October 27, 2014

Effective Marketing: The 'Line' Doesn't Exist Anymore

By Manish Mishra, Vice President (Sales)

What many of us learned in business school or in our first sales and marketing jobs is woefully out-of-date. In particular, creating a distinction - in a world of digital advertising - between 'above the line' and 'below the line' marketing no longer makes any sense.

Yet while effective marketers recognise this, many companies have not made the shift and as a result are deploying their resources poorly.

This GAP ad from the UAE links to the Men's Apparel section of the GAP website.
Is this an example of Above The Line, Below The Line or neither?

October 21, 2014

The BuzzCity Report Vol 4 Issue 4 - Sept 2014

In this report we cover the third quarter of 2014 during which our network delivered 83 billion paid ads. 

Over the course of the year we delivered 244 billion ads, a growth of 24% from last year.

Among the Top Markets in the third quarter are :-

India   20.0 billion
Indonesia   16.9 bil
South Africa   4.9 bil
Nigeria           3.3 bil
Pakistan         2.6 bil
United States  2.4 bil
Malaysia        2.4 bil

October 02, 2014

Movies: Delay Digital Releases At Your Own Peril

By Hisham Isa, Vice President (Marketing)

It's time for the feature film industry and television producers to adapt to a new era of distribution.

For decades -- since the advent of VCRs and home movie viewing, if not the beginning of television itself - major studios have given cinemas an exclusive window to screen films first before releasing them through other channels.

Today, though, these delays foster piracy.

September 26, 2014

Whiskey and Phones

By Hisham Isa, Vice President (Marketing)

TV Ad Dollars Are Shifting
to Web Videos 
The companies that provide consumer products and services are always on the look out for creative ways to market their goods.

Television ads used to be at the top of the ladder.

Then, viewers started recording programmes and fast-forwarding through commercials.

Enter product placements - a Coca-Cola cup here, an iMac there.

Now, though, a key group of consumers - youth aged 18 - 35 - are watching less television altogether, be it live or taped and are spending increasingly more time with other media devices - phones, tablets, game consoles and computers.

The changing nature of media consumption has led some brands to adapt again, this time becoming the producers and sponsors of their own content. (You'll want to read on: I'm about to share two great videos!)