Navigating Ad Tech: Equativ’s Jacqueline Chua’s Strategic Insights
In this exclusive interview, Jacqueline Chua, Senior Publisher Partnership Manager at Equativ, shares her journey through the ad tech industry. Starting from her foundational experiences at Xaxis and Teads to her current role, she offers insights into publisher growth, leveraging technology, and navigating the programmatic advertising landscape.
Expect to learn about her strategic approach, the impact of recent mergers, and her vision for the future of ad tech. This conversation promises to be a valuable exploration of innovation and growth in digital advertising.
1. Can you share your professional experience and some key learnings over the course of your journey that shaped your current professional outlook?
I started my journey in the ad tech industry in 2016, working with publishers at Xaxis. This initial experience provided me with a solid foundation in understanding publisher needs. Following my time at Xaxis, I moved to Teads, where I took on a role in publisher technical operations. This position allowed me to delve deeper into the technical aspects of ad tech, enhancing my skills in managing publishers and optimizing their performance.
The technical and operational knowledge I gained during my time at Teads gave me a different perspective on publisher growth. I learned how to leverage technology to enhance operational efficiency and drive revenue. This technical expertise, combined with my experience in business strategy, allowed me to develop a more holistic view of the industry.
In 2019, I joined the Equativ APAC team, where I took on a regional supply role supporting the growth of APAC and MENA publisher portfolios.
This dual perspective enables me to develop and implement strategies that not only address immediate business needs but also foster long-term growth. My goal is to help publishers and advertisers achieve their full potential within the dynamic landscape of programmatic.
2. Equativ was selected as a part of the 2024 class of French Tech’s Next 40 program, and recently merged with Sharethrough. What is the next outlook for Equativ?
We are thrilled to be part of the 2024 class of French Tech’s Next 40 program. This recognition highlights our impressive growth (+15% year on year achieving €100 million in net recurring revenues) and the effectiveness of our mission to provide an independent alternative to major players like GAFAM in the digital advertising space.
The next outlook for Equativ is also leveraging the recent merger with Sharethrough to consolidate our position as a leading independent ad tech platform. We aim to expand our global footprint, enhance technological capabilities in programmatic advertising, particularly in video and CTV, and continue driving innovation in sustainable and privacy-first solutions. We seek to capitalize on synergies, maintain growth momentum, and deliver superior value to advertisers, media owners, and technology partners worldwide.
Overall, we envision sustained growth, broader market reach, and stronger global influence as we continue to promote French tech excellence and provide valuable solutions to our clients worldwide.
3. What are your thoughts on the future of digital advertising and the evolution of the publisher economy in this dynamic landscape?
Issues like ad fraud and lack of clarity in supply chains have driven advertisers and publishers alike to prioritize transparency. Supply Path Optimization (SPO) has emerged as a critical strategy to streamline the path from advertiser to publisher, ensuring efficiency and reducing costs.
Advertisers’ budgets are increasingly diversified across these new formats, impacting traditional web display publishers. To secure and retain budgets, traditional publishers should innovate and diversify their offerings. This may involve exploring new ad formats, enhancing user experiences, and adopting technologies that improve targeting and engagement.
CTV Exploration: Chandrahas Shetty, Demand Facilitation Lead, India, On Growth And Privacy
Chandrahas Shetty, Demand Facilitation Lead, India at Magnite, has 14 years of diverse experience in digital advertising. His keen insights into the evolving landscape of digital advertising in India, coupled with his strategic approach to addressing challenges, make him a valuable asset in navigating the complexities of the industry.
In this interview, Chandrahas discusses changes in digital advertising, challenges in adapting strategies across devices, navigating privacy regulations, delivering seamless ad campaigns to Indian audiences, and emerging trends in the industry.
As someone with 14 years of experience in digital advertising, and experience across different media houses, including newspaper publishing, OTT services, and ad tech, would you mind sharing what changes you’ve seen in digital advertising?
The digital advertising industry has evolved immensely over the past 14 years, but the most notable change has come as a result of the explosion of video content. Video now dominates the market, which is a stark contrast from when I first started out in the industry. In the past several years, the continued expansion of the streaming landscape combined
with the shift to digital means that content is more accessible than ever, and consumers are more connected than ever. And while previously it was more challenging to reach consumers, we’ve also seen an improvement as it relates to targeting these audiences effectively, particularly with the introduction of programmatic. It’s now easier to scale campaigns, and advertisers can enjoy greater ROI from programmatic campaigns.
CTV and OTT are becoming increasingly popular with consumers, yet advertisers cannot discredit strategizing for traditional TV advertising. What challenges do advertisers face when adapting strategies across different devices and how can advertisers tailor these strategies for seamless integration across all devices?
While linear television still maintains a large share of media spending in India, consumers are choosing CTV for its flexible nature as they appreciate the ability to watch high-quality content on their own terms, at their preferred time. CTV’s data-driven capabilities empower advertisers to tailor their message to the consumer while providing them with the flexibility to alter ad creative to maximize impact.
Despite this, fragmentation across devices, channels, and walled gardens, continues to pose a challenge, but there are solutions to take advantage of the explosive growth across the ecosystem, which presents a can’t-miss opportunity for brands looking to reach new and existing audiences.
To keep pace with these changes, buyers can embrace the flexibility and efficiency of programmatic, forge more direct relationships with sell-side partners, and maximize audience data to future-proof their media-buying strategies. Programmatic pipes provide brands with a more streamlined ad-buying process that, when coupled with a centralized access point for inventory across channels, allows marketers to drive efficient and effective campaign performance. In an omnichannel landscape, Supply Path Optimization (SPO) can also be used to streamline sell-side partners to focus solely on those that deliver access to premium inventory across channels at scale, and who can provide the tools to better plan, buy, measure, and optimize in an omnichannel media ecosystem.
The Indian advertising industry is fragmented. With stringent privacy regulations and the deprecation of third-party cookies, how will media buyers navigate the evolving digital media landscape in 2024?
Although the timeline for cookie deprecation has been pushed back once more, buyers still need to be mindful of the evolving privacy landscape and continue to prepare. Navigating these changes successfully means they will need to adopt a portfolio-based approach that encompasses the main ID solutions most relevant to them and explore data collaboration. Owned first-party data will continue to be valuable to activate against directly.
Data collaboration through data matching can help to ensure accuracy and scalability of audiences. Data matching allows buyers and sellers to build out a scaled, secure method of matching data for insights and activation. While data clean rooms are a starting place, the future of data sharing will be encrypting data where it sits, but activating it where it’s required, allowing publishers to attach matched data to an ad opportunity.
Finally, buyers should look to work more strategically with the publisher supply paths that provide better data enablement, – including actionable insights for more informed planning and campaign optimisation – as well as better audience curation, and improved contextual Intelligence.
With the rapid penetration of mobile devices and the advent of CTV, how can publishers and advertisers make sure that their ad campaigns are seamlessly delivered to Indian audiences when it comes to Live Sports?
CTV growth in India is continuing to accelerate and the latest research from GroupM’s “The Changing Landscape of Indian Television report” estimates CTVs are expected to reach more than 45 million households by the end of 2024. While India remains a mobile-first market, live sports streaming is omnichannel, with viewers often opting for the CTV large screen environment when streaming live sports. Bringing the uninterrupted, big-screen viewing experience to digital means leveraging technology like server-side ad insertion (SSAI), which can assist with seamless ad delivery by prefetching advertisements, enhancing ads’ quality to match the stream’s quality, and stitching the ads into the content as one piece of the video stream. Ad serving tools are also key here to help ensure frequency capping and avoid repeat ads in live streams.
In addition, buyers can leverage the benefits of programmatic to target sports inventory across a wider range of broadcasters, making it easier to apply and distribute budgets as well as activate audience targeting to achieve the best outcomes (rather than buying in siloed fashion from individual broadcasters). Programmatic’s data-driven targeting capabilities empower advertisers of all sizes to tap into premium inventory, irrespective of their budgets. Programmatic demand should ideally be leveraged in concert with direct demand in business-compliant ways to ensure they are maximising ad breaks with large, diverse pools of advertisers.
Could you tell us about one prediction you made for 2024 in the past four months that has come true? And what are some other trends you see in digital advertising coming true as well?
The rising popularity of streaming services over the past several years, along with increased availability of smart TVs and more affordable data plans, continue to push CTV to new heights in India. As a result, streaming media companies have embraced advertising even more. It’s evident that an ad tier is crucial to attract viewers and achieve scale in the market. This shift has introduced numerous streaming apps, offering consumers a variety of choices when evaluating their current streaming subscriptions. In response to this, I expected we’d see increased consolidation as the market reached saturation, the number of streaming apps would be whittled down and bundles re-introduced. This is a trend we are witnessing play out among major players in the market as well as other key global markets.
We expect the adoption of programmatic buying in streaming to continue to accelerate as buyers see the value in being afforded greater control over how they structure deals and more insight into how their ad dollars get spent. In addition, I think we’ll continue to see more inventory available via FAST channels in India. As streaming becomes a permanent fixture in India’s video landscape, fueled by ad-supported video-on-demand (AVOD) adoption, Free ad-supported streaming TV (FAST) is set to grow, mirroring the rise of TV manufacturer FAST offerings globally and regionally.
Advertising Evolution: Rasha El-Ghoussaini on Snap Inc.
Meet Rasha El-Ghoussaini, Head of Agency and Business Development at Snap Inc. MENA, a seasoned professional with over 18 years of experience in advertising and digital media.As a Board Member of IAB MENA and with a background in developing and managing brand communication and digital strategies, she brings a wealth of expertise to the table.
In this interview, Rasha shares her insights on the evolving advertising landscape in the MENA region and Snap’s innovative strategies to stay ahead of the curve. From discussing the impact of AR in advertising to Snapchat’s approach to user privacy, she provides valuable perspectives on key industry trends.
In your experience with the advertising and digital media landscape in the MENA region, especially from a brand communication and digital strategy standpoint, how has it changed over time?
It’s become increasingly competitive. Legacy media is struggling to find new audiences, as Gen Z and millennials live their digital lives on mobile devices. Content formats have also diversified; we’re seeing short-form video content preferred by these generations who have limited time and value the convenience of their mobiles. Advertisers want to leverage this new landscape but also want to work with trusted partners to ensure their ads reach their target market in a brand-safe environment and reach them when they’re in a positive mindset.
The majority of people in the market today are actively searching for brand experiences and prefer to make purchases following an AR experience. How can brands and agencies leverage AR to provide unforgettable experiences to such audiences?
Globally, AR delivers almost double the levels of visual attention compared to the non-AR equivalent, and in our UAE and KSA markets, AR experiences lead to a 94% higher conversion rate. When marketers add AR to a traditional Snap Ad video, brands earn up to 31% incremental reach. We’re seeing some impressive developments in AR, and brands and agencies need to leverage this technology to enhance the AR retail experience. Great examples include our TASAWAR campaign in Saudi Arabia, where five leading Saudi design brands presented their collections on captivating virtual runways to great acclaim, and our partnerships with Cartier, Tiffany & Co., and Dior, where shoppers could use AR to ‘try on’ products before buying.
Snapchat is one of the most successful experiential marketing companies in the world. What makes Snapchat superior to its competitors and other social media platforms?
Snapchat is the #1 platform enjoyed by Gen Z for shopping and sharing purchases they love. It’s also a place where brands can deliver real results; brands viewed on Snapchat are three times more engaging and more than twice as relatable as on other social apps. While many brands struggle to be part of real conversations, our differentiator is that we’re based on real connections. An environment built around real friends makes people happy and engaged, and more likely to remember ads, purchase from brands advertising, and recommend those brands to friends. This translates to real influence and powerful results for brands.
The Saudi Vision 2030 aims to increase the tourism industry’s contribution to the GDP. Moreover, travelling and Snapchatting go hand-in-hand. How significantly will this roadmap help Snapchat’s ad business and partnership opportunities?
We know travellers use Snapchat to share their experiences. Locals in KSA say Snapchat is their favorite app for sharing their most meaningful moments. Born into 24/7 internet connectivity, Gen Z tends to rely on digital platforms for destination discovery and vacation planning, thus exposed to a wealth of travel inspiration. But there’s a nuance that’s usually overlooked – the youngest generation of adults craves authenticity and unfiltered experiences over polished facades. When it comes to traveling, Gen Z prioritizes authenticity and living in the moment. They don’t only share the most picture-perfect photos; they appreciate the funny, silly, real moments that make a trip truly memorable.
With users mainly comprising Gen Z and Millennials, platforms such as Snapchat provide a wealth of opportunities for brands in the travel and tourism sector to engage with this target audience. According to an Ipsos study commissioned by Snapchat in 2022, more than 80% of daily Snapchatters agree that traveling makes them happy and that they like to explore the world and experience new countries and cultures. Furthermore, Snapchatters use Snapchat throughout their travel journey – from the planning stage until after they return home. As many as 86% of daily Snapchatters look to Snapchat for inspiration before a trip, 40% share Snaps with friends and family while traveling to show what they are doing, and 30% post to their Stories after a trip to provide reviews.
Snapchat has been in the ad business for over a decade. With increased data privacy regulations, what tools is Snapchat developing to compete with larger digital advertising networks?
Privacy has always been a core priority at Snap because we know it’s vital to help our users feel safe, confident, and comfortable in their connections, just like in the real world. Content on Snapchat is ephemeral, and we minimize the data we collect from our users. Our products go through rigorous safety and privacy processes, and users rate Snapchat best at both supporting the psychological benefits of privacy and protecting against privacy threats. In fact, 65% of people surveyed said that Snapchat makes them feel safe communicating openly with others, and 62% said that Snapchat cares about their privacy.
We offer detailed insights into how we collect, use, and share data for advertising purposes, ensuring advertisers can reach their target audience effectively while respecting user privacy preferences. From personalized ads driven by user interests and activity to audience targeting based on demographics and preferences, Snapchat provides advertisers with a range of tools to create relevant and engaging ad experiences. By maintaining a balanced approach to personalized advertising, we foster trust and confidence among both users and advertisers.
In your opinion, what are some of the upcoming trends in the AI landscape that you foresee? How is Snapchat preparing to implement these for customer engagement?
We see greater interaction with features such as chatbots becoming a significant part of the AI future. We recently rolled out a chatbot called My AI onto the platform, built on OpenAI’s latest iteration of GPT technology that we’ve customized just for Snapchatters. My AI was trained to operate with a unique tone and personality that aligns with Snapchat’s core values centered around friendship, learning, and fun. It’s pinned to the top of the Chat tab and is there to help users in various creative ways, from learning more about Snapchat to finding the answer to a burning trivia question.
Navigating Digital Waves: Shrenik Gandhi’s Journey with WRM
Shrenik Gandhi, the Co-Founder and CEO of White Rivers Media (WRM), a trailblazing figure in the world of digital marketing. With over 11 years of entrepreneurial experience and a dynamic team of 500+, Shrenik has led WRM to unprecedented success, earning over 250 campaign awards and 16 ‘Agency of the Year’ titles in 2023 alone.
In this exclusive interview, Shrenik shares insights into WRM’s journey, their disruptive marketing approach, and the strategies that have propelled them to the forefront of the industry. Join us as we delve into the mind of a visionary leader shaping the future of digital marketing.
Congratulations to you and your team at White Rivers Media on being shortlisted for the prestigious ‘Global Agency of the Year’ award! What led you and your co-founder Mitesh to create the disruptive idea that launched WRM a decade ago, and how have you evolved since then?
Building WRM originated from a shared vision. We aim not for people to be the best, but to ‘Be the Most’. Why? Because ‘best’ is an elusive target, a constant unknown. ‘Most’, however, signifies reaching one’s full potential. We’ve fully embraced the ever-changing digital landscape, continuously innovating to offer our clients cutting-edge strategies that resonate with today’s audiences. Rather than merely following trends, we delve into subcultures, enabling us to create genuinely authentic advertising that deeply connects and drives tangible impact. Our proprietary CulTech Curation Matrix combines data and cultural insights to fuel tech-driven creative strategies with guaranteed effectiveness. Yet, WRM extends beyond brands; it’s about fostering a positive impact. Our ‘Better World’ Initiative embodies our ongoing commitment to leveraging our skills for good and contributing value to society at large.
With the advent of 5G and superior smartphones, the consumer market is going digital. However, how can authenticity be maintained in the reel world while showcasing the real thing?
The digital world can often present a facade of curated perfection, yet for brands, genuine success hinges on authenticity. It’s a delicate balance. By embracing hyper-personalization and real-time marketing, brands can deeply engage consumers, fostering trust and loyalty. Leveraging smart devices offers avenues for immersive, interactive experiences that resonate with audiences. However, it’s crucial to transparently communicate how you collect and utilize data, ensuring customer security. In this ever-evolving digital terrain, brands that innovate while remaining true to their essence will thrive. They’ll deliver tangible value, standing out amidst the crowded feed, and forming genuine connections with consumers, not just followers.
In the world of social media, publicity stunts can make or mar the reputation of brands. What are your thoughts on this and how can brands avoid being on the wrong side of the story?
Publicity stunts can be a tempting tool for brands. However, the line between clever and crass is thin. A well-executed stunt can spark positive buzz and brand association, but a misstep can lead to public backlash and damage a brand’s reputation. Planning is crucial; stunts should align with the brand and the emotional values of the audience. Ditch the smoke and mirrors, be transparent about staged moments, and don’t exploit social issues for clickbait. Respect your audience’s intelligence and avoid exploiting their emotions. Remember, your message should be inclusive and respectful. What works globally might not necessarily translate in India where respect for deep-rooted cultural nuances is a must-have for any successful campaign.
With your extensive experience in digital marketing, you have promoted content ranging from Bollywood films to OTT shows. How have you used big data to craft personalized marketing strategies?
In my digital marketing experience, big data has become a game-changer for personalization. By analyzing data, we gain valuable insights into audience preferences, behavior patterns, and trends, enabling us to tailor marketing efforts effectively. From customer segmentation to predictive analytics, big data empowers us to deliver targeted messages and offerings, enhancing engagement and retention. Despite its potential, challenges like data privacy and analytical proficiency require careful consideration. Nevertheless, with the right approach, big data fuels impactful marketing strategies, driving business growth and success.
To reach Gen Z consumers, brands should develop strategies that resonate with them. As a brand, what are some methods brands should adopt to engage Gen Z consumers?
Cracking Gen Z’s code requires brands to ditch the cringe and speak their language. They want realness, not marketing speak. Social responsibility matters. Align your brand with causes they care about, such as environmental sustainability, a healthy lifestyle, or social causes. Storytelling resonates. Share compelling narratives, from product development journeys to behind-the-scenes glimpses. Make them feel connected. Finally, empower them to be their own hype machines. Create platforms where they can collaborate and build a community around your brand. We’re helping marketers achieve all of that with the help of Capital Z, our one-of-a-kind research lab for brands and marketers to crack the Gen Z code.
Daughters of Piplantri campaign won accolades at ABBYs this year
WRM has created some of the most iconic campaigns in the last year. Which of them was your favourite and why?
A few campaigns truly broke the mold this year, leaving a lasting impact with their fresh ideas and real-world results. On the AI front, Pulse’s Ganesh Mahotsav campaign and Kung Fu Panda 4’s viral video used cutting-edge tech to grab attention in a big way. Our influencer partnerships were equally big. Quickstyle’s takeover of Mumbai trains with boAt and their internet domination with Coke Studio were both massive wins. On the ground, things got even bigger with Gadar 2’s towering 124-foot mural and Amazon MiniTV’s Hip Hop India setting a world record, creating unforgettable moments. We didn’t forget the gaming community either, bringing iShowSpeed to Mumbai for his first-ever visit. But it wasn’t just about views and likes. The Astral Foundation’s ‘Daughters of Piplantri’ campaign went beyond awareness, showcasing a deep commitment to eco-feminism.
Hypermedia Unveils ‘The Royals’ at Palm Jumeirah
Hypermedia, the regional leader in DOOH media experiences and technology, proudly announces the launch of ‘The Royals’, an elite network of six premium digital unipoles strategically located at the entrance and exit of Dubai’s iconic and luxurious Palm Jumeirah.
Handcrafted with detailed precision from sustainable materials and incorporating energy-efficient LED technology, these majestic landmarks will stand as the epitome of elegance, luxury and sophistication. They capture immediate attention, while delivering maximum brand visibility for the locale’s high-end audience.
This foray into premium positioning is an exciting development for Hypermedia, as they introduce a new luxury segment into their already diverse portfolio, pioneering new ways for premium brands to connect with one of Dubai’s most affluent neighborhoods.
The Royals – an exclusive luxury advertising opportunity at the entrance of Palm Jumeirah
Habib Wehbi, Chairman and Group CEO of W Group Holding, stated, “‘The Royals’ at Palm Jumeirah marks a significant milestone for Hypermedia and aligns perfectly with our Group’s vision of excellence and innovation. This strategic addition enhances our portfolio, promotes sustainable growth, and sets a new standard in luxury advertising. We are committed to driving forward the future of digital advertising, providing premium brands with unmatched visibility and engagement.”
The Palm Jumeirah itself is an iconic feat of ingenuity and innovation, known the world over for its impressive number of attractions, Michelin-starred restaurants and high-end hotels. With the inauguration of ‘The Royals’ blending seamlessly into these opulent surroundings, luxury advertisers can be assured of superior placements, displayed on huge LED screens for maximum impact.
In addition to the 30,000+ residents, The Palm Jumeirah also plays host to 5m visitors every year, further driving up the affluent demographics of this premium location. As ‘The Royals’ becomes the leading authority in luxury digital media signage, it’s clear that a new era of premium advertising is upon us.
“This isn’t just an advertising opportunity – it’s a gateway to making a resounding statement, boosting brand presence, and maximizing ROI in a less cluttered environment, ensuring your brand message stands out to a specific affluent audience,” explains Philip Matta, CEO of Hypermedia.
“The Palm Jumeirah offers the ultimate in luxury island living, with huge potential to attract, target and captivate high-net worth individuals at key strategic locations. By leveraging our expertise in deploying the latest technologies and digital smart solutions, we continue to propel the DOOH industry forward, transforming these vibrant communities into immersive media hubs for luxury brands”.
Powered by DXTA Technology, the sites will utilize mobility modeling in the data capture phase. Unlike technologies that look at geo-fences around OOH locations and capture Device IDs in proximity, this source models the data to understand mobility and minimize lost exposure, to accurately predict audience traffic and provide advertisers with valuable insights for campaign planning optimization.
This marks only the beginning of Hypermedia’s ambitious journey to create a luxurious DOOH ecosystem, harnessing the unique allure of The Palm Jumeirah, a global landmark and destination. Stay tuned for more groundbreaking additions to ‘The Royal Palm, a Majestic Media Collection’, set to redefine luxury advertising soon.
UM MENAT’s James Dutton on Advertising Trends and Strategies
James Dutton, Chief Product Officer at UM MENAT, brings over 20 years of global sales and marketing leadership to the table. With a strong background in driving customer success and revenue growth, James is a seasoned expert in digital, media, and CRM, as well as SaaS startups. In this exclusive interview, James shares his insights on the evolving advertising landscape, the power of gaming in reaching consumers, and the future of AI in marketing. Join us as we delve into James’s expertise and vision for UM MENAT and the industry at large.
Congratulations on your appointment as the Chief Product Officer for UM MENAT! How has your journey in the advertising industry been so far? What are your future plans with UM MENAT?
First of all, thank you for inviting me to this interview and for the congratulations. I’ve been fortunate to have the opportunity to work across various regions worldwide throughout my career journey. It began in the UK, followed by stints in Singapore covering APAC, the US, a return to Singapore, and presently in Dubai, where I have been overseeing the MENAT region for UM for the past four years.
Over the past 25 years, I’ve witnessed significant evolution within the industry, which has required continuous learning, adaptation, and knowledge sharing with our teams across the region. Each day presents new challenges, creating an environment where I view myself less as an industry dinosaur and more as someone constantly learning and innovating to address our clients’ ever-evolving growth challenges, now and in the future.
Looking ahead to the coming weeks, months, and years, our industry is moving at an ever-increasing pace, demanding swift adaptation in our structures, working methods, and
tools to reflect these changes. As part of the global leadership team within UM, I am fortunate to collaborate with a diverse group of experts, each of whom brings unique experiences and insights to solve our clients’ most pressing issues. We find ourselves navigating a transition from the digital era to an era of intelligence, where innovation and strategic foresight are paramount.
The previous year has been the year of AI. What new innovations do you foresee concerning AI in marketing and advertising in 2024, especially in the MENAT region?
References to AI are nearly inescapable today. However, it is essential to acknowledge that the AI space has been around for over 70 years, with pioneers like Alan Turing laying its foundation in the 1950s. Many of the software solutions and analytics models we use today are rooted in the principles that form the building blocks of modern AI, including machine learning.
The speed of AI industry development is impressive, and while new technologies are appealing, it’s crucial to consider the human element in AI solutions. Globally, we’re cautious in experimenting with various APIs and technologies while ensuring the integrity of consumer and brand privacy. Internally, we’ve been working on AI technologies for the past five years, but we recognize that this is just the beginning. It’s essential to avoid rushing to a finished product when advancements are continually evolving.
During a recent interview, you mentioned that the MENAT region will be the epicentre of gaming. How can brands leverage the power of gaming to reach consumers?
Thank you for raising this point. Gaming enjoys universal popularity across all demographics, and we’re witnessing a particularly unique trend in the MENAT region, fueled by significant investments in gaming infrastructure in countries like KSA and UAE. Compared to global averages, consumers in MENAT exhibit a higher inclination towards gaming, and for brands seeking to connect with a broad audience base, gaming represents the most effective avenue for fostering audience engagement within the largest entertainment category.
UM MENAT recently released a brand growth initiative called uplay which aims to reshape the game landscape for ad agencies and elevate the brand strategies through gaming. Can you shed light on this initiative and how it will be advantageous for the gaming boom in the MENA region?
As we explored gaming with our clients, it became apparent that many brands hesitated to enter the gaming space due to a lack of category knowledge and the perceived complexity of gaming strategies.
After months of global and regional analysis and discussions with clients, we developed a go-to-market planning framework consisting of three modules: reasons to play, brand gaming blueprint, and a bespoke activation wheel. These components, when combined, create a unique gaming DNA for brands. Through workshops and brand audits, we’re able to swiftly navigate the complexities of gaming, enabling brands to confidently enter the gaming universe with a tailored solution.
We’re proud to say that uplay is not a department, product, or team, but rather an integral part of our media toolkit, seamlessly integrated into our operations.
In terms of purchasing habits, GEN Z customers are shifting away from traditional brick-and-mortar stores and shifting to social media and e-commerce. What are your thoughts on this and how could it impact the overall consumer buying experience?
While there is a shift to online purchasing, and different regions are moving at varied speeds, it’s not a new phenomenon. Having been involved in eCommerce solutions since the late 1990s in the UK, I’ve witnessed this evolution firsthand. Across various industries, we encounter varying levels of eCommerce focus. For instance, CPG brands often require a more channel-less approach, given that traditional retail still dominates in terms of volume.
To address challenges such as payments, internet access, and infrastructure, we’re actively engaged in conversational commerce initiatives with clients. Leveraging messaging apps and AI-powered chatbots, we facilitate brands’ engagement with new customers. Moreover, our scope extends to regions like Africa, where eCommerce complexities demand innovative solutions.
UM MENAT has recently announced its partnership with Google’s International Growth Agency Programme, providing the agency with tools and resources to facilitate growth. Can you elaborate more on how this will help the agency grow globally?
The region’s ambitions are exemplified by leading airlines like Emirates, powerhouse tourism boards in Egypt, KSA, and Dubai, and even the ambitious Giga projects in KSA. Additionally, regional financial entities engaging in global markets underscore the region’s determination to establish a strong global presence
At UM, we’re fortunate to partner with numerous global MENAT brands, leveraging our extensive experience in executing global media campaigns through our teams in KSA, UAE, Qatar, and Egypt. When the opportunity arose to enhance our collaboration with Google through its international growth program, we seized it eagerly. This initiative provides our teams with access to Google’s strategy and planning tools, typically reserved for Google category experts. This collaboration also accelerates our capacity to operate effectively in global markets while leveraging our local presence in the region.
Goafest 2024: Nishant Patil and Bodhisattwa Banerjee clinch winning prizes at Advertising Rocks
May 30, 2024; Mumbai, India: The second edition of Advertising Rocks, an initiative designed to encourage India’s Advertising, Media, and Marketing professionals to display their musical skills and abilities, kicked off on Day 2 of Goafest 2024. Through Advertising Rocks, individual singers have been encouraged to submit their entries and obtain the chance to entertain audiences at Goafest 2024, South Asia’s largest advertising festival.
The participants gave stellar performances, enthralling the audiences. The winners were chosen on the basis of jury decision and live audience voting. The winners are as follow:
Advertising Rocks – Winner – Solo Indian – Nishant Patil from Logicserve Digital Pvt. Ltd.
Advertising Rocks – Winner – Solo International – Bodhisattwa Banerjee from VML India
Subhash Kamath, Former CEO of BBH and curator of Advertising Rocks said, “Our heartiest congratulations to the winners and all the participants. This has been a wonderful platform to showcase the musical talent in our industry. I hope we can make it even bigger next year!”
Mohit Joshi, CEO of Havas Media Network India and Goafest 2024 Co-chair said, “Advertising Rocks was a big hit this year at Goafest, and the talent demonstrated by all participants has truly impressed us. My sincere congratulations to all winners, and I hope to see more talented performers next year.”
At Advertising Rocks, four shortlisted performers from each of the two solo categories – Indian and International – showcased their musical talent in front of the esteemed judges: Harshdeep Kaur, Bollywood playback singer; Rajeev Raja, Founder & Soundsmith at Brandmusiq; and Merlin D’Souza, Founding Partner & Principal Composer at Brandmusiq and Music Director. The winners of both categories received cash prizes of Rs. 50,000, while the runners-up were awarded with a cash prize of Rs. 25,000. All entries were reviewed by Rajeev Raja, Merlin D’Souza, and Subhash Kamath.
About The Advertising Club:
The Advertising Club, incorporated in the year 1954, is arguably the biggest Advertising Club of its kind in the world. And according to many also the busiest. It has over 1700 members drawn from media organizations, marketing companies, advertising agencies and allied professional bodies. The Advertising Club’s charter is to help raise the professional standards of the Indian Advertising Industry. The Club attempts to do this through awards, seminars, training workshops and meetings. Some of the major awards of Advertising Club include: Creative & Media Abby at Goafest, EMVIEs, EFFIEs, MARQUEES and Young Achievers’ Awards besides having other popular programmes such as D:CODE – Digital Review, Ad Review, Media Review, M.Ad Quiz, Vice & Versa on its annual roller coaster. It publishes a Club magazine SOLUS and hosts a comprehensive website, www.theadvertisingclub.net.
About The Advertising Agencies Association of India (AAAI):
The Advertising Agencies Association of India (AAAI) is a not-for-profit, industry-led and industry-managed trade association of advertising agencies, formed in 1945, to promote their industry interests so that they continue to make an essential and ever-increasing contribution to the nation. The AAAI today is truly representative, with a very large number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country.
Goafest 2024 I Flipkart IRIS: Winning The Ecommerce Game With Deep Analytics
The second half of Day 2 of Goafest 2024 began with an informative masterclass by Flipkart Ads, on the topic of “Flipkart IRIS: Winning the e-commerce game with deep analytics”. Presenter Khushagra began by citing data from a survey Flipkart did with Bain. He stated that the Indian shopper base continues to explode, with 230-250 million online shoppers in India by the end of 2023. Yet 60% of Indians don’t shop online, indicating a massive headroom to grow in e-commerce.
After this, Khushagra introduced the “new hero and friend in the market” – Flipkart IRIS (Insights and Research Intelligence System). His colleague Saksham continued the masterclass, stating that Flipkart IRIS essentially elaborates the marketing funnel, and can process petabytes of data weekly. One of its salient features is its homepage, which gives an overview of a brand’s performance, vis-à-vis leaders as well as competitors. Flipkart IRIS also gives consumer insights, which allow a deeper look into consumer trends. It also measured brand recall – or how well consumers can recall brand names while shopping. Other features that Flipkart IRIS provides include Share of Voice, a search term report, an alternate purchases report, a complementary purchases report, a sales report, a top seller report, and a download centre. This masterclass left the attendees with constructive insights into achieving success in the e-commerce market today with the help of Flipkart IRIS.
Read More: Goafest 2024 | Knowledge Seminar | Gender Sensitive Marketing: Navigating the New Consumer Landscape
Goafest 2024 I Masterclass by Unlocking Spotify, Innovation Beyond Audio
This masterclasss reveals that Spotify is more than just an audio platform. She highlights its highly engaging and immersive environment, making it ideal for brand advertising. Spotify nurtures artists, embraces cultural trends in real-time, and boasts over 5x ad recall compared to other platforms. Over 76% of users agree that Spotify’s personalized ads enhance user connection.
Shraddha emphasises the importance of compelling storytelling, especially given the short attention spans of audiences. Innovative formats like 3D Audio and ASMR Audio are used to create immersive ads. Additionally, Spotify features video ads and six-second video loops for songs, positioning itself as an audio-plus-video platform.
According to Shetty, context is king. Spotify tailors music, ads, and content based on Mood, Moment, and Mindset, with studies showing over 75% ad recall among users. She concludes by stressing the future of Spotify as a blend of sound and sight, encouraging brands to focus on imagination, human-like communication, and contextual relevance.
Read More: Goafest 2024 | Industry experts discuss media evolution and brand building strategies
AI and the Future: Navigating Innovations with Rohit Pandharkar
Rohit Pandharkar, a partner at EY is a distinguished leader in data science, SaaS, and artificial intelligence (AI). With a notable career spanning at EY India, Circles.Life (Singapore), OLX Autos, and Mahindra Group. Specializing in Generative AI, he has extensive experience in AI, computational imaging, and cryptography. He is recognized for his contributions to international journals and conferences and has been honoured with prestigious awards like Data Science Professional of the Year.
Rohit advocates for responsible AI adoption, emphasizing cybersecurity, privacy, and fairness to enhance human experiences and drive societal well-being.
In a career completely devoted to Data Science, SaaS, and the Technology sector, your journey has been unique?
It’s been a unique journey and my career has been dedicated to the intersection of Data Science, SaaS, and the Technology sector. Firstly, it’s crucial to understand one’s skills, strengths, and interests. This involves knowing what you can do, what you enjoy doing and seizing the right opportunities. The ideal scenario is when these aspects align perfectly—a concept known as Ikigai. For me, this alignment is evident in my passion for AI and data science, where I’ve cultivated expertise and now advise and execute AI transformations across diverse sectors.
Secondly, it’s essential to anticipate industry trends early on. I recognised the emerging wave of deep learning and AI in 2015, shaping my career path to become a leader in data and AI for large organizations. This foresight has led me to pivotal roles at Mahindra Group, OLX Autos, and now at EY, where I drive data science and AI initiatives.
Lastly, developing a ‘T-shaped profile’ has been instrumental—gaining broad exposure across sectors like finance, manufacturing, e-commerce, and telecom while specializing deeply in data science and AI. This breadth and depth have equipped me to apply AI technologies effectively in various business contexts.
What have been some of the challenges and lessons that you have learned in your journey?
The field is evolving rapidly, presenting challenges that require continuous learning and practical implementation to maintain credibility among industry leaders. Staying updated involves delving into the theory and algorithms behind generative AI, experimenting with open-source tools, and hands-on coding to run proof-of-concepts. This demands significant time and effort to substantiate expertise beyond mere theoretical knowledge.
Another challenge is the multifaceted role of an AI leader. Apart from technical proficiency, one must excel in talent acquisition, development, and project execution while effectively
communicating AI strategies to business leaders, CXOs, and boards. Articulating how complex models translate into business impact and delivering on these promises is intricate and time-consuming. It’s a balancing act between nurturing talent, designing projects, and conveying the vision to stakeholders while demonstrating tangible ROI.
Successfully navigating these responsibilities is no easy feat, requiring a blend of technical prowess, strategic communication, and managerial acumen to drive meaningful AI initiatives.
Considering your deep knowledge of artificial intelligence and in particular of generative AI, can you tell us about the developments in that field over the past few years?
AI and deep learning have gained significant traction in the past decade due to advancements in computing speed, affordable GPUs, and refined algorithms. The digitization of data through cloud and mobile technologies has further fueled innovation. Notably, ImageNet competitions demonstrated AI’s ability to surpass human accuracy, paving the way for transformative technologies like driverless cars.
Post-2017, Google’s “Attention is All You Need” paper on transformer architectures marked a pivotal shift in AI capabilities. Transformer models like ChatGPT revolutionized conversational AI, enabling seamless interactions in multiple languages. ChatGPT’s public release in November 2020 quickly gained over 100 million users daily.
Generative AI goes beyond language, creating content across media formats—images, text, sound, video, and code. Tasks that once required deep expertise, like generating Fibonacci series code, are now accessible through simple prompts.
Generative AI’s impact extends to business applications, facilitating customer interactions and optimizing processes in sectors like automotive risk management, finance customer engagement, or FMCG analytics.
In summary, generative AI represents a paradigm shift, enabling intuitive interactions and driving business value across diverse industries.
What have the adtech and other industries done to adapt to this technology?
Ad tech and other industries have embraced generative AI to streamline and enhance various processes. In ad tech, leveraging generative AI means having an intelligent tool capable of generating and optimizing content based on simple English instructions.
For instance, creating ad banners is now accessible to anyone with the ability to describe their desired ad in English. This eliminates the need for specialized software or artistic expertise previously required for image or artwork creation. The approach has evolved into “prompt engineering,” where clear and precise instructions are given to the AI to ensure relevant and
high-quality output while safeguarding data privacy and integrity.
Similarly, the capabilities of generative AI extend to video and music production. Startups like Mubert and Beatoven.ai enable the generation of music compositions and background scores with English instructions, simplifying creative processes across industries.
Generative AI also acts as an orchestrator for multiple systems, including ad tech platforms. Advertisers can achieve targeted outcomes efficiently by instructing the AI to optimize ad spends across various channels while adhering to specific constraints (e.g., daily budget limits, channel composition). This includes ensuring ad relevance and compliance with spending guidelines across different platforms.
The advancement of compound AI systems further enhances these capabilities, allowing for sophisticated testing and optimization strategies within ad tech and beyond. In summary, generative AI has transformed content creation and optimization processes across ad tech and other sectors, democratizing creativity and efficiency while addressing complex operational challenges.
In your experience working in the APAC region, what similarities and differences have you observed? What technological advances have they adapted differently or similarly?
In my experience working across the APAC region, I’ve observed varying levels of digital maturity and sector dominance among different countries. Singapore, for instance, demonstrates significant tech maturity and population savviness, particularly in financial services. India also exhibits high digital savviness, leveraging platforms like WhatsApp, Instagram, and UPI extensively. However, sector prominence differs; financial services dominate in Singapore, while India’s digital adoption extends broadly.
One key difference lies in the potential business impact of technological advancements. For example, in India, initiatives like Aadhaar (digital ID) combined with AI-enabled services such as airport face recognition (e.g., DigiYatra) significantly enhance efficiency and productivity. This innovation saves millions of people valuable time and boosts overall happiness and productivity, vital for a nation’s well-being.
India’s digital public infrastructure, including the JAM stack (Jan Dhan-Aadhaar-Mobile), UPI, and ONDC (Open Network for Digital Commerce), sets it apart in the APAC region. This integrated framework, serving over 1.4 billion digitally-savvy citizens with affordable mobile data, fosters economic growth and enhances quality of life.
In contrast, readiness among citizens and government infrastructure varies across countries like Cambodia and Indonesia, impacting technology adoption and innovation. India’s unique digital ecosystem exemplifies transformative possibilities, benefiting businesses and enhancing societal well-being on a vast scale.
With LLM models and artificial intelligence chatbots becoming smarter and better, do you believe that these advanced LLM models will soon be able to understand semantics? LLM models and artificial intelligence chatbots are indeed becoming smarter, raising questions about their ability to understand semantics. From a technological perspective, this concept is often evaluated through the Turing test, established by British computer scientist Alan Turing in 1950. The test assesses whether a machine can engage in conversation indistinguishably from a human.
Today, with advancements like ChatGPT, Gemini, and Microsoft Copilot, some argue that the Turing test has been passed, while others remain skeptical. The ability of AI models to converse seamlessly with humans is approaching a very human-like level, blurring the line between AI and human interactions.
Notably, companies like hume.ai have developed empathy bots capable of adapting their voice and responses based on the user’s emotions. These bots demonstrate conversational emotional intelligence by adjusting tone, diction, and word choice to match the user’s mood.
However, achieving artificial general intelligence (AGI), where AI can perform tasks comparable to humans across diverse domains, remains elusive. Predictions about AGI range from skepticism to anticipation within the next several years, highlighting ongoing debates about its feasibility and potential implications for humanity.
Ultimately, the progression of AI towards understanding semantics and human-like interactions represents a significant milestone in technological development, sparking both excitement and contemplation about the future of AI.
While the Indian advertising industry is gradually adapting to better DOOH opportunities, it lacks creativity and seamless technological integration. Is there a chance that the Indian market will soon outperform other international markets on this front?
When considering creativity and technological integration in the Indian advertising industry, it’s important not to directly compare it with other international markets. Each country’s advertising landscape is unique, shaped by factors such as economic size, dominant sectors, and the maturity of marketing technologies.
India, however, stands at an intriguing juncture. With a large, trainable, and tech-savvy population—leveraging technologies like AI bots for image and video creation—we could witness a surge in creative output. This potential adoption of AI-driven creativity by businesses and brands could lead to rapid integration, driven by its significant impact on business ROI.
The demographic dividend in India, coupled with a highly trainable population embracing Gen AI
technologies, opens up vast possibilities in marketing and advertising. As this skill base expands, India’s advertising industry could see transformative growth, leveraging creativity and technology to drive impactful marketing strategies.
While technological advancements are revolutionizing our lives, there is also the threat of carbon emissions that persist. How can carbon emissions be controlled without hampering progress?
Controlling carbon emissions with advancing technology is a challenge. Data centers that power AI models use a lot of energy, which can contribute to pollution. However, companies are making strides in sustainability. They’re improving data center efficiency and using renewable energy sources like solar and hydrogen.
Another area of progress is in chip design. New chips are more energy-efficient, reducing overall energy use. Additionally, advancements in machine learning algorithms, like tiny LLMs (Language Model Models), enable effective model training with fewer parameters and data iterations. Smaller models can achieve good performance with less data and fewer computations.
Combining these efforts—like using cleaner energy, better chips, and smarter algorithms—can lower the environmental impact of AI technology. This balanced approach is essential for sustainable progress without sacrificing the benefits that AI brings.
Will the hype surrounding AI continue or decrease in the future, considering its prevalent use over the last five years?
The term “AI” encompasses various areas like robotics, AI chips, algorithms, and applications. Within AI, there’s machine learning, which focuses on software algorithms to predict patterns, and deep learning, which mimics human brain neurons for predictions. Generative AI, a subfield, allows AI to create images using transformer architectures.
As for the hype around AI, technologies typically undergo phases like nascency, hype, and then either obsolescence or mature adoption. AI is likely to become ingrained in our lives but needs responsible implementation. Guardrails for cybersecurity, privacy, fairness, transparency, and accountability are crucial for mature AI integration. Ultimately, AI should enhance human experiences and happiness, not dehumanize us.
