Category: Advertising

India emerges as top alternative to China for global advertisers, says Sir Martin Sorrell

Sorrell’s message is clear: trade wars don’t happen in isolation. They infiltrate the economic bloodstream and affect every organ of the global body—including advertising.

He said that by 2050, 3 of the world’s largest economies, China, India, and Indonesia will be in the top five.

The Outpost: Why Indian advertising leaders seem to struggle for global recognition

For global advertising to thrive in the 21st century, it must do more than acknowledge Indian talent — it must actively integrate it into decision-making processes. The industry cannot afford to treat India as an afterthought.

It seems Indian advertising professionals are often operating on the margins of a system designed elsewhere, where the power centers—New York, London, and Paris—dictate the creative playbook.

Amul, Mondelez debut on Prasar Bharati’s OTT platform WAVES

Most original content and live streaming feature 20-second and 30-second trailers and promos for available shows. Some of the featured show promos on the platform include Battle of Bands, Yatra, and Rangoli.

For Advertising-Based Video on Demand (AVOD) and Transactional Video on Demand (TVOD) programs, the revenue-sharing model remains 65:35 for which broadcasters and content providers are praising the pubcaster.

Q-Commerce DSPs to dent big tech’s ad revenue in India

Currently, brands allocate approximately 20% of their total revenue to Q-commerce platforms, with some D2C brands dedicating 50–60% of their overall ad budgets to these platforms.

Q-commerce apps like Swiggy Instamart and Zepto are already moving toward building their own Demand-Side Platforms (DSPs). Q-comm ad revenues are expected to surge.