AD Agencies
Anymind Group unlocks premium Youtube ads, boosting creator earnings
MUMBAI: If there’s one thing advertisers crave, it’s control. And if there’s one thing content creators love, it’s higher earnings. Enter Anymind Group’s latest power move—becoming a Youtube Partner Sales program partner. The announcement today opens up a lucrative advertising frontier, offering brands premium reserved ad inventory across Anymind’s network of Youtube creators.
Through the Anymind Youtube Reserved Ads program, advertisers can now secure pre-roll, mid-roll, and post-roll ad placements on content from affiliated creators. This means programmatic guaranteed ad buys and ‘100 per cent share of voice reservations’, where a single advertiser monopolises all ad placements on a creator’s video views.
Unlike auctioned inventory on Display & Video 360, these reservations offer higher priority, ensuring advertisers gain deeper access to premium, high-impact placements. Anymind’s robust local networks—including web and app publishers—alongside its expansive creator partnerships, create an unparalleled advertising ecosystem.
It’s not just advertisers getting a sweet deal. Affiliated creators benefit from increased earnings as Anymind and Google unlock a greater share of reserved advertising. This means creators can supplement their traditional Adsense revenue with more premium advertisers and higher-demand placements.
To make life even easier for advertisers, Anymind is launching interest-specific advertising packages across entertainment, sports, lifestyle, and news. This move provides greater targeting precision, ensuring ads reach the right audience at the right time.
Whether a creator has a niche following or a subscriber base in the tens of millions, Anymind’s approach enhances advertising efficiency while delivering valuable insights to brands looking to engage hyper-relevant audiences.
Anymind isn’t stopping with Youtube. Online publishers using Anymanager now have a new AI-driven revenue stream. A recently launched feature enables publishers to auto-generate short-form videos from published articles, further expanding their monetisation options.
“True to our philosophy of ‘Growth for Everyone’, this program undoubtedly benefits our advertisers, creators and even publishers by unlocking more powerful outcomes through collaboration with us. Due to our unique business model, we’re one of the few companies that can provide deep accessibility into the advertising ecosystem,” said Anymind Group MD – creator growth Punsak Limvatanayingyong.
Adding to this, Anymind Group India/MENA MD and performance business, Siddharth Kelkar stated, “This partnership comes at a right time as we have recently launched a new feature on AnyManager that enables publishers to automatically create short-form videos from published articles with the use of AI. As part of our growth plans this year, we can now provide direct access to a larger scale of video ad inventory across APAC and the Middle East to our clients, including our partnered creators on Youtube.”
As of November 2024, Anymind Group collaborates with over 2,700 creators and 1,700 online publishers across APAC and globally. With this latest initiative, advertisers, creators, and publishers alike are set to benefit from a smarter, more efficient advertising ecosystem.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
