AD Agencies
CTV advertising set to dominate in 2025 with precision and power
MUMBAI: Is your ad budget ready for the CTV revolution?
Connected TV (CTV) is not just the future—it’s the now of advertising. With global CTV ad spending reaching a jaw-dropping $1.6 billion, brands are tuning in to the platform’s unparalleled ability to engage audiences. In southeast Asia, where digital adoption often outruns the global pace, CTV is rewriting the advertising rulebook, making ads smarter, sharper, and more effective.
But here’s the question: Are brands leveraging its full potential, or are they still stuck in the ad-tech past?
Let’s be honest—nobody likes juggling multiple dashboards. Unified CTV platforms are solving this age-old problem by offering one dashboard to rule them all. Brands can now manage campaigns across apps, FAST channels, streaming devices, and OEMs in one place. Imagine reaching diverse audiences seamlessly without breaking a sweat.
Isn’t it time advertisers swapped chaos for convenience?
Programmatic CTV integration is the superhero we didn’t know we needed. By targeting audiences based on device type, resolution, geography, and even interests, advertisers can tailor their campaigns to perfection. Real-time adjustments mean your ad isn’t just out there; it’s out there for the right person at the right time. And the cherry on top? You’re focusing your budget on high-performing inventory, maximising reach while keeping costs in check.
Pro tip: Ads don’t need to scream; they need to resonate. Are yours doing that?
In southeast Asia, the demand for premium ad spaces is skyrocketing. Why? High-quality, unskippable ads on trusted platforms elevate a brand’s persona. They’re not just grabbing attention; they’re holding it. Think of it as the difference between shouting into a void and having a meaningful conversation.
Fun fact: Ads in premium spaces make consumers linger longer and trust deeper. Isn’t that what every brand wants?
Short-form videos are no longer a trend; they’re the backbone of modern advertising. With an annual growth rate of 10.04 per cent and a projected market volume of $145.8 billion by 2028, these snackable formats are the ultimate attention grabbers. Perfectly suited for CTV, they allow brands to make a quick, emotional connection.
When was the last time you watched a long-form ad and didn’t hit skip?
Here’s where it gets exciting. Advertisers are moving beyond old-school metrics like viewability and focusing on customer lifetime value (CLTV), purchase intent, and brand loyalty. It’s not just about being seen—it’s about being remembered. By leveraging data insights, brands can craft ads that genuinely resonate, boosting long-term ROI and creating loyal customers.
In a world drowning in ads, would your brand’s message float or sink?
CTV isn’t just another channel; it’s the channel. From programmatic precision to premium ad spaces and evolving metrics, the platform is transforming how brands connect with consumers. And in regions like Southeast Asia, where digital trends accelerate at breakneck speed, CTV advertising is poised to deliver unparalleled ROI and build lasting brand equity.
Inputs by Edo Fernando, Country Head, Indonesia, Xapads Media.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
