Author: Indrani Bose

MAdtech Point: Metrics in advertising technology must evolve to be more holistic

Privacy regulations are now kicking in and consumer information needs to have consent for advertising, making retail media the most compliant and qualified channel for advertising. Even before we start planning based on engagement, the industry is rapidly moving towards commerce now.(Representative image: rupixen.com via Unsplash)

The metric that really matters for advertising is holistic channel planning, where we measure readership, viewership, engagement and transaction, all on a common estimated universe.

Power at play: The economics of gaming platform advertising

With more people than ever before spending their leisure time on mobile devices, brands are recognising the potential of advertising in this space. (Representative image by Ryland Dean via Unsplash)

The combination of mobile-based gaming and in-game advertising presents a powerful way for brands to effectively reach their target audiences.

Famous Innovations bags social mandate of Adidas

As the brand prepares for upcoming product launches and manufacturing initiatives in India, it aims to expand its footprint through a robust presence on digital platforms. (Representative Image: Giorgio Trovato via Unsplash)

The account was won post a multi-agency pitch.

WPP reveals third quarter performance; net new business amounts to $1.4 billion

Whoppl has embarked on a global journey by forging strategic alliances with their counterparts, Hotice Inc. in Japan, Grown Media in France, and Kobe in Singapore.

WPP expects that the Launch of VML and further integration of GroupM with common products and single technology platform will drive stronger revenue growth and net annualised cost savings of at least £100m in FY25 with a part-year benefit in FY24.

Cost is not a barrier for buying insurance, it is the mindset: Rathin Lahiri of SBI General Insurance

Co-marketing campaigns with our mother brand SBI are an important part of our strategy, says Rathin Lahiri of SBI General Insurance

Lahiri explains how in a low penetrated category, distribution will create its own demand, how SBI General Insurance leverages co-partnering with its mother brand SBI and how distribution channels, differential pricing and data mining can help the insurance brand become a market leader.

Policybazaar teams up with comedian Kapil Sharma to spread awareness about insurance

Policybazaar believes that Kapil Sharma's ability to connect with the audience through humour will demystify the insurance-buying process and encourage customers to make more informed choices. (Image courtesy: News18 Hindi)

The actor-comedian, who collaborated with the brand in the past for the campaign Ullu-Thullu, is back to educate customers about the benefits of comparing and buying insurance.

Spotify beats user expectations; reports 16 percent ad-supported revenue growth

Spotify measured a panel of users' attention via Amplified Intelligence’s attention tool, across one month using data from 2,500 people in India capturing more than 7,900 ad views.

26 percent i.e. 574 million active users were recorded in the third quarter. According to reports, premium subscribers, who account for most of the company’s revenue, amounted to 226 million.