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India to see ad revenues grow by 8.7% in 2013

Magna Global has revealed its advertising forecast for 2013. According to the prediction, the global economy will grow at a moderate pace in 2013. Real GDP growth will average +3.3 per cent globally, according to the October update from the IMF. This is slightly below IMF’s July prediction (+3.5 per cent). Advanced economies are predicted to grow by only +1.3 per cent, although there is a widening divergence between the slow but steady recovery in the US. Media owners advertising revenue growth forecast for 2013 is revised to +3.1 per cent, down from +4.5 per cent in June. That prediction is based on the assumption that neither the US nor Europe will fall into their respective fiscal and debt ‘cliffs’ and the current economic forecasts will materialize. “In Asia, we expect India to re-accelerate after the temporary slow-down of 2012, to +8.7 per cent. Amidst an economic ‘soft landing’ (+7 per cent to +8 per cent GDP growth) that might be more durable, Chinese advertising will grow by +9.5 per cent in 2013 before going back to double-digit growth starting from 2014,” said the report. In India, media companies will see ad revenues growing by +8.7 per cent next year with internet again leading the growth at +31.2 per cent. Mobile and video advertising is expected to double its revenue while paid search and display will consolidate further. Television will see change in delivery mechanism with the digital foot print increasing to 38 cities. With GOI opening up radio stations for private players in 227 cities, the category will see a growth of +4.6 per cent. Newspaper will benefit from political advertising.

Political OOH spends dwarf large corporate campaigns

Outdoor landscape in India often witnesses sites of political promotions which revolve around birthday wishes, welcome notes for national leaders, festival greetings and of course displays during elections. It’s a general belief that all such hoardings – around areas such as railway station, markets and bus stands – are force fitted. But that’s not always the case. Political outdoor initiatives do look out for agencies; they do follow a systematic approach for its execution. For instance, Outdoor Advertising Professionals (OAP) worked on the outdoor media planning with another agency for one of the leading national parties in the last Lok Sabha elections. From local election to national level poll, political parties and their leaders are increasingly using the outdoor media. This is mainly because it turns out to be a cost-effective medium of spreading awareness. There lies a huge business opportunity in political advertising for OOH players. It is a sector that needs to be unlocked with simplicity and smart planning.

Digital store Flipkart offers e-books online

India’s leading e-commerce brand’s digital store Flyte has forayed into selling e-books online to change reading habits of book lovers. Readers can buy and read their favourite books on their computing and mobile devices through Flyte e-books application, which is available for Android operating system. With a rich selection over 100,000 books, including 4,000 free titles, some of the e-books are priced as low as Rs.30 to encourage reading online. In the US and European markets, which have been early adopters of e-books, the market share for digital books is currently at 50 percent. In US, the e-books market recently crossed $1 billion in annual sales. The application also allows readers to exit reading a specific book on a particular device and resume from the same page on another device, make notes, highlight text and add multiple bookmarks. The company plans to offer e-books on Microsoft’s latest operating system Windows 8 soon. Commenting on Flipkart’s digital initiative, renowned English author Jeffrey Archer said Flyte’s e-books store would create a whole new generation of readers across India. “It’s a natural step in the right direction for Flipkart, which is known for its extensive collection of books - ranging from bestsellers to the rarest of titles," Archer stated.


Social media is revitalizing the future of TV

Social media today has a profound impact on TV viewing, as a new group of highly-engaged TV viewers is using social media to talk about TV programming and advertising, and to influence the content and brand choices of their social peer group, shared Initiative’s latest global report, a research and analytics study into social television. Entitled ‘The new power of television: How social is revitalizing the future of TV’, the report explores how television is enjoying a revival thanks to new digital technology and the rise of social media. Over the past decade, experts across the advertising world have been proclaiming the demise of TV, and marketers and agencies have been searching for creative and media options beyond the 30-second spot. However, the research conducted by Initiative shows that the future for TV has never looked so healthy. The synergistic effects between television and social are just the beginning of the possibilities. What is fascinating is that television is now a central navigation point in a brand experience where people can engage and create their own version of the brand story across many screens. Brands are being rewarded when they innovate in this space. Rather than replace TV, digital technology has given TV more screens and devices on which to broadcast and given rise to a social media phenomenon that is actually amplifying both, programming and creative messaging. Television viewing working in tandem with social media has created a new group of highly influential consumers, the ‘TV Talker’. Making up more than half of TV viewers aged 16-54, they share ads they like and post frequently to their larger social network, sharing brand stories and driving ad messaging. In the study, Initiative has explained how TV and social media are now providing marketers with a synergistic pairing that is delivering unexpected creative and media opportunities. We unveil a new group of technology-enabled, engaged TV viewers who are now influencing brand choice and purchase decisions through social media.

Carroll Media Develops First Performance System for Outdoor Advertising

Carroll Media Services Inc (CMS), an independent OOH media auditing, tracking and research company, launched Outdoor Ad Trak Posting Analysis®, the first program to provide performance ratings for outdoor advertising.  Using TAB's Out of Home Ratings data as its base, the new program is a value-added service for all CMS clients who retain Outdoor AdTrak field audit services. The program uses real performance attributes recorded in the field by CMS agents to assess to what degree purchased impressions should be adjusted. Aspects such as proper illumination, on-time posting, visibility standards, and overrides are among considerations that factor into a final performance metric. CEO Glenn Carroll noted: "Now advertisers have a solid performance index for OOH just as they have had for other advertising media, which will enable them to track actual (vs. purchased) CPMs & Reach/ Frequencies, determine campaign ROI and serve as a benchmark for future planning. "Outdoor AdTrak Posting Analysis is an extension of Carroll Media's 20 year old pre-ride and post-buy audit services conducted for some of the largest OOH advertisers, agencies, and media buying firms. The program also addresses the critical need for accountability as defined within OAAA's industry branding initiative developed earlier this year, and takes application of Tab’s groundbreaking OOH Ratings from merely planning metrics to actual post buy performance measures. Ray Rotolo, COO, Posterscope USA agrees: "Outdoor AdTrak Posting Analysis is another positive step in OOH's evolution toward becoming a truly measurable and accountable medium on par with TV, print, etc.  It brings a dose of "reality" into performance and ROI measurement.” And unlike other media that rely on small sample sizes to determine ratings, CMS typically audits from 50-100% of a client's OOH campaign so the results are both more reliable and expandable. Also, advertisers using OOH media that is not TAB audited can utilize the Outdoor AdTrak Posting Analysis program as long as impressions are the basis for determining audience estimates and rates.

Nielsen and Twitter join hands to provide social TV rating

Global provider of information and consumer insights Nielsen and micro blogging site Twitter have entered am exclusive multi-year agreement to create the “Nielsen Twitter TV Rating” for the US market. Under this agreement, Nielsen and Twitter will deliver a syndicated-standard metric around the reach of the TV conversation on Twitter. The metric will be available for commercial use at the start of the fall 2013 TV season. The Nielsen Twitter TV Rating will serve to complement Nielsen’s existing TV ratings, giving TV networks and advertisers the real-time metrics required to understand TV audience social activity. These ratings will build on top of NM Incites’ Social Guide audience engagement analytics platform. NM Incite is a joint venture between Nielsen and McKinsey & Co, and the hub of Nielsen’s social media analytics efforts. The proliferation of smart phones and tablets has generated a substantial ‘connected’ TV audience that is simultaneously watching television and accessing the Internet through these devices. This, in turn, will continue to create the opportunity for content providers to offer engaging interactive features for the viewers. As this form of viewer engagement evolves into a mainstream activity, it presents ways for content providers to enhance the viewing experience for our viewers and our advertisers.

This French treat comes with assorted Indian flavors

Bonjour India is back! Riding the wave of success of the first edition of Bonjour India (2009-2010), the embassy of France in India and the Institut Français en Inde, in association with the Alliance Française India network and the Indian Council for Cultural Relations (ICCR), unveiled the second edition of the festival from January. Music, dance, literature, cinema, education, sports, fashion, architecture, photography and performing arts are the focus of Bonjour India that continues till April 2013. This edition is about the evolved state of cultural exchange between the two countries where eminent artists from the both sides will discover and learn from each other. Eric Vigner will cast actor Nandita Das as the chief protagonist with an all Indian cast in an adaptation, Marguerite Duras’ play Gates to India Song, Subodh Gupta will design the sets for the Ballet Preljocaj ‘and then, one thousand years of peace’, Ustad Amjad Ali Khan will play an original sarod concerto by composer Pierre Thilloy with a symphonic orchestra from Avignon, light sculptors Patrick Rimoux and Nandita Palchoudhuri shall dress up Jantar Mantar. The event Flying Angels was seen at the London Olympics, and we would like Delhi to experience these amazing events. The gastronomy section of Bonjour India is also unique this time as it will tickle the foodie in all through the following ‘appetising’ segments. A unique food-art project called Déguste will bring together artists and chefs to create the most eccentric projects aimed at feeding a curious audience of tasters.

HTC in 3-year deal sponsorship deal with UEFA

HTC, a global leader in mobile innovation and design, has signed a three-year agreement that will see it become the official global phone supplier partner of the UEFA Champions League and UEFA Europa League. Kicking off in January, the partnership places HTC at the center of two of the world's most elite football competitions and will enable it to deliver new and innovative ways for fans around the world to get closer to the action. Whether in the stadium watching the game, or viewing content on a HTC device, fans will be there to share every moment. This partnership combines HTC's tradition of working with global leaders in the world of music, imaging, design and sport with the interests and cultural passion points of consumers around the world. As part of the partnership with the UEFA Champions League and UEFA Europa League, HTC will also be the Official Global Smartphone Supplier Partner of the UEFA Super Cup Final in 2013 and 2014, and the UEFA Women's Champions League Final in 2013, 2014 and 2015

Outdoor advertising gets a brand new model in e-Ricks in Delhi's Rajouri Garden

Many leading Indian automakers are keen on developing a quadricycle - a four-wheeled hybrid of an auto rickshaw and a car which is lighter is less powerful and comparatively slower. However, they have kept the project on hold due the vehicles limitations and the absence of a quadricycle policy. But a West Delhi-based start-up, Eco Activate has come with an innovative and a sustainable way to put quadricylces to use - outdoor advertising. Eco Activate, the company based in Rajouri Garden, has its e-Ricks already plying on the roads, in and around the malls and the local market in Rajouri Garden instead of normal cycle rickshaws. "We have designed the vehicle in such a way that it can provide immense space for advertising. This space is used by the local as well as the corporate clients to advertise," Gurjot Singh Manchanda, co-founder, Eco Activate Said. The Company has recently signed a deal with Woodland for the latter's outdoor advertising campaign. Some other clients that it boasts of are Vodafone, the second largest telecom company in the country and some local advertisers such as Shoe Villa, Frontier biscuits and others. Unlike quadricylces, e-Ricks are three-wheeled vehicles made up of a steel frame and a plastic cabin with a battery-powered transmission and a digitally controlled electric propulsion system. Since the e-Rick is smaller in size and lighter in weight, it does not come under the Motor Vehicle Act and so just a license from MCD suffices. E-Ricks are provided to trained rickshaw pullers on rent on a day-to-day basis. They ferry passengers, charge them for service (sometimes equal to cycle rickshaws, sometimes more), and park the vehicles at the charging station owned by the company. "With the increased visibility of the e-Ricks on the road, more and more advertisers have become interested in placing their ads with us," he added. Currently the company has a total of 25 e-Ricks plying on the roads of Delhi and depending on the demand it plans to increase this number. The contracts for advertising through this mode is generally for three months and the charges may range from between Rs 10,000 to Rs 30,000 depending upon the number of vehicles a client wants to advertise through. In order to increase the visibility, the company plans to start another service very soon - e-Ricks on call. So now when you need an e-Rick at your doorstep, you just need to make a call to the new helpline number, which will be operational shortly. According to the co-founders, Manchanda and Amadeep Singh, it is an Indian adaptation of an international vehicle, which is used to ferry passengers in several international events, including the Olympics.

Zee to sell ad inventory for Jaya channels in US

Zee Entertainment Enterprises Ltd (Zeel) is making efforts to push its advertising revenues up in the international market at a time when its subscription income is flattening. The company is going to sell ad inventory for the Tamil-language Jaya channels in US. Zee Americas, a subsidiary of Zeel, has partnered with Canada-based television broadcasting, distribution and communications company Ethnic Channels Group to handle the ad sales for Jaya TV, Jaya Max and Jaya Plus. With this partnership, Zee will create a Deccan Pack that will give advertisers access to viewers that were previously unaddressed. The pack which will consist of Jaya TV services, Zee Telugu and Zee Kannada will allow businesses to target an additional 160,000 unique households. Zee will offer access to these viewers in partnership with Ethnic Channels Group based in Canada. Zee Americas CEO Suresh Bala said, “Tamil is spoken by 7 per cent of the South Asian population in the United States and Jaya TV has about 15 years of broadcast history behind it making it a great resource to offer advertisers. As Zee is the best platform to reach the Hindi speaking segment of South Asians in the US, we are thrilled to be the only network offer advertisers an opportunity to have dialogue with this formerly untapped south Indian market segment.” Ethnic Channels Group President Hari Srinivas said, “The Zee Group is one of our largest partners. The Jaya TV Group is also our main partner in the USA market. This unique relationship will be of immense benefit to the advertising community as the Jaya TV Channels are watched by many Tamils in USA."

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