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<ul><li><keyword id="160492" type="COMPANY" weightage="20" keywordseo="Madison-World">Madison World</keyword>’s Outdoor unit, <keyword id="6456647" type="UNKNOWN" weightage="20" keywordseo="Moms">MOMS</keyword> recently used wind sensor technology for Hair &amp; Care latest campaign #KhuleBaalBefikar. </li><li>MOMS’ servicing and creative teams jointly worked on the idea and execution of the campaign. </li><li>The idea behind this campaign was to highlight the product USP which is ‘light and free open hair’ using technology-led innovation in the OOH space.</li></ul>Madison World’s Outdoor unit, MOMS recently used wind sensor technology for Hair &amp; Care latest campaign #KhuleBaalBefikar. MOMS’ servicing and creative teams jointly worked on the idea and execution of the campaign. The idea behind this campaign was to highlight the product USP which is ‘light and free open hair’ using technology-led innovation in the OOH space. To achieve the campaign objective, digital screens were carefully identified, selected and deployed at high traction sites at different Metro stations in Mumbai and bus shelters in Jaipur. These digital screens were fitted with wind sensor technology. The wind sensors were programmed to be activated with the gust of wind that accompanies the arrival of a train or bus which then activated the ad featuring <keyword id="89958" type="PERSON" weightage="20" keywordseo="Shraddha-Kapoor">Shraddha Kapoor</keyword> from a static image with open hair to an enchanting image of her hair fluttering with the wind. The digital screens were loaded with attractive creatives along with the campaign caption #KhuleBaalBefikar and the brand logo. The campaign spread dreamy smiles and pleasantly surprised commuters who happily clicked pictures and took videos with the digital screens featuring Shraddha Kapoor as her hair swayed with the wind. <div type="Youtube" id="Dx6GCUKPCW8" title="MOMS executes motion sensor technology innovation for Marico Hair &amp; Care" thumbUrl="https://i.ytimg.com/vi/Dx6GCUKPCW8/mqdefault.jpg"></div>

 Speaking about the campaign, <keyword id="1328136" type="PERSON" weightage="20" keywordseo="Koshy-George">Koshy George</keyword>, Chief Marketing Officer, Marico Limited, said, “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair &amp; Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers. The outdoor motion sensing sites at metros and bus shelters is one such platform that has helped us drive our brand narrative - #KhuleBaalBefikar in a fun, short-video format, thanks to our outdoor partner MOMS.” <keyword id="932213" type="PERSON" weightage="20" keywordseo="Jayesh-Yagnik">Jayesh Yagnik</keyword>, Chief Operating Officer, MOMS says, “Digital OOH is here to stay and will grow multi-fold in the coming years. We at MOMS are gearing up for the onset of DOOH. Not only are we always on the lookout for innovations and strive to connect the dots with Digital but we have set this up as a part of our DNA across all our teams. The endeavor to be in-sync with the latest technology and its implementation in the OOH space is the key ingredient for Hair &amp; Care’s technology driven innovative OOH or rather DOOH campaign.” Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist - Madison TURNT, Rural specialist - Anugrah Madison, Retail Specialist – MRP, Out-Sel and Entrust. Madison OOH group handles marquee clients like Tata Motors, Raymond, McDonald’s, Samsung, Asian Paints, Toyota, Lodha, Kotak, Omkar, Marico, amongst many others. Madison OOH, is a part of Madison World which through its 11 companies served last year, as many as 500 advertisers.

MOMS uses innovative wind sensor technology for Hair & Care's latest campaign, #KhuleBaalBefikar

<ul><li>With the changing outdoor scenario, Madison has decided to launch an extension to its Traffic Count Tool.</li><li>As per the tool, Mumbai has seen an average recovery of 57% of traffic across key junctions while cities like Bengaluru and Delhi have recovery in the range of 65%-70%.</li></ul>The COVID-19 lockdown has significantly changed the user mobility (<keyword id="609600" type="PERSON" weightage="20" keywordseo="traffic-flow">traffic flow</keyword> patterns). The current traffic movements are very different when compared to the Pre-COVID Lockdown movements, and are quite unpredictable. Realizing this unpredictable outdoor scenario, Madison decided to launch an extension to its Traffic Count Tool. This tool will provide clients with legitimate data to help them note the actual changes in OOH mobility in the Post COVID lockdown era. Madison’s technology partner for this is <keyword id="9568356" type="UNKNOWN" weightage="20" keywordseo="admavin">AdMAVIN</keyword> – a Geo-spatial marketing solutions company, founded by alumni from IIT Madras. The extension of Traffic Count Tool utilizes the Google mobility reports. These reports are available for various countries and contain state-wise summaries for each touchpoint. The algorithm of Traffic Count Tool is updated to provide OTS based on the current OOH Mobility with a location level detailing. Mobility of a particular location is estimated based on the latitude and longitude of 25,000+ sites which have been tagged in the Madison OOH system across all major markets. A 1km vicinity to a particular location is mapped and the dispersion of touchpoints studied. A change % is determined and applied on the base line OTS to provide present day OTS numbers. The dataset provides the change compared to a baseline value for any given day of the week. The baseline defined by the Google Mobility report, is the median value corresponding to the respective day of the week, during the 5-week period Jan 3 – Feb 6 To further advance and enhance the Madison Traffic count tool, further granularity will be provided based on the market Population and Live Traffic flow data. The OTS COVID-19 update will help in providing current and realistic OOH estimations to clients and will be updated on a weekly basis. This will help in providing clients with real time OTS which are the best possible impression numbers that can be shared for OOH roadside media. The Traffic Count Tool can help provide OOH mobility data at key touchpoints and key markets. From the consumer in their work, live &amp; play arenas like retail and recreation, groceries, and pharmacies, parks, transit stations, workplaces, and residential points of interest respectively. Considering the dispersion of traffic, we see a difference in recovery basis the touchpoint spread and market. For e.g. Mumbai has seen an average recovery of 57% of traffic across key junctions while cities like Bengaluru and Delhi have recovery of movement to the range of 65%-70%. Although few locations have shown encouraging signs of traffic movement compared to Pre-COVID conditions, the majority of the locations range in the 57%-60% recovery. Smaller cities like Lucknow, Patna and Vijayawada have seen a 10%-15% point better recovery of traffic movement than the larger cities. <keyword id="89313" type="PERSON" weightage="20" keywordseo="Vikram-Sakhuja">Vikram Sakhuja</keyword>, Partner &amp; Group CEO, <keyword id="9568355" type="COMPANY" weightage="20" keywordseo="madison-media-ooh">Madison Media &amp; OOH</keyword>, said, “Thanks to traffic count data that we have built data tech partnerships in, it is now possible to track the post lockdown recovery of traffic on our metro roads. This should help build confidence amongst OOH advertisers.” Traffic at some key Junctions in Metro: <table style="border-width: initial; border-style: none;"></colgroup></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 1.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Monthly Impressions </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 1.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Pre covid </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 1.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Post covid 07/07 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 1.5pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">%Recovery </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">MumbaiWEH Bandra </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">3040650 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1524278 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">50.1 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Mumbai Dadar TT </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">2638170 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1746865 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">66.2 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Mumbai Worli Naka </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">2700630 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1071070 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">39.7 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Delhi Connaught Place </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">2953350 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1769943 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">59.9 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Gurgaon Cyber City </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">4344000 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">2054713 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">47.3 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Bangalore Mg road </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">2832840 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1781290 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">62.9 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Chennai- Mount road </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">3271140 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1640639 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 0.75pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">50.2 </td></tr><tr><td style="border-left:solid #000000 1.5pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">Calcutta Park street </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">3710430 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 0.75pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">1892319 </td><td style="border-left:solid #000000 0.75pt;border-right:solid #000000 1.5pt;border-bottom:solid #000000 1.5pt;border-top:solid #000000 0.75pt;vertical-align:top;padding:0pt 5.75pt 0pt 5.75pt;overflow:hidden;overflow-wrap:break-word;">51.0 </td></tr></tbody></table>

Madison OOH extends its OTS Measurement Updates for COVID-19 Unlock times

<ul><li>The Out-of-home industry has been severely impacted by the pandemic with the months of April, May and June seeing almost zero business.</li><li>However, with the country slowly opening up, things are starting to move and a lot of hope also rests on the festive season.</li><li>We talk to experts who tell us what the rest of the year looks like and why this is a good time for advertisers to start spending on OOH.</li></ul>The lockdown impacted most industries across the globe. However, one industry that had to bear the maximum brunt in the advertising world was the Out-of-home (OOH) segment. Considering people were stuck at their homes, OOH advertising had come to a complete standstill. The people who ventured out were greeted with empty hoardings, or hoardings that spoke about the coronavirus and the precautions one can take to prevent it from spreading. However, with the festive season round the corner, is there a chance of some growth coming back to OOH? Experts feel there are a lot of factors that will impact the growth. It is a fact that the number of Covid-19 cases are still on the rise in the country. So how the festive season turns out to be will also be dependent on where we stand in terms of the pandemic in the next month. Consumer sentiments will turn once things start getting better and they feel the confidence of going out again. However, since the industry saw almost a washout during the weeks of the strict lockdown, even if the festive season is around 40-50% of what it is every year, we are still some time away from things getting back to normal. According to a recent report by Pitch-Madison, overall, OOH advertising in India declined by 55% in the first half of the year and closed at Rs 760 crore. ‘On account of this, OOH’s share of total AdEx, which has always been above 5%, has come down to 4% in H1’20,’ stated the report. The story so far Owing to people being stuck at home, sectors like OOH and experiential were impacted badly. People weren’t going out, so there was no point in advertising. “The months between April to June were a complete washout for the OOH business. However, with the festive season ahead of us, we are having conversations with advertisers. When it comes to the festive season, the most important thing is the positioning of the dates. Luckily this year, Mahalaya (Day 0 of Durge Puja) is happening at the end of September, which is a full month before the Puja actually starts. So that gives us some breathing space,” said <keyword id="939652" type="PERSON" weightage="20" keywordseo="Noomi-Mehta">Noomi Mehta</keyword>, Chairman and MD, <keyword id="3910022" type="COMPANY" weightage="20" keywordseo="selvel">Selvel</keyword> One. He shares that compared to last year, Selvel might see revival of anywhere between 25-40% during the festive weeks. “Even a 25-40% revival is a big deal because we have been at 0,” he added. He said that the fact that a lot of campaigns have been pending for the past 6 months will ensure that advertisers slowly start launching them. For <keyword id="2015316" type="PERSON" weightage="20" keywordseo="Times-OOH">Times OOH</keyword>, that has a strong presence in transit media (one of the worst impacted segments), recovery has been slow. While airports have opened up, the footfall is still only picking up, advertisers are still wary. “While a lot of advertisers are coming back slowly because brands advertising at airports are long-term advertisers, a lot of them have been asking for discounts and price reductions due to low traffic,” shared <keyword id="6814809" type="UNKNOWN" weightage="20" keywordseo="Aman-Nanda">Aman Nanda</keyword>, Chief Strategy Officer, Times OOH. If traffic is down by 70%, brands are looking for a 70% cut on the rate-card. “And that has been one of the major challenges for us,” added Nanda. However, according to <keyword id="2967121" type="PERSON" weightage="20" keywordseo="Dipankar-Sanyal">Dipankar Sanyal</keyword>, CEO, Platinum OOH, things are slowly starting to move in the right direction. “As the unlocking is happening in phases, more and more people can now be seen on the streets across cities in India. The mobility reports also shows that we are 60% of pre-Covid levels of people on all roads. The number of advertisers in OOH is also increasing,” he said. A few facts While <keyword id="6366797" type="COMPANY" weightage="20" keywordseo="Delhi-Metro">Delhi Metro</keyword> started operating from this week, airports have been open for a while now. The Delhi Metro ferried around 15,000 on Day 1 and on Day 2, the number had swelled to 8000 people taking the yellow line in the morning. Last week civil aviation minister Hardeep Puri said that as the centre had allowed flight capacities to be increased to 60%, domestic flight operations were picking up. As of September 6, total number of footfall at airports has been 2,85,577 (data from the Ministry of Civil Aviation). With this, the overall confidence of passengers as well as advertisers is growing steadily. A recent GVK-led'Restart Feedback’ Survey for Mumbai Airport reveals that 99.6% passengers find air travel to be the most reliable mode of transport. Moreover, 54.7% passengers are flying primarily for business purposes. The Survey displays a change in the purpose of travel for passengers, with business travel gaining momentum at the Mumbai airport. With airport safety measures, passengers are ready to fly even twice a month. Passenger satisfaction with the safety measures at the airport inspires confidence to travel by air more than once a month. Wooing advertisers back to OOH Over the past few months, hoardings across most cities have either been empty, or being carrying coronavirus advisory. However, with unlock being done across the country, people are coming out and this is a good time to grab people’s eyeballs. So how is it that OOH media owners and agencies are talking to advertisers about the importance of OOH and bringing them back to the medium? “At <keyword id="2712628" type="PERSON" weightage="20" keywordseo="Posterscope">Posterscope</keyword>, we have always maintained that OOH is a powerful medium that adds value to any communication plan. The recent study done by Posterscope along with its partners establish strong indicators that OOH adds a significant boost to campaigns when used in the right context and with relevant content. While many of our advertisers have seen the value of this others are beginning to warm up to this fact as well,” shared <keyword id="3151002" type="PERSON" weightage="20" keywordseo="Fabian-Cowan">Fabian Cowan</keyword>, Country Head, Posterscope India. On how OOH plays an important role in delivering high-impact messages, <keyword id="207494" type="PERSON" weightage="20" keywordseo="Amarjeet-Singh">Amarjeet Singh</keyword>, Chief Operating Officer, Laqshya Solutions said, “OOH propels the concept of Zero Touch media for the viewers and with traffic back on road, it is gaining the preference with each passing day. Strategic planning enables OOH to deliver the message and create an impact which is remembered for a long time. Good creatives with a strong OOH-cum-digital plan willhave great outcomes. In most cities, traffic is at least 70% of normal, while in cities like Delhi, it is estimated to be at 88%, based on telecom data. In the present circumstances hyper-local content has garnered great importance. OOH is best suited for hyper-local content. OOH as a medium allows the advertiser brand to customize campaigns locally to deliver messages relevant to that area.” Having said that, Mehta expressed his disappointment at brands not doing enough on OOH in the month of August. “Brands have lost a great opportunity to really drive a message home in the month of July and August when traffic was gradually increasing on Indian roads. This was the time when brands would have got the space at really low rates and would have got a great spread across the city. Even if it would have reached half the normal number of people, they would get double the bang for their bucks because there nobody else was advertising despite people being out and about. It had the potential of giving their communication a massive recall value, at a much lower cost.” Agreeing, Nanda said that this could have been a time when brands came up with campaigns to build a stronger connect with their consumers. “We have written several papers on how during a slowdown consumers look for some reinforcement and reassurance from brands. And communications like this helps them in brand building. Moreover, everybody knows that OOH is the nearest to the point of sale. You can really pin point which markets and cities are open. So if you really plan your campaigns well, OOH works very well in doing targeted campaigns to help sale of your products in particular areas,” explained Nanda. What the industry is doing as a whole to minimize the impact? Considering the impact on the medium so far, there will need to be a proper recovery plan in place. However, is the OOH industry as a whole doing something to minimize the impact? Sanyal said, “It goes without saying that the industry is doing everything possible across board to make sure advertisers are back in our media. I see the level of engagement that is happening at every level is very reassuring. So if you look at traditional media it was initially wooing through sweetened deals followed by hard to data to give reassurance to the advertisers of the increasing footfalls. In activation which is worst hit sector in outdoor has been doing stores on wheels and RWA engagements. The emergence of e-meeting platforms and CSR activities like distribution of face masks, sanitisers etc have kept the industry busy in the event sector. In retail we have seen how the signage game is changing with the new Covid norms of social distancing, sanitisation and minimal contact while transacting.DOOH is slowly gaining prominence as the malls and airports come back to life. So every section of OOH industry is adapting to the new norms and coming up with solutions for the advertisers.” “ The industry is indeed fighting back with several strategies including focus on Tier 2/3 markets, package rates (city specific as well as multi cities), use of Audience Measurement Tools (Laqsha Media has the most advanced metric platform in India) and of course some degree of price rationalization. The recent licensee fee waiver by various Corporations &amp; government bodies has greatly helped OOH owners to offer discounts. Agencies are also working on giving better ROI to clients for their OOH campaigns,” shared Singh. On what his advice for brands is, Mehta said, “I would ask them to take off their blinders. OOH combined with a bit of social media has the potential to make your brand viral. Brands should use this opportunity.”

Why this is a good time for advertisers to start spending on OOH

<ul class="summary-list"><li>Fox <keyword id="11893589" type="UNKNOWN" weightage="100" keywordseo="news" source="Orion">News</keyword> host <keyword id="12002687" type="UNKNOWN" weightage="60" keywordseo="tucker-carlson" source="Orion">Tucker Carlson</keyword> has suggested that Ukrainian President Volodymyr Zelenskyy's finances be audited.</li><li>Carlson made the suggestion during a segment on the Biden administration's new <keyword id="13357886" type="UNKNOWN" weightage="60" keywordseo="ukraine-aid" source="Orion">Ukraine aid</keyword> package.</li></ul>Fox News host Tucker Carlson has suggested that Ukrainian President Volodymyr Zelenskyy's finances be audited following the latest <a href="https://abcnews.go.com/Politics/biden-announce-800m-aid-package-ukraine-russia-presses/story?id=84194608">injection of US aid for Ukraine</a>."The White House has sent more than a billion dollars to <keyword id="11985141" type="UNKNOWN" weightage="60" keywordseo="ukraine" source="Orion">Ukraine</keyword> in just the past week, and today as we told you, the Secretary of the Treasury announced that there'll be half a billion to pay the salaries of the Ukrainian government workers," Carlson said, <a href="https://twitter.com/Acyn/status/1517308397242118145?s=20&amp;t=ibRNWrnodGY7pow2LLvfhg">during a segment of his show on Thursday</a>.The host was likely referring to the Biden administration's recently announced aid packages for Ukraine — unveiled on <a href="https://abcnews.go.com/Politics/biden-announce-800m-aid-package-ukraine-russia-presses/story?id=84194608">Thursday</a> and <a href="https://www.businessinsider.com/us-send-ukraine-heavy-artillery-in-800-million-defense-package-2022-4">April 14</a> — and Treasury Secretary Janet Yellen's pledge of $500 million to <a href="https://www.reuters.com/article/us-ukraine-crisis-usa-aid/u-s-to-give-ukraine-another-500-million-to-keep-government-running-treasury-iduskcn2md18x">fund the country's administration.</a>"Shouldn't we have an audit of Zelenskyy's finances first?" Carlson suggested. "Ooh, shut up, that's Russian disinformation!" he added, making a quip about those who have <a href="https://www.businessinsider.com/tucker-carlson-admits-wrong-russia-blames-kamala-harris-2022-3">criticized his stances on the Ukraine conflict.</a>Carlson <a href="https://www.businessinsider.com/tucker-carlson-echoes-putin-ukraine-talking-points-fox-2022-2">has been known to</a> <a href="https://www.businessinsider.com/tucker-carlson-echoes-putin-ukraine-talking-points-fox-2022-2">echo Russian President Vladimir Putin's talking points on his show.</a> A leaked Kremlin war memo that was reported on in March noted that the Kremlin viewed Carlson <a href="https://www.businessinsider.com/kremlin-memo-ukraine-war-russian-tucker-carlson-mother-jones-2022-3">as a prime subject to be featured on Russian state media</a>.Meanwhile, <a href="https://www.businessinsider.com/russian-state-tv-features-tucker-carlson-and-rep-madison-cawthorn-2022-3" target="_blank" rel="noopener">Russian state media have aired clips of Carlson and Rep. Madison Cawthorn</a> as part of its anti-Ukraine propaganda. Cawthorn said in March that he<a href="https://www.businessinsider.com/madison-cawthorn-ukraine-government-is-well-known-for-corruption-2022-3" target="_blank" rel="noopener"> thought the Ukrainian government was "very vile" and "well known for corruption."</a>

Tucker Carlson suggested an audit of Volodymyr Zelenskyy's finances after the US approved another $800 million Ukraine aid package

Adex is expected to grow by 20% in 2022 and reach Rs 90,000 crore: Madison report

<ul><li> <keyword id="165503" type="COMPANY" weightage="20" keywordseo="Madison-Media">Madison Media</keyword>’s ‘Marketing just went Viral’ talks about the potential impact of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword> on <keyword id="2263" type="PERSON" weightage="20" keywordseo="Advertising-and-marketing">advertising and marketing</keyword>.</li><li>The report states that if the GDP growth falls till 2%, the overall AdEx could shrink by 0-5%.</li><li>The report also gives some advice to marketers about how to navigate the Covid-19 outbreak.</li></ul>In a report titled ‘Marketing just went Viral’, Madison Media has said that while it is still premature to revise AdEx estimates, if the GDP growth falls till 2%, the overall AdEx could shrink by 0-5%. Compiled by <keyword id="89313" type="PERSON" weightage="20" keywordseo="Vikram-Sakhuja">Vikram Sakhuja</keyword>, Partner and Group CEO Madison Media &amp; OOH, the report talks about the possible impact of the COVID-19 outbreak on the world of advertising. It also has some advices for marketers around how to navigate the uncertain times. The economic impact of the virus S&amp;P had lowered India's 2020 growth forecast from 5.7% to 5.2%. This was before the Covid-19. Ruchir Sharma, a renowned economist pegged the economic impact of Covid-19 as worse than the 2008 financial meltdown and similar to 'The Great Depression of 1930'. He expects World Economy to shrink by 1% and China after a contracted Q1 to grow at 2%. He feels India would be lucky to grow at 2%. Sakhuja in the report said that they have observed broadly that consumption de-growth rate is much higher than GDP de-growth rate. If so, a 3% drop in GDP (from 5% to 2%) could imply a very dramatic drop in consumption! This is affected by a combination of supply chain issues, less cash in hand and overall negative sentiment. This could lead to some significant reductions in sales, which will be sectoral. Categories which will bear the direct brunt are the ones involving social contact. Thus Airlines, Railways, Tourism, Restaurants, Retail, Auto and Live Sport &amp; Entertainment will become casualties. FMCG grew 1% during January 2020, down from 2.4% in the previous year. Urban growth at 0.2%, dragged down the entire segment even as hinterland consumption remained the same at 1.8% (Source: Kantar Worldpanel). “We don't expect Covid-19 to have an incremental adverse effect on FMCG. Here, supply chain issues rather than consumer headwinds are the factor to watch out for,” stated the report. Financial markets are worried that retail loans will have higher defaults. Most financial Institutions could go slow on disbursement of retail loans. This is expected to have negative impact on sales of durables and mobile phones - categories that were fuelled by easy availability of 'Zero Interest EMI’s!’ Real estate and jewellery too would be impacted by sentiment with consumers postponing high value purchases. This assumes that the Covid-19 situation can be brought under control within 4-6 weeks. Consumer behaviour during virus in terms of Media, Purchase and Sentiment TV ratings will go up as people are staying home. The BARC report for the period March 8-14 captured two and a half days of the virus taking hold. The first of the WFH started from Monday, March 16 2020. Even before people were forced to be at home, HSM TV viewership had gone up 4% v/s the earlier week in HSM, and 8% for TN, AP. Within HSM, across TGs, clear increases in viewership in Hindi News, Hindi Movies, Kids, Hindi GEC 2 &amp; English Niche. There was some drop in viewership in Hindi mainline GEC &amp; Sports (expectedly). No significant change in FTA viewership. As the lockdown continues, there’s expected to be a significant increase in TV viewership. However there is a ban on fresh serial production, GEC channels will run out of fresh programming and have started reruns. This may depress high viewership and may cancel some gains of more viewers watching more TV. It will be 3 weeks before we see BARC impact of re-runs. Most channels will be willing to protect CPRPs in case Ratings fall in this period. Digital viewing will also go up. In the week of March 9-15 v/s March 2-8 top 40 online news sites recorded a 23% growth v/s March 2-8 and 31% growth v/s January 6-12. OTT and YouTube will also increase. With increased supply on biddable platforms CPMs will come down. OOH and cinema will fall. Apart from reduced footfalls there are also some cities like Mumbai which came out with a ruling to display only <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> sites that will contract supply. Most events have been cancelled which will have a devastating impact on this sector. Over and above, the visible impact of IPL, another Rs 3,000 crore worth of events are facing cancellation. E-commerce will go up, especially for daily essentials. People may avoid shopping for stuff touched by hand. During this period, consumers can be expected to be less distracted and more mindful of messages and more open to promotions. They will buy what they need rather than desire, and given the uncertainty, will have a tendency to hold on to their money. Talking about payments to media, the report said that Madison has proactively sensitized IBF and INS on delays in payments on 60th day in March. While Media will be understanding, delays needs to be the exception, with good reason provided. Impact on AdEx In its report that it had released in February, Madison had predicted that AdEx in 2020 could increase from 67600 to 74650 (+10.4%) - with a 5% growth in traditional and 28% growth in Digital. However, this was before the Covid-19 outbreak and the media agency said there is a need to review it now. Speaking about the impact of the current situation on AdEx, the report said, “In a state of steady GDP growth (6-8%), AdEx grows about double GDP. When GDP falls, the AdEx falls much more than GDP fall in the next year. Conversely when GDP growth picks up, AdEx growth picks up even more. When we had projected a 10.4% AdEx growth in PMAR 2020, we had assumed a GDP growth of 4-5% till September and 7% beyond that. It is reasonably certain that GDP growth will be lower. If the GDP growth does fall till 2%, we may see an overall shrinking of AdEx by 0-5%.” How sector-wise AdEx will shape up <div type="image" title="Sector wise" msid="74886498" hostid="261"></div>
 Advice for advertisers <ul><li>Invest in staying close to the consumer. Employ listening tools to capture category and brand sentiment.</li><li> The silver lining of this pandemic is that consumers are open to advertising. If you have messages that are relevant for consumers, you should air them. Do not be opportunistic, building trust is more important than short term sales.</li><li> We should aim to get audience assurances on TV deals, and with increased Online Supply of Biddable inventory, CPMs will be low. From an efficiency standpoint it's a good time to advertise.</li><li> Good time for moment marketing. Contextual placement and intelligent re-targeting can work.</li><li> If P&amp;L pressures are forcing a cut in budget, then make active trade-offs rather than merely scaling down plans pro-rata.</li><li> Invest in promoting sales on e-commerce.</li><li> Marketing messaging needs to be authentic, topical, one that builds trust and reassures. In the times of Covid, marketing needs to be controlled and not viral.</li></ul>

If GDP growth falls till 2%, overall AdEx could shrink by 0-5%: Madison Media

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul><li>The New York Knicks beat the Los Angeles Lakers, 113-109, in overtime on Tuesday.</li><li>The game thrilled fans, with both teams' young and upcoming players showing off their potential in a back-and-forth affair.</li><li>The game gives the NBA reason to be excited, as its two marquee teams in the two biggest media markets look to have promising futures.</li></ul> The New York Knicks beat the Los Angeles Lakers, 113-109, in overtime in an exciting, primetime matchup that showcased both teams' considerable young talent.The game was exactly what the NBA wanted: a nationally televised game between two of its marquee franchises, with both teams surprisingly competitive and stocked with young, intriguing talent.As Peter Feigin, president of the Milwaukee Bucks, told Business Insider: "When New York and LA are good, it's great for the NBA. It is not good to go 5-10 years without major market teams being good."Madison Square Garden was abuzz at seeing the Lakers, rookie Lonzo Ball, and the traveling Ball family circus (sitting courtside for the game), and they did not fail to deliver.One stretch in particular showed off the promising futures of both teams. Ball, who has struggled for much of his rookie season, seemed to catch fire after throwing down a big alley-oop dunk in the third quarter.The dunk ignited a run by both teams, among the most entertaining stretch of basketball either team has seen this season. Kristaps Porzingis, the Knicks' 22-year-old, 7-foot-3 star, answered back with a three of his own.Ball was cooking, though. After a deep catch-and-shoot three, he then blew by Knicks center Enes Kanter for a nifty lefty layup, drawing oohs-and-ahhs from the crowd and prompting celebration from LaVar.Kanter, who has become a fan-favorite for his <a href="http://www.businessinsider.com/frank-ntilikina-shoves-lebron-james-knicks-cavs-2017-11">confrontation with LeBron James</a>, answered, too, with two baskets in the paint in the middle of Ball's run.After Ball penetrated and kicked the ball out to Brook Lopez for a three, Porzingis bookended the run with another three.Over the course of two minutes, the two teams combined for 20 points and six assists.It wasn't just Ball and Porzingis showing off, however. For all of Ball's excellence in the third quarter, finishing with 10 points and 2 assists in the frame, Knicks rookie point guard Frank Ntilikina, selected six spots behind Ball in the 2017 draft, answered with a big fourth quarter.The 19-year-old rookie, who has shown immense upside but remains fairly raw at the moment, found a stroke of confidence. Ntilikina answered Ball with a 7-point, 4-assist fourth quarter in which he threw no-look pick-and-roll passes.And after taking Ball off the dribble for two pull-up jumpers, Ntilikina then buried a three-pointer from Stephen Curry range.After Lakers rookie Kyle Kuzma - the 27th pick in the draft who has performed better than Ball so far - hit the game-tying three-pointer with 23 seconds to play, Porzingis missed the game-winning attempt at the end of regulation. However, he came up big in overtime, showing off the unrivaled talent for a player of his size, earning his nickname "The Unicorn."The three players finished with robust stat lines, none bigger than Porzingis, whose 35 points, 11 rebounds, 5 three-pointers, and 5 blocks has never been achieved in NBA history, per Basketball-Reference."This is probably, hopefully the tip of the iceberg for him," Knicks head coach Jeff Hornacek said after the game. "This is only his third year in the league, he's 22 years old, to put up these numbers is something else."Ball, meanwhile, finished with 17-8-6, while Ntilikina's 13 points were a career-high to go with his 5 rebounds and 5 assists.Of Ntilikina, Hornacek said: "He's got the mentality of a great basketball player ... He's growing every day."The Knicks and Lakers' growth has been modest. The Knicks, at 14-13, are tied for sixth in the Eastern Conference. The Lakers, at 10-16, are fading, but did not enter the season with high expectations. But it's reason for the NBA to be excited, to have two teams in the biggest media markets thriving and bringing excitement back to their respective arenas.<div></div><div></div><div></div><div></div><div></div><div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/hulk-hogan-will-make-a-wwe-comeback-2018-jim-ross-vince-mcmahon-wrestlemania-gawker-2017-12">JIM ROSS: Hulk Hogan will make a huge comeback to the WWE in 2018 - here's why</a></h3> <div> </div> </div></hr>

The Knicks and Lakers went wild in a game that foreshadowed their futures and should excite the NBA

<ul><li>After India lost to Pakistan in their T20 <keyword id="8984629" type="General" weightage="20" keywordseo="world-cup-2021" source="Orion">World Cup 2021</keyword> opener on October 24, 2021, the internet flooded with heartbreak tweets and disappointment memes.</li><li>On Sunday, India suffered their consecutive defeat as they were hammered by New Zealand.</li><li>It is almost Diwali and yet nobody, at least on the internet, is in the mood to celebrate. The internet is still trying not to revisit their memories of Sunday.</li><li>India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Most of us are now hoping that Afghanistan will beat New Zealand and India will win their remaining three fixtures against Scotland, Namibia and Afghanistan.</li><li>As the consumer sentiment plummeted, brands and advertisers also suffered. We speak to media experts to find out how India’s loss at the T20 World Cup will impact brands that have invested in the game this time and what it means for its airing partners.</li></ul>Cricket, undoubtedly, is still the most popular sport in India and it is the best way for brands to connect with their audiences. And when it is T20 World Cup, consumers in India are extra excited to cheer for the men in blue. They order merchandise, invite friends over or go to a sports bar to catch the tournament. It is more like a festival of sorts, where a whole family or group of friends get together and enjoy the game. Brands also go overboard, investing on the sport, to be where their fans are. However, what happens when the team you are cheering for fails? Consumers are heartbroken and if you are an advertising agency, all your post-victory campaigns, which you worked on for weeks, will now rot in your archives. It only takes one bad game to spoil the party and this time, our country lost twice. The India-Pakistan match dampened consumer sentiment and on Sunday, India suffered their successive defeat as they were hammered by New Zealand and consumers lost their will to work on Monday. FoodTech platform Zomato mirrored India’s sentiment in this push-notification yesterday and all I want to do is say, “Same, bro. Wait, who is chopping onions?” <div type="image" title="Screenshot_20211101-111427_One UI Home" msid="87468689" hostid="261"></div> India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Now the only hope is if Afghanistan beats New Zealand and India wins the remaining three fixtures against Scotland, Namibia and Afghanistan. Vikram Sakhuja, Partner &amp; Group CEO, Madison Media &amp; OOH said, “With cricket being a national passion, the fallout is that fans swing in extremes. India's wins leads to high ratings, and losses to poor ratings. In the 2016 T20 WC the super 12s (with 5 India games) had rated 4.4 amongst males audiences. This time round I won't be surprised if India's poor performance in the crunch games leads to a tournament average of sub 3 ratings. For Advertisers who pay top dollar to advertise on this platform it will be a reasonable setback. However if India does manage a top 2 position, the interest and ratings will spike. So fans and advertisers need to pray for New Zealand getting upset by the lesser ranked teams, and India dominating over these same teams.” Sharing how this low consumer sentiment is likely to impact brand performance and viewership for the rest of the World Cup tournament this year, <keyword id="512646" type="General" weightage="20" keywordseo="ambika-sharma" source="Orion">Ambika Sharma</keyword>, Founder and MD, Pulp Strategy said, “Match viewership will decline and by some estimates, it may go down by 50% or more as a fall out of India’s exit from the World Cup. ICC having anticipated the disappointment of fans has already decided to allow full refunds, fans are relieved I’m sure. Advertisers, on the other hand, will see a drop in viewership for the next set of matches. However, towards the flag end of the World Cup, most advertisers would have received their visibility via the spots in the matches up to the point of India’s exit. The media team may have some difficulty in selling the last-minute inventory which goes at a premium.” On the other hand, Mohit Joshi, CEO, Havas Media Group India is confident that the interest levels won't dip. He said, “India is a cricket-loving nation with a huge fan following for the sport and the legends of the cricketing world. While there are sentiments with team India involved and the loss is a huge disappointment, there are bigger sentiments associated with the game, and as a nation, we've always appreciated good cricket and good talent. As we move towards the semis and the finals, we expect to see great cricket, therefore I don’t see the interest levels going down and the love for the game should keep the viewership ticking.” Sujay Kar, EVP- Commerce, CRM, and Media, VMLY&amp;R India said that some advertisers might be in for a shock. "These defeats can lead to an early exit for India, which would have an adverse impact for brands that have invested their Advertising Dollars and the Advertising Mediums. Without India in the Knockout rounds, the viewership might go down significantly, which means lesser impressions served and lower business impact. Given that it’s peak festive season and there are no big showpiece events involving India in near future, some of the advertisers have invested heavily hoping for a big post-pandemic boost and they might be in for a rude shock," said Kar. Grashima Sahni, Senior Director- Planning and Strategy, Carat India told us about brands that might benefit from investing this year despite the early exit. She said, “With team India seeing an unpredictable early exit from the T20 world cup 2021, the invested brands are reaping lower than what they sowed and expected to reap. Investment in live cricket is more about associating with the spirit than pure media metrics. With the early exit and defeat from Pakistan, the mood in fans is dim. The deal deliveries may match the bought media metrics eventually but the qualitative factor of 'context' the brands were hoping to ride turned flat with this exit. Brands that balanced their investments with festive entertainment buys this season will benefit over the highly skewed and only cricket investing brands.” <keyword id="12452300" type="General" weightage="20" keywordseo="sushil-anatharaman" source="Orion">Sushil Anatharaman</keyword>, Media Director, Gozoop Group said, “Brand who have taken fixed deals like title, associate and other sponsorships will definitely suffer because the reach they would have expected in the next round will go low if India doesn't qualify. However, if we miraculously do enter the next round, then again there will absolutely be no problems for these brands. Other brands who do spot buying will really not be affected by this.” Shrenik Gandhi, CEO and Co-founder, White Rivers Media reminded us that brands who spent on digital media can easily pull back their spends. He said, "Sports marketing comes at a risk-reward ratio, subject to team’s performance. There are times when teams perform really well. Those are the times when brands benefit disproportionately. And then there are times like these, when teams don't perform - those are the times when brands can pull back their expenses. Digital has the power wherein a lot of spends can be controlled on a real-time basis. That may not be the case when it comes to ATL and outdoor media. That's the benefit where there is plug and play possible. Hence, the brands that are investing heavily on digital may not suffer as much. Of course, it's a big opportunity loss because bad performance results in lesser attention and lesser attention results in lesser impressions and lesser impressions results in lesser opportunities to sell and hence lesser advertisement budgets spent." This time, the T20 World Cup has aligned with the festive season and brands are extra generous to spend on TV and OTT platforms during this time of the year. According to media reports, broadcaster Star Sports sold inventory worth more than Rs 1,000 crore this year. It has onboarded Byju’s, Dream 11, Coca Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred as key sponsors. On its streaming platform Disney+ Hotstar, Dream11, Vimal Elaichi, Coinswitch, Oppo, Swiggy, Maruti, AMFI, PhonePe, Mondelez and Upstox have invested this season. During the ICC <keyword id="1268840" type="General" weightage="20" keywordseo="world-cup-t20" source="Orion">World Cup T20</keyword> held in 2015, the India-Pakistan match rated 11.9 TVR (TAM data M15+ ABC) on the STAR network and 2.9 TVR on Doordarshan and had garnered 288 million views. This year too, cricket dominated the conversation on Twitter. Between 01 July 2020 - 01 July 2021, there have been over 75 million conversations about cricket on the service in India. However, this time, the Twitterati is too disappointed. Yesterday, #BoycottIPL was trending on Twitter because fans alleged that the Board of Control of Cricket in India (BCCI) has commercialised cricket and is prioritising the Indian Premier League over an International League. <div type="twitter" handle="gauravmondal14" handlename="Gaurav" image="http://pbs.twimg.com/profile_images/916250813063823360/dcjy4Ndh_normal.jpg" favoritecount="120" retweetcount="20" status="#BanIPLothers team mixed strategy during the break ...and then there comes indian team ..&quot;chal time mila hai ad… https://t.co/eoR5aNwFSq" createdat="1635748606000" id="1455061234961633280"></div><div type="twitter" handle="Depress7S" handlename="Samreen" image="http://pbs.twimg.com/profile_images/1454307245425143811/zbszQqUY_normal.jpg" favoritecount="1881" retweetcount="279" status="Indian fans on airport: Congratulations India . #BanIPL #IndiaVsNewZealand https://t.co/QQtSetHXoy" createdat="1635704110000" id="1454874604720332804"></div> <div type="twitter" handle="SardarSajid786" handlename="M . S A J I D 🇵🇰" image="http://pbs.twimg.com/profile_images/1439137172263682048/ihbnmQha_normal.jpg" favoritecount="0" retweetcount="0" status="Please @ICC ban IPL kun k IPL se cricket tabah ho rahi hai .#BanIPL https://t.co/Hw6tKka0nf" createdat="1635767412000" id="1455140113088983041"></div> Commenting on this Twitter outburst, Anatharaman said, “The Twitterati in India is very less if we compare to the advertising universe size of products and services advertised during IPL. Also, trends on Twitter can end in an hour too and hence people will forget these trending hashtags soon. It doesn't really affect the IPL in any way. In fact, it's been a tournament that has been associated with worse controversies like spot-fixing etc. but the tournament has still continued growing year by year and has also benefitted the brands associated with them.”

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MOMS uses innovative wind sensor technology for Hair & Care's latest campaign, #KhuleBaalBefikar

BI India Partner

Madison OOH extends its OTS Measurement Updates for COVID-19 Unlock times

BI India Partner

Why this is a good time for advertisers to start spending on OOH

Samarpita Banerjee

Tucker Carlson suggested an audit of Volodymyr Zelenskyy's finances after the US approved another $800 million Ukraine aid package

Cheryl Teh

Adex is expected to grow by 20% in 2022 and reach Rs 90,000 crore: Madison report

BI India Partner

If GDP growth falls till 2%, overall AdEx could shrink by 0-5%: Madison Media

BI India Partner

The Knicks and Lakers went wild in a game that foreshadowed their futures and should excite the NBA

Scott Davis

How India's loss at the T20 World Cup will affect Indian brands

Karuna Sharma

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