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Media Industry Insights with Anita Nayyar

Media Industry Insights with Anita Nayyar

Havas Global Comms

Havas Global Comms

June 12, 2018

Here she explores how a turbulent year has affected media around the world, and why meaningful content is still king.

"Marketers are attacking these issues from multiple fronts, and there is a real effort to transform."

D&AD

By Anita Nayyar
CEO, Havas Media Group – India and South Asia

June 2, 2018

 

As CEO India and South Asia at Havas Media Group, Anita Nayyar has overseen the company’s expansion into new markets, as well as its impressive growth as a media agency. Regularly recognized as one of the most influential media people in India, Nayyar brings more than three decades of experience in the industry. Here she explores how a turbulent year has affected media around the world, and why meaningful content is still king.

Be it the YouTube content fiasco in the UK or the impact of demonetization in India, the media industry has endured a turbulent year globally. Nonetheless, as we know, change and disruption are the cornerstones of this industry, and there’s no denying that 2018 won’t be any different.

The digital journey

With around 25-30% of the total revenues coming just from digital, media agencies are investing aggressively in data and artificial intelligence to get future-ready. This shift happened as millennials and others took to the internet much faster than expected, forcing brands to chase the consumer. As the audience made a shift, ad revenues also moved in a parallel manner. In India, the share of digital in the full advertising ecosystem still stands at about 15%, but the growth rate is decent at 35-40% every year. This is forcing media agencies to invest in areas that drive and sustain the ongoing digital revolution.

More transparency

Since YouTube’s brand safety fiasco and Facebook’s measurement errors came into the limelight, media transparency concerns have reached fever pitch. What has exacerbated these is the lack of understanding among marketers when it comes to their media investments. Marketers are attacking these issues from multiple fronts, and there is a real effort to transform. Many brands have been changing how they think about digital and stepping up standards and governance. As an industry, we are redoubling our efforts to deliver a quality advertising environment, meet advertiser demands and create value for users.

 

Read the full article here.

"Marketers are attacking these issues from multiple fronts, and there is a real effort to transform."

D&AD

By Anita Nayyar
CEO, Havas Media Group – India and South Asia

June 2, 2018

 

As CEO India and South Asia at Havas Media Group, Anita Nayyar has overseen the company’s expansion into new markets, as well as its impressive growth as a media agency. Regularly recognized as one of the most influential media people in India, Nayyar brings more than three decades of experience in the industry. Here she explores how a turbulent year has affected media around the world, and why meaningful content is still king.

Be it the YouTube content fiasco in the UK or the impact of demonetization in India, the media industry has endured a turbulent year globally. Nonetheless, as we know, change and disruption are the cornerstones of this industry, and there’s no denying that 2018 won’t be any different.

The digital journey

With around 25-30% of the total revenues coming just from digital, media agencies are investing aggressively in data and artificial intelligence to get future-ready. This shift happened as millennials and others took to the internet much faster than expected, forcing brands to chase the consumer. As the audience made a shift, ad revenues also moved in a parallel manner. In India, the share of digital in the full advertising ecosystem still stands at about 15%, but the growth rate is decent at 35-40% every year. This is forcing media agencies to invest in areas that drive and sustain the ongoing digital revolution.

More transparency

Since YouTube’s brand safety fiasco and Facebook’s measurement errors came into the limelight, media transparency concerns have reached fever pitch. What has exacerbated these is the lack of understanding among marketers when it comes to their media investments. Marketers are attacking these issues from multiple fronts, and there is a real effort to transform. Many brands have been changing how they think about digital and stepping up standards and governance. As an industry, we are redoubling our efforts to deliver a quality advertising environment, meet advertiser demands and create value for users.

 

Read the full article here.

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