Arunsankar Kumarakurubaran

🚀 OmniTalks with AdYogi — an industry-first and Meta-first initiative by AdYogi. The future of Omnichannel Marketing is unfolding globally — and India’s top brands are setting the pace. In this series, I sat down with leaders from Meta and some of India’s fastest-growing Omnichannel brands to decode one big idea: 👉 How can online channels drive offline footfall and sales? Whether you’re a digital-first brand opening stores or a retail brand scaling online — Meta’s Omnichannel solutions could be your growth playbook for 2025 & beyond. 🎥 Here’s a sneak peek 👇 #OmniTalks2025 #AdYogiMetaPodcast Meghna Apparao Gaurav Jeet Singh Saugato Bhowmik Ayush Kapoor Kamal Khushlani Koustubh Chattopadhyay

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Confessions of a Media Auditor. Part 2. We are regularly asked by brand leaders to audit their streaming investments. Almost every time, we see the same pattern: platform dashboards look outstanding while brand search, site sessions, and sales remain flat. This isn’t conspiracy — it’s the byproduct of a persistent information gap in streaming buys. Fragmented supply, fuzzy definitions of “CTV,” and incentive-driven metrics combine to tell a story of success that doesn’t match business reality. Too often, this gap is reinforced by agencies—sometimes masquerading “ad tech platforms” with managed-service offerings—that fail to educate clients on the true variability of inventory. Whether through omission or oversimplification, that lack of clarity amounts to obfuscation. The outcome is predictable: smart brands, lured by the promise of cheap CPMs, eventually conclude: CTV doesn’t work. But before we accept that conclusion, we ask five questions: 1. What inventory are you actually buying? 2. Which devices are your ads truly delivered on? 3. What % of impressions reached your primary audience? 4. Did you budget enough reach to separate signal from noise in your leading indicators? 5. Did you deliver enough frequency to command attention? Today, let’s start with #1. Here’s a real client report excerpt (redacted). Look closely: - “RON” and generic labels (e.g., “OTT Sports”) → broad, exchange-based supply where exact programming is unknown. - CPMs under $6 → far more likely a mix of mobile/desktop/app video and long-tail FAST channels than true large-screen CTV. - Attractive CPAs. Useful in lower-funnel harvesting, but as a north star for CTV it’s a vanity metric. It flatters platforms because it rewards clicks from users already in-market, inflates performance with cheap placements (often mobile/app units), and says little about incremental brand impact. What to prioritize instead: ➡️ Share of impressions on large-screen CTV (not just “OTT”). ➡️ On-target % against your primary audience. ➡️ Reach & frequency sufficiency for that audience. ➡️ Incremental branded search/site-visit lift (vs. baseline). 👉 If your CTV CPMs are in the single digits, you’re not buying CTV.

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The festive season has always been the biggest opportunity for brands in India. Consumer sentiment is high, wallets open up, and the battle for visibility intensifies. That’s when 𝗢𝗢𝗛 steps forward not just as media, but as a way to be present in the very spaces where celebrations unfold. As I looked closer at this season’s trends, the picture became clear. After a slow first half, brands are set to 𝗿𝗮𝗶𝘀𝗲 𝘁𝗵𝗲𝗶𝗿 𝗢𝗢𝗛 𝘀𝗽𝗲𝗻𝗱𝘀 𝗯𝘆 𝟮𝟬–𝟯𝟬%. But the interesting shift is in who else is joining the mix. Fintech brands are offering festive loans, healthcare and nutraceutical players are building outdoor visibility, and even consumer services are testing the medium. Looking ahead, 𝘁𝗵𝗲 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 is clear:  • Use creativity that stands out in crowded spaces.  • Link campaigns to outcomes like uplift and footfall, not just exposure.  • Stay agile as regulations, costs, and new tier-II/III markets reshape the game. The festive season has always been about connection. In 2025, OOH isn’t just capturing that energy, it’s becoming part of it. I have shared more insights on the festive OOH boom in the article (included in comments). Thanks to the team at BestMediaInfo for spotlighting this story

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𝐔𝐧𝐩𝐚𝐜𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐏𝐞𝐚𝐧𝐮𝐭 𝐁𝐮𝐭𝐭𝐞𝐫 𝐌𝐚𝐫𝐤𝐞𝐭: 𝐎𝐧 𝐁𝐥𝐢𝐧𝐤𝐢𝐭'𝐬    Thrilled to share some fascinating insights from our recent analysis on Blinkit , specifically exploring the #PeanutButter and 'Liquid' food category performance! The data provides a clear picture of evolving consumer trends and competitive strategies within India's quick commerce space. Here's what stood out: 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐒𝐞𝐚𝐫𝐜𝐡 𝐏𝐚𝐭𝐭𝐞𝐫𝐧𝐬: A significant lean towards generic searches (65%) initially, yet a notable and growing surge in branded searches (now 35%), indicating increasing brand-led consumer intent. 𝐌𝐚𝐫𝐤𝐞𝐭'𝐬 𝐏𝐫𝐞𝐦𝐢𝐮𝐦 𝐋𝐞𝐚𝐧: The 'Liquid' category (including peanut butter) is heavily weighted towards premium price segments (76% market share), suggesting Indian consumers are actively seeking and willing to pay for higher-value products. 𝐁𝐫𝐚𝐧𝐝 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 & 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Pintola leads comprehensively, excelling across all price points (value to high-premium) and dominating both crunchy and creamy variants, reflecting robust product and market fit. MYFITNESSS effectively leverages aggressive paid visibility to capture significant market share, particularly in major cities. 𝐆𝐞𝐨𝐠𝐫𝐚𝐩𝐡𝐢𝐜 𝐂𝐨𝐧𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧: Key metropolitan areas like Delhi, Mumbai, and Bengaluru drive the majority of market contribution, with varying operational models influencing last-mile delivery. These observations offer valuable lessons for any brand navigating the Indian quick commerce landscape. #FMCGInsights #BlinkitAnalysis #MarketTrends #IndiaConsumer #DataAnalytics #BrandStrategy #Pintola #Myfitness #TheWholeTruth #Sundrop #DrOetker #Beastlife #Purefarms #Saffola #Skippy #Amul #HeevaPintolaMYFITNESS #TheWholeTruthSundrop Farms Dr. Oetker IndiaiBeastLifefReliable Products Inc | PureFarms Organicic #Saffola #SkippyAmul India Heeva

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