MiQ scaling growth for independent agencies with data driven programmatic solutions

With the digital advertising market growing significantly in India, programmatic marketing has become an integral part of it to help independent media agencies with data-driven solutions.

Diving deep into the subject, MiQ digital, in association with exchange4media, hosted a roundtable on ‘Scaling Growth with Data-Driven Programmatic Solutions’ and discussed challenges in digital advertising with the heads of various independent digital media agencies.

During the discussion, Siddharth Dabhade, MD, MiQ, explained how his company specialises in programmatic data and analytics.

“MiQ specialises in programmatic data and analytics. We work with agencies globally. We understand the agencies business very well. Our DNA is also very flexible.

“We have a tech platform and multi-DSP capabilities. We have an intelligence data hub which helps us connect vast micro datasets to build the whole picture,” said Dabhade.

Taking the discussion forward, MiQ highlighted that connected TV (CTV) is a rapidly growing format for programmatic advertising.

CTV is expected to grow manifolds by 2025 and audiences are shifting away from linear TV. According to MiQ, 37% of TVs in India watch OTT content exclusively and only 11 % of active TVs are linear. 51% of active TVs are both linear and OTT. Close to 80% of linear TV users are intending to switch to CTVs in the next one year.

MiQ’s Head of Growth and Revenue, Varun Mohan said the CTV is the most abused word in digital space as most people do not know what it is all about. He highlighted the importance of connected TV as it in the world of digital advertising and marketing.

The roundtable, moderated by Neeta Nair, Associate Editor, exchange4media, was attended by Amitek Sinha, Co-Founder & COO, ET Medialabs; Amit Monga, Co-Founder, ANS Commerce; Ankush Vij, Sr. VP-Media, Hashtag Orange; Aanchal Arora, Founder & MD, 1702 Digital; Brijesh Munyal, Jt. MD, Ethinos; Himanshu Arora, Co-Founder, Social Panga; Jigar Zatakia, Founder & CEO, FirstEconomy; Manas Gulati, Co-Founder & CEO, #ARM Worldwide; Sanjay Mehta, Joint CEO, Mirum India; Vikas Chawla and Co-Founder & Director, Social Beat.

Speaking on Powering Performance Campaigns with Analytics and Insights, Manas Gulati, Co-Founder & CEO, #ARM Worldwide, said his agency, along with MiQ, enables leading NBFCs to drive installs and adaption for their 3-in-1 app using interest-based audience targeting strategies, enriching first party data and testing multiple ad creatives.

He explained it using a case study where his agency delivered and used deep insights about Bajaj Finserv’s audience with creative and geographic performance.

Talking about ‘Using Real-Time Data and Dynamic Creatives to Drive Sales’, Ethinos’ Brijesh Munyal highlighted how with MiQ they leveraged unique dynamic creative solutions powered by fuel sync to assist a leading electric vehicle brand in driving store visits.

Agencies also brainstormed over the challenges in digital advertising and how programmatic marketing comes to the rescue.