BE Exclusive: Airtel dials top creative agencies for advertising pitch

Airtel | May 21, 2019

Telecom giant-Bharti Airtel has called for a creative pitch to handle its below-the-line (BTL) and regional communications business, according to sources close to the development. Wunderman Thompon (earlier J. Walter Thompson) is currently the agency- on-record for Airtel. The agency has been handling the business for the past 12 years. When contacted, Airtel declined to comment. As per sources, the account size is pegged to be around Rs 5crore - Rs 6 crore. As per the said sources, the incumbent agency Wunderman Thompson is among the agencies in fray. It should be noted Airtel is one of the largest advertisers in the country, with an annual ad spend that ranges between Rs 400 crore - Rs 500 crore. The other big spender in telecom includes Vodafone Idea and Reliance Jio.

Spotlight

Different types of YouTube ads from DigitalMarketer.com There are three main types of ads to choose from on the planet’s second largest search engine. We’ll cover each of them, show you examples and tell you the right time to employ each of these ad types.

Spotlight

Different types of YouTube ads from DigitalMarketer.com There are three main types of ads to choose from on the planet’s second largest search engine. We’ll cover each of them, show you examples and tell you the right time to employ each of these ad types.

Related News

AD NETWORKS

Kubient Partners with Verve Group to Increase Transparency and Reduce Fraud in Advertising Supply Chain

Kubient | November 01, 2021

Kubient, a cloud-based software platform for digital advertising, today announced a mutually beneficial partnership with Verve Group, a privacy-first omnichannel ad platform connecting advertisers and publishers to people in real time. The partnership opens up premium inventory for advertisers working with Verve Group, and enables Kubient's publishers the ability to access additional premium inventory from Verve Group, ultimately creating more transparency and efficiency for brands and agencies. "We hear from our brands and agencies that they want more transparency throughout the bidding process, but are continuously faced with partners that have multiple vendors. This can impact the price of inventory and raise questions around the quality of inventory being sold and purchased. By partnering with Verve Group, we're providing a seamless process for our advertisers to access quality inventory that's specific and relevant to the audiences they are trying to reach. This partnership will also tremendously impact our supply side partners, by expanding the number of advertisers that can bid on their inventory, which benefits all parties." Ryan Adams, SVP of Partnerships at Kubient. The partnership with Verve Group will rapidly expand Kubient's direct selling offerings, allowing for the team to continue building out a robust demand side of the business. Kubient looks to create greater revenue opportunities by opening up its publisher's inventory to Verve Group. "Kubient is a great partner for Verve Group, as we continue to evolve as a business and disrupt the ad tech landscape for both demand and supply partners," said Sameer Sondhi, Co-CEO at Verve Group. "Our team is always looking at ways to expand the breadth of inventory we can offer brands. By making Kubient's inventory available through Verve Group, our advertisers can expand the types of audiences they engage through campaigns. Additionally, we are also excited to offer Verve Group's high-quality inventory for Kubient partners." Kubient leverages Kubient Artificial Intelligence (KAI), a pre-bid ad-fraud prevention tool that catches fraud before it happens through pattern recognition and device scoring. The algorithm is trained to analyze the behavior, consistency, and quality to determine its credibility - accurately flagging fraud in less than 10ms of an ad bid, faster than any other tool on the market. About Kubient Kubient is a technology company with a mission to transform the digital advertising industry to audience-based marketing. Kubient's next generation cloud-based infrastructure enables efficient marketplace liquidity for buyers and sellers of digital advertising. The Kubient Audience Cloud is a flexible open marketplace for advertisers and publishers to reach, monetize and connect their audiences. The Company's platform provides a transparent programmatic environment with proprietary artificial intelligence-powered pre-bid ad fraud prevention, and proprietary real-time bidding (RTB) marketplace automation for the digital out of home industry. The Audience Cloud is the solution for brands and publishers that demand transparency and the ability to reach audiences across all channels and ad formats. About Verve Group Verve Group's consumer-first advertising suite is a leader in consolidating data, demand and supply technologies to create better business outcomes for advertisers and publishers. With a privacy-first approach, Verve Group's full-stack programmatic solutions are built for brand-safe environments. The global group is trusted by top 100 advertisers with direct connections to 4,000+ publishers and apps globally. Verve Group is part of Media and Games Invest (MGI) and has an international presence with 20+ offices worldwide. Learn more at www.verve.com. Forward-Looking Statements The information contained herein includes forward-looking statements. These statements relate to future events or to our future financial performance, and involve known and unknown risks, uncertainties and other factors that may cause our actual results, levels of activity, performance, or achievements to be materially different from any future results, levels of activity, performance or achievements expressed or implied by these forward-looking statements. You should not place undue reliance on forward-looking statements since they involve known and unknown risks, uncertainties and other factors which are, in some cases, beyond our control and which could, and likely will, materially affect actual results, levels of activity, performance or achievements. Any forward-looking statement reflects our current views with respect to future events and is subject to these and other risks, uncertainties and assumptions relating to our operations, results of operations, growth strategy and liquidity. We assume no obligation to publicly update or revise these forward-looking statements for any reason, or to update the reasons actual results could differ materially from those anticipated in these forward-looking statements, even if new information becomes available in the future. The safe harbor for forward-looking statements contained in the Securities Litigation Reform Act of 1995 protects companies from liability for their forward-looking statements if they comply with the requirements of the Act.

Read More

DISPLAY ADVERTISING

Blockchain in Digital Marketing: More Customer Confidence – and Innovative Advertising Methods

T-Systems International | April 20, 2021

Concerns around online activities, such as cybersecurity, data privacy, and transparency, are affecting digital marketing. Blockchain technology will help in the stabilization of customer trust in the digital world. It will increase the credibility of online ads, brand honesty, cross-promotion with influencers, and reward customers for data sharing. Due to the monopoly or duopoly, platform companies such as Facebook pose threats to multiple industry leaders in digital marketing. Furthermore, data scandals fueled skepticism in the digital advertising industry. Both users and advertisers believe that control over their data is slipping away from them. Blockchain technology allows marketing organizations to work more autonomously in the advertisement industry while also increasing the credibility of their product and corporate communications. How? The blockchain's key feature is that it maintains data on decentralized servers in several locations rather than in a single centralized repository. These distributed data records (blocks) are inextricably linked together to form a chain. Every computer (peer) in the network receives the same unalterable data copy. This has the advantage of no longer requiring all market players to trust a single repository – and therefore no central point of attack for cybercriminals or vulnerability to technical malfunctions. The concept is similar to an online document held in a decentralized location that can be modified continuously through several computers. This lays the groundwork for more transparent, secure, and reliable solutions in digital marketing. Brand and product transparency Any marketing agenda mainly focuses on sustainability. Many businesses claim to be sustainable. But how are they going to prove it? Blockchain technologies can enhance brand integrity within the supply chain management process, for example, by ensuring that products have been packaged or shipped sustainably – 2 important conditions when the products are organic. As a result, an Industrial Control System (ICS, for example, T-Systems) writes all data into a blockchain that is synchronized for all players, including the manufacturer, delivery agent, and retailer. This procedure allows customers to obtain facts about the sources of their products as well as monitoring information. In reality, the cloud2cloud combination of the Cloud of Things (T-Systems) and the SCP (SAP Cloud Platform) utilizes Internet of Things (IoT), blockchain, and machine learning to monitor the supply chain of the apples used in a smoothie (use case of T-Systems, pdf). Consumers can trace the direction and origin of organic apples using IoT data, supply data, and origin data – and do a fact check on the brand's value proposition. This enables businesses to sell their products as sustainable with much greater credibility. Blockchain is on the rise For the time being, high prices, the failure of real-time apps to attain commercial viability, and a lack of sector-wide initiatives are preventing widespread adoption. While some potential blockchain applications are still unclear, it is beginning to transform the digital world. In the digital advertising ecosystem, blockchain can increase transparency, confidence, and productivity. It will soon become a force in digital marketing rivalry that marketers cannot continue to neglect. T-Systems has already pioneered individual solutions to help companies get started with blockchain. Several pilot projects have already been initiated, and sector-wide experience sharing will be a critical next step. Marketing organizations who wish to stay competitive can into the processes that blockchain can simplify or even monetize.

Read More

ADVERTISER PLATFORMS

To Run Amazon DSP Buys, Brands Prefer CANOPY Management

Canopy Management | September 08, 2021

Increasingly, Amazon sellers are choosing CANOPY Management as their preferred provider when leveraging the Amazon DSP (Demand Side Platform) ad buys, the company reported today. Some partners say they would rather buy the ads through CANOPY, the Industry Leading full-service Amazon agency that helps brands scale their business and gain market share, than through Amazon itself. Amazon DSP is a Demand-Side Platform that enables brands and agencies to programmatically buy display, video and audio ads both on and off Amazon. Brands who make DSP buys through Amazon have to spend at least $35,000 per month, whereas CANOPY requires no minimum spend. Amazon DSP ads compose the third and final step in the CANOPY Accelerator Program (CAP). The average Canopy Management partner grew sales 212% for the two most recent Prime Days, while their Advertising Cost of Sales grew only 7 points. “With CANOPY’s team managing PPC and DSP, our brand has seen rapid growth,” said Ely’s & Co. Founder Sara Neuhaus. “Our sales are up 60% compared to last year.” Worth noting: Amazon DSP doesn’t exist exclusively for Amazon Sellers. Non-endemic brands can leverage the reach and targeting capabilities of DSP and tap into its reliable 1st party data and exclusive inventory to drive traffic to their offerings and website. With lower minimums, Sellers and Brands have a clear advantage when it comes to choosing Canopy by launching and testing new campaigns. Not only is Amazon offering programmatic buys off-platform, it also provides access to video streaming ads via OTT, or Over-the-Top, enabling marketers to engage audiences across Amazon-affiliated sites like IMDb.com and Twitch, devices like Fire TV, and across the web. OTT gives small Amazon sellers and large brands access to a new, rapidly growing frontier in TV advertising. One-third of American adults use streaming services. In May, Amazon reported that its ad-supported streaming video content — which includes IMDB-TV, Twitch, and NFL Thursday — reaches 120 million people per month, a sixfold increase from the 20 million monthly users it reached in January 2020, less than a year and a half earlier. Amazon DSP advertisers can easily reach audiences of sports fans, Prime Video viewers and relevant In-Market segments. “Amazon DSP already offers the second-highest Return on Ad Spend after Google,” said CANOPY Management CEO and Cofounder Brian Burt. “As Google & Facebook phase out the third-party tracking cookie, Amazon DSP offers brands unparalleled power to reach their target audiences. We’re pleased that our team’s hard work results in great success for our partners, and we’ll continue to work for the strongest possible results.” About CANOPY Management A full-service Amazon marketing agency, CANOPY Management is the driving force behind many of the most successful brands on Amazon. CEO and Cofounder Brian Burt is leading the company’s growth and expansion into new markets. CANOPY was recognized as a ‘Great Place to Work’ in March 2021.

Read More