 More time to spend with you and again, it's going to be on the same lines, but just more deeper So I'm here to talk about programmatic trends. My name is Dimpy other I work at zaxis which is a programmatic division of group M And I've spent quite many years at zaxis and at group M And I feel really honored that in this industry, especially within India as a market and Working with a lot of brands I do have a bit of insights and an understanding of you know what trends are going ahead with and I really Share same with you. So when we talk about programmatic trends one side We keep on saying that you know programmatic is evolving every day So I think it's also true to say that even our trends are evolving every day and what we discussed today might not Be the trend for tomorrow that could be the standard operating method for tomorrow and we would have different trends coming up So let's see what do we have in store for programmatic advertising Clearly programmatic media is evolving and when we say that programmatic media is evolving Four major channels for any advertiser when they plan a clearly television digital media print and radio But within digital media we have programmatic which is taking care of Taking over in way in a way of dominance in terms of how do you allocate that money and Let's see what to expect more in remaining months of 2023 And very interestingly we had launched this report with e4m itself We have we had talked about these trends and we could see them definitely taking shape and kind of you know evolving very well But the big bed of 2023 Remains to be true and will be the biggest trend of 2024 as well And let's see then what what's next for us for next year Not taking a lot of time because we have very short time span just a quick overview of what four Major channels that we have we know that Daily consumption of watching TV or OLV is increasing Definitely day by day and post pandemic we could see that connected TV had gone at a very booming growth Which was 50% and that's further increased now, which is more So when we talk about such kind of household subscriptions to OTT such kind of connected TV adoption to happen a lot of Consumption behavior has changed So within all of that we could also see very interestingly that investment in programmatic has increased We can see digital is increasing Clearly as a result of change of consumer behavior because our consumers are moving more towards online consumption In terms of their habits post pandemic because they got used to it It's time efficient and all of that with the same time if there's a demand where we are consumers stand Then of course spends will also fall into the same line Which is why we see digital increasing and programmatic plays a wider role So on the average of 33 to 35 percent adoption is there Expected to be increased to 42 percent and furthermore followed by other markets the way we see them So what to see and what to expect in programmatic in remaining months of 2023? Clearly as we also just spoke about it in the panel before that AI plays a bigger role But AI is just not about optimizing a campaign. That's beyond we have augmented reality We have generated AI and we have what nots we have wearable durables Which is more around, you know capturing data sets in real-time environment but at the same time we also see a lot of capabilities being generated within digital around creative aspect of it which at the back of it also sits Alongside data and when we talk about AI clearly with proper controls in hand AI is not just helping and activating of campaign but starting from planning a campaign to delivering a campaign and even to an inciting so Next key point that we could see this year was again digital audio which kind of started in 2019 for that matter but really paced up post pandemic and audio took a space in itself properly So when we talk about digital audio, we know it's not just about hearing music etc But we have big segment of podcast that has come in picture and when we talk about podcast It is also being used in our industry. We can see a lot of shows happening on podcast We can see a lot of learnings being shared on podcast So even for advertiser when they talk about digital audio Relevancy increases is not just a list of a music genre that they can see but also podcast where a lot of content Consumption is happening. So for you to identify your audiences in terms of what relevancy do they have with the content? That really matches very well In app and in gaming advertising is again what we could see clearly as a result of pandemic Can't really focus more on the fact that as we all were locked in the home And we did not really have new content getting generated and shoots were not happening We were locked in the house. So gaming is something that really took over but also Advertisers has taken over the space in terms of advertising well What's interesting in gaming is to see that it's not just about you know in app advertising or basic games But we also have metaverse coming into picture, which is the trend which we'll just talk about in a short while But also with that into picture a lot of immersive experience with the help of AI is getting generated within the gaming landscape So when you talk about advertising or programmatic clearly to merge all of this together You need to have platforms and technologies and tools that really helps you to cater the need where you can see that There's an audio coming into picture. There's a gaming landscape Then the video had been there already which is evolving day by day We have YouTube OTT's of OTT's have become a part of it We have smaller channels as well, which are now growing and as you know that festivities just hitting India around the corner Durga Poojo One of the biggest festival which even for advertisers, especially TV folks will understand right That's one of the big biggest segment that they see in parallel to sports So similarly when you talk about such big festivity that you're trying to cater You need to look at all available channels and sources that you have at hand Where in app and in gaming advertising is also taking a huge share of it especially with a lot of bands that happen in India for Advertising to children of course around privacy clauses and all of that But the first level of targeting to approach that audience is an in-app gaming Which is where you know that even if you're not able to target audiences below 18 But you know that with the help of content or the game selection that you do it's landing to the right audience So for brands like logs or any other brand which which caters to the needs of kids for the product Where you want to create a brand recall in the kids because they would eventually go back to their parents and decide on the Bank factor so gaming advertising really plays a bigger role for those brands and it really unlocks a lot of avenues for them My interesting topic and the favorite one which is the big bed of 2023 We had taken this bed last year in October that discovery commerce will be the one which will really shape the landscape Initial to three months. We could see still a lot of hiccups because when we talk about commerce and let's talk about it Okay, when we talk about commerce everybody just talks about keywords, right? That commerce is equal to Amazon's and Flipkart of the world which stands true of course But at the same time when you go to Flipkart or Amazon There are keywords that we type and then we get to buy the product But as an audience there's so much that I'm doing that they have a lot of data inside about me not every time I'm buying a product I'm just surfing. I'm just you know looking at discounting. I am also going at other brands Not only Amazon but Flipkart than many other brands like group for cruise free buying etc So commerce as a landscape is not just a few leading brands, but it spans everywhere Even for for for example, when you go for your radical regular medical test or checkups You book that on an application, right? But eventually that's your buying pattern as well into the medical field Similarly, when you're buying something for your daily household needs your vegetables, that's your buying pattern into groceries Hence you have household you have electronics. So every segment belongs to a commerce segment. So it's not just retail anymore Within digital also you have commerce shaping up But we need to look at commerce in a perspective where the way we had digital when it boomed almost a decade ago How it started or what we knew about digital was clearly just search ads and we remember right? You know making those long sheets of all keywords brand keyword competition keywords Industry keywords adding in there then we had social media and then we had a back then just click base ad, right? Media as a whole which is today we call as programmatic media video advertising all of that came in much later We were just replicating our self onto traditional Which was maybe footsteps of TV or footsteps of print moving to digital which is where we are today in commerce So when we talk about commerce today again, we are looking at keywords, which is a brand keyword So for an example if I'm a brand selling watches I would want to go on Amazon and target everybody who's searching for my brand and show them offers to have a quick conversion That's the lowest hanging fruit But at the same time I also want to go for the audiences who are searching for my competition brands because I want to cater to them as well But there is a very interesting fact to see that it's the same trend line of digital that we followed 10 years ago So when we talk about commerce that is still at a very nascent stage But commerce will not just be a lion item in a media plan. That's a huge channel in itself Where we are looking at it as a incremental channel driving any kind of matrix incremental to retail So when we see post-pandemic most of the advertisers have invested more of their monies on their online assets The way Dearest friend. I don't know. She just talked about Godrej that they are creating immersive experiences So they're putting their budgets investments on creating an immersive experience Wherever, there's not a possibility of a store and many other brands are doing that that they're not investing maybe a lot on retail Post-pandemic they've seen that change happening and they're investing that kind of money on a digital landscape But at the same time for brands who are I mean whose bread and butter is just to sell every day Which is a e-com brand as well They don't really need that kind of that kind of retail shops, but they're going heavy on online shops for them So when we talk about commerce commerce is also spanning everywhere in every category So commerce is not just about top-leading commerce brand But even an app like phone pay or a big basket and many more such applications. They've all fall into the same portfolio So for any brand say any automotive brand you'll say that who will go on a Commerce website and buy a car of course we don't but the data and stat tells you that when a campaign is happening Or when a car is getting launched when they launch it on any kind the when they do the campaign on or any kind of commerce app They get great insights and they do also get bookings which is directly on their website Because what you also get from this channel is detailed insight. It's a buying pattern It's not just a behavior or it's not just a browsing pattern for them or basis contextual ad but further more deep dive But what's still lacking in this entire landscape is Commerce is used only for the last one as we know that the basics of marketing will not change We know it's a funnel based marketing camp concept top funnel goes for awareness Middle goes for consideration and the last one goes for of course purchase, right? Today also when we look at commerce we kind of map it to the purchase funnel the last one But I really have this question to all of you in the room that When you want to buy something suppose I want to buy a TV am I sure on the day I think I want to buy a TV that which brand or which model will I buy I Am not Else I will buy it similar like same day, right? And personally I have this problem with myself that a lot of I have a long list of jobs to do because I'm so fickle-minded I'm not able to decide and then I'm like, okay I need to spend time to research about it and I'll never get that time So clearly all of us. I'm sure we never know what to buy on that day So first thought that comes to us is that we want to make a purchase of a certain thing Of course spaces some requirement etc. But we don't know what to buy From where and what are the features that we need to look for? Which is where comes research into place now when I'm researching even today and again I want to ask you that let's talk about a very basic product, which is air conditioners Right different from Bombay different for Delhi as a market and I'm from Delhi So of course when I talk about air conditioner humidity is not that a problem for me But 18 degrees is also not working for me I feel that hot because I mean that city is burning when it's like hot But Bombay humidity becomes a major factor So will it be right for a brand to advertise same concept same content pan India Maybe no because content consumptions are different. So as an audience sitting in Delhi my search in Summers is not just around air conditioners, but many other products Similarly when it comes to Bombay, I mean I can still still see rains here. I was so happy which we don't see in Delhi Right, it's just burning every day even taking a shower is like you think 10 times. I do want to step into shower It's that hot so even purchase pattern each region is gonna have different Now when we talk about a campaign you have clearly put commerce only in the last funnel, which is the purchase funnel But there's so much of content consumption browsing history on purchase, which is so different For same category air conditioner, but different for each market So which is where we see that commerce needs to play a role that it needs to be adopted into the strategy even for the middle funnel where you Influence an audience spaces their need and you show them the right messaging with the right insights that you get and today We have a lot of partners like shoppers is one of one of them Who does data scrapping who has data from all these leading of you know Commerce site and they tell you that in your Category these competitions are present on XYZ websites and your share of voice is XYZ percent Your share of shelf is XYZ percent your share of discounting is such so as a brand then you can decide They're okay if my discount is say heavy on flipkart, but my share of voice is heavier on Amazon What kind of monies do I need to put where and can I change my strat? So what I see today is I really see money being pulled from one partner to another But that's not the right strategy You don't have to put your money or pick and choose that which commerce platform to choose But need to see that which commerce platform requires what kind of strategy the way we do in video advertising today You don't put monies from YouTube to OTT you you buy for catered with different goals with different objective Similarly within commerce as well you need to buy for catered with different goal and different objectives and One thing which we all are missing when it comes to commerce clearly that it has to move from last funnel And it has to be mapped to all funnels which is starting from awareness to the bottom funnel Because where are we in that stage when a person is thinking which brand to buy where I don't know which brand to buy That is a stage where I'm discovering That's why we are calling this solution at group MS discovery commerce that because for us commerce is not just retailer conversion method But also to let an audience discover your brand with the right messaging and the right requirement What's next clearly in interest of time the focus area for next year is definitely gonna be Navigating a cookie less world where the benefits of cook less future clearly, you know brings on the fact that Whenever there's a disruption in the market or the industry we see new avenues coming in. That's how we learn That's how we evolve and I'm seeing a lot of discussions happening on contextual So a lot of partners which are providing contextual targetings and better ways of operating Say five years ago in a way kind of faded off But I'm seeing them surfacing again And they will be at the boom because contextual targeting will not just be about keyword targeting But furthermore in-depth to talk about context of the ad for an example The way I heard article saying the same stuff that I'm doing a contextual ad But I don't want to as an advertiser see myself on that page because the relevance is less So let me ask this question to you when you do your ad suppose It's a it's a confectionary brand. Maybe a chocolate brand You would want to post your ads on any page which talks about hunger That's the relevancy eventually But if there's a page that talks about people dying out of hunger, you would never want to have your ad on that page But it's a it's a tool right all that is doing is it it saw your keyword list Which had hunger in it had complete relevancy and showed your ad But eventually you are in the news next day and you're being shamed for having your ad on top of that So what you need there is an AI that reads the context and relevancy of the page and the semantics of it end to end and Then it decides whether your ad should be on this page or not Because you can't put hunger as a negative keyword It is of high relevance to you, but that page was a complete negative relevance to you So such tools will come up and they're coming up there. We have a lot of partners coming up But yes next year we'll see a boom of such partners because even the leading partners like IS They're building their stack and the strengthening it much more We have double verify and many more who are building solutions around that and also navigating a cookie less world is not just about contextual targeting or other ways but a very high focus on first-party data and we have seen our advertisers Advertisers moving that road So we will have to wait for our report to get launched for this year So I can't reveal the number but yes There's an uptake in terms of adoption of first-party data and activation of data The way Prabhakar had confirmed in the panel that they activate their first-party data now in the campaigns So generally first-party data used to be activated only for the bottom funnel conversion But now that's also being utilized for the awareness campaign to understand the quality Cpm that you get QCPM and maybe then use that same audience and pool to have a To kind of you know multiply that using similar audiences and many more other methods that you have But definitely navigating a cookie less world will come up in many different form where you will be focusing on first-party data But with the help with the focus on first-party data You have to also build the rooms which keeps your data safe and activates it and again, you know further brings brings it back Just lastly so of course the future of Omni channel marketing will be in high focus area When you're talking about so many channels coming up audio is there We have in-app gaming advertising already at boom video advertising is kind of increasing more and more Especially with the fact that rural as a market which is not contributing much towards video consumption is also going so higher And we know that rural in the market while you do TV ads Clearly yes, you understand a spot is getting played, but how do you know that there's no electricity cut which is still there? So yes ad got played spot was there on TV, but there's no electricity But when you talk about mobile handsets it is I mean they can only use it when that's operating well Which is where we see handsets getting and mobile internet penetration getting deeper in rural now which is adding more to video consumption So for an example and I was discussing with one of my Google partner yesterday in a strategy for a for a tire brand I'll not name the brand again that the brand is doing a lot of media activation within urban because the tires are costly Certain range, but they also produce tires for cycles for motorbikes which are cheaper range for them But that has massive consumption in rural so rural packages needs to be then built But that's becoming a subset of video advertising a different targeting method, but again, that's increasing there So when you talk about all of these things clearly when you say that I'm deploying programmatic for cost efficiency You need to see that you can't show your ad to same audience three times on different channel Three channel three frequency makes it nine. That's not efficiency. That's duplication Which is where you get programmatic into place that helps you curb that And I'm really proud to share that most of the campaigns that we do at zaxes it's already in activation has been a year now So as I said that the trend that we showed in 2023 January is now in a way becoming a standard operating method But what's okay. I missed that slide here, but I'll just talk about that But what you'll also see upcoming this year apart from that is also voice entering into audio and everywhere else So right now when you're running running any kind of application in audio Say spotify or any other application to listen to music is just a music list to you or ad gets placed in between You hear it but you're driving I mean majority of the time you're driving when you listen to this or at home But occupied into something else I've rarely seen somebody just sitting and listening to music But yes if somebody does that that's the most beautiful thing you can do right enjoying yourself But not really a lot of the cases that happens So when when I say that voice will enter that means that voice will start talking to you Even in a form of display ad or a video or an audio ad The ai will start talking to you for an example if it's a pizza day today one on one as we know bogey offers happen It will talk to you that today it's a bogey offer should I place an order for you And basis your commands is going to show you another message now it's going to talk to you That okay should I take you to a landing page should I show you an ad later Should I send you a message and immediately you'll send you'll get a link to buy in your phone right So that kind of landscape is coming up and we have such partners instrument is one of them who are entering the space But definitely with a lot of disruption that just happened in the industry they're also updating their stack But if I have to give you three key takeaways or the trends where 2024 will just be out there Commerce discovery commerce because it's not just a bottom funnel but has to be a solution which is end to end Voice which you know is in a form of a ai we can also call that as a programmatic creative element Where creative goes programmatic beyond just an experience of clicks but goes there And I'll just take one more minute when I'm talking about click I'm sure most of you have children at home and you would rarely see them typing on your phone They're smarter than us and I could see my nephew doing that and my mom who's 55 Who just learned using phone like maybe few years ago and they both were you know find and and she knows everything She can find everything for me just by using voice and I could see it there that this new generation which is coming They will skip clicks completely so there's a there's a generational shift this is just going to happen And that generational shift which is leading to a lot of voice consumption by this new generation will also open doors for advertisers Similarly in gaming when you see I again saw him playing Roblox which is some game I have no idea all I know about is Mario So but Roblox is very much 3D kind of a structure where they create their own world as a group and they start playing into it Which is metaverse if you look at it that's the same concept which these kids he's 10 year old and he's playing it from last 2 years And he's super fast these kids are playing that game which we are calling as metaverse today So just understand that not more than 3 years or 4 years down the line you know what era are we entering when it comes to advertising Clearly AI will become the norm and what we're going to see is AI taking over in terms of experiences Which will be in the form of maybe audio ad talking to you because they will not click they will not do that they're very street smart Or in the form of 3D where metaverse and augmented reality will really play a bigger role So I feel as advertisers and as marketeers we need to start thinking in that lens start going that way Because the new generation which will be called as consumers and audiences they're already in that generation So it's time for us as an advertiser to start building solutions which matches them Thank you