MAM

When brands think like publishers: CMS Asia 2016

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/09/26/Untitled-1_14.jpg?itok=UMANB8ef

MUMBAI: As more brands are waking up to the perks of content marketing, they increasingly realise the need to think like a content platform or publisher. But, are they doing it right? -- was the question raised in the panel discussion at CMS Asia 2016. The panellists were -- Autocar’s Hormazd Sorabjee, Mxm’s Pradyuman Maheshwari, Scoopwhoop’s Sattvik Mishra and Reliance Broadcast Network’s Ashwin Padmanabhan. Qyunki’s Sameer Bangara was the dynamic moderator.

The panellists had a mix response to Bangara’s question – What are brands missing when they try to act as publishers? Maheshwari pointed out that brands often didn’t see the various possibilities that content can provide, being closeted in their traditional mindset. “Rarely do I see branded content that has actually explored the concept more radically. I don't see why a Lux, backed by HUL’s money and business acumen, can't have a content wing that does interviews with celebrities?,” he asked.

Mishra pointed out how brands need to take Ad Blockers and Youtube’s ‘skip ad’ statistics seriously and think deep into why its failing. “That's why branded content becomes important to engage the consumer. A user doesn’t care if it’s branded or not, as long as the story is entertaining, albeit it needs to be mentioned that it is a branded content. The problem is brands want to do marketing first, and content later,” Mishra frankly stated.

Sorabjee criticised how brands often are in it for the one-time association, and are quick to seek results. “Content marketing doesn’t work that way, one needs a continuous engagement with the consumer. Long-term association is the key to content marketing, provided the communication is consistent. Brands that are in it for the short spurt may not see much of a difference in their brand uplift.”

Padmanabhan urged brands to look at different metrics when it comes to content marketing and not go for a single standard measurement. “With the amount of data available today, it is easy to get confused but the CMO needs to identify which of those figures really align with the brand objective. Do views matter, or likes? Or shares? Or, the time spent on engagement...each brand will have different metrics to look at depending on the target they have.

Seconding Padmanabhan, Mishra added, “We give brands something we call a ‘brand lift’ where, if the brand was spoken about X number of times before engaging in a campaign with us, we show them that, after the campaign, the brand was spoken of 3X times, hypothetically. We have 3rd-party agencies who work on these numbers and internal machinery as well to provide these numbers to the brands.”

When it came to the measurement of a campaign’s success, Sorabjee differed from the rest of the panellists. “Numbers don’t really matter, I don’t believe in them. In content marketing, brands should, and they do look at the quality of your reader or viewer of a certain publisher. Therefore, the key is to keep your reader as the first priority . A publisher shouldn’t decide on the content based on what the brand wants but what its readers want to consume, and trust me, brands too want to reach that reader,” he said, adding that both, brands and publishers, shouldn’t compromise on content for the sake of metrics and numbers.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Hoichoi.jpg?itok=aecnxnUe
#hoyejak: We used all SVF properties to promote Hoichoi, says Vishnu Mohta

Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives.  Hoichoi however made it into a happening and impactful campaign. The recently-launched OTT platform Hoichoi buzzed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/19/sameer.jpg?itok=g3rkv6bm
Barbeque Nation campaign promotes family dining during Diwali

NEW DELHI: Casual dining restaurant chains Barbeque Nation has launched a promotional campaign Tyohar Ek Roop Anek urging people to indulge in family dining at the restaurant this Diwali. The campaign was conceptualised considering the excitement and bustle during Diwali and the need to unwind and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/martin.jpg?itok=hVtBf-Iz
Martin Sorrell bullish on India

WPP chief executive officer Martin Sorrell is bullish about India’s economy. He believes the GST switchover pangs and demonetisation were only temporary hiccups.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/cartlane.jpg?itok=O-jhfRel
Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/jitendra_0.jpg?itok=H6TjyqAz
Max's fresh take on contemporary urban lifestyle

Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Shatrughan_Sinha.jpg?itok=4cPoJebV
Shatrughan stimulates all against counterfeiting and piracy in FICCI ad

MUMBAI: Amidst of festival season this year, the veteran actor and MP, Lok Sabha, Shatrughan Sinha has joined hands with FICCI CASCADE (Committee Against Smuggling and Counterfeiting Activities Destroying the Economy) for an awareness campaign against illicit trade. Sinha has released a video...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/HyperCITY_0.jpg?itok=1jXuVdjr
HyperCITY rolls out maiden campaign #HarDilRoshanKaro!

MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Suraj_Nagappa-Shamsuddin_Jasani_0.jpg?itok=G1NezEEv
Isobar ropes in Nagappa as VP - south, strengthens Bangalore team

MUMBAI: Isobar India has appointed Suraj Nagappa as its vice president to head the business for south. He will be based out of the Bangalore office which boasts of a team size of over 70 and with clients like SunTv, Myntra, Wrangler, Duroflex, Air Asia to name a few.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Maneka_Sanjay_Gandhi.jpg?itok=Wr8lANRH
Govt launches ad to help end same-gender bias in women

NEW DELHI: An online campaign has been launched by Government to help end gender bias in women against women.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories