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According to Lalatendu Das, CEO, Publicis Media, South Asia, the top three trends noticed in 2024 were:
"Live Sports as an advertising medium: Live sports ruled the roost with multiple marquee events in 2024, including IPL, T20 Cricket World Cup, Olympics, Indian Soccer League, Pro-Kabaddi League, etc. Cricket continues to be the top draw, with IPL registering a cumulative reach of 448 million viewers. Digital streaming platforms have integrated live sports with social media to enable advertisers to drive not just awareness but also engagement. Further, advertisers are increasingly adopting moment marketing campaigns along with live sports. The ‘Puma Dive’ campaign launched in April 2024 is a great example of the trend.
Rise of Quick Commerce: Quick Commerce players came into the limelight in 2024 with 25%+ growth in 2024. As quick commerce platforms expand their geographical reach and breadth of product categories, they become increasingly relevant to advertisers. Advertisers leveraged Q-commerce platforms for enhancing brand visibility, drive promotions, drive trials, etc. for endemic brands.
Influencers and Advocacy: India is now home to nearly 3 million content creators with varied degrees of followership. Advertisers have successfully leveraged influencers to promote their brand. Influencer-led advocacy works well for complex products requiring nuanced brand understanding. While influencer-led campaigns are not the most efficient for awareness building, they do generate a high level of engagement for brands."
While talking about the trends that will be noticed in 2025 in the media sector, Das added:
"Use of AI and Tech in Media will increase. With gen AI becoming mainstream, brands will experiment with Tech and AI led campaigns to cut through the clutter. Further, we will see more sophisticated application of data and Analytics for improved measurement and attribution. Hybrid mode of content consumption will also grow in 2025. India is adding screens. Average Indians now have access to broadcast TV, and additional screens in the form of mobile phones, laptops/PCs, etc. While digital, CTV/OTT will continue to grow, broadcast TV will also remain relevant. Consumers will consume content in a hybrid mode, switching across media. We are already seeing the emerging pattern where audiences see live cricket on broadcast TV but follow it up with highlights on digital/OTT at leisure. With consolidation in broadcasters space with presence in both broadcast TV and digital, newer content formats may emerge, which will create a more engaging experience for hybrid audiences. Retail media will gain further momentum. With quick commerce players adding more and more categories into the mix, retail media spends will grow. eCommerce platforms will expand on their retail media capabilities, enabling full funnel advertising, product sampling, and trials. Further, the majority of eCommerce players will have sophisticated data platforms (in the form of DSPs), allowing advertisers to use retail media data for offsite advertising campaigns."
