Week at a glance: MOBEXX 2020 coverage; The bitter honey wars; Plannerâ€™s Perspective

MOBEXX 2020: Creating an Atmanirbhar mobile ecosystem

The 4th edition of MOBEXX 2020 Summit & Awards was held over two days – December 10 (4 pm to 6.30 pm) and December 11 (3 pm to 6.30 pm). The industry leading Summit has been setting the course for the Mobile ecosystem in the country through profound discussions among renowned mobile and digital leaders, thinkers and evangelists.

What advertisers need to know about programmatic OTT: Vasuta Agarwal

The digital ecosystem has undergone a transformation in the last 8-9 months of the pandemic. While this change was thrust upon us, the outcomes have pushed us to adapt and be digital first in many areas of our lives. Programmatic buying is a big part of that change. Vasuta Agarwal, MD – South Asia, InMobi, shared a keynote address at MOBEXX 2020 Summit on ‘Future of Programmatic Advertising’, where she spoke about the latest trends in programmatic buying like programmatic OTT, header buying and much more.

Voice is the lead input medium for 70% of India

“People are migrating to Internet-led smart feature phones, where Voice is the lead input medium”, shared Niraj Ruparel, Head of Tech and Mobile, GroupM India, in his introduction to the panel on ‘Voice for Bharat’ at MOBEXX 2020 Summit. The Bharat he is referring to is the 70% population that resides in Rural India and Tier 2 markets.

The rise and rise of skill-based gaming, but keep an eye on the RoI

Gaming has a universal recreational appeal for the people across all ages and socio-economic groups. Skill gaming industry has witnessed a paradigm shift with the evolution of 4G over the last few years and it is all set to become a major driving force of digital expansion given the high growth potential of the Gaming Industry in India. Many of the foreign entities are also exploring possibilities to set up their operations in India.

D2C purchases on mobile are driven by utility not discretion: Abhishek Shah

The D2C market in India has been growing rapidly (in double digits) for several years and is further expected to maintain a 19.2 per cent growth rate in 2021. Marketers, business owners and e-tailers cannot ignore customer experience on the mobile device, because 70 per cent traffic is coming from there, revealed Abhishek Shah, Founder and CEO, CommerceX, in his keynote address – ‘D2C - The next wave for Digital/ Mobile shoppers in 2020’ – on Day 1 at MOBEXX 2020.

“We don’t need better ideas for ads, but the big idea that can drive the business”

In our new series – Planner’s Perspective – we at Adgully are speaking to some of the brand planning heads who are today playing a key role in agencies. In conversation with Adgully, Satish Krishnamurthy, Strategy Lead, Sideways, shares his views on the importance of planning, how it adds value to the creative brief and helps in churning great campaigns, on becoming a great strategist and much more.

Ad spend now forecast to shrink 7.5% in 2020; E-comm & video fuel recovery: Zenith

The global ad market has recovered more rapidly than expected from the severe slump in Q2 caused by the coronavirus pandemic and is now forecast to shrink by 7.5% to $587 billion across 2020 as a whole, according to Zenith’s Advertising Expenditure Forecasts. This is a marked improvement on Zenith’s forecast of a 9.1% decline in July.

Dabur, Marico locked in bitter war, move ASCI over claims regarding purity of honey

Homegrown honey brands have been in a tizzy ever since Centre of Science and Environment (CSE) released its report, wherein it stated that honey samples from as many as 13 leading brands have been found adulterated with sugar syrup. Now, Dabur and Marico, which markets its honey under the Saffola brand, are locked in a bitter war, where they are challenging the purity claims of each other’s honey brands and have approached ASCI.

Cookie-less Internet - Step in the direction to data privacy, but not the end of the road

Earlier this year, the world’s most popular web browser Google Chrome announced that it would begin blocking Third Party Cookies by default, going the way of privacy first browsers like Apple’s Safari and Mozilla Firefox. When an advertising company took such a stance it rang the alarm bells for digital marketers who relied on this data that Third Party Cookies were on their way out. Adgully organised a Twitter Chat on December 4, 2020 to understand how digital marketers would ‘Navigate a Cookie-Less Future’.

Festive spirit buoys Movie genre TV ad volumes by 24% in Aug-Dec’20: TAM AdEx

The News Genre topped with 30% share of overall TV Ad Volumes during Aug-Dec’20 (till December 5), displacing the GEC Genre, compared to Aug-Dec’19. Top 5 channel genres added 95% and 93% share during Aug-Dec’19 and Aug-Dec’20, respectively. During Aug-Dec’20, the News Genre saw highest growth of 29%, followed by the Movies Genre with 24% rise compared to Aug-Dec’19.

Right time for Indian consumers to move towards online buying of tyres: P Madhavan

With the changing needs and the growing youth population in India, TVS Srichakra is evolving and rejuvenating itself to make it more appealing as the tyre of choice for the younger population. In conversation with Adgully, P Madhavan, Executive Vice-President – Sales & Marketing, TVS Srichakra, speaks at length about the COVID-19 impact on the tyre industry and green shoots of recovery, rural markets spurring demand, brand communication strategy, outlook for the coming and much more.

How homegrown ed-tech platforms are riding the Vocal for Local wave

While some ed-tech brands had been on a growth curve before COVID-19 struck this year, the pandemic and the subsequent nationwide lockdowns exacerbated the transition to online education. Some time back, Adgully had called for brands that went Vocal for Local this year. As part of this series, Adgully turns the focus on the ed-tech start-ups who have made the most of these challenging times and are thriving under the Government’s Vocal for Local drive.

SC asks Republic TV to withdraw plea seeking protection from Mumbai Police

A Supreme Court Bench headed by Justice DY Chandrachud has asked Arnab Goswami and his Republic TV to withdraw a petition that sought to protect the channel’s employees from arrest by Maharashtra Police and also sought to transfer the investigations to the Central Bureau of Investigation (CBI). ustice Chandrachud called the petition “ambitious in nature”, while saying “You better withdraw this”.

Lines between PR and marketing are blurring: Sonali Madbhavi, Quikr

As part of our latest series on ‘PR Conversation’, we at Adgully are speaking to some of the industry leaders from both PR agencies and the corporate communications world about how PR as a business and communication tool has evolved and grown over the years. In conversation with Adgully, Sonali Madbhavi, SVP, Public Relations, Quikr, speaks about the changing face of Public Relations, different ways of reaching out to the stakeholders, adapting to a virtual more of operations and more.

The 5 key Digital and CTV Trends to watch in 2021: Comscore

Societal changes due to the pandemic are creating new challenges for brands seeking to anticipate and capitalise on emerging consumer behaviours. Comscore’s report, titled ‘Digital and CTV Trends to Watch in 2021’, sets out to quantify some of the trends that have played out in 2020, while assessing their implications for 2021, and beyond.

The scope of brand commercials has increased in the new normal: Hemanth Bhandari

The pandemic and lockdown conditions couldn’t slow down Chrome Pictures, with the production house producing over 40 ad films during the challenging period. In conversation with Adgully, Hemanth Bhandari, Director and Co-founder, Chrome Pictures, speaks at length about the challenges of keeping the production schedule live during the lockdown, shooting amid the strict COVID-19 SOPs, getting back to a semblance of normalcy, the changing preferences of the audiences and more.

What people searched for on Google in the year of the global pandemic

Google has made its annual listing of the most searched terms, which provides a good - but somber - reminder of the events that made up 2020. Here are the most asked queries:

Coronavirus
Election results
Kobe Bryant
Zoom
IPL
India vs New Zealand
Coronavirus update
Coronavirus symptoms
Joe Biden
Google Classroom