Is (AI)ppraisal redefining performance marketing for brands in the digital era?

In a world where every penny spent on advertising matters, in terms of yield which could be lead or revenue, over the years, performance marketing has managed to build a significant place. Now, this is only expected to grow as performance marketing has further found solid support in artificial intelligence (AI). In an era dominated by digital proliferation, marketers are in constant pursuit of innovative methodologies to optimise their advertising strategies and amplify return on investment (ROI)

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For a level-playing field

Why do brands vie for a slot on sports-based programming? One, they reach a highly engaged audience, and two, if they strike the right chords, they end up forging emotional bonds with prospective consumers. Little wonder, sports marketing is getting bigger every day. As per a GroupM report, the industry recorded a total revenue of 15,766 crore in 2023, an 11% growth over the previous year. In 2008, that figure was only 2,400 crore, indicating that the CAGR for sports marketing has been an impressive 13.3%

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From luxury to affordable! How athleisure brands have managed to spread their influence 

India is currently home to many Internet-first brands such as HRX, Aastey, Blissclub, and Zymrat, among others. According to  MMR – India Sports Apparel Market– Industry Analysis and Forecast (2023-2029), India sports apparel market was valued at $673.34 million in 2022, and it is expected to reach $1926.10 million by 2029, exhibiting a compound annual growth rate (CAGR) of 16.2% during the forecast period.

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Interview: Gaurav Khatri, co-founder, Noise

International Data Corporation (IDC) data shows that while the Indian wearable market grew 34% in 2023, the average selling price of wearables dropped around 15% over 2022. The margins in the segment are thin and it takes major design differentiation and brand building to scale up. Noise, which has ranked among the top 3 wearables brands in India consistently, is banking on its strategy of “innovation at aspirational prices”  to keep the ball rolling.

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Gaming the system! As offshore online gaming platforms continue to operate in India, home-grown firms take the beat

“In poker, you never play your hand, you play the man sitting across from you,” said Daniel Craig’s portrayal of James Bond in Casino Royale. While Poker and Rummy are considered as games of skill in India, there have been conflicted opinions regarding the element of chance in both these games. The recent verdict of the Madras High Court announcing Rummy as a game of skill on November 9, 2023, thereby overturning the ban has started the conversation on a better differentiation of games of skill and games of chance. However, the existence of offshore gaming platforms in India has resulted in a dilemma for users of gaming platforms owing to the recent reforms in taxation in India.

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Spotify clocks a 20% increase in total revenue to €3.6 billion, gross profit grows 31% to €1 billion

Sweden-headquartered audio streaming platform, Spotify, recorded a 20% increase in total revenue to €3.6 billion in Q1, 2024 from €3042 million in Q1, 2023. The gross profit widened by 31% to €1 billion in Q1,2024 from €766 million in the corresponding year.

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IPL 17 advertising sees significant growth with 59% increase in categories and 38% rise in advertisers compared to IPL 16, reveals TAM report

In the latest Indian Premier League (IPL) season, spanning 31 matches, the advertising landscape witnessed substantial growth and evolution compared to the previous edition. Data analysis by TAM Sports report revealed that the number of advertising categories increased significantly by 59%, from over 35 in IPL 16 to more than 55 in IPL 17. Similarly, the count of advertisers saw a notable rise of 38%, climbing from over 45 in IPL 16 to more than 65 in IPL 17.

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Dish TV focuses on subscriber growth in FY25

Direct-to-home (DTH) operator Dish TV is bringing its attention back to growing its subscriber base after turning debt-free in FY24. In a conversation with FE on Monday, CEO Manoj Dobhal said subscriber growth was a key objective for the firm in FY25 to arrest market share erosion amid media consolidation and the emergence of over-the-top (OTT) platforms.

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Custodians of creativity

In the dynamic world of advertising, where ideas are the currency and innovation is the lifeblood, agencies face a dual challenge — to create groundbreaking campaigns while safeguarding their creative capital from exploitation.

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India’s theatre-going population surges 29% in 2023, reaching 15.7 crore, reveals Ormax report

An annual report from media analytics firm Ormax Media sheds light on the growth of the Indian theatrical market. The report, based on research conducted in January 2024 among 8,500 Indian audiences across both urban and rural areas, reveals growth in the number of theatre-goers in India vis-à-vis the previous year.

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