How Marketers Leverage Alternate Media Ecosystems
Description
In Episode 11 of The Media Room, media expert and author Vanita Kohli-Khandekar is joined by Shubha Pai (Head of Sales & Solutions in India at YouTube), Anand Bhaskaran (Head of Marketing at BigBasket) and Aakash Chopra (Commentator and YouTube Content Creator) to unpack the evolving world of digital advertising. With the IPL in focus, the panel dives into the rise of short-form and connected TV content, how creator-driven storytelling is powering brand campaigns, and why shoppability and actionability are now essential to ad performance. Shubha Pai shares insights on changing viewer behavior across devices, Anand Bhaskaran outlines a four-tiered measurement framework for brand success, and Aakash Chopra reflects on the power of storytelling—on and off the field. Tune in for insights on data, discovery, and how digital video is redefining India's marketing landscape.
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