MAM
Xaxis, M’Six and Lemma join hands to drive sales growth for brands through programmatic DOOH campaign
MUMBAI: Xaxis, the outcome media company and GroupM’s advanced programmatic arm, in partnership with m/SIX and Lemma recently announced the results of their pioneering digital out-of-home (DOOH) campaign for Veeba Sauces. The campaign showcased a new real-time audience targeting and measurement capabilities for out-of-home advertising and helped increase in-store sales by more than 15 per cent.
Identifying buying patterns among consumers for Veeba Sauces, Xaxis designed the campaign to target the upper-middle-class population in Delhi. With a host of competing brands, standing out in stores was also a challenge. To reach out to their target audience, customers were targeted at three key touchpoints at the supermarket: before they entered the store, at the store and at the billing counter. Using Xaxis’ proprietary platform intelligence the campaign gained richer insights and analysis of all audience dynamics, enabling attribution of the effects of the contextualized content strategy as well as its impact on brand engagement and in-store behaviour.
As consumer attention becomes increasingly elusive, Xaxis’ DOOH capabilities, allowed Veeba Sauces to build connections with target audiences in real-time and understand the direct impact of DOOH on the customer journey. By leveraging DOOH, brands can enjoy the benefits of digital display advertising, including data-driven targeting, measurement, and live creative updates, in localized, high-impact media sites. By 2021, digital is expected to account for 45 per cent of all outdoor media spend (WARC Global Ad Trends report, November 2018).
Veeba Food Services brand manager Ankit Sharma commented: “Xaxis presented us an opportunity to deliver programmatically digital out of home. With our fantastic product line-up, being able to display our message in target stores supported by mobile activity, remarketing to users who were within 20 meters of a DOOH location, was a smart approach. The campaign helped increase sales by 15% across the target 24/7 stores in Delhi. Moving forward, it is a channel we will be considering within our media mix.”
m/SIX India senior vice president Saket Sinha said: "M/SIX has always believed in outcome-based advertising and that connecting with walk-in consumers at a store is a critical part of the marketing funnel. By enabling brands to tap into the benefits of programmatic advertising, we were able to provide Veeba Sauces with a unique medium to reach consumers with eye-level messaging and cover an area far greater than what was possible through traditional OOH.”
Xaxis India country lead Bharat Khatri added: “Out-of-home advertising has always been an effective media channel to drive awareness for brands and now combined with programmatic technology this medium is more automated and measurable than ever before. We saw all the benefits of programmatic DOOH come to light, the ability to communicate in real-time through networked digital screens, Wi-Fi and mobile broadband to deliver contextually relevant messaging, and drive more immediate consideration, trial, and purchase. This is a compelling reason for brands to invest in DOOH.”
Lemma founder and CEO Gulab Patil said: “Mapping audience parameters and behavioural tendencies to locations has taken DOOH advertising to new heights. Furthermore, programmatic technology has enhanced DOOH outputs with dynamic creative rendering abilities that empower advertisers to leverage the essence of the surrounding. In this case, contextualized creatives for Veeba in sync with audience profile, placement & density influenced consumers in the last mile of the purchase journey, subsequently resulting in higher sales. Not only this, technology like ours provide data-mining opportunities that help brands garner information beyond mere exposures.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
