Category: Special Coverage

From eyeballs to dollars: Monetization is the next wave of innovation for Streaming Platforms

Digital advertising was and continues to be sold in models that are largely similar to the TV world. The OTT app would promise a certain reach and frequency to an advertiser to grow their brand. While tracking mechanisms improved manifold in the new world, they were still not directly linked to outcomes for advertisers. On the other hand, global tech giants such as Google, Meta, and Amazon started promising and delivering outcomes to advertisers. (Image source: Unsplash)

India’s TV industry which reaches 700 million viewers garners subscription revenue of ~$5 billion – that is a mere $7-8 per user per year, writes Siddharth Jhawar , General Manager, Moloco India.

What if your next beauty secret is powered by AI?

As the beauty industry embraces the digital age, the profound impact of AI becomes increasingly apparent, reshaping everything from product discovery to customer engagement and marketing strategies. (Image via Moneycontrol)

Bharath Venkatesh, Associate Director Marketing, Flyfish writes that AI-powered search capabilities understand context beyond keywords, enhance product discovery, and guide customers to find the products they love.

Beyond borders: Developing performance marketing strategies for the global market

Global performance marketing unlocks the potential of reaching new customer segments, increasing brand awareness on a wider scale, and aiding in maximizing return on investment. Conversely, overcoming these hurdles unlocks opportunities for exponential growth. (Representative image via Unsplash)

Cultural differences, language barriers, and local regulations influence people’s interpretations and reactions to advertising content. writes Vivek Kumar, Vice-President of Synchrony.

Building brand loyalty through community engagement in sports

The loyalty and passion within the sports fans present a valuable opportunity for brands to connect with their customers on a deeper, more personal level. (Image source: @IPL via X)

For brands to develop authentic connections with the community, brands can host their sports events or support a local sport team or athlete or even host community watch parties, fan meet-up events or the most effective way, support grassroots sports initiatives consistently, writes Shubhangi Gupta, CMO and Co-founder, SportVot.

PM Modi on RBI at 90: RBI plays a pivotal role in advancing our nation’s growth trajectory

PM Modi said, "RBI is the appropriate body for the holistic appreciation of the banking vision of Viksit Bharat.”

PM Narendra Modi released a commemorative coin to mark 90 years of Reserve Bank of India. At the opening ceremony of RBI@90, he said, “Today we have reached a point where the Indian banking system is being seen as a strong and sustainable banking system of the world.”

The remote revolution: Cultivating a thriving team culture in a scattered landscape

Project management platforms like Asana or Trello are your allies in a remote setting. These tools allow you to assign tasks, track progress, share documents seamlessly, and maintain a clear picture of project workflows. (Image source: Moneycontrol)

According to Sujata Biswas and Taniya Biswas, co-founders of Suta, building a strong team culture – the essential element that binds individuals into a cohesive and motivated unit – presents unique challenges in a remote setting.

B2B branding: Where trust trumps pomp

B2B buyers are savvy. They can smell a hollow marketing spiel a mile away.

In 2023, Spotify launched “Wrapped for Advertisers.” This campaign offered businesses the same kind of data insights – but about their customer’s music preferences.

Experts vs influencers: Digital PR alternatives to link building

Not all influencers are made equal, but the same can be said for experts. While experts bring a level of credibility and authority to a campaign, influencers often have a more direct and personal connection with their audience. (Representative Image: Diggity Marketing via Unsplash)

Influencer marketing is a $5 billion industry in the U.S. and in India, it is projected to grow to Rs 28 billion by 2026.