Abhishek Pant

🚀 Generated ₹16.5 Crores from a Single Performance Max Campaign - My Key Learnings: Over the past year, I've had the privilege of running a Performance Max campaign that has generated an impressive ₹16.5 Crores(7255621 AED). Here’s a breakdown of the strategies and optimizations behind this success. 1. Continuously Reviewing Asset Performance A deep dive into asset performance was crucial. I constantly monitored asset groups and leveraged the insights provided by Google’s performance rankings – ‘Low,’ ‘Good,’ ‘Best,’ ‘Learning,’ or ‘Pending.’ This helped me identify the best-performing assets and adjust accordingly. The key here is having multiple assets in each category, allowing Google to make comparisons and optimize results. 💡 Pro Tip: Regularly check Asset Group pages to ensure assets are serving. 2. Monitoring Budget Usage The budget is the backbone of any campaign, and ensuring optimal spend is critical. By using the Overview Card on the Performance Max dashboard, I tracked daily spends and adjusted the budget to scale up when necessary. A fully-utilized budget often indicated it was time to push for more. 💡 Pro Tip: Test increasing the budget when you see consistent performance and full daily spends. 3. Ensuring Products are Ready to Serve With the transition from Smart Shopping to Performance Max, ensuring that products are ‘Ready to Serve’ became a key focus. By checking the ‘Product Status’ column in the platform, I ensured all products were visible in ads, optimizing inventory exposure. 💡 Pro Tip: Always verify product status to avoid visibility issues. 4. Optimizing Audience Signals One of the most impactful strategies in scaling the campaign was fine-tuning my audience signals. I prioritized customer data over Google’s pre-built interests like in-market and affinity audiences. Here’s how I approached it: 1. Customer Lists: Use real customer data to find new prospects with similar behaviors. With proper data and consent, this drives conversions effectively. 2. Customer Intent Audiences: Target relevant keywords tied to purchase intent, enhancing Google’s audience targeting to engage high-value prospects. 3. Website Visitors & High-Intent Segments: Retarget visitors who showed interest and use lookalikes of past purchasers to boost conversions. 💡 Pro Tip: Prioritize customer lists and visitor data for stronger targeting. 5. Ensuring You Have a Full Group of Relevant Assets Having a complete set of assets is critical for Google to optimize your campaign effectively. It’s equally important that all assets—ad copy, images, and videos—are relevant to your business and campaign. I noticed that if you don’t upload a video, Google will automatically generate one, which may not always align with your brand. 💡 Pro Tip: Always upload an on-brand video to control your messaging! #GoogleAds #PerformanceMax #AdCampaigns #PerformanceMarketing

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🚨 Misleading ads are on the rise in India, with complaints soaring by 803%. Some big names in endorsements have landed on the 'non-compliant celebs' list, including top cricketers. It's a concerning trend, especially when revered personalities are involved. Let's demand transparency and responsibility in advertising. Stay informed, stay empowered. #EthicalAds #TransparencyMatters 📣 #DigitalMarketing #OnlineMarketing #SocialMediaMarketing #dhoni #kohli #babaRamdev #patanjali Source info credits: 1) https://lnkd.in/gYkR9XPy 2) https://lnkd.in/gikAhEf4 3) https://lnkd.in/gymDCTUZ

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IPL- A MIRROR FOR INDIAN ADVERTISING AGENCIES   KKR won the IPL 2024 when the favourite was someone else. There is a lesson for management of advertising agencies (and other organizations) here.   Consider RCB and MI, the IPL’s biggest brands. MI has clinched the title 5 times, while RCB is yet to win. Then there's RR, for long the weakest team. They always maintained minimal auction spending. Yet, RR has one championship, a runner-up finish, and two playoff appearances. Contrast this with RCB, which spends the most but has a success rate of just 49.1%, even below RR’s 49.5%. CSK, with a 57.4% success rate, reigns supreme.   So, what can advertising agencies learn.   Relying solely on big creative stars won’t ensure success. Neither will pushing average talent too hard. Don’t be like RCB or RR. Agencies need top creative leaders supported by a core of talented individuals. A great leader is ineffective without a strong team, and a talented team falters without strong leadership.   Take PBKS, DC and SRH – they’ve had some success but lack consistency. Newcomers GT and LSG have shown promise, but it’s too early to judge them. Most agencies today fall into this category.   This pattern is evident in other leagues too. Whether it's EPL, Serie A, Bundesliga, F1, NBA, or NFL, top talent alone isn’t enough; it requires synchronized top-class management for consistent performance and success.   No Founder, CEO, CCO, or CMO alone ever transformed an organization. Even Steve Jobs needed a strong team. Similarly, no average team can elevate any leader to greatness. Agencies need a blend of top creative stars with talented young guns.   Many advertising agencies today think that one star performer in creativity, technology or management will be good enough to propel the agency. Won’t happen. Never has, never will.   From account management to creativity to media to planning to technology, agencies need star leadership in every department. And every department needs to have rising stars. Else, advertising has many one-shot wonders and it’ll remain so.   Running an agency these days is a tough task already. To make it successful and that too consistently cannot happen on the shoulders of one individual. No matter how young and talented or experienced and legendary that individual may be.   Like sport, those on the field aren’t very good at the business of sport and, those on the business side aren’t meant to go in the arena. Agencies need to learn this. They must re-think and re-build. Else why would most agencies find it tough when the market is only growing. Every yorker and every googley is playable only when you have read the wicket well,and have the right players taking guard. Whims and wishes don't run sport or any organization. Winning requires talent managed well. #creativity #creativeleadership #managment #advertisingagency

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The launch of Xiaomi in India in 2014 has been lauded over the years as a brilliant example of marketing prowess. The use of Robert Cialdini's "Scarcity" principle via the "Invite Only" approach was always a hot topic of discussion whenever we were pitching to any brand in the category. But it was in the first 10Xer Club workshop that I realized there was another key principle behind this success story. The "Authority" principle is often discussed in brand communication, especially when deciding on brand ambassadors or in campaigns like Sensodyne's "Recommended by Dentists Worldwide." However, in Shubhajit Sen's session on Applied Psychology in Marketing, I realized Xiaomi went a step further by building a new set of authority figures—the actual users of the product. Of course, bloggers and news portals spread the word, but it was the newly minted "Xiaomi fans" that truly created a sense of FOMO among prospective buyers, pushing them into a "Hot State" (another fascinating topic from the workshop). Times have changed, and consumer reviews are now a crucial purchase consideration in our highly social world. Yet, the importance of building brand love and endorsements remains a top priority. Have you seen other brands leverage this principle effectively? Do share your thoughts in the comments! #Marketing #Psychology #Brand #Xiaomi #ConsumerBehavior #10Xer

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HUL Boosts Ad Spend in Q1 FY25: Key Data Insights HUL mentioned that the e-commerce platform has been a strong growth driver, growing ahead of the market and at thrice of modern trade growth. This suggests that HUL is effectively leveraging e-commerce channels to reach customers, and its advertising efforts may be tailored accordingly. HUL's ad spend increased by 11.6% to Rs 1,681 crore in Q1 FY25 from Rs 1,505 crore in the same period last year. This suggests HUL is prioritising brand marketing and promotion to drive sales growth. The company's standalone net profit also grew by 3% YoY to Rs 2,538 crore between April-June (Q1) FY25. This indicates that HUL's marketing strategy is effective in generating returns on investment. HUL's revenue from operations marginally increased by 1.57% to Rs 15,166 crore from Rs 14,931 crore in the same period last fiscal. While revenue growth is modest, HUL's focus on brand-building through advertising could lead to higher sales in the coming quarters. In the June quarter of FY25, the company's Home Care segment contributed the most to its overall business at 37%. This highlights the significance of HUL's home care products and potentially indicates a strategic focus on this category through advertising. Overall, HUL's data suggests a strategic approach to advertising that is contributing to both brand growth and profitability. Marketers can follow HUL's example by closely monitoring advertising ROI and strategically allocating resources across different channels to maximise their impact. Sources: https://lnkd.in/ga78iENN https://lnkd.in/gvZug4DA https://lnkd.in/gbXE_kV4 https://lnkd.in/gNwJ3BaE #HUL #Marketing #Advertising #FMCG #ConsumerGoods #BrandBuilding

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Interesting insights for all my connections in the newspaper business and of course everyone else who is interested in looking at data that gives you a proxy for your demand compared to the market.

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India's Direct-to-Home (DTH) industry is navigating through challenging times as consumer preferences increasingly shift toward flexible digital content options. Recent reports reveal a significant revenue drop from ₹12,284 crore in FY22 to ₹11,072 crore in FY23, signaling the impact of this shift. While TV ownership has risen, the number of hours spent watching traditional TV has declined, adding pressure to DTH operators. OTT platforms, with their bundled offerings and high-speed internet, are proving more attractive. This is reflected in the growing gap between DTH and OTT revenues, expected to widen over the next few years. As DTH companies adapt, some are launching their own OTT platforms, like Dish TV's Watcho, to stay competitive in the evolving landscape. The question remains: How will DTH services continue to adapt in a world where digital content consumption is rapidly changing? Source: [Business Standard](https://lnkd.in/g2RK9Sng) #DTH #OTT #DigitalShift #MediaIndustry #Telecom #ConsumerTrends #DigitalContent #India

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𝗖𝗮𝗻 𝗢𝗢𝗛 𝗥𝗲𝗮𝗹𝗹𝘆 𝗠𝗮𝗸𝗲 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗚𝗼 𝗩𝗶𝗿𝗮𝗹?  Brands are increasingly turning to 𝗢𝘂𝘁-𝗼𝗳-𝗛𝗼𝗺𝗲 (𝗢𝗢𝗛) advertising as a strategic tool to drive digital virality. From Zomato and Blinkit’s witty billboards to PUMA Group ’s buzz-worthy campaigns, the secret sauce isn’t just in the outdoor visibility—it’s in the 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐜𝐡𝐚𝐭𝐭𝐞𝐫 these campaigns ignite. 1️⃣ 𝗧𝗵𝗲 𝗢𝗻𝗹𝗶𝗻𝗲 𝗩𝗶𝗿𝗮𝗹𝗶𝘁𝘆 𝗙𝗮𝗰𝘁𝗼𝗿:  ▶️ Today, many of the most successful OOH ads are discovered on social media rather than in the streets. Think of Zomato’s Wagah Border campaign or Puma’s Paris Olympics billboards in Mumbai. These weren’t just billboards; they were conversation starters across platforms like Reddit, Twitter, and LinkedIn. ▶️ Brands increasingly aim to create ads that generate online chatter and reach audiences far beyond those who see them in person. This approach shifts the focus from just reaching the physical audience to creating a broader digital impact. 2️⃣ 𝗛𝗼𝘄 𝗢𝗢𝗛 𝗔𝗱𝘀 𝗕𝗿𝗶𝗱𝗴𝗲 𝘁𝗵𝗲 𝗢𝗳𝗳𝗹𝗶𝗻𝗲 𝗮𝗻𝗱 𝗢𝗻𝗹𝗶𝗻𝗲 𝗪𝗼𝗿𝗹𝗱𝘀:  ▶️ While traditional OOH media offers only fleeting visibility, today’s trends focus on 𝐪𝐮𝐢𝐫𝐤𝐲, 𝐜𝐨𝐧𝐭𝐞𝐱𝐭𝐮𝐚𝐥 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧 that seamlessly connects offline and online experiences. This approach allows brands to create hyper-local, context-driven content that resonates both in the physical world and online. ▶️ When users share their real-world brand experiences on social media, it often resonates more with their followers, leading to 𝐨𝐫𝐠𝐚𝐧𝐢𝐜 𝐫𝐞𝐚𝐜𝐡 and 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭. 3️⃣ 𝗧𝗵𝗲 𝗘𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗳 𝗢𝗢𝗛:  ▶️ Contrary to concerns that digital virality might cannibalize OOH revenue, it’s actually fueling growth. As more brands integrate offline and online strategies, demand for OOH advertising is increasing, attracting new advertisers and driving industry expansion. ▶️ OOH’s integration with digital platforms, like CGI and programmatic outdoor boards, has opened up new revenue opportunities. This ensures that the medium continues to innovate and remain relevant in today’s fast-paced marketing landscape. In conclusion, 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗼𝘂𝘁-𝗼𝗳-𝗵𝗼𝗺𝗲 𝗮𝗱𝘀 are not just about physical visibility—they create a ripple effect across 𝐩𝐫𝐢𝐧𝐭, 𝐭𝐞𝐥𝐞𝐯𝐢𝐬𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬, making them a powerful tool for brands looking to make a lasting impact. ———————————————————————   ♻️ Repost so your network can see as well ♻️  #OOH #advertising #digitalmarketing #brandstrategy #virality

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𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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FYI: India’s DOOH ad market is growing fast but it still represents only 10% of OOH advertising: OAC 2024 panel (Media4Growth): Nabendu highlighted the fact that India had seen a significant increase in digital screens, from 70,000 to 200,000 within a year. Despite this growth, DOOH still represents only about 10% of the country's out-of-home (OOH) advertising market, a stark contrast to the 40% in the United States and up to 90% in China. The panelists […] #DOOH #digitalbillboards #digitalsignage

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𝗕𝗶𝗴 𝗚𝗿𝗼𝘄𝘁𝗵 𝗳𝗼𝗿 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝗻 𝗜𝗻𝗱𝗶𝗮: 𝗔𝗿𝗲 𝗬𝗼𝘂 𝗼𝗻 𝗕𝗼𝗮𝗿𝗱? According to the latest report by EY & Collective Artists Networks: The industry is expected to grow by a whopping 25% in 2024, reaching ₹2,344 crore, and further expand to ₹3,375 crore by 2026! Brands are recognizing the power of influencers, with 75% expected to integrate influencer marketing into their strategy. This is a great time to be an influencer in India, with 86% expecting their income to grow over 10% in the next two years. What does this mean for you? As a marketer, consider influencer partnerships to reach your target audience authentically. Look beyond vanity metrics and focus on creators who align with your brand values. Are you an influencer? The creator economy is booming! Develop a strong niche and focus on building genuine connections with your audience. Ready to jump on the influencer marketing bandwagon? Leverage the power of Opportune (https://opportune.co.in/) #InfluencerMarketing #India #CreatorEconomy #Opportune P.S. For more details, check out the EY report: https://lnkd.in/dBjvN9e8

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Thanks Mediabrief.com & @bcwebwise for this feature. Interesting read about the new SEBI guidelines for unregistered finfluencers. #marketing #story #growth #sebi #influencers

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This is a classic case of when in India, think Indian! Apple didn't anticipate consumers' love for Cash dealing for even expensive purchases such as Apple phones. In retail-oriented business, besides the dynamics of cost structure, payment terms play a big part in ensuring smooth transactions. In my experience, the above is dynamic enough to vary in different parts of the country and hence there is no standard set of applicable rules While companies are smart enough to understand this over time, those who don't, never get past basic issues. What are the other examples that you can think of Indian consumer's ingenuity and unique approach? Do share in the comments #Indianretail #salesandmarketing #Indinconsumers

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Ambi Parameswaran! Culture indeed is the real Maggi Masala in any people's business. Respect!!!! #marketing #futureofmarketing #Asia #India #marketingautomation #branding #consulting #marketingconsulting #brandconsulting #advertising #intertwinedbrandsolutions #Divyapratapmehta #cmo #cmonetwork #strategy #digitalmarketing #performancemarketing #Ai #Martech

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Are your ads not performing like they were? As the political landscape adjusts to the digital era - it's high time advertisers pay close attention to their campaigns around election season. With the leading political parties' spend approaching 100 cr this season, it's important to understand the impact on advertisers (big & small). Between March and May you should expect your costs to rise at an alarming rate. Read below to find out more: **All information is available on platforms like Google & Meta due to transparency requirements. We got our data from India Today's compilation of ad spend information (source is in the comments).

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