 With that ladies and gentlemen, we are quickly diving into our first panel discussion for the day Where our speakers are joining from different brands agencies to discuss the role of omni-channel targeting to build effective brand connections in this Multi-screening world. So I hope all of you are ready and excited for this as we are to bring our speakers on the screen But before that let me once again remind all of you You can send in your questions for our panelist, which we will take at the end of the discussion at the same time Do not forget to tweet using our hashtag India brand on claim moving forward I'd like to invite our speakers and panelists for this session Inviting on screen miss Bhavnam is the head of media and digital R.P. Sanjeev go into group Mr.. Hi Hi, where you're welcome. How now? You also have with us on the panel. Mr. Bharat Khadri country lead That's with India Hey, Cathy. Hi. Hi. Welcome, sir We also have with us on the panel. Mr. Channan Sauni head digital marketing and media Johnson and Johnson very warm welcome to you Hi You also have with us on the panel with creepy murthy co omd Hello, everyone On the panel, we also have mr. Pavan Sarva group head digital marketing and e-commerce future group Hi, everyone And last but not least our panelist mr. Rajiv Dhal chief revenue officer z5. Welcome, sir It's a pretty big panel And Share this passion we have with us that mr. Anuj Kumar co-founder chief revenue and operating officer apple a very warm welcome to you, mr Kumar Hi, and I'm going to the screen to you to take the proceedings forward perfect Hi, everyone. Thank you so much for joining. I hope you can hear me well Yes, yes, perfect. So I think we have a fairly big panel and a very interesting topic and a short time to discuss it So I think we'll get on with it. I think the I'll just recap for all the viewers in terms of what we are discussing today I think the topic is very very relevant for our times today, which is around the role of Omnichannel targeting to build effective brand connections And I think if you look at it today I think in a world where the online and offline personas of users were largely different earlier I think we have today reached a stage that Whatever we are doing. We are digitally connected. So even if we are in a shop, we are carrying our mobile devices We are carrying our watches. So clearly for a brand who's communicating you need to be always on and that is where the challenge has grown a lot today and I think that's where the importance of Omnichannel targeting given the number of connected devices each one of us is using becomes a super important and I think that's where the Topic is a very very interesting and I think we have a great panel here. I think we've got Folks within the group here who are more from the marketing side and representing that side of the world we've got agencies trading desks and Also the OTTs. So I think we've got a fairly Studded panel and we can get off started quickly with taking some of your views on things Which I think will be very relevant for all to understand about this topic So I think without much do maybe I'll take first I think take the people who are largely wearing the marketing hat here and pose a question both to Bhavna and Chanan and Bhavna over to you first So I think I'm sure you are seeing you're running marketing for a company which has got a lot of offline brands and also nowadays also some online brands and For a consumer the online offline experience has largely blended Now Around what you're doing right now for marketing for your brand I think what we would want what I would want you to talk more about is any interesting initiative Which you have done which is largely blending the online offline journey of customers or Anything interesting that you have seen any other brands in the industry do so I think feel free to talk about what you have done make it a plug for yourself or For anybody else any other Indian or international advertiser you've seen this doing well Thank you on it. Thanks again to get me to be a part of this panel It's nice to see all the friends and folks, you know around the industry in hell so Given that I work for a fairly large group Thankfully, I don't have to look too far for examples and we have enough and more within the group as well and I would actually take up the case of Spencer's retail right now and Spencer's is one of India's first Hypermarket stores which came about and we kind of got organized retail into the country It became a part of the group later on but During this covert times it was pretty testing and it was something which we realized that we need to Really amp up our game on the omnichannel front so What we actually did was that we do have an app and there are about 200 stores across the country But during the time of COVID you really didn't know how people were reacting There was a lot of human cry about goods not being available and of course the lockdown was making things difficult for all of us So what we got on to doing was that yes There is an app so one the one was that the app was kind of given more Importance than the stores at that time because a lot of us actually started doing most of our shopping online and Then there was a store which was like a store in store created the trip cut as well where the consumers could actually go and figure out what are the kind of Grocery needs they have and those could be fulfilled by Spencer's in this city on top of that We also got on tying up at various delivery service providers like a Uber or a Swiggy or a Rappage or basis the market which we were in and Actually, you know just to make sure that the last mile of delivery was also taken care of because earlier the delivery Requirements from our stores was fairly limited, but given again the COVID situation That was something which people were looking forward to people were scared to step out of the houses and that So it kind of seamlessly built Rotten the whole experience for the consumer in terms of getting their At least the grocery and other related needs whichever are the products available at Spencer's those were pretty much sorted And you don't really have to think too much about it And I mean I will not share the actual numbers, but from a single digit We actually got on to a double digit growth during that time from these channels Very interesting. I think I'm a big consumer and buyer from Spencer's. I wish I had known it in the COVID days I would have definitely gone in and Experienced it online and ensured that I could continue to be a consumer, but very very nice I think moving on to Chanan. I think I'm hope I'm pronouncing your name correctly Yeah, okay, so sorry so Chanan over to you same question You can choose it from your own journey of building the Johnson & Johnson various brands within J&J or Any other brands outside which you have seen who've blended the online and offline world pretty seamlessly Yeah, so I'll take a quick stab at both so for us. I think You know one of our portfolios is premium beauty So we have a brand called Neutrogena, which is quite a cult status in itself for the consumers that it caters to So, you know, we speak a lot about giving the right Experience that comes around it. So a skin your height your regime your what suits your skin What doesn't so there is a lot of advice that is Provided by the brand through the science it has About the skin and efforts and that's somehow given online But the demos that are done in the store The you know the sales assistants who are trained on it in the store to answer the query So there's a lot of and beauty brands you'll see have a lot of cluttered online from the kind of experience They build but also the information they give so from search all the way to the website to the You know Instagram the experience is seamless Which is a lot more about the brand and when you go to the store you can actually Test the product and you'll have us very very similar experience and that's at least what we try to you know account for And that's that's one of the things that we're trying to do more and more off through whether you look at a lot of You know usage of technology Which goes into stores etc. So that you know your experience is more or less seamless and Brand that I am genuinely inspired on an omni channel. This thing is Starbucks I think the way, you know, you you enter a store and somehow if you're not carrying cash, you can just open your app The by the time you reach the counter the guy already knows what what's your regular order? He's already swiped you for money. It's like a quick in quick out And then the loyalty application works so beautifully. So I think that's that's just maybe it's just me But I'm a huge fan Perfect very very insightful and for the Neutrogena and the premium beauty what you describe it Are you also looking at doing things which are Getting people to see the ads online and then being incentivized to walk to the offline stores where they can experience it Yes, very much. So you could ask a question Get a response and then go offline and buy you could actually see the ad you could see the launch of a product And then go offline and buy you could see something offline and bring back your query and buy online So it's it's so that's that's how we are trying to build it out Perfect very very nice. I think from there I'll move into another person on this panel who's obviously representing a retail company Also leading e-commerce there. So over to you Pawan and I'm sure when you are doing marketing for your brands. Hi, Pawan. Good to have you here So I think my question to you is that I'm sure that today when you are doing marketing for your brands at one end You are competing with the other retail first brands But from a normal consumers point of view You are also competing with the online first companies and the online first companies obviously have a great advantage where Their entire marketing is very very detail-aid because they know a lot around what consumers are buying what they might be interested in How do you combat that challenge for? Marketing digitally for a company which is still Largely more offline retail Yeah. Hi, Anuj. Good to have you. I mean to be here Thank you everyone. So I'm gonna like, you know, I try and answer this in two parts First I would still pick the entire idea of only channel. I think that's the subject of discussion today You know, I've been hearing this term for over like four to five years, but I think over this finally made it true I mean, I mean, I think Finally the only channel has come It's made businesses think through in terms of, you know, how The online and offline both needs to be merging together at the supply side and demand side both, right? And I mean, that's why I just I want to address the supply side as well Before getting into the demand side, right? I think I think one big one big thing which we learned as as retailers and all of us and and obviously I think we had bits and pieces of e-commerce But really I mean if I have to speak the truth I think the e-commerce was actually competing with the offline retail and that's where I don't think it could See the light of the day the way it should have been, right? But I think the moment COVID came in the first thing I think what we did was integrating our supply side, right? Just imagine like when you run an e-commerce business and your stores become literally like a supply chain You know partner in that sense Look at the scope and what it can do. So I think that's one big You know advantage which we got and finally be accepted, right? And how You know, each of these stores or each of the touch points can literally play the role of supply chain, right? I think some of our brands like, you know businesses like plus size business like all online Literally got a huge merit out of this, right? We have ebos and almost like close to 100 ebos and we literally made them like a And you know like each one of them as as a you know supply chain last mile You know partner in that sense and it kind of gave us a huge amount of benefits So I think that's one part literally Only channel literally coming to the life of business The other part is the demand side, right? Obviously and I mean when you look at demand side Obviously when you're running an e-commerce business, it's seamless, right? I mean you acquire a customer and you can create literally convert the customer and you can get to know the journey Pretty well like you know and and the moment you recruit that customer online Offline it becomes a little tough, right? You don't know what has happened in spite of whatever integration which you do With some of these, you know partners, right? So I think we were early enough to kind of understand this and we we run online to offline one of the biggest campaign which we actually run is with google where Whether anybody's, you know any customer who's kind of looking for you. I assume that you know He is literally our 50 percent of our customer like the intent is almost 50 percent to go and buy So we do a lot of couponing with that Uh, so then what happens is we not only we get to know the last mile Transaction and the basket We also know that you know what kind of customers actually coming to us, you know And and what is the larger intent based and we have kind of used it not just on google But also on social media platforms. So I think these are the two sides which I see but yeah I mean only channel has come to life. I mean we all have to accept it. That's the new reality It's really not about competing with each other I think that's the biggest one which we have learned and yes, and there's a huge advantage to it Do you feel handicapped sometimes given You're competing with the online companies who pretty much know my entire journey So much better than any offline company could do Yeah, a hundred percent. I mean there's there's no marketing Yeah There is there is no doubt about it, you know, unfortunately I mean since Rajiv is also here, so let me put it out But you know, there are no products for offline if you look at it. These are some tacky ways of creating it I wish You know, whether it's social media or or you know z5 They all need to bring in this for offline as well I I I don't know of many of them, but I think that's that's a great need, right? I mean that that's the big advantage of online. You can really catch the customer You know that this customer has come to the cart and not shop. So let me remark it and ensure he comes back Right, there's so many things which you can do offline. I I still don't know if there are any great products from any of the platforms I'm sure there are many platforms listening to you here And yes, you might be bombarded on linkedin or email on some of their solutions So I think only channel we are experiencing in a very unique manner. So it's not really Still world versus digital world. It's more of multi-screening. So today people are consuming content across all three screens in a very seamless manner And that's created a unique challenge as well. And So like on z5 we allow five Concurrent usage wow for a sword. So not only five profiles, but five concurrent users Uh, and we also get to know that there are platforms like on olx. Uh, people are trading Uh concurrent connections for a small price as well, but that's uh, we let that happen for a while Yeah, the hardest. Yeah Good part is that people are watching starting to discover on mobile easy discovery quick discovery Moving on to maybe a laptop if you're working and and I personally also experienced so many of our friends I think everybody on the panel must be switching between all three and then So as we speak, uh with uh, uh with afl and with uh one of their companies that Exist in in uk. We're trying to figure out a way by which even build some Uh, I know that I was just trying to fill in the gap. Uh till the time you come back But I was just sharing our experience on multi-screening So what we're trying to do is we're trying to build an attribution model wherein if I see communication on connected tv And it's followed on mobile because uh, there are more occasions to target you on mobile In a in maybe multiple contexts, which cannot happen on tv And then if you end up, uh visiting a place, so we're trying to build a linkage between all three So I see future good communication on Connected tv. I am followed up with a specific recommendation based on my likes and dislikes on my mobile And then I end up visiting a store or ordering through some other channel. Maybe higgini or someone Uh, so we're trying to open that area. It's early days Soon we'll reach there So yeah, so that's our experience of multi-screening. Anuj, are you back? Yes, I'm back I want to come in and share your multi-screening way I'm now joined from my mobile phone. So it's a truly multi-screening that uh, my piece I came up on the last minute That's okay Thank god for mobile phones, right So good, I guess the discussion So can I add to what Rajiv and Pawan? Yeah, please Yes, I do. So can I add to what Rajiv and Pawan were speaking? So, you know, Pawan for me, what was interesting was platforms like trell The indian-born social commerce platforms that are actually creating this space Now these are very very nascent very very early Stages but getting 15 million base for them Seems to be a no-brainer, you know, there are so many platforms like that sim sim so the social commerce bit is Kind of coming in quite early for us and catching up very fast Yes, but is it fully integrated to the back end from the on offline business? So, you know that omni Channel seamless integration is I think the key to success of scaling up for all these platforms as well And I think that's where the interesting Turn of events I think in the next two years At least which I see happening in the market for Integrating first party second party third party data coming in beautifully then And that's where it works smoothly as well. So I'm with you on that Over to you, Anuj. Yeah Yep And in terms of the data now, obviously you see many platforms, which you might be working with where Data is not really owned by the advertiser and it would be more owned by the platform As an agency, how do you tackle that and how important is Owning the data either from an agency lens or even from an advertiser lens For you to make a decision to work with a platform versus the other I think like I mentioned just now that the first party second party third party How does it all come together? And I think there are different type of advertisers some who are very rich first party data We are going to mine it beautifully with the second party audience set So I can work directly with these second party players and then get it done or I get in And work directly with the third party But at the same breadth we have Players who are in the initial stage of their offering or their transformation journey And we actually heavily relied on the mass and the third party data and the wall garden data sometimes also because we have to depend on those Platforms to drive the efficiency for you. I think as agencies. I have my view as this. Yes, we need to partner with the clients to own the data at their end to and strengthen the first party At the same breadth we need to Like what we do successfully with platforms like omni where there's a plug-and-play Platform which allows Like any app to be downloaded and displayed and work along and then deleted later But the core of the platform Lies with the agency. I think that's what has given us empowerment to Work with data seamlessly and allowing for the confidentiality of the client because that's of supreme importance Because if they are going to share the first party data and integrate it With platforms it can either aside with us or with them and we need to ensure there is a seamless transition there and I think most agencies would be creating their own back end and To ensure that the privacy is maintained and I think platforms like omni's uniqueness is that It is protected. It is plug-and-play and it is customized to the client apology also So that's how I see it No, no, I think that's very very helpful I think on that note, I'll move into you. Bharat. You're obviously also at Zaxis working with most of the top programmatic and data-driven companies and I'm sure you're seeing similar challenges now how is it that because uh You have multiple multitude of brands which uh within the wpp portfolio You would be looking at some which are online first some which are offline Driven brands. How are you working on unifying? audience personas based on what they're doing online and what they might be doing offline So I think uh rightly said on the panel when it is about d2c brands There is a lot of information which is already about the consumer what the brand has as first party And it's very easy and seamless to integrate that sort of proxies about consumer whether you are working within a world garden or an open web environment And you can definitely choose the channel like rajiv mentioned whether you want to Advertise a message on a mobile device or a tech stop or a connected TV Uh and the way the new devices are getting onboarding on programmatic like digital order for digital audio I think it's becoming more seamless for us to build the only channel Campaign which is about engaging with the same customer with different messaging on a different platform Understanding what content they're browsing, but when it comes to the brick-and-mortar primarily I would say let's say some of the brand within the fmcg vertical Well, it is a still a challenge for them to understand about their consumer I think there are new proxies which are developing and one of the proxies I think which most of our client portfolio you would call it significantly during this covid war They were able to map the data point of pre covid offline retail sales So there are a lot of companies in india who collect the pos retail store data Using that they were able to map at which people what type of skus and product category are being sold Using that information from offline. You were able to map it on the online targeting when you were Diving the consumer from top to the bottom color We realized which in code are sweet spot or the low hammy fruit because pre covid the pin code already was showing More than average sales consumption of that particular product So during covid people are not going out and buying the product from the retail store and they will be shopping on e-com How can we tap these customers? Work on the wall garden one as well as open up so that we can drive meaningful relevant traffic to the Brand e-commerce page and similarly. I think within the retail portfolio. We all realized when we moved into And on down situation There was a pressure from all the retail brands to bring the consumer back to the store So interestingly, I think within the omni channel. There is something I think the way we discussed on the panel is all about the creative messaging A lot of times we might see a brand Trying to do a omni channel campaign But the cta within the creative messaging is not asking people to visit to a store or take a certain action online So I think from a creative lens the way the new tools and technologies are coming on the programmatic space Specifically around the use of ai I think the creative copies that the ai Is able to create and generate on the go on the fly is actually driving more meaningful omni channel campaigns versus The managed format in which we take certain types of research and predict how the consumer is going to be here Perfect. I think that's a very very Helpful Bharat and I think something which I'm sure many brands across are looking at doing right now I think on that point. I'll jump to you Rajiv. I'm sure that as in leading otte company Omni channel multi-screening to you means something else multi-screening for you Is obviously how your content is being consumed across multiple screens And within the last few months especially in the pandemic era I think a lot of growth we have seen in areas like connected tv How have you Seen that impacting your business and what are the trends you are foreseeing on connected tv advertising over the next few years And maybe I'll look for a short answer because I know you can have many many things there. It's an area Which is quite close to your heart No, you're absolutely right. I I I'll wrap up very quickly Though I covered a little bit earlier while you're trying to reconnect So basically, I was just saying that we've experienced people now consuming our content on three platforms in a single session Of when I'm calling as a session, it's like within a gap of two three hours They discover content on first screen, which is mobile in most of the cases Uh, there have been instances they move on to either a tablet or a laptop or a desktop Which is more like a slightly larger screen And as we all know most of the people are working from home. So we know that it's also colored by the covid scenario that we have right now and We don't know whether they'll continue but we believe that multi-screening will continue And they finally move on to live streaming as well It's completely different kind of content. We have noticed that if the type of content is high quality, which is The depth is much higher like a very kind of content people do want to watch on live stream Whereas if the content is easy to consume they continue on On a mobile device. So that's multi-screening for us connected TV. No debate. No doubt. I think we did a Discussion a couple of weeks back. Bharat was also part of the discussion and the uh, the the the conclusion was in two years In india if all goes well and if reliance and Continue to do what they're trying to do 50% in urban india would have converted to connected TV. Now, that's huge imagine So today, uh, we we have 50 to 60 live TV channels Now we do offer Replacement of ad pod with a targeted ad pod but to be very honest, it's very small on scale When I say very small, it's not in 50 million or it's not in that kind of size But once connected to me becomes 50% imagine, uh, we will be replacing linear tv ad pod with very targeted ads and that's where the element of Excitement would come in that's when we will be able to tell Pavan that when he advertised On zTV and z5 how many people finally want to switch it with stores and converted into Uh, maybe buying something. So I think everybody's working towards also solving The the issue which is today, we don't know attribution how to to really conclude what worked and what did work And uh, you know this point also trying to work with one of your companies Uh to solve one piece of this puzzle. So yeah, so there's a lot of excitement. There's a lot of good fun Everything which is home consumption is on our eyes multi-screening and multi Multi-screening for us and multi-channel or omni-channel approach for for for retail is There forever. I don't think it's going to turn back. I don't see people Any habit that's followed for 21 days. It becomes part of your life Now we've done it for nine months. So I don't think much is going to change. Uh, I don't think so I'm in office right now Having said that uh, this is my eight visit in eight months So that's going to be the future reality So over to you yeah No, no, I think uh, very very interesting. I think uh, very good to hear the kind of trends you're seeing on ctv. I think uh personally I've been a big believer on that and I think the last Few months have only accelerated how consumers have adapted to this new screen for consuming Digital content and pretty much replacing their linear tv consumption So I think very very interesting things. I think we've had a good time with everybody sharing their points of views on Different parts of the topic. I think we have only a few minutes. Uh, given that we started a bit late I think I have an interesting round plan right now, which is More rapid fire, which I want to conduct with all of you. So I think as you might have, uh Been guessing. I think a rapid fire is largely where I'll be throwing quick questions to each of the panelists and It could be a one word answer or maybe in some cases greater And I think uh, I hope it will be fun and uh, interesting for all of you and also for all the people who've tuned in and watching our telecast right now Yeah So if everybody is good, we can uh quickly roll on to that any volunteers or who wants to go first for the rapid fire And uh, I promise that the winner for the rapid fire. I think uh, we've seen that there is always a winner who wins something So, uh, I think all our cherished dreams of winning the coffee hamper might come true now So go for it and have a good rapid fire round and I need volunteers or who would go first I think we can go alphabetically Alphabetically Rajiv, is it because uh, your suggestion to go alphabetically? I think we'll go reverse alphabetically and start Yeah, so then otherwise Alphabetically, I'm sure it's helped you in school where you always ended up being the last now. We have reversed the alphabets No, no Yeah, so looking for quick answers on each of these questions. Some are fun. Some are uh, interesting So I think rajiv uh over to you first question Advertising on ztv or z5. What's better for digitally first brands? 100 percent the answer is z5 Though the revenue right now is queued on ztv, but obviously it's going to be z5 But now we have an integrated so it will be ztv and z5 Interesting. I hope your uh teams are watching this 2022 what percentage of uh, ott viewers. Do you expect coming from ctv? Is this to me or Yeah, this is to you. You have few questions Yeah, yeah. So right now, uh, approximately, um 10 to 12 of our users are already coming via connected tv And uh, uh, we definitely believe it'll be three x of what it is right now We believe we could be any of the three 20 to 30 million by uh next Cool. So rajiv's answer is 35 to 40 percent Connected tv out of all ott. My personal estimate is actually much higher, but we'll leave it then Next question rajiv to you Meeting revenue targets in an ott company or a language or content company? Which one has been easier for you? Put it I think uh time With you are also there on this panel Guys make it difficult for rajiv next time Basically will be 50 percent of indias addicts by when? 2026 2026 long way to go Could be faster if we don't solve the pandemic sooner Okay, last question to you rajiv Connected cross screen experiences for advertisers on video or isolated ctv mobile and pc advertising strategies What do you think works better? 100% the first one Uh, I mean it has to be multi-screen. So it has to move around. So yeah Option one. Perfect. So looking Yep. So looking forward to more connected ones coming up. So that's your round rajiv and uh Politically correct answers other than the first one, which is the tv versus z5, which I'm sure put you in a spot But uh, we'll move in the reverse alphabetical and I guess now is uh pavan So over to you pavan Uh, I'll throw in my questions Yeah drive to store or drive to app. What's the ideal strategy for retail businesses? store because uh I think offline the retail is still very very large in india. It's still close to 85 86 percent always cool online retail as a percentage of all retail by 23 What do you feel what percentage would be online retail? Um, I don't think it's going to exceed more than 20 percent okay I'm sure if we had an amazon panelist on this uh group, uh, the answers could have been dramatically different Yeah, but you know even in u.s. Let's look at a very mature market like what how much? I don't think so. I mean, I sorry 20 percent is a lot. Sorry. I correct my number. It's not going to be more than 5 percent. Sorry Okay, cool. Take that as an answer Drive to store measurement for all digital campaigns, uh, which you do is this ideal or not? Absolutely ideal. Absolutely ideal Next one now for the e-commerce companies We've seen that most of the e-commerce companies have become big advertising companies with amazon ads flip card ads, etc When do we see future group becoming future ads with offline habits of what consumers are buying? You know again, it's it's a phase if you look at like 10 to 15 years back I mean we were doing exactly the same what online is doing See, I personally feel that you know right now We are at a stage where it's it's it's about really bringing in To the country and really changing the habit, right? So I think every every each one of them will take their own pattern in that sense and uh, yeah, and as as industry mature You'll see something else coming out Cool. Thanks so much. Good answers. We are running short on time. So we move in quickly to uh, Priti The spotlight is on you Agencies having their own dmp and audience intelligence or using multiple dmp's. What is the ideal route? See the market is evolving. I believe the question to me itself is fundamentally Shaky because there's nothing called ideal in the scenario So I think we will go with whatever best suits the client Okay Independent ad tech companies or the duopoly whose growth is more in interest of agencies All the growth our interest of agencies because agencies benefit with more choices We don't depend on one or two people, right? Wow, it's almost seems that I sent you the questions. It's all yeah, I believe mines. That's the trick Connected TV measurement should it go the TV way or should it go to digital way? I think let's get you know, regular videos measured first connected to be a little far fetched today Yeah Mobile advertising as a percentage of India's addicts. What do you think? The percentage might be by say at 2025 five years from now Yeah, so see even today digital advertising is very mobile driven from that perspective because our targeting is mobile driven Not desktop or laptop driven So for my 2026 are definitely a 40 percent is something that I see happening that 40 percent Yeah, then I think kids will be born with mobile Yeah, I think most of them already are I think some of us don't represent their generation, but our kids are Definitely mobile first in their experiences. Yes Yes Thanks pretty I think quickly moving. I think the next we have a channel for you Is is over measurement plaguing digital ad growth amongst traditional marketers Actually where the consumer is going is leading the growth for our condition response Can you hear me now? Okay, I can hear you now, but we'll move on the next question Audience buys on programmatic or impact buys for cpg brands on digital Audience buys Know your audience follow them. Good. Yeah Given how you're seeing digital advertising grow within your company What is your estimate of say three to five years from now? What percentage of your own marketing dollars might be spent on digital? 60 60 percent That's very very promising I'm sure if you're spending 60 percent then the ad-x will reach more than 50 percent sooner than what Rajeev and Frithi forecast and if we have more marketers like that It depends on who your consumer is I think it's a lot dependent on that Yep digitally first brands or Established legacy brands. Who do you think will rule cpg five years from now? I think premium category is digital first, but legacy category is the old established brands Good very relevant answer. I would tend to agree with that But uh, my agreeing doesn't guarantee you the hamper. I think we'll go in with the others I'm spending all my money on digital Yeah, oh, that's you've just increased your chances Bharat over to you for the next set of questions the next four or five questions coming to you sure open open rtb based audience buying or Programmatic guaranteed based publisher buying. What do you think is the ideal programmatic strategy? Depend on the camping objective if it's lower funnel open rtb with brand safe tools If it's more of a type of the funnel middle funnel then the guaranteed buy Cool very good data ownership For the advertiser agency or the platform who's delivering the ad advertiser advertiser Not within the reciting within the duopoly vault gardens Yeah, the way data regulations are changing. I think if the power lie in the hand of consumer Both consumer and brand to do a handshake on what type of data they want to share with each other And how the brand can Rebenefit in terms of making advertising more welcome by showing meaningful ads Programmatic advertising better for brand building or for performance advertising Both It's all about automation of buying Nothing connected to it can be a full funnel objective Okay, it's all about using zaxis and all your objectives will be met I wish Last last question dsp dmp ssp trading desk Which of these programmatic business models do you see thriving for say the next three years? Outcome driven business models will thrive Uh Company who can promise certain relevant meaningful outcomes which are more closer to business not just media Uh, I think that will thrive and grow in the next three years Good, so I think uh, all of them are working towards outcomes. So hopefully all should thrive We'll all uh, have a job to do Definitely Good. Thanks so much. Uh, bharat. I think just in the nick of time bhabhna over to you back to you We started with you and they're ending with you So add viewability or ad fraud. What is plaguing the digital industry more today? I think it's both going with uh, what's happening in the current universe It's actually both of them which are really plaguing us and we need to find answers for them As well as measureability Okay Next question Drive to store or drive to app What is better as campaign strategies for Retail brands like yourselves Drive to store again, uh on app it is Have a fixed list on store when you touch and feel the products you can actually decide to pick up more things And uh, you know, you're it's more of a shopping expedition rather than Having a quick list of okay. These are the five items I need in my cart and let me order them now So impulse purchase is more on the store Agree or disagree you have to say online audience persona based targeting is good for online brands whereas proximity and offline habit based targeting is better for offline brands agree or disagree Can you repeat there was just too many there were too many clauses in this Okay, I'll repeat it Online persona based basically what people are doing online their online habits Using that as a targeting strategy is ideal for online first brands Whereas for the offline brands proximity targeting and location based intelligence is ideal I think in terms of retail proximity things will be there, but Oh Cool. I think one last question for you Bhavna. I think which has been asked to others Digital advertising percentage share of the addicts. What do you see it happening in the next five years? Okay, given that 2015 none of us got the 2020 answer, right? I don't know how far we will be able to predict it But I would say it would be around To 50 percent 40 45 percent And I'm counting that there will be digital screens and stuff like that also come in Yeah The crystal ball is still shining. So Wait for the ball to hold and see Please, uh, please play this video five years from now. We'll all know which one of us got it right I would put a stamp there and I would say that it's not uh, I believe that personally it will be much Faster it will not wait to 20 25. I think we'll cross 50 percent Maybe 23 or 24 given the way things are evolving right now But uh, I think it's been very very nice having all of you on the panel and being put under the spotlight for these quick answers I hope you enjoyed it in case you are curious around who's the winner I'll reserve my answer. Maybe all of you was to get it. But uh, Very very nice. Thank you so much. I think it's been a very very fun panel having all of you sharing your points of views around various parts within What's happening within the industry and trends which we are foreseeing I think we had to go quicker because I was getting messages that we needed to end by 5 10 we are still five minutes over But I don't think too much We got 10 minutes less when we started. So anyway, good show and thank you so much everyone and look forward to staying connected and Watching this video Later and trying to see whose predictions came right