.jpg)
Speaking about the trends of 2024, he said, "Gen Z is rapidly reshaping the marketing landscape. Their growing population and increasing spending power make them a significant force to be reckoned with. As digital natives, Gen Z is highly comfortable with technology and own a smartphone. This high level of digital affinity has led to a demand for immersive experiences, such as virtual and augmented reality, interactive storytelling, and short-form video content. Short-form video formats are particularly popular among Gen Z. Social media platforms are integral to Gen Z's lives, shaping their opinions, preferences, and purchasing decisions. Gen Z actively engages with brands and other users on social media, creating a sense of community and belonging. Leveraging two-way communication channels can foster stronger brand affinity and greater connection."
He continued, "Micro-influencers, with their authentic and relatable personalities, are particularly effective in capturing Gen Z's attention. This generation values genuine connections and prefers to engage with influencers who share their interests and values. Micro-influencers can effectively target specific niche audiences, making them a powerful tool for brands."
On the phygital trend, he said, "The phygital trend, which blends the digital and physical worlds, is another key aspect of 2024's marketing landscape. Gen Z values experiences that seamlessly blend the digital and physical worlds. Brands must offer consistent experiences across various channels, including online, in-store, and mobile. By understanding and adapting to these trends, businesses can effectively connect with Gen Z and drive growth in 2025."
Speaking about the trends of 2025, he said, "Technological advancement, particularly generative AI, which is poised to further revolutionise the advertising, media, and marketing landscape, defined the year 2024. From streamlining search and creative processes to optimising media planning and production, AI will elevate media effectiveness to unprecedented levels. This strategic shift will particularly reshape the digital advertising ecosystem, driving innovation and competition. While AI won't replace human creativity, it will significantly enhance efficiency, enabling faster production of compelling creatives and effects."
On Connected TV (CTV) advertising, he elaborated, "CTV has emerged as the most significant development in the media scenario. CTV seamlessly blends the best of traditional and digital advertising, offering the impact of the big screen with the precision of digital targeting. As smart TVs become more affordable, penetration grows, and cord-cutting continues, CTV platforms are becoming a prime destination for advertisers. The ability to deliver ads to specific audiences makes CTV a powerful tool for brands to reach and engage consumers effectively. As the industry embraces this trend, we can expect further innovation in programmatic buying, advanced targeting, immersive ad formats, and cross-screen measurement, solidifying CTV's position as a dominant force in 2025 and beyond."
On first-party data collection, he said, "There is a strong emphasis on first-party data collection. Companies will increasingly prioritise gathering direct consumer data to gain deeper insights into consumer behavior, preferences, and motivations. This will enable more accurate consumer profiling and precise targeting, enhancing the effectiveness of marketing campaigns. As a result, data privacy and security will become paramount. The Digital Personal Data Protection Act (DPDA) will significantly impact advertising in India by introducing stricter data privacy regulations."
