Madison World’s Milan Modi Speaks: Crafting Success in Digital Advertising
Milan Modi, a Business Director (Digital) at Madison World is a seasoned professional with over 8 years of expertise in Paid Digital Media. He has garnered accolades as India’s Best Marketers & Planners and “Young Guns Advertising Male.”
With a track record of 72+ awards for groundbreaking campaigns, including Pidilite, Raymond, and McDonald’s, Milan is a visionary in leveraging Metaverse, NFTs, and AR filters. In this interview, he shares strategic insights into the evolving digital landscape, audience targeting post-cookie era, and innovative approaches to digital advertising. His journey exemplifies a commitment to excellence, making him a dynamic force in the advertising and media industry.
Can you take us through your professional journey and share some of the memorable moments you encountered in your decade-long tenure in the advertising industry?
First of all thank you very much for gracing me with this occasion, thanks for allowing me to be a part of this noble program where you share the experience of some of the finest minds in the country, so others can benefit from it.
I come from a local Mumbai background and was fortunate enough to complete my formal education in this same city. Numbers have always excited me, and I’ve been surrounded by them throughout my journey. Whether it was my first internship at HSBC Bank or my initial professional experiences at Fractal AI, Publicis Group, and Madison World, I’ve consistently been in fields where numbers are paramount. While the early years were dominated by the left brain, the integration of creative and media has now engaged my right brain as well.
Reflecting on some memorable moments in my career, I’d like to highlight my first major digital marketing campaign for the largest bank in India, HDFC Bank. We achieved tremendous success in terms of media branding and performance metrics, earning numerous case studies and awards. It marked the significant announcement of their Personal Loan Campaign.
You oversee branding and performance marketing responsibilities for various well-known brands across several verticals. How different or similar are the strategies that you formulate for them?
In both performance and brand marketing, our unwavering focus is on “Consumer First.” The ongoing battle between push and pull strategies remains a constant consideration. In our approach to brand marketing, we go beyond mere media attention, ensuring that our messages are not only contextual but also deeply relevant to the end consumer. The era of one-size-fits-all is long gone, with marketers now actively tailoring communication to meet the unique needs of each consumer—something every marketer, being a consumer themselves, can relate to. In our efforts, we consistently adhere to the fundamental principles of reach, frequency, continuity, impact, and weeks on air.
Performance marketing has undergone a significant transformation. While Google Search stands out as a primary choice for every marketer, we strategically engage with consumers on other intent-based platforms before transitioning. Techniques such as lead nurturing, lead scoring, UI/UX optimization, post-click experience enhancement, and regular follow-ups, though seemingly basic, play a pivotal role in achieving the ultimate conversion. To excel in the performance game, we also prioritize regional creative, landing page quality, and a well-established call center setup, ensuring a seamless and exceptional consumer experience.
With so many ad content options such as text, images, and audio available to advertisers, what according to you is the most effective in translating the message to audiences? What are some of the techniques you use to track campaign performance at Madison World?
With user touchpoints increasing daily, and every app on smartphones or any available wall serving as an ad unit, it’s crucial to track each touchpoint. One fundamental truth that has consistently worked for us, and that we strongly believe in, is the power of customization. Whether it’s a video, audio, text, or image banner, our aim is to tailor the communication on each media/platform according to its best practices.
For instance, the rendition of a video on Instagram Reel (or YouTube Shorts) differs from one on YouTube Home Feed or an OTT Ad. Similarly, an ad on Sharechat/Moj varies from that on Television. Even in Cinema or outdoor settings, customizations are recommended. While the core message remains the same, the rendition adapts to each media/platform.
When it comes to measurement, we compare the platform benchmark to the X Category Benchmark against our campaign numbers to evaluate its effectiveness. Search Lift, Brand Lift, MediaMixModelling, and Sales Lift are also some of the ways we gauge campaign effectiveness.
As Google’s third-party cookies will soon be banned permanently, how have you seen it affect the digital landscape and what potential setbacks do you see?
Yes, this has been the buzzword for some time, and the juggernaut Google has been postponing the date of cookie deprecation. But in my view, the demise of third-party cookies will reshape the way targeting is done in the digital landscape.
Shift towards first-party data: With third-party cookies becoming obsolete, there will be a heightened focus on first-party data. Brands and advertisers will need to invest in building and leveraging their data to maintain effective targeting and personalization strategies. We have been emphasizing the importance of advertisers owning the data of visitors coming to our landing page. This first-party data will be invaluable when the cookies sunset.
Dominance of Walled Gardens: As third-party cookies decline, the dominance of walled gardens (platforms with closed ecosystems) might increase. This could potentially limit advertisers’ ability to gather cross-platform insights and data.
Rise of New Ad-Tech Solutions: The industry is likely to witness a surge in innovation as ad-tech companies develop alternative solutions for targeting, attribution, and measurement that don’t rely on third-party cookies.
Challenges in Attribution Modeling: Attribution Modeling Complexity: Attribution models heavily rely on third-party cookies to track user journeys and attribute conversions. The absence of these cookies may lead to challenges in accurately attributing conversions across various touchpoints in the customer journey.
What audience-targeting KPIs do you look to achieve across biddable platforms? What changes do you oversee in this field and how have you prepared to align with them?
Achieving effective audience targeting across biddable platforms involves setting and monitoring key performance indicators (KPIs) aligned with campaign objectives and business goals. Here are some common audience-targeting KPIs and considerations for overseeing changes in this field:
1.Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), Cost Per Acquisition (CPA), CPM, and Engagement Rate Metrics.
We analyze each audience’s performance based on the above and make conscious decisions to continue, amplify, or discontinue the targeting.
2.Changes in Audience Targeting and Preparation:
Privacy-Focused Changes: There’s an increasing emphasis on privacy regulations and restrictions on user tracking. Some platforms already don’t allow targeting iOS users.
Cookie Depreciation: The phasing out of third-party cookies impacts cross-site tracking, necessitating a focus on building and leveraging first-party data, exploring alternative identifiers, and adapting attribution models. Google Analytics 4 has introduced “Enhanced Conversion tracking,” which, though in initial phases, has the potential to be a game-changer.
Machine Learning and AI Advances: With the buzzword of AI, we’ll witness the growing use of machine learning algorithms for advanced audience targeting. Numerous partners work in the field of AI technologies, collaborating with Meta and Google platforms for further optimization.
Cross-Channel Integration: Recognizing each consumer as one, advertisers now need to develop integrated marketing strategies, align messaging across channels, and utilize platforms that support cross-channel targeting and measurement.
In the Indian media landscape, CTV is booming, and brands are utilizing Virtual Product Placement. How do you think brands could leverage these technologies together? What are some challenges or potentials?
The convergence of Connected TV (CTV) and Virtual Product Placement in the thriving Indian media landscape offers exciting opportunities for brands. Leveraging these technologies together can elevate the overall viewer experience, boost brand visibility, and drive engagement. CTV stands out as one of the fastest-growing mediums in India, with over 20 million households embracing CTV connections, reflecting a significant trend in cord-cutting.
Immersive Brand Integration: Brands can seamlessly integrate virtual products into CTV content, providing viewers with an immersive and non-intrusive experience. It’s crucial, however, to strike a balance, as it may sometimes come across as intrusive and non-authentic or gimmicky.
Audience Targeting and Personalization: Brands are increasingly adopting customized communication strategies, tailoring content to different CTV audiences based on geographical locations and linking it to the nearest store in that market. This approach proves effective in precisely targeting CTV audiences.
Interactive and Shoppable Experiences: A simple integration of a QR code allows brands to directly redirect users to the Direct-to-Consumer (D2C) website for convenient purchases.
Branded Content Integration: While content is hosted on a brand’s channel, certain partners virtually integrate the brand into the show at an economical cost. This subtle integration organically enhances the brand’s visibility. Additionally, collaborate with content creators to seamlessly integrate virtual products into their productions, leveraging their creativity and storytelling skills.
Smartphone usage has increased in India, thanks to affordable and accessible internet. How important is mobile advertising to reach target audiences today?
As per industry reports, India currently boasts the most affordable per GB data prices globally. The prevalence of low-cost smartphones and internet accessibility on feature phones has transformed the smartphone from a luxury to a basic necessity. In 2023, TV and Digital collectively constitute over 70% of the Advertising Expenditure (AdEx). Digital AdEx, surpassing TV, is anticipated to reach Rs 43,000 crore by the end of the year.
India stands out as one of the rare countries with a predominantly mobile-first population, a generation that entirely skipped the Desktop/Laptop phase and initially accessed the internet through mobile devices.
Targeting: Digital Marketing offers precise targeting, allowing brands to save marketing expenses by reaching only specific demographics rather than mass audiences.
Measurement: The extensive measurement capabilities of Digital Marketing have made it an integral part of every marketer’s media mix.
On a Pan India scale, YouTube’s reach is approximately 50% of the TV universe. Notably, in markets like Bihar, YouTube’s reach has surpassed that of TV.
What are some of the campaigns that have stood out for you and why? What were some of the takeaways from these campaigns and how were the different from any others?
- Content: The Fevicol 60 years celebration campaign marked a paradigm shift in how audiences consume content. We pioneered a new approach to market a 90-second film on various media platforms.
- Tech: In a category as challenging as Condoms, where major platforms like Star TV, YouTube, and Meta impose advertising restrictions, we changed the marketing strategy by creating NFTs and Metaverse for the brand called Kamasutra Condoms.
- Multimedia: For Raymond, we employed a combination of online and offline signals to leverage the surge in user queries, marking a first-ever achievement.
Would you like to give a word of advice to young professionals looking to venture into the advertising and media industry?
For young individuals aspiring to pursue a career in advertising and marketing, the first step is to understand what excites you every day. Identify what motivates you to go to the office and what you can envision doing for 30 years without getting bored.
Once the answer is clear, delve into understanding consumer behavior within the respective category. This aspect is crucial, and those who can decipher it are clear winners. All marketing strategies, be it creative, communication, or media, revolve around consumer insight.
The adage “consumer is the king” holds true in the realms of advertising and media as well.
Havas Acquires EPROFESSIONAL, a Hamburg-based Digital Performance Marketing Agency
Havas has declared the strategic acquisition of EPROFESSIONAL, a digital performance marketing agency located in Hamburg. This move will broaden the company’s offering of premium performance marketing services and solidify its standing as the top agency in Germany. EPROFESSIONAL will become a part of the Havas Media Network organization while maintaining its independent branding.
EPROFESSIONAL, a Hamburg-based digital performance marketing agency
EPROFESSIONAL, which was established in the attic in Hamburg in 1999, has gained a reputation for being a leader in the performance marketing industry and a supplier of unique solutions. The company is a skilled collaborator in all facets of digital marketing, including social media, multichannel tracking, SEO/SEA, and more. For many years, EPROFESSIONAL has worked well with clients like Vodafone, L’Oréal, and Hapag Lloyd.
Management Roles
Henner Uekermann, who will take on the position of Managing Director, will oversee EPROFESSIONAL alongside Tim Christiansen. In parallel, Henner will carry on in his capacity as Managing Partner of Arena Media, a German agency brand that functions as a second brand under the Havas Media Network, alongside Havas Media.
Left-Tim Christiansen; Right- Henner Uekermann; Image credit- MediaNews4U
Read More: Havas ME’s Alejandro Fischer: Shaping Advertising’s Landscape with Tech Brilliance
Here’s what they said
Yannick Bolloré, Chairman and Global CEO, Havas said,
We are thrilled to welcome EPROFESSIONAL to the Havas family. By combining EPROFESSIONAL’s expertise with our group’s local and global resources, we further strengthen Havas Media Network in Germany, ranked “dominant” in the latest RECMA report, and are better equipped to deliver best-in-class digital marketing solutions to our clients. After making investments in the UK, Canada, and India, our objective is to further expand our digital performance capabilities worldwide.
Sven Traichel, CEO of Havas Media Germany, explained
The focus has always been on making strategic and, above all, locally relevant investments. The acquisition of EPROFESSIONAL is such an investment to expand our digital expertise and offer customers even greater added value. The merger will enable both Havas and EPRO customers to implement successful marketing measures at all touchpoints of the entire customer journey.
The Managing Director of EPROFESSIONAL, Tim Christiansen, added,
Havas is an ideal partner for us. We share the same vision of offering customers innovative and customized solutions. In addition, the chemistry on a human level is outstanding.
Henner Uekermann, approaching his new role with great enthusiasm commented,
The integration of EPRO into the Havas Media Network and the further development of Arena Media in Germany are two wonderful tasks for me. With EPRO’s technological solutions and Havas Media’s 360° approach, we can implement holistic strategies from the first touchpoint to conversions and achieve our clients’ growth targets effectively and efficiently. By combining our competences, we can offer our clients an absolute state-of-the-art product from which we expect our agency to continue to grow in the coming years.
Read More: Swiggy To Continue With Havas Media Group India for Media Duties
Dentsu India Designs Future-Ready Performance Marketing Powerhouse
As part of its vision to deliver ‘What’s Next’ for its clients and people, dentsu India has decided to bring together the advanced capabilities curated from two of its leading brands, iProspect and Sokrati. iProspect is a globally awarded digital-first end-to-end media agency that drives business performance for clients; Sokrati is a tech-savvy, data-driven performance marketing company.
The unified services will provide integrated Performance Media Marketing and Programmatic solutions from iProspect and Sokrati. Driven by the collective expertise of 600 performance marketing professionals, the service is designed to offer future-ready solutions, achieve global business growth, and boost profitability for clients through synergies and increased efficiency. Furthermore, by leveraging cutting-edge technologies, the solution will enable full-funnel tracking and management, customer analytics, and AI-powered predictive media management. It will also offer access to top industry talent, improve client management by integrating media capabilities, and foster a culture of collaboration and excellence across teams with specialized experience.
Nilesh Gohil, formerly the Chief Business Officer of Media (CBO) at Sokrati, has been promoted to take on dual roles as the Chief Executive Officer (CEO) of Sokrati, and as President – Performance Practice. In his new role, Nilesh will focus on strengthening Sokrati’s commitment to ‘Scaling Up: Designing Tomorrow’s Experiences Today’. Working closely with the leaders, he will leverage his expertise in Performance Marketing, MarTech, and Analytics to offer tech-enabled, data-driven solutions, deliver added value to clients, and maintain the network’s reputation for excellence and innovation in the industry.
Vinod Thadani, Chief Growth Officer (CGO), Media and CEO, iProspect India, will continue to lead the growth responsibilities for all Media brands in India. He will focus on driving the growth trajectory of businesses by delivering on dentsu’s ‘Integrated by Design’ tailored solutions for clients.
Reporting to Anita Kotwani, CEO Media, South Asia, dentsu, Nilesh and Vinod will collaborate closely with the wider dentsu India team. They will deliver innovative and transformative outcomes for the clients, expand the agency’s presence in the market, and align with the network’s global vision.
Commenting on the announcement, Anita Kotwani said, “Dentsu is ushering in a new era of transformative excellence. We have always been at the forefront of innovation – anticipating the future, to shape the unknown. Sokrati resonates with our vision of leading the space. We firmly believe in empowering the best of our talent to take up key leadership positions and Nilesh’s proficiencies make him an absolute fit to lead the practice. His contributions have played a vital role in Sokrati’s success. I am extremely proud of his achievements, and I look forward to further partnering with him as we move ahead to attain many new milestones for Sokrati.”
Nilesh Gohil and Vinod Thadani added, “We are extremely thrilled to embark on this new phase of growth. Dentsu has been a performance marketing powerhouse, with solutions defined by cutting-edge technology. The unified services offered through the Performance Practice are certainly a key to pursuing exceptional performance marketing solutions. This will indeed truly distinguish our services in the industry. As dentsu strides in digitization, we are certain that this unification will lead to rapid growth opportunities. Our focus will be on driving innovation through digital, modern creativity, technology, and AI to continue leading as India’s frontier Digital Media company for years to come.”
Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma
Vishal Sharma, the Director Digital Trading at GroupM, has over a decade of experience in digital advertising, specializing in digital trading, vendor management, affiliate marketing, and performance marketing. ADscholars had an exclusive conversation with him to gain insights into his career growth and the ever-changing digital advertising landscape.
How did you get started in the advertising industry, and what inspired you to focus on digital advertising and trading?
I gained exposure to digital marketing in 2011 while managing a team of virtual assistants at a KPO. My fascination with the possibilities of digital marketing grew as I learned about SAAS platforms, SEO, SEM, email, SMS, and more. The ever-changing digital landscape, including the metaverse, connected TV, and quick commerce, has kept me passionate about providing transparent and measurable results for clients. My current role in digital trading involves managing commercials, pricing, making pitches, partner recommendations, and strategy development for clients.
What are the most significant changes you have witnessed in the advertising industry during your career, and how have these changes influenced your approach to digital trading and performance marketing?
The advent of digital media has transformed the way businesses approach marketing and advertising, providing opportunities to reach wider audiences. Social media platforms such as Google, LinkedIn, Meta, and Twitter are now essential tools for effective audience targeting. Programmatic advertising has made the process more efficient, allowing for greater precision in ad targeting. While Google and Facebook were the focus of display ads a decade ago, clients are now exploring new KPIs beyond these giants, including quick commerce, addressable TV, performance business, and branding activities.
What are the current digital trends that are shaping the advertising industry, and how can businesses leverage them to stay ahead of the curve?
OTT platforms are popular among Gen Z, with TV following closely behind, while radio and direct mail have lower attention. Quick commerce enables faster delivery and stocking, transforming e-commerce like never before. AI has gained traction in digital marketing, with ChatGPT being a popular solution, but how to effectively deliver prompts and communicate with the technology remains a challenge. Clients are optimizing bids while using audience optimization tools, and Finecast, an in-house product, enables TV addressability through connected TV inventory across OTT platforms. It enables detailed audience targeting, even down to specific pin codes across India.
With the rise of programmatic advertising, how do you see the future of advertising and media buying evolving?
Despite the evolution of programmatic advertising, some traditional clients still use non-programmatic ways of execution, while most clients have adopted programmatic advertising for effective targeting. Media buying now requires minimal human intervention, although the human touch is still necessary for larger deal-making and pricing advantages.
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What are the key metrics that businesses should focus on when measuring the success of their digital advertising campaigns, and how can they use this data to optimize their campaigns?
Businesses should measure metrics such as CPM, CPC, CPS, CPL, and ROI to back-calculate the effectiveness and efficiency of each channel delivering results. The growing adoption of mobile devices and AI has resulted in a significant increase in data collection, storage, and usage in recent years. Using reliable and verified data is an effective way to achieve marketing campaign goals. There are now SAAS tools available that merge Ad tech with Martech to optimize campaigns. Our traders are adapting to this new buying approach and recommending the optimal mix to advertisers while preserving branding requirements and marketing goals.
What advice do you have for young professionals who want to pursue a career in digital advertising and trading?
Based on my extensive experience, my advice to young professionals today is to be agile and dynamic in their approach. They should be ready to learn and unlearn since this industry will be ever-evolving. Digital marketing offers growth opportunities, as professionals gain experience in all aspects of a brand’s online presence, create strategies for high ROI and website rankings, and use data-driven approaches for effective campaign evaluations. The field is expected to grow in 2023, and there is a high demand for digital marketing jobs.
Google Rolls Out Advert Target Frequency For YouTube Campaigns
Google rolled out ad frequency targeting for YouTube campaigns. Showing the same ads to the same people, again and again, neither benefits the advertisers nor the viewers. However, can affect the brand’s reputation. So, achieving the right video ad frequency for both viewers and advertisers has always been a juggling act.
In line with this, Google rolled out target frequency giving advertisers control over how many times an ad is shown on YouTube. Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360. However, Google is taking a step further and making it globally available for all advertisers running YouTube campaigns.
Interesting Read: On Connected TVs, YouTube Makes Its Ads More Shoppable!
How will it help advertisers globally?
Whenever the same ads are shown to the same people repeatedly, there is always a risk of low returns. It is inevitable that viewers will tune out and sales will suffer as a result of the added impressions. It is an annoying experience for viewers to watch the same ad repeatedly and proves wasteful for advertisers.
In the blog, the tech giant explained the launch of target frequency globally for Youtube campaigns will help the marketers harness the impact.
This will help advertisers optimize towards more precise reach and frequency while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.
A MMM meta-analysis commissioned by Nielsen shows on average, TV advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions — which represents 46% of TV impressions served. Google inferred from the study that almost half of the impressions were wasted. However, Google explained that the same study shows brands can increase the frequency.
The same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI. This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.
The frequency management solution on YouTube will help advertisers deliver a better advertising experience for viewers without any compromise in ROI. Advertisers can select the frequency target and the systems will optimize towards maximum unique reach at the frequency goal. Over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices. Not only do the campaigns deliver on their target frequency, but they drive brand impact as well.
Partnered with Triscuit
Google partnered with Triscuit to analyze how the brand can drive incremental impact to its reach campaigns with a frequency target. It set up a Video experiment to determine the incremental ad recall that a weekly frequency of two could deliver. The Target frequency campaign achieved a 93% higher absolute ad recall lift compared to the non-frequency optimized campaign, at a 40% cheaper cost per lifted user.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad
Video Marketing Statistics You Can’t Ignore in 2022
Video is a great way to market your business. As a result, video marketing has become one of the most popular ways of marketing.
According to several portals, approximately 96% of people increased their consumption of videos about businesses, and 9 out of 10 people prefer watching videos about brands and companies. Moreover, 86% of businesses started using video as a business tool in 2022.
Therefore, video marketing statistics cannot be ignored if one wants to promote and advertise a business online. Videos are integral to marketing and promoting your products to new audiences.
This article will explore video marketing statistics you cannot miss in 2022.
Video Marketing Statistics You Cannot Ignore in 2022
Image Credit-Piktochart
To develop your digital/video marketing strategy, you need to know the latest video marketing statistics. Listed below are the latest video marketing statistics you simply cannot miss in 2022:
Increasing Internet Consumption
- According to Wyzowl, In 2018, the average time for watching videos was 1.5 hours per day. But in 2022, the number of hours increased to 2.5 hours a day.
- Moreover, research shows that people watch videos for about 19 hours a week, an 8.5 hours spike from the last four years.
Convincing Customers
- According to the survey conducted by Wyzowl, 96% of people have watched the tutorials and explanation videos to learn more about the products in 2022.
- Furthermore, 88% of people have said that they have been convinced to buy a company’s product after watching their videos.
- According to Hubspot, in 2018, 54% of people want to watch more videos about brands and companies to know more about their products.
- Also, research conducted by Animoto in 2018 suggests videos are the favorite type of content to view from a business across social media platforms.
- Social Media Week studies show that 78% of people watch videos every week, and 55% of people watch videos daily.
- According to Insivia, 95% of the audience can remember the products and their message when they watch them in a video rather than reading about them.
- According to 59% of executives, the audience is most likely to choose video over text about the same topic. 92% of mobile phone users are more likely to share the videos they watch about any product or company.
- According to Wyzowl, people are twice more likely to share videos rather than sharing blog posts or written articles. Therefore, video marketers and editors must post short, crisp, well-edited videos about their products. They can easily edit a video online and make engaging content.
Increase in Revenue
- According to Wyzowl, in 2022, 87% of business owners stated that video marketing has helped increase website traffic.
- Moreover, 94% of people also stated that videos helped them better understand their products, according to Wyzowl in 2022.
- 83% of business owners have stated that videos encourage visitors to visit and explore their websites for a long time.
- According to HubSpot, 87% of video editors are content with the ROI of their video editing efforts. Furthermore, 93% of business owners claim that videos are integral to their marketing strategy.
- WordStream suggests that incorporating videos into your business website’s landing page will increase your conversion rate by approximately 80%.
- Optinmonster research in 2019 shows that video marketers are 66% more likely to get better leads every year.
- According to Wyzowl, in 2022, 81% of video marketers stated that videos have helped them improve their product sales. Moreover, 49% said that videos had led to a reduction in support calls about various products as they allow customers to solve their queries.
- According to Wyzowl, 93% of video marketers have stated that videos have increased brand awareness to a large extent.
- According to Tubular Insights, 64% of consumers are likely to buy a product after they have watched a video about it on social media. Furthermore, according to HubSpot, video is the number one type of content marketers produce.
- According to Small biz Trends, 30% of people can recollect the video ads about products they have seen in the past 30 days. Therefore, you must make an impactful ad that interests the customers.
Video Usage Trends
Image Credit: Wyzowl
- According to research conducted by Wyzowl, Video marketers consider videos a pretty important part of their marketing plan.
- According to research by The Marketing Helpline, video posts on social media get 48% more views than typically written posts about the products. Therefore, you can create and edit crisp and attractive posts about your products and share them on social media instead of posting a written post about them to promote your products.
- According to the statistics provided by Oberlo, Youtube with 88% is the most popular platform to edit videos, post, and share them, followed by Facebook with 76%, LinkedIn with 66%, and Instagram with 65%. Therefore, you can easily create and post videos on these platforms to gain new customers for your products.
- According to Hubspot, 73% of people prefer watching entertaining videos. Hence, to digitally promote your content, you can edit videos to make them fun and engaging enough for the audience.
- According to Limelight, 65% of consumers state that their favorite platform to watch videos is Youtube. Therefore, Youtube is one of the best and most important platforms to share your videos.
Video Marketing Channels
Image Credit: Oberlo
- According to Wyzowl, 88% of marketers have included Youtube as an integral part of their digital marketing strategy in 2022, which is 1% less than last year. However, 68% of marketers have included LinkedIn as a part of their marketing strategy, which is 5% more than last year. Therefore, video marketers consider LinkedIn a good platform to share their videos about their company and products.
- According to Wyzowl, 65% of marketers have plans to bring in Facebook as a part of their marketing strategy, which is 5% less than last year. Moreover, 68% of marketers have plans to include Instagram in their marketing strategy, which is 10% more than last year. This data shows that Instagram is a more popular platform for marketers to add videos about their company and products and share them rather than Facebook.
- According to WyzOwl, 46% of marketers have plans to host webinars about their company and products in their marketing strategy in 2022, which is 7% less than last year. This data shows that marketers prefer to share them on social media instead of conducting elaborate webinars to grab the attention of consumers quickly.
- According to YotPo, 30% of consumers have brought products mentioned in videos they have seen on Instagram. Moreover, according to Mention, 7 out of 10 people check out the website links in stories. Therefore, if you still have not included Instagram in your marketing strategy, it is high time you include the platform in your marketing strategy to get more engagement on your products.
- According to LinkedIn, posts with videos are shared 20 times more than written posts on the platform. However, 80% of the videos are watched with the sound off, so you should create videos that can be viewed without sound to gain the audience’s attention on LinkedIn.
- According to Wyzowl, 29% of marketers have plans to use Twitter as a part of their marketing strategy in 2022, which is 2% less than last year. However, according to the data provided by Twitter, the platform gets 2 billion views on videos daily, and tweets including videos have ten times more reach than tweets without videos.
- 99% of video marketers have decided to continue using videos for marketing in 2021. Moreover, data shows that more than 66% will spend more or the same amount on videos in 2022.
Impact of The Pandemic
- According to Wyzowl, the pandemic has drastically affected video editors’ plans for 2021 and 2022. However, the pandemic’s impact on video marketing seems to be gradually decreasing as 50% of video marketers expect the pandemic to affect their video marketing budget in 2022, less than 63% last year.
- According to Wyzowl, three-quarters of video marketers have stated that the pandemic would make it likely to produce more videos. At the same time, the other half said that the pandemic would decrease video production.
- According to Hubspot, 96% of people have stated that the pandemic has increased their video consumption.
Key Takeaway
Listed below are some key takeaways:
- Video has gradually become one of the most consumed content on the internet, so you must use this to promote your brand and products and establish a loyal customer base online
- Youtube, Facebook, Instagram, and LinkedIn seems to be the most favorable platform for posting videos
- Furthermore, the statistics suggest that your account will likely get more reach and engagement if you include videos in your posts; therefore, videos will help your business and products reach social media audiences
- Higher engagement rates in videos ultimately convert to higher consumption rates and buy-ins, i.e., people are more convinced to buy a product once they watch a video about it online.
- Investing in video marketing is always a good option since video marketing helps you gain higher engagement, promote your products, interact with your audience and provide you with higher ROI
WeAreSocial reported more than 3.5 billion social media users in 2019. IBM partnered with Mettle CI to create fun and entertaining videos to explain technology easily to their audience, thus gaining popularity on social media.
Business owners and video marketers must take advantage of this extensive reach and promote their products online.
Disney Ad Sales Strongest At Upfront, Records $9 Billion
Disney’s upfront advertising process ended with a record $9 billion in ad sales – 40% of which came from streaming and digital. Disney has become the latest publisher to finish upfront.
This is the first year Disney has offered Disney+ as an advertising option. The forthcoming ad-supported tier of Disney+ was cited by the company as a game-change and particular strength among its platforms, which also include ABC, Disney Channels, ESPN and ESPN+, Freeform, FX, Hulu, and National Geographic.
Interesting Read: Disney Signs A Major Adtech Deal With The Trade Desk
What is an Upfront?
Uninitiated viewers may not know that broadcast and cable networks hold spring events to promote their new programming lineups. As a classic futures market, the idea is to entice media buyers to commit to ad contracts for shows months or even years down the road. To put it another way, they buy inventory in advance.
Disney at the Upfront
The 2022-23 upfront posted the second straight year of double-digital gains in sports volume and pricing.
The CPM(cost per thousand viewers reached) increased in streaming, sports, broadcast, and cable, the company said, with prime seeing double-digit increases and high single-digit increases in addressable ads. In contrast to traditional advertisements, addressable ones can be targeted based on a person’s purchase history or other factors far beyond their age and gender.
The company also said it secured DEI commitments from every top-performing categories included Diversified Consumer Services, financial services, media & entertainment, pharmaceutical, sports gaming, and travel & leisure. The demand for Disney HuluXP, an integrated video ad platform across the Disney portfolio, also increased. Rita Ferro, president of ad sales for Disney Media and Entertainment said in a statement,
“Disney Advertising entered our 2022-2023 upfront committed to executing on our strategic priorities – streaming, multicultural and inclusion, sports and entertainment – and we delivered.
I am proud to partner with all of our clients to reach audiences at scale across all screens, and alongside the most premium content.”
The upfront process has been unlike most previous years for all of the major media companies. Traditionally, the upfront sales should wrap in the spring instead it dragged into summer this year. With streaming the ritual has become more complex and less calendar-based, allowing network parents to weather the ongoing decline in traditional bundles and overall live tv viewing.
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What is important for Disney?
Ferro gave Adweek an overview of Disney’s upfront priorities in May and said,
“The upfront was really about how do we tell a big-picture story of the volume of content coming from the Walt Disney Company because we have a lot of different endpoints, and we’re the home of streaming in a way that no one else has in the marketplace, premium storytelling in the streaming space with Hulu that has been around for 14 years. But since it was integrated and we took operational control a couple of years ago, it has been a driver of the AVOD opportunity in the marketplace.”
The new ad-supported tier would be coming to Disney+ later this year and would be launching internationally next year.He also explained that it will have an average of four minutes of commercials per hour.
“The reason for that is we know most people come to Disney+ for our movies, and movies have a different ad load than a series would. So what drives Hulu is more series. What drives Disney+ is more consumption of movies, and therefore the ad loads will look different. So it’ll be an average of four minutes an hour, but it depends on the types of content you stream.”
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Deliveroo Rolls Out New Advertising Platform For FMCG Brands
Deliveroo launched a new advertising platform, ‘Deliveroo Media and E-commerce’, allowing brands to reach customers with relevant offers. Brands will be able to advertise to Deliveroo customers in new formats, in-app and online.
For the first time, advertising is planned on Deliveroo’s order tracker page alongside sponsored search listings. For example, a customer sitting at home impatiently eyeing the location of their food order on Saturday evening would sean an ad for a movie or series of a streaming service. The company mentions,
“Currently Deliveroo partners are able to make use of Deliveroo’s advertising services, with sponsored positioning for restaurant or grocery partners, for example. The new advertising platform means consumer FMCG brands will be able to advertise to millions of highly-engaged Deliveroo customers.”
Brands will be able to promote relevant offers across Deliveroo’s app, on its website, social media, email, and push notification campaigns.
Its own network of “Editions” kitchens and rapid grocery delivery ‘HOP’ stores will also be part of Deliveroo’s new advertising proposition, enabling brands to deliver content or samples into consumers’ hands as their meals and groceries are delivered to their door.
Revenue opportunity
The food delivery startup allows restaurants and supermarkets it partners with to purchase advertising space within its walls. The new platform expands opportunities for consumer brands (CPG) and contributes to the company’s profitability push. By using ads to improve sales and profitability, Deliveroo has joined the growing number of delivery companies. Eric French, Chief Operating Officer at Deliveroo said in a statement,
“Advertising revenue is a small part of Deliveroo’s current model but a big opportunity and a lever the company can pull to increase net revenue.”
He also stated that the app’s eight million monthly active consumers orders on a weekly basis, giving advertisers an opportunity to connect to an engaged and valuable audience.
“Our new advertising platform will enable restaurant and grocery partners to tell their story emotionally and effectively whilst ensuring Deliveroo customers continue to receive a food-first experience.”
The company said advertising revenue is an important lever to drive Deliveroo’s path to profitability and free cash flow generation. Deliveroo aims to reach an adjusted EBITDA margin (as % of GTV) of 4%+ by 2026, with further upside potential beyond 2026.
Adtech and media sales services will be provided by Criteo to Deliveroo.
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And the trend continues
Many delivery services and supermarkets like Asda Media, Tesco Media, Joker, and Delivery Hero SE are building their retail media network. They seek to use the first-party data and monetize the media inventory. The company stated,
“Advertising on Deliveroo will include partnerships with restaurant partners as well as FMCG companies, primarily on the grocery side. This will be done in a way that is mindful of the consumer experience, which is Deliveroo’s priority.”
Deliveroo Media and Ecommerce will launch in the UK before rolling out to other markets globally. From this month, brands started advertising relevant offers to Deliveroo customers too.
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Nabd launches Personalized Email Newsletters Powered By AI and ML Algorithms
Nabd, a leading personalized Arabic Content platform launched a new Personalized Email Newsletter product. It will provide opted-in subscribers a daily news digest tailored to their interests, autonomously curated via sophisticated AI and machine-learning algorithms. Content will be delivered to them by email – one of the most effective distribution methods available today.
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Strong subscriber base
Nabd reaches over 25 million users, generating over 2 billion page views every month, making it the biggest Arabic app globally. The Daily Email Newsletter has already been opted in by over 5 million subscribers during the beta and alpha phases. Aso, Nabd’s digital properties such as its mobile apps and web portal attract thousands of new subscribers every day.
Image Credit: Zawya
How do the AI and MI Algorithms work?
Advanced AI and machine-learning algorithms analyze massive volumes of content in real time, including news articles and videos. Afterward, based on geolocation, interests, past engagement, and consumption patterns, the feature curates the most relevant and trending stories for each individual user.
And That’s What They Said
Mr. Al’a Abukhalaf, VP of Business Development at Nabd commented,
Nabd’s Daily Email Newsletters is one of the powerful tools our partners can leverage to promote and elevate their brand, as it offers an exclusive cutting-edge opportunity for brands to sponsor the daily newsletter, staying top-of-mind across Nabd’s highly-engaged Arabic readers and capturing their attention at the most receptive mindset; while they seek and consume relevant and timely information.
Our opted-in subscribers will on the other hand enjoy a personalized, digestible news summary, playing an important role in increasing the reach and retention of the Nabd platform.
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Omnicom Media Group Debuts Video Creative Intel For Advertisers
Omnicom Media Group’s data and analytics division, Annalect, has launched Video Creative Intel. It would allow an advertiser to determine whether including a human would enhance a creative asset The Video Creative Intel helps marketers identify which creatives are most effective before they launch campaigns.
How exactly does Video Creative Intel help?
Retailers, for example, need to advertise a new promotion in a short timeframe and ensure their creative hits the mark with target audiences. Nevertheless, it does not have the time to carry out qualitative research and does not have the money to run ads that don’t work. Annalect’s Video Creative Intel tool, developed by Omnicom Group’s data and analytics division, will be leveraged. Annalect’s machine learning and artificial intelligence tool draw on data from its proprietary datasets, Google’s data, and the client’s own metrics. The chief experience officer of Analect, Clarissa Season told Adweek,
“As pieces of creative are running in the market, you can start to understand when a piece of creative is starting to wear out when you need to change the creative video.”
As reported by Adweek, Annalect has tested the tool with seasonal retailers and entertainment clients. Using the tool, clients found the need for their branding and moreover include both audio and visual. Another finding was to introduce humans earlier in the creative. A partnership with Google provides Annalect with access to Google’s creative intelligence data, which is an important component of these data insights.
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In partnership with Google
The current insights are based on the performance of video assets on YouTube. In addition, Annalect is testing the tool’s predictive capability for non-video digital assets A pilot test has already proven that the tool can be used to showcase creative works on connected TVs.
Annalect’s new tool is different from many other holding companies’ predictive ad tech tools because it focuses on optimizing creative, instead of media formats. Jay Pattisall, principal analyst at Forrester told Adweek,
“The audience-first approach to using data to create audiences was something not being used inside the creative agencies. In the last two years, they’ve worked very hard in terms of catching up in data maturity and data literacy to media counterparts.”
The Video Creative Intel platform puts together data from Omnicom and Google to provide a broader view of the market than other Adtech-based creative services available. This can be a huge advantage for advertisers who utilize their dollars more effectively.
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