Google India spent Rs 1,100 cr on media investments in 2018

Google | January 24, 2019

For a company that is known to dominate the global online advertising market along with social networking giant Facebook, Google has itself emerged as one of the top advertisers in India over the last two years. The online search giant was among India’s largest advertisers in 2017-18, shelling out huge dollars to create awareness about, and drive adoption of, its products. Last year, Google increased media investments for its payments and services businesses, in particular, besides its hardware products Google Home (smart speaker) and Google Pixel. The company is learned to have spent around Rs 330 crore in 2017 on traditional mediums, or what are offline channels for advertising, as per media planners tracking advertising budgets. Offline mediums include television, print, radio and outdoor. Till November 2018, that spending increased to Rs 540 crore, as per data collated by media agencies, accessed and reviewed by ET. This figure does not include its spending on online channels.

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Ad Networks, Advertiser Platforms

Comcast Advertising Report Finds That in Light of Growing Focus on Brand Safety and Transparency

Business Wire | July 20, 2023

Today, Comcast Advertising announced the release of its annual Comcast Advertising Report, revealing data-based insights into how viewers are viewing, buyers are buying, and sellers are selling multiscreen TV advertising today. The study provides comprehensive insights on the newest engagement and consumption trends across streaming and linear TV advertising and provides actionable recommendations for the modern advertiser. The Comcast Advertising Report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners. According to the report, despite economic uncertainty, 94% of advertisers anticipate maintaining or increasing their spending on premium streaming in the next 12 months (40% plan to increase their spend.) The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video. “The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising. “As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.” Key findings from the report include: Traditional TV is still a core strategy in media plans, with 80% of advertisers planning to maintain or increase their spend on traditional TV in the coming year. Across both TV and premium streaming, the “big screen” TV is still the preferred viewing spot for most consumers, accounting for 82% of ad views. As free ad-supported streaming TV (FAST) matures as a free alternative to linear TV, viewers are engaging with content in the same way they do with AVOD, and seeing the content as equally premium. Both buyers and sellers are embracing programmatic as a way to unlock efficiencies in TV advertising. As a result, premium programmatic ad views have increased 12% compared to a year ago. The share of live sports impressions transacted programmatically has increased 38% so far in 2023 compared to 2022, as sports programming moves to streaming and publishers turn to dynamic ad insertion and private marketplaces to capture increased revenue. The report uncovers that buyers continue to face challenges in obtaining incremental reach, citing cost and frequency control as the biggest obstacles. The study analyzed billions of impressions to provide the following recommendations pertaining to maximizing reach and connection: To get the most exposure, TV advertisers should allocate 20-30% of premium video budget towards streaming and the rest to traditional TV. To maximize reach and impact against both in-market and future customers, advertisers should allocate 30% of impressions to highly targeted, addressable strategies and the remaining to broader, data-driven TV and streaming, while also spreading investment across networks, dayparts, and over months. Advertisers should capitalize on the big screen, where unaided recall is 2.2x higher and purchase intent 1.3x higher as compared to the same ad in a mobile digital in-stream environment. "In the face of unprecedented change in the way consumers are viewing premium video content, buyers and sellers alike are looking for tangible metrics on what works best within this new TV environment,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “The goal of this report is to provide actionable advice on using all the tools and channels now available for advertisers to maximize audience reach and drive strong viewer connections. Fortunately, Comcast’s role in video distribution, media and ad tech affords us the purview to deliver upon this ambitious objective.” The report concludes with several industry predictions for the year to come. Among the predictions is that linear will increasingly behave more like digital, that more streaming platforms will offer bundled subscription plans, collaboration between companies will further drive innovation, contextual targeting will continue to become more sophisticated, and advertising sustainability will be an important focus for U.S. advertisers and publishers. About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

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Programmatic Advertising, Advertiser Platforms

Pixalate Introduces Ad Industry's First Monthly App Developer Quality Rankings for Global Programmatic Advertising

PR Newswire | July 04, 2023

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today launched the inaugural Top Developer Rankings for CTV across Roku and Amazon Fire TV. The report ranks the world's Connected TV (CTV) app developers, bringing transparency to the programmatic advertising ecosystem. Pixalate's Top Developer Rankings build on the Publisher Trust Index, which provides ratings for individual CTV apps that support programmatic advertising. These rankings are based on multiple factors, including invalid traffic (IVT), popularity, ad density, and engagement scores. Often in programmatic advertising, buyers and sellers partner with app developers rather than individual apps. The new Top Developer Rankings provides an aggregated analysis of a developer's portfolio of apps, aiding ad tech companies in their advertising inventory partner evaluations. Top 5 CTV App Developers in April 2023 (Roku, North America): Fox News Pluto Inc. AT&T Services Inc. A Parent Media Co. Inc. Frndly TV Download the full April 2023 Top CTV App Developer Rankings for Roku here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends. Top 5 CTV App Developers in April 2023 (Amazon Fire TV, North America): Disney Discovery Communications fuboTV Frndly TV A+E Networks Download the full April 2023 Top CTV App Developer Rankings for Amazon Fire TV here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends. About Pixalate Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com

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Advertiser Campaign Management

LG Ad Solutions Announces Michael Hudes as New Chief Executive Officer

Business Wire | September 11, 2023

LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today announced the appointment of Michael Hudes as its new President and Chief Executive Officer (CEO). Hudes will also serve as a member of the company's board of directors. Hudes is a visionary leader with a distinguished career spanning multiple companies in the digital and CTV advertising ecosystem, bringing to LG Ad Solutions an unparalleled breadth and depth of industry expertise across all digital screens. Prior to joining LG Ad Solutions, Hudes was a co-founder and Chief Commercial Officer at Zenapse. He has also held prominent roles in several leading organizations including Lyft, YuMe/RhythmOne, Clear Channel, and Organic, marking a significant impact in the digital and advertising landscape during the course of his career. “Michael's rich experience and proven track record in the digital and CTV advertising sphere makes him an invaluable addition to the LG Ad Solutions leadership team,” said LG Ad Solutions Board Chairman Matthew Durgin, Vice President at LG Electronics USA. “We've witnessed the strides the company has been making under the existing executive leadership team and we expect to accelerate this momentum even further with Michael at the helm.” Hudes’s appointment comes at a crucial juncture for LG Ad Solutions as the company continues to solidify its position as a CTV industry leader. “I am both thrilled and honored to join LG Ad Solutions during such a transformative period for our industry,” said Hudes. “The opportunities ahead for LG Ad Solutions are vast, and I am deeply committed to steering the company into its next chapter of scale, innovation and industry leadership. Working alongside the talented team here, I am confident we can architect a future that defines success in the CTV and cross-screen advertising domain.” Prior to Hudes taking this CEO appointment in a permanent capacity, Adam Sexton was Acting CEO and COO. For more information on LG Ad Solutions, please visit https://lgads.tv/ About LG Ad Solutions LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.

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