25 February 2021 16:00

MediAvataar's News Desk

MediAvataar's News Desk

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Multi Screen Media (MSM) announced the appointment of Danish Khan as the EVP & Business Head for its flagship channel Sony Entertainment Television (SET).

MSM has also roped in other top talent like Anup Vishwanathan, SVP & Head – Marketing, Anshuman Sinha, SVP & Senior Creative Director as well as Ritesh Modi, VP & Creative Director, who will form Danish Khan's core team, working alongside a battery of seasoned marketing and creative professionals.

This team, a carefully chosen team of like-minded successful professionals is a key strategic move for SET – a channel that pioneered and continues to inspire new waves in television programming, with blockbuster movie premieres, big format non – fiction shows and an impressive array of fiction shows like Indian Idol, Kaun Banega Crorepati, Bade Acche Lagte Hain, Sankat Mochan Mahabali Hanuman, Suryaputra Karn, Maharana Pratap, Itna Karo Na Mujhe Pyar, CID and Crime Patrol.

As the man at the helm, for SET, Danish will be driving the overall business of the channel including its objectives of channel growth, viewership and developing innovative revenue opportunities. Besides being a seasoned industry champion, who has a telling experience in both the marketing and the creative side of the GEC space, Danish has earlier spent ten years in MSM in various marketing roles.

In his new role, Anup will be working closely with Danish to amplify and support efforts towards the growth of SET and to substantiate the brand equity for the channel, primarily with its viewership base.

During the course of his work across various advertising agencies such as Leo Burnett, Mudra Communications and McCann Erickson, Anup has earlier serviced the SET portfolio from the agency side, for six long years. He moves from Times Network where he was the Marketing Head of the English Movie cluster.

In the field of creative content, Anshuman Sinha is a name to reckon with since he’s ranked amongst India’s leading content specialists. With 17 years of work experience backing him, his forte lies in synergizing consumer sentiment with progressive content.

Anshuman will join forces with Ritesh Modi in charting a new and exciting creative course for SET. Ritesh, who has 18 years of working life behind him, specializes in non-fiction reality show formats and has a deep understanding of regional markets.

N.P Singh, Chief Executive Officer, MSM said “Given rising industry competitiveness coupled with a steady surge of growing audience expectations, innovation has become the key to success and growth. It is imperative that consumer insights dictate a channel’s look and feel as well as programming.”

“The new team is not only seasoned and versatile but also willing to go the extra mile to ensure that consumer choice becomes the key to new offerings from SET - the flagship channel of MSM. This new team is committed to writing the next chapter of our growth story and they have my full support.”

Indifi Technologies launches SMB financing Platform

Seeks to enhance access to debt financing for MSMEs, and improve the time-to-disbursal to under 4 days

Indifi Technologies Pvt, Ltd., an enabler for SME funding in India was launched today.The company streamlines credit assessment processes through automated data collection, processing and analysis. It aims to solve credit access issues for small business while providing a zero operating cost model for lenders.

The unique concept of Indifi has been initiated and implemented by three co-founders: Mr. Alok Mittal, Mr. Siddharth Mahanot and Mr. Sundeep Sahi, who come from diverse fields of finance, business and technology.

Commenting on the launch, Alok Mittal, Co-founder and CEO, IndifiTechnologies said – “MSMEs contribute to nearly 38% of the country’s GDP, but at the same time, suffer from $380B formal debt financing gap.Proliferation of data in this space has created a unique opportunity to address this gap. At Indifi, we collect demographic, business and financial data, and analyze it to assist these businesses in securing credit from banks and NBFCs. Backed by innovation and technology, we seek to improve access, reduce the overall credit operations cost by 50-60%, and enable disbursements within a mere 4 days from application.”

Indifi takes a segment specific approach, where in the product design and data models are designed with deep understanding of needs a segment. Lending products in any given segment are tightly integrated with the business cash flows and transactional linkages in that segment. Currently, Indifi is live in three business segments across travel, transportation and retail sectors.

The company’s business model revolves around a fee for services provided to lenders – from marketing, to data collection and analysis, and on-ground documentation and verification. Indifi also assists institutions in monitoring the possible risk of default on an ongoing basis by analyzing transactions undertaken by such borrowers over the life of the loan. In a short period since its inception, Indifi now already works with two financial institutions who lend through the Indifi platform.

Thursday, 01 October 2015 00:00

Tyroo launches One API

A global CPI Mediation platform built on TUNE technology

First-of-its-kind CPI global mediation service promises to maximize revenues and eliminate hassles for app publishers

One API is built on HasOffers by TUNE, the leading performance marketing platform, ensuring mobile advertisers serve the best performing ads to the most relevant mobile users

India’s leading mobile ad tech platform, Tyroo Technologies today announced the general availability of One API, a next generation mobile CPI (Cost Per Install) performance platform, targeted at app developers and publishers around the world. One API is the world’s first CPI (Cost Per Install) mediation service that aggregates and prioritizes offers from hundreds of ad networks, publishers, and supply partners around the world and thereby delivers maximum revenues for app publishers. One API calls for publishers to integrate just a single API in their app to get offers from all ad networks, direct advertisers, and demand partners while still retaining the ability to serve house ads; thereby minimizing monetization hassles.

The One API technology platform connects app developers and publishers to the various global mobile ad networks and direct developers that offer mobile demand globally. The platform features a single billing system and generates a single invoice for all campaigns, resulting in timely and transparent payouts. One API offers monetization tools for mobile publishers, including creative A/B testing, optimization, and offer wall capability. In addition to this, One API functionally integrates a fraud protection and brokering elimination mechanism, while serving the most relevant, best performing ads to the right audience.

The One API technology is built upon HasOffers by TUNE, the world’s leading performance marketing platform. TUNE is recognized as a global leader in the industry—one that is trusted by ad partners and marketers alike across the globe. Leveraging the API-driven architecture of HasOffers, Tyroo seamlessly pulls real-time data into the One API platform to enable publishers to see aggregated marketer campaigns in a singular view. Through HasOffers, Tyroo is empowered to manage their own publisher network, as well as build and innovate their own technology.

Siddhartha Puri, CEO, Tyroo Technologies said, “One API is a game-changing product for app developers and publishers looking to monetize through CPI offers. The ability to discover offers from leading global networks through a single and easy to integrate API, with single window billing, is a huge level up on the competing platforms, whereas Inbuilt fraud prevention and eCPC prioritization make One API simply the best mediation platform for developers and publishers around the world.”

“We have a long-standing relationship with Tyroo and SVG group,” said Cameron Stewart, General Manager of TUNE. “Through working with them over the last several years, we have seen Tyroo grow and become a leader in the mobile ad tech industry. We are proud to be the technology platform chosen for one of the most successful mobile ad tech platforms in the APAC region. With the One API platform, both supply and demand partners can automatically monetize their inventory through a smart and transparent approach. We are looking forward to contributing to the success of One API globally and are confident that our platform will enable Tyroo to properly scale their program.”

More revenues: App stores and publishers using One API get to discover offers from global networks with inbuilt direct campaign and eCPC prioritization to maximize earnings. The platform features auto deduplication and the ability to find and remove offers with attached dead links, ensuring that publishers get better payouts. Finally, publishers retain the ability to sell their own inventory using the same platform. Tyroo charges only 7% technology fee for running your house ads, calculated based on the delivery reports. For the rest of your campaigns, Tyroo charges 15% fee calculated based on your earnings. These costs are transparent and standardized across all advertisers.

Less stress: The platform features a single, simple-to-integrate API that in turn normalizes all the APIs of global ad networks. Publishers end up saving a lot of time and resources through a single platform for tracking. The centralized reporting allows publishers to see how much money they are earning across campaigns, including their house ads. The built-in fraud protection features auto detection of 'low CR’ (conversion rate) campaigns to protect against network level fraud. Further, low validation networks get identified and deprioritized, which shields publishers from validation fraud.

Single window billing: One API generates a single invoice for all campaigns resulting in transparent payouts. The platform is able to execute network-wide blacklisting for non-paying advertisers. In addition, publishers can manage their direct sales relations separately. Tyroo collects payments on publishers' behalf from respective advertisers on the platform and release their earnings as per the billing frequency after deducting its fee.

Sameer Jain, Product Head, One API said, “One API, unlike traditional mediation platforms, makes advertisers compete for your audiences. One API is built on the promise to provide unlimited fill rate and highest coverage of offers in geographies while removing daisy chaining and enabling last mile offer access. Our technology stack built with distributed global server architecture is deployed around HasOffers. This enables in-market real time testing and AI driven optimization engine, which is always learning on millions of clicks every day.”

Industry, academicians and students need to pursue innovation to meet the challenged of the future. Those wishing to make their mark should aim at the basic problems and find their solutions. As a center of education and industry, there exists large pool of talent in Pune which is why the city can become a innovation hub as well. Encouraging innovation is a must to make 'Make in India' campaign a success. This was the inference drawn from a day-long conference involving industry experts, academicians and student on Saturday.

The conference, titled CII Innovation Meet and an initiative of CII Pune Industry-Institute-Interface (I3) Panel, was held at the Army Institute of Technology (AIT) in association with Confederation of Indian Industry (CII). The faculty members of engineering colleges, industry representatives and student community attended the meet in large numbers. The event also had a project exhibition of students who were later given awards for their projects. In all, 47 projects were showcased in the exhibition of which 13 were from AIT.

Those speaking at the occasion included Brig (Retd) S K Lahiri, Director Army Institute of Technology and Convenor, CII I3 Panel, Dr. Parag Kulkarni, industrialist and consultant, Dr. B B Ahuja, Officiating Director of College of Engineering, Pune and Ajay Sharma, Associate Vice President, Bharat Forge while Air Commodore (Dr) Sanjay Kumar, Raman Kumar, founder chairman, Ador Welding Academy Pvt. Ltd., Shrikant Bairagi, convenor, CII Pune MSME Panel, Datta Kuvalekar, Director, Forbes Marshall Pvt. Ltd., Siddharth Jagtiyani, founder, Chief Technical Officer, McruiseOn, G S Kalsi, CEO, Continuity1 spoke in a panel discussion on 'Design Your Thinking to Future'.

In his inaugural address, Brig. (Retd.) Dr. S K Lahiri said, “An innovation begins with curiosity and 95 percent innovation is incremental. In AIT, we are preparing our students for skill which industry itself has not adopted. We have industry sponsored inter-disciplinary projects and an incubation center is started this year. As a result, nine patents have been filed so far from AIT and 5 out of them were by students.” He detailed out various measures to encourage innovation in students and said that Pune has so much talent that there was no reason why we can't promote a culture of innovation.

Dr. Kulkarni said, “Innovation is the creativity at work which keeps the stakeholders motivated. Knowledge is voluntary and not conscripted. We teach the students everything but not the thinking. Can we teach the students to think?” He also said that the Innovation begins with the problem and the reason we have less innovation is that we are trying to treat manifestations and not the basic problems.

Dr. Ahuja gave out an outline of various steps taken in COEP to allow students and faculties to have innovate ideas. He said, “Innovation is for everyone. Successful innovation is about creating value. Innovation is necessary for survival in the globalized world. The new age challenge for all faculty is to prepare students for jobs that do not exist today”

Ajay Sharma focused on the needs of defense industry with regard to innovative products. He said, “There is lack of environment for innovative ideas in India but things are changing now. In defense, it is more important to be innovative to be ahead of others because many technologies are shared by other players. India has many security threats and we need an unified organization to assess these threats and face them. We need an organization to look at the innovative ideas as products.” As a solution to increasing the innovation in product making, he advised that practical oriented learning should be promoted.

There is a prevalent view in our industry that attitudes follow behavior and theefore do not matter. In many cases that is true, but in others it is not. Marketers who ignore brand attitudes risk making a big mistake, because in many cases attitudes do lead behavior.

I think the belief that attitudes do not matter is in part fueled by the fact that in survey results, positive attitudes almost always reflect brand usage. Big brands have more people agreeing that they possess positive qualities. On the one hand that is good to know – you want people who use your brand to think positively about it– but on the other hand it hides more subtle differences between competing brands. For this reason, Millward Brown has routinely stripped out this brand size effect for many years  now, in order to understand the relative standing of a brand depending on different image statements.

However, even when brands are shown to be endorsed differently across image statements on a relative basis, you still do not know whether that attitude will drive behavior or vice versa. For instance, analysis of BrandZ data over a five year time frame shows that almost all brands that grew also grew their salience. This suggests that the two are related; however there is no proof of causation. This is a classic chicken and egg situation; buying a brand you found in-store will make that brand salient to you, but increased salience might also encourage you to buy a brand for the first time.

Chicken or Egg?

The only way you are going to figure out which is the chicken and which is the egg is to study attitudes toward, and usage of, brands over time. Ideally you would do this at the individual respondent level, but a reasonable alternative is to study attitudes toward, and usage of, a brand over time. Do changes in attitudes lead behavior, or lag them?

In my experience the answer is both. Sometimes attitudes lead, often in more considered and longer purchase interval categories, and sometimes they follow, often in impulse categories. Even then, you cannot make assumptions one way or the other, because it also depends on which particular attitude you are examining. For instance, people can recognize when a brand is different from others even when they do not use it, and we often find that brands that over-index on difference relative to current usage are poised for growth, provided that the difference has the potential to be meaningful to more people than the brand’s existing user base.

People buy the brands they like, and they like the brands they buy. Marketers need to encourage and grow this reciprocal relationship. My colleague Bill Pink, Partner Client Solutions in North America, believes the focus on what leads and what lags is misleading. Instead, he argues that the focus should be on understanding the network of relationships between attitudes and usage, and also identifying where the opportunities are in that network to enhance the reciprocal relationship between attitudes and behaviors, and in that way grow both.


Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Millward Brown

Source:Millward Brown


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