Over the last twenty years, a lot has changed. Our playlists have moved from Walkmans to mobile phones, the idiot box has turned smart, connected to endless apps serving on-demand entertainment, billboards have turned digital, and doom-scrollers have replaced leisurely readers. But what remains constant is the advertising and marketing industry being at the forefront of these transformations, with your weekly IMPACT closely following these trends, keeping readers up-to-date in this ever-evolving landscape. In 2025, we celebrate some of the most inspiring, interesting, and pathbreaking stories our editorial team has curated during the last two decades. Stories that have shaped the Indian A&M industry as we know it today, stories that matter.
This week, we set our time machines to 2016. Today, Digital takes centre stage in overall marketing budgets of brands, but all this was set into motion with the advent of 4G and smartphone penetration in India. Back in 2016, IMPACT analysed the growth of mobile ad spends. Expected to cross over Rs 2000 crores in 2017, what is the situation of Mobile AdEx today? Also in pictures, the highlights from the inaugural edition of the e4m Content Marketing Awards.
