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.
Category: Digital Advertising
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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
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
Programmatic Media Ads Beyond Digital: Where Brands Are Actually Using Automation Today?Programmatic Media Ads Beyond Digital: Where Brands Are Actually Using Automation Today?
For years, programmatic advertising was synonymous with banners, video ads, and mobile inventory. However, that definition is rapidly becoming outdated. Today, programmatic media ads go far beyond digital screens, quietly
Why Programmatic OOH Needs Media Planners, Not Just Tech PlatformsWhy Programmatic OOH Needs Media Planners, Not Just Tech Platforms
Programmatic Out-of-Home (pDOOH) is often marketed as a fully automated, tech-led solution that can “run itself.” Dashboards, algorithms, triggers, and APIs promise efficiency, speed, and optimisation. However, this belief is
Truecaller iPhone Launch OOH: India Transit and Outdoor Campaign for Platform ExpansionTruecaller iPhone Launch OOH: India Transit and Outdoor Campaign for Platform Expansion
The Truecaller iPhone Launch OOH campaign in India marked a significant milestone for the brand as it announced its expansion into the Apple iOS ecosystem. Known primarily for its strong
How Is AR and Motion Tracking Technology Transforming Traditional Billboard Advertising?How Is AR and Motion Tracking Technology Transforming Traditional Billboard Advertising?
The outdoor advertising industry is undergoing a major technological shift. With augmented reality (AR) and motion tracking entering the OOH (Out-of-Home) landscape, static billboards are evolving into interactive, immersive experiences.
With the rapid growth of Digital Out‑of‑Home (DOOH) in India, how should marketers rethink location strategy and campaign structure?With the rapid growth of Digital Out‑of‑Home (DOOH) in India, how should marketers rethink location strategy and campaign structure?
Digital Out-of-Home (DOOH) advertising is transforming India’s urban advertising ecosystem. With the rise of smart cities, high-footfall transit hubs, and digitally connected public spaces, marketers now have unprecedented opportunities to