Fusion Inc

Too often We all still hear the same on-going discussion around the planning table; how much spend can we afford to reduce from TV or other mediums to plug into doing more in digital? Despite the forward moves we’ve made in recognizing that digitization has created a valuable new way to communicate that is more than just owning a Facebook account, we are still caught up in a discussion that focuses on how much more we should invest behind digital over other channels, when we should be asking ‘how are my consumers making their purchase decisions today?’ The Old Communications Model - We All Used to Love… People at agency desk were always trained to create a communications a plan that focused on big mediums first (TV, Print, Outdoor, Radio), supported by WOM (Word of Mouth) drivers (PR, Direct Mail, Events, Influencers), wrapped around in-store mechanics (promotions, giveaways, sampling) and then topped with whatever was left, if any at all (digital). This built an incredibly

When Apple introduced the iPhone 7, it removed the headphone jack. Apple spun it as a win for consumers who could now use wireless headphones (preferably Apple-branded AirPods) for a better overall experience and no more tangled wires. Israeli startup Noveto wants to go one step further, eliminating headphones entirely with a new technology that beams the sound from your device directly into your ears. Noveto essentially has invented the virtual headphone. Now headphones will start to look like old technology in 2019.  Noveto has come up with a technology that can do exactly the same thing as headphones - deliver sound right to your ears without disturbing those around you - except without the headphones themselves. In fact, you wouldn't need to wear any device at all. The technology uses a system of sensors similar to those in the latest iPhone X, which unlocks your phone using facial recognition rather than password or finger recognition. Focused audio can come fro

For people who work in TV advertising, the next five years are bound to be bumpy —but not because everyone is “cutting the cord,” leaving no one to watch TV anymore.  In fact, TV viewing -- even old-fashioned linear viewing -- is likely to remain quite resilient. No, the next five years will bring us significant shifts across the entire advertising ecosystem — changes that will impact the TV advertising world more significantly than relative shifts in media consumption might suggest.  Here’s what I mean: TV world becoming very digital.  Over-the-top TV viewing will continue to grow, and that growth will force TV media owners to combine their linear and digital products, platforms, process and people. TV and digital people will be fighting for many of the same jobs, and there won’t be room for both anymore. TV world becoming very automated.  People-based processes in TV are becoming increasingly automated. Merging with digital and OTT will only make this happen faster. More

The television advertising business is poised for a change. Following the path of digital advertising, the television industry is now slowly moving towards programmatic technologies. However, the television ad ecosystem is far different than digital medium, so programmatic advertising — effectively, data-driven automation of advertising transactions — will take a different shape for the older medium. Television is undergoing tremendous technological developments, which will enable marketers to direct brand messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads and uses data and technology and real-time auctions to automate transactions between buyers and sellers. TV advertising is a big business in India! With over 197 million households accessing traditional TV subscriptions, it’s no surprise advertisers are willing to

As the controversy surrounding Rafale deal escalates in media and parliament, here is an explainer and a timeline relating to this controversial deal. We have attempted to list the controversies surrounding the deal and the reason Anil Ambani reportedly wrote to Congress Chief Rahul Gandhi. The Begining      The story started around 6 years back when The Indian Air Force expressed its requirement for a new twin-engine fighter jet in order to replace the aging Russian fighters that are being phased out. After testing and scrutinizing a number of global options, the Air Force in 2012 put the Rafale, built by France’s Dassault, and the Eurofighter Typhoon on its final list. The Congress-led United Progressive Alliance government had put out a tender for 126 fighter jets and, because of a lower bid offer, had planned to buy 18 Rafales in fly-away condition from Dassault, with the remaining to be built in India along with the state-owned Hindustan Aeronautics Limited. How

A click farm is a form of click fraud, where a large group of low-paid workers are hired to click on paid advertising links for the click fraudster (click farm master or click farmer). The workers click the links, surf the target website for a period of time, and possibly sign up for newsletters prior to clicking another link. It is usually based in developing countries, where wages are extremely low by western standards. For many of these workers, clicking on enough ads per day may increase their revenue substantially. It is extremely difficult for an automated filter to detect this simulated traffic as fake because the visitor behavior appears exactly the same as that of an actual legitimate visitor. A recent sting operation conducted by Thai police busted a “ Click Farm ” business operated by Chinese nationals is sparkling the pay per like business. Exposing the dark side of social media marketing, the police confiscated nearly 400000 Lacs Thai sim cards supposedly used fo