Brands and Agencies to Decode the Attention Economy at e4m-MediaKart Roundtable

Senior leaders will discuss how context, creativity, AI and measurement are reshaping advertising effectiveness.

As consumers navigate an increasingly fragmented and cluttered media environment, capturing attention has become one of advertising’s most pressing challenges. Moving beyond traditional metrics such as reach and impressions, marketers are increasingly looking at the quality of attention, contextual relevance and creative effectiveness to understand whether advertising is actually making an impact.

Against this backdrop, exchange4media Group and MediaKart will host an exclusive roundtable discussion titled “Winning Attention with Context and Creativity” on September 25 at Courtyard by Marriott, Gurugram.

The closed-door discussion will bring together senior marketing, digital, media and agency leaders to examine how brands can combine context, creativity, technology and measurement to drive meaningful consumer attention and stronger business outcomes.

The conversation will be moderated by Shahad Anand, Business Head, Skylight MediaKart.

The roundtable will feature Shweta Srivastava, Senior Vice President Marketing & Head of Digital, Usha International; Navin Sangwan, Head of Digital Marketing, UNIQLO; Pawan Jagnik, Head of Marketing India, Pladis Global; Shubham Verma, Media and Measurement, Hygiene, Reckitt; Shashwat Varma, Head of Brand Communication & Media, BMW; Manoj Verma, Head of Marketing & Online Sales, itel India; Ishita Agrawal, Senior Manager, Brand & Category Marketing, Campus Activewear; Gopa Menon, Co-Founder & Chief Operating Officer, Theblurr; Anuj Somani, Marketing Operations, Brand, Retailer, Digital & PR, Volvo Car India; Ashutosh Chaudharie, General Manager, Consumer Marketing and Modern Trade, VI-JOHN Group; Aniket Das, Senior Brand Manager, Dabur; Meghana Chandani, EVP, Digital & Social Growth, Social Beat; Kiranpreet Kaur, Deputy General Manager Marketing, Del Monte Foods India; Richa Chugh, Client Partner, WPP; Shradha Aggarwal, Co-Founder & Global CEO, Grapes Digital; and Avinash Tiwary, Managing Partner, Havas Media Network India.

From Impressions to Attention

For years, digital advertising has largely been evaluated through metrics such as impressions, reach, clicks and viewability. The emerging attention conversation is pushing marketers to ask a more fundamental question: did the consumer actually notice and engage with the communication?

The roundtable will examine the growing importance of quality attention beyond reach and impressions, including how marketers can assess whether media exposure translates into meaningful consumer engagement and, ultimately, business outcomes.

Another key area of discussion will be the relationship between context, content and the environment in which advertising appears. As consumer journeys become increasingly fragmented across platforms and formats, contextual relevance is emerging as an important consideration in determining how effectively advertising captures attention.

Creativity Meets Media and Technology

The discussion will also explore how brands can create advertising that earns attention rather than simply competing for visibility.

Participants will deliberate on how creative and media teams can work more closely, and how technology can enable brands to deliver relevant communication without compromising the strength of the creative idea.

Measurement will form another key pillar of the conversation, with leaders discussing how attention can be evaluated and connected with traditional marketing and business metrics.

The growing role of AI and contextual intelligence will also be examined. As AI becomes embedded across media planning, audience understanding, content creation, optimisation and measurement, the discussion will look at where the technology can meaningfully improve advertising effectiveness and where human creativity and judgement remain critical.

With perspectives spanning brands, agencies, media and technology, the exchange4media Group and MediaKart roundtable aims to unpack what winning consumer attention means in today’s advertising ecosystem and how marketers can build a more effective playbook around context, creativity and technology.