1. At this time last year, we were all discussing the impact and future possibilities of a cookie-less world. Are there any specific trends and market shifts you’d like to highlight that you think will be the major ones of the year?
The cookie-less world has driven an unparalleled shift toward privacy-first advertising. First-party data strategies are now the key foundation of digital marketing, with brands creating value exchanges that encourage consumers to willingly share their data.
Apart from the privacy first moves, there are many interesting updates like – With advanced AI and NLP capabilities, brands can now deliver hyper-relevant ads in real-time. Additionally, sustainability marketing is gaining prominence as consumers gravitate toward brands that align with their values, leading to campaigns centered on transparency, environmental responsibility, and social impact.
We are also seeing a new phase of programmatic evolution, where ad buys are not only automated but also enhanced by predictive analytics and machine learning, enabling real-time optimisation and better impact. The focus has been on tech-first, measurement-driven strategies, and we have seen a real uptick in demand for solutions that can offer more insight and intelligence. Our Tech first programmatic solution, CoMMeT, has helped our clients refine their programmatic approach, ensuring they get the most out of every ad spend, with real-time optimisation and stronger measurement tools.
One of the biggest areas of growth we saw was in Connected TV (CTV). With the cord cutting and cord shaving phenomenon, brands have been focusing more on CTV as a way to engage with consumers in a targeted, measurable way. Through LS Digital’s CoMMeT platform, we helped clients deliver precise and effective CTV campaigns, ensuring their messages reach the right people without compromising on privacy. It has been exciting to see how this shift has opened up new possibilities in media planning.
Artificial Intelligence has also been a game-changer in 2024. At LS Digital, we have been using AI to refine our approach to media maturity models and digital marketing research. This technology has made it easier for us to predict trends and understand category, consumer behaviour and competition at a deeper level, allowing our clients to make more informed decisions. We have adopted AI to enhance our media strategies and provide more value to our clients.
Audio advertising has also seen a rise in 2024. We saw a huge opportunity for brands to connect with consumers through audio ads and innovations. We were also among the first ones to get awarded in the first India edition of a global show called Spotify hits.
Finally, it’s been a very performance-focused year. Brands are more results-driven than ever, and we have worked closely with our clients to deliver innovative ad formats and campaigns that drive real, measurable outcomes. It’s been all about getting the most for every rupee spend, and we have been successful to help our clients see tangible growth.
2. Many platforms and agencies have published reports on 2025, and every single one of them mentions Artificial Intelligence. Could you please shed light on the potential impact of AI in 2025, both for better and worse?
AI is a powerful capability that organisations need to build. It needs to be used ethically and carefully. It is and will continue to drive unprecedented efficiency and scale in advertising. AI-powered tools can analyse massive datasets to uncover granular audience insights, enabling brands to deliver highly relevant content. Predictive analytics are empowering marketers to anticipate consumer behaviour, optimising ad placements, timing, and formats for maximum impact. Google UAC and Meta AAA campaigns are prime examples, they have continued to break benchmarks year on year. We have also seen great uptick in brands subscribing not only to these AI first ad products but have also reached out to take consultation on how to integrate the right data and media metrics to get the best results.
Generative AI is revolutionising creative processes, allowing for scalable content creation that retains human-like nuance. It is also enhancing customer engagement through conversational AI tools, like chatbots and voice assistants, which offer seamless, 24/7 support.
Ethical AI usage is a pressing concern, as biases in algorithms can lead to unintended discrimination or misinformation. Moreover, with the rapid pace of automation, there is a risk of homogenised creative output, which could stifle originality in advertising.
Brands must tread carefully, balancing technological advancements with human oversight to maintain authenticity and trust. The recent 5 Star chocolate ad referencing AI is a smart commentary on how we often overcomplicate things. By taking a jab at the hype surrounding AI while sticking to their ‘do nothing’ philosophy, the brand keeps its messaging refreshingly simple and relatable. It is a clever way to stay relevant without losing their playful identity.
3. What advice would you give to brands looking to stay ahead in the digital space in 2025 and make the most of the opportunities it presents?
To stay ahead in the digital space in 2025, brands need to strategically focus on agility, innovation, and authenticity while leveraging technology and data to create meaningful connections with their audience.
Agility is key in a fast-evolving digital landscape. Brands need to harness real-time analytics and adopt a test-and-learn mindset to adapt and optimise campaigns swiftly. Brands must be prepared to create strategies in response to real-time insights and market dynamics. Agility also means embracing new channels and formats as they emerge, staying flexible to explore opportunities like live commerce, short-form video platforms, or evolving CTV (Connected TV) formats.
Innovation will differentiate leaders from followers. Emerging technologies like AI and AR/VR are no longer optional but essential to creating unique, engaging experiences. AI can power hyper-personalisation, delivering tailored recommendations and customer journeys at scale. AR/VR can enhance the shopping experience with virtual try-ons or immersive storytelling, for example, integrating metaverse into brand strategies could redefine how consumers interact with products, allowing for virtual storefronts or branded events in virtual spaces.
Authenticity is the foundation of trust and loyalty in an era where audiences, especially Gen Z and millennials, demand transparency and alignment with their values. Purpose-driven marketing that highlights social impact, sustainability, or ethical practices helps connect with these consumers. Authenticity is not just about messaging; it extends to action; brands must ensure their claims are backed by noticeable efforts. Relatable and culturally relevant storytelling, amplified through influencer collaborations and user-generated content, can humanise the brand and foster a sense of community.
Beyond these pillars, brands must prioritise robust data strategies to remain competitive. Building a strong foundation for data insights allows for effective cross- channel attribution, helping brands understand and optimise the customer journey across touchpoints. Collaborating with technology partners who offer expertise in MarTech, AdTech, and analytics can streamline operations and ensure brands are leveraging the latest tools to enhance performance.
With improved access to internet, more people are coming online every day. Categories are seeing a shift of their channel share from offline to online. Educating consumers about your business and how it can be subscribed to/consumed in the new world will become important for brands and hence the need for Full Funnel marketing.
The brands will have to tell new consumers of their service and remind old consumers, to break through the clutter of everything new. Thoughtful top funnel marketing to reach out to audiences, be it new or existing, will become extremely important.
In essence, the brands that would succeed in 2025 would be those that embrace change, invest in innovation, and build genuine connections with their audience while maintaining a data-driven, forward-thinking approach to navigating the digital ecosystem.
4. Please enlighten us on the trends you see emerging, as media industry spending across various mediums is rapidly changing. Connected TV is projected to capture a larger share of media spending than any other medium in 2025. What factors do you believe are driving this shift?
The shift towards Connected TV (CTV) is driven by several interconnected factors, with cord cutting and internet access playing catalytic roles. First, consumer behaviour has shifted significantly, favouring on-demand, high-quality content accessible across platforms. This evolution is further accelerated by AI-powered recommendation engines that personalise viewing experiences, keeping audiences engaged and boosting platform loyalty.
Second, CTV’s unique combination of improved targeting and immersive storytelling is enhanced by programmatic advertising. AI-driven programmatic tools enable advertisers to optimise campaigns in real-time, delivering cohort targeting ads to specific households based on data insights. This level of customisation not only improves ad relevance but also maximises impact.
Third, in the space of TV advertising, CTV is the one which gives advanced measurement possibilities. Advertisers can track KPIs such as brand lift, completed views, and impact on conversions with greater accuracy, enabling data-driven decision-making and iterative campaign improvements.
Finally, the diverse content landscape on CTV platforms, ranging from niche programming to live events, gives a big opportunity for advertisers in the form of variety. These advancements make CTV the fastest-growing medium for ad spend, as brands leverage AI and programmatic solutions to navigate this dynamic ecosystem with precision and scale.
5. How is 2024 different for the media industry? This is a year full of major events, and we’ve seen their impact on advertising. With events like the IPL, World Cup, Olympics, Euro Cup, and the ultimate election year—where 64 countries are holding national elections—how do you think these factors are shaping the media landscape?
In 2024, the global media landscape saw a transformative year marked by groundbreaking trends and significant events. Major sporting events like the IPL, World Cup, Olympics, and Euro Cup spurred cross-platform advertising campaigns, blending TV, digital, and social media to engage audiences in real time. Interactive formats like gamified ads and second-screen experiences captured audience attention, driving deeper engagement. Similarly, election years amplified the demand for programmatic advertising, fuelling a surge in geo-targeted campaigns and local language content, especially in emerging markets.
Moment marketing emerged as a dominant trend, with brands crafting instant, event-driven messages around live moments like match-winning highlights or election results, boosting social media virality. At the same time, there was a noticeable push toward inclusive and socially conscious advertising, as consumers increasingly expected brands to reflect diversity and shared values.
In India, digital media cemented its dominance in 2024, with OTT platforms, streaming services, and online news outperforming traditional TV. OTT platforms drove regional content production and subscription growth, while gaming saw a significant boom with increased mobile gamers and investment in game development. Localised, regional content flourished, meeting the diverse needs of India’s audience base. Media companies also diversified revenue streams through innovative monetisation strategies like targeted ads, subscriptions, and merchandise, amid intense competition from both established and emerging digital players.
The year highlighted how technology, audience expectations, and content innovation are deeply interconnected, driving the future of the media industry.
6. What would be your guide to meeting the needs of millennials and Gen Z? To meet the needs of millennials and Gen Z, brands need to craft experiences that resonate deeply with their values and digital habits.
1. Interactive Content: This generation thrives on participation, not passive consumption. Engage them with interactive elements like polls, quizzes, AR effects, or live Q&A sessions. Platforms like Instagram Stories, Snapchat, Facebook, challenges are great for fostering real-time interaction, allowing them to feel part of your brand narrative. Add game-like elements to your brand experience.
Whether it’s through loyalty programs with levels and rewards, gamified app experiences, or competitions, this strategy taps into their love for entertainment and achievement.
2. Platform Savvy: These audiences spend time on platforms like Instagram, YouTube, and even Telegraph and WhatsApp. Create platform-specific content, short, engaging Facebook trends, aesthetic Instagram reels, or in-depth YouTube storytelling. Respect the unique culture of each platform instead of adopting a one-size-fits-all strategy.
3. Community Building: Millennials and Gen Z value belonging. Build communities that resonate with their identities, whether through online forums, exclusive memberships, or live events. For instance, brands like Sugar, Mac and Glossier have successfully fostered communities by blending product reviews, social interaction, and advocacy for individuality.
4. Micro-Moments: Their attention spans are short, but their curiosity is immense. Capture fleeting opportunities with concise, impactful messaging. Offer “snackable” content like 10-second tutorials, quick polls, or real-time promotions that fit seamlessly into their day.
5. Incorporate User-Generated Content (UGC): Encourage your audience to create and share content about your brand. Campaigns that invite UGC, like reviews, testimonials, or challenges, make them feel seen and valued while building social proof for your brand.
6. Prioritise Mental Health and Well-Being: Both millennials and Gen Z prioritise mental health. Offer tools, resources, or even campaigns that support their well- being. Brands like Calm and Headspace have gained traction by meeting this growing demand, while others have created mental health days or resources for their audiences.
7. Foster Inclusivity: These generations are the most diverse and inclusive. Ensure that your messaging, products, and marketing reflect this reality. Representation in advertising, inclusive sizing in fashion, or broader accessibility for products can make a huge impact.
8. Transparency in Pricing and Policies: Millennials and Gen Z often research before making purchases. Transparent pricing, clear return policies, and honest reviews (including responses to negative feedback) can build trust and loyalty.
9. Purposeful Influencer Marketing: Both groups follow influencers they find relatable or inspiring. Partner with micro- or macro-influencers who genuinely align with your brand values and resonate with your audience. Authenticity matters more than follower count.
10. Offer Convenience and Speed: In the age of instant gratification, a seamless and fast customer journey is crucial. Optimise your website for mobile, offer one-click checkout, and ensure fast shipping options. Convenience keeps them coming back.
11.Nostalgia Marketing: Gen Z, despite being young, enjoys nostalgia, especially from the late 1990s and early 2000s. References to pop culture from their formative years, retro designs, or reviving old trends in modern ways can tap into their sentimental side.
Brands can forge deeper connections with these influential demographics by staying relevant, interactive, and purposeful. To summarize, build a holistic approach that not only resonates but also strengthens your brand’s relationship with millennials and GenZ.