Fusion Inc

The definition of native advertising is quite confusing. Many claims that advertisements that we all see in-stream on facebook, twitter or other social media platforms or paid searches on search engines are the best examples of native advertising but that’s not true.  Then what is native advertising? The official definition of native advertising states that – It’s a form of online advertising that matches the form and functions of the platform on which it appears. It is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. The above-given examples (in-stream ads and paid searches) can’t qualify to be a native ad since native advertising needs to be the valuable content of a non-interruptive nature which is not the case with in-stream advertising as it interrupts the user. In the same way, we can’t consider search as native advertising since search engine can’t be considered as media.  What can be con

Machine learning is a concept which allows the machine to learn from examples and experiences without being explicitly programmed. It is a branch of artificial intelligence based on the idea that systems can learn from data, identify patterns and make decisions with minimal human intervention. Just to elaborate, a computer programmer instead of writing the code, he or she basically feed data to the generic algorithm and the algorithm/machine builds the logic based on the given data. The process of learning starts with observation or data, such as examples, direct experience, or instruction, in order to look for the pattern in data and make a better decision in the future based on the examples that we provide. The essential point is to permit the computers to learn automatically without any human mediation or assistance and adjust actions accordingly. Let’s understand it by referring to our day to day activities. Hope many of you would be using ride-sharing app like

The Indian television industry is completely driven by viewership data collected, evaluated and released by BARC (Broadcast Audience Research Council of India). Data is the sole driver of all the investments made by advertisers on the television medium. It is very crucial that the broadcaster (TV Channel Owners) and brands must know and understand the television data science to justify their role in entire the eco-system. CPRP and CPT in advertising and media planning are terms which need to be concisely understood while planning media campaigns on television channels.   CPRP stands for Cost per Rating Point. It is the cost incurred to reach one individual in the targeted group of the brand. It is an indicative figure which gives the media planner an idea of the cost incurred in passing the brand message to one single individual in the defined target group. It is the cost of advertising time on television channel based on the price of time for a single rating point generated by th

Let’s start this blog with most memorable and logical statement of Mr. Vineet Jain (Group Managing Director – Times of India -“without ads, the price you pay of the newspaper would be at least INR 25 per day. Lakhs of people won’t be able to afford it. Let’s all be grateful.” This statement has justified the stand of print media and answers the agony of many readers who were complaining about too many advertisements in the newspapers. Now let’s understand, why we all see too many ads by e-commerce giants particularly during the festive seasons? Yes, I am referring to those jackets, full pages, and half pages ads which crammed the newspaper and leaves very little space for editorial contents. Every festival season we find our daily newspapers flooded by ads from e-commerce companies such as Amazon, Snapdeal, Flipkart, Myntra etc. The overdose of advertisement had disappointed many readers who were searching for news. For publishers or media houses, today e-commerce advertisemen

Television holds the title of the largest mass medium for advertising for more than 60 years now and that designation has not been overtaken even after the entry and growth of internet medium. It is an imperative and consequential component of media planning because of its pervasiveness, impact, mass reach and targeting abilities. Albeit the world has come a long way in going digital, Television advertising still plays a paramount role when it comes to marketing products and services. Television has the properties of sight, sound, and motion that traditionally set it apart from other media such as radio or print. With its three-pronged assault on its viewers’ senses, TV is able to create broad awareness for a product or services.  So before we move ahead, let’s address a common and recent misconception that internet is replacing TV viewing. The entry of Netflix, Amazon, ALT Balaji, Viu, youtube etc. it has become a hot topic to anticipate the inevitable decay and demise of televi

Outdoor advertising is a broad term that describes any type of advertising that reaches the consumer when he or she is outside the home. It is considered as a mass-market medium just like broadcast, radio, TV and cinema advertising. Today most of us are spending more and more time out of our homes while working, shopping or socializing and it is becoming increasingly difficult for brands to engage with us. Although It is one of the oldest forms of advertising but still drawing advertiser’s attention at a time when online ads are eating into the market share of other advertising platforms. Despite the market challenges, the outdoor advertising and out-of-home segment are still making its presence felt in the competitive advertising landscape. It is predicted that advertising expenditure in the outdoor media market such as billboards and transit advertising is set to grow this year, clocking 15% year on year. It’s a mode of advertising that can’t be skipped by the consumer or blo

Nowadays, advertising channels become more diverse, the ability to build, collaborate, and get advertisement creatives approved can become a nightmare. Further, People-based ad targeting brings the opportunity to target increasingly small segments of customers but at the same time it increases workload, creating more versions of ads become a headache for advertisers and publishers and that's where creative management platforms (CMP) and Dynamic Creative Optimisation (DCO) comes into the picture to make it little easier and convenient. According to the study conducted by AppNexus, 97% of digital ad campaigns don’t have a unique creative for each targeted placement. Targeting different users in different geography with the same creative is completely a waste of money and it negatively affects your ROI.   But what is Creative Management Platform and what it does? It’s basically a cloud-based tool for brands and publishers to produce, distribute and measure their dig

Online video is the hottest space in the media business. In India, content is increasingly consumed on the personal devices such as mobile, tab etc. on OTT platform. The current generation doesn’t have the patience to wait for a news show or movie to air on a linear platform like television channels. According to the Deloitte Report, the Indian OTT video market is currently valued at $109 million and it is expected to grow further. Today an Indian consumer has more choice for content than consumers anywhere in the world. Failure is the Best Teacher   Like any other media house, even Times group attempted to enter into this space during 2013 with the launch of an OTT service, Box Tv, but failed to find a toehold in this segment and finally shut down its shop in 2016. High customer acquisition cost, technological advancement and lack of control over the cost of acquiring the content were few reasons for this failure even though the online video space was turning red

The definition of Virtual Reality comes, normally, from the definitions for both ‘Virtual’ and ‘Reality’. The meaning of term virtual is close or near and Reality is what human experience in day to day life. If we club both the term, virtual + reality, the definition will be “near-reality”. We know the world through our most obvious senses and perception. Our experience of reality is basically a combination of sensory information and our brains sense-making mechanism for that information. That means if something imaginary is presented to our senses, our perception of reality would also change in response to it. Our senses will be presented with a version of reality that really doesn’t exist, but from our perspective, it would be real. Technically, we referred to it as Virtual Reality.  So technically speaking, the Virtual reality is an artificial environment that is created with the help of computers programmes and presented to the user in such a way that the user suspe