 Thank you. Thank you for the warm welcome. Happy Friday everyone and thanks for coming and joining this session My promise to you guys is we'll keep the session little low on tech. I know it's martech But the whole idea is definitely to demystify how we do and social are now almost becoming an intersection of Center core how each brand is using them for their marketing initiatives We do understand when we talk about we do and social there is a lot of gameplay Which is happening from the creator economy? There is a lot of gameplay which is happening from brands when it comes to driving personalization, but at the same time We do see that how brands are navigating both of these platforms or I would say channels together to deliver the best ROI On the today panel. I think we have a diverse panel. I can really see the mix We have a cross from a consumer category towards talking about BFSI Tech side so I'm really looking forward to see how they bring a lot of insights and inputs and keep you guys engaged So as we go further in terms of understanding why video and social is becoming so much important and really one Would definitely would love to understand opinion. Maybe we start from you Anuja As a brand we have seen your brand maybe using the funnel in what we and starting more from performance So what's your opinion because a lot of time people see video and social should only be focused on top funnel marketing So do you think we can leverage as a market here not just for top funnel But bottom funnel as well and in your experience. Have you seen any use cases where video and social have helped you deliver a better ROI? So I think Bharat firstly I'd say that you beds across online and offline You know and across the house of brands and not just mama with the Dormaco and be Blanton aqua logica And I think our learnings have been tremendous with the use of both social You know right across influencers the you know the creators and equally I think the use of video both short format and long format So I definitely say that you know, we've seen very strong use case and successes With you know using relevant video content In terms of driving, you know the full funnel matrices. So, you know, of course it You know, it's kind of gotten us a very strong, you know awareness Relevance and you know move the imagery parameters, but equally, you know, it's got it's been fairly needle-moving in terms of driving conversions As well side. I'm a huge believer. You know off or leveraging authentic, you know and relevant Sort of you know content pieces now whether that's partnering with or you know creators influencers or building your own set of You know organic content, but it's definitely, you know table stakes now Makes sense and like you're talking about content Which is also one of the mean key element when brands are looking for video and social together So I think on the content side We have now seen the emergence of different type of video concepts gone other days when we were only using videos to drive that Emotional connect with consumer nowadays when you talk to any agencies which type of a video content you're creating So brands are definitely looking into behind-the-scenes video educational videos testimonial videos So maybe psyched in your opinion how you have seen the transformation of a pure play Organic video gameplay versus now getting into more of a personalized video page on what consumers are looking from you as a brand Thanks. What are that sir? Very interesting question. So personalization is something which marketers always We all know that when we you know call a customer by their name They really develop a passion or they like the brand and I think for email We have already done it quite well out of like ten out of ten emails that we receive these days Have our names there the same is done with I would say with the display ads with dynamic creative Optimization in the right set of ads that serve to the right customer based on data That's like the level one that we have already achieved coming to level two You know things become interesting is is video Personalization new I would say it's not new Facebook has been doing it for very long. You remember those Facebook post which comes up telling that ten years before you had a friend You then they have a very nice music and we we post it the Facebook has been very nicely doing it for years But over over the time what has happened is brands have started using it But personalization has at a scale is not easy Right, we need a lot of tech in the in in this entire game and the good news is there is there are tests So I would say the level two of this is You know where there are templates based videos in which you can quickly send to the customer thousands of them at one click Where we wish them like you know happy the Wally kind of a thing It becomes more interesting when we create applets or applications and give the power to the customers from a brand that why don't you send it to your Friends like what's up messages everything right? so that was the level two and Oh one more point like the entire canvas has changed initially the canvas was more like a landscape mode Now the canvas is a vertical mode, right? So everything that worked before might not work now Level three is what I would say is one of the most interesting and my personal favorite is AI and Avatars taking over the things Right. So what is an AI avatar? AI avatar is actually a Replic of a real person. So I psyched or Bharat can create their AI avatars in 15 minutes There are websites available and that AI avatar can speak hundreds of languages in in as many dilates as possible So think of that power Any CEO can send a message a personalized one Looking the same to all its customers But is it the best thing probably not there's also a darker side of it the dark side is I would say this synthetic media or Be fake is something which is which is of concern right? We see AI avatars of of of the US president have been created the recent Recent word between the two countries. We have seen their precedence. Yeah avatars have been created to pop propagate message So yeah, yeah interesting, but at the same time have to be used with caution Clearly, I think we all know how tech is becoming a crucial part in any form of marketing that we are doing whether it's video social or any sort of personalization that we are driving in and While we're talking about the martech From a tech point of view one of the key disruption that we are seeing right now happening in the digital industry I'm sure you most of you are aware about the changes what ios did around the privacy which is also making I would say internet more private Consumers are concerned about how the data is being shared with brands with marketers So we're clearly seeing the disruption happening in the privacy first approach And when we're talking about privacy first I think at the same time you as brands are also facing challenges in terms of the measurement How the consumers are not allowing you to get into that connection mode So maybe I would love to understand from you that are a Considering bright cove is actually sitting into the center of this whole martech aspect So how you're helping brands when they want to connect with their consumer in a direct relationship Helping them more on the first-party data aspect very good question Bharat, so Today we have seen like Cookies has plays a major major role for marketers or brands right to gather a huge amount of data and brands We're busy utilizing those particular data. So rather than utilizing like creating Experiences on your website or app where your customer should engage because I feel like Convergence only happen when the customer will spend more time on your website or your app, right? So that's where marketer role is to have create content based on your product If your products is more complex, you should make it simple through a video content for example Let's take one. We have one of your customer a o.com. So a o.com is an online resource for white goods in America You know right there so where we have seen if most of the guys are not aware about which Reparations should buy right why and which are the things we should consider before buying that representer, right? So a o.com Offsets with helping customer to buy or to help which product they should buy through a 24 by 7 light channel Where their expert is talking about? Okay, these are the important picture. You should talk about this with right rating. You'll have this particular volume so that it makes Prospect to take easy decision, right? And we have seen if you are going for online shopping, right? And you are all queries are not answered, right? And if you buy that particular product, right? So you'll be unhappy and which leads to high return of a sale as well as a low NPU score net promoter score, right? So that's why we feel right Marketers in today's era should create engaging experience should go direct So another example I wanted to create when I say I want to give is if most of you must have done shopping on Mintra Right, so Mintra has created a Mintra studio or if you are buying, let's say outfit or let's say you are buying gown Along with picture you have seen that video will play over there So that has helped Mintra to reduce massive return. How it reduces massive return So let's say one of let's say female buying the outfit where she can see Okay, how that she will look in that particular outfit through that 360 degree video. So video is helping to like Convergence as well as the engagement, right? That is point of one second We have created when we are creating engaging experiences like Mintra studio Mintra studio is like own Instagram over there, right? It will be run on web as well as an app where you are you what you are doing you are diverting the entire Prospects from social media to your own app own website So let's say one like guys are there they are flipping it something they like we have created let's say You can give the facility with CTR. They can okay by now as soon as they click it It will read it to the post so that it will conversion will happen So it's very important for marketers in today's era to focus on creating engaging experiences That experience you can create on either website as well as app so that you can play very crucial role in Consumer buying cycle or different phase of buying cycle, right? Rather than today we are seeing a website, right? Due respect to our brands, but most of the website today is like a menu card, right? So there is no interactivity no communication, right other day like we were just talking before right if you help Prospect in their buying journey through that particular video and video is a most consumed media and through third parties We have seen 90% of engagement happens on video compared to 10% on text So it is playing very crucial role in today's era for most of the marketers as well and CMO again spending like a lot of You can say time and energy because they have highlighted digital marketing is one of the key aspect in today's era Though TV channels or broadcast still leading that but digital marketing is going to be a very strong communication challenge is coming here and from digital marketing video plays very crucial role because Marketers CMOs are selecting video as a strong content for a return on investment In data, I think the ROI factor is also one of the aspect where brands do see if they're doing video marketing Here on here. I think they'd see a tremendous growth happening Not just from a brand recalls font analysis But end of the day it actually help you unlock an incremental audience base as well And while we do understand the next section We also wanted to focus more on the content or the creator economy I would say and everyone sitting in the room You must be having your cell phones in the pocket which has actually given the power Nowadays for everyone to become a creator of that production quality create your own reel and Drive that efficiency and effort whether you want to do it for a brand offer yourself as a brand So interestingly, I think we have a myth on the panel and I would love to understand a myth from you From opo strategy point of view or what is your opinion in your experience like how you have seen a brand like opo Which would definitely be focusing on Gen Z audiences a mix of all these afluency So how you are leveraging video and most importantly, what's the measurement strategy that you follow as a brand? Hello, yeah, I think as a marketers We are a very fond of you know in having consumers spend a lot more time Either with our video sets or on the website, right? So we all are obsessed with increasing time spans At the same time, I think the nature of the platforms are such that we are Video consumption behaviors people are consuming maybe more than 30 minutes Of the content video content on the apps on the short video apps Maybe it's Instagram reels or mojo or whatnot, right? So and at the same time the the overall Attention span of that user is not more than 8 to 10 seconds So as a brand it basically a huge challenge and uphill journey for us And we have to actually acknowledge that the nature of the platforms and the consumer behavior And while at opo we understand these insights of the platform and how people consume their content online and and for us I think what has worked is delivering a small packages of of the brand messages mixed with a lot of entertaining content, which is Fuelled with sometimes with the trending topics online or of course with the collaborations with our creators influencers on on the space case in point I can I can Probably give you an example where we launched our latest product F21 pro series Which is I have a brand ambassador Varun Dhawan and For the first time it was tried in the industry that we launched that on his birthday and His birthday is usually a trending topic because there's a lot of parties happen in Bollywood around it, right? So we use that momentum of that birthday party and involved our users to kickstart a UGC campaign which basically led to creation of a lot of content At the same time people were spending a lot of time on our channels to view that content coming from straight from their celebrities that they follow so I think that's one of the key areas of for us to merging the Topical train with the right format and the and the brand messaging of course interspersed in between and not inclusive enough So for us, I think if I can deliver you a product launch message with the with the Probably a trending topic and you consume that content and have a top of the mind recall That's actually half battle one for me. So that's what I think from a ROI perspective. We kind of Do do leverage these kind of trends a lot and I think taking the second part of the question on the on the major ability, right? I think we all are using a lot of able software to kind of track end-to-end journeys But our focus is to also kind of learn from our own data that we kind of Have from a lot of sources and the system is such that a lot of data inputs come from While you're using your smartphones as a device, right? And while we have equipped people to with a with a really able cameras these days, right? So I think what we are also Encouraging people is to you know be smart with the smartphones as well case in point where people We would know right when you are clicking good pictures and your need to click good videos and share it with the world and We basically have enabled that content ecosystem on a through our Instagram channels for example, right where we Teach smartphone photography through top photographers in India, right? And while we did that initiative as a as a learning that people wanted to explore smartphone photography But that has become an able tool for us to Re-engaged and retarget the audience and bring them back into the purchase funnel as well So while you are consuming a probably or searching for a camera related Features of my product. I might not show you a banner that explain you about my camera specifications But I might show you a shot on together in terms of week meets and everything else around it Now how do you kind of build it into each stage of the journey? Insurance the penetration India overall for life insurance is less than 5% to start with I think the education piece is very big Both the regulator as well as the life council as well as individual companies keep doing that And you need to kind of rather than keep saying, you know, you need insurance You need insurance you need insurance you have to say it in interesting and nice ways That people kind of find entertaining, right? It should be relevant It should be either intellectually or you know sensor really stimulating and it should have some sort of an emotional resonance How do you do all of that in 15 seconds a mess? So I think the the key element there is have different ways in which your video kind of comes across Today thanks to You know the the big tech around you need to kind of optimize for them So you have you know vertical versus horizontal formats You have in fact even creative guidelines in terms of show the person's face I have a close-up of the eyes to start with and stuff like that Everything that Google and Facebook tells you for a creative optimization score So you started doing some of those things In further, you know when you kind of serving these videos apart from you know your own data and CDP about people liked and didn't like You started moving to what are called as content graphs rather than you know, just social graphs So it's segmentation based on who liked what and what common content that they consume, right? Then coming to you know the actual buying process and stuff because insurance, you know, it's it's not an over-the-counter product You kind of it's the only I think it's the only product where you pay money and then you know You fill a long form They ask you a lot of details in terms of you know documents to be submitted then they may may ask you to go for medicals And then you wait for your product to come So at each stage there's a high drop-off. How do you kind of make interactive videos? Which a explain to people what the next stages like so it's very much like saying here's your cab Here is where it's coming to or you know here's your food and you know here It's where it's getting delivered, but a little more, you know explanation because there are various stages in and at each stage You can have more interaction where you know you have interactive videos where people can upload documents and things like that at its point overall when we kind of look at the use of it across the phone you see almost a 20 to 25 percent reduction in cancellations at least that's what we've observed that it's