As the advertising industry in India witnessed a redefinition of how brands interact with their audiences all while achieving measurable impact, it was the integration of Artificial Intelligence brands delivering hyper-personalized campaigns as well as optimised creative workflows, which made the year 2024 a transformative year for Vaishal Dalal, Co-founder and Director, Excellent Publicity.
“2024 was a transformative year for advertising, driven by innovation and the convergence of creativity with technology. From AI’s revolutionary personalization capabilities to the rise of UGC and drone advertising, the industry has redefined how brands engage their audiences,” he said.
With this, he also went on to highlight how sports marketing reached new heights this year, with major leagues offering unparalleled opportunities for brand visibility and drone advertising emerged as an innovative medium, gaining traction at live events and even showroom launches.
“While influencer marketing continued its reign, the rise of User-Generated Content (UGC) brought a paradigm shift. UGC’s community-driven, relatable nature offered brands an authentic connection with audiences, paving the way for a strategic shift in marketing approaches,” he noted.
In the views of Dalal, 2024 also saw a significant rise in Connected TV (CTV) and performance marketing, driven by the global shift to streaming platforms even though sustainability and authenticity remained key themes, with brands adapting their messaging to align with the values of increasingly conscious consumers.
As for 2025, he predicted that the focus will shift to leveraging cutting-edge technology, prioritizing sustainability, and embracing a future where transparency and authenticity shape meaningful brand-consumer relationships.
“Looking ahead to 2025, the industry is poised for even greater innovation with AI and machine learning expected to deepen their impact, offering predictive insights that allow brands to anticipate consumer behavior with remarkable accuracy,” he added.
Furthermore, he also pointed out that in-game advertising, technologies like AR, VR, and CGI, etc. will also redefine how products and experiences are showcased, taking engagement to new heights by creating immersive opportunities for brands to connect with diverse audiences, next year.
“Additionally, changing viewer habits are set to influence content strategies. Silent, captioned videos are becoming essential as audiences shift toward on-the-go consumption. With data privacy continuing to dominate discussions, advertisers will prioritize first-party data collection and transparency, ensuring trust remains at the core of their strategies. With an exciting horizon ahead, the advertising industry stands ready to embrace the challenges and opportunities of a rapidly evolving landscape,” he concluded.
