https://adgully.me/post/2130/emea-tops-global-brand-suitability-violations-doubleverify

EMEA tops global brand suitability violations: DoubleVerify

Dubai: EMEA (Europe, Middle East, and Africa) has recently emerged as the region with the highest instances of brand suitability violations compared to other global regions. This is one of the many findings of 2023 Global Insights Report by DoubleVerify (DV), the digital media measurement, data and analytics platform.  The report has analysed trends from almost 5.5 trillion media transactions across over 1,000 customers in about 100 countries. Despite a 15 percent reduction in fraud/SIVT (Sophisticated Invalid Traffic) violations in 2022, EMEA has experienced a significant surge in brand suitability violations, reaching a staggering 10.6 percent. This marks a concerning 13 percent increase from the previous year, firmly establishing EMEA as the region with the highest occurrence of such violations.Advertisers are increasingly adopting attention-based measurement to optimize campaign performance and improve return on investment (ROI), especially in the face of economic uncertainty and identity deprecation. EMEA campaigns stand out for their ability to capture attention through high exposure and engagement across display and video placements.The report shows major digital media quality trends, and establishes the need for verification across channels for creating the foundation for impactful performance. “Based on our research, in order to drive consistent performance, it is essential that advertisers engage verification across all campaigns and environments. When verification is turned off or not applied, an advertiser becomes vulnerable to the swings in quality caused by unpredictable news cycles and increasingly sophisticated fraud schemes. Moreover, always-on protection helps the industry maintain a common and consistent gauge of media quality everywhere, as verification techniques evolve to encompass emerging channels for content consumption. Having coverage, protection and insight into all channels is critical,” says Collette Spagnolo, Vice President of Marketing Analytics at DoubleVerify.Key findings: CTV consumption is on the rise, but it remains vulnerable to fraud. According to eMarketer, advertisers are projected to spend nearly $24 billion on CTV advertising in 2023. The Global Insights Report indicates that CTV consumption and quality verification in the UK have grown by an impressive 252% year-over-year. However, as investment in CTV advertising increases, so does the risk of fraud.  1. CTV ad fraud involves deceptive tactics aimed at generating revenue by inflating video ad impressions. Fraudsters use bots or fake CTV devices to simulate viewership, deceiving advertisers into paying for ads that are either non-existent or never viewed.  2. Bot fraud specifically saw a significant surge of 69% in 2022 compared to the previous year, and the number of CTV fraud schemes and variants detected annually by DV has tripled since 2020. Advertisers without proper protection face significant risks.  3. To illustrate the risk, DV compared fraud rates of protected and unprotected advertisers. The campaign without verification measures in place experienced a fraud rate of 11.2%, whereas the protected campaigns had a significantly lower fraud rate of 0.6% – a difference of nearly 18 times.      4. Most advertisers currently run campaigns on sites or apps with low attention rates. However, DV's analysis reveals a significant inventory available that could deliver better attention and performance if utilized effectively.“Today, the average person is exposed to between 6,000 to 10,000 ads a day. As such, attention has emerged as a vital, yet, an increasingly scarce resource. Attention-based metrics such as exposure and engagement have emerged to help marketers better understand the overall relevance and resonance of an ad experience — and how that experience translates to driving high-value business outcomes,” said Nick Reid, SVP and Managing Director of EMEA at DoubleVerify.
https://adgully.me/post/2129/cabsat-day-2-focus-on-business-growth-emerging-trend

CABSAT Day 2: Focus on business growth, emerging trend

Dubai: Day two of CABSAT 2023, the flagship event for broadcast, satellite, content creation, production, distribution, digital media and entertainment industries, welcomed visitors from around the world to network, collaborate, and seek opportunities for advancement.Through a dynamic programme of conference sessions, live technology demos, and showcases of global innovation, the 29th edition of CABSAT has reaffirmed its position as the region’s largest gathering of the creative, broadcast, and satellite communities that will run until May 18, 2023, at the Dubai World Trade Centre (DWTC).During the event's second day, industry leaders participated in panel discussions on a range of topics. Session topics included, ‘Women Power: Shattering the Glass Screen,’ ‘Content Partnerships in MENA: Trends in Co-productions, Commissioning, and Content Rights Sharing,’ and ‘Fireside Chat: How Social Media is Disrupting the Disruptors,’ among others. Discussions focused on emerging developments in the media and entertainment industries, allowing participants to evaluate the current conditions and develop effective strategies for the sector’s future.Catherine Mwangi, Head of the TV at Kenya Television Network, said: “Kenya Television Network took part in the Content Congress platform's session at CABSAT 2023 entitled, ‘Women Power: Shattering the Glass Screen,’ which was geared towards women working in the media. Having the opportunity to engage with leading female executives who are shaping global content, laying the foundation for future generations, and advancing inclusivity was an honour. At Kenya Television Network, we will continue to work towards making women's voices heard, to build a society that is more inclusive and equitable, as well as support the invaluable contributions of women in all spheres of life.”“The MENA content industry is currently experiencing significant growth in premium content production. Through collaboration with high-calibre talents and leading partners, we are dedicated to bringing quality content to audiences in the region and beyond. As part of CABSAT 2023’s ‘Content Partnerships in MENA: Trends in Co-productions, Commissioning, and Content Rights sharing’ session, we were able to lead effective discussions on the importance of collaboration in driving the region’s content industry forward and how successful film production relies on the collective effort of a diverse group of talented professionals,” Darine El Khatib, VP of Film Production at Majid Al Futtaim, commented. CABSAT's SATEXPO Summit on day two, took place concurrently with the Content Congress, the most comprehensive gathering of regional and global satellite and space technology industry influencers. Innovators established executives, engineers, government officials, and diverse solution providers attended the Summit, which also examine the role of satellite and space technology in promoting and enhancing sustainability on Earth.The NEXTGen Content Screening programme on CABSAT’s second day showcased some of the best content the Middle East and Africa have to offer, providing an impactful addition to the Content Congress agenda. The screening features content from TV, film, serial drama, kids, documentary, and sports genres, and facilitates prearranged meetings with content buyers to foster collaborations and partnership opportunities.Moreover, key news releases were unveiled during the event, providing valuable insights into the latest industry trends.Nevion, a Sony Group Company and award-winning provider of virtualized media production solutions, announced the integration of its Nevion Contribution solution by Viacom18, a subsidiary of Network18 Group, one of India's most diversified media and entertainment conglomerates, at CABSAT. Nevion's solution, which was delivered in just three weeks, is being used for live coverage of the hugely popular TATA Indian Premier League (IPL) cricket tournament.CABSAT’s 29th edition also highlights the latest technologies that are transforming the production, remote production, editing, preservation, and distribution channels of movies, including the revolutionary Glambot camera made famous by the Oscar’s red carpet, dual cameras bringing the real world and Virtual Reality together, along with an on-site virtual production studio hosted in partnership with PIXOJAM. The Beijing Pavilion, which featured an '8k Zone,' displayed examples of 8k resolution content, the latest evolution of display technology. A video conference between Beijing and the UAE was also held in the pavilion to fortify relations between the two countries and encourage collaboration within the industry.CABSAT also provided over 21 French companies with the chance to present their technological innovations, promote La French Tech, and build alliances with businesses from the Middle East, as well as other nations like Turkey or India. France further highlighted its goal to adapt and capitalise on its film and audio-visual industry’s assets, which are among the most diverse and dynamic in the world in terms of creativity, originality, artistic expertise, and skills ranging from direction and production to post-production.The event proved to be a successful networking opportunity, with business deals being struck amongst attendees.Arabsat announced the signing of a Memorandum of Understanding (MOU) with Loft Orbital (Loft) to collaborate on the mission definition for a future infrastructure in low earth orbit (LEO). Both companies will work together to create the infrastructure that will cater to the needs of various sectors of Arabsat's customers.Exhibitors praised the three-day exhibition for the host of opportunities it offers to the industry to present breakthrough innovations to peers, potential investors, and decision-makers.Philipp Glänzel, General Manager – CTO, Qvest Dubai, said: “CABSAT 2023 has been pivotal for us, not only because it has been a home game for our Qvest team in the MENA region, but also for providing us with an excellent opportunity to interact with industry partners and customers, especially with cloud-based technologies creating new possibilities for content creation, management, and delivery. We are convinced that a strong tech stack will be the key differentiator going forward to establish reliable hybrid integrations in both on-prem and multi-cloud environments. Furthermore, platforms like CABSAT will undoubtedly increase our potential for strategic alliances and ensure a reliable forum to expedite the adoption of current market trends.”Jonas Michaelis, Head of Operations, Techtriq, stated: “At CABSAT 2023, our focus was on generative Artificial Intelligence tools, as they offer tremendous potential to media companies both in the MENA region and worldwide. For instance, we completely integrated ChatGPT into qibb in January of this year, providing us and our customers with improved options for even more efficient professional media workflows in our cloud-based integration platform. With our participation, we were able to highlight the competitive advantages of these tools and look forward to their widespread adoption for the sector’s advancement.”For the first time, this year CABSAT is co-located with the inaugural edition of Integrate Middle East, which brings together the region’s global professional audio-visual (Pro AV) and media technology communities.
https://adgully.me/post/2070/serviceplan-hires-rawida-saadé-maksoudian-as-client-servicing-director

Serviceplan hires Rawida Saadé Maksoudian as Client Servicing Director

Dubai: Serviceplan Middle East has appointed Rawida Saadé Maksoudian as the new Client Servicing Director. With over 15 years of experience in brand management, Maksoudian is a seasoned communications and brand expert with expertise in advertising, shopper marketing, and digital media. She was born and raised in Dubai, and her portfolio includes working with some of the prominent brands such as BRF, Nakheel, Arla Foods, Unilever, P&G, Emaar, Mondelez International, Kraft, Johnson & Johnson, Al Alali, and more.Natalie Shardan, the Managing Director of Serviceplan Middle East, expressed her excitement for Maksoudian joining the growing team, saying that she has a wealth of experience in the industry, and her skills will undoubtedly contribute to the growth of the client servicing department and help to grow clients' businesses. Shardan added that she looks forward to Maksoudian's contribution to achieving their goals.Rawida Saadé Maksoudian also expressed her excitement about joining the Serviceplan Middle East team, stating that she is eager to contribute her extensive knowledge in advertising, shopper marketing, and digital media to the largest independent advertising agency group in the world. Maksoudian shares the agency's passion for developing captivating brands that resonate with consumers and leave a lasting impact. She feels honored to be part of the dynamic and innovative team and is looking forward to helping their clients achieve their strategic goals.
https://adgully.me/post/1685/delivering-consumer-centric-solutions-is-key-pivotroots-yogesh-khanchandani

Delivering consumer-centric solutions is key: PivotRoots' Yogesh Khanchandani

“We were able to help a vast number of SMEs navigate the post-pandemic landscape with greater ease and confidence. Our templatized e-commerce solutions and consultation services proved to be a game-changer for many businesses looking to establish a robust online presence and capitalise on the vast potential of the digital market,” says Yogesh Khanchandani, Co-Founder & Chief Business Strategy Officer at PivotRoots.Pivotroots, currently present in India and Dubai, is a data- and technology-led full-service digital agency offering services across strategy and consulting, digital media planning & buying, UI/IX, social & content, data & analytics, and custom solution building. The agency has worked with over 60 brands, like EmiratesNBD, National Bank of Kuwait, Amazon Prime Video, Upgrad, etc. Pivotroots recently expanded its martech solutions under PivotConsult to offer clients cutting-edge custom tech solutions that are tailored to their unique business needs. “To achieve this, we acquired DEEPFLUX, a tech company comprising software engineers who work closely with our brand strategists to develop custom infrastructures that drive efficiency and effectiveness,” says Yogesh in this interview with BF Firos, Associate Editor, Adgully. Excerpts: In a competitive digital marketing industry, what sets PivotRoots apart from other agencies in the UAE, and how do you maintain your competitive edge?In today's industry, it is essential to possess talent, agility, and vision for the future in order to stay ahead of the curve. At our company, our unwavering focus has always been on designing and delivering consumer-centric solutions that are backed by an extensive, data-driven strategy. Over our seven-year journey of building PivotRoots, we have constantly evolved and innovated ourselves. Initially, we began as an end-to-end digital marketing agency, but we soon shifted our focus to become a martech-first digital agency. Today, as an integrated solutioning agency, we provide a more efficient and effective approach to problem-solving. Our commitment to our clients is to provide a comprehensive view of their business and deliver solutions that meet their unique needs.Can you walk us through a successful campaign you've worked on, highlighting the challenges faced, solutions implemented, and results achieved?One of our most successful campaigns was for Father's Day, which we executed for our client FnP last year.FnP, a global gifting brand, faced two significant challenges. Firstly, its audience were not aware that FnP offered more than just flowers as gift options, leading to a perception issue. Secondly, they faced slow growth resulting from the conventional gifting behaviour of the audience, where gifts were exchanged only during occasions, festivals, or personal and professional achievements.To tackle these challenges, a comprehensive strategy was developed after conducting extensive research on market behaviour and human insights. The primary objective was to communicate that every moment could be made special with a gift, and one didn't need to wait for a special occasion. The campaign, #FathersTurnToReceive, was based on the insight that fathers, irrespective of nationality or socio-economic status, always believe in fulfilling the needs and desires of their loved ones. They are like gifts that keep on giving, and Father's Day was the perfect opportunity to make them feel the joy of receiving a gift as an expression of love, gratitude, and respect.As a result of the campaign, the brand search volume for the word "fnp" increased by 50%, and there was a brand intent increase of up to 57% from the previous month. Furthermore, during the ten-day campaign period, close to 1000 purchases were made resulting in a major success for the brand!With the pandemic shifting consumer behavior and expectations, how has PivotRoots adapted its services to cater to changing market demands?In the aftermath of the pandemic, the entire industry was grappling with the challenge of rapidly accelerating their digital transformation. Amidst this X5 digital acceleration, we stepped in and provided crucial support to numerous small and medium-sized enterprises (SMEs) through our templatized quick e-commerce set-up and consultation services.Our priority was to help these SMEs fast-track their digitization process and align with the evolving needs of today's consumers. By providing tailored consultation services, we enabled these businesses to adapt to the changing market dynamics and stay ahead of the curve.We were able to help a vast number of SMEs navigate the post-pandemic landscape with greater ease and confidence. Our templatized e-commerce solutions and consultation services proved to be a game-changer for many businesses looking to establish a robust online presence and capitalize on the vast potential of the digital market.How do you ensure that your team stays up-to-date with the latest trends and developments in the digital marketing landscape, and how do you encourage innovation within the company?At our company, we take pride in our strict in-house protocol for training and certifications, which plays a pivotal role in managing the upskilling of our talented workforce. We firmly believe that investing in our employees' development and nurturing their skill sets is key to driving our growth and success.Our comprehensive training and certification programmes are carefully tailored to the specific needs of our employees, and we closely link them to promotions and bonuses. This approach not only ensures that our employees are equipped with the latest industry knowledge and skills but also incentivizes them to pursue excellence and strive for growth within the organisation.Additionally, we maintain and encourage Joint Business Plans (JBPs) with all our media partners. Our JBPs focus on fostering innovation, exploring out-of-the-box solutions, and delivering exceptional value to our clients. Through these partnerships, we aim to stay at the forefront of the rapidly evolving media landscape and leverage the latest trends and technologies to drive impactful outcomes for our clients.What metrics do you use to measure the success of a campaign, and how do you ensure that your clients' ROI is maximised?At our company, we understand that each client has unique goals that are closely tied to their business objectives. For this reason, we always take a bespoke approach and tailor our media solutions to meet the specific needs of our clients.For example, for a retail furniture store, our focus would be on driving measurable footfall into their stores, which can be achieved through targeted and impactful media campaigns. Similarly, for D2C clients, we prioritise increasing their month-on-month revenue by leveraging a range of media channels and optimising campaigns for maximum ROI.For FMCG brands, our objective would be to improve their brand metrics through effective communication and targeting. This could involve developing engaging content, leveraging social media influencers, and utilising data-driven insights to target the right audience segments.Overall, our approach is driven by a deep understanding of our clients' unique goals and KPIs, and we work closely with them to develop customised media solutions that deliver measurable business outcomes. By aligning our strategies with our clients' business objectives, we are able to drive meaningful results and help them achieve long-term success.What future plans does PivotRoots have for expansion or diversification of its services, and what new technologies or trends are you most excited about?At our company, we recognize that technology is rapidly transforming the marketing landscape, and we are committed to staying ahead of the curve. That's why we recently expanded our martech solutions under PivotConsult to offer our clients cutting-edge custom tech solutions that are tailored to their unique business needs.To achieve this, we acquired DEEPFLUX, a tech company comprising software engineers who work closely with our brand strategists to develop custom infrastructures that drive efficiency and effectiveness. With a strong focus on data and technology, we are aggressively scaling up our verticals in areas such as ML/AI, CDP, audiences, and anomaly detection.Our approach is driven by a deep understanding of our clients' businesses and the unique challenges they face in today's rapidly evolving marketing landscape. By combining our strategic expertise with the latest in cutting-edge technology, we are able to develop innovative solutions that drive real business outcomes for our clients.Overall, our expansion into martech solutions under PivotConsult reflects our commitment to staying at the forefront of the industry and providing our clients with the best possible solutions to meet their business needs. We are excited to continue driving innovation and delivering value to our clients through the power of data and technology.What, according to you, are the effective marketing strategies for SMEs in the UAE? How conducive is the UAE environment for SMEs?My recommendation for SMEs would be to prioritise a consumer-centric marketing strategy, a fundamental and effective approach for businesses to adopt. It involves putting the customer at the centre of all marketing efforts and focusing on understanding their needs, preferences, and behaviours in order to deliver personalised and relevant experiences.By adopting a consumer-centric approach, businesses can improve customer satisfaction, increase customer loyalty, and ultimately drive revenue growth. This approach allows businesses to build stronger relationships with their customers by providing them with personalised experiences that are tailored to their specific needs and preferences.To achieve this, it is important to gather and analyse customer data in order to gain insights into their behaviour and preferences. This data can then be used to inform marketing campaigns and strategies that are designed to resonate with customers and drive engagement.In today's highly competitive marketplace, a consumer-centric approach can give businesses a significant competitive advantage. By placing the needs and preferences of their customers at the forefront of their marketing efforts, businesses can build stronger, more meaningful relationships with their customers and drive long-term success.