Media

Articles in Media

Research:

Hemant Mehta on “The Media Dark Research Release” at #ZeeMelt 2017

Kantar's Hemant Mehta presents data that validates the importance of the mobile phone in the traditionally viewed media dark areas of India.

Media:

Swapnil Sinha on “Marketing Measurement Via Attribution” at #ZeeMelt 2017

What is Google's Attribution Model, and how can brands and marketers adapt their approach to measuring and analyzing evolving user behaviour? Answers by Google's Swapnil Sinha.

Media:

Arun Pattabhiraman on “Mobile Video Done Right” at #ZeeMelt 2017

An in-depth session on one of the most popular creative outlets for communication today, Mobile Video by InMobi's Arun Pattabhiraman.

Research:

Aditi Shrivastava says “Engagement Is The New TRP” at #ZeeMelt 2017

Success on digital media isn't only about reach. It's more about engagement with the audience, says Aditi Shrivastava from Pocket Aces.

Media:

Nick Burfitt on Communication Planning at #ZeeMelt 2017

Kantar Media's Nick Burfitt shares the results of "Dimensions", a study that considers the impact of communications from the twin perspectives of the industry leaders, and the consumers they are trying to reach.

Research:

The India Mobile Video Report at #ZeeMelt 2017

In a first of its kind report for the Indian market, the India Mobile Video Report combines the strengths between Kantar IMRB and Culture Machine to share insights on who's watching what, how, and where?

Advertising:

Point Of View: Women In Leadership Roles In The Industry. If Not Now, When?

Talking about women and leadership today, we see how women have overcome the shackles of the world and how they've now been receiving support. But what happens when they get past that interview and what does it take to make that change?

Advertising:

Creative Picks: Motorola, Fanta, The Immunity Charm & More!

There are hundreds of commercial messages vying for our attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 16th June, 2017: Moto Z’s branded content initiative in Brazil, immunisation charm and more.

Research:

Point Of View: Is Your Brand Doing Justice To Its Sermon?

What the world once trusted, it now doubts. The mainstream media has lost its monopoly on authority. Societal and economic fears are dominating the conversation, especially concerns about job loss, immigration restrictions, and the rapid pace of innovation. The chasm between views held by the elites and the mass population continues to widen.

Media:

Burning Issues: The Great Unbundling Of Digital Video

Digital video is being unbundled into ad-supported and subscription supported content. In that on-going fission, lies opportunities for a new kind of marketing, that marries story-telling and computing.