Week at a glance: Conversations @MOBEXX 2021; The long story of short video apps

OTT delivers high stickiness with time spent crossing 42-55 min: Chanpreet Arora

Chanpreet Arora, Head - AVOD (Voot), Viacom18 Digital Ventures, delved into the insights and learnings from Voot about all the innovations and breakthroughs that the OTT platform is having in mobile marketing and OTT, for her keynote address on ‘Technology Solutions to Power the Future of Mobile Marketing’ at the 5th edition of MOBEXX 2021, held yesterday (November 30, 2021).

Most Indians are still not purchasing online: Bimal Kartheek Rebba, trell

In his keynote address at the 5th edition of MOBEXX 2021, held yesterday (November 30, 2021), Bimal Kartheek Rebba, Co-founder and COO, trell, highlighted the growth of social commerce and why it is important for brands to participate in social commerce as a journey and how consumers are increasingly adopting it as a go-to platform for anything related to lifestyle.

MOBEXX 2021 Awards: Zee Ganga, Affle, Voot Select among major winners

Amid virtual applause and cheer, winners of the 5th edition of MOBEXX 2021 Awards were announced on November30, 2021. The MOBEXX Awards are designed to recognise and celebrate excellence in Mobile Marketing & Advertising. Compared to last year, entries for MOBEXX 2021 Awards saw a tremendous hike, buoyed by the Unlock and the economy on the mend. 70% increase was seen in the number of entries received this year.

How marketers are moving to a screen-agnostic planning approach for digital

Mobile as a medium is a quintessential part of every media mix, something the marketer or the advertiser cannot do without, said industry experts at a panel discussion on ‘Mobile marketing: A key part of every media mix’, during MOBEXX 2021, organised by Adgully on November 30, 2021.

Is M-Commerce turning consumers into impulsive buyers?

To discuss more about how does the industry sustain this growth, and how Tier 2 and 3 and beyond markets can be brought into the m-commerce fold in a stronger way. To discuss what part social commerce and influencer-driven live commerce will play in taking forward this growth, Adgully’s MOBEXX 2021 Summit and Awards saw a panel discussion on ‘Future-proofing your social commerce strategy’.

Seamless in-game advertising - Experts discuss ground rules for implementation

With over hundreds of millions of active users on the gaming portals and streamers, the gaming sector becomes the new canvas for best marketing efforts. The panel discussion on ‘Seamless in-game advertising - Opportunities and Challenges’ at the 5th edition of MOBEXX 2021, turned the spotlight on the fast growing gaming sector in India.

“In-app advertising is about recall, expanding reach & creating engagement”

In-app advertising offers endless marketing opportunities and it is time advertisers took maximum advantage of it. To further explore the growth, application and impact of In-app advertising, some leading industry experts deciphered ‘The Rise of In-app Advertising’ at the 5th edition of MOBEXX 2021, organised by Adgully on November 30, 2021.

Brand safety solutions: The challenges in targeting shifting goalposts

Brand Safety is about preventing the loss of trust between a brand and a customer. Without trust revenue, brand equity, customer perception all can be lowered or lost. To discuss more about brand safety, Adgully’s MOBEXX Summit and Awards 2021 turned the spotlight on ‘Brand safety solutions - Targeting shifting goalposts’.

SC defers final hearing on NTO 2.0 to February 2022

The Supreme Court has deferred the final hearing on the NTO 2.0 case to the second week of February. The apex court was supposed to deliver its verdict today on a batch of petitions filed against the Bombay High Court order regarding the implementation of the new tariff order or NTO 2.0. Under NTO 2.0, TRAI has reduced the cap on the MRP of individual channels, which can be part of any bouquet, to Rs 12 from Rs 19 per month.

The long story of short video apps

Short video platforms have emerged as a novel form of storytelling medium and are increasingly being used for promoting brands, with marketers and advertisers vouching for their efficacy in reaching out to their target audience, primarily using influencers. Adgully brings the stories of some of the popular short video platforms, what their audiences want, what companies and brands do for promotion, how influencers play an important role, and many more things.

What it means for ZEEL to acquire TV rights for UAE T20 League?

ZEE has bought the rights of this tournament for a mere USD 15mn per year, which translates into USD 150mn for 10 years. Comparatively a large franchise like IPL was sold for USD 2bn in its earlier cycle, the current bid cycle next year with two additional teams (from 8 to 10) will be anywhere closer to USD 5bn for five years.

Samsonite has achieved pre-COVID-19 level sales this festive season: Anushree Tainwala

Anushree Tainwala, Executive Director - Marketing, Samsonite, spoke to Adgully on the brand’s journey so far, how they keep innovating themselves by offering a whole range of new products to their customers, e-commerce strategy, association with Virat Kohli and more.

OPPO tops Brand Reputation Index among smartphones, Apple with maximum issues

Commenting on the BRIX findings, Faisal Kawoosa, Founder & Chief Analyst, Techarc, said, “Brand Safety is Business Safety! As digital becomes mainstream and brands increase their D2C engagements, they need to proactively police the digital space to hunt for any infringement cases.”

The best ideas have their origin in confusion: Prasoon Joshi

According to Joshi, success in filmmaking should be by design, and not by the vagaries of chance. “I feel films should be magic, but filmmaking should not be magic. I think success should be by design and not by chance. The chance we attach to filmmaking should reduce because we have got many brilliant minds in this country raring to go and make great films.”

In-app advertising draws more brands as mobile engagement grows manifold

According to GroupM and MMA’s ‘Mobile Marketing Ecosystem Report 2020’, in both rural and urban India, 99% of users are using the Internet on their mobile phones and time spent on the mobile has grown to 3.7 hours a day. Therefore, a marketer looking to engage with the consumer does not have to look much further than that app that comfortably sits on the smartphone.

Print ad volumes grew sharply by 93% in Q3’21 over Q2’21: TAM AdEx

The Top 10 Sectors accounted for more than 63% share of the total Ad Volumes in Print during Jul-Sep’21. ‘Service’, which saw a growth of 2.1x and ‘Education’, which grew by 34%, were the Top 2 sectors in terms of Ad Volumes. Twenty out of the 27 sectors in Print saw positive growth during Jul-Sep’21, compared to same period in the previous year.

Hotstar is the preferred choice for majority of the OTT viewers : AMI

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10552 people across 36 states. 64% belonged from Rural India while 36% belonged from urban counterparts.

How Myntra is strategising the social commerce path through creator economy

In an interaction with Adgully, Achint Setia, VP and Business Head, Social Commerce, Myntra, speaks about the platform’s foray into social commerce, engagement with the huge community of influencers, projections on the overall sales from social commerce, insights on the M-Live shopping experience and more.

No info about ASCI’s task force to regulate OTT ads: Piyush Goyal

Minister Piyush Goyal has said that his Ministry is not working with the MIB to establish processes and guidelines for monitoring ads on OTT platforms. In reaction to a question from BJP MP Ravi Kishan, Goyal said, “This Ministry has no such information as Advertising Standards Council of India (ASCI) is an independent non-profit organisation constituted under Companies Act (2013).”

YouTube unveils India’s most popular creators and videos of 2021

In 2021, gaming leveled up emerging as a rich and diverse ground for storytelling and community building, with a notable presence across Top Creators, Top Breakout Creators, Top Women Breakout Creators and even, Top Shorts Creators. In fact, a 5-hour long gaming livestream of the FreeFire World Series Final in 2021, became one of the most popular videos in India this year.

upGrad files trademark infringement suit against Scaler

On Monday 29 November 2021, the Delhi High Court granted an ad-interim injunction in favour of upGrad. The court, until further notice, has also directed Scaler to not to bid on upGrad’s registered marks and or its variants using Google Ads Programs or any other keyword program.