The Advertising Club Bangalore recently held its inaugural edition of the ‘Knowledge Conclave – Driving Growth Through the New Era of Measurement’. C-Suite SME speakers from different spaces of the data-tech world spoke and interacted on some of today’s most important topics.
Taranjeet Singh, Chief Revenue Officer & Business Head ZEE5 India spoke on ‘Leveraging content & technology to create value for advertisers’.
He attributed the remarkable growth of ZEE5to one of India’s largest Contech OTT players, to the data-content-technology deep investment they are driving.
In 5 years the OTT market will be split 50:50 between the advertising-supported model & the subscription model. ‘My time, my way, my place.’ – is how Indian consumers are consuming content today – both long& short form. With 30+ OTT platforms people are tilting towards on-demand content. 62% of this content consumption is happening through regional content. Within this Hindi content is large, but the 4 Southern languages and Bengali, Marathi, Gujarati are also driving growth.
ZEE5 is the only platform that offers content across 12 languages including smaller languages like Bhojpuri and Punjabi – including original content (100 shows across 5 languages commissioned in the past year). It has enabled voice search in 11 Indian languages (only Indian OTT with this service). Taranjeet pointed out difficultly of native language typing on phone – which makes voice search so critical.
While content is, of course, important, technology and partnerships are what ZEE5 is investing heavily in.
They have 40 Israeli Tech partners on board enabling a seamless hyper-personalized experience in real-time to audiences at scale. This is also helping generate and harness big data to improve both their service and let brands do KPI driven advertising across different metrics. With partnerships, ZEE5 has 100% coverage across the entire Smart TV ecosystem and is available across all Telecom networks, On the Go partners and Payment Gateways.
This data-tech-content-partnership play is enabling ZEE5 to deliver value at a different scale to advertisers. 5 products that are driving this – INFONOMIX, ADVAULT, AMPLI5, WISHBOX & PLAY5.
INFONOMIX uses data for precise targeting, segmentation and better measurability for brands. Along with a DMP they offer a CDP (Customer Data Platform) done through their Israeli tech partner Optimove.
ADVAULT offers multiple ad units to cater to different brand objectives – such as personalized interaction&flexible ad sizing across devices, with measurability and 3rd party data integration.
AMPLI5 enables influencer marketing. Israeli partners Talamoos’recommendation engines &Minutely’s auto previews engine build organic views. Notification engines, SMS, emails & social further amplify reach.
PLAY5 uses gamification, building custom games for brand engagement with Zee tent-pole programs such as SaReGaMa. Audience engagement through game is followed with remarketing& lookalike targeting.
WISHBOX is eCommerce enabled across all top shows. Users watching shows can buy products (exact or similar) on screen. Transaction can be completed after viewing show across different eCommerce sites.
Taranjeet said that ZEE5 ambition is of building unique, intimate relationships and hyper-personalization to the segmentation of one, and being the entertainment hub satisfying all content needs.
Sanchayeeta Verma, Chairperson Knowledge Conclave 2019 said, “In our era of connected platforms, big data signals are being generated and data-driven tech is enabling businesses to harness them. The conclave helped understand how to do this and join the dots between the tech world and the world our brands play in”.
“Knowledge Conclave will now be part of our annual program. Watch out for the 2020 edition“ said Advertising Club Bangalore Executive Director, Arvind Kumar.