 What a great day to discuss this when FIFA is streaming live and we're all watching it live and as given just before I spoke about You know live stream is the mainstream. I think big words and very rightly said so our topic is The next layer of conversation to what given spoke about, you know, India embraces the streaming era As we have seen the you know the insights of the report we all saw you know various factors that are driving this growth and So we have a panel that has an agency view a brand view and someone from the you know Meganei team who has been part of this report. So we'll try to make it more wholesome with these You know with this panel with these conversations Okay, let me start with you. I'll start with you Anita Anisha, I'm so sorry What is driving people to watch content on a streaming platform and not the traditional Platform, how do you decode this shift? Okay, so I think a part of that was already covered by Gavin in the earlier sessions. So a Few things one. I think the general variety that exists in the world of streaming is a lot better The general sense you get is more of the same thing when you turn on television channels as compared to You know fairly distinct variety that you see when you're on streaming platforms I also think the liberty of Topics on content that you can take on streaming world is slightly better than television So you can be slightly more controversial slightly more edgy in the form of discussions or content creations that you can have on Streaming platforms as compared to television The third piece and the final piece. I think all of us in some shape or form are victims of it is The erstwhile peer pressure, right? So there's a buzz around you saying did you watch the show? Did you catch the lingo? There are phrases moving around and things like that. So part of it is also I think discovery is slightly more about peer pressure and Friends conversations and dinner table conversations and you kind of pick up on that so better variety for sure The ability to be edgy in terms of at least the type of content created on streaming platform and Yeah, finally, I mean with respect to talk ability and you kind of be you are cool when you watch certain form of contents I think that kind of Sure First of all, sorry for coming late. I thought I would miss the entire session But I think to answer they're primarily coming from digital right now and I'll give you a bit of a framework in terms of how we are approaching the entire OTT piece so see in our business OTT helps in two ways one in mass brands it can help you give incremental reach especially if you're chosen media platforms are saturated for example sometimes in Hindi heartland You might want to use OTT to drive some incremental reach. So I think that is one Second for premium brands where you don't actually want to bow, you know boil the entire ocean I think the entire DSP works well to channel the deterministic buying and Sharply target people whom you want to approach depending on their purchase behavior So I think yeah digital mostly Not a lot right now, which is going in here. So luckily it is not a a versus be Discussion but whatever is going is broadly going in these two buckets drive reach for the mass brands and try and Have sharper audiences for premium brands Yeah, I mean it's pretty evident from the report and all the learnings from the research that The amount of time spent within streaming is increasing Now being a global SSP We definitely see surge in our dollars moving towards programmatic and there are multiple reasons behind it today If we are talking about advertisers, they are embracing programmatic and there are multiple reasons It's because of the nimbleness the agility the ease of use and obviously the data driven buys that Programmatic provides in fact if we look at the overall spectrum It solves a lot of traditional TV problems that advertisers have been complaining about which is about Manual workflows lack of address ability and limited flexibility So today programmatic helps to solve a lot of these problems When we are talking about agility, right an advertiser can Switch on and switch off a campaign at a click they can actually get a campaign up and running within hours time In fact, if you look at Pivoting a message at a moment's notice that's something where programmatic really works very well I started my career with Natrage pencils where the tagline was Natrage for said champion today If we are talking about sports live streaming, etc I think that's where exactly brands want to play where they want to maximize those Opportunities where people are spending time. They have the highest user attention and that's what they want to maximize if we look at publishers Programmatic provides them complete transparency in terms of reporting they can optimize the campaign they can actually increase budgets to reach a particular target audience and This complete transparency and reaction to the performance is unheard of when we are talking about traditional linear TV buying On top of that today when we are talking about programmatic Magnite provides a curated marketplace, which is premium private and again completely transparent it gives a lot of visibility to the brands as to where their media dollars are being spent and They can take real-time calls whether they want to go with sorry for some Technical terms they want to do a PG buy or a PMP buy all the controls. It's with the advertisers in fact Programmatic today provides a platform wherein they can reach out to multiple publishers at one go without Individually signing contracts with them. So that's the beauty of programmatic and that's where streaming is going I Nobody would be happier than me to answer this question my My whole career comes from being a digital planner I know how hard it was to be an afterthought on a media plan to today The good news is it is moving and it's moving fairly rapidly From at least from an omd standpoint my agency standpoint. We sit at 50-50 today Of the split between traditional and digital media. So It's a great sign. It's a great sign to where the agency is. It's a great sign to where our brands are The fact is consumers are there. They're spending time Our why is incredible if you measure it properly. So there's really no question why brands? if they aren't already You know riding on the digital bandwagon and obviously One of the better ways to advertise on digital is leveraging audio visuals. So therefore then OTT has You know a fairly Right to succeed in that sense because it delivers to Audiovisual messaging. So yes in short the answer is yes, and it's fantastic typically audio visual assets are Available for most brands and therefore using them in the digital space Makes execution easy That tends to be one of the reasons on why you will see a lot of video adoption early on For brands and it's slightly lesser when it comes to let's say display for example because you still have to think about You know various asset forms. So Most advertisers who embrace digital Definitely do audio visual advertising or if not all of them Unless you're absolutely very very core performance oriented then it's a different business altogether, but all your You know core advertisers or core brands All categories are spending on audio visual without an exception You want me to answer specifically on experience or on content as well Either Okay, so let me start with content because I think that's relatively easier to fix Right today when I move my dollars from our TV or from our traditional medium To an OTT platform. I either do it when there is a high ticket event. That's happening Let's say an IPL where we have been doing advertising for the last couple of years or as I said, you know, during some incremental reach I think the problem that we are facing as Someone where brands are let's say alive or on air for about 40 weeks a year that OTT doesn't have an original always-on content and I think that's a challenge The content that is famous is in and out, right? You have a web series that is there. You see it You move out the TV shows that are there are mostly are also there on TV. So I think one expectation or Probably a wishful thinking that I have is that One inflection point that can come is if OTT starts having some original always-on content Which for example, someone did it with big boss, right big boss came on TV and then they had their own digital Segments also in and out, but I think one way to make the property slightly longer So I think that's on content in terms of experience. See my own experience has been that because the Viewer expects the viewing time to be slightly larger when he or she goes on an OTT He's extremely particular about what he or she wants to watch so as long as We will not make the medium slightly more interactive I think we will have this challenge that advertising may come out as a bit of a distraction Right, you can make it easier by having a skip button Which I don't think is there and at least on most of the channels But how do you make? Viewer spend some more time inside Where he is not bothered about what to watch next? I think is probably something that I would expect to happen in the Streaming space right for example the entire chat that happens when IPL is on I think is a great start At least you are spending a lot of time by doing something else and not just watching so something like that I think would would really help us Find the venues to advertise rather than only do it as a pre-roll or a mid-roll. I think yeah those would be my two pointers So live stream is getting accelerated and we see it across the globe, right? And the acceleration is both in terms of the audience's spending time and the media investments happening in some of the markets advanced markets, I would say like Australia and US we see a lot of Investments happening around lifestyle spots, which is still picking up. I would say in markets like India In fact, I would like to quote an example of Magnite's partnership with Channel 7 in Australia So Channel 7 use Magnite as a platform to maximize the exposure of brands towards audiences involved with Tokyo Games Olympic Games and they wanted to kind of do the moment targeting so the gold medal moments they wanted to use a partner and Our technology something that we call as live stream accelerator. So I Mean, let's talk about FIFA right now, right? There are going to be moments where the number of consumers watching is going to increase and there has to be a technology which can support that Spike in viewership. So today when we are talking about live streaming Live works very different as compared to catch-ups in life Suddenly there are spikes and there has to be a technology which can support the DSPs the demand side platforms and At the same time advertise to maximize that opportunity of connecting with the audiences It would be very interesting to see how this evolves in India with cricket obviously being at the top of sports following in India, but As per our research, we are seeing more and more life-streaming happening in India number one And it's happening across categories like sports news and reality shows Actually on FIFA I would comment that we all were talking and I know there were a lot of issues with streaming And I mean, let's all agree. It's still in the nascent stage, right? We all need to work together to make that user experience acceptable look most brands that you speak to Mean life sports is captive audiences. It's attentive audiences There's no question that it's an incredible space to advertise But to Priyanka's point, I think technology needs to Catch up slightly better in order for making Brands slightly more comfortable you know to manage addressability and address that attentive viewing during life sports so moments is an example It could be anything, but if there is a way that Okay, let's take a step back for most advertisers that pick up High ticket item sponsorships of life sports on on ground or on television There are a bunch of brands that still want to be associated with sports may not have deep pockets And for them therefore relevance becomes key and relevance can happen in the world of digital But if life sporting opportunities are not target able then the whole point is moot Then I rather advertise on television if everyone is going to watch it. So if there's technology that helps advertisers who are looking at the digital audiences You know that you can slice and dice slightly better than you can on mainstream television That would bring a whole new stream of advertisers on live sports on digital. No question So I would like to add to this point. So today the data driven buys that Programmatic provides it basically gives access to advertisers of all sizes, whether those are Global advertisers nimble D2C advertisers all of them today gain access To the high quality inventory Regardless of their budget. So let's take an example. There can be an advertiser who has just $2,000 to spend There is a possibility that using programmatic as a technology They can increase their CPMs as those specific moments just to gain that share as compared to Probably advertisers who could not even think of getting associated with sports in the past So programmatic opens that huge opportunity for advertisers of all sizes to be associated with sports completely Yeah Yeah, I actually touched upon it when I spoke when I give the first answer see the percentage investment is very less And especially I think CPG brands are someone who are always the legards when it comes to adoption of technology I'll be very very honest It is normally led by the non probably tech or D2C brands in terms of any adoption So low single digit is where it is today. I don't think it's a choice of Choosing media right now of Royal because as I said whenever there is a marky event We obviously prioritize OTT and we take out some money from digital just because we are getting the reach from Doing OTT or in normal circumstances it comes into use as the third medium after TV and The standard Video platforms that you have in areas where we want to build reach. So I don't think at this stage You really have to worry about the proliferation so much. I think what will help is As these platforms scale up, right? It more and more brands will start thinking about Not doing it somewhere not putting up a dollar here and doing it here because from a pure scale and cost perspective They are not right there. I would say In terms of where any CPG brand would want them to have but I think they are on the right track Probably a couple of years down the line We surely will see a scenario where people will start Giving more preference to OTT than it has right now For example tech is something that OTT has developed rapidly in the last two three years I remember there was a point of time where you could only buy it on clicks and You had no idea where it's the same people who's watching it multiple times Or is it a genuine reach that I'm getting but with the help of tech We are at a stage now that OTT is able to give the kind of data which you would get otherwise So because that journey has happened in tech I'm very sure it will happen in other spaces as well and at that stage probably it will be a fair Question to ask on can we really consider OTT as the first port of investment when it comes to digital? That's what I think Yeah, so today if we look at the two biggest challenges It's about creating a great ad experience and monetizing all formats And these are the two challenges where Magnite's tools and technologies are really helping both the publishers as well as the marketers What we are doing today are enabling different technologies So I mean just to name a few SSAI which is server-side ad insertion Basically, what it does it it allows publishers to seamlessly integrate an ad slot into long-form High demand content and it almost replicates the TV like experience. That's one way of doing it The second way is that we make everything programmatically available. So today we let publishers let Programmatic demand as well as the direct campaigns compete against each other to maximize the revenue and obviously increase the exposure For the brands when it comes to reaching out to the consumers Another topic that we talked about in terms of tools and technologies is basically LSA which is kind of like those spike moments Where in the inventory certain Increases and how do we basically help the DSPs to maximize? those moments and make sure that We are maximizing the potential revenue against it on the buyer side today Magnite provides a platform which is completely transparent and Provides a scalable marketplace It lets buyers a complete transparency as to where the campaigns are running it lets buyers apply frequency capping and also Creative deduplication and ad separation. These are the different tools basically which is overall helping to improve the ad experience Okay, so wow I'm gonna I'm gonna find the best way to answer this briefly Okay, so two things fair two things I think from a media output standpoint There are fairly well established currencies today and benchmarks today and Everyone in this room is wise enough to know What the media output? KPI is that you're measuring My personal view and I think as the collective Omnicom view also if I may say that is That's not enough and I don't think that Adds back to an advertiser at all and you don't get happy to hear your views on that If we're not able to establish a relationship between any form of media forget OTT any form of media and Figure out what that input does eventually to business then we're all failing in in the world of measurement. So Media output alone Measuring that and therefore Optimizing it in order to get very very efficient with zero views on what it eventually does for your business I think is a fairly myopic and a and a short-sighted view And and this applies to every media. I don't think the pressure of measurement is higher for OTT and lesser for somebody else It's the same It's media dollars getting invested on any platform as long as you deliver to business and there is sufficient information that says X input gives me Y output life is good So I think I mean that's the that's the simplistic version of the conversation, but yeah some other day Yeah, I think so and not just environment. I think Anything that they are providing which the other channels are not able to provide brands will come So one let me give you one example not in the environment space, but the entire DSP bit Which Priyanka talk about which moves from a probabilistic Targeting to a deterministic targeting. I think it's fabulous for all CPG Brands especially for brands that are Slightly small in number and our premium, right? So that's that's a great way for us to advertise knowing that we are actually targeting someone's Buying behavior So that's a definite go the other example I have is something that L'Oreal has done with Emily in Paris there's a show in on Netflix Where they've decided that we will only advertise on Emily and Paris Right, and I don't remember the name of the country where they've done it And I think that is the right example of an environment Curating the same environment which is there in the show and matching it to the kind of world that the brand also lives for So if you are able to get such venues, I'm sure brands will come And I also agree with Anisha that see as long as we are only going to talk about price and media metrics Right, it is going to be difficult to move the needle because it's a vicious circle right scale and money So until unless scale won't come money won't come until unless money won't get lowered down scale won't come So that discussion I don't think will lead us or will lead the advertisers anywhere else You have to tell them. What is the value-added benefit that you are getting by advertising on OTT either by targeting the right audience? Or giving the environment in a closed loop manner that the others are not able to give Because there is enough confidence in CPG brands in general that the platforms work I think we only need to find out ways of interaction that is mutually profitable to scale it up even further Yeah, I mean based on the research that Gavin shared there is a huge acceptance of ads number one on streaming channels And in fact the amount of attention that the users are paying to ads on a streaming platform is three x higher than say social media Or other form of video advertising. That's number one. Secondly They understand that value exchange that they are watching ads because they are getting premium content, which is acceptable a Lot of people who are watching ads are actually Doing something in the sense that today because of personalization, right? People are able to relate if we show them more and more ads related to what they are interested in the chances of users Reacting to it as high. So there is another technology which is around content transparency. So today publishers can share content metadata with Advertisers basically it helps in ad content matching with the show content Which helps the advertisers to deliver more relevant ads to the ultimate users So there are multiple reasons why consumers are kind of accepting ads on streaming media and second because it's personalized The outcomes are higher panel so TV format style quick 32nd answers Anisha to you Looking ahead 2023 what does the future hold for the India streaming market? I Know I'm supposed to give an agency point of view, but I won't I think I'll give a consumer point of view I was in Soho house recently and I met a bunch of people Believe me as a consumer the the content explosion in this country is looking incredible Please for those who haven't gone there. Please go talk to people. It's amazing to see the The level of conviction and passion each of those creators there have you know in producing amazing content So I think from a consumers standpoint, I am super excited. It's it's just going to be more and more fun Moving forward Can't agree more streaming is going to continue in India and it's at the back of obviously Massive content that is being produced locally local content and obviously that huge appetite of consumers to consume content. That's number one Programmatic is definitely going to drive ODT CTV activation in the market We are definitely even though subscriptions might be slightly going down due to say inflation or other any macroeconomic conditions I think online TV is definitely going to edge forward We as an industry need to come together and create those Experiences basically that consumers like and obviously give a lot of confidence to brands that this is the medium to be in and Finally, hopefully brands realize that it adds a complete value in investing and streaming Obviously through programmatic which can help them get scale Makes ordering audiences Addressable gives them ROI on everything that they are spending Two points Rohe one, I think will happen and one I hope should happen So the first one I think the regional OTTs will become stronger And I think that will happen because they will start differentiating from the bigger ones on the basis of content by being really really sharp towards a particular language and I do have a hope that they crack this always on Exclusive OTT content in their local channels. So this is that I think should happen The second that I'm hopeful is can some OTT platform actually unlock the kids genre Because it's such a big massive opportunity that somehow no one has really been able to scale up and Hence all the kid brands who have the monies Are still dependent on going through the traditional ways So I know a couple of people have tried But it has not happened. So I'm really hoping that Especially for Kellogg's a lot of business comes from kids brands If that happens, I think it will also unlock an extra part of an advertisers money So that genre has to come about to unlock that potential Thank you. We are out of time, but great discussion What I could gather is that, you know, India definitely is embracing the streaming era. That's what all these points You know are you know referring to but thanks, Anisha. Thanks Priyanka and thanks Ankit for this conversation