Max Level Bags PR Mandates of NODWIN Gaming and SuperGaming
Max Level, India’s marketing and PR agency crafted by gamers for gamers, has secured the PR mandates of two of the nation’s gaming and esports companies, NODWIN Gaming and SuperGaming.
Established in 2014, NODWIN Gaming is a South Asian gaming and esports company and a key subsidiary of Nazara Technologies. The company has expanded its footprint across South Asia, Singapore, the Middle East, and Turkey, specialising in the development and monetisation of gaming and esports intellectual properties such as leagues, tournaments, and reality shows.
NODWIN Gaming has played a role in the evolution of esports into a mainstream phenomenon in India, pioneering the industry and engaging the youth demographic to spearhead the digital entertainment revolution.
Read more: NODWIN Gaming and JSW Sports Partner to Transform Indian Esports Industry
Gautam Virk, co-founder and CEO NODWIN Gaming said,
“NODWIN Gaming has always strived to consistently innovate and push the boundaries in the esports, lifestyle and entertainment domains, and partnering with Max Level as our PR and communications partner aligns seamlessly with our overarching vision. Having worked closely on numerous projects in the past, we are confident that Max Level’s strategic approach and deep understanding of the gaming and esports industry will significantly bolster our brand presence. This partnership will enable us to achieve brand advocacy among a diverse audience of esports enthusiasts, gamers and other industry stakeholders alike.”
SuperGaming is a series-A funded game developer, building India’s gaming revolution. Known for building titles including MaskGun, Battle Stars, they are currently building Indus, an Indo-futuristic Battle Royale, which is one of the most ambitious games from the country till date and has 11 million pre-registrations and counting.
Roby John, CEO and co-founder at SuperGaming said,
“At SuperGaming, we are committed to revolutionising the gaming industry in India and beyond, and working alongside Max Level as our official PR partner marks a step forward in our journey. Their deep-rooted understanding and extensive experience in the gaming and esports ecosystem makes them an ideal partner to elevate our brand presence and together, we aim to put India on the global gaming map,”
Max Level is a holistic marketing and PR agency founded by gamers, specialising in comprehensive B2B services tailored for gaming and esports audiences. As the official PR and communication partner of NODWIN Gaming and SuperGaming, Max Level will leverage its expertise to curate innovative and impactful PR strategies that not only resonate with gaming audiences but also establish deeper engagement, and accelerate brand growth.
Siddharth Nayyar, chief revenue officer at Max Level said,
“We are thrilled to be named the official PR and communication partner of two prominent entities in the gaming and esports industry in India. We have built Max Level over a decade from the ground up with a deep understanding and passion for the gaming culture. We will extend this expertise to amplify the voices of these iconic brands. As a leading agency working with many top brands, our objective is to continue collaborating with more companies and organisations in India and globally to tell their stories and contribute to their overall growth,”
With the addition of NODWIN Gaming and SuperGaming to its diverse portfolio which includes brands such as KRAFTON, Saudi Esports Federation, ESL Faceit Group, ASUS ROG, Jio Games, TVS, HyperX and more, Max Level strengthens its foothold in the Indian gaming and esports industry.
Refinery89 launches a new App Monetization Solution
MADRID, June 17, 2024. Refinery89, the innovative AdTech company specialized in helping the advertising ecosystem through its technology and people, has officially launched its latest solution: Monetize App SDK. This tool has been created to simplify the life of publishers who not only want to monetize their website but also their app and is also designed for developers by developers, solving the most common problems they encounter when monetizing in-app ads.
The App SDK solution makes app monetization as easy and flexible as web monetization, with its All-in-One Ad Monetization management that includes a Consent Management Platform (CMP) integration and a unique Dashboard. One of its key advantages is the ability to effortlessly monetize in-app ads by connecting to over 25 premium demand sources, including Prebid Server Premium and Ad Manager.
In addition, this App SDK groundbreaking technology currently available for Android and Flutter, it will soon be available for iOS, enables publishers and app developers to implement ad positioning optimizations without needing to update the app. This innovation represents a significant advancement, as it resolves the issues caused by delays in user app updates, which can lead to lost revenue from missed advertisement views.
This new feature By Refinery89 complements their “Single Tag” solution for websites. As a result? Publishers can now monetize websites and apps with Refinery89 efficiently, without requiring technical knowledge or relying on technical staff, as the company manages the entire setup and offers technical support along the way.
Refinery89 is committed to continuing to create innovative solutions that help publishers increase their revenue in the most optimal and simple way possible, with the support of the best team of experts:
Hugo Welkers, CEO at Refinery89 satated,
“As Google Certified Publishing Partners, we are committed to providing the best support, being up to date with the latest technologies and trends for advertising strategies that boost the revenue of our publishers, not only on the web pages but now through apps.”
About Refinery89
With its origins in Amsterdam and headquarters in Madrid, Refinery89 was established in late 2018 by publishers, for publishers and has evolved into the leading European publisher network.
Refinery89 is a Google Certified Publishing Partner and a member and licensed vendor in the IAB Transparency & Consent Framework, and continues developing innovative in-house solutions like their cookieless Contexual+technology for advertisers, the Single Tag solution to drive web publisher’s revenue at scale, and the Monetize App SDK to boost app publishers' revenue generation.
For more info about Refinery89, visit https://refinery89.com/ or contact Miguel Díaz de Terán (miguel@refinery89.com).
Read more: Refinery89 Achieves Google Certified Publishing Partner (GCPP) Status
Apple Revealed as the World’s First Trillion Dollar Brand
Apple marks an historic milestone, becoming the world’s first trillion-dollar brand, according to the newly released Kantar BrandZ Most Valuable Global Brands Report 2024. Holding the No.1 position for the third consecutive year, Apple is joined at the top of the ranking by Google, Microsoft, Amazon reflecting technology’s enduring place in everyday life.
McDonald’s also retains its position in the top five, with its success bolstered by its continued innovation, including its use of artificial intelligence (AI) for scenarios such as dynamic menu boards and order prediction, demonstrating how non-tech brands are also exploring AI to unlock growth. Illustrating the nascent power of AI in everyday life, NVIDIA leaps 18 places to the No.6 position in the 2024 ranking with a brand value increase of 178%. Facebook rejoins the Top 10 after a one-year absence, while Oracle joins the Top 10 for the first time.
This year’s BrandZ ranking underscores the resilience of top brands, with the total brand value of the Global Top 100 rebounding 20% to reach $8.3 trillion, close to the 2022 peak of $8.7 trillion. Since its launch in 2006, the brand value of the Global Top 100 has increased 474%. The threshold to join the Top 100 has increased 354% from $4 billion to $19 billion.
Read more: Apple Announces Five New Games To Arrive on Apple Arcade
Martin Guerrieria, Head of Kantar BrandZ, explains, “With its $1 trillion brand valuation, Apple has proven resilient in the face of testing market conditions, justifying premium prices and proving that meaningful, different and salient brands are best placed to weather global economic disruption. Our 2024 global report reveals that strong brands continue to thrive despite global economic uncertainty. This year, brands investing in AI are seeing remarkable gains by reaping the benefits of enhanced customer experience. But effective marketing takes many forms, whether via great content, new innovations, effective media strategy, savvy pricing and more. Crucially, investment in effective marketing helps to improve consumer predisposition and drive brand value growth, contributing significant dollar value to support sustained business success.”
Top performers highlight AI and consumer value
Alongside NVIDIA, AI-titans Adobe and AMD also made impressive gains, securing a spot among the Top 20 Risers with brand value increases of 66% and 53% respectively. Together, with resurgent growth for Instagram, Facebook and Uber, these companies highlight how technological innovations can drive consumer engagement and accelerate growth.
Read more: Apple Tests Generative AI, A Potential Rival To ChatGPT Emerges
Success stories across category rankings
Throughout the 13 category rankings, notable shifts across various industry sectors spotlight a variety of attributes helping to drive brand equity:
- Alcohol: Corona has become the most valuable beer brand. Consistent acceleration of growth globally and tapping into growing markets, like Brazil, China and South Africa while maintaining its stronghold in Mexico have been key factors in its success.
- Apparel: Nike retains its No.1 brand position in Apparel, but the gap between competitors has narrowed. Zara‘s 47% growth made it the second biggest riser in terms of rank change in the Global Top 100, rising 24 places to No.70. Lululemon‘s innovative approach to athleisure and commitment to quality delivered 24% brand value growth, lifting it into the Global Top 100 for the first time.
- Luxury: Louis Vuitton remains the most valuable brand in the luxury category with a brand valuation of $130 billion. Hermès has also excelled by enhancing its exclusivity and premium pricing, thriving in both US and Chinese markets, leading to a 23% growth in brand value.
- Media & Entertainment: Netflix reached new heights, climbing to No.4 from No.6 in the category. Its increase in brand value of 51% was driven by unprecedented subscriber growth, as well as a password sharing crackdown, highlighting the streaming service’s confidence in the strength of its customer predisposition.
- Retail: Amazon retains its position as the most valuable retail brand with brand value growth of 6%. Behind this, innovation around product accessibility, as well as pricing sensitivity to changing consumer behaviours delivered strong performances for Lowe’s, Aldi, TJ Maxx, as well as regional ecommerce giants Pinduoduo and Mercado Libre.
The Kantar BrandZ Most Valuable Global Brands 2024 report, including the Global Top 100 and 13 category rankings and extensive analysis are now available here.
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 14,000 brands. Find out more here.
About Kantar BrandZ:
Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business’ financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analysed financial data, with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.3 million consumers, for 21,000 brands in 54 markets. Discover more about Kantar BrandZ here.
About Kantar:
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
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MMA Global Announces Appointment of Melis Ertem as CEO of MMA MEA
MMA Global, the leading global trade association for marketers, is thrilled to announce the appointment of Melis Ertem as its Türkiye, Middle East, and Africa (MEA) Chief Executive Officer (CEO).
Melis is a pioneer in the marketing, technology, and telecommunications industries, with over two decades of experience shaping the landscape of modern marketing. Melis’s career at Turkcell included establishing and leading the Mobile Marketing & Advertising Division, which achieved an annual revenue exceeding $150 million. In addition to her work at Turkcell, Melis played a key role in creating the first GSM Operator-led permission database, gaining over 13 million subscribers. This achievement set a new standard for customer engagement and data-driven marketing with advanced audience targeting capabilities.
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As a Consumer Product Marketing Director, Melis continued to break new ground, overseeing multiple product categories, leading the acquisition of multiple companies such as “fizy.com” first music streaming platform in Türkiye and driving significant growth. Her expertise and strategic insights have been sought after since 2013 when she began her role as a trusted Digital and Modern Marketing Consultant. In this capacity, she has collaborated with operators, agencies, and brands to enhance their marketing capabilities and effectively engage their target audience.
Melis’s involvement with MMA since 2005 has been marked by transformative changes, notably spearheading the launch of the MMA EMEA Chapter in 2007 and the MMA Türkiye chapter in 2009. Her strategic foresight and visionary leadership were further recognized during her impactful tenure as the Global Chair of the MMA between 2010 and 2012. Since 2015, Melis has worked tirelessly advocating for MMA Global, consistently championing innovative approaches to reshape the marketing landscape.
In her current role, Melis is dedicated to fostering innovation, leveraging the power of AI, data, and emerging technologies to drive growth and influence in the ever-changing marketing industry. With a rich legacy of driving revenue, building robust communities, and fostering significant growth within the MMA, Melis is poised to lead the MEA region into a new era of change, innovation, growth, and leadership.
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Lendingkart’s leadership celebrates Mother’s Day with a special tribute on the website
About Lendingkart
Lendingkart is an Ahmedabad-based fintech that leverages technology to simplify finance for small businesses. Lendingkart is co-lending with prominent banks and NBFCs in India to provide access to finance to more small businesses
Founded in 2014 by Harshvardhan Lunia, Lendingkart has offices in Ahmedabad, Bengaluru, Mumbai, and Gurugram, and has service reach across India. The group is financed by reputed international investors like Fullerton Financial Holding (FFH) (100% subsidiary of Singapore Sovereign Fund Temasek Holdings), Bertelsmann, Mayfield India, Saama Capital, Sistema Asia, India Quotient, and others and has raised around ~ ₹ 1050 Crores of equity till date. The group recently raised ₹200 Crore debt funding from EvolutionX Debt Capital.
Lendingkart Group is on a mission to make credit available to MSMEs pan-India using technology and data-first approaches. The company has developed technology tools based on big data analysis and machine learning algorithms which facilitate lenders to evaluate borrower’s creditworthiness and provide finance-related services and has also built a proprietary platform to solve the basic building blocks of MSME financing like distribution, origination, underwriting, engagement, and collections. Lendingkart has democratized access to this platform by providing open access to APIs across the funnel.
Since its inception, Lendingkart Group has evaluated millions of applications, disbursing over 3,00,000 loans of over 18,700 crores in more than 4100+ cities and towns across all states and union territories of India, reaching over 14,700 pin codes and making it a fintech having the largest geographical footprint in the country. To date, Lendingkart has disbursed over 2.3 billion USD worth of loans.
In 2022, Lendingkart won the “Best Fintech Award” at the Financial Express India’s Best Bank Awards, and in 2024, won the title of “Best Fintech In Lending” in the Lending category at the Business Today Best Bank Awards basis the 28th edition of the BT-KPMG Best Bank survey.
Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
8th May, 2024 – This strategic alliance sees Adform’s DSP integrate with VIOOH’s globally placed inventory and strengthen its programmatic omni-channel offering. In addition to the existing EMEA market, Adform clients can now easily scale performance and enjoy unprecedented transparency and efficiency across their DOOH media buys in North America, LATAM and APAC.
Advertisers are eager to capitalise on the prDOOH opportunity, especially with this year’s upcoming global sporting events like the Euros and Olympics. Offering the chance to target receptive audiences with contextual, meaningful, and dynamic campaigns, this new tailored integration provides Adform’s clients with a suite of DOOH advantages at the perfect time. Adform’s sophisticated impression multiplier, combined with VIOOH’s premium inventory, enables advanced targeting, metrics, and real-time reporting.
Read more: OPPO Awards its Media Business to PHD in Asia
After establishing its global omni-channel division in November 2023, Adform continues its momentum with this extended partnership. Launching these new DOOH capabilities for its DSP, Adform can better meet advertisers’ requirements for effective and data-driven measurement with improved transparency.
Vicky Foster, VP Global Commercial Partnerships at Adform, comments: “Having been a long-time partner in EMEA, we know the game-changing results that VIOOH’s inventory drives for advertisers. That’s why we’re excited to expand our partnership globally, offering robust performance and uncompromising transparency when advertisers need these most.”
Frances McCann, Global Director of DSP Partnerships at VIOOH, comments: “At VIOOH, we strive to remain at the forefront of the evolving programmatic DOOH landscape and we’re pleased to extend our partnership with Adform which helps us to stay on track to deliver this goal. prDOOH is becoming a key component in every media plan and we want advertisers across the globe to benefit from campaigns fuelled by data-rich, on-the-go, high-quality inventory to efficiently target diverse audiences.”
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Shreyansh Baid, Fanindra Jain & Rishi Sen launch DO – a creative-tech solutions company
Mumbai/Kolkata, 09th May, 2024: Shreyansh Baid, Founder & CEO, Shreyansh Innovations, Fanindra Jain, Creative Lead – Shreyansh Innovations Digital and Rishi Sen, previously SVP & Business Head, Digitas & Managing Partner, Jack in the Box Worldwide, has ventured into the creative technology business with their new initiative, DO.
DO is a creative-tech solutions company that bridges the art of storytelling with modern day interaction design and technology to deliver unique, lasting solutions. This approach focuses on impactful outcomes rather than short-term wins, offering a modern-day creative-tech stack to clients seeking custom marketing solutions.
At the core of DO, the founding partners collectively contribute to over 6 decades of storytelling, technology and brand building experience into a company that boasts about its hyper personalized solutions, not templated services.
As a collective of young creative technologists, DO stands at the forefront of digital innovation, turning the ordinary into extraordinary and crafting experiences that resonate long after the first click.
Shreyansh, Founder & CEO of DO says, “The most well-known brands of our generation are because the founder owned the story and had partners that told it simply and beautifully. We are that partner who enters the conversation with a business-first approach to identify the brand’s current position and its inflection points. What happens next is not just about technical expertise or having all the answers. It’s also about being human, connecting with people, and being able to unleash each other’s potential. This really is the basis for founding DO. The name is inspired by the karmic concept of action – continuous, relentless, in the right direction. We deeply believe in the power of our universe.”
Rishi, SVP – Business, Strategy & Founding Partner says, “In an ocean of agencies jockeying for position, we at DO stand apart—not as contenders in the usual agency race, but as dedicated specialists. We operate on a unique problem-solution model, diving deep to unravel and address each business challenge before moving on to the next. This specialist mentality is not just about solving problems; it’s about mastering them. We educate and incubate specialists, fostering a culture of continuous learning and expertise development. This approach ensures that each team member is not only equipped to tackle today’s challenges but is also prepared to think solutions for tomorrow. This deep-dive expertise is essential—it enables us to truly understand, resolve, and advance beyond the immediate, creating lasting value for our clients.
Fanindra, Creative Lead & Founding Partner says, “This is the age of candid. Marketing has got to feel real, true, almost imperfect. Bridging brand challenges with content, media, data & tech demands all the more IMAGINATION and EXPERTISE today and we’re geared for it. Our relentless drive for DO-ing whatever it takes will stand us out.”
LS Digital Joins Hands with London & Partners to Make Deeper Inroads into the UK Market
India, 07 May 2024: LS Digital, a leading independent digital marketing transformation company, has announced that it has entered into collaboration with London & Partners, a leading business growth and destination agency in the UK, to amplify its foray in the region. This partnership will help LS Digital strengthen and consolidate its presence in the UK through events and promotions.
Commenting on the partnership, Pawan Wankhede, Business Head (UK Operations), LS Digital said, “This collaboration is a testament of our commitment in the UK market where we are certain that LS Digital’s DMT solutions can provide tremendous value to businesses here. I look forward to this association with London & Partners and am confident of achieving much success with them.”
London & Partners specialises in supporting high-growth businesses to accelerate investment and growth in London and internationally. This includes providing guidance on everything from setting up an office space or a bank account to facilitating introductions within the wider business ecosystem and accessing key industry events.
Janet Coyle CBE, Managing Director of Grow at London & Partners said, “We’re delighted to welcome LS Digital to London and support them with their growth ambitions in our thriving business ecosystem. This undoubtedly marks an incredible milestone and next step for LS Digital and is a testament to how London continues to be a go-to destination for Indian tech startups aiming to go global.”
This partnership is a step towards LS Digital’s strategic plans to become a global leader in the delivery of DMT solutions. The company will focus in the European and the UK market by expanding its Centre of Excellence, a specialized unit of skilled and experienced digital marketing professionals using standard processes and latest technology to deliver excellence in digital marketing to clients. CoE from LS Digital is an efficient, cost-effective mechanism of acquiring / hiring / utilization of specialised resources.
About LS Digital
LS Digital is a Leading Independent Digital Marketing Transformation (DMT) company from India. The company comprises of four entities, LS Digital, Media and Measurement and Transformation Consulting company, Langoor, CX & Web 3.0 company, F1 Studioz, a UI/UX company, and Social Panga, a digitalfirst creative company, that have come together to form a global DMT brand. LS Digital is building India’s first DMT network for the World. Using
#ChallengeTheNow as guiding mantra for the marketers, LS Digital is empowering the brands to construct a digital future. With 1200+ professionals with different skillsets and over a decade of experience, LS Digital is committed to provide integrated digital marketing transformation solutions to brands and partner with them in their digital journey to grow their businesses. LS Digital offers the most comprehensive suite of digital marketing services through its six-pillar DMT framework; Data & Insights, CX, Innovations & Technology, Media, UI/UX, Creative & Communication.
For more details, visit: https://www.lsdigital.com/
About London and Partners
London & Partners is the business and destination agency for London. Our mission is to create economic growth that is resilient, sustainable, and inclusive. We are a not-for-profit company and operate as a social enterprise, half funded by the Greater London Authority (GLA) and half from other sources including our portfolio of commercial ventures.
For more information, visit: www.londonandpartners.com
ANSR Appoints Kirk Ball as Group Chief Information Officer
India, 1st May: ANSR, the global leader in enabling companies to build, manage and scale global teams, today announced the appointment of Kirk Ball as its new Group Chief Information Officer (CIO). With over three decades of experience in technology leadership and innovation, Kirk brings a wealth of expertise to his new role.
Kirk joins ANSR from Giant Eagle where he was the CIO. Kirk has also served in technology leadership positions with companies like Kroger and Christ Hospital Health Network. Kirk has consistently delivered innovative and sustainable outcomes amidst volatile economic market cycles and digital transformations.
“The role of the CIO is undergoing a profound change in today’s digital era. The modern CIO is now a strategic architect of digital value, driving innovation and shaping the future of business,” said Lalit Ahuja, Founder & CEO of ANSR. “We are delighted to welcome Kirk to our leadership team. With his wealth of experience in crafting and executing GCC enabled global technology teams, Kirk will play a key role in supporting our clients in developing the most efficient strategies for leveraging GCCs as drivers for enhanced value, change, and transformation throughout their organizations. Kirk will also provide coaching and mentorship to GCC leaders, ensuring alignment with organizational goals in support of the evolving CIO agenda”, he added.
Kirk will serve as a trusted advisor and partner to our customers, guiding them in determining functions which are best suited for the GCC and providing insights on their transformation blueprint. He will also serve as counsel to CIOs and CXOs on establishing new competency pods within their GCCs, offering insights into best practices and key performance indicators (KPIs) to monitor. Kirk will play a pivotal role in the company’s evolution into a GCC SuperApp, providing modular and adaptable solutions for companies to establish GCCs.
“I am thrilled to join the talented team at ANSR and embark on this exciting journey,” said Kirk. “I look forward to leveraging my experience to contribute to ANSR’s growth and success and to drive a positive change for broader the industry. I’m excited to join ANSR at a hypergrowth stage where we are setting up a new GCC almost every 2-3 weeks, which presents a tremendous opportunity for innovation and expansion.”
About ANSR:
ANSR is the market leader in enabling organizations build, manage and scale global teams through Global Capability Centers (GCCs). ANSR provides full life-cycle services including GCC design, set up and enabling operations. For over 16 years now, companies cutting across size, industry and markets have relied on ANSR’s expertise to successfully build global business and technology teams. ANSR’s unique and differentiated ‘GCC-as-a-Service’ is delivered in a no-Capex and ‘pay-as-you-grow’ manner that significantly enhances ‘time to value’ and neutralizes the known risks associated with setting up globally distributed teams. Since its inception, ANSR has established over 100 GCCs aggregating to over 100k enterprise talent with over $1.6B in investment and using over 10M sq ft of workspace.
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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.’
Read More: 10 Game-Changing AI Tools for Digital Marketing in 2023
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.
Read More: Cricket’s Advertising Blitz: Boundaries Beyond the Game!