ITV

Tag: digital advertising

  • Kofluence report decodes India’s booming influence economy

    Kofluence report decodes India’s booming influence economy

    MUMBAI: India’s influencer economy is hitting its stride—and going hyperlocal. Ad-tech platform Kofluence has dropped the 2025 edition of its flagship report Decoding Influence, unravelling how data, AI, and regional creators are reshaping digital advertising in the world’s fastest-growing content market.

    Based on insights from over 1,000 creators, marketers and industry leaders, the report paints a picture of a maturing ecosystem where brands are treating influencer partnerships not as vanity plays but as performance levers.

    “India’s influence economy has not only seen growth but also a decentralisation of influence. There is a dynamic shift with creators in Tier 2 and Tier 3 cities, often creating content in regional and vernacular languages, who are building strongly engaged communities through hyperlocal narratives,” observes Kofluence CEO & co-founder  Sreeram Reddy Vanga. “Amidst a trillion-dollar influencer advertising opportunity in India, we’re seeing brands approach influencer partnerships with far more intention and as a strategic marketing lever, driven by data, sustained by technology, and measured against business outcomes.”

    Key takeaways from Decoding Influence 2025:

    * Instagram leads the pack: With an estimated 1.8–2.3 million Indian creators, Instagram remains the top monetisation playground. Reels dominate revenue—charging anywhere from Rs 500–5,000 for creators under 10,000 followers, and crossing Rs 2 lakh for celebrity posts.

    * Big money flows: India’s influencer market is pegged at Rs 3,000–3,500 crore and climbing. E-commerce leads with 23 per cent of total influencer spends, followed by FMCG at 19 per cent. Over 25 per cent of brands ramp up influencer budgets during launches.

    * Small is powerful: Micro-influencers (10k–100k followers) are gaining traction. Some 52 per cent of marketers say they’re best suited for regional outreach. Diwali remains the hottest season, with brands kicking off campaign plans 2–4 weeks ahead.

    * AI and automation take hold: A full 61 per cent of brands are deploying tech platforms to manage influencer ops, with 18 per cent fully integrated. Generative AI is already used by 29 per cent of marketers—mostly to generate content ideas and assets.

    “With India crossing 900 million internet users, the creator economy is poised for continued expansion, fueled by government initiatives as well as significant technological advancements. Looking ahead, I believe we are moving towards the phase of integrated influence in which advertising mediums will increasingly converge together,” saYS co-founder Kofluence Ritesh Ujjwal.  “Decoding Influence 2025 is built on strong platform intelligence and first-party data, and will give marketers strategic insights on a rapidly evolving industry that is being transformed by AI, cookie deprecation and shifting creator-brand relationships. We hope you will find this report useful as you plan your next steps.”

    The Decoding Influence 2025 report leans heavily on first-party data and platform intelligence, offering an in-depth look at an industry evolving rapidly under the pressure of AI disruption, cookie phase-outs, and changing brand-creator dynamics.

  • Taboola and Microsoft mark 10-year ad romance, dial up the partnership

    Taboola and Microsoft mark 10-year ad romance, dial up the partnership

    MUMBAI: Let’s face it, relationships rarely last longer than your last smartphone battery—but Taboola and Microsoft are proving to be the power couple of digital advertising, celebrating their 10 anniversary. That’s practically a century in internet years! And just when we thought this match made in ad-heaven couldn’t get any hotter, Taboola is dialling up the romance, now serving ads across even more Microsoft apps, including your trusty email companion, Outlook, and your favourite work buddy, Office 365.

    Taboola, known for turning ads into engaging conversations rather than annoying pop-ups, has long run ads on Microsoft’s digital giants like MSN, Edge browsers, and Windows experiences. MSN is already one of the world’s most visited news hubs, while Edge is that AI-powered browser we’ve all accidentally clicked on at least once—admit it, it happens.

    Now, Taboola extends its clever AI-powered tech to the Microsoft 365 productivity suite, giving advertisers an unprecedented opportunity to connect with nearly 600 million daily active users. Yes, that’s almost twice the population of the United States—daily! Taboola helps digital properties monetise better, and advertisers reach audiences who are actually awake and paying attention, a rare combo these days.

    “Reaching a decade serving ads with an industry leader such as Microsoft is an incredible milestone,” said Taboola CEO Adam Singolda. “Our collaboration has been established for the long-term, and on Taboola’s ability to help Microsoft provide richer experiences on its immensely popular digital properties. As we expand to offer advertising on additional Microsoft properties, we’re giving advertisers even more access to trusted, premium destinations that reach people across all different parts of their day as they’re actively engaged.”

    Ten years down the line, Taboola and Microsoft are still making sweet digital music together. How’s that for relationship goals in a world filled with Tinder swipes and 30-second Tiktok romances?
     

  • Preetha Athrey hits marketing jackpot, trades up to The Trade Desk as brand marketing director

    Preetha Athrey hits marketing jackpot, trades up to The Trade Desk as brand marketing director

    MUMBAI: Ever watched a seasoned marketer switch gigs like she’s flipping pancakes—swiftly, smoothly, and landing perfectly each time? Meet Preetha Athrey, who just flipped herself a sizzling new role as Director of Brand Marketing at The Trade Desk. If career moves were Olympic sports, she’d be clutching gold by now.

    Athrey, a seasoned brand-builder with a CV dazzling enough to make LinkedIn algorithms blush, announced today: “I’m happy to share that I’m starting a new position as director of brand marketing at The Trade Desk!”

    Athrey’s impressive professional innings include stints as marketing director for Twitter Asia Pacific, two-time entrepreneur, and roles at high-flying corporates such as Airtel, Time Warner, and Apollo Tyres. This certified independent director has navigated brands through marketing whirlwinds and emerged victorious each time. Talk about having more experience than a LinkedIn Influencer has connections!

    At The Trade Desk, a global leader in digital advertising technology, Athrey’s move signals a strategic play—much like swapping pawns for queens in a chess match of corporate marketing. Will her magic branding wand sprinkle gold dust again? Only every colleague who’s ever worked with her would say “obviously, yes!”

    Preetha Athrey stepping into her new role highlights the growing importance of brand narrative in a world ruled by algorithms and attention spans shorter than your last Netflix binge. Who better to keep audiences glued than someone who once kept Twitter timelines ticking across Asia Pacific?

    This career leap is not just a win for Athrey—it’s a slam dunk for The Trade Desk. As marketing continues to evolve at a dizzying pace, they’ve snagged someone who knows precisely how to make brands not just heard but adored.

    Stay tuned, folks—this could get very interesting, very fast. Because when Preetha Athrey makes a move, you know it’s going to shake things up.

  • Minikin DGWorks: The powerhouse redefining digital content production

    Minikin DGWorks: The powerhouse redefining digital content production

    MUMBAI: The digital world moves fast, blink and you might miss the next big thing. But Minikin DGWorks isn’t here to play catch-up. It’s here to lead. The new-age production house, a sister concern of the acclaimed Chrome Pictures, is rewriting the rules of digital storytelling, crafting content that doesn’t just entertain but connects in the ever-evolving digital landscape.

    Co-founded by Aleya Sen, Amit Sharma, and Hemant Bhandari, Minikin DGWorks is a vibrant, high-energy production house that blends the artistry of traditional advertising with the infinite possibilities of AI-driven content creation.

    Aleya Sen, Co-founder, explains the vision behind the venture, “Minikin is all about embracing the excitement of the new-age technological shift, blending traditional advertising with the possibilities of the digital and AI era. We recognize that the world is at the threshold of a major civilizational shift, where the lines between the old and the new are blurring under every department. Hence, we’re here to explore, evolve, and push boundaries, shaping the future of advertising as we navigate this transformational change.”

    Minikin DGWorks isn’t your run-of-the-mill production house. It’s a collective of sharp, tech-savvy minds, bringing together a panel of freelance directors handpicked for their expertise in storytelling, VFX, animation, and stylised content. The production team is built for quick turnarounds, high-impact execution, and bold creative choices—because in the digital era, speed and quality are non-negotiable.

    Since launching, Minikin DGWorks has collaborated with major brands, including Google, Make My Trip, HDFC Life, Tanishq, Pepsi, Flipkart Minutes, Bajaj Allianz, Saregama, Airtel, Snapdeal, Goibibo, ICICI Bank, Maruti Suzuki, and Acko India. Not stopping there, the company has worked with some of Bollywood’s biggest names, including Shahrukh Khan, Ranveer Singh, and Deepika Padukone. Their redBus campaign, directed by Mithun R Shaw and produced by Ashish Gole, earned recognition at the Effies Awards 2024 and IAA Awards 2024, cementing Minikin’s reputation for cost-effective, high-engagement video content.

    Minikin DGWorks understands that internet-driven content needs to hit differently—no fluff, no fillers, just compelling stories that click with modern audiences. Whether it’s short-form digital films, high-energy commercials, or immersive storytelling for brands, Minikin is always on the hunt for fresh, disruptive ideas.

    As the industry steps into a future fuelled by AI, automation, and limitless digital possibilities, Minikin DGWorks is positioning itself at the forefront. With its ethos of staying fresh, real, and constantly evolving, the company is set to redefine digital storytelling for a generation that doesn’t just watch content—they live i
     

  • Harshit Sahni steps up as senior director at Warner Bros. Discovery

    Harshit Sahni steps up as senior director at Warner Bros. Discovery

    MUMBAI: Big moves, bigger responsibilities—Harshit Sahni has taken on a new leadership role as senior director – cluster revenue head for factual & lifestyle, eurosport, international business – south Asia at Warner Bros. Discovery. With over two decades of experience in media, advertising, and revenue strategy, Sahni is all set to steer the business into new territories of growth and innovation.

    Having already made an impact as cluster revenue head since September 2024, Sahni now takes the reins at a crucial time for the industry. With advertising dynamics shifting and digital transformation accelerating, he aims to push the boundaries of content monetisation and strategic partnerships in south Asia’s evolving media ecosystem.

    His track record speaks volumes. At Warner Bros. Discovery and previously at Discovery Inc., Sony Pictures Networks, and Star News, Sahni has consistently driven advertising revenue, built strategic partnerships, and spearheaded innovative sales models. From launching ad-sales operations in Bangladesh, Sri Lanka, and the Maldives to securing 80 per cent market share in key partnerships, he has been a key player in shaping the industry’s revenue streams.

    A results-driven leader, Sahni has a history of crafting integrated advertising solutions, establishing new revenue streams, and pioneering business models that redefine commercial success. His ability to forecast trends, optimise advertising strategies, and execute high-impact campaigns makes him a force to reckon with in the world of factual entertainment and lifestyle content.

    The future of factual & lifestyle media in south Asia looks promising, and with Sahni leading the charge, expect innovative advertising models, strategic brand partnerships, and bold revenue strategies that redefine content monetisation.

  • Truecaller’s Q4 sales jump 23 per cent, India leads with SEK 371.9 million

    Truecaller’s Q4 sales jump 23 per cent, India leads with SEK 371.9 million

    MUMBAI: Truecaller has delivered another year of solid revenue growth and increased user engagement, but the financial results for Q4 and FY2024 also highlight key challenges, including margin compression, rising costs, and a more competitive advertising landscape. The Swedish tech firm’s continued expansion into business solutions, premium subscriptions, and its core advertising business reflects a strategic focus on diversified revenue streams.

    Truecaller closed Q4 2024 with a 23 per cent year-over-year (YoY) increase in net sales, reaching SEK 522.8 million compared to SEK 424.7 million in Q4 2023. The company reported an EBITDA of SEK 201.1 million, up 19 per cent, but its EBITDA margin dipped slightly to 38.5 per cent from 39.7 per cent. Profit after tax stood at SEK 150.4 million, reflecting a 29 per cent YoY increase. Basic earnings per share (EPS) rose to SEK 0.44 from SEK 0.33, highlighting strong per-share earnings growth.

    Regionally, India remained the company’s largest market, contributing SEK 371.9 million in Q4 sales, an increase of 20 per cent YoY. Meanwhile, the middle east & Africa (MEA) grew by an impressive 43 per cent to SEK 76.0 million, and the rest of the world (RoW) segment climbed 24 per cent to SEK 74.9 million. This broad-based growth underscores Truecaller’s ability to scale its services across diverse geographies.

    Full-year 2024 performance

    For FY2024, Truecaller’s net sales increased eight per cent to SEK 1,863.2 million, compared to SEK 1,728.9 million in 2023. However, EBITDA declined to SEK 684.2 million from SEK 702.9 million, reflecting a lower 36.7 per cent EBITDA margin, compared to 40.7 per cent in 2023. Profit after tax fell slightly to SEK 524.3 million from SEK 536.3 million, indicating pressure on the bottom line despite strong topline growth.

    Geographically, Truecaller’s India segment delivered SEK 1,350.0 million in sales, marking a three per cent YoY growth, while the middle east & Africa segment surged 22 per cent to SEK 254.3 million, and the rest of the world segment expanded 23 per cent to SEK 258.9 million.

    Segment-wise performance

    1.    Advertising revenue:

    ●        Truecaller’s ad revenues in Q4 grew 17 per cent to SEK 372.0 million, but ad CPMs declined by approximately 25 per cent, particularly in India.

    ●        Total ad impressions surged 57 per cent YoY, indicating higher engagement and monetisation improvements.

    ●        MEA led ad revenue growth, while India saw a softer uptick due to increased ad supply.

    2.    Premium subscription revenue:

    ●        Q4 subscription revenue jumped 39 per cent YoY to SEK 77.7 million.

    ●        The number of premium subscribers increased to 2.58 million, a 22 per cent YoY rise.

    ●        Premium revenue saw the highest growth in the Rest of the World segment, reflecting strong international adoption.

    3.    Truecaller for Business (TfB):

    ●        Q4 TfB revenue soared 45 per cent YoY to SEK 71.9 million.

    ●        The Verified Business (VB) platform grew its annual recurring revenue (ARR) by over 50 per cent to SEK 234 million.

    ●        Business Messaging volumes increased 80 per cent YoY, with 4.9 billion messages sent.

    Profitability & cost trends

    ●    Gross profit rose 25 per cent to SEK 403.0 million in Q4, with a gross margin of 77.1 per cent.

    ●    Staff costs increased to SEK 120.2 million in Q4, driven by higher share-based compensation and new hiring.

    ●    Marketing and growth investments intensified, leading to increased customer acquisition costs, particularly in key international markets.

    ●    Truecaller repurchased 0.6 million B-shares as part of its ongoing share buyback program.

    Key Developments in FY2024

    ●    Truecaller appointed Rishit Jhunjhunwala as its new CEO in January 2025, signaling a leadership transition aimed at accelerating growth.

    ●    The company launched its biggest-ever iPhone update, closing the gap between Android and iOS user experiences.

    ●    Expansion into AI-powered fraud detection and business messaging presents a significant long-term revenue opportunity.

    ●    Truecaller remains focused on enhancing user engagement, monetisation, and premium subscription adoption.

    Commenting on Truecaller’s long-term vision, CEO Rishit Jhunjhunwala stated, “Our conviction is that Truecaller has a much larger role to play in the growing field of mobile communication, including safeguarding people and businesses from the globally growing threat of digital scams and fraud.”

    Truecaller has demonstrated impressive revenue expansion and user growth, particularly in emerging markets. However, margin compression, rising operating costs, and a shifting ad landscape present challenges. While premium subscriptions and business solutions provide promising diversification, Truecaller will need to balance growth with profitability in the coming quarters. 

  • Trailytics supercharges FMCG brand’s Blinkit sales with Ad-Auto Tool

    Trailytics supercharges FMCG brand’s Blinkit sales with Ad-Auto Tool

    MUMBAI: In the breakneck world of Q-commerce, where every click counts, one leading FMCG brand in India found itself on the fast track to success with Blinkit—thanks to Trailytics’ Ad-Auto Tool. Navigating a new advertising ecosystem can feel like steering a Formula 1 car through rush-hour traffic, but this case study proves that the right tech can put brands in the fast lane.

    With Q-commerce still in its early days, brands faced an uphill battle. Limited historical data, rising competition, and skyrocketing CPMs meant that scaling paid sales while maintaining a strong ROI was no easy feat. The FMCG brand needed a strategy that could drive consistent growth, optimise ad spend, and increase its share of voice (SOV) without breaking the bank.

    Trailytics’ Ad-Auto Tool brought much-needed automation and analytics to Blinkit’s evolving ad space. Designed for efficiency, this tool streamlined ad deployment, optimised bidding, and automated campaign management. Features like buybox automation, bulk actions, and keyword optimisation gave the brand a cutting-edge advantage.

    Trailytics approached the challenge with a structured, data-first strategy:

    . SKU & traffic experimentation: The team tested different SKUs, optimised bidding strategies, and analysed traffic patterns to identify the highest-performing products.

    .  Real-time campaign adjustments: Using automated insights, the brand dynamically adjusted its bidding and placement strategies to maximise visibility while maintaining cost efficiency.

    .  Balancing awareness & conversions: A blend of brand awareness campaigns and direct conversion ads ensured sustained long-term growth and immediate revenue impact.

    Phased approach for maximum impact

    1.  Phase 1 – Testing & learning (First three quarters)

    .    Identified winning SKUs through experimentation.

    .     Evaluated ad placements and optimised CPM bids.

    2.   Phase 2 – Scaling up (December 2023 – January 2024)

    .    Increased ad spends on high-performing SKUs.

    .     Launched time-sensitive campaigns to capture peak shopping hours.

    .    Balanced cost efficiency with aggressive scaling.

    The Results

    .  Consistent MoM sales growth: Sales surged steadily, peaking in December 2023 and January 2024.

    .   ROI optimisation: Despite rising CPMs, refined ad strategies boosted return on investment.

    .   Expanded brand visibility: Share of Voice on Blinkit saw a significant rise.

    .   Smart budget allocation: Data-backed decision-making ensured a balanced investment in awareness and conversion campaigns.

    Building on this success, Trailytics aims to refine its AI-driven targeting, expand into other Q-commerce platforms, and introduce predictive analytics for smarter ad spend optimisation. Continuous monitoring and agile adaptation will remain key as digital commerce continues to evolve.

    Through automation, data-driven decision-making, and strategic ad placement, Trailytics helped the FMCG brand crack the Blinkit code. In an industry where timing and targeting are everything, the ability to pivot, optimise, and scale is the secret sauce to sustained growth. And with AI-driven tools like Ad-Auto, brands are no longer just keeping up—they’re leading the charge.

     

  • VDO.AI report outlines 2025 publisher profitability strategies

    VDO.AI report outlines 2025 publisher profitability strategies

    MUMBAI: What’s next for digital publishers navigating the turbulent AdTech seas?

    VDO.AI, a global AdTech powerhouse, has released its much-anticipated “2025: The Year of Publisher Profitability” report, packed with actionable insights to help publishers scale revenue in the face of industry challenges. If you thought the digital ad landscape couldn’t get any trickier, think again—this report doesn’t just highlight the hurdles but lays out the tools to leap over them.

    Did you know mobile advertising accounted for over 60 per cent of digital ad revenue in 2024, hitting a jaw-dropping $400 billion? In 2025, this figure is projected to grow even more, with native ads stealing the show. With advanced targeting and contextual alignment, native ads are expected to deliver 15-20 per cent higher revenue growth. For publishers, this isn’t just a trend; it’s a revenue revolution.

    Want to know the secret sauce for better profitability in 2025? The report points to premium ad formats like video and native ads as game-changers. Rewarded ads—those interactive, opt-in ads that users love—are set to drive a 30 per cent revenue increase alongside an 18 per cent jump in eCPM.

    What about interstitial ads? Brace yourself. With improved strategies and placements, these full-screen gems could make up more than 70 per cent of ad revenue in 2025. Are you ready to take your ad strategy up a notch?

    Despite the usual mid-year dips, VDO.AI forecasts a 20 per cent year-over-year increase in global ad spend for Q1 2025. By Q4, this figure is expected to climb to a stellar 23 per cent. The big question is: are publishers equipped to ride this wave of growth?

    VDO.AI chief business officer Akshay Chaturvedi puts it best, “2025 ushers in a transformative era for publishers, demanding resilience and strategic evolution. This report provides actionable insights to navigate CPM challenges, optimise premium ad formats, and build quality partnerships. By aligning monetisation with engagement and embracing innovation, publishers can discover new growth opportunities and achieve sustained profitability, setting a benchmark for success in digital advertising.”

    OLX head of programmatic advertising, Shanky Bhat chimed in with high praise for interstitial ads, “Interstitial ads have emerged as a top performer for OLX, delivering higher CPMs and revenue impact compared to other formats. With VDO.AI’s expertise, we overcame initial challenges with in-app integrations and now enjoy seamless ad placements. Their consistent results and collaborative approach make them a trusted partner, driving substantial revenue growth and positioning OLX for continued success.”

    The report doesn’t stop at trends; it’s a masterclass in digital advertising strategy. Among its key insights:

    . Video formats like in-stream and out-stream will continue leading revenue charts with improved engagement metrics.

    . Capitalising on seasonal ad surges is crucial, with tailored strategies for each quarter.

    . Choosing the right technology and forming premium SSP/DSP partnerships will be critical for transparency, performance, and competitive CPMs.

    VDO.AI’s report proves that success in digital advertising is about embracing innovation, investing in quality partnerships, and being bold with your strategies. Publishers who adapt will not just survive but thrive in 2025’s challenging landscape.

    If you’re a publisher looking to future-proof your strategies, this report isn’t optional reading—it’s your 2025 survival guide. Ready to dive into a transformative year for AdTech?

     

  • LeapX takes conversational AI tack with DAC platform for digital advertising

    LeapX takes conversational AI tack with DAC platform for digital advertising

    MUMBAI: AI-powered digital advertising solutions provider LeapX AI has unveiled DAC, a platform designed to simplify and transform the management of digital advertising campaigns through conversational AI.

    DAC allows marketing teams to manage complex, multi-platform advertising campaigns effortlessly, using natural language conversations with AI. Unlike conventional tools with rigid workflows, DAC adapts to the unique workflows of marketing teams, seamlessly integrating with existing knowledge systems to ensure alignment with brand guidelines and organisational practices.

    From crafting audience personas to optimising campaign performance, DAC streamlines every step of the advertising journey. By consolidating tasks into a single conversational interface, the platform eliminates the need for juggling multiple tools, significantly reducing repetitive workloads. Early adopters have already reported productivity gains of 50-60 per cent, underscoring DAC’s potential to revolutionize digital advertising.

    As marketing teams grapple with growing demands and tighter resources, DAC offers a timely solution by enhancing efficiency while maintaining high-quality outcomes. The platform’s accessible conversational interface democratises advanced AI capabilities, allowing all team members—regardless of expertise—to contribute effectively to campaign management.

    “Advertising today operates in a landscape shaped by rapid technological advancements, evolving consumer expectations, and relentless margin pressures,” said LeapX AI CEO Vishal Kumar.”DAC enables teams to manage multi-platform campaigns through simple conversations and automates intricate workflows that previously required specialised expertise. By leveraging natural language interactions, DAC empowers teams to focus on strategy and creativity while adapting to dynamic market conditions. Early adopters have seen transformative results with up to 60% gains in efficiency.”

    LeapX AI is collaborating with three design partners to refine DAC further, ensuring the platform evolves in response to real-world challenges. The vision is to bridge the gap between innovation and execution.