ecommerce

Facebook Debuts Shops In Its Mobile App, Instagram Expands Checkout Feature

 

Facebook rolled out a shopping section ‘Facebook Shops’ to its main app across the U.S and expanded Instagram’s checkout feature.

The new section Facebook Shops allows users to browse product catalogs from businesses they like, discover new businesses and make purchases, all-in-one place, and without leaving the app. A similar feature ‘ Instagram Shops’ was introduced on its photo-sharing app last month.   

The news follows the launch of Facebook Shops in May and on Tuesday it announced a couple of new e-commerce features within its flagship mobile app and Instagram. Businesses were already able to add product catalogs to their Facebook pages but there was no dedicated section inside the app for browsing the selections. 

The company explained the rapid shift toward online shopping as a reason to foray into eCommerce.

“During the COVID-19 pandemic, the shift to online shopping has rapidly accelerated, with an estimated 85% of people worldwide now shopping online.

We want to make shopping easier for people and empower anyone, from an entrepreneur to the largest brand, to use our apps to connect with customers and grow their business.”

Here are the details that will help people to shop on the apps and tools to help businesses sell online.

Shop Till You Drop!

A new ‘Shop’ tab is introduced in the mobile app where businesses can showcase their products and customers can shop them in the app.

“Facebook Shop makes it easy for people to find products from businesses they love, discover new ones and make purchases, all in one place.”

It’s a significant step for Facebook’s eCommerce push, helping users to browse and purchase from shop-enabled Pages directly in the app. Presently, being tested in the US but Facebook said in the coming weeks it will be available to all eligible businesses. 

 

New customization features will also be added to Facebook Shops that includes:

• New design layouts for featuring single products or groups of products in Shops
• Real-time preview of collections as they are designed
• The ability to automatically create Shops for new sellers
• New insights to measure results in Commerce Manager

Expanding Instagram CheckOut

Checkout allows users to pay for items directly inside the app and will soon be available to all businesses in the U.S after keeping the feature exclusive to certain partners for almost 18 months. Though there is a limitation,

To use checkout, businesses must have Shops and use Facebook Commerce Manager or our partners Shopify and BigCommerce. We’ll support more platform partners soon.

It will also provide an incentive by waiving the selling fees for businesses through the end of the year due to the current economic crisis.

Shop Using Messaging

Facebook added a new message option to the shop in order to connect the customers directly to the seller through Messenger, WhatsApp, or Instagram Direct.

“Messaging through Shops combines the in-store experience of being able to ask a salesperson questions with the convenience of online shopping.”

Customers can view the products in the chat and can easily share with friends and family for feedback before any purchase. This feature is now being tested on Messenger and Instagram Direct and will start testing on WhatsApp soon.

This will definitely boost Facebook’s dominant presence in messaging with its eCommerce capacity, providing compelling business opportunities as people are regular users of these messaging apps.

Live Facebook and Instagram Shopping 

Another promotional option is Facebook and Instagram live shopping. This means businesses can sell products during a live stream. 

“Facebook Live Shopping includes new features to help businesses easily set up a live experience featuring products from their Shop and sell directly from the video.”

Instagram Live Shopping is available to all businesses and creators using checkout in the US.

Video is the most engaging type of content and during the lockdown during the pandemic, the viewership of Facebook live streams had risen 50% since January as people looked for various ways to stay connected and entertained. 

The global lockdown has provided a significant opportunity to Facebook’s eCommerce business as more people shifted to online shopping. The social network will soon become an essential part of our day-to-day lives as it prepares to build a commerce eco-system within its own network.

TikTok Trump Row: CEO Kevin Mayer Calls Quit

• TikTok confirmed CEO Kevin Mayer’s departure in an emailed statement and said the political dynamics of the last few months have  “significantly changed” the scope of his role.
  

  ---

• Former Disney executive, Kevin Mayer had joined the TikTok in mid-May and resigned just after 100 days.
  

  ---

Kevin Mayer, TikTok Chief Executive Officer has left the company in less than four months after he joined the world’s largest short video app in mid-May. According to an internal memo viewed by Financial Times, TikTok’s general manager Vanessa Pappas will take over the position on an interim basis.

Mayer said in his letter to employees,

“In recent weeks, as the political environment has sharply changed, I have done significant reflection on what the corporate structural changes will require, and what it means for the global role I signed up for.”

“Against this backdrop, and as we expect to reach a resolution very soon, it is with a heavy heart that I wanted to let you all know that I have decided to leave the company.”

Over the last few weeks, TikTok faced tremendous pressure from the Trump administration over its links to China. On August 6, Trump also signed an order banning TikTok and WeChat in 45 days if they don’t sell the app’s U.S operations though they have time until mid-November to divest itself. Mayer “did not anticipate the extent to which TikTok would become involved in tensions between China and the U.S.”, sources reported to Financial Times. 

Recently, TikTok filed a lawsuit against the Trump administration for banning transactions with ByteDance. TikTok is owned by Chinese internet company Byte Dance that is caught amidst growing distrust between Washington and Beijing. Trump administration accuses the app as a national security threat to the U.S.

The impending TikTok sale attracted investors interest starting from Microsoft, the front runner to least expected Oracle. 

TikTok spokesperson in a statement to TechCrunch said,

“We appreciate that the political dynamics of the last few months have significantly changed what the scope of Kevin’s role would be going forward, and fully respect his decision. We thank him for his time at the company and wish him well.”

ByteDance’s founder and CEO Zhang Yiming said Mayer had joined the firm just as it was “entering arguably our most challenging moment.”

“It is never easy to come into a leadership position in a company moving as quickly as we are, and the circumstances following his arrival made it all the more complex.”

TikTok has also been targeted in India as it was one of the 59 Chinese apps banned by the Indian government in June following a border clash between India and China.

Before joining TikTok, Kevin Mayer worked at Disney for over 27 years and was head of direct-to-consumer content and international business at Disney who oversaw the launches of Disney+ and ESPN+. Mayer left after Disney named Bob Chapek the company’s new CEO. Mayer was considered a longtime contender for the CEO position.

Influencer Marketing Comes Back Strong Amidst Pandemic Crisis

The pandemic had disrupted every industry forcing marketers to shift their plans and thrust into an uncertain and swiftly changing landscape. Brands are looking for independent creators than productions due to pandemic restrictions such as sheltering in place.

The industry was in troubled waters as pandemic had put a pause on all the plans, took many industries out of the market, and affected many influencers’ content. Some marketers even continued with Facebook boycotts or social media pauses. 

It has been quite a challenging period for influencers. However, the influencer industry is recovering and bouncing back, showing incredible resilience and creativity. Consumers are spending more time on social media interacting with content creators after being cooped up at home. With budgeting constraints and large scale, ad production is difficult, brands are turning to independent creators for a quick, less-expensive, and easy-to-produce creative content. This is providing the much-required boost to the influencer marketing industry.

Numbers Says It All

Social Bakers released the State of Influencer Marketing Report and found out that there is a fall in sponsored content from March to May and a pivot towards micro-influencers. Yuval Ben-Itzhak, CEO, Socialbakers said, 

“Nano and micro-influencers are now seen as high-value resources, bringing high impact without the big price tag of macro and mega influencers. As budgets remain tight, savvy brands will likely continue to expand partnerships with these smaller influencers as part of a smarter social media strategy in the wake of the continuing worldwide pandemic.”

Another finding by Shareablee, an audience-based social media measurement company states that branded content from influencers on Facebook, Instagram, and Twitter was up 21% in July from March despite a decline in sponsored influencers post- 87% on Instagram and 57% on Facebook in April compared to last year.

Influencer marketing has changed in several ways during the outbreak. There is a shift in consumer behavior more towards digital in this pandemic due to the lockdown. The engagement with branded influencers posts grew 5 times faster to 57.2 million total actions in July compared with March, according to Shareablee. 

A rise in sponsored posts is seen since July after the volume fell almost 17 percent in March and another 6 percent in April reveals Data from CreatorIQ.

This proves that the industry is still very strong and influencers are quick to adapt with conversion rates increased across platforms in the pandemic. As quoted in Adage, Melissa Rosenthal, co-founder at Circle said, 

“Brands took a few weeks to figure out how to position themselves for a new world. Now I’m seeing probably 5 times the outreach I was seeing pre-pandemic. Small brands, large brands, new brands, everyone.”

The pandemic is benefitting the influencers with the increase in viewership as alternate media or sports events have declined drastically. Presently, influencers are the only production houses that are open and can make new, creative, and custom content for brands amidst pandemic restrictions. According to the eMarketer report, followers are looking for more DIY activities and short videos.

Clorox Followed The Influencer Way!

Clorox.Co is getting back to sponsored influencer work after a pandemic pause. Through the Reach Agency, Clorox recently teamed up with YouTube comedians The Try Guys to market its latest scent of Fresh Step cat litter. In the video, the creators open the world’s smelliest foods to demonstrate the ability of new Fresh Step cat litter with Febreze Freshness and Gain Scent covers the odors. The video garnered nearly a million organic views on its first day on August 15. The partnership with Try Guys who have 7.3 million subscribers is Clorox’s third venture into influencer-led demo-tainment.

 

Clorox shifted the plan of conventional ads to influencer content while planning the campaign in March as the pandemic situation would make it hard to produce ads. Another major decision taken by the brand was to boycott  Facebook and Instagram advertising for the remaining year while the project was ongoing.

As reported in Adage, Deb Crandall, director of marketing and studio lead said, 

“We have had to ask our partners not to post this on their Facebook or Instagram channels, and we’re not putting any paid support behind it. It definitely takes a channel out of the mix to reach our audience, but that’s why we’re excited about the results we’re seeing. To reach almost a million views without Facebook or Instagram makes us think we’re onto something.”

Finally, brands and creators are learning to operate in the ‘ new normal ’. In the time of crisis, savvy social media influencers are engaging with their followers in a fairly two-way communication that even brands could never have on their own.

Top 10 Emerging Indian Ad Tech Startups You Should Know About

The market for advertising technology is expected to record exponential growth between now and 2023.

-CMO Adobe

Just as advertising is the business of making advertisements, ad tech is the business of using technology to make advertisements faster, quicker, and efficient. The business is driven by powerful algorithms and data points.

The Adtech ecosystem consists of two major entities – the advertiser (Demand-side) and the publisher(Supply-side). Adtech helps advertisers and publishers achieve their goals in harmony by providing solutions that meet the demands of both parties. 

Learn more: A One-stop Guide On All You Ever Need To Know About AdTech In 2020

The Growing Ad Tech Trends

The year 2020 is full of technological advancements – Artificial Intelligence, data-driven marketing, and much more. Digital commerce is going strong and growing, leading to new paths such as mobile, programmatic, analytics, data management, and more. With new tools and technologies emerging every year, marketers can choose from a plethora of options across digital marketing to connect to a new audience and promote their products.

According to Emarketer’s survey, by 2020, digital ad spending will be 50% of total advertising. The statistics prove that there is a shift from the traditional medium of marketing to digital platforms.

Here are six significant ad tech trends in 2020 that will change the advertising world

1. Programmatic Advertising: 

Programmatic advertising is becoming a star strategy, and businesses spend almost $60 billion every year. It is projected that programmatic transactions two-thirds of digital display ad spend around the globe in 2020.

Programmatic needs to resolve many challenges before realizing its true potential, such as in the absence of the cookie, the industry needs to search new ways for retargeting and personalization, keeping customers’ privacy in mind. Meanwhile, first-party data is essential in the success of programmatic advertising. Lack of transparency, ad fraud, and efficiency are vital concerns that need to be addressed adequately.

The largest programmatic markets are the U.S, China, and the U.K with a double-digit Y-o-Y growth rate. Indonesia, Brazil, and India will be the fastest-growing programmatic digital ad market in 2020.

There are top three auction type segments for the global programmatic advertising display market which has gained momentum are :

• Global programmatic advertising display market by open auction: Buyers are allowed by publishers to participate in the public sale. It is likely to be the leading segment in the programmatic market with more number of buyers entering the digital market that allows publishers to get the best price for their inventory.
• Global programmatic advertising display market by automation guaranteed: Publishers are allowed to reserve inventory while keeping the price fixed. The inventory in this segment is premium advertisement such as the Super Bowl, or pre-launch page of a website and the growth prospects for automated guaranteed are big. It is forecasted by 2021, 88% of all digital display ad spending will flow via automation.
• Global programmatic advertising display market by invitation only: It is a private marketplace limited to buyers with an invitation only. The growth driver for this segment is more control over ads that are being run, and the relativity of ads is high due to which advertisers are ready to bid high to get the ads placed.

2. Mobile Advertising: 

Mobile advertising continues to take share with substantial gains over the last five years. A report by a research firm Berg Insight forecasted that the global mobile advertising market is expected to grow at the compound annual growth rate of 43%. Another eMarketer report projects that mobile ad spending will reach $400bn by the year 2023, up from $286bn this year. The numbers say it all! It is evident that the industry is growing and projects to represent  80% of global digital ad spend. 

A lot of in-app is driven by gaming. A spike in gaming is witnessed during COVID with 1.2 billion weekly mobile game downloads. Buyers are eyeing a vast opportunity to reach a diversified audience within the data-rich environment. There is an exponential growth of in-app advertising. Comscore research says that 75% of digital users consume all their social media, lifestyle, travel, news, and utility content using mobile apps. 5G will also be a considerable contributor to boost mobile-in app advertising, opening doors of opportunity and creativity for advertisers. With technologies such as OM SDK and app-ads.txt rolling out, the industry is moving towards a cleaner and more measurable environment.

Consumer time spent on media is shifting towards mobile, and eMarketer reports India and Thailand will witness the fastest mobile advertising growth in 2020.

3. Video Advertising:

The video will remain the key driver and cannot underscore its role in 2020. With large-scale events postponed and ad budgets cut down, marketers rely on video advertising as effective means across platforms. It is projected to account for 31% of the overall display ad spending next year.

Verizon research shows, almost all (96%) advertisers will be investing in at least one video ad format this year, and more than three-quarters say they plan to invest more in premium video content in 2020. The reason is ROI.

Advertisers and marketers plan to invest in shoppable and interactive emerging video ads formats. With shelter in place and people continue to work from home, there is a rise in digital and mobile usage with  CTV and OTT becoming increasingly dominant. Verizon research states.36 percent plan to invest more in Connected TV ads, while 30 percent intend to increase their spend on mobile video. USD 70 billion ad spend from linear is shifting towards OTT channels. Major companies are keen to take advantage of the changing scenario with the right technology.

4. Digital 360 services:

Marketers are focusing on areas like the personalization of media and content marketing. Voice and visual searches are playing a huge role in the ecosystem, and marketers are developing new techniques to enhance it. Many companies are offering 360 digital services that include social media marketing, SEO, content marketing, analytics, automation and transparency, and many more.

TheDrum indicates that by 2022, the global digital software industry will grow by $74.96 billion. CMO predicts that around 87% of marketing budgets will be spent on digital marketing by 2022. 

Another fastest growing digital marketing trend is interactive content – click on, swipe, or interact with online. Outgrow states 93% of marketers rate interactive content as highly effective at educating the buyer. The cutting edge technology like augmented reality and 360-degree videos offer a dynamic, engaging, and immersive experience.

5. Influencer Marketing:

The influencer marketing industry is set to hit USD 15 billion by 2022. With a high ROI, the industry will witness tremendous growth in the coming years.

Influencer marketing is in the early stage, but its usage growth is impressive. Less than one third (27.9%) marketers have been using influencer marketing for over three years, 20.9 %have been using for less than a year, and 7% have never used it. Reach and engagement is critical factors in an influencer mix and there is a negative correlation between engagement rate and followers. Most marketers prefer micro-influencers, typically followers between 10,000 and 100,000.

 

In the series of Global View For AdTech Start-Ups, we bring you ‘Top 10 India-Based Ad Tech Start-Ups’ -a curated list of promising start-ups from industry-main anchors to up-and-comers leading the advertisement industry in India.

Company: ADZ Junction

Founder:  Ashok Nain

Category: Digital Services, Ad- Affiliate Network, Mobile Advertising

Geo-Markets: India, Dubai, U.S.A

What they do: ADZ is the brainchild of Ashok Nain started with Mobile advertising and expanded the business to video and web gradually. Their services also include Digital Strategy, Content, Development and Marketing, and Search Marketing. Since its inception, the company is focused on delivering high-quality traffic to clients who have scalability issues and help them to identify their targeting audience, especially in Mobile advertising. 

How it’s changing adtech: 

• With its innovative advertising solutions and strategies, the company has built a robust affiliate marketing platform that can assist clients in real-time tracking and analytics.
• The 360-degree digital provider has 100+ clients from various sectors with a business of over USD 15 million and is developing technology – a real-time traffic buying SMS platform.

“We introduced real-time bidding, Mobile in-app advertising, rich media, and many other innovations to overcome clients’ problems of quality traffic generation. We have now a separate mobile division by name of AJ Mobile, where we encourage clients to work exclusively on mobile campaigns.”

The company successfully launched a digital campaign for  Dr. Lalpathlabs, an established company in the healthcare sector. Here is a short case study:

Challenge: 

• Expand its online market reach and user base
• Identify digital channels to generate revenue.
• Being completely behind in digital marketing and competing with emerging players in the healthcare sector.

Solution:

• Provided brand awareness strategies for different online channels.
• Established a full-fledged and cost-effective affiliate marketing channel.
• Established a brand development strategy and marketing campaign to rise above the competition.
• Successful digital campaigns resulted in 3X monthly transaction growth.

Founded: 2015

Headquarters: Gurugram (With offices in Mumbai, Bangalore, and Dubai)

 

Company: Aristoma

Founder:  Kumar Nishanth

Category: Online Digital Services

What they do: Aristoma, a 360-degree marketing incubator, offers services to increase customer reach using online mediums with some brilliantly creative and engaging ideas. Its portfolio includes top clients such as Diesel, Sportmate, CII, CREDAI Chattisgarh, Goldbricks, to name a few. All its endeavors have resulted in 100 percent growth.

How it’s changing adtech: 

• Aristoma is all about helping brands grow with a mantra “Commits, Creates & Connects” with expert result-oriented ideas and making advertising a better experience for advertisers and consumers. 
• The company advises in Brand Management, Email Direct Marketing, SEO, and  Social Media Planning to help businesses to get the most out of their marketing campaigns.

Founded: 2015

Headquarters: Raipur 

 

 

Company: DigiVigyan Marketing

Founder:   Amit Verma

Category: Digital Services, Digital Display Advertising

What they do: A dynamic full-service digital marketing agency that provides clients with multiple solutions through different marketing verticals- Website Management, Search Engine Optimization, Search and Display Advertising (Pay Per Click – PPC), Native Advertising, Online Reputation Management, Amazon Marketing Services, and Social Media Marketing.

How it’s changing adtech: 

• DigiVigyan offers world-class digital advertising solutions to businesses to achieve their digital marketing goals.
•  The company offers services such as creating landing pages with attractive ad copies, banners, and other optimizations to meet the marketing needs of businesses on various social media platforms. It has worked with renowned ad agencies like Dentsu, M&C Saatchi, to name a few. 
• The bootstrapped adtech company is now working towards being the go-to digital marketing agency worldwide after capturing the market across the country.

Founded: 2018

Headquarters: Delhi

 

Company: Do Your Thng

Founder: Ankit Agarwal

Category: Social/ Influencer, Influencer marketing platform

What they do:  DYT is a leading Influencer Marketing Agency and a shared economy for digital assets. It acts as a platform to create space for brands to connect with the largest team of nano, micro, and mega influencers.

How it’s changing adtech: 

• DYT is an online community that offers content creators an entry in the market and connects brands to the influencers depending on the campaigns. The active users through the app can promote the brand and earn for each post made, whereas the brand can find a safe and secure marketplace to discover the right influencers for their product.
• DYT operates on a broker based model where a percentage of the total spending is charged to maintain the platform. In a short period.
• The phenomenal fundraising and affable work culture have made DYT one of the fastest-growing startups.

Funding: 

The tech platform raised $150K from angel investors and plans to use it for further expansion and growth. Previously, the company has also raised an undisclosed amount from angel investors and intends to raise more funds in the future.

“DYT within months of its operation has successfully worked wonders for brands such as Mastercard India, Havells, etc., thus bringing engagement for the brands. With increased investor interest, we plan to expand the team, improve the technology, and go further with the associations.”

-Ankit Agarwal

An exciting campaign with Havells:

For the new digital-only campaign #BeardKyunHoWeird with Havells, the company selected 60 creators from the male grooming niche by using the technology to find people uploading their selfies with the beard and spelling about male grooming.

Challenge:

• To increase user engagement for the launch of the new range of BT 9000 beard trimmers with digital platform-only campaign #BeardKyunHoWeird.

Solution:

• Selected 60 creators. Each Instagram creator had a follower range of 1,000 to 85,000.
• Creators created unique and compelling content on how the new Havells trimmer helps in male grooming.
• The 20 days campaign got more than 100,000 engagements, reaching 500,000 users.
• The campaign attracted traction and engagement rate of 10% with authentic creators.

Founded: 2019

Headquarters: Gurugram

Company: EMIAC Technologies

Founder: Divya Gandotra

Category: Digital Services, Social Media Marketing

Geo Markets: United States, United Kingdom, Australia, New Zealand, Israel, South Korea, Russia, Ukraine, Vietnam, Singapore, and UAE, among others.

What they do:  EMIAC is a perfect blend of innovation and technology determined to serve businesses in front of their target markets. Their principal services include Content Development, Paid Marketing,  and Web Design and Development. The leading digital firm has 1200+ clients, 2900 projects across 30+ countries.

How it’s changing adtech: 

• EMIAC offers an array of services from content development and full-service digital agency to paid social media marketing and blog outreach. It is a top-rated digital marketing and content development agency on the world’s popular freelancing site Upwork that adds to their credibility and goodwill.
• What differentiates them from the crowd is an excellent record of delivering projects on time, offering personalized products and services, premium quality services, and providing it at competent prices.

“We are the game-changers, trendsetters, pioneers, and revolutionaries with a passion for creating an ideal digital future where everyone is connected.”

Founded: 2017

Headquarters: Jaipur  (With offices in U.K and U.S)

 

 

Company: Globale Media

Founder: Bhavesh Talreja

Category: Mobile Advertising, brand safety/ verification, programmatic advertising

What they do: Globale media offers an integrated marketing platform that maximizes revenues by bringing in direct advertisers and showing relevant ads that best fit the user audience using banners, interstitial, videos, social, and native ads. The company specializes in digital marketing for all major kinds of app verticals including gaming, e-commerce, lifestyle, utilities, social, education, entertainment, and others on CPM, CPI, and CPA cost models. Publishers can access to the full feed of available campaigns as well as real real-time tracking and automation to multiple devices with programmatic GLOBALE API. It excels with a reach of over 500+ direct publishers, 1000+ live campaigns over 120 countries.

How it’s changing adtech: 

• Globale media has developed a marketing program primarily for the mobile age. 
• Globale media has been sincerely providing “ transparency on inflation level and not just on the click level.” The company is aggressively pitching for its recently launched product keyword search traffic where revenues have increased 3x from quarter-on-quarter and are expecting to multiply the revenues by 10x in 2020. 
• In the next five years, it aims to be among the top ad tech marketing companies in India, the Middle East, and Southeast Asia.

“We provide app marketers with 100 direct in-app traffic sources with transparency so they get device ids on each and every click and have a clear knowledge about where the app is running. In terms of impact, the advertisers can use these device ids to run their re-engagement campaigns and make sure the users are coming back to the app and ultimately spending more within the app.”

-Bhavesh Talreja

Founded: 2017

Headquarters: Singapore (With offices in India and UAE)

 

 

Company: mCanvas

Founder:  Vishal Rupani

Category: Mobile Advertising, Video Interactive ads, Programmatic Advertising

What they do: mCanvas is a subsidiary of Affinity and is the brainchild of Vishal Rupani, from vision and inception to revenue generation and scalability. mCanvas is a storytelling mobile ad platform that uses phone sensors to create compelling and interactive brand narratives.

How it’s changing adtech: mCanvas is the first and leading Indian company that has addressed critical issues of mobile marketing: Banner Blindness, Poor Viewability, Accidental Clicks, and Lack of Storytelling. The mobile advertising platform uses four kinds of advertisement formats: Scrollers, Stickers, Spotlight, and Streambox. 

• The company recently integrated with Adobe advertising cloud that will enable advertisers to buy experiential rich media content and interactive video ads. 

“In light of the steady increase in the demand to make ads programmatically available, we are happy to integrate with Adobe Advertising Cloud DSP. We have spearheaded programmatic advertising in the rich-media mobile ad industry, and we will continue leveraging its power to offer our innovative solutions.”

-Vishal Rupani

• The company has a reach to at least 60million Indian smartphone users and follows the cost per video (CPV) model for videos and cost per engagement(CPE) for rich media. Sensory Rich media content is produced for VR and AR as well.

“Augmented reality (AR) has become a buzzword in the online tech space. It has shown great promise even in the mobile ad space, and brands have been quick to incorporate AR into mobile-led ad campaigns that have proven to enhance user engagement.”

One of the best examples is  of Frooti – #TheFrootiLife

Challenge: To build a brand recall with its primary target audience -Millennials around the drink during summertime.

Solution: Using face detection technology, the rich media campaign encouraged users to start the front camera and catch the falling mangoes in the augmented environment. This campaign created a massive impact on the users with this ‘WoW’ ad experience.

• Another segment that has been strongly transformed by brand experiences in the mobile ad industry is voice-enabled interactive mobile ads that have created a lasting impression.

“Personalization of marketing & advertising messages is not a luxury but a necessity.,”

-Vishal Rupani

Here is another case study of Mercedes-Benz GLC that has used speech and sound recognition technology in mobile ads. To promote their latest feature, Mercedes -Benz User Experience (MBUX) used a smart multimedia system and in-car voice-activated assistant.

The mCanvas interactive mobile ad uses real-time speech recognition technology, and the voice bot in the ad would respond to the questions, recreating the actual experience a user would have in the car.

Founded: 2014

Headquarters: Mumbai

 

 

Company: Streamlyn

Founder:  Naveen Kumar & Raja Chakraborty

Category: Programmatic Advertising, Brand Safety/ Verification

Geo-markets: Asia, Europe, MiddleEast, North America, MENA, APAC, and other 25+ countries.

What they do: Streamlyn works for both publishers and ad buyers to sell and buy ad space respectively. It works as an agency as well as a supply-side platform.

How it’s changing adtech:  The one-stop advertising solution provider, a publisher focused media agency connects advertisers with the target audience via the right publisher.

“The aim was to help online publishers, particularly small and medium-sized ones, grow their revenue and the audience.”

-Naveen Kumar

• Streamlyn has an in-house ad server and algorithm to help analyze and optimize the monetization depending on the solution provided by the team to assist the client with high ROI and eCPM and uses cutting edge technology –POE (Programmatic Optimization Engine) and Anti-Fraud algorithms. 

• Streamlyn offers its proprietary product ‘ BidsXchange,’ a smart advertising portal deploying machine learning for small and medium-sized advertisers that allows them to upload ads and select their desired publishers based on the target audience interest.
• Another additional revenue source for publishers is In-image advertising, a novel concept that helps achieve an edge over competitors with Streamlyn’s Header bidding wrapper tags.
• It generates content in regional languages and is known as the best optimization partner for vernacular publishers.  It has partnered with Google to support vernacular publishers and increase their revenue.

Founded: 2015

Headquarters: Singapore (With offices in India and U.S)

 

Company: Tarsan

Founder:  Tarun Nayyar

Category: Mobile Advertising, Affiliate Marketing

What they do: Tarsan is a leading performance-based Mobile media agency that caters to top-level clientele globally like Airtel, Paytm, M&C Saatchi, CyberAgent, to name a few and delivers performance & branding campaigns and SMS/email/voice/solutions. It is known for the execution of marketing plans on mobile.

How it’s changing adtech: 

• Tarsan has an in-house platform, AdMenu, that gives clear and quantifiable value to each advertising avenue, enhancing the ROI on ad spends as well as boost transactional value. It provides transparent information regarding the placement of ads on various platforms via GAID or IDFA.
• Many transactional campaigns are carried out on E-commerce platforms, but the company charges only for lined traffic by experienced customers, whereas the payment depends on CPR, CPT, and CPI.
• Transparency and accountability are their top priority, and with the unique capability to gather information about mobile devices, it has been successful in creating a database of publishers and marketers.
• It maintains a five-layered security policy for data protection. The company aims to become a 360-degree performance-based mobile marketing agency and enhance the AdMenu platform and convert it into a revenue generation opportunity.

“We never store data; we just identify people according to their device id. The information given to us is all in concurrence from the publisher and advertisers.”

Founded: 2012

Headquarters: Delhi

 

Company: UrPopular

Founder:  Siddharth Sinha & Kumaresh Bhatt

Category: Micro-Influencer Marketing, Measurement and analytics

Geo-markets:  India, Southeast Asian countries, MENA countries, Australia, Indonesia, Malaysia, and Singapore.

What they do: UrPopular is India’s largest network of micro-influencers who are paid to post on Facebook, Instagram, Youtube, and Twitter with 240 million+ organic reach across these platforms. They have a pan India reach of 240 million+ and creators in 11 languages.

How it’s changing adtech: 

• The tech firm is democratizing organic marketing in India and helping brands to create ROI based campaigns.
• It adds new ways to drive ROI for brands with its cost per view and cost per reach micro-influencer campaigns. The tech company has developed algorithms to understand the outcome of the campaigns and brands can acquire efficiency and measurability in their campaigns. 
• Their mantra is  “Create, Amplify, and Measure.” This case study of McDonald’s ‘A ful-filling campaign’ is a perfect example to understand it.

Challenge: McDonald’s wanted to destress students from exam fever, and their McSaver Meal + Free French fries exactly intend to do.

Solution: UrPopular got their 11 young and enthusiastic influencers to cheer up and whip off the post-exam chronicles within the outlet by creating Insta stories, videos, fun boomerangs, and before/after stills. 

These custom creatives pushed organically delivered,

• 1 million + reach with a 17% engagement rate.
• Rs.1.9 cost per engagement.
• 1.4 million impressions.

“UrPopular brings measurability and scale to the campaigns by working with India’s largest pool of microinfluencers and nano influencers.”

Founded: 2017

Headquarters: Mumbai

Closing Words

“In this industry, tomorrow is never the same as today. To gain long-term success in AdTech, you have to play fair, don’t be afraid of experiments, and never stop trying”

-Anton Ruin, Epom

Ad Tech is no rocket science, but it is of significant advantage to brands as it allows integrating various tools in a single system. It is an amalgamation of advertising, creativity, technology, and innovation. The automated process and joint workflows enable more precise target marketing resulting in relevant and compelling ads. The new norms,  tried and tested solutions along with reliable platforms helps to keep information safe and avoid any ad fraud. With significant changes and improvements over what advertisers and publishers used to have earlier, adtech is growing as an industry. However, it still requires more work and expertise to handle the challenges and resolve for good.

Read more: Evolution of Digital Advertising: Happy 25th Digital Advertising And Many More To Come

IAS Partners With Pinterest Over Fraud And Viewability Measurement Reporting

Digital ad verification provider Integral Ad Service( IAS) has partnered with Pinterest to able to deliver marketers access to viewability and fraud measurement reporting that covers its mobile in-app campaign.

IAS mentioned that its reporting includes standard Pinterest ads and video ads for in-app inventory, all updated on a daily basis.

This new integration will help advertisers to have access to viewability and invalid traffic monitoring and reporting across promoted pins and videos as well as Independent, third-party reporting by IAS and a global measurement that allows a holistic view across any brand’s entire Pinterest campaign.

With this announcement, Pinterest is observing an all-time high level of user engagement as well as people are searching for creative solutions to ‘life-at-home’ in this pandemic. The searches on the platform for “work from home” are up 1,411% and searches for “children’s activities” are up 4,055%, globally.

IAS also noted that 82% of users access the platform via mobile devices, and it is even more significant for advertisers to measure mobile campaigns on Pinterest accurately.

With measurement being critical to evaluating and optimizing ad quality and related media spend, Lisa Utzschneider, CEO of IAS said,

“IAS is excited to partner with Pinterest to offer marketers a mobile viewability and fraud measurement solution that works in-app, where people are engaging.”

“This partnership helps provide the transparency that marketers need to optimize their campaigns on the popular network.”

Read more: IAS Issues Threat Alert Regarding The Latest Digital Ad fraud Scheme

Google Is All Prepared To Compete with Amazon In E-commerce Market.

Google is all set to reveal its new initiative to fight the dominant Amazon in the e-commerce business.

After a series of serious attempts made by Google, to end the monopoly of Amazon in prior consecutive years, that is in 2013, 2014, 2017, and 2019. 2020 seems to be severely crucial as more customers are turning towards the online market every day, due to the COVID virus spread across the world.

Google announcement was a clear indication in the direction of its plans to spread its roots in the online market. Google has declared to charge lesser sales commission from the sellers on its platform and will also let third-party sellers like Shopify to use its platform.

Currently, the commission rates of Google’s online sales platform range from 5 percent to 15 percent depending on the category of the product.

Google might dominate the field of knowledge and information when trying to search for information. But, when it comes to searching and buying goods online, Amazon is the first choice of consumers. Due to consumers’ first choice as e-commerce, Amazon is spreading its wings in the advertisement market, which is a clear threat to Google’s core source of earning.

Google has taken several hits during these years while competing with Amazon. In a seven-year-long battle with Amazon, Google introduced several products to compete with Amazon. However, none of them succeeded. One such attempt at Google was Google Shopping Express! The service launched in 2013, offered one-day delivery for groceries. The users can take an annual membership for $95 and can avail of faster service. However, Google ended up shutting down the project.

After its failed attempts with Google Shopping Express, Google decided to convert it into Google online Mall. The Google online Mall included retailers like Best Buy and Target. In 2017, Google partnered with Walmart. This deal was supposed to bring many fortunes to the Google online market, but unfortunately, the partnership ended too soon.

However, never giving up Google, added a buy button to its search engine. The online-button allowed the users to directly purchase the search engine, with the help of their credit and debit cards.

For an effective competition strategy with Amazon, Google brought in Bill Ready. Bill Ready was a former executive at PayPal.

The announcement in April came as a piece of happy news for the retailers. Now, retailers can list their products for free on Google online market listing. However, early the sellers had to buy the ads to get their products listed with Google. By this step, Google is expecting to attract huge audiences!

Mr. Ready, in an interview, described the position of E-commerce across the world. According to him, there is a wide range of audiences who are shopping online for their needs. Although, there is just a handful of platforms entertaining all of them.

“We want to make sure selling online is easy and inexpensive,” said Mr Ready. Follow

According to Google spokesperson, the changes will be visible to the people in the USA. Those who are already listing products on Amazon can use the same listing on Google, that is, without making any changes to the format.

The aim of Google is to take over Amazon, or at least, for the time being, be the biggest competitor. However is a 20 minutes long conference, Mr. Reddy shy out to take the name of their competitor, even for once.

Even when asked the question to name the largest rain forest in South America, Mr. Ready decided to dodge the question.

Although, he stated:

“Consumers benefit from a diverse and thriving ecosystem of sellers.” Adding that, “There is no one player that can serve all the needs of consumers.”

YouTube Tests New Shoppable Video Ads Tools

Amid a pandemic that created havoc around the world that resulted in prolonged store closures. This has led brands to advertise their products online to drive sales as more people are online now. To make things easier for them, YouTube has introduced new direct response solutions that make video ads more shoppable, drive conversion, and automate content delivery across the platform. 

The idea is to make video ads the new ‘storefront’ for the brands as an increasing number of brands are using video ads that connect them directly to customers. YouTube Ads director and product manager Nicky Rettke wrote in the blog post, “Last year, the number of active advertisers using TrueView for action grew over 260 percent.”

Increase in sales with Shoppable TrueView for action 

In the new test, the eCommerce advertisers can show their products in their TrueView for action ads. When the user clicks on the expansion arrow, browsable product imagery appears below the video.

The advertisers are required to sync their Google Merchant Center feed to the video ads, expand their call-to-action button, and drive traffic to a specific product page. However, Facebook recently released “Shops”  creates on platform storefronts but keep the users and transactions within Facebook. 

Retailer Aerie used Shoppable TrueView for action to increase awareness and sales for its 2020 Spring campaign and saw a 25% higher return on ad spend than the previous year and nine times more conversions compared to their traditional media mix.  Rettke said in the post that 70% of people bought a brand after seeing it on YouTube.

Video Campaigns drive conversions

 The next tool announced is ‘Video campaigns’, a cost-effective way to drive conversions, boost web traffic, or generate leads across the platform. It automatically brings video ads to the YouTube home feed, watch pages, and Google video partners in one campaign as well as include any future inventory that becomes available like the What to Watch Next feed.

 

YouTube tested the video ad campaign with a start-up Mos to help students raise funds for college to avoid debts. Rettke said in the blog post that it saw 30% more purchases at one-third of the cost of its previous ad spend.

Lead Generation to a Video campaign

The third tool is adding lead forms to a brand’s video ad campaign. Lead forms help advertisers reduce costs and obtain potential costumers. It appears below the video ad and asks the viewers to fill the form while the ad is running.

Automobile giant Jeep tested this approach with its Korea branch and saw a 13-times increase in completed leads at an 84% lower cost per lead as well as generated more leads.

Finally, Google has included YouTube in the Google Ads attribution report that will help advertisers identify the maximum impact across YouTube, Search, and Shopping campaigns.

Shoppable Ads, a new focus for social media platforms

Shoppable ads also considered as direct-response ads have become a major focus of all social media platforms in the pandemic when ad sales went down. Facebook introduced shoppable ads on its platform and Instagram. Snapchat has in-app shopping whereas buy groceries without leaving Pinterest. Shoppable ads are also seen on Tik Tok.

DR ads have helped Facebook, Instagram, Snapchat to maintain profits, and CPM’s. As per Adexchanger reports, YouTube sales VP Adam Stewart said,

“YouTube storefront isn’t a traditional DR advertising product.YouTube has a bustling DR business, because it’s popular for app-install campaigns, especially with mobile gaming companies.”

Direct response advertising features will be the focus of YouTube’s NewFronts presentation to advertisers. As a part of YouTube’s pitch, Stewart said the storefront isn’t meant to rival Facebook-Instagram or Snapchat commerce offerings but its natural counterpart is television. 

 

 

Amazon.sa is about to Replace Souq in Saudi Arabia

Highlights:

• Amazon.sa has been launched in Saudi Arabia replacing Souq.
• The eCommerce giant is operating three fulfillment centers and 11 delivery stations with a workforce of more than 1400 across Saudi Arabia.
• All existing Souq customer credentials, wish lists, delivery addresses, payment methods, and customer support queries have been converted to new Amazon.sa accounts.
• In the wake of the pandemic, eCommerce is booming in the Middle East and this online store brings Souk’s local know-how and Amazon’s global experience.

 

Amazon and Souq announced the launch of Amazon.sa in Saudi Arabia to replace Souq.com. This move came after a year after Amazon rebranded Souq to Amazon.ae in the UAE and 3 years after the e-commerce platform was acquired by Amazon in a deal worth $580 million (Dh 2.13billion).

Ronaldo Mouchawar, founder of Souq and now the Vice President of Amazon in the Middle East and North Africa commented on the launch, said,

“Today marks a key milestone … with Amazon.sa, we want to provide what customers have been asking us for the ability to shop a broader selection of both local products and international goods from Amazon.”

He further added,

“Partnering closely with our local and global sellers, we will continue to delight customers in Saudi Arabia by growing our product range while ensuring great prices, fast delivery, and a convenient and trusted shopping experience.”

Shoppers in Saudi can enjoy free next day deliveries on orders above Saudi Riyals 200(Dh196) or can opt for paid same-day delivery to the selected areas of the kingdom. However, Amazon Prime is not yet available on amazon.sa yet. Customers will be able to shop in Arabic or English on both the Amazon shopping app and website.

Shoppers can search for products and pay in local currency or credit/debit cards or opt for cash-on-delivery options and make installment payments from select Saudi banks.

Rafid bin Amin Fatani, Amazon’s head of public policy in Africa and the Middle East said,

“As we launch today, thousands of Saudi businesses use Amazon.sa to reach their customers and we look forward to growing this number further in the coming years.”

Expansion on cards

The Saudi eCommerce market is growing rapidly and is anticipated to surpass US$ 25 Billion by the end of the year 2026.  Amazon is building a local logistics and operations network spreading across the kingdom. The company announced a new 226,00 square-foot Jeddah facility and Saudi women will make up approximately 40% of the workforce.

This partnership will encourage Saudi consumers to move further towards digital payments. Ziyad bin Bandar Al-Yousef, managing director of Saudi Payments said,

“This new partnership with Amazon will only serve to strengthen the kingdom’s digital transformation in the payments sector.”

Learn more: Adimo Joins Forces With FutureTech, To Create A True Commerce

Adimo Joins Forces With FutureTech, To Create A True Commerce

Recently, FutureTech and the shopper technology marketing company, Adimo, joined resources. They aim to provide better solutions to their clients. FutureTech is an ad technology and media company operating in diverse verticals.

The deal opens up a wide market for Adimo. The agreement appends a valuable asset, to the FutureTech list of partnerships.

After the reports, Adimo stated: “We’re excited to announce that we are now bringing shoppe ability to MENA & South Africa via our new partnership with FutureTech.”

This is a huge step towards opening new paths and corridors for trade, and media campaigns in the MENA and South Africa.

FutureTech can surely benefit from Adimo technological advancement.

For instance, providing its clients with a much superior marketing platform, in the MENA and South Africa market. Hence, this also leads to an increase in sales.

“With eCommerce in the region growing by 300% during the pandemic, now is the perfect time to embrace shoppable media.

“Buy Now solutions have already been used across several brand campaigns, (including Rainbow, Nestle & J&J, see example) with fantastic initial results.”

This deal has not only helped Adimo to increase its client base but also, its reach to markets, have achieved a number of 30.

The integrated reach of retailers include some very famous markets like Lulu Carrefour, Noon in Middle, East & Takealot, Checkers and Pick N pay (South Africa).

Adimo is a trusted name among FMCG brands like Arla, Bacardi, Coca Cola, Diageo, Fever-Tree, GSK, Nestle and many more. It has a reach to over 900 million shoppers, which spread across 3 continents. Customer advertisement is one of the major factors for this widespread.

Adimo uses every aspect of the advertisement. These include Display(Banner and video), Social, Search, Out of home, Content and ambient marketing.

There are four purchase paths that the Adimo offers:

• Buy Now:

  

  Image credit – ThisisFuture

It makes marketing actionable and the retailer
a cynic, by permitting shoppers to select their
preferred retailer.

• Add To Cart:

  

  Image credit – ThisisFuture

It helps shoppers to add their preferrable items to the cart. They may purchase the product now, or maybe later.

• Recipes/Bundles:

  

  Image credit – ThisisFuture

It helps shoppers to add multiple products to the cart.

• Where To Buy:

  

  Image credit – ThisisFuture

Helping the shopper to choose from a numerous number of options.

The shop ability has 3 major benefits:

• Maximum customer conversion.
• The loyalty of customers.
• With smart data-driven marketing, the budget can be maximized.
  

  Image credit – ThisisFuture

Since the finalization of the deal in April, FutureTech has already launched shoppable campaigns for five brands. FutureTech is all set to launch more.

A recent campaign launched by FutureTech:

Exit Lockdown. Enter Reality – What Comes Next?