The post IAS Teams Up With Mindshare To Drive Superior Results For Samsung appeared first on Integral Ad Science.

In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 81% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 75% of Australians believe that brands have a responsibility to reflect our modern culture
– 76% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

The post Australia Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 88% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 81% of Singaporeans believe that brands have a responsibility to reflect our modern culture
– 81% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

The post Singapore Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

Megan Reichelt, Country Manager, Southeast Asia, Integral Ad Science throws light on the traps in advertising that marketers need to be aware of during holiday season.

As we approach the festive season, there is no escaping the shopping frenzy as well as the deals, discounts, and offers numerous brands offer to attract customers. With the arrival of the famous double-day sales such as 11/11 and 12/12 as well as Harbonas, the holiday season in south-east Asian countries presents an unparalleled opportunity for marketers to strengthen their brand with existing customers and attract new customers when it comes to digital advertising. One can witness the entire spectrum of digital advertising at work, with brands adopting different strategies to attract buyers. These shopping events act like ladders of opportunities for brands of all sizes to increase revenue. Big savings by offering lower prices, free delivery, and shopping rewards help eCommerce marketplaces yield more profit from existing customers and attract new customers simultaneously. The majority of consumers in Southeast Asia say they’ve purchased products online during the Mega Sale period. Particularly in Thailand and Vietnam, the number of first-time online buyers is high with 64% and 53% respectively.

While marketers see their campaigns play out, they must also stay alert and watch out for specific pitfalls, such as ad fraud, brand risk, brand safety, and false viewability metrics. To help protect these campaigns from such threats, IAS has developed cutting-edge solutions to make the internet a safe place for advertisers. Let’s look at a few advertising pitfalls marketers can avoid during the festive season to protect their digital ads, campaigns, and brands:

• Ad fraud is on the Rise Globally
  A new Juniper Research study has found that the value of digital advertising spend lost to fraud will reach $68 billion globally in 2022, rising from $59 billion in 2021. Ad fraud can exist in various forms, such as domain spoofing, cookie stuffing, pixel stuffing, ad stacking, ad injection, geo masking, and bots/ non-human traffic. Fraud fluctuates depending on the country and the device. IAS sees from its H1 2022 Media Quality Report (MQR) that, globally, ad fraud rates rose 10 times faster for campaigns that ran without anti-fraud protection (i.e. non-optimised). Unsurprisingly, campaigns not utilising any ad fraud mitigation strategy attract the most fraud globally.

Marketers can no longer solely rely on monitoring technologies to effectively mitigate ad fraud and using blocking technologies is the need of the hour. Working with a verification partner such as IAS becomes essential to help marketers maximise impact and create outcomes without worrying about ad spending going to ad fraudsters. For example, IAS’ industry-first solution, Total Visibility, delivers radical transparency into your programmatic media buys, while reducing media waste, providing financial transparency, and optimising programmatic buying.

• Adoption of Context-Based Strategies Help Prevent Brand Risk in Southeast Asia
  Google’s decision to postpone phasing out third-party cookies has provided marketers with a golden opportunity to build a solid foundation for the following age of digital advertising. Focused on first-party data targeting, context-based strategies continue to evolve, thus helping to counteract brand risk. Context-based strategies allow ad buyers and sellers to avoid misinformation with minimal impact on reach.

It is important to note that in countries like India, Indonesia, Singapore, and Vietnam, advertising alongside irrelevant/harmful content such as illegal downloads, offensive language and controversial content, violence, and hate speech was noticeably higher according to IAS’ MQR report. These threats were identified for advertising campaigns across desktop displays, desktop videos, and mobile web displays.

Adopting context-based strategies will help marketers to protect their brands and campaigns from being advertised next to unsuitable content. In addition, contextual targeting strategies yield more substantial consumer attention, significantly boosting brand favorability and consumer purchase intent.

IAS’ Context Control Targeting reads the entire page, leveraging sentiment and emotion to classify content more granularly at scale. This allows marketers and advertisers to reach their target audience without using cookies.

• Tapping into Quality Inventory

Video inventory is in high demand because of the trend above and the prominence of advertising on Connected TV (CTV). As OTT platforms continue to dominate viewership across south-east Asian countries, we are witnessing a rise in the number of cord-cutters. Recently, IAS ran an online survey in Indonesia to determine consumer perceptions of CTV and streaming video content consumption. The survey found that CTV has become almost universally adopted — 7 in 10 consumers confirmed they have access to a CTV device.

With the upcoming world cup soccer competition followed by a festive buying season, marketers must optimise towards quality inventory. Working with trusted partners and marketplaces that provide quality will help marketers make the most of their campaigns. Focusing on video to drive effective, meaningful interactions and increase engagement through mobile devices will be key. Adopting effective solutions to mitigate these challenges becomes the next step to ensure you get the most value for your ad spends. The first step is checking whether your ads are seen in fraud-free, brand-safe, and suitable environments.

Views expressed are personal.

This article was first published on Medianews4U.

The post Advertising Pitfalls Marketers Need to be Aware of During the Holiday Buying Season in Southeast Asia appeared first on Integral Ad Science.

However, misinformation surrounding climate change is ripe, and consumers are demanding more from advertisers and publishers.

IAS ran an online survey among Australian consumers to gauge their perception on the importance of environmental causes and brand responsibility. This research reveals how consumers’ thoughts on sustainable practices impact purchase behaviour and their expectations for brands that support these causes.

Top highlights:

• 92% of AU consumers plan to do more to support environmental causes
• 90% of AU consumers believe that brands should play a role in advocating for environmental causes
• 70% of AU consumers are more likely to have a favourable view of brands that advocate for environmental causes

To download the full report, simply fill out your details in our form.

The post Research: Sustainability & Advertising appeared first on Integral Ad Science.

As per study, digital ad spend fraud will reach $68 bn globally in 2022, up from $59 bn in 2021.

Mumbai: India recently celebrated its 75th Independence Day—a notable landmark to look back at and cherish all the achievements of our young yet grandiose nation. Our march towards progress, led by our leaders, has witnessed the evolution of brand India. The influence of marketing strategies is evident in the making of brand India; especially, the smart and catchy “Atmanirbhar Bharat” movement. Now, countries have become brands and navigated their way to the hearts of the masses. However, it is important to note that marketers still face an uphill battle when it comes to achieving independence from poor media quality. A new Juniper Research study has found that the value of digital advertising spend lost to fraud will reach $68 billion globally in 2022, rising from $59 billion in 2021.

Going with the theme of the month-Independence Day-let us look at a few solutions designed to help marketers overcome every challenge and take advantage of every opportunity that digital media presents to gain independence from poor media quality.

Contextual targeting for stronger consumer connections: Google recently announced that cookie depreciation has been delayed to 2024, allowing more time for marketers to adapt and strategize for the seismic transition of cookie-less ad targeting. Advertisers need solutions for reaching their desired audiences in suitable spaces, and contextual targeting solutions deliver precision to maximise the impact without relying on third-party cookies. Artificial intelligence (AI) and machine learning (ML)-backed technology solutions comprehend content the way a human would, ensuring that your message reaches the consumers who will connect the most with your brand.

Integral Ad Science (IAS) recently released a study titled “Ad Context & Attention” conducted in partnership with Tobii, the global leader in eye tracking and a pioneer in attention computing. The study revealed how increased consumer attention to contextually relevant ads leads to greater purchase intent and brand favorability. Contextual relevance was effective in generating a positive impact on brand engagement, favorability, and memorability. Key findings from the study are mentioned below:

• Contextual targeting strategies yield stronger consumer attention
• Contextually relevant ads drive outcomes, significantly boosting brand favorability and consumer purchase intent
• In-context ads generate higher memorability and increase brand recall and awareness among consumers

More attention means better conversion: Marketers who rely heavily on digital advertising constantly emphasise the ever-increasing and high cost of digital advertising. Therefore, it becomes essential to understand and implement solutions that tackle low attention in digital marketing. For digital ads to make an impact, they need to be seen — not just served. However, as many as one-third of digital ads go unseen by consumers in certain environments.

In today’s world, marketers need to reach the right consumers, in the right places, and in the appropriate context to help build a connection between the potential customers and the brand. Before this happens, ads need the opportunity to be viewable. To emphasise the importance of the environment or consumer interaction, a prime example is avoiding the placement of a car ad on a news report about a car crash. Such an ad placement is unsuitable for a car manufacturer. Interestingly, IAS’ research on whether media quality drives attention and outcomes uncovered that viewability and time-in-view have a medium correlation (which intuitively makes sense). Moreover, when only looking at impressions on contextually relevant pages (i.e., a Toyota ad on an automotive site), the correlation becomes more vital. For example, when we analysed the automotive vertical, we saw that when the context was relevant and optimised for viewability, there was an 8.3-second increase in time-in-view for every 10 per cent increase in viewability rates. This was 2.4x higher than in a non-optimized context.

Here’s a preview of what we discovered:

• Time-in-view increases as viewability and brand safety increase
• 57 per cent increase in conversions for viewable and brand-safe impressions compared to non-viewable and not safe
• 171 per cent increase in conversions for impressions with time-in-view greater than 15 seconds

Attention remains the bedrock of media quality assurance. The longer your ads are in front of consumers—in the right environment—the greater the opportunity to leave an impression.

Use technology to optimise highly effective advertising campaigns: When you are building a brand and trying to establish a connection with a potential customer, every moment and impression counts. For example, total visibility, a solution from IAS, helps advertisers gain impression-level financial insights and media quality verification to find the true cost of flagged media. Total visibility saves advertisers an average of 24 per cent of the budget that would otherwise be lost in the supply chain.

In addition, IAS’ automated tag solution with Google reduces tag wrapping time to seconds, provides mid-flight optimization, and streamlines reporting, so you can launch and modify campaigns faster.

As automated ad sales gain traction and sophistication around the world, media quality levels will also rise. Programmatic solutions will help marketers and advertisers alike take their digital campaigns to the next level. For the modern-day marketer, it is imperative to know exactly where every rupee of their ad spend goes. With the right technology by your side, it becomes easier to maximise your media spending and minimise waste. To gain independence from poor media quality, marketers must take control by using technological solutions to ensure their digital advertising campaigns are highly efficient.

The author of this article is IAS’ India lead for strategic partnerships, Saurabh Khattar and was first published on IndianTelevision.

The post How marketers can free their digital campaigns from poor media quality appeared first on Integral Ad Science.

As consumers turn to the nearest screen to do their festive shopping, advertisements certainly play a part in helping them research products and find the best deals. But marketers should be aware that festive shoppers have their preferences when it comes to the ads they see as they browse the web.

So, how can marketers optimise festive ad campaigns to influence consumer purchase decisions?

In this study, IAS asked consumers in India about their perception of digital advertising during the festive season. Additionally, this research highlights how contextual relevance plays a role in the way consumers shop leading up to the festivities.

Here’s a sneak peek at what we found:

• 97% of consumers consider online advertising helpful in finding products and promotions
• 85% of consumers will do most or all of their holiday shopping online
• 96% of consumers will maintain or increase their shopping budget this year

Download our latest research, Festive Buying Goes Digital in India, to understand how context can help you reach your ideal consumers this holiday season — and beyond.

The post How Digital Advertising and Contextual Relevance Influence Festive Shopping in India appeared first on Integral Ad Science.

In a rapidly evolving industry such as digital advertising, new technology-based innovations and trends continue to take prominence with the emergence of new platforms. For Example, the rise of content creation, Google’s decision to postpone the usage of third-party cookie data, and ads coming to Netflix. However, a constant that will remain is the enhanced need for media quality metrics.

As digital marketers look to optimise their digital campaigns to get the most value for their ad spends, it becomes critical for them to stay ahead of the unpredictability of digital media. Integral Ad Science’s (IAS) recently released 17th Edition of our Media Quality Report provides transparency into the performance and quality of digital media in the Asia Pacific region, alongside global comparisons. This report explores how media quality has evolved over the past six months and how marketers can use these shifts to maximise future campaign performance. The report gives detailed insights into metrics such as viewability, ad completion, brand risk, time-in-view, and ad fraud; however, I want to take a deep dive at just how important viewability is and how trends within it have changed within the past six months. 

Ask any marketer what the first metric is that they use to measure their ad. The answer 9 out of 10 times will be viewability. Viewability has long been a go-to key performance indicator for advertising campaigns across digital environments. One can certainly say that the simplicity of viewability makes it easy for marketers to understand, activate, and set custom standards. After all, no advertiser wants to pay for ads that aren’t given a chance to be viewed by a human. As ad buyers continue to weed out non-viewable impressions, worldwide viewability rates have soared, rising as much as 15 points in some formats between 2019 and 2022.

In the first half of 2022, only mobile web display ads averaged less than 70% viewability worldwide. Video ads in mobile environments boasted viewability rates above 80% during this period.

Barring Japan, all APAC markets saw an uptick in viewability in display environments, with Australia registering the highest viewability level at 74.6%, an increase of 2.9 percentage points YoY. Japan reported the lowest desktop display viewability at 48.4% compared to the global average of 71.5%. The other APAC markets reported more than 60% viewability rates. While this is just one side of the story, we also need to look at ad completion and time-in-view to completely understand just how much importance we should place on viewability.

In Australia, ad completion rates for desktop video as well as mobile web video started strong in quartile 1 but noticed a gradual decline by quartile 4.

Noticeably, ad completion rates in Australia, for desktop video and mobile web video, across all four quartiles were higher than worldwide averages. This means that Australian marketers have done a good job at engaging with their consumers, resulting in the audience viewing more of the ad than the rest of the world. However, when you look at the Time-in-View (TIV) metric for desktop display and mobile web display, Australia noticed a decline in Y-o-Y numbers as well as faired lower than global averages. Stay with me for a moment here, this gets more interesting. For desktop display, except for India and New Zealand, other countries in the Asia Pacific such as Indonesia, Japan, Australia, Vietnam, and Singapore all noticed a decline in Y-o-Y TIV and reported numbers lower than the global average of 21.79 seconds in H1 2022. Interestingly, when it comes to mobile app display, only New Zealand and Vietnam faired lower than the TIV global average of 17.75 seconds; all other Asia Pacific countries outperformed the worldwide average. 

Australia, Indonesia, Singapore, and Vietnam surpassed 65% viewability in mobile app display. 

Viewability on mobile app environments has also benefited from increased adoption of the IAB Tech Lab’s Open Measurement SDK and third-party access to measurement data. Regional brands understand that viewability is a prerequisite to attention, and viewability rates should be high before tackling attention.

Rethinking Viewability Optimization

From this mixed bag of findings, we can tell that viewability is a metric that presents its own set of challenges. Recent findings by the IAS’s Insights As A Service (IAAS) team suggest that there is a point of diminishing return for viewability: while targeting higher viewability with pre-bid segments may lead to higher quality impressions, marketers can risk compromising scale. 

The experiment showed that reach was highest for pre-bid segments targeting viewability rates between 40%-50%, with clear but limited reductions in reach up to a viewability of ≥60%. When pre-bid segment optimization was set to 70% viewability and higher, a 41% drop in reach followed. 

Additionally, supply that qualified for higher viewability pre-bid segments led to better outcomes, but only up to a certain point. Impressions targeting the ≥70% viewability segment had no impact on conversion rates compared to ≥60% rates, but increased cost-per-conversion (CPC) by 10% and lowered reach.

The IAAS team concluded that targeting against the ≥60% viewability pre-bid segment appears to be the sweet spot to maximize conversions, maintain a competitive CPC, and minimize the impact on scale.

The article was first published in medianews4u.

The post Is your digital ad getting the attention and engagement you’d like? appeared first on Integral Ad Science.

According to a popular meme, it isn’t the C-suite who has led digital transformation at most companies—it’s done by COVID-19. The pandemic accelerated digital transformation at a speed once thought impossible: in a matter of months, companies worldwide adopted digital technologies that normally would have taken three to seven years to implement. The bounce back from the early pandemic impact continues to be strong, especially in digital. As we spend more time consuming digital media, brands have the opportunity to tap into the increased flexibility in which consumers engage through multiple touchpoints. Businesses that truly understand these developed human behaviours have the best chance to build lasting relationships with them.

Rethinking Programmatic Strategies 

According to Dentsu’s latest report Asia Pacific advertising spending is expected to grow by 5.9% (vs global 9.2%) to reach US$255 billion (vs US$745 billion globally) in 2022 – US$33 billion above the 2019 pre-pandemic level in the region. The rising of digital will fuel APAC growth, now 61.1%, pacing ahead of global change at 55.5% of overall ad spend.

Programmatic advertising has become a mainstay of digital advertising and it will continue to soar. It’ll get short on the arm with the rise of emerging mediums, constant advancement of Artificial Intelligence (AI) and Machine Learning (ML), and is now becoming the fast-growing marketing trend in the APAC region as well.

According to the Google Forrester Consulting report, 87% of respondents think that because of the upcoming privacy changes, programmatic will be better than before. Marketers and agency professionals see programmatic as helping them access critical new media environments such as OTT/CTV, DOOH, digital audio and data-driven creative capabilities. The report also surfaced that Marketers and agency professionals have faith in programmatic advertising and plan to continue investing in it. The overwhelming majority of advertisers surveyed believe they are in a defining moment in their career: Advertising is changing for the better, and they must meet the challenge and evolve with the changes.

Over the years, programmatic advertising has become brands’ go-to technology to reach people with relevant messaging across channels and devices. Yet, it’s largely been powered by third-party cookies, which are falling out of favour as consumer privacy preferences continue to shift.

Growth rates in several APAC markets could easily accelerate with a push from publishers or advertisers. As these markets develop, the efficiency and effectiveness gains achieved by advertisers, agencies, and publishers elsewhere will become more apparent and fuel growth in APAC. It’s a defining point in time for the programmatic industry.

Marketers and agencies can win with contextual targeting- a privacy-friendly and scalable targeting option

The impending deprecation of third-party identifiers, an ever-expanding set of privacy regulations worldwide, and consumers’ rising privacy concerns mean that the programmatic advertising ecosystem, and the advertising technology that supports it, must adapt to a privacy-first reality. Marketers and their agencies are assessing their needs in light of these changes and prioritizing features and partners, allowing them to stand up to rapidly evolving regulatory restrictions and customers’ expectations.

Contextual targeting will become increasingly important in a world with reduced user-level data.

Contextual targeting is centred on the environment in which an ad appears rather than individuals’ inferred intent to purchase an item or click on an ad or content based on their former online behavioural patterns. For that reason, advertisers are looking at ways to push contextual targeting beyond its current capabilities.

IAS continues to deploy advanced contextual capabilities for advertisers and publishers. This has enabled IAS to address concerns around targeting in a cookieless world. The IAS Power of Context research shows that the quality of an advertising environment can influence how consumers perceive ads and associated brands. In a recent case study with Bench Media, we found that using IAS’s Context Control, Bench media achieved a 36% decrease in cost per click and a 21% increase in click-through.

Advertisers should assess their risks in an environment that continues to reveal new risks and ask further questions—especially regarding measurement campaigns, associated costs, and related technical know-how. Which of my campaigns are most subject to ad fraud, poor viewability or ad-blocking, and where are they running? Which potential media quality partners can help me enforce accountability, validate data, and operate more rigorously?

And as they think more strategically about their spending, advertisers should start to think beyond simply serving up ads. They should consider thinking more about digital advertising activities that can start conversations, focus on outcomes and engage prospects in more interactive, targeted, and innovative ways.

This article was first published on MarTech Cube.

The post Programmatic Drive Breakthrough Business Results appeared first on Integral Ad Science.

In this exclusive “Masters of Media” series, Integral Ad Science (IAS) speaks to the Movers and Shakers of the APAC advertising industry, on all matters digital.

Ravi Rajotia is the Associate Vice President, Media Planning at OMD India. He helps businesses achieve their ROI in marketing through media management, investments in sponsorships, defining media strategies, seamless implementations, marketing surveys, and planning touch points to gain & leverage marketing trends to tap potential audiences. A graduate of the Birla Institute of Technology and Science, Pilani, Ravi has 15 years of experience in media management.

Please tell us about your digital advertising journey and your current role at OMD:

I have been a traditional media planner, but I’m more into client servicing. As the shift in media mix started towards digital, I was bound to learn & understand digital media to address business queries. 

Digital media looked similar to any other medium. Here, logic is more important to achieve the objective or KPIs. Visualising the consumer journey on digital platforms has been the key to understanding the digital medium & platforms. Reading, reading, watching, meeting etc. 

Importantly, one becomes more explicit about what needs to be done by being sure of what DOES NOT need to be done owing to issues in the medium such as BOTS, brand safety, viewability etc.

Renault has been a relatively newer entrant in the market and focuses on value rather than volume. Currently, I lead the Renault business at OMD, responsible for a 360-degree media management mandate. At the same time, I am involved in conducting various pieces of training, managing people and participating in pitches that give me a perspective on other categories.

What are some key priorities for brands around the holiday buying season? Sampling and merchandise gifting can be an extension. 

The go-to has to be offered & discounts. Brands need to highlight how these add value to the customers’ needs. Since most people are exposed to social media, it becomes inevitable for brands to create a high presence on social media by being interactive or creating viral content. Since brands speak to customers as they try to sell, they let people share their experiences and drive positivity around the same.

Today’s consumer considers the brand value more than ever before. Therefore, awareness building and value proposition play an integral role. Brands should drive visibility so that people get to know the brands’ offerings. Online and offline, sponsorships help establish a connection with the consumer. Email and SMS marketing can also help further to personalise this connection between a consumer and the brand.

If there’s one myth related to programmatic you’d like squashed, what would that be?

With a topic as vast as programmatic, there are several myths I would like squashed. To begin with, the first would be that programmatic has low-quality inventory. Although programmatic started with remnant inventory only, it has developed and added much better inventory over the years. Over time, several features, such as PG deals, were also introduced that can be used to buy premium inventory.

Another myth about programmatic is that it doesn’t get good results, especially when programmatic is an impressions-focused tool that primarily attributes to first click/view attribution and not last click (an old industry standard of looking at performance).

There are other misconceptions about programmatic such as it is only about display and video and will never reach the TV. Interestingly, programmatic now has CTV and audio inventory with popular and premium publishers such as Spotify. In future, TV, OOH, and other outdoor advertising is also likely to turn to programmatic as technology advances. In addition, pairing programmatic with other popular 3^rd party verification tools can help make campaigns brand safe and address impressions/ clicks fraud. With the right knowledge and execution, such issues can be avoided.

In your opinion, is the industry doing enough to combat the trust and transparency challenges in the digital supply chain?

I want to address this through an example: I felt wrong about the statement being made in a larger client meeting wherein client teams were present from many countries. It was mentioned that “India is a Digital fraud market”. To address this statement, I had to highlight many examples that nobody believed. Then I realised that the primary reason behind this is – India as a market is not working diligently towards digital transparency. Once that is maintained, I believe the trust will be built and only then shall we set high standards for the Indian Digital industry.

I think programmatic maintains enough transparency. However, it is not trustworthy as other channels. Programmatic has put many measures and control in human hands to eliminate suues. Moreover, there are 3^rd party tools that can help verify the authenticity.

One significant contributor to the above myths is that programmatic experts are not growing in numbers as fast as programmatic usage. This leads to a negative image that affects campaign outcomes and inefficient use of programmatic tools. A higher need to build transparency persists in the direct buys. However, many partners do not believe in parameters such as viewability which comes under the questionable radar. It’s about everyone coming together and then winning the battle.

Any advice for leaders on talent retention and supporting a hybrid workforce?

The leaders need to understand that our industry is shrinking and that we are not being able to attract new people to it. A few reasons people are not joining our industry are payscale, stress levels, and time balance.

Above all, I believe it is more about making them comfortable. It is about telling them that we have their back. It is about ownership of what they are doing. At the same time, making them feel important. Communicate with them to understand their workload and the responsibilities he/ she is handling. Remember, retaining a person is far easier than hiring a new one.

Secondly, in this hybrid world, leaders must showcase their team members’ confidence. Don’t just micro-manage! Checking on people again and again will not help. People should feel responsible and accountable as it only works this way. This can also be applied in the physical world.

What’s your favourite book/podcast/movie and why?

Being Indian, I read literature from local authors/ writers. For example, my favourite book is Five Point Someone, written by Chetan Bhagat. There’s a simple yet exciting reason behind that — it was my first non-textbook read, and one, which I loved. I must have read the entire novel in 3-4 hours. 

Similarly, my favourite movie is – Dabangg. The novel is more about ‘it’s ok to make mistakes and helps us understand what is essential in life — experiences. I enjoy the movie as there is no logic, no application of mind – pure entertainment!

What is your advice to the fresh talent in the industry?

The most important thing I want to tell the freshers is – enjoy! They all need to understand why they are working so much. They need to know how they are moving the business through their small actions in daily life. Once they know that, I guess they will be happy working towards it.

My next advice is that they should be able to tell everyone about what they do in no more than fifty words. If they can do that, it means they understand their work pretty well.

The post Masters of Media – Ravi Rajotia, Associate Vice President, Media Planning, OMD appeared first on Integral Ad Science.