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  • Face off: Lines between content and ads are blurring, says Anuj Khanna Sohum | The Financial Express
    to grow because of where the audience is spending more time There are two types of audiences who are mobile first in India the first being youth The youth prefers handheld devices for everything such as listening to music watching movies and television games social interaction banking commerce etc The second category demographic is rural That s because of connectivity entertainment and affordability Over 70 of our country is both youth and rural So we are a very unique country when it comes to demographics The next billion smartphone users are in India How are programmatic ad buying tools including real time bidding reshaping mobile advertising What is the potential of mobile programmatic in India What are the factors limiting its growth Real time decision making is the key By real time I mean real time optimisation of where you are putting your ad which creative to show to which user how do you optimise your ad how do you optimise it for the network operator etc You cannot achieve real time manually you can only do it programatically The programmatic share in mobile display advertising is currently around 30 In fact more than 75 should be programmatic Currently social and search are all programmatic and have real time optimisation The rest of the industry needs to follow suit Increasingly people are putting automated trading desks for media procurement Even the creative optimisation is happening real time Advertising on mobile is set to grow not just by cannibalising traditional media but also because it is a novel format of advertising Do you believe app users are more evolved than WAP users Do advertisers prefer app users for better targeting The difference between a mobile app and a browser is that in the latter you can move from one website to another If there could be a mechanism in a mobile app where there are shortcut links to switch apps there won t be much difference between an app and a browser Going forward the difference between the two will blur The browser experience will become app like and the app will provide the convenience of a browser For an advertiser what is more important is the end audience How you reach the end audience whether through an app or web social search or display doesn t matter as long as you can convert them You can measure what works best for the target segment and then define your strategy Sometimes marketers make the medium more important than the consumer This shouldn t be the case When we started we focussed on native apps because then browsers were very slow But now browsers are more powerful In a world led by the cost per installation CPI model does Affle have a differentiated product to offer CPI is getting outdated CPI worked in the initial phase when companies were looking for funding But just having users is not enough What is important is cost per event transaction It doesn t matter if

    Original URL path: http://www.financialexpress.com/article/industry/companies/face-off-lines-between-content-and-ads-are-blurring-says-anuj-khanna-sohum/192356/ (2016-02-08)
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  • Thums Up ad: Old wine, old bottle? | The Financial Express
    the brand s commercials The campaign propositions over the years have focused on variations of thunder Thums Up patrons have tasted the thunder grown up with Thums Up then the toofan arrived and now the brand is asking Kuch aur woh kya hota hai Having said that we don t believe the brand positioning has evolved with changing times unlike rival Pepsi The creators clearly swear by the If it ain t broke don t fix it adage Sachin Das Burma group executive creative director Leo Burnett shares the thunder within the bottle reflects the thunder within an individual ready to be unleashed This is where the Main Hoon Toofani philosophy comes alive With never seen before visuals we have a spectacle But besides the action sequences and the background track composed by Samiruddin is there something new being communicated We don t think so There s nothing wrong with going down the tried and tested route But maybe just maybe it is time for a different execution for a thunder packed idea Rating 1 2 shinminbali First Published on January 12 2016 12 07 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars

    Original URL path: http://www.financialexpress.com/article/industry/companies/thums-up-ad-old-wine-old-bottle/192355/ (2016-02-08)
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  • What extent can marketing help online real estate players | The Financial Express
    customer proposition has been taken over by straight jacketing the message which doesn t really address a business problem The assumption is that if I shout louder and drown out others I ll get customers But there is no attempt to convey a customer proposition he notes Communication it may start to seem in this space can t do enough to move things off the shelf so to speak Sudhir Pai CEO Magicbricks com concurs that it is more of a category issue This is a very high involvement category We frankly don t expect too much transaction volume online either now or in the near future We don t expect that to change in a meaningful way What Pai expects to change is the extent of a potential consumer s involvement with an online real estate portal The challenge remains that this category isn t one that a consumer can be sold on by just advertising He notes Where online property portals have succeeded in a meaningful way is driving category adoption Our internal data suggests over 70 of consumers who are buying a home use the internet at some stage of the buying process Vikas Malpani co founder and VP communities CommonFloor com notes that the focus of communication for the portals is a mix of a making people aware of the category itself b stating what the consumer can expect from the category when they go online and c to build on the needs of the digital consumer The challenge then for online real estate going forward is to build perceptible differentiators Different strokes According to the India Brand Equity Foundation IBEF the Indian real estate market size is expected to reach 80 billion by 2020 That is a long time for online real estate portals to arrive at clearer differentiators given the assumption that a number of builders and developers would have moved online As Sumeet Singh EVP marketing and corporate communications Info Edge India parent company of 99acres com shares For portals the differentiation is in the quality of the listing what kind of user experience the site provides what information is included and whether quality checks are happening on the listing Take 99acres com s first ad which was rolled out in 2007 to create brand awareness Since then it has moved to platforms other than TV That s when it grew to bring out communication that spoke about its various verticals Apart from awareness campaigns the brand created an ad just for the rent category followed by something only for sellers Overall the portals use TV for reach awareness and branding but this becomes a very expensive proposition from a wastage point of view Mobile gives them capability to use location as a target parameter and to conduct experiential advertising Radio is for local reach On ground events and festivals prove to be an effective strategy both from a B2B and B2C perspective Property fairs are used for lead generation They help with

    Original URL path: http://www.financialexpress.com/article/industry/companies/clicks-for-bricks/187940/ (2016-02-08)
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  • Ad-dendum by Raghuram Devarakonda & Vikram Rao: Reality of dealing with today’s rural consumer | The Financial Express
    given how quickly rural consumers are changing To win in this market companies will need to develop more sophisticated consumer insights and let go of long held assumptions about rural consumers The foundation of success in rural markets lies in building trust with the rural consumer In the close knit rural landscape brands that succeed are the ones who continuously invest in being relevant to the community Rural consumers rely on their social networks to keep them informed and use this network to validate the brands they consider and the products that they ultimately purchase Ensure product functionality Companies need to also address certain basic demands of these consumers They are highly focused on evaluating product functionality as much as they are about serving their aspirations In many ways brands will do well if they build a strong case in ensuring product functionality and design relevance by investing in research to uncover key consumer pain points and insights in the purchase journey A significant share of purchase decisions in these markets are triggered by product breakdown or obsolescence rather than only aspirational needs In such a setup influencing word of mouth through ground level activation and driving product trial prove invaluable as rural customers are extremely practical buyers An increasingly connected rural population means that marketers can now rely on investments in digital and mobile to overcome geographical challenges and support the momentum created by on ground activations Market leaders in the rural market have evolved go to market models that work intrinsically with the rural social fabric For example certain companies have used women entrepreneurs to endorse and sell brands by integrating local influencers into the sales and brand promotion channels Thus rural consumers can double up as trade partners and companies in turn benefit by enriching the community Target key opinion leaders Winning over key opinion leaders is important to penetrate rural communities For example young people are early adopters of technology and tend to be the key opinion leaders within rural communities for mobile phones Similarly doctors for healthcare products or progressive farmers for farm inputs could be tapped as opinion leaders Additionally women and children now play a more empowered role in purchasing decisions to buy goods and services In this market where trust is a key driver to success it is not enough for companies to only sell a product Upholding the product promise through design of long lasting products and after sales service determines the extent of product advocacy a brand will enjoy Rural consumers do not hesitate to share unsatisfactory experiences with their social networks of when a product breakdown occurred or how a company failed to attend to a service need To gain wallet share in India s rural market companies need to meet specific imperatives at each stage of the rural consumer s purchase journey Rural consumers are waiting to be served in new ways and with new offerings And they have decided which brands they will give their loyalty to

    Original URL path: http://www.financialexpress.com/article/industry/companies/ad-dendum-by-raghuram-devarakonda-vikram-rao-reality-of-dealing-with-todays-rural-consumer/187939/ (2016-02-08)
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  • In Perspective: Dwelling on the threshold | The Financial Express
    based on advertising revenue needs a critical mass of traffic which involves huge marketing spends Even deep discounting as evident in the consumer acquisition strategies of some of the big e retailers like Amazon Flipkart Snapdeal etc makes it difficult to foresee profits in the near term Not surprisingly everyone seems to be chasing valuation as the Holy Grail but even valuation needs to be based on the presumption of profits at some point in time While profit projections on paper are one thing the reality is that only a few players will survive in the long run Some will fail to generate adequate traffic others will perish from operational inefficiencies and there will be those who will run out of funds The best chance of being successful is for companies to build in a strong brand differentiator from the start rather than rely on short term measures to attract consumers By Samit Sinha The author is founder managing partner Brand Alchemist First Published on January 5 2016 12 26 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil

    Original URL path: http://www.financialexpress.com/article/industry/companies/in-perspective-dwelling-on-the-threshold/187942/ (2016-02-08)
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  • Brand Wagon News:Brand Wagon Newspaper,Brand News in India | - Page 2The Financial Express | Page 2
    inc can be an important contributor especially in certain sectors like environment healthcare technology and geopolitics for the indian market says Norman Pearlstine EVP Chief Content Officer Time Inc Start ups do bring in unanticipated challenges Ashwin Ahmad December 15 2015 12 04 AM I m fortunate that I get to do everything that I love Every moment is new and so are my days in the office How new media is changing the face of digital movie marketing Payal Khandelwal December 8 2015 5 21 PM With film production houses turning to new media for promoting their banners the face of digital movie marketing has changed forever In Perspective Take the audience on a journey December 8 2015 5 21 PM Sometimes a film can only be as good as its marketing A good film might just be ignored by the audience and a bad film can be lapped up by everyone Ad dendum by Sandhya Shama Rao Food for thought December 8 2015 5 18 PM Changing urban lifestyles technology and an insatiable appetite for variety have opened up a whole new world in the online meal delivery space Face off Our monthly Fight Club helps us generate great work says Rajdeepak Das Meghna Sharma December 8 2015 5 16 PM we have a Fight Club our ECDs meet every month so that without discouraging each other we can help each other do better says Rajdeepak Das Chief Creative Officer of Leo Burnett Sharing empowerment Ashwin Ahmad December 8 2015 5 15 PM The Idea Cellular ad is heartwarming but the campaign is now becoming predictable It s no fun working for meek targets FE Bureau December 8 2015 5 19 PM After Hours with Sulakshan Kumar Co Founder and CEO MySmartPrice In Perspective Stage set for the underdogs December 1 2015 3 07 PM The consumer today is smart informed well researched and looks beyond believability of a known face holding a product saying it is great Is it the age of the unconventional brand endorser Henna Achhpal December 1 2015 5 19 PM Brands are no more frowning upon the use of Nawazuddin Siddiqui over say a Shah Rukh Khan Wooing the Un Metro Guy December 1 2015 2 03 AM Rapid urbanisation is one of the key factors impacting the socio economic fabric of our country 1 2 3 4 5 6 7 8 9 10 11 12 13 Editor s Pick How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note From Real Madrid to Chelsea Know the top 10 richest clubs New Mahindra cars at the Delhi Auto Expo 2016 Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal

    Original URL path: http://www.financialexpress.com/print/brand-wagon/page/2/ (2016-02-08)
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  • Brand Wagon News:Brand Wagon Newspaper,Brand News in India | - Page 3The Financial Express | Page 3
    No more one size fits all Paritosh Joshi November 3 2015 12 49 AM Sam Balsara a wise and thoughtful observer and commentator on the communications industry speaking at the Subhas Ghosal Memorial Lecture a few weeks back Ad dendum The Transformational Power of Social Media November 3 2015 12 40 AM The combination of social media and technology is putting citizen concerns first crowdsourcing relief in crises and reinforcing the power of connectivity communities and the power of Now Face off ErosNow a natural extension for us says Rishika Lulla Singh Meghna Sharma November 3 2015 12 37 AM By offering a multitude of experiences and catering to each individual s demand for flexibility in timing type and volume of content and the place of consumption we offer high value that users are willing to pay for OLX in From seller to buyer Meghna Sharma November 3 2015 12 34 AM OLX s new ad brings out the affordability proposition yet again this time focusing on the buyer s point of view The Breaking News Conundrum Payal Khandelwal October 27 2015 1 56 PM The English news genre is seeing some action with new launches and rebranding galore but the profitability battle is far from over In Perspective Going beyond the personality cult October 27 2015 12 01 AM English news channels continue to maintain status quo and this is expected to continue with the clear leader maintaining its distinct gap from the nearest number 2 week on week Ad dendum by Tripti Lochan The threat of ad blocking October 27 2015 1 58 PM Ad blocking is emerging as a big concern for publishers and advertisers Here s a lowdown Face off We plan on investing in regional markets says Punit Goenka Meghna Sharma October 27 2015 1 58 PM I don t expect the digitisation deadline to shift but implementation on ground will have its challenges From the knowledge I have I don t see the stakeholders ready for the January 1 blackout Start ups are very demanding but exciting Saket Saurabh CEO fame Banasree Purkayastha October 27 2015 2 00 PM Start ups are the only place where one must do strategy and tactics and think about everything from the big picture to the smallest detail in execution 1 2 3 4 5 6 7 8 9 10 11 12 13 Editor s Pick How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note From Real Madrid to Chelsea Know the top 10 richest clubs New Mahindra cars at the Delhi Auto Expo 2016 Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14

    Original URL path: http://www.financialexpress.com/print/brand-wagon/page/3/ (2016-02-08)
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  • Brand Wagon News:Brand Wagon Newspaper,Brand News in India | - Page 4The Financial Express | Page 4
    urban consumers Face off I am not in favour of autoplay ads says Meera Chopra Anushree Chandran October 5 2015 10 32 PM Getting people to pay for quality content rather than downloading a pirated version is the big challenge Recharge value is obviously one of the biggest constraints Ad dendum by Naresh Gupta Shocking Bizarre or Strategically Sound October 5 2015 10 29 PM Often in being comical or strange or bizarre brands lose their sense of context and then stand out like a sore thumb Dos and don ts Banasree Purkayastha October 6 2015 5 47 PM Shaadi com s latest ad allows women to set their terms and conditions for marriage without donning the rebel tag The lines between work and fun are pleasantly blurred Banasree Purkayastha October 5 2015 10 22 PM As an entrepreneur I get to transform my vision into reality and have the opportunity to innovate What could be better than that How brands are using social media s storytelling abilities Anushree Chandran September 29 2015 12 08 PM Brands have realised the significance of social media and its peculiar demands Utilising the social channels storytelling abilities they are creating an image of a more personal and reachable entity With social media we are dealing with live storytelling skills September 29 2015 12 16 AM Brands can never be social it s the idea which becomes social It took a while for our marketers to figure this out Ad dendum by Marzin Shroff Bridging the offline online gap September 29 2015 10 13 AM The digital domain can be used to make first contact with the consumers and then seamlessly moving the discussion offline by connecting the prospect with the on ground sales person Will a name change help Uninor as it tries to ride the value for money game Meghna Sharma September 29 2015 5 23 PM Norway s Telenor Group which recently rebranded Uninor its subsidiary in India to Telenor India plans on riding the value for money game 1 2 3 4 5 6 7 8 9 10 11 12 13 Editor s Pick How Zika virus infection can spread From mosquito bites to urine transmission top 5 points to note From Real Madrid to Chelsea Know the top 10 richest clubs New Mahindra cars at the Delhi Auto Expo 2016 Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to

    Original URL path: http://www.financialexpress.com/print/brand-wagon/page/4/ (2016-02-08)
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