consumption
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, explores why the future of storytelling lies in audiences discovering stories across multiple formats
Ganapathy Viswanathan Jul 13, 2026 8:45 AM
A weak monsoon could squeeze rural incomes, raise food inflation and slow consumption in price-sensitive markets. But marketers say the impact may not be uniform
Kanchan Srivastava Jul 3, 2026 8:45 AM
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
Jewellery brands are tapping creators for authenticity, individuality and cultural relevance; the test is whether these collabs can drive actual purchase behaviour and not just social media engagement
Shalinee Mishra May 29, 2026 9:06 AM
Nexus Select Malls has launched the fourth edition of its Denim & Sneaker Fest
e4m Staff May 27, 2026 1:45 PM
Puneet Avasthi, Director, Kantar, speaks with Shripad Kulkarni on Media Compass — India’s first unified currency across traditional and digital media — and what it reveals about Indian media landscape
Shripad Kulkarni May 26, 2026 7:57 AM
Digital has emerged as the primary growth engine, with brands prioritising performance-led campaigns to capture high-intent consumers actively seeking healthier alternatives
Sunidhi Vijay May 1, 2026 8:49 AM
Both Hindi and English platforms are being measured; pilot could be extended to other markets like Tamil Nadu, Kerala and Puducherry
e4m Staff Apr 20, 2026 9:46 AM
For categories with frequent consumption cycles, sustained engagement often makes sense, but where purchases are infrequent or seasonal, high-impact bursts remain critical, share industry leaders
Sunidhi Vijay Mar 11, 2026 8:30 AM
Introducing a YouTube sports tier would require commercial realignments across carriage deals, broadcaster partnerships and rights sublicensing. That complexity alone limits immediate disruption
Shalinee Mishra Feb 23, 2026 9:20 AM
Media agency heads say the stress is being felt most acutely in traditional media, with brands increasingly prioritising digital for performance-led marketing
Kanchan Srivastava Jan 27, 2026 8:43 AM
Micro-dramas are not replacing long-form viewing but adding a new layer content consumption, note industry players; the byte-sized nature combined with Gen Z storytelling drawing young audiences
Shalinee Mishra Dec 16, 2025 8:52 AM
MCG players are expected to raise ad spends by 10–15% in Q3 and Q4 year-on-year, driven by easing inflation & post-GST stabilisation
Kanchan Srivastava Nov 19, 2025 9:03 AM
Mobile-first strategies, video consumption, and vernacular storytelling to drive India’s ₹1 lakh crore ad industry into its next growth phase, the report mentions
e4m Staff Aug 26, 2025 1:36 PM
Just as demand showed signs of bouncing back, fresh volatility in the markets has dampened hopes of sustained consumer sentiment—leaving advertisers cautious once again
Kanchan Srivastava Apr 9, 2025 8:43 AM
However, lack of reduction in the 18% GST on advertising services remains a missed opportunity, particularly for SMEs and digital-first brands that operate with constrained marketing budgets, say some
Along with FMCG firms seeing good growth in volume & sales in the April-June quarter, industry experts say ICC World Cup and the upcoming festive season will give a further fillip to ad spends
Kanchan Srivastava Jul 13, 2023 8:51 AM
The #KhaaneMeinDoodhKiShakti campaign is conceptualized and executed by Tonic Worldwide
exchange4media Staff Jun 3, 2023 6:00 PM
Guest Column: Katie Secret, Senior Director & Head of Demand Product Marketing, Outbrain, speaks about the company's programmatic suite, its max engagement deal and more
Katie Secret May 11, 2022 12:36 PM
Our app is free, content is free. Free is not an offer, it's actually an emotion for Bharat, said Nikhil Gandhi, Chief Operating Officer of MX Player, while speaking at Goafest 2022
exchange4media Staff May 6, 2022 3:13 PM
A recent Crisil report suggested that the tariff hike along with ongoing customer upgrades will lead to an estimated 20% improvement in the average revenue per user (ARPU)
Javed Farooqui Dec 1, 2021 9:01 AM
Brands are perfecting discoverability, unleashing their potential, and engaging with their target audience via impactful campaigns through InMobi’s lock screen advertising platform, Glance
exchange4media Staff Nov 25, 2021 8:31 AM
However, brand suitability violation rates increased by 18% as ad verification is still nascent in India, said According to the 2021 Global Insights Report
exchange4media Staff Jul 15, 2021 3:51 PM
Zirca Digital Solutions’ whitepaper, ‘Re-start Trends During the Pandemic’, examines key categories to gauge consumer sentiment and to identify how sectors are rebounding
exchange4media Staff Feb 10, 2021 7:14 PM
Lokal has more than 50 lakhs non-English speaking users from across the states of Andhra Pradesh, Telangana & Tamil Nadu
exchange4media Staff Dec 5, 2020 4:00 PM
The panellists will share insights on the topic - Stronger Together: Publisher Executives Reflect on 2020
exchange4media Staff Nov 24, 2020 8:45 AM
Rishi Pratim Mukherjee, Co-founder & COO at ScoopWhoop Media, says data enables them to figure out what topics are trending on the search and social media
Nafisa Shaheen Oct 13, 2020 9:14 AM
Online video users have grown significantly in smaller towns, the report shows
exchange4media Staff Jul 30, 2020 12:30 PM
The findings show a significant increase in general news consumption with 65% of the respondents claiming to spend more time consuming news around the pandemic
exchange4media Staff Jul 22, 2020 1:39 PM
The latest report on 'Digital, Diverse & Multilingual India' states that 57% of the audiences watch online videos several times a day with YouTube being their preferred platform
exchange4media Staff Jul 21, 2020 1:11 PM
The app marketing platform has predicted an exponential growth for news apps in 2020 in midst of the pandemic
exchange4media Staff Jul 1, 2020 2:08 PM
Arijeet Talapatra, CEO, Transsion India, talks about the way forward for the global premium smartphone brand, Tecno
Neeta Nair May 20, 2020 9:25 AM
Behl, Indian filmmaker & TV producer, speaks about the impact of the lockdown on content production, the shift from traditional filmmaking & TV production to OTT content making, and more
Ruhail Amin May 20, 2020 9:15 AM
According to the report, Desktop consumption has increased by 8.3% while usage of Mobile Phones and Tablets dropped by 1.1% and 0.7% respectively
exchange4media Staff May 15, 2020 8:37 AM
As per the report, total TV viewership grew by 24% in week 18, recording 1.10 trillion viewing minutes
exchange4media Staff May 14, 2020 7:08 PM
During a video conference on the launch of the sixth edition of the BARC- Nielsen report, the BARC India CEO said some of TRAI’s recommendations do not fit into a rating system’s area of functioning
exchange4media Staff May 1, 2020 8:18 AM
On e4m’s webinar, industry experts opine that the post-COVID world will open up possibilities and challenges for firms & communicators with credible media being the route to go
exchange4media Staff Apr 30, 2020 9:29 AM
Guest Column: Amol Dighe, CEO, Madison Media Ultra & Head Investments, says the COVID-19 crisis has brought about significant change to the entire media industry
Amol Dighe Apr 29, 2020 9:26 AM
According to the report, the total number of advertisers has increased from 1017 in week 14 to 1021 in week 15
exchange4media Staff Apr 23, 2020 1:21 PM