The Trade Desk’s Tejinder Gill: Connected TV is the next big thing


Gill, India’s General Manager of The Trade Desk, discusses the developing and impending digital marketing trends that marketers should be aware of in 2022.

He discusses how digitization has influenced customer behavior and the marketing methods that marketers should consider in the coming year to provide successful and accurate campaign results.

Covid-19, dubbed “the great accelerator,” has accelerated companies and individuals toward digitization in ways that no one could have predicted. People have quickly adopted new behaviors, such as online education and virtual fitness courses, and they have also discovered new entertainment platforms outside of regular social media outlets.

According to PwC, India is the world’s fastest-growing OTT industry, with more than 500 million online video subscribers predicted by 2023.

Meanwhile, brands have been tasked with the monumental challenge of reimagining their marketing strategy on the fly to engage with their customers wherever they are.

While the year has been difficult, we have seen fresh confidence as Diwali set a 10-year high for business, generating Rs.1.25 lakh crore, according to the Confederation of All India Traders (CAIT). The current spike in consumer spending, combined with the quick immunization of Covid-19, will pave the way for an exciting 2022.

We look back on the year with lessons learned from India’s digital transformation and significant trends to keep an eye on in the coming year.

Brands went to programmatic advertising when they realized that limitations and market conditions might change at breakneck speed. This gave them the freedom to take full control and exploit every data point at their disposal to buy each impression based on its value to their short and long-term business goals.

Marketers may begin and pause campaigns in real-time, adjust spending as needed, and change creatives on the fly. Nimble companies were able to adjust their businesses, pivot their marketing, and appeal to customers even as their lives were disrupted and changed in unforeseen ways.

As marketers recognize the need to be more flexible and nimble in a world where anything can change in a minute, the epidemic has accelerated the adoption of programmatic advertising in India.

Some companies used “moment marketing” strategies earlier this year. If their digital advertising plans had been flexible and agile, they wouldn’t have needed “moment marketing.”

Indeed, the entire discussion on moment marketing emphasizes the importance of marketers approaching data-driven advertising rather than relying on attention-getting strategies or immediacy.

When a sporting event goes into overtime, for example, programmatic advertising can let marketers double down on ad-support or provide innovative commercials dynamically.

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