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Guest Column: M&E industry in India: 5 not-to-be-missed trends
The Indian M&E industry is growing at 15 per cent CAGR and is expected to double in size over the next five years. Almost all the sub-segments are growing in double digits. The existing ones are those in the middle of a consumption trend like on-demand content or beneficiaries of a regulatory push like digitisation.
Here are the five biggest trends to watch out for:
1.OTT
Personalisation of content and delivery and real time access on multiple devices and platforms to make OTT mainstream. Big data through instant consumer analytics to become indispensable
2.Digital Content as growth driver
Growth to be driven by digital content in the internet industry in India as it doubles to $250bn in 5 years. Unprecedented proliferation of digital-first media brands like AIB, TVF, etc. Existing traditional media brands may reorient themselves to being digital-only brands. Repurposing widely popular content of the past on digital for consumption across multiple content formats may be a unique sound strategy.
3.Immersive content as lead format
Immersive content (VR/AR) to play an unexpected big role in the future. May become larger than any other format in the years to come.
4.Technology to disrupt more than just content
Technology to continue to disrupt the traditional ways of buying and selling advertising as programmatic, geo-targeting, etc becomes the new normal. TV and digital measurement to converge too as marketers look for platform-agnostic strategies.
5.Convergence of M & E & Technology to undergird everything
With cheap economics dictating the rationale, cloud-based services to drive content faster from creation to consumption thereby re-defining movement, distribution and management of content. Rapid convergence of media, entertainment and technology is interlinking content creation, distribution and consumption experiences.
New media – signifying interplay between technology and media – is where the real excitement is. It offers a range of opportunities in content and platforms across gaming, video and music. Other than that, there are consolidation plays in traditional media like C&S distribution, film exhibition etc.
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(Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.) |
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
