WARC, 20 March 2014
MUMBAI: Digital advertising expenditure in India may not yet
reach the levels of other countries but the quality of work can surpass that
done elsewhere a leading industry figure has said.
Martin Shaw, Digital Head (APAC) at media agency Maxus, told
exchange4media that while India was broadly on a par with the rest of the
world, "some of the work happening here, especially in the social media
space is more advanced than what we have seen in other countries".
"It is definitely a place for us to come and learn
from," he added.
The recently announced shortlist for the Warc Prize for
Social Strategy adds weight to those comments, with entries from India (7)
ranking alongside those from the US (8) and the UK (6). The full list can be
seen on the Prize website (subscribers can also view the complete papers).
Observing the fragmented digital space, Shaw said marketing
needed to adopt a more holistic approach "where you understand all the
levers".
"Agencies that work in silos are not able to do that,"
he said, which made it harder for them to deliver the sort of solutions that a
more integrated agency was capable of.
But that should not mean dulling creativity. He favoured
"a strong network of local agencies rather than achieving
conformity", with digital heads meeting regularly to discuss the best
ideas and initiatives they had undertaken in their respective countries.
Shaw also expected programmatic buying to make major
advances in India in 2014 and he rejected the notion this involved low-quality
inventory bought off exchanges. It was, he said, about "high-quality
inventory after applying interesting data sets and real-time bidding techniques
so we can deliver hyper-targeted audiences that are right for the
clients".
He was encouraged by the flow of better data to help
evaluate audiences. "I see that making a huge difference and development
especially this year in India," he declared.
Data sourced from exchange4media; additional content by Warc
staff
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