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Ad spends on digital will double in the next few years: Suraj Nagappa - VP, Isobar India

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Ad spends on digital will  double in the next few years: Suraj Nagappa - VP, Isobar India

Isobar India recently appointed Suraj Nagappa as its VP to head the business for south. Nagappa has over 17 years of experience in new media strategy and planning, especially with mobile, SEM, programmatic based solutions and was previously VP and Head North at Neo@Oglivy. The recently appointed VP chatted with exchange4media on his aspirations and priorities as he takes over, digital transformation, programmatic advertising and more.


As you take over, what are your aspirations and priorities for Isobar India?

Down south, we are looking at major changes in accounts and new businesses coming in. In terms of expansions and diversifying in areas we haven’t touched, it’s something that excites us. I think our focus will be strengthening the team. In fact, we are expanding the creative team in Bangalore and are planning to set up a team for content management. We’ve also planned a larger scale of business and acquisitions which we will announce soon.

Talking about digital transformation and digital landscape, how do you see it unfolding in the next couple of years?

I believe that the ad spends on digital will definitely double in the next couple of years, but how do you utilize the money pumped in and what is the conversion that has happened will be a huge responsibility on agencies.

What according to you drives digital transformation? Technology or strategy?

Technology will not take you to the next level. It’s only the product innovation but strategy will. So, conceptualizing the right strategy, I think would be a key element.

What does it take for programmatic campaigns to do well and what is required for them to drive the next wave of mobile advertising?

We do a lot of top of the funnel programmatic campaigns but going forward in 2018, I’m trying to get some ROI-driven programmatic campaigns. Also going forward, we are trying to be a consultant rather than an agency.

You can do programmatic with a frequency campaign on the mobile also. So, when we do programmatic campaigns, if we are doing an ROI-driven programmatic campaign, I will not show my ads to that person if he is not responding after a few times. It is a blind spot. Overall, what happens when you do programmatic on mobile, the tendency of taking a mobile is far more than taking on a desktop. So, your CTRs can increase but your conversions won’t happen. You need to be on top of the campaign for programmatic to do well.

Talking of the consolidation of the digital market, in the agency space there has been a lot of talent poaching and agencies shutting down because they don’t have enough clients. According to you, what does it take to survive in such an industry?

You need to update yourself in terms of the market, all the happenings and trends. Staying updated on all of it is imperative. If you are not on the top of your game, you won’t be able to survive in a competitive space like this.

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