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<ul><li>mCanvas unveils Stories, an immersive mobile experience to engage digital natives.</li><li>It aims to democratise the Stories experience for advertisers and publishers by bringing it to multiple platforms. </li></ul>mCanvas, the experiential storytelling ad platform for small screens, today announced the launch of <a href="http://mcanvas.com/stories-advertiser">Stories</a>, a seamless blend of organic content and sponsored ads on mobile web, apps and OEMs. The native ad format aims to transform the way brands advertise on mobile. Additionally, Stories creates an added revenue stream for publishers, enabling them to enhance editorial content by blending it with captivating ad experiences. Aimed at inspiring engagement and evoking emotion with immersive sensory rich ads, <keyword id="9941344" type="UNKNOWN" weightage="20" keywordseo="mcanvas-stories">mCanvas Stories</keyword> feature a full-screen visual experience designed to captivate today’s digital natives. Positioned natively alongside organic Stories, the ad format will feature eye-catching text, photos, animations, gifs, and videos encouraging users to engage with the brands narrative. Further, Stories integrates 50+ phone features and sensors to make interacting with ads an immersive experience. For marketers, mCanvas offers end-to-end bespoke service starting from the ideation stage to providing analytical reports on campaign performance. mCanvas provides advertisers access to 72M users each across 120 premium publishers. Offering a novel way to engage and monetise quality traffic, Stories is an incremental revenue source for publishers. Combining the native format with great user experience, Stories will help publishers increase page views &amp; time spent while lowering bounce rate. It automatically finds trending content, publishes stories, generates reports and optimizes for best performance, so that publishers can continue focusing on creating valuable content. Stories can be deployed as a new independent placement or existing <keyword id="9941346" type="COMPANY" weightage="20" keywordseo="mcanvas-publishers">mCanvas Publishers</keyword> can enable it instantly without deploying any new code. <div type="Youtube" id="giGB53xoeFM" title="Introducing mCanvas Stories" thumbUrl="https://i.ytimg.com/vi/giGB53xoeFM/mqdefault.jpg"></div> Aninda Gupta, Marketing Lead – Media, Digital, B2C Business, Gyproc India says, “mCanvas Stories is an exciting new venture because it presents new opportunities for brands to engage their audience on mobile. Creating engaging and inspiring digital experiences is key in any industry to stay relevant, as users are growing increasingly picky about the type of content they choose to interact with. We are keen to see how this ad format will affect the way mobile users interact with brands and the results that it offers.” Apoorv Kalra, Founder, BollywoodShaadis.com also says, “We’re constantly looking for ways to create enhanced on-page experiences for our website visitors. When mCanvas introduced the Stories format, it was clearly evident that it would elevate the overall user experience with its seamless design and interactions.” Niraj Ruparel, Head of Mobile and Emerging Tech, <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> says, “Over the past few years, our partnership with mCanvas has enabled us to deliver industry disruptive ads to our clients. We’ve leveraged their technology and creative expertise to create top-notch experiences and their innovation in the industry ultimately benefits the offerings we can put forth to our clients. We are super excited to utilise Stories as an added format that will enhance how users engage with brands.” Indrani Khanvilkar, Director - National Sales, mCanvas says “We are ecstatic about the launch of Stories, as part of our constant effort to provide the best and most seamless solutions to our clients. This newest ad format will put an interesting spin in the manner in which ads are consumed and will help us deliver our clients’ business goals with out-of-the-box mobile ad experiences.” <keyword id="5817401" type="PERSON" weightage="20" keywordseo="Vishal-Rupani">Vishal Rupani</keyword>, Co-founder &amp; CEO, mCanvas concludes, “With the launch of Stories, we’re making the popular social format accessible to everyone. Both, advertisers and publishers will now be able to benefit by creating stories and distributing them at scale across multiple platforms.”

mCanvas launches Stories format for multiple platforms such as open web, apps and OEMs

<ul><li>The mobile ad brings the <keyword id="10098835" type="UNKNOWN" weightage="20" keywordseo="virtual-inaugural-experience">virtual inaugural experience</keyword> to users on mobile. </li><li>It is creating a lasting impression with its unique storytelling. </li></ul><keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword>, the experiential storytelling ad platform for small screens, has recently created an interactive mobile ad for Rupa to promote the reopening of its physical retail Comfort Stores in Bihar, Rajasthan and West Bengal after the lockdown. Using the gyroscope and <keyword id="10098839" type="UNKNOWN" weightage="20" keywordseo="accelerometer-motion-sensors">accelerometer motion sensors</keyword>, the ad is engaging users creatively. Rupa, innerwear brand, wanted to promote the reopening of their physical retail Comfort Stores with an inauguration-style announcement through their ‘Udghaatan’ campaign. It was thus important for mCanvas to establish a strong emotional connection between the reopening of the store and beginnings of a new normal. Bringing this experience to users on mobile, the ad is enabling them to be part of the virtual inauguration, which involves the ribbon-cutting ceremony and entry into the virtual store. The rich-media mobile ad opens to a copy ‘Hamari Nayi Shuruat ke Udghaatan Mein Aapka Swaagat Hai!’, with a visual of a red carpet leading up to a Rupa storefront and a ribbon in front of it. Instructing users to swipe across the screen to cut the ribbon, the ad then prompts users to physically take a step forward to enter the store. Using advanced motion sensors, as the user walks, the doors swing open, revealing the message ‘Jab milkar karenge nayi shuruat, toh phirse ban jayegi baat!’, along with the campaign video. The CTA ‘Locate Store’ directs users to the Google Maps app on their phone and displays the nearest Rupa Comfort Store. <div type="Youtube" id="D37A8caAo1E" title="mCanvas Storytelling Ads | Rupa Udghaatan | Scroller + Motion Sensors" thumbUrl="https://i.ytimg.com/vi/D37A8caAo1E/mqdefault.jpg"></div> Reaching over sixty thousand users, the campaign is witnessing an impressive engagement rate of 1.5%, which is over 7 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds on average, engaging with the ad. Riki Chakraborty, Heading Digital Marketing, <keyword id="10098837" type="COMPANY" weightage="20" keywordseo="rupa-and-company-ltd-">Rupa and Company Ltd.</keyword> said, “Our customers are at the epicentre of our business and it was paramount for us to promote the reopening of our store with an ad that would involve them. Bypassing the limitations that the lockdown has imposed on us, we are glad that the innovative ad created by mCanvas enabled our audience to be part of this momentous occasion, virtually.” Mohit Chablani, Sales Head – South &amp; East, mCanvas concluded, “Our focus has always been on empowering brands to establish strong emotional connections with their customers with memorable storytelling ads. Integrating our creative solutions and motion sensors, we were able to build a virtual experience that created a lasting impression and delivered good campaign results.”

Here's how Rupa pulled off the virtual inauguration of its store

<ul><li>Reaching 4.5 million users, the <keyword id="8219207" type="UNKNOWN" weightage="20" keywordseo="interactive-campaign">interactive campaign</keyword> is leveraging the accelerometer and gyroscope motion sensors to engage users. </li><li>The campaign is created by <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword> and <keyword id="4815866" type="PERSON" weightage="20" keywordseo="Merkle-Sokrati">Merkle Sokrati</keyword>. </li></ul>mCanvas, the experiential storytelling ad platform for small screens, and Merkle Sokrati, a leading technology-enabled, data-driven customer experience management (CXM) company have created a rich-media, mobile-led campaign for distribution of mutual funds on <keyword id="6377963" type="COMPANY" weightage="20" keywordseo="freecharge">Freecharge</keyword>. The ad uses advanced motion sensors to boost user engagement in a unique way. Reaching over 4.5 million users, the campaign is witnessing an impressive engagement rate of 1.8%, which is 9 times the 0.20% industry average for mobile banners. Users are spending 9 seconds, on average engaging with the ad. Freecharge enables users to recharge their mobile phone online, as well as pay bills online for utilities like electricity, gas, and water easily and quickly. Recently, it started offering a number of additional financial services, ranging from mutual funds, loan EMIs, credit card services and insurance policies among others. The brand wanted to promote the introduction of Mutual Funds services on its app, along with the ease of investing in SIPs via their new, all-digital service. In order to effectively communicate the brand’s message, it was important for mCanvas to create an <keyword id="10022152" type="UNKNOWN" weightage="20" keywordseo="interactive-ad-concept">interactive ad concept</keyword> that would educate their target audience about the process of investing in mutual funds, help uncomplicate the user’s journey of mutual fund investment, while also showcasing the benefits of such an investment and how it will positively impact their personal wealth. The interactive mobile ad opens to the copy ‘Money might not grow on trees, but growing your wealth is a lot like growing a tree!’. Using the accelerometer and gyroscope motion sensors, users are encouraged to take a physical step forward to reveal the first step of growing their wealth. On doing this, the message on the screen transitions to ‘First you plant the seed by becoming investment ready’, followed by the copy ‘Complete one time registration for Mutual Funds on Freecharge’. Prompting users to take another step forward, the ad then displays the second step – ‘Then you nourish it with monthly Mutual Fund investments’. Lastly, the ad reveals the final step of growing their wealth – ‘And finally you reap the sweet fruit!’, when users take another step forward. Thereafter, the creative transitions to the closing screen with relevant branding, along with a video commercial. The CTA ‘Invest Now’, at the bottom of the screen directs users to the brand’s landing page for more information on Mutual Funds. <div type="Youtube" id="0YaEezPUTik" title="mCanvas Storytelling Ads | Freecharge Mutual Funds | Scroller + Motion Sensors" thumbUrl="https://i.ytimg.com/vi/0YaEezPUTik/mqdefault.jpg"></div> Abhishek Upadhyay, Head of Marketing and Growth, Freecharge said, “In the beginning, we faced the conundrum of how to promote the mutual funds in a way that would leave a lasting impression on our target segment. Our partnership with Merkle Sokrati and mCanvas enabled us to overcome it, with an ad that integrated cutting-edge technology that fulfilled our campaign objectives and also garnered industry competitive results.” “The mobile ad space is a noisy one, and brands have to go the extra mile to establish strong brand recall. We at Merkle Sokrati strive to maximize best brand experience, with the amalgamation of brand communication, creative innovation and media efficiency,” Chirag Chandiramani, AVP – Client Operations, Merkle Sokrati commented. Akshay Nandoskar, Regional Sales Head – West, mCanvas concluded, “Our goal is to constantly build ideas that will engage and excite users. For Mutual Funds on Freecharge, we seamlessly integrated storytelling into the ad, to create an immersive mobile experience.”

Freecharge’s innovative ad that used accelerometer and gyroscope motion sensors helped the brand reach 4.5 million users

<ul><li><keyword id="6369782" type="UNKNOWN" weightage="20" keywordseo="augmented-reality">Augmented reality</keyword> has shown great promise in the mobile ad space, along with the gaming industry.</li><li>Brands like <keyword id="6552425" type="UNKNOWN" weightage="20" keywordseo="Frooti">Frooti</keyword>, <keyword id="2210217" type="COMPANY" weightage="20" keywordseo="oneplus">OnePlus</keyword>, <keyword id="6369697" type="COMPANY" weightage="20" keywordseo="godrej">Godrej</keyword> and <keyword id="8555" type="COMPANY" weightage="20" keywordseo="Tata">Tata</keyword> have been quick to incorporate AR into effective mobile-led ad campaigns that have proven to enhance user engagement.</li><li><keyword id="5817401" type="PERSON" weightage="20" keywordseo="Vishal-Rupani">Vishal Rupani</keyword>, Co-founder and CEO, <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword>, walks us through some of the best examples of brands using AR to their advantage.</li></ul> Augmented reality (AR) has become a buzzword in the online tech space. Almost everyone has heard of Pokémon GO, the AR mobile game. But the innovation isn’t exclusive to the gaming industry. It has shown great promise even in the mobile ad space, and brands have been quick to incorporate AR into mobile-led ad campaigns that have proven to enhance user engagement. We’ll let these examples do the talking. Here are the five best AR-led campaigns on mobile. 1. Frooti - #TheFrootiLife In an effort to appeal to its primary target audience – millennials, Frooti launched a campaign to build significant brand recall around the drink when it comes to summer time fun. Using face detection technology, the rich-media campaign encouraged users to start their front camera and catch the falling mangoes in their mouth in an augmented environment. Frooti thereby succeeded in creating a lasting impact on their users, with this distinct ad experience. <div type="Youtube" id="wqWUeOruE9g" title="mCanvas Storytelling Ads | Parle Frooti – The Frooti Life | Scroller" thumbUrl="https://i.ytimg.com/vi/wqWUeOruE9g/mqdefault.jpg"></div> 2. Sony Picture’s Men in Black: International To promote the launch of Men in Black: International, <keyword id="406778" type="COMPANY" weightage="20" keywordseo="Sony-Pictures-Entertainment">Sony Pictures Entertainment</keyword> India was on the lookout for a concept that would create awareness about the movie. Creatively using AR, the campaign encouraged users to shoot down the aliens in their surroundings, leading them to the closing screen which had the movie’s trailer, also allowed users to book tickets. <div type="Youtube" id="qGuZLmr6cYY" title="mCanvas Storytelling Ads | Men In Black: International | Scroller" thumbUrl="https://i.ytimg.com/vi/qGuZLmr6cYY/mqdefault.jpg"></div> 3. Amazon - OnePlus 6T Amazon wanted to promote the launch of the OnePlus 6T in an innovative manner. In order to showcase the cutting-edge technology used in the new phone, the route to take was an innovative ad concept. In the mobile-led ad, users were encouraged to learn about the novel features of the phone by searching for its top three innovations in an augmented reality. <div type="Youtube" id="5rPS4Tbi8nE" title="mCanvas Storytelling Ads | Amazon OnePlus 6T | Scroller" thumbUrl="https://i.ytimg.com/vi/5rPS4Tbi8nE/mqdefault.jpg"></div> 4. TATA Nx Zero Sugar To create awareness on the amount of daily sugar consumed by an average Indian and to promote its stevia-based sugar replacement sweetener, Tata Nx Zero Sugar, TATA Nx, made use of an innovative mobile ad. Tata Nx Zero Sugar combined gamification and AR; the rich-media ad campaign encouraged users to look for products that are frequently consumed and tap on the same to discover the hidden sugar. This was followed with information on the hidden sugar in packaged foods. <div type="Youtube" id="V7syPxCQsCc" title="mCanvas Storytelling Ads | TATA Nx Zero Sugar | Scroller + Augmented Reality" thumbUrl="https://i.ytimg.com/vi/V7syPxCQsCc/mqdefault.jpg"></div> 5. Godrej Appliances - #GoGreen Building on the World Environment Day, Godrej Appliances launched their ‘#GoGreen’ initiative with a mobile-led campaign to showcase their range of eco-friendly air-conditioners (ACs). The campaign encouraged users to find any green object in their surrounding and focus the camera on it. On detecting the green object, the ad revealed the ACs that not only cool the users, but also cools the planet; this was enabled using colour recognition technology. <div type="Youtube" id="KkmB4oqIT5c" title="mCanvas Storytelling Ads | Godrej Appliances | Scroller + Colour Recognition Technology" thumbUrl="https://i.ytimg.com/vi/KkmB4oqIT5c/mqdefault.jpg"></div> Needless to say, AR is a game changer in the mobile ad space, and these are only some examples of how brands have used AR to engage users creatively, setting a benchmark that will revolutionize the way users engage with ads. - This column has been authored by Vishal Rupani, Co-founder and CEO, mCanvas.

Augmented Reality is the next big thing for brands: Frooti, OnePlus, TATA and other brands are leading the way

<ul><li>2019 was a good year for advertising in the mobile space. </li><li>From Idea collaborating with Mallika Dua and creating an AR based campaign, to Flipkart using VR to leverage Amitabh Bachchan's brand presence, the year saw brands investing heavily on the mobile and interactive ads.</li><li>As it expands further this year, <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword> Ads compiled a list of the top 10 interactive ads from 2019 that have set precedent for the industry. </li></ul>2019 – the year when brands stopped at nothing to engage users through creative storytelling. From prompting them to jump, blink, tilt and experience the ad in augmented and virtual reality, we’ve seen it all. Of the hundreds of campaigns we executed this year, here are the top 10 interactive mobile ads of 2019, as compiled by mCanvas: 1. Idea 4G - #IndiaKaLiveNetwork | Video Chat Bot One of the biggest milestones in 2019 was the creation of a campaign that featured a first-of-its-kind Artificial Intelligence (AI) – led, interactive video chat bot for Idea 4G. Using AI and Machine Learning, the ad campaign enabled users to speak to Idea’s brand ambassador and comedian, Mallika Dua, who advised them against wrongful behaviour. 2. Mercedes–Benz GLC | Voice Recognition Technolog Premium car manufacturer, Mercedes–Benz, wanted to promote its most novel feature of the car – the Mercedes-Benz User Experience or MBUX, a smart multimedia system and in-car voice activated assistant. Using speech recognition technology, the rich-media ad encouraged users to actively participate by asking the creative questions, that could also be asked to the MBUX in the car. 3. Flipkart – The Big Billion Days Sale | Virtual Reality In keeping with the cultural traditions strongly upheld in India, Flipkart, the Indian e-commerce giant, promoted its yearly sale – The Big Billion Days Sale through an interactive ad that tied in the auspiciousness of the moon, with the theme ‘Deals Ka Chand’. Utilising virtual reality (VR) and sound recognition technology, the creative prompted users to find the moon to reveal exciting offers from the sale. Further, the ad experience was extended to a microsite, which could also be shared on social platforms, and was directly promoted by Flipkart. 4. ASUS Zenbook Pro Duo | Real-Time Eye-Blink Detection ASUS aimed to promote India’s first dual-screen laptop – the ASUS Zenbook Pro Duo, in a manner that would resonate well with users. In line with the brand’s objective, the innovative mobile campaign used technology of tomorrow, to promote a product of tomorrow – the ASUS Zenbook Pro Duo. Using eye-blink detection technology, the ad prompted users to blink to reveal the product. This experience was a first-of-its-kind in the rich-media industry, creating a user experience like no other. 5. Figaro – Women’s Day | Branded Sharable Selfie Figaro’s campaign to celebrate women’s day was an absolute hit among the audience. The ad encouraged users to take a selfie, enabling them to be the face of the brand. Thereafter, the brand gathered some of these selfies and shared a collage on their social media handles, wishing women a ‘Happy Women’s Day’. The experience was sharable, wherein women could also invite their friends to experience the creative. 6. Godrej Appliances – Go Green | Colour Recognition Technology For World Environment Day, Godrej Appliances launched their ‘Go Green’ initiative with a mobile-led ad to promote their range of eco-friendly air conditioners (ACs). The ad prompted users to scan and select green objects in an augmented reality (AR). Using colour recognition technology, the ad detected these objects and revealed the ACs that not only cool the users, but also efficaciously cools the planet. 7. L'Oréal Professionnel – Parisian Cool | Offline-to-Online Experience L'Oréal’s offline-to-online marketing strategy set it apart from other mobile-based ads we’ve seen this year. To create buzz around its new hair colour trend Parisian Cool, L'Oréal unveiled a campaign that first cued users to scan a unique QR code placed across 3,000 L’Oréal Professionnel salons in the country. Using their mobile phones, users could scan the code, which would direct them to the digital experience. Users were prompted to take a personality quiz on their mobile, based on which a hair colour was suggested. 8. Bajaj Allianz General Insurance | Real-time Weather API &amp; Augmented Reality Bajaj Allianz General Insurance unveiled a highly interactive mobile-led campaign to promote its insurance policies in light of the smog crisis that plagued northern India in late 2019. Using real-time weather API and AR, the ad dynamically showcased the respective city’s name and Air Quality Index, before revealing the insurance cover. This experience in its entirety, elevated the user’s interaction with the ad, providing the brand’s insurance cover as a solution. 9. Cadbury Dairy Milk Silk Hazelnuts | Smarticle Setting interactive ads aside, another aspect of building a strong brand reputation, is through storytelling. With the desire to create awareness about its newest addition to the Silk range – Turkish Hazelnuts, Cadbury, unveiled a storytelling – styled campaign on mobile. Using mCanvas’ proprietary content solution – Smarticle, the campaign encouraged users to scroll down and press and hold on the article to highlight the history of the chocolate as an interactive story. 10. Bira 91 – ICC World Cup | Real-time API Bira 91, one of the most popular beer brands in the country, also unveiled a dynamic ad to promote its six-pack beer during the largest cricketing event in the world - the ICC World Cup. Using real-time API technology, when a super six was scored, the ad dynamically featured the current score, along with an animation of a ball being hit for 6 out of the stadium. Alternatively, when a perfect delivery was made, the ad creative prompted users to tilt their phone forward, to take a wicket. 2019 has been a good year for advertising in the mobile space. And we’re working towards making it bigger and better in 2020!

These top 10 ads from 2019 made the best use of mobile marketing

<ul><li>Reaching 3.2 million users, the campaign detects users’ eye blinks accurately while they engage with the ad</li><li>The campaign was run programmatically through Amnet, Dentsu’s programmatic buying and audience management solution. </li></ul> <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword>, the experiential storytelling ad platform for small screens, and <keyword id="2805202" type="PERSON" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>, co-created an interactive mobile-led ad campaign for <keyword id="7682029" type="UNKNOWN" weightage="20" keywordseo="asus-zenbook-pro-duo">ASUS Zenbook Pro Duo</keyword>. The campaign was run programmatically through Amnet, Dentsu’s programmatic buying and audience management solution. Using real-time eye-blink detection technology, a novel innovation in the rich-media industry, the ad campaign is getting users to effectively engage with the brand. ASUS’ campaign objective was to promote the Zenbook Pro Duo – India’s first dual-screen laptop. The product features a regular 14-inch full HD display, along with a secondary touchscreen 12.6-inch display called ScreenPad Plus, that supports stylus input and is positioned above the keyboard. The eye-catching product is a disruption in the industry, resulting in the need to create an equally disruptive ad campaign using innovative technology. Conceptualised by mCanvas and Denstu Webchutney, the ad creative opens to the copy ‘The laptop of tomorrow is just a blink away’, encouraging users to tap the below ‘Explore’ button. The ad then prompts users to blink their eyes to reveal the new laptop. Using real-time eye-blink detection technology, the Zenbook Pro Duo then fades in along with its features of the product. A ‘Know More’ CTA at the bottom directs users to the brand’s landing page for more information. Reaching over 3.2 million users, the campaign is witnessing an impressive 1.2% click-through rate, which is over 6 times the 0.20% industry average for mobile banners. Users are spending over 9 seconds, on average, engaging with the creative and saw 10% users visiting the landing page to know more about the product or make a purchase. Paramjeet Singh Mehta, Marketing Head PC &amp; Gaming, ASUS India said “We were on the lookout for a creative that did justice to the high-end Zenbook. Thanks to Dentsu Webchutney and mCanvas, we could provide users with an avant-garde ad to actively engage users and boost their interest in the product.” Chirag Chandiramani, Associate Media Director, Dentsu Webchutney said, “Considering the eye-catching features of the ASUS Zenbook Pro Duo, it was imperative to amalgamate media and creativity to come up with a clutter-breaking tech innovation, to engage with the audience. The idea was to innovate and involve the right audience, for which we also leveraged our programmatic prowess, which led to buying and targeting efficiencies as well.” Speaking on the programmatic solution, Abhishek Hundekari, Programmatic Lead, Amnet India said, “Brands are increasingly adopting a data-driven approach to run their ads. ASUS’ rich-media programmatic ad not only intelligently targeted the right users, but also provided them with an elevated ad experience.” Commenting on the technology used, Vishal Rupani, Co-founder &amp; CEO, mCanvas concluded, “We know that brands want to engage their users. We also know that there’s a multiplicity of brands that are employing interactive ad formats to break through the noise on the digital space. So, what sets ASUS’ campaign apart from the rest? The real-time eye-blink detection technology used in the ad intuitively encouraged users to interact with the brand, elevating the overall ad experience.”

ASUS gets thousands of users to blink to reveal its latest Dual-Screen Laptop

<ul><li><keyword id="8423341" type="UNKNOWN" weightage="20" keywordseo="dynamic-creatives">Dynamic creatives</keyword> are customised ads that optimise ROI automatically by providing relevant content for consumers. </li><li>These use dynamically assembled elements such as time, relevance, pace, context and call to action to serve up a customised ad based on consumer attributes. </li><li>We spoke to a few marketers and agency heads to find out how they are uniquely developed for each customer, the reason behind its rising demand, and scope for its growth ahead. </li></ul>Ever browsed online, abandoned the product in your shopping cart and saw an advertisement tracking you everywhere on your social media accounts? Or have you wondered why you're seeing products related to or similar as the one you were looking for, following you everywhere? These advertisements that are tailored in real-time to connect differently with each individual are called Dynamic Creatives. Srikanth Bureddy, Co-founder and Director, Valueleaf, defines it as a creative that connects differently to each individual. "It is a profile-based approach i.e., every individual sees something that is of interest to him/her," he explains. Brands are now making these dynamic creatives based not just on browsing habits but on weather, demographic data, location, device, webpage context, and user interest. And it is not just e-commerce. Auto-mobile, FMCG, Health Insurance and many more brands from different categories are opting for this new way of advertising. Sharing the modus operandi behind dynamic creatives, Vishal Rupani, Co-founder and CEO, says, “Typically, to create a dynamic ad, an advertiser designs a template with placeholders. The elements (such as images and text) inside the placeholder, change, depending on the context and the person to whom the ad is being served. A simple example of a dynamic creative is a banner where you can see the cricket score updating in real time during a live game. Here, the template is fixed but the text (score) keeps updating to show the latest information.” Agencies usually keep a set of assets pre-approved. They are plugged in the template basis a targeting algorithm and the creative is then built through an automated process. Prashant Verma, VP - Marketing, Grofers, shares an example of how it works with different customers. He says, “With a dynamic creative, you can show an ad with a discount coupon to a price sensitive consumer or with product review to a consumer with low brand awareness. Similarly, if you have a consumer who has a knack for consuming diet food, you can show her sequenced creatives on products such as muesli, cornflakes, chia seeds or protein supplement for a tailored experience.” Common Uses of Dynamic Creatives Dynamic creative, that initially started with product retargeting, has now evolved with time. Brands also use it to recommend related products to the originally browsed one ─ upselling other products users may be interested in ─ customised to where they are in the purchase cycle. “Several brands use dynamic creatives for sequential storytelling. Targeted to a specific audience, these ads have a structured narrative, and are displayed in a determined order and a defined frequency. It relies on users consciously interacting with the brand, which is then tracked and used by brands to optimise and personalise campaigns further,” shares Rupani. When the Vivo V7 phone launched, mCanvas created a mobile-led dynamic creative campaign to promote it. The creative was targeted to phones with specifications that were lower than Vivo V7. The content of the creative was generated in real time such that it showed the targeted phone’s specifications and then asked users to learn about Vivo V7. Telling us what worked for the brand, Rupani said, “Given the high level of personalization and relevance, users engaged better with the creative and spent significantly higher amount of time interacting with the brand narrative. “Similar to Vivo, we recently created a dynamic creative campaign for Aditya Birla Health Insurance, which specifically targeted Delhi users. To create awareness about the effects of smog on health, the ad used real-time weather data to showcase the then current AQI of Delhi,” adds Rupani. Reason behind the rising demand What attracts brands the most about these creatives is that they can optimize ROI automatically. All they have to do is provide relevant content for each consumer by observing their behaviour. Puneet Gulati, Head - Digital Marketing and Media, GSK Consumer Healthcare India, says dynamic creatives help brands improve media KPIs. He adds, “In the ever increasing need to personalise and sharply target, brands are able to leverage dynamic creatives to create customized messaging for the different set of audience that the brand understands. In doing so, brands stand to increase the chances of higher engagement with the creative, thereby leading to better conversions across the funnel.” But it is not all cake walk Customising different types of creatives, catering to different needs, within a time frame and deadlines, is quite challenging. “Brands need to understand the practical realities of dynamic creative measurement before implementation. Creating and monitoring hundreds (leave alone thousands) of creatives can be counterproductive if one is looking for time bound efficiencies. It is also important to note that the data on user behavior may not always hold relevance from a marketing standpoint. In such cases, brands should plan marketing campaigns strategically to reach out to consumers and improve ROI,” says Verma. While it is a clear leap in advertising, there are some considerations before using it. “The brand task at hand should be very clear before making multiple creatives which can run in several thousands. There should be a genuine need to understand the response to different aspects of the creatives with different audience sets. Using dynamic creatives requires a new approach to working, new partners, new assets and new tools. There is investment involved in creating and supporting the multiple assets and it should be considered before taking the leap,” expounds Gulati. Growth in the future While dynamic search and banner ads have been around for a few years now, there have been significant advancements with respect to optimisation. According to Rupani, dynamic video ads haven't reached their potential. “Video advertising is already one of the best ways of creating an emotional connect with audiences and I expect dynamic videos to make that even better. Dynamic video ads provide brands with the opportunity to maximize their success by using multiple permutations and combinations of copy and creative to enrich the experience for users,” he explains. Gulati sees a much higher adoption rate in the future. “Given the high relevance of this solution to meet consumer and advertisers needs, I see a higher degree of adoption across marketers for this solution. I also see it evolving with more tools being developed to make it more advertiser friendly.”

How the highly personalised 'dynamic creatives' are helping brands target customers with relevant ads

<ul><li>Till now, WhatsApp has been a relatively untapped marketing tool, however, the launch of WhatsApp ads might soon change the game.</li><li>Marketers are currently using the WhatsApp for Business App and the WhatsApp for Business API.</li><li>Sectors like travel, diners and niche news channels have been using WhatsApp to reach their consumers.</li><li>Industry experts tell us about the different ways in which marketers can make the most out of the platform.</li></ul>As we enter a new year and decade, one trend that digital marketing experts across the world have been talking about is <keyword id="8555229" type="UNKNOWN" weightage="100" keywordseo="whatsapp-marketing">WhatsApp marketing</keyword> and how it can help brands reach out to their audiences effectively. With close to 1.5 billion users across the globe, the Facebook-owned app is perhaps one of the most popular and frequently used apps in the world. Recently at the Facebook Marketing Summit (FMC) 2019 that took place in Netherlands, the company announced that it will soon show ‘Status ads’ to its users where they will be able to see the name of the advertiser along with their associated advertisement. This is expected to open a floodgate of opportunities for brands interested in getting up, close and personal with their consumers. However, while there is still some time for WhatsApp to launch ads, we explored the other ways that marketers can use the platform. How marketers can use WhatsApp Currently there are two products from WhatsApp that can be used by marketers to reach out to their consumers. Firstly, the WhatsApp for Business App, that can be used by small businesses and secondly, the WhatsApp for Business API that has been designed for medium and large businesses. Explaining how these two products can be used by marketers, <keyword id="831440" type="PERSON" weightage="20" keywordseo="Sabyasachi-Mitter">Sabyasachi Mitter</keyword>, Founder and MD, Fulcro says, “The WhatsApp for Business App is meant for the use of small businesses. It is similar to the WhatsApp mobile app which you already use on your phone, with some additions like auto-responders and a basic product catalogue. This app is used manually and cannot really scale beyond a few 100 customers. The WhatsApp for Business API is solution that is aimed at enterprises and brands that wish to engage with their customers at scale. It provides an API-based interface that allows brands to communicate using the WhatsApp platform. There is no ‘app’ that a business can just download and get started, and requires a brand to setup a proper infrastructure. Brands need to invest time in the setup of the WhatsApp for Business API.” The WhatsApp for Business API provides brands with the ability to communicate with customers in 2 ways - a notification message or a Session Window, adds Mitter. Notification messages can be sent to customers who have signed up to receive notifications from the brand. These messages have to be pre-approved by WhatsApp. “When customers message to a brand, they open a ‘Session Window’. In this window, a brand can communicate with a customer for a 24-hour window from their last message in a free-form mode. Here they can send all sorts of content, including images, videos, and documents,” he shares. For the longest time advertising was about one way interaction with consumers. However the advent of internet has allowed brands to get closer to its consumers, to have more two-way communications. That is exactly what WhatsApp allows brands to do. Delving deeper, <keyword id="5817401" type="PERSON" weightage="20" keywordseo="Vishal-Rupani">Vishal Rupani</keyword>, Co-founder and CEO, mCanvas says, “There are some business teams which prefer to send out messages using their personal WhatsApp account, and not a business alternative and it works well on a small scale. But if we’re going to consider the use of WhatsApp as a marketing tool at scale, then it’s time to look at the bigger picture. Large brands are using WhatsApp Business API to send out personalised appointment reminders, shipping alerts, order notifications, product demonstration videos, verification codes, boarding passes, and 2-way customer surveys and support messages.” So how can brands benefit from using the platform? Considering the wide usage of the app, it makes for a platform where brands can directly reach out to an already-engaged audience. Citing some interesting figures, Rupani says, “According to Hootsuite, the engagement rates on WhatsApp are distinctly high, where 98% of mobile messages are opened and read, with 90% of them getting opened within three seconds of being received. Marketers can leverage the wide reach of the app to tap into consumer segments on a personalised level. Further, the messaging interface of the app makes it tempting enough for any user to click on. If that’s not enough, then the personalised nature of WhatsApp messages evokes a desire to engage with the message.” Speaking about sectors that have been finding the most value out of investing on WhatsApp, Mihir Mehta, AVP – Digital Planning and Buying, iProspect India says, “Since it is a conversational and interactive platform, a lot of sectors like travel, diners, niche news channels prefer to use it to reach their consumers.” The brands that have been doing it right on WhatsApp Some brands that have been leveraging WhatsApp, primarily for customer service are Nykaa and BookMyShow. However, there are some other brands that have been innovating on the platform to reach out to its consumers. Giving a few examples, Rupani says, “Brands in the hospitality industry have effectively used WhatsApp Business to create a flawless experience for users at every step. For instance, OYO, the Indian hotel booking site, assists their customers with personalised alerts regarding booking confirmation, directions to the hotel on the day of check-in and even makes cancelling their bookings easy and hassle free. Further, KLM, the flag carrier airline of The Netherlands also uses WhatsApp Business API to send booking confirmations, boarding passes, check-in notifications, and flight statuses to users, once they’ve completed a booking on the airline’s website.” He shares that Absolut was one of the first brands to creatively use WhatsApp to promote its limited edition Absolut Unique vodka with branded social content. “In this campaign, consumers interacted on WhatsApp with a fictional bouncer named Sven. They were encouraged to send text and voice messages, photos and videos to convince him, that they deserve to receive one of the two passes available to the brand’s exclusive party. This was a unique twist to how WhatsApp can be used as a marketing tool,” adds Rupani. WhatsApp v/s other social media platforms While other social media platforms help brands get direct engagement with their consumers too, WhatsApp has a different set of benefits. Explains Mitter, “We have to realise that the two platforms are very distinct and have different purposes. WhatsApp allows a brand to engage with a customer one-on-one, while on Social media, a Brand will engage with a community, and both have a place in the consumer journey. For example, when seeking support, WhatsApp would present a better option to the customer, as they can be serviced one-on-one on a dedicated conversation.” “Both platform types also help support each other. Communicating with a consumer on WhatsApp needs the recording of explicit consent, either through a form or through an incoming message, Social Media can be used to help inform customers and give them a viable reason to give consent,” he adds. While WhatsApp and other social media platforms play different roles in a consumer’s life, it is important to understand that an effective use of these apps can help marketers get through to a really engaged audience. Moreover, the launch of WhatsApp status ads is set to take the game to the next level, allowing brands to put their thinking hats on and innovate. Brands will need to ensure that the ads shown on the platform do not become intrusive. Now how brands make the most of this platform is something we will have to wait and watch. Needless to say, we have interesting times ahead.

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