Keeping Up with India
India is truly at a tipping point, where platforms such as Internet and mobile are driving a new market with all new dynamics. On the other hand, vernacular print is getting stronger by the day and with BARC spinning out rural TV measurement data for the first time ever last year, marketers have given their media expenditures a good shake-up. Further, technology is playing a catalyst in meshing up the media. It is all happening here!
Media360India seeks to take stock of the present and search for sustainable media solutions for long-term growth especially in the unchartered waters of digital services and emerging technologies for both urban and emerging rural markets
Registration and networking
Welcome address by Campaign, and a brief introduction of the format of the conference
Think Tank Topic: Content & Video
If experts are to be believed, global online video viewing is expected to rise 20 per cent this year. Needless to say, the ad-spend will grow in tandem too. A look at some trends and tools to produce business results through video content in the coming year.
An interactive session where a segment expert (nee moderator) lists out key challenges facing the industry and then raise some pertinent questions to the audience seeking insights and solutions to some pressing issues.
Open Sesame: Unlocking rural markets
Technology has emerged as an agent of change for rural communities of India. The media platforms are thriving: free-to-air TV, vernacular press and a mobile first generation. How are the marketers and their media partners reaching and effectively engaging with this emerging goldmine of a demographic?
A fire-side chat between a client and a media agency head about how to demystify this new consumer segment.
Networking coffee break
Coming soon: Digital explosion or an ‘implosion’
As digital advertising now approaches serious critical mass, the industry cannot hide its head in the sand about some unpleasant issues to prevent a digital implosion. The decision makers need to tackle the key concerns head on, some of them being: does digital truly grow brand awareness like the traditional media; third party monitoring; offensive placement of ads; ad frauds; and assured quality inventory of private networks versus black hole of public worldwide web.
A panel discussion with industry heavy weights – publishers, clients and media agency heads-- to debate this serious issue.
Changing gears: Mobile to mobility
The next phase of mobile marketing needs to address the changing role of mobile from being a medium to more of a companion. With the digital tech maturing, marketers are grappling with these changes and it is becoming critical to integrate dynamic technologies into their marketing strategies.
A panel discussion on the value of emergent technologies in this dynamic mobile environment.
Under the influence: Who, Where, When, How?
In a ‘collective’ society as Indonesia, key opinion leaders (KOLs) have always mattered. Brands traditionally used celebrity endorsers and now with the explosion of social media have ‘influencers’ spreading the good word. Influencer marketing has skyrocketed in the last few years to the point that it has become a category.
It is also turning out to be one of the biggest challenges for marketers. The process of finding the right influencer can be a tricky one, though—getting them to create content for you can be even trickier. And then there is measurement, brand alignment, fraud, etc.
This panel takes stock of different types of KOLs in Indonesia and what are the major priorities and opportunities for marketers today in scaling influencer programmes.
Think tank topic: OTT
The move from appointment viewing to consumer demand for content everywhere and at any time has made India a fertile market for OTT (Over-the-top) operators. Ability of these platforms to be able to give targeted measurement data to marketers make them an attractive vehicle. How are OTT networks changing the media landscape in India and what are the key challenges they need to overcome?
An interactive session where segment experts (nee moderators) list out key challenges facing the industry and then raise some pertinent questions to the audience seeking insights and solutions to some pressing issues.
Keep Faith: Indian print is here to stay
In an era, where most media discussions revolve around the new-age digital media, and many markets have sounded the death knell for print, India seems to be an exception. The nation continues to see a substantial play of print in advertising spends, which are upwards of 30% and remain strong. Vernacular has shown good progress, which is of a huge significance to the marketer. However, the challenges are immense and that the use-by-date may be fast approaching is not an illusion.
Indian print’s fan club gets together to discuss the road ahead…
Math-men vs Mad-men: the talent conundrum
In the era of programmatic buying, the most coveted talent is the one that can crunch numbers, decipher data and is analytics savvy. Does that spell doom to careers of those with dominant ride-side brains? Also, a discussion on challenges of managing a heterogeneous work force and the drain to tech majors.
Math wizzes, creative personnel, a head-hunter and media agency heads discuss the right talent-mix for the future.
Currency Converter: Measuring media
In a country as diverse as India, no astute advertiser would put his money into a medium unless backed by solid research. This year would be a landmark of sorts as Broadcast India Research Council (BARC) scales up the number of households it tracks, fine-tunes rural audience measurement and comes up with a digital measurement road-map for television. ABC (Audit Bureau of Circulation) is going digital too for print and the 2016 IRS data should be revealed by Q3 of this year. Right steps in the right direction but the marketers still want to know how to bring it all together.
A face-off between the research agencies and clients along with their media agencies to discuss the status of data, its new findings and how to achieve a better industry standard database.