Kavya Nair

Tomorrow, we go live. Thrilled (and a little humbled) to be the very first guest on Decoding B2B Marketing with Rajesh Kumar. In this debut episode, we peel back the layers on demand generation — not the textbook stuff, but the real-world mix of momentum, curiosity, and conversion that actually fuels growth in B2B today. Why do some campaigns spark movements while others fade quietly? How do you balance science with storytelling in demand gen? And what signals should marketing really obsess over in 2025? We went deep. Can’t wait for you to hear it and share your take. 👉 Stay tuned, it drops tomorrow. #DecodingB2BMarketing #DemandGenDecoded #PodcastLaunch #B2BWithHeart Praval Singh, Kaustubh Chandra (KC) , Rahul Singh, Sandeep K Nagpal, Adishri Charla, Krishnan Chatterjee, Nandini Chatterjee, Sanjay Chaudhary, Pritish Asthana Amit Thapliyal

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India’s B2B Evolution: The leap from incremental to transformational. Anshul Garg, Managing Partner and Head at Publicis Commerce India, notes that while B2C eCommerce dominated the last decade, B2B eCommerce is set to lead the next. #GuestColumn Read the full story. LINK IN COMMENT. #e4m #IndiaB2B #B2BEcommerce #DigitalTransformation #AnshulGarg #PublicisCommerce

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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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