All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Rajeev Jain, senior vice president, corporate marketing, DS Group.

The biggest development in the advertising, media and marketing space according to you in 2024 was... 

2024 was defined by technological advancement, particularly generative AI, which is poised to further revolutionise the advertising, media, and marketing landscape. 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. 

In the media scenario, connected TV (CTV) advertising has emerged as the most significant development. CTV seamlessly blends the best of traditional and digital advertising, offering the impact of the big screen with the precision of digital targeting. Digital advertising is also increasing but the impact of the large screen is missing. 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 the years to come. 

What is one thing you're manifesting for yourself and the industry in 2025?

We have already been grappling with a multi-screen consumer landscape, where attention spans are shorter than ever. BARC figures capture reach and frequency data and it’s a challenge to capture the consumer attention data while on multiple devices. The consumer might also be browsing on his phone while the TV is on. The challenge lies in capturing and retaining audience interest amid a deluge of content that is being consumed today. Short-form content, coupled with experiential and engaging advertising, is emerging as a potent strategy. Leveraging two-way communication channels can foster stronger brand affinity and greater connect. Moment marketing and contextual advertising are also gaining traction, as they allow brands to connect with consumers in real time.

Technology, especially AI, is poised to revolutionise the industry. It has already taken the centre stage and is expected to only increase further. While AI won't replace human creativity, it will significantly enhance efficiency, enabling faster production of compelling creatives and effects. Immersive technologies like AR and VR are expected to redefine consumer experiences, offering new avenues for brand engagement.

There is a strong emphasis on first-party data collection. Companies will increasingly prioritise gathering direct consumer data to gain deeper insights into consumer behaviour, 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.