MAM
Pros and cons of programmatic advertising
Mumbai: For individuals extensively engaged in online activities, be it gaming or browsing social media, the prevalence of tailored advertisements matching their interests is undeniable. This aligns with one of the primary goals of programmatic advertising: employing a data-driven methodology for the purchase and sale of digital ads, precisely targeting the marketing of products and services to specific audiences. Programmatic advertising has emerged as a transformative force in the realm of digital marketing, employing automated systems and data analytics to seamlessly connect ads with the right audience at the right time. I
In contrast to traditional advertising, programmatic advertising operates like a savvy assistant, efficiently navigating the landscape of online ad placement. The method’s effectiveness is underscored by its ability to target specific demographics, optimize spending, and provide real-time insights, making it a preferred choice for advertisers in the digital age.
Recent statistics underscore the exponential growth of programmatic advertising, with a Statista report projecting digital advertising to reach half a trillion Indian rupees by 2024. India’s robust internet penetration, currently standing at 48.7%, with over 692 million users, has been a key driver. The Digital India initiative, coupled with last-mile connectivity, widespread smartphone adoption, and affordable internet access, has propelled the surge in programmatic advertising.
For those serious about digital marketing impact, programmatic ads offer a plethora of benefits. Precision in targeting, efficient spending, and real-time optimization contribute to a higher return on investment. Advertisers can leverage a variety of platforms to reach specific audiences strategically, ensuring frugal and calculated allocation of resources. Whether executing a multi-platform brand-building campaign or a tactical promotion for a festive season, programmatic advertising provides the agility and data-driven insights needed for success.
Despite the digital dominance, many advertisers still adopt the media multiplier effect, integrating programmatic advertising into their overall media buying strategy. By strategically utilizing different channels based on budget constraints, advertisers amplify their brand messages, reaching a broader audience as each channel reinforces the others.
However, the implementation of programmatic advertising is not without its challenges. A primary hurdle is the increasing demand for skilled professionals in digital marketing, data analysis, and ad tech. As the industry evolves, the scarcity of qualified individuals poses a significant challenge for agencies.
Addressing the persistent issues in programmatic advertising is crucial. Ad fraud remains a concern, with bots generating fake clicks and impressions, leading to wasted resources. Ensuring viewability is another challenge, as advertisers strive to guarantee that their ads are seen by users. Data privacy concerns, amid growing awareness among consumers, necessitate careful and transparent handling of user data.
Remaining nimble and adaptable is imperative for marketers and advertisers. No brand strategy can be fool-proof, and strategies must evolve to meet the dynamic nature of the digital landscape. Embracing technology, including the integration of programmatic advertising, presents exciting possibilities, revolutionizing the way brands connect with their customer base.
Drawing from years of brand strategy experience, the lesson is clear: embracing technology, particularly programmatic advertising, opens a realm of opportunities for advertisers. As the industry progresses, programmatic advertising will undoubtedly play a more pivotal role in business marketing strategies, combining data-driven precision with creative storytelling. The convergence of these elements marks a paradigm shift in the advertising landscape, shaping the future of digital marketing.
The author of this article is Newton Consulting India COO Smita Khanna Kithania.
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
