iWorld
Sunburn 2017 goes live on Tata Sky mobile app
Ola Sunburn Festival 2017 burst into life on small screens as Tata Sky mobile app streamed the beats of some of the world’s top EDM acts on smartphones on the inaugural day of the iconic music festival. Dmitri Vegas & Like Mike (DVLM) and Coone were two of the nearly 20 electrifying local and international acts performed across four stages, whose pulsating rhythms reverberated around the Oxford Golf Resort (Pune) on the Festival’s inaugural day.
Twisted Bass got the groove going at the Ola Stage with London-based duo Stooki Sound, Citizen Kain, Talamasca and Swami Harami also spinning out their tunes. Coone, DJ Mag’s highest-ranked Hardstyle DJ in 2016, came on as the sun went down and took the party up a gear at the Empire of the Sun 2.0 stage. He handed over to Mattn, who cleared the stage for DJ Mag’s 2015 Top 100 #1s and concluding act DVLM.
Apart from streaming live from the festival’s four days, Tata Sky Mobile App is open to all users including non-subscribers, also showcasing nearly 500 hours of additional content, including after movies, artist interviews and exclusive backstage footage.
Every throbbing beat from the opening day of Ola Sunburn 2017 was streamed live on Tata Sky’s mobile app. India’s leading content distribution platform has tied up with the festival, one of the largest in the world, to bring its eclectic mix of music, entertainment, experiences, celebration and lifestyle straight to the smartphone. This is the first time ever that Ola Sunburn festival will be live streamed on the Tata Sky Mobile app which is free for all users.
Tata Sky has lined up a slew of ground-breaking experiences for fans at the venue that put them at the heart of the action like never before. Tata Sky set up dedicated virtual reality pods that gave fans a breath-taking 360-degree view of what the DJs see from behind the turntable as they crank out their tunes. There was also a Graffiti Wall where fans could get photographs of themselves clicked, which they could spray paint, write messages or draw quirky costumes on.
The second day of Ola Sunburn 2017 kicks off Friday afternoon and will feature 21 acts, including DJ Snake and Kayzo.
Until now, Tata Sky’s partnership with Ola – Sunburn 2017 has received over 80,000 engagement on social media platforms, over 6,000 mentions and growing.
Download the Tata Sky mobile app now and be a party of the biggest party of the year.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
