Mandar Kamat, Head of Innovations, Hungama Digital Services

There is a fundamental shift in the way content is consumed by today's audience. It is imperative for all industries to rise to expectations of the growing consumer base. There is a need for cautious and meticulous approach for driving maximum gains. Consumer engagement is a culmination of multiple aspects.

The challenge today is on how to use advancements in creative technologies to engage the target audience. Being a digital agency to various brands, we believe in banking on this consumer trend and using innovations for delivering the brand message to its audience.

Storytelling has played an important role in getting the brand value communicated to its audience. Some interesting branded content such as Nanhi Kali by Nestle reassures power of this medium. Creative teams need to create those micro moments that can distinguish their content from the rest. Use of custom product innovations in content creation is on the rise. Ceat Tyres Drive Safe Dad campaign used talking bobble-heads for communicating road safety.

Video content is playing a key role today with platforms such as Facebook, Twitter, YouTube, etc., offering launchpad for enabling increase in reach and levels of brand engagement. Players such as Amazon and Netix have understood that content will be a key differentiator. Studios are going all guns blazing to create engaging original content. Anticipating changes in the video industry is very important to ensure scale. The UHD ecosystem, smart TV applications, and rise of TV Everywhere phenomenon need to be planned and accommodated.

Video content marketing strategy is of key importance in gaining traction and reaching the right audience. There is a gold rush in VR content, which needs to be tapped accurately to take advantage.

Live videos backed by a social platform can reach the right audience. In UK Virgin Holidays, ambitious live TV advertisement was broadcasted from 18 different destinations. There is an increased adoption of streaming content and with OTT players joining the bandwagon the segment is bound to grow

Twitter has more than 20 million viewers for streaming live games. Hotstar users' average time spent on IPL is comparable to TV users. These trends are denitely pointing toward an exponential growth in consumption of content across a wide spectrum. Second screen innovations such as the one used in TV show Rising Star will denitely create a new wave of interactive products in the future. It is an open playground with ample opportunities for agencies like us to showcase our talent and succeed in this growing ecosystem.