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Ad:tech 2015: ‘Consumption patterns have changed completely, hence it is important for content creators to evolve’

The conference featured several sessions dedicated to the fast growing digital medium

Ad:tech 2015: ‘Consumption patterns have changed completely, hence it is important for content creators to evolve’

The conference featured several sessions dedicated to the fast growing digital medium. BestMediaInfo looks into the key discussions on the final day of the two-day event

Jagadeesh Krishnamurthy | Delhi | March 23, 2015


The second and final day of ad:tech Delhi 2015 began with a keynote session on ‘How will Digital impact Entertainment, Music & News in next five years?’ The panellists included Vikram Chandra, Executive Director and CEO, NDTV Group, Uday Sodhi, Executive VP and Head – Digital Business, Multi Screen Media, and Mahesh Narayanan, Global Chief Operating Officer, Saavn. The session was moderated by Nikhil Pahwa Founder, Editor and Publisher, MediaNama.

Highlighting that the growth in adoption of digital and especially social media is playing an increasingly important role in news, entertainment and music, the panellists shared their experiences and the challenges they have overcome.

Taking forward the thought that content will be leading conversations for every brand and sector, Vikram Chandra said, “Today, the consumption patterns have changed completely, and hence it important for content creators to evolve. We at NDTV realised this fact and started exploring avenues on the mobile medium with several offerings. Content creators today need to disseminate their content, and in our case, news, through different ways.”

“NDTV is more profitable on digital than on TV,” remarked Chandra. Noting that television measurement is still a contentious issue, he observed that the measurement provided on digital helps content creators plan their activities. “Brands need to understand that there are consumers beyond just YouTube, and they need to utilise different mediums and forms to reach out to their consumers,” he added.

Sharing his experiences from the music industry, Saavn’s Narayanan said, “Mobile and digital are driving the entire music downloading and streaming industry. In digital, it is mobile that is creating a buzz. We have several advertising inventories on our streaming platform, and we have been receiving great response from both advertisers and the users.”

MSM’s Sodhi stressed that Sony Liv has been receiving great response. “This clearly proves the fact that platforms like us have been able to create and deliver to the evolving need and demand of the new users. All we need to focus today is that where and how the content is being created,” he remarked.

Performance marketing

The session titled ‘The Future of Performance Marketing’ featured Shekhar Sharma, National Director, GroupM Interaction; Nitin Agarwal, Sr. Director Marketing, Shopclues; Sumeet Pahwa, Head – Media and Consumer Insights and Mobility, Delhi, Tata Teleservices; Dhruv Chopra, CMO, CarWale; and Aloke Bajpai, CEO and Co-founder, ixigo.com as panellists. Mohit Joshi, Managing Director, Havas Media India, was the session moderator.

Bajpai pointed out that performance marketing is something that people didn’t want to talk about a few years ago. “When you talk about bottom line, what you want is a predictable cost of customer acquisition. Even though lot of people will put together online marketing into performance marketing, saying I can measure everything, but I think what we have got into is that we can measure intent in a specific manner, especially on mobile. Performance marketing has become the dominant force on mobile, for not just e-commerce but for a lot of brands out there. The hard reality is that we are heading to a future where performance marketing will be the base of your entire advertising strategy.”

Shopclue’s Agarwal believes that performance marketing is marketing which gives measurability of any consumer action, whether it is a view or click or visit. “Performance has brought a change in the mindset of marketers, and no longer are we are increasingly talking about how many impressions, even in offline.”

GroupM’s Sharma held that performance is all about solving business problems. “It is not one size fits all. Each of the measurability aspects for different marketers is different,” he remarked.

‘How can Data, Creative and Technology drive consumer value?’

The final keynote panel at the event was on ‘How can Data, Creative and Technology drive consumer value?’ The panellists included Shireesh Joshi, COO, Strategic Marketing, Godrej Group; KV Sridhar (Pops), Chief Creative Officer, SapientNitro India; Ashok Lalla, Global Head - Digital Marketing, Infosys; Anil Nair, CEO and Managing Partner, L&K Saatchi & Saatchi. The session was moderated by Jyotsna Makkar, CMO, Microsoft India.

Makkar opened the discussion by observing that brands are looking to participate in a dialogue as opposed to one-dimensional marketing of past. Godrej’s Joshi said, “Data is the starting point for this engagement to happen and technology is both the enabler and differentiator, while stories that spread around it will create value. It is important to utilise the data in a proper and sincere way. At Godrej, we believe in using this data to create and strengthen our campaign stories and we believe that storytelling is the best way to optimize the data that we collect.”

Sridhar believes that data is “really important” for every industry, provided it is used keeping in mind the relevance and impact. “We all spend huge amounts of money in collecting data but if that data is not used correctly, then it will not be able to deliver to the brands in the desired way,” he said.

Lalla asserted that data is helping the brands to understand their consumer behaviour. “It helps the players understand the growth of the category. The data points not only help brands enable conversations, but also enable the businesses grow customer base, customer value and customer return percentage.”

L&K Satchi’s Nair noted that creativity is the key of every conversation. “The brands need to understand the ways that can help the brands use technology in an influential way thus creating opportunities to add value for the brands,” he commented.



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