And thanks to the video consumption, that's helping us create a lot of content for brands.
Three takeaways worth carrying forward.
- 01
Five years ago, the media mix, and when I say media mix, the digital media compared to the overall media, used to be in single digit.
- 02
How can brands leverage data to tell better stories today, given the fact that we have multiple touch points more than ever today?
- 03
The content that you always wanted to watch it on television, today you're getting to see it on your own personalized phone.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT649 words
It's a good good story, it's a very nice story. We're expecting roughly around 10 to 12% of growth over the previous festive years. So how do you think today's marketer is different from one five years ago? Five years ago, the media mix, and when I say media mix, the digital media compared to the overall media, used to be in single digit. Small single digit rather, not just single digit. But today, it's more than 15% to 18%, depending on the category. I mean, that's a big shift, which means that digital has become a mainstream media.
That's a very big one. Content is playing a very, very important role. There would have been content then, but it was not as big as what it is. And thanks to the video consumption, that's helping us create a lot of content for brands. So content's become a very, very important role. It's given birth to OTT, right? The content that you always wanted to watch it on television, today you're getting to see it on your own personalized phone. And not just that, but there is original content being created. Yes.
And that's really catching a lot of eyeballs and helping to grow the number from the consumer base. So I think these are these four or five areas. And last but not least, data. It's the programmatic, which was not even there five years back. Today, we're talking about cookies and anonymous IDs. We're talking about 200 million anonymous IDs is what I have, right? I mean, that's a big number, right? This is not the language that we spoke five years back. So data is making life very easy for the CMOs today.
How can brands leverage data to tell better stories today, given the fact that we have multiple touch points more than ever today? Thanks to our DMPs and DSPs, which are not just collecting data, but it's also giving a shape to that data. On one hand, when a business is formed, you have a PII of a consumer. On the other hand, you have an anonymized data, which is a device ID or your copy ID. Idea is, yeah, definitely marry them together so that you know who your customer is. Right.
That's the best thing for the brand. And over and above that, you really want to know what's his behavior. So I want to give him his communication of the brand, where he is or whichever environment that he's currently in. Right. Right. That makes, you know, brand set in pretty smoothly with the consumer as well. And it's a win-win for both of them. Consumers love the brand, the brands love the consumers, right? So, and I think data really plays the critical role to get there. So we are just admits, just beginning the festive season right now.
How much do you think and how much do you foresee an increase in digital spends this year? Well, the monsoons have been normal. There is no impact of GST or demonetization. It's a good, good story. It's a very nice story. We're expecting roughly around 10 to 12% of growth over the previous festive years. Okay. Right. And most of the sectors are actually moving, be it whether it's e-commerce, retail, OEMs.
OEMs are lining up their launches. Every OEM has got some three or four launches. I mean, that's the kind of spend that's going to be expected from that category. Autos getting bigger. Real estate is getting bigger because it's hit the bottom and now they're spending in a big way. So I think overall most of the categories are really going to be spending in.