MediAvataar's News Desk
Introduces Product Listing Ads
Currently available for Android, to be released for iOS soon
India’s leading mobile ad tech platform Tyroo Technologies recently introduced its revolutionary Product Listing ads (PLA). Tyroo’s PLA is the world’s first native ad platform, by an independent ad network, open to all app publishers and competes directly with Google and Facebook’s PLA.
The PLA platform allows app publishers to deliver ads without compromising on a user’s app experience, by embedding these ads natively, similar to the Facebook and Google ads. The platform was first globally launched at Mobile World Congress, Barcelona in March this year, which is now being adopted by the ecosystem.
Siddharth Puri, CEO, Tyroo Technologies, said, “Our partnerships with leading Indian and global publishers are a clear endorsement of the tremendous value that Tyroo’s Product Listing Ads holds for app publishers. Our research indicates that consumers look at native ads 52% more frequently than banner ads and with PLA app developers need not look any further for better returns. We are confident that PLA will help our clients drive sustained revenue growth on one hand and user engagement on other, without compromising on the app’s user experience in any manner.”
Product Linked Ads by Tyroo Technologies mark a major innovation in global mobile ad tech industry. This is for the first time that ads have been developed keeping consumers at the epicenter of the mobile advertising ecosystem. While other e-commerce ads overwhelm and confuse a consumer by showing different products to choose from, Product Linked Ads only show relevant products as per consumer interest, reducing their efforts of buying products online.
The PLA integration enables these apps to engage with their users with more relevant e-commerce product ads, which are consistent and superior in user experience. Users today are subjected to number of app download and other irrelevant ads but e-commerce ads driven by Tyroo’s proprietary data engine will not only help in driving higher engagement but also recommend products to users as per their interest.
The native format of Product Linked Ads enables consumers to accept it as an integral part of the app experience and is the ideal solution for app developers and publishers who had to deal with problems of limited advertisements, less traffic, non-engaging content and worst of all, low fill-rates. To overcome these challenges, PLA is enriched with features and benefits like curated product feeds, programmatic solution, strategic placements of ads, 100 % fill rate, upto 25 % increase in user engagement and 2X lift in eCPM (Effective Cost per Million Impressions).
Through this technology product ads will appear natively in an application with product recommendations powered by Tyroo Technologies’ proprietary Big Data recommendation engine. The engine generates Recommended Ads based on competition between display ads, product ads, app install ads and video ads. The ads enriched with native design will enable the consumer to experience shopping within their favorite applications; leading to high yield and increase in time spent for app developers.
PLA technology allows different formats for app developers based on their mobile app design, font and layout and drive purchase via Product Discovery. It also enables advertisers to monitor native product ad performance through an in-built dashboard and accordingly use product analytics to create more engaging content for the audiences.
My recent post titled, “Getting realistic about the odds of marketing success” sparked a couple of interesting comments. Take, for example, this quote from a comment by Shann Biglione,
“If marketers spent more time influencing salience rather wanting to be seen as innovation junkies, we would have better marketing.”
Some of Biglione’s previous comments make it clear he is a big proponent of Professor Byron Sharp’s view of the marketing world, but is he correct in making this assertion?
One of the reasons I wrote the previous post is because I believe that Sharp’s “rules of marketing” hold good when the status quo rules. Every brand is seeking to improve the probability that it is purchased, and a state of dynamic tension or stalemate is reached where no one brand wins big. Success all comes down to how well you play the existing game. Under those conditions, improving salience is a key growth driver. Once this state is reached the stalemate can last for years (in my analysis 45 percent of categories saw no significant change the course of five years).
The obvious conclusion is that under those conditions marketers should spend more time influencing salience than worrying about innovation… except that if you do not worry about innovation then someone else may identify an opportunity and your brand will get disrupted (along with others).
Take the example of when Coca-Cola launched I LOHAS bottled water in Japan. The brand became the number one mineral water sold in Japan in just six months and undermined several well-established brands. No doubt those brand’s marketers did not think there was much opportunity for innovation in a familiar and growing market.
Coca-Cola’s research revealed that, while Japanese consumers wanted to do something about environmental issues, they admitted that their behavior had not changed. Thin and lightweight PET bottles provided consumers of Coca-Cola’s I LOHAS the chance to create a ritual out of twisting the bottle, and offered them the opportunity to choose a brand with a smaller carbon footprint, thereby demonstrating their commitment to the environment.
The marketing team also turned what had been a negative into a positive: rather than publicizing the qualities of a single source like the French Alps, I LOHAS is promoted as coming from seven local sources around Japan. The BrandZ data for 2012 suggests that the brands which suffered most from the launch of I LOHAS were the premium imports like Evian and Volvic.
If by “innovation junkies” Biglione is referring to innovation for innovation’s sake – the desire to have something new to say - then I would have to agree with him. However, there is always the risk that if you do not continually seek meaningful and differentiating innovation and launch it effectively then your brand risks being sidelined. Once again, the answer is not an either/or, it is both: you need to both seek meaningfully different innovation and grow your brand’s salience at the same time.
Can you think of any similar examples to I LOHAS? Yes, Apple, but what other ones come to mind? Please share your thoughts.
Authored by Nigel Hollis,Executive Vice President and Chief Global Analyst at Millward Brown
The average amount of time day people will spend consuming online video each day will increase by 23.3% in 2015 and by a further 19.8% in 2016, according to the Online Video Forecasts, a new report by ZenithOptimedia in conjunction with Newcast, ZenithOptimedia Group’s global branded content network.*
This growth in video consumption is being driven by the rapid rise of smartphone and tablet penetration across the globe, together with the resulting changes in consumer behaviour. Video consumption on mobile devices (such as smartphones and tablets) is forecast to grow by 43.9% in 2015 and 34.8% in 2016. Meanwhile, video consumption on non-mobile devices will continue to grow, though at more moderate rates, increasing by 9.5% in 2015 and 6.5% in 2016.
ZenithOptimedia expects mobile to become the main platform for viewing online video next year. In 2012 mobile devices accounted for 22.9% of time spend watching online video worldwide. By 2014, this proportion had risen to 40.1%, and we expect it to reach 52.7% in 2016 and 58.1% in 2017.
Total number of regular linear TV viewers to start declining in 2016
ZenithOptimedia predicts that the number of people regularly watching traditional, linear TV will peak this year, and will start to decline for the first time in 2016. We forecast that the number of regular linear TV viewers will rise 3.1% in 2015 but then shrink by 1.9% in 2016 and 0.9% in 2017. As we reported in our Media Consumption Forecasts 2015 report (published in June), the amount of time people spend watching linear TV has been in slow decline for several year; we now predict that next year the number of viewers to start to decline as well.
The number of regular linear TV viewers has been in decline in France and Russia since 2013, in the UK and the US since 2014, and is expected to start to decline in China this year. The decline of linear TV viewing is in direct correlation with the increasing quantity and quality of content available online, both from short-form platforms like YouTube and long-form platforms like Netflix. ZenithOptimedia forecasts that the number of regular online video viewers will increase by 5.8% in 2015, 5.1% in 2016 and 5.3% in 2017.
The number of regular online video viewers is increasing at double-digit rates in 12 of the markets included in this report, including in major markets like China (27.2%), France (50.0%), Germany (27.5%) and the US (12.3%).
Advertising expenditure on online video will soon account for an eighth of total internet adspend
Online video’s share of global digital adspend is rising rapidly: it was 8.8% in 2012 and 10.2% in 2014; by 2017 we expect it to rise to 12.8%, an eighth of all internet adspend. Online video is the fastestgrowing category of internet advertising: we forecast it to grow by 28.9% to US$16.1 billion worldwide in 2015, followed by 22.5% growth in 2016 and 19.7% growth in 2017, when it will total US$23.7bn.
The US online video market is by far the largest: US$8.5 billion in 2015, 52.9% of the global total, although we expect its share to drop to just below half of the global total – 49.9% – in 2017. The US also tops – jointly, with Italy – the list of markets with the highest proportion of total internet spend going to online video (16.5% each in 2015), followed by Taiwan (15.8%) and Latvia (13.0%).
Mark Waugh, Global Managing Director, Newcast, said, “Consumers all around the world are rapidly embracing online video, because it offers them a near limitless array of engrossing content. Some of the keenest users are the young, affluent viewers who are hardest to reach on television. Brands are finding online video a particularly effective way to reach these valuable audiences, not just with advertising, but also with branded content; content that can inform or entertain consumers in a deeper and richer way than is possible with short, interruptive ads.”
*Note that figures for video consumption and number of viewers refer to the 40 key markets covered in this report. The figures for online video adspend are global.
BBC Worldwide has announced its first VOD deal in India. The deal, with the leading direct to home provider (DTH) , Tata Sky comprises of SVOD and TVOD services and gives subscribers in eight metros in India, access to the best of the BBC’s drama and comedy via ‘BBC On-Demand’, a branded property on Tata Sky’s platform. Viewers can now also access it online via their TVs, PCs, tablets and mobiles.
Programmes that will be available on the service include Luther, starring Idris Elba, who won a Golden Globe for his role as a brilliant but emotionally impulsive murder detective; The Honourable Woman starring Maggie Gyllenhaal who won a Golden Globe for her portrayal of a powerful businesswoman haunted by events from her past in a thriller set in the Middle East; and Burton and Taylor, based on the legendary acting duo, Richard Burton and Elizabeth Taylor starring Dominic West and Helena Bonham Carter. Kickstarting the block with a classic hit Yes, Prime Minister, contemporary comedy, Citizen Khan and an endearing drama, Being Erica.
“In a study commissioned by BBC Worldwide earlier this year, we found that quality of content, British humour, and a love of original British dramas were the top reasons why people, including Indians, enjoy British television programmes,” said Myleeta Aga, SVP and GM of BBC Worldwide in India. “We are very excited to be working with Tata Sky to bring these award winning and high quality programmes, many never before seen in India, to Tata Sky’s subscribers, where they can access them anytime, anywhere.”
“We are very pleased to be partnering with BBC Worldwide to launch BBC-on-demand,” said Paolo Agostinelli, Chief Content Officer at Tata Sky. “Viewing habits and customer needs in the industry are evolving as fast as ever. We are committed to remain the best choice in the country when it comes to premium entertainment, which means we must be able to offer top branded content and the best viewing experience, including increasingly popular time-shifted and device-shifted binge viewing content. We are confident that this is only the start of a very fruitful relationship with BBC”.
As a market leader, Cadbury Dairy Milk has driven category growth by being a 'catalyst of joy’. Apart from the core range, the various flavours of CDM (Fruit & Nut, Crackle, Roast Almond) too have historically performed well. With the launch of two limited edition variants; Black Forest and Coffee Almond, this was an opportunity to build momentum and drive further growth.
With friendship day around the corner, we wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in our lives, just like Cadbury Dairy Milk's range of flavours.
Prakash Nair, Senior VP and Neville Shah, Group Creative Director, Ogilvy & Mather: India has an emotional relationship with CDM. To India, CDM is more than just a chocolate. The challenge was how to present the multiple flavour offerings from CDM and build on the emotional bond. Friendship Day which is coming up in August, presented the right backdrop to land this offering. It was simple, really. Because if we look at our own lives, we all have different friends and each one adds a special flavour to our lives. The idea just simply fell in our lap.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India: For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. This Friendship Day, we want to celebrate another very important part of our relationships – our friendships. Just as every friend add a special flavour to one’s life, the variety of Cadbury Dairy Milk flavours like Original, Fruit & Nut, Crackle, Roast Almond and our new limited edition flavours – Coffee Almond & Black Forest will add a special flavour to this day. Our new television commercial also supports this thought.
This film has been produced by Remarquer Films and directed by Vikramaditya Motwane, an acclaimed film director and screen writer. His work connects to the pulse of the youth and brings alive the story in an engaging manner.
Creative Agency: Ogilvy & Mather, Mumbai
Brand: Cadbury Dairy Milk, Mondelez India Ltd
Creative: Neville Shah, Ashish Naik, Aarti Srinivasan, Manas Thorat
Account Management: Prakash Nair, Neha Shah, Rima Wadhwa
Planning: Ganapathy Balagopalan, Jasmeeta Agarwal
Production House: Remarquer Films
Director: Vikramaditya Motwane
Producer: Arya Menon