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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>Online and hyperlocal services, e-learning-related searches see massive growth due to the pandemic: <keyword id="9337911" type="UNKNOWN" weightage="20" keywordseo="inmobi-report">InMobi Report</keyword>. </li><li>The increasing penetration of the internet also led to an increase in queries for content translation to local languages.</li></ul>The past year has been pivotal for <keyword id="618493" type="CITY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> with digital growth leapfrogging across industries. According to the InMobi Report: <keyword id="11670639" type="UNKNOWN" weightage="20" keywordseo="search-in-india">Search in India</keyword> – 2021 Trends Report, leveraging insights from the Microsoft Advertising team, search has been steadily growing as a digital medium as the demand for online services has significantly spiked in the last year. The report showcases insights on the shift in <keyword id="50390" type="PERSON" weightage="20" keywordseo="Netizens">netizens</keyword>’ online behaviour and their search preferences from the data analysed between April 2020 and June 2021. Commenting on the search trends in India, <keyword id="9695430" type="UNKNOWN" weightage="20" keywordseo="Rohit-Dosi">Rohit Dosi</keyword>, Director, Microsoft Advertising at InMobi, “In the last few years, digital content consumption has increased manifold. The pandemic has further accelerated digital adoption with people spending significant time on their PC, phones, and tablet screens. These behavioural changes have opened up newer avenues for search advertising and it will perhaps be one of the most effective mediums for brands to reach out to the right audience.” Physical Fitness and Financial Investments gain more focus amongst users With people starting to spend more time indoors and restrictions on movement for the better part of the year, people increasingly opted for online consultations and nutritional guidance. During this period, there was a 125% increase in immunity-related searches, while home-fitness-related searches like online dance and home gym saw 28x and 14x increase respectively. There has been a shift in investment preference from physical assets to financial instruments in the past year and an increased preference for using digital channels. Asset management-related searches increased by 13x while those related to digital payments continued to grow at 12%. Hyperlocal, Entertainment, and E-learning searches witness significant increase Staying at home also provided a significant boost to e-commerce platforms. As people continue to prefer staying indoors, the focus has shifted from supermarkets to local and online grocery stores, and there has been a spike in the demand for hyperlocal delivery services. For instance, a 15x increase was observed for searches related to cake delivery with people now celebrating more at home. With theatres shut, concerts suspended, and people working remotely from their homes, there has been a massive increase in search volume for entertainment and music content. Branded searches in OTT &amp; music shot up as people opted for online content streaming services at home. A 28x increase was observed for the keyword ‘most popular Netflix series’ and 381x for ‘cricket live score’. There has also been a significant increase in online gaming which is reflected in the 52% increase in online games related searches. Additionally, searches for education and e-learning related content also saw a massive spike. People have been investing a lot of effort in future-proofing their careers by learning skills that would either help them transition to a new career or progress in the existing one. There has been a 367% increase in searches related to ‘learning online’, while a 103% increase in those related to ‘training’. “The massive shift in an individual’s online browsing and searching pattern has paved the way for brands looking to invest in search advertising. There has been a steady growth of search as a digital medium across PC and Mobile in India with approximately 25% of digital media spends accounting for search advertising. While some brands have already started leveraging this medium to achieve their larger business goals, others can leverage search advertising to create a smarter customer journey to reach the right audience, with the right message,” concluded Dosi.

There's been a 367% increase in searches related to ‘learning online,' while a 103% increase in those related to ‘training’: InMobi Report

Hello and welcome back to <keyword id="12009106" type="UNKNOWN" weightage="60" keywordseo="insider-advertising" source="Orion">Insider Advertising</keyword>, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="11894120" type="UNKNOWN" weightage="100" keywordseo="advertising" source="Orion">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">If this was forwarded to you, sign up here</a>.Have you binged your way through "Squid Game" yet? If not, you're probably in the minority. Netflix said this week that the dystopian Korean-language horror series had become its <a href="https://www.businessinsider.com/bridgerton-compared-to-other-netflix-top-original-shows-viewership-2021-1?r=US&amp;IR=TIR=T">biggest-ever series launch</a>, with 111 million member households having watched it so far. You can already buy <a href="https://www.businessinsider.com/where-to-buy-netflix-squid-game-tracksuits-walmart-retail-2021-10?r=US&amp;IR=TIR=T">merch from Walmart</a> (bafflingly, no green tracksuits yet), and no doubt we're in for a bunch of awkward memes from brand social-media accounts come Halloween. Red light!Green light! Let's quickly dive into this week's big advertising news before we get eliminated.<ul><li><a href="https://www.businessinsider.com/advertisers-grappling-with-supply-chain-disruptions-2021-10?r=US&amp;IR=TIR=T">The supply-chain crisis throws advertisers' Q4 plans into disarray</a></li><li><a href="https://www.businessinsider.com/lowes-launching-ad-business-to-compete-with-amazon-home-depot-2021-10?r=US&amp;IR=TIR=T">Lowe's</a> and <a href="https://www.businessinsider.com/doordash-launches-advertising-business-to-take-on-uber-instacart-2021-10?r=US&amp;IR=TIR=T">DoorDash</a> launch new ad offerings</li><li><a href="https://www.businessinsider.com/inmobi-will-buy-analytics-firm-appsumer-2021-10?r=US&amp;IR=TIR=T">Mobile adtech consolidation continues apace</a></li></ul><h3>I'm in the middle of a chain reaction</h3>The supply-chain crisis is wreaking havoc on all sorts of industries, not least advertising.<a href="https://www.businessinsider.com/author/lindsay-rittenhouse">Lindsay Rittenhouse</a>, an Insider senior reporter, found that some advertisers were <a href="https://www.businessinsider.com/advertisers-grappling-with-supply-chain-disruptions-2021-10?r=US&amp;IR=TIR=T">slashing their fourth-quarter budgets by up to 50%</a> - cuts that could carry over into 2022. Some marketers are also scrambling to change their messaging in light of stock shortages.Every agency staffer I've spoken with this week has told me that planning and forecasting have never been harder.The holiday ad season is likely to look very different from typical years, Mindshare UK CEO Jem Lloyd-Williams told me."Supply-chain issues may mean you have fewer people advertising - who haven't got stuff on the shelves, or don't think it's the right thing to do - it may be less cacophonous," he said.Still, he added, for many advertisers, such as automakers, there's an opportunity to double down on advertising designed to build brand awareness and preference, rather than promoting specific products."When everyone else is pulling out of the market, you get a higher share of voice," Lloyd-Williams said.<h3>Shawty got low, low, low, low, low, low, low, Lowe's</h3><div type="image" title="lowe's employee" height="1416" width="1999" msid="87018664" hostid="261"></div>Continuing the trend that <a href="https://www.businessinsider.com/recent-advertising-hires-by-companies-like-instacart-and-home-depot-2021-7?r=US&amp;IR=TIR=T">every business becomes an ads business eventually</a>, the home retailer <a href="https://www.businessinsider.com/lowes-launching-ad-business-to-compete-with-amazon-home-depot-2021-10?r=US&amp;IR=TIR=T">Lowe's is the latest retailer to get in on the act</a>, Insider's <a href="https://www.businessinsider.com/author/tanya-dua?r=US&amp;IR=TIR=T">Tanya Dua</a> reports.Its new advertising arm, Lowe's One Roof Media Network, offers ads across its website and app. Lowe's is also offering its first-party data for advertisers to target their digital ads outside its properties.Access to lucrative first-party shopping data in a destination where people are just about to make a purchase is key to all the latest retail-media plays.Take <a href="https://www.businessinsider.com/doordash-launches-advertising-business-to-take-on-uber-instacart-2021-10?r=US&amp;IR=TIR=T">DoorDash, which this week formally launched an ad business</a>, Insider's <a href="https://www.businessinsider.com/author/lauren-johnson">Lauren Johnson</a> and <a href="https://www.businessinsider.com/author/nancy-luna">Nancy Luna</a> reported.<keyword id="11931723" type="UNKNOWN" weightage="60" keywordseo="doordash" source="Orion">DoorDash</keyword> is pitching advertisers on data about its 20 million monthly users like what restaurants people order from and whether they are a first-time or repeat DoorDash user. One interesting aspect to the offer: A small-business owner can pay less to advertise to a consumer who prefers buying from such small businesses, while chains will pay more to reach the same person.<h3>Hanging on the telephone</h3><div type="image" title="women using smartphone" height="2688" width="4032" msid="87018666" hostid="261"></div>"<a href="https://www.slideshare.net/a16z/mobile-is-eating-the-world-40841467">Mobile is eating the world</a>," the former Andreessen Horowitz analyst Benedict Evans presciently said many moons ago.The sentiment continues into 2021. Mobile adtech companies have been among the <a href="https://www.businessinsider.com/experts-pick-7-mobile-ad-firms-as-acquisition-targets-2021-2021-4?r=US&amp;IR=TIR=T">most active advertising dealmakers this year</a> amid the continued growth in mobile-ad spending as well as Apple's recent privacy changes that limit tracking.The latest such deal: <a href="https://www.businessinsider.com/inmobi-will-buy-analytics-firm-appsumer-2021-10?r=US&amp;IR=TIR=T">InMobi on Wednesday said it was acquiring the European mobile-analytics company Appsumer</a>, Insider's Ryan Joe reported. Terms of the deal weren't disclosed."Local advertising" - ads specifically targeting local and regional markets - is also going mobile. BIA Advisory Services forecasts that local mobile ad spending will surpass direct mail for the first time in 2022.Here's how BIA predicts the US local ad market will stack up next year:<ol><li>Mobile - $34 billion (+21%)</li><li>Direct mail - $33.4 billion (+20.7%)</li><li>PC or laptop - $27.5 billion (+17.1%)</li><li>Local TV - $21 billion (+13%)</li><li>Local radio - $12.7 billion (+7.9%)</li></ol><h3>The 90-second slot</h3>In this semiregular corner of the newsletter, we bring you a rapid-fire, 90-second interview with the industry's most influential executives in this week's advertising news.This week, I spoke with Christian Broughton, the managing director of The Independent. The digital-news title this week pledged to increase its climate coverage and set a <a href="https://www.businessgreen.com/news/4038560/independent-promises-climate-focused-news-targets-net-zero-2030">2030 net-zero emissions goal</a>. The UK publisher also announced a new petitions website and is piloting an advertising tool that makes use of <a href="https://pressgazette.co.uk/the-independent-35-anniversary-petitions-platform-net-zero-advertising/">data clean rooms</a>.<div type="image" title="The Independent Managing Director Christian Broughton profile photo" height="1824" width="2736" msid="87018668" hostid="261"></div>How is The Independent seeking to <a href="https://www.businessinsider.com/the-uk-independent-is-looking-to-make-acquisitions-2021-2?r=US&amp;IR=TIR=T">differentiate itself internationally</a>?We've just given a presentation to mark our 35th anniversary, the theme of which is "Making change happen."The Independent has always been a very purposeful, change-minded news brand, based on the independence of our journalists and crucially the independent-minded readers that we attract.When you look at the climate agenda and you look at the number of brands out there that are presenting themselves as people encouraging and looking for an inclusive way to bring everyone along on climate progress, there is something 100% of The Independent about that. I really do feel that The Independent's time has come.Back in the day, when great journalists like Michael McCarthy and Steve Connor were blazing a trail in climate journalism, other news brands were mocking us for it. But it turns out that they were absolutely right. It makes me very excited to see how many other mainstream brands, from furniture to food, are now looking for a climate purpose.If there was one key marketing objective that you want to achieve next year, what would be your biggest priority?To define ourselves as positive change makers.For example, in the next year we're going to be launching a petitions website called Yourpetitions.com. For years as editor it was the most thrilling moment when readers backed our campaigns, and now we're going to be giving readers the opportunity for us to back their campaigns by allowing them to start their petitions.<h3>Recommended reading</h3>The ad giant WPP has suspended three staffers at its Finecast agency amid an investigation after a whistleblower complaint - <a href="https://www.businessinsider.com/finecast-staffers-suspended-amid-investigation-after-whistleblower-tip-2021-10?r=US&amp;IR=TIR=T">Insider</a>Facebook has promoted its EMEA vice president, Nicola Mendelsohn, to lead the company's global business group. She replaces Carolyn Everson, who left the company in June to join Instacart. - <a href="https://www.campaignlive.co.uk/article/facebook-promotes-nicola-mendelsohn-global-advertising-chief/1730293">Campaign</a>TikTok music marketers are using satisfying hydraulic-press videos and DIY slime posts to amp up engagement with their artists' tracks - <a href="https://www.businessinsider.com/tiktok-marketers-using-hydraulic-press-and-slime-videos-music-promotions-2021-10?r=US&amp;IR=TIR=T">Insider</a>A look inside the "multibillion-dollar dogfight" in the pet-healthcare market - <a href="https://www.wsj.com/articles/the-multibillion-dollar-dogfight-over-your-pets-prescription-11634122801?mod=hp_lista_pos5">Wall Street Journal</a>Reuters says it reviewed thousands of pages of internal documents that show Amazon copied products and rigged its search results to promote its own brands. (In a statement, Amazon sought to cast doubt on the claims but said it had not been provided the documents to review their authenticity.) - <a href="https://www.reuters.com/investigates/special-report/amazon-india-rigging/">Reuters</a>Publicis Groupe posted an 11% increase in organic revenue growth for its third quarter and raised its full-year guidance. The company credited strong performances from its US Epsilon and Publicis Sapient divisions - <a href="https://adage.com/article/agency-news/publicis-reports-112-organic-revenue-growth-raises-annual-forecast/2372736">Ad Age</a>Heading to Advertising Week New York next week? Make sure to check out <a href="https://newyork.advertisingweek.com/aw/schedule/?keyword=insider">all the sessions hosted by the Insider team</a>.That's all for now. See you next week - Lara

The supply-chain crisis is wreaking havoc on advertisers' Q4 plans

<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

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="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword>'s latest campaign is aimed at communicating the possibilities of content delivered on locked screen.</li><li>The campaign features several well-known names from the world of entertainment and sports including <keyword id="1946388" type="PERSON" weightage="20" keywordseo="Rajkummar-Rao">Rajkummar Rao</keyword>, <keyword id="6354903" type="PERSON" weightage="20" keywordseo="Hardik-Pandya">Hardik Pandya</keyword>, <keyword id="486750" type="PERSON" weightage="20" keywordseo="Ali-Fazal">Ali Fazal</keyword>, <keyword id="13161" type="PERSON" weightage="20" keywordseo="Trisha">Trisha</keyword> and <keyword id="84792" type="PERSON" weightage="20" keywordseo="Rana-Daggubati">Rana Daggubati</keyword>, among others.</li><li>The campaign has been crafted by DDB Mudra.</li></ul>Glance, a screen zero platform which provides digital content on the lock screens of smartphones, has launched its multi-media advertising campaign 'Ye Glance Hai'. Crafted by DDB Mudra to communicate the exciting possibilities of content delivered on locked screen, the campaign is brought alive with vibrance, which is intrinsic to the brand, by several well-known names in the world of entertainment and sports. The light-hearted campaign co-relates ‘Glance’ with familiar words and their quirky representations, in a way that India can relate. The tagline “Bar Bar Dekho” is to signify how as users we keep discovering more and more on our phones which get further amplified by the lock screen of smartphones, as in this case. The faces of the campaign have been carefully chosen from different segments such as fitness, sports and entertainment. They include Telegu superstar Rana Daggubati; one of the biggest hitters of IPL Hardik Pandya; versatile Bollywood actor Rajkummar Rao; popular television actress Hina Khan; globally acclaimed Indian comedian Vir Das; Tamil model and actress Trisha, and Ali Fazal, popular actor and model from Lucknow. Their characters mostly depict their real and reel-life personalities, making it even more exciting for consumers watching. The ad campaign has been launched across channels which includes television, digital platforms and various OTT platforms to capture the minds of the new age audience. “We wanted to keep it pithy. We wanted to entertain. And most importantly, we wanted to leave the name ‘Glance’ in the mind of consumers. We realised that a product as rich and varied as this (Glance) needed to be experienced. So, we decided to a simple, running gag that entertains every time and just leaves enough intrigue on the table for you to check out the product,” said <keyword id="1449228" type="PERSON" weightage="20" keywordseo="Vishnu-Srivatsav">Vishnu Srivatsav</keyword>, Creative Director - DDB Mudra Group. <keyword id="247934" type="COMPANY" weightage="20" keywordseo="Bikash-Chowdhury">Bikash Chowdhury</keyword>, Chief of Marketing, Glance said, “Just within two years of its launch, Glance has already positioned itself as the leading platform for content delivery with millions of happy users who are following favourite content almost every seconds and minutes. We wanted to further amplify this, by telling them how Glance can take them to their exciting worlds of content preferences through simple and crisp stories told by their favourable stars, truly living up to “Ye Glance Hai.” Glance delivers AI-driven personalized content in multiple languages including English, Hindi, Tamil, Telugu and Bahasa on the lock screen of Android smartphones. With more than 115 million daily active users that spend 25 minutes per day, Glance is one of the largest digital consumer platforms in the world. As a subsidiary of <keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword> Group and owner of the fast-growing video-sharing social media platform Roposo, Glance also has access to 33 million monthly active users who spend 20 minutes daily consuming content across multiple genres in more than 10 languages. The Roposo app has been downloaded more than 100 million times on the Google Play Store. Glance delivers trending content across entertainment, sports, fashion, news, and other content categories in a rich, visual format that is easy to consume with just a tap on the lock screen. It leverages its strategic partnership with world’s leading Android smartphone brands to deliver this native user experience to consumers. Watch the films here <keyword id="83395" type="PERSON" weightage="20" keywordseo="Hina-Khan">Hina Khan</keyword> <div type="Youtube" id="YKB7uNzI5K0" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/YKB7uNzI5K0/mqdefault.jpg"></div> Hardik Pandya <div type="Youtube" id="pnSUnvZW2dQ" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/pnSUnvZW2dQ/mqdefault.jpg"></div> Rajkummar Rao <div type="Youtube" id="SnDMxTrRRV4" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/SnDMxTrRRV4/mqdefault.jpg"></div> Rana Daggubati <div type="Youtube" id="zcMb0Luvizg" title="Glance - చూడండి, చూస్తూనే ఉండండి." thumbUrl="https://i.ytimg.com/vi/zcMb0Luvizg/mqdefault.jpg"></div> Trisha <div type="Youtube" id="waW2AHZPklE" title="Glance - கொஞ்சம் இங்க பாருங்க" thumbUrl="https://i.ytimg.com/vi/waW2AHZPklE/mqdefault.jpg"></div> Vir Das <div type="Youtube" id="q0pJRRdentk" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/q0pJRRdentk/mqdefault.jpg"></div> Ali Fazal <div type="Youtube" id="kN1XNYmf2DI" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/kN1XNYmf2DI/mqdefault.jpg"></div>

Rajkummar Rao, Hardik Pandya and Rana Daggubati feature in Glance's multi-media campaign

New Delhi, Nov 25 () Glance - a part of Softbank-backed InMobi - on Monday said it has acquired short-video platform Roposo for an undisclosed amount, a move that will provide it access to Roposo's network of professional, vernacular content creators and over 42 million users. 
The acquisition of the platform will enable Glance to tap into Roposo's regional influencers and create professional vernacular, video content in line with Glance's editorial guidelines for the lock screen, a statement said. 
"The acquisition also gives Glance ownership of Roposo's video technology, platform and brand. As a result of this acquisition, Glance will get access to Roposo's extensive network of ...more than 42 million users," it added.
As part of the deal, about 60 people from Roposo will join Glance.
Roposo, founded by three IIT Delhi alumni, offers a TV-like interface that allows users to watch videos in 10 languages and across 24 channels that are powered by a pan-India network of regional influencers. 
Nearly 60 per cent of Glance users in India belong to tier II and III cities, and spend an average of 22 minutes per day consuming content in languages including Hindi, Tamil, Telugu and English.
Most of India wants high-quality video content in vernacular since only 10 per cent of India speaks English, InMobi Group founder and CEO Naveen Tewari said.
"Glance's focus on 3Vs - video content across a variety of topics in vernacular - has already made it India's fastest growing content platform. This acquisition will enable Glance to bring to the fore content created by Roposo's large vernacular influencer community," he added.
Glance had received an investment of USD 45 million from Mithril Capital in September this year and has been growing rapidly. It has more than 60 million daily active users (DAUs) as of November, up from 50 million DAUs in September this year. SR MKJ

InMobi's Glance acquires Roposo

<ul><li>Glance will now have access to Roposo’s regional content creators and 42 million users</li><li>Roposo, founded by three IIT Delhi alumni, offers a TV-like interface that allows users to watch videos in 10 languages and across 24 channels that are powered by a pan-India network of regional influencers. </li><li>Glance has more than 60 million daily active users (DAUs) as of November 2019, up from 50 million DAUs in September 2019. </li></ul>Glance has acquired Roposo, a Tiger Global and Bertelsmann backed short-video platform to access its extensive network of professionals, regional content creators and more than 42 million users. The acquisition also gives Glance ownership of Roposo’s video technology, platform and brand. Roposo, founded by three IIT Delhi alumni, offers a TV-like interface that allows users to watch videos in 10 languages and across 24 channels that are powered by a pan-India network of regional influencers. The acquisition of the platform will enable Glance to tap into Roposo’s regional influencers and create professional vernacular, video content in line with Glance’s editorial guidelines for the lock screen. Nearly 60% of Glance users in India belong to Tier 2 and Tier 3 cities, and spend an average of 22 minutes per day consuming content in a language of their choice. Glance currently provides content in 4 languages that include Hindi, Tamil and Telugu, besides English. “Most of India wants high quality video content in vernacular since only 10% of India speaks English,” said Naveen Tewari, Founder and CEO at InMobi Group. “Glance’s focus on 3Vs - video content across a variety of topics in vernacular - has already made it India’s fastest growing content platform. This acquisition will enable Glance to bring to the fore content created by Roposo’s large vernacular influencer community.” Glance, which had announced an investment of $45 million from Mithril Capital in September 2019, has been growing rapidly since its first shipment in Q2 2018. It is integrated with the native user experience on most Android smartphones from India’s leading mobile brands. Glance has more than 60 million daily active users (DAUs) as of November 2019, up from 50 million DAUs in September 2019. The parent company – InMobi – founded in 2007, is one of the leaders in the adtech space and was India’s first unicorn, which is valued at over $1 billion

Glance to boost its regional content after acquiring Roposo, a short-video platform

<ul><li><keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword>’s latest offering – <keyword id="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword> – raised $45 million from <keyword id="8083508" type="UNKNOWN" weightage="20" keywordseo="Mithril-Capital">Mithril Capital</keyword>, which was found by <keyword id="380555" type="PERSON" weightage="20" keywordseo="Peter-Thiel">Peter Thiel</keyword> and Ajay Royan.</li><li>InMobi’s Glance claims to be India’s first ‘screen zero’ platform through which it shows content to users on the lock screen of their smartphones. </li><li>It has 50 million daily active users currently.</li></ul>Indian unicorn InMobi’s AI-powered content platform Glance raised $45 million from Mithril Capital – the investment firm founded by legendary investor Peter Thiel and Ajay Royan. Glance boasts of being India’s first ‘screen zero’ platform through which it shows content to users on the lock screen of their smartphones. The platform claims to have more than 50 million active users daily, who spend 22 minutes per day on it. “Glance is changing the landscape of content consumption to address the demands of the ‘attention economy’ we currently live in,” said Naveen Tewari, Founder &amp; CEO, InMobi Group. Tewari further said that the investment from Mithril will help them expand to new geographies and bring in innovation in content-format, personalization and content discovery. Glance is currently available in English, Hindi, Tamil and Telugu in India, and Bahasa in Indonesia. However, this first investment round of Glance is part of a bigger financing round. InMobi, which was founded in 2007, is one of the leaders in the adtech space and was India’s first unicorn, which is valued at over $1 billion.

Peter Thiel’s investment firm backs Indian unicorn InMobi’s AI content platform

<ul><li>Microsoft is launching ‘<keyword id="7684850" type="UNKNOWN" weightage="20" keywordseo="week-of-ai">Week of AI</keyword>' to help companies and employees understand how <keyword id="107950" type="TECHNOLOGY" weightage="20" keywordseo="artificial-intelligence">artificial intelligence</keyword> (AI) is going to impact the workforce. </li><li>AI experts from <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> and <keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword> will be conducting workshops to share how AI is helping to power their own platforms. </li><li>Week of AI should help employees and business leaders alike understand the importance of reskilling in India. </li></ul>Artificial intelligence (AI) will play a key role in how businesses will shape up in the future. In order to increase awareness on the applications of AI, Microsoft has launched ‘Week of AI' which will last for five days. Though the agenda largely comprises of Microsoft executives and developers from CloudThat Technologies, AI experts from Flipkart and InMobi will also join in to provide insights on how they're using AI to power their own platforms. "The jobs of today will not be the jobs of tomorrow," said Ranganath Sadasiva from the International Data Corporation. The demand for AI jobs aren't restricted just to the technology sector either. Sadavisa explains, "We have already seen demand for software engineering roles expand rapidly beyond just the tech sector. Microsoft believes that development of talent pipelines is vital for economic growth and this initiative is part of the company's commitment to upskilling India for an AI ready future." Microsoft's National Technology Officer in India, Rohini Srivathsa, shares a similar view stating, "Today, every company is a software company, and increasingly, every interaction is digital." AI's potential in India AI will increase the productivity of organisations by 2.3 times. It also holds the potential to increase industrial innovation by 2.2 times, according to a new study published by Microsoft and IDC. The study also highlights that AI's key drivers are higher margins, higher competition, accelerated innovation, better customer engagement and productivity of employees. As AI is set to take over a lot of the repetitive tasks at the workplace, business leaders and employees differ on its ultimate impact. While some believe it will result in job replacement, others think that it might not be that big a threat. Week of AI resonates with aspirations that the company shared during Microsoft Build 2019, its annual developers conference. The tech giant said that it wanted to bring more developers into its fold, with or without a background in data science or AI, to use to tools that Microsoft had to provide. Wisam Hirzalla, the director of operational databases and blockchain marketing at Microsoft, stated in one of the company's blogs, "We want to make it easy for any company to use the technology."

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