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
Imdb launches Dekh Bhais to simplify entertainment discovery
New creator-led series hosted by Rohan Joshi and Aaditya Kulshreshth turns scrolling dilemmas into lively conversations.
MUMBAI: Imdb has decided to end the endless “what to watch” scroll with a double tap of desi banter and smart recommendations. The world’s most popular source for movie, TV, and celebrity information has launched Dekh Bhais, a fresh digital series designed to make entertainment discovery fun, relatable, and effortless. Hosted by popular comedians and content creators Rohan Joshi and Aaditya Kulshreshth (better known as Kullu), the show streams across Imdb’s social channels and transforms everyday viewing confusion into candid, opinion-filled conversations.
Produced by Only Much Louder (OML) in collaboration with Imdb, Dekh Bhais cleverly showcases Imdb’s powerful discovery tools including Advanced Search, Interest pages, trending widgets, curated lists, and personalised recommendations through sharp, culturally resonant discussions.
Each episode features the hosts and a guest diving into personal favourites, pop culture references, genre preferences, and unexpected picks. The conversation culminates in a custom Imdb watchlist tailored to the chat, giving viewers a ready-to-binge lineup of recommendations.
Yaminie Patodia, Head of Imdb India, said, “Choosing what to watch today is more complex than ever. With Dekh Bhais, we explore the powerful intersection of personality-led recommendations and the rich insights available on Imdb. It creates a dynamic and entertaining way to navigate an overwhelming range of choices.”
Rohan Joshi shared: “We’ve all had that moment when we want to watch something but end up spending 20 minutes scrolling and second-guessing. Dekh Bhais is basically that scrolling session brought to life, but louder, more opinionated, and hopefully more useful.”
Kullu added: “IMDb has been a big part of my life since childhood. Our show mirrors how we actually discover films and shows in real life through jokes, debates, nostalgia, and strong opinions but it also shows how Imdb can help you cut through the noise.”
The opening slate explores different viewing moods and genres, with more episodes rolling out in the coming weeks. The series is now streaming on IMDb’s Youtube and Instagram channels, and is also available on Spotify, Apple Podcasts, and Amazon Music.
In a world drowning in content choices, Dekh Bhais arrives as the perfect desi shortcut turning “too many options” into “here’s exactly what you’ll enjoy tonight.” With two sharp comedians at the helm and IMDb’s trusted data in the backseat, finding your next favourite watch has never been this entertaining.
