Guest Column: Native advertising is a game-changer for the Indian marketing industry: Neena Dasgupta, Zirca
Global native advertising spends are set to double in the next few years; increasing from $30.9 billion in 2015 to $59.35 billion in 2018, as per the Native Advertising Institute
Consumers have become savvier about the way they consume content online. They have several tools at their disposal to block your ads and are smart about which ads to ignore even if they see them.
Advertisers and publishers are therefore employing new techniques to improve the user experience and make the audience feel more engaged with the content, thereby driving more clicks and better brand exposure. This is where native advertising plays a crucial role. It solves a problem for both publishers and advertisers by providing consumers with content that does not disrupt their online experience and is more likely to be seen by them.
Native content is designed to fit so closely with a publisher’s content that it appears to be a part of it. Examples of native ads include everything from interactive graphics and long-form video to sponsored stories and paid content discovery. Not surprisingly, global native advertising spends are set to double in the next few years; increasing from $30.9 billion in 2015 to $59.35 billion in 2018, as per the Native Advertising Institute.
Brands and marketers are no longer relying only on the old ways of advertising to reach their target audience. Native ads are the new standard in digital advertising—for brands to enhance the ad experience and for publishers to deliver superior user experience to their readers.
They are fast becoming one of the more lucrative advertising mediums for marketers in India and globally. Indian publishers like The Times of India, Hindustan Times, Financial Express, Indian Express and many more are adopting native advertising to drive better engagement with their readers. In fact, Hindustan Times created its own native advertising arm HT Brand Studio in 2015, following a trend set by international publications like Buzzfeed, The New York Times (T Brand Studio) and Mashable. Native ad studios like these are on the rise. Among publisher respondents in the 'Native Advertising Trends 2016: The News Media Industry' global study, 33 per cent said they provide their native advertising solutions through their own native ad studio.
Native advertising isn’t just good for marketers, it’s good for publications as well. The challenge for marketers and agencies in India, however, is to fully grasp the shift that’s taking place in digital advertising and to stop treating native advertising as a substitute for other forms of advertising, because it’s not. It’s an excellent content format for lead generation, helps advertisers attract potential customers into their sales funnels and build long-term engagement with their target customers online. For publishers, native advertising serves as a new revenue stream.
Interestingly, people are not always averse to consuming brand-centric content—as long as it tells a relevant and engaging story. A September 2016 study conducted by BBC Advertising and Voxpopme revealed over 80 per cent of affluent millennial internet users in India said they want brand content, compared to 73 per cent worldwide. In short, native advertising is evolving as a marketing technique for distributing informative, data-led and valuable content in a consistent manner to acquire a new audience and drive profitable consumer behaviour.
Here’s a closer look at why brands and publishers are choosing to use native, and why you should too:
• Native ads help tackle the problem of ad blindness.
• Contextually-relevant ads help drive product sales.
• Native ads that strike the perfect balance between a brand’s audience-specific message and editorial guidelines boost the consumer’s trust in your brand.
• They provide a seamless user experience and don’t hoodwink readers.
• Ads have always been a source of revenue for publishers and native advertising with its innovative formats offers publishers a chance to boost traffic and attract new audiences.
Native advertising is proving to be a game-changer in the digital marketing ecosystem. Not only do publishers stand to benefit from this popular ad format but also advertisers stand to engage and contextually connect with their target audience globally. As long as native content tells a story your audience can relate to, it will continue to gain massive traction. Advertisers who take note of these crucial lessons will, undoubtedly, be rewarded with better results.
Neena Dasgupta is the CEO and Director of Zirca Digital Solutions.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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