61% market predicted to be digital by 2026: Narayan Devanathan

In an industry obsessed with chasing the next big thing, it’s easy to overlook the forces shaping our present. But what if the key to navigating the future wasn’t about blind leaps forward, but about understanding where we stand today? 

At the dentsu e4m Digital Advertising Report 2024, Narayan Devanathan, President & Chief Strategy Officer, South Asia, dentsu, took the stage to explore this very idea. Drawing from mythology, market shifts, and emerging trends, he broke down how the now informs the next, urging brands to balance innovation with insight rather than getting lost in the rush to reinvent.

Devanathan highlighted how digital advertising, once an emerging sector, is now poised to dominate, with 61% of the market predicted to be digital by 2026. However, he warned against complacency, urging the industry to remain adaptable and not take growth for granted.

A key theme of his talk was the blurring of boundaries between digital and traditional media, citing the rise of connected TV as a prime example. He posed thought-provoking questions: Is connected TV just TV? Is it digital? Or is it both? The answer, he suggested, lies in embracing fluidity rather than rigid categorization.

Devanathan also explored the interplay between human creativity and artificial intelligence, stressing that while machines can enhance efficiency, imagination remains a uniquely human trait. He cited the Tunoscope innovation by dentsu Tokyo—an AI-driven system that transformed traditional Japanese fishing expertise into a scalable, data-backed solution. This, he noted, exemplifies the magic that happens at the intersection of intelligence and imagination.

Further, he underscored the importance of new measurement paradigms, such as dentsu’s focus on the attention economy and propensity frameworks, which shift from broad reach metrics to more meaningful audience engagement. Case studies, including dentsu’s collaboration with 7-Eleven, showcased how leveraging retail media and data can create powerful marketing synergies.

Challenging long-held notions like the linear marketing funnel, Devanathan argued that consumer journeys are inherently non-linear and unique. While some funnel concepts remain relevant, the emphasis should be on enhancing customer experiences rather than rigidly adhering to outdated models.

Closing with a cautionary note, he referenced the Indian mythological figure Trishanku, warning against the risk of being caught between aspirations and reality. His message was clear—businesses must firmly root themselves in present realities while actively shaping the future, rather than merely being swept along by trends.

With a mix of strategic insights, industry foresight, and engaging storytelling, Devanathan set the stage for deeper discussions at the event, encouraging brands to navigate the evolving digital landscape with awareness, adaptability, and innovation.