In native advertising, you have to blend in to successfully stand out: Gurmit Singh
“We expect appetite for native advertising to grow, with advertisers seeing this format as a powerful tool in their arsenal, to engage their audiences and stand out in the clutter,” says Gurmit Singh, Vice President & Managing Director, Yahoo India, as he talks about how far native advertising has come in India
The online fraternity is witnessing the biggest platform shift in the history of consumer Internet. Mobile is increasingly taking centrestage. According to Yahoo, in this context, India is unique in several ways. However, one of the big challenges marketers are grappling with is to optimize their campaigns across devices. Mobile devices have narrowed the time between intent and action and it is playing a key role in the path to purchase in a consumer journey. This means advertisers are challenged to tell their stories across screens—and do it even more engagingly, for attention spans are getting shorter and consumer expectations, larger. As such, the need for a more personalized content experience and seamless advertising—especially native ads, which are embedded within content in a contextual setting—is being felt more than ever.
Yahoo is one of the largest publishers on the web. Breadth, depth and possibility are the key reasons why advertisers work with Yahoo. In this context, Gurmit Singh, Vice President & Managing Director, Yahoo India, talks about how far native advertising has come in India. Excerpts:
Where does native advertising stand today?
Today’s consumer is always connected and on the go. We see signs of this all around us – the office-goer texting on the sidewalk…the teenager who pauses to take and (instantly) share a selfie. The challenge and opportunity for every marketer is to engage this audience, staying responsive and relevant in real-time. Native advertising has emerged as one of the most effective ways to do this.
Given that Native Ads look and behave like the content around them – whether images, videos or text– they engage and become a seamless part of the user’s experience, increasing the likelihood that a user will interact with the ad – clicking or even sharing / reblogging. Studies show that users really notice native ads and want to click on them, because they are contextual.
Advertisers have come to find that when they communicate in a relevant, non-intrusive way, it drives deeper engagement with users, in turn becoming more impactful and delivering better results for their brands. According to a study Yahoo did in collaboration with Mindshare in the region, 80% of mobile users reported they were happy to click on ads in the native advertising format on their mobile devices, because these were not disruptive.
This success of native ads clearly demonstrates that blending in is the new standing out.
To share our own example, Yahoo launched Stream ads in India in 2014 (these are native ads which appear within the users’ personalized content streams). Since then, we have seen growing interest and a lot of excitement from brands. In just a year, over 300 brands have come on board as advertisers, because they are seeing the impact and value this format can deliver. We are seeing brands across the board – from FMCG to e-commerce, automobiles to financial services – harnessing the power of native ads for the tremendous value they bring, both to the user and the advertiser.
How far has it come, what has the evolution been like?
The mobile wave gripping this country and the response we have seen to native ads so far, convinces us about the potential and possibilities of native ads. In terms of evolution, we expect the appetite to grow, with advertisers seeing this format as a powerful tool in their arsenal, to engage their audiences and stand out in the clutter.
One of the things we have been doing – and this is key in the evolutionary journey –is to help brands understand this format, for maximum impact.
It’s not yet another display format. You have to blend in, to successfully stand out. So your content has to be aligned with the purpose, tone and visual style of the rest of the content on the page. (Beautiful visuals on a page call for native ads with visuals that are stunning!) Then there’s adding value for users. If they find the content matches their interests, they’ll read and share it, even if it is presented by a brand. And as importantly, you have to be transparent. Native content that is very clearly identified as sponsored, actually performs best.
How well is it working for Indian advertisers?
In the last year, we have seen a strong growth curve on native ads in India and sustained interest from advertisers and brands. We are seeing adoption across segments – whether ecommerce, FMCG or auto companies. Like I mentioned, just around a year since we launched Stream Ads, over 300 brands have come on board as advertisers in India. In India, native advertising is the fastest growing revenue stream for us.
In many ways, India as a market gives advertisers a compelling reason to look at native ads. This generation of new-to-Net users will likely experience the Internet for the first time not on a PC, but on a phone. We are seeing skyrocketing mobile adoption in India – native is just right for these always connected-users, fitting seamlessly into the interface, engaging and drawing them in with content that is relevant and in context with their in-that-moment mobile experience.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp