FICCI-KPMG-Report-13-FRAMES

102 The power of a billion: Realizing the Indian dream
Outlook for 2013
Digital ratings
Despite impressive growth in a relatively short period of
time and having access to significant amounts of data about
users, the industry still struggles to generate meaningful
independently verified data . Unique viewers and click
throughs do not tell a story about the audience or paint a
picture of their on-line consumption habits. Several players
are working on bridging these gaps and will hopefully will
lead to industry accepted measurement systems in the
near future, that allow straightforward comparisons with
traditional media measurement metrics.
Generation C: Defining the future of content –
Google Inc.
Sandeep Menon
Head of Marketing
Google India
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“
Measurement of ad effectiveness should
use metrics that matter, not just those
that are easy to measure. More relevant
measures of the effectiveness of digital ad
campaigns are now available on a timely
basis, including ad recall, awareness,
purchase intent and actual sales lift.
Further, a metrics infrastructure built on
fast, accurate, granular and actionable
data is critical. As digital ad measurement
evolves to address these, the industry
will benefit from greater recognition of
ad effectiveness. Comscore’s validated
Campaign Essentials (vCE) is an
integrated solution for complete campaign
delivery validation and in-flight optimisation.
“
- Kedar Gavane
Director,
Comscore India
Will Windows 8 be a game changer
Despite previous attempts to dominate the mobile space,
Microsoft has struggled to get traction on the OS front in
the mobile space. There is certainly room in the smartphone
arena for a strong third player – and Windows 8 looks to
be making a positive impression on consumers and is
leveraging its strengths in the PC market and Xbox gaming
to create a consistent experience across platforms. Given
there is a large development community that is already
familiar with the Microsoft platforms, app development on
this platform is likely to catch-up with other platforms very
quickly. Either way this will expand the overall mobile media
consumption market and in the long term be beneficial to
the industry.
The way people consume content has changed
vastly in the recent years. For the first time, an
entire generation has grown up with an unmediated
relationship with content. They are a generation
defined by their interaction with the internet, mobile,
and social networks. They are the generation that
sets the trends and determines what’s popular in
content and culture today. They are the passionate
fans who turned Justin Bieber, Psy and Dhanush into
stars.
A fairly young and educated generation, they are
knowledgeable, discerning and opinionated. To give
an indication, almost 70 percent of YouTube viewers
in India are under the age of 35 and 72 percent have
a college or higher degree education.
At Google we call them Generation C. GenC is a
psychographic label representative of a consumer
class that is defined by 4 Cs :
• Curation: They pick trends around the physical
and online world and amplify them through their
own creative lens. Gangnam Style rapidly spread
from 0 to 1 billion views in a course of 6 months.
An entire ecosystem of content sprouted around
Gangnam Style that further fed the viewership of
the video. In India this trend was witnessed with
Kolaveri Di, and more recently by T-Series, one of
the leading channels on YouTube. They’ve recently
crossed 1 million subscribers on their YouTube
channel by curating content for their audience and
determining the music that matters in popular
culture today.
• Creation: They value creativity and productivity
and the social capital that results from the same.
They want a narrative and a purpose which is
their voice in the world. They upload photos and
videos they have taken themselves. In India 1 in 3
YouTube viewers comments on a video whereas
it is 1 in 4 for photo uploads.
On YouTube 4 years ago, 12 hours of content was
uploaded per minute. Today we see 72 hours
of content being uploaded per minute globally.
Anybody can create content and find a global
audience. In India, Yo Yo Honey Singh became
the music star of the year in 2012 with his song
Brown Rang which was not only the most
watched song but also the top trending video for
YouTube in India.