IAB Europe Releases First Edition of Pan-European Retailer Digital Advertising Capability Map
IAB Europe, the leading European industry association for the digital advertising and marketing ecosystem, has released the first edition of its Pan-European Retailer Digital Advertising Capability Map. The first of its kind, this map showcases the digital advertising capabilities of European retailers in the grocery, beauty, fashion, marketplace, home, and DIY categories. It was created by an industry association.
Digital Advertising Investment in Europe
By 2027, digital advertising investment in Europe by Retail Media is projected to reach €25 billion (£21.4 billion). It’s well-known that Retail Media is revolutionizing the digital advertising landscape by giving companies new ways to connect with customers and leverage first-party data. With Retail Media Networks (RMNs) continuing to grow in popularity, it is more important than ever for brands to be able to assess their investment opportunities accurately. Thus, to anticipate this need, IAB Europe created the Retailer Capability Map.
What is the Pan-European Retailer Digital Advertising Capability Map?
With detailed information about the in-store, off-site, and on-site opportunities provided by European retailers, this map is an invaluable tool for media buyers. Crucial details about the various targeting and measurement options are also provided. The aim is to furnish media purchasers with the necessary data to conduct comparative analyses of retailer offerings throughout Europe.
With tens of local and regional retailers collaborating with various ad tech solution providers, Europe is by far the most fragmented region globally. Using a common set of criteria to assess on-site, off-site, and in-store offerings, measurement capabilities, and partnerships across various verticals, the map is a vital tool that aids all entities involved in retail media in navigating this complex ecosystem.
Read More: IAB Tech Lab Launches Two Working Groups for AI and Privacy Sandbox
Retail Media Resources from IAB Europe
The Map represents a critical turning point in IAB Europe’s plan to standardize and educate more about Europe’s retail media environment. A Retail Media Advertising Product Matrix, A 101 Guide to Retail Media, Retail Media Definitions, and A Retail Media Glossary are additional tools to promote knowledge of and investment in retail media.
Here’s what they said
Maurits Priem, VP of Monetization Europe & Indonesia, Ahold Delhaize said,
At Ahold Delhaize we are surfing The Third Wave together with our advertisers, aiming to raise the bar in advertising. As a front runner in omnichannel retail media we support the role of IAB Europe when it comes to professionalising our industry step by step. We welcome this first version of the Retailer Capability Map as a valuable next step and relevant tool for media buyers.
Laura Badea, Global Digital Commerce Partner, Wavemaker stated,
The Pan-European Retailer Capability Map is a foundational piece of work, developed by IAB Europe as part of their commitment to drive a unified vision and standards to underpin the fast growth of retail media space. It comes at a critical moment in the shaping of retail media as a key element in the strategic channel mix in Europe.
Read More: IAB Tech Lab Launches Working Group to Update India’s DPDPA 2023
CGI Advertising: Pioneering Future of Marketing or Merely a Social Media Fad?
Technology integration has always been a driving force behind change in the dynamic world of advertising. In the realm of marketing, captivating images can do wonders for capturing customers’ attention and making a lasting impression. Computer-generated imagery (CGI) is one such invention that has drawn interest from both consumers and marketers. It is a state-of-the-art technique that allows imagination to come to life in advertisements. CGI has completely changed how people relate with brands, from mesmerizing product advertisements to enticing brand marketing.
The unseen hero of the advertising industry, computer-generated imagery (CGI) subtly intervenes to realize seemingly unattainable goals. When utilized skillfully, computer-generated imagery (CGI) has the power to transform a commercial from ordinary to spectacular, producing moments that stay with the audience long after the TV is turned off. But the question remains: Is CGI advertising a precursor of things to come in the marketing industry, or is it just another passing social media fad?
What is CGI advertising?
CGI OOH, also known as CGOOH or “Faux-out-of-home” (FOOH), is a new marketing strategy that is about to be implemented. The use of computer-generated imagery (CGI) in advertising has become indispensable. CGI has been widely adopted by the OOH sector to create unique social media advertising. By using CGI in advertising, companies can now communicate their messages in more imaginative and eye-catching ways, drawing viewers in and increasing interaction.
The goal of CGI marketing material has changed over time, striving for a startling degree of realism and organic content imitation. Moreover, marketing directors and brand managers support these fictitious initiatives. CGI is the term for the skill of producing realistic visual content with the use of cutting-edge graphics and sophisticated computer tools. All media, including social media, online videos, and traditional television, have a proper role in advertising. CGI marketing initiatives, which are frequently witty, lighthearted, and designed to go viral, have become very popular on social media.
CGI in Advertising
This trend has its own implications and questions regarding production for design-build firms and brands that want to install physically. One important thing to keep in mind about CGI marketing campaigns is how easily they can be reposted and shared again without any additional information or credit. Because original sources and creators are only occasionally mentioned, viewers might conclude that these campaigns were actually created and put into action in real life. Digital content can make it difficult to distinguish between fact and fiction because it is vulnerable to the same issues that help fake news proliferate. Additionally, over time, it may increase brand credibility and trust.
Read More: Virtual Product Placement: The Newest Upstart in TV. Find Out How!
Rise of CGI Advertising
Nowadays, CGI is widely used in the majority of the media, entertainment, TV broadcast, and advertising sectors. Through digital renders, advertisers can produce realistic, high-quality virtual worlds and objects that aren’t actually there in the real world. On the other hand, it enables the construction of objects that are not real and might be too costly or difficult to capture on camera or photograph. Real-world environments or objects can be created much more quickly and affordably with the aid of CGI. These can be used in films, animated movies, and video clips; they can also be 2D, 3D, or even CGI animated.
For a considerable amount of time, computer-generated imagery (CGI) has been used to bring various magical and imaginary characters to life. It is currently a standard component of the movies and television shows that people watch on a daily basis. However, it’s also critical to comprehend how CGI is currently used in other sectors, such as enterprise, corporate engineering, and advertising. To help brands and corporates better connect with their customers and clients, CGI is being used as a tool for product design and the creation of advertising content. Simultaneously, the objective is to produce better and more affordable goods. The use of CGI in content creation has grown significantly, and this trend is expected to continue as more and more content creators choose to use it instead of traditional media.
How CGI seamlessly integrates into various advertising channels
CGI frequently looks effortless as it appears on numerous advertising channels, almost like a magic trick. It all comes down to how adaptable and simple it is to integrate. CGI doesn’t just work in isolation; it collaborates with other media types to create a cohesive, powerful message.
- Television Commercials
- Social Media Advertising
- Digital Billboards
- Mobile and Web Apps
Television Commercials
One area where CGI really shines is in TV commercials. Here, it either takes center stage or collaborates with live-action video to produce breathtaking visual effects. Commercials with such striking visuals have the power to stick in the minds of viewers and connect with a large audience while condensing complex ideas into a digestible format.
Social Media Advertising
Today’s social media is flooded with CGI-enhanced advertisements. Amidst the abundance of content, computer-generated imagery (CGI) adds a level of sophistication that draws the user in, whether it is an animated explainer video or a 3D product demonstration. Increased brand awareness and a higher CTR are correlated with visual engagement.
Digital Billboards
Modern digital billboards frequently have animated CGI that visually appealingly conveys the brand’s message. Because of the lifelike CGI presentation, this type of advertising—also known as digital-out-of-home (DOOH)—leaves a lasting impression.
Mobile and Web Apps
Numerous companies include specialized online or mobile applications in their customer engagement plans. By offering interactive features or graphics that improve user experience and promote brand loyalty, CGI improves these platforms. Advanced images can make people stay on a page longer, which increases the opportunity for businesses to interact with their audience.
Read More: A Lookback At the 5 Best Christmas Ad Campaigns of 2023
Benefits of CGI Advertising
Using CGI has certain advantages over traditional media. It must be acknowledged, though, that CGI is sometimes misinterpreted as an expensive medium to use. When one understands the truth, however, this couldn’t be far from reality.
- Cost reduction
- Efficient and Flexible to Produce
- Creating Buzz with Customer Engagement
- Limitless Opportunities
- Cross Platform Compatability
Cost Reduction
Because CGI works with virtual representations created by computer software, it can frequently be more affordable than traditional media. It does away with the necessity for costly location shootings, complicated set designs, and logistical difficulties. Furthermore, a CGI asset can be changed and utilized for future campaigns across all advertising platforms after it has been generated. Time, money, and resources are saved in this way.
Efficient and Flexible to Produce
CGI’s beauty is in its capacity to go beyond what is physically possible. Brands have the ability to dream large and even transform the most incredible concepts into real, visual experiences that pique the interest of their target audiences. Customers can inspect products from all sides with the help of hyper-realistic product renderings, which increases their confidence and sense of trust when making purchases. Building a virtual representation of a product or environment with 3D software offers far greater flexibility and allows for the creation of computer-generated renderings that eliminate the need for post-production retouching to remove unwanted artifacts from the scene.
Creating Buzz with Customer Engagement
Higher engagement rates are a result of visually compelling content, and CGI elevates the game by enthralling viewers with its otherworldly charm. Social media shares of these eye-catching ads are more likely to occur, greatly increasing brand exposure and reach. Businesses can effectively showcase their offerings by using CGI to create stunning product images, interactive advertisements, virtual videos, and room scenes.
Limitless Opportunities
There are countless opportunities to quickly and easily create and modify content with CGI. Customers who wish to introduce whole product lines or experiment with various settings throughout the day to test out various settings and environments will find great advantages in this. The only restriction when using CGI is one’s imagination. It could be defying the laws of physics, taking viewers to amazing places, or even breathing life into imaginary characters. The opportunities are endless, enabling the production of genuinely distinctive and engrossing commercials.
Cross Platform Compatibility
The adaptability of CGI is its best feature. The three most often used mediums of interaction are cell phones, tablets, and PCs; a significant portion of user interaction occurs on cell phones. Because audiences prefer familiarity, it is imperative to provide them with identical experiences across all platforms. Once the model is ready, it can be animated or even made into an interactive game using computer-generated imagery (CGI). It can be displayed on any screen, device, or media platform.
Constraints of CGI Advertising
While there are many benefits to using CGI in advertising, there are also potential drawbacks.
- Cost
- Authenticity
- Ethics
Cost
CGI can be costly, particularly when creating intricate or lifelike images. For startups and smaller companies looking to experiment with technology in their advertising campaigns, this can be a barrier.
Authenticity
When CGI is used to produce fictitious images of goods or services, some consumers may believe that the advertisement is deceptive or unauthentic. Furthermore, using CGI excessively can make a scene seem untrue. Advertisers that use traditional filming techniques risk losing the interest of audiences if they grow too accustomed to seeing CGI.
Ethics
The usage of CGI in ads raises additional ethical issues. These could involve the possibility of making false claims or misrepresenting products.
Future Trends in CGI
CGI is turning into a vital tool for virtual marketers as businesses strive to produce more captivating and immersive content. Let’s examine some upcoming changes in CGI technology and trends that digital entrepreneurs should be aware of.
- Real-Time Rendering
- AR (Augmented Reality) and VR (Virtual Reality)
- AI and Machine Learning
Real-Time Rendering
The era of real-time rendering is revolutionizing content creation in marketing. This makes it possible to create interactive and highly dynamic content by enabling the technology of real-time CGI. Real-time rendering enables marketers to create immersive reports, adjust to user interactions, and instantly personalize content.
AR (Augmented Reality) and VR (Virtual Reality)
Virtual reality and augmented reality technologies are increasingly being incorporated into online marketing and advertising campaigns. Marketers use AR and VR to create immersive logo storytelling, digital showrooms, and interactive product reviews. Given the anticipated growth in the use of AR and VR in advertising, it is imperative that digital entrepreneurs investigate the ways in which CGI can enhance these studies.
AI and Machine Learning
The application of CGI by marketers is being revolutionized by AI and ML. With the help of these technologies, business owners can analyze large datasets to gain insights into the behavior and potential of their customers. Additionally, this data can be utilized to produce more specialized and tailored CGI content.
Success Stories
Jacquemus
Internet absurdities are nothing new to Jacquemus! The upscale French fashion brand gained international attention in April when their cult-favorite Bambino purses were spotted wandering the streets of Paris. With millions of interactions, the campaign went viral online and expanded Jacquemus’s reach and brand recognition.
Maybelline
The Maybelline Sky High Mascara Express campaign quickly became viral on social media. Popular forms of transportation were featured in short films posted on Maybelline’s Instagram, with life-size mascara brushes brushing back their oversized eyelashes. Customers became more aware of Maybelline’s new product due to the campaign, which highlighted it.
Barbie
Who can forget the viral Barbie campaign that went viral on the internet? A massive Barbie appeared in front of the Burj Khalifa in Dubai prior to the Barbie movie’s premiere. Despite having nothing to do with Barbie’s official marketing campaign, the video created curiosity and made sure that the film was in everyone’s thoughts.
Just a social media fad?
There is also the belief that CGOOH is a passing trend. Many believe that it is excessive. People are starting to grow tired of the fashion. But is it truly their fault? It was received and embraced so quickly that nobody had a chance to recognize its potential fully. It is necessary to examine the possibility at this point. Nevertheless, savvy brand managers and agencies intend to go beyond this. However, where it goes from here will be what sets it apart.
Some claim that since the field is constantly changing, marketers will need to adapt. Evolution is the obvious solution! There will always be new technologies, but what will set them apart is how skillfully they are used to convey compelling stories and leave an impression.
Final Words
Brand-audience relationships have been transformed by CGI marketing. By telling gripping stories and arousing feelings, CGI produces memorable experiences that have a profound impact on customers. Using CGI in advertising can lead to more creative and appealing ads, as well as the ability to simplify and communicate complex ideas. CGI is expected to become a digital marketing backbone as this revolutionary technology gains traction and creates captivating connections with viewers unlike anything seen before.
Read More: Magna Global’s Hatem Fakih Reveals Strategies for Thriving in GCC’s Media Landscape
Unlocking the Power of AI in Digital Marketing: A Comprehensive Guide
Understanding the Basics of AI in Digital Marketing
To kick things off, let’s demystify what AI truly means in the context of digital marketing. Artificial Intelligence refers to the development of computer systems that can perform tasks that typically require human intelligence. In the marketing sphere, AI is leveraged to analyze data, automate processes, and enhance decision-making.AI-Powered Analytics for Informed Decision-Making
One of the key areas where AI excels is in data analysis. Traditional analytics tools pale in comparison to the capabilities of AI algorithms when it comes to processing vast amounts of data swiftly and extracting meaningful insights. By employing AI-powered analytics, marketers can gain a deeper understanding of consumer behavior, preferences, and trends, enabling more informed decision-making.Personalization Redefined with AI
Personalization has become a buzzword in digital marketing, and AI takes it to the next level. By analyzing user behavior and preferences in real-time, AI can deliver hyper-personalized content and recommendations. This not only enhances the user experience but also increases the likelihood of conversion by presenting users with content that resonates with their individual needs and interests.Chatbots and Customer Engagement
AI-driven chatbots have become invaluable assets in enhancing customer engagement. These virtual assistants can handle customer queries, provide information, and even facilitate transactions – all in real time. The result is improved customer satisfaction and a more efficient use of resources, freeing up human agents to focus on more complex tasks.Revolutionizing SEO Practices
Search Engine Optimization (SEO) is a cornerstone of digital marketing, and AI has brought about a paradigm shift in SEO practices. AI algorithms, such as Google’s RankBrain, are now integral to determining search engine rankings. Marketers need to adapt their strategies to align with these algorithms, focusing on creating high-quality, relevant content that genuinely adds value to users.Automating Marketing Campaigns for Efficiency
Automation is another game-changer in the realm of digital marketing. AI-powered tools can automate various marketing tasks, from email campaigns to social media posting schedules. This not only saves time but also allows marketers to focus on strategy and creativity, leaving the repetitive tasks to the machines.Understanding the Role of AI in Programmatic Advertising
Programmatic advertising, fueled by AI, has transformed the way ads are bought and displayed online. AI algorithms analyze user data to make split-second decisions on ad placements, ensuring that the right ad is shown to the right audience at the right time. This level of precision enhances the effectiveness of advertising campaigns and maximizes return on investment.Overcoming Challenges and Ethical Considerations
While the benefits of AI in digital marketing are substantial, it’s crucial to acknowledge and address the challenges and ethical considerations that come with its implementation. Issues such as data privacy, algorithmic bias, and the potential displacement of jobs should be carefully navigated to ensure responsible and sustainable use of AI technologies.Preparing Your Business for the AI Revolution
As AI continues to evolve, businesses must proactively embrace these technological advancements to stay competitive. This involves investing in AI talent, staying informed about the latest developments, and continually reassessing and adapting digital marketing strategies to align with the capabilities of AI.Conclusion: The Future is AI-Driven
In conclusion, unlocking the power of AI in digital marketing is not just a trend; it’s a necessity for businesses aiming to thrive in the digital age. From personalized user experiences to data-driven decision-making, AI has the potential to revolutionize every aspect of the digital marketing landscape. Embracing this technology and understanding how to leverage it effectively will undoubtedly set businesses on the path to success in the ever-evolving world of digital marketing.Read More: The Role of AI in Personalized Advertising
Ali Masthan
Google Search | Display Ads | DV 360 | GAM 360 | Paid Social | Media Planning and Strategy
With over 12 years of experience in media planning, strategy, and content marketing, Ali Masthan is a digital marketing veteran passionate about helping businesses build ethical and sustainable customer relationships. He believes that transparency, respect, and quality content are key to earning trust and achieving long-term success. Follow Ali for insightful tips and strategies to navigate the ever-evolving digital landscape.
Havas Acquires EPROFESSIONAL, a Hamburg-based Digital Performance Marketing Agency
Havas has declared the strategic acquisition of EPROFESSIONAL, a digital performance marketing agency located in Hamburg. This move will broaden the company’s offering of premium performance marketing services and solidify its standing as the top agency in Germany. EPROFESSIONAL will become a part of the Havas Media Network organization while maintaining its independent branding.
EPROFESSIONAL, a Hamburg-based digital performance marketing agency
EPROFESSIONAL, which was established in the attic in Hamburg in 1999, has gained a reputation for being a leader in the performance marketing industry and a supplier of unique solutions. The company is a skilled collaborator in all facets of digital marketing, including social media, multichannel tracking, SEO/SEA, and more. For many years, EPROFESSIONAL has worked well with clients like Vodafone, L’Oréal, and Hapag Lloyd.
Management Roles
Henner Uekermann, who will take on the position of Managing Director, will oversee EPROFESSIONAL alongside Tim Christiansen. In parallel, Henner will carry on in his capacity as Managing Partner of Arena Media, a German agency brand that functions as a second brand under the Havas Media Network, alongside Havas Media.
Read More: Havas ME’s Alejandro Fischer: Shaping Advertising’s Landscape with Tech Brilliance
Here’s what they said
Yannick Bolloré, Chairman and Global CEO, Havas said,
We are thrilled to welcome EPROFESSIONAL to the Havas family. By combining EPROFESSIONAL’s expertise with our group’s local and global resources, we further strengthen Havas Media Network in Germany, ranked “dominant” in the latest RECMA report, and are better equipped to deliver best-in-class digital marketing solutions to our clients. After making investments in the UK, Canada, and India, our objective is to further expand our digital performance capabilities worldwide.
Sven Traichel, CEO of Havas Media Germany, explained
The focus has always been on making strategic and, above all, locally relevant investments. The acquisition of EPROFESSIONAL is such an investment to expand our digital expertise and offer customers even greater added value. The merger will enable both Havas and EPRO customers to implement successful marketing measures at all touchpoints of the entire customer journey.
The Managing Director of EPROFESSIONAL, Tim Christiansen, added,
Havas is an ideal partner for us. We share the same vision of offering customers innovative and customized solutions. In addition, the chemistry on a human level is outstanding.
Henner Uekermann, approaching his new role with great enthusiasm commented,
The integration of EPRO into the Havas Media Network and the further development of Arena Media in Germany are two wonderful tasks for me. With EPRO’s technological solutions and Havas Media’s 360° approach, we can implement holistic strategies from the first touchpoint to conversions and achieve our clients’ growth targets effectively and efficiently. By combining our competences, we can offer our clients an absolute state-of-the-art product from which we expect our agency to continue to grow in the coming years.
Read More: Swiggy To Continue With Havas Media Group India for Media Duties
In Conversation with Mindshare’s Amit Lall: Mastering Digital Dynamics
Amit Lall, Principal Partner at Mindshare, brings two decades of expertise in telecom, technology, and digital planning. He oversees digital strategies for diverse sectors, prioritizing consumer-centric solutions powered by data.
In this exclusive interview, his insights will unveil the evolving media landscape, technological adaptations, and future trends, offering readers a glimpse into transformative digital initiatives propelling clients to sustainable success.
As an accomplished expert with over two decades of experience in this industry, can you walk us through your background and your experience working as the Principal Partner / Digital Lead – Client Leadership at Mindshare?
Mobile and technology have been my lifelong passions. I embarked on my professional journey with the telecom industry, initially in sales and later transitioning into product management, eventually finding my way into the realm of digital planning. This path has been characterised by a multitude of highs and lows, each contributing to my growth. Presently, I serve as a Principal Partner at Mindshare, where I oversee digital for West 1 cluster. The continually evolving digital landscape, coupled with the increasing influence of cutting-edge technologies like AI and ML, ensures that my work remains both exhilarating and challenging.
A wide range of clients come under your wing, from Fintech to Telecom to Fashion. How do ensure that the strategies employed for these sectors resonate with the specific audiences? Are there different digital strategies for each of them and if so, how do they differ from each other?
In the ever-evolving realm of brand management, a one-size-fits-all solution is elusive. Crafting effective strategies relies on a meticulous understanding of the specific objectives tied to the media task at hand. Our approach is tailored to align with the unique goals each brand aspires to achieve. Throughout the formulation process, we prioritize understanding the brand’s position in the consumer funnel. Whether the brand is emerging, established, or grappling with low consumer consideration, recognizing the brand’s needs is vital. We require absolute clarity on these points before delving into the realm of solutioning.
Furthermore, comprehensive details on the brand, its category, and its competitive landscape are indispensable. The better we know your brand, the more refined our solutioning becomes. These insights play a pivotal role in shaping communication and deployment strategies. Our solutioning is focused on an an audience-first approach, supported by robust data, powerful insights, and compelling content. By addressing these critical questions and staying committed to an audience-centric approach, we ensure that our solutions are not just effective but also resonate with the core essence of the brand.
In the context of cutting-edge technologies such as Generative AI, Metaverse, and 5G, how have you prepared yourself to embrace them? How have they disrupted the advertising industry?
To be transparent, navigating the multitude of changes in the tech space, whether in Generative AI, the Metaverse, Blockchain, or Web 3.0, can indeed be challenging. However, working in the digital industry provides a unique advantage, offering exposure to numerous startups and tech enthusiasts. This exposure allows firsthand experiences with technologies and helps understand their true potential, which can be leveraged for user experience, engagement, and performance enhancement.
At Mindshare, we’ve always championed the ethos of leveraging technology and staying at the forefront for our clients. These cutting-edge technologies are seamlessly integrated into our tactical deployment strategies, contributing significantly to our client’s success by delighting their consumers. A testament to this commitment is our pioneering adoption of the Metaverse for clients in the auto and beverages categories. Additionally, we boast numerous success stories stemming from the strategic deployment of AI/ML tools, resulting in superior media outcomes that have played a pivotal role in driving growth for our clients.
Your 20 years of experience in this industry must have given you a unique perspective on the changes and evolution of this industry. Do you see any emerging trends? What preparations do you have in place to face them?
Over the past two decades, we’ve witnessed a remarkable transformation in the media landscape. What was once at the periphery of media choices is now inching towards dominating it. The sheer scale and technological advancements in the digital realm have not only propelled its growth but also led to a significant reshaping of budget allocations. Digital media is not only growing but also taking money away traditionally allocated to TV through connected TV, OOH through DOOH, and radio through streaming music apps.
With continuous push and support from the government, digital penetration is at an all-time high. This has translated into massive adoption of smartphones, complemented by cheap data plans to drive usage and high-speed connections across 4G and 5G networks for a superior experience. As these factors converge, we foresee our future trends being dominated by big query data, driven by the prowess of Generative AI and ML.
AI and ML are not only about automation and predictive analysis but also about multiple messaging or personalization at scale. The adoption of Connected TV (CTV) is poised to outpace growth projections at an accelerated pace. Furthermore, we anticipate that full-funnel deployment will become the new norm, as advertisers seek comprehensive strategies covering every stage of the consumer journey. Lastly, I believe retail media will continue its dominance, reflecting the evolving dynamics of consumer behavior and preferences.
Consumer viewership habits have also evolved over the period of time. What metrics and goals do you look to accomplish for CTV vs Mobile advertising? Can you throw some light on the CTV advertising landscape in India?
India’s CTV ecosystem is experiencing unprecedented growth, reaching 33 million households in July 2023, a substantial increase from the 11-12 million recorded in January 2022. Projections from the GroupM Finecast report suggest a trajectory toward 50-60 million households by the end of 2025. This surge is primarily fueled by the preferences of new-age consumers who prioritize on-demand content over scheduled programming, resulting in a significant shift from traditional viewership. The convenience of accessing content anytime, anywhere has prompted a surge in viewers cutting the cord and embracing CTV. For advertisers, the appeal lies in the larger screen and premium ad environment, translating to a more impactful reach, with key metrics centered around impressions, viewability, and overall reach.
Digital marketing is a rapidly evolving landscape in which, Programmatic digital out-of-home (pDOOH) seems to be the new trailblazer marketing strategy everyone wants to undertake. What are your thoughts on this?
Digital OOH has changed the role of the OOH medium. From just being a ‘reminder’ medium, DOOH has also made it a medium to enhance imagery. The OOH industry has historically grappled with challenges related to transparency and measurement. However, with the emergence of pDOOH, both of these concerns are being addressed. Unlike the static-only medium, pDOOH provides a plethora of options, allowing you to play with formats such as video, staticads, and GIFs, enabling sharper targeting, and in some cases, even retargeting your consumers. These possibilities make this medium more effective.
Have you ever run a marketing campaign that presented an unexpected challenge or outcome? How did you implement the lessons learned?
All campaigns are unique and designed with business objectives in mind. Based on the objectives, our solution isalways consumer-centric, powered by data. To drive engagement, we use dynamic creatives at scale, keeping the consumer’s journey in mind.
Any words of advice you would like to share with the young professionals about navigating through the ever-evolving marketing landscape?
My advice to young professionals is to stay curious and keep upskilling to adapt and stay relevant in the ever-changing media landscape.
Social Beat Secures D2C Digital Responsibility for Mankind Pharma
After a competitive selection process involving multiple agencies, Social Beat, a digital marketing agency, was awarded the D2C digital responsibility for Mankind Pharma, a pharmaceutical company. A major advancement in Mankind Pharma’s digital marketing initiatives to fortify its online presence and interact with a broader audience will be achieved through collaboration with Social Beat.
Social Beat’s digital responsibility for Mankind Pharma
Mankind Pharma, a company renowned for its dedication to offering top-notch medical solutions, has selected Social Beat as its digital partner. It will help in promoting sales on the brand’s website and foster growth in the digital arena. For Mankind Pharma, Social Beat will develop and implement comprehensive digital marketing strategies. These strategies will utilize a range of platforms, including social media, search engine optimization (SEO), content marketing, and more. Mankind Pharma wants to reach out to customers in various geographies and demographics.
Read More: Omnicom Acquires Flywheel, the Pioneering Digital Commerce Company
Here’s what they said
Suneil Chawla, co-founder of Social Beat said,
We are delighted to be chosen as the digital marketing partner for Mankind Pharma. This collaboration presents a fantastic opportunity to leverage our expertise in digital marketing to help Mankind Pharma reach new heights in the online landscape. We look forward to crafting a highly impactful website and campaigns that resonate with Mankind Pharma’s objectives and growth.
Speaking about the partnership, Joy Chatterjee, AVP at Mankind Pharma, added,
In today’s digital age, it is imperative for us to have a strong online presence and engage effectively with our customers. Social Beat’s expertise in the digital marketing arena and their proven track record make them the ideal partner for our digital journey. We are excited about the opportunities this collaboration will bring and are confident that together, we will achieve great success.
Read More: Mindshare and Scope3 Develop Emission Scorecard for Digital Campaign
How Ad Ops is Revolutionizing the Indian Advertising Landscape
Welcome to the world of ad operations, where advertising and optimization meet chaos and order, respectively. Ad operations are the foundation of the monetization strategy in the realm of digital marketing. Its function is basic. Make sure the publishers serve the right advertising at the right times. The management and optimization of digital advertising initiatives fall under this category. Ad operations have changed significantly over time. According to a 2022 forecast, revenue for ad media owners will increase by around 6% globally to a record-breaking $865 billion in 2023. As the decade progresses, it is predicted that the annual sum will rise even higher, hitting one trillion dollars by 2026.
Ad Ops is a crucial part of any publisher’s system. It is in charge of overseeing internet sales of digital advertisements and is the most profitable cash cow. In essence, it is a crucial element of ad tech. But what precisely are Ad Ops?
An Introduction to Ad Operations
Ad Ops, often referred to as Digital Ad Operations, is the term used to describe the systems and procedures that enable the management and delivery of digital advertisements. The term refers to any method used by a marketing team to manage, carry out, or improve advertising campaigns. Although there are more than a billion websites, it would be extremely expensive for advertisers to have their adverts seen by everyone around the globe. Instead, companies can attempt to target their ads at individuals who most closely match their existing customers using digital advertising markets. Here’s where ad ops come in.
They are in charge of placing the ads based on the likely audience, time zones, places, and regions. It will generate income in return through advertising initiatives. Ad operations technology links advertisers looking to buy ad space with websites that offer ad space for sale. Despite the fact that the majority of digital ad spaces are sold programmatically and without human intervention, ad operations play a significant role in setting up and overseeing these procedures.
Key Components
Ad operations is the fusion of many technological methods, tools, and stakeholders. The main categories in which the key elements of ad operations fall are:
- Ad trafficking
- Creating and managing ads
- Delivering and targeting ads
Ad Trafficking
Ad Trafficking means setting up and implementing an advertisement campaign so it runs in line with its goals.
- Scheduling – One of the crucial tasks for Ad Ops is to correctly decide and operate pre-fixed schedules for launching and running ads considering the timing of an ad is a key.
- Optimization – One of the most important benefits of digital advertising is the ability to get precise, real-time data on consumer behavior and advertising engagement.
Creating and Managing Ads
Involves choosing ad formats, developing ads, and managing marketing campaigns. To guarantee that ads are properly created and handled, ad ops specialists collaborate closely with advertisers and publishers.
Delivering and targeting ads
Professionals in ad operations employ a variety of targeting strategies, including behavioral and demographic targeting.
- Ad Performance Analytics – To optimize ad campaigns and boost performance, Ad Ops specialists track and analyze data on ad performance.
- Privacy and Ad Compliance – Ad Ops experts must make sure that ads are delivered in a way that respects user privacy and adheres to applicable laws.’
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Advertising Landscape in India
With cutting-edge digital technology becoming more popular than ever in the market, the Indian advertising sector is set to reach new heights. Due to the pandemic, the advertising industry has been struggling to survive the past two years. However, indications show that the Indian advertising sector has been progressively recovering. The market size was INR 743 billion in 2022, and by 2028, it is anticipated to be INR 1,412.5 billion. It has a growth rate of 11%. The Indian advertising industry is expanding at an unprecedented rate, and digital advertising is flourishing. In an effort to reach the target demographic, brands and advertisers are using agile strategies to use digital advertising.
With every second that goes by, the Indian advertising scene continues to grow. Advertising experts adopted a 360-degree strategy as technology improved to include existing and upcoming digital media. Advertising in India, a now-vast industry, is set on being the second-fastest growing advertising market in Asia. It is now more data-driven, with thorough client journeys, mass-customized messages, and attractive deals.
Benefits and Drawbacks of the Ad Ops in the Advertising Landscape
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Case Study for Brands Who Leveraged Ad Ops
In India, Zomato is a well-known B2P app for food delivery. Zomato’s excellent marketing campaign has been one of the primary causes of this enormous increase in revenue. It has made it a priority to connect with its target market consistently. Zomato grew when internet marketing became mainstream in India. For instance, appealing ad words on billboards and SMS messages to the target population showed a firm belief in their advertising skills.
Here are some ways that Zomato’s marketing and ad operations techniques contributed to the app’s success.
- Wide-range and Powerful Outreach
- Email Tactics
- Using Social Media
- SEO Efficiency
Wide-range and Powerful Outreach
Zomato used a variety of outreach strategies in its marketing initiatives. It involves paid advertisements, email and SMS lists, and social media strategy. They studied consumer traits, ordering trends, and peak ordering hours to tailor ads for Zomato’s user base.
Email Tactics
Zomato targeted a potential niche by curating its emails to implement marketing strategies centered on the binge-watching culture that goes hand in hand with food.
Using Social Media
Zomato depicts itself on social media with postings that are engaging on an emotional level. They interact in regional languages and make humorous memes to participate in meme
SEO Efficiency
Zomato has produced extremely keyword-dense material that has drawn more than 67 lakh internet visitors.
Zomato has a lot of influence because of its unique strategy of putting novel concepts into action on various fronts. It has always been a top priority for them to pay heed to customer comments and answer as soon as feasible.
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Myntra, a top-tier Indian online apparel retailer, boasts a remarkable “rags-to-riches” journey. Renowned for quality products and stellar customer service, its marketing plan revolves around key pillars for success.
- Content Marketing
- Social Media Marketing
- SEO Efficiency
- Paid Advertising
Content Marketing
Myntra has a popular blog that discusses a wide range of fashion, lifestyle, and trend-related topics. This makes the site one of the most well-liked fashion blogs in India. It leverages content marketing to establish connections with other brands and influencers.
Social media marketing
Myntra keeps a strong social media presence to ensure its target audience is always aware of the latest content. It routinely undertakes social media campaigns that support the development of the brand’s feeling of community. Additionally, it assists in providing a supply of user-generated material for advertising needs.
SEO Efficiency
Myntra makes use of SEO to make sure that its website ranks as highly as possible for the right keywords. To do this, they incorporate relevant keywords and phrases into the website text.
Paid Advertising
Myntra promotes its website and goods through paid advertising. They employ a variety of strategies, such as display, retargeting, and pay-per-click (PPC) advertising. These techniques enable Myntra to efficiently promote its brand to a large audience.
Both businesses saw enormous success as a result of their marketing plans and ad operations. These businesses would still be unknown if they had not reached their target audiences at the correct time and through the right channels. Zomato and Myntra needed to avoid bombarding customers with frequent and unnecessary ads to provide an excellent customer experience. They were aware of the demographics and preferences of their audience. Both businesses achieved the ideal mix between client satisfaction and revenue generation. The organizations were able to make informed decisions due to their comprehensive insights.
The Future of Ad Ops in India
Ad operations teams will need to embrace newer platforms and follow the lead of younger demographics as the Indian advertising market continues to grow. Digital-out-of-home (DOOH) advertising tools are among the new technologies that enable marketers to reach audiences in public spaces with customized content. Moreover, it’s clear that ad operations are no longer only a tactical role. Ad operations teams are already becoming more strategic, leveraging technology to solve business challenges and playing a key role in revenue growth because of their close relationship to revenue. However since digital media is always changing, ad operations professionals should expect to face a number of new difficulties in the coming years.
- The volume of campaigns will keep growing at an exponential rate.
- The range of available ad formats will increase.
- Utilizing first-party data effectively will be essential—even more so than it is now.
- Changes in policy will be implemented on a worldwide, regional, and national scale.
- There will be more pressure on companies to maintain high margins while increasing revenue.
- Publishers will see that ad ops teams with a tech focus can directly affect revenue.
- Ad ops teams’ increased awareness of revenue workflows and data will help them move closer to the strategic side of the business.
Another important factor in digital marketing will be the development of technology. Fortunately, generative AI has made it simpler for ad operations teams to create more content in greater quantities intended for multiple channels. This technology can be used by ad operations specialists to test ad tech platforms, generate and evaluate audience segments, and produce content in a variety of formats. Ad operations teams can concentrate more on gathering information and using data-driven insights to guide marketing and revenue decisions as generative AI enhances automation.
Final Words
Ad Ops is increasingly playing a crucial role in the Indian advertising sector by enhancing efficiency, targeting, and campaign effectiveness. In this industry, automation and personalization must be carefully balanced. Ad operations will be essential in ensuring ad viewability and brand safety as the advertising landscape changes. Cheers to the growth of ad operations and their bright future in the Indian advertising industry.
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Sky Media Unveils Innovative Programmatic Audience Match Tool
The sales division of Sky, Sky Media, has announced the introduction of a new programmatic Creative Optimization feature targeted at performance and response focused TV advertisers. Together with Adalyser, this tool leverages Sky’s ability to correlate online activity with TV ad viewing. It looks at the genre, channels, time of day, and day of the week, and while the campaign is running. It dynamically matches the most appropriate ad creative to the most responsive audience. As close to the transmission as feasible, the tool can then automatically update the spot schedule and modify the ad selection based on message, product, or call to action.
How does the new programmatic tool work?
The tool can choose and position an advertisement based on message, product, or call-to-action when a range of creative is provided. For instance, changing the call-to-action from a spot-on Sky Sports to one for food programming on Sky Arts might result in better viewership. Utilizing the tool raises campaign response rates by about 18%, according to tests conducted with brands thus far. Working in tandem with Adalyser, the tool makes use of Sky’s Web Attribution tool to connect TV ad viewing to online activity and purchases. The broadcaster and its sales division have made a number of changes to increase their ability to reach advertisers, and the addition of Creative Optimization is the most recent.
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Sky’s Web Attribution Tool
With its ability to connect spot placements to online activity and purchases, Sky’s Web Attribution tool is well-suited for this. Using this information, an airtime schedule can be modified to give clients the most successful campaign possible. For instance, one creative might perform better during the day than another during peak hours, or one call-to-action might elicit better responses from viewers of culinary programming while another might be more effective at content monitoring.
Sky Media’s other ventures
In an effort to collaborate with other broadcasters and facilitate the purchase of ad slots by brands in this highly competitive market, Sky Media signed up for a trial period in July with ITV’s addressable platform, Planet V. Sky also introduced AdSmart targeting capabilities in August, allowing businesses to target particular audiences based on their online search habits and locations.
Here’s what they said
Cath Crow, head of performance at Sky Media said,
We know from speaking with advertisers, that making sure every pound and ad placement count is essential in today’s climate. So, putting the best ad in front of the most responsive audience makes a massive difference. Being able to earn as the campaign runs and generate the best results in broadcast TV is a great step forward for advertisers. At Sky we continue to bring some of the best features of digital into the premium, big screen, brand safe world of TV.
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Aleph Unveils ‘One Brand’ Initiative, A Unified Digital Marketing Ecosystem
Aleph launched its “One Brand” campaign. Aleph is an ecosystem of regional digital marketing professionals and technology-driven solutions. By using the Aleph moniker, it unifies its distinctive variety of brands. Aleph specializes in developing markets for local businesses to expand through digital marketing. Furthermore, it helps in linking thousands of marketers with billions of customers worldwide. Httpool, IMS Internet Media Services, Ad Dynamo by Aleph in Nigeria, Kenya, Ghana, and South Africa, and Connect Ads are just a few of the Group’s numerous, primarily regional businesses. The top platforms, advertisers, and agencies across the globe choose it as their go-to ad tech partner.
Aleph aims to unite digital marketing platforms for innovative advertising solutions
The Group has offices in Dubai, the United Arab Emirates, and Buenos Aires. Most of its old brands will be instantly rebranded as Aleph, forming a genuinely global ecosystem of local experts in the process. Additionally, this will help Aleph’s medium-term expansion plan. Aleph hopes to collaborate with over 60 leading digital platforms by 2026 in order to support them in providing creative advertising solutions to customers across more than 150 nations. Aleph aims to promote professional growth, facilitate better collaboration and knowledge sharing, and expand its service offerings beyond its current clientele of 22k advertisers across 45+ platform partners by implementing the One Brand strategy. Additionally, it gives Aleph a platform to fortify its position in current markets, penetrate new areas, quicken organic growth, and look at M&A possibilities that fit in with its strategic goals.
Aleph’s One Brand Initiative
With this endeavor, Aleph will be able to build on the noticeable advancements of the past few years. Since 2021, the Group has grown to service over 45 partners with a committed staff of digital marketing specialists worldwide, having expanded from 90 markets to over 130 markets across five continents. Aleph assists companies in expanding abroad in a cost-effective and de-risked manner by connecting them with new markets through its global connections, unparalleled local knowledge, and scalable solutions.
With the introduction of Aleph Payments and Aleph Express in recent months, Aleph has broadened its offering beyond its core ad tech offering. It offers enterprises stand-alone credit underwriting and payments solutions, building on the nearly two decades of experience Aleph has managing cross-border credit and payments for its partners.
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Aleph Payments
Aleph Payments simplifies the financial complications. They can be associated with KYC, local billing collections, FX exchange, tax settlements, and cross-border payments. This enables companies to concentrate on their core competencies. Currently, Aleph Payments oversees cross-border credits and payments totaling more than $2 billion.
Aleph Express
Aleph Express is the company’s exclusive solution for micro, small, and medium-sized businesses. It offers business owners a platform to build and manage a free e-commerce website, catalog products, generate deals and coupons, and track and process orders. The most revolutionary feature of Aleph Express is its single unified inbox. This unifies Messenger, Instagram, and WhatsApp. It allows businesses to effectively communicate with and sell on their preferred social media platform from one location.
Digital Ad Expert
Aleph’s business plan is supported by Digital Ad Expert. It is the Group’s social program to open up economic prospects through training in digital advertising. Nearly 600,000 active users are enrolled in the Digital Ad Expert site. It was created by international professionals in the field of digital advertising. More than 75,000 students have received their Digital Ad Certificate from the platform. Digital Ad Expert recently joined UNESCO’s Global Education Coalition. Moreover, it supports its ambitious objectives to upskill ten million individuals by 2029 in order to provide even more value for students. This is in addition to the medium-term goal of Digital Ad Expert to certify 100,000 students worldwide.
Through the Group, One Brand will make it possible for Aleph to collaborate with partners like Aleph Express and Digital Ad Expert more successfully in order to scale Aleph payments.
Here’s what they said
Gaston Taratuta, Founder and CEO at Aleph commented,
At Aleph, we are beginning an exciting new chapter that brings our local experts and proprietary technology under one powerful brand, Aleph. That is the purpose of our One Brand initiative, a strategic direction towards a unified future where our global expertise enables us to deliver unparalleled value to our partners, advertisers, agencies, and SMBs worldwide. Our vision for One Brand goes beyond unifying our visual identity. It’s about embracing innovation, fostering professional development, and accelerating economic growth in the markets we operate in. By equipping thousands of digital media experts with the skills they need to excel, we are not just shaping the future of digital advertising – we’re shaping future economies and providing dignity through education, the only currency that never depreciates in value.
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Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Equativ, the top independent ad platform in the world, revealed a partnership with Utiq. It is a European AdTech firm that offers an authentic consent service powered by telcos to support ethical digital marketing. The merger blends secure data management with programmatic effectiveness. Furthermore, it enables insight-based media monetization and ad targeting, driven by a shared commitment to safeguarding user privacy. With its Authentic Consent Service, Utiq better supports free and ad-funded services by providing customers with a more relevant advertising environment. Through real-time, end-to-end encrypted signal matching, it links Utiq’s Telco partners, publishers, and marketers.
Equativ – Utiq partnership
The alliance responds to the ongoing need for a third-party cookie replacement that operates successfully outside of walled gardens and ensures responsible data use. In light of the fact that many media environments have already restricted the use of third-party cookies in advance of Google’s 2024 deprecation deadline, it is vital for companies that are having trouble getting direct access to verified first-party audience data to use tracker-free alternatives.
Utiq’s programmatic integration
Equativ’s data activation capabilities have been enhanced through integration with Utiq’s service, including features that enable publishers and advertisers to supplement first-party audience segments with owned information and design unique auction packages. With Utiq’s technology, you also have the choice of quickly converting information that has received clear authorization into data signals that can be transferred across the supply chain, facilitating efficient and secure programmatic trade on all sides.
Users choose their privacy preferences carefully and then obtain their consented data encrypted. Equativ’s supply-side platform then sends it to the demand-side platform of each publisher’s choice. Utilizing distinct telco signals in this way establishes a solid, durable connection that works on all browsers and devices, enabling increased scalability for publishers and advertisers.
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Benefits of Equativ and Utiq’s programmatic integration
With alternatives available through open programmatic auctions, direct deals, and private marketplaces, Equativ and Utiq will work to provide a cookie-less solution to continue generating crucial targeting, retargeting, and frequency capping activity.
Principal advantages of the alliance include:
- Addressability measurement: Advertisers can attain and evaluate broad cross-environment and device reach, including cookie-free browsers like Firefox and Safari.
- Privacy Inspection: Passes rooted in consent abide by all data privacy laws worldwide, protecting users and enhancing customization while also driving up inventory value.
- Valid information Utilizing data only when a legitimate contract with a telco partner is in place reduces the danger of fraud, while never combining audiences prevents contamination.
- Greater sustainability: Reducing the number of high-quality partners in the supply chain and enabling more stringent ad frequency limits reduce carbon emissions.
Here’s what they said
Commenting on the partnership, Benoit Hucafol, VP of Product Management at Equativ, stated
Upholding addressability is vital to secure the future of the wider and open web. At Equativ, we see improving the availability and diversity of cookie-free solutions as an essential part of that; equipping media owners, brands, agencies, and advertisers with tools they can use to continue serving relevant and responsible ads. By partnering with Utiq and supporting their alternative ID across our advertising chain, we aim to empower privacy-safe marketing and industry-wide change, while facilitating effective monetization and driving our advertisers ROIs through personalized targeting and frequency capping.
Will Harmer, Chief Product Officer at Utiq, said
Respecting user privacy has been a challenge for the marketing industry, but considerations around non-compliant consent must now be a priority for all concerned. Our mission is based on serving the long-term interests of the entire ecosystem, and integral to this is that people should have the ability to share their data in the way they choose, with full confidence it will be used fairly, whilst receiving free, high-quality content in return. We’re delighted to be working with an innovative partner like Equativ that shares this same goal.
About Equativ
Prominent independent ad tech platform Equativ was created to promote the objectives of both publishers and advertisers. Equativ combines client expertise and engineering excellence to serve the interests of the supply side and demand-side. It does so with equal professionalism and technical sophistication. Furthermore, it empowers its clients to achieve maximum impact while respecting consumers’ rights. It also offers brand- and privacy-safe solutions. Equativ, which has headquarters in Paris and New York, employs more than 550 people worldwide. To deliver on the promise of advertising technology, Equativ provides the market with its own independent ad server, SSP, buyer tools, and media services.
About Utiq
Utiq offers a Telco-powered Authentic Consent Service. It is a European AdTech startup that enables ethical digital marketing. It enables consumers to easily and simply govern their data. Utiq assists in the development of an ecosystem founded on transparency and trust. Through its private and encrypted consent hub and consent pass solutions, Utiq enables brands and publishers to offer pertinent ad-funded experiences to their consented audiences while adhering to the strictest privacy standards. Telecommunications companies Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc support Utiq, which was introduced in 2023.
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