Facebook wins rights to broadcast live Premier League Games in Asia

Facebook, the social media giant has made an exclusive deal worth around £200mn for broadcasting live Premier League Games in Asia. By hiring Eurosport CEO Peter Hutton, Facebook had made it clear about its intention of entering into sports earlier this year.

Facebook Inc. has come forth as a competitor to broadcast the premier league in Vietnam, Cambodia, Laos and Thailand. According to the Times, Facebook has beaten television networks Fox Sports Asia and Bein Sports in this bid and gain the rights to broadcast 380 Premier League matches each year till 2022.

Premier league

After Amazon, Facebook became the second internet firm to get rights to broadcast live Premier League Games in Asia. The social network giant has previously broadcasted La Liga, Major league soccer and UEFA Champions league on its platform, but this new deal of Facebook exemplify its biggest push in sports. This social network giant is not the only technology company which is pushing into sports. Amazon Prime had also secured a deal with the Premier League to seal an exclusive coverage of 20 matches per season from 2019-2022.

It is reported that the Premier League’s chief executive Richard Scudamore is also looking ahead for a similar deal with Netflix and Youtube. By these deals, it is clear that traditional broadcasters are going to face new competitions.

Advertisements

5 New trends in the marketing industry that smart firms should apply

Before finalizing your marketing strategy a firm should always see what’s new out there. Knowing about new trends and tools will never let you waste your time and money. As of now, marketing is the biggest factor in a company’s growth. Content helps advertiser connect with their customers and show your customers who you are. Here are some trends in marketing which will surely grab the attention of your audience on to your content:

New Trends in DM

Five new trends in marketing

Info-graphic Content

You might have heard of this ancient proverb ‘A picture is worth a thousand words’, it still applies in the digital marketing world. Images are perfect if you want to make your content more interesting. In social media marketing, visualized content is the most important thing in their marketing strategy because people are more likely to read an infographic content rather than a plain content.

Micro –moment Marketing

 In this type of marketing, customer flow is divided into micro interaction moments, where a customer uses their digital device to learn, buy, search, discover, listen or watch. For example, a user also uses Google map location-based searches for finding bank near me which shows, user’s micro- behaviour. This concept of micro-moment marketing not just focuses on delivering your message to the user but also place a good significance on the timings.

Legitimate storytelling

Nowadays people are getting smarter, they are not just seeking content. They are also on the panorama for a personalized experience. Today’s user wants more than just promoting or advertising a product. Building an emotional connection with their audience is one of the new and popular trends in marketing.

Interactive content

Interactive content is the best way for firms to get connected and engaged with their customers. Interactive content builds brand reputation and also engage the audience in a meaningful relationship with your firm. User-generated content (UGC) will earn the trust of your future target customer. UGC includes reviews, ratings, comments and recommendations. Users are more willing to have faith in heartfelt recommendations and reviews.

Artificial Intelligence integration

Artificial Intelligence (AI) is the most trending tech in the Digital world. Marketers are also looking forward to using this technology in their marketing strategies. The rankbrain algorithm of Google, which is capable of understanding and responding to user queries in the same manner as a human being would do. Marketers are also integrating AI in efforts to amplify user experience. Marketers are also using chatbots and automation to complement their user engagement efforts, among other things.

Goodbye, Google Adwords! Popular Online Advertising service to be rebranded as Google Ads

Google Adwords is an online Advertising service developed by Google, where advertisers pay to display service offering, product listings, brief advertisements and video content within the Google ad network to the web user. Don’t worry, the platform is not going anywhere. It’s just getting a new name with some updates.

Google Ads

What are the new updates?

Along with the rebranding, Google Ads is coming with a new feature called Smart campaign. This feature will allow small firms to create their own social media campaigns and elaborate advertising through the use of automated targeting and machine learning.

Additional updates include Advance bid adjustments, more visualised reporting, promotion extension, overview cards and a new User Interface.

The Senior Vice President of Ads & Commerce at Google, Sridhar Ramaswamy manifested that the company has been getting consistent feedback from past few years that the features of Google Adword could make it be confusing for Advertisers.

Other Rebranding’s

The other part of the Rebrand sees Google Analytics 360 Suite and DoubleClick advertiser being mingled into a single brand called Google Marketing Platform.

Another Consolidated platform, Google Ad Manager, which integrates the functionality of DoubleClick for Publishers and DoubleClick Ad Exchange also got rebranded. This tool enables the advertiser to manage Ad campaigns more precisely.

If you are an Advertising agency, make the necessary changes to all your marketing material to replace Google Adwords with Google Ads.

Google, Facebook ad: Digital advertising market could double to $435 billion by 2022

Research shows Google and Facebook grabbed one-fifth of global advertising spending last year. Online marketing has overtaken offline marketing and television to become the world’s largest advertising medium.

Google is by far the biggest media owner and has attracted $105.65 billion in ad revenue in 2017. Following Google, Facebook has become the second biggest media owner and has made $39.94 billion in ad revenue in 2017. Both Tech giants are predicted to make $435 billion from digital advertising by 2022.

Facebook Google

Nowadays using data about a customer’s shopping habit is the best way to target customers. British vacuum cleaner maker Dyson, who invented this marketing strategy, started using this strategy by showing ads of Dyson’s cordless V6 vacuum on social media and Target’s website to the people with hay fever hate dust. Kristi Argyilan, Target’s senior vice president of media and guest engagement, said that “Data about real people and real behaviours actually get a much stronger result because the fidelity of that data is so much richer”

According to the interviews with marketing consultants, Retailers and packaged goods maker, Retailers are bidding aggressively to attract big advertisers to their e-commerce sites to drive more conversion and sales. These manufacturers of everything from noodles to hair conditioner are advertising more on retailer’s website where people who already have the intention to buy are navigated to a specific product using their shopping habits.

Aside from Google and Facebook, there are other media owners in the ranking: Microsoft, Yahoo, Twitter, Baidu and Verizon. Between them, these media owners generated $132.8 billion of ad revenues in 2017. Snapchat is also set to hike its ad revenue to $900 million by this year.

Publicis Communications, a French Multinational Advertising and Public relations Company announces a new entertainment marketing arm in India

Publicis Communications has announced the launch of its new Entertainment Marketing arm, Publicis Entertainment in India. Publicis Groupe, also known as Publicis Communications is a French Multinational advertising and Public Relations Company. It is one of the oldest and largest marketing and communications companies in the world, by revenue.

publicis communications

Publicis Entertainment arm was formally set up in June 2018. Publicis Entertainment executive director, India, Pranay Anthwal, will head the division and will report to Saurabh Varma, CEO of Publicis Communication, India. This arm will help all of Publicis Communications’ agencies (Publicis Worldwide, MSL Group, Leo Burnett India, Indigo Consulting, Prodigious India, Leo Burnett Orchard, Publicis Capital, Digitas, L&K Saatchi & Saatchi, Publicis Beehive, Sapient Razorfish) collaborate with big players in the Entertainment and Content space by leveraging digital and social marketing.

Publicis Entertainment arm is aiming at being an advisory for business solutions in the branded entertainment. This unit is looking forward to brand integrations for film and TV series, a partnership between brands and clients, IP creations and celebrity management.

About Pranay Anthwal, Executive director at Publicis Entertainment, India

Pranay Anthwal is a Multi award-winning branded content and entertainment specialist. He has already created successful social and digital campaigns for more than 150 successful films such as Krrish, Munnabhai MBBS, Lagey Raho Munnabhai, and Viruddh, to name a few. He has also worked for big key clients like Disney India, Buena Vista, Sony Pictures, Columbia Tristar, and many more in his career.

Discussing his new role in Publicis Entertainment arm, he said,” I am happy to be back to the Publicis family. For far too long, branded entertainment and entertainment marketing has been in the cost-per-deal space. This is because not many creative and strategy ad agency majors were involved in this process. So far it has been, and still is, a supply-side market model. We hope to play a role where we curate and recommend entertainment industry partnerships from a brand lens, in addition to focusing on brand objectives instead of deal objectives.”

Speaking about this new arm, he added, “Our focus products for the first few years will be entertainment marketing, branded entertainment and co-creation of branded entertainment IP’s for our big brands. We hope to move some big investments from the expenditure column to the assets column for some of our key clients”

Google, Facebook, Microsoft, Twitter joins the open source initiative, Data Transfer Project

Tech giants like Google, Facebook, Microsoft and Twitter announced that they will join the open source initiative called Data Transfer Project (DTP).

Facing a harsh public analysis over data leaks among privacy concern, the social media giant has called up for the whole technology industry to come and help billions of users manage and transfer their data without any threat or privacy issues.

data transfer project

About Data Transfer Project:

Data Transfer Project (DTP) is an open source, service-to-service data portability platform. It is a collaboration of organisations committed to building a common framework with open-source code that can connect any two online service providers, enabling a seamless, direct, user-initiated portability of data between the two platforms.

In the initial stages, it will help users to sign up for another service from the current service’s data with encryption. Data Transfer Project is still under development and not properly ready for use yet.

DTP is also facing some problems like moving data between two services because of their unique privacy controls and settings.

Director of Product Management at Facebook, David Baser said “Even if we’re all taking steps to shore up our privacy protections, we won’t find the answers in a silo. Companies are connected and our technology ecosystem can’t be reversed. So we need to work together on standards and best practices to make data portability a reality while also prioritizing people’s privacy and security.”

Cambridge Analytica, a British Political Consulting firm is at the midway of this ongoing dispute over the alleged harvesting and use of personal data. Some argue on this dispute that, the social media giant should be lockdown completely so that the applications can’t get access to any kind of personal information. But as per Facebook, limiting user’s ability to share information would expunge the conveniences they enjoy.

“We need to find the right balance, giving people control over data sharing and preventing abuse without hampering people’s experiences or hindering innovation,” said Baser.

Facebook’s photo and video sharing app, Instagram leads as Influencer Marketing platform globally

Instagram is an image and video sharing social networking service owned by the social media giant, Facebook Inc. It is the most popular social media platform with about 1 billion users worldwide. Instagram allows users to post or share photos and videos, which can be edited with filters, tags and location information.

instagram

Influencer marketing focuses on influential people rather than the target market as a whole. This marketing is a powerful tactic that targets users on social media where they spend much of their time. Instagram has become the most popular platform for influencer marketing. As compared to last year, 88.9% of influencers worldwide are using Instagram for their Influencer marketing campaigns this year.

Insight:

According to influencer marketing firm, Mediakix, Marketers may invest about $1.6 billion on Instagram marketing campaigns next year. As the advertisers shift budget from other marketing channels to this leading influencer marketing platform, Instagram is estimating an increase in the total ad spends on influencer marketing of about $10 billion in the next five years. Instagram is not the only platform where influencers are campaigning, other platforms like Snapchat, Facebook, Youtube, Twitter and Pinterest are also used for influencer marketing campaigns.

In China, most of the popular social media platforms like Facebook, Instagram, Youtube and Snapchat are banned. WeChat and Weibo are the most popular social media platforms in China. In other regions like Germany, Austria and Switzerland, Youtube and Instagram are the most popular platforms for Influencer marketing.

According to the latest forecast in India, Instagram has noticed the fastest growth rate worldwide of about 123% in 2017-18. Sweden will have the highest Instagram users in the world, followed by Indonesia and Norway. Overall, we expect a rise of 18.4% in the number of worldwide Instagram users by 2018.

Google, Amazon and Reliance Jio among India’s Most Influential Brands

Today, Business has changed. Technology has given commerce an almighty shake. Every brand and profession has been impacted by broadly available technology. With the right technology, mindset and strategy you can establish a profitable sphere and become influential within it.

most influential brand

Google has become India’s most Influential brand while e-commerce giant Amazon and telecom major Reliance Jio follow in the second and third position respectively. Ipsos, a research firm, recently conducted this research for the most influential brands in India. Ipsos conducted over 36,000 interviews of around 1000 Indians, who were using more than 90 brands, in the top metros in the country. This influential brands ranking are based on parameters like customer engagement, trustworthiness and leading edge among their customers.

Executive director at Ipsos India, Jyoti Malladi said, “Influential brands impact our daily lives by providing meaning or purpose and reflecting our personal values. An evolving consumer landscape, technology enablers and the consumer’s changing preferences tend to place the different brands on varying influence standing for consumers.”

Most of the brands that have reserved their places in the list of Most Influential Brands (MIB) top list are majorly from e-tailing and technology space. Top 6 brands in MIB list are followed by Google, Amazon, Reliance Jio, Facebook, Flipkart and Samsung. Patanjali, a Fast- moving Consumer goods (FMCG) brand has made it in the list of MIB at the 7th position this year. As compared to previous year, Patanjali has lost three ranks probably indicating that its influence is abating at least to some context.

India’s Top 10 Most Influential Brands

  • Google
  • Amazon
  • Reliance Jio
  • Facebook
  • Flipkart
  • Samsung
  • Patanjali
  • Microsoft
  • iPhone
  • Apple

Bridging the Gap between Online and Offline Marketing

A real war in today’s world is between Online and Offline shopping. Offline stores are not the only one who is struggling in this war, even online stores are struggling to keep their position in an already crowded market. Before we go further on bridging online and offline marketing, let’s dig out some knowledge about online and offline marketing.

online and offline marketing

Online marketing vs Offline marketing

Online marketing, also known as Digital marketing or Internet marketing, is a form of advertising or marketing which uses the internet and digital devices to deliver promotional messages to customers. Strategies used for Online Marketing are as follow: Search engine optimization, social media marketing, Email marketing, search engine marketing, affiliate marketing, Influencer marketing, content marketing and Lead generation.

Offline marketing is a process of creating brand awareness, generating leads and sales, and reaching the targeted audience. But there is no use of the internet or any digital device in this marketing proves. Methods used for Offline Marketing are as follow: Radio, Brochure, Flyers, Newspapers, Pamphlets, Television, billboards, Posters and Banners.

Bridging online and offline marketing

When it comes to online vs offline marketing, it’s not necessary that one should be better than other. One of the most important factors that a business has to take into account is the relation between online and offline marketing. Most businesses will first engage with their customers through social media, emails and website information. But we should never forget that physical holding of a business card, brochure or a pamphlet can result into benefits like client’s faith in your company, a client-centered approach which engenders loyalty and a “Real” aspect to your service or a product.

Benefits of bridging online and offline marketing:

  • Get your marketing to work in sync
  • Stand out from the competition
  • Effectively track and measure
  • Reach targeted audience

Foreseeing the pros of bridging online and offline marketing, many advertising agencies have commenced the application of both strategies to provide best customer services.

Facebook launches new advertising offering ‘Playable Ads’

Facebook announces new advertising offering ‘Playable Ads’ for app marketers at the ChinaJoy gaming conference. Playable ads were first launched in 2014, four years later in 2018, Facebook finally brings this advertising offering to its platform.

Playable ads

Facebook will allow advertisers to set up these Playable ads in the Newsfeed after selecting the app install campaign objective. For managing playable ads, Advertisers can also use one of the Facebook’s developer partners — Kaizen, CyberAgent, CrossInstall, Wisebirds, MakeMeReach, Bidalgo, Septeni Original, ConsumerAcquisition, Soft-world, Nanigans, Smartly.io, TreSensa and Kenshoo.

Playable Ads

Playable Ads are such ads which allow the user to try a game out before they download it. These ads drive higher-intent installs from users who have experimented with the game. Playable ads are an interactive experience that consists of a mini-game experience, a short tutorial of the advertising app and an end card with a specific call to action that appears after a set number of seconds.

 Facebook’s version of Playable ads is little different from the normal playable ads, as Facebook’s playable ads first show video of the game and then allows the user to interact with the game. Vice President of global gaming at Facebook, Rick Kelley, said “With playable ads, advertisers can now give players a chance to experience a game in Feed before they install it, creating higher intent.”

Retention Optimization

Facebook is introducing Retention Optimization. Retention refers to the percentage of user who returns to a game after some period of time. Facebook is examining a way to optimize retention to help developers to find extremely valuable and engaged users to achieve a better Revenue on ad spend (ROAS) through subscription revenue and higher ad.

Kisup Lee, CEO of Bitmango, said “Facebook’s retention optimization solution helped us acquire users with much higher retention rates with a 14% better return on investment (ROI) compared to install optimization when looking at cost per day seven retained user”. “Moreover, our installation volume has increased with Retention Optimization compared to our previous campaigns,” he added.

Value Optimization

Facebook is also introducing Value Optimization, which will help developers find their most valuable users and reward them. Most valuable players for game developers are players who make an in-app purchase because players who are paying in games are likely to spend more time over there and remain active in the game.

Head of Operations at Addict Mobile, Manuel Pacreau, said “Being able to set a minimum ROAS is critical for us to ensure we’re spending each of our clients’ dollars efficiently towards users who drive the most value as defined by their business, without sacrificing upside performance.”

Retention and Value Optimization will roll out to more advertisers on Audience Network, Facebook and Instagram later this year, Facebook says.