Week at a glance: Piyush Pandey’s global role; Ad growth forecast for 2019

Piyush Pandey named Ogilvy's Chief Creative Officer, Worldwide
Piyush Pandey’s appointment and the corresponding Worldwide Creative Council expansion is the next step in the execution of Ogilvy’s Next Chapter transformation. 

Sagar Mahabaleshwarkar joins Contract Advertising as Chief Creative Officer
With over three decades of experience across leading advertising agencies in India and abroad, Sagar is a highly feted creative professional with multiple domestic and international awards under his belt. 

GroupM downgrades 2018 ad growth forecast to 4.3%; India to contribute $1.35 bn
Stress on the auto category stood out in feedback from GroupM’s worldwide network, as did the absence of any rebound in CPG investment with traditional media. These views and more are discussed in ‘This Year, Next Year’,GroupM’s twice yearly look at worldwide media investment trends authored by Futures Director, Adam Smith. 

India’s net ad sales revenue to grow +15.4% in 2019; digital, polls to spur growth
With the negative impact fading, the economy is on the recovery mode and IMF has forecast a growth of 7.3% in 2018 and a consistent 7+% growth till 2023 in its October 2018 report. Advertising expenditure per capita continues to grow from Rs 515.3 in 2018 to Rs 586.7 in 2019. 

OTT video growth pegged at 75% by 2021: MMA-GroupM report
India added 67 million mobile internet users in 2017, out of which 44 million were from Rural India. Rural India’s mobile internet users saw a 19 per cent YoY growth, almost triple the 6 per cent YOY growth Urban India. India will cross 500 million mobile internet users by the end of 2018, led by the rural populace. 

Trend Spotting: How Analytics, AI, Voice will transform media landscape in 2019
Kantar has released its perspective of the major trends that will shape the media landscape for brand owners, agencies and media platforms in 2019. 

Indian consumers love their phones, deals & tech, value their data: KPMG
This year’s edition of ‘Me, My Life, My Wallet’ is based on ethnographic interviews and an online survey, conducted during 2018, by GLG and Foresight Factory on behalf of KPMG International. The survey included nearly 25,000 consumers across Brazil, Canada, China, France, India, the UAE, the UK and the US. 

TRAI moves to review TV audience measurement & ratings in India
Television audience measurement has been in a developing phase, with advanced technologies being used and updated to maintain transparency and improve credibility of the system. Further, over the years new issues have emerged which need to be addressed. Several concerns relating to neutrality and reliability of the existing rating system have been raised by stakeholders, which necessitated a need to review of existing Television Audience Measurement and Ratings system in India. Further, issues relating to panel expansion and panel tampering have surfaced, which need special attention because they have significant impact on the TV channel ratings. 

How Facebook is helping creators monetise content through brand partnerships
Ad breaks are short ads before or during qualifying videos assist video creators to earn money. Now, creators in India can join ad breaks to get a share of the revenue from the video ads shown to the viewer. Ad breaks are now available for eligible partners in Hindi, Bengali, Tamil, Malayalam and English. 

Mobile 2019: Emergence of ‘I-Me-Mine’ content Consumption Phase
India’s data usage on mobile is now at par with developed markets at 8 GB/month/subscriber (Source: ‘Unlocking Digital for Bharat: $50B Opportunity’: Bain & Company, Google and Omidyar Network). As per industry stats, on an average 40 million new users are coming online every year, and there has been 4X growth in rural internet users since 2012. 

Is the Indian Media ecosystem mobile friendly?
There are constant conversations about mobile becoming the first screen. One constantly compares traditional media’s growth to that of mobile/digital media. However, unlike online retail, where the digital only shopping platforms are leading the game, in media domain, traditional media companies are upping their game on a constant basis. 

Regional Mobile-first Content ‘Destination Now’ For Brands?
As per a Daily Hunt Study, 99% of Indians who use Internet in Hindi and regional languages access Internet on their mobiles. Hence, most of the Internet growth story would come from Mobile. No wonder, home grown mobile brands like Micromax have introduced a slew of models with language support. 

Paradigm Shift in Mobile Consumption
The number of handheld devices has seen an exponential increase in India. There is a constant move to Smart Phones from feature phones. In rural markets too mobile is emerging as a platform of content consumption, and not only making calls. Regional language content is growing faster than English content. Credit for this goes to a very large extent to the advent of 4G, Smart Phone price points, improved operating systems and cheap availability of data services. 

Regional Content helps brands penetrate, communicate & grow
Media Echo Systems: The Walls Fall Down, a KPMG study released in September 2018 indicates that a key chunk of digital growth is coming from rural and regional markets as the gap between affordability and accessibility is closing. Time spent on digital (read mobile) is also increasing. The report also states that spends on mobile are increasing as it is at the center of digital ecosystem. 

Kannada GECs pegged to generate Rs 600-700 cr ad revenues: Raghavendra Husnur
Raghavendra Hunsur, Business Head, Zee Kannada, speaks about the growth of the channel, the recent brand refresh, the Kannada television space and more. 

70% of Bigbasket’s business comes from our app: Hari Menon
Along with its extensive product mix, consistent marketing efforts have led to big basket’s success. Digital has been an important part of Big Basket’s marketing strategy. 

The W Suite | Most of the glass ceiling exists in our own head: Sumeli Chatterjee
With a diverse and enriching background in business strategy and brand management, SumeliChatterjee, Vice President, Head Brand The Times of India, Metro Supplements and Mirror Brands, presently leads a portfolio brands that is valued at over Rs 1,500 crore. 

Offbeat: Anadi Chaturvedi – Thriving on old songs, long drives and change
No dream is too small and no city is too big – the incredible journey of AnadiChaturvedi, Founder, Mighty Antz Media, and Director, Resonance Digital LLP, began in the industrial city of Kanpur. There was an aspiring young boy dreaming to become a success thousands miles away in the megacity of Mumbai. 

Ad land’s Young Guns: Saloni Arora, Forever 21
SaloniArora is Head of Marketing at Forever 21 by profession and a marathon runner by passion. Arora and her team are responsible for making Forever 21 the most loved fast fashion destination of India. 

McCann Worldgroup Hires India’s Top Creative Talent
AshishChakravarty heads back to McCann as Executive Director and Head of Creative, India. 

BARC Wk 48: Zee channels see gains; Naagin 3 begins to lose its hold
BARC ratings for Week 48 (November 24 - 30) of 2018 [HSM (U+R): NCCS ll: 2+ Individuals] saw Zee Anmol further strengthen its hold on the numerouno spot. The ‘KumkumBhagya’-‘KundaliBhagya’ combine recaptured the top three spots among most watched shows on Hindi GECs in Rural+Urban as they pushed down Colors' ‘Naagin 3’ to the fourth spot for the first time since the supernatural show premiered on television screens.


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