Ashish (Ash) Shah

India’s Ad-tech market is worth ₹75,000 crores, but digital publishers only capture ₹2,500 crores. Why? The problem is that Big Tech dominates ad revenue, leaving publishers with a small share. To be practical, sticking to traditional methods won’t cut it anymore in today’s programmatic advertising landscape. But here’s how publishers can turn things around: 1. First-party data.  With third-party cookies disappearing, using your own data to create personalized, privacy-safe ads is key. 2. Web 3.0 It offers opportunities to create engaging, immersive experiences. 3. Creator partnerships Collaborating with influencers and content creators can help tap into new revenue streams. Publishers have powerful tools at their disposal, but finding them requires innovation and a shift in mindset. What do you think? #DigitalPublishers #DigitalAdvertising #AdTechMedia, #AdTech #Programmatic #Firstpartydata

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"5 Reasons to Choose Bharat Adex" ROI, Targeting, Real-Time Analytics, Ease of Use, Cost Efficiency. #AdBenefits #DigitalAds #BharatAdex #bharatadex #AdEngine #MadeInIndia #DigitalMarketing #SmallBusinessIndia #AdvertiseLocal #IndiaBusiness #DigitalAds #MarketingMadeSimple #SMBs

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An ad has to be noticeable but can't be disruptive. “An #ad has to be leaked into the slot so that the customer notices it, but it should not be disruptive during the journey while the customer is in,” says Kartik Mittal, Head Ad Sales & Monetization at Snapdeal | AceVector Group. We are live with the latest episode of In Conversation with #MobileLeaders! Look out for his top insights coming out soon on our LinkedIn newsletter.

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Expert Marketing Insights from the 2nd Brew & Brainstorm: B2B Marketeer Roundtable Presented by ObserveNow Shalini Agrawal - SAP offered her insights on the evolving B2B marketing landscape. An evening rich with marketing wisdom and brewed innovative strategies, setting the stage for future marketing trends. #ObserveNowMedia #MarketeerThinkTank #VirtualRoundtable #B2BMarketing #BusinessStrategy #ThoughtLeadership #networkingevents #ProfessionalGrowth #InnovationinMarketing #DigitalTransformation #marketingtrends2024 #Gurugram #ObserveNowB2B #ObserveNowMarketeer #ObserveNowB2BMarketeer #ObserveNowMarketeerThinkTank #b2bmarketeerthinktank

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Struggling with High Costs and Low Performance? Tired of high CPL and high CPM with low CTR and low intent signals? Non-guaranteed results can be frustrating and drain your budget without delivering value. Switch to Adorn Media LLP Competitive CPL Higher CTR Low CPM Truly Purchase Intent Data Guaranteed Results Transform your ad performance and see the results you deserve! Join Adorn Media LLP Today! #AdPerformance #MarketingSolutions #AdornMedia #HigherCTR #LowerCPM #GuaranteedResults #MarketingSuccess #BusinessGrowth #AdCampaigns #MarketingStrategy

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INDIAN ADVERTISING REPORT IS OUT : 1.2 LAKH CRORES IN 2024 The latest IPG Mediabrands #advertising forecast report states that with India growing at 11.8% it is the fastest growing market globally Contrary to some of the other reports they peg that the largest driver for this growth which is digital would be ₹57,757 Crores and which should be about 47% of the overall. There’s always a little difference between some of these research reports, while the overall thought is still similar India will still continue to be a market with close to 50% on traditional #media and that’s twice the size of say the US or APAC as a market. With this year having a fair amount of cricket, the general elections television has continued to be a great option for #brands As per the details in the report, within #digitalmarketing spends its still search and social that have the largest chunk while there’s a massive growth in video formats too Do believe that with more smart TV’s also penetrating into the market with their aggressive pricing and tons of content being created for #streamingvideo platforms there should definitely be this continual growth in this domain and the growth through #ecommerce as a medium too And while all these growth numbers look promising, for many of us who would have been at Goafest a few weeks ago, may have been part of the Jury and witnessed the close to 4000 entries this year, what is definitely worth understanding is that there’s a massive number of new age advertising and marketing agencies that have come in and unlike global markets where it’s still the large holding groups that dominate, this rise of various independent agencies is unstoppable and we’re going to see a lot more of these, and many of them beginning to work with big global brands too Reports : Courtesy IPG Mediabrands

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There's significant buzz around #CTV & #DOOH advertising in India, driven by the digitisation of traditional advertising mediums and access through programmatic channels. CTV, for example, involves three main supply side stakeholders: OEMs, content players (like YouTube, OTT platforms, and Live channels), and platforms (DSPs and SSPs). With increasing audience consumption, including cord-cutting and hybrid viewing patterns, CTV is poised to shift the focus from converting OTT dollars to capturing a share of TV ad spends. According to Dentsu India exchange4media report, Indian TV ad spends amount to approximately 30,000 Crore, while digital video ads are around 11,000 Crore, so there is so much headroom to grow in this space by tapping into the traditional marketing budgets. Samsung Ads, JioCinema, mediasmart , MiQ, The Trade Desk are some of the leading platforms providing bespoke CTV ad solutions to advertisers through innovation, transparency, unified reach and consolidation of supply. Further, initiatives like DV360 bringing in PAIR to sync up advertiser 1st party data onto publishers can further boost the relevance of ads and retargeting capabilities on the larger screens as well. On the other hand, OOH advertising, once fragmented and unorganised, now sees monetisation opportunities across various fronts, from municipal corporations to RWAs / residential societies, commercial buildings, and retail shopping centres. This transformation includes the introduction of rich ad formats and videos, breathing new life into erstwhile static ad formats. DOOH, by integrating these ground-level OOH screens and enabling basic geographical targeting, simplifies the trading of inventory, offering a transformative boost to the medium. I came across Lemma which is one such platform that boasts about connecting DOOH for brands in India. Combining CTV and DOOH with campaign insights, viewership patterns, unified reach, measurability, transparency, and targeting options, appeals to media buyers and a DIY platform makes scalability feasible. With limited credible competition in this space, there's a ripe opportunity for monetisation. Furthermore, both traditional OOH and TV spends are primarily branding mediums, giving CTV and DOOH an advantage, at least until performance-based media buying becomes prevalent. However, the digital nature of these mediums allows for measurability, which may eventually lead to a shift towards performance-based advertising. For now, ad dollars have started flowing towards where users are, and what provides convenience and insights to media buyers, fuelling the growth of CTV and DOOH. #programmaticadvertising #digitalmarketing #media #marketing #adtech

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FY24: Steady subscription rev growth offsets volatile ad performance for media companies. While advertising remains the primary revenue driver for most companies, the data highlights significant fluctuations in ad income, with some businesses facing decline or stagnation. Read the full story by Aditi Gupta :- https://lnkd.in/gXtHHdgi Google | Meta | Amazon | Flipkart | Q Comm | #star | Zee Entertainment Enterprises Limited | The Times Of India | Network18 Media & Investments Limited | #sony | #suntv | DB Corp Ltd. | Dainik Jagran #e4m #FY24 #SubscriptionRevenue #AdPerformance #MediaCompanies #AdvertisingTrends

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The AppsFlyer Performance Index 2024 (Country edition) highlights surging growth in various verticals such as Dating, Finance, Lifestyle, and Education in India. Appnext's strong presence in India empowers marketers to tap into this dynamic market and unlock opportunities across key sectors. 🔓 Click to read the blog : https://lnkd.in/gm4xQ7nK #appmarketing #appgrowth #india

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That one word you hear with every M&A is synergy. It basically claims that when two entities combine, the effect will be beyond a mere addition of numbers and rather a greater effect. We have seen M&A bets win and fail. From Sun Pharma acquiring Ranbaxy to Mankind Pharma acquiring BSV, Indian pharma sector has quite the record in M&As. Here we discuss the story of Hyderabad-based Gland Pharma. They acquired a European company named Cenexi which has caused more harm than good. Cenexi has hit the profitability of the consolidated entity making the road difficult for Gland Pharma. They are all set to welcome a new CEO in January. A lot of Gland's good days hang on turning Cenexi profitable. Story for The Morning Context Subscribe and read https://lnkd.in/dk2-U3Mw #gland #glandpharma #cenexi #china #india #cdmo #injectable

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India is leading the world in ChatGPT adoption! 🇮🇳 Data from the CCI Global Consumer Sentiment Survey 2023 shows that 45% of consumers in India are using ChatGPT – more than any other country on the list. The question is: What’s driving this rapid adoption? Is it curiosity, convenience, or something else entirely? 🤔 I’m curious – how has ChatGPT or any other AI tool changed the way you work or think? Share your thoughts! #AI #ChatGPT #India #TechTrends #DigitalTransformation

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** INFORMATIVE POST ALERT !! ** What is CPV in influencer marketing? Cost per view determines the cost of the video deliverable by the influencer. How to calculate it? ▶ Divide your total cost by the total number of video views CPV varies category to category- ▶ Serious categories like personal finance, news and infotainment usually charges a higher cpv from 0.5 to 1 depending on the avg viewership and popularity of the channel ▶ Whereas entertainment, comedy and other non-serious categories mostly depend on the face-value to determine cpv In my experience, the lower cpv channels have been fact channels, animation channels, mythology story channels.

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Pepperfry partners with Infra.Market to elevate customer experience, product range Link in the comments Ashish Shah Aaditya Sharda #mediabrief #Pepperfry #InfraMarket #partners #business #marketing #media

‘With growing consumption and gross domestic product (GDP) growth in India, the advertising market is projected to grow at a 9.4% CAGR from INR 1,01,000 crore in 2023 to INR 1,58,000 crore in 2028, which is 1.4x the global average. Most of this growth will come from digital front (internet advertising), which is expected to grow at a 15.6% CAGR, rising from INR 41,000 crore in 2023 to INR 85,000 crore in 2028. Internet advertising’s year-on-year growth, which was 26.0% in 2023, will remain in double digits throughout the forecast period (2024–28), and is expected to be 12.2% in 2028. Traditional TV advertising will grow at a 4.2% CAGR between 2023 to 2028, while global revenues are set to drop by -1.6%. India is poised to become the fourth-largest TV advertising market by 2026.’

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How has Debosmita Majumder's (CMO of WeWork India) approach to marketing evolved in response to changing dynamics? Hear from her! Read the full story here: https://lnkd.in/gn2kJabZ #CMODialogues | #Marketing | #Advertising | #Series | #Leadership | #WeWork | #MarketingStrategy | #Strategy

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Why would any publisher do this ? To gain subscription revenue , call your ads as intrusive? ( see top banner in pic ) Tough choice especially when Cricbuzz.com would be in my top decile of publishers who have blended ad formats nicely into their app ( unlike Mumbai Indians blending Hardik ) #adtech #advertising #cricket #publishers

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What is CPV in influencer marketing? Cost per view determines the cost of the video deliverable by the influencer. How to calculate it? ▶ Divide your total cost by the total number of video views CPV varies category to category- ▶ Serious categories like personal finance, news and infotainment usually charges a higher cpv from 0.5 to 1 depending on the avg viewership and popularity of the channel ▶ Whereas entertainment, comedy and other non-serious categories mostly depend on the face-value to determine cpv In my experience, the lower cpv channels have been fact channels, animation channels, mythology story channels.

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