<div><em>Brands are quickly catching up with the phenomenon where brand placement is taking place with content, said Ashok Venkatramani, Chief Executive Officer of ABP News. <strong>Hita Gupta </strong>reports</em><br><br>At the unveiling of the 11th edition of the Businessworld Marketing Whitebook commemorating the 35th anniversary of BW Businessworld, Ashok Venkatramani, Chief Executive Officer of ABP News delivered the closing remark summing key takeaways for brands seeking to achieve successful marketing in the Indian ecosystem.</div><div> </div><div>Mr Venkatramani shared his admiration for Google’s initiative Google Fibre and it successfully creating a brand for itself. He accepted that media in India continues to struggle with concerns such as reach. Not just media but brands at large are contesting whether to strive for greater reach and get more consumers on its current platform or innovate and modernise its product for the new age consumer. “This is a dilemma that marketers in India are facing,” said Mr Venkatramani.</div><div> </div><div>Outlining his three major takeaways and what brands must do, he explained the concept behind chasing profiles and not eyeballs. “Brands need to define their consumer profiles sharply,” he added.</div><div> </div><div>In the evolving media, we can also see advertising formats evolving. “Brand needs to adopt the phenomenon where they are moving away from the 30-second format and integrating the brand with content,” said Mr Venkatramani. Brands are quickly catching up with the phenomenon where brand placement is taking place with content.</div><div> </div><div>Finally, in the third and final segment, he emphasised on the need for brand creative which are powerful enough to hold the audience beyond the first five seconds of the advertisement. “Brands need to see how they engage with the consumer and move beyond the standard media vehicles,” Mr Venkatramani concluded. </div><div> </div><div> </div>
_20241106193252_original_image_39.webp)
_20241106124408_original_image_40.webp)