Week 1 | June 2024

In-Depth

The Power of AI in Marketing: Navigating transparency and control

In today’s digital landscape, the absence of third-party cookies opens new opportunities, making AI crucial for marketers aiming to optimize budget and performance. However, relying solely on simplified metrics isn't sufficient for understanding customer insights and marketing effectiveness. Marketers also demand transparency and control from AI to align with their goals and achieve desired business objectives.

The full potential of AI: AI has proven its worth in marketing, yet only a third of organizations harness its power. Still, AI offers untapped potential. It automates budget allocation, freeing marketers to focus on strategy and creativity. AI-driven targeting enhances audience engagement by identifying subtle patterns, while continuous analysis refines campaigns for ongoing improvement.

The need for AI transparency: AI holds immense potential for good but also poses risks if misunderstood. While it can streamline processes and unlock new capabilities, misuse can lead to manipulation and opacity in digital advertising. Advertisers advocate for transparent solutions to ensure understanding and mitigate risks associated with AI's powerful but potentially hazardous applications.

Industry News

ABP Network launches 'GamesLIVE'

ABP Network announces its entry into the world of casual online gaming with the launch of GamesLIVE, under the flagship of ABP LIVE. Offering over 600 free HTML5 games, GamesLIVE provides high-quality, accessible entertainment anytime, anywhere. With a diverse range of games, from thrilling adventures to challenging puzzles, GamesLIVE caters to all types of gamers.

What to Expect from Google's 2nd Indian Languages Program for News Publishers

Last year, Google launched the GNI Indian Languages Program to help news publishers reach underserved Indian language consumers, enhancing their online presence across web, app, and video formats. Over 300 publishers in nine languages participated. This year's ILP 2.0, in partnership with Mediology, focuses on next-gen tools like tailored roadmaps, real-time audience analysis, a journalist research tool, third-party cookie deprecation prep, and GenAI content optimization via Google Cloud.

Anuj Bhasin joins Jagran New Media as the CRO

Anuj Bhasin has assumed the role of Chief Revenue Officer at Jagran New Media. His career spans various significant positions at ZEE Entertainment, Eicher Motors, HT Media, Network 18, OTT iStream, and ESPN.

Industry Report

79% of Indian marketers are experimenting with AI in their workflows: Salesforce Report

As per Salesforce's latest State of Marketing report, the leading CRM provider globally, insights were gathered from over 4,800 marketing leaders across 29 countries, including 250 from India.

• Globally, more than half of marketers currently utilize predictive and generative AI, with nearly all planning to integrate both types within the next 18 months.
• In India, marketers encounter obstacles in data consolidation and accessibility, with only 28% expressing satisfaction in unifying customer data.
• 66% of Indian marketers have access to real-time data for campaign execution.
• 79% of Indian marketers have either experimented with or fully implemented AI into their workflows.
• High-performing marketing teams are 3.1 times more likely than underperformers to have fully integrated AI into their operations.
• The top three AI applications among Indian marketers include performance analytics, content generation, and programmatic advertising and media buying.