Mumbai: The Media Investment Summit (MIS) 2023 organised by Indiantelevision.com saw one of the panels discuss on the topic - ‘Ad-Tech: The Science behind reaching to right audiences programmatically and the art of sustaining them’. The session was moderated by XAXIS general manager Dimpy Yadav and the panellists were HDFC Bank senior vice-president & head of digital marketing Jahid Ahmed, DDB Mudra Group country head & managing partner - integrated media Rammohan Sundaram, Motorola Mobility India head of marketing Shivam Ranjan and Lemma national sales head Dheeraj Soni.
Talking about advertisers who prefer to buy media directly from publishers due to various factors be it transparency, publisher accountability, feasibility of innovations, better campaign performance. But programmatic is considered to be the future of digital media buying.
Yadav opened the floor for discussion and pointed out how audience targeting was an important point when it comes to the programmatic ecosystem. 2022 being a year of uncertainty, where a lot of brands and companies didn’t know how to navigate - and as an audience and a marketer too, everyone moved online, so how matters were perceived in that perspective.
Ahmed mentioned about how the pandemic allowed to reflect and work a lot on martech. Viewership has gone omnichannel. Be it BFSI or the e-commerce industry, it is the generation of commerce. “We have created an ad data hub, which we think is important to ensure that a campaign gets its due in terms of the right measurement metrics.”
Soni spoke on how for them their campaign objective is to reach out to a specific audience and convert them into potential customers.
Sundaram talked about the omnichannel approach, and that it’s very important for marketers to decide how they are going to capture their audience - each audience has different taste and requirements. Localisation and personalisation are also important.
Ranjan, too, shed light on how different consumers have different requirements and brands need to capitalise and prepare a strategy, accordingly.
