Author: Neha Mehta

Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus

In an exclusive interview, we delve into a conversation with Shashidhar Sharma, the Head of Programmatic Pratice-India at Group M Nexus. With a career spanning over a decade, he is a seasoned veteran in the realm of programmatic advertising. Known for his remarkable achievements in crafting effective strategies, leading diverse global teams, and streamlining operations, he is a distinguished professional in the industry.

Tell us something about your journey and how your career has evolved since its inception?

With over a decade in programmatic, I’ve achieved recognition and awards, using my expertise for a meaningful impact. I transitioned from an IT background to digital marketing during my 8.5-year tenure at Google, refining my Programmatic understanding.

My unwavering curiosity drove me beyond singular channels, enabling me to master the marketing funnel across biddable platforms: Social, Search, and E-Commerce. Strategy became my lodestar, directing me towards leading important conversations, shaping market trends, and fostering innovation. My learning experience in India strengthened my sense of ownership in New Zealand, and the insights I gained in New Zealand infused strategic acumen and innovation into my programmatic journey in India. Navigating various markets, and working with different clients and partners, has been instrumental in honing my skills and greatly contributed to my journey of leading programmatic for the largest set of accounts within India’s GroupM holding group.

How has the shift towards a cookieless world impacted programmatic advertising strategies?

This has been a long-anticipated development, with Google reevaluating its approach, strategy, and implementation multiple times, leading to several revisions in the launch date. Nevertheless, the announcement itself shook the advertising industry. Throughout this process, GroupM remains dedicated to improving advertising for people and advocating for privacy-preserving solutions that support a healthy advertising ecosystem.

We also hold firm in our belief that collecting consumer-level data not directly provided to a brand will become increasingly challenging. Data and AI capabilities have progressed significantly, opening doors to innovative, alternative options. The current reliance on third-party cookies to uphold an open and free ad-supported internet, as well as the complexity of designing a solution that balances privacy and performance, is decreasing from a high/medium level to low. Having said that, we are committed to working closely with our partners at Google to ensure that industry and client perspectives are taken into account as solutions continue to evolve. Separately, we firmly believe that clients should continue to explore and prioritize the evolution of their technology and data strategies in preparation for when these changes ultimately take effect.

What role does artificial intelligence play in optimizing programmatic ad campaigns?

AI is the buzzword now. Everyone is tapping into AI and talking about Machine Learning to go with it. Considering the nature of programmatic, which allows the system’s algorithms to buy media for us based on our set of rules (targeting, budget, pacing, etc.), it makes a lot of sense to discuss AI in our everyday conversations.

At GroupM, we have been using AI and ML in our campaigns since 2021, and we have achieved exceptional results. This includes a case study that was presented at Oxford in the “use cases of AI in Digital Marketing” category. Based on my experience on the topic, I would say that using AI is beneficial, but the key is to know when to deploy it, what to optimize, and how to use the data for learning and insights. Simply using AI for the sake of using it can diminish its impact.

How can data clean rooms help brands navigate the cookieless world? What are the benefits and challenges of implementing them?

Please note that Data Clean Rooms are indeed useful, but they are only one of the tools in our arsenal to ensure advertising remains relevant after the deprecation of third-party cookies. The purpose of Data Clean Rooms is to curate and create “clean” data segments, which are accurate, up-to-date, and genuine. This is achieved by combining not only Advertisers’ first-party data but also cross-referencing it with sourced data.

This approach makes the curated segments very effective. However, it’s essential to understand that your new consumers may not have been logged or had their data captured yet. So, the strategy of using a Data Clean Room is effective but limited in its capacity. The overall strategy should encompass multiple approaches to reach an unknown user base while reinforcing the brand to the known user base. Achieving a broad reach is just as important as achieving definitive conversions, so you should plan for the entire sales funnel.

With extensive experience in the industry, what changes have you observed in the Programmatic buying landscape? How do you stay updated with the rapid developments in digital marketing technologies and practices?

My favourite statement in this context is: Programmatic went from being a ‘Problematic’ medium to a ‘Pragmatic’ medium now. 

Programmatic began by dealing with inventory left unsold by publishers. Now, people have started to understand that the value of programmatic lies in its ability to integrate with multiple platforms, providers, and technologies, leading to significant growth in adoption. Although the general understanding is not ideal, it is in much better shape now. With the influence of BAV, Data, Ad Serving tech, measurement tech, and AI/ML entering the picture, the future indeed looks promising. Sustainability, transparency, and privacy are currently buzzwords, and I anticipate more changes on the horizon.

This brings me to the next point – these numerous changes may sometimes leave you feeling unsure of what’s happening. That’s where events, digital publications related to our industry, and conversations with programmatic leaders in our country become essential. I am an avid reader of many sites, including WARC, eMarketer, E4M, Campaign Asia, and AdWeek, among many others. You can also join LinkedIn Groups or subscribe to programmatic channels on Reddit to stay up-to-date.

Programmatic buying is known for its data-driven nature. How do you optimize data-driven insights in your programmatic campaigns, and are there specific tools or practices you rely on for this purpose?

It is never a cheat sheet or one-size-fits-all approach. Data makes decision-making easier, but it can lead astray if the wrong data points are emphasized. Yes, we use tools like ADH and dashboards to curate data and extract insights, especially for identifying optimization opportunities. However, it’s crucial to step back and eliminate inherent data bias. Sometimes, data can provide so many insights that it distracts from the campaign’s actual KPIs. While targeting a core group of users can impact ROI, we must also consider pacing.

Our approach to data involves keeping the campaign’s goals in mind while evaluating leading metrics and KPIs for campaign health. If data indicates that a specific audience segment is performing well, we target it and increase our focus. Still, we also monitor similar groups that may prove equally effective. Additionally, we assess the cost of buying impressions for that group, ensuring cost-effectiveness. Our optimization criteria encompass various elements, including audience availability, day/time, viewability, geography, demography, and contextual factors. The core approach remains adaptable, with insights and overall strategy guiding our optimizations, rather than merely relying on data availability.

Any learnings or advice you would like to share with the young professionals in the industry?

Many newcomers in our Programmatic field often switch roles and platforms. I would like to emphasize that learning a platform is not equivalent to mastering programmatic. It involves understanding how to utilize programmatic data effectively to craft flexible and impactful strategies. Focus on developing such strategies for better learning. 

Furthermore, our industry is still relatively young and emerging from the shadow of traditional marketing. It will take time to establish a well-structured and organized approach, and all of you play a pivotal role in shaping this future. Your organizational skills and attention to detail are crucial for its growth and development.

Revolutionizing Philippine Gaming: Adscholars and iion’s Dynamic Partnership

The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion. This collaboration aims to redefine the gaming advertising landscape in the Philippines amidst an industry boom, boasting a gamer population of 43 million, according to Newzoo. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Philippine market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms. 

The collaboration between Adscholars and iion arrives at a crucial juncture, as brands seek to reach the gaming audience in the Philippines. This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game, around the game and away from the game advertising encounters. iion’s  immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.

Gaming Boom in Philippine Market

Recent reports indicate that the Philippines is among the select group of five nations poised to emerge as a major gaming market within the Asia Pacific region.  According to a comprehensive study conducted by Newzoo, a prominent provider of market intelligence within the gaming industry, the Philippines boasts a substantial gamer population of 43 million, with a projected growth rate of 14.3 percent spanning from 2020 to 2023. The growing popularity of online gaming in the country is driven by faster internet availability, more smartphone users, and the thriving eSports industry. The strategic partnership between Adscholars and iion places them at the forefront of innovative game advertising in the Philippines, ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.

Srikanth Rayaprolu, CEO of Adscholars said, “We are thrilled to announce our collaboration with iion, a prominent advertising platform that extends its reach across diverse gaming environments. As the gaming industry continues to flourish in the Philippines market, Ad Scholars, in partnership with iion Gaming, is set to provide brands with an exceptional opportunity to connect with gamers both within the gaming realm and in its periphery. This collaboration promises exciting creative possibilities that will actively engage your brand with this dynamic gaming audience.”

Yun Yip, iion’s Chief Commercial Officer says, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever growing audience, whilst delivering superior marketing outcomes in game advertising. A successful gaming strategy is a now possible, accessible and measurable” 

Adscholars-iion Enters In A Dynamic Partnership To Transform Gaming In India

The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion which aims to transform the gaming advertising landscape in India amidst an industry boom. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Indian market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms. 

This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game advertising encounters.  iion’s  immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.

Leveling Up: The Online Gaming Boom Hits India

Statista reported India’s online gaming industry was valued at around INR 135 billion in 2022, up from 101 billion rupees the previous year. Projections indicated it could surpass INR 231 billion by 2025, with a robust annual growth rate of 19%. With a substantial youth population, India is poised to become a prime gaming market. With a significant youth population, India is poised to become a prime gaming market. The country’s market growth is propelled by the expansion of IT infrastructure, fueled by the increasing adoption of smartphones and high-speed internet.

Brands tap gaming’s audience engagement potential. Gameloft finds in-game ads boost brand awareness and likability. Messages over 15 seconds yield +23% purchase intent, highlighting gaming’s unique immersive impact. The strategic partnership between Adscholars and iion places them at the forefront of innovative monetization and advertising ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.

Srikanth Rayaprolu, CEO of Adscholars said, “We are delighted to announce a strategic collaboration with iion, a prominent advertising platform with a far-reaching presence in diverse gaming environments. As the gaming industry continues its rapid expansion within the Indian market, Ad Scholars, in partnership with iion Gaming, is primed to offer brands an exceptional opportunity to engage with gamers both within the gaming ecosystem and its surrounding landscape.

He further added, This partnership promises to open captivating creative avenues, actively connecting your brand with the vibrant gaming audience. Adscholars has been collaborating with brands and agencies in India. With this new partnership, we’re excited to introduce innovative gaming inventory options for our clients.”

Yun Yip, iion’s Chief Commercial Officer said, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever-growing audience, whilst delivering superior marketing outcomes in-game advertising. A successful gaming strategy is a now possible, accessible, and measurable” 

Elevating Cricket Advertising: A New Paradigm by Adscholars’ Creative Studio

As the world eagerly anticipates the 2023 ICC Men’s Cricket World Cup, brands are gearing up for an unparalleled journey. With a colossal audience of over 650 million viewers at their fingertips, brands have a rare and thrilling chance to establish strong brand awareness on the global stage. 

Adscholars’ Creative Studio stands ready to redefine cricket advertising, transforming it into an art form that captivates fans worldwide. As India proudly hosts the World Cup for an unprecedented fourth time, your brand can shine on the world’s grandest sporting spectacle.

With Adscholars Creative Studio, we’re not just breaking boundaries; we are rewriting the rules of cricket advertising. Introducing our game-changing QR code innovation! Our cutting-edge rich media gamification mechanics: a thrilling cricket game that puts YOU in the driver’s seat.  Imagine this: You, as the user, are tasked with scoring 22 runs in the last over of a high-stakes match!  But this isn’t just a game – it’s an experience that engulfs you in the heart-pounding thrill of the game. We’ve integrated in-ground cheering noises, live commentary, and all the immersive elements to give you the REAL feel of being on the cricket field. You’ll feel the adrenaline rush like never before in our innovative game.

 

Click the Image to Play the Game

Scan to Play and Win

And the big question: What sets our game apart? It’s the ingenious algorithm that powers our innovation. Each playthrough will be a unique and exhilarating experience. Every shot, every move – carefully tailored to keep you on the edge of your seat. Still not sure? Dive into the action and experience it firsthand! 

But hold onto your hats, because there’s more! We’re raising the stakes with an irresistible incentive: an iPhone for the ultimate winner! Your chance to be the cricket champion AND walk away with the latest tech sensation is here! 

Creative Studio can help brands create visually appealing formats and compelling narratives, establishing a strong brand presence. Adscholars’ suite of products can assist brands in placing the most appropriate ads that align with user content. By leveraging geotargeting, brands can anticipate improved ROI and reach during the 2023 ICC Men’s Cricket World Cup. Are you ready to take center stage in rewriting the rules of cricket advertising with Adscholars? Join the advertising revolution and let your brand shine brighter than ever before with us.

Read more: Disney+ Hotstar Amp Brand Outreach With CTV Targeting

Publicis Groupe’s Prashant Nandan Unveils Strategies for Connected TV Trends

Prashant Nandan, Senior Vice President of APEX at Publicis Groupe, is an experienced leader with over 15 years in digital marketing and advertising. With a deep understanding of go-to-market strategies, emerging media, and data-driven solutions, he unlocks business potential in the digital landscape. He is a visionary leader driving impactful results with proficiency in client servicing, media planning, programmatic, and more.

In this exclusive and captivating interview, he discusses effective strategies for Connected TV,  transparency and Ad fraud, adapting to market dynamics, and embracing the Metaverse with AI.

Can you tell us about your journey and experience in creating go-to-market strategies across various digital channels?

My journey has taken me across mountains and oceans, through trials and triumphs, shaping me into a dreamer, a doer, and a believer in the power of determination. The digital world can be overwhelming, so I help connect businesses to digital ideas. My job spans the core areas of intelligence, investment, partnership, and innovation strategies for digital agencies and clients.

Creating go-to-market strategies: –

Each brand and market is unique, so it’s important to tailor our go-to-market strategy based on specific business goals, target audience, and industry dynamics. We regularly evaluate and refine our strategy to ensure it aligns with the brand’s evolving needs and market conditions. We help brands craft compelling and consistent messaging that resonates with the target audience and further tailor the messaging to each channel’s unique characteristics while maintaining a cohesive brand voice and identity. Adapting to changing market dynamics, we stay agile and capitalize on emerging opportunities. We are always open to experimenting with new channels or tactics based on data-driven insights and feedback from the target audience.

How do you determine the most effective mix of digital channels for a particular client or campaign?

Determining the most effective mix of digital channels for a particular campaign or client requires a data-driven approach. Here are some steps to consider:

1. Clearly articulate the specific goals and objectives of the campaign. Whether it’s brand awareness, lead generation, sales conversion. Having a clear understanding of what brands want to achieve, will guide our channel selection.
2. Develop a deep understanding of your target audience’s demographics, behaviours, preferences, and digital habits via different planning tools & primary/secondary research.
3. Map out the customer journey from awareness to conversion. Identify touchpoints where our target audience interacts with digital channels throughout their decision-making process. Select channels that can effectively reach and engage our audience at each stage of the journey, ensuring a cohesive and seamless experience.
4. Assess the strengths and capabilities of different digital channels. Consider factors such as audience reach, targeting capabilities, ad formats, pricing models, and performance metrics to evaluate how well each channel aligns with our campaign goals.
5. Review past campaign data, industry benchmarks, and case studies to understand the performance of different digital channels in similar campaigns or industries.
6. Manage the campaign budget and allocate resources based on the potential ROI of each channel. Evaluate the cost-effectiveness of channels by comparing factors such as CAC (Cost per customer acquisition), Cost per lead (CPL), and conversion rates. This analysis will help us optimize our budget allocation and prioritize channels that deliver the best return on investment(ROI).
7. Implement robust brand safety, ad fraud, tracking, and analytics systems to monitor the performance of each channel.

How is your experience working with regional and global markets, and how do you adapt your strategies to different cultural contexts and market dynamics?

Working with different regional and global teams has given me exposure to diverse customer preferences, behaviors, and market trends. This experience provides valuable insights and learning opportunities, enabling me to refine our digital products, services, and marketing strategies. Engaging with different cultural contexts and market dynamics often fosters innovation and creativity, leading me to develop unique solutions and approaches that cater to specific client needs. I have learned to be adaptable and responsive to changing market dynamics, continuously monitoring client/internal stakeholder feedback, market trends, and the competitive landscape. This allows for timely adjustments to strategies, pricing, or product offerings to stay relevant and competitive.

What measures do you take to ensure that the programmatic campaigns are transparent and free from ad fraud?

Digital ad fraud is a major hindrance to global ADEX growth. It is now the second largest organized crime, following cybercrime. Fraudsters target newer advertising channels like Audio and CTV. The recent ICEBUCKET operation, exposed by White Ops, revealed a significant threat in the CTV space. By spoofing IP addresses of 2 million devices across 30+ countries, fraudsters made marketers unknowingly purchase CTV ad space that was served to bots. Additionally, DoubleVerify uncovered “BeatSting“,  the first large-scale ad impression fraud scheme in digital audio advertising.

To combat ad fraud, all stakeholders, including advertisers, supply-side partners, device manufacturers, and server-side ad insertion, must be vigilant and implement solutions that address app fraud, device spoofing, Server-side Ad Insertion (SSAI) manipulation, non-stop ads, and malware-hijacked CTV devices. Here are tactics that advertisers can put in place to protect themselves.

• Bring a third-party vendor like Double Verify, Integral Ad Science, White Ops, Moat etc that detects fraud pre-bid level for protection against Digital ad fraud.
• Monitoring the location and device for all ads interaction & stick to premium inventory.
• All parties buying & selling video inventory should follow IAB guidelines, for CTV/OTT known as IFA ( Identifier for Advertising (IFA) series).
• Build a clean supply chain and remove the middlemen selling ad inventories.
• For Brand safety, advertisers should use keyword blocking, category blocks like sensitive, and unprofessional content, and work with the third party at the pre-bid level for brand safety.
• Pre-Bid filter of brand safety for checking App star ratings, age ratings, and store categories.
• In brand safety “Add blocking” should be available on all ad inventories to prevent ads from serving next to risky content.
• Give preference to programmatic inventory enabled with app-ads.txt.
• Avoid audience extension and long-tail “no-name” apps unless 100% transparent tracking and favorable terms and conditions are in place.
• The stringent clause at IO (Insertion order) for all level report transparency.

Can you explain the key differences between Connected TV and traditional TV advertising, and how these differences impact your go-to-market strategies?

The TV and digital industry use specific terms, like traditional/linear TV, OTT, and CTV. Here’s how to differentiate them.

Connected TV (CTV) devices like smart TVs, gaming consoles, and streaming sticks (such as Chromecast, Apple TV, Roku) enable users to access and display two types of content on a large screen:

 1) Internet-delivered programming from broadcast and cable TV networks.

 2) Digital-only streaming content from platforms like YouTube, Netflix, Prime Video, and Hotstar.

Go-to-Market Strategy for CTV: To achieve incremental reach, it is beneficial to combine Linear TV and CTV strategies. Linear TV maintains a strong reach among the TV-viewing population in India, and the hybrid viewing pattern is expected to persist for years. By merging the teams responsible for linear and connected TV buying, the goal of reaching viewers on any screen can be effectively accomplished.

 Here are a few ways to do it:

• First, to drive incremental reach use Automatic Content Recognition (ACR) data to segment households that were exposed to the linear TV campaign and those who had not been exposed.
• Next, target non-exposed households with ads on CTV.
• Balance your frequency by targeting light TV viewers and cord-cutters more heavily than heavy TV viewers.
• ACR can identify households watching the competition ads and target them on different digital devices.
• Combine second screen targeting (Second screening” is a term for when viewers are watching television but are also using a secondary electronic device during that time) with your TV campaign.
• CTV ads are served programmatically so you can target audiences that have streamed content by genre, movies, TV series, actors, or directors.

Connecting linear and CTV ecosystems benefits advertisers with quality inventory, cross-screen audience reach, and effective measurement and attribution.

How do you manage cross-device targeting and attribution in your Connected TV?

In India, cross-device targeting on CTV utilizes unique IP addresses associated with each internet-connected device.

1. Ad-tech companies employ diverse methods to identify IP addresses of devices accessing CTV content, which serve as unique identifiers for each device.
2. Ad-tech companies collect and maintain databases of IP addresses associated with specific devices or households.
3. Ad-tech companies utilize device graphs, which are databases or platforms that link multiple devices to the same individual or household. These graphs combine data points like IP addresses, cookies, device IDs, and other identifiers to create a comprehensive view of cross-device behavior. By analyzing shared IP addresses and Wi-Fi network connections, patterns and connections can be assessed to identify devices likely used by members of the same household.
4. Once devices belonging to a household or individual are linked through IP address matching, brands can target specific ads to those devices across CTV platforms. Advertisers can leverage audience segmentation and targeting criteria, such as demographics, interests, and browsing behavior, to deliver relevant ads to the identified devices.

It’s important to note that IP address-based targeting for cross-device advertising has limitations. Dynamic IP addresses, shared networks, and privacy measures like virtual private networks (VPNs) can reduce the accuracy and precision of device-to-household mapping.

Measuring attribution on CTV : In this evolving stage, advertisers employ multiple approaches such as ad server reporting, incremental testing, panel surveys, and other data sources to refine measurement methodologies. These efforts aim to gain a comprehensive understanding of the attribution and effectiveness of CTV campaigns.

What are some key trends you see emerging in the Connected TV and how do you plan to capitalize on these trends in your strategies?

The cord-cutting audience is expected to grow. In the next 5 to 7 years, smart televisions are projected to become the norm in India, offering on-demand content, music streaming, video calling, and personalized recommendations. These TVs will also enable social interactions, co-watching, and content sharing. Additionally, smart TVs will embrace portability through cloud computing, allowing users to enjoy their favorite content anytime, anywhere.

In the future, TVs will go beyond traditional viewing, with OEMs adding services like gaming and health & fitness. Samsung, for example, has introduced a gaming hub on its smart TVs, allowing users to play games without a console or PC. Remote-controlled TVs will become outdated as voice-based and XR-controlled smart televisions gain prominence. While shopping directly on TV interfaces is still developing and limited to QR codes, tech platforms like Amazon and Google are experimenting with shoppable content ads.

CTV platforms are increasingly integrating with data management platforms (DMPs) and customer relationship management (CRM) systems, empowering advertisers to leverage first-party and third-party data for enhanced audience targeting and campaign effectiveness.

What is your perspective on the relationship between AI and the Metaverse? Do you believe AI is dominating or overshadowing the development of the Metaverse?

If we think of Metaverse as a cake, AI is one of its crucial slices. The Metaverse aims to leverage technologies like Web 3.0, XR, AI, and Blockchain to build a scalable virtual world. While AI has become a critical technology, predictive AI predates generative AI, utilizing statistical models, data analysis, and machine learning algorithms for future predictions. However, the Metaverse won’t achieve mainstream adoption overnight, as it faces challenges that need to be addressed. Concurrency and latency are foundational issues that must be solved.

Facebook, for instance, believes the Metaverse is at least 10 years away from entire operation due to these challenges. AI will play a facilitative role in the growth of the Metaverse, automating tasks such as creating and designing virtual environments, as well as aiding in content creation like 3D modeling and natural language processing.

MediaMath Shutdown: Ad Industry in Turmoil, Seeking Alternatives

In a surprising and unforeseen development, MediaMath, a renowned programmatic advertising demand-side platform, has made the shocking announcement of its immediate shutdown, sending shockwaves throughout the advertising industry. This unexpected turn of events has left advertisers, agencies, and customers in a state of chaos as they urgently seek alternative solutions to fill the void left by MediaMath.

The Rise and Fall of Mediamath

MediaMath founded in 2007, is a trailblazer in programmatic advertising, revolutionized brand-audience connections with its advanced demand-side platform. By leveraging data-driven insights and real-time bidding decisions, MediaMath enabled precise audience targeting, efficient campaigns, and improved ROI. Through strategic partnerships and a commitment to transparency, MediaMath shaped the digital advertising landscape, earning a solid reputation in the industry.

Since its founding, MediaMath had raised over $600 million and boasted an impressive client base of 3,500 brands and agencies. However, the anticipated successful exit through going public or acquisition never materialized. To address financial challenges, MediaMath had to recapitalize with Searchlight Capital last year, resulting in the loss of equity for early shareholders, including co-founder Joe Zawadzki. Additionally, the company had an outstanding $150 million credit facility from Goldman Sachs. Despite rumors of potential acquirers such as IBM, Magnite, Amazon, Tremor, and IPONWEB, MediaMath struggled to find a suitable buyer.

It is expected to file for Chapter 7 bankruptcy. This will result in asset liquidation to repay obligations. After settling wages and salaries, primary lender Goldman Sachs will be paid, followed by other creditors if there are remaining proceeds from asset sales. Most of MediaMath’s 300+ employees will lose their jobs, with a small team retained for essential functions during the bankruptcy process.

Impact on advertisers 

The abrupt shutdown of MediaMath has caused significant upheaval among advertisers and agencies. These entities now face the daunting task of finding alternative platforms to relocate their ad campaigns, requiring substantial resources and adjustments. The loss of MediaMath’s tracking pixel has further compounded the challenges, hampering the ability to analyze user behavior and optimize future campaigns. The lack of prior notice has intensified the difficulties faced by advertisers and agencies, emphasizing the need for clear communication during times of distress.

In the meantime, the closure of MediaMath creates an opportunity for other DSPs such as The Trade Desk, or Google to step in and fill the void. The demise of the DSP is seen as a setback for the ad tech industry, and industry insiders express sadness over the company’s fate.

Driving Brand Success: In Conversation with Vishal Shah from EssenceMediacom

Vishal Shah, Managing Partner at EssenceMediacom, is a prominent marketing professional in the media, marketing and advertising industry. With a strong background in brand building, digital marketing and media strategy, he has made significant contributions to the growth and success of various brands and campaigns. As a dedicated and innovative leader, he continues to make a lasting impact in the media landscape, driving excellence and fostering strong relationships with clients and partners.

In an exclusive interview, he shares his insights on achieving agency of the Year, building brands, and embracing the future of digital marketing.

Firstly, congratulations on EssenceMediacom winning the agency of the year at Goafest! What key factors and strategies do you attribute to this remarkable achievement, and how do you plan to build upon this success in the future?

Thank you very much. We are elated about this accomplishment. It is a remarkable achievement, and we are proud to be working with the best minds in the industry. We have received overwhelming appreciation from clients and partners, who are proud and happy to be associated with an agency that is producing such fantastic work. We aim to maintain this momentum across all our brands and build upon this success in the future.

As the Managing Partner of Essence Mediacom, you have played a significant role in the company’s growth and success. Can you share some key insights into your journey and the challenges you faced while scaling the business?

Four days after I joined, the COVID-19 pandemic peaked, and authorities announced a nationwide lockdown, abruptly shifting us to remote work. Overnight, we faced numerous challenges. Firstly, working remotely on such a large scale for an extended period was a unique and unprecedented experience, requiring everyone to quickly adapt. Meeting my entire team virtually was particularly challenging given its size. I honed my voice recognition skills as many team members experienced bandwidth issues, preventing them from enabling their cameras during virtual meetings. Additionally, a significant hurdle emerged when most clients decided to drastically cut their marketing budgets due to prevailing uncertainty.

I faced a two-fold challenge:

a)Convincing clients to maintain their investment in marketing. b) Boosting team morale and keeping spirits high.

In response, we revisited our strategies and implemented multiple changes in our work processes. These adjustments yielded exceptional results, fueling unparalleled growth in our business and teams over the past three years. We remain committed to building upon this success and sustaining our upward trajectory.

With your extensive experience, how do you approach the process of creating and nurturing a brand identity, especially in today’s highly competitive and fast-paced digital landscape?

Building brands has shifted from a mass media economy to a new-age economy, requiring a distinct approach and mindset. We closely collaborate with clients, developing breakthrough capabilities instead of simply cutting through. Our multidimensional approach generates breakthroughs for our brands, transcending traditional boundaries. A Breakthrough because it took two incredibly successful individual agencies and brought them together to create something new – Essence & Mediacom.

We created a new agency that unlocks the potential of the new communication economy, moving beyond brand vs. performance, digital vs. analogue, and media vs. creative. Clients trust and choose to work with us to advance, break new ground, and shape future brands and businesses. We are already delivering these outcomes for the world’s biggest and most influential brands, consistently and globally. EM is the only agency capable of consistently providing new ideas and opportunities to understand and connect with people. This is made possible by our scale, exceptional team, advanced technology, and strong leadership.

Storytelling is a powerful tool in brand communications. How do you perceive the power of storytelling, particularly its ability to create emotional connections with the target audience?

The very essence of storytelling lies in its ability to create an emotional connection between the brand and the consumer, thereby humanizing the brand and bringing it to life. It transforms the brand from a mere logo to a meaningful connection. Storytelling is unparalleled in building trust, and loyalty, and establishing a strong connection with consumers. In the marketing communications business, storytelling is at the heart of every connection between the brand and the consumer, making it the most definitive way to build strong brands.

Essence Mediacom prides itself on utilizing data-driven strategies. Could you provide an example of how data analysis has significantly impacted a client’s campaign, leading to tangible results?

The legacies of Essence and Mediacom, combined with the power of WPP, Group M, and Nexus, mean that we possess the most advanced suite of tech products and experts in the market.

This manifests not only in our individual products and agency tools but also in the embedded innovation teams within our agencies, which swiftly develop scripts to solve immediate problems.All of this is consolidated in EMOS: a global planning operating system that we can customize for clients and is utilized by our personnel every day. EMOS merges the finest technology from MediaCom with Essence’s automation, data governance, and data storage, resulting in the industry’s most advanced reporting tech and analytics suite applied to billions of dollars of client spend.

The combined tech of both agencies has created something truly unique: the ability to provide data-driven breakthroughs to every client through customized products and capabilities accessible to all our planners across all markets. Our tools are developed with the consumer journey in mind, spanning the marketing cycle, campaign cycle, and optimization cycle, enabling timely interventions for breakthrough planning.

Start-ups often face unique challenges when it comes to brand building and marketing. What advice do you have for start-up founders looking to establish a strong brand presence and effectively communicate their value proposition to potential investors and customers?

Strong brands are built over time through consistent actions. A strong brand is defined by what consumers think, feel, do, and how they interact with it, not by the perceptions of founders or investors. It is imperative to create a consistent brand experience that provides meaningful interactions and addresses consumers’ unmet needs. The brand needs to have differentiated benefits, appeal, and proposition and communicate this with consumers regularly. They will also need to continue building brand trust, as it is a gradual process that requires commitment. Maintaining the right balance between brand building and performance marketing is crucial, and consistent investment in both areas will help founders establish strong brands.

Mentorship can play a significant role in personal and professional growth. Can you share an experience where a mentor or role model had a profound impact on your career, and what lessons did you learn from them?

I strongly believe that mentors play a critical role in your personal and professional journey. With the right mentor, you can receive help and guidance across key areas, not only in your professional life but also in your personal life. I have been very lucky to have had some very good mentors who have shown me the way throughout my career. Here are the key lessons that I learned from my mentors:

1. Attitude and passion make all the difference; if they are in the right place, they will take you places. Where there is a will, there is a way!

2. Two key areas that matter the most are business management and people management. Most things we do will revolve around these two areas, and we need to continuously maintain a learning mindset to build on these areas.

As a thought leader in the marketing industry, what are your predictions for the future of digital marketing, and is the industry preparing to capitalize on these trends to maintain its competitive edge?

Digital marketing is poised to dominate the advertising industry. India ranks among the top 10 globally in terms of ad spend and continues to be the fastest-growing market worldwide.

Key predictions:

1.5G will be a game changer in many ways for India.

2.Artificial Intelligence, Augmented Reality & Virtual Reality will become mainstream.

3.Understanding and investing in data and technology will not be optional; it will be crucial and require super acceleration if brands and marketers want to remain relevant.

4.Influencer Marketing

5. Voice and everything related to it will have many more use cases and applications.

Google and Omnicom Collaborate to Enhance Advertising with Generative AI

Omnicom has partnered with Google to integrate the search giant’s generative AI models into its ad tech platform. This collaboration marks the first commercial application of Google’s generative AI technology, which was previously not widely available. Through this integration, brands will gain access to generative text and image capabilities, enabling them to create dynamic and engaging content. This innovative partnership aims to enhance the creative capabilities of Omnicom’s ad tech platform and provide brands with new opportunities for personalized and impactful advertising.

Omnicom will leverage the capabilities of Google Cloud’s Vertex AI, specifically its foundation models such as PaLM 2 and Imagen. PaLM 2 is Google’s large language model for text and Imagen is similar to DALL-E, for generating images.Imagen allows organizations to generate and customize studio-grade images at scale from input text with low latency and enterprise-grade data governance.

Through seamless integration into their open marketing orchestration platform Omni, agencies and client teams will now have unprecedented access to these powerful models. This integration will enable expediting the content development process, providing enhanced efficiency and creativity.

Jonathan Nelson, CEO, Omnicom Digital said,

We’re thrilled to have another first-mover advantage with Google Cloud’s foundation models and to continue strengthening the use of Generative AI within Omnicom.

By creating Omni as an open operating system, we’re able to quickly integrate these innovative models and mobilize them to thousands of Omnicom employees that use Omni. We’re especially excited to see how Imagen will unlock greater inspiration for our people and elevate the ideas created for clients.

As reported by Adage, Nelson further mentioned that they are closely looking at the video. The models developed by Google were trained using “copyright-free” data. The issue of copyright has hindered the broader adoption of certain AI applications in marketing as agencies and brands have concerns about utilizing the material for which they don’t possess proper licensing.

Nelson said,

Their version of Imagen is particularly interesting because it’s copyright-free which is a huge deal for us so it can be applicable to advertising.

June Yang, Vice President of Cloud AI and Industry Solutions at Google Cloud,

Our partnership with Omnicom deepens this commitment as it allows marketers to create studio-grade images with mask-free editing for any business need, in a platform where they are already familiar, with only a few typing prompts. We cannot wait to see what they create!

Adage reported Omnicom will train machines using data from brands’ entire marketing copy archives to develop custom AI models. Nelson introduced the concept of “data stacking,” where the agency combines its own data with clients’ data, specifically benefiting media and optimization. This approach enables the creation of proprietary products based on the developed models.

This partnership is the latest collaboration between Google and Omnicom, who have closely collaborated together for decades. This includes their early collaboration as an alpha partner for clean room integrations with Ads Data Hub.

Interesting Read: Microsoft Store Ads Expand to Bing Search Results, Empowering Global Advertisers

GroupM Launches Geo Granularity For TV Advertisers

GroupM announces Geo Granularity, a hyperlocal and granular targeting solution by Finecast, GroupM Nexus’s addressable TV offering. This marks a significant milestone in hyperlocal and granular targeting for TV advertisers. They can now reach more defined audiences across India’s top cities, optimizing campaign performance and driving better user experiences.

Enhanced Targeting Capabilities:

• Geo Granularity replaces broader pin code level targeting with precise 1000-meter granularity.
• Advertisers gain the ability to zero in on specific audience segments, optimizing campaign effectiveness.

Comprehensive Coverage:

• Covering a vast area of 26,000 square kilometers, Geo Granularity spans India’s major cities.
• Advertisers can leverage this innovative solution to connect with audiences in key locations.

Proprietary Geo-Spatial Technology:

• Geo Granularity relies on Finecast’s proprietary geo-spatial technology for accurate targeting.
• Valuable data points within each square kilometer grid undergo meticulous refinement and integration using Finecast’s audience planning technology.

Precise Targeted Campaigns:

• The integration of refined data empowers advertisers to create highly targeted campaigns.
• By resonating with their intended audience, advertisers drive better engagement, higher click-through rates, and increased conversions.

Relevance and User Experience:

• Studies indicate that showing relevant ads leads to positive user experiences and stronger brand engagement.
• Geo Granularity enables advertisers to deliver tailored messages, enhancing the overall ad experience.

Accessible to GroupM Clients:

• All GroupM clients can leverage the benefits of Geo Granularity through their dedicated media planners.
• This ensures seamless adoption and utilization of the geo-targeting solution.

And what they said

Prasanth Kumar, CEO – GroupM South Asia said,

Finecast’s Geo Granularity technology is a game-changer for businesses seeking to achieve more targeted and hyperlocal TV advertising across high-quality broadcaster inventories. This innovative solution will revolutionize the way advertisers approach TV advertising by offering a more precise and coherent approach to targeting specific geographic areas. By reaching potential customers in their local markets, businesses can enjoy higher relevance, better consumer experience, and ultimately, more conversions.

Atique Kazi, President – Data, Performance & Digital Products, GroupM India said,

With Geo Granularity’s innovative targeting strategy, businesses can leverage the increased flexibility to connect with captive audiences and grow their brand equity. GroupM Nexus’ Finecast has continued to be a trailblazer in addressable TV by developing technology like Geo Granularity that’s revolutionizing the industry by providing advertisers with stronger outcomes and higher return of investment.

Read more: Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma

Navigating the Digital Frontier: A Discussion with Reena Jagtap, Lead Digital Marketer at Henkel

Reena Jagtap, a Lead Digital Marketer at Henkel is an accomplished marketing professional with a diverse background in engineering, brand communication, and digital expertise. She has worked with renowned brands, collaborated with industry leaders, and received multiple awards for her contributions.

In this insightful and exclusive interview, she shares her digital marketing expertise, campaign strategies, and industry wisdom.

Can you share your journey and experience in becoming a lead digital marketer at Henkel?

I started my career as a Production Engineer specializing in Switch Gears and EOMs for L&T. After pursuing an MBA in Brand Communication, I have led functions like digital marketing, social media, and PR for renowned brands.

I started my marketing career at Edelman India, where I worked on several projects in the consumer, hospitality, and auto industry. Here, I got the opportunity to collaborate closely with the team of Mr. Ratan Tata as I was handling the Tata Trusts account.

At Audi India, I joined the Digital and Digitalization team and got the opportunity to work with some of the best leaders in the automotive industry. I gained exposure to the world of luxury marketing and worked on several launch campaigns and global campaigns. There was tremendous learning across the Marketing and technology domains. I received the ‘Above and Beyond Employee of the Year Award’ from the Skoda Auto Volkswagen Group for my contribution and achievements.

With a perfect blend of years of digital expertise, an engineering background, and creative skills, I joined Henkel Adhesive Technologies. I am part of the Digital Transformation and Customer Experience team. I lead Digital Media, Content & Campaigns. I’ve been recognized as a ’40 under 40 Industry Expert 2023′ in Social Media Strategy by Business Mint and listed among the ’50 under 50 Inspiring Women 2022′ by Fox Story India. Additionally, I have served as a jury member for prestigious digital industry awards and enjoy mentoring talent at universities and on upskilling platforms.

What are the key components of a successful content strategy, and how do you ensure they align with the overall marketing objectives?

To establish a robust digital identity and achieve sustainable impact, brand marketers must prioritize-

a) Content Strategy: Create engaging content and deliver it through interactive formats b) Media Strategy: Targeting audiences based on their digital consumption patterns

In today’s content-saturated landscape, where various genres flood our social feeds, capturing attention is a major challenge due to fast-paced scrolling behaviour. Developing a thumb-stopping content strategy is the key to successful marketing. Your business goals should serve as the foundation for creating any type of content. Based on my experience, the focus should be on crafting content that grabs the audience’s attention, intrigues them to click, and prompts them to take the desired action. I view content through the lens of the marketing funnel, which consists of three stages: Awareness, Consideration, and Conversion. To make an impact, it’s crucial to collaborate closely with creative partners and develop IMMERSIVE, INTERACTIVE, and INCLUSIVE content mapped to the different funnels. By implementing an effective content strategy, brands can achieve remarkable results in their marketing efforts as both factors are interdependent.

What are some of the most effective campaign strategies you have implemented, and what made them successful?

In the vast digital landscape, locating relevant consumers and driving online conversions is like finding diamonds in a coal mine. Throughout my career, I have developed content strategies for diverse categories, leveraging storytelling as a powerful driver. Working with top creative and media agencies globally, I crafted successful campaign strategies based on three pillars- campaign objectives, target audience, and key messaging. Thorough research, on consumer and brand studies, guides me to craft a robust communication strategy.

I believe in a phased campaign approach: Pre-launch for awareness and intrigue, Launch for showcasing product/service benefits, and Post-launch for retargeting and nurturing. Utilizing the right media channels and targeting based on interests and behaviour patterns are crucial. By tracking the end-to-end customer journey using CRM platforms and tools, helps attribute conversions to specific sources and enables better decision-making in terms of campaign optimization. Examples of some successful and engaging campaigns that I have executed over the years:

Category-specific campaigns:
Engaging the B2B consumer online is not as easy as marketing consumer goods. Identifying the right platform and creating category-specific communication that entices them to click and turn into prospects is the approach that I have taken for the Engineering Adhesive category.

Audi e-tron Launch: When we launched the first electric Audi, the Audi e-tron, in India, we generated significant buzz through #ReadyForElectric #etronInIndia #FutureIsAnAttitude.We collaborated with prominent influencers from various industries, who shared their electrifying moments and stories.

#DriveTheChange: This topical content campaign for Women’s Day was aimed at challenging stereotypes about women driving cars. We collaborated with our customers who are women and conducted a performance car drive to showcase their potential and capabilities.

#TogetherWithAudi: During the uncertain times of the COVID-19 pandemic, this campaign focused on creating an inclusive environment for Audi’s followers and fostering a sense of togetherness.

Also, can you describe a digital marketing campaign that presented unexpected challenges or outcomes? What were your learnings from them for future campaigns?

Media Challenge: Reaching and converting the relevant B2B audience for Engineering adhesives across digital platforms poses unique difficulties compared to consumer products and services.

Navigation of challenges: We focused on two key objectives:
a) Increasing e-commerce orders on the website with a higher average order value (AOV) and lower cost per order (CPO)
b) Boosting lead volumes and achieving high-quality conversions
To overcome these challenges, we collaborated with industry-specific platforms and database partners to target the right audience with tailored messaging, ultimately improving conversions.
Key Learnings: Invested in platforms that yielded higher ROI. These insights helped us develop performance-driven media strategies, setting targets based on previous years’ platform performance. Weekly reviews and campaign optimizations were conducted to steadily progress toward our objectives and optimize costs.

Content Challenge: While managing the digital Marketing and Digitalization responsibilities at Audi India, I faced the task of creating a strong digital impact for the brand by connecting with our luxury customers and fanbase on a local level. Our campaign visuals heavily relied on international premium imagery, and our communication lacked a strong local connection.

Navigation of challenges: To engage and connect with our audience, I directed my agency to create a campaign that leverages local elements. We explored adding a local touch to our campaign communication. We focussed on India’s diverse cultures and languages and created a video focusing on pronunciation. The outcome was the #MyKindofAudi campaign to celebrate 10 years of Audi in India. We highlighted the unique pronunciations of “Audi” across various regions in India. We curated a video to support this concept.

Key Learnings: The #MyKindofAudi campaign achieved high organic reach and engagement, generating substantial media value through PR. Collaborating with influential personalities such as Aditya Patel, Ravi Shastri, and Virat Kohli further enhanced its impact. Customized local content and relatable faces proved more effective than generic strategies.

How do you leverage data-driven insights to optimize your marketing campaigns and improve their performance?

Data lies at the core of my decision-making process. I track data across campaigns and platforms to set targets, optimize performance, and enhance conversions. Key metrics are assigned to evaluate content and ad format performance, enabling strategic budget allocation across platforms.

By utilizing first-party data, one can create audience cohorts and customize content based on customer profiling. This approach maximizes engagement and improves return on ad spend (ROAS). Collaboration with the sales team at every stage is vital across all businesses. Their feedback on lead quality helps us provide valuable input to agencies and publishers, enhancing our marketing-qualified leads (MQLs) and aiming for higher sales-qualified leads (SQLs).

How do you think generative AI will shape the future of digital marketing, and what skills should marketers develop to stay ahead of the curve?

Generative AI, an advanced category of AI algorithms, has revolutionized content creation in the digital marketing industry. Tools like Chat GPT, Bard, DALL-E 2, Lex, and AlphaCode have simplified the once tedious task, enabling faster and more efficient content generation. This serves consumers with minimal effort, making their experience seamless. To stay updated with the latest trends and technologies, Google offers free courses, and universities now provide specialized modules. Keeping pace with ever-evolving consumer behaviour is crucial for professionals in this field. By embracing an innovative and impactful mindset, digital marketers can take their strategies to the next level.

How do you manage your time and prioritize tasks in a fast-paced environment to meet deadlines and achieve your goals?

Every day feels like an exciting adventure when you wake up to do what you love. The world of Digital always inspires me to think beyond the status quo and discover innovative solutions that benefit the brand, the consumers, and businesses. To stay organized, I plan tasks in advance, set deadlines, and track my progress using reminders and creating project plans. In the fast-paced digital industry, prioritizing work and effectively balancing personal commitments is essential. I make sure to allocate time for activities that help me relax, unwind, and focus on personal growth. Painting, swimming, dance workouts, meditation, and maintaining a balanced diet keep me energized and motivated to take on new challenges in the digital world. 

What advice would you give to someone looking to start a career in digital marketing, and what skills do you believe are essential for success in this field?

Believing in limitless possibilities and finding contentment within oneself are the foundations for excelling in any field. In the digital and digitalization industry, I’ve learned that trends and consumer behaviour can change rapidly. Agility at work and humility with all stakeholders are two vital learnings that guide my strategic decision-making and foster strong connections. 

To newcomers in this industry, a few words of wisdom that I can share is, “Believe in yourself and explore your talent and potential. Do all that it takes to nurture it to perfection. Learn to unlearn and create the best solutions with what exists around you.”