India

Mumbai: At a time when media strategies are increasingly skewed towards digital, new findings from Inteliphyle suggest that effectiveness lies in integration rather than substitution. Presented at The Big Media Reset conclave, the Unified Media View Study (UMVS) offers a data-led perspective on how Indian consumers are engaging with multiple media platforms in 2025.

For all the years I have spent in the digital industry, media efficiency was measured through reach, frequency and cost metrics. These indicators still do matter but they no longer tell the full story.

Marketing has fundamentally changed.

Data is no longer something brands analyse after a campaign ends. It now sits at the centre of how customer conversations are planned, executed, and optimised in real time. Similarly, AI has moved beyond being an “emerging” capability — it is fast becoming a core operating layer for modern marketing organisations.

Teads HomeScreen Inventory Now Reaches Over 500M TV Devices

Teads, the omnichannel outcomes platform, has partnered with Google TV to expand its connected TV (CTV) HomeScreen ad inventory significantly. This strategic partnership gives brands access to one of the most prominent, high-attention placements on connected television, appearing as the first visual impression on Google TV devices across major global markets, including the Asia-Pacific region.