Digital advertising to grow upwards of 25% this year: Ripal Chopda

At the dentsu e4m Digital Advertising Report 2025 event, Ripal Chopda, CMO of The Sleep Company, shared his perspectives on digital advertising, the evolving role of AI, and why businesses must embrace the 'Power of Now' to sustain long-term growth.

For Chopda, the key to brand building isn’t just long-term vision—it’s ensuring short-term success that keeps the business alive today.

"Something I learned on day one of my marketing journey is that there is no now, no future—unless we deliver in the present. Many want to focus on building brands, but brand-building only happens when short-term business generates a top line and bottom line that can sustain the future," he said.

AI is already transforming marketing, but Chopda admits no one has all the answers just yet. For The Sleep Company, the focus is on upskilling teams in generative AI, with an eventual goal of exploring agentic AI—though that remains a bit distant for now.

"Right now, we're using AI extensively for creative content and automation, handling about 60-70% of the workload. But the remaining 30-40%—the human touch—is what brings real value and differentiation," he explained.

With consumer attention shifting rapidly across platforms, Chopda believes digital remains the one medium with sustained engagement throughout the day.

"People’s attention spans are decreasing across mediums, but digital is where they still spend significant time. That's why I expect digital advertising to grow upwards of 25% this year," he predicted.

As brands navigate the future, Chopda’s insights reaffirm the importance of balancing short-term agility with long-term strategy, leveraging AI wisely, and capitalizing on digital’s ever-expanding reach.