iWorld
Ad budgets in US shift from television to digital platforms
NEW DELHI: Even as the switch over to digital technology is beginning to show pace in India, digital video ad spend grew by 42 per cent over the past year to total $7.46 billion in 2015 in the United States for the sixth consecutive year.
Within the next four years, that number is expected to nearly double and reach over $13 billion by 2019, according to a report on 2015 US State of the Video Industry by Verizon’s AOLPlatforms.
According to the report, marketers are reprioritising traditional advertising budgets and adding dollars to digital video. TV budget growth is stagnating, with a sizeable portion of those dollars being reallocated to video advertising.
Mobile and video are converging, posing new opportunities and challenges to the industry. Overall mobile video advertising spend increased 18 per cent since 2014, but marketers say measurement remains a key pain point.
Almost 91 per cent of brands and agencies are buying video programmatically and continue to make larger investments into the technology year-over-year. Eighty-eight per cent of publishers claim they sell their video inventory programmatically, a noticeable 37 per cent leap from 2014.
Programmatic TV is gaining popularity as audience fragmentation hits an inflection point. Over the next year, 41 per cent of television buyers–a 3x increase since 2014–plan to rely on programmatic technology to make more strategic TV investments.
Advertisers and agencies devote over 30 per cent of their overall video budgets to branded video content. Brands intend to grow these investments 10 per cent in the next year.
AOL Platforms surveyed nearly 300 US brands, agencies and publishers to get a holistic view of the current state of video advertising.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
