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<ul><li>The <keyword id="7642375" type="COMPANY" weightage="20" keywordseo="data-sciences-division">Data Sciences Division</keyword> of dentsu India, has unveiled its latest Insights report, ‘The Next Normal: The Rise of the Contactless Economy' under its specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights. </li><li>The report covers deep findings of the impact of a contactless world on consumer behavior and sentiment of the <keyword id="159493" type="PERSON" weightage="20" keywordseo="Gen-Z">Gen Z</keyword> &amp; Millennial audiences from <keyword id="153782" type="COMPANY" weightage="20" keywordseo="Urban-India">Urban India</keyword>.</li></ul>The Covid-19 pandemic has had a profound impact on people's lives. There have been many changes in human behaviors, how we communicate, work, and consume. The Data Sciences Division of dentsu India, has unveiled its latest Insights report, ‘The Next Normal: The Rise of the Contactless Economy' under its specialist consumer insights wing dentsu Marketing Cloud (DMC) Insights. The report covers deep findings of the impact of a contactless world on consumer behavior and sentiment of the Gen Z &amp; Millennial audiences from Urban India. With businesses and individuals scrambling over the past year to adjust to extraordinary circumstances, increased vaccination presents somewhat of a light at the end of the tunnel. In many ways, the year 2021 will be a year of transition as we battle our way through the devastation caused by the pandemic and look toward a future. A zero-touch and more consumer conscious world has promoted the rise of a 'contactless economy' shaped by a virtually connected ecosystem. Key highlights of the report: <ul><li class="m_-3406908789372116735MsoListParagraph">Willingness to try lesser-known brands: 70% expressed a willingness to purchase products from a lesser-known brand.</li><li class="m_-3406908789372116735MsoListParagraph">The Growing Virtual Wallet: Close to 60% of transactions of our surveyed audience claim to be fulfilled via virtual wallets. 23% via credit and debit cards and the remaining through cash. Google Pay enjoys a lion’s share with PayTM being second.</li><li class="m_-3406908789372116735MsoListParagraph">Online Certifications: 59% claim to have done an online certification. A trend likely to continue post lockdown.</li><li class="m_-3406908789372116735MsoListParagraph"><keyword id="48379" type="COMPANY" weightage="20" keywordseo="Ayurveda">Ayurveda</keyword>: 49% of the surveyed pool have a reliance on Ayurveda to meet their immunity needs. </li></ul>Commenting on the launch, <keyword id="1376695" type="PERSON" weightage="20" keywordseo="Gautam-Mehra">Gautam Mehra</keyword>, Chief Data Officer (<keyword id="119132" type="COMPANY" weightage="20" keywordseo="Asia-Pacific">Asia Pacific</keyword>) &amp; CEO dentsu <keyword id="2520956" type="COMPANY" weightage="20" keywordseo="programmatic">Programmatic</keyword> said, “While the world grapples with the impact of the covid-19 pandemic, there is widespread uncertainty. However, in an ‘at home’ economy, the only assurance is that a next normal is being created, promoted by a hyper-connected world. Pegged to globally reach a $3trillion size by 2025, the ‘at home’ consumption economy has been fueled by the need for consumers to look at digital channels to maintain normalcy in their lives – be it to connect with friends and family virtually, purchase necessities, subscribe to content or discover and learn new skills. Millennials and Gen Z consumers, being digital natives, have been better equipped in adapting to a virtual world with demonstrating a greater adoption of cashless payments and an openness to discover and try new brands.” “The Next Normal has given rise to a hyper-connected virtual world fueled by better internet connectivity promoting an increase in online consumption and fulfillment of the needs within a contactless world. Being tech-natives, Gen Z and millennials will form a cornerstone of new age marketing and brand engagement given their growing spending power and digital literacy. A virtual world has given rise to human experience platforms. With the virus hitting home, there has been a hyper awareness of health and safety amongst Millennials and Gen Z audiences. This report builds on the commitment of DMC Insights to deliver industry leading insights on this demographic covering their impact on various aspects of consumption and growth,” added <keyword id="7856732" type="UNKNOWN" weightage="20" keywordseo="Abhinay-Bhasin">Abhinay Bhasin</keyword>, Vice President (Asia Pacific) and Head of DMC Insights, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu International</keyword>. The report has been unveiled under the unit’s specialist research wing – DMC Insights. The dentsu Marketing Cloud (DMC) Insights offers an expertise-led model to assist dentsu Data Sciences research &amp; insights, consulting and practice teams in delivering differentiated values to our clients.

70% Gen Z & Millennial audiences from urban India are today willing to purchase products from a lesser-known brand: Dentsu Data Sciences

<ul><li>While we appear to be in an era plagued by widespread panic – thanks to the inundation of information on social media and every known touchpoint, there also appears to be a positive wave of behavior change amongst societies that prove the resilience and adaptability of humankind.</li><li><keyword id="7856732" type="UNKNOWN" weightage="20" keywordseo="Abhinay-Bhasin">Abhinay Bhasin</keyword>, Director, Data Sciences at <keyword id="6368370" type="ORGANIZATION" weightage="20" keywordseo="dentsu-aegis-network">Dentsu Aegis Network</keyword>, South Asia pens down how amidst the projected negative climate by media in news surrounding the impact of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword>, he has seen a few rays of sunshine emerging in humanity. </li></ul>I am fairly certain by now you would have probably read the multiple reports on the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> disease (COVID-19) and reports by every known publication and enterprise in terms of its impact on business, the economy and on the general society. In case you haven’t, please crawl out from under that rock you’re under (or stay there since it might be a better way to be safe). At present there close to 400,000 reported cases of COVID-19. A majority of them outside China, with an impact to nearly every known line of business and economy. While governments and world leaders have taken to prioritizing measures to curtail the spread of the virus, there is no doubt that there is a need for policy makers and decision takers to prevent an economic fallout and to reduce widespread economic anxiety as has been recently witnessed in the US and other markets over a hoarding of essentials. While we appear to be in an era plagued by widespread panic – thanks to the inundation of information on social media and every known touchpoint, there also appears to be a positive wave of behavior change amongst societies that prove the resilience and adaptability of humankind. This discourse will attempt to throw light on those positive and negative impacts on the society and global economy that emerge from the climate created by the onset of the virus and the mitigation steps that inundate the media of today. Let’s Take Stock of What’s Going On Early estimates reveal the global economic impacts to be in the range of USD 1-2.7 Trillion in terms of GDP loss. The OECD (Organisation for Economic Cooperation &amp; Development) has forecast global growth of a mere 2.4% in 2020 (down from the earlier estimate of 2.9% from November of last year. This could probably mean the slowest growth rate of the global economy ever since the global economic recession of 2009. Cancelling of major sporting events, lockdown of borders and cities, declining consumer confidence, global store closures by brands such as Apple, Nike etc and potentially severe retail traffic declines have already taken its toll on economies, creating ripple effects in society and especially impacting livelihoods of daily wage earners and workers. In turn, stress on key industries that have already been on a downward spiral such as the aviation industry and the automotive industry (especially in India) come under further pressures as production and mobility further reduce due to precautionary measures. The global travel economy itself is projected to be hit by nearly USD 850 billion dollars in revenue loss. This causes widespread ripple effects on the ancillary industries associated with these sectors. Is it all Doom &amp; Gloom? Amidst the projected negative climate by media in news surrounding the impact of COVID-19 emerge rays of sunshine in humanity. Videos going viral online featuring Italian neighborhoods coming together on balconies and singing songs together – highlight the strength of communities in combatting national challenges. Heroic images of doctors and nurses tirelessly working and staking their own lives to treat to infected patients and those in quarantine reveal the underlying spirit of not just their professions, but the everlasting spirit of hope. While yes – it indeed is a trying time until there is concrete evidence of COVID-19 showing signs of receding and coming under check and global economies bouncing back, the undying spirit of humanity with some of the best minds working on mitigating drugs, and some of the brightest and most successful leaders and companies committing to relief funds highlight the resilience of our species, while giving us all a chance to pause, rewind, recalibrate and move forward together as a unified force. - By Abhinay Bhasin, Director, Data Sciences at Dentsu Aegis Network, South Asia

The socio-economic impact of COVID-19: Cloudy with a chance of resilience

<ul><li>Brands like RSVP, OPPO, Mountain Dew and RedBull have associated with PUBG in the past. </li><li>PUBG was known to offer high-reach and consumer engagement, two powerful baits for brands. </li><li>Experts answer how brands that invested in PUBG will adapt to the current situation and where they will move their marketing monnies.</li></ul>It has been two days since the government banned Tencent’s signature battle royale game PlayerUnknown’s Battlegrounds (PUBG) and app clones like PABJE, FAU-G and Pixel’s Unknown Battleground have already started sprouting up on Play Store. Due to the ban, Chinese tech giant Tencent has lost nearly $34 billion (HK$ 261.05) of its market value over the last two days. PUBG was downloaded 34.2 million times until May 2020 of which India accounted for 35.8% — 12.24 million installs, according to data provided by Sensor Tower. PUBG’s ban has not only left gamers in the lurch, it also left a void for brands that invested on in-app ads, event organisers, and influencers who were using PUBG and game streaming to earn a livelihood. The game also attracted advertisers ranging from handset makers to beverage companies. Brands that catered to the young audiences like OPPO, Mountain Dew, RedBull, etc have associated with PUBG in the past. It offered them engagement and high reach. One of the prominent brand partnerships that PUBG saw was with Ronnie Screwvala Productions’ (RSVP) action drama ‘URI: The Surgical Strike.’ Gamers were given an opportunity to launch a surgical strike on Pochinki, one of the most popular towns in the game’s map. While PUBG enthusiasts did not notice the advertisements on the app, it did have some incentive-led ads like ‘watch this ad to earn a scrap coupon’, collect 10 coins and build crates to buy in-game items. Gaming was considered a niche-category for a long time in the advertising industry. However, in 2019, of the $22.6 billion spent on mobile apps in Q2 2019, $16.95 billion was spent on mobile games and Indians were the largest market for mobile games, according to App Annie. So we reached out to a few industry experts to understand what kind of dent will the ban create in the advertising and marketing industry, how brands will reshuffle their monnies and find an alternative that offers the same amount of reach and user base. Explaining how brands will try to find alternatives that offer the same reach, Vaibhav Odhekar – Co-Founder and COO of POKKT Mobile Ads, said, “In the gaming space, all the brands were largely involved in “audience buying” and not site buying (like Candy Crush). So as long as there are players and audiences actively involved in gaming, brands will continue to be happy. POKKT has a gaming audience base of over 252mn+ users in India alone, so we believe that there is a massive reach present in terms of gaming content, advertising opportunities and the effectiveness for brands. Now brands will look at tweaking their targeting strategy to try and capture a larger set of apps, or else surgically approach the top competitors of the likes of PUBG and other banned apps to ensure cumulative audience reach.” Odhekar also pointed out that the majority of Indian gamers play casual games and that is where the maximum advertising is happening. Currently, top 10 apps on Google Play Store are Casual Games. <div type="image" title="top games" msid="77932529" hostid="261"></div> On what led to <keyword id="739806" type="PERSON" weightage="20" keywordseo="Gaming-industry">Gaming industry</keyword>’s boom, Odhekar added, “Gaming became really big in the first place due to casual gaming, which means most Indian users are playing (and engaging with ads on) games like Candy Crush, Temple Run, Subway Surfer, Ludo, Carrom. And this entire segment is untouched via Chinese app influence.” Brands that did associate with PUBG, did that for its captive audience and large user base. Abhinay Bhasin, Vice President (South Asia), Data Sciences, Dentsu Aegis Network said, “Chinese apps presented advertisers with a unique avenue to reach out to captive audiences offering a fairly large base that created a diversion of spends from platforms such as Facebook and Google onto unique ad formats that the Chinese apps offered. Estimates show that apps like TikTok had over 600 million downloads in India during its lifetime and Alibaba-owned UC Browser had a market share of over 10%. With the ban on these apps and services, brands will ultimately follow eyeballs and engaged audiences. The recent ban on TikTok for example seemed to be a boon for Instagram as they launched Reels in India. Similarly, the desi competitor to TikTok, Chingari, witnessed a record 1 crore+ download on the Google Play Store shortly after an initial ban on Chinese apps was announced. Brands in India have a multitude of sources to reach out to youth audiences such as via Gaming, OTT services, the aforementioned substitutes, etc. It’s far from the end of the world!” Rajan Navani, Vice Chairman &amp; Managing Director, JetSynthesys, and President of the Indian Digital Gaming Society said that most PUBG casual players will switch to other similar games in India so the impact should not be much and it only brought about 2% to overall gaming industry’s revenue. Navani said, “Impact on the overall gaming industry should not be over 2% if one were to include in-app and advertising revenue combined, in the immediate short-term. However, the professional PUBG esport players and other content creators around PUBG streaming will be severely impacted since they derive their livelihood from the game. At a time when the domestic mobile gaming industry is growing rapidly, PUBG’s ban provides an immense opportunity for other international and domestic gaming companies to grow their market share.” According to Manesh Swamy, VP- Creative, Logicserve Digital, PUBG’s ban will not hamper brands’ way of finding ways to reach out to consumers. However, they will now be cautious to associate with any kind of Chinese brand. “As a marketer and advertiser, I feel it won’t affect the industry at large, as we always find ways to meet our clients' marketing challenges and goals. Also, taking into consideration the current reservation against Chinese products and services, even brands would be cautious and not want to associate themselves with these platforms to carry out any marketing activities. I am sure they do not wish to hamper their consumer's loyalty,” said Swamy. With the pandemic-infused lockdown, consumers had to find ways of entertaining themselves within the four walls of their house. As a result, gaming apps saw a spike in users and brands started realising the potential of this industry. Sanjay Mehta, Joint CEO of Mirum India described the foreseeable situation in one word - ‘adapt.’ He said brands and agencies will adapt and find alternatives. Mehta said, “The most impacted sector/brand because of the ban is the brand/app PubG itself and most importantly their Pro-Players, who literally earned from it. India contributed almost 1/4th of the user and being a MOG (Multiplayer Online Game) it majorly ran on a Freemium model. Means their biggest revenue generator was In-game-purchase. Gaming has been one of the biggest contributors for AdEx in India during this COVID period. So gaming is here to stay, and brands have a plethora of games to advertise on. Like Video, casual gaming is also on a high and thankfully Brands have enough options.” Ban on 116 Chinese apps and its impact on AdEx PUBG offered brands an opportunity to place in-app advertisements, explore content marketing associations and organise group events around it. So with its ban, what kind of impact will it have on Advertising Expenditure this year? With PUBG, the government also ordered a ban on another 116 apps like Ludo World, Arena of Valor, Chess Rush. The first list came out on June 29 after the Galwan Valley skirmish, which left 20 Indian soldiers dead and an undisclosed number of casualties on the Chinese side. This included the popular short video streaming app TikTok, UC Browser, Xiaomi's Mi Community and 56 others. So how will the ban on all Chinese apps in India impact overall AdEx? Bhasin said Chinese companies contribute around 4-5% to overall Indian Advertising Revenue. He said, “The ban on Chinese apps will certainly have a significant impact on influencer associations that were picking up steam on TikTok or even through gaming influencers and contests. These spends will now have to be realigned to other alternatives. Moreover, the ban on apps is most likely to have a ripple effect onto other investments into AdEx in India by Chinese companies that contribute to roughly 4-5% of the overall Indian advertising economy.” Swamy and Mehta, on the other hand, said the impact will be minimal. “I don’t feel that the ban would affect the overall Ad Expenditure as brands would redirect their strategies to fit in the best manner possible,” said Swamy. Conclusion Brands and agencies adapted to COVID, they adapted to the TikTok ban and now, they are gearing up to adapt to PUBG’s ban, too.

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70% Gen Z & Millennial audiences from urban India are today willing to purchase products from a lesser-known brand: Dentsu Data Sciences

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The socio-economic impact of COVID-19: Cloudy with a chance of resilience

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Will PUBG’s ban have a ripple effect on in-game brand partnerships and AdEx?

Karuna Sharma

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