ITV

Category: Digital

  • Vdo.ai round table helps make sense of the Gen Z ad code

    Vdo.ai round table helps make sense of the Gen Z ad code

    MUMBAI;  In a world where Gen Z tunes out the moment an ad feels off, Vdo.ai is on a mission to turn advertising from an interruption into an interaction. The video ad tech powerhouse just hosted a high-stakes roundtable, pulling together marketing’s sharpest minds to crack the Gen Z conundrum—how to sell to a generation allergic to brand loyalty, sceptical about data tracking, and always on the lookout for the next big trend.

    Vdo.ai co-founder & CTO Arjit Sachdeva set the tone. “Advertising is evolving fast, and Gen Z is calling the shots. If your ads aren’t immersive, interactive, and tailored to them, they won’t just scroll past—you won’t exist.”

    The event drew heavy hitters from brands that shape how we eat, drive, and shop: Arpita Gandotra (avp marketing, Reliance Digital Retail), Varun Sethuraman (business head, Nestlé), Anshuman Goenka (global director – incubation brands, Bacardi), Sneha Jha (head of media and CLM, KFC), Sakshi Malhotra (head – digital marketing & d2c, PNB MetLife), Anuj Somani (senior marketing manager, Volvo Cars), Karan Kumar (cmo, Hero Realty), Jitendra Choudhary (head of digital, Honasa Consumer Ltd – Mamaearth), and Himanshu Sirohi (head of digital marketing & credit card business, Apollo 24×7).

    Some of the nuggets that emerged from the roundtable included: 

    The numbers don’t lie:
    * 60 per cent of Gen Z disengage from ads they find irrelevant or overly personal.
    * Just 9.6 per cent feel any real brand loyalty—they care more about price and trends.
    * 43 per cent are wary of being tracked online.
    * A mere five per cent say product quality or cost matters more than a killer brand experience.

    What’s hot, what’s not:
    * Repeating an ad doesn’t build reputation anymore—it just builds resentment. Brands need sharp, engaging storytelling.
    * AI-driven content is rewriting the rulebook on audience targeting.
    * Digital-first touchpoints aren’t a nice-to-have, they’re the whole game.

    Vdo.ai chief business officer Akshay Chaturvedi pointed to the $1.8bn consumption potential Gen Z will bring to the table by 2035. “If brands want in, they need AI-powered, hyperlocal and immersive experiences—because attention is the new currency, and Gen Z isn’t handing it out for free.”

    As the conversation wrapped up, one thing was clear: the advertising playbook is being rewritten in real time. And keeping pace with that is crucial if one wants in with the GenZ audience. 

  • Ad-tech upstart AdzPressway presses in new co-founder to fuel global expansion

    Ad-tech upstart AdzPressway presses in new co-founder to fuel global expansion

    MUMBAI: New Delhi-based AdzPressway, a fast-growing martech outfit with global ambitions, has elevated marketing whizz Vasudha Kalia to co-founder status in a move designed to turbocharge the company’s expansion plans.

    Kalia, who has experience in brand strategy and digital transformation, has been instrumental in crafting marketing strategies that boost brand visibility and customer engagement. Her promotion signals AdzPressway’s determination to beef up its performance marketing, data intelligence and audience targeting capabilities.

    “AdzPressway is at the forefront of redefining digital advertising and I am thrilled to take on this role as co-founder,” stated Kalia. “Together, we will drive impactful strategies, unlock new growth avenues and deliver value-driven solutions for brands navigating the digital ecosystem.”

    AdzPressway, founder & CEO Simran Khandelwal was equally effusive about the appointment: “Vasudha’s leadership and strategic acumen make her an invaluable addition to AdzPressway’s growth journey. As we continue to scale, her expertise will be instrumental in shaping the company’s future.”

    The company, which specialises in connecting advertisers with publishers across various categories, already boasts a footprint spanning the GCC, MENA, India, UK, US and Brazil. With its leadership ranks now bolstered, AdzPressway is poised to press the accelerator on its already impressive growth trajectory.

    Industry watchers reckon the firm’s commitment to delivering measurable results for brand partners could help it carve out a larger slice of the increasingly crowded ad-tech pie. The company’s focus on what it calls “approved promotional methods” suggests it aims to sidestep the dodgy practices that have occasionally tarnished the sector’s reputation.

  • Uberoi ascends to Google APAC, taking vendor partner reigns

    Uberoi ascends to Google APAC, taking vendor partner reigns

    MUMBAI: Tanveer S. Uberoi, a seasoned Google stalwart, has hopped over to Singapore to take on the role of director of vendor partner management sales for APAC. After nearly a decade navigating the labyrinthine Indian market, he’s now tasked with supercharging the region’s small and medium-sized business (SMB) ecosystem.

    Uberoi’s LinkedIn profile reads like a Google career highlight reel, with stints as director of mid-market sales and director of agency partnerships and sales, all within Google customer solutions (GCS). Before his Google days, he was cutting deals at Times Network and IMG.

    His time at IMG saw him rubbing shoulders with the big leagues, handling sponsorship sales for the IPL, ATP 250 (Chennai Open), and Lakme Fashion Week. He even dabbled in naming rights, commercialising projects like the Rapid Metro in Gurgaon. It’s a proper sports and entertainment extravaganza.

    Before IMG, Uberoi was spinning tunes at Fever 104 FM, where he was responsible for commercialising on-air inventory and developing sponsorship properties. And before that, he was flexing his marketing muscles at LG Electronics, managing brand portfolios and handling hefty marketing budgets. It’s safe to say he’s seen a bit of everything.

    Now, at Google APAC, he’s tasked with partnering with key vendor partners to grow the SMB scene.

  • Milestone Systems’ revenue zooms as video tech takes a giant leap forward

    Milestone Systems’ revenue zooms as video tech takes a giant leap forward

    MUMBAI: Milestone Systems is making waves, and it’s not just because of its video tech, it’s also because of the numbers that are stacking up! The company, known for turning video footage into powerful data, has just delivered a standout 2024, outpacing the market with an impressive 18.7 per cent growth in net revenue, which hit a cool DKK 2 billion.

    If that sounds impressive it’s because it is, Milestone has doubled its revenue since 2020. And the growth doesn’t stop there. Earnings (EBIT) for 2024 reached DKK 106.8 million, confirming that Milestone is more than just a tech player, it’s a tech titan on the rise.

    Milestone chief financial officer Lars Larsen was understandably pleased. “This is a very satisfying result, underscoring the resilience and strength of our business,” he said, no doubt relishing the company’s ability to thrive despite global turbulence.

    But Milestone didn’t just grow financially 2024 was also a year of major technological expansion. By acquiring Briefcam, a leader in video analytics, and Arcules, a cloud-based platform, the company strengthened its product offerings, preparing for the next frontier in video technology. These acquisitions are expected to bring even more flexibility and power to Milestone’s solutions, allowing customers to turn video into actionable insights like never before.

    The company’s commitment to innovation didn’t stop there. A massive 23 per cent of Milestone’s revenue, DKK 478 million, was poured into research and development, an increase of 34 per cent compared to 2023. This is no mere token effort; it’s a clear signal that Milestone is doubling down on its technological edge.

    Looking ahead to 2025, Milestone has big plans to expand even further. “Our priorities are clear,” says Milestone Systems CEO Thomas Jensen. “We’ll integrate Briefcam and Arcules seamlessly, expand our market presence, and continue to lead the charge in responsible innovation.”

    One of the key milestones in this journey? Project HAFNIA. Launched just last month, it’s a collaboration with Nvidia to create a privacy-compliant data platform. This new platform will provide access to data and help train AI models, all while ensuring that the data is ethically sourced and anonymised. The ultimate aim? To build the world’s first anonymised and annotated visual data library platform, creating a future-proof solution for AI training.

     

  • TCS becomes official AI and tech partner for Paris marathon

    TCS becomes official AI and tech partner for Paris marathon

    MUMBAI: Tata Consultancy Services (TCS), has been appointed as the Official AI and technology partner for the Schneider Electric Marathon de Paris. This three-year partnership aims to transform one of the world’s most prestigious marathons by integrating cutting-edge AI, data analytics, and digital twin technology to elevate the experience for both athletes and spectators.

    With over 55,000 runners from 145 nationalities, the Schneider Electric Marathon de Paris is a landmark event, now set to benefit from TCS’ innovation. Leveraging its Paceport innovation hub in Paris, TCS will introduce AI-powered race experiences, personalised digital coaching, and immersive engagement tools to make the marathon more interactive and efficient.

    TCS’ growing footprint in endurance sports is undeniable, with sponsorships spanning 14 global marathons, including the World Marathon Majors in New York, London, Chicago, Boston, and Sydney. In 2024 alone, TCS-backed races raised nearly $280 million for charities, reinforcing the company’s commitment to making a lasting societal impact beyond the finish line.

    Amaury Sport Organisation (A.S.O.) CEO Yann Le Moenner welcomed the collaboration, stating, “We are delighted to welcome TCS to the Schneider Electric Paris Marathon family of partners. Thanks to its expertise in new technologies and artificial intelligence, TCS will continue to grow the event, strengthen the engagement of all audiences, and enrich the digital experience. Together, we aim to offer an ever more immersive and connected experience, serving both runners and spectators.”

    TCS’ advanced AI solutions will optimise race logistics, provide predictive performance insights, and improve sustainability efforts reinforcing its reputation as a trusted technology partner. TCS chief marketing officer Abhinav Kumar emphasised, “Our partnership with the Schneider Electric Marathon de Paris aligns with TCS’ commitment of being a trusted transformation partner for our clients, communities, and the ecosystems in which we live and work. This engagement reflects our commitment to using technology towards empowering athletes, optimising race experiences, and transforming the future of sports.”

    TCS France managing director Rammohan Gourneni said, “For the past 30 years, TCS has played a pivotal role in France as a technology provider. We are proud to continue our commitment to the community with this new partnership for the Schneider Electric Marathon de Paris. I look forward to engaging our clients and partners in this race as we harness our technology expertise and passion for AI and innovation to create an unforgettable marathon experience.”

    With this latest partnership, TCS further cements its position at the intersection of sports, technology, and AI-driven transformation bringing the future of marathon running to the streets of Paris.

  • Meta serves up AI sauce for better creator and influencer marketing

    Meta serves up AI sauce for better creator and influencer marketing

    MUMBAI: Meta has dropped digital innovations, unveiling AI-powered creator marketing solutions that promise to turn brand partnerships into growth rockets.

    Meta director and head of ads business in India Arun Srinivas couldn’t contain his excitement: “The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as partnership ads and Instagram creator marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”

    Case in point: Snitch, a  fashion brand, saw a awesome 53 per cent increase in return on ad spend by leveraging Reels and creator content., according to its chief business officer Aniket Singh.

    The new toolkit is a creator’s dream and a marketer’s secret weapon:
    * AI-powered creator content recommendations that predict partnership magic within the partnership ads hub in ads manager
    * Keyword search in Instagram’s creator marketplace letting brands hunt for the perfect content creators. Previously, brands needed to leverage a variety of filters to find their ideal creator set. Granular filters spanning everything from “Bollywood dance steps” to “gadget unboxing.”

    To help businesses better discover and evaluate creator fit, Meta has also added a variety of features to Instagram’s creator marketplace
    * Playable creator reels
    * Direct email contacts for seamless collaboration
    * Badges showing creators’ partnership experience
    * Active Partnership Ads: Meta will now show a creator’s current partnership ads on their creator profile. 
    * Marketing API expansions for partnership ads

    Advertisers can also now use existing Instagram posts for partnerships ads in both placement asset customisation and Advantage+ Creative when creating ads via API.  In addition, partnership ads can now be used for click-to-message destinations.

    Meta’s data suggests partnership ads outperform traditional creatives by a whopping 96 per cent confidence interval – proving that human creativity, turbocharged by AI, is the new marketing holy grail.

    With India leading global Reels production and hosting the largest Instagram creator community, brands are in for a wild ride.

    Bottoms up to the creator economy!

  • GoSats turns digital gold into a daily SIP making micro-investing shine

    GoSats turns digital gold into a daily SIP making micro-investing shine

    Investing in gold just got a digital glow-up! GoSats, India’s leading asset-based rewards platform, has unveiled an innovative Systematic Investment Plan (SIP) that makes investing in 24-carat digital gold as easy as a tap on your smartphone. Designed to simplify gold investments, this SIP allows users to invest as little as Rs 10 per day, offering seamless liquidity and hassle-free transactions.

    With over 2 crore Indians already investing in digital gold, GoSats aims to remove entry barriers, boost accessibility, and create a smarter, more engaging investment ecosystem. As an added golden touch, one lucky user who starts their SIP during the launch period will win 1 gram of digital gold, with the winner announced on 2 April.

    The SIP launch follows GoSats’ recent debut of GoSats AI, India’s first AI-driven shopping companion that helps users find the best online deals and maximise their rewards in digital gold and sats. By integrating AI-powered passive investing with digital gold SIPs, GoSats is revolutionising wealth-building for a new generation of investors.

    “Indians have always trusted gold, and digital gold has now emerged as the preferred investment option for millennials and Gen Z,” said GoSats co-founder & CEO Mohammed Roshan Aslam. “Our SIP simplifies investments with low volatility, instant liquidity, and transparency, making micro-investing more attractive than ever. Coupled with GoSats AI, we’re creating a powerful ecosystem where users not only earn rewards but also passively invest for the future.”

    With Gen Z increasingly favouring digital gold for its affordability, flexibility, and steady returns, GoSats’ SIP eliminates common hurdles like hidden charges and liquidity constraints. The combination of SIP and GoSats AI transforms everyday spending into a smart investment journey, making digital gold as rewarding as it is secure.

    As alternative finance gains momentum in India, GoSats is turning everyday transactions into wealth-building opportunities, one digital gold sip at a time. Now that’s a golden deal!

  • Dentsu India charts the Martech map to decode digital dominance

    Dentsu India charts the Martech map to decode digital dominance

    MUMBAI: In a world where marketing meets machines, Dentsu India has launched its latest industry report, ‘Martech Landscape in India’, offering a deep dive into the nation’s ever-evolving Martech ecosystem. With digital transformation accelerating across industries, the report unpacks how businesses can harness AI, first-party data, and hyper-personalisation to drive real impact.

    The study comes at a time when India’s digital advertising market is projected to grow at a 19.09 per cent CAGR, touching Rs 59,200 crore by 2025. Driven by government initiatives like ‘Digital India’, Martech adoption is reshaping customer engagement, streamlining operations, and maximising ROI.

    The Martech landscape is rapidly evolving, driven by key trends that are reshaping digital marketing strategies. AI and automation are revolutionising the industry, with predictive analytics and AI-led tools enhancing decision-making and customer engagement. As privacy regulations tighten, brands are increasingly turning to first-party data strategies, making owned data a crucial asset for personalised marketing.

    Meanwhile, omnichannel and vernacular marketing are gaining traction, enabling brands to connect with diverse audiences through regional languages and voice search. The rise of e-commerce and digital retail is further fuelled by AI-powered personalisation, which is transforming the online shopping experience. Additionally, Tier 2 and 3 cities present untapped opportunities, as digital adoption surges beyond metro hubs, opening new avenues for growth and brand expansion.  

    The report underscores that Martech is no longer an option but a core business strategy. However, challenges such as integration complexities, data privacy concerns, and skill gaps must be tackled to unlock its full potential.

    Dentsu CEO for South Asia Harsha Razdan said, “I have always believed that technology is most powerful when it simplifies complexity. Martech is a great example of that – it helps businesses make sense of vast amounts of data and turn it into meaningful customer experiences. Today, it’s not about whether businesses use Martech, but how well they integrate it into decision-making and customer engagement. In India, we’re at that turning point. The companies that get this right will build stronger customer relationships and more resilient businesses. But success isn’t just about having the right tools – it’s about knowing what to focus on. This report is designed to help businesses cut through the noise, focus on what works, and turn Martech into real business impact.”

    Dentsu president & chief strategy officer for South Asia Narayan Devanathan added, “As the dots between media, creative, and customer experience connect more intimately, Martech has become the spine that unites these disciplines – enabling powerful, data-driven connections that drive meaningful outcomes. India’s Martech landscape is evolving rapidly, redefining how brands engage with consumers. By viewing Martech as the backbone of their business strategy, brands can unlock smarter solutions that fuel growth and impact. We’re proud to introduce this report as a valuable guide for brands looking to navigate and thrive in this ever-changing market.”

    As India’s Martech revolution picks up pace, Dentsu’s latest report serves as a roadmap for brands looking to navigate, adapt, and thrive in the digital-first era.

  • Adobe teams up with AWS and Amazon Ads to boost customer experiences

    Adobe teams up with AWS and Amazon Ads to boost customer experiences

    MUMBAI:  Adobe has announced a strategic partnership with Amazon Web Services (AWS) to create new offerings that help marketing and creative teams deliver better customer experiences more efficiently. The collaboration, revealed at Adobe Summit, combines Adobe’s customer experience expertise with AWS’s cloud capabilities.

    Building on Adobe experience platform’s availability on AWS, the partnership introduces new integrations with AWS’s generative AI services, Amazon connect and Amazon ads. These tools will enable businesses to create more meaningful customer interactions while leveraging AWS’s security and global infrastructure.

    “The growing digital economy demands more engaging and personalised content to drive customer loyalty,” said Adobe experience cloud vice president Sundeep Parsa, “These new integrations will help businesses deliver impactful customer experiences using deep data insights, while maintaining high privacy and security standards.”

    The collaboration will bring several new offerings to market:

    1    Enhanced omnichannel experiences: Integration between Adobe experience platform and Amazon connect will provide comprehensive visibility into customer journeys while protecting privacy. This combines Adobe’s customer profiles with Amazon connect’s customer care insights.

    2    AI-driven interactions: Using Amazon Q in connect alongside Adobe’s AI assistant and AI agents, businesses can deploy personalised experiences based on unified customer data, enabling more contextual interactions across touchpoints.

    3    Marketing performance boost: Adobe real-time customer data platform collaboration will integrate with Amazon marketing cloud, allowing marketers to combine customer data with performance insights from Amazon Ads to measure segment performance and improve ad spend return.

    4    Streamlined creative workflows: Direct integration between Amazon ads and Adobe creative cloud applications will help businesses create and publish high-quality ads more efficiently. Creative teams will access professional templates for Amazon ads within Adobe Photoshop and Adobe Express.

    Applications powered by Adobe experience platform will also be available in AWS marketplace, making it easier to find, test and deploy solutions.

  • Liqvd Asia swallows Adlift in digital marketing power play

    Liqvd Asia swallows Adlift in digital marketing power play

    MUMBAI: Two digital marketing outfits have decided that in the cutthroat world of online advertising, it’s better to bed down together than battle it out alone. Liqvd Asia, a digital-first advertising agency, has snapped up Adlift, a performance marketing and SEO specialist, in a move that promises to shake up the industry’s established order.

    The tie-up, announced on 20 March, creates a full-service digital powerhouse that marries Liqvd Asia’s creative chops with Adlift’s data-driven prowess. The combined entity aims to offer clients the holy grail of marketing: campaigns that not only look pretty but actually deliver the goods.

    Founded in 2013, Liqvd Asia has made its name flogging digital branding and content campaigns. By acquiring Adlift, which has been pushing data-driven performance marketing since 2009, the agency is clearly gunning for a bigger slice of the digital marketing pie.

    Liqvd Asia founder &  managing director Arnab Mitra couldn’t resist a bit of corporate speak when explaining the deal: “This acquisition marks a natural evolution in our journey to create an end-to-end marketing powerhouse that blends storytelling with performance at scale.” Strip away the jargon and the message is clear: they want to be the biggest and the best.

    Adlift co-founder &  chief executive Prashant Puri was equally bullish about the union: “This acquisition is not just about expansion—it’s about setting new benchmarks in digital marketing innovation.” Translation: we’re coming for everyone else’s lunch.

    With Adlift’s team staying put under a joint leadership framework, the merger should avoid the usual corporate bedlam that follows such deals. The companies are betting that their combined financial muscle will allow them to splash the cash on fancy AI platforms and automation technologies.

    Liqvd Asia, which already has studios in Mumbai, Gurgaon, Bengaluru and Kolkata, has made no secret of its global ambitions. The firm has its sights set on the US, Gulf states, Asia-Pacific and Europe, with Adlift’s international connections providing a ready-made launchpad.

    Adlift brings to the table a team of over 200 digital experts and relationships with more than 250 blue-chip clients, including Walmart, Shopify and HDFC Bank. The agency has built its reputation on the back of search engine optimisation, paid media and content marketing—all areas where Liqvd Asia was looking to beef up its offerings.

    If the two agencies can successfully merge their strengths without stepping on each other’s toes, they might just create the digital marketing juggernaut they’re promising. But as many a corporate marriage has shown, the path from honeymoon to happily ever after is often strewn with unexpected obstacles.