Paramita Patra is a content writer and strategist with over five years of experience in crafting articles, social media, and thought leadership content. Before content, she spent five years across BFSI and marketing agencies, giving her a blend of industry knowledge and audience-centric storytelling. When she’s not researching market trends , you’ll find her travelling or reading a good book with strong coffee. She believes the best insights often come from stepping out, whether that’s 10,000 kilometers away or between the pages of a novel.
The viewer sees an ad for a product, look up the brand on their mobile phone, make comparisons using their laptop, and then make the purchase via the app. Conversion has occurred, but it’s not easy to determine what touchpoint impacted the buyer’s decision. This is the truth advertisers have to contend with amid the growing integration of CTV into media strategies. Although CTV offers a lot…
A family is watching live sports on a smart TV. In between intervals, while one member scans a QR code on their mobile from an advertisement, another searches on their mobile while a third watches their content. In a single session, they become a measurable marketing channel rather than a broadcast medium. The next phase is being driven by Programmatic Video Advertising….
The biggest match of the season is about to begin. Different households are watching the same event but seeing different ads. Travel-oriented family sees the promotional offer from the airline, while the small business owner sees software solutions. This transition helps us understand the reasons for consumption and the budget planning required by advertisers. The emergence of streaming platforms not only affected how audience consumed…
The marketing expert evaluates the success of his marketing campaign after the close of the quarter. The issue is how to reach out to their viewership who have changing viewing habits? The change in consumer behavior trends has made CTV (Connected TV) the focal point for advertisements. In light of growing streaming services, advertisers are looking for…
The marketing agency begins prepares for a new campaign on behalf of its loyal client. The audience data available is less accurate, limited tracking, and consumer privacy has increased. It becomes evident that what used to work a couple of years ago will not be enough anymore. This scenario is playing out across the advertising industry. At the center of this shift is First-Party Data, Cookieless Marketing, and Identity…
A marketing leader plans the annual advertising budget. In the past, the goal was to hit the target audience and get sales. Now, companies want to figure out when consumers are most ripe for buying and capitalize on that. That’s why there’s more spending on Retail Media Networks. Retailers aren’t just places to sell products anymore; they’ve turned into media platforms. Since they have tons of purchase…
In this episode of AdTech Edge – Tuesdays with Trailblazers, we sit down with Dave Etherington, VP of Revenue and Partnerships, US at Broadsign to break down the future of DOOH advertising, programmatic media, performance measurement, and the rapid evolution of modern advertising. About Dave Etherington About Broadsign About Siddesh Shetty More About Dave: https://www.linkedin.com/in/daveetherington/…
In 2030, a global brand launches a new product across five countries. The company’s AI handles the entire campaign in real-time. There are humans involved in this process but their function is supervisory. Branding strategy, storytelling, and engagement were the responsibilities of advertising agencies. Now it is shifting due to AI. Adaptive AI Ecosystems is accelerating this shift. At the same time, this transformation raises important question for businesses. Will…
In the year 2030, and a marketing team analyzes the success of their advertising campaign. However, there was no brainstorming, ad copy discussion, or manual segmentation. That is because an AI system had understood the campaign and done everything. This is the direction advertising is moving toward. It is no longer about using AI for isolated tasks. It is about…
A brand is gearing up for a new marketing campaign. Previously the entire process of campaign creation, advertising, reporting, and media planning required time. Currently, brands can come up with ideas by using AI, write ad copies, automate targeting of their audiences, and monitor their campaigns. This brings up the question: Can AI take care of everything that needs to be done, and thus, make brands no…
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