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Tag: advertising

  • Wrap2Earn secures ad rights on Cityflo buses

    Wrap2Earn secures ad rights on Cityflo buses

    Mumbai: Wrap2Earn has partnered with Cityflo, a premium bus service providing home-to-office rides in Mumbai and Hyderabad. As part of this collaboration, Wrap2Earn has secured exclusive advertising rights on all Cityflo buses, offering brands access to over 40 routes covering key commercial and residential hubs in both cities.

    “By partnering with Cityflo, we’re offering advertisers a unique opportunity to tap into a premium audience that represents new-age corporate India,” said Wrap2Earn CEO Elmer. “This collaboration is a seamless extension of our cab branding expertise, further strengthening our prowess in the transit advertising space.”

    Advertisers can utilise Cityflo’s buses for external branding and also target passengers with internal bus ads. Additionally, brands can extend their campaigns digitally by running impression-based ads on the Cityflo app, creating an integrated offline and online marketing experience.

    “We view Wrap2Earn as the ideal partner due to their expertise and focus on delivering high-impact, quality campaigns for their clients,” stated Cityflo co-founder and CEO Jerin Venad. “The Cityflo fleet is the most striking transit media asset in Mumbai at the moment. This partnership will elevate our presence by introducing relevant campaigns that resonate well with our brand.”

    As cities like Mumbai and Hyderabad continue to evolve, the demand for impactful and engaging advertising strategies grows. Together, Wrap2Earn and Cityflo aim to transform the transit advertising landscape, providing brands with unparalleled opportunities to connect with their target audiences in meaningful ways.

  • Viral Pandya moves on from Cog Culture

    Viral Pandya moves on from Cog Culture

    Mumbai: Viral Pandya, a celebrated creative figure in the advertising world, is stepping down from his role at Cog Culture to pursue opportunities beyond the advertising industry, according to industry insiders. Under Viral’s visionary leadership, Cog Culture evolved into a creative powerhouse, firmly establishing itself on the advertising map. The agency earned accolades such as being named the number one Independent Integrated Agency at the prestigious Goafest Creative Abby Awards, alongside Design Agency of the Year in both 2019 and 2023. It was also recognised as Still Craft Agency of the Year in 2019. Viral’s creative genius was pivotal to the agency’s exceptional growth over the last five and a half years.

    On his decision to leave, Viral remarked, “India is at an exciting juncture, and with AI rapidly advancing, the possibilities are endless. However, the current state of creativity is disappointing. Ideas, skill, and craftsmanship seem to have taken a backseat. My forte is sound strategy weaved by great design thinking, and the digital realm lacks these. Rather than lament this, I want to take action—apply my experience directly with clients, embracing technology and innovation. It’s also a perfect moment for me to take it slow and reflect.”

    When asked to elaborate on his criticism of the industry, Viral added, “Today, more than ever, you need to earn attention, not buy it—thanks to the digital explosion. But look at the work coming out of many digital agencies. Barring very few ideas, it’s abysmal. Some agencies, along with clients, seem to think that boring carousel posts or elementary motion graphics qualify as digital work. All they manage to do is contribute to global warming by overloading servers. I’m hopeful that I can make a meaningful difference.”

    During his tenure, Cog Culture attracted marquee clients including DLF Offices, Devans Modern Breweries, Emaar, Central Park, Trehan Iris, Cashfree, Reach Group, LVR (makers of O’Darling whisky), and the luxury fashion startup Coyu. Today, the agency boasts a team of over 120 professionals spanning multiple disciplines. Before joining Cog Culture, Viral founded Out of the Box and previously led creative departments at Saatchi and Saatchi and Grey Worldwide. A thought leader with over 800 awards—including a Cannes Gold Lion Design and numerous Merits and Print and Design, several One Show Pencils—Viral’s work has been recognised by One Show for ten consecutive years.

    He has also served on prestigious juries such as Cannes Lions, One Show Design, Kyoorious Design Yatra, the New York Fest Executive Jury, and as Jury Chair across multiple categories at Goafest Abby. He is notably the only Indian creative to have developed work for Rolex. The brands he has worked for range from global giants to local businesses: Hyundai, Panasonic, Tata Tea, Taj Group of Hotels, Maruti Suzuki, Bridgestone, Pedigree, Samsung Mobile, Samsung Appliances, Haier, Ariel, SOTC, Rolex, Ranbaxy, Veen Waters, Tigre Blanc Vodka, Mother’s Pride Preschools, Presidium Schools, and Haldiram’s.

  • From script to society: How a holistic education breeds better filmmakers in advertising

    From script to society: How a holistic education breeds better filmmakers in advertising

    Mumbai: The integration of storytelling into our digital reality is seen as a defining feature by data scientists, highlighting the increasing significance of stories as valuable virtual commodities that encapsulate the essence of a society’s culture and identity. It delves into various societal domains, including politics, environment, religion, economy and language, offering a comprehensive understanding of human existence from the microcosm of family units to the macrocosm of complex societal structures.

    In media and film, we uncover how storytelling has become a defining characteristic in our increasingly digitised landscape. From politics to language and personal anecdotes to global issues, storytelling transcends boundaries to offer a holistic understanding of human existence. Crafting a compelling story is described as a blend of artistic expression and technical skills, requiring a deep understanding of narratology and an interdisciplinary perspective. Cultural agencies foresee storytelling emerging as a highly coveted skill in the 21st century, emphasising its pivotal role in conveying intangible aspects of culture and societal narratives.

    Taking some cases from brands like Soul Flower, Domestic, Jnanapravaha and Bamboo U, their one-to-one network-based advertising is relevant, cost-effective and innovative in connecting and appropriating the idea of advertising in the social domain. It validates the nature of advertising and the true intent for finding business while not mellowing down their ideological standpoint.

    The enduring relevance of media in contemporary society and the imperative of holistic education in nurturing filmmakers equipped to craft narratives that resonate with audiences and shape cultural discourse have never been so crucial. The world’s impacting research investigates the transformative journey of moving image, exploring how holistic education cultivates proficient filmmakers to become adept at storytelling in general and specifically advertising.

    This is why formal education in filmmaking has a huge role to play. Through such courses, they delve into the fusion of artistic expression and technical prowess essential for crafting compelling narratives, drawing from insights in narratology and interdisciplinary studies.

    Formal courses in filmmaking traverse diverse societal domains, ranging from politics to language, providing a holistic comprehension of human existence. The evolving advertising landscape underscores a shift from traditional heavy production to personalised influence-based approaches, creating opportunities for independent and knowledgeable storytellers.

    In light of the enduring significance of media and the evolving advertising landscape, this research underscores the critical role of holistic education in nurturing filmmakers equipped to shape cultural discourse and engage audiences effectively. In today’s fast-paced digital age, effectively conveying cultural nuances and societal narratives is more critical than ever.

    Education in advertising has traditionally followed a structured path, focusing on technical skills rather than holistic development. However, this approach often limits the creativity and innovation necessary for compelling storytelling in today’s dynamic landscape. The shift towards holistic education recognises the importance of nurturing well-rounded individuals who can craft compelling narratives that resonate with diverse audiences.

    The article has been authored by Anant National University assistant professor and head of the centre for moving image – Prof Akash Gaur.

     

  • Disney Star and Beatgrid collab to provide cross-screen advertising effectiveness measurement

    Disney Star and Beatgrid collab to provide cross-screen advertising effectiveness measurement

    Mumbai: Beatgrid, the global advertising effectiveness currency has collaborated with Disney Star to provide cross-platform measurement insights. This collaboration leverages Beatgrid’s cutting-edge deterministic measurement technology to provide brands with a well-rounded view of the effectiveness of their video campaigns across both Linear TV and digital platforms.

    The collaboration focuses on utilising Beatgrid’s single-source panel measurement, which employs automatic content recognition (ACR) technology to passively gauge campaign performance comprehensively across multiple video advertising platforms rather than limiting it to standalone assessment on individual ones. This approach provides a distinctive value to advertisers with a common measurement methodology and metrics to assess impact of campaign exposure across linear TV content and channels as well as on digital video which will enable them to make better media investment decisions moving forward.

    The studies conducted under this collaboration have demonstrated the unique strengths of both linear TV and digital platforms. Linear TV continues to offer significant advantages in terms of audience engagement and brand memorability, while Digital Video excels in providing targeted reach and balanced ad frequency distribution. This cross-screen brand impact measurement has illustrated the relative impact across exposed cohorts on only linear TV, only digital video (including user-generated content platforms) and both. The superior impact observed on brand’s mind metrics among the cohort exposed on linear TV’s professionally generated content (PGC) reaffirms the insight that “context of exposure” matters. Multiple measurement studies run by Beatgrid across brands of FMCG, E-commerce, smartphones etc. have shown a consistent 10 per cent plus higher score on awareness, interest, consideration and purchase intent among the audience cohort exposed to ad campaigns on linear TV’s PGC.

    Disney Star has chosen to lead this innovation agenda towards elevating the quality of advertising effectiveness measurement in India and offer better guidance to its clients through this collaboration with Beatgrid.

    Disney Star head of network ad sales Ajit Varghese commented, “We are working with Beatgrid to understand the impact of cross-channel ad campaigns on brand outcomes. Their ACR measurement is robust and has the advantage of capturing impact of linear TV and digital advertising exposure from the same source. This collaboration, strategically undertaken with an independent expert, Beatgrid, allows us to provide our clients with a comprehensive view of their campaign performance, helping them make better-informed decisions about their media investment moving forward.”

    Beatgrid co-founder Daniel Tjondronegoro said, “This collaboration marks a significant milestone in ad effectiveness measurement in India. By combining our advanced measurement technology with Disney Star’s extensive reach, we are able to offer brands a clear and actionable understanding of their advertising impact across multiple platforms, understanding the market in India better than anyone has before.”

    This collaboration underscores the commitment of both Disney Star and Beatgrid to drive innovation and support strategic decision-making in a dynamic and fast-evolving media environment.

  • “The time-tested art of storytelling will beat all trends and fads:” Anand Suspi

    “The time-tested art of storytelling will beat all trends and fads:” Anand Suspi

    Mumbai: Spending three decades in the advertising industry is no small feat, and Anand Suspi’s illustrious career stands as a testament to his creative genius. As the co-founder of AndAnd Brand Partners, a boutique agency known for its holistic advertising solutions, Suspi has consistently championed the spirit of partnership and collaboration.

    His 30-year track record includes serving as the creative head of Lowe, Delhi, and leading numerous successful campaigns. Beyond advertising, Suspi is also an acclaimed author, with his childhood memoir “Half Pants Full Pants” adapted into an award-winning series on Amazon Prime. His latest book, “The Bookseller of Mogga,” promises another captivating journey into the heart of storytelling.

    Indiantelevision.com caught up with AndAnd Brand Partners co-founder Anand Suspi to know more about his advertising journey, some timeless creative trends, role of AI in infusing a human touch into digital marketing, and more…

    Edited Excerpts:

    On your journey in the advertising industry, from leading high-profile campaigns to publishing acclaimed works like your childhood memoir “Half Pant Full Pant” and now your new novel “The Bookseller of Mogga”?

    Advertising has been a long journey of 30 years. Any long journey in any field for any person will always be a mixed bag. The same in my case – it’s been gratifying, frustrating and disappointing. All three. I’ve worked with some incredible people, worked on some exhilarating ideas, enjoyed several highs and many lows. But the two books are what will make me smile with contentment before I take off from the planet. The newly-published book is perhaps the most delightful book about books, ever written.

    On the ways in which brands can effectively leverage storytelling techniques that resonate with today’s audiences despite the rise of short-form video and shrinking attention spans

    In this age of short attention spans, storytelling needs to address the consumer need-states that remain largely the same. Such as, surprise me, entertain me, shock me, inspire me. Brands, depending on their personalities, need to constantly find newer storytelling forms and techniques that communicate their message or POV but also address these need-states.  

    On the timeless creative trends that are shaping marketing this year, and how has the global nature of creative work continued to evolve

    The time-tested art of storytelling will beat all trends and fads. Brands can engage on a daily basis using trends that are in vogue but to build a long-term sustainable brand, we need to go back to the basics of being authentic, interesting and persuasive. Whether in India or the world over, the most respected and admired brands that have been around for decades continue to do this consistently.

    On the role that AI can play in infusing a human touch into digital marketing

    AI stands to play a huge role at both ends of the spectrum – `the everyday throughput’ and `the unexpected output’. It can (and should be used) to handle a lot of the mindless grunt work so that brands and agencies can spend more time using human intelligence to do better and bigger things. At the other end, AI is also capable of generating the most unexpected ideas, expressions, executions etc. This requires a lot of playing around with it but is worth the effort.

    On the ways in which brands can seamlessly integrate user-generated content into traditional advertising

    Integrating it may weaken the might and magic of traditional advertising. That should remain pure and not muddy itself by integrating UGC. However, brands can surely do this: Influencer marketing started out as `voice of the consumer’ but has now become another form of brand-speak. UGC can be integrated with influencer marketing so that the mix comes across as authentic consumer-speak.

    On the strategies that brands can adopt to rise above the marketing clutter

    The strategies to cut through the marketing clutter are quite a challenge for brands at present. With a substantial increase in avenues, the marketing clutter is only expected to increase. Simultaneously attention spans will only decrease incrementally. At such a time, cutting through requires brands having increasing clarity about who they are and more importantly, who they are not. It will serve as the pillar helping them market themselves to the correct audience.  

    On the emerging creative formats that are poised to disrupt the marketing landscape in the coming years

    That would be Emotion AI and the Multiverse. It is only a matter of time before they become mainstream.

  • E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    The e-commerce market is booming exponentially. E-commerce sales are anticipated to touch the $8 trillion mark by 2027. Attracting and retaining customers in this ever-evolving landscape is becoming increasingly difficult. Brands are consistently seeking innovative strategies to acquire the right set of users that fuel the maximum conversions. Striking the perfect balance between optimised offers, hyper-personalisation and capitalising on Artificial Intelligence is the key to maximise e-commerce success. This strategy will ensure a holistic and satisfactory user experience, benefiting businesses immensely.

    E-commerce advertising, in today’s era transcends the realm of generic banners and sending out mass emails. With a colossal amount of content at their disposal, it is imperative to deliver personalised content that does not fade into the background and is able to captivate the user’s interest. Significant advancements in the field of technology marked by the growing popularity of AI and machine learning have proved to be catalysts in optimising advertising efforts.

    Bridging the gap between consumer needs & promotional offers!

    Tailoring promotional offers to rightfully cater to the needs of the target audience for maximum impact in contrast to bombarding them with generic discounts can significantly impact conversion rates. E-commerce platforms can harness the power of AI to get insight into the behaviour patterns of their target audience like their purchase history, browsing patterns and demographics to create offers that resonate with them in the best possible way and boost customer satisfaction. AI and machine learning algorithms can help craft the best offers ranging from personalised discount codes to limited-time promotion deals. Choosing the right distribution channel is pivotal to reach a wider and ideal audience segment that will most likely hit that call-to-action button.

    Tailored shopping experiences through personalisation

    Brands are turning to personalisation as a means to forge deeper connections with their audiences. From product recommendations based on past behaviour to customised email campaigns that address the specific needs of each customer, personalisation goes a long way in driving heightened brand loyalty and improved engagement. Creating a differentiated journey for each customer through multiple touchpoints is an integral part of an e-commerce marketing strategy.

    Unleashing the power of AI to eevolutionise e-commerce marketing

    AI is transforming the e-commerce industry to a great extent by identifying consumer preferences, predicting user behaviour and delivering hyper-targeted ads. Personalised interactions have become indispensable for brands nowadays. AI analyses huge chunks of data and helps businesses delve deep into what their customers desire. Subsequently, they are able to deliver relevant content that addresses their pain points throughout the consumer lifecycle. It also helps marketers take note of at-risk customers and help craft strategies that will rekindle their interest in the brand.

    AI adoption automates workflow by streamlining processes such as product recommendations, loyalty discounts and low-level support. This enhances operational efficiency and cuts down labour costs. Also, automating tasks like emailing, order fulfilment, customer service, and payment processing, helps allocate resources to innovation and growth.

    The article has been authored by AdCounty Media co-founder & chief revenue officer Delphin Varghese.

  • Times of India wins the ‘Green Brand of the Year’ at IAA’s Olive Crown Awards 2024

    Times of India wins the ‘Green Brand of the Year’ at IAA’s Olive Crown Awards 2024

    Mumbai: The India Chapter of the International Advertising Association (IAA) hosted the 14th edition of its annual property, the Olive Crown Awards 2024, on 5 April at the ITC Grand Central, Parel, Mumbai. The awards acknowledged the remarkable work of those individuals and corporations who drove the message of sustainability or ‘green advertising’.

    The event was attended by senior marketing, media, and advertising professionals from across the country. The event was supported by The Hindu Group & ZEE News; Blue Star Ltd was the cooling partner; Radio City was the radio partner; while Vijay Sales, Rajasthan Patrika, ASUS and News18 were the associate partners for the event. Laqshya Media Group was the outdoor partner & Awardor the strategic partner.

    An eminent jury comprising renowned professionals such as Anupama Ramaswamy (Chief Creative Officer, Havas Worldwide India), K.V. Sridhar (Global Chief Creative Officer Nihilent Limited & Hypercollective), Prateek Bharadwaj (Chief Creative Officer, Lowe Lintas India), Tista Sen (Creative Brand Consultant), Carlton D’Silva (Co-Founder, Musemakers & House of Awe) & Mukund Olety (Chief Creative Office, VML) shortlisted the winners through a rigorous process.

    Jury members
    Jury members being felicitated at the event (L-R) Tista Sen, Avinash Pandey (President IAA India Chapter), Mukund Olety, Janak Sarda (Chairperson, IAA Olive Crown Awards), K V Sridhar

    Avinash Pandey, President IAA India Chapter said “I believe these awards are not just unique but also very special. Unique because they are a symbol of intra-industry collaboration. Even though this is an IAA India Chapter property, it was launched 14 years ago at the GoaFest which is jointly run by the Advertising Club and the Advertising Agencies Association of India. Even now, it is associated with the Asian Federation of Advertising Associations, thereby being the only property with a real reach in both the Eastern and the Western parts of the world.

    Special, because these awards symbolize the commitment of the Marcom industry to be not just guardians of their respective brands, but also guardians of Brand Earth..”

    Avinash Pandey, President, IAA India Chapter

    Adds Janak Sarda, Chairperson, IAA Olive Crown Awards “Any awards are only as good as the jury that judges them. So let me begin by thanking our jury members who were a real asset to us.

    Our event could never have been held without the help of our supporters. Some have supported us for the second and third time. This marks them as loyal supporters of the environment.

    And then I would like to thank those who have sent in their entries from all over the world. Their active participation shows that the marcom industry is indeed populated with people who believe that what’s good is also good for business. Finally, I would like to thank each one who is here today. All true friends of the environment. Planet Earth needs you.”

    Janak Sarda, Chairperson IAA Olive Crown Committee 2024

    Janak Sarda, Chairperson IAA Olive Crown Committee 2024

    VML bags 9 awards across categories including the ‘Green Agency Of The Year’ & Green Campaign of the Year’- for ‘#UnplasticIndia’

    Teams from VML receiving the ‘Green Agency Of The Year’ trophy

    The Times of India wins the ‘Green Brand of the Year’- Gold

    Team from The Times of India along with presenters

    Team from The Times of India  along with presenters

    ‘Corporate Crusader Of The Year’ – Gold bagged jointly by Mathrubhumi Printing and Publishing Co. Ltd for the work ‘Mathrubhumi SEED’ & The Times of India for their work ‘#UnplasticIndia & Saving Our Stripes’ 

    Mayura Shreyams Kumar, Director-Digital Business, Mathrubhumi Printing & Publishing Company Ltd receiving the trophyMayura Shreyams Kumar, Director-Digital Business, Mathrubhumi Printing & Publishing Company Ltd receiving the trophy

    The awards were presented across 17 different categories, including the coveted title ‘Green Crusader of the Year’ award, which was presented to Padma Shri Jadav Payeng for his life’s mission to put the green agenda on not just top of their list but to make sure that the people around them have stood up and taken notice. He has a forest spread over 550 hectares after him – the Molai Forest in Jorhat, Assam. Popularly known as the Forest Man of India, Jadav “Molai” Payeng is an environmental activist and forestry worker from Majuli. Over the course of several decades, he has planted and tended trees on a sandbar of the river Brahmaputra turning it into a forest reserve.

    (L-R): Avinash Pandey (President IAA India Chapter), Bittu Sahgal (environmental activist, writer, and Founder, Sanctuary Nature Foundation), Jadav Payeng, Srinivasan K Swamy (Chairman – AFAA) & Janak Sarda (Chairman – IAA Olive Crown Awards 2024)

    (L-R): Avinash Pandey (President IAA India Chapter), Bittu Sahgal (environmental activist, writer, and Founder, Sanctuary Nature Foundation), Jadav Payeng, Srinivasan K Swamy (Chairman – AFAA) &  Janak Sarda (Chairman – IAA Olive Crown Awards 2024)

    Malhar Kalambe gets the ‘Young Green Crusader of the Year’. He has been conducting beach clean-ups in Mumbai for the past five years at Dadar Beach, Mithi River & Airoli Mangroves, Elephanta Caves & Carter Road at Bandra. He uses social media to draw attention towards his cause, create awareness about environment conservation and plastic pollution, and gather a community of volunteers to help him with on-ground clean-up activities every weekend. He is an environmentalist, founder of BeachPlease and has won accolades from the Government of India as well as is the recipient of U.N. “I am the change I want to see in the world.’

    Malhar Kalambe

    Malhar with presenters

    Earth Brigade Foundation get Gold in the category ‘Green NGO of the Year’.

    Team from Earth Brigade Foundation receiving the trophy

    Team from Earth Brigade Foundation receiving the trophy

    Ramesh Narayan honoured with the ‘Most Sustainable Marcom Personality Award’ by EARTHDAY.ORG

    Karuna Singh of EARTHDAY.ORG honors Ramesh Narayan

    The ‘International Green Campaign of the Year’ Gold was won by Grameenphone ltd & Grey Advertising from Bangladesh for their truly outstanding campaign – Green Solar Network.

    IAA
    A ‘Committee Special Mention Award’ was conferred upon an initiative that brought together singers, artistes, green custodians and actors to act on the menace of Plastic waste. Asif Bhamla (Bhamla Foundation), Neeraj Roy (MD, Hungama), Ricky Kej, Shankar Mahadevan and Armaan Malik are a few of those who contributed to the cause.

    IAA

     

    IAA Olive Crown Awards 2024IAA-Olive-Crown-Awards-2024-–-Winners-List_2.jpgIAA-Olive-Crown-Awards-2024-–-Winners-List_2.jpgIAA-Olive-Crown-Awards-2024-–-Winners-List_2.jpgIAA-Olive-Crown-Awards-2024-–-Winners-List_2.jpg

  • MIS 2024: Leveraging a Customer – Centric Martech Stack

    MIS 2024: Leveraging a Customer – Centric Martech Stack

    Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

    The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.

    The panel for this session was moderated by Fractal Ink CEO Tanay Kumar. The panelists were Future Generali India Life Insurance Co. Ltd. CMO  Geetanjali Chugh Kothari, Pepperfry VP – Marketing & Growth Mahip Dwivedi, Schneider Electric director – Global Strategic Marketing Ankesh Kumar, Dangal Play head  Akshat Singhal and Vserv co-founder & CEO Dippak Khurana.

    Kumar posed the question on the various aspects of utilizing marketing technology (Martech) tools and strategies to the panelists. To which Kothari said, “There are essentially two aspects to consider. Firstly, many areas have become hygiene, especially when it comes to customer data. Secondly, when evaluating the tools to include in your entire CapEx.”

    Dwivedi underscored the customer-centric approach to Martech utilization. He said, To fully utilize Martech, the focus should be on serving the customer, not just selling to them. Using the term “sell” implies bombarding customers with irrelevant messages, which isn’t effective.”

    Kumar shared insights into the global utilization of in-house tools for efficient asset management and campaign execution. He reiterated, “We utilize a variety of in-house tools globally to control assets, release them, and manage various campaigns efficiently.”

    Singhal highlighted the role of Martech in content personalization, communication, and analytics. He said, “From personalizing content to sending communications, we rely on marketing tools to engage, gather analytics, send notifications, and craft personalized emails. So marketers help that way a lot.”

    Khurana said that, “Any marketer who is taking decisions buy or build, there are 2 areas they try to take decisions on. One is they have an objective of user growth and second is they have an objective of user retention.”

    The session concluded as panelists navigated the complexities of the digital landscape, leveraging Martech tools effectively will be essential for staying ahead of the curve and delivering exceptional customer experiences.

  • MIS 2024: The Evolution of Advertising: Ever – Changing Trends in Television Space

    MIS 2024: The Evolution of Advertising: Ever – Changing Trends in Television Space

    Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

    The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.

    The panel was moderated by Indian Television.com Group founder, chairman & editor in chief  Anil Wanvari along with the panelists Polycab head digital marketing Tanushree Jain, SYSKA Group head marketing Amit Sethiya, Laboratories Ltd. India AVP Media Raghavendra Katte and Shemaroo Entertainment, Sandeep Gupta

    The session provided an overview of the ever-changing trends in the evolution of television advertising, with a keen focus on potential disruptions, emerging technologies, and the industry’s strategic response to future challenges.

    Jain emphasized the imperative for television to embrace more technology and content that resonates with consumers’ preferences. She said, “With digital offering targeted and measurable last-mile conversion, television needs to incorporate more technology and content that resonates with consumers’ preferences.”

    Sethiya highlighted the brand’s significant presence built through television advertising over the past decade. His insights underscored the enduring value and impact of television as a medium for brand building and reaching diverse audiences.

    Katte delved into the marketer’s dilemma, emphasizing the importance of targeted approaches in advertising. He told, “The marketer has a choice, they can either participate in ad avoidance by being part of inventory without detailed targeting, or they can opt for targeted approaches where their information is actively sought out.”

    Gupta shed light on the evolving strategies of content providers and creators in television. He said, “Content providers and creators in television are exploring ways to monetize their content more effectively, adapting to changes in the industry.”

    Overall, as the industry continues to evolve, embracing technology, targeted approaches, and innovative content strategies will be crucial for brands and content creators alike to thrive in an ever-changing landscape.