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India is more heavily invested in programmatic than its peers

Despite a hugely challenging 12 months in terms of both the ongoing coronavirus pandemic and the deprecation of third-party identifiers, programmatic investment and spend is growing at a rapid rate across the Japan and Asia-Pacific (JAPAC) region, with nearly two thirds of firms increasing their programmatic activity from last year. This is according to a new research report, The State of Programmatic in JAPAC – 2021, unveiled by OpenX and ExchangeWire. The report highlights that 30% of agencies, publishers and brands recorded higher programmatic revenue or spend compared to pre-Covid figures. 31% of publishers are generating over 40% of their revenue via programmatic. On the buy side, 21% are allocating over 40% of their spend to the channel. The programmatic industry in JAPAC is displaying a remarkably strong recovery. There is a newly-forged programmatic expertise across both buy and sell sides driven by rapid digital transformation. Agencies, publishers and brands are demonstrating greater confidence in managing their own programmatic activities. As a result, the ecosystem is directing more revenues and spend through the medium compared to other marketing streams. Among the findings – Publishers have matured in their strategic selection of header bidding partners, while the use of Prebid has increased by over 10% market-wide, Concerns within the region over the deprecation of IDFA (Apple’s Identifier for Advertisers) and the third-party cookie, Brands and agencies are not funnelling spend to the walled gardens, and instead favour independent ad tech, Buyers are acting over concerns of transparency, and are more confident in amending their programmatic pipelines & India is more heavily invested in programmatic than its peers.

82% marketers find consumer data beneficial, struggle with attribution models

MMA and EY have released ‘Leveraging consumer data for marketing’, a survey that looks to reveal insights on the maturity of the consumer data strategy across the Indian marketing landscape. At the outset, 58% of organisations acknowledge they have gaps in consumer data leading to difficulties in data-driven decision-making.  Among the findings are – Data types and uses: 71% of Indian organisations use a blend of first-party (1P) and third-party (3P) data for marketing and most marketers are increasing efforts to build 1P data, OI measurement and attribution: 82% of respondents see the benefit of leveraging consumer data for marketing but struggle with robust attribution models. Only 12% of survey respondents have robust attribution models. 68% witnessed a lift in marketing efficiency by leveraging consumer data, 52% of Indian marketers face significant challenges with attribution. Capabilities and skills: 72% of respondents have built martech capabilities or are working towards that goal. 35% have adequate access to advanced analytics and data science resources. However, automation, identity management and the next best action emerge as the biggest gaps. Retail, technology, and auto are leading sectors in martech maturity and capabilities. Data ownership, governance, and integration: 58% of Indian marketers had defined ownership and management strategies for 1P consumer data. 

Digital transformation in healthcare

A global report ‘Future Health Index (FHI) 2021 India Report: ‘A Resilient Future: Healthcare leaders look beyond the crisis’ has been published by Royal Philips. From an Indian perspective, the report highlights that there is an imminent shift towards prioritizing remote care, adopting digital health technologies, and implementing sustainable healthcare practices.  Indian healthcare leaders almost unanimously (99%) believe that the country’s healthcare policies and plans, such as Ayushman Bharat are contributing towards building a resilient healthcare system. Some of the findings are – Remote or virtual care emerges as a top priority (Majority of healthcare leaders in India are also either currently pursuing a shift toward value-based care (20%) or are planning to do so in the future (73%) and in greater numbers than those across most of the other countries surveyed), Three-step approach to digital transformation of healthcare – 79% of healthcare leaders in India say that telehealth is one of the digital health technologies they are most heavily investing in today. These rates exceed those in many other countries surveyed (64% 14-country average) as a part of the report. 94% of Indian healthcare leaders would most like their hospital or healthcare facility to invest in AI technologies in near future – making them among the most likely of those surveyed to plan future investment in this advanced technology (74% 14-country average), Push towards sustainability – while implementing sustainability practices is not a current concern for many, it is set to become one of the top priorities for Indian healthcare leaders (78%) three years from now.

Digitization helped SMEs gain new customers

MSMEs have been hugely benefitted by digitalisation during this pandemic phase as they acquired new customers and increased transactions with their existing users, according to a survey report. However, a majority of traders are now seeking relaxations in proposed e-commerce rules to be framed by the government, said a report. A majority of small businesses do not want any restrictions placed on sales and heavy discounting events, it added. The focus of the rules according to small businesses should be to minimise any misleading advertising by platforms on sales offers and if any platform is funding the discounts offered. 57 per cent of MSMEs and startups that sell/transact online have concerns about key clauses in the proposed e-commerce rules and want compliance exemptions if annual turnover is less than Rs 5 crore. It said digital or e-commerce channels have become mainstream for India’s MSMEs and startups for selling their products or services to consumers. The primary focus of the government should be to get the crores of MSMEs to come online through a sustained campaign in partnership with the industry. This is also bound to increase tax collections as digital transactions surge and cash transactions see drastic reduction,” it said. Digitisation has helped MSMEs and small traders to find new customers and also increased transactions with their existing customers. Many MSMEs and startups in the last 12 months have upgraded their technology by enabling a website for consumer transactions, listing products/ services on marketplaces and aggregators and scaling their back-end systems, it said. 28 percent of MSMEs and startups witnessed a growth between 100-500 per cent in their sales through online channels in the last 12 months.

WhatsApp rolls out disappearing photos & videos feature to take on Snapchat

Users of Facebook Inc’s WhatsApp can now send disappearing photos and videos on its platform starting this week, as it looks to better compete with Snap Inc’s photo messaging app Snapchat. The feature, called View Once, will let photos and videos disappear from the chat after they have been seen, Facebook said in a blog post on Tuesday, adding that once the media content has been viewed, the message will be shown as “opened.”Snapchat, known for its Stories feature that lets users post updates that disappear after 24 hours, has grown in popularity last year as pandemic-induced curbs kept users at home. The company has also been adding new features on its messaging app to attract more users.

Disney+ Hotstar, Prime Video & Netflix to claim 80% of Indian SVOD market by end-2021

Subscription Video on Demand (SVoD) services in India are expected to continue their growth momentum with total D2C SVOD subscribers expected to increase 1.6X to reach 89 million by end-2021, according to Media Partners Asia’s (MPA) ‘The Future of India’s Online Video Market’ report. MPA forecasts D2C SVOD subs will grow to 193 million by 2026. It further stated that Disney+ Hotstar, Amazon Prime Video and Netflix will have an 80% market share of subscribers and revenues by the end-2021. Disney+ Hotstar will continue to lead in paying customers with an estimated 46 million subs by the end-December 2021. Despite content supply bottlenecks new OTT SVOD subscriptions continue to remain strong, the report said. According to MPA, Disney+Hotstar’s recent price hike of 25% on its base plan is justified given the value of its upcoming slate of premium sport and local original content.

PM Modi launches e-RUPI digital payment platform

Launching the digital payments solution e-RUPI on Monday, Prime Minister Narendra Modi said the voucher-based system will “play a huge role in making DBT (direct benefit transfer) more effective in digital transactions in the country and give a new dimension to digital governance”. “This will help everyone in targeted, transparent and leakage free delivery … e-RUPI is a symbol of how India is progressing by connecting people’s lives with technology,” he said. The e-RUPI platform, has been developed by the National Payments Corporation of India (NPCI), Department of Financial Services, Ministry of Health and Family Welfare, and the National Health Authority is a cashless and contactless digital payments medium, which will be delivered to mobile phones of beneficiaries in form of an SMS-string or a QR code.

How will e-RUPI work?

e-RUPI is a cashless and contactless digital payments medium, which will be delivered to mobile phones of beneficiaries in the form of an SMS-string or a QR code. This will essentially be like a prepaid gift-voucher that will be redeemable at specific accepting centres without any credit or debit card, a mobile app or internet banking. e-RUPI will connect the sponsors of the services with the beneficiaries and service providers in a digital manner without any physical interface.

 

 

 

 



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