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Tag: data-driven marketing

  • Cereone Media partners with Yahoo DSP to revolutionise Indian advertising

    Cereone Media partners with Yahoo DSP to revolutionise Indian advertising

    MUMBAI: Advertisers, rejoice! The future of programmatic advertising in India just got a major upgrade. Cereone Media has partnered with Yahoo demand-side platform (DSP) to supercharge ad campaigns with AI-driven insights, omnichannel reach, and precision targeting. Effective immediately, this collaboration promises to put Indian brands in the fast lane of digital marketing, arming them with the best-in-class programmatic tools Yahoo DSP has to offer.

    In the cutthroat world of digital advertising, brands demand more than just flashy impressions. They crave transparency, razor-sharp audience insights, and return on investment that makes CFOs sleep easier at night. Enter Yahoo DSP- a powerhouse platform backed by AI-driven optimisation, premium ad inventory, and robust identity solutions. Through this alliance, Cereone Media aims to help advertisers decode complex consumer behaviours and turn data into pure marketing gold.

    What’s in store for Indian advertisers? A whole new level of precision. Yahoo DSP’s omnichannel capabilities allow brands to seamlessly run and optimise campaigns across mobile, desktop, and even Digital Out-of-Home (DOOH). Meanwhile, its AI-powered engine, Yahoo Blueprint, analyses vast data signals to provide real-time campaign adjustments, ensuring brands get maximum bang for their advertising buck.

    “Advertisers today demand greater accountability, efficiency, and transparency from their media investments. By integrating Yahoo DSP’s robust programmatic technology with Cereone Media’s expertise, we are empowering Indian brands to make data-driven decisions, optimise performance, and scale their advertising strategies globally,” said Cereone Media Pvt Ltd co-founder & director Deepak Karnani.

    Yahoo head of commercial sales, southeast Asia, Kenneth Koh added, “We’re excited to work with Cereone Media to bring more powerful programmatic solutions to Indian advertisers. With Yahoo DSP, Cereone can help brands navigate an evolving digital landscape—giving them smarter optimisation, premium inventory, and privacy-first identity solutions to drive real business impact.”

    This partnership doesn’t just stop at programmatic wizardry. By teaming up with both Yahoo and FreeWheel, Cereone Media is unlocking new frontiers in addressable TV advertising. With premium inventory and Yahoo ConnectID’s precise targeting capabilities, Indian brands can now craft hyper-personalised campaigns that drive engagement and real business results.

    Cereone Media Pvt Ltd co-founder Harish Patil commented, “Partnering with both Yahoo and FreeWheel enables us to bring addressable TV to Indian advertisers. With premium inventory from FreeWheel and Yahoo ConnectID, our clients can achieve precision targeting and gain accurate performance insights to optimise their campaigns effectively.”

    With Yahoo DSP already trusted by Fortune 500 brands worldwide, this partnership signals a new era for Indian advertisers-one where data reigns supreme, AI takes the wheel, and programmatic advertising is smarter, faster, and more effective than ever before.

  • The modern CMO: Driving growth and innovation in India

    The modern CMO: Driving growth and innovation in India

    Mumbai: In a world where screens dominate our lives, advertisements have evolved into captivating narratives that often capture more of our attention than the movies we adore or the podcasts we cherish. This relentless tide of digital innovation has placed marketing at the very heart of modern business. Behind every clever campaign or viral ad lies a creative mind weaving strategies that resonate deeply with audiences, shaping trends and subtly steering our choices.

    India, a land of infinite diversity and ceaseless contrasts, offers an unparalleled canvas for marketers. Here, chief marketing officers (CMOs) transcend their traditional roles, becoming architects of growth, pioneers of digital transformation, and custodians of trust. In this dynamic marketplace, where every consumer interaction carries the weight of cultural nuance, CMOs are tasked with not just adapting to change but leading it, forging a path toward a future brimming with opportunity and innovation.

    To delve deeper into this dynamic evolution, Indian Television dot com spoke with Danone’s marketing director, Sriram Padmanabhan about the challenges, opportunities, and expectations shaping the modern CMO’s role in India.

    How has the role of the CMO evolved in India over the years?

    The role of the CMO has expanded far beyond traditional marketing functions like advertising and brand building. Today, the CMO is a strategic leader who collaborates closely with the CEO and other C-suite executives. This transformation is driven by the need to integrate marketing with broader business goals, particularly in a market as diverse as India.

    CMOs must now navigate the complexities of digitised consumer touchpoints, leverage data-driven insights, and create personalised customer experiences. In essence, they’re not just marketers—they’re business architects who play a pivotal role in steering their companies toward growth.

    What are the biggest challenges CMOs face in the Indian market?

    India’s diversity is both a strength and a challenge. The country’s rich cultural tapestry means consumer preferences can vary drastically across regions. For a CMO, crafting marketing strategies that resonate deeply with such a varied audience requires not just creativity but also a deep understanding of market research and consumer behavior.

    Additionally, technological advancements have added layers of complexity. The integration of AI and machine learning into marketing is no longer optional. CMOs must be comfortable with these technologies to analyse consumer behavior, predict trends, and optimise campaigns effectively.

    How important is technology in redefining the CMO’s role?

    Technology is absolutely central. Tools like AI, machine learning, and advanced analytics have revolutionised marketing. They allow us to predict customer needs, create hyper-personalised experiences, and measure outcomes with unprecedented precision.

    In fact, a recent EssenceMediacom report highlights that 90 per cent of marketing leaders find their roles increasingly complex due to these technological demands. But this complexity also presents opportunities. By embracing technology, CMOs can drive efficiency, enhance engagement, and deliver measurable results.

    Can you elaborate on the leadership qualities a modern CMO needs?

    Today’s CMOs must be strategic visionaries who align marketing with business objectives. They need to inspire innovation within their teams and foster a culture of agility and creative thinking. This includes having a deep understanding of the broader business landscape, anticipating market shifts, and identifying new growth opportunities.

    More importantly, CMOs must embrace a mindset of continuous learning. In a rapidly changing environment, the ability to adapt, experiment, and take calculated risks is essential. Leadership isn’t just about managing—it’s about inspiring and guiding the organisation through transformation.

    What role does the CMO play in building trust and customer experience?

    At its core, the CMO’s role is to be the guardian of the brand and the customer experience. Trust is the cornerstone of any successful brand, and in today’s age of social media, maintaining that trust requires transparency, authenticity, and consistency.

    CMOs must ensure seamless interactions across all customer touchpoints, integrating marketing with sales, customer service, and product development. The ultimate goal is to create a unified, positive customer journey that strengthens brand loyalty.

    What advice would you give to aspiring CMOs navigating a dynamic market like India?

    The key is to be proactive rather than reactive. Don’t just follow trends—lead them. Understand the pulse of your market and leverage technology to your advantage. Invest in learning new tools and methodologies, and always keep an eye on how your strategies align with the company’s broader objectives. Finally, stay customer-focused. Every decision, whether strategic or operational, should ultimately enhance the customer’s experience with your brand. That’s where the true value of a CMO lies.

    The journey of a CMO in India is akin to navigating a vibrant mosaic—each piece representing a unique cultural nuance, consumer preference, and technological shift. As India’s market continues to evolve and diversify, the CMOs who embrace the art of storytelling, the power of technology, and the essence of trust will not just adapt to change—they will orchestrate it. Their leadership will illuminate the path to enduring growth, leaving a legacy that shapes the future of business in a world where innovation and authenticity reign supreme.