Where the future of digital marketing is headed

The recently released dentsu e4m Digital Advertising Report saw digital ad spends in India overtake TV for the first time, even as various verticals invested their ad dollars across digital’s ever widening media. And within digital itself, programmatic advertising saw a strong performance.

According to the dentsu e4m Digital Advertising Report, “Programmatic buying of digital media contributed 42% (Rs 17,088 crore) to the digital media industry by the end of 2023, experiencing a growth rate of 37% over the previous year. We expect this segment to grow at a compounded rate of 27.51%, reaching a share of 45% (Rs 27,782 crore) by the end of 2025.”

“Throughout history, media has aimed to connect with consumers through resonant messaging. Now, picture this: As an agency, I can precisely target your audience, predict their preferences, and increase conversion rates. This level of precision is driving the growth of digital and programmatic advertising,” says Amyn Ghadiali, President, Business & Integration, GOZOOP Group. 

With programmatic advertising projected to reach $18.42 billion by 2026, its rise has transformed targeting capabilities and spending efficiency. Ghadiali observes that as digital ad spend approaches or surpasses native ad expenditures, brands are increasingly turning to online channels to adapt to changing consumer preferences. “To maximize advertising ROI and create impactful experiences across digital platforms, leveraging data-driven insights and innovative technologies is essential. This evolution underscores the shifting landscape of media consumption and the power of targeted advertising in today’s digital age.”

Paras Mehta, Business Head – Programmatic Solutions, Interactive Avenues (the digital arm of IPG Mediabrands India), says that within the digital sphere, programmatic advertising comprises slightly above 40%. “While native ads can technically be bought via programmatic channels, overall native ads represent no more than 15% of the total spends.“

“Besides transparency and efficiency, programmatic opens doors

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Exploring the impact of artificial intelligence in marketing: The future of advertising

In the fast-paced digital world, the combination of Artificial Intelligence (AI) and marketing promises to change how companies interact with their audiences. TribLIVE Local’s upcoming seminar “The Future of Advertising” aims to clarify this intersection, providing valuable insights into the practical applications of AI in marketing and advertising.

As businesses face an increasingly competitive market, the need for personalized, efficient and impactful marketing strategies is more critical than ever. AI offers a solution to these challenges with its ability to analyze vast amounts of data, recognize patterns, and predict consumer behavior. This seminar will showcase how AI can automate various aspects of marketing, from content creation and customer segmentation to ad targeting and performance analysis.

“In today’s world, the use of artificial intelligence in marketing isn’t just a trend; it’s a transformative force reshaping the way businesses connect with consumers,” said Jennifer Bertetto, president and CEO of Trib Total Media. “We are excited to be at the forefront of that transformation where innovation meets customer needs.”

One of the highlights of the event is its focus on real-world applications of AI in advertising.

Two experts will speak: Mike Blinder, owner and publisher of Editor & Publisher magazine, and Lloyd Armbrust, owner of OwnLocal, headquartered in Austin, Texas. They will share insights about how cutting-edge tools and platforms that leverage AI are being used by marketers around the country to automate and optimize ad campaigns, create dynamic content, and provide actionable insights.

These tools increase efficiency and enable marketers to craft more relevant and engaging experiences for their audience. Additionally, they will cover the publisher movement to hyperlocal news, which is what most readers want — and no one else is covering.

Networking opportunities are another significant aspect of the seminar. The event will unite business owners, marketers, entrepreneurs,

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Shaping the future of the marketing & advertising industry

The Oberoi, Gurugram, was the podium for an unforgettable evening as Storyboard18’s Visionaries event took place. This assemblage witnessed luminaries from the advertising and marketing industry who shared their incredible journeys in steering the ever-evolving terrain of disruptive technology.

In an age where platforms reevaluate how companies coalesce with consumers, it is the visionaries who are at the front, using innovative technologies to drive industries ahead. They are the creators of a future we desire, and Storyboard18 is dedicated to acknowledging and honouring these innovative and brilliant minds in the marketing sphere.

Honouring and inspiring leaders: The ‘Visionaries’

The evening was a powerful display of the marketing and advertising industry’s past, present and promising future. Suresh Narayanan, managing director of Nestlé India, delivered a dynamic and motivating keynote address, filling the event with energy and enthusiasm.
Storyboard18 grabbed the prospect of not only honouring the ‘Visionaries’ but also celebrating and motivating leaders in the advertising and marketing industry.

The occasion featured compelling panel conversations on key issues, including a spirited discussion on the evolving relationship between CEOs and their CMOs, analysing whether CMOs can step into the shoes of CEOs themselves. The panel was led by Delshad Irani, editor, Storyboard18, with eminent panellists including Aseem Kaushik, MD, L’Oreal India; Kulmeet Bawa, president and MD, SAP India; Adobe India; Sukhleen Aneja, chief executive officer, Good Glamm Group; Prativa Mohapatra, vice president and managing director; Madhav Sheth, CEO, HTECH; and Devendra Chawla, CEO, GreenCell Mobility.

The entire session had some invaluable insights on how the big marketing opportunity has arrived, called for action in the present, and the elemental role played by the CEOs driving their company’s growth agenda. CMOs are on the runway with the CEOs, and a powerful alliance will meditate on the development and numbers intensely.

Steering the start-up

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Why Google on trial is the pivotal moment that could shape the future of online advertising

When the U.S. government faces off against Google in court later today, it will be the start of the first significant attempt to rein in a major tech giant in a generation. If the Department of Justice manages to pull this off, it could really shake things up for Google, possibly giving its rivals a chance to grab a bigger slice of the pie in what used to be Google’s stronghold: search advertising.

Whether this happens depends on if Judge Amit P. Mehta believes that Google played a bit dirty by cutting deals with Apple, telco companies and other device makers to be the automatic search engine to users on their platforms and tech. The U.S. government argues that this strategy has harmed fair competition, effectively locking Google into a dominant 80 percent or higher market share in search.

Key dates for trial

Tuesday, September 12, 2023:

Tuesday September 12 – Friday October 6, 2023:
Parties opening statements
DOJ’s Case-in-Chief

Tuesday October 9 – Tuesday October 24, 2023:
(Colorado) State AGs Case-in-Chief

Wednesday October 25 – Wednesday November 15, 2023:
Google’s Case-in-Chief

Thursday November 16 – Friday November 17, 2023:

Friday January 26, 2024 (estimated):
File Post-trial briefs & PFOF (estimation based on scheduling order)

Perhaps this talk of monopolistic behavior rings a bell? That sense of déjà vu is because the U.S. government is also making a similar attempt to challenge Google’s dominance in open web advertising. The outcomes of both trials could be seismic, but the search one is arguably more critical since it’s the foundation of Google’s business. It’s also likely to impact the outcome of the ad tech case, which won’t start until some time next year at the earliest. 

Whether Google

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The Future of Digital Advertising

People are one of two things in this world.

Overwhelmed or distracted.

Doom scrolling on social media has made attention spans short.

Privacy policies and GDPR are making it increasingly difficult to reach your customers.

iOS nuked Facebook’s ad targeting system by giving users the ability to opt out of app tracking.

As more and more people worry about their privacy, the future of Digital Advertising is shifting.

Want more future-proof and profitable ad campaigns? Check out these 4 digital advertising methods.

DOOH (Digital-Out-Of-Home)

Digital-Out-Of-Home lets you advertise in the physical world with LCD displays and digital billboards.

I know what you’re thinking. “Billboards Ads? Who still pays attention to those?”

They’re making a comeback and here’s why:

  1. You can’t block them with an ad-blocker

  2. Not subject to strict regulations

  3. Geofencing

Everyone and their aunt’s cousin has an ad blocker which means most people won’t see banner ads. Digital billboards can’t be blocked in that regard.

Also, digital billboards don’t come with the same complex privacy regulations.

That means fewer restrictions on what you can say or do.

Another advantage of DOOH is that providers have massive amounts of location data.

If you want to target married couples with kids who make over $150,000 per year, the providers can search the data and find the best physical ad placements based on where those couples shop.

Last but not least, there’s Geofencing.

Ever walk inside a clothing store and then see an ad from that exact company on your social media?

It’s because when you step close to in-store digital billboards, they tag your phone’s device ID.

Advertisers can plug those IDs into their online ad campaigns to re-market to you later.

Most of the time customers need multiple touch points before making a purchase. So this can help you stay

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Kroger Precision Marketing Builds In-House Advertising Platform to Power the Future of Retail Media

The retail media business of Kroger is expanding talent and capabilities to improve shopping experiences and increase advertising performance.

CINCINNATI, OH / ACCESSWIRE / June 28, 2023 / Kroger Precision Marketing (KPM), the retail media business of Kroger powered by 84.51°, is building the next generation of advertising technology in-house. The new KPM advertising platform will accelerate the ability for retail data to improve shopping experiences while also making it easier for advertisers to activate, measure, and optimize campaigns.

The new self-service platform will initially encompass Kroger’s existing product listing ads and onsite display advertising. It will later power KPM’s entire retail media service portfolio.

“Retailers are creating the consumer-first future of advertising,” said Cara Pratt, Senior Vice President of Kroger Precision Marketing. “We know we need to remove friction from the retail media buying process. Building a new foundation of integrated technology empowers brands and agencies to maximize retail media’s potential. Together, we will deliver a more convenient, personalized, and inspirational shopping experience.”

Retail media emerged with fragmented advertising systems for different media channels. By building an in-house advertising platform, KPM will offer a more unified marketing strategy between various on-site and offsite media channels. The new platform will also pave the way for greater interoperability with other media activation and management software.

As a self-service advertising platform, initial capabilities will allow clients to:

  • Reach relevant audiences using search-based insights and custom ad groups.
  • Design, iterate, and activate creative messages within the platform.
  • Customize and save multiple creative templates by brand and product.
  • Optimize all campaign elements including budgets, messaging, and flighting.
  • Build reports and boost performance against deterministic retail data – including sales lift, household penetration and unit lift.

All advertisers will be able to transition to the new platform before the end of 2023. Advertisers using

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