Even as lack of measurement metrics impacts events & experiential industry, experts call for focus on Return on Engagement (RoE) more than Return on Investment (RoI) to attract brands and gain an advantage over traditional media
Post its rebranding and demerger, SABGroup has listed two new entities and is betting big on its digital play. Vice-Chairman and MD Markand Adhikari is upbeat as the company gears up to launch a new GEC, Happii and consolidate its regional TV and film business
What transpires when a brand replaces 007’s stylish Walther P99 pistol with a pan masala box…
Advent of 4G and smartphone penetration fuel growth rate of mobile ad spends; segment expected to grow @78% to reach Rs 1,280 crore in 2016, and @70-80% to reach Rs 2,200 crore in 2017
As KPMG-CII report values the sports sponsorship business at Rs 5,190 crore, we find out whether marketers are doing enough to leverage sports properties and how best they can build their brand through sports
Be it HUL’s Six Pack Band, TVF’s Pitchers or Bindass’ Girl in the City, content marketing and branded content have won over audiences in a jiffy. But are marketers likely to treat it at par with traditional advertising?
Geo-tagging, sensors, gesture recognition and more innovations have swept Out-Of-Home advertising in the West. What will it take for ours to get a makeover?
For Anupriya Acharya, once shortlisted for the first batch of women to be inducted into the IAF, being CEO of the newly formed Publicis Media India is all about piloting the combined strength of Starcom, Zenith, Performics, Convonix and Resultrix towards a shared vision to accelerate growth
In absence of readership data, publications rely on Audit Bureau of Circulation (ABC) numbers. Even as issues such as status of variants and alleged manipulation of print runs lead to conflict, will the ‘new, improved’ Indian Readership Survey (IRS) due next year bring solace?
Masturbation, menstrual blood, gay sex, bald head for hair oil... as more and more such shockers appear in the storyboard of ads, IMPACT deciphers the trend to see what’s in it for brands