advertising-effectiveness-measurement

India’s ₹1.55 Lakh Cr ad market has a measurement problem. Digital is winning by default

India's Ad Market Faces Measurement Crisis as Digital Dominates?blur=25

With IRS stalled, BARC ratings disrupted, no common OOH currency & radio seeking relevance, measurement gaps are making traditional media harder to justify - pushing ad dollars towards digital

Kanchan Srivastava Sep 3, 2026 8:58 AM

Industry entering a new phase where attention alone is no longer enough: Mayura Nayak

Mayura Nayak Highlights Shift in Advertising Focus at CTV Conference?blur=25

At e4m Connected TV Conference 2026, Huella Co-Founder Mayura Nayak outlined how changing viewing habits, second-screen behaviour and interactive formats are pushing CTV towards measurable engagement

e4m Staff Jun 15, 2026 1:39 PM