MAM
Guest column: Trends which will define 2021 for programmatic advertising
NEW DELHI: The following digital advertising trends will influence the shift to programmatic buying and help brands optimise ad spend.
Data and cookie deprecation
There has already been a lot of talk around data and how the third-party cookie deprecation is going to allow the media industry to evolve, looking into new (or old, think contextual) ways to help the brands reach out to their consumers. 2021 would be the year where marketers, publishers and adtech stakeholders will become increasingly self-reliant in establishing their own CDPs, DMPs and unique audience identifiers. We also see the emergence of mediator technologies such as data clean rooms on the back of blockchain architecture that will allow these siloed data sets to talk to each other in a privacy compliant way.
Media Commerce
E-commerce spends have been steadily increasing year-on-year and with Covid, some categories like grocery, FMCGs, apparel, health & personal Care have grown tremendously. In the next three years, the share of e-commerce is predicted to be just shy of eight per cent of total retail in India, hitting approximately $120 billion in revenue by 2024. According to the research published by Kantar on the State of E-commerce 2021, the online purchase journey can be complex and spans across multiple online and offline touch points. Thus brands need to be able to build a cohesive omnichannel strategy across all digital platforms be it search, social, email, retail or marketplaces. In addition to winning the product promotion on retailers or marketplaces’ own inventory, marketers should be looking to leverage the strong deterministic e-commerce data signals to reach their audiences across all digital platforms outside of O&O inventory. With media commerce driving awareness, consideration and final conversions brands should look for both qualitative and quantitative signals to measure effectiveness of their media investments, and not just ROAS.
Creative innovation and hyper-personalisation at scale
We’re already a mobile-first market, which is getting even bigger with better network performance on 4G and 5G. This has opened a huge opportunity to drive creative innovations across all channels – video, audio, gaming, commerce. Tech advancements and low latency mean advanced features such as AR/VR will load easily – visual search, social media lens, shoppable media, immersive gaming formats are certainly on the horizon. Ad formats such as interactive video, conversational audio and voice search ad-formats are already creating a true intent-based dialogue and engagement with consumers. Apart from the innovations-formats, data-driven creative storytelling will allow marketers to deliver personalised communication to their audiences at scale.
(The author is head of product & marketing science, Xaxis India. Indiantelevision.com may not subscribe to their views.)
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
