Microsoft Advertising, MEC, Mindshare decode digital behaviour
In a global study titled ‘Living with the Internet’, WPP member media agencies – MEC and Mindshare from the GroupM portfolio – along with Microsoft Advertising, examined 7,000 online surfers to gain insights into their online behaviour.
The digital age may be upon us, but in the overall advertising pie, digital spends still hold only up to 3-4 per cent share. But as Vikram Sahuja, CEO, GroupM South Asia, said, digital was ordained for a larger share.
Microsoft Advertising, MEC and Mindshare have unveiled a study titled ‘Living with the Internet’ with a two two-fold purpose – to gain better insights into consumers’ online behaviour and to provide marketers and brands with a better understanding of how to utilise these insights to shape up their communication strategies. For this, the agencies surveyed 7,000 online surfers aged between 16 and 54 years, across 11 markets around the globe.
Elaborating on the idea that digital as a channel needed to be integrated into the overall media mix, R Gowthaman (G’Man), Leader, Mindshare South Asia, said, “The role played by this medium changes by categories. Yes, there is apprehension because digital is not yet central to the thinking process. Internet is a marketing channel more than just an advertising channel. The important thing is not to look at taking money out of television or print monies and put it in digital. So, it must not be looked at as a share of advertising expenditure.”
Alok Sinha, Leader, Invention – Mindshare, South Asia, highlighted some key points on the emerging patterns in Internet usage. The study finds that majority of time spent online is habitual, with only 16 per cent prompted by an event, conversation or offline media. It reveals that almost all online sessions start with more personal or intimate destinations such as social networks, emails and blogs; go to the more public forums such as news, entertainment and search; finally going back to the personal destinations.
Attention deficit and multi-tasking are other trends that emerged. In an increasingly connected and multi-tasking world this means that brands need to create strong somatic markers for themselves. Shubha George, Chief Operating Officer, MEC South Asia, identified technology, automobiles and finance as categories that were sampling the digital medium. “Today, even mass categories are sampling the medium, so it is more of which categories are not on digital, rather than which are,” she remarked.
Citing two lessons that the digital medium could learn from television, George said, “Numbers work, so this medium needs to become a broader base for increased revenues. For the television medium, greater interactivity, conversational, more segmentation and differentiation are some aspects that digital can offer.”
An interesting observation by Ravi Rao, Leader – Team Unilever, Mindshare South Asia, was that in the digital medium, reach had no bounds, whereas in television the message was restricted.
The study also captures insights on usage patterns across devices and finds that while smartphones usage at 34 per cent is primarily for seeking information and content sharing, notebooks at 33 per cent is high for transactions and entertainment. Neville Taraporewalla, Director - Microsoft Advertising, Microsoft India, remarked that it was important to know what users were doing online. He said, “Consumption of types of content has changed dramatically and it is interesting for marketers to find a way to communicate the right message, at the right time.”
The findings provide a number of compelling insights about how consumers are behaving on the Internet and what this means for advertisers. With such dynamics in place, marketers need to take a smarter approach to online media by making a brand’s presence fit more naturally into a user’s experience.
The insights gleaned from this survey suggest that by understanding how, when and where the potential consumers spend their time, advertisers can then better engage with their target audience. There is no doubt that advertisers definitely have to work harder to get people’s attention with better targeting and creative strategies.
Sakhuja pointed out that television would be effective for messages that required a communication of emotions. “Television will always remain a family medium that uses emotion and drama. For creativity on the Internet, the sky is the limit,” he said. Increased bandwidth and better measurement systems are other growth drivers for the digital medium.
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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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