Week at a glance: Spotlight on East; What ails regional PR?; BARC’s new format

Marketers, media agencies reveal deep insights on market potential of the East

In keeping with its endeavour to have a 360-degree coverage of all markets, Adgully turned the spotlight on the sparsely covered East Market as part of its Adgully4um knowledge session. Titled ‘An Advertiser’s Perspective: A View of the Eastern Market’, the special Web conference sought to understand the dynamics of the East market comprising Assam, Bihar, Jharkhand, Odisha, and West Bengal.

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“Digital & Social Media Outreach will be an integral part of communication strategies”

IMAGEXX 2021 will turn the spotlight on the PR and corporate communications field like never before and highlight several current issues as well as explore ways to take this industry to even newer heights. In the first of the series of IMAGEXX 2021 JURY SPEAK, we share the expert views and insights of Bhaskar Majumdar, Head - Corporate Affairs, Communications, CSR & Digital, EGIS.

Will BARC’s change in viewership data publishing format lead to lack of transparency?

Broadcast Audience Research Council (BARC) India has stopped publishing genre-wise TV viewership data since last Thursday, June 17, 2021 for the non-subscribers. Instead, the TV measurement body released data for the Top 5 channels in different states and markets, and the Top 10 channels for All India, +2. BARC has continued with providing data for the Top 10 Advertisers and Top 10 Brands across genres.

How podcasting is becoming increasingly mainstream during pandemic times

Podcast listening has increased markedly in India in the past few years. According to a PwC report, monthly listeners (defined as people who listened to at least one podcast in the last month) totalled 4 crore at the end of 2018, up a sharp 57.6% from 2.54 crore in the previous year. This made India the world’s third-largest podcast-listening market (after China and the US), although it ranks much lower on a per capita basis. Growth is set to continue over the forecast period with listener numbers set to increase at a 34.5% CAGR to 17.61 crore by 2023.

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What ails regional PR?

Amid the first wave of the pandemic, it was the Tier 2, 3 and rural market that led the revival as India unlocked. For some time now, regional markets have been the focal point for brands and marketers. The huge base of aspirational consumers is what every marketer wants to target. While the metros and bigger cities have a well-oiled public relations and media network to keep consumers informed, the smaller regional markets pose several challenges for the public relations industry.

Netflix, Disney find themselves at opposite ends of sentiment spectrum in India: GlobalData

American over-the-top (OTT) content platform Netflix dominates in certain Asia-Pacific (APAC) countries such as Australia and Malaysia, according to the subscription video on demand (SVOD) forecasts by GlobalData, a leading data and analytics company. Yet, Netflix has significant ground to gain in India, with sentiments around India down year-on-year in 2021 (Until May 24, 2021), while Disney’s sentiments are up, reveals GlobalData.

TV medium showed highest growth at 57% in Jan-Apr’21 in East markets: TAM AdEx

For the East Market – Assam, Bihar, Chhattisgarh, Jharkhand, Orissa, West Bengal – TV, Radio and Print showed optimistic growth in Ad Volumes in Jan-Apr’21, compared to Jan-Apr’20, as per TAM AdEx’s advertising outlook for the East Market. The Television Medium showed the highest growth at 57% in Jan-Apr’21, compared to Jan-Apr’20.

Ad Space in Print up 51% in May’21; 9.1K+ new advertisers, 10K+ new brands: TAM AdEx

Ad Space in Print grew by 51% in May’21, compared to May’20. Ad Space in Week 2 of May’21 surged by 90%, compared to Week 2 of May’20, whereas Week 5 saw the lowest increase of 22%. Tally of categories grew by 4%, whereas that for advertisers and brands dropped by 13% and 12%, respectively, during May’21, compared to May’20.

OTC Products ad volumes on Television up 82% in Jan-May’21: TAM AdEx

OTC Products advertising is back with a bang, as ad volumes on Television grew by 82% in Jan-May’21 over the same period in year 2019, as per TAM AdEx data. Digital ad insertions of this sector significantly grew by 2.5x over Jan-May '19, while ad space for OTC Products in Print rose by 37% during Jan-May’21, compared to Jan-May '20. Radio ad volumes, too, witnessed a surge of more than 2x during Jan-May’21.

Programmatic Mobile Video Ads see 194% growth in India

Videos have emerged as the most preferred form of content over the last few years on the wave of an unprecedented global growth in video consumption. According to InMobi’s State of Programmatic Mobile Video Advertising in India report, there are 356 million mobile video viewers in India. The report shares insights on the change in advertiser spends and the performance of video as a format.

How Tata Ace has been fuelling Indians’ Atmanirbhar dreams

In an exclusive interview with Adgully, UT Ramprasad, Head of Marketing Communications, Tata Motors, shares his insight on the unique proposition of Tata Ace to help the youth of India turn entrepreneurs, regardless of their education and experience levels. He also speaks at length about self-reliance and the stability of the future that one can experience from becoming an entrepreneur.

There’s an unconscious bias towards giving women responsibility: Nisha Pokhriyal

In conversation with Adgully, Nisha Pokhriyal, VP - Marketing, Mitron TV, speaks about how women have been creating a gender-sensitive workplace by providing equal opportunities for advancement. She also laments the fact that while women are ambitious, they just don’t get the opportunity.

After getting Telugu right, aha is ready for its second language

Adgully spoke to Ajit Thakur, CEO, aha, on what’s working for the OTT platform, the opportunity in the Telugu language speaking audience, strategy and expansion plans.

“Brands need to deliver on tangible benefits rather than make superficial promises”

Zivame has played a pivotal role of a catalyst in growing the category and shifting perceptions. In conversation with Adgully, Khatija Lokhandwala, Head - Marketing, Zivame, speaks about the current trends in the innerwear and apparel categories, Zivame’s communication strategy and much more.

Press releases are definitely passé in some sectors: Sonali Sokhal

Sonali Sokhal, Founder & CEO, Intelliquo PR and Co-Founder PRPOI, has over a decade and a half of experience in Public Relations and Marketing ranging from luxury, lifestyle, media and entertainment, education, health, FMCG and consumer durables. In conversation with Adgully, Sokhal speaks about setting up her own PR agency in 2012, creating communication strategy for clients during the pandemic times and more.

We saw our business double through the pandemic: Jatin Gujrati, Vedix

Adgully is turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and over the next few months will be featuring all local/ homegrown businesses, brands and Apps.

We are aiming for 3X growth this year: Arvind Iyer, Cuemath

Cuemath caters to a global user base as an after-school math and coding program for K-10 classes, powered by an adaptive learning platform, interactive visual simulations, and the guidance of a live teacher. In conversation with Adgully, Arvind Iyer, Chief Marketing Officer, Cuemath, speaks about the brands’ journey, and their rebranding and marketing plans.

Decoding PR-Media equation in the digital-first new normal

For a very long time now, Public Relations and Media have had a symbiotic relationship. However, the rapid adoption of digitalisation is set to bring about changes in the traditional media relations. Adgully’s Twitter Chat initiative – #GullyChat – this week focussed on ‘Decoding PR-Media equation in the digital-first new normal’.

TRP Scam: Mumbai Police names Arnab Goswami as accused

The Mumbai Police has submitted a 1,800-page supplementary chargesheet in the Esplanade Metropolitan Magistrate Court in the TRP scam case that was unearthed last year. The supplementary chargesheet names Arnab Goswami, Editor-in-Chief of Republic TV and four others from ARG Outlier Media, which owns Republic TV, as among the accused.

New IT Rules: Madras HC notice to Govt after digital news publishers’ plea

Following a plea by the Digital News Publishers Association (DNPA), wherein the Association has challenged the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, the Madras High Court has issued notices to the Ministry of Electronics and Information Technology and the Ministry of Information & Broadcasting (MIB).