<ul><li>Traditional TV viewing is rapidly declining in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> with the rise of smart TVs and rising popularity of OTT services. </li><li>Flexibility of medium, ease of search options and content variety is making Indians switch to <keyword id="1044222" type="General" weightage="100" keywordseo="connected" source="Orion">connected</keyword> TVs. </li><li>India is planning to spend $395 million on connected TV advertising by 2027. </li><li>Subscription revenue for traditional TVs in India fell by 6.2% in 2021, resulting in a loss of six million paid TV homes. </li></ul>India is set to become the third largest TV advertising market within the next two years due to a rise in digital natives and emergence of smart TVs and OTTs, as per Changing Landscape of <keyword id="62876" type="General" weightage="50" keywordseo="indian-television" source="Orion">Indian Television</keyword> report 2022 by GroupM Finecast and <keyword id="1199021" type="General" weightage="50" keywordseo="kantar" source="Orion">Kantar</keyword>. Most of that growth will be fuelled by a rise in Indian customers switching to smart TVs and devices, giving rise to connected TVs (<keyword id="274277" type="General" weightage="50" keywordseo="ctv" source="Orion">CTV</keyword>), the report said. India’s smart TV shipments grew 38% year-on-year in Q3 2022, with 90% of units sold being smart TVs. “The future of TV in terms of advertising looks bright as the emergence of new technologies like CTV creates even more room for customisations,” Prasanth Kumar CEO - South Asia, GroupM said. Connected TV (CTV) is connected to the internet either directly or indirectly through: smart TVs, external streaming devices such as <keyword id="163880" type="General" weightage="50" keywordseo="apple-tv" source="Orion">Apple TV</keyword>, Amazon Fire TV Sticks etc, internet-enabled gaming consoles and Blu-ray/DVD players. <keyword id="1632453" type="General" weightage="50" keywordseo="linear-tv" source="Orion">Linear TV</keyword>, on the other hand, refers to traditional television viewing where TV is accessed either free of charge or via subscription to cable, satellite, or IPTV services. Close to 80% of linear or traditional TV users are intending to switch to connected TVs in the next one year, the <keyword id="15734281" type="General" weightage="50" keywordseo="finecast-kantar" source="Orion">Finecast Kantar</keyword> report said. This is in line with a March 2022 <a href="https://www.livemint.com/opinion/columns/linear-tv-s-growth-story-inches-towards-a-dead-end-11663779952306.html">EY-Ficci</a> report that said subscription revenue for linear TV fell by 6.2% in 2021, with the loss of six million pay TV homes. Connected TV advertising is set to grow rapidly in India with a 47% CAGR by 2027, the report said. India plans to spend $395 million on CTV advertising by 2027, it stated. What is driving the Indian audience to connected TVs? There are three primary reasons for preference of connected TVs- flexibility in switching channels, variety in content catalogue and ease of search. The report also said that 63% of connected TV users think the ads shown to them are more personalised. There is also a perception that CTV offers uninterrupted content and less ads, the report said. “If convenience is driving audiences towards connected TV, addressability is driving advertisers to connected TV,” the report said. While Indian families prefer to watch documentaries, kids shows, daily soaps, sports and movies together, this was not the case with web series which people want to watch alone, the report found. However, duration of TV consumption was not dependent on the mode of connection as both connected and linear viewers spent about 12 hours per week watching TV. In terms of pan-India preference, West India preferred connected TV and the East opted majorly for linear TV viewing. Smart appliances and connected TVs The report said that connected TV users tend to have 1.2 times more household income than linear TV watchers and are twice more likely to own smartphones that cost almost ₹40,000. Connected TV users are known to be more brand conscious, often enjoy premium lifestyles. This included owning smart home appliances, surround sound systems, membership of health clubs and resorts with premium credit cards. As compared to Linear TV respondents, Connected TV users were more likely to go out frequently, scroll through social media, meet friends and family and even binge watch TV shows on weekends, the report revealed. The rise of connected TV is gradually phasing out the traditional/linear TV viewers. The Indian TV advertising target audience is also growing. Today, there are 20-22 million addressable TVs homes in India, which is estimated to reach 40 million by 2025. Addressable TV advertising is the ability to show different ads to different households while they are watching the same content. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/electric-vehicle-financing-startup-vidyut-raises-4-million-in-first-round-of-funding/articleshow/96084992.cms">Electric-vehicle financing startup Vidyut raises $4 million in first round of funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/first-king-charles-50-pence-coins-enter-circulation-in-uk/articleshow/96085619.cms">First King Charles 50 pence coins enter circulation in UK</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/ril-adani-enterprises-are-the-biggest-and-most-consistent-wealth-creators-as-per-motilal-oswal-report/articleshow/96085753.cms">RIL, Adani Enterprises are the biggest and most consistent wealth creators: Motilal Oswal</a>

The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar

<ul><li>Owing to lack of physical mobility in last 1.5 years, people stayed in-house, and digital adoption increased across devices.</li><li>On-demand content viewership on CTV increased manifolds.</li><li>Cheaper internet packs, affordable smart TVs, convertibles and connectable like fore stick etc transformed traditional TV into CTV.</li><li>Therefore, OTT consumption / gaming etc. on the connected big screen went up.</li><li>This report highlights who is the consumer, what does she/he want, how are they accessing content and what will future trends look like.</li></ul><keyword id="12034873" type="General" weightage="20" keywordseo="india-ctv-report" source="Orion">India CTV Report</keyword> 2021 - Mapping Connected TV (CTV) Viewership in India and the Opportunities for Brands” a report from mediasmart, an Affle company, highlights the changing media consumption patterns of the Indian consumer. India is undergoing digital transformation and consumers are steadily moving away from traditional linear TV to CTV and OTTs. This change presents an untapped advertising opportunity for brands and advertisers. The report highlights consumer adoption insights layered with an expert view on possible advertising potential of the CTV medium. According to the report, key CTV viewership trends and insights include:<ul><li>Out of the select audience surveyed, 78% own a Smart TVand 93% of these smart TV users access internet based content</li><li>Mobile-first, active and aware CTV consumers: CTV users are young, urban adults who are already mobile-first and are actively engaging with diverse apps such as - 89% of the respondents are social media users, 82% are e-commerce, 44% are gamers and more</li><li>Content on demand: over 59% respondents prefer downloading apps via Smart TV App Store, while 26% respondents primarily consume content via pre-installed apps and a small section (15% respondents) use the dongle to stream content on TV</li><li>One device, many uses: Close to 70% respondents spend between 1 to 4 hours on CTV watching movies (91%), streaming music (64%), playing games (47%) or watching news (64%)</li><li>Spending ability and OTT preferences: Over 65% respondents subscribe to more than one OTT app. There is 40%+ adoption for the leading eight OTT apps in India: Disney+Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT and Alt Balaji. The inclination on app usage is also heavily dependent on seasonality and timing</li><li>Limited barriers to viewership and adoption: Unlike mobile usage of internet, which requires literacy levels, CTV consumption cuts across age, language, and city barriers. By going vernacular, advertisers can engage with users in ads of their language</li></ul>Nikhil Kumar, Sr. Director, mediasmart talks about the CTV potential in the report - “The world is moving towards immersive watching experiences and CTV is an exciting space to be at. It is interesting to see leading advertisers in the country adopt CTV advertising as a critical new addition to their media mix. CTV advertising is here to stay and with evolutionary solutions provided by mediasmart on Household Sync technology, we are powering brands to engage with relevant consumers across the connected devices.” India is a young market with a tremendous potential for CTV adoption. CTV inherently is more engaging than traditional TVs and brings together the twin strengths of (a) engaging storytelling associated with CTV advertising and (b) targeting associated with Programmatic &amp; Digital advertising. Affle’s mediasmart platform offers an innovative approach to help optimise the CTV opportunity. With mediasmart’s unique Household Sync technology, advertisers can make ads more engaging by syncing CTV ad campaigns with ads on other connected devices in the same household. Brands can launch CTV campaigns to a specific audience in the same household, target premium inventory, measure results and drive them to the nearest store. Amardeep Singh, CEO of Interactive Avenues, talks about the CTV opportunity in the report - “Advertisers globally - and in India - are lapping up the CTV opportunity as it continues to grow as an exciting medium for digital advertising. We have seen great results and ROI for some of our top clients who are already using the CTV ad technology from mediasmart. This research is a step in the right direction to build standard industry metrics, even as technologies like Household Sync make CTV more measurable and impactful.” With data plans becoming more affordable, India is one of the biggest markets of internet users. Availability of cheap Smart TVs, diverse and affordable internet content and an untapped demographic group opening to the digital-first world presents a massive opportunity for CTV adoption and growth. This makes for a fertile ground for advertisers to innovate solutions for different brands with diverse business needs. Affle’s mediasmart is driving the CTV innovation across India, SEA, Europe &amp; other key markets and aims to revolutionise the way brands interact with consumers on various connected devices.

Over 66% people in India subscribe to more than 1 OTT app: Report

<keyword id="3658" type="General" weightage="20" keywordseo="India" source="Orion">India</keyword> on Wednesday resumed e-visa services to Canadian nationals, according to Sources. Earlier in September, the Indian Mission in <keyword id="6356687" type="General" weightage="20" keywordseo="Canada" source="Orion">Canada</keyword> suspended <keyword id="6359421" type="General" weightage="20" keywordseo="visa" source="Orion">visa</keyword> services until further notice, citing operational reasons, according to BLS International. BLS International Services Limited is an Indian outsourcing service provider for government and diplomatic missions worldwide. The company manages visa, passport, consular, attestation and citizen services. "Important notice from Indian Mission: Due to operational reasons, with effect from September 21, 2023, Indian visa services have been suspended till further notice. Please keep checking the BLS website for further updates," the BLS website said. However, in October, India decided to resume visa services in Canada for four categories after a considered review of the security situation, which "takes into account some recent Canadian measures in this regard". <keyword id="1181167" type="General" weightage="20" keywordseo="entry-visa" source="Orion">Entry visa</keyword>, <keyword id="63973" type="General" weightage="20" keywordseo="business-visa" source="Orion">business visa</keyword>, medical visa and conference visa were four categories in which India decided to resume visa services in Canada with effect from October 26. Following the development, Canada welcomed India's decision to partially resume visa services calling it a "good sign" and stating that the suspension should "never have happened in the first place", Canada-based CTV News reported. Notably, amid a diplomatic standoff with Canada, India had halted its visa services until "further notice" in September. This came after Canadian Prime Minister Justin Trudeau alleged the involvement of "agents of the Indian government" in the killing of Khalistterrorist Hardeep Singh Nijjar in June. Najjar, who was a designated terrorist in India, was gunned down outside a Gurdwara in a parking area in Canada's Surrey, British Columbia, on June 18. Trudeau, during a debate in the Canadian Parliament, claimed his country's national security officials had reasons to believe that "agents of the Indian government" carried out the killing of the Canadian citizen, who also served as the president of Surrey's Guru Nanak Sikh Gurdwara. India had rejected the allegations as "absurd and motivated" and expelled a Canadian diplomat in a tit-for-tat move over Canada's decision. "We have seen and reject the statement of the Canadian Prime Minister in their Parliament, as well as the statement by their Foreign Minister. Allegations of the government of India's involvement in any act of violence in Canada are absurd and motivated," the statement said.

India resumes e-visa services to Canadian nationals

<ul><li>77% of marketers prioritising mobile, 71% social media.</li><li><keyword id="3381776" type="General" weightage="100" keywordseo="ad-fraud" source="Orion">Ad fraud</keyword> is a key concern across mobile (78%) and social media (86%) environments.</li><li>Third-party verification important to ensure quality of mobile (72%) and digital audio (68%) inventory.</li></ul><keyword id="3041407" type="General" weightage="20" keywordseo="integral-ad-science" source="Orion">Integral Ad Science</keyword> (Nasdaq: IAS), a global leader in digital media quality, today released its <a href="https://go.integralads.com/industry-pulse-report-2022-in.html" target="_blank">2022 Industry Pulse Report – India Edition</a>. Surveying digital media experts across India, IAS found that improving mobile experiences, measuring quality for social media campaigns, and the emergence of digital video and audio are top considerations in the year ahead. “As the ongoing pandemic has driven consumers to embrace hybrid lifestyles and digital experiences, digital advertisers pivoted their strategies globally to emphasize mobile, social media, CTV, and digital audio. This scenario is similar in India. However, in a market as large and dynamic as India, brands are becoming more conscious of the importance of quality impressions and safe brand environments. As a result, the role of verification partners is gaining prominence in creating a safe and transparent setting for brands,” said Saurabh Khattar, Commercial Lead, India, IAS. Based on the India edition of the IAS 2022 Industry Pulse Report, these key priorities will guide the year ahead: Marketers bet on mobile and social media: India continues to be a mobile-first market, with 77% of respondents making it a top priority in 2022. Mobile internet users in the country are expected to surpass <a href="https://forecasts-na1.emarketer.com/5a383aebe0cb1d0dd489d341/5a1c5b7784a1ba0780e31256" target="_blank">600 million</a> this year.Mobile ad spend in India is set to grow 27% to surpass US$2 billion in 2022, representing <a href="https://forecasts-na1.emarketer.com/5a1ee3ab84a1ba0780e31404/585191880626310a2c1867ce" target="_blank">nearly two-thirds of overall digital ad spend</a> in the country. 71% of media experts in India will prioritise social platforms. With over <a href="https://forecasts-na1.emarketer.com/5a32e3a3e0cb1d0dd489d253/585191880626310a2c1867d7" target="_blank">450 million social media users in India</a>, the medium is rife with opportunities for marketers. YouTube ranks as the top choice for 82% of respondents, closely followed by Facebook (80%), and Instagram (77%). ·Increased focus on mobile video and ad fraud: As consumers gain faster 5G mobile connections, nearly eight-in-ten (78%) media experts bet on mobile video streaming being one of the biggest opportunities. However, with this growth, the threat of ad fraud looms large; 78% of respondents agree that ad fraud will be a greater concern across mobile environments this year. 26% of respondents also agreed that mobile web video environments will be among the most vulnerable in terms of brand risk. As a result, respondents believe contextual targeting solutions (74%) and third-party verification (72%) will be important to ensure brand safety in mobile environments. <ul><li>Quality matters for social media campaigns: 86% of marketers are concerned about the vulnerability of social channels to ad fraud. Experts also pointed to insufficient transparency and eroding consumer trust, with 65% and 62% of respondents, respectively, citing these key factors as cause for adjusting their spending in 2022.</li><li>Digital video and audio ready to take off: TheIndian audience continues to transition from linear TV and terrestrial radio to digital streaming channels such as CTV, OTT, and podcasts. As new consumer habits developed during the pandemic, 80% of respondents anticipate an accelerating transition from linear TV consumption to digital video streaming this year, while over 7 in 10 agreed that audio listeners will shift towards digital alternatives. However, 68% of media experts anticipate higher brand risk with audio streaming content as more inventory becomes available. Ultimately, 68% of respondents agreed that third-party verification will be important to ensure the quality of audio streaming inventory.</li><li>Media quality takes a team effort: With ad budgets at stake, brands and verification tech providers play a pivotal role in mitigating ad fraud and brand risk. 45% of respondents noted that verification tech providers are responsible for ad fraud mitigation, while 38% say brands should lead these efforts.</li></ul>

Indian marketers rank mobile and social media as top priorities for 2022 but Ad Fraud remains a huge challenge, Integral Ad Science study finds

<ul><li><keyword id="10059211" type="General" weightage="20" keywordseo="brand-risk" source="Orion">Brand risk</keyword> and <keyword id="3381776" type="General" weightage="20" keywordseo="ad-fraud" source="Orion">ad fraud</keyword> rates in India ranked below the global average. </li><li>Viewability on mobile environments increased in India.</li></ul> Today, Integral Ad Science (Nasdaq: IAS) released its Media Quality Report (MQR) for H1 2021, providing transparency into the performance and quality of Indian digital media, alongside global comparisons. The latest MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and in-app advertising. Mobile campaigns in India post lower brand risks than display Brand risk worldwide was lower across all formats and environments in H1 2021, an indicator of brands’ increased efforts to optimise ad placements toward contextually relevant content. The overall brand risk dropped below 4% across all formats and environments. In India, display was one of the safest environments for advertisers, with desktop display brand risk at 0.8%, down by 1.4 percentage points (pp). Mobile web display brand risk fell from 2.6% to 1.8%, while the worldwide average was 2.6%. Programmatic desktop and mobile web display inventory showed higher brand risk in India than publisher direct at 1.8% and 3.5%, respectively. This data suggests the market is actively using solutions to protect brand reputation and place its ads in suitable environments. Viewability on mobile environments increased in India Mobile campaigns in India had more viewable impressions in H1 2021. Viewability on mobile web display increased by 1 percentage point to 58.9% in H1 2021, while viewability on mobile in-app display increased from 51.3% to 54.1%. Global display viewability was down 2.4 percentage points on desktop and 3.3pp on mobile web year-over-year, reaching 69.5% and 64.3%, respectively. The worldwide reductions were driven by drops across Asia-Pacific, with India registering a 7.2 percentage point drop to post 54.9% viewability in desktop environments. In India, desktop and mobile display environments showed significantly higher viewability rates in programmatically traded inventory than publisher direct. Connected TV (CTV) remained the most viewable format overall, averaging 93.2% worldwide in H1 2021. Ad fraud rates decrease in desktop and mobile web display in India Both desktop and mobile web display had a marginal decrease in optimised ad fraud rates to reach 0.9% and 0.2%, respectively, in H1 2021. The worldwide non-optimised fraud rate for desktop display was 9.4% and 5.5% on mobile web display, clearly indicating that fraud mitigation strategies can reduce risks and reduce ad wastage. Saurabh Khattar, Commercial Lead India, IAS, said, “Mobile advertising has gained strong traction among Indian advertisers as consumers continue to spend more time engaging with content on mobile. According to a report by App Annie, average smartphone usage is about 4.6 hours a day in India, which stands third in global rankings after Indonesia and Brazil. As spending increases on mobile, media quality challenges may arise such as ad fraud, unsafe brand environments, and unviewable inventory. With the upcoming festival buying period, advertisers are well-advised to work with third-party verification companies to help protect their campaigns from ad fraud, brand risks, and lower viewability to maximise engagement and ROI”.

Ad fraud rates decrease in desktop and mobile web display in India: Report

Toronto, <keyword id="6356687" type="General" weightage="20" keywordseo="canada" source="Orion">Canada</keyword> has withdrawn 41 diplomats and their family members from India after it threatened to strip them of their diplomatic immunity, Foreign Affairs Minister <keyword id="4780460" type="General" weightage="50" keywordseo="melanie-joly" source="Orion">Melanie Joly</keyword> has said, amid a diplomatic row over the killing of a Sikh separatist. Tensions flared between India and Canada last month following Prime Minister Justin Trudeau's explosive allegations of the "potential" involvement of Indian agents in the killing of Khalistani extremist Hardeep Singh Nijjar on June 18 in British Columbia. India had designated Nijjar as a terrorist in 2020. India angrily rejected the allegations as "absurd" and "motivated". "I can confirm that India has formally conveyed its plan to unilaterally remove diplomatic immunities for all but 21 Canadian diplomats and dependents in Delhi by tomorrow, October 20," Joly said on Thursday. Canada will be pausing all in-person services at the consulates in Chandigarh, Mumbai and Bengaluru and is now directing all Canadians in India to the High Commission in New Delhi. Joly said that in their "unreasonable" request for diplomatic parity, India would only allow 21 diplomats and their families to maintain their diplomatic status, putting the others at risk of having their protections stripped arbitrarily, leaving them vulnerable to reprisal or arrest. "This means 41 Canadian diplomats and their 42 dependents were in danger of having immunity stripped on an arbitrary date, and this would put their personal safety at risk," she said at a news conference in Ottawa. "The safety of Canadians and of our diplomats is always my top concern. Given the implications of India's actions on the safety of our diplomats, we have facilitated their safe departure from India," Joly said. "This means that our diplomats and their families have now left." Last month, India asked Canada to downsize its diplomatic staff in the country, arguing that there should be parity in strength and rank equivalence in the mutual diplomatic presence. The size of Canadian diplomatic staff in India is larger than what New Delhi has in Canada. Calling India's action "contrary to international law," and in violation of the Vienna Convention on Diplomatic Relations, Joly accused India of escalating the bilateral tensions, but Canada will not be reciprocating. "There is a fundamental principle of diplomacy, and this is a two-way street. It only works if every country abides by the rules," she said. "A unilateral revocation of diplomatic privileges and immunities is contrary to international law," Joly said. "Threatening to do so is unreasonable and escalatory. If we allow the norm of diplomatic immunity to be broken, no diplomats anywhere ... would be safe." "So for this reason, we will not reciprocate," she added. "Let me be clear, Canada will continue to defend international law, which applies to all nations and will continue to engage with India. Now more than ever, we need diplomats on the ground, and we need to talk to one another," Joly said. Joly announced the development "on the situation with India" alongside Immigration, Refugees and Citizenship Minister Marc Miller, who announced the shrinking of Canada's footprint to one-third of what it was, will impact the level of service delivery Canada will be able to provide in India. "Remaining staff will continue to focus on the work that can't be moved out of the country, such as urgent cases, visa printing, and working with visa application centres," Miller said, noting that Canada's 10 visa application centres are operated by third-party contractors and will not be impacted. Those left are considered core staff, who will remain focused on the current challenging diplomatic situation, as well as trade and business files, according to officials who briefed reporters on a not-for-attribution basis on Thursday evening. Commercial programming for businesses will continue, but at reduced capacity, and Canada continues to employ locally engaged staff. Miller noted that in 2022, India was the top country for permanent residents, temporary foreign workers, and international students in Canada, and so the federal government recognises the impacts that will be felt. "I want to reassure our clients in India and Canadians who have family and friends in India that Canada will continue to accept and process all temporary and permanent resident applications from India," he said, adding that it may just take longer. The remarks by the ministers come after Prime Minister Trudeau was asked on Thursday for a status update on the Indian government giving Ottawa an October 10 deadline to significantly reduce its diplomatic footprint. As CTV News reported at the time, Canada was asked to see dozens of diplomats depart, to put the contingent of officials in India on par with the number of Indian diplomats in Canada. Sources said then, that Canada had already evacuated a majority of the Canadian diplomats working in India outside of Delhi to Kuala Lumpur and Singapore. Trudeau did not directly answer the question, saying instead that Joly would have more to say later. "We have been continually engaged in diplomacy and in dialogue with the Indian government," Trudeau said. "This is a serious matter that we are taking extremely seriously." Earlier, Trudeau had said that Canada shared with India "many weeks ago" evidence that it may have been behind the killing of Nijjar on Canadian soil and wants New Delhi to commit constructively with Ottawa to establish the facts in the "very serious matter." Trudeau, however, did not elaborate on the evidence that he says has been shared with India. Pressed for more details on whether Canada has provided India evidence to back Canada's claims and how it reached its conclusions regarding the potential link to the extrajudicial killing, Joly in the past too was unspecific beyond stating the two countries had various meetings and information was shared, leading up to Trudeau's House of Commons declaration. Joly also restated Trudeau's calls for India to cooperate in the ongoing probe, noting federal law enforcement agencies in Canada "are working actively." India has asked Canada to come down hard on terrorists and anti-India elements operating from its soil and suspended visa services for Canadians. External Affairs Minister S Jaishankar told journalists in Washington last month that the governments of India and Canada will have to talk to each other and see how they resolve their differences over the issue and underlined that but the larger issue of the Canadian government's "permissiveness" to terrorism, extremism and violence must be flagged and addressed.

Canada withdraws 41 diplomats from India after threat to revoke their immunity: Foreign Minister Melanie Joly

<ul><li>India and Australia are expected to see particularly high growth rates in 2021, with the growth expected to exceed pre-pandemic levels in China, predicts dentsu's latest Ad Spend Report.</li><li>The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion.</li><li>With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region.</li></ul>dentsu's latest Ad Spend Report has brought in some good news. Advertising investment is forecast to grow by 10.4% globally in 2021, according to the latest report. The twice-yearly report which combines data from 59 markets, anticipates US$634 billion will be spent globally with all regions enjoying positive growth. Ad spend in APAC is expected to grow by 8.0% or US$17 billion to US$229 billion. In the region, Australia and India are forecasting particularly high growth rates in 2021, with 2021 growth expected to exceed pre-pandemic levels in China. The pandemic-induced decline in advertising spend during 2020 has proved less severe than anticipated. Some trends in consumer behaviour and spend in advertising which emerged during the past year have remained. In APAC, the 6.2% rise in digital spend last year is forecast to grow by 12.8% in 2021 to reach US$124.5 billion, representing a 54% share of total ad spend. Forecasts for Social (33.4%) and Video (10.8%) will also rise, with Search also growing (7.8%) reaching US$23.1 billion in 2021. Offline/Linear ad spend will see a return to growth 2.8% to US$104.8 billion, following a 15% decline in 2020, however it is predicted that spend levels in APAC will remain below pre-pandemic levels in 2021. While regional live events such Tokyo Olympics and Paralympics Games continue to be a significant driver of growth in Linear TV ad spend in APAC (3.9% increase in 2021 to reach US$59.2 billion), the dentsu data suggests a shift towards CTV (Connected TV) and <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> (Over The Top) and audiences moving more towards digital media consumption mean Linear TV spend will remain below pre-pandemic levels until beyond 2021. With restrictions lifting on social activity, OOH will see a bounce back post impact of the pandemic, rising 7.5% in 2021 in the region. Cinema has a slightly longer recovery, with a further decline in 2021 (-5.0%) but expected to bounce back in 2022. Radio will also see growth (4.3%) in 2021. While most channels will return to growth in 2021 (Cinema in 2022), Print is seeing a slight decline in 2021 (–2.7%) and expected to continue declining in 2022, as it continues to evolve towards new modes of digital delivery. Looking at the industries who will see growth in ad spend this year, it will come as little surprise that Government spending remains a key growth area, supporting the Covid vaccine rollout and other related initiatives. In APAC’s key markets, the travel and transport sectors, will still be affected by the uncertainty of the past year and see a muted increase in demand (4.9%), while Media &amp; Entertainment is forecast to see growth (9.7%). The decline in APAC advertising spend prompted by the pandemic in 2020, has proved to be less severe than originally anticipated. While 2020 remains the weakest performing year since the global financial crisis, the decline in growth has been raised since dentsu’s January 2021 forecast (from -8.0% to -5.2%.) In 2021, the market is seeing a recovery in growth (8.0%), an improvement (2.1% pts) on January’s predication. Looking to 2022, recovery is set to continue when spending is likely to reach US$243.6 billion and grow at a rate of 6.3%. <keyword id="248051" type="PERSON" weightage="20" keywordseo="Ashish-Bhasin">Ashish Bhasin</keyword>, CEO APAC, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword>, said, “It is promising to see a return to growth in the APAC region with two of our markets in the top five contributors of ad spend growth; China and Japan. While China continues to see strong levels of growth driven by Digital and OOH, Japan’s growth will be buoyed by events like the 2020 Olympic &amp; Paralympic Games, and the House of Representative elections and the advertising spend associated with it, particularly in TV. In addition, Australia and India are two of the top year-on-year growth markets, forecasting a surge in ad spend. Australia has had a stronger economic recovery after the pandemic particularly in TV and Digital where the government focused much of their Covid-related campaigns, while India is expected to see a resurgence in Digital advertising spend though TV is still the main contributor with a 40.9% share.” <keyword id="10538998" type="UNKNOWN" weightage="20" keywordseo="Prerna-Mehrotra">Prerna Mehrotra</keyword>, CEO Media APAC and MD Media Singapore, said, “We are optimistic that the region will bounce back to positive growth in ad spend, with some channels likely boosted higher than pre-pandemic levels. The main drivers behind the growth is economic recovery, with the APAC GDP set to increase by 7.3%, and a stronger-than-ever push to digital marketing. Serving as a stimulus the pandemic has accelerated digital adoption. Digital media will continue to drive ad revenue growth this year with strong performance in social (+33.4%) and video (+10.8%) and majority of spends in mobile. We will also see more investments diverted towards addressable and the digitalisation of OOH channels. Programmatic DOOH will also be a key growth driver in the future. With the growing numbers of SSPs and DSPs partnerships and an increasing demand for location-based solutions to ad-reaching consumers in these times of uncertainty, advertisers will benefit from the speed, flexibility and the targeting capability that the medium will provide.” Growth in global ad spend between 2019 and 2022 Year-on-year % growth at current prices (January 2021 figures in brackets) <img src="https://mail.google.com/mail/u/0?ui=2&amp;ik=4cb735d9e2&amp;attid=0.0.1&amp;permmsgid=msg-f:1705149426131159399&amp;th=17a9e85e69824967&amp;view=fimg&amp;sz=s0-l75-ft&amp;attbid=ANGjdJ_1Y1YmlxZY-6s2uVW15hiCxdFNfq7K47dZSMu5MZbW5_021t-AArdmdFBgskwyC0Htx1FEVtuiYHCxpG_llkQ3u5_stiXo35Ubt0sNa0sTDNO4Tnp2NYEfkaA&amp;disp=emb" class="CToWUd a6T" /> Share of global ad spend by channel between 2019 and 2022 January 2021 figures in brackets <img src="https://mail.google.com/mail/u/0?ui=2&amp;ik=4cb735d9e2&amp;attid=0.0.2&amp;permmsgid=msg-f:1705149426131159399&amp;th=17a9e85e69824967&amp;view=fimg&amp;sz=s0-l75-ft&amp;attbid=ANGjdJ_Bvpyc6i8dkfe9npsLyXADefRmqPi7nNJxJoxD88Vo_JlNJrTWj9symOK-NCu0lNR4qH-VRnDLUhxfoSlNWK01xwsO13Ge4LBK1uQrq-QHiq3MXairSCNIlcs&amp;disp=emb" class="CToWUd a6T" />

India and Australia are two of the top year-on-year ad spend growth markets, to witness a surge in ad spends in 2021: dentsu Ad Spend Report

<ul class="summary-list"><li>Canadian Prime Minister Justin Trudeau's plane broke down as he was set to fly out of New Delhi.</li><li>Trudeau was attending the G20 summit, and was due to return home on Sunday.</li></ul>Canadian Prime Minister Justin Trudeau got stuck in New Delhi after his plane broke down at the airport.Trudeau and his delegation arrived in India on Friday to attend the G20 summit. He was due to fly home on Sunday.But the delegation was told the plane was "experiencing technical difficulties," Trudeau's office told Insider."Upon our departure for the airport, we were made aware by the Canadian Armed Forces that CFC001 was experiencing technical issues," said a statement from Trudeau's office."These issues are not fixable overnight, our delegation will be staying in India until alternative arrangements are made," the statement added.According to the outlet, Trudeau flew to India on an Airbus aircraft, which CTV reported ran into technical issues on two other occasions in 2016 and 2019.Trudeau's attendance at the G20 summit comes as Indian Prime Minister Narendra Modi's criticized Sikh protests being allowed in Canada.Modi's office <a target="_blank" href="https://www.reuters.com/world/americas/aircraft-glitch-delays-canada-pm-trudeaus-departure-india-2023-09-10/">released a statement</a> during the summit admonishing the protests, saying they were "promoting secessionism and inciting violence against Indian diplomats, damaging diplomatic premises and threatening the Indian community in Canada."September 11, 2023: This story was updated to reflect a statement from Trudeau's office.

Even Justin Trudeau's got travel woes after his plane broke down in India at the G20 summit

New Indian unicorns get rarer in 2022 as funding winter sets in

<ul><li>Global advertising technology major, The Trade Desk on Wednesday announced the launch of operations in India and said it has appointed Tejinder Gill as the Country General Manager.</li><li>The platform aims to help digital marketers unleash the full potential of the open internet.</li><li>We catch up with Tejinder Gill, General Manager, The Trade Desk, India to find out more about his role at his new job, difference between walled gardens and open internet, finding the right platform in a fragmented market and goals for this year</li></ul>Due to the global pandemic, many businesses have altered their marketing strategies and started focusing more on digital advertising. Content consumption, especially, has grown multifold in India as corporate employees continue to work from home. Marketers are constantly on the lookout for new avenues and Global AdTech platform The Trade Desk has entered this ripe market while the iron is hot. According to Statista, the digital advertising industry across India spent 38% on programmatic purchases in 2020. Overall, the projections indicate that the industry would increasingly change to programmatic media buying over the next few years, with a market share of almost 42% by 2022. With cloud-based, data-driven platform The Trade Desk, marketers will now have the option of exploring the open internet outside of the known social media and search platforms that most people are familiar with. Open internet includes targeted display, video, Connected TV (CTV), OTT, online news platforms, audio, native, and social ads across every device. Global Web Index’s latest report revealed that Indians, on average, are spending as many as eight hours a day online, 70% of which is spent on the open internet, which is a huge opportunity for marketers. Open internet has even surpassed social media’s growth trajectory in the last year. We caught up with Tejinder Gill, General Manager, The Trade Desk, India who recently joined the company from Truecaller, to find out why open internet is an important marketplace, trends we can expect in digital advertising, how to find the perfect media mix in a highly fragmented market and goals for this year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. Why is it important for brands to explore the open internet in today's market?" text="Q. Why is it important for brands to explore the open internet in today's market?">Q. Why is it important for brands to explore the open internet in today's market?</cmsannotation> Even though Indian consumers are spending 70 percent of their time on the open internet, almost 80 percent of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. In these economically stressed times, brands and marketers are under pressure from their CFOs to prove the ROI of every advertising dollar. It is thus essential for them to leverage the fast-growing opportunities offered by the thriving open internet and reap the benefits of greater agility and flexibility needed in navigating today’s volatile environment. <cmsannotation type="cmsannotation" annotationid="Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?" text="Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?">Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?</cmsannotation> Brands and marketers are drawn to big tech platforms because of their dominant position and early mover advantage. We call them Walled Gardens because they keep their technology, information, and user data to itself, with no intention of sharing it. Brands and marketers don’t get much say in what content they support, and very little feedback on how their ads performed. But they go there because they have to. However, Indian marketers are now looking for credible alternatives – those that offer them greater transparency and control. As a result, they are embracing data-driven advertising on platforms such as The Trade Desk more than ever. Ironically, this economic crisis has helped focus advertiser attention on the power of what we do as every dollar they spend needs to work harder. We are here to bring the much-needed data-driven decisioning and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet. <cmsannotation type="cmsannotation" annotationid="Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?" text="Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?">Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?</cmsannotation> With The Trade Desk’s data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms. Last year, CTV/OTT was the strongest growth channel for the global ad market and it was also the fastest growing on our platform globally. As a global leader in CTV/OTT, The Trade Desk is the only platform uniquely positioned to offer advertisers the ability to buy from all OTT platforms. We can help brands and marketers get holistic visibility across the user journey by unifying their buys across multiple OTT providers, leverage advanced targeting capabilities and help retarget users across devices/channels along with a universal frequency control across platforms. <cmsannotation type="cmsannotation" annotationid="Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?" text="Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?">Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?</cmsannotation> Over the last few years, rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, with more people spending more time at home in the last 18 months, content consumption on the open internet has exploded. Today, India’s marketers are operating in times of uncertainty and volatility. They are seeking agility and flexibility, and the ability to understand what’s working, in different markets, in real time, and this can be made possible only with data-driven strategies. The Trade Desk is here to help India’s marketers capture these fast-growing opportunities on the open internet. Through its industry-leading cloud-based platform, marketers can access a marketplace of premium ad inventory on the open internet and reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey. <cmsannotation type="cmsannotation" annotationid="Q. What kind of response have you seen from brands and agencies in India so far?" text="Q. What kind of response have you seen from brands and agencies in India so far?">Q. What kind of response have you seen from brands and agencies in India so far?</cmsannotation> Brands and agencies are welcoming us with open arms as they are looking for a strategic partner who is agile, can operate across platforms and offers them valuable options beyond the walled gardens. We also have relationships with the world’s largest media agencies and all five of them have signed up with us here in India. We have extensive partnerships with India’s leading publishers, data providers and industry players. Aside from leading publishers, we have also paved extensive inroads when it comes to OTT offerings with partners including Hotstar, Zee5, MX Player and Sony Liv. Some of our data partners include Zapr and Lifesight amongst others. <cmsannotation type="cmsannotation" annotationid="Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?" text="Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?">Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?</cmsannotation> Because media is so fragmented, programmatic advertising offers the best alternative to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey. Over the last year, we’ve seen brands in India and around the world embracing programmatic advertising on platforms such as ours more aggressively than before. The rise of e-commerce has also led to the evolution of brands adopting programmatic, asking for a mix of brand and performance led digital marketing – radically different from the pre-Covid-19 era. As more marketers experience the power of data, they want to embrace it more fully across advertising channels. Through The Trade Desk, they can measure and compare the performance of ad spots across the digital advertising spectrum, whether it’s streaming TV, audio, web, podcasts, etc., and report ROI in granular terms back to the CFO. <cmsannotation type="cmsannotation" annotationid="Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?" text="Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?">Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?</cmsannotation> The end of cookies is great news for the open internet. This is the time for the industry to create a new and better alternative to cookies - one that centers on consumer privacy and control. The Trade Desk has designed a solution from the consumer’s perspective that replaces cookies, upgrades privacy and control for consumers, while preserving the value of relevant advertising for advertisers and publishers. Unified ID 2.0 is a new industry-wide approach to internet identity that is an upgraded alternative to third-party cookies. Importantly, Unified ID 2.0 operates across advertising channels including mobile, audio, browsers, OTT/TV apps and devices with a single ID. This is critical as marketers and publishers look to understand their audience across platforms, while creating a better standard that gives consumers greater transparency and control. <cmsannotation type="cmsannotation" annotationid="Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?" text="Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?">Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?</cmsannotation> As General Manager of The Trade Desk, India, I will be responsible for leading the India Operations with a focus on building monetization strategies, monitoring country growth and implementing new initiatives. In addition to executing The Trade Desk’s vision, I will be working to foster teams and building the culture from the ground up in India. In addition to this, I will also be responsible for strengthening The Trade Desk’s global client and partner relations, shaping India’s product strategy and driving effective engagement across the industry. <cmsannotation type="cmsannotation" annotationid="Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?" text="Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?">Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?</cmsannotation> We have always built our business based on the core principles of objectivity and transparency, and it’s that trust we have with advertisers – to always do what’s right for the industry, even if not always in our direct immediate interest – that has seen us continue to grow. With our launch in India, we are fully committed to the business, and while the on-ground situation is fluid, we are focusing on building awareness and early adoption. Our long-term vision is to create a scalable open platform of choice for digital marketers. The focus is to educate the market about the fast-growing opportunities on the open internet which includes channels like OTT/CTV, audio streaming and online press. The success for us by the end of year is to build a solid team on the ground to serve our customers, build a transparent ecosystem across agencies, partners and advertisers, and help marketers take data-driven decisions to better business outcomes. <cmsannotation type="cmsannotation" annotationid="Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?" text="Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?">Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?</cmsannotation> Now more than ever, marketers are being more deliberate and data-driven with every advertising dollar, and as a result, they are gravitating to the advertising opportunities on the open internet. Programmatic, therefore, becomes all the more important in streamlining the ad buying process, serving more relevant ads, and delivering greater return on spends. Programmatic spending has witnessed a rise from 26% in 2018 to 39% in 2020. While overall programmatic spending stood at Rs 3,014 crore in 2018, it quickly rose to Rs 6,610 crore in 2020. Studies also indicate that the industry would increasingly change to programmatic media buying over the next few years, with a market share of almost 74% by 2022. Programmatic media buying gives advertisers increased flexibility and more control over their creatives and optimization capacities. The ultimate result is a more scalable way of serving ads that people are more likely to click. The next wave of programmatic advertising will be towards decisioning rather than fixed price buying.

The Trade Desk has designed a solution that replaces cookies, upgrades privacy while preserving the value of relevant advertising for advertisers and publishers: Tejinder Gill of The Trade Desk

<keyword id="19896882" type="General" weightage="20" keywordseo="canada" source="keywords">Canada</keyword> is looking at the possibility of putting a cap on the number of international students to help reduce the surge in demand for housing and fix the system that has gone out of control, Immigration Minister <keyword id="19946179" type="General" weightage="20" keywordseo="marc-miller" source="keywords">Marc Miller</keyword> has said, a move that is likely to affect Indian students. The remarks by Miller came on Sunday as the federal government of Prime Minister <keyword id="1740494" type="General" weightage="20" keywordseo="justin-trudeau" source="Orion">Justin Trudeau</keyword> faced criticism for welcoming an increasing number of immigrants - both permanent and temporary residents - while the country faces an acute housing shortage. In an interview with CTV News, Miller said the federal government will need to have talks with provincial governments "to make sure that the provinces that have not been doing their jobs actually rein in those numbers on a pure volume basis." "That volume is disconcerting," Miller said, in reference to the number of international students in Canada. "It's really a system that has gotten out of control." A cap on international students would not be a "one-size-fits-all solution" to housing shortages across Canada, Miller noted. But he did not reveal the size of the reduction the government is planning on making. India was the first among the top ten origin countries of study permit holders in 2022 in Canada, with a total of 319,000 students. Meanwhile, new reporting by The Canadian Press news agency - citing internal documents obtained through an access to information request - shows the federal government was warned by public servants two years ago that its ambitious immigration targets could jeopardise housing affordability. The Liberals have set targets aiming to bring in 485,000 immigrants this year, and 500,000 in both 2025 and 2026. Temporary residents, largely international students and migrant workers, are another part of the equation, with more than 300,000 of them arriving in Canada in just the third quarter of last year. Miller said he will be looking in both the first and second quarter of this year at possibly setting a cap on international students to help reduce the demand for housing. When asked why the government is only considering a cap now, when the idea of one has been floated for months, Miller said there's a need to sort out numbers on a federal level before looking with "a little more granularity" at what individual academic institutions are doing in different provinces, possibly profiting off bringing in more international students. "We need to be doing our jobs and making sure that we have a system that actually makes sure people have a financial capability to come to Canada, that we're actually verifying offer letters," Miller said. "And now it's time for us to have a conversation about volumes and the impact that that is having in certain areas." When pressed further on the number of international students coming to Canada far outpacing the number of homes the federal government has announced it's planning to help build, Miller also said housing is only part of the calculation when it comes to immigration targets. The pressing need to bring down the average age of the workforce also needs to be taken into consideration, he said. And while he wouldn't give specifics, Miller said a cap on international students is something the federal government is considering, "and will continue to consider." "We have a sense of what those numbers would look like, what the reduction of those numbers looks like, out of courtesy to my colleagues in the provinces, those are discussions that we're first going to have around the negotiating table," he said, adding the financial needs of academic institutions is also a factor.

Canada mulls putting cap on international students numbers; move likely to impact Indians

<ul><li>The pandemic led to massive changes in consumer behavior and the way they interact with brands.</li><li>This change has led to new opportunities for marketers.</li><li><keyword id="12799952" type="General" weightage="20" keywordseo="robert-kay" source="Orion">Robert Kay</keyword>, Senior Director – Customer Success APAC Region, <keyword id="3041407" type="General" weightage="20" keywordseo="integral-ad-science" source="Orion">Integral Ad Science</keyword> writes about a few of these changes and how they are opening new doors for marketers.</li></ul>Consumer trends and behaviors have been dramatically transformed during the pandemic. According to McKinsey, consumers embraced five years’ worth of digital adoption just eight weeks into the pandemic. This reflected in the way consumers spent, interacted, and kept themselves engaged. New consumer trends paved the way for new opportunities, as well as challenges, for marketers. For instance, the ‘e’ in ‘e-commerce’ became redundant with the massive surge in online shoppers, mobile consumption saw an uptick and linear television viewership took a backseat over Connected TV (CTV). Across Asia Pacific, these disruptive consumer trends are challenging marketers to reimagine their strategies to keep audiences engaged through multiple touchpoints and formats, digitally. Here are some key trends marketers should consider in approaching the post-pandemic future. Rising dominance of digital-first approach With consumers moving online, marketers quickly pivoted their ad strategies to integrate new content types and ad budgets to digital channels. According to eMarketer, advertising dollars flowing to traditional mediums such as broadcast, out-of-home), and print contracted by over 15% worldwide in 2020 whereas digital ad spends increased by over 12%. In particular, video gained prominence as one of the most engaging <keyword id="618493" type="General" weightage="20" keywordseo="digital-marketing" source="Orion">digital marketing</keyword> tools for advertisers as the pandemic greatly accelerated consumers’ appetite for premium video content. CTV became mainstream across key APAC markets, providing advertisers the opportunity to achieve the scale of television with the precision of digital. An Integral Ad Science (IAS) study also revealed that 80% of customers are willing to see ads in exchange for free streaming, prompting advertisers to prioritise ad quality and context to boost engagement. However, due to CTV’s nascent stage and the lack of standardized measurement metrics, advertisers are still not fully convinced regarding their spends on the platform. This digital shift also saw audiences transform from being mere consumers to content producers. Leveraging the engaging power of video, social media giants quickly joined on the Tik Tok bandwagon to introduce short-form videos such as Instagram Reels and YouTube Shorts. This offered young and local brands better targeting and engagement with their audience in long-term dialogues, with lower ad spends. Additionally, brands have developed multiple touchpoints to stay connected with their audiences, aiming to curate a holistic brand experience in the virtual world. Acceleration in <keyword id="757624" type="General" weightage="20" keywordseo="mobile-commerce" source="Orion">mobile commerce</keyword> (m-commerce) While consumers missed in-store shopping, they were quick to find alternatives. According to Accenture, about 35% of e-retail transactions were placed from smartphones or tablets. From motivation to product discovery to decision-making and ultimately purchasing, smartphones took over as the primary touchpoint with brands. While previously, consumers preferred big ticket purchases at physical stores, they are now more open to do those from the safe ambience of their homes. Across APAC, about three in four marketers are expecting their mobile budget to increase this year. It is advisable for brands to prioritize mobile in their digital strategies as the upcoming festive season presents immense benefits for advertisers. According to the H1 2021 Media Quality Report (MQR) by IAS, mobile offered a safer environment and higher viewability for brand campaigns, improving overall effectiveness. This proves to be a great opportunity for marketers in key APAC markets such as India and Australia, which are set to see a surge in e-retail sales during the year-end festive season. Additionally, this enables advertisers to collect first-party data, giving them an edge in the cookie-less future and help them delivery personalized messages to their audience at a granular level. Growing confidence in programmatic Programmatic has grown tremendously across APAC, making the region the second-largest programmatic market worldwide, representing 30% of global spend. This increased demand can be attributed to programmatic’s matured infrastructure and greater capabilities to optimize ad spends by eliminating duplication, thus increasing ROI. However, with the exponential growth and capabilities of programmatic, ensuring brand safety is more complex than ever. Lack of transparency in supply path remains a challenge, hindering access to quality inventory. Sales events such as Black Friday and Cyber Monday present a huge potential for savvy marketers. Advertisers are strongly encouraged to closely monitor and optimize their campaigns towards quality impressions by utilising pre-bid tools to target away from unsuitable environments. This will ensure that their campaigns have an opportunity to be seen in relevant context and positively influence consumers. Conscious efforts to safeguard against fraud and risky environment As ad spending increases on digital, media quality challenges arise, such as ad fraud, unsafe brand environments, and unviewable inventory. According to MQR H1 2021, two key developed APAC markets, Japan and Singapore, registered the highest ad fraud rates on mobile and desktop display respectively. With the festive buying period here, advertisers are advised to work with third-party verification companies to help protect their campaigns from ad fraud brand risks, and lower viewability, and maximise engagement and ROI. Brands should also focus on contextual advertising, targeting to match the content of a webpage versus audiences based on cookie data, which has been proven to drive higher brand memorability. Covid-19 has accelerated a sweeping digital embrace on a scale and speed we’ve never seen before. As advertisers reimagine their playbooks, adopting new strategies, maintaining a holistic media quality approach, and utilizing insights to optimize campaign performance becomes exceptionally crucial in navigating through the post-pandemic world.

Unlocking new marketing opportunities for the post-pandemic future

<ul><li>As we enter a new year, we wanted to understand what to expect from the Over-the-top (<keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword>) industry in 2022.</li><li>In today's feature, we speak to industry experts who share their thoughts on what this year has in store for us.</li></ul>After 2020 we had hoped that 2021 would bring us some respite from the pandemic. However, things were challenging for a large part of the year. With many of us stuck within the four walls of our house for the most part of the year, OTT platforms sometimes became the only source of entertainment in our lives. Not only did 2021 see the launch of a lot of big-budget originals on various OTT platforms, a lot of movies like Sardar Udham Singh, Mimi and Shershaah launched on these platforms. Content producing companies put their best foot forward and created award-winning shows that won both commercial and critical acclaim. There has been a visible increase in investments in content production, a trend that is here to stay in 2022 as well. A recent joint report by industry body CII and Boston Consulting Group (BCG) stated that the Indian OTT sector is currently in the scaling stage with strong subscription growth and high investment in premium as well as original content. The Indian OTT sector is one of the most competitive amongst emerging markets with over 40 players. While there have been debates about more and more people moving away from TV, Mandeep Kohli, Managing Director and Partner, Boston Consulting Group India states that we are still some time away from that happening at a large scale in India. “The share of traditional media is slowly declining with increased digital adoption but there is still high headroom for penetration with only 54% of Indian households having a pay TV connection compared to more than 70% in China. For many households, TV continues to be the center of the home and a significant part of family time,” said Kohli, Managing Director and Partner, Boston Consulting Group India. The report further stated that the industry is at a scaling stage currently and has the potential to become a $13-15 billion industry by 2030. To understand what the new year has in store for us, we spoke to a few of the most important voices from India’s OTT industry, along with some of the biggest content production houses. Here is what they had to say about what lies ahead: Manish Kalra, Chief Business Officer, <keyword id="6245082" type="General" weightage="20" keywordseo="zee5" source="Orion">ZEE5</keyword> India <img src="https://lh4.googleusercontent.com/JVYY0VvdAyXtP_XXNrgVjAQqzmwGE5eh6Vz1gmMVpEgXtkwmbUyT4O2ZMI9ovr8aPa_SkZ7MHLKa4LpitbreZTKf3udN7o62_jYwGkGvLcEotWlw8Er0SU6q0TvqpKXf_gGX-2xS" /> The already-growing online media and entertainment business received a major boost with the black swan event that the Covid-19 pandemic was, setting a new growth trajectory in the last year. The audience adopted a more digitally advanced way of entertainment, something that went beyond the conventional mediums, leading to mass adoption of OTT platforms which resulted in a surge in both viewership and watch-time. This pandemic-induced growth in demand for quality content led to an increased focus on storytelling across languages leading to the creation of extensive and expansive content libraries. People also became more open to sampling diverse content from different languages and were keener to opt for the living room experience thanks to the increased adoption of connected devices. This growth of the connected devices ecosystem has made OTT a preferred choice not only for personal but also for family consumption. At ZEE5, we have seen a 3X growth in the viewership on connected devices. The rise in power-packed dynamic storytelling and the rise of connected devices has led to the advent of the ‘Home Box Office’ which is a trend that is here to stay. While we grew 200% this year at the back of an aggressive slate of content line-up and hyper-personalization, we aim to make deeper inroads into Indian homes going into 2022. Sameer Nair, CEO, <keyword id="1322450" type="General" weightage="20" keywordseo="applause-entertainment" source="Orion">Applause Entertainment</keyword> <div type="image" title="IMG_8153 (1)" msid="88694220" hostid="261"></div> I believe the biggest emerging trend for the streaming industry in 2022 and beyond is the increasing flattening of the Earth, with both geographical borders and language barriers breaking down as internet connectivity reaches the remotest audiences. Our audiences, both local and global, have become smarter, more perceptive and way more critical; this requires us as Content Creators and Distributors to significantly improve the quality of our storytelling, of our productions and of the consumer experience we offer. Authentic, rooted stories that have a universal appeal can and will breakout to reach audiences globally. The more we collaborate with talent from diverse cultures and geographies, the richer we will become as storytellers. The ‘One Planet One Species Shared Cultures’ is an idea whose time is truly upon us. Divya Dixit, SVP, Marketing &amp; Revenue, <keyword id="4241922" type="General" weightage="20" keywordseo="altbalaji" source="Orion">ALTBalaji</keyword> <img src="https://lh5.googleusercontent.com/3cjmd-ZsSC3vqFyZZDwsABzeLbkxf7JoB5xYItMJme1Rn2q_KAcAETuqjzgclPtGvpCI1dG4nV0nMuoaAE6-C0KF6gQiJ7fCIrO_78pQpIWT03H8u1DDlTNGPcuw2s5-xUud1X8-" /> With the traditional marketing budgets on a decline and digital and influencer marketing taking center stage, there are many trends, however interrelated, that we will see emerging in 2022. The digital audiovisual industry will explode; according to Bain and Company, India's online video user base has increased to more than 350 million people, growing 24% in the last three years. Influencer marketing will rapidly move to include micro-influencers and not just be dependent on Celebrity influencers, thereby also promoting UGC. Video marketing, live streaming will give rise to Social commerce and tier 2 and 3 cities will claim the growth chart curve. With all these interrelated events/trends triggering off, Users will expect personalized experiences which will be offset by deeper integration of ML, which will give rise to AI usage; however, the world of marketers will also see a more focused emerging curve towards Organic retention – CRM, surveys, retention tools, recommendation cycles, SEO, UI/UX as Google continues the stance of stopping 3rd party cookies by end of 2023. Manjit Sachdev- Head – Originals, Voot and Voot Select, Viacom18 Digital Ventures <div type="image" title="Manjit Sachdev _Head Content at VOOT AND VOOT Select" msid="88694240" hostid="261"></div> After an unprecedented 2020, with an acceleration in the growth of OTT platforms, 2021 was a year for creating milestones in curating unique and enthralling stories for the audience. Now as we step into 2022 with hope and resilience, the OTT sector will witness an increase in the demand for personalized and purpose-driven content. Given the increasing competition in the OTT space, staying relevant and purposeful is most critical. Considering the changing realities in today's times, having a purpose-driven story telling approach is the way to go. Content with purpose has the power to travel beyond boundaries, spread values, knowledge and positivity and build deeper engagement with subscribers. This trend will act as a key differentiator in changing behaviours. Megha Tata, Managing Director, South Asia, Discovery, Inc <img src="https://lh5.googleusercontent.com/fArAHgK9fUOTWYguz5iMs5D5SB_ztlpwk1d_T5s-ZYEjJruZKX29iV9HxOdtEiJD8AvcC8cpzoIBZzAh8TzLZ6aMH3CFpYM8FNK65-rlL0efxi5Y2yLgSRYdjpTAPUhudi5nBUfX" /> As SVOD continues to grow aggressively, we are seeing an increasing number of audiences now willing to pay for good content. I believe a right combination of compelling content and pricing would be the key in attracting a bigger share of consumers into the SVOD world next year. Also, differentiated programming will add to a player’s competitive advantage in the midst of most mainstream players offering similar content. This is a trend familiar to what we saw even broadcast channels go through. I believe some players will be able to carve out a niche for themselves, while most streaming catalogs will end up resembling each other. Rishi Negi, COO, Banijay Asia <img src="https://lh5.googleusercontent.com/zbzVlh3OxHDkELFjUJSNIoI5Xvgu9HrpCRLwjKGtOVE-8y_hsbsTL0WVG1MzdWUlNw-XQbXuOwzGEbe8elPoL_uNx9xV2L_ovyzXHTkMyP_AMC76puk-MkSENRk8E4KnFM7kQpxU" /> 2020 was a game changer for the whole world, we strategized a smooth transition to the streaming era and the year 2021 was about sustaining the positive change and envisioning the prospects of growth. With changing narratives and experimental content taking a lead, along with the fact that the data &amp; streaming charges have dropped, has resulted in the content reaching a much bigger audience. I anticipate the year 2022 to be vibrant with original productions, compelling storytelling and some path-breaking performances. Fighting the content inflation with a wide variety of exceptional chronicles intertwined with existing catalog shows in this post-pandemic world, viewers are streaming more than ever. With nominal data plan and streaming charges, content is reaching even the darkest corner of the world. Considering the pace of content transmission, at Banijay Asia, we have become more aggressive towards producing content that delights the heartland of India. We see a hike in demand for stories which are untold, female centric and with CTV on the rise, we anticipate growing interest in regional unscripted content in 2022. While we have seen this trend kickstart already with our Tamil unscripted show The Survivors as it received unparalleled response from the audience and our hinterland drama Matsya Kaand recently crossed a 100M views on <keyword id="2214311" type="General" weightage="20" keywordseo="mx-player" source="Orion">MX Player</keyword> within a month. These numbers affirm that the trendsmap that we're following leads to a sustainable future. Given these past two years have been a real tester, we have pushed through every possible challenge posed by the virus this year and successfully produced shows for the streaming giants and kept the show running. While we have covered grounds with our scripted, non-scripted, international format adaptation, book adaptations, in the upcoming year, we aim to keep up with our pace and keep reinventing our ways. To sum it up, we are thoroughly looking forward to 2022 to be a year full of exciting and enthralling projects to keep our audiences engaged and invested. Rohit Jain, Managing Director, <keyword id="193261" type="General" weightage="20" keywordseo="Lionsgate" source="Orion">Lionsgate</keyword> South Asia and Networks, Emerging Markets Asia <img src="https://lh5.googleusercontent.com/miNGVfdiurdWQrQKtXWtYDZDVqFFKq-l7F_yxLG2oX4DU4uXeG-z9A6vRQ8MsHooqVaz3U87bg6U9GcAqRm-TvRdSxclnkLRY_94CrDrCqh4zbrfqCPAumXmjKOoMjYe7rPvZB0w" /> 2022 is going to be an exciting year for OTT players as the content pipeline will be stronger than ever. While the pandemic has leapfrogged growth in terms of viewers and subscription we expect 2022 to further amplify the reach and will witness growth not only in the metros but also in tier II &amp; tier III cities. Today’s viewers are constantly looking for edgy and unique stories. We have always said premium content is the ultimate winner. The OTT industry will have to concentrate on quality content over quantity of content. Siddhartha Roy, COO, Hungama Digital Media <img src="https://lh3.googleusercontent.com/nO178M3efwvAk2fE8Y9_Ui_AscNN9WtYhuxVGOg56wl-58CAmIjEKaqqWvYnPxRFsTPj-St-GVow_lhcKMWkoQhifvtTAp0V9S8_7-Dv-o-lwhbCr5jUedprBkerBOEDgt4_G5xM" /> The media and entertainment industry has been making rapid strides in the interior of India. Regional markets are becoming the industry’s point of convergence as the digital infrastructure expands across the length and breadth of the country. Content houses and creators are going vocal through local, thereby, making homegrown, high-quality content available at the click of a button. Going further, consumption of entertainment, in addition to audio and video, will be extended to varied mediums, such as gaming. As the Indian online gaming sector is witnessing tremendous growth in 2020 it sets a tone that gaming will be the next big thing. The industry will witness a rapid rise in the use of AI and ML to create a customised and personalised experience for audiences. This makes industry consumer friendly; not just that, it helps in massive consumption and double consumer engagement. Hiren Gada, CEO-Shemaroo Entertainment Ltd <div type="image" title="Hiren Gada, CEO, Shemaroo Entertainment Ltd." msid="88726664" hostid="261"></div> With regional internet penetration growing at a rapid pace, localization of content and OTT apps are going to be one of the emerging trends to look out for. Content that was earlier restricted to just Bollywood and Hollywood is getting extended to other native languages and it is going to play a key role in attracting new consumers and in supporting other industries such as dubbing and subtitling that will further boost the content bank. Other than localization, we will also see content being offered across other segments that include devotional, and kids’ categories. As we see new OTT apps being launched almost every month with multiple paying models, the consumers will have more flexibility and power to make their own choices. With increased smartphone adoption along with affordable data, mobile penetration of the OTT will see more focus. Mobile-centric plans have been introduced by most OTTs today to cater to the Millennials and GenZs who have the hunger to consume content but not the deep pockets to pay. This space will continue to grow with the increased bundling of OTT by telecos. Additionally, the arrival of 5G which is most likely to take off this year will be a game-changer not just for the OTTs but also for the consumers. It will enable faster connectivity, accessibility to content and further enhance the viewing experience with reduced buffering issues, and an uninterrupted real-time streaming experience. Shailesh Kapoor, The Founder &amp; CEO, Ormax Media <img src="https://lh6.googleusercontent.com/dD0gPbWF2ZDF27iY6BfsjEyK7l_5xcyELbUJszd15MliI2E_SwCtz30eikQu-KQH0gVcnmJKxOA2JuuuRoEY_f2rVK8Leu6V4WDkk-HCm4z2CqtQNjuGjkubcWiMZU-iGpl_K-xL" /> The last two years have been exceptional for the OTT market in India, aided in no small measure by the lockdowns. As things begin to get back to normal, the question that we will hear a lot more in 2022 is: Where is the next level of OTT growth in India going to come from? The category has grown at an estimated 30-35% in its user base and more than 50% in paid subscriptions over the last two years. But these growth rates are not sustainable in the long run. Platforms will have to look for offerings that are both compelling and distinctive, to get new subscribers in a category that will continue to grow, but at more modest levels of 15-20% per annum. Crossover content, be it Indian (such as Jai Bhim) or foreign (such as Squid Game or Money Heist), will play an important role in this regard. The language barrier has been broken considerably by the OTT medium, and with dubbing and subtitles available in many languages for all major shows and films now, platforms cannot stick to single-language, homogenous offerings anymore. We can expect more language-led experimentation, both in content acquisition and presentation."

Where the Indian OTT industry is headed in 2022

Countries like <a href="http://www.businessinsider.com/iraq-operation-to-retake-fallujah-2015-7">Iraq</a>, <a href="http://www.businessinsider.com/tehran-is-erupting-in-celebration-over-the-iran-nuclear-deal-2015-7">Iran,</a> and <a href="Russia's%20Black%20Sea%20submarine%20fleet%20is%20getting%20a%20serious%20upgrade%20%20Read%20more:%20http://www.businessinsider.com/russia-is-reviving-its-black-sea-submarine-fleet-2015-7#ixzz3fyg6XjX8">Russia</a> find themselves in the headlines daily due to their ongoing military conflicts, human rights violations, and oppressive regimes. Unsurprisingly, a report issued today by the <a href="http://www.reputationinstitute.com/Home">Reputation Institute</a> ranks them among the least reputable countries in the world.On the other side are the most admired and reputable countries, of which Canada leads the pack.The Reputation Institute's Country Reptrak report "<a href="http://www.reputationinstitute.com/research/Country-RepTrak#sthash.jD6xDU4n.dpuf">measures</a> the reputation of 55 (largest by GDP) countries based on levels of trust, esteem, admiration and respect based on an online panel of more than 27,000 people representing the G8 countries."The report looks at 16 attributes for each nation. Evaluations include the country's safety, if the residents are welcoming, if the government is effectively progressive socially and economically, and even the beauty of the countryside itself. Given these criteria, here are the top 20 most reputable countries in the world:<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55a67c9b6bb3f74152e21a3f-1276-721/screen shot 2015-07-15 at 11.29.16 am.png" border="0" alt="Screen Shot 2015 07 15 at 11.29.16 AM"><a href="http://www.reputationinstitute.com/Resources/Registered/PDF-Resources/Most-Reputable-Countries-2015.aspx">Reputation Institute</a></img></div></div></div>The Reputation Institute's Fernando Prado <a href="http://www.ctvnews.ca/canada/canada-ranked-as-most-admired-country-in-the-world-report-1.2470040">told CTV</a>, "We all love Canada because of several things ... absence of corruption ... a high level of welfare for the inhabitants, and with friendly and welcoming people."Eight of the top ten nations are very far North, seven of them (all European nations) are or have been militarily neutral in the past, and five are NATO members. Surprisingly, the US falls just short of cracking the top 20. Prado explains that, "the US has an average reputation ... because they don't have the highest scores in all the different attributes, they have very strong ones in technology, in having strong brands, but not as much in other ones." Prado describes a negative "emotional halo" surrounding the US, citing that the US scored well in rational areas, but less so in emotional ones. Significantly, the most improved countries included Iran (+10.8%), China (+7.9%), and India (+7.4%).The chart below displays all 55 countries rankings, with the US floating just above the global average.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55a680736bb3f70562e21a43-1279-719/screen shot 2015-07-15 at 11.46.15 am.png" border="0" alt="Screen Shot 2015 07 15 at 11.46.15 AM"><a href="http://www.reputationinstitute.com/Resources/Registered/PDF-Resources/Most-Reputable-Countries-2015.aspx">The Reputation Institute</a></img></div></div></div> This years report also offers interesting data on how country's reputations have changed since 2014. The chart below shows nations like Egypt and Iran actually gaining a fair amount of credibility:<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55a681aa69bedd703b79ea00-1279-719/screen shot 2015-07-15 at 11.50.14 am.png" border="0" alt="Screen Shot 2015 07 15 at 11.50.14 AM"><a href="http://www.reputationinstitute.com/Resources/Registered/PDF-Resources/Most-Reputable-Countries-2015.aspx">The Reputation Institute</a></img></div></div></div> The chart below shows the nation of Qatar declining in reputation, which is likely related to reports of <a href="http://www.businessinsider.com/german-tv-crew-covering-qatar-world-cup-arrested-detained-2015-5">human rights violations</a> and their involvement with the <a href="http://www.businessinsider.com/fifa-president-sepp-blatter-resigns-2015-6">FIFA scandal</a> that blew up earlier this year.Russia and the Ukraine also lost points, as they spent much of the year mired in a mutual and bloody conflict.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55a682b36bb3f7b36ce21a3f-1279-719/screen shot 2015-07-15 at 11.52.36 am.png" border="0" alt="Screen Shot 2015 07 15 at 11.52.36 AM"><a href="http://www.reputationinstitute.com/Resources/Registered/PDF-Resources/Most-Reputable-Countries-2015.aspx">The Reputation Institute</a></img></div></div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/best-cities-world-visit-travel-leisure-2015-7">The 10 best cities in the world, according to travelers</a></h3> <div> <div> <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VnOWg0djrauRWLqtahpdqJGFFYHTIewU" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> <script> if (typeof RunFunctions === 'undefined') { var RunFunctions = []; } RunFunctions.push(function() { var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'VnOWg0djrauRWLqtahpdqJGFFYHTIewU',{ autoplay: 'false' }); }); </script> <noscript><div>Please enable Javascript to watch this video</div></noscript></div> </div> <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script> </div>

You Searched For "india ctv report" and got 14 results

The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar

Eetika Kapoor

Over 66% people in India subscribe to more than 1 OTT app: Report

BI India Partner

India resumes e-visa services to Canadian nationals

ANI

Indian marketers rank mobile and social media as top priorities for 2022 but Ad Fraud remains a huge challenge, Integral Ad Science study finds

BI India Partner

Ad fraud rates decrease in desktop and mobile web display in India: Report

BI India Partner

Canada withdraws 41 diplomats from India after threat to revoke their immunity: Foreign Minister Melanie Joly

PTI

India and Australia are two of the top year-on-year ad spend growth markets, to witness a surge in ad spends in 2021: dentsu Ad Spend Report

BI India Partner

Even Justin Trudeau's got travel woes after his plane broke down in India at the G20 summit

Matthew Loh

New Indian unicorns get rarer in 2022 as funding winter sets in

Eetika Kapoor

The Trade Desk has designed a solution that replaces cookies, upgrades privacy while preserving the value of relevant advertising for advertisers and publishers: Tejinder Gill of The Trade Desk

Karuna Sharma

Canada mulls putting cap on international students numbers; move likely to impact Indians

PTI

Unlocking new marketing opportunities for the post-pandemic future

Guest Author

Where the Indian OTT industry is headed in 2022

Samarpita Banerjee

The top 20 countries as ranked by reputation

Alex Lockie