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97% of marketers that advertise on mobile gaming are satisfied

Findings of the latest Mobile Game Advertising 2022 report for India say that advertising on mobile gaming delivers better performance compared to non-gaming environments.  According to the report, 75% of brands have been advertising on mobile game apps for more than a year, which has led to a two-fold increase in gaming ad spends since the pandemic. InMobi surveyed 205 Indian Mobile Marketing leaders, including senior executives from brands and media organizations, as part of this study. The report also reveals how brands and agencies are addressing the four most common myths associated with mobile game advertising that might be preventing wider adoption. Commenting on the rapid expansion of the mobile game advertising industry, Rishi Bedi, Managing Director, Asia Pacific at InMobi said, “Brands have taken notice of the gaming industry’s rapidly growing consumer adoption and engagement. Hence, mobile game advertising is evolving into more than simply a trend as audience reach keeps growing, ad formats diversify, and ad budgets keep rising. And over time, more and more advertisers are including mobile game advertising in their media mix owing to the positive outcomes and impactful results.”

Swiggy, Zomato among top 10 global online food delivery firms

Swiggy and Zomato, the Indian food delivery apps have been ranked among the world’s biggest e-commerce food-delivery companies as per a report by Canada-based global research firm ETC Group. The report titled ‘Crisis Profiteering, Digitalization and Shifting Power’ has ranked Swiggy ninth and Zomato has been placed on tenth spot. China’s Meituan has been ranked first followed by UK giant Deliveroo. The other food delivery companies on the list are Uber Eats (United States), Ele.me (China), DoorDash (United States) and others. According to the report, the delivery platforms claim to be helping local businesses connect to the customers who benefit from the affordable convenience of eating-in, all while offering ‘meaningful work to underemployed people drawn to the flexibility of the gig economy’.

YouTube to let Shorts creators in India monetize from early 2023

YouTube said it was expanding its creator monetisation programme to Indian creators, starting early 2023. In a blog post published, Amjad Hanif, vice president of YouTube’s creator products, said creators who make Shorts videos can apply for the YouTube Partner Program (YPP) if they have 1,000 subscribers, and have delivered 10 million views over past 90 days or 4,000 viewed hours over past 12 months, on YouTube Shorts. Hanif also said that YPP will be extended to early stage creators on the platform as well. “A new level of YPP with lower requirements will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships. To reward creators across a range of formats, we’ll have paths for long-form, Shorts and Live creators to join this new tier in 2023,” he said.

SC joins the digital bandwagon

A full court meeting of Supreme Court judges has resolved to live-stream Constitution Bench hearings. For now, the Supreme Court would stream its hearings on YouTube with technical support from the National Informatics Centre. For the long-term, the court is planning to launch a dedicated platform to live-stream hearings.

OTT apps may have to take licence, share revenues with govt

Social media apps such as WhatsApp, Signal and Telegram may require licenses to operate in India, with the government proposing to broaden the definition of telecommunication services to include over-the-top (OTT) communication services, internet-based communication services and broadcasting services in the draft telecom bill. Such apps were already covered under the Indian Telegraph Act, but now have been specified under the proposed legislation. Sector experts said the new definition could trigger a debate as telecom service providers have insisted that the same rules govern similar services. Moreover, as licensed entities, the OTT communication services providers may also have to share revenue with the government.

Cyber Attacks on Indian Health biz Second Highest

The number of cyber attacks on the Indian healthcare industry were second highest globally, with 7.7 per cent of total incidence on the segment being witnessed in the country in 2021, cyber security intelligence firm CloudSEK said. According to CloudSEK report on “Increased cyber attacks on the global healthcare sector”, the US healthcare industry faced 28 percent of the total global attacks. “India recorded the second highest number of attacks, with a total of 7.7 per cent of the total attacks on the healthcare industry in 2021,” the report said. The 7.7 percent of cyber attack incidence in the Indian healthcare industry translates into over 71 lakh records, according to the report. According to the firm, the technological advancement in the healthcare industry like remote health monitoring, electronic health records and the Internet of Things (IoT) provided cyber criminals with more opportunities to attack the sector. The data collated by CloudSEK shows that there have already been 1.87 lakh records in the first four months of 2022.

Bharat intends to spend more than last year this festive season: Report by ShareChat

According to the report released by ShareChat, every second Bharat user is willing to spend more during the festive period this year than they did last year, demonstrating the consumers’ willingness to spend significantly. As per the survey, at 44%, social media has emerged as the biggest purchase influencer for Bharat during the festive season. Furthermore, discounts and offers are major factors that influence 49% of Bharat’s purchase decisions. During this festive season, 1 in 3 in Bharat is expected to spend over INR 20,000 and about 8% will spend over INR 100,000, boosting the overall ticket size of festive purchases. Apparels, mobiles and accessories, and jewellery are the top 3 shopping categories Bharat is expected to splurge on this festive season. Gifting is anticipated to be one of the top motivations for spending money during this festive period. 24% of Bharat wants to buy with the intention of gifting. Interestingly, 1 in 4 Bharat plan their festive shopping last minute and 76% are making decisions based on ads. The report’s conclusions are based on primary data that was gathered through an online survey of 2,843 ShareChat users in 15 states of India who were between the ages of 18 and 40 and represented a male-to-female ratio of 70:30 gender split. It analyzes Bharat’s festive buying behaviour and takes a closer look into popular categories like e-commerce, automobile, beauty, and jewellery that Bharat will be purchasing this season.

Meta partners with Salesforce

Meta Platforms Inc., the parent company of WhatsApp, today announced a global partnership with customer relationship management (CRM) software provider Salesforce to enable its customers answer customer questions, run marketing campaigns, and sell through WhatsApp business messages. WhatsApp in a blog post released said, “Earlier this year, we opened up the WhatsApp Business Platform to any business across the world to help them get started on WhatsApp in a matter of minutes – deepening customer relationships, driving sales and providing support in an efficient and delightful way.” The partnership will also enable global customers of Salesforce to use WhatsApp Cloud API.


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