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Google Improves Attribution for YouTube’s ‘TrueView for Action’ Ads

Google has improved attribution for TrueView for Action ads on YouTube in a way that takes into account those who convert after their viewing session. In an effort to help advertisers more accurately measure the impact of their video ads, Google is changing the default attribution window for TrueView for Action ads.The default attribution window is changing from 30 seconds with a 30-day conversion window – to 10 seconds with a 3-day conversion window. That means YouTube’s ad measurement system will count an ‘engagement’ when a TrueView for Action ad is either clicked or watched for at least 10 seconds. A ‘Conversion’ will be counted when a user takes action on an ad within 3 days of an ‘Engagement.’

Snapchat rolls out new feature ‘Sounds on Snapchat’

With the competition with Instagram Reels and TikTok getting tough, Snapchat knew that it had to come up with something that will be in tune with the times. It is doing that literally, as it happens. Snapchatters on iOS globally can now add music to their Snaps (pre or post capture) from a curated catalogue of music from emerging and established artists. It is not clear when this feature will be rolled out to Android devices. As a test project, the updates were first made available in Australia and New Zealand. Snapchat, however, is not making available TikTok’s main features like lip syncing or re-mixing videos. But the music feature will make it even more attractive to the young crowd.

OnZoom: A Marketplace for Immersive Experiences

Zoom unveiled the public beta for OnZoom, a one-of-a-kind online events platform and marketplace that supports – and salutes – the creativity, perseverance, and innovation that enabled so many people to adapt their in-person events to virtual or hybrid experiences. During COVID-19, when business owners, entrepreneurs, and organizations of all sizes had to find some way – any way – to stay the course and continue providing services to their customers, many turned to Zoom. OnZoom simplifies that experience. An extension of Zoom’s unified communications platform, OnZoom is a comprehensive solution for paid Zoom users to create, host, and monetize events like fitness classes, concerts, stand-up or improv shows, and music lessons on the Zoom Meetings platform.

Tata groups vies for Big Basket tie-up for online groceries push

The Tata Group is in talks to tie up with online groceries unicorn BigBasket. The group could be eyeing a 20 per cent stake and two board seats in the potential deal. Backed by Alibaba, BigBasket gained traction on the back of the ongoing Covid-19 pandemic as consumers purchase groceries and everyday essentials online. A tie-up with Big Basket would help Tata to bolster its digital presence and catch up with rivals like Amazon and Mukesh Ambani’s fast-growing retail empire. In August, Reliance acquired Kishore Biyani-helmed retail and wholesale business Future Group, whose brands and supply chains will help support JioMart, Reliance’s ecommerce platform.

Higher growth on brand-owned ecommerce over marketplaces

Brands that sell directly to consumers are seeing higher growth in sales via their own websites and apps, compared to when they sell through leading e-commerce marketplaces such as Flipkart and Amazon. The shift in consumer buying patterns, across large trusted brands, comes at a time when marketing spends touched an all-time low in the second quarter of the year, nudging businesses to invest more resources in their own platforms. For relatively newer brands and internet sellers, however,  e-commerce sites such as Amazon, Flipkart, Nykaa and BigBasket continue to be the preferred route for growth. The overall e-commerce industry, dominated by Flipkart and Amazon, saw sales grow 31% during the calendar year  third quarter ended September 30. However, direct-to-consumer brands reported a 78% growth in sales through their own Websites. Even so, all brands continued to eye Amazon and Flipkart to  acquire new-to-online consumers, especially from outside the large metros. There has been a 51% surge in the number of brands building their own websites in the third quarter.

India crossed 700 million broadband connections in July

India connected its 700 millionth broadband connection during July 2020, according to a report by Telecoms Regulatory Authority (TRAI). The report  revealed that an additional seven million subscriptions were sold in July, taking the total to 705.4 million. Just 20.13 million of those connections are wired and a further 640,000 rely on fixed wireless. The rest are either mobile devices or dongles. Accompanying the dominance of mobile broadband is the dominance of Reliance Jio, which has 400 million broadband customers and 57 percent market share of all broadband services. The TRAI data also reveals that India now has 1.164 billion telephone subscribers, 525 million of them in rural areas. That gives the nation 86.03 percent “tele-density” – the percentage of citizens with a phone line. Cities are at 137 percent tele-density, rural areas just 59 percent. 1.144 billion of those subscribers have mobile phones, but just 83 percent of the user base was active in July. But that still meant that on July’s busiest day 955.82 million mobile phones were in use.

BookMyShow introduces ‘My Safety First’ feature

Entertainment ticketing portal, BookMyShow has rolled out ‘My Safety First’ feature – safety shield tag – across its web and app platforms, in collaboration with cinema partners all over India. ‘My Safety First’ will help create awareness amongst consumers on the various levels of safety and hygiene measures available across different cinemas listed on BookMyShow. Created using BookMyShow’s consumer and data analytics, this safety shield feature will highlight the best practices being followed by all cinemas across India. It will facilitate a safer and more secure movie-watching experience for users, right from the time of booking tickets to return to their favourite movies.





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