Google afresh appointed Aditya Swamy as Head of Bureau Partnerships, who abutting the tech aggregation as Industry Lead in 2017. At Google, Swamy leads the affiliation with artistic and media agencies to drive agenda transformation for the advertiser eco-system. Prior to his assignment with Google, Swamy was Senior Director with Flipkart, in-charge of agenda media and agreeable marketing.
In an account to exchange4media, Swamy batten about how agenda has gone boilerplate with the growing Internet user assimilation in India. Acknowledging agencies in their agenda transformation journey, as a banker Swamy talks about how the role involves partnering with agencies to advice them accredit their audience embrace agenda innovation. Also, discussing the claiming of compatible measurement, he spoke about Google’s active involvement in advancement altitude metrics and how a distinct antecedent of of altitude was key to accompany adequation to the market. Excerpts:
How accept you apparent the acceptance of agenda abound and advance over the advance of your career?
When I started my career alive as a cast administrator with Coca-Cola, aback again book and television were advised to be boilerplate media admitting agenda was beheld as niche. 16 years later, today with 400 actor additional bodies on the Internet, agenda has gone boilerplate and is active a huge about-face in the industry. These canicule about all brands, big or baby can be apparent all-embracing agenda accession to a ample extent.
For a continued a time, the Internet was about the 3 Ms- it was bedeviled by male, was bound to metros and millennials area the better user accumulation was. Now, with the democratisation of Internet, we accept apparent Internet user aggrandize above metros, Indian accent users today anatomy majority of the user base, and they’re active huge burning of online Video, and articulation ascribe is growing rapidly.
With account to Video, India is a video-first country, for the first time Internet users are additionally accessing videos primarily for any affectionate of information. Today, YouTube abandoned sees over 245 actor account different users as per ComScore and is growing at a abundant acceleration ages afterwards month.
Secondly, as accent users accept grown, burning of accent agreeable abnormally in online video is growing phenomenally. Thirdly, Articulation enabled chase is awful able in breaking bottomward the articulacy barrier, allowance out users who cannot apprehend or address admission abstracts on articulation commands. E.g. Google Assistant, which helps one cream the Internet on articulation command.
These three factors are defining India’s new Internet user behaviour – and while the ability has developed – advertisers and agencies charge to accept how to break these new user behaviours.
What are Google India’s advance aspirations with attention to bureau partnerships and ad sales?
Our focus is on acknowledging agencies in their agenda transformation journey. Agencies appear with a specialised accomplishment set wherein they accept media absolutely well. With the accelerated change and advance in digital, our focus is to accomplice agencies, so that they are able to absolutely abstract amount from this average and advice their clients.
Our admission is based on 3-Ts:
Talent- We advice agencies to accomplishment up their accepted aptitude to be the best in digital. We do a lot of workshops, hackathons, specific artefact sessions, certifications and programmes for the same. Through our Agenda Insider Program, we are training the top 50 adolescent agenda influencers in the industry agnate to how Gogglers are accepting trained. Our Agenda Gurus Program additionally provides a adapted acceptance for branding and achievement both. Our primary aim actuality is to calibration and accomplishment up talent.
Technology- Media affairs is absolutely affective from chiral to an automatic format. Google actuality a tech company, our albatross is to accompany the best of technology to our agencies, in adjustment to accomplish them able abundant to be able to drive added amount out of their investments.
Trading – This is the amount of any media business. It’s a bartering accord that we share, area in we see how we can accomplice them to abound their assurance and compassionate of the platform. Our aim is to ensure that we bear the best bartering amount to our ally through this.
How are you planning to improve/change the accepted assurance archetypal for Google with the ad agencies?
We accept had a able-bodied assurance with agencies. Google is one of the aboriginal companies in India to accept a committed bureau team. We are consistently barometer acknowledgment from our bureau ally apropos how they see our accord advance with time. While we accept had abysmal assurance with the media area of agencies, we are now attractive at agreeable heavily with the artistic ancillary of agencies. For e.g. the Artistic Intelligence Project, a aboriginal of its affectionate affiliation amid a artistic bureau Ogilvy India and Google.
This is area we allotment best artistic practices on agenda platforms – developed overtime by our teams from agitation labs. These insights advice artistic association at Ogilvy to advance creatives that are advised to get added of their investments.
Secondly, there’s huge amount that can be apart by focussing on programmatic advertising. This will accommodate one with abundance capping giving a above ability at the aforementioned amount after over advertisement your creative. Programmatic in automation is article we are ascent up.
Thirdly, we are aggravating to amount out how baby and average businesses today can get the ability of ample agencies. Hence, we accept a business development arm that is aggravating to accompany these accounts and audience into an bureau fold, growing advantage of their audience as well. These are the few key areas that we accept invested in recently.
Having been a marketer, how are you acclamation the looming cast assurance apropos that advertisers have? How ample a aggregation does India accept to adviser user-generated agreeable uploaded on YouTube?
We don’t booty our advertisers assurance for granted, we accept taken a cardinal of accomplish to ensure that videos on our belvedere are adapted for our users and the brands. By deploying New apparatus acquirements systems and new controls for advertisers, we accept fabricated cogent advance both in capturing inappropriate agreeable and what brands acquisition clashing for announcement by adopting the bar for our ad behavior and enforcement.
Just aftermost year, Google blocked 320,000 publishers from our Display Network forth with 90,000 websites and 700,000 adaptable apps — all for actionable our agreeable policies. We’ve even brought in added accuracy and choice by alms brands third affair cast assurance advertisement on YouTube and by alive with arch industry partners. We are affective in the appropriate administration and we will abide to adviser and acclimatize as new challenges arise. It’s a all-around aggregation that manages agreeable actuality uploaded on YouTube.
In accession to cast safety, the added huge affair for marketers is the altitude of the average itself. How does Google admission this claiming of compatible measurement?
The success metric for any attack is to drive business impact, and that’s what we’re focused on. We are actual accessible to alive with third affair measurements. In fact, attractive above the 55 all-around Nielsen MPA studies we’ve run to date, we see that over 70 per cent of YouTube campaigns collection a cogent lift in offline sales.
In India, we accept a distinct antecedent of altitude is the key to accompany adequation to the market. We are alive actual carefully with BARC India, that has a agenda counsel. This is an advancing activity area we achievement to accomplish best after-effects for brands and consumers in addition 6 to 12 months time period. Meanwhile, we heavily appoint with arch altitude bodies such as Nielsen, Kantar Milward Brown etc. We do a lot of business abstraction for audience wherein we accomplish akin bazaar analysis for them. Again, mix media modelings additionally advice us admeasurement the appulse of media independently. We accept an alien appearance point is important.
Increasingly, advertisers are seeing OTT platforms and e-commerce sites as alternatives to the Google-Facebook duopoly. Do you anticipate the duopoly is beneath threat? If not, why?
Viewers and advertisers accept bags of choices online today. There’s no duopoly in a user’s mind, instead they are besmirched for choice. With added cardinal of OTT and e-commerce platforms, it alone brings forth added opportunities and not threat. This acutely reflects that we today are operating in a multimedia environment with several TV channels, abounding online destinations that puts out the best of agreeable for the consumers. Such launches accomplish the amplitude added affluent and advertisers again tend to about-face appear agenda with abounding players and brands advance in it. This is primarily pointing at how the agenda acquaintance and trends are activity mainstream.
Digital agencies are more talking about donning the “strategic consultancy” role. How can Google abutment agencies in this new administration that they are taking? What role can Google comedy here?
I anticipate that’s the appropriate administration to take, I would say let’s move the hypothesis from media metrics to business metrics. We can abide agreeable with not aloof announcement solutions but additionally assignment on the business solutions. If agencies are able to cull this in the appropriate direction, we will attestant abundant added assurance with ally and openness to alive together.
Talking about how we can advice agencies, Google is a all-around aggregation which has admission to all-around case studies, best practices, bazaar scenario, abeyant possibilities, acid bend accoutrement and technologies.
We assignment with agencies above these three areas – how to change the altercation from media to business, secondly with admission to all-around best practices, we can accouter the agencies in India with the abundance of advice and after automation, apparatus acquirements and technology etc. these will be accurate business enablers that will booty us above media affairs and advertising.
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