iWorld
Digital media spends to increase by 49 per cent next year: Nielsen Report
MUMBAI: A Nielson report has now confirmed what many believed of the growing ad spends in the digital world. The study has found that digital ad spends have now eclipsed traditional marketing budgets of brands. The report also says increase in digital media budgets are poised to jump considerably over the next 12 months. However, over the top (OTT)services have to go a long way to win over marketer.
The responses for the report were gathered through in-depth interviews of marketers and extensive surveys of marketing executives from across verticals. The goal was to identify their most valued digital media channels categorised as social media, search, mobile, programmatic, OTT-TV/Connected TV(CTV).
Important digital media channels
Social media and search engines are considered extremely important by marketers . 79 per cent of respondents ranked search as “very” or “extremely” important, while 73 per cent thought the same about social media. A large majority also considered online video (64 per cent) and email (59 per cent) to be critical.
Surprisingly, while a bunch of OTT platforms are mushrooming worldwide, marketers showed least reliance for OTT or Connected TV (CTV). Fewer than 8per cent of respondents considered it extremely important (and 18 per cent very important) at this point. Nearly 25 per cent of respondents ranked it as “not so” important or “not at all” important to their current media strategy.
Effectiveness of digital media channels for business:
Other than zeroing in on the most important digital channels, the report also found effectiveness of each of these digital media channels. Again, search (68 per cent), social media (68per cent) and mobile (59 per cent) were ranked as “very” or “extremely” effective by a large section of respondents.
Only 28 per cent of marketers ranked OTT TV/CTV as a “very” or “extremely” effective channel, the lowest among the individual categories. Over 30 per cent of respondents have yet to dedicate media budget to OTT TV/CTV. Over time when these channels will be more established, that number may decrease.
“We are moving more and more toward [digital] marketing…social, search and [display] advertising driven. But we have just begun so the confidence in results is still being analyzed,” the report quoted one anonymous respondent.
“Respondents reported digital media as representing 37.6 per cent of total advertising spend. This is remarkably similar to the percentage of advertising budget dedicated to traditional media (when calculated the same way), which was only a percentage point off at 36.6per cent,” the report read.
However, the next 12 months are going to be very different. 82 per cent of respondents agreed that digital media spend is going to increase, with only 4 per cent forecasting a decrease. Respondents expect a 49 per cent increase in digital media budgets in the next 12 months, with some even suggesting a higher spike.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
