MAM
Ad spend on connected TV globally slated to grow in 2018
NEW DELHI: A new report has found that connected TV advertising is growing and 29 per cent of global advertisers and agencies plan to increase their connected TV advertising spend in 2018.
In fact, 65 per cent of the respondents said they will maintain their current spend suggesting they were satisfied with connected TV performance to date and only 6 per cent planned to decrease their connected TV spend in the year ahead, according to a recent survey by US-based Videology Inc commissioned through Advertiser Perceptions.
Explaining the phenomenon, Videology said data-based TV options are evolving every year and it expected more dollars will be shifted from traditional linear TV to advanced TV strategies in the months and years ahead as these strategies provide the ability to bring data and measurement to the entire marketing funnel when part of a holistic, cross-screen video approach.
What’s connected TV? According to BBC, a connected TV uses a consumer’s broadband internet connection to bring the kind of video content one gets on a computer (including on-demand services) but back where it belongs—on the TV. A consumer can sit back and watch the best of both the internet and television from the comfort of one’s living room. Some connected TV services allow consumers to use the electronic programme guide or EPG to scroll back in time to see if there are any shows from the past seven days that one has missed and would like to catch up on.
Though the Videology survey didn’t mention specific markets, it’s still unclear how such a trend would play out in India. Still, for the records, SonyLIV, an OTT platform that combines streaming of linear TV programmes and on video-on-demand service in India, had said it got separate advertisers for its streaming services involving some sporting programmes, which were different from the ones who advertised on Sony’s traditional TV channels in India.
Videology also added that its Q4 2017 TV and Video Market At-A-Glance Report had revealed that since 2015, there has been a 175 per cent increase in the amount of ad requests for connected TV in the Videology platform. The report also found that the amount of impressions running exclusively on connected TV grew 230 per cent from last quarter.
According to Videology, the idea of “cross-screen” is key as “agnostic” video planning is another trend uncovered in the Q4 Video Market At-A-Glance report. In Q4, 97 per cent of campaigns run on the Videology platform ran on multiple screens, with 60 per cent of those including a connected TV component.
As cross-screen strategies continue to grow, and to include connected TV alongside digital video, mobile, and linear TV, advertisers can expect to drive greater results, Videology said, adding there were still a few hurdles to overcome.
In the Advertiser Perceptions research, 51 per cent of respondents cited consistent cross-screen measurement as their biggest challenge in regard to TV and video advertising, while 44 per cent said they were challenged with how to best leverage data, and over 1/3 said their biggest challenge was “lack of clarity/understanding of what’s available and how to execute.”
“As we move towards an industry turning point for data-enabled, advanced TV advertising, there is still room for improvement in terms of data, measurement and education, and many in the ecosystem (like Videology) have built solutions to do just that. In the meantime, increased adoption of connected TV and other advanced TV channels is a step in the right direction,” Videology said in a blog.
Videology Inc. is a company specialising in TV and video advertising. The company’s global technology helps marketers and media companies manage, measure and optimise digital video and TV advertising to drive greater results in today’s converged media landscape.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
