MediAvataar's News Desk
Broadcasters are increasingly using the mobile phone as a device to engage with their viewers, while they are watching television.
They are changing TV consumption from a ‘lean back’ to a ‘lean forward’ experience. Several cases have shown that interactivity increases time spent on linear television, as well as builds program loyalty. As broadcasters benefit from that, they can also use interactivity to build their viewer databases, which can be monetized with advertisers and be a means to demonstrate the power of the medium.
Mini Gupta, Partner, Media and Entertainment, EY India says “Brand collaboration through quizzes, puzzles, and many more methods is possible through second screen interactivity which helps TV broadcasters connect with the new generation of the digital consumers”. In addition, it provides an opportunity for brands to directly connect with television audiences in a non-intrusive manner.
Rahul Shah, Associate Partner – Media and Entertainment, EY India says “With more than 300 million smartphones present in India and the high response from second screen apps, interactivity presents broadcasters with an opportunity to provide advertisers with a TV plus digital offering and enable transaction opportunities with their customers.”
Second screen interactivity will not only help broadcasters understand their viewers better through the additional data that could be collected, but also help keep viewers more engaged helping drive the ratings for shows. Broadcasters and other content owners are expected to partner with tech / telco companies to create some ‘never seen before’ experiences for their viewers. If used wisely, second screen has the power to create its very own loyal viewers who can continue to engage even after the end of a show. It is no longer a just cost element but it has the potential to generate revenue and cut marketing costs by building a proactive engagement and gamification platform.
To Help Marketers Embrace Technology
Isobar, a global digital marketing agency, has published a playbook to explain what blockchain is, the technology in practice and how it can be integrated into businesses today, including high growth markets Brazil, India and China. The playbook unpacks blockchain’s potential impact on the global media and marketing industry including supply chains, transparency, brand management and creativity, as well as explaining what marketers should do next.
Vikalp Tandon, Global Chief Technology Officer, Isobar said, “Digital has changed the way we live and work forever. If the past is evidence, whenever a near monopoly emerges, a new technology also emerges that disrupts the industry. Blockchain could be that opportunity.”
Blockchain has launched a decentralized technology revolution, with Gartner forecasting “the business value-add of blockchain will grow to slightly more than $176 billion by 2025, and then it will exceed $3.1 trillion by 2030.” Isobar believes the potential of the technology has far-reaching implications for the media and marketing industry, in areas such as supply chain, commerce, transparency and identity management.
Speaking on the launch, Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India said, “India has been on an impressive, rapid economic growth path for several years across industry sectors. With the efforts of the government and industry leaders in the Blockchain space to arrest plaguing issues, the progress is only going get catapulted into brighter and bigger realms.”
The playbook was authored by Robert Tilt, Director of Nowlab at Isobar Australia, with contributions from Vikalp Tandon, Isobar Global Chief Technology Officer, Shawn Mishra, SVP, Isobar Global Managing Partner, Isobar Commerce Practice, and Simon Gill, Isobar EMEA Chief Experience Officer & Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India.
TATA TEA, one of the few brands in India which creates iconic campaigns around social issues have launched their latest film titled "Celebrate the Goddesses of our Homes" for their digital campaign Jaago Re Version 2.0.
Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of TATA TEA which is on the theme of pre- activism ‘Alarm Bajne se Pehle Jaago Re’.
The new digital film draws parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign. The campaign compares these women to the Goddess being worshipped during Durga Puja and how people fail to realize that these women are the images of the Goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought provoking.
Speaking on the new digital film, Puneet Das, Head - Tea Marketing India at Tata Global Beverages said, “Tata Tea-Alarm Bajne se Pehle Jaago Re has been driving messages of ‘Preactivism’ in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (Women) goddesses in our homes.”
Commenting on the latest film, Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Every year for 10 days, we celebrate the Goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the Goddess symbolizes. This central idea led to the creation of this digital film.”
YouGov India World Food Day survey reveals local brands dominate Indians’ food preferences
Indians love for food is no secret. In a country obsessed with food, regional and local flavours is the way to a consumer’s heart. On the occasion of World Food Day, YouGov India surveyed 1000 respondents across India on 77 leading beverages and snacks brands to know their favourite in each category and to understand the ongoing trends within these categories.
Indian cuisine (85%) stands as the favourite cuisine of the surveyed respondents. This is followed by Chinese (54%) and Italian cuisine (38%). Interestingly, Italian food seems to resonate more with women, with a little under half of the women respondents (45%) choosing it as their preferred cuisine.
The tech-savvy, food loving Gen Z (18-21 years) emerges as a discerning consumer set who chooses to defy the regular norms and trends. This cohort prefers a fast meal and has shown a strong liking for American cuisine, with 2 in 5 of them saying that.
Amul Kool, from the house of Amul, is the most popular cold beverage brand with the surveyed people. Interestingly, two of Amul’s leading brands, Amul Kool and Amul Masti Buttermilk, are in the top five favourite brands, suggesting that consumers are slowly moving towards healthier options like flavoured milk and buttermilk.
Brand Amul specifically seems to resonate more with females, who have also demonstrated their likeliness for healthier options, with a quarter choosing Amul Kool and Amul Masti Buttermilk over aerated drinks like Coca-Cola and Mountain Dew. On the contrary, men have an inclination towards fizzy drinks with Coca-Cola being their most preferred cold beverage brand.
The new age Gen Z maybe close to millennials in age but their eating habits and brand preferences have stark differences. Coca-Cola is the most preferred cold beverage brand by this youngest generation. Interestingly, Limca seems to be popular with Gen X (38-53 years), with 17% of them showing their preference for the brand.
In terms of hot beverages, Nescafe stands as the clear favourite for all respondents. However, Cadbury Bournvita is equally popular among Gen Z.
The long standing culture of starting the day with a cup of tea seems to be challenged with the evolving culture of coffee. In a tea dominated market, preference for coffee brands such as Nescafe & Bru and health drink brands such as Bournvita & Horlicks is more than that for traditional tea brands.
Snacking is an all-time favourite activity in India. Indians show strong solidarity in their preference for home-grown brand Haldiram’s as their favourite snack brand. This suggests that whilst this segment in India is on the rise, the tastes of Indian consumers are skewed towards local traditional snacks like Namkeen over western options like potato chips and popcorn. Having said that, PepsiCo is giving tough competition to the dominant local brands, Haldiram and Balaji, with its local offering Kurkure, which seems to be becoming popular with the masses.
Once again, the younger generation chooses to contradict this trend and has revealed a stronger preference for western snacks and brands. Lay’s is the most popular snack brand among the Gen Z, followed by Kurkure. Overall, Pepsico as a brand seems to be winning over the younger generation more.
Even the genders have specific areas of interest within the snacking category. Our data suggests that women are experimental and have an openness towards newer options. Act II popcorn ranks third in the preferred snacks for women but its preference is lower for men.
Furthermore, McVities Digestive biscuits and Unibic are also becoming increasingly popular among females, reinforcing their willingness to try newer brands and options. On the other hand, men have shown a stronger preference for age old trusted brand names like Britannia and Parle.
Britannia biscuits emerges as the most favourite biscuit brand, with highest preference among Gen X. Cadbury Oreo is the most popular biscuit brand with Gen Z.
Commenting on the above, Deepa Bhatia, General Manager, YouGov India, said, “YouGov India explored packaged foods consumption patterns and snacking habits in the country with this survey. Interestingly, we see younger consumers are choosing coffee brands over tea but keeping their snacking options firmly local in flavour. Localization and the healthy ‘good for me’ options chosen by women are key trends packaged food firms need to take note of for new product development.”
Data collected online by YouGov India (Omnibus) among 1,000 respondents in India aged above 18, between October 5- 10, 2018 using YouGov’s panel of over 6 million people worldwide. Data is broadly representative of the adult online population in the country.
The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?
Now in its fifth year, Getting Media Right examines the current state of marketing in a connected world and is based on input from 468 senior marketers spanning advertiser brands, media companies and agencies globally. It reveals an industry that continues to diversify its media usage and increasingly requires better understanding of how ideas, content, and media need to be activated in tandem to create holistic marketing that drives brand growth.
Disconnects between growth strategies mean that many marketers are missing opportunities for growth, with 40 percent still using ROI measurement approaches that are primarily focused on short-term sales. This, despite an overwhelming majority of respondents, 85 percent, saying that the most important approach to ROI is a blend of both short and long-term measures.
Key findings include:
While confidence has grown from last year, less than half of advertisers are sure of their ability to create insights from data. Even within agencies and media companies, fewer than 20 percent are very confident, indicating the industry is struggling to manage all the data that is available.
Creating insights is dependent upon pulling together the right information and tools to monitor and optimize campaigns, yet marketers are struggling to connect the dots on performance across channels. 78 percent strongly or somewhat agree that it is difficult to assess how well brands perform across channels. An even greater 84 percent say a contributing factor is the blind spots in digital measurement.
Advertiser confidence in their media mix has grown slightly from last year, but 45 percent are still not confident that their organization has the optimal media mix, of which only 13 percent say they have very integrated media strategies.
82 percent of marketers believe they have integrated marketing strategies, but their efforts are not translating fully to consumers. Conversely, our recent AdReaction: The Art of Integration study found only 58 percent of consumers see campaigns as being integrated.
Written by Aaron Peterson,Director, Marketing & Insights,Insights Division at Kantar