Mumbai: Amidst the ever-evolving digital advertising landscape, Concept Group, India’s largest independent agency network, has partnered with Numb3r Impact Agency, led by Rishi Kishnani and Tanmay Bahulekar, to revolutionise traditional advertising paradigms and introduce a new era of creativity and innovation. Concept Group’s industry expertise, combined with Numb3r Impact Agency’s proficiency in audio and video solutions, creates a potent combination poised to deliver highly effective campaigns.
By pooling their resources, knowledge, and creative capabilities, both Concept Group and Numb3r Impact Agency aim to push the boundaries of traditional advertising models and introduce fresh, impactful approaches to engage audiences. Together, they seek to establish new standards for creativity, effectiveness, and impact in the digital advertising landscape.
This collaboration benefits clients by offering access to a comprehensive suite of cutting-edge advertising services that integrate creativity, technology, and data-driven insights. Clients can expect campaigns that capture attention and drive tangible results, including increased brand visibility, enhanced audience engagement, and higher conversion rates.
Concept PR chairman Vivek Suchanti, expressed his enthusiasm about the partnership, stating, “I’m thrilled to partner with Numb3r, an agency that resonates with my belief in adaptable creative video solutions. It’s refreshing to be part of a fluid, new-age agency where learning and the development of AI tools are at the core of our innovative approach.”
Numb3r Impact Agency founder-partner Tanmay Bahulekar also shared his vision for the partnership, “As a keen observer of the evolving video solutions landscape, our aim at Numb3r is to create tangible impact for our clients. Staying ahead of the learning curve and collaborating with passionate minds fuel our journey towards redefining industry standards.”
Numb3r co-founder & partner Rishi Kishnani reflected on the new alliance, “Joining forces with Concept Advertising marks an exciting new chapter for Numb3r. Their trust not only validates our innovative approach to digital advertising but also propels us towards greater heights. We’re thrilled to collaborate with Vivek Suchanti and his team, leveraging their expertise and resources to drive even more impactful campaigns. Together, we’re poised to redefine the digital advertising landscape and deliver unparalleled results for our clients.”
Beyond a mere business alliance, the partnership represents a convergence of shared values and a relentless pursuit of excellence. With a focus onp innovation, creativity, and client-centric solutions, both Concept Group and Numb3r Impact Agency are poised to deliver measurable results that drive business success.
Mumbai: Onetab, the Generative AI SaaS startup kick-started by Saket Dandotia and Alok Patil has launched OneBharat, a series of developer community meets across India. They hosted their first-ever developer community meet at Hyderabad on Saturday which saw attendance from over 100+ tech and AI enthusiasts.
This was the first of the multi-city developers meet, which the company is hosting across leading cities like Bangalore, Chennai, Pune, Mumbai, Indore, and Ahmedabad.
These developer meets are aimed to create and build a community of AI Developers and tech aficionados and foster collaboration, innovation, networking, and learning. The first meet-up featured leading panelists who spoke on Leveraging AI in the Software Development Lifecycle. The panelists at the event were Vamsi Udayagiri- CEO Hesa Global, Priyal Mandloi, Technical Lead, Magnifi, Dr. V S S Kiran, Founder & CEO, Garudalytics and Rupesh Garg, Founder and Chief Architect, Frugal Testing.
Speaking on Onetab’s latest initiative, Dandotia said, “At Onetab, we aim to strengthen the tech and AI industry and keeping this in mind, we have launched OneBharat. OneBharat is our way to have new innovations and ideas grow in the AI and new-tech space. We are very elated with the response we received at our first developer community meet at Hyderabad and we look forward to hosting more in the coming weeks.”
“We aim to cover cities like Bangalore, Chennai, Pune, Mumbai, Indore, and Ahmedabad over the next few months,” he further added.
Mumbai: Digital transformations are sweeping industries, reshaping businesses, and creating altogether new ecosystems that were never seen before. Like other sectors, the applications of digital technologies are helping the oil and gas industry to become more efficient, competitive, and eco-friendly in its operations. All these changes, in turn, are boosting the sustainability of the sector while allowing participating stakeholders to deliver enhanced benefits across the value chain.
Oil and Gas Sector: Digitalisation Challenges
While digitalisation brings multiple benefits to the table, the integration of digital technologies in the oil and gas sector faces some tough challenges. Legacy methods and physical infrastructure are challenging to do away with as they have been deeply integrated into the industry for a long time now. In addition, the digitalising strategies mandate the integration of large swaths of data into the business functions and operations which in itself is a hard nut to crack. Further, upgrading employees’ skills to achieve effective digital integration is a demanding task that mandates investment of both time and resources on behalf of the oil and gas firms. Moreover, the fast-evolving nature of technologies makes it difficult for firms to finalise which tools need to be selected to achieve the desired levels of digital transformation.
Building Sustainable Oil and Gas Sector: Recommended Digitalisation Strategies
a) Decentralised Access: Data silos are created when the data is collected, compiled, and analysed at functional levels without offering any centralised access to other departments. To achieve sustainability in the oil and gas sector, it is crucial to break these silos and to that end, the creation of a centralised database is a prerequisite. This central data repository will offer data access to all participating stakeholders, leading to agile operations, faster decision-making, and more transparency. All these benefits, in turn, will come together and help make the oil and gas sector more sustainable and resilient while delivering better value to stakeholders across the value chain.
b) Leverage Technology: Artificial intelligence (AI), machine learning (ML), and automation can play a crucial role in enhancing the sustainability of the Oil and Gas industry. These digital technologies can help firms in demand forecasting, inventory management, and supply chain optimisations. Further, the use of these tools can help in reducing wastage, lowering emissions, and cutting costs associated with the inbound and outbound logistics of oil and gas firms. All these benefits then accrue to elevate the sustainability quotient of the entire ecosystem of the oil and gas industry.
c) Digital Replicas: Creating digital twins of strategic activities can prove extremely beneficial for enhancing the sustainability of the oil and gas sector. The biggest advantage of digital replicas is the deep understanding these offer to stakeholders and partners to deliver better value to end customers. This profound knowledge helps firms know their strengths, identify weaknesses, and detect the potential issues that might hamper the sustainability of the sector in the long term. The comprehensive assessment also allows organisations to make changes with the desired speed and efficiency, thereby helping the oil and gas industry to become more sustainable and eco-friendly in its operations.
d) Collaborative Partnerships: By striking collaborative partnerships with researchers, entrepreneurs, and tech startups, the oil and gas industry can achieve higher levels of digitalisation and sustainability. Such partnerships can prove extremely beneficial in enhancing the reliability of assets, delivering operation insights, strengthening configuration management, and promoting technology innovations, thereby putting companies on the path of digitalisation and enhanced sustainability. The enabling role of policymakers also becomes crucial here as open and constructive policies can prove instrumental in catalysing such collaborative partnerships in the oil and gas sector.
Digitalisation can become instrumental in enhancing the sustainability of the oil and gas industry. Firms operating in the industry must integrate digital technologies as it will help them achieve superior functional effectiveness and operational efficiency. Digital tools also strengthen workflow improvements and increase net productivity by facilitating superior forecasting and data-driven decision-making. In addition, digitalisation also makes oil and gas firms more sustainable by helping them cut down their carbon footprints significantly.
The article is authored by UPES ON assistant professor Rahul Sharma.
Mumbai: Art-E Media Tech is a full-service truly integrated marketing and technology agency aimed at nurturing digital marketing and advocacy of brands in India and across borders.With a strong presence across key metropolitan hubs including Delhi, Mumbai, Bengaluru, and Dubai, Art-E Media Tech boasts a comprehensive network that allows them to cater to clients nationwide. This reach ensures that brands from various industries and sectors can leverage Art-E’s expertise and resources to enhance their digital presence and achieve their marketing objectives.
Art-E Media Tech offers a diverse range of services tailored to meet the unique needs and goals of each client. From social media management and video production to performance marketing, branding, design, influencer partnerships, and tech services, Art-E provides a holistic suite of solutions designed to drive engagement, foster brand loyalty, and ultimately, generate measurable results.
Indiantelevision.com caught up with Art-E founder director Rohit Sakunia where he shared invaluable insights into the ethos and achievements of Art-E, offering a glimpse into what sets the agency apart in the dynamic world of digital marketing and technology.
Edited excerpts
On the journey of Art-E Media Tech so far
We’ve been in business for the last 5-years. From starting with one resource and 5-partners to now plus 100-members and a 10M business is a journey we are all surprised and proud of. We are now present in 4-Indian cities and are soon opening our first international office in the GCC region. We work with a diverse range of clients across the spectrum of Mobility, Consumer Durables, FMCG and Big Tech. There was a time during the pandemic when we were like all others a little apprehensive of growth, but not only did we survive that, Covid made us even stronger.
On an impressive clientele including Hathi Mustard Oil, Bosch, TCL, Flipkart, and others
At Art-E Media, our core focus lies in fostering enduring partnerships with our clients, founded on transparency, collaboration, and delivering outstanding outcomes. Our approach begins with a thorough understanding of each client’s unique needs and objectives. We invest time in comprehending their vision, challenges, and goals, tailoring our services accordingly. Working closely with clients, we develop customized strategies aligned with their brand identity and target audience. On top of it we also ensure we are available to their needs on a regular basis at hours where there is a need.
Furthermore, we believe in the power of regular client engagement. Our monthly physical meetings offer invaluable opportunities to deepen connections, gain insights into evolving needs, and strategize collaboratively for the future. By prioritizing personal relationships and demonstrating unwavering dedication to client success, we build enduring trust and confidence in our services.
On specific services and offerings do you provide to the clients
As a full-service integrated agency, we offer a comprehensive suite of services tailored to diverse industries like mobility, consumer durables, and e-commerce. Our offerings include strategic planning, brand development, creative services, digital marketing, website development, e-commerce solutions, data analytics, and public relations.
For mobility industries, we focus on enhancing brand visibility and user engagement through targeted digital marketing campaigns, programs that suit the TG and properties that scale awareness.
For consumer durables, we emphasize brand identity and reputation management through creative content and strategic PR efforts.
For e-commerce, we specialize in creating seamless online shopping experiences, implementing effective digital marketing strategies, and leveraging data analytics to drive sales and revenue.
Overall, our client-centric approach ensures that we deliver tailored solutions to meet the unique needs and challenges of each industry, driving measurable results and long-term success.
On scaling over 10 million dollars per financial year within just four years is a significant achievement
At Art-E we’ve believed in the most cliched yet the most simple strategy. That you take care of the work and the revenues will take care of itself. We’ve just taken care of our clients like one of our own. We’ve also taken care of our people and grown them faster than the industry and these two things have meant the business has taken care of itself. We are one of the fastest growing agencies with the lowest attrition rates.
On providing insights into Art-E’s approach to leveraging social media, video production, performance marketing, branding, design, influencer partnerships, and technology services to deliver comprehensive solutions for brands
As the founder of Art-E, I’m excited to share our approach to delivering comprehensive solutions for brands. At Art-E, we believe in harnessing the power of social media, video production, performance marketing, branding, design, influencer partnerships, and cutting-edge technology services.
Our team combines creativity with strategic thinking to craft engaging social media campaigns that resonate with audiences. Through expert video production, we bring brands to life with compelling visual storytelling.
In performance marketing, we leverage data-driven strategies to maximize ROI and drive measurable results. Our branding and design services ensure that brands stand out in a crowded marketplace, while influencer partnerships amplify brand reach and engagement.
Finally, our dedication to innovation means that we’re constantly exploring new technologies to stay ahead of the curve and deliver unparalleled solutions for our clients.
At Art-E, we’re committed to empowering brands with holistic strategies that drive growth and success in the digital age.
On new developments does Art-E have in the pipeline to further enhance its services and offerings in the digital marketing and technology space
This is an interesting question that always gets us exciting. What’s New? What’s Next? This is how our current focus looks like
● Original Content up for grabs: Creating content on moments/topicality/issues/current affairs that is relevant to that aspect and can be used by any brand. For example, we recently created an anthem, “Aayega teesra” for the Indian Cricket Team during the ICC ODI World Cup 2023, which got the attention of a lot of brands to collaborate with or even purchase the entire IP. Here is the link for the anthem for reference:
● Changing the way we look at building brands: Most agencies focus on solving a marketing problem or a campaign problem. We are working with brands to provide solution for their business problems and how those could be solved. For example: A brand was struggling with a business problem, which was they could not get users to register for their warranty. With help of technology and BTL communication, we provided them with a solution to have their purchasers register for warranty. This helped enhance the overall experience of the customer with the brand and made their after sale services more effective.
● AI with logic: Everyone is going after AI for writing copies and creating visuals/videos and few of them are able to add a story line to it as well and not just making it look cool. That’s become hygiene for us. We are now integrating and providing solutions with AI in technology and content as well while connecting them with the media promotions. This is helping in giving the users a way more personalised experience with the brand. We are sooner launching AI in one of the largest ecommerce portals we’ve built grounds up for one of our clients.
Mumbai: Realatte, demonstrating a remarkable 15-year track record in real estate digital marketing, has established itself as a trusted partner for over 300 developers. From a humble team of 10, Realatte has matured into a thriving agency with over 350 digital marketing professionals. Realatte’s global reach extends beyond India, with operations in the UAE and the UK.
If you are mindlessly scrolling through the typical ads that are out every year for Women’s Day, it’s time to hit a pause. Because Realatte adds a fresh touch to this occasion this year. Brand campaigns on the 8 March are usually heavily driven by messages about support‘ing’ women, encourag‘ing’ them and appreciat‘ing’ them for their contributions in our professional and personal lives. However, Realatte champions for something bigger, better and beyond your imagination. Striving to change the perspective towards women, their Women’s Day ad film asks viewers to stop celebrating Women’s Day empowerment this year onwards. If you’re taken aback for a second, then the film has got you covered, rest assured. The ad film is already garnering exemplary attention and remarkable appreciation from the real estate fraternity.
Realatte’s film is an ode to the leading ladies from real estate – an industry that has been considered highly male-dominated for many generations now. Covering the journeys of women achievers from diverse real estate backgrounds, you are driven towards knowing more about the lives of women architects, female real estate influencers, women home buyers, women real estate brokers, and female builders.
“While we sat to brainstorm for Women’s Day, we ended up witnessing countless ads and campaigns by other brands, most of them talking about how we are continu‘ing’ to empower women and that there’s still a long way to go. What we found from our keen observations then became the insight for our 2024 campaign and we are calling it the ‘EMPOWER‘ED’ Women of Real Estate. And that’s why we went ahead to make a strong statement, thereby setting a new norm for Women’s Day celebrations in the years to come,” shared Realatte director and co-founder Rahul Goyal.
Realatte, co-founded by Mayank Vora, Nirav Gosalia, Harish Patel, Rahul Goyal, and Rohan Shah, has consistently spearheaded digital marketing strategies through collaborations with major players in the real estate sector such as DLF, Hiranandani, The Wadhwa Group, Godrej Properties, Sunteck Realty, Runwal, Rustomjee, Brigade Group, and more. The other verticals of the consortium includes Logicloop Tech, a technology services company, Logicloop Digital, a comprehensive digital marketing agency, and Jucy Gifts, specializing in corporate gifting.
Mumbai: Prince Pipes and Fittings Ltd once again celebrated the spirit of plumbers across India on World Plumbing Day. Prince has been taking the industry lead in commemorating World Plumbing Day on 11 March since 2018, and this year Prince Pipes launched a new song that enphasises their role as Paani ke Pehredaar.
Prince Pipes and Fittings Ltd joint managing director Parag Chheda said, “Every year our engagement with our plumber associates has been growing stronger. This new song “Paani Ke Pehredaar Hai Hum” has taken a different theme this time to highlight their role in conserving water which is highly precious for all. The theme of the song celebrates the efforts they provide through prompt plumbing services and a wide knowledge of high-quality products. Keeping in mind changing times Prince conducts skill enhancement workshops for plumbers and imparts training on new products and technologies. I am sure this high-energy song will be well received and become a new anthem for our plumber associates.”
Prince Pipes’ World Plumbing Day initiatives:
1 2018: Launched the ‘Plumber Gaana’ in Hindi a first in the industry initiative
2 2019: Plumber Gaana translated and launched in six regional languages to expand reach after initial grand success
3 2020: Celebrated the efforts of plumbers through a loyalty program and association with Udaan – Prince Pipes’ proprietary plumber loyalty membership and marketing program
4 2021: From bathroom fixers to bathroom singers – Prince Pipes’ celebrates the undying spirit of plumbers with all India participation of plumbers in Mera Plumber Yaar, Singing Superstar campaign
5 2022 – Shramm ka Samman campaign across India
6 2023 – Shram Ka Sammaan – Season 2 launched across India
Mumbai: On International Women’s Day, Adani Wilmar Ltd (AWL), one of India’s largest food FMCG companies has launched a new CSR short film celebrating the invaluable contributions of SuPoshan Sanginis in eradicating malnutrition and anaemia amongst its target groups- children (0-5 years), adolescent and women in reproductive age. These women volunteers are an integral part of Fortune SuPoshan Project, a pioneering initiative of Adani Wilmar and implemented by Adani Foundation, the CSR arm of Adani Group to combat malnutrition and anaemia in India.
SuPoshan Sanginis empowers their communities and are making their voices heard. Their dedication shows how individuals can spark positive change and inspire others to join in, creating a culture of teamwork and inclusivity. At the grassroots, they’re pivotal in breaking the intergenerational cycle of malnutrition. At the same time, these Sanginis also act as beacons of women’s empowerment in their communities.
The newly launched CSR short film, which is airing today, depicts a Sangini visiting a family, diligently checking on their son’s health and ensuring that he receives proper nutrition to thrive. This narrative highlights the transformative role of Sanginis in rural India, showcasing their endeavours to uplift the lives of undernourished children, impart hygiene practices, and educate families on the significance of nutritious foods such as leafy vegetables, millets, legumes, and fruits. Through their unwavering dedication, these women volunteers are not only nurturing the physical growth of future generations but also spearheading positive change within their communities. The four-min CSR short film, which has been directed by the filmmaker Tiyash Sen and conceptualised by DDB Mudra group, will be extended across platforms like Meta & YouTube for maximum visibility.
Commenting on the newly launched CSR short film, Adani Wilmar Ltd MD & CEO Angshu Mallick said, “The Fortune SuPoshan project holds a special place in our hearts, and we take pride in the progress it has made towards eradicating malnutrition and anaemia since its inception. Given that malnutrition is closely linked to food and nutrition, there is no better organisation than us to address it, considering Adani Wilmar’s status as the largest food company in the country. It, therefore, becomes our responsibility to actively work towards this cause. Our SuPoshan Sanginis have played a pivotal role in achieving these objectives, working tirelessly at the grassroots level. The CSR short film serves as a testament to the extraordinary dedication of Sanginis and their unwavering commitment to enhancing the health and well-being of their communities. Their passion and efforts have been instrumental in breaking the worrying issue of intergenerational cycle of malnutrition, and we are proud to honour their contributions on International Women’s Day.”
DDB Mudra creative head Nitin Pradhan said, “Through the metaphor of the chalk drawings on the wall that capture the world through the confines of his house window, the intent was to visually show the journey of a malnourished kid who recovers gradually, with the passage of time. The Suposhan Sangini is instrumental in this recovery in a variety of ways, bringing to our attention her role in helping us get rid of malnourishment as a widespread malaise.”
Initiated in 2016, the Fortune SuPoshan Project has witnessed a resounding success in enhancing the health and nutritional status of its target groups in vulnerable communities. The project’s unique approach involves active engagement with stakeholders, including gram panchayats, local governing bodies, healthcare facilities, and frontline health workers. The training and deployment of SuPoshan Sanginis, who’ve been picked up from the villages that are a part of the project, played a vital role in implementing interventions and driving behavioural changes at the grassroots level.
Lauding the part played by SuPoshan Sanginis in making the project a success, Adani Foundation chairperson Dr Priti Adani added, “I have consistently maintained that the Sanginis have played a significant role in the success of Fortune SuPoshan. The film tribute on International Women’s Day is well-timed and commendable. Their work deserves recognition, particularly their remarkable achievement in breaking the intergenerational cycle of malnutrition.”
Empowered with comprehensive knowledge of nutrition and the use of technology like tablets, the SuPoshan Sanginis have conducted interventions, utilising cooking demonstrations to focussed group discussions and individual discussions, to spread awareness about health and nutrition as well as government policies and benefits. They act as bridges between communities as well as serve as a connecting factor with the aanganwadis.
Since its inception in 2016, the Fortune SuPoshan Project has spread its network across 31 sites in the country including some of the aspirational districts like Vidisha(MP) & Narmada(Gujarat), reaching over 4,04,261 lakh households through 1000+ Sanginis across 1940 villages and slums. The proactive approach of Sanginis have resulted in around 90,000 children being saved from malnutrition. More than 3 lakh adolescent girls and women in reproductive age have also benefitted from the project’s intervention through the women volunteers.
The endline evaluation by a New Delhi-based research institute, recently disclosed the impactful interventions of the Fortune SuPoshan Project in addressing malnutrition among children under five across six sites. Despite India ranking 107 out of 121 countries in the Global Hunger Index 2022, the evaluation showcased the project’s effectiveness in combating malnutrition, which is especially critical given India’s high global child wasting rate.
Apart from child nutrition, the project also addresses maternal health, infant and child feeding practices, adolescent knowledge and Water Sanitation & Hygiene (WASH) practices. Positive outcomes include increased Antenatal Care (ANC) check-ups, iron folic acid consumption, institutional births, early breastfeeding initiation, and improved dietary diversity among beneficiaries.
Mumbai: mediasmart, an Affle Company, is a unified programmatic platform that provides advertisers, trading desks, and agencies ways to integrate consumer journeys across screens.
Recently, Affle has made significant advancements in programmatic advertising by leveraging Gen AI. Through mediasmart, this technology has been implemented in CTV advertising, enhancing the user journey and creating a seamless experience.
Noelia Amoedo has extensive experience in the mobile, internet and social media, with a proven track record of success in developing profitable business from scratch in international markets. Before becoming CEO at mediasmart, she held multiple executive positions such as VP of Marketing and Business Development for EMEA at Palm (acquired by HP), VP of Mobile for the social network Hi5 and managing director for Buongiorno USA (acquired by NTT DOCOMO).
Similarly, Nikhil Kumar currently is the chief growth officer for mediasmart, an Affle company. He is a Consumer Marketing professional with over a decade of experience working in FMCG, Retail, F&B & Ad-Tech set-ups with global brands like Puma, L’Oreal, Cafe Coffee Day and recently Bytedance & InMobi. He was voted & awarded as one of India’s Most innovative Mar-Tech leaders in 2019 by World Marketing Congress. With a career spanning over 14+ years – Nikhil has worked across multiple functions with his domain expertise primarily being Brand Marketing (digital & offline), Business strategy/ Sales & Go-To Market plan/ execution across consumer goods, retail & startup ecosystem.
Indiantelevision.com had the opportunity to connect with both Amoedo and Kumar, where they discussed the latest trends in CTV advertising, the innovative strides made in programmatic advertising through the utilisation of Gen AI, and a plethora of other insightful topics…
Edited excerpts
On specific advancements has Affle made in programmatic advertising through the integration of Gen AI technology within mediasmart’s platform
[Noelia] – At Affle and mediasmart, we have a strong focus on R&D to drive innovation for the future of advertising. To strengthen these efforts and vision, we recently filed 15 new patents in India that cover futuristic applications in interaction, training, and integration of GenAI agents. The patents span advanced AI areas such as personalization, recommendation systems, predictive analysis, privacy, and enhanced fraud detection. Our GenAI-powered innovations differentiate us from the rest of the industry, to go beyond cost efficiencies to enable long-term revenue growth and competitive advantages.
We are also working to enhance the learning and application of GenAI across connected devices. One of the steps in this direction is on our AI CTV Safe feature that assesses ad suitability of CTV traffic to automatically filter out risk categories. This ensures that advertisers benefit from a secure and brand-appropriate environment. Imagine tools based on Gen AI that automatically discard showing ads on entertainment content intended for kids or shows that a brand considers too violent. With GenAI being a fairly new technology, we’re continuing to innovate more use cases around vernacular creatives, interpretation of campaign data, and how to improve the context and relevance of ads
On elaborating Gen AI technology enhancing the user journey and creating a seamless experience in Connected TV (CTV) advertising, particularly through the mediasmart platform
[Noelia] – Programmatic technology on CTV, utilizing AI, has powered measurement, targeting, and optimization on a format like television advertising for years. While AI-driven programmatic advertising has made the medium efficient by using sophisticated algorithms that can predict and make their own decisions using a set of rules/predefined goals, GenAI is based on LLMs and, in addition to the capabilities of AI, it can also create new content. This makes it more trans-formative to allow advertisers to create contextual ads depending on the audiences. For instance, a sports apparel brand can easily create multiple ads featuring visually captivating video of runners in different settings: rural, urban, with friends, in different seasons, etc, depending on where the ad is shown and what kind of household it is targeting. Making sense of unstructured language based information is another area where GenAI can make an impact to offer a seamless experience. For instance, GenAI can identify contexts and create new ones by analyzing the transcript of any given show, which in turn can reduce the dependency on pre-defined content categorization for campaign targeting. While some of this will take time, the personalization possibilities represent a leap in CTV advertising experience.
On GenAI contributing to optimising ad campaigns
[ Noelia ] – I think Gen AI could be quite disruptive in the area of campaign optimization mainly in two ways. On one hand, by becoming a tool that can empower media traders to set up their campaigns for optimum performance: imagine an assistant that is guiding you along the way while you configure your advertising campaign based on how other similar campaigns with good results have been set up. On the other hand, Gen AI could dramatically change how campaign intelligence is presented and analyzed: imagine being able to ask questions like “how is my campaign performing across cities?” “or “which is the audience that most engages with my video ads during weekends?”. The more time you invest analyzing versus configuring or manipulating data, the more you will learn and the more you can do for the success of your campaign. All this, combined with content generated by AI to make your ads most relevant to the audience, can have a dramatic impact on campaign performance.
On the recent GroupM’s TYNY 2024 report on CTV’s growth to reach 45 million homes with a YoY growth of 21 per cent in India
[Nikhil] – It’s undeniable that CTV has cemented its status as a primary source for content consumption for the Indian television viewers across cities and towns. We’re already looking at an accelerated growth rate of CTV’s adoption among Indian households having surpassed previous indications. Interestingly, while CTV viewing is a cord-cutting phenomenon among the millennial’s, for many younger audiences who were cord-nevers, CTV is their primary preferred screen for content consumption. The explosive growth of OTT platforms – 46 and growing – and the appeal of a wide variety of content have also contributed to CTV’s wider adoption. So, CTV is not the future, it is the present!
This has also reflected in the speed at which advertisers have adopted CTV advertising. With its broad reach, diverse user base, and dynamic content consumption patterns, CTV is an essential component for any planning exercise for an advertiser. Advertisers across industry verticals like FMCG, retail, automotive, electronics, as well as high-end luxury brands are using CTV advertising to deliver targeted, contextual messages. More brand verticals are likely to confidently invest in CTV as ROAS-driven advertising becomes a key focus area and draw efficiency from CTV advertising’s innovative features like Household Sync that offer more synchronized and immersive experiences to integrate consumer journeys.
On the current global and local implementations of Gen AI in Connected TV and shaping the future outlook for CTV and multi-screen journeys
[Nikhil] – Globally, major streaming platforms and advertisers are likely to harness the power of GenAI to deliver personalized content recommendations and dynamically insert ads based on user preferences. This not only enhances the user experience but also allows for real-time optimization of ad campaigns, improving efficiency and engagement. On a local level, broadcasters and advertisers are customizing their approaches, leveraging GenAI to adapt to regional preferences and cultural nuances. This localization ensures that campaigns resonate with diverse audiences, establishing a deeper connection between brands and viewers. Looking forward, the future outlook for CTV and multi-screen journeys appears to be shaped by the continued advancement of Gen AI. This includes the promise of even more personalized and targeted experiences, seamless multi-screen interactions, and the integration of interactive elements that make ads not just viewable, but truly engaging and memorable. As Gen AI continues to evolve, it is poised to play a pivotal role in creating a dynamic and data-driven advertising landscape that responds to the ever-changing expectations of viewers.
On envisioning the role of Gen AI evolving in the future of programmatic advertising, and further opportunities you foresee for further innovation and growth in this space
Noelia: GenAI is going to play a key role in programmatic advertising. GenAI can be expected to have a significant impact around increasing productivity across many functions, including creatives, media buying, and extracting campaign insights. It can also reduce production costs for creatives and maximize ad relevance, not only through custom creatives but also by segmenting contexts in a much more granular way. I expect a lot of innovation around these areas in the future.
Nikhil: The possibilities of GenAI’s impact in programmatic advertising is of course exciting and the industry is looking forward to the innovations in this space. We’ve come a long way from the manual RFPs for placing ads on specific publishers. Programmatic has made the media buying process automated, real-time and measurable. With GenAI, we are looking at further efficiency and impact on media buying through dynamic bidding and AI agents will be trained to interact and integrate to improve how media is bought, ads are placed, and data is stored. Specifically within the CTV ecosystem, GenAI has the potential to not only transform the advertising experience, but also elevate the way viewers experience CTV. With the intersection of technology, creativity, and innovation, we are looking at a brighter future for digital advertising.
AI-powered personalisation: Crafting tailored experiences for today’s consumersMumbai: In the ever-evolving landscape of consumerism, businesses are continuously attempting to make meaningful connections with their customers. With technological advancements, the desire for personalized experiences has surged to unprecedented levels. Today’s consumers expect brands to understand their needs and preferences individually, and AI-powered personalization is one of the most effective methods to achieve these expectations.
AI-powered personalization will be a game-changer in the world of marketing. By analyzing vast numbers of data, AI algorithms will uncover valuable insights into individual preferences, behaviors, and buying patterns. This will enable businesses to deliver highly relevant and personalized experiences across various touchpoints, from product recommendations to targeted marketing campaigns.
One of the key benefits of AI-powered personalization will be its ability to adapt and evolve. As consumers interact with a brand across different channels and devices, AI algorithms will continuously learn and refine their understanding of individual preferences. This will allow businesses to stay ahead of changing trends and deliver relevant and engaging experiences.
Moreover, this will enable businesses to break traditional barriers between brands and consumers. Instead of relying on a one-size-fits-all approach, businesses will be able to tailor their offerings to meet the unique needs of each customer. This will not only enhance the overall customer experience but also drive customer loyalty and retention.
In addition to improving the customer experience, it will also deliver tangible benefits for businesses. By delivering more relevant and targeted experiences, businesses will be able to increase conversion rates, drive sales, and ultimately, boost revenue. Furthermore, it will help businesses optimize their marketing spend by targeting the right audience with the right message at the right time.
Nonetheless, it’s crucial to acknowledge that AI-powered personalization will pose its challenges. Privacy concerns, data security, and ethical considerations will all play significant roles that businesses must address when implementing these strategies. At Vertoz, we take these concerns seriously and stay committed to upholding the highest standards of data privacy and security.
In conclusion, AI-powered personalization presents a significant opportunity for all brands and businesses to establish meaningful connections with their customers. By leveraging the capabilities of AI, companies can curate personalized experiences that deeply resonate with modern consumers, leading to increased engagement, strengthened loyalty, and ultimately, heightened business success.
The author of this article is Vertoz founder & chairman Hiren Shah.
Mumbai: Digidarts is a specialized agency thriving digital growth for top companies with their 360° full-funnel Performance Marketing Services. With a noteworthy 9+ years of experience in comprehending the ever-changing Indian consumer landscape, the agency’s prowess lies in accelerating the growth of more than 200 clients, showcasing their solid consumer insights and steadfast commitment to sustainable, long-term engagement.
At the core of Digidarts’ reliable reputation is its adaptability to the dynamic market landscape. They artfully blend Human IQ with Machine Learning, enabling brands to establish meaningful connections with their audiences across digital platforms. Digidarts caters to brands’ Omnichannel growth by consistently delivering exceptional results.
With a focus on crafting exceptional strategies designed for the profitability and success of their clients, the agency ensures that their brands thrive in the ever-evolving and competitive digital landscape. With massive plans for the future, this promising agency is all set to craft a new language for digital and performance marketing success.
Indiantelevision.com reached out to Digidarts founder & CEO Siddhartha Vanvani in conversation regarding the agency’s goals, his motivation to establish Digidarts and more…
Edited excerpts
On the motivation to establish a digital marketing agency
I had just finished my masters in the UK and I was back in India where I started to research the digital marketing industry in India and noticed that there was a lack of transparency between brands and agencies. That is when I decided to bridge this gap and help brands reach out to their right target audience and laid the foundation stone for India’s pioneer full-funnel 360° performance marketing agency – Digidarts at the young age of 22. Since the past 9 years, I have seen it all. I have seen the hustle of a young entrepreneur and have gone a long way in catapulting Digidarts as the leading performance marketing agency in Gurgaon. Together my darts and I have scaled more than 150 brands in the country.
On elaborating the marketing services working together to enhance clients’ digital presence and drive results
At Digidarts, we excel in delivering comprehensive performance marketing solutions that integrate branding, creative storytelling, and media planning. Our approach begins with understanding a client’s unique brand identity and audience. After getting an understanding of their desires and wants, we then craft narratives that resonate with the prudent target market and leverage various digital channels for maximum conversions. Our goal is to provide maximum ROI to our clients and we do that by taking data-backed marketing decisions across different channels.
On Digidarts’ partnership status bring to its clients as a Google Premier Partner
As a Google Premier Partner, we have access to the leading practices, enabling us to stay ahead of the latest trends and industry benchmarks. This ensures that our clients receive the best BullsEye strategies tailored to their unique needs. We gain early access to the latest tools and features, allowing them to experiment and innovate, providing clients with a competitive edge.
On Digidarts staying ahead of industry trends and incorporating innovative approaches into its strategies
We are able to stay ahead of the curve and master industry trends because of our belief in continuous learning and adaptation. The main reason why are able to stay ahead is because we have fostered a culture of innovation and that has enabled our darts to be more experimental in their approach. This proactive approach allows us to incorporate innovative strategies into our work, ensuring that our clients always receive BullsEye solutions
On the key growth areas and priorities for Digidarts in the coming years
Mobile apps and e-commerce have been the core areas for Digidarts for a long time and we will continue to provide bullseye strategies as these will continue to grow. Apart from this, we will continue to expand in growing industries like Renewable Energy, Mobility, Health Tech, FinTech, and more.
