Addressing the market developments, global digital expert and leading media innovator GroupM hosted ‘GroupM Circuit Colombo 2014,’ on 4 December at Park Street Mews.
GroupM Circuit explored the future of digital marketing featuring speakers from digital powerhouses Google, Facebook, Xaxis and GroupM amongst an engaged audience of approximately 200 top corporates.
GroupM digital gurus shared insights from a first of its kind survey conducted by the agency on digital media in Sri Lanka. The survey was able to quantify advertising expenditure on digital media in Sri Lanka for the first time finding that LKR 1 billion has been spent to date for 2014.
Commenting on the program, GroupM Chief Operating Officer Sabry Haniz affirmed:
“The potential of Digital is yet to be fully realised. GroupM connected the digital circuit in Sri Lanka and paved the way for the newest phase in media. We are looking forward to opening minds, inspiring new methods of connecting with audiences, and taking the industry to a whole new playing field.”
Emphasising the group’s commitment to innovation, CVL Srinivas, CEO GroupM South Asia commented: “Digital media is gaining popularity all across Asia and it is becoming imperative for brands to go digital.
GroupM has been at the forefront of shaping the digital media landscape globally and here in Asia. Through this initiative we hope to answer some of the questions marketers have about Digital and share some best in class case studies from around the world."
The Opening Keynote on the ‘Impact of Digital in Today’s World’ was delivered by Google India Director for Ecommerce and Online Classifieds Nitin Bawankule. A panel discussion on Multi Screen Planning and its relevance to Sri Lanka followed.
Xaxis India Director Atique Kazi spoke on ‘Programmatic that works – The Basics, The Opportunities and The Pitfalls!’ Atique shed light on the basics of the subject while explaining how to leverage programmatic advertising, demystify programmatic, dispel misconceptions, and provided pointers to making programmatic work.
A panel discussion on ‘Comparing ROI of Digital Media to Traditional Media’ followed. Despite digital media being a buzzword within the industry for a number of years, only a handful of brands have tapped its inherent potential; too often, it is a last minute add-on to a media plan.
This discussion plumbed the depths of this topic, comparing the ROI between traditional media and its digital counterparts.
GroupM India Social Practice Head Karthik Nagarajan addressed the topic: ‘Can Social have a Strategy?’ While going viral is the marketer’s dream, the internet is a graveyard of many such initiatives. This session analysed the success of some of the most socially-active brands globally and delved into their strategies through case studies.
His session was followed by a panel discussion on ‘The Value of an Online Influencer’. Trends in data suggest that the modern consumer is increasingly wary of an advertiser’s promise, relying more on external recommendations, which are perceived to be unbiased.
The discussion explored the value of an online influencer to a brand, and how best to leverage a positive review, and manage negative sentiments.
Facebook Global Marketing Solutions Agency Head Vidyadhar Kale discussed ‘From Mobile Marketing to Marketing in a Mobile World’. He explored mobility and how it will be the driving force for Facebook, and digital media overall. The address included data on Sri Lankans and mobile trends.
The panel discussion ‘What’s Next in Digital?’ evaluated the receptiveness of the relatively conservative Sri Lankan audience and explored both, a forecast for digital media in Sri Lanka, as well as how communications teams can best exploit these trends.
This was followed by the keynote panel discussion moderated by GroupM South Asia CEO CVL Srinivas on ‘Marketing in the Digital Age,’ as he spoke to leading marketers across brands in Sri Lanka on their experience with digital media and advertising.
The GroupM Circuit Colombo also featured an interactive ‘Experiential Zone’ by Crossworks Digital Experiential Lab showcasing state of the art technology for participants to experience first hand.
The inspiring collection included a Holobox display unit, a Directional speaker, Marker based AR on brochures and magazines, a Digital Sampling Tray, an Oculus rift, a Virtual Wardrobe, a Recipe Vending machine, and a Magic screen.
Further information and updates are available at www.circuit.lk.
Guest Speakers:
Nitin Bawankule, Industry Director of Ecommerce and Local Verticals for Google India, has initiatives such as GOSF to his credit. He has recently taken over the responsibility of Agency Business for Google India. He has over 18 years of Sales and General Management experience in the IT, Telecom and Consumer goods industries for companies such as Dell, Motorola, Whirlpool and Godrej-GE.
Vidyadhar Kale, Agency Head, Global Marketing Solutions at Facebook, has over 17 years of experience with people, connections and brands. Currently leading agency relationships for Facebook India, he previously led various local, regional and global businesses for clients such as Unilever, P&G, L’Oreal, Nokia, Vodafone, Samsung, and DBS Bank.
Karthik Nagarajan, Social Practice Head GroupM India, helps brands create and leverage social platforms, curate content and derive actionable insights. Karthik previously led The Nielsen Company’s online division in India, which he helped initiate. He also led NM Incite, the joint venture of The Nielsen Company and McKinsey for social media consulting, in India.
Atique Kazi, Director Xaxis India, GroupM, enables brands to look at the online media space in an automated way – a programmatic way. Leveraging technology and data, he helps clients reach their audiences at SCALE. Atique’s experience traverses across Sales, Partnership and New Media. Prior to Xaxis, he headed Planning and Strategy for Yahoo! EMEA.
Photo Caption
1. Safwan: Safwaan Hussein, GroupM Associate Director at GroupM Circuit Colombo 2014.
2. Nitin Bawankule: Nitin Bawankule, Industry Director of Ecommerce and Local Verticals for Google India speaking on the Impact of Digital Today’s World.
3. Atique: Atique Kazi, Director Xaxis India, GroupM speaks on “Programmatic that works”.
5. Holobox: A holobox displayed at the Experiential Zone where guests interacted with cutting edge technology.
6. GroupM Circuit: The audience at GroupM Circuit Colombo included heads of top corporates.
