Industry experts on what plagues digital media in India & why

Indian Digital Media Awards aim to bring top industry leaders, marketers, brand custodians and decision makers of the country under one roof. The 8th edition of #e4mIDMA is scheduled to be held on 16th June 2017 at Taj Santacruz, Mumbai. This year’s grand jury was chaired by Manoj Kumar, Managing Director & Area General Manager – ISC, GlaxoSmithKline Consumer Healthcare.

Keep reading to know the sentiments of the grand jury members on what plagues digital media in India & why.

Juzer Tambawalla, ‎Head Of Marketing, Franklin Templeton Investments

There is a gap in the pace at which technology is evolving and the ability for marketers to leverage it. Platform owners like Google, Facebook, and LinkedIn etc. will have to take ownership of strengthening the intellectual capital of the ecosystem.

Prashanth Challapalli, Chief Integration Officer – South Asia, The Leo Burnett Group

Digital is still a nascent practice, it’s only about 10 years old here. To expect AR and VR and other innovations to take off is unrealistic because we don’t have the infrastructure…

Rob Aalders, Serial Entrepreneur

The synergy between ecommerce and digital media needs to develop in India. Many young people use internet a lot, the growth numbers are staggering. Yet technology is not available for all which is a great pity.

Sumit Aggarwal, Director, Oracle Marketing Cloud

Excessive obsession with performance and ROI and not focusing on consumer experience plagues digital media in India today. If we fix consumer experience, engagement and journey, rest will automatically start delivering.

Manoj Kumar, Managing Director & Area General Manager – ISC, GlaxoSmithKline Consumer Healthcare

A common currency of measurement and a common industry agreement on what constitutes a view is needed. Regional language content has huge headroom for growth in India; especially with regional search coming in on Google.

Manik Nangia, Director Marketing & Chief Digital Officer, Max Life Insurance

  1. Measurement mechanisms aren’t robust and ability to audit is limited.
  2. Not enough effort is being put into triangulating the Message, Media& Audience – these three need to be in-sync for marketing to work!

Delna Avari, Mentor and Consultant

I believe we have grown by leaps and bounds and in many ways are leading the charge so to speak. Yet, there is a reality that we think of digital separately & at times as an afterthought even today. There is a lot of jargon that still floats about and structures are still too complex. Also the focus on true/real v/s notional ROI is not adequate.

Jonathan Bill, Co Founder CEO, Credit Mate

India is still plagued by dubious advertising ROI and poor accountability especially among ad networks. In the end this causes advertisers to focus their spends on a few international platforms.

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All signs lead to #OOH2016 Neons Award

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This quote perfectly sums up the importance of the Out of Home Awards.”A picture is better than a 1000 words” and at #OOH2016 Neons Award we will take a look at the bigger picture with some of the most eminent marketing and advertising gurus of India.

 

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What’s the bigger picture you ask?

“The BIGGER Picture” refers to a keen understanding of where out of home fits into the “the big picture” of media. What the strengths are and where it is getting lost. Why brands are still apprehensive in adopting the medium. What the domains’ challenges are including still being unorganized, unaccountable and unsatisfactorily measurable. Accepting ground realities, moving around them to not only capture the brands attention but positioning out of home as the dominant media through ad campaigns. Further, while the world over the OOH medium embraces digital, in India it still is only 10% of the universe. In such a scenario isn’t OOH still ill equipped to embrace creatively the real power of the digital integration. What are the roadblocks? While the world is pegging a 2020 vision India OOH is still stuck 20 years back. To this increasingly complex big picture – lets look at putting solutions to work – it may require shifting focus from working in silos on out of home advertising, to looking at the essential role out of home can play in the broad advertising perspective.

Panel 1: Vision 2020 : Looking forward or stuck 20 years back

  1. Adopting Technology for enhanced customer experience integrating with digital media – Are we ready to invest first and reap later?
  2. Integrate hyper local media with other traditional media touch point for sustained awareness- ready to embrace the larger picture that fits into National campaigns while continuing the retail outreach?
  3. Innovation & Engagement are 2 sides of the same coin- is enough Innovation being done or merely properties are being engaged for revenues

Panel 2: Big Impact: Show me the money!

  1. Making an impact that can easily be mapped through analytics converting hesitant brands- are we ready to adopt a single currency and help it grow beyond its loop holes?
  2. Is OOH with its reach really a cost effective option for brands as compared to other media available ?
  3. Integrate Client expectations with planning and buying systems, utilize established ROI models, integrate with mobile and other technologies along with standardization & understanding new systems and services may offer a way forward – are we taking concrete steps to embrace these?

Some of the most experienced and innovative minds in the industry are part of our panel.Including the legendary marketer Mr.Anup Jain.

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Here are the other luminaries who will be part of the panel.

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So come join e4m and NewsD for this event on March 31st at Leela ,Gurgaon.

About  the event:

Welcome to 6th edition of e4m NEONS Awards for Outdoor Advertising & Digital Signage. OOH Conference and awards were established in 2011 to reward excellence in outdoor media.

The first five editions were highly endorsed by the Industry. This edition will recognize and reward the exceptional work in OOH Advertising and Digital Signage from time period between January 2015 to December 2015.

To buy tickets for the event log on to http://bit.ly/ooh2016 .
To know more about exchange4media click here.
Download NewsD for all the latest updates from here.

Follow us on Twitter @e4mevents .

 

The #OOH2016 Jury Meet : All you need to know!

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At e4m, our goal is to engage the entire industry in a healthy competition,
and in the process, encourage the effort that goes into accomplishing the
extraordinary.

The OOH Jury Meets this March 18th at Raddison ,Mahipalpur . Here is a low-down on how the winners of the most prestigious Out-of-Home Awards are selected.
Role of Jury
The honorable jury members are responsible – individually and collectively
for reviewing entries, selecting nominees and unanimously agreeing on the
three winner’s one in each gold, silver and bronze for each award category.

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The Jury chairperson is responsible for :

• Conducting the Jury meet democratically and fairly
• Taking decisions when members in group cannot.
• Introducing nominees that failed to come to Jury’s notice and/or have
not entered the awards.

This year we welcome Mr.Abhishek Ganguly,Managing Director,Puma India as our Jury Chairperson.
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Judging Criteria & Weightage :

• Jury to abstain from voting on any work in which they or their
companies have been involved, either directly or indirectly.
• The Jury will vote on the shortlisted entries and then decide
which entries will be awarded Gold, Silver and Bronze trophies.
• The decision of the Jury in all matters relating to the awarding
of prizes will be final and binding.

Judging criteria:

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The Judging Process:

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So now that you know about our process,come join us for OOH 2016 this March 31st!It will be an unforgettable event brought to you by e4m.

 

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To book your tickets log on to bit.ly/ooh2016

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4 Tips For Successful Out-of-Home Advertising

Even with the e-commerce boom,we still spend a large chunk of our time out of home.Be it grocery shopping or driving around town ,all these moments leave us susceptible to advertising!

Here are a few guidelines for successful out of home advertising!Follow them and you will rule the outdoors!

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There’s No Room For Dullness
Grab their attention!Now that you have their attention,make a lasting impression.This is the first rule of OOH.Using bright colours,striking images and good taglines you can make your advert stand out.

Here is a perfect example of it by JCDecaux for Tele2.This out of home installation sets the bell ringing the moment you lay your eyes on it.

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Make Them Think
Most of the advertising is about recall.It all comes down to creativity.A clever image or a play on words will help make an impression on the viewer’s mind.Your message should be clear and have a lasting impression.

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Look at these messages from Amnesty International.They make the viewer think.It strikes an emotional chord with the audience & you immediately know what the campaign is all about.

 

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Encourage Interaction
We are in the age of Digital.Today with the advent of mobiles & social media a total integration of your advertisement with these mediums can make your OOH totally interactive.Seeing is one thing,but making them act and believe in your brand philosophy is something else.

This Reebok ad has a speed cam installed.You can win a free pair of sneakers by running past it at the speed of 17 miles per hour or more.To say that you can see people flying past this ad would be an understatement.

 

 

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Think About Location
In reality you have to know the places which will attract the maximum eyeballs & where your target audience is present.A bad placement & all your hard work is wasted.A bridge or a tall building is a good place for maximum exposure.

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Take a look at the first image.It’s about a smart car and it fits perfectly between the two car advertisements.What better way to say the car is small and nimble.The second one of the car on the bridge is even better.

The Simpson’s advertisement is really innovative.Think about it!You are at a mall wondering what movie to watch and presto!Homer hits a home run and you go and watch the Simpsons movie.

Now that you know the secrets of the OOH universe go out there.First catch their attention,make them think,make them act ,place it right and you will rule the outdoors with all your might!

 

Join e4m for #OOH2016 Neons Award  bit.ly/ooh2016

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TOP 5 REASONS TO ENTER OOH NEONS AWARD 2016

ON THE FENCE? HERE ARE 5 REASONS YOU SHOULD ATTEND THE OOH NEONS AWARDS 2016!

 

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1.  Have your work seen by the best.
OOH Neons winners are selected by a Jury process comprising of some of the best known and experienced people of the industry!It’s a chance to get recognized by the pioneers who have shaped the course of some of the biggest brands in the country!The 2016 edition features heavy weights like Pallavi Singh of Harley Davidson,Sanjeev Handa of Maruti Suzuki fame & marketing guru Vivek Malhotra of the India Today Network.Seriously!Can it get any better?

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2.Make yourself a household name.
Every major news network and publication house follows e4m events.The award function is followed with great fanfare on social media too.The kind of attention that comes with winning a Neons Award also wins new clients, bolsters start-ups, and makes people aware of your great work.

 

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3.Meet the who’s who of the Industry,Network like a boss!
All the movers and shakers from the OOH industry will be present.Its a chance to meet your idol,network with people and foster new business and personal relationships.There ain’t a better place than the OOH Neons Award!

 

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4.Know the future !
The 2016 edition will be host to the OOH conference.Its your chance to meet the experts and listen to them while they discuss the future of OOH in India.Who knows?You might get an epiphany which can re-shape and revolutionize the industry.

 

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5.Claim your place in history.
We have been honoring the very best in the Outdoors since 2011.This edition will recognize and reward the exceptional work in OOH Advertising and Digital Signage from time period between January 2015 to December 2015.Help us continue celebrating the most innovative, creative, and transformative work that shapes the outdoor.

 

Register for the event & book your seats now @ bit.ly/ooh2016 .
To know more about e4m log on to exchange4media.com .
Know more about this blog here.

 

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Enba Awards 2015 : Recognizing the pioneers of News Broadcast

“Do not spray into eyes, I have sprayed you into my eyes
3:10 pm, Capa pends death, quivers, last rattles, last chokes
All colors and cares glaze to gray, shriveled and stricken to dots
Left hand grasps what the body grasps not, le photographe est mort

Three, point, one, four, one, five, alive no longer my amour, faded for home May of ’54
Doors open like arms my love, painless with a great closeness
To Capa, to Capa, Capa dark after nothing, re-united with his leg
And with you, Taro” ~ Alt-J ,Taro.

 

So begins the magnum opus by British alt-rock giants,Alt-j celebrating the love affair between Capa and Taro,and their re-union after death.
It all began with a photograph in 1934,Andre Friedman ,a struggling photographer was on the lookout for potential models for a brochure.He met Gerta Pohorylle in a cafe in Paris and the rest is history.

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Gerda Taro and Robert Capo ,circa 1936

Together ,Andre Friedman and Gerta Pohorylle would change their names and their destiny,becoming Robert Capa and Gerda Taro ,the most celebrated visual chroniclers of the Spanish civil war.They would change the nature of war photography ,reinventing the form that resonates to this day.

“If your pictures aren’t good enough,you are not close enough”

This quote by Capa would become a dictum by which ensuing generations of war photographers worked.During the Spanish civil war ,in one famous series of pictures ,Capa captured Taro crouched ,camera in hand,behind the wall beside republican soldier.In another,perhaps the most well-known war photograph ever,Capa captured a militiaman at the very moment of his death from a sniper’s bullet.

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Loyalist Militiaman at the Moment of Death, Cerro Muriano, September 5, 1936.© Cornell Capa

Capa is also credited with coining the term Generation X, using it as a title for a photo-essay about the young people reaching adulthood immediately after the Second World War.  Capa said,

“We named this unknown generation, The Generation X, and even in our first enthusiasm we realized that we had something far bigger than our talents and pockets could cope with.”

This brave but cavalier approach would cost both Gerda Taro and Robert Capo their lives.On Sunday 25th July,Taro was killed in Brunete, while covering the Spanish civil war when her car was rammed by an out of control  republican tank.Transported to a nearby field hospital ,Taro died from her injuries.According to Irene Golden,the nurse on duty,her last words were :

“Did they take care of my camera?”~Gerda Taro’s last words.

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Gerda Taro in Spain, July 1937 source:wikipedia

Robert Capo lost his life when he stepped on a landmine on May 25th,1954 during the first Indochina War at the age of 40.They both believed that their photograph could change the world and change the way people think.And their photographs did.

Their legacy lives on to this day.The 2015 edition of exchange4media news broadcasting awards wants to carry on the legacy of Capo and Taro.Recognizing the pioneers of the Indian news  industry who have constantly pushed the boundaries in search of truth.

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Join us on 13th of February,when we celebrate the spirit of freedom and the legacy of  pioneers like Capo and Taro who have shaped journalism as we know it now.

For more info on enba2015  click here.
To know more about Robert Capa click here .
To know more about Gerda Taro click here.
Listen to Alt-j’s tribute to Capa & Taro here.
Visit Magnum photos for a collection of Capa & Taro war photographs.