Week 4 | May 2024

In-Depth

Embracing incrementality: Navigating post-privacy measurement challenges

Amidst privacy changes in digital advertising, there's a shift from user-level data and specific methods like multi-touch attribution (MTA) and media mix modelling (MMM) to a broader approach. Incrementality measurement, alongside MTA and MMM, emerges as vital, revealing marketing impact on KPIs relative to non-activity scenarios. With AI advancements, incrementality becomes more precise, aiding marketers in navigating privacy concerns and crafting effective campaigns.

The three-way measurement approach: MTA, incrementality, and MMM are vital for modern marketing measurement. While Attribution, especially MTA, tracks short-term performance, its effectiveness is challenged by evolving privacy rules. Incrementality empowers marketers to explore new strategies confidently, leveraging comparisons to benchmarks for informed decisions. With AI and ML advancements, incrementality becomes more precise, analyzing data efficiently. MMM aids in strategic budget allocation and long-term performance assessment, optimizing spend and providing a holistic view of effectiveness.

Making the case for multiple measurement approaches: As recession fears loom and layoffs impact the tech sector, marketers are challenged to achieve more with less. Those succeeding in the privacy-centric landscape embrace change and innovative measurement methods. Today's growth marketers employ a trio of measurement models: MTA for short-term insights, incrementality for mid-term assessment, and MMM for long-term strategic budget allocation. Recognizing that no single approach suffices, marketers leverage MMM's long-term perspective and AI-driven incrementality alongside MTA's immediate results to navigate privacy changes and optimize marketing tactics for maximum return on investment.

Industry News

OpenAI and News Corp announce landmark deal

News Corp and OpenAI have announced a historic, multi-year agreement allowing OpenAI to display News Corp content in response to user questions, enhancing its products with reliable information. OpenAI will access current and archived content from major News Corp publications, including The Wall Street Journal, The Times, and The Australian, among others. The partnership excludes content from News Corp’s other businesses. Additionally, News Corp will provide journalistic expertise to maintain high standards in OpenAI's offerings.

Gaurav Banerjee to replace NP Singh as new CEO for SPNI- Reports

Sony Pictures Network India has appointed Gaurav Banerjee as its new CEO, succeeding NP Singh. Previously with Disney Star, Banerjee shaped Star’s entertainment portfolio, curated content for Disney+ Hotstar, and managed the network’s Hindi Entertainment TV brands. He has also served on the board of the Indian Broadcasting and Digital Federation and is a member of BARC India's core technical committee.

Bobby Pawar joins Network18 to lead creative initiatives in branded content

News18 Studio, the branded content arm of Network18, has appointed renowned adman Bobby Pawar, former Chairman and Chief Creative Officer of Havas Group, as Creative Consultant. With over 30 years in advertising and over 400 awards, Bobby will collaborate with the branded content team to drive creative initiatives and infuse innovative solutions into brand strategies, leveraging his legendary expertise and effective work for numerous brands.

Industry Report

India SVoD services market to reach $2.1 billion in 2028

According to a report by GlobalData:

• SVoD service revenue in India is expected to grow at a CAGR of 6.7% from $1.5 billion in 2023 to $2.1 billion in 2028, driven by an increase in SVoD subscriptions and unique SVoD household penetration.
• SVoD subscriptions in India are projected to increase at a CAGR of 5.2% during 2023-2028.
• Factors contributing to growth: Increasing availability and affordability of high-speed internet, rising household penetration of fixed broadband services, especially high-speed FTTH/B services, growing investments in local original content, subsidized telco bundles promoting SVoD penetration.