MediAvataar's News Desk
One of the greatest concerns of clients in recent times has been the declining effectiveness of marketing campaigns.
It is no coincidence that this trend has increased as younger generations of consumers have been incorporated into brand strategies and as they occupy a significant place in brands’ business objectives.
The problem seems to lie in how media strategies, and specifically digital media, have been driven to generate impact on younger audiences. This is especially the case when it comes to Generation Z (aged 16 to 20), but we also see it with a slightly older age group, Generation Y, also known as Millennials (aged 24 to 34).
It is time to be more mature in our digital strategies, basing decisions about a brand’s digital activity on the likely business impact for each option and on indicators that measure the true usefulness of digital channels. We need to assess data on digital interaction with brands, and understand that this does not correlate with growth in sales. We are obviously speaking about digital awareness, but we shouldn’t forget that favorability and consideration can decrease unless there is careful management of a brand’s digital budget,
We see, in our AdReaction “Gen X, Y, Z. Engaging across generations” research, how digital campaigns need to be qualified: targeted at the consumers who are most interested in a particular category or brand, and delivered at a time and place that is most likely to generate a favorable response to digital ads.
In short, this means making the most of programmatic platforms and DMPs (data management platforms) to guide campaigns to produce positive results for a brand and, ultimately, stronger sales.
In our research about the impact of digital campaigns, consumers tell us that the time has come to minimize the use of annoying formats; they want content to be adapted to the space in which it will be shown, not to repeat over and over again online a message you have probably already seen on television.
Analyzing the total impact of a media strategy on a given brand provides strategic learnings on how to maximize their return on investment in this new environment. For example, it allows us to know whether using online video provides incremental exposure to a campaign among light TV viewers, and therefore inform future changes in our investment model. It can also provide us with valuable information on the role that each medium plays in a campaign, and help us understand any synergies between online video and the point of sale.
It is vital that brands understand the behavior of these new consumers; their habits have developed quickly, and these habits have launched trends that will quickly become habitual behaviors.
Consumers are drawn to brands they feel are interesting to them. So, let us be relevant to them, tell them stories they want to hear at the times they want to hear them, and let them participate in the content. Don’t just talk about participation and giving opinions. Let them customize content and even co-create with the brand. We must be more careful in managing a brand’s digital presence; the channels must work for the brand, not the other way around. Brands lose out when they compromise themselves to match the objectives of a particular channel. Yet often they continue to massively invest in these channels, which have requirements that detract from the quality of the message.
And we also need to be conscious of the size and capacity of the screens that consumers are using and adapt the content to them. Advertising should not only be adapted to the smaller screens of a mobile, but also adapt to the way people use them. Technology is a powerful creative tool that our younger consumers understand very well. They incorporate it into their daily life; advertising must do the same.
Finally, let’s measure what matters and brings value. Each campaign has an effect on the brand, and each specific media works in a different way, so brands need to measure what each element delivers. There are often synergies between channels that are especially effective at boosting brand consideration. Similarly, there are some digital campaigns that get their objective regarding leads but that generate negative sentiment. This is a business problem, as the client risks adding consumers to their CRM programs who have low purchase intention.
In summary, we must take advantage of the changes brought about by the habits of new consumers; we must change with them, learn from them and improve. Now begins a new era for brands, in which it is necessary to adapt marketing strategies and work in an integrated way, understanding that channel, message and experience are – for the consumer – happening simultaneously. Pivot now, and the effect on a brand will be positive and enduring. Are these not fascinating times?
Source: Kantar Millward Brown
Challenging the grammar of conventional entertainment and inspiring Nayi Soch, Star India brings in yet another disruption with ‘TED Talks India Nayi Soch’ on Star Plus hosted by Shah Rukh Khan.
In a global first collaboration that will make the transformative power of ideas easily accessible to audiences across India, Star Plus unites with TED - the global platform known for spotlighting and spreading powerful ideas that transform how audiences see their world. Mr. Uday Shankar, Chairman and CEO, Star India, Mr. Shah Rukh Khan and Mr. Chris Anderson, Head of TED addressed the press in Mumbai today and shared their thoughts regarding the show.
‘TED Talks India Nayi Soch’, is TED’s first collaboration with a major network to produce a television series featuring original TED Talks in a language other than English. The show will bring some of the best innovators and thinkers of Indian origin to the center stage, hosted by Shah Rukh Khan. The show captures an eclectic mix of speakers, thinkers and doers, who have questioned norms and brought forth cutting edge ideas that have the potential to inspire billions. All these ideas which originate from personal belief and self-motivation bear testimony to the ingenuity of Indians. Scientists, Authors, Thinkers, Entrepreneurs and Artists, this show provides a global platform to these speakers from all walks of life, taking their ideas to every home in India with the unparalleled reach of the Star Plus platform. It can also be viewed on Hotstar, Star's online video streaming platform.
Mr. Uday Shankar, Chairman and CEO, Star India said, “At Star we have always believed that conventional definitions of content exist only to be challenged. I have been a big fan of TED and felt that there is no reason why these ideas should not be made accessible to all Indians in a language of their choice. Television should offer a spectrum of content which includes not just the traditional definition of entertainment but also content that feeds the human passion for knowledge, which stokes curiosity and inspires people. The timing is perfect -. India is a young country with big dreams and potential. It is a time when the world is looking to India for the next big idea. I am excited by the Star TED partnership as it opens up a world of ideas and truly inspires “Nayi Soch”. Joining us in our endeavour is Shah Rukh Khan whose charisma and enthusiasm will be pivotal in connecting with our viewers."
Host Shah Rukh Khan adds, “It is a huge honour to host this show. When two giants like Star India and TED come together we're sure to fire up a billion imaginations. Bringing the power of ideas to people’s living rooms across India and reaching out to especially the youth of our country, is something that’s really exciting. I want our youth to be inspired to think of new ideas. Simple and unique ideas that pack a punch. Ideas that can change lives.”
Mr. Chris Anderson, Head of TED, said, “TED Talks India Nayi Soch marks an unprecedented step in TED’s ongoing effort to bring big ideas to curious minds around the world. Combine India’s impressive thinkers and its growing appetite for knowledge with Shah Rukh Khan’s global fan following and Star’s massive reach, and we have a real shot at offering millions of people the empowerment that inspiring speakers can bring. We’re delighted at this partnership. The Star team and Shah Rukh Khan have created riveting television that takes the TED platform to a platform to a whole new place."
Star India has always believed in disruptively powering social change through the power of its content to influence and impact people’s lives and thought. Continuing with this journey ‘TED Talks India Nayi Soch’, will take forward Star’s commitment of creating social impact with Nayi Soch in India. Inspiring a billion imaginations is much more than a tag line, it's a promise Star India delivers every day in ways that break away from the conventional, spark national debate and help shape the new India. Fremantle India is the production house for the show.
SVC Bank (SVC Co-operative Bank Ltd.), formally known as The Shamrao Vithal Co-op. Bank Ltd, and one of India’s top three urban co-operative banks - announced the appointment of Mr. Ajit E. Venugopalan as its new managing director (MD).
Mr. Ajit E. Venugopalan, B.Com, Chartered Accountant, takes over the mantle of leading the 111-year-old institution succeeding Mr. Suhas N Sahakari. The new MD is a veteran member of the SVC Bank family having rendered 28 years of loyal and committed service to the Bank. He joined SVC Bank in 1989 as an Officer and has risen through the ranks by working in various branches and departments.
Prior to taking up the new role, Mr. Venugopalan served as Head – Corporate Banking.
Commenting on the development, Chairman Mr. Udaykumar P. Gurkar, SVC Bank said, “I am pleased to announce that the SVC Bank Board of Directors has selected Mr. Ajit E. Venugopalan for the position of Managing Director of the Bank. Mr. Venugopalan has taken charge from October 1. He has been instrumental in scaling up the business of the bank. Mr. Venugopalan is very well versed with the changing dynamics of banking and we are positive that he can carry forward the legacy of our Bank.”
Mr. Ajit E. Venugopalan underlined SVC Bank’s vision and promised to take it to the next level of excellence. He said, “I would like to thank the honourable Board of directors for the confidence that they have reposed in me. I am committed to working with the team at SVC Bank and with all our stakeholders to leverage the Bank’s strengths and capitalise on the opportunities before us. I have been associated with this Bank for almost three decades and I will continue to work to the best of my abilities. I owe my banking experience to this institution and my dream is to see the Bank reach its zenith.”
With a sharper focus to bolster business, IndiaCast restructures its International team
The move aims to consolidate operational efficiency and bring in synergies
Govind Shahi, Debkumar Dasgupta and Sachin Gokhale will assume expanded responsibilities aimed at achieving robust growth-
IndiaCast, the Domestic distribution, International & Digital business arm of Viacom18 and TV18, today announced an organizational rejig of its International team. The restructuring exercise is aimed at making the organisation future-ready as it enters its next growth phase. With this move, IndiaCast has emphasized its focus on alternative revenue sources such as digital and live events in its International business.
The role of Govind Shahi has been expanded as the Business Head for Europe, Americas, APAC & Outbound Sales. The functional heads of the above-mentioned regions will now report to him directly.
Sachin Gokhale will now assume the role of Heading the Corporate Strategy, Operations for International business and will continue to oversee the Middle East & Africa region. He will also take charge of VOOT’s (Viacom18 digital initiative) International expansion into the overseas markets.
Debkumar Dasgupta continues to Head the Syndication, New Media / Digital licensing businesses. In addition to the same he will also oversee the South Asia linear business.
All the International business heads will report into Anuj Gandhi, Group CEO, IndiaCast.
Commenting on the organizational restructuring, Anuj Gandhi, Group CEO, IndiaCast said, “We are at the cusp of a big change in our industry with alternate sources of growth emerging in terms of the technology and business models globally. Keeping in mind the ever-changing landscape, It is important for us to have a structure which is agile, empowers business heads to challenge the given and capitalize on opportunities. I am confident that with this exciting structural change coupled with our bold growth agenda will help us excel in our business ambitions.”
Kantar Media and TechEdge bolster innovation agenda with dedicated audience analytics software unit
Dedicated team will deliver enriched big data capabilities and bring new products to market
Kantar Media, a global leader in media intelligence and TechEdge, a leading software supplier for audience analytics announced the creation of a dedicated audience analytics software unit. The team will enhance Kantar Media’s software portfolio and cements the organisation’s audience software analytics offering to bring new innovations to market.
The dedicated business unit will focus on innovation, driving new product developments for the media industry whilst continuing to support existing applications used by 20,000 users across 69 markets. This includes media ratings analytics and reporting tools, AdvantEdge & Instar Analytics; and strategic planning and optimisation tools Instar Planning & K2. The business will be led by Andreas Velter reporting to Andy Brown, CEO & Chairman, Kantar Media.
“As consumers adopt new technology and advertisers increasingly run integrated cross-media campaigns, our clients need for advanced software capabilities has never been greater,” commented Andy Brown, CEO & Chairman of Kantar Media. “I’m delighted to welcome Andreas, Henrik Sahlholt and their team. As we increasingly handle larger data sets including online census and return path data our clients will benefit from a dedicated unit bringing new products at scale to plan and analyse their data across platforms and markets.”