advertising-effectiveness
From matched-market tests to organic-channel tracking, marketers say visibility is easy to count, proving incremental sales remains the harder problem
The Samsung Ads-Kantar study findings suggest that repeated exposure can strengthen brand awareness and preference - in categories involving complex or high-consideration purchase decisions
e4m Staff Nov 3, 2026 11:28 AM
As brands invest in high-profile faces to generate buzz, advertising leaders debate whether celebrity-led campaigns build lasting brand associations or deliver expensive, short-lived visibility
Aryendra Khan Oct 22, 2026 9:12 AM
Industry leaders will share key insights on the theme ‘Winning Attention with Context and Creativity’
With data, testing and brand safety shaping every brief, creative leaders ask whether agencies have turned too cautious, and where push-back should begin
Aryendra Khan Oct 6, 2026 8:45 AM
At the Pitch BFSI Summit 2026, Shahad Anand of Skylight Mediakart said advertising should be measured by what follows consumer attention, not just whether an ad is noticed
From CRED's un-ad legacy to AI-sharpened workflows: agencies are working out whether stripped-down creative is craft, or a costume for compromise
Aryendra Khan Sep 23, 2026 9:24 AM
At Pitch CMO Summit 2026 in Bengaluru, Shahad Anand, Business Head, Skylight Mediakart, makes the case for combining contextual relevance with creativity to win attention
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
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, explores why consumers are tuning out traditional advertising and why relevance, genuine engagement matter more than ever
Shantomoy Ray Aug 27, 2026 8:49 AM
Guest Column: Shantomoy Ray, Founder and Director of K Factor Communications, examines why great creative ideas begin with clear thinking, meaningful insights and a strong strategic purpose
Shantomoy Ray Aug 19, 2026 9:06 AM
Guest Column: Premjeet Sodhi, Global Analytics Lead at WPP Media, writes marketers can now know which half of their advertising is wasted. Most prefer not to find out
Premjeet Sodhi Jul 31, 2026 4:14 PM
As Cannes Lions 2026 closes with India's tally at a modest five Lions, the industry is asking a harder question: Has the race for constant content quietly replaced the pursuit of the big idea?
Aryendra Khan Jul 1, 2026 8:57 AM
Premjeet Sodhi, Global Analytics Lead at WPP Media, writes attention measurement, as it currently exists, has brought new knowledge but is only a promising first draft
Premjeet Sodhi Jun 30, 2026 12:17 PM
As Connected TV scales beyond premium reach, advertisers are asking harder questions on frequency, transparency and business outcomes
Kanchan Srivastava Jun 29, 2026 8:48 AM
Guest Column: Adman Prabhakar Mundkur decodes whether there is such a thing as ‘creative that sells’ and ‘creative for creative's sake’
Prabhakar Mundkur Jun 26, 2026 11:56 AM
Conceptualised through HT Impact Lab, the print innovation made guilt-free indulgence tangible, taking Mother Dairy Go-Low from a front-page interaction to creator reels and social conversations
NATIVE CONTENT Jun 23, 2026 1:08 PM
At e4m CTV Conference, Russhabh R. Thakkar, Founder and CEO of Frodoh, spoke on the growing disconnect between audience consumption patterns and advertising investments
e4m Staff Jun 18, 2026 7:04 PM
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
At e4m Connected TV Conference 2026, the Senior VP and Business Head of Reliance Retail, made a compelling case for treating CTV not as a media novelty, but as a strategic brand-building engine
e4m Staff Jun 11, 2026 6:25 PM