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<ul><li>With <keyword id="6354312" type="General" weightage="80" keywordseo="ipl" source="Orion">IPL</keyword> just around the corner, brands cannot afford to stay away from making the most of the tournament. At the same time, they must be mindful of the disproportionate investments and costs required via sponsorships, TV airtime, or digital live-match ads. </li><li>For brands on a strict budget, Mobile-based Audience Buys is the answer, writes <keyword id="3633879" type="General" weightage="20" keywordseo="vasuta-agarwal" source="Orion">Vasuta Agarwal</keyword>, Managing Director, Asia Pacific, at <keyword id="164941" type="General" weightage="20" keywordseo="inmobi" source="Orion">InMobi</keyword>. </li></ul>The year 2022 will most likely determine how brands in India bounce back to achieve or sustain growth in the wake of the pandemic. While macro-economic trends such as rising input costs, supply-chain constraints, and inflationary concerns are already forcing brands to pass on the cost to consumers, brands are also playing catch up with the ever-evolving connected consumer’s behavior and expectations in the next normal. This makes owning share of voice to drive awareness and growth critical – be it for legacy or digital-first brands. IPL – The First Big Marketing Opportunity of the Year The first big marketing opportunity of the year – the Indian Premier League (IPL), is set to arrive. Given the passion cricket ignites, the viewership it attracts, and the varied conversations it generates across the country, IPL will own individual and household attention this summer. But what’s important to note is that the IPL-consumer relationship extends way beyond the live matches as viewers partake in fantasy and in-app cricket gaming, watch informational videos, participate in polls and quizzes, and so much more during matches and outside of them. Needless to say, as IPL captures eyeballs and conversations, brands cannot afford to stay away. At the same time, they must be mindful of the disproportionate investments and costs required via sponsorships, TV airtime, or digital live-match ads. So, how do brands on a strict budget continue to own the share of voice and associate themselves with the conversations around IPL? The answer is Mobile-based Audience Buys. The Smart <keyword id="564900" type="General" weightage="20" keywordseo="mobile-advertising" source="Orion">Mobile Advertising</keyword> Strategy: Audience Buys While most brands have either developed <keyword id="691908" type="General" weightage="20" keywordseo="mobile-marketing" source="Orion">Mobile Marketing</keyword> Maturity or are in the process of developing it, the key competitive edge this IPL season will be the mobile-advertising strategy they choose for each campaign. In today’s hyper-connected and digitally active world, audiences are present on multiple channels as they navigate and switch between a myriad of apps and content in real-time. Given the breadth and depth of <keyword id="6354485" type="General" weightage="100" keywordseo="mobile" source="Orion">mobile</keyword> signals, adopting an audience-based mobile advertising strategy can help brands tap into “always-on” segments that are unique to their products and use case. Brands can also amplify their reach via household graphs to identify and target IPL viewing households. By engaging intelligently with audiences “when” and “where” they are most likely to engage, brands can increase the value of impressions delivered; increasing SOV, and as a result, increasing share of wallet. Deploying a Mobile Audience Strategy Sprite, a world-leading soft drink, initiated an innovative activation last IPL with mobile audiences and the result was record breaking engagement within just five days of the “Din Bhaari, Life Jaari” campaign going live; Sprite helped Young India hit “Refresh” and get on with life with a fresh perspective. By identifying cricket enthusiasts, the brand engaged them with the Sprite Cricket Premier League (CPL) – a virtual cricket tournament. Closely reflecting the IPL format, it allowed users to choose and play for a city of their choice. A heightened stadium experience was brought to life while tactfully using the platform in innovative ways to create brand associations. The signature green color of Sprite, the bottle, and the logo were strategically integrated as native elements within the game, maximizing the impact for the brand. Moreover, high-intent users were directed to instantly buy the product from e-commerce platforms like Amazon, Big Basket, Flipkart and <keyword id="12724311" type="General" weightage="20" keywordseo="blinkit" source="Orion">BlinkIt</keyword>. As brands witness pressure to balance risings costs with the need to engage with consumers in moments that matter, devising a smart mobile audience strategy is one of the most impactful ways for brands to better their return on ad spends. IPL being the first big marketing opportunity of the year, brands can build readiness and efficiency for the remainder of the cricket season and other seasonal marketing opportunities this year.

Why mobile-based audience buys could be a game changer for advertisers in the 2022 cricket season

<ul><li>2021 India <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">Festive Season</keyword> report by <keyword id="164941" type="General" weightage="100" keywordseo="inmobi" source="Orion">InMobi</keyword> decodes upcoming shopping trends across the nation.</li><li>As per the report, 47% of festive shoppers fall in the Bargain Hunters segment, as they are unsure on the categories they plan to purchase and are primarily on the hunt for attractive offers, irrespective of category.</li></ul>Despite a few tough months this year, Indians are all set to showcase their resilience and embrace the 2021 festive season yet again. The “Decoding the 2021 Festive Shopper” report by InMobi reveals that connected consumers in India plan to spend INR 21,230 on average, 42% higher than last year. Clothing and accessories, personal-use gadgets, and home appliances top the chart as most popular shopping categories. InMobi surveyed over 2500 smartphone users across 80 tier-1, tier-2, and tier-3 cities and clusters in India using its consumer intelligence platform Pulse, to throw light on consumer preferences, shopping patterns, peak-shopping timelines, and device usage patterns. According to the report, 68% of the respondents plan to shop online this festive season, with 43% of Indians increasing their online shopping budgets this year, and parallelly, 39% decreasing their offline shopping budgets. Additionally, 1 in 3 respondents that hail from tier 2 and tier 3 cities claim to be first-time online shoppers. Commenting on the growing importance of mobile in the festive shopping journey, <keyword id="3633879" type="General" weightage="20" keywordseo="vasuta-agarwal" source="Orion">Vasuta Agarwal</keyword>, Managing Director, Asia Pacific at InMobi shared, “The festive season always remains about larger-than-life emotions, get-togethers, and a plethora of traditions. Amongst all this constancy, mobile has emerged as the medium for connected consumers to learn, explore, communicate, and buy. Our research shows that over 60% of respondents use their mobile to research, explore, or make the final purchase. This makes it extremely critical for brands to be mobile-first in their festive strategy to win the connected festive shopper this year.” In India, the seasonal celebrations continue from the beginning of September to the end of the year, and the one thing that stays consistent throughout these four months is shopping. Almost 60% respondents in T-1, T-2, and T-3 cities plan to make purchases in the period before Dussehra, defining the peak timeline for their festive shopping. The report also reveals deeper insights on the evolving shopping patterns this year among the Bargain Hunters, Category Explorers, and Brand Lovers segments. <ul><li>47% of festive shoppers fall in the Bargain Hunters segment, as they are unsure on the categories they plan to purchase and are primarily on the hunt for attractive offers, irrespective of category.</li><li>39% of festive shoppers fall in the Category Explorers segment as they have decided the categories that they intend to shop in but are yet to finalize the exact brand or product. They are expected to spend 20% higher than last year.</li><li>14% are Brand Lovers as they have already made their decisions on the specific brands and the products that they will purchase. With focus on jewellery and home decor, brand lovers have the largest budgets of all the three segments.</li></ul> “Over the past year, we have seen a diverse set of brands leverage InMobi’s shoppable mobile experiences and online to online/ offline commerce solutions to drive relevant engagement with connected consumers,” added Vasuta. “These solutions will play an even more significant role in the upcoming festive season as brands look to strengthen their online presence and drive growth.”

Connected consumers in India plan to spend Rs 21,230 on average, 42% higher than last year and 68% would shop online: InMobi report

With video emerging as the most preferred form of content over the last few years, a new report on Tuesday revealed that there are 356 million mobile video viewers in <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword>. The InMobi's <keyword id="11492442" type="UNKNOWN" weightage="20" keywordseo="State-of-Programmatic-Mobile-Video-Advertising">State of Programmatic Mobile Video Advertising</keyword> in India report throws insights on the change in advertiser spends and the performance of video as a format from data analysed on its advertising platform between January 2020 and January 2021. "The increasing mobile video consumption, which was seemingly an emerging trend during the lockdown, is now redefining the advertising strategies of some of the leading brands," <keyword id="3633879" type="COMPANY" weightage="20" keywordseo="Vasuta-Agarwal">Vasuta Agarwal</keyword>, Managing Director, <keyword id="119132" type="COMPANY" weightage="20" keywordseo="Asia-Pacific">Asia Pacific</keyword>, said in a statement. "With the time spent in watching videos at an all-time high and the growing engagement, we see a strong potential for programmatic advertising across sectors," <keyword id="781" type="COMPANY" weightage="20" keywordseo="Agarwal">Agarwal</keyword> added. The report said that smartphones continue to rapidly penetrate India's demography, and this has fuelled a 194 per cent growth in Mobile Video Advertisements. As 62 per cent of mobile users in India watch videos on their devices, brands understand the increasing impact of mobile video advertising. In-app video ad engagement peaked over the last year with a 23 per cent growth YoY in Click-Through Rate (CTR). When compared with other formats, in-app videos witnessed a 112 per cent higher CTR. According to the report, vertical videos ads saw a 25 per cent YoY growth in CTR in the review period as compared to 18 per cent YoY growth in case of landscape video ads. Similarly, when compared with other formats, the CTR for vertical video ads was 4x higher and that for landscape video ads was 47 per cent higher. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/citymall-a-startup-that-helps-budding-entrepreneurs-start-their-ventures-on-whatsapp-has-raised-over-22-million/articleshow/83741383.cms">CityMall, a startup that helps budding entrepreneurs start their ventures on WhatsApp, has raised over $22 million</a> <a href="https://www.businessinsider.in/cryptocurrency/news/investments-in-crypto-hit-17-billion-in-the-first-six-months-of-2021/articleshow/83740327.cms">Investments in crypto hit a new record of $17 billion, but Indian funds are yet to jump on the bandwagon</a> <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-and-amazon-may-not-be-able-to-do-flash-sales/articleshow/83737670.cms">Amazon, Flipkart and other e-commerce platforms may not be able to do flash sales any more, if Indian government has its way</a>

Mobile video consumption witnesses a steep rise in India with 365 million viewers, says report

<ul><li class="m_-5194271533102287021MsoListParagraph"><keyword id="164941" type="LOCATION" weightage="20" keywordseo="inMobi">InMobi</keyword>'s latest report reveals that 42% of all in-app programmatic spending is accounted by video</li><li class="m_-5194271533102287021MsoListParagraph">There was a 23% YoY growth in CTR for in-app video. </li></ul>Videos have emerged as the most preferred form of content over the last few years on the wave of an unprecedented global growth in video consumption. According to InMobi’s State of Programmatic <keyword id="1583722" type="PERSON" weightage="20" keywordseo="mobile-video">Mobile Video</keyword> Advertising in India report, there are 356 million <keyword id="11491349" type="UNKNOWN" weightage="20" keywordseo="mobile-video-viewers">mobile video viewers</keyword> in India. The report throws insights on the change in advertiser spends and the performance of video as a format from data analyzed on the InMobi Advertising Platform between January 2020 and January 2021. Commenting on the state of programmatic videos in India, <keyword id="3633879" type="COMPANY" weightage="20" keywordseo="Vasuta-Agarwal">Vasuta Agarwal</keyword>, Managing Director, Asia Pacific, said, “In the recent years, online video consumption has exploded across the globe. The increasing mobile video consumption, which was seemingly an emerging trend during the lockdown, is now redefining the advertising strategies of some of the leading brands. With the time spent in watching videos at an all-time high and the growing engagement, we see a strong potential for <keyword id="2483208" type="PERSON" weightage="20" keywordseo="Programmatic-Advertising">programmatic advertising</keyword> across sectors.” <cmsannotation type="cmsannotation" annotationid="The Future is Video" text="The Future is Video">The Future is Video</cmsannotation> Smartphones continue to rapidly penetrate India’s demography, and this has fueled a 194% growth in Mobile Video Advertisements. As 62% of mobile users in India watch videos on their devices, brands today understand the increasing impact of mobile video advertising. In-app video ad engagement peaked over the last year with a 23% growth YoY in Click-Through Rate (CTR). When compared with other formats, in-app videos witnessed a 112% higher CTR. <cmsannotation type="cmsannotation" annotationid="Doing Mobile Video Right" text="Doing Mobile Video Right">Doing Mobile Video Right</cmsannotation> Like any other advertising campaign, there are several critical factors, such as the length of the video or its orientation, that advertisers need to think about when launching a mobile-first advertising campaign. According to the report, vertical videos ads saw a 25% YoY growth in CTR in the review period as compared to 18% YoY growth in case of landscape video ads. Similarly, when compared with other formats, the CTR for vertical video ads was 4x higher and that for landscape video ads was 47% higher. The unprecedented growth in video consumption has paved the way for brands investing in building mobile-first video, scaling and engaging across different video placements, and optimizing the videos for the various in-app environments. Going forward, leveraging programmatic video will be the way to ensure maximum transparency and brand safety while enhancing efficiencies for brands.

Programmatic mobile video ads see 194% growth in India: InMobi report

<ul><li>A recent report by <keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword> has revealed that there has been a 28% increase in spends by the shopping category in India in Q1 2020.</li><li>Moreover, music &amp; audio, health &amp; fitness, and education have grown by about 500%.</li><li>We caught up with <keyword id="3633879" type="PERSON" weightage="20" keywordseo="Vasuta-Agarwal">Vasuta Agarwal</keyword>, Managing Director, Asia Pacific - InMobi who deep-dived into the state of <keyword id="2483208" type="PERSON" weightage="20" keywordseo="Programmatic-Advertising">programmatic advertising</keyword> in India and what its future will look like. She also told us about some factors that have led to muted adoption of programmatic advertising in India so far</li><li>She also told us that consistent education and hand-holding for advertisers across the region is the only way to allay any fears of complexity when it came to its adoption.</li></ul>Programmatic advertising has been gaining ground around the world for the past few years, thanks to its potential to ‘streamline the ad buying process, while offering target audiences at scale’. However, its growth in India has been muted when compared to other markets. The reason is primarily a lack of understanding of the technology among marketers. A recent InMobi report also stated that programmatic video is still picking up in India and that news has been the biggest spender on programmatic video in India in Q1 2020. The report also revealed that there was a 28% increase in spends by the shopping category whereas music &amp; audio, health &amp; fitness, and education grew by about 500%. In an attempt to understand where India stands in terms of the adoption of programmatic, and the future that lies ahead, we caught up with Vasuta Agarwal, Managing Director, Asia Pacific - InMobi who told us what it is that is keeping advertisers from investing more on programmatic. Excerpts: Q) Why hasn't programmatic picked up in India as much as it has done in the West? What is keeping marketers from experimenting with programmatic? A lack of understanding of programmatic technology, the complexity of the system and concerns around ad fraud or brand safety are the most significant barriers for marketers to experiment with programmatic, <a href="https://www.inmobi.com/insights/download/whitepapers/the-state-of-mobile-programmatic-buying-india-2019/">according to our survey of over 130 marketers by InMobi in 2019</a>. Programmatic in India hasn't picked up like in the West due to 3 primary reasons: lack of education of processes and benefits, legacy <keyword id="1743395" type="PERSON" weightage="20" keywordseo="Media-Buying">media buying</keyword> habits and lack of trust. While 90% of Indian advertisers seek to adopt programmatic, <a href="https://www.inmobi.com/insights/download/whitepapers/the-state-of-mobile-programmatic-buying-india-2019/">2 in 3 possess basic knowledge</a>. There is limited awareness about the solutions of global standards such as sellers.json, ads.txt and third-party tools that solve for the concerns around brand safety, ad fraud and viewability. Furthermore, in markets like India, programmatic continues to be considered a huge investment along with a perceived lack of premium inventory. Programmatic undoubtedly enables complete transparency, control and efficiency for media buying but has seen a stymied growth due to the inertia of legacy practices of buying publisher inventory. Consistent education and hand-holding for advertisers across the region is the only way to allay any fears of complexity and to encourage the majority to adopt in-app programmatic advertising. Q) Why has news found the maximum value in investing on programmatic? News apps are among the few mature advertisers who operate on both sides of the advertising ecosystem – advertising to drive user acquisition/ engagement and monetizing using in-app ads. Therefore, their understanding of <keyword id="1122179" type="COMPANY" weightage="20" keywordseo="ADTECH">AdTech</keyword> stacks, optimization strategies and programmatic practices is relatively more robust. News, as a category, is driven by their daily and monthly active users, and therefore needs sophisticated strategy and execution to drive ROAS – both of which are enabled by programmatic. Besides, news app usage saw an average uptick of 30% with the onset of the pandemic. This could be one of the reasons why news apps doubled down on in-app advertising spends in Q1 2020. Q) Vertical videos are seeing higher engagement. Have advertisers in India recognized the opportunity? Vertical videos are definitely growing in popularity as advertisers follow consumers closely, which is good. Outside of select apps, vertical is the natural mode of reading, browsing and engaging with content on mobile. Be it news, (hyper) casual games, productivity or networking apps – the best ad experience is an edge-to-edge vertical video where the user does not have to tilt their phone. These apps account for 50% of the 3.5-4 hours that an average Indian spends on mobile. Needless to say, the introduction of vertical video stories across widely used social media apps has catalyzed the growth and investment in this format. Q) What is the future of programmatic advertising? Media buyers and advertisers will definitely get comfortable leveraging in-app programmatic increasingly for their campaigns. However, replicating the success from other markets such as the USA and UK needs a coordinated effort between brands, media agencies, technology platforms, publishers and industry bodies. The perceived complexity of programmatic can be wiped away by educating on the 3Es - Efficiency, Effectiveness and Engagement, of this channel time and again. If done right, in-app programmatic will soon become more integral, effective and popular among brands and marketers.

In India, programmatic continues to be considered a huge investment along with a perceived lack of premium inventory: Vasuta Agarwal

Bengaluru, July 15 (IANS) SoftBank-backed InMobi on Wednesday announced the appointment of Jayesh Ullattil as Vice President and General Manager for India. Prior to joining InMobi, Ullattil was Vice-President of Sales in Hotstar and instrumental in building strategic partnerships with leading telecom, original equipment manufacturers, consumer durables and media brands. In his two decades of industry experience, Ullattil has worked with leading consumer brands that include Perfetti Van Melle, Nokia, Henkel, Blackberry and more recently, BCCL and Hotstar. In his new role, Ullattil will be responsible for growing the mobile advertising and marketing business for InMobi across its portfolio of products, including programmatic and performance businesses, and data and online research platforms. "We are glad to welcome Jayesh onboard the InMobi leadership team in Asia Pacific. These are crucial times for brands and marketers across the globe who are looking to transform their business and marketing digitally," Vasuta Agarwal, Managing Director, Asia Pacific, InMobi, said in a statement. "Under Jayesh's leadership, InMobi will continue to enable marketers and advertisers in India as they increasingly rely on and invest in mobile to drive real connections with their consumers." Ullattil will be a part of the Asia Pacific leadership team and will be based out of Bengaluru, InMobi said. "India is one of the most exciting and fastest-growing mobile markets across the globe and this is an opportunity to have an immediate and large impact on the future of the adtech industry. I am looking forward to expanding the business and growing market share and mindshare for InMobi in India," Ullattil said on his appointment. --IANS gb/na

InMobi appoints Jayesh Ullattil as GM for India

<ul><li><keyword id="910338" type="General" weightage="20" keywordseo="DDB-Mudra-Group" source="Orion">DDB Mudra Group</keyword> aims to create gender equity in leadership with the <keyword id="12384504" type="General" weightage="20" keywordseo="Phyllis-India-Project" source="Orion">Phyllis India Project</keyword>.</li><li>It includes a customized career plan for each participant based on their goals and development areas.</li></ul> In a bid to create a more gender-balanced company, the DDB Mudra Group has successfully launched ‘The Phyllis India Project’, a year-long mentorship program to enable and encourage women to thrive in leadership roles and drive professional growth. The comprehensive training program includes a customized career plan for each participant based on their goals and development areas. The program transcends the boundaries of the professional sphere by helping participants navigate mental and societal challenges such as experiencing motherhood guilt-free, overcoming the imposter syndrome, courage and self-belief, making your voice heard and other such themes. The Phyllis India program is designed to provide consistent and personalised interventions in the form of training modules, mentoring sessions and fireside chats with industry leaders. Each participant’s career plan and development is tracked and reviewed monthly with the leadership team. The program includes one-on-one and group mentoring sessions conducted by several industry leaders including Suparna Mitra (CEO – Titan Watches), Gayatri Yadav (CMO – India &amp; SEA, Sequoia Capital) Virginia Sharma (VP - Brand Solutions, Jio Saavn), Vasuta Agarwal (MD - APAC, Inmobi), Indira Rangarajan (National Content Director - Digital, Mirchi), as well as DDB leaders like Varsha Kaura (Global Business Director, DDB Worldwide), Diana Sukopp (CCO, DDB Germany), Noelle Baer (VP &amp; Strategy Director, DDB Chicago), among others. With this initiative, the Group intends to create a community of women leaders of today who can be the role models that inspire and support the women leaders of tomorrow. The DDB Mudra Group first entered participants into the global Phyllis Project in 2017. Having built on the fundamental principles and pillars of the global program, the company introduced the Indian edition that addresses the cultural challenges that women leaders face in the country. The Phyllis India Project pilot kicked off in 2020. The program has since been training its pilot batch of women leaders. Parallelly, ‘Equal Parenting’ is another initiative intended to help employees balance their personal roles as parents, with their professional aspirations. It is inspired by the need to retain mothers in the workforce and create equal parents among men. Guided and informal sessions focus on ungendering and redefining the roles of both mothers and fathers. “Gender gaps influence the society, culture, economy and the way in which we shape our world for the next generation. Supporting the advancement of women and non-binary individuals by addressing the challenges they face is a global priority for the Group, and we in India have taken it very seriously. It’s inspiring to watch the participants of the Phyllis program grow personally and professionally, take on new roles, and steer the company towards a future with unbound potential. Leaders like Mehak Jaini who now heads Strategy at 22feet Tribal WW, and Sharon Misra who is now leading Exxon Mobil’s business, are great examples of how the program enables and empowers women to lead the biggest businesses in the market. Our notable alumni from this global programme include Shagun Seda, Marketing Director at Netflix, and Sonal Jhuj who leads Global Brand Strategy at Lego Global,” says <keyword id="3609466" type="General" weightage="20" keywordseo="aditya-kanthy" source="Orion">Aditya Kanthy</keyword>, CEO &amp; MD, DDB Mudra Group. The Group recently supported the UN’s Women Empowerment Principles (WEP). The WEPs platform offers the private sector a global network of like-minded companies and guidance on advancing gender equality and women’s empowerment in the workplace, marketplace and community. “At DDB, we know that better product and cultures emerge from diverse and inclusive teams. That’s why initiatives like The Phyllis Project are at the heart of our people strategy. We hope to learn and strengthen our current efforts from the UNWEP network, which is yet another step in making a deeper, meaningful impact. This impact drives culture, company policies, business, and gender parity at work and at home,” says Rita Verma, Executive Vice President and Head-HR, DDB Mudra Group. ‘The Phyllis India Project’ currently engages with 25 of the brightest women talent in the DDB Mudra Group, has conducted over 35 group sessions and 100 one-on-one mentoring sessions so far. The program is named after Phyllis Robinson – DDB Worldwide’s first copywriter and the first female copy chief in U.S. history. Phyllis was known for her rebellious creative spirit, for challenging the rules and opening the doors for women in the industry. An icon of the creative revolution, her spirit continues to inspire women leaders to this day.

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Why mobile-based audience buys could be a game changer for advertisers in the 2022 cricket season

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Connected consumers in India plan to spend Rs 21,230 on average, 42% higher than last year and 68% would shop online: InMobi report

BI India Partner

Mobile video consumption witnesses a steep rise in India with 365 million viewers, says report

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Programmatic mobile video ads see 194% growth in India: InMobi report

BI India Partner

In India, programmatic continues to be considered a huge investment along with a perceived lack of premium inventory: Vasuta Agarwal

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InMobi appoints Jayesh Ullattil as GM for India

IANS

DDB Mudra Group launches a year-long mentorship program to nurture and empower a community of women leaders in the company

BI India Partner

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