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Tag: Affle

  • Festive fever goes phygital as Affle decodes India’s shopping pulse 2025

    Festive fever goes phygital as Affle decodes India’s shopping pulse 2025

    MUMBAI: Deck the carts, it’s shopping season and India’s consumers are already in festive overdrive. Affle 3i Ltd, in collaboration with audience intelligence platform Vtion, has unwrapped its India Festive Pulse 2025 report, just as the country gears up for the shopping blitz from Navratri and Durga Puja to Diwali. The study, based on a nationwide survey of 1,850 respondents across metros and smaller towns, offers a panoramic view of how Indians are discovering, deciding, and ultimately buying in the most lucrative window of the retail calendar.

    This year’s festive mood looks upbeat, with 47 per cent of consumers reporting higher purchase intent. The triggers? Bonus-linked wallets, the emotional pull of gifting, and blockbuster e-commerce sales promising deep discounts. But while spending remains robust, the journey from discovery to conversion has become anything but linear.

    The report reveals that 68 per cent of shoppers first spot festive deals via in-app ads, while social media continues to be a discovery driver. But there’s a rising dark horse Connected TV (CTV) now emerging as a favourite screen for browsing products during ad breaks and binge sessions.

    Yet, the buyer’s path is far from one-screen simple. While 58 per cent complete purchases on the same device where they spotted the product, a chunky 32 per cent switch devices and 38 per cent head offline to finalise the transaction. The takeaway? India’s festive shopping is now a phygital juggle across devices and stores.

    Planning doesn’t wait till Dhanteras. Nearly 49 per cent of shoppers start planning at least 15 days in advance, though half of purchases actually peak within 3–7 days of ad exposure. That means ads need to land early to build intent but stay visible close to purchase dates to close the deal.

    Language, too, is proving to be a sales catalyst. A staggering 79 per cent of consumers engage better with ads in their local tongue, making multilingual storytelling a non-negotiable for brands. Reflecting this, 70 per cent of marketers are now investing in state-specific campaigns, with 41 per cent focusing on Tier 1–2 cities this festive season.

    “Discovery and purchase are no longer linear or tied to a single screen,” said Affle COO for India & emerging markets Vipul Kedia. “Consumers move fluidly across platforms, and ads on mobile and CTV not only trigger action but also build recall. The rise of vernacular content means resonance matters as much as reach.”

    For Vtion COO Shailesh Varudkar the festive season remains India’s commercial pulse, but its rhythm has changed. “Shoppers are mobile-first, discovery-driven, and effortlessly omnichannel—switching between social feeds, CTV, and apps before making a purchase. Marketers must recalibrate campaigns for this new consumer journey, where timing, personalisation, and context define festive success,” he said.

    . Survey base: 1,850 respondents (67 per cent male, 33 per cent female)

    .  Age groups: 18 to 35 plus years, spanning NCCS A–E

    .  Discovery: 68 per cent via in-app ads, rising traction on CTV

    .   Timing: 49 per cent plan 15 days ahead, 50 per cent convert within a week of seeing ads

    .   Regional impact: 79 per cent prefer local language ads; 70 per cent marketers doubling down on state-level campaigns

    As festive lights twinkle and offers flood feeds, India’s shoppers are no longer just swiping or strolling, they’re toggling. For marketers, the challenge is not only to be present across these touchpoints but to stitch them together into one connected, measurable, and memorable experience. 

  • Affle gets regulatory clearance for rebranding to Affle 3i

    Affle gets regulatory clearance for rebranding to Affle 3i

    MUMBAI: Adtech and martech firm Affle has marked its third decade with a rechristening and a bold leap into AI-driven advertising. The rebranding to Affle 3i officially went into effect today with  approval from the registrar of companies,  ministry of corporate affairs. Earlier in April, an extraordinary general meeting of shareholders had given the management the go-ahead to rename the firm. Affle 3i informed the Bombay stock exchange (BSE)  about the official name change today.

    Earlier this week the company held a  glitzy summit at the BSE where it showcased its “Power of 3i” vision to investors and clients.  The “3i” pillars—innovation, impact, and intelligence—were the stars of the show. Affle 3i demonstrated OpticksAI, a system capable of delivering hyper-personalised, real-time consumer experiences, powered by advanced AI. It s also highlighted its AI integration across connected TV (CTV) advertising, aiming to democratise the platform and boost ROI.

    But the real showstopper was Affle’s live demonstration of 100 AI agents, showcasing what the company calls  “active and authentic intelligence.” This, it claims, builds on the company’s formidable intellectual property, including 15 Indian patents and two US patents related to AI-driven experiences, filed well before the generative AI craze.

    Affle 3i chairperson, managing director, & chief executive officer  Anuj Khanna Sohum said the company’s vision is to “invoke the power of 3i” for intelligence that goes beyond efficiency. The aim is to scale from targeted creatives to millions of dynamic, personalised experiences, driven by “authentic, actionable, and augmented intelligence.”

    Chief architect & technology officer Charles Yong added that digital advertising is ripe for generative AI adoption. Affle 3i’s AI agents, he claimed, will streamline workflows and meet the demand for real-time, personalised content.

    In a flourish, Affle 3i also snagged records from the Asia Book of Records and the India Book of Records for the first-ever “Live Intelligence in Action” presentation at the BSE, proving the ad tech firm is not just talking the talk, it is walking the AI-powered walk. This rebranding and AI push signals Affle 3i’s intent to dominate the future of digital advertising, and it is not pulling any punches.

  • Affle launches AI-driven ad tech solutions for SMEs, targeting connected TV growth

    Affle launches AI-driven ad tech solutions for SMEs, targeting connected TV growth

    MUMBAI: Affle India, celebrating its 20th anniversary at the Bombay Stock Exchange, has announced the launch of new AI-powered advertising technology solutions aimed at small and medium-sized enterprises (SMEs). Founders Anuj Khanna Sohum and Anuj Kumar presented the company’s long-term strategy, focusing on innovation, impact, and intelligence, during the event.

    Key platforms introduced include OpticksAI for hyper-local creative generation and CTV AI, designed to facilitate ad campaigns for SMEs on connected television (CTV). The company also showcased 100 AI agents developed to enhance team productivity.

    “We are targeting a tenfold growth over the next decade, with a planned increase in manpower from 600 to 1,000,” stated Sohum.

    The CTV AI platform aims to provide SMEs with affordable access to television advertising within geographically defined areas. 

    “Shopkeepers and SME business owners can utilise these platforms to advertise on connected TVs,” explained Kumar. “Both platforms feature user-friendly interfaces.”

    Sohum elaborated, “Many small business owners desire television advertising at an accessible cost. Our CTV AI service enables them to achieve this at a significantly lower expense compared to traditional satellite and national television in a performance advertising format for bite sized ad campaigns.”

    Kumar highlighted the potential market growth, noting, “Currently, there are approximately 12,000 television advertisers out of a total of 250,000 advertisers across various mediums, indicating substantial growth potential.”

    Affle intends to deliver approximately a billion hyper local and hyper contextual  creatives annually through OpticksAI and onboard one million SMEs globally. “We are focusing on the vernacular vertical, addressing language and localisation needs for ad creation and delivery,” emphasised Sohum.

    The company is exploring various strategies to reach and onboard smaller advertisers, including the potential use of agents spread all over the country.

  • Ex-Disney+Hotstar head Sajith Sivanandan jumps on to Jio Platforms

    Ex-Disney+Hotstar head Sajith Sivanandan jumps on to Jio Platforms

    MUMBAI:  It’s a homecoming of sorts of Sajith Sivanandan. He worked  with the team at Disney+Hotstar and he’s transitioned from there (with the same folks who have moved to the merged company) as  president of Jio Mobile Digital Services  under Jio Platforms.  In this role, Sanjith will lead the development of AI-driven digital services for Jio Mobile, with a focus on enhancing user experience and scaling digital solutions.

    Sajith brings a wealth of experience to his new position, having previously served as the head of Disney+ Hotstar from October 2022 to December 2024. During his tenure, he managed the platform’s strategy, growth, and product development, helping it remain a major player in India’s streaming market. Prior to this, he worked at Google for 15 years, holding various leadership positions, including managing director and business head for Google Pay and Next Billion User Initiatives in the Asia Pacific region.

    Sajith has also worked at various other notable organizations, including XA Network, where he was a member from February 2021 to December 2023; Affle UK Ltd, where he was a director of market development and consumer insight from October 2006 to October 2007; and The Gallup Organization, where he was an associate partner from May 2001 to September 2006.

    Sajith’s expertise in digital media, business strategy, and analytics will be instrumental in driving Jio Mobile’s digital services forward. He will work closely with cross-functional teams to build a suite of digital services at scale for Jio Mobile, underpinned by AI. Sanjith’s appointment is a significant milestone in Jio Platforms’ mission to revolutionise the digital landscape in India.

    Sajith holds an MBA in finance from the Asian Institute of Management and a bachelor’s degree in History from Hindu College, Delhi University. He has also completed his MBA in marketing from FORE School of Management, New Delhi.

    Sajith’s appointment is a significant milestone in Jio Platforms’ mission to revolutionize the digital landscape in India. With his extensive experience in digital media, business strategy, and analytics, he is well-equipped to drive Jio Mobile’s digital services forward and enhance user experience for customers.

    (Earlier, the article had mentioned Sajith’s name as Sanjith. We have corrected it since. A big thank you to Peter Mukerjea for pointing it out. The error is regretted – Editor.)

  • Affle posts strong Q4 FY2024 results with 42.3 per cent revenue growth

    Affle posts strong Q4 FY2024 results with 42.3 per cent revenue growth

    Mumbai: Affle (India) Limited, a consumer intelligence driven global technology company, has announced results for the fourth quarter and twelve months ended March 31, 2024.
    Q4 FY2024 Highlights (y-o-y):

    1   Revenue from Operations of Rs. 506.2 crore, an increase of 42.3% y-o-y 
    2   EBITDA at Rs. 99.0 crore, an increase of 38.2% y-o-y
    3   PAT at Rs. 87.5 crore, an increase of 40.2% y-o-y

    Full-Year Highlights (y-o-y):

    1   Revenue from Operations of Rs. 1,842.8 crore, an increase of 28.5% y-o-y 
    2   EBITDA at Rs. 361.1 crore, an increase of 23.2% y-o-y
    3   PAT at Rs. 297.3 crore, an increase of 21.5% y-o-y

    Consolidated Performance Highlights
    Affle reported a robust performance for Q4 FY2024 with a consolidated revenue from operations of Rs 506.2 crore, an increase of 42.3% y-o-y from revenue of Rs. 355.8 crore in Q4 last year. EBITDA stood at Rs. 99.0 crore, up by 38.2% y-o-y. EBITDA margin was at 19.5% in Q4 FY2024. PAT stood at Rs. 87.5 crore, up by 40.2% y-o-y.

    For FY2024, consolidated revenue from operations stood at Rs. 1,842.8 crore, an increase of 28.5% y-o-y. EBITDA was at Rs. 361.1 crore, an increase of 23.2% y-o-y and EBITDA margin stood at 19.6%. PAT increased by 21.5% y-o-y to Rs 297.3 crore.

    The CPCU business noted strong momentum to deliver 8.8 crore converted users in Q4 FY2024, an increase of 41.4% y-o-y and taking the total converted users delivered in FY2024 to 31.3 crore.

    The CPCU revenue stood at Rs. 503.8 crore in Q4 FY2024, an increase of 57.4% y-o-y. The top industry verticals for the company continued to show favourable momentum, helping it register a robust growth anchored on the CPCU business model.

    Commenting on the results, Affle MD & CEO Anuj Khanna Sohum said: “Q4 FY2024 marked a landmark period for Affle, as we achieved record growth on both year-over-year and sequential basis. We achieved our highest quarterly revenue run-rate, highest EBITDA, PAT and consumer conversions till date. This reflects our ongoing commitment to enhance our product capabilities delivering integrated platform solutions and premium propositions, as well as expand our technological prowess particularly in Gen AI, to significantly strengthen our market position.

    As we conclude FY2024 on a strong note, our achievements are not just a testament to our resilience, but also a clear indicator of our long-term potential. With over 5X growth in topline and profitability in the last five years powered by our unique ROI-linked CPCU business model, and our continued investments in tech, markets and teams expansion, we are poised to continue our trajectory of robust growth with enhanced profitability.

    We remain dedicated to delivering sustainable value creation for all stakeholders. We are excited about harnessing next-gen technologies to shape the future of digital advertising in a hyper-connected world, as we enter FY2025 with great optimism.”

    We continue to witness a robust market opportunity as advertisers steadily accelerate their digital spending, resulting in a broad-based growth in our CPCU business, coming across our top industry verticals globally.

    This quarter underscored the success of our realigned strategies & teams, consistent efforts to enhance platform & product capabilities, relentless focus on R&D and deeper ecosystem-level partnerships.

    Our commitment remains steadfast in paving the way towards advanced digital technologies through responsible integration of Gen AI across conversion-driven marketing. In line to this, we filed 15 new patents in India during the quarter. We continue to expand the breadth of our tech IP assets and are investing in Gen AI powered innovations to go beyond the mere adoption of AI for cost efficiencies, but rather fortify our competitive moat and drive long-term revenue growth.

    We remain focused on delivering greater strategic value for all our stakeholders and are excited about the future possibilities to drive sustainable business impact with next-gen technologies.”

  • Explurger secures $ 4.5 million in series-A funding led by Affle

    Explurger secures $ 4.5 million in series-A funding led by Affle

    Mumbai: Social media platform Explurger has announced that it has raised an investment of  $ 4.5 million (Rs 37.3 Cr) in a series-A funding led by Affle (India) Limited (“Affle”) at a pre-money  valuation of about $ 40 million (Rs 338 Cr). With this investment, Affle (India) Limited will hold a 9.03 per cent  stake (on a fully diluted basis) of Explurger, which has already shown a robust potential and interest from  global investors.

    Launched in 2021 in India, Explurger has already garnered more than 8.5 million users across 75+  countries. Pioneering the field as the only “Gamified” AI-powered vertical consumer-tech social media  platform for travelers, Explurger is listed by Google as one of ‘10 Most Innovative Apps Making Mark in  India and Beyond’. With an AI-centered social media format, the app differentiates itself with features such  as Automatic Travelogue, Rewards and Bucket List to cater to the distinctive needs of travelers and  explorers. The company expects to target the growing social media users in India and the world, amidst a  renewed interest in the travel segment in the post-pandemic world.  

    The travel and tourism industry continues to be on the rise, with a projected contribution of about 8.4% to  the Global GDP in 2023 (WTTC) and projected contribution of about 5.4% to India’s GDP in 2023 (WTTC)  with an estimated 124% increase for the following decade, it is clear that the niche premise of the app  signals brighter horizons.  

    Speaking about the investment, Explurger founder & CEO Jitin Bhatia, said, “We’re thrilled to  welcome Affle on our cap table as part of Series-A funding round. Affle is already a leading name known  for their tech innovations and R&D, and with them as an investor, it validates our vision to build a social  media platform of the future that goes beyond likes and shares, and truly builds a global connected  community using the advancements of AI. We look forward to the next phase of our growth story and are  grateful for the confidence shown in us by the team at Affle.” 

  • Affle reports robust performance for Q3 & 9M FY2024

    Affle reports robust performance for Q3 & 9M FY2024

    Mumbai: Affle (India) Ltd, a consumer intelligence driven global technology company,  today announced results for the third quarter and nine months ended December 31, 2023.

    Q3 FY2024 highlights (y-o-y):

    ▪ Revenue from operations of Rs. 498.7 crore, an increase of 32.6 per cent y-o-y  

    ▪ EBITDA at Rs. 96.7 crore, an increase of 20.3 per cent y-o-y  

    ▪ PAT at Rs. 76.8 crore, an increase of 11.4 per cent y-o-y

    Q3 FY2024 highlights (q-o-q):

    ▪ Revenue from operations up by 15.6 per cent q-o-q  

    ▪ EBITDA up by 10.9 per cent q-o-q

    ▪ PAT up by 15.0 per cent q-o-q

    9M FY2024 highlights (y-o-y):

    ▪ Revenue from operations of Rs. 1,336.6 crore, an increase of 24.0 per cent y-o-y  ▪ EBITDA at Rs. 262.0 crore, an increase of 18.4 per cent y-o-y  

    ▪ PAT at Rs. 209.8 crore, an increase of 15.1 per cent y-o-y

    Affle reported a robust performance for Q3 FY2024 with a consolidated revenue from operations of Rs 498.7 crore, an increase of 32.6 per cent y-o-y from revenue of Rs. 376.1 crore in Q3 last year and revenue up by 15.6 per cent q-o-q. EBITDA stood at Rs. 96.7 crore, up by 20.3 per cent y-o-y and 10.9 per cent q-o-q. EBITDA margin was at 19.4 per cent in Q3 FY2024. PAT stood at Rs. 76.8 crore, up by 11.4 per cent y-o-y and 15.0 per cent q-o-q.  

    For 9M FY2024, consolidated revenue from operations stood at Rs. 1,336.6 crore, an increase of 24.0 per cent y-o-y. EBITDA was at Rs. 262.0 crore, an increase of 18.4 per cent y-o-y and EBITDA margin stood at 19.6 per cent.  PAT increased by 15.1 per cent y-o-y to Rs. 209.8 crore.

    The CPCU business noted strong momentum to deliver 8.4 crore converted users in Q3 FY2024, an increase of 23.6 per cent y-o-y and taking the total converted users delivered in 9M FY2024 to 22.4 crore. The  CPCU revenue stood at Rs. 477.4 crore in Q3 FY2024, an increase of 38.2 per cent y-o-y and 19.2 per cent q-o-q. The top industry verticals for the company continued to be resilient, helping it register a robust growth anchored on the CPCU business model.

    Commenting on the results, Affle MD and CEO Anuj Khanna Sohum said:  

    “In Q3 FY2024, we have further raised our performance bar having achieved our highest quarterly revenue run-rate, highest EBITDA, PAT and consumer conversions till date. We continue to witness a robust market opportunity as advertisers steadily accelerate their digital spending, resulting in a  broad-based growth in our CPCU business, coming across our top industry verticals globally.  

    This quarter underscored the success of our realigned strategies & teams, consistent efforts to enhance platform & product capabilities, relentless focus on R&D and deeper ecosystem-level partnerships.

    Our commitment remains steadfast in paving the way towards advanced digital technologies through responsible integration of Gen AI across conversion-driven marketing. In line to this, we filed 15 new patents in India during the quarter. We continue to expand the breadth of our tech IP assets and are investing in Gen AI powered innovations to go beyond the mere adoption of AI for cost efficiencies, but rather fortify our competitive moat and drive long-term revenue growth.

    We remain focused on delivering greater strategic value for all our stakeholders and are excited  about the future possibilities to drive sustainable business impact with next-gen technologies.”

  • Kartik Mehta moves out of Silverpush

    Kartik Mehta moves out of Silverpush

    Mumbai: Kartik Mehta moves out of Silverpush. Mehta was with the company for nearly seven years. In his capacity he led the company’s overall revenue and operations function.

    During his tenure, Silverpush grew its business from India across to SEA, Middle East, Africa, Europe and North America.  

    Prior to Silverpush, Mehta worked with YouAppi (acquired by Affle) and Vserv.

  • Affle files 15 patents in India, strengthens its global tech IP portfolio

    Affle files 15 patents in India, strengthens its global tech IP portfolio

    Mumbai: Affle (India) Ltd, a consumer intelligence-driven global technology company, has announced the filing of 15 patents in India. These newly filed patents cover advanced artificial intelligence (AI) subject areas, including automated AI agents, personalisation &  recommendation, predictive analysis, privacy management, enhanced fraud detection and security.

    These patents power innovations across futuristic use cases of interaction, training and integration of generative AI agents and leveraging advanced AI-driven capabilities across the value chain for responsible conversion-driven marketing. The technology enables newer use cases beyond mobile-based interaction to include signals and intelligent interactions across connected devices. These filings also include patents towards data privacy and enhanced fraud detection approaches to AI agents, including secure public cloud enclave, secure transfer system and data destruction, and more.

    Commenting on strengthening its IP portfolio, Affle MD and CEO Anuj Khanna Sohum said, “These patents continue to augment our tech portfolio and cover the salient aspect of responsible and ethical integration of AI. We remain committed towards powering digital transformational journeys for advertisers globally and make sustained efforts towards advanced digital technologies that build greater defensibility, provide competitive differentiation and strategic value to our customers. We believe our advanced artificial  intelligence capabilities will help us drive the next level of adoption for smart  connected devices across markets in line with our Growth Vision 2030.”

    Closely driving the patents portfolio at Affle, the chief architect and technology officer shared Charles Yong his views, “Our tech innovation efforts are set to  enhance our advanced AI-driven intelligence-based consumer experiences and power next-gen customer-centric technologies. We continue to focus on  expanding the breadth of our IP assets that will enable us in driving a sustainable  business impact & ensure we deliver conversions across connected devices.”

  • Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Mumbai: mediasmart, an Affle company, is a unified programmatic platform which provides advertisers, trading desks, and agencies ways to integrate consumer journeys across screens. Unique strengths such as omnichannel audience management & incremental measurement together with measurable and high-impact CTV advertising (through its proprietary Household Sync technology), make mediasmart the platform of choice for marketers looking for an intuitive and powerful programmatic solution, whether they choose to use mediasmart’s console or build their own solutions on top of its open APIs.

    Nikhil Kumar 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. 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 eco system. He currently leads the business of India & Southeast Asia for mediasmart, an Affle company.

    Today with many tools available for a marketer to explore the various platforms when it comes to brand messaging. The festive season and the ICC World Cup is upon us. Indiantelevision.com spoke to mediasmart – vice president, India & SEA Nikhil Kumar on how brands are allocating their spends, also which are the brands which get a traction during the festive period and how much of the ad spends are spent on digital…

    Edited Excerpts:

    On the challenges and opportunities arising when two major events, such as the ICC World Cup and the festive season, coincide in the advertising landscape

    Cricket is a revered event in India, highly anticipated and watched by a majority of the audience. A marquee cricket event like the World Cup is akin to a festive season in itself as cricket fans globally wait for it. Consumer spending typically picks up for eCommerce/offline retail during the festive months from Oct-Dec and this year with the cricket world cup coinciding, we anticipate this is only going to get bigger! Advertising pundits already anticipate a cracker of cricket and festive season with bigger eyeballs for CTV and mobile. We also anticipate more visibility for DOOH screens that can lead to higher footfalls for in-store purchase or action on mobile. This is an unprecedented opportunity to hit it out of the park with the right advertising campaigns to capture the hearts and wallets of a captive audience ready to spend big.

    On the anticipation of sectors that drive the higher ad expenditure during the festive season, especially this year and the reason behind it

    Festive period is a time for celebrations and usually translates into bigger purchases centered around this period, whether that is traveling, shopping, buying consumer goods and automotives. This translates into large spends in general coming from high-growth industry verticals like automotive, eCommerce, fintech, FMCG, foodtech, gaming, healthtech & hospitality, and more, which are also a focus for us from a growth perspective.

    Post-pandemic, the surge in online commerce has shifted spending habits, boosting digitally native app advertisers’ confidence. With the convenience of online shopping and smartphone prevalence, they are expected to allocate substantial budgets for festive advertising. Additionally, with the festive season coinciding with the cricket World Cup, advertisers on fantasy gaming apps have an opportunity to capitalize on cricket enthusiasm. The convergence of festivities and sport makes for an exciting time for brands to spend big, no matter where they are or who they are!

    On an estimate of the total ad spend expected during the cricket and festive season in 2023, and its comparison to the overall annual ad spending

    Digital advertising in India continues to grow and there’s a positive outlook for this year as well among industry watchers. Historically, this quarter is poised to be the highest spending quarter. Advertising pundits are already betting big for the months of Oct-Dec and expect advertising spends to increase by 30-35% on the back of increased consumer spending on categories like eCommerce, FMCG, Automotive, BFSI, and Retail. Cricket world cup will also attract additional spending power of cricket gaming giants which have been key sponsors/advertisers of marquee Indian cricket events in recent times. The combined influence of heightened consumer spending and the celebratory atmosphere is a recipe for successful ad campaigns

    On cricket contributing to the majority of ad spending in the sports-related advertising sector

    Cricket has always caught the fancy of advertisers in India and even in the era of sports events being only broadcast via linear television, brands would flock to get prime real-estate on television. Now, cricket has only gotten bigger and is consumed over television via linear feed as well as on digital feed on CTVs via OTTs. In addition to this, the multiple other screens like OTT mobile apps also contribute to the increased consumption, making advertisers innovate advertising methods across digital platforms.

    Interestingly, sports-related advertising for cricket season is today no longer limited to bilateral series. With IPL’s foray on digital platforms, first with Hotstar and then on JioCinema, the advertising opportunities have only gotten bigger. Advertisers on both sides on linear and digital platforms enjoyed premium audiences and ad slots as overall viewership increased.

    On digital advertising expectation to receive higher ad spends compared to television during the festive period

    Consumption habits post-pandemic have transformed in favor of digital platforms/channels. While digital continues to grow bigger and get a dominant share of wallets from brands, to say that it will receive higher spends compared to television is a prediction which may or may not come true. However, we are certain that digital consumption continues to accelerate and one of the reasons why you see the growth and rise of CTV, a new-age digital medium, is the overall shift from linear TV to CTV, increased viewership of OTT apps on CTV, increased content consumption on mobile devices, and has led to a significant growth in advertising in digital channels like CTV. Advertisers globally – and in India – are lapping up the CTV opportunity and we have seen great results and ROI for some of our top clients in India who are already using the CTV advertising with us.

    Interestingly, festive season is all about families coming together and that rings true for CTV viewing as well dominated by co-viewing by families, bringing people back to their living rooms. The audience on CTV is spread across genres and apps, giving advertisers a unique opportunity to target individuals across demographics. In addition to this, with consumer journeys getting integrated across screens, digital advertising on CTV allows advertisers to target people in the same household, as well as drive users to take action on mobile or lead them to purchase in-store. These solutions make digital advertising on CTV attractive for advertisers especially during key moments like festive season.