01 March 2021 18:49

MediAvataar's News Desk

MediAvataar's News Desk

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India’s preferred destination for premium English content, Star India’s English General Entertainment Channels will present the world’s biggest and most celebrated television awards night- the 67th Primetime Emmy® Award to Indian audiences on the 21st September 2015.

Touted as the Oscars of the small screen, this glamorous gala will be simulcast LIVE on Star World, Star World HD, Star World Premiere HD and FX, and the primetime telecast on Star World, Star World HD and FX. The Network has a staggering 98 nominations across categories for this year’s Emmys® proving once again that Star is the home to the most popular as well as critically acclaimed shows!

The network aired more than 50 shows and 28 of those are vying for the trophy within all major contested categories this year. American Horror Story has bagged 19 nominations – coming second in line for most nominations in any category. Following closely are Mad Men with 11 and Downton Abbey with 8 nominations. Other notable nominations include Emmys® darling Modern Family and Louie with 6 nods each, while Homeland and The Simpsons received 5 nominations each.

One of the top awards - Outstanding Drama series – witnesses the return of British period drama series, Downton Abbey, the stylish drama - Mad Men and the political thriller Homeland. Another sought after category - Outstanding Comedy series - sees the much loved Modern Family and satire-comedy Louie vying for top honors.

Girl-power runs high at the Emmys® this year with strong independent television characters portrayed by Claire Danes (Homeland), Viola Davis (How To Get Away With Murder), Taraji P. Henson (Empire) and Elisabeth Moss (Mad Men) nominated in the Outstanding Lead Actress in a Drama Series category. Not far behind, the distinguished gentlemen have blown away viewers with their funny performances, with Anthony Anderson (Black-ish), Matt LeBlanc (Episodes), Louis CK (Louie) and Will Forte (The Last Man on Earth) nominated in the Outstanding Lead Actor in a Comedy Series category. Star World’s soon-to-premiere Jimmy Kimmel Live has garnered a nomination for the Outstanding Variety Talk Series category as well.

"Like every year, our shows find themselves as top contenders of the Emmys® which only reflects the quality and excellence of the content we curate on our channels. It gives us great pride to become broadcasting partners with the Primetime Emmy® Awards once again!” - Star India Official Spokesperson.

Established as the highest recognition of excellence on television, the Primetime Emmy® Awards honor the best primetime television. It is a symbol of peer recognition from more than 18,500 voting members of the Television Academy. This year’s much-awaited Primetime Emmy® Awards are all set to be hosted by renowned Emmy® award-winning writer, actor and comedian Andy Samberg.

Don’t miss the live simulcast of the greatest night of television – the 67th Annual Primetime Emmy® Awards – only on Star World, Star World HD, Star World Premiere HD and FX on 21st September.

Friday, 17 July 2015 00:00

Opera Mediaworks unveils Opera House

A global creative studio for brands and agencies

Mobile marketers combine technology and art to create breakthrough mobile advertising experiences

Opera Mediaworks, the first mobile ad platform built for brands, today announced the launch of its global creative studio, Opera House. With more than 60 well-known creative innovators and mobile marketing masterminds spread across the globe, Opera House arms brands and agency leaders with solutions and services to fulfill and test their mobile storytelling goals in a brand-safe and premium environment.

Opera House is comprised of professionals spanning the world’s top markets across North America, Northern and Southern Europe, Africa, Latin America and Asia. Notable customer participants in the studio include brands such as Carl’s Jr., Adidas, Lenovo, Walt Disney Studios and award-winning creative agencies 72andSunny and TBWA\Chiat\Day.

Global mobile ad spend will reach $100 billion in 2016 and will account for more than half of all digital ad expenditure for the first time, according to eMarketer. As the market hits these milestones, advertisers are challenged with how to deliver compelling mobile-first creative with strong stories that can capture a consumer’s attention in a matter of seconds. Mobile advertising technology has finally reached the point where it can power creative executions and experiences that deliver the results that premium brands are seeking.

“Opera Mediaworks is committed to helping brands maximize their creative impact — combining the best of art and technology,” says Will Kassoy, CMO, Opera Mediaworks. “Opera House serves as the perfect conduit to combine highly interactive videos and rich-media ad products in the ecosystem, intertwined with precise data-driven audience targeting and the power of storytelling to deliver breakthrough marketing at scale.”

Friday, 17 July 2015 00:00

How to create a custom audience

What if mobile advertisers could identify the mobile user who has intent to buy? What if they could also pinpoint those users who are in a state of mind to actually make a purchase?

While audience data and targeting capabilities have been around for years, the use of custom audience creation methodologies is gaining momentum. (See our full report, released this week: Intelligent Audience Creation.)

It’s all about “big data” these days, in which publishers and app developers are gathering more and more data from their users and developing new ways to collect, store and leverage that data to target their advertisements. And this means that identifying the mobile users with an intent and with a state of mind to make a purchase is actually feasible.

Behavioral targeting has become one of the most critical components of mobile advertising. By examining a mobile user’s past actions, demonstrated interests and purchase intent, advertisers can hone in on a very specific subset of consumers that will be the most receptive to the campaign. And that can make for a higher ROI and a more effective ad spend. Because at the end of the day, now matter how captivating the ad, it falls flat if you don’t reach the right audience at the right time and in the right context.

So just how can we accurately observe and understand a users behavioral activity patterns? That’s where the practical use of the data comes into play. By capturing large amounts of data over a significant amount of time and from a series of contextual events, patterns and habits become evident.

Past behavioral patterns have proven to be particularly accurate indicators of future actions. Take for instance a user who has installed apps in the past as a result of a response to an ad. That means he is more likely to do so in the future, so advertisers are more inclined to show them a similar type of ad, and expect a similar type of response. Users who have not installed an app in the past, on the other hand, might be shown a lower paying “house” ad, since the expectations of that user to make the purchase are also lower.

The time of day and week also seem to have an influence on a users engagement with advertisements. For example, in Western Europe, user engagement over the course of a 24-hour day showed two primary engagement periods: one in the morning (6-10am), which was driven primarily by an interest in news, and one later in the day (6-9pm), where we see an increased interest in sports, weather and social networking.

Another component of behavioral targeting involves determining whether mobile users are in a “need” or a “want” state. In a “need” state, the user accesses a mobile site or app with the intent to satisfy an immediate desire or purpose, such as searching for a nearby Starbucks or locating the right tool for a home project. And in this case, the user is not receptive to advertisements. In a “want” state, however, the user is most receptive to brand advertising messages, as they appear to be browsing in a more recreational manner, and are more open to discovering new information.

The frequency in which a user accesses a site or an app is another important metric when it comes to understanding his or her behavior. Some sites, like sports, news and social sites, typically see their users early in the time cycle. For example, over the time span of a month, sports sites will more than 50% of their monthly users within the first week, with an additional 20% identified in the next 10 days. Other sites, such as style and fashion or food and drink sites, may go much longer before they acquire the same amount of users.

While frequency does reflect interest, helping mobile advertisers decide which period of time to focus on, the time spent on a particular site or app is another important consideration to make. After all, if the user is on only briefly, they must not have a vested interest. It’s also important to consider that time spent is influenced by such factors as cost of data plans, the availability and quality of high-speed networks and the mode of engagement (web vs. app).

Now, up until this point, data on user behavior has mostly been collected and analyzed through their use of a single site or mobile application. But with the advent of cross-site activity analysis, behavioral targeting just became next level. Not only does understanding cross-site activity provide a deeper understanding of a user, it allows mobile advertisers to develop a more complete view of who their audience really is, and as a result, how they should gear their advertisements.

Behavioral targeting helps mobile advertisers get more granular in their selection of audience variables, and ultimately, achieve a higher ROI. With that said, it is important to recognize that the more granular the audience segment becomes, the smaller it will be. So mobile advertisers will need to learn how to balance targeting efficiency with scale potential. After all, the idea is still to increase your audience and grow your piece of the pie.


Written by Falguni Bhuta

Source:Opera Mediaworks

The world has many popular brands but only a select few have the magnetic power of irresistibility.

Now a new study from TNS has revealed what it takes to become an irresistible brand – and why it is so important to do so.

Irresistible brands have a power that goes beyond being recognisable and popular. When faced with a choice in their category, consumers are magnetically drawn to them, unable and unwilling to see any alternative. The power these brands exert today makes their success appear almost magical, but the fact is that they have very specific characteristics that make them irresistible brands. They have been deliberately designed and carefully managed over time to exert such a powerful pull.

Brands become irresistible by appealing to both of the systems that govern human behaviour: the fast, frugal ‘System 1’ brain that drives much of our daily decision-making through emotion and intuition; and the slow, resource-intensive ‘System 2’ brain that operates consciously to rationalise our System 1 choices. In this way, they are able to align with consumers’ deeper priorities and motivations whilst generating an immediate, often automatic response whenever a choice is made.

Analysis of NeedScope’s database of over 1,000 brands proves just how important irresistibility can be. Brands with a high Irresistibility Quotient or IQ show significantly higher usage than those with lower scores. A brand with an IQ of 80 for a particular needstate delivers twice the share in that needstate of a brand with an IQ of 50.

Like a powerful magnet, irresistible brands pull large numbers of consumers towards them, but there will be some for whom they do not exert the same level of attraction. For irresistible brands this is an active choice; they have identified the needs that they appeal to and they have built their brand propositions and business models single-mindedly around them.

These brands differentiate like they mean it – and they know that the benefits of irresistibility far outweigh the risk of turning some consumers away.

However, irresistible brands are rare. Only 16% of those in the analysis achieved an IQ of 70 or higher. All of these brands shared 8 key characteristics, 8 irresistibility apps that drive their magnetic attraction. For marketers, these apps form the playbook for achieving true domination within a need-state.

Key action points for marketers:

App 1: Know-how

Is your brand a credible expert for its need-state?

Examples of Know-how: Bang & Olufsen, Dyson, Nike

App 2: Momentum

Can you stay ahead of the game?

Examples of Momentum: Coca-Cola, Samsung

App 3: Differentiation

Do you have the courage to stand for something?

Examples of Differentiation: Dove

App 4: Emotion

Do you know what your emotive meaning is?

Examples of Emotion: Stella Artois, Red Bull

App 5: Symbolism

Do you have your own emotive language?

Examples of Symbolism: Chanel

App 6: Nexus

Do the different elements of your brand add up?

Examples of Nexus: Simple

App 7: Alignment

Is your brand consistent across touchpoints?

Examples of Alignment: Audi

App 8: Unity

Could your brand remain recognisable across products and categories?

Examples of Unity: Johnnie Walker

Can you afford to be resistible?

Aspiring to irresistibility makes many demandsof marketers – but the risks involved in leaving irresistibility to others are far greater. A glance further down the NeedScope IQ index shows what happens to those failing to stake out clear, emotively coherent positions that can make them an inevitable choice for consumers. For brands with an IQ under 50, market share starts to erode quickly; those with an IQ of 20 or below are less than half as likely to be chosen than the average for their category. When such brands come up against a rival with more of the characteristics of irresistibility, there is usually only one result.

Many try to address such threats by copying the spending or energetic activity of successful brands, but without the discipline and coherence of true irresistibility, much of this effort could be wasted. Irresistible brands don’t have to be big - although they inevitably grow - and they don’t have to be expensive - although irresistibility allows brands to charge a premium over their competitors. What characterises them above all is their understanding of the complex, emotive position they occupy within consumers’ brains and the determined courage with which they use the 8 apps of irresistibility to become and stay that way. Those apps provide a powerful framework for any brand with the ambition of becoming irresistible. And that is an ambition that every brand should have.

Read the full report HERE


CNN and Jada Pinkett Smith join forces for a CNN Freedom Project on sex trafficking in the U.S.

In a CNN Freedom Project special report, actress and long-time advocate Jada Pinkett Smith travels to Atlanta – a trafficking hotspot - to try and unravel the complicated web of human trafficking that’s happening in the United States.

The hour-long special report is a gritty, raw look at the human trafficking industry in the United States, the lives of children caught in its web, and those fighting back against this form of modern-day slavery.

In this powerful report, Pinkett Smith and CNN delve deep into the heart of this heinous crime, following undercover officers on raids and rescues of underage victims, accompanying aid workers on outreach missions, and spending time with the survivors in shelters as they share their harrowing stories.

“For me, this project is extremely important because I want the world to understand the dangers that every kid in America is susceptible to,” Pinkett Smith says. “Human trafficking is one aspect of the vulnerabilities and obstacles that we are confronted with. People who sell children are monsters.”

Sex trafficking hit Pinkett Smith head-on when her then pre-teen daughter asked her about the crime in the United States. In disbelief, Pinkett Smith began to research and is now a vocal activist and advocate. Where does sex trafficking start? How do girls get manipulated into it? How hard is it for law enforcement and others to save them? And how can communities help protect children from the men and women who prey on their vulnerabilities?

To get answers, Pinkett Smith sits down with survivors who courageously share their horrifying stories of exploitation and the triumph of their survival.

Pinkett Smith and CNN follow Sergeant Tory Kennedy, head of the Internet Crimes Against Children Division, as he conducts undercover raids to arrest suspected traffickers and rescue underage girls.

Lisa Williams, founder of a safe house and rehabilitation facility for trafficked teens, is featured as Williams counsels the exploited teen highlighted in this special report. And Pinkett Smith comes face-to-face with a convicted female trafficker. Viewers will also hear from aid workers and prosecutors who are working to eradicate this crime.

CNN Freedom Project ‘Children for Sale: The Fight to End Human Trafficking’ was executive produced by Jennifer Hyde, the Director of the CNN Documentary Unit, produced by Senior Producer Ken Shiffman, Producer Tina Matherson, Executive Editor of the CNN Freedom Project Leif Coorlim, and overseen by Michael Bass, CNN’s Executive Vice President for Programming.

Wednesday 22 July at 4:40PM and 8:30PM IST

Saturday 25 July at 08:30AM and 06:30PM IST


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