Shantanu David
Special Correspondent
shantanu.david@exchange4media.com
@dilettantediner
Authors
Special Correspondent
India’s new smartphone rules and the future of mobile advertising
India’s advertising industry crossed Rs 1 lakh crore in FY25, with nearly half spent on digital, highlighting how brands are increasingly aligning budgets with mobile-first consumer behaviours
Artificial Intelligence Regulations: What industry wants
The rapid adoption of AI requires the development of Responsible AI systems—those that ensure security, respect privacy, and operate transparently, say experts
Dream Team: Cricketers and athletes turn to esports brand deals
It’s a win-win for both as while athletes find relevance in digital age by aligning with esports companies, these brands gain credibility and reach through these collaborations, say experts
We're developing AI assistants for real-time pitch guidance: Krish Ramineni, Fireflies
Krish Ramineni, Fireflies.ai co-founder and CEO, spoke to e4m on creating a tool for marketers, expanding its capabilities and earning global adoption
Will AI give marketers their ROI’s worth this festive season?
Industry leaders weigh in on AI adoption and its impact on advertising ROI, adding that AI capabilities with human guidance will shape the future of the sector
YouTube Shorts: A trillion views, billions in ad revenue
Industry watchers share that the interactive nature of Shorts helps brands build a sense of community; its optimized algorithm for short-form content allows brands to connect with diverse audiences
Only 17% marketers measure all four pillars of ad quality: DoubleVerify
DoubleVerify’s Media Quality Report for APAC Marketers offers solutions to improve advertising ROI
New Meta rules: No pitfalls for Indian gaming
Industry observers say Meta’s new ad policy marks a significant step forward for the online gaming industry, particularly for MSMEs
Is India’s emergence as a creative force drawing advertising global centres?
Ad land experts observe that India’s talent pool, lower operational costs, and expertise in emerging tech make it an ideal setting for Global Capability Centers
DPDP Act: Industry roots for a balance between data protection and innovation
Industry leaders expressed cautious optimism about the impending Digital Personal Data Protection Act, anticipating a more regulated and trustworthy digital ad landscape in its wake
Google & ad biz too entangled for a break-up?
In light of the anti-trust lawsuit against Alphabet, industry insiders say that the extensive integration of Google's tools in the digital ad workflow leaves little hope for a competitive environment
AI in festive mode as brands celebrate efficiencies in spends
Marketers are embracing the potential of AI to optimise media buying, create personalized ad experiences, and measure campaign performance
'XP&D reflects our dual focus: XP for experiential and D for digital'
Chanda Singh, CEO of XP&D, shares with e4m how the agency seeks to enhance the experience in events and activation, while blending offline to online to offline
Post cookie chaos, will Google users now try the SearchGPT sauce?
While some industry watchers say Google has potential threats in the Search domain, others opine that the tech major still dominates as the default search engine & browsing habits take time to change
Time for India to snap out of cookie complacency?
A cookieless future is inevitable, say experts as they recommend alternative technologies like FLoC and privacy-preserving mechanisms instead
Cookies still on plate, but save your appetite for first-party data, say agencies
The prevailing belief is that irrespective of Google's designs for third-party cookies, agencies should invest well in collecting first-party data for more sustainable benefits
Does size matter? How screens impact programmatic media buying
Large screen ads lead to better experience and recall, but smaller smartphone screens often result in higher conversion rates since they are easier to interact with, say experts
'Deadpool & Wolverine' brings out the claws in $100 million marketing blitz
While Deadpool & Wolverine’s marketing budget came in at a cool $100 million, the film’s box office rakings have already made up both production and marketing spends in its first weekend
Cookies stay on menu: What about investments on alternative adtech?
Experts say a significant portion of the internet has already transitioned to a cookie-less environment, encompassing platforms like CTV, mobile apps and DOOH
After Summer Olympics, can gaming hold a torch to audiences and advertisers?
The inclusion of gaming tournaments on major platforms such as Star Sports and Jio Cinema demonstrates the mainstream appeal and commercial viability of esports content
Llama 3.1: Meta launches open-sourced frontier AI model
Llama 3.1, the latest version of Meta’s open source model family, is said to be able to compete with Open AI’s ChatGPT-4o and Google’s Gemma 2
AiSensy generated over Rs 1000 crore for brands: Gautam Rajesh Shelley
Gautam Rajesh Shelley, CEO of AiSensy, says that the company has onboarded over 20,000 businesses as he delves into the topic of WhatsApp as a marketing and engagement platform
Google retains cookies on menu; AdTech biz to go on diet?
Google’s move could make the AdTech industry more fragmented, noted experts, adding that it was time to address the challenge or develop niche expertise
Google Maps slashes API fees as Ola enters GPS app & ads biz
Google has announced that it will be slashing its API fees for Indian clients by up to 70% starting from August 1
Ad-free subscription: How much of a threat to advertising?
Experts say loss of eyeballs through ad-free tiers is an area that can be a major concern in future, and at that time, premium tier prices will be considerably higher to make up for the loss of ad rev
Why’s India the cradle for tech majors
Industry watchers say the hyper-segmented market, supportive government initiatives, and a competitive startup ecosystem make the country a hotbed for testing for tech companies
Into the metrics of Home Screen Advertising
Industry watchers say that for brands leveraging home screen advertising on CTV, performance measurement is critical and tailored to their specific goals
Home screen advertising: CTV gets a landing page for premium advertisers
Industry watchers share that the CTV home screen has found takers from across categories – retail, automotive, luxury & CPG brands; offers advertisers array of display options for different timespans
Nodwin brands want a timeshare in consumers’ mindshare: Akshat Rathee
Akshat Rathee, Co-Founder and Managing Director of Nodwin Gaming, spoke to e4m on relevance of the Global South, the focus on brand building and integration of multiple touchpoints
You can’t only rely on performance marketing: Amit Verma, DigitUp
DigitUp founder Amit Verma shares his journey of growth, the way ahead for the company, & more
Ola Maps: A new destination for GPS advertising?
Ola moving away from Google Maps could save the company Rs 100 crore annually and also chart a new course in monetisation, say experts
Contextual advertising: What’s the secret behind the resurgence?
Contextual advertising continues to attract marketers due to its ability to reach the target without using personal data; innovations in machine learning have powered it further, share experts
Google to end continuous scroll. Let the search begin, say advertisers
Industry heads say that with users upset about the diminishing relevance of Google search results and AI working on every aspect of advertising, it might be time for new ad layouts
Glad about ads? Why viewers are favouring AVOD plans lately
Ads are now being accepted as a fair exchange for quality content sans the exorbitant prices, say industry watchers about the OTT landscape
What’s in a face? Brands ask
Faceless marketing democratises brand building and creates a more even playing field, share industry watchers
Are AI investments slowing or sustaining digital ad spends?
AI is revolutionizing the way businesses spend advertising dollars; it may not necessarily be a reduction in total spending but smarter than ever before, say experts
How NFTs can change the game for brand-consumer engagement
NFT enthusiasts and observers say these token can offer unique value by providing verifiable ownership and rarity, and is a power tool for brands
Are brand websites dying?
In this edition of TechTalk, we ask experts whether websites are losing their allure for brands even as online traffic moves towards social, retail media and apps
LinkedIn Top Voices: Who’s listening to whom?
With badges and blue ticks available for purchase, the LinkedIn Top Voice invite may be just another hollow token of honour, say industry seniors
Connected TV is now the champion product for everyone: Russhabh R Thakkar, Frodoh World
Founder and CEO of Frodoh World, Russhabh R Thakkar tells e4m about the agency's offbeat journey, focusing on the three next best things in the adtech space: retail media, dOOH and CTV
Data Dilemma: Why are brands looking to PAIR up with CTV?
Industry watchers share how advertisers can use PAIR and target customers with relevant ads without sharing sensitive identifiers
'Abbys are the only awards that are for the industry, by the industry and of the industry'
In a conversation with e4m, Ajay Kakar shared that they received 3,506 entries from 273 companies for Abby Awards this year
Google introduces new AI tools for marketers and advertisers
Last week, Google announced a slew of customisable tools for advertisers. Some features like Virtual Try-On are intended to aid shoppers in their purchase journey, said Google's Jeff Harrell to e4m
Gopa Menon exits Mindshare
Gopa Menon was Digital Head - South Asia at Mindshare
Virtualness wants to be the Canva of blockchain: Kirthiga Reddy
The founder of Virtualness, Kirthiga Reddy, spoke to e4m on how Virtualness as a platform provides engagement and monetization for awards, events, certification, phygital goods and experiences
Is streaming now cable TV without the cord?
With OTTs expanding offerings, viewers now switch between OTT, gaming and FAST channels, much like how they surfed between channels on TV, share industry watchers
Why AI is the problem & solution to ad fraud in gaming
Industry observers caution that advertisers need to be worried about click flooding from ads in gaming apps as it can lead to financial and reputational losses against the algorithm
Google I/O: AI the centrepiece of Sundar Pichai-led conference
The Google head announced new AI-powered models and capabilities embedded across Google products like Search, Photos and YouTube
AVOD is the bedrock of our service: Ishan John Chatterjee, YouTube
Ishan John Chatterjee, Director, YouTube discussed the significance of India as a market for the streaming giant and the prospects of launching YouTube TV in the country among other things
Streaming in the FAST lane: What's in it for brands?
A balance between revenue generation and user experience will likely drive the continued coexistence of new ad-supported streaming models like FAST and Always On, say experts
Cookie phase-out delay: Much-needed breather for publishers to get their houses in order?
The delay, say experts, will allow publishers to firm up on the technologies they are going to be using as the system moves further towards first-party data and consumer privacy protocols
Can CTV tech crack full funnel performance marketing for brands?
As CTV continues to grow, experts say they hope to see more technological advancements that can integrate multiple screens, channels, formats and help advertisers get a more holistic view of campaigns
‘Digital Competition Bill will curb anti-competitive practices and ensure fair play’
Bill prohibits large platforms from engaging in self-preferencing, restricting third-party apps, imposing anti-steering policies, misusing data of business users, and bundling products & services
Newsrooms need to be the gatekeepers against bad AI-generated content: Dhaval Gupta
Dhaval Gupta, MD, CyberMedia, will talk to Manavdeep Singh, Founder PubLive, about how AI-powered tech is enabling publishers, at IMC on May 3
Digital’s dirty little secret: How to clean up the privacy washing mess?
Addressing concerns related to privacy washing requires a multi-faceted approach involving collaboration among regulators, industry stakeholders, consumers & technology experts, say industry players
The touch and feel of a magazine is a huge differentiator: Riyad Mathew
Riyad Mathew, Chief Associate Editor and Director, The Week and Malayala Manorama, will be moderating a session at the Indian Magazine Congress 2024 on ‘making magazines relevant’
Is device interoperability the key to unlocking true omnichannel marketing?
Industry players are unanimous that device interoperability empowers marketers to create unified brand experience, drive engagement, conversion, and ultimately, brand loyalty
Most reputed magazines are omni-channel content powerhouses: Manoj Sharma
Manoj Sharma, Chief Executive Officer, India Today, talks about magazines as the most conducive and credible platform for brand content ahead of the Indian Magazine Congress 2024
Content creators are the real competition for media publishers: Girish Mallya
Girish Mallya, COO - Next Gen Publishing, Editor and Publisher - T3 India, will be moderating a panel 'Content creators - competitors or collaborators?' at the Indian Magazine Congress 2024
‘Publishers have to discover new revenue streams beyond traditional print subscriptions’
Anant Nath, President of AIM and Executive Publisher of Delhi Press, spoke to e4m on the upcoming edition of the Indian Magazine Congress, the issue of monetisation and much more
Virtual Influencers: Advertisers’ dream or creators’ nightmare?
Experts say there’s plenty of space to grow and they see VIs and real influencers coexisting and complementing each other in the future
Why digital media is still the wild west of advertising
While digital is still evolving, increasing competition, uncertain regulation and oversight, along with more than a sprinkling of bad actors and outlaws make it a hard nut to crack
Google WPP tie-up: A sign of things to come?
This collaborative tool has the potential to free up millions of dollars for Indian brands to re-invest in only the best-performing campaigns
As Lok Sabha elections begin today, marketers vote for vernacular advertising
Regional language usage becomes essential to show grassroots connection, understanding of local and regional issues, and creating a personal bond with the voter, say experts
Meta AI enters the chat: Are WhatsApp advertisers responding?
Experts decode what Meta AI chatbot means for the digital advertising ecosystem in India
The devil's in the digital: Can consumers & advertisers find the sweet spot?
Experts say it's all about finding a middle path where both sides feel valued - platforms get to keep the lights on & consumers get to enjoy digital world without feeling like they are being watched
Big tech tie-ups: A new digital ad landscape in the making?
Experts say these partnerships could create a few ad giants controlling everything, or it could lead to a more open system with more competition and potentially more control over data
This IPL, advertisers bat for gamification to chase attention and data
The only caveat for brands is to strike a balance so that gamification enhances, not detracts from, the app's core offerings, say experts
Did X appoint Head of Safety with polls in mind?
With the upcoming elections in India and in other countries, X's decision to fill the crucial role is also driven by the company's broader need to restore advertiser trust, say experts
The CTV Code: Breaking down measurement metrics
A peek into what constitutes the measurement system in the world of Connected TV; experts share how CTV measures and optimizes campaigns
AI-powered Search Generative Experience won’t hit publisher rev or traffic: Google
While some digital marketing experts shared Google's SGE could lead to a drop in traffic & publisher ad revenue, others said the impact would depend on the adoption rate of the new search engine
Why marketers are going the CTV way to explore open internet
Along with the power of programmatic advertising, industry players say marketers are opting for CTV as it is an effective channel to reach & influence premium consumers on a big screen
Google Ads Safety Report: 5.5 billion ads blocked or removed in 2023
Given the large number of elections taking place across the globe, Google said that poll ads will be under scrutiny with an increased focus on election advertisers
Will IPL 2024 be the big shot in the arm for CTV?
CTV provides advertisers an opportunity for precise targeting amongst affluent consumers with fewer spillovers, say experts
Marketing is not done with fear: Rasika Prashant, Tata Soulfull
At exchange4media Pitch CMO Summit, Rasika Prashant, Co-founder & Chief Marketing Officer, Tata Soulfull, talks about the brand’s journey
A sneaker ad for completing 1L steps! Time for brands to walk into world of wearable tech?
Experts say the key of smart wearable advertising lies in striking a balance by delivering relevant and useful information without breaching the privacy of the consumer
‘JioCinema Brand Spotlight gives brands a platform & fans a spectacle on IPL opening day'
Anup Govindan, Head of Revenue, Viacom18 Sports, talks about JioCinema’s preparations for IPL 2024 and offerings for advertisers
IPL’s Superbowl Moment: What the two sporting events can teach each other
Super Bowl campaigns are famous for their storytelling and emotional appeal. IPL advertisers could take inspiration from this approach to create ads that resonate with viewers on a deeper level
The curious case of digital ad growth slowdown
Some blame consumer influx that's leading to lower ad costs. Others say that 'slowdown' is a misnomer for market correction. Nevertheless, experts agree that the digital ad industry is resilient
Brandformance: D2C brands fuse brand building & performance for the right marketing mix
Experts say while many D2C brands and startups prioritize performance marketing, there is now a growing recognition among advertisers of the importance of branding as well
Why is Big Tech turning to small advertisers?
The transformation is marked by introduction of novel tools, enticing pricing models, and exclusive deals aimed at democratizing digital ad spaces for small advertisers
D2C performance marketing spends to up digital advertising scores?
The inclination towards performance marketing is because it offers a data-driven, ROI-focused approach, allowing D2Cs to pay only for tangible results, industry players shared
Print and digital are our main ad spends, TV coming soon: Pawan Sarda
Pawan Sarda, Chief Growth Officer, The House of Abhinandan Lodha, spoke to e4m on the company’s marketing strategies, the value of real estate and more
Job cuts & more: How big a threat is AI to the advertising workforce?
Industry heads shared that while the concern over job displacement due to AI is significant, generative AI is more likely to augment human capabilities than replace them entirely
Our aim is to build & engage with fan communities in India: Murtuza Madraswala, NBA
Murtuza Madraswala, Head of Marketing, NBA India, talks about their ‘Nets for Change’ campaign, the sports league’s strategy for India, and more
Is retail media gaining pace in the digital advertising race?
As per industry reports & observers, retail media is the third-fastest-growing advertising channel; brands keen on this medium since ‘focused ads’ offer a scope to go beyond search and social media
Programmatic Advertising: Where the future of digital marketing is headed
As per dentsu e4m Digital Advertising Report 2024, programmatic buying of digital media contributed 42% (Rs 17,088 crore) to digital media industry by 2023-end, experiencing a growth rate of 37%
Editors Guild of India says Data Protection Act hurts freedom of press
In a letter to the Centre, the Editors Guild has said several provisions of the Data Protection Act could pose a challenge to investigative journalism and the safety of journalists
Popeyes to begin North India journey from the heart of Delhi: Gaurav Pande
Gaurav Pande, Executive Vice President and Business Head of Popeyes, shares the brand’s marketing strategy to hit the ground running
YouTube’s big bet on creators and Shorts: How can marketers use it to their ad-vantage?
Experts say by fostering this ecosystem, YouTube draws interesting and varied content, offering advertisers a dynamic platform to reach target audiences
WhatsApp Ads: A good call for B2B, B2C businesses
The convenience offered by Whatsapp Ads has made it a popular platform for businesses to establish cost-effective connection with its target audience, say experts
Neal Mohan’s YouTube 2024 pitch: Are marketers taking note?
Industry experts are unanimous that YouTube is well-placed to grow at a rapid pace, revolutionise advertiser relationships and user experience, and present new opportunities to engage audiences
Small enterprises become big drivers of digital ad spends in India
Experts say startups/SMBs are set to revolutionize the advertising landscape, injecting innovation and agility into the ecosystem
Can Doughnut find its sweet spot in a cookieless world?
Doughnut can be a game-changer in the data privacy space, but its implementation needs thoughtful consideration and user education, say experts
'GZPure is a first-of-its-kind landmark collaboration among independent agencies'
Gozoop Chairman and Co-founder Rohan Bhansali and CEO Prashant Deorah discuss how GZPure brings together capabilities in a digital world populated by both first-time users as well as digital natives
What’s new on advertisers’ menu: Zomato, Swiggy, other quick commerce apps
Given the substantial number of users actively engaging with these platforms, they have become a significant and intriguing space for advertisers to connect with their audience, say experts
What’s driving the Brand Bharat narrative?
A rise in number of regional creators, increasing focus on languages and cultures, and initiatives like ONDC and Make in India have been key forces in the Brand Bharat growth story, say experts
A brand’s success depends on your passion: Anupam Katheriya, Cholayil
Anupam Katheriya, CEO, Cholayil, spoke at the e4m Pride of India (South) Brands Summit on scaling a local brand to the global stage
What counts as a view anyway?
Industry experts discuss the nebulous concept of 'views' in the world of digital advertising where attribution has been plagued by the problem of plenty
Attribution in digital advertising: A problem of plenty
An all-encompassing strategy, intertwining technology, communication, and oversight, is imperative for advertisers to safeguard their digital investments, say industry experts
Gaming levels up in 2024 as brands line up at arenas
This year, gaming will zoom faster across the trajectory set by 2023, propelled by an influx of gamers, integration of non-endemic brands and the rise of eSports as an official sport, say experts
LinkedIn Ads looks to a lucrative 2024 as X falls behind
X's recent controversies and policy changes have led to LinkedIn emerging as a relevant alternative to advertisers, thus the increase in year-on-year ad revenue, shared industry observers
Retail Media Marketplace: Are made-in-India platforms fast snapping the deal?
Apart from Flipkart, local-origin platforms like Myntra, Nykaa, Snapdeal have become a positive mine of rich consumer data and are coming up as a strong challenge to the Big Five, say experts
What's on brands' plates after the cookie crumble of 2024?
With Google testing Tracking Protection that curbs cross-site tracking, brands will adopt a multi-faceted approach to measure their digital ads in the aftermath of the cookie phaseout, say experts
2024 Lookahead: Will it be a banner year for independent digital agencies?
In 2024, one can expect independent agencies to sharpen their edges with smoother efficiency, bolder innovations and engaging brand messaging
Fixderma was already an omnichannel brand before it went D2C: Shaily Mehrotra
Shaily Mehrotra, CEO and Founder of Fixderma, tells e4m about the brand's long journey going global and cracking tough markets in a world dominated by Korean skincare products
Gen AI in 2024: Digital offerings to revolutionise media planning?
Programmatic advertising has made media buying automated, real-time and more measurable with AI offering real-time campaign insights for marketers, share industry players
2023: Gaming and eSports level up with brands in tow
This year saw the gaming industry expanding its horizons with amendments to the IT Act, growth in collaborations and entrepreneurship, and brands taking a keen interest in gamers and games alike
'Indians are pioneers of exploiting emotional quotient when it comes to brands'
Advertising and marketing industry veterans discussed the scope of using emotions to craft unique experiences for consumers at the e4m RedCarpet Experiential Marketing Summit
ONDC’s 2023: Good start but a long way to go
ONDC’s focus on Bharat, and small sellers and buyers has led to a surge in e-commerce spending but brand safety and customer service are areas it needs to work on, share industry observers
We believe we have democratized sports viewership in India: Anup Govindan, Viacom
Anup Govindan, Head of Revenue, Viacom18 Sports, talks about IPL 2024 plans
Epic win against Google: An inflection point in the gaming industry?
The move changes the in-app purchase ecosystem largely, and is a big win for consumers as well as publishers, say experts
YouTube ads: The unskippable dilemma for brands?
'How much is too much?' ponder industry watchers as they argue whether frequent ads on YouTube could cause ad fatigue and reduce the effectiveness of the commercials
2023: When CTV made big inroads into India
Advertisers too are taking note of CTV’s ability to drive a high level of engagement and ad recall among viewers
Meta looks to AI and India for future growth: Arun Srinivas
The Head of Meta Ads India spoke about AI being central to the company, the consumer engagement space and why India is a huge part of its future plans
Google, Meta under fire: Brands looking at the open internet?
Marketing leaders say they are advocating for a change in digital ad spending patterns while considering breaking the walled gardens
2023: How social commerce bridged the gap between brands and consumers
Social commerce has become popular because of its nature, where the existing consumer behaviour of spending time on social media platforms and discovering products meets the ability to make a purchase
Google search ad controversy: Nothing too serious?
Responding to the allegations, Google told e4m that advertisers can exclude their ads from showing on specific SPN sites by speaking to their account representative
Prompts: AdTech’s keyword of the year 2023
Prompts are the lifeblood of AI. With the right one on your side, you can make AI dance to your tunes, say experts
YouTube Playables: A new advertising arena for brands?
YouTube has substantially given marketers a platform to create captivating content and a dynamic playground for brands, opine industry experts
Breaking down IVT: Ad annoyance or malicious traffic?
IVT, or Invalid Traffic, can result in wasted advertising spend and decreased campaign efficacy, which is a major drawback for advertisers, publishers, and ad networks
Making sense of Google's AdSense changes
While noteworthy, experts agree that the updates appear to have a fairly neutral effect on publishers but implementing them could yield profits
Festive campaigns come alive with Gen AI sparkle
Gen AI is enabling advertisers to craft more targeted and engaging campaigns, maximizing the impact of media investments, says industry
Each of our campaigns addresses a unique facet of digital imaging: C Sukumaran, Canon
C Sukumaran, Senior Director, Product & Communication, Canon India, on tells us how the nearly 100-year-old-camera brand stays relevant and connects with customers
Why marketers will dig deeper into retail data in 2024
Retail data helps improve the efficiency of every marketing rupee spent and lets marketers deliver relevant and timely messages, increasing the likelihood of conversion
Google’s new Generative AI Search: How brands can work their way around
Experts point out that brands, advertisers, and search engine experts will need to grasp the new functionalities introduced by Google SGE and adapt their strategies accordingly
The games e-commerce platforms play
As e-commerce players continue to vie for consumer attention and time so as to fulfill metrics like ‘time spent on site’ and ‘click through rates’, they’ve turned to games to engage customers
Humanizing our brand image has always been the core objective: Charu Malhotra, APL Apollo
Malhotra, who recently joined APL Apollo Tubes as Chief Brand Officer and Group Head Marketing, talks about the brand's marketing strategy and more
Social media platforms spar over e-commerce advertising
With the expansion of Internet in India, people’s browsing habits are also changing over time and this has resulted in stiff competition among emerging social media players and technology giants
When gimmicks turn into gaffes: The thin line between masterstroke and misadventure
While smaller brands may try and use gimmicks to be seen and heard in a marketing cacophony, larger brands often can fall into the same trap, to unintended results, say experts
#Firstone4m: YouTube to introduce new Watch Page for News
The feature will be launched in the coming months in 11 Indian languages, Google said on Thursday
New partnerships between Google Pay & govt in the offing: Google
At the 9th edition of Google for India 2023, the tech major said 350 million Indians are using Google Pay with Rs 167 lakh crore being processed on UPI in the last 12 months
Festive Force: D2C players leverage ONDC to prop up Brand Bharat
Industry observers shared that indigenous brands are utilising ONDC's effectiveness to expand reach; ROI high too due to increased adoption of eCommerce
What makes YouTube dominate the streaming space?
One of YouTube's compelling strengths lies in its enduring partnerships and its wide accessibility to consumers, say industry experts
Asian Games 2023: No medals for Indian esports, but brands still shoot their shots
The tournament has showcased India's diversity across gaming titles, creating multiple avenues for brands to invest in and connect with different demographics of PC and console gaming, say experts
Ok Google, how is Bard getting in advertisers?
Industry observers say that since Bard is about conversations, it is essential for brands to blend messages into these dialogues
Advertisers tap into new tech for World Cup & festive season
Industry watchers share that in this busy market, the increasing penetration of AI is helping brands stand out in the clutter and is pivotal in transforming the way ads are being bought
Programmatic woes: Is unified data platform the solution?
Unified systems and platforms can bring together various tools and data sources to reduce complexity and prepare for the future, say industry players
Marketing Data Platforms: The new powerful tool to track customer preferences
MDPs bring together data from owned, earned and paid channels, allowing brands to forge a unified & comprehensive view of their marketing landscape
Video personalisation with AI: On every marketer’s festive checklist this year
Brands are capitalizing on Generative AI to realize a host of benefits, from scaling up personalization efforts to tailoring content to individual preferences, at a previously unimaginable scale
Ad Nauseum: Are AI algorithms hurting ad performance?
Increasing use of AI-generated content & data can decrease production of original content, while simultaneously increasing the volume of deductive and AI-generated content, say experts
Video personalization will soon be a necessity for brands: Suvrat Bhooshan, Gan.ai
Stanford alumnus Suvrat Bhooshan, the founder of Gan.ai, spoke to e4m about commercialising the personalized video tech and how it impacts businesses across the board
Brands and the beckoning call of India's Digital Public Goods
Industry watchers discuss the 'digital diplomacy opportunities' presented by India's large-scale adoption of digital public goods and the challenges that lie therein
Live stream with influencers: Latest addition to marketing cart of e-comm sites
Experts say using influencers provides brands a huge opportunity to expand their reach beyond the usual channels such as Google and Facebook/Instagram
Rise of live commerce: Advertisers log into new channel of marketing
Live commerce is gaining popularity as it amalgamates live streaming's potency with online shopping's convenience for a more dynamic buying experience, say experts
Return of Free Fire ignites Indian gaming industry’s hopes
The comeback of two banned games – Free Fire and BGMI – can be a shot in the arm for the country's gaming ecosystem in light of the recent 28% GST levy
Google to continue real money games on Play Store
Google has announced that it will be extending a grace period for a year-long pilot project set to conclude by the end of September; the new deadline is January 2024
How artificial intelligence is making a real difference to contextual advertising
In this second part of our piece on contextual advertising, experts explain how AI is helping marketers in precise targeting while respecting user privacy in a cookieless world
Why a cookieless world marks the return of contextual advertising
With context gaining more importance in light of India's Digital Personal Data Protection Act, contextual advertising stands to gain even more prominence, according to experts
Google to hike ad rates for festive season?
Given the expected strong purchase intent during the upcoming holidays, Google is likely to increase ad rates by at least 15%, say industry experts