Shekhar Iyer

FAST (Free Ad-supported Streaming TV) channels have significant potential to become a powerhouse for content consumption and monetization in the MENA (Middle East and North Africa) market. Their free, ad-supported model aligns well with the region's diverse economic landscape, where cost-free access to content is highly appealing. By offering a broad range of channels and content, including localized and culturally relevant programming, FAST channels can quickly attract a wide audience. This democratization of content access could drive substantial viewership, as consumers in MENA are increasingly engaging with digital media. For monetization, FAST channels present new opportunities for advertisers through targeted ad placements. With advanced data analytics, advertisers can reach specific demographics and measure campaign effectiveness, maximizing their return on investment. Additionally, the growth of FAST channels can stimulate local content production and create a vibrant digital ecosystem, benefiting both content creators and distributors. Zee Entertainment Enterprises Limited Jennifer Batty Parul Goel Adil Memon Carla Al Ahmadieh Aziz Dhala Medhat Houalla Priti Parekh #FAST #media #advertising #mena

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🎉 Exciting news! We’re thrilled to share that Blusteak Media has been featured in Exchange4Media for the appointment of our new CEO, Manjit Cherian! 🚀 This feature highlights the beginning of an exciting journey under his leadership as we continue to push boundaries and grow. Check out the full article here: https://lnkd.in/g2Qft7Qr #CompanyUpdate #LeadershipNews #NewCEO #Exchange4Media #GrowthJourney Jaison Thomas Telson Thomas

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Public Service Broadcasters: From a cost mindset to an ecosystem growth mindset Public Service Broadcasters in the GCC have a bad rap. Their government owners tend to be concerned about their costs and the number of employees. Their viewers and listeners have a broad array of private and big tech media options vying for their attention. Their management teams are often either too frustrated with or begrudgingly accepting of regulatory constraints such as annual funding horizons and rigid hiring/firing protocols. Their strategies tend to come and go in cycles. Periods of great support lead to ambitious plans, accelerated momentum, and motivated teams. Invariably, these cycles end as financial priorities shift elsewhere. Budgets are cut, content is reduced, and people move on. Any gains made are lost. Too often they still follow an outdated vertically integrated model where much of their activity, from infrastructure provision to content creation, distribution, and monetization, is done in-house. This distracts management’s focus, swells operating costs, and reduces responsiveness to audience needs. Yet, these institutions have a vital role to play—if only their purpose is reframed. Rather than trying to be the end-to-end be-all solution for public media, they should become an engine of media sector development. How to achieve this transformation? Try this: Produce the vast majority (or all) of content through independent production companies based in their home market. Take chances on emerging talent, new formats, and public-private partnerships. Differentiate through content that brings local stories and local topics to life. Work with tech and production companies to be the test bed for new technologies and distribution formats. Spin off production and distribution infrastructure and operations to private sector players. Partner with other national broadcasters to create a critical mass of offerings. Become a lean organization, focused exclusively on maintaining and growing audiences. This transformation will change governments’ mindset from counting the cost of public service media, to measuring its impact in terms of jobs created in the ecosystem, talent developed across the sector, stories told to larger audiences, and contributions made to the national economy. #publicservicemedia #strategy #mediasector

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Once an underdog, Viacom18 and its JioCinema streaming service are poised to become the most powerful player in the $28 billion Indian media and entertainment industry _ _ _ _ _ _ | #digital | #linkedinsports | #sportsbusiness | | #investment | #privateequity | #marketing | #branding | #strategy | #sportsmarketing | #sportsbiz | #sportsbusiness | #sportsmedia | #sportsbroadcasting | #sportsindustry | #sponsorship | #digitalmarketing | #brand| #influencermarketing | #advertising | #socialmedia | #marketingandadvertising | #brands | #sports | #pr |

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#AdgullyExclusive: Our festive marketing was about fostering growth mindset among MSMEs: Nalin Jain In an exclusive interaction with Adgully, Nalin Jain, Chief Marketing Officer, Godrej Capital, speaks at length about the brand’s latest campaign ‘Badho Behisaab’, the media mix strategy for this campaign, and how Godrej Capital is focusing on meeting the financial needs of the underserved segments and MSMEs. Jain also discusses how the company has revamped its marketing strategies to create more personalized customer experiences, particularly in simplifying the loan process for customers. read more: https://lnkd.in/gQ4APDfJ ✍ Anushka Jha #festivemarketing #festiveseason #festivecampaign

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As #sports viewership patterns evolve across multiple screens, how can brands sharpen their advertising strategy for the T20 World Cup? We spoke to ADGULLY about why #marketers need to take an #omnichannel targeting approach using dynamic creatives synced with match score & in-game moments to maximize advertising impact during sports events. Read the story here: https://bit.ly/3KEnbfT Discover how MiQ gives you a #winningedge in your TV and digital advertising campaigns: https://lnkd.in/g6P5cuBw

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As the world transitions into a borderless digital era, our leader, Shalabh Saxena, highlights the need for a distinct OTT regulatory approach. He believes that updated rules can foster innovation and growth, as OTT platforms operate globally without traditional constraints.   Read the full coverage in Storyboard18: https://brnw.ch/21wMvtu   #OTTPlatforms #DigitalTransformation #MediaInnovation

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As I sat and thought about the ways in which PR could be utilised better, the world of post purchase engagement seemed to be an underserved arena worth exploring.So much of what public relations is asked to do is about grabbing attention and attracting customers, investors, or other audiences toward a product, service, brand, or company. This relentless pursuit of attracting the new and creating news is so all-consuming that we often forget it is just the beginning of the communication journey. What happens after the customer buys the product or the investment is made?Post-purchase experience plays a big role in creating a lasting reputational impact (good or bad) and this part of the PR puzzle tends to get far less focus than it should. #WPRD2024 World PR Day

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🌟 Exclusive Invitation 🌟 I am honored to announce my invitation to attend the #Global #Media #Congress 2024, the premier event in the media industry, taking place from November 26 to 28 at the #AbuDhabi National Exhibition Centre (ADNEC). Join me at this pivotal #event that brings together global leaders and professionals to shape the future of the media landscape. Building on the tremendous success of previous editions, this year promises an even more #innovative and engaging experience. The Congress will serve as a key #platform for exploring the latest digital advancements driving the media industry forward, gaining insights from global thought leaders, and discovering strategies to harness the power of #digitization. Don't miss the opportunity to be part of the most influential media event. I look forward to seeing you there! #GlobalMediaCongress2024 #MediaInnovation #AbuDhabi #DigitalTransformation #GMC2024  ⬇️  ⬇️ #digitalmarketing #googleads #googleadtool #contentmarketing #branding #ppcadvertising #ppc #socialmedia #creative #digitalmarketingtrends #socialmediamarketing #entrepreneur #googleads #influencermarketing #digitalmarketingtrends2022 #marketing #strategies #Content #Marketing #Strategy #SocialMediaStrategy #SEO #EmailMarketing #Advertising  #Strategic #Planning #تسويق_رقمي #التسويق_الرقمي #اعلانات_جوجل #استراتيجية_تسويقية #تسويق_محتوى 

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💡 💡 The Out-of-Home (OOH) market in the UAE is experiencing significant growth, driven by several key trends that are shaping the future of advertising in the region. Digital Transformation: The UAE is seeing a rapid shift towards Digital Out-of-Home (DOOH) advertising. Although digital formats currently account for about 11% of the total OOH spend, this number is expected to rise sharply as more advanced digital billboards and interactive displays are implemented. The adoption of 3D billboards and other immersive technologies, particularly in Dubai, is setting the UAE apart as a leader in this space. Experiential OOH Campaigns: There is a strong emphasis on creating interactive and experiential campaigns that engage audiences in unique ways. Dubai has been at the forefront, with campaigns like Adidas' “liquid billboard” and McDonald’s interactive “Swings” installation, which have set new benchmarks for OOH creativity. These campaigns not only capture attention but also encourage active participation from the audience, making the message more memorable. Sustainability: The push towards sustainability is becoming more prominent in OOH advertising. Brands are increasingly focusing on environmentally friendly campaigns, and media owners are adopting sustainable practices in their operations. This trend is expected to grow as consumers and companies alike become more conscious of their environmental impact. Geographic Focus: The focus within the UAE remains on high-traffic areas such as shopping malls, entertainment centers, and urban business zones, where DOOH formats can capture the attention of a broad audience. The economic growth in Saudi Arabia also plays a significant role, with increasing investments in OOH advertising across the region, particularly in urban areas where there's a high concentration of potential consumers. These trends highlight the UAE’s position as a dynamic and rapidly evolving market for OOH advertising, with opportunities for brands to innovate and engage with consumers in increasingly sophisticated ways. The continued investment in digital and interactive technologies, coupled with a focus on sustainability, ensures that the UAE will remain a key player in the global OOH industry.

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🚀 We’ve Gone Live! 🎥 Proud to announce that our latest campaign for the BMW 5 Series has officially gone live on Etihad Airways' Inflight Entertainment Pre-Roll TVC, targeting elite travelers flying between India and the UAE. ✈️ This premium inflight advertising showcases BMW’s luxury and innovation to the most exclusive audience—travelers who prioritize comfort, sophistication, and style. Why Inflight Media? -Targeted Reach: Connect directly with high-net-worth individuals traveling in premium cabins. -Uninterrupted Engagement: Deliver your message in a distraction-free environment where passengers are highly attentive. -Prestige & Association: Leverage the association with top-tier airlines like Etihad Airways, enhancing your brand’s premium image. At AtinOOH, we specialize in elite inflight media solutions across APAC and the MEA region, offering brands an unparalleled opportunity to connect with affluent passengers who value premium experiences. 🌍 💼 Why Brands Should Partner with Us When your target is the elite class flying on premium airlines, there’s no better platform than inflight entertainment. We ensure your brand message is delivered to the right audience, driving recall and affinity in this niche market. Stay tuned for more updates as we continue to push the boundaries of inflight media! 📈

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"Twitter Communications India, now part of X Corp (formerly Twitter), recorded a sharp drop in net profit and revenue in the last financial year, largely due to a collapse in ad revenues after the dismissal of the company's global ad sales team under the new management led by Elon Musk. As per the company's regulatory filings, net profit plunged 90% to Rs 3 crore from Rs 30 crore the previous year. Revenue also fell 90% to Rs 21 crore from Rs 208 crore. Advertising contributes bulk of Twitter's revenue in India where it has an estimated 25 million users. The company trimmed employee benefit expenses by 95% to Rs 6 crore from Rs 130 crore as it fired nearly the entire Indian workforce, which previously comprised over 200 employees. Subsequently, total expenses fell by 89% to Rs 19 crore from Rs 168 crore. Twitter India didn't respond to ET's queries. Musk completed his $44 billion acquisition of Twitter in October 2022, eventually rebranding it as X. Following the takeover, Musk implemented sweeping changes globally, including mass layoffs that heavily impacted the ad sales teams, especially in India. The dual blow of laying off the ad sales teams and global brands pulling back from the platform-due in part to disputes with Musk-fuelled a sharp decline in revenue. Sajal Gupta, a digital advertising expert, noted that without an active sales team to maintain relationships with advertisers and attract new business, Twitter's ad revenue in India nosedived, leading to steep declines in profitability and earnings. "This reflects the broader challenges X Corp has faced globally as it tries to implement new strategies under Musk's leadership while managing the fallout from internal restructuring," Gupta said. Under Musk, X has even filed lawsuits against global advertisers like Unilever and Mars for boycotting the platform. According to Kantar research, a net 26% of marketers reported plans to reduce ad spends on X in 2025, the biggest recorded pullback from any major global ad platform. Gupta explained that many global brands stopped advertising in India due to the ongoing tensions with Musk, and even within India, many brands are avoiding advertising on X due to the controversial nature of the platform and concerns over brand safety. "In terms of advertising on social media platforms, X is typically a last priority for advertisers, with YouTube, Facebook, and Instagram taking precedence," he said." https://lnkd.in/e6DT9UCv

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TAM Media Research tracked every TV ad last year to see who's the celeb most common in the endorsement game. 80% of all brand deals involved Bollywood stars. Sports and TV celebs lagged behind at just 12% and 7% respectively. Akshay Kumar, Amitabh Bachchan, and Anushka Sharma are the top 3. Amitabh is the king with 53 brands under his belt! MS Dhoni and Virat Kohli followed with 50 and 41 brands each. Speaking of Virat, he was the most visible sportsperson in ads last year. No surprises there! The hottest sectors for celebrity deals were Food/Beverage, Personal Care, Services, Household, and Hair Care products. Now here's my take on what this means for you regular folks: 1) Going after big A-listers like Amitabh means dealing with major clutter. Is it really worth it for your brand? 2) If you're in haircare or skincare, be ready to fight tooth and nail for endorsements. Those categories are saturated af. 3) Sports stars seem underutilised compared to actors. An opportunity for brands targeting youth/fitness? 4) TV faces could be a cost-effective alternative to get decent visibility without a crazy celeb premium. The key is thinking smart about who resonates best with your target audience. An extremely famous face won't matter if they don't click with your buyers. What's your experience with using celebs for marketing? Done it before or decided against it? Drop your thoughts below! #shripalgandhi #business #startups #experience

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This World PR day, get ready to know the future of PR in a changing word. Thank you ADGULLY and Bhaskar Majumdar for making me a part of this. #gullychat #worldprday CommsAdda

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Do you agree? 🌟 Optimizing Retail Marketing in the UAE: The Perfect Combination 🌟 Retail brands in the UAE face a dynamic and competitive market, requiring a strategic blend of marketing approaches to stand out. Here’s a powerful combination to elevate your brand presence: Digital & Social Media Marketing: Leverage platforms like Instagram, TikTok, and Facebook for targeted campaigns. Combine this with influencer marketing to amplify reach and credibility. Don’t forget the power of Google Ads and SEO for capturing intent-driven traffic! Out-of-Home (OOH) Advertising: Integrate Digital OOH (DOOH) with traditional billboards in high-traffic areas to create a strong offline presence. This is particularly effective in bustling urban centers like Dubai and Abu Dhabi. E-commerce & Social Commerce: Seamlessly integrate your online and offline experiences. Social commerce, especially through Instagram and Facebook, can drive direct sales and enhance customer convenience. Localized Content: Create content that speaks to the local culture, particularly in Arabic. Tailor your messaging around key holidays like Ramadan and National Day to resonate with the local audience. Experiential Marketing: Engage customers with interactive events, pop-ups, and in-store experiences that leave a lasting impression. Sponsorships and collaborations with local events can further enhance visibility. Customer Loyalty Programs: Implement personalized loyalty programs to retain customers and encourage repeat purchases. Sustainability & CSR Initiatives: Highlight your commitment to sustainability and social responsibility. This not only builds trust but also connects with the growing segment of conscious consumers. Combining these strategies creates a holistic approach that ensures your retail brand resonates across multiple touchpoints, both online and offline.

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Exploring Innovative Marketing Tools and Trends in the UAE 🚀 The UAE is a dynamic market where innovation drives marketing success. Brands looking to stay ahead need to tap into the latest tools and trends that resonate with the tech-savvy and diverse population here. Here’s what’s making waves: 1. Artificial Intelligence & Machine Learning AI is transforming how brands understand and engage with their audience. From personalized content recommendations to chatbots providing instant customer support, AI tools are helping brands deliver more tailored and efficient experiences. 2. Augmented Reality (AR) AR is gaining traction, especially in retail and real estate. Brands are using AR to create immersive experiences that allow customers to visualize products in their own environment before making a purchase, enhancing the overall shopping experience. 3. Programmatic Advertising Programmatic buying is revolutionizing digital advertising in the UAE. By using automated processes to purchase ad space, brands can target specific audiences with precision, optimizing ad spend and improving ROI. 4. Influencer Marketing 2.0 The next wave of influencer marketing in the UAE focuses on micro and nano-influencers. These influencers, with smaller but highly engaged followings, are driving authentic connections with niche audiences, making them invaluable for targeted campaigns. 5. Voice Search Optimization As smart speakers and voice assistants become more common, optimizing content for voice search is becoming essential. Brands are focusing on voice SEO to ensure they are easily found when consumers search using voice commands. 6. Social Commerce The integration of shopping features directly within social media platforms like Instagram and Facebook is a growing trend. Social commerce is making it easier for consumers to discover and purchase products without leaving their favorite apps. 7. Sustainability Marketing With an increasing focus on environmental and social responsibility, sustainability is more than just a buzzword. Brands in the UAE are integrating sustainability into their marketing strategies to appeal to conscious consumers who prioritize eco-friendly products and practices. These innovative tools and trends are not just enhancing marketing efficiency but are also enabling brands in the UAE to connect with their audiences in more meaningful and impactful ways. Staying on top of these trends will be key to maintaining a competitive edge in this fast-evolving market.

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The year 2024 has kicked off with great excitement for ETML Some of the highlights so far: 🏠 Shifted to a bigger home with the ETML family getting bigger 🌎 Set up a strategic foothold in the Middle East and built a dedicated vertical to help Indian brands expand to the Middle east 🚀 Launched Adbyttz 2.0, an AI powered infra to plug to your marketing stack to supercharge your growth 🚀 Launched two new services Performance Creative & Growth Consulting 💥 Onboarded 25+ new partner brands already 🏆 Winner of Google Premier partner Award and Agency Reporter award in Performance Marketing space Here’s to the recent months and our ongoing efforts to ensure sustainable growth for businesses in the coming times. #growth #agency #agencylife #performance #performancemarketing #advertising #data #analytics #business #dataanalytics #branding

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💡 Retail media has been focused primarily on onsite ads for too long. We knew we had to do something different and beyond this playground. That’s why we’re introducing… 🚀 Alshaya Media Connect (AMC)! A truly omnichannel retail media network, driven by first-party data, right here in the region. https://bit.ly/3MZliLZ Here’s why AMC stands out: 🌟 Premium Brands: AMC combines data from 70+ international brands into one unified network, allowing advertisers to reach a vast and diverse customer base. Imagine the purchasing power of our customers by looking at our brands! 📊 Diverse Categories: Fashion, Beauty, Home Furnishing, Food, Wellness — AMC spans it all, offering brands access to a wealth of data and the ability to run targeted ads. 🔗 Online to Offline: We’ve built a true omnichannel network. With AMC, brands can connect both the in-store and online worlds, reaching customers wherever they are. 📺 Multi-Channel Delivery: We’re more than just onsite ads. AMC enables campaign activation across paid, owned, and in-store channels, creating a seamless customer journey for advertisers. 📈 Advanced Measurement: We go beyond traditional metrics, encouraging brands to focus on “incrementality” across omnichannel KPIs, driving true business growth. Ready to connect with your customers on a deeper level? Alshaya Media Connect is here to transform the way brands advertise. A massive thankyou to everyone at Alshaya and our partners. Special thanks to Epsilon EMEA & the team for being our first partner. Rajesh Verma Sofoklis Ioannou Elliott Clayton Natalie Farsiani Diana Abebrese Anders Hjorth Thank you for being the trusted partner throughout the journey. If you found this helpful, consider resharing and follow me for more insights on retail media innovation. #retailmedia #marketing #AlshayaGroup

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In the FAST channel ecosystem, it seems that the more routes connecting advertisers to content channels, the more convoluted things get. With over 100 such routes spread across various platforms, inefficiencies and fierce competition for revenue have become the norm. As the saying goes, "too many cooks spoil the broth." Check out this insightful article on the state of affairs in the FAST channel industry. #FASTchannel #advertising #content #fragmentation https://lnkd.in/eHwPDqJ5

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