MARCH, 20249Targeted Online Ads: These ads are designed to be more relevant and exciting to the user than traditional ads, which are served indiscriminately to all users. While targeted ads can be helpful for businesses that want to reach a specific audience, they can also be seen as invasive or manipulative by using generative AI. Advertisers can enhance their targeting capabilities and deliver impactful ads to their target audience. AI provides reliable and accurate insights in real-time, improving return on advertising spend. Joined force of humans and AI allows marketers to focus on strategic tasks requiring creativity and intuition. Besides, AI handles data analysis and marketing optimization.Omnichannel Advertising: It uses multiple channels to reach consumers. Unlike traditional advertising, which relies on a single track, such as television or print, omnichannel advertising uses numerous channels, including the Internet, social media, and mobile devices. Today, whenever a new product is launched, it appears on TV, magazine as well as social media platforms like facebook, youtube, and instagram to grab the attention. Beauty product brand Mcaffeine started from instagram and now they doubled down on its brand promotion activities in FY23, which resulted in a 74% increase in its advertising and promotional expenses. It spent Rs. 126.5 crore on this bucket in FY23 as against Rs.72.7 crore in FY22.Data collected by `Think With Google' explained that omnichannel strategies help generate around 80 percent of the in-store visits by customers. Furthermore, as much as 74 percent of customers do online research before visiting a physical store.Mobile-First Advertising: The world is increasingly shifting to mobile devices, so it becomes crucial for businesses to adopt a mobile-first advertising strategy. Mobile advertising can include anything from SMS offers, banner advertisements on websites, ads on downloaded apps and games, and much more. The goal of the marketer here is to ensure continuous engagement with the consumers by means of different types of updates. According to Statista, mobile advertising spending continues to grow and is projected to reach nearly $399.6 billion by 2024. Market report says, mobile commerce is the top choice for conducting brand research for Gen Z consumers aged 16 to 24."In 2019, the mobile ad spend in India was roughly around Rs. 6,000-7,000 crore growing at a healthy 9 MARCH, 2024
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