MAM
Brands to rebalance media spends between online and offline: Kantar
MUMBAI: Many online-first and disruptor brands will be investing in offline modes of advertising, as they seek to “redress the balance between short-term performance marketing and long-term brand building,” reveals the latest Media Predictions 2020 report, released by Kantar. Not just this, multimedia advertisers will make efforts to better integrate their marketing efforts with offline experiences.
In the report, Kantar expert Duncan Southgate writes, “This rebalancing will take many forms across the marketing landscape, so let’s consider a few different perspectives. For online players this will mean more attempts to bring their brands to life in the real world and build closer connections with consumers.”
Southgate shares the examples of Mozilla, owner of Firefox browser, which had recently reduced digital marketing spend by 10 per cent and shifted more dollars to offline marketing efforts including events and content marketing.
“Brands like eBay are rebalancing their media spend in favour of brand-building traditional channels. This makes sense, as we know from our CrossMedia database that digital media spend is far less likely to be cost-effective for brands where digital exceeds over half of the budget.”
With the trend to getting back to reality taking shape in 2020, it is expected that a slowdown in the global digital advertising growth. However, with 31 percent of the marketers struggling to integrate their media and non-media touchpoints, it will be important for them to break down down the silos to achieve the desired growth.
Other important trends highlighted in the report included an upsurge in ‘voice search’ thus heralding a new age of audio advertising.
“We expect podcasts to be one of the fastest growing channels for ad spend: according to our Getting Media Right 2019 study, 63% of marketers say they plan to increase spend in podcast advertising over the next 12 months,” writes Kantar North America’s Heather O’Shea.
Another trend shaping up in the year, with many browsers disabling cookies that were a prime source of data collection for digital advertisers, and countries taking stand for data privacy, would be an influx of direct integrations between publishers and measurement partners, which will enable true cross-publisher measurement for the first time.
“What is certain is that campaign measurement will become ever more complex. Marketers will need to future-proof their measurement frameworks and reduce their reliance on cookies for tracking. And many will turn to third-party measurement providers like Kantar to help them navigate the evolving media landscape,” shares Jane Ostler.
Campaign measurements will surely get tougher during the year, therefore prompting the marketers to seek for new and innovative ways to keep a tab of their ROI.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
