 Hi everyone. This is Chhaya Bharatwaj and I'm the founder of a digital agency based in Mumbai, headquartered in Mumbai and been around for quite some time and I'm very happy to host this very exciting session on video which is definitely the future of digital marketing and with me are really very very eminent and extremely experienced people in the digital industry and I will allow them to introduce themselves, you know, one by one. Yes, you know, Hanan if you could, you know, start by telling a little bit about yourself. Thank you Chhaya. Hello everybody. My name is Hanan. I am the regional director for India, Japan and China, India, Japan and Korea for Tabula here in Asia Pacific. I am based out of Bangkok, Thailand where our regional hubs and I have been with Tabula for four years prior to that in different spaces including in the Indian market and I am very happy to be part of the panel this afternoon. Great. Thank you so much. Is Shefali? Hi, I'm Shefali Khalsa. I'm head brand and corporate communication from SBI general. I'm based out of Mumbai. And Shefali's of course been a little modest, but she's in the insurance sector and insurance as we all know, VFSI itself has spent, you know, been the early movers on digital and insurance marketing has been very big on digital. So she's going to definitely have a lot of insights on the bus. Sameer, yes, please. So hi everyone. I'm Sameer Sait and I head marketing for Dolby in India. And as you would know, Dolby is a brand that you would have possibly experienced either in the cinemas or in your living room or even on the go on mobile. So I drive the mandate to sort of make the brand far more consumer facing that we've been all this while. Thanks. And I look forward to the conversation. Thank you. Thanks Sameer. And Sameer also comes with a lot of digital marketing experience. Yes, other than Dolby, so that's like really great. You know, when you are able to do agency media and also be then facing a brand, I think that's the best asset a brand can ask for today. Considering that we do have a dearth of talent on our understanding of how digital marketing works in the industry. We do, please. Two bits of a run media donuts in India, which is a company with it has dual headquarters, one in Belgium, another in Singapore. But essentially, we are a company that's deep into all kinds of digital work. And we also are official resellers of a few apps such as Candy Crush, Tinder, etc. So in your operations, I've had a past which is which has taken me through the world and marketing. So that's that's where I am. Yes, thanks so much. We do. Thanks so much. So yes, you know, so jumping straight. Are you able to get me? Yes, yes, we don't maybe you should put off your video at the time so that you know, because I think you are lagging a little bit. Yes, thanks. Okay, so, you know, so we jump straight into the topic, you know, it's about power of video marketing. And one of the first things, you know, of course, there is a that is the editorial team has, you know, also given us a direction for this panel. So I'll take it according to that. So, you know, do we, of course, you know, we are all in a long constitution. So first A, we have all working out of home, all the panelists. So if our kids, if our pets, anybody jumps inside, you know, I'm sure all of you are in a similar situation and you will just bear with that. Yeah, so, you know, first is, you know, has video marketing really become, you know, the answer to the COVID situation? Is it the answer to lockdown? You know, who would like to take this, you know, Shanan, you want to speak about that to start with Hanan? Definitely, definitely. So I think that to kick us off really video has been a secondary part, I think of our space at Tabula and in the publishing world at large. Really, video is perceived first and foremost, maybe as an advertising product. And today with COVID and lockdown, it's become really in the center of everything that that we're doing on a day-to-day basis. That said, from a marketing standpoint, I find that when we look at what's happening in the space here within the market in India, is that kind of we've clinged to the two things that are really most, I guess, well-known or we have most experience with in the video space, namely YouTube and then OTT. But I think that we may have an untapped opportunity because really where all the consumers are going, especially in this day and age, is they're going to consume the news. They're going to look at, wait a minute, what's happening today in my city, in my state, what's happening in the country, et cetera, what's happening internationally, all regarding to COVID. And there's a huge untapped opportunity for video within that space as well. So definitely, I think video is, you know, it's the product of now, but we should, I think, figure out ways how we get in front of the consumers, understand really where those consumers are. Hanan, if I may ask, since you are on a platform that allows advertisers to publish their ads in content that's relevant to them. Now, do you see a shift in consumers consuming video content? Is it on your platform? Is there a shift in the number of users? Any shifts in either advertising buying or in consumer consumption? So Tabula actually as a platform has moved into the video space, I would say, five and a half, maybe six years ago with an acquisition of a video technology company. But really, I think that they're really, the best kept secret about Tabula is that it was, actually started out as a video company before we even moved into the advertising space. So it was all about discovery and video discovery before we even moved into advertising. So now that we've really acquired, reacquired that technology and brought it back front and center, video is definitely great. But I think that it is still not as utilized as it could be. The production costs are pretty much high. And in order to get out, you know, those lots of videos and lots of content all the time, we would really have to move into some AI or some tech that would help us do that, I think, and streamline that process, just because of the cost of the manufacturing of those video segments. So before we get into AI, if you know what about you, you know, since you are again on a platform that enables advertisers to reach very effectively, have you seen any shifts in, you know, the spends on video content or consumption of video content from very media ad spend point of view? Are you with me or with Vidhu? With Vidhu. I guess he's... Sorry, I'm still facing a challenge with Bandwidth, I hope. Sorry, I missed the question. What is that? Yeah, Vidhu, are you seeing any shifts towards, you know, spends on video content today on your platforms? Oh, yes. We've clearly seen shifts, you know, right from the early times of this crisis. Since much, I would think largely we've seen a growing sort of tendency of advertisers to move towards video, which is understandable, because like we all know, these are VUCA times, volatility, uncertainty, and so on. And thus in these times of trust deficit and uncertainty, marketers are tending to lean into digital and video. And I guess the reasons are not too far to seek because video allows expression to be conveyed much better and thus has higher traction and it clearly resonates more than the written word or regular blogs, etc. I guess essentially the factor that marketers are driving in is related to the human touch, which is a key need of the hour these days. And thus, video being extremely versatile and powerful, extremely captivating, mesmerizing, really rich audio-video impact. It's allowing marketers to make personal, more engaging, emotional, and more evocative, I think, connections. Also, of course, it's tending to turn more and more cost effective and efficacious. So thus, all told, it's going well for video as well as for marketers in general. Yes, absolutely. In fact, for us also as an agency, when we see our reports, we see that, you know, clients are also ready to invest more in the video content because the ROI ultimately is so much higher, you know, that we are shifting our spend speed on, you know, on Google platforms, be it on Facebook, Instagram, we are investing so much more today on the media spends on video content. Shefali, what about you? You know, are you seeing internally as an advertiser yourself? Are you all viewing video marketing differently? Is it become a norm or, you know, is it not so much, you know, with the forefront? Absolutely, absolutely. Yeah, yeah, okay. Absolutely. I mean, all my career of 17 years, I've been always on the client side and yes, I have seen this, you know, the need of the video. In fact, I beg to defer what Khonan said. I'm sorry if I pronounced it wrong. This is going to give us all a price. See, at the end, Khonan, out of all of us, whoever pronounced Khonan, whoever pronounces your name, Khonan, whoever pronounces it right, you have to give us an award. Okay. Yeah. And it's on record. We are live. Two nights and two nights and three days in Thailand. Sounds good to the highest vendor on the Tabula platform. We will give different preferences of awards. We don't want to go to Thailand. Yes. Shefali is it. Shefali is ahead right now. Okay. Shefali, okay with Thailand. Okay, fine. Thailand shopping, fine. We are done. Okay. Thailand shopping is fine. Yeah. Yeah. Yes. Sorry, sorry to interrupt, but I thought we should have that very clear. Yeah. So coming back to my point, yes, from the brand side, we definitely feel that the video has been a part of the content strategy or the marketing strategy always. I remember since 2012 was the time when all the brands had jumped into the social media and since then they were, even the platform has evolved a lot for the brands for the individual as well, but the brands have evolved a lot on the social media platforms and I would say the social media platform itself is the reason why we all have moved to the video content. There's so much of video all around. In fact, there are some stats that say that 5 billion videos have been viewed on YouTube on a daily basis. So yes, all the brands are jumping into the video. Video has been the cornerstone of the marketing strategy. In fact, I would say to some extent, we build the content around video. So yes, it's a core requirement. In fact, there are a lot of stats with support said, and this was much before COVID. So I wouldn't say that the videos are the result of the COVID-19 or the current scenario, but the videos have been in the place of marketing strategy much before, much, much before. And there are stats with support that today 85% of the content on Google would definitely have a video. In fact, they also say that if your content has a video, it has 53% higher probability to be listed on the first page of Google. So yeah, lots of, lots of stats around. There are some 58% of some stats say that 28% of customers would trust the brand more if the content has a video, you know, if their website has more videos to explain. I think, Shafali, that from an advertiser perspective, I don't disagree. And definitely, you know, as an advertiser, when you come and try and, and of course, you have more experience than I in this space, then absolutely a video would be engaging. But when I look at the consumer and how that consumer is just consuming content, really outside of a YouTube or an OTT, I think most of the consumers are really reading most of the time, right? And with respect to that type of content, I think that the manufacturing costs are high, definitely on the advertising content for sure. But from a publishing perspective, from a news perspective, from a content perspective, outside of a sponsor, the so-called arena, I think definitely that holds true. Yeah, overall, I agree with you that overall, there's a lot of content on the digital space. And given the context right now, the unprecedented context of the COVID, the consumption of this digital content has increased immensely. You know, we have seen from the media perspective also that the digital consumption, digital content consumption has really gone up. And yeah, we all have ended up into, you know, consuming this, not just the news element or everything, but everything on digital platform. So yes, not just the video, but a lot of content available, different formats, different tonality and everything. In fact, in this scenario, we have also seen big banner movies also being launched on OTT platform. Yeah. Yeah, thanks so much. Sorry, one little bit that I thought maybe pertinent at this point in the context of video is that while everything external is getting driven increasingly towards video, that medium is also coming in very handy for internal communication for marketers and manufacturers and companies, typically because they needed to teach their staff. So lots of briefings and trainings are getting held over video. And of course, there's a much longer shelf life, people can go back to it, refer to it and so on. So I thought both internal as well as external communication is getting aided in a long way, in a big way by video overall. And just to add one more point, what Vidhu said, like, yes, absolutely, even the management messaging has gone now into the video format. And just to add that, yes, the COVID situation has, you know, enabled everybody to with enabled rather with one new concept of homemade videos, you know, everybody right from the celebs to the brands, everybody is now, you know, ready with a video homemade video. And I don't want to take the name of the brand, but the brands have gone ahead and launched the product with the brand and mess it up, shooting the video at home with the mobile. And that's a TVC, you know, that's a TVC out. I've got a point to make. So, you know, talking about Shifali to your point, talking about, you know, homemade video and the creativity and the, you know, the skill set that we all have, you know, I strongly believe from a video, you know, based content marketing standpoint, you know, one should leverage the strength in collaboration. I'll give you an example to explain what I mean. So, you know, people as we know are extremely creative, they're extremely innovative and, you know, we should find a way to, you know, work with them, collaborate and use their strengths, you know, to strike meaningful conversations for brands. So I'll give you an example, what we've done at Dolby. You know, so we realize that this really is the age of live streaming, you know, where musicians and content creators around the world, you know, are creating their music at home, and they're actually live streaming it to their audiences on social media, right? I mean, that's, that's the new normal. Now, their live gigs happening. And with this demand, you know, for, and the need to capture great sound at home, you know, when you're not available, you know, you can't get to a studio setup, you know, we gauge the need for a music and a video recording app, and we launched, you know, an app called Dolby on, which is a very simple, you know, app available on iOS and then, you know, Android, which basically, you know, enables you to, you know, inspiration can strike you anytime, you know, if it's a piece of music, anything that you like to sort of share with your audiences, you know, you record it, it'll sound better, and you, you know, push it out. So we've collaborated in facts and talking about collaboration and the fact that there's so much of creativity, we've collaborated, you know, with multiple brands, you know, for example, GeoSavhan and we created this, you know, IP called, so GeoSavhan created this IP called, you know, GeoLive, GeoSavhan live anywhere, and you had multiple artists who went live using the Dolby on app. So, you know, again, strength of collaboration, video-based content marketing, great conversations, great engagement, harnessing, you know, the social media, the power of, you know, video-based content marketing, you know, is something that we recently did. Yeah, you know, that is very exciting, you know, this Dolby on app, I mean, ensuring that the UX, you know, consumer experience will, you know, it's going to be an answer. So thanks so much for sharing and thanks for all those statistics, Shabali, absolutely, you know, all the numbers out there. In fact, even I was just reading that, you know, about, what, more than almost 89% or 82% of the content on the web, I mean, overall on the web, not just, it's going to be on, it's going to be video, you know, by the next one or two years. So yes, so absolutely. So, you know, related to this, of course, now that we are all in agreement, and yes, even the exchange for media is doing this live, like we were all discussing yesterday, video content with all of us, we are all live, we are generating content, you know, you know, if you could just, you know, look at, you know, what, what really should be, you know, the next gen, what is marketing strategies, you know, how to be really used, you know, what, what are the things coming up, you know, hold on, if you could take that off. Sure. So I think that when we think about, about tomorrow, I mean, I think that maybe the brands could, could speak better to this than I, but I think that really what we're trying to do is a, drive better bang for my buck, I want to make sure that, that everything I'm producing, I'm getting a given ROI, I'm able to make those decisions about where I want my content to go, and who, whose eyeballs I'm really after, and what I want to, what, what are we looking for after they've watched the video, right? Because the video is nice, but really what we're looking up for is, is the action, it's, it's, it's either something that has to do with the purchase or, or something that has to brand recall, we're looking for, for that. So I think that ways to measure after I've viewed the video and what I'm doing after I've engaged with the content or seen the content is definitely something that could be extremely interesting. And I also think that really, how do we create more? How do I create more, more content to find more users to engage more with my product? And that's really what, what we're all after, how do we help users discover more? So, you know, when I look at the technologies driving some of these activities, we're looking at automated technologies around turning text into video, or, you know, creating smaller segments and distributing them out of a larger, a larger form video. So really, what I personally think and what we are seeing as well is that more and more brands are coming on with the video, we're engaging there, but really what we want to do is we want to do more beyond the video. Yeah, that is how do you take the video. So one is at the end is the technology that helps you to market it. The other is of course creating the video itself. So some things that all publishing platforms like a Google, Facebook, etc. are doing is helping you to create the video content itself, you know, automated videos are coming out. So that's great. There are many other independent platforms that are helping you to create the videos. And the other end is of course on how do you ensure, how do you customize, how do you know, reach, you know, so, you know, in fact, if I could just, you know, add a question over here, especially for mine, because like Samir and Shefali is, you know, video content is of course, you know, it does require that much more than this. But today, I like you, you also mentioned the entire TVC was shot in the house. Obviously, the production quality is going to be low. So do you see that as an emerging trend in the coming months or years? Yeah. So I'll pick up from here. I would say in the coming years, three things from my POV would be trending. One is such, you know, one is of course those homemade videos. But apart from that, I guess the fantastic combination of the video and the I think we lost our voice. Yeah, I was just checking if my connection was Shefali, yeah, I think, yeah, you are. Yeah, we lost you. Okay. Yeah, maybe am I okay now? Yes, you are. Yes. Yeah, so I would say the digital space today is full of a lot of content and the same consumer has been up will be approached by a lot of brands. So the only plateau breaking perspective for the for the brand would be personalizing this so I would say the personalized messaging or personalized videos will be the one must thing for the brand in the coming years. Second is I feel the interactive videos. I would say about a couple of years back, it was first time that a movie on Netflix was interactive and that movie was bad. This movie had, you know, had a lot of traction in terms of the talk of the town and PR value and all. Somehow the format had not gone so viral, but I'm sure it will go, it will pick up again, and it will go viral for sure. But yeah, the interactive, I'm sure there is a lot of combination combination that Martek guys would bring us would bring in. But yes, and there's immense opportunity in this space of interactive video. In fact, I related back to one of the conference wherein I had seen a case study, where in an international brand has used or made an interactive video for filling up a form. So all the people from Mayfusai brand who relate with me that the Mayfusai is usually very collateral heavy and there is no escape from filling up a form for a customer. So to make it easier, I'm sure this space, we can do a lot of things such interactive videos was a wow feeling then. I mean, this is about two years back, but still it has not come to India. But I'm sure there's a lot of scope to come. And the third and not third, but not like not the last I would say the point is the shoppable videos from the ad perspective. The shoppable videos are something that is trending. And again, there are stats supporting that 73% more likeable to purchase if there's a video and it ends with buying this. So yeah, that's from my side. Right. So just a couple of points. I think first and foremost, I strongly believe that video marketing is a lot like working out. So you're not going to get a payoff within a week. You have to stay invested, you have to stay committed, keep experimenting. It's something new. There's nothing right and there's nothing wrong. And that's the beauty of this medium. So stay invested. In terms of talking about trends, I think very important to as a marketer remember to have a multi-screen strategy and extract your video content really well because I think there's this popular belief that you can actually repurpose your content across say six screen types, which is definitely not the case. So there is a cinema screen, there is a television screen, there's a mobile screen, there's tablet, there's PC, there is variables. And if you really want to extract your video content well and have a meaningful conversation with your audiences, don't repurpose the content. I mean, look at each of your screens through a strategic lens and have multiple different storytelling opportunities. I mean, that's one of the beliefs that I strongly have. Another talking trends, just maybe a one quick example, I think also consider creating strong and relatable video content through maybe creating memorable characters or relatable characters. I think from a video storytelling point of view becomes easier. We do that quite effectively. We've done multiple campaigns in India because when you talk technology, you can actually talk technology, but you can't really explain unless you use a tool. And we've used a mockumentary style and we've created multiple memorable characters. We've have this campaign, which we build over the years called Gharpe Dhal Bhekya, which is talking about the living room or Mobile Phe Dhal Bhekya. And what are we talking here? We're basically talking about awareness of quality audio in home entertainment or on mobile entertainment. So just a couple of nuances of what we've dealt with and something that's worked for us. Yeah, very interesting. Moving from the cinema screen to the mobile screen, I think it's one of the biggest shifts you made as an organization that's really commendable. Two things I want to add to what you all have already said and really interesting stuff. One is, you know, Vaidin Shepali said that you know, forms, you know, absolutely the bottom of funnel video marketing. So Amazon has a video that you can watch before you actually make the purchase. And I'm sure if you're going to buy a Kajjumadirbala vacuum cleaner, I recently purchased, I, you know, watched two, three videos before I was very sure that's the one I can buy. And I definitely did not select the ones where there was no video available because I did not know how it would work. So I said, oh, it looks good, but I was not sure. So I just went for the one with the video available. And I think that bottom of funnel zero moment of truth video is going to play a very big role shopper will also absolutely, you know, constantly the one, another thing I definitely see as a trend is, you know, that low, you know, production value videos. If there are so many celebrities with millions of followers with low production value videos, it means the audience does not really look for the glossy, you know, you know, Saaz B. Kabir Bahuti kind of, you know, glamour. They like it. We respect that. But they are also accepting real content a lot. And I think we can embrace that when we have to generate, turn out a lot more content. Now, you know, you know, you are also mentioned that, you know, looking at this content is also going to be, you know, personalization. And that's where, you know, we come into our discussion on, you know, AI, you know, how can everybody spoken about. And now it's going to become a very big, it's going to play a big role in video marketing. So we have, you know, the platforms, you know, maybe we do, you could, you know, speak about that first and then, you know, others could join in. Yeah. So I guess the fundamentals of AI need to get covered first because it's one of those, you know, tech jargon bits, which is a very common place in our industry. Suddenly you have a new buzzword coming into the, into the limelight and everybody starts sort of mounting the same thing over and over again. So I think fundamentally we need to start by understanding what is AI all about and machine learning and stuff. So in that respect, what we are essentially saying is that it's a technology which is, which is enabling automatic, you know, repetitive behavior analysis. It just, it's just reading patterns of repetitive behavior. And from there on, it just builds automatic preference analysis for a user. And that, you know, let's say in very simple terms, we've seen Facebook do it very often with newsfeed and Netflix, of course, is doing it in the OTT framework very often. So similar things, when it gets applied in the context of video marketing for all of us, our organizations, our brands and so on, we are essentially saying it just helps us target much more precisely. Any targeting which is helping us take you, you know, closer to the end user or the closest possible buyer would obviously lead to better conversions and thus the entire journey sort of unfolds from there. So customers are bound to respond much better to video ads which are based on their search history and social interests, etc. AI analytics, of course, build on this information and they help us create targeted content, also ads that resonate much better with the audiences. As things go on, I guess things will become, you know, you move into a phase of hyper personalization which will even sort of factor in your payments methods and discount preferences and so on, as you may have, you know, sort of practice in the past, etc. So all in all, AI is helping you get a little more precise with your targeting and helping you thereby convert a little more, a little better and therefore the likelihood of conversion gets better. That's fundamentally the core thing that we are noticing as far as video and AI into play is concerned. And so then, you know, okay, so how do marketers actually do that? You know, if you could share, you know, how do platforms already do it, you know, because while we spoken about it and maybe it's happening, maybe the audience here would like to know how is AI already there? How is AI, how is AI already at play when they are seeing some video ads, like a media donut platform or any other platforms? If you just, you know, speak a little on that, it will really help the audience to relate to what we are talking about. Okay, from a marketing standpoint, the first thing that typically happens is as you're creating video content, you've got a few options to choose from, which one is going to work better for you, you try and get into a testing phase. Your AI technology would help you sort of get an idea, much better read on what kind of video seems to be working better through testing. And this is of course, you know, getting to see the results before you're making large investments. So you will invest a little across two or three options and you start testing them. And then, you know, it's basically like an ABC kind of a testing. And then you start putting a test, sort of dashboard right up there, and you're getting a result about read about which seems to be which creative seems to be working better. Accordingly, you can fine tune your calibrate your investments much more. You can optimize your investments much better. Going further into the media space, you're really talking about programmatic getting to the picture, programmatic solutions are essentially automated ways of buying inventory, which are focusing in the kind of audiences that you're wanting to reach your advertising to. And that is completely in a way based on AI technologies, AI algorithms helping you read what kind of advertising needs to go across to which kind of private groups, the cohorts that you're wanting to reach out to. So essentially, it is helping AI is helping us develop and monitor your advertising out in the market so that you're optimizing as you go on in an absolutely live sort of fashion. So there is no lag there, you're getting to do things just as they're taking place in the market, you're able to sort of optimize your investments much better all the way through right from testing and going down to the last bit of the funnel. Vito, is it only programmatic platforms that help or are there other ways also or other tools also where you can build AI into? Well, for our work in the media space, it's programmatic which is helping us do most of that. But if you're talking about advertising which is pre-media placement, then like I mentioned, testing is helping you. But in the media buying space, it is only programmatic, that is the solution. Largely, largely large. Good things will keep developing and this world is ever opening, but fundamentally that's what we're adding. And I think to an extent, publisher platforms also have some of these things also. Yeah, because you have BSPs on this side, you have SSPs on that side, they can collaborate and you are basically able to merge the two things together so that you are getting absolutely optimal results sort of, you know, following through the right channels. Right. Khanan, Sami and Shifali, any one of you would like to add to this? I think that there's another breed of AI and I think also AI comes in different shapes and sizes, right? You'll have an AI and then you'll have maybe a machine learning and then we have a deep learning technology which is actually teaching itself all the time and depending on the kind of scale, the dataset that you look at, then you get more learnings. At Tabula we have a unique audience of approximately one and a half billion unique users who are constantly reading some sort of content across the globe within India, 500 websites and publishers approximately. So take that kind of scale plus the deep learning capabilities and when marketers work together with Tabula, the one question we first would ask is what are you guys trying to achieve? What are the audiences you're trying to ensure? The data layering is all there and we can target maybe the gender and the income or, you know, the interest base, etc. But really it's the power of personalization that is the search in reverse, right? The engine that's going to take your content to the people who are going to convert it. Sometimes you don't exactly define them or you think that you want a certain type but maybe there's another bucket that can drive that value. So from our perspective, being hard coded on these sites and I guess being able to deliver that kind of value to the market or the personalization engine that we have delivers a value which is in my humble view beyond the program ethic by. We have just about 10 minutes now. So we will go very rapidly and so we'll keep very crisp answers. So just one question for you, Shefali, since you mentioned personalization is important. Are you today investing in, you know, programmatic platforms or AI Tabula? Yes, you are. Yes, that's a part and parcel of the digital plan. I would say we can't really think of a plan without programmatic in today's age. Okay, thanks Shefali. Sameer, anything on that? Are you and a big advertiser today? Are you looking at AI also yourself? No, I mean, big or small, I really can't say but we do definitely, we do definitely harness the, you know, the potential that it has. We've been using most of these platforms to keep the answer crisp, keeping five minutes left in mind. I just mentioned big because, you know, we do have threshold level spends when we get into this space. So that becomes definitely a challenge. And I hope that we have that piece of it, you know, whether, you know, even for smaller spends, you know, so the clients can pilot that. You know, we have two more really key questions that the exchange committee had wanted us to answer. One was, you know, data first approach. I think with the AI, we sort of really answered that question. But if anybody wants to add that, you know, how do you use data first approach, you know, in video marketing, if anybody has a critical point to make, please, if you could just share it over there, or we move to the last question. So I mean, just one, one, one quick comment, you know, if I may, yes, you know, to my earlier point of, you know, having a multi-screen scale, you know, strategy for video content, I think a data first approach, you know, can actually ensure that you're targeting the right audience with the right messaging at the right time, you know, and, and as long as you're clear, whether the objective is, is engagement or whether it's reach. So, you know, that's something that we practice and we believe that, you know, the six screens are different, and there's a different science and an art, you know, to, to leverage them. Thanks. Thanks for me. So now we just have, we go to the last question, which was the last point that, you know, the team had shared, which was, you know, viral videos. Of course, nobody wants to spend too much on media. I mean, we, anyway, you know, let's face it, we are businesses, we want to be profitable, you know, be the client or the agency, we want to maximize our auto line, all the investments we make. And, you know, yes, viral videos, you know, there were a few that finally make the cut and you see them on WhatsApp and, you know, you made it. Okay. So what is, is there a challenge, you know, shape, you know, ideally, you know, being the marketer, because, you know, it would be great if you could share your views on others. So, yeah, there are a lot of content around and a lot of, of course, every brand established brand would have their agencies supporting them for a lot of video ideas. We can do this video, that video, even, even have started making videos on national sports day. So, yeah, I mean, video has become a must these days. But I would say the challenge in what will click on the digital platform, there is no recipe to this. While you can Google and you can get a lot of content on the recipe, you know, the 10 points to make a video viral and how do you make it more consumable and blah blah things. But I would say the digital platform today is constantly mutating platform. You just can't understand the DNA from the brand perspective. Also, the challenge remains that we can't be too much colloquial. Like largely I've been, I've spent a decade in the BFSI in the insurance sector. So I would say from that perspective, I can't really go like, you know, all out to make something which is viral. Yeah, but yeah, I'm sure there are a lot of things that can click making it viral. Definitely fantastic. You know, I wish every marketer would hear you because yes, this is, as agencies, we do this all the time, viral video banana, viral video banana. It's not personal. And then they will show pullover, ADA. Yeah, so people need a separate story altogether. There are needs and ways you have influencers to do that, a lot of other ways to do that also. But that's I'm talking about the organic virality. Right. You can't predict consumer preference beyond a point and you never know why one with something will pick or not. You can't make a viral. Virals are made by themselves, essentially. Yeah, yeah. And the kind of videos that has gone viral is really amazing. Yeah, sometimes somebody has done nothing and it's gone viral and everybody is watching it and laughing. You know, others on the panel, would you want to add your take on and if you want to disagree with us, ladies, please do. That's a trap. That's a trap Chhaya. Ladies first. I wanted to endorse what Shafali mentioned right at the beginning. You know, if there were to be a magic formula for making video viral, then everything would be viral. Why won't any marketer use that formula? But fundamentally, as we've seen, some sort of analysis that has come through from these viral videos that have often come up is that you're really looking for something which is indescribable, an X factor, which just can't be sort of explained by shared logic. You know, there is something which is, if I can call it a touch of bizarre about it. For example, last year or so, all of us in India were, I think, dumbstruck by this wave that just took over YouTube when everybody was watching JCB Khodri. You know, the JCB fever just took over the internet. Everybody was just watching at the damn JCB machine digging holes. You know, what is so great about it? So videos of that nature just go around and become viral. So you don't really know what is a magic formula there. But fundamentally, I think something quirky, something which will obviously have, I guess, mostly done as a post analysis or in hindsight, it had a unique hook built into it. But if you're wanting to create a video which will have deeper appeal or much better appeal, I think we're looking for focusing on what is the key benefit that you're wanting to communicate to your audiences just like any movie today is getting made or any other ad. But since you're doing it in the short format, typically you're wanting to do it in some, in a manner which is quirky, little more different. There is a unique hook built into it. And of course, then rest of it, which is supported by influencer groups and so on, which will only help you sort of go viral that much faster. Just one quick point. I mean, I couldn't agree more with both Vidhu and Shafali. No one's really cracked the code, but some basics one could keep in mind when you really talk about virality. I call it the ORS sort of approach where O stands for originality, R for relatability and S, I think for simplicity. I mean, the fact, if you have all of them, there are chances it could go viral. Something that is thought provoking, something that is actionable, something which is moment related. So we keep talking about moment marketing, for example. So, and then pray for it to go viral. Great. The ORS formula. Very nice. Thanks. Khanal, you also want to add something. I just think that really, I mean, a viral video is always a means rather than an end. I think that marketeers globally are definitely trying to tell a story. I'm trying to relate to my audience. I'm trying to cap. I want them to remember what they saw and maybe share it and maybe speak about it later. So definitely, it's a means to achieve my goal. But no, I don't think that many marketers see it as an end game. If it's not viral, then no. Yes. Yeah, I agree. I think there are lots of reasons why something can go viral. Yes, there are certain things one can try, like making it very relevant or using ORS formula, like Samir has said, you know, and yes, but you can't predict. So before we, you know, sort of, sort of, yeah, please, should I go? Sorry. I would like to add that storytelling is something, a new formula that people have been speaking to now. And that's also trending these days. Thanks to the Instagram stories and all. The format also has been evolving from shorter format to longer format and going back again to the shorter format. So yeah, storytelling could be one of the, you know, ingredient for the recipe. Yes, thanks. Thanks so much, Shifali. Absolutely, thank storytelling and relevance. Very, very critical. Thanks so much. I'm, Amisha, if you could bring us and convey, are we just about to close? And while you reply, before we close, Hanan, who's one that begins to thail? Shifali, for sure. Well, at least I, you know, since I had this idea, I'll send you my list, shopping list. Sounds good. We'll put on a clickable video with all the things available. Yeah, 79 people have witnessed, and more will witness the statement from you. And maybe it will go viral. We don't know if you're sponsoring island tickets. All on record. Thank you so much. Yeah, so this was great and, you know, great to win island tickets. And maybe, you know, the big list can go from the other guys also to her whenever she goes shopping. And I hope, you know, everybody really enjoyed, all the participants have enjoyed. There are some questions, but I don't think we have any time for these. If the host, we exchange your media. Yes, you may, you may take the question. Okay, okay. So, yes, so there are a few questions. I hope all the panelists are able to see it or only are able to see this. Yeah, please share your perspective on the impact on consumer that a 2D animated video can create versus one that has been video shot. Oh, animation versus real videos costs are very different. Anybody has any take quickly on this one? What is a better format to shoot a video? Animation or? Yeah, I mean, if I may, I'll take that, you know, it's not about, sorry, it's not about the dimensionality, but, you know, to Shifali's point, storytelling, as long as, you know, that that video can convey a story, you know, can be relatable, can communicate and deliver, you know, from a simplicity point of view, it's not about the dimension, it's not about animation, non animation, you know, audio video, it's just the story that you're trying to convey. Yeah, thanks so much. That question was from Abhijit Balurkar, by the way. Thank you, Abhijit, for your question and hope that answers. Jay Sharma asks, hello everyone, a quick question, what are the key matrices to measure the success of a video game? Shifali? Yeah, please go ahead. Yeah, so clicks leading to view through rates, because you're wanting people to sort of go through the entirety of the video, ideally you're looking for quartile-wise video viewing analysis, that is, you know, the best way to look at things, of course, assuming that you're delivering on target, the target reaches is good. So I would say CTRs, ITRs and VDRs, which is click through rates, in target reach and video through rates. I'm just sad, CPVs also. Thank you, thank you guys. And Sayam Mukherjee asks, high production value has been replaced by the value of context-driven content. More than personalization, original content is extremely important. That is where, you know, yes, the machine learning algorithms are limited, as they suggest, based on previous usage. So what are we doing as an industry to promote originality and creativity? Anyone want to take that? I would say to some extent the storytelling format, the new format, definitely keeps the originality or the creativity up. A story definitely comes from human, right? Some or the other story and which is what it keeps interesting. Yeah, I think yes. So it's not like it's going to be, we're going to build content based on ML. You know, it's only going to influence and make it, you know, that's what I'd say. So hope that helps you. Muskan asks, Muskan Sharma is asking, what changes do you notice in brands in the space of content generation? It's moving to video content, largely. Yes, that's why we are having this. Muskan Sharma, easily, we are all here to tell that video marketing and yes, lots of statistics. So yes, put all your money is over there. Sorry, and about UGC and the fact that there is strength in collaboration, you know, so there's a lot of creativity out there, you know, all of us. And if as long as we know how to harness that from a UGC standpoint, you still have a great campaign. Yes, absolutely. Thanks for adding that. So we have a question from Indu Sharma. What's the current penetration of programmatic solutions in India? Do we have any statistics there? By penetration, if the question is directed at what percentage or what proportion of our overall media work is getting driven by programmatic, current numbers, we're talking about what 55% of our overall media are getting driven by programmatic engine these days, typically. Yeah, that is media donut numbers, right? Yeah, overall industry, overall industry 55, yes, because all the larger buyers are buying through programmatic now. So while the smaller buyers might not be buying using growth, so that's why the numbers on programmatic are very huge now. I think just about two years back, it was 25% and there's been a bigger shift, I think very rapidly in the last two years. Yeah, numbers are just going increasingly in favor of programmatic all over. Thanks, Vidhu. And the last question is from Akshay Singh. How can marketers ensure that video ads remain non-intrusive and do not hamper user experience? Yes, how do we do ads? Not come in the way, like a TV ad used to when we were suspense era and we ad came. Yeah, so it has to be more interesting. Ad simply has to be storytelling. And the second answer, I shouldn't be giving this, but go for a paid version. Yes, no, absolutely, you're right. Yeah, you can go for paid version because there are, your storytelling should drive the buying and not just placing it like a typical television ad, I believe, very strongly. Yes, please, Vidhu, go on. So going back, of course, one has to acknowledge that digital was the first medium which gave users, the watchers, the viewers the option to skip ads. So therefore, they gave them the options to not allow ads to be intrusive. And that, of course, remains largely true even today. And beyond that, I think at least one section of digital work which is to do with, let's say, you want to place your advertising within gaming ads or any such apps which are engaging users much more deeply, you are essentially rewarded for watching videos. So you are in a way opting in the user and asking their permission to beam an advertising piece of them. So that, I think, is something that only digital allows. Otherwise, the linear advertising which is or linear television advertising just goes on unabated. Yeah, yeah, so how we buy can absolutely determine, you know, how you plan your outlet and vice, you can ensure that as an advertising, you're not interrupting and preparing and with the storytelling, you can ensure that you're engaging the audience and not just repeatedly placing brand communication one way speech. Actually, there's just one more question somebody's just posted, which is, you know, what works better when it comes to video-based advertising, long videos, short videos, and which are your preferred platforms for advertising on videos? 80% of advertising which is video-based is, of course, short videos these days. So we are talking anything less than 30 seconds is largely the format which is getting driven and increasingly even there, 15 is supposed to be, 15 at best, 20 is supposed to be optimal length, optimal duration for advertising and more and more marketers are going in that direction. However, the other phenomena that is getting captured, but it's a very small percentage is where I think Shafali also in earlier, if you're wanting to build engagement, much deeper connect, then you need to get into a much longer format story. And for that, you needn't be constrained by the typical one minute or three minute or even five minute kind of thing. We've seen some marketers experiment very well. So if you have a story to tell where you need to draw in the consumers, you know, I think a good analogy would be like we typically say, you know, most of us are keen to look at or to watch films which are about 90 to 100 minute, you know, optimal duration, typically that's the length anything longer tends to sort of bore us and so on. But there is a section of audience which is increasingly favoring now getting drawn into and sucked into the web series a bit where you are looking at, you know, seasons after seasons getting devoured endlessly. So that is the kind of thing which is sort of, you know, analogous to the advertising thing. So largely short format, but a few, if you have a story to tell, which needs a longer format, please go for it. To Vedu's point, you know, about long form content. In fact, you know, just imagine, you know, if you'd like, as a film, you know, patron to know why did cut up our sword sound different from that of Bahubali, you know, so then that calls for a great conversation, you know, where you have the sound designer talking about, you know, what exactly went into it. So that could be long form. I mean, you really can't explain nuances of sound. So it depends. It's, you know, it's about storytelling. It's about, so there's no right, you know, whether a short form is better than long form or, you know, it depends on the, on the objective of what you're trying to convey. Yes. Just to add to what Sameer and Vedu said that, yes, the format depends what is the core objective and format also depends today on what is the platform. So whether it's a Instagram platform or whether it's a platform, you can, you know, adapt that video template video format, et cetera, according to the platform requirement as well. I just wanted to add my two cents on that is that regardless of how long my video is, I want to make sure that my audience is watching. So how do I make sure that I get my, my content in front of my audience at the right moment where they're actually open and happy and in the mindset that they're going to watch it? So the content ultimately is the answer to make this work. Decide whether it's really short long, that was how you buy it. There was a second part to this question was that preferred platforms for advertising. You know, if you don't want to talk about that, that's fine. But if somebody wants to answer that, you would say it largely depends on what is your TG and then it, then you can choose what platform. Yes, absolutely. Actually, the list of platforms is practically endless now, right from YouTube is really the, the masses possible. Then you have growing reach of Facebook, you have, I mean, all the OTT is led by Hotstar. Hotstar is almost sort of, you know, or bigger than some of the, some of the lead television channels. And then you have native networks also helping you sort of be video advertising, LinkedIn for one kind of audiences, you have, I mean, the thought of choices available, but fundamentally, YouTube is typically where things start from, and then Facebook and Instagram, and then you have the rest, which is OTT is driven, basically. Vidit, do you think that it starts from YouTube because of the price or because of a different factor? If I got you right, Kanan, you said, is it because of the price for YouTube? Yeah. Well, first things first, you know, as a planner, as a media planner, you first want to ensure your typical construct is of a pyramid. You want to start by building a wide reach for any campaign that you're wanting to do, and that wide reach in the context of video delivery for our markets. And as I'm sure, you know, quite true for bulk of the global markets outside is you will have to have YouTube giving us large numbers. Yes, they are priced themselves well. But if you would really ask me, Facebook pricing is even better. Just as pricing goes, Facebook is very comparatively priced. But the numbers for YouTube are much larger. And then like I said, you know, Hotstar sells itself on the basis of its huge reach in the OTT sphere. You have people like MX player, you know, sort of getting a little picture talking about large numbers again. So you're building reach first, and then you're adding on platforms and then getting to a level where you're saying, I've got enough. Now let me add some more, which will give me engagement. You know, for example, LinkedIn will give you another kind of reach, but it'll give you a great engagement, you know, for a particular kind of audiences and so on. Right. And since you mentioned LinkedIn, you know, there was statistics put out by LinkedIn too, and we've experienced that V2P also, you know, LinkedIn video marketing is the one that's really out there. I think, sort of come to the close. Yeah, okay. So it is a proven platform, but only for a certain kind of audiences, and it's extremely expensive. So it becomes a high ticket purchase, you know, if you, there is entry barrier of a sort, which is sort of built into using LinkedIn. But for that niche and targeting, which will be very, very specific. Yes. So thank you, everyone. I mean, really, you know, not just saying it's really polite, but it was very interesting and so all of you spoke and interacted. It was just a pleasure to be the host for this one. Thank you so much all. Thank you so much. Thank you for media and Amisha for the support. Thanks. I hope to be in touch with all of you as we go forward. Thank you. Thank you, everyone. Thanks. Thanks for watching. Cheers. Cheers.