MAM
Google to overtake Facebook’s display ad revenues by 2013
MUMBAI: According to digital marketing and media research firm eMarketer, Facebook trounced Google in 2011 with 14 per cent of total US online display ad revenues compared to the latter‘s 13.8 per cent.
However, analysts predict that Facebook‘s nominal dominance will continue through the end of 2012 but by 2013 Google‘s share of the display ad market will shoot ahead to nearly 20 per cent. Though Facebook‘s share will continue to rise, it will happen more slowly thus causing it to slip from the top slot.
According to emarketer, Yahoo! and AOL will suffer ever declining shares of the US display ad market while Microsoft will manage to hold on to its relatively small slice.
Displaying increasing consolidation in the US display ad market, 54.4 per cent of all online display dollars in the country will go to one of the top five sites up from 47.4 per cent in 2011.
Facebook and Google have not only the highest display ad revenues during the forecast period but the highest growth rates as well. Facebook‘s US display revenues shot up nearly 52 per cent in 2011 to reach $1.73 billion and will grow by nearly the same rate in 2012 to $2.58 billion.
Google grew in 2011 at 41.9 per cent and is predicted to chart a growth at 48.5 per cent in 2012. By 2013 and 2014 while Facebook‘s growth rate is predicted to taper, Google will maintain significantly higher rate of growth propelling itself to the top of the display ad revenue rankings.
It is estimated that by 2014 US display revenues at Google will reach $4.76 billion compared with $3.75 billion at Facebook while their closest competitor Yahoo! will command $1.64 billion.
Out of a total $21.91 billion in US display ad revenues almost $12 billion will go to the top five sites.
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.
