will be showcased and will be available for Vi customers, as a part of this initiative are - Tenet, Joker, Birds of Prey, SCOOB, Aquaman, to name a few.

AR is an enhanced version of the technology that allows users to control, connect and interact with digitally generated images.

Eventually, the use of AR will keep increasing with the rise of the usage of smartphones. It can be experienced with handheld and personalized devices readily available with us. AR offers a customizable solution, real-time interactions, and accurate representations experience to users like never before. The transformation in buying patterns by consumers while accessing information and details of the product from any place at any point in time.

According to a survey conducted by the world's largest and most reputed agency, Research & Market stated that by 2026, both AR and 3D rendering markets would increase at a 38.4 percent CAGR and have a market value of US$ 172.8 billion.

Digital transformation has become critical for the success of any business and augmented reality plays an important part of this evolution. Augmented reality is currently being adopted by a number of industries that include retail, automobiles, healthcare, travel, manufacturing, real estate, gaming, and marketing to name a few. AR has many real-world applications for customers to experience and becoming an important technology for enterprises.

Shorya Mahajan, Co-Founder of Adloid says ,“AR experiences are the way forward for brands to create personalized memorable experiences for their customers. AR is going to disrupt ecommerce across all sectors. We at Adloid believe AR is particularly going to completely revolutionize how customers buy automobiles, home decor, eyewear, makeup, jewelry and other fashion products. Around 77.3% of ecommerce customers abandon carts, most of them do it because they are not convinced about the product. AR can alleviate this doubt by letting customers try the merchandise before they buy from the increasingly ubiquitous mobile phones. At Adloid, we have found that add to cart rates can improve from 10% to 25% with the use of AR, which is a huge win for both retailers and their end customers. AR allows companies to offer 3D product visualizations, virtual showroom and try at home experiences at the click of a button. We only expect to see this trend increase with more and more retailers embracing the technology. “

AR is a real game-changer and it's changing how people communicate and interact. Its impact across an array of different fields is likely to expand as the technology matures and develops, especially in the area of customer experience.

Launches interactivity for Colors fiction shows

A trend setter in Indian OTT Engagement & Interactivity, Voot offers the largest and most diverse interactive content experiences with 14 million Interactive players

Viacom18’s advertising-led digital arm VOOT has been at the forefront of creating the most diverse interactivity and engagement experiences for its users. With many categories first concepts, the leading OTT layer has unleashed the power of fandom and bridged the gap between the fans and artists. With 14 Million players engaging on the platform over the last year on immersive experiences like Fantasy League, Play-Along, Live Voting, Quizzes & Polls and Call for Entries, the interactivity on the platform is unparalleled in the category.

From the country's biggest reality shows to most popular fiction dramas, Voot has been at the forefront of non-fiction interactivity, truly building a dual screen experience. By creating unique and engaging experiences enabling fans to come on their favourite shows as well as empowering them by providing a platform to share their opinions through properties like Bigg Boss fantasy league and KBC play along, VOOT has garnered over a phenomenal 3Million interactivity entries. To further the engagement around its fiction content, the platform has now launched Interactivity for popular shows like Pinjara and Ishq Mein Marjawan, that has propelled the interactivity by 2X.

About amping up its interactive gameplay, Gourav Rakshit, COO, Viacom18 Digital Ventures, said, “In the past year, India’s transition from offline to online space has been significant and the category game changer is set to be interactivity which we believe is the future and the most significant edge held by OTT platforms. Leading the space with interactive solutions, VOOT has always been committed to bringing the best experiences for its users and curated experiences around our content is a step towards elevating the brand and content experience on Voot”

Having struck an emotional chord with its massive fan base, Ishq Mein Marjawan’s created interesting conversations around the lead couple, Riddhima and Vansh’s chemistry. Taking these conversations forward on digital and allowing #AsliFans and viewers to become a part of the show and interact directly with the lead stars, VOOT launched a UGC driven IP, ‘Shoot Karo Stars Se Milo*’. The UGC driven IP gives users a chance to re-enact their favourite couple’s best dialogues and moments. Pinjara Khubsurti Ka on the other hand drives engagement via a ‘Khelo Aur Jeeto’ contest format. One lucky winner gets an opportunity to interact with the star cast through a video call every week.

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