Report on Shemaroo

30 large sites average earnings/year in 2013 was $4.4 million from advertising-financed piracy in US

NEW DELHl: Advertising-financed piracy was an extremely profitable business as an economic study of the US market alone showed estimated pirate website ad revenue at $227 million annually.

In a presentation on ‘Online Advertising, Brand Integrity and Content Creation: Problems and Solutions’, Cable and Satellite Broadcasting Association of Asia (CASBAA) Chief Policy Officer John Medeiros said the 30 largest sites had earned an average of $4.4 million per year in 2013 and even small sites could easily have earned $100,000. Barriers to entry awere low and attracting a user base required little effort or investment.

Speaking at a FICCI conference on ‘Digital Advertising: Protecting Brand Integrity & Stimulating Content Creation’, he said Invalid Traffic (IVT) hosts were using online systems to generate non-human traffic (NHT) to illegitimately increase profit and high rates of IVT were seen 50 times more frequently among illegitimate sites than legitimate ones. He added that the growing problem of online ad misplacement was not only resulting in financially encouraging various illegal activities but was also causing serious damage to the integrity of major brands when they appeared on illegal sites.

Meanwhile, the session was informed that the British Police Intellectual Property Crime Unit (PIPCU)’s Operation Creative law enforcement programme was coming down hard on online pirates to combat the menace of digital piracy.

City of London police detective chief superintendent David Clark said PIPCU’s aim was to investigate, disrupt and serious and organized intellectual property crime which causes significant harm or damage to the UK economy or the general public.

Clark said the strategic objectives of the UK police were to address IP crime through prosecution and disruption; use a problem-solving approach to address the international threat; maintain an intelligence-led capability; support enforcement activity with effective media coverage; develop a PREVENT strategy with the IPO and other organizations; and reduce IP crime through a partnership approach with stakeholders.

He added that there was an urgent need for behavioral change as well in consumers who should realize that buying illegal products was a crime.

A Digital Trading Standards Group (DTSG) had been established to ensure that digital display advertising was not supporting inappropriate or illegal content/services in the United Kingdom, he added.

UK Good Practice Principles had also been drafted which integrated the industry-police approach. Highlighting the achievements of the UK police, Clark said 8,500 counterfeit websites have been suspended since PIPCU’s inception in 2013.

21 Century Fox senior vice president for government relations Joe Welch said FICCI’s advocacy on IPR policy had led to many significant and effective changes in the policies related to IP. He added that a sound policy dialogue to appropriately tackle the menace of piracy and a conducive environment to invigorate investment climate for the creative industry in India will definitely benefit and project India globally as a preferred destination for investments by the creative industries of the world.

After the inaugural session, discussions on the critical issue of misplaced ads resulting in funding of illegal activities were held and potential solutions that could be adopted by India to curtail this practice were explored to help digital advertising and the creative industries co-exist and flourish in today’s innovative and investment-led economy.

Latest Reads
Ratan Tata to exit Lenskart, makes a killing with 28X return on investment

NEW DELHI: It’s the basic rule of investing: buy and sell at the right price, at the right time. Mastery of this tenet is one of the reasons why Ratan Tata is among the most celebrated and venerated Indian businessmen. The billionaire is known for his angel investment in fledgling enterprises – and...

MAM Marketing Brands
Viewership, fan engagement & brand visibility: Understanding the power of Cricket Live on TV

New Delhi: With the mini-auction for the world’s richest sports league over, all eyes are now on the brands that will ride high on the Indian Premier League (IPL) especially as it gears up for its fourteenth season this April. Even more so, after its huge success last year, amid the challenges...

MAM Marketing MAM
Infectious Advertising elevates Chirag Raheja to head of copy

NEW DELHI: Infectious Advertising has elevated Chirag Raheja to head of copy with immediate effect. In his new role, Raheja – previously a CD – will be responsible for raising the craft across brands in the agency’s roster. He will also mentor young writers at the agency. “I am both humbled and...

MAM Media and Advertising People
Doceree appoints McCann’s Preetha Vasanji to lead new vertical

NEW DELHI: Physician-only programmatic marketing platform Doceree has forayed into enterprise-level network solution with Doceree Engage, appointing Preetha Vasanji as SVP to lead the vertical in India. Based in Mumbai, Vasanji brings over 20 years of experience from the healthcare and...

MAM Media and Advertising People
Quess Corp separates Chairman and MD roles, appoints new CFO

Quess Corp, India’s largest business services provider and a top-50 staffing provider globally, today announced the separation of its Chairman and MD roles. Suraj Moraje, currently Group CEO and Executive Director, will be elevated to Group CEO and Managing Director from April 1. Ajit Isaac,...

MAM Marketing Brands
Wondrlab bags creative mandate for Emami’s Navratna brands

NEW DELHI: Martech start-up Wondrlab has bagged the creative duties for Emami’s power brand Navratna. The business will be looked after by the agency’s content platform. The new mandate covers integrated duties for two of the company’s flagship brands, Navratna Cool Talc and Navratna Cool Oil. To...

MAM Media and Advertising Account
Ahead of IPO, Flipkart rejigs core leadership

E-commerce giant Flipkart has brought on Hindustan Unilever's Hemant Badri as senior vice-president – supply chain as the Walmart-owned company readies itself for an Initial Public Offering (IPO) by the end of this year, to take advantage of booming online sales that has boosted valuations.

MAM Marketing MAM
Meesho calls on women entrepreneurs to take the social commerce dip

Social commerce platform Meesho has launched a new TVC to create awareness about the wide range of products available on the platform for micro-entrepreneurs to choose from, share with their customers and make earnings towards their small-scale businesses.

MAM Marketing MAM
Global washing machine market to exceed $32,000 million by 2026

With the outbreak of Covid2019 and people becoming more hygiene conscious, the global washing machine market is forecast to grow at a rate of over seven per cent during 2021-2026, revealed a report by global management consulting firm TechSci Research.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required