Fear of the unknown! How advertisers will navigate the self-certification process

Call it a ‘bold move’ or ‘bold claim’, this has been a strategy followed by brands in their marketing and communication for years now. Needless to say, from time to time it has backfired, with cleaning and detergent brands changing tack to claiming 99.9% impact as opposed to 100%. As a result, to curb misleading ads the government has rolled out a mechanic called, the ‘Self Certification’, process. Even as many would call this a need of the hour, one cannot deny the fact that among all mediums digital advertising is expected to suffer a blow.

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Digital ad spends estimated to grow by 15.9% to reach Rs 580 billion in 2024, reveals MAGNA report

The Indian advertising industry is forecasted to continue its growth trend, with projected revenues increasing from Rs 1.1 trillion in 2023 to Rs 1.2 trillion in 2024, marking a 50% rise compared to the pre-pandemic era, as per the report by MAGNA? titled ‘GLOBAL ADVERTISING FORECASTS – JUNE 2024 UPDATE’. However, certain sectors like print, radio, and cinema are still below their 2019 levels. As per the report, the industry is expected to see an 11.8% growth in advertising revenue in 2024, slightly higher than the 11.2% growth seen in 2023.

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Consolidating martech stacks; the key to high ROI for organisations

Since the integration of ‘marketing’ and ‘technology,’ the number of related applications is understood to have seen an upward trajectory. Marketing technology (martech) has become crucial in enhancing marketing campaigns. A 2024 global study by Statista, a data and business intelligence platform, evaluated the martech landscape and identified over 14,100 martech solutions available to industry professionals this year. This marks a more than 100% increase from the 7,040 solutions recorded in 2019, prior to the pandemic.

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Bite-sized content! Social media marketing tips you didn’t know you needed

In the fast-paced world of social media, brands can either skyrocket to fame or crash into the troll zone. Mastering the dos and don’ts of social media marketing is key to staying afloat and thriving. Saijal Jain, manager -media buyer, Adbuffs, talks to BrandWagon Online about the essential strategies and common pitfalls of social media marketing.?

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How did news channels fare in this General Elections?

This year’s Lok Sabha election results beat all exit poll predictions. It was perhaps one of the most exhilarating days for many Indians, as the outcome was against all popular notions. What this also means is that news channels were able to keep the audiences glued to the end.

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Bite-sized content! 5 SEO practices you didn’t know you needed

Suppose you’ve opened a shop and want customers to come in huge numbers, what options do you have other than advertising ? not many, right? Well, that’s not the case with the digital world, increasing organic traffic is possible if you know the right trick. Search engine optimisation (SEO) plays a major role in climbing the search engine rankings. It generates traffic and makes a website visible for consumers. In this article we will discuss five SEO tips that can have a skyrocket effect on your website’s traffic.

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Pearson India names IAM Group as strategic marketing partner

IAM Group of Companies has been appointed by Pearson India to lead its strategic marketing initiatives in higher education.? “We are looking forward to working with Pearson India. Their commitment to education aligns with our values. We look forward to developing marketing campaigns that resonate with educators and learners alike,” Aditya Uppal, COO, IAM Group of Companies, said.?

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BGMI partners with ‘Kalki: 2898 AD’ film, launches exclusive in-game events and trailer

KRAFTON India’s BATTLEGROUNDS MOBILE INDIA has announced its collaboration as the official gaming partner of ‘Kalki: 2898 AD’, a pan-India cinema.?As the official gaming partner of ‘Kalki: 2898 AD,’ BGMI is understood to have launched a trailer for the movie, featuring a fusion of the BGMI world and the Kalki: 2898 AD cinematic universe. Reportedly, the collaboration also features an exclusive in-game event hosted by BGMI featuring challenges and rewards for players.?

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Hitting the pause button

How do brands make themselves seen and heard by customers who are bored, irritated or simply disinterested in ads due to overexposure? What if you could showcase your brand without forcing yourself on unsuspecting viewers through the annoying pre-roll or mid-roll? In a first, OTT giant Disney+ Hotstar has introduced pause ads for connected TVs (CTVs) — they appear only when a consumer takes a break from the content, wherein a pop-up appears on the right-hand side of the screen touting the advertised brand.

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Offence is the best defence

Jubilant Foodworks —which operates Domino’s restaurants in India, posted revenues of `5,654 crore in FY 2024 and expanded the pizza chain’s footprint to 2,000 stores across 421 cities — might have a problem in its hands. And they go by the moniker homegrown upstarts. Analysts say local pizzerias and regional chains now constitute over 30% of the `8,300-crore pizza market in India. Five years ago, that figure was below 15% and these small and regional pizza players are gaining share by eating into the share of bigger rivals.

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