iWorld
Multi-screen marketing drive to pick-up in 2014
BENGALURU: Video budgets will continue to shift from TV to multi-screen in 2014 predicts a Millward Brown report. Millward Brown helps clients grow strong brands.
Authored by Millward Brown experts from around the world, the report identifies the need for marketers to better understand consumer behaviour across devices and adjust their investment accordingly as the primary challenge for 2014.
“In 2014, we’ll see more marketers seeking to generate interaction between screens via interesting approaches such as TV ads with hashtags. However, the most successful marketers will build a cohesive, clear and consistent presence across screens and closely align advertising expenditure with the time their audience spends on each device,” said Duncan Southgate Global Brand Director for Digital, Millward Brown
Marketers will need more in-depth audience planning insights into when, where and how different consumers are using different devices in a year when content will simply be viewed on the most convenient screen. They will also need research tools that assess communications effectiveness across screens and help them understand the roles of different screens in the path to purchase.
Clarity and consistency of messaging across all devices and new marketing opportunities will be critical to success. With Millward Brown eye-tracking data for digital display ads suggesting that just one appealing visual is enough to attract attention and consumers focusing on a range of stimuli in quick succession, brands that adopt a more minimalist and to-the-point approach will achieve greater engagement.
Millward Brown anticipates significant changes in the media landscape around the world such as: (1) Video budgets will continue to shift from TV to multi-screen; (2) Mobile media spend will rise dramatically, especially among youth-targeted brands; (3) Brands will create more mobile-friendly and readily shareable content and many will experiment with micro-video platforms such as Vine; (4) The rise of screens in all aspects of our lives will encourage many marketers to attempt genuine marketing firsts via creative uses of digital outdoor or via the new possibilities presented by wearable screens such as smart watches and Google Glass.
iWorld
Banijay Asia’s The 50 tops OTT charts with 8.1 million JioHotstar views
Reality competition becomes most watched show on JioHotstar in debut week.
MUMBAI: Fifty contestants walked into a palace, but millions of viewers showed up for the drama. Reality competition The 50, produced by Banijay Asia, has emerged as the most watched show on JioHotstar, clocking 8.1 million views in its debut week. The figure, reported by Ormax Media, places the show at the top of the OTT viewership charts and marks a strong opening for the digital reality format.
Adapted from a popular French format, The 50 brings together 50 personalities from television, digital platforms, music and reality shows inside a grand palace setting. Over the course of a 50 day competition, participants form alliances, compete in unpredictable tasks and navigate eliminations as the field steadily narrows.
Guiding the game is a mysterious figure known as The Lion, an unseen game master whose voice introduces twists, challenges and strategic turns throughout the show, adding an extra layer of suspense to the contest.
What distinguishes The 50 from typical reality competitions is its audience driven prize structure. Instead of the winner taking home the final reward, the prize is awarded to one of the winner’s registered followers through the show’s dedicated app. The mechanism effectively turns viewers into participants, allowing fans to have a direct stake in the outcome.
The contestant lineup features a mix of television actors, reality stars and digital creators, including Karan Patel, Urvashi Dholakia, Divya Agarwal, Mr Faisu and Dushyant Kukreja, each bringing their own fan following to the show.
With its blend of celebrity personalities, strategic gameplay and interactive viewer participation, The 50 has quickly carved out a strong foothold in India’s digital entertainment landscape. Its 8.1 million views in the opening week underline the growing appetite for large scale reality formats designed specifically for OTT audiences.
