Header buying, programmatic direct – key programmatic trends for 2017, say experts
Online video is one medium that has taken the digital world by storm. But what is the scope of automated buying in this space? According to experts we spoke with, the scope is immense.
With digital advertising expected to become a $1 billion industry by 2020, programmatic advertising is expected to take more prominence in coming months. Concepts like header buying, programmatic direct, etc will be more widely accepted by advertisers, said experts we spoke with.
“Clearly ‘programmatic direct’ is going to take centre stage in 2017. Guaranteed delivery at a selected price on CPM is going to be fully automated and given the nature of transparency that brands are looking for this is going to be a clear solution where brands and publisher will close on a floor price on CPM and guarantee the inventory that needs to get delivered,” said Rammohan Sundaram, MD & SVP (APMEA) of C1X Inc.
Giving an idea of the scope of programmatic advertising, he informed that in the US, programmatic advertising today is growing at a rate of $14 billion a year. “It is gaining prominence globally given the automation enables visibility for advertisers and the issue of transparency that brands are facing today gets addressed with evolved companies in the space addressing the all the discrepancy that currently exists in the programmatic world,” he further added.
Online video is one medium that has taken the digital world by storm. But what is the scope of automated buying in this space? According to experts we spoke with, the scope is immense.
“Video-based content has progressively grown and has now become the preferred medium for mobile users. However, the inventory and demand for video ads through programmatic buying is currently small. Unfortunately, programmatic buying is largely used for the more traditional banner ads and pre-roll video ads. Its use must be upgraded to include buying of newer ad formats such as video and native ads. Video and native are the wave of the future and unless both the supply and demand side ecosystems start aggressively pushing for programmatic on them, movement will continue to be slow,” said Nadeesh Ramachandran, VP (Sales) of Vserv.
However, here marketers will have to define the boundaries of what makes a good ad and what actually works on the digital medium.
According to Ashish Shah, CEO and Founder, Vertoz Media, in 2017, programmatic advertising will grow 31 per cent faster than all other digital media channels.
Speaking specifically about the concept of header bidding, which he believes will become important in 2017, he said, “Header bidding is a concept in which the publisher simultaneously offers inventory to multiple ad exchanges to find the best value for it, before sending it out for auction based bids in real-time. This media buying process enables media buyers a new way to access 'first-look' inventory across a publisher’s sites, hence paving a new way forward in online advertising. Header bidding is increasing rapidly and is quite famous among marketers/ advertisers in India. It helps media buyers to find the best place to advertise online by gaining access to best inventory. This programmatic technology makes sure that the ads reach the right target audience. Not only this, there is also a better chance for the programmatic buyers to access premium inventory.”
According to him, header bidding also benefits publishers by providing a greater yield, giving them more transparency and providing a higher value for their inventory. “In the long run, header bidding will prove to be a very useful tool for both the advertisers as well as publishers,” he added.
Anuj Kumar designation is Co-founder & MD of Affle, also agreed that header bidding was a good option since it provided flexibility. According to him, two other major trends in programmatic advertising in 2017 would be a focus on fraud detection and elimination. He gave the example of the Methbot fraud case that hit the US digital advertising industry in 2016, which some claim led to losses of $3-5 million per day.
“Fraud detection and elimination is something that is seeing a lot of ongoing work. It is something that has not been completely addressed. I also see the usage of programmatic for performance advertising grow in 2017. The share is still small even though performance advertising forms a significant part of the advertising industry,” he further added.
Publishers, themselves, are making efforts to create programmatic platforms of their own and these have seen some success over the last year. In India, the Times Group has taken the lead in creating a digital platform that serves both content and advertisement needs.
When asked about what 2017 holds for programmatic, Swapnil Shrivastav , VP (Ad Tech) of Times Network said, “While programmatic shows a lot of promise for growth, the closed walled gardens of the big players are creating better value for advertisers increasingly leaving long tail and sometimes fraudulent inventory on the open RTB. It would be interesting to track how much premium inventory grows on programmatic this year.”
This does not seem to be an overstatement. Given the influence that platforms like Facebook have on the dissemination of content right now, it looks like publishers have their work cut out for them.
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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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