Page 11 - Advertising

Advertising body to soon issue rules on celebrity endorsements

Advertisers and ad agencies would also be covered in the final set of guidelines

Vipin Dhyani: EQ over IQ for meaningful ads

Endearing advertising with kids in the lead can teach values beyond the syllabi

Government advertising soars in 2016

Social advertising saw a huge surge as the govt beat the drum on welfare schemes and achievements through the year

Kids up the marketing game

Children are no longer peripheral, but central to advertising plots as brands look for emotionally engaging narratives

Ads on the watch list

Ads that play on emotions and tell stories from a child's perspective are a hit on digital media. According to the India YouTube Ads Leaderboard from Google (Q1 2016), this is the trend evident from the top 10 ads for the quarter that made for an astounding 0.28 million hours of watch-time. Also, the numbers show, nearly 72 per cent ads were viewed on mobile devices. Seven out of top 10 ads including Bajaj, Amazon, Micromax, Pepsi, Idea and Airtel used the emotional approach while Dettol, Madhya Pradesh Tourism and Kinder Joy's ads used the kids' perspective. Here is a look at the top 51. Brand: DettolAd: Sheron ke panje #Ma ka dhulaThe ad talks about the need to keep your hands clean with the children playing task masters.2. Brand: Amazon IndiaAd: #MombeagirlagainThe focus is on women who left their hobbies or careers behind when they became mothers.3. Brand: Madhya Pradesh tourismAd: #MPmeindilhua bachasaUsing a kids perspective, the ad highlights the must-see spots in the state.4. B

Indian ad spends growth to beat global averages

In keeping with the slew of reports for 2016, the Carat Ad Spend Report points to India as one of the fastest growing advertising markets in the world

Ad lines blur as political leaders turn quasi brand ambassadors

PM and President gracing ads for Reliance Jio and Bandhan Bank have put the spotlight on this trend

Pitch Madison review lowers ad growth forecast by 3.6%

Reduced spends by e-commerce players on TV leads to mid-year review of ad projections for 2016

The future of advertising

The growth of traditional media is already dependent on what we call new media; its challenge is to blend into the digital world

It's raining billboard ads this monsoon season

Occupancy levels of hoardings this June-July have improved by 25-30 per cent y-o-y

Indian advertising turns to causes

Besides going multi-platform, longer ads that are high on emotion and empathy and often speak through an issue or cause are making a mark

It's about building connection and communication, not just advertising: Nandini Dias

Interview with CEO, Lodestar UM

Advertising is about partnerships

For marketers who are cynical of agencies and agencies who are cynical of marketers, here is something to reflect on: Relying on research and pre-testing

India to enter top 10 ad markets list

Mid-year forecast places the country at 10, up two places over last year

Lodestar retains Rs 400-cr Coca-Cola account

This was the largest pitch in the first half of this year, which saw key media agencies vying for it

New law for celebs endorsing unverified products soon

It will have penal provisions of Rs 50 lakh and five year imprisonment

Consumers getting increasingly confused by native advertising

Consumers are finding it increasingly difficult to differentiate between advertising and editorial content as publishers muddy the waters through their choice of wording and placement, according to new research. A study conducted by the Grady College of Journalism and Mass Communication at the University of Georgia found that adverts prefaced as a "brand voice" or "presented by" were far less likely to be identified as paid for content than content labelled "advertising" or "sponsored content".In all, respondents were seven times less likely to pick up on the former wording. Furthermore, eye-tracking software showed that the position of any disclaimer was also key, with only 40 per cent of readers clocking a disclosure at the top of the page - whilst 90 per cent picked it up "in an outlined box" in the middle of the story and 60 per cent at the bottom. A group of 242 consumers were given 500- to 600-word sample native ads to inform the survey findings.