Week at a glance: Date with DIGIXX 2021; The iProspect Q&A; Ad volumes in Jan-Mar 2021
Keeping a sharp eye on all the Digital developments and disruptions is Adgully’s industry leading premier property – DIGIXX. Like in the previous years, DIGIXX MEDIA SUMMIT 2021 is all geared to discuss, analyse, crystal-gaze and explore the world of Digital trends in a day-long event comprising Panel Discussions, Master Classes, Keynote Addresses and Fireside Chats. DIGIXX Summit & Awards 2021 is powered by Voot. Event Partners are Inmobi and Talkwalker.
Close on the heels of iProspect’s merger with media network Vizeum, dentsu international has relaunched iProspect globally as a digital-first end-to-end media agency. iProspect is now focussed on being the first agency to offer performance-driven brand building at a global scale. Along with this, iProspect has adopted the “Brands Accelerated” tagline to sit beneath a reimagined logo within a new, bold and accessible brand identity and website.
Social commerce is an attempt by social media platforms to bring the window shopping experience to e-commerce. But as we Indians know all too well, converting window shoppers to buyers is a tough task. Adgully’s latest #TwitterChat series was a discussion around the topic ‘Is Social Media the next Shopper’s Stop’, which was joined by spokespersons from agencies, start-ups and brands who are involved in the business of selling online.
Advertising revival has evidently seeped into January-February 2021, catapulting Ad Volumes, at the start of the year, by 21%, thus making it the highest since 2017. According to BARC India’s ‘2021 Advertising Report’, overall, Ad Volumes in January-February 2021 was at an all time high compared to the previous years.
As per TAM AdEx’s overview of the Auto sector’s advertising across Television, Digital, Print and Radio in 2020, compared to Q1 of 2020, Q4 witnessed 40% Ad Insertion growth on Digital. Meanwhile, on Television, Q4 witnessed 16% Ad Volume growth compared to Q3 of 2020. Ad Space in Print witnessed double digit growth during the festive period, even as Ad Volumes for the Auto sector grew by 2.3x in Q4 over Q1 of 2020.
The 3rd Annual (53rd) e-auction of MPEG-4 slots of DD Free Dish was recently concluded and News channels dominated bagging as many as 10 out of the 11 slots. It may be recalled that News & Current Affairs Channels had put up a strong show at the 3rd Annual (52nd) e-auction of MPEG-2 slots of DD Free Dish held in February this year, with the highest bid price among all channel genres at Rs 22.05 crore.
For Ajay Gupte, CEO – South Asia, Wavemaker, the key priorities for 2021 are around – Setting up data capabilities for better consumer understanding & targeting, Content creation & deliver capabilities for Precision at scale, Influencer strategies for a more effective influencer outreach, and E-commerce capability for driving the ultimate outcome of purchase.
In a candid conversation with Adgully, Pradeep Gupta, Chairman & Managing Director, Axis My India, shares how over the last two decades the company has been the pioneers in predicting both pre- and post-poll surveys for elections both at the national and state level. He also speaks about the other aspects of research in which they have specialised and excelled to deliver valuable insights to brands.
After 2 decades, the IRDAI has proposed a modification to its regulations on advertising insurance products in India. What are the existing regulations? What are the modifications proposed by IRDAI? What are the Do’s and Don’ts that govern advertising in the Insurance sector? Part 25 of the series of articles on Misleading Ads by Advocate Aazmeen Kasad is the second part of a series on Advertising in the Insurance sector in India, and serves to demystify and provide an in-depth understanding of what the law on the same is, how insurance ads are different from an invitation to inquire or an invitation to contract, etc.
Adgully returns this week with another round of the Ad-Vantage Quiz with Rajiv Gopinath. Last week, most respondents engaged with the question ‘Around the time the feminist movement was gaining steam, a young copywriter at McCann Erickson created this line, which was in the news this week.’ The answer to this question was L’Oreal’s ‘Because I’m Worth It’ campaign.
According to Ashvin Vellody, Partner, Deloitte India, organisations that know why they exist and who they’re built to serve are uniquely positioned to navigate unprecedented change.
In conversation with Adgully, Puneet Das, SVP, Marketing – Beverages, Tata Consumer Products, speaks about the strategy behind announcing the re-launch of Tata Tea Kanan Devan, celebrating the unique diversity of Kerala, evoking regional pride amongst the people and much more.
This time, as part of our TALKING INSIGHTS series, Adgully spoke to Subramanian Krishnan, Chief Strategy Officer, TBWAIndia, who shared his insights and strategy to create the new campaign for IDFC Mutual Fund – ‘Paison Ko Roko Mat’.
Increased preference for online shopping, more brands creating customer engagement on social media channels, and further growth of video and audio content are some of the key trends that Chaitanya Ramalingegowda, Director and Co-founder, Wakefit.co, sees in the year ahead.
In conversation with Adgully, Santosh Navlani, COO, ETMONEY, speaks about the growing woman user base for financial services and how their consumer insights are unique when compared to their male counterparts. He also talks about the future of the woman user base and the positive impact it will have on the market.
While Influencer Marketing has been on the rise in the last few years, the unprecedented global pandemic further widened the scope for Influencer Marketing as behavioural habits changed. Moreover, with the massive transition to digital and online buying in the last one year, consumers are now seeking more information online and there is greater potential of engagement with influencers.
In a landmark move for its India operations, OTT platform Amazon Prime Video is turning producer for a Bollywood film. Akshay Kumar upcoming film ‘Ram Setu’ will be co-produced by Amazon Prime Video, Cape of Good Films, Abundantia Entertainment and Lyca Productions. Amazon Prime Video’s decision to turn producer has excited the industry, which sees this as a very interesting collaboration and one that could lead to a change in terms between exhibitor and producer in a big way.
Subhasis Ghosh, Head – Marketing, Institutional Business and Alliances, Kotak Mahindra Life Insurance Company, speaks about the changes in consumer behaviour due to the pandemic and be prepared to operate in an ecosystem that is wrought with uncertainties.
The government on Wednesday informed the Parliament that there is no proposal with the IT Ministry to set up a regulator for social media. The government has released Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, under the IT Act. The act specifies that due diligence needs to be carried out by all digital intermediaries including social media intermediaries.
The year gone by has been great for the entire Influencer ecosystem, but what does the road ahead look like? What are the sentiments of the influencers and the consumers? Will 2021 be the year when the Indian Influencer ecosystem makes strong inroads into global markets? To tackle these questions and more, Adgully’s premium property – #GullyChat – has turned the spotlight on “How does Influencer Marketing hold the key to a brand’s success in 2021?”