“Brand safety goes beyond advertising. It’s all about protecting the customer relationship and brand equity. Both programmatic and publisher buying in the mobile ecosystem face the problem of transparency. To solve this issue, top management need to take the responsibility and hold agencies and media buyers accountable. The brand representatives must have more control over the buying partners and demand a greater transparency.” Said Moneka Khurana, Country Head, MMA India
In an interview with MediAvataar India, Moneka exchanged her thoughts and threw open the can of facts about the mobile marketing trends in India and how marketers are shifting focus to leverage from this dynamic medium.
Here is the complete Q&A…..
MediAvataar: How important is accountability in mobile advertising?
Moneka: Mobile advertising has become one of the most powerful mediums of marketing and advertising. At the same time, issue of accountability has risen tremendously with several challenges such as brand safety, viewability, ad fraud, inconsistent measurement plaguing the industry. In context of attribution, omnichannel integration, incrementality and real traffic accountability it has become essential that mobile marketing delivers on business outcomes, bring trust to a marketer and become the primary driver of digital advertising.
MediAvataar: What should marketers be aware of?
Moneka: Marketers should be aware of exercising their right of transparency and blacklist rogue sites. They can also learn and follow guidelines from brand safety policy which MMA as an authority on mobile is happy to enable. This would ensure transparency, weeding of rogue sites, elimination of misrepresentation and bot traffic. At the same time, a marketer should work with anti-ad fraud solution providers to enable a safety net through the value chain with the customer.
MediAvataar: Tell us about the efforts put by The Mobile Marketing Association (MMA), towards this.
Moneka: MMA is a mobile marketing trade body with a marketer first approach to engage, empower and enlighten marketers with mobile marketing and its challenges. Ad fraud is one of the biggest challenges faced by marketers today hence, the 3-city ad fraud roadshow series is an attempt to educate and empower all key stakeholders involved. The inaugural chapter was held in Delhi, followed by Bangalore and third series would be held in Mumbai on 25th April taking forward the mission to ‘ACT’ on Ad fraud today i.e. Assess, combat and track Ad fraud – MMA’s ad fraud mission is a part of its brand-safety charter. E-commerce, gaming, finance, travel and food are the top 5 sectors which were most impacted by ad fraud and bearing maximum losses on account of it.
MMA has recently launched a global ad fraud council in conjunction with local councils across markets. The launch of MMA ad fraud local council is a next step to the roadshow to enable marketers with standards, best practices and guidelines through the life stages of ad fraud.
MediAvataar: What is the state of Ad Fraud in India?
Moneka: As per a report by TechArc titled ‘India digital ad-fraud market report’ – At $1.63 Billion, India’s share in global digital ad-fraud stood at 8.7% in 2018. Traffic, misrepresentation and attribution frauds feature as the top 3 frauds committed. App fraud comprises 85% of the frauds done online.
MMA recently conducted an annual survey to understand the state of ad fraud in India amongst 100 marketers and agencies. Following are the key takeaways:
• An average of 22% of the mobile ad spends are subject to ad fraud
• Ad fraud is slated to grow by 40% whilst marketers who are working with experts report a decrease in Ad fraud by 34%
• As per the survey, 50% of the marketers are using 3rd party solutions to fight Ad fraud and most others intend to do so
• Third party solutions, blacklisting and transparency were rated as top 3 measures being taken to combat Ad fraud
MediAvataar: Can a fraud be self-diagnosed?
Moneka: With the help of in-house brand safety experts, it can be diagnosed. However, there is a need to have a comprehensive online to offline strategy to deal with ad fraud in omni-channel customer engagement. Effective ad fraud solutions will enable marketers to contain the malicious activity and ensure a cleaner customer contact program.
MediAvataar: How the MMA Ad fraud Council will be able to help marketers?
Moneka: MMA globally focuses on ad fraud and with local council, it strives to stimulate the growth of mobile marketing and its associated technologies in the country. Through the council we aim to help marketers by creating standard guidelines and best practices for performance marketing, brand marketing and incrementality.
MediAvataar: What are the challenges of programmatic, publisher buying in the mobile ecosystem?
Moneka: Brand safety goes beyond advertising. It’s all about protecting the customer relationship and brand equity. Both programmatic and publisher buying in the mobile ecosystem face the problem of transparency. To solve this issue, top management need to take the responsibility and hold agencies and media buyers accountable. The brand representatives must have more control over the buying partners and demand a greater transparency.
It is critical to distinguish between a genuine and a rogue website. Advertising on rogue platforms can undermine consumer confidence and pose a threat to the brand.
Bot click is another and new type of fraud that concerns the advertisers and marketers in a huge way. It is a challenge that requires human intervention and fact checking; the top management must take stringent measures to blacklist such sites and avoid fraudulent activities.
MediAvataar: Is Mobile marketing an upward trend?
Moneka: According to InMobi State of Mobile Video advertising 2018 report, 31 per cent of advertisers are eyeing this format. And by 2020, India is expected to become the second largest video viewing audience globally.
Mobile has rapidly become the most preferred consumer screen and with OTT/video becoming the leading content format the time spent is diverting more and more spends to mobile marketing.
MediAvataar: How do you think marketers who haven’t delved into it should start?
Moneka: Brand Safety has become a necessity and marketers who haven’t delved into it ad fraud need to empower themselves with knowhow and types of frauds that exist. MMA has a knowledge series comprising videos and whitepapers to assist marketers and empower them. Alongside, they can also collaborate with brand safety experts to put right measures in place to deter ad fraud.
MediAvataar: What makes mobile marketing an exciting pursuit, especially today?
Moneka: OTT/video/India has bypassed desktop and a user first internet experience is happening via mobile with social media and video being key drivers to bring new users into the fold. This is the most exciting time for a marketing to reach consumers at scale using the mobile.
The evolved beauty consumers of today are more informed, engaged and connected than ever before. To them, beauty and wellness are increasingly interchangeable concepts, resulting in a focus on holistic beauty.
Consumers carefully analyze ingredient lists, and they choose brands that share their values and community. They’re also looking to new technology and artificial intelligence to personalize their beauty routines—helping them not only look good, but also feel good.
From self-care products to curated subscription boxes to new ingredients with research-backed benefits, there are many ways to create a community of beauty consumers that are loyal to retailers and brands. But don’t be overwhelmed: It’s not too late to join the conversation with your beauty consumers—they’re listening, and they’re more than happy to connect directly with you to provide their feedback. So, how do you empower these informed consumers, especially when they have so many options nowadays?
EMPOWER AND INFORM
Consumers know best, and they expect more from brands and retailers than they have in the past. So it’s not enough to simply label your products as “natural.” Today’s discerning consumer already knows the basics of natural beauty and natural—packaging claiming natural does not convince her anymore. She wants the specifics. For example, are the ingredients humane-certified? And what, exactly, are the incredible ingredients in the product? Call them out and label them prominently, because consumers are looking for particular ingredients that excite or interest them.
You don’t have to make big sweeping changes to drive loyalty and growth. In addition to using established ingredients like rose and almond, focus on innovating with ingredients that excite and spark curiosity, like creatine, arginine, and probiotics. Consumers are interested in these new ingredients, but it’s your job to make them believe by messaging the benefits in a credible manner. Only you know which ingredients are most appropriate for your products, and you should start with what your consumers want and will want in the near future.
BE CLEAN AND CONVENIENT
It’s what’s inside that counts, particularly when it comes to beauty products. Women want to look and feel good, and they expect their products to offer beauty and wellness benefits. In particular, they’re looking for “clean” products that do not contain any undesirable ingredients and have credible sustainability claims, such as recyclable or biodegradable packaging. And yet, convenience is still the driving force for consumer purchasing—consumers, for now, are willing to make compromises with their values for the sake of convenience. But don’t think of this as choosing between one or the other. Instead, consider how you can invest in products that are both convenient and sustainable. You’re not compromising, and consumers shouldn’t compromise either: Make products in which sustainability is a built-in, convenient feature.
PERSONALIZE AND CREATE EXPERIENCES
Improved technology and artificial intelligence are breaking down the barriers between you and your consumer—so, have a dialogue with her and keep her engaged. Remember that she has multiple channels to find the perfect product for her values and lifestyle, so give her reasons to understand that your brand or product is personalized for her.
Investing in advanced hardware and software technology is one way to enhance her experience, from on-demand beauty consultation apps to personalized product formulations to at-home light treatment devices. Online engagement is another proven method for driving consumer engagement, from social media to e-commerce exclusives—she may intend to “just browse,” so give her an excuse to purchase now. Automating the process is convenient for both parties: Curated boxes and subscription services are customizable, ideal for testing new products or ingredients, and offer savings in bundles. Give them multiple reasons to come back, and consumers will not only stay brand loyal, but also become brand evangelists.
Lucky you—beauty retailers, brands, and manufacturers are in an age where you can form loyal, engaging relationships with your consumers. By empowering women to choose, innovating in both sustainability and convenience, and engaging in personalization and custom experiences, you will form deeper connections with an increasingly diverse consumer base.
Written By Karen Wolfe, Vice President, Client Consulting at Nilesen
Technology is a major part of our lives, and companies such as Facebook have immense responsibilities. Every day we make decisions about what speech is harmful, what constitutes political advertising, and how to prevent sophisticated cyberattacks. These are important for keeping our community safe. But if we were starting from scratch, we wouldn’t ask companies to make these judgments alone.
I believe we need a more active role for governments and regulators. By updating the rules for the internet, we can preserve what’s best about it — the freedom for people to express themselves and for entrepreneurs to build new things — while also protecting society from broader harms.
From what I’ve learned, I believe we need new regulation in four areas: harmful content, election integrity, privacy and data portability.
First, harmful content. Facebook gives everyone a way to use their voice, and that creates real benefits — from sharing experiences to growing movements. As part of this, we have a responsibility to keep people safe on our services. That means deciding what counts as terrorist propaganda, hate speech and more. We continually review our policies with experts, but at our scale we’ll always make mistakes and decisions that people disagree with.
Lawmakers often tell me we have too much power over speech, and frankly I agree. I’ve come to believe that we shouldn’t make so many important decisions about speech on our own. So we’re creating an independent body so people can appeal our decisions. We’re also working with governments, including French officials, on ensuring the effectiveness of content review systems.
Internet companies should be accountable for enforcing standards on harmful content. It’s impossible to remove all harmful content from the internet, but when people use dozens of different sharing services — all with their own policies and processes — we need a more standardized approach.
One idea is for third-party bodies to set standards governing the distribution of harmful content and measure companies against those standards. Regulation could set baselines for what’s prohibited and require companies to build systems for keeping harmful content to a bare minimum.
Facebook already publishes transparency reports on how effectively we’re removing harmful content. I believe every major internet service should do this quarterly, because it’s just as important as financial reporting. Once we understand the prevalence of harmful content, we can see which companies are improving and where we should set the baselines.
Second, legislation is important for protecting elections. Facebook has already made significant changes around political ads: Advertisers in many countries must verify their identities before purchasing political ads. We built a searchable archive that shows who pays for ads, what other ads they ran and what audiences saw the ads. However, deciding whether an ad is political isn’t always straightforward. Our systems would be more effective if regulation created common standards for verifying political actors.
Online political advertising laws primarily focus on candidates and elections, rather than divisive political issues where we’ve seen more attempted interference. Some laws only apply during elections, although information campaigns are nonstop. And there are also important questions about how political campaigns use data and targeting. We believe legislation should be updated to reflect the reality of the threats and set standards for the whole industry.
Third, effective privacy and data protection needs a globally harmonized framework. People around the world have called for comprehensive privacy regulation in line with the European Union’s General Data Protection Regulation, and I agree. I believe it would be good for the internet if more countries adopted regulation such as GDPR as a common framework.
New privacy regulation in the United States and around the world should build on the protections GDPR provides. It should protect your right to choose how your information is used — while enabling companies to use information for safety purposes and to provide services. It shouldn’t require data to be stored locally, which would make it more vulnerable to unwarranted access. And it should establish a way to hold companies such as Facebook accountable by imposing sanctions when we make mistakes.
I also believe a common global framework — rather than regulation that varies significantly by country and state — will ensure that the internet does not get fractured, entrepreneurs can build products that serve everyone, and everyone gets the same protections.
As lawmakers adopt new privacy regulations, I hope they can help answer some of the questions GDPR leaves open. We need clear rules on when information can be used to serve the public interest and how it should apply to new technologies such as artificial intelligence.
Finally, regulation should guarantee the principle of data portability. If you share data with one service, you should be able to move it to another. This gives people choice and enables developers to innovate and compete.
This is important for the internet — and for creating services people want. It’s why we built our development platform. True data portability should look more like the way people use our platform to sign into an app than the existing ways you can download an archive of your information. But this requires clear rules about who’s responsible for protecting information when it moves between services.
This also needs common standards, which is why we support a standard data transfer format and the open source Data Transfer Project.
I believe Facebook has a responsibility to help address these issues, and I’m looking forward to discussing them with lawmakers around the world. We’ve built advanced systems for finding harmful content, stopping election interference and making ads more transparent. But people shouldn’t have to rely on individual companies addressing these issues by themselves. We should have a broader debate about what we want as a society and how regulation can help. These four areas are important, but, of course, there’s more to discuss.
The rules governing the internet allowed a generation of entrepreneurs to build services that changed the world and created a lot of value in people’s lives. It’s time to update these rules to define clear responsibilities for people, companies and governments going forward.
Written By Mark Zuckerberg, CEO, Facebook
Discovery, Inc. and BBC Studios today jointly announce a series of agreements, reigniting their historic relationship with a significant multi-million pound global content partnership spanning a library of premium factual series to power a new global streaming service, and a bespoke development deal for BBC Studios’ iconic genres of natural history, animals, adventure, science, travel, space, history and civilization documentaries. Additionally, the two companies have concluded the future of UKTV’s channels business in the UK with a structured split that complements the strategic focus and commercial business of both organizations.
The new 10-year content partnership, effective in all territories outside the UK, Ireland and Greater China, will make Discovery the exclusive global home of BBC landmark natural history programmes in SVOD, including the Planet Earth, Blue Planet and Life collection of titles, the recently lauded Dynasties and others, as well as future BBC-commissioned landmark series from BBC Studios, following their linear transmission. Discovery also acquires SVOD rights to hundreds of hours of BBC programming across factual genres. All of this iconic content will form one of the pillars of a new global streaming service, which will also include some of the best of Discovery’s programming library, original content created for the service, and experiences and offerings that go well beyond video. The service will launch by 2020 and will form a key part of Discovery’s unique and growing portfolio of direct-to-consumer services that will enable fans to ‘view and do.’ These services will also be made available to distribution partners for retail.
Discovery and BBC Studios have also signed a bespoke development deal to create new landmark factual content for Discovery that furthers audiences’ discovery of the world for both linear and digital distribution. This deal reunites the two media and entertainment brands that worked together on unrivalled natural history series such as Planet Earth, Walking with Dinosaurs, Life and Blue Planet. The two companies will co-fund a dedicated development team within BBC Studios.
Discovery to take full ownership of UKTV’s ‘lifestyle’ channels and BBC Studios of UKTV’s ‘entertainment’ channels
Under the terms of the UKTV deal, which is expected to complete in late Spring 2019, Discovery takes full control of lifestyle channels Good Food, Home and Really, in line with its editorial strategy and further strengthening its global leadership position in factual entertainment. Discovery has an existing portfolio of 16 channels in the UK including Discovery Channel, TLC, ID, Animal Planet, Eurosport, Quest and Quest Red and the Quest OD video-on-demand service. This new agreement strengthens Discovery’s position in the UK as a factual entertainment leader engaging passionate communities of fans on every screen with trusted, high quality brands and content. Following completion, James Gibbons, EVP, GM, UK/IRL/ANZ & Commercial Development, Discovery EMEA, will manage the lifestyle channels as part of Discovery’s UK portfolio.
BBC Studios acquires the remaining seven channels - Alibi, Dave, Drama, Eden, Gold, Yesterday and W - along with digital player UKTV Play, and the UKTV brand. These channels are the most closely aligned to its own content strategy and supply, with BBC programmes currently delivering around half the viewing for these seven channels, and accounting for around 95% of BBC Studios’ content on UKTV today. Following these changes, the entertainment channels will continue to operate under the UKTV brand out of UKTV’s offices and BBC Studios will look to grow investment into UK programming, including original content, for the channels it will own. Following completion, Marcus Arthur, President, UK, Ireland & ANZ, BBC Studios Distribution, will also assume the role of CEO, UKTV. Marcus Arthur, who joined BBC Worldwide in 1991, has previously held the roles of Managing Director, BBC Magazines and MD, Global Brands and New Ventures, and sits on the UKTV Board.
As part of the UKTV agreement, BBC Studios will make payments totalling £173m to Discovery. This includes a balancing payment in relation to the channels acquisition and the assumption of £70m of debt, currently financed by Discovery. This will be financed through existing borrowing facilities. Discovery will also receive at least an additional £10m from UKTV, as the parties will share the existing cash on the company’s balance sheet, reflecting outstanding dividend, and other ancillary value transfers to Discovery through the transaction.
BBC Studios and Discovery have also agreed to a short-term Programme Licensing Agreement for the supply of BBC Studios lifestyle content to Discovery’s UKTV channels in the UK.
David Zaslav, President and CEO of Discovery, said: “As the two market leaders in landmark natural history and iconic factual programming, Tony and I look forward to working together again - our teams represent over 100 years of combined experience. Discovery will be taking that expertise and creating the definitive global streaming product for curious and passionate viewers of all generations who want the most trusted, family friendly storytelling in the world.
“From the planets to the poles, and documenting every species in between, the world has always been part of Discovery’s DNA. It is who we are. Telling these stories is our mission and it is more important now than ever before. The new platform will be the first global direct-to-consumer service with the category’s most iconic IP including the Planet Earth series, future sequels and spin-offs to all existing landmark series, and new exclusive natural history and science programming coming in the future. There is tremendous value in the marketplace for these programming categories which have broad appeal and strong multi-generational engagement, and we hope to fill the void in the global marketplace for a dedicated high quality product.”
Tony Hall, Director-General of the BBC, said: “The BBC makes outstanding natural history and science programmes. They are ground-breaking and demonstrate the quality and depth of our know-how. It is vital that we keep investing and growing them for the future. This is our largest ever content sales deal. It will mean BBC Studios and Discovery will work together to take our content right across the globe through a new world-beating streaming service. Global subscribers are in for a real treat: the best content on a great new platform.
“This is brilliant news for audiences here as it will enable the BBC to invest even more in factual programming for them. That’s also why BBC Studios taking control of the UKTV channels that best fit our programmes is good news. It means a secure future with long-term commercial returns. The UKTV team has done a fantastic job and I am delighted that will continue.”
Dentsu Aegis Network India Strengthens its Creative Structure
Dentsu Aegis Network (DAN) India has announced an enhancement in its creative structure. Agnello Dias (Aggi), Chief Creative Officer & Co-Founder Taproot Dentsu, will now take on the additional responsibility of Creative Chairman, Dentsu Aegis Network India. In his new role, Dias will now also guide and mentor the creative output of all DAN India companies even as he continues his services with Taproot Dentsu.
Dias, previously the National Chief Creative Officer for JWT India, has been with Taproot Dentsu, the agency he co-founded, for 10 years now. Today the agency has a robust structure with Santosh Padhi (CCO & Co-founder), Umesh Shrikhande (CEO), Pallavi Chakravarthi (ECD), Ayesha Ghosh (General Manager) and Shashank Lanjekar (Head of Strategy) in Mumbai and Harjot Narang (General Manager), Titus Upputuru (ECD) and Anand Murty (Head of Strategy) in Delhi, leading their teams across a diverse portfolio of national and local brands.
Agnello Dias, CCO & Co-Founder Taproot Dentsu & Creative Chairman DAN India said, “Taproot Dentsu is now a robust, full-fledged agency, based in two cities and run by a team of capable and talented professionals. In fact, this is the team that has been at the forefront of everything the agency has done for some time now. With the structure now in place and Paddy (Santosh Padhi) leading the way with the rest of the team, it was felt that I could stretch myself to also work with the other hungry and talented teams across the DAN network in India. It is an exciting part of my life’s journey and I hope it’s fruitful for all.”
Speaking on Agnello’s enhanced role, Ashish Bhasin, CEO Greater South, Dentsu Aegis Network and Chairman & CEO India said, “It is really delightful to add on an additional responsibility of Creative Chairman DAN India to Aggi. The entire creative community in India looks up to Aggi for his tremendous achievements. His mentoring of creative talent across all DAN India agencies will make DAN India an unbeatable creative powerhouse. I am really glad that Aggie has agreed to stretch himself and share his unparalleled talent across the group. I look forward to him chairing the DAN India Creative Council.”