Category: Advertising

Unified measurement is a work in progress, will take its own time, says ISA Chairman Sunil Kataria

"That's a long piece of work. Let me be very honest. It's a work in progress for quite some time," Sunil Kataria said, highlighting the need for collaboration across multiple industry bodies, including publishers, broadcasters, and advertising agencies.

The ISA, along with other industry bodies, continues to explore solutions, but for now, the road to standardization remains a work in progress.

Skepticism looms over YouTube ‘Shorts’ despite aggressive push

Beyond competing with its formidable rival—Meta's Instagram Reels, which has quickly taken the lead in the short-video space—YouTube 'Shorts' is also facing scrutiny from advertisers over its effectiveness and brand safety.

Concerns over content safety and ad effectiveness temper marketers’ enthusiasm, even as YouTube ramps up efforts to challenge Instagram Reels.

Swiggy moves into new office in Gurgaon’s One Horizon Centre

The announcement was made by Surendhar Kumar, Head of Administration and Procurement at Swiggy, via a LinkedIn post.

The One Horizon Centre houses a range of several technology firms, startups, and venture capital companies, including Apple India, Samsung India, Uber India, Z47 (formerly Matrix Partners India), Elevation Capital, and Noise.

Kotak unveils new brand philosophy ‘Hausla Hai Toh Ho Jayega’ to reflect the spirit of aspirational India

‘Hausla Hai Toh Ho Jayega’ embodies this belief, capturing the optimism, aspirations, and courage of Indians across all walks of life.

Kotak is rolling out a multi-channel marketing campaign, spanning television, digital, print, outdoor, and social media, aimed at inspiring Indians to take big steps toward fulfilling their aspirations.

Why are brands betting on indie agencies over established giants?

While the shift to indie agencies is significant, some argue that legacy agencies continue to offer advantages that cannot be easily replaced. (Image source: Unsplash)

The biggest advantage of working directly with CXOs and founders is the ability to bypass indecisiveness and hierarchical delays, which often stifle creativity

X rolls out Grok AI-powered tools for ad creation and campaign analysis

X's updates arrive along side other recent platform enhancements, including an integration with Shopify and an upcoming Quick Promote feature aimed at simplifying the process of boosting posts. (Image: YouTube)

Platform introduces ‘Prefill with Grok’ and ‘Analyze Campaign with Grok’ to streamline ad creation and performance review.

InspiRAYtion 21: Is hiring broken?

"Try hiring people yourself the next time you do a round of creative hiring. It’s one of the most inspiring things I could have done, meeting so many interesting minds out there in a fortnight," writes veteran adman Rayomand J Patell. (Image Source: Unsplash)

In this week’s InspiRAYtion, veteran adman Rayomand J Patell touches upon the concept of hiring and states that AI should not categorically be used where the human touch matters the most.

YouTube AdBlitz 2025: The Super Bowl’s biggest commercial hits and trends

The new plan allows users to watch most videos ad-free across various content categories like gaming, cooking, comedy, and education, but excludes music videos, Shorts, and background play.

Universal Studios and Netflix both secured spots in the top ten without even airing their ads on television, proving that digital-first strategies can be just as powerful—if not more—than traditional TV placements.