When brands plan event advertising, most budgets instinctively flow toward the main stage. Logos on backdrops, LED screens behind speakers, and stage-side branding are seen as premium real estate. However,
Why Lowest CPM Is a Dangerous Metric in Modern Media BuyingWhy Lowest CPM Is a Dangerous Metric in Modern Media Buying
For years, CPM (Cost Per Mille) has been one of the most commonly used metrics in media buying. Lower CPMs were often celebrated as proof of efficiency and smart buying.
How Data Signals Like Weather, Traffic, and Time Improve Programmatic Media PerformanceHow Data Signals Like Weather, Traffic, and Time Improve Programmatic Media Performance
How Data Signals Like Weather, Traffic, and Time Improve Programmatic Media Performance is no longer a theoretical discussion in media planning. Instead, it has become a practical advantage for brands
Media Planning for Tier-2 & Tier-3 Cities: Mistakes National Brands Still MakeMedia Planning for Tier-2 & Tier-3 Cities: Mistakes National Brands Still Make
India’s consumption growth is increasingly driven by Tier-2 and Tier-3 cities. Rising disposable incomes, better infrastructure, aspirational lifestyles, and deeper digital penetration have transformed cities like Indore, Coimbatore, Surat, Bhubaneswar,
How AI Is Quietly Changing Media Planning Decisions Behind the ScenesHow AI Is Quietly Changing Media Planning Decisions Behind the Scenes
Artificial Intelligence is no longer a futuristic buzzword in advertising. While flashy headlines focus on AI-generated creatives and chatbots, a more profound transformation is happening quietly in the background. Today,
From Reach to Relevance: How Media Planning Is Being Rewritten for Fragmented AudiencesFrom Reach to Relevance: How Media Planning Is Being Rewritten for Fragmented Audiences
For decades, media planning revolved around a simple goal—maximize reach at the lowest cost. Television GRPs, newspaper circulation, and radio frequency defined success. However, that model no longer reflects how
Media Buying in 2026: Why Negotiation Skills Matter More Than Media RatesMedia Buying in 2026: Why Negotiation Skills Matter More Than Media Rates
The media buying landscape is undergoing a fundamental transformation. With fragmentation across platforms, the rise of programmatic buying, AI-driven planning tools, and data-led audience targeting, media buying in 2026 is
How Sunpack Advertising Works Best in Outdoor Events, Beaches, and Transit ZonesHow Sunpack Advertising Works Best in Outdoor Events, Beaches, and Transit Zones
Sunpack advertising is fast emerging as one of the most practical and attention-grabbing outdoor media formats. Unlike traditional hoardings or banners, sunpack advertising combines utility with brand messaging. As a
Measuring Event Advertising ROI When Sales Don’t Happen On-GroundMeasuring Event Advertising ROI When Sales Don’t Happen On-Ground
One of the biggest frustrations brands face after participating in events is this question: “We didn’t sell anything on-ground, so was the event worth it?” This thinking is outdated. In
Sunpack Advertising: Why Utility-Driven Media Gets More Brand Attention Than BillboardsSunpack Advertising: Why Utility-Driven Media Gets More Brand Attention Than Billboards
For decades, billboards have been the default choice for outdoor advertising. They are big, bold, and hard to miss. However, consumer attention has changed dramatically. In cluttered urban environments, people