Mediant Communications Pvt Ltd

We turned 10, today! Woohoo!! Ten years back, Mediant was conceived to make a difference. 'Accountable Partnerships' isn't a milestone - its a journey, that has raised the bar on what we must expect from each other. Today, we thank our fellow travelers who have held our hand, walked the path and shared the joys and setbacks. We thank our partners (our clients, our media partners, our business associates), our industry colleagues, industry associations/ clubs, our team members, our families, our well wishers who have cheered us on....the national footprint, the industry awards, the years of association, the acknowledgment turning to recognition....we are grateful for every small thing. We look forward to your good wishes and prayers as we sign into a new decade of joy and expectations. (Checkout the logo designs we did not go ahead with on 27th June 2014) #10thAnniversary #AccountablePartnerships #Celebrations

The AI of marketing has arrived! Mark Ritson in this article takes us through an ‘almost fictional’ journey of consumer research and insight mining that could become a way of life, soon. Since clients are already paying for this work, all marketing professionals must check this out. How do you think this will impact your business in the next 1-2 years? #marketresearch #marketinginsights #marketing

AI on-device - the next revolution

Keep faith in the power of *Linear TV* and the growing *CTV* (especially BVOD - Broadcaster VoD) option. This 2nd study from ThinkBox (UK association of broadcasters - with data from Consultancies and a few agencies/ data analytics firms) maps the short, medium and long term ROI of advertising on different media. 1. $1 in advtg = $4.1 in sales is the overall ROI of Advtg across a wide range of media - again proves Advtg Pays Back Handsomely. 2. ⁠58% of this payback happens >13 weeks - this mapping after considering all ROI across all media, across all parts of the funnel. Be patient. 3. ⁠Linear TV accounts for 47% of the full payback (35% of ad investment into Linear TV) - that’s 1.33X the ad input as outcome. TV pays back in short and long term. 4. ⁠When % ad money and % full payback is compared, only Audio and Print (beyond TV) deliver 1.1X and 1.45X ROI - other media have a lower than 1X full payback. 5. ⁠PPC pays back well in the short term 6. ⁠The saturation point of Linear TV is the highest among all media. #payback #ROI #TV #longvsshort #econometrics https://lnkd.in/erXVaSND

Pre-testing has changed and how! While digital has helped 'test' before we scale a campaign, the predictive part of pre-tests, apart from the validation across a range of KPIs make pre-tests a must for all high-stakes campaigns. Mark Ritson makes a case for pre-tests by listing the evolution in testing: the things we pre-test, the way pre-testing happens, the predictive capabilities of pre-testing and how long the whole process takes. When pre-test predictions match inferences from econometric models (for past campaigns) as the Sky case study here, we better pay heed to pre-tests. #pretests #creativeeffectiveness #ideasresearch #ROI

The ‘cumulative loss’ of working with a partner who has limited time for your brand vs partners who are thinking about your brand 24x7 can be as much as 20-50% of your brand’s annual marketing investment. #think #ROI #trustedadvisors Source: Adobe

#UCPMP Govt of India has moved in when voluntary/ self-regulation did not work. The regulation (Uniform Code for Pharmaceuticals Marketing Practices) to ban gifts/ travel perks/ other benefits by Pharma companies to doctors brings in a new era of accountability and transparency into the health care industry. UCPMP proposed as voluntary in 2014, is now MANDATORY. From restricting free sampling of drugs to doctors to use of names/ photographs on promotional material, a nine page code stipulates record keeping by every pharma company. Overseas trips to paid for trips for conferences, everything will be under scrutiny. https://shorturl.at/gyGH1 Why do we discuss UCPMP here? Every industry has softer-debatable business practices and it is for its stakeholders/ custodians to self-regulate and enforce self-discipline so that the Govt does not move in. Do we think the advertising/ media industry must learn from the UCPMP experience? Are we ready to acknowledge and discuss/ resolve unfair trade practices within community mandated committees? Roda Mehta Sam Balsara Annurag Batra Sreekant Khandekar Bijoya A Ghosh Meenakshi Menon INS - THE INDIAN NEWSPAPER SOCIETY Ibdf Association of Radio Operators for India IAMAI INDIAN OUTDOOR ADVERTISING ASSOCIATION - IOAA ADVERTISING AGENCIES ASSOCIATION OF INDIA

Estimates of CTV penetration across India have ranged from 10Mn to 20Mn homes, depending on who’s speaking:). The incidence of CTV in Digital Video plans has been continuously going up. CTV is now a default part of most Digital Media Plans. This means videos that were being viewed on a Mobile device, are being cast on large CTV screens. Question for @marketers and @creative agencies: how good does a typical Digital Video look on a large TV screen? Are we always producing a film that’s C’TV’ ready even though we may not have started for a ‘TV’C as an outcome? Critical questions when the lines have started blurring. #ctv #videoquality #tvc #dvc

The recently released 2022-23 study on Household Consumption Expenditure (HCE) by the National Sample Survey Office (NSSO) has thrown up 2-3 pertinent points every marketer must think of: 1. Food is reported to be <50% of Rural homes' monthly HCE for the first time since NSSO started this survey. This is a big deal, as we know that figure is 11% for the US and 25% for China. However, we must not forget the #PMGKAY Free Food Grain program benefits an estimated 81Crore individuals (that's 58% of the country's population). Does this mean, almost 6 in 10 homes profiled by the HCE Study had some form of free/ subsidised food? This is acknowledged by the NSSO Study, but can we fully fathom if people are moving beyond basic necessities? A recent article by Arunaa Ramesh brings this alive well. https://lnkd.in/g4VMsw26 2. We must note the drop in % spent on 'good food' (veggies fell from 4.6% in 2011-12 to 3.8% in 2022-23) and a significant rise in 'bad food' (beverages/ processed food - from 9% in 2011-12 to 10.6% in 2022-23) in Urban India. This means, while 39% of Urban HCE is on food, 10.6% in that 39% is on packaged food (often cited as the reason behind India's Lifestyle Diseases). 3. Consumption trends indicate an upward mobility - a rise in % spent on Tobacco/ Intoxicants (1.6% to 2.4%), toiletries (3.9% to 5%), conveyance (6.6% to 8.6%), durables (5.6% to 7.2%). While HCE is expressed in %, it's pertinent we know Consumer Price Inflation is always looming over our heads. Is it time, Ministry of Statistics and Programme Implementation reviewed the CPI categories? https://lnkd.in/g9mdcU2x. e.g. some consumption categories like CD/ DVD/ Audio Video Cassette, VCD/ DVD Hire etc. may have gone extinct while newer expenses like Broadband (at home) charges are becoming common. How does the HCE study input into CPI? How are some of the changing consumption trends reflecting in CPI estimates? #hce #cpi #consumptiontrends #economicgrowth

Disruption can be quiet, purposeful and the returns can not be measured unidimensionally. #commerceforgood #change