Can a regular commute become a media moment for brands? Uber Advertising surely thinks so.
The newly launched mobility platform in India believes that where consumers are going can matter as much as who they are. However, when does contextual relevance step into the realm of intrusive targeting?
During a fireside chat at MMA India SMARTIES Unplugged 2026, Uber Advertising’s head, Arpit Tyagi, discussed the promise of reaching consumers at the right moment, and the responsibility to ensure advertising doesn’t compromise the ride. Read more on Campaign India.
Is reach enough, or should marketers be measuring attention too?
The Beyond Reach report by Publicis Media India and MMA India reveals that 81% of marketers prioritise reach, while 92% cite standardised attention measurement as a key challenge.
Lalatendu Das, CEO, Publicis Media South Asia: “Reach will remain fundamental to any media strategy, but scale alone does not tell us whether an exposure has the quality or opportunity to drive an outcome.”
81% of Indian marketers prioritise reach, but only 17% prioritise attention quality, finds the Beyond Reach report
Reach remains central to media planning, but Publicis Media India and MMA India’s ‘Beyond Reach’ report reveals a gap between intent and practice: 86% of marketers would likely reallocate budgets if robust attention evidence showed stronger brand-memory outcomes, while 92% cite a lack of reliable or standardised attention measurement as a major barrier.
Connecting brand building to actual business results has always been tough—until now. Proud to contribute to our new report with MMA India, WPP Media and Amazon Ads
“From Fragmentation to One View: A Marketer’s Playbook for Full-Funnel Growth”
Based on a survey of 126 advertising leaders, here is what you'll find: Clear Results: How to link top-of-mind brand awareness and directly influence sales. Connected Journeys: How to track ad performance across every buyer touch point. Smarter Growth: How to break down data walls and spend budgets more efficiently.
Chief Client Officer and Office Head - West, North & East
WPP Media (Wavemaker)
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Another recognition of consistency, resilience and the collective effort of every Wavemaker
5th consecutive Agency of the Year for Wavemaker India at MMA India SMARTIES 2026 and equally special, seeing Colgate-Palmolive (India) Ltd recognised as Brand of the Year.
These are the moments we proudly wear on our sleeves because they recognise the work we create for our clients, day after day, not just one great campaign.
A huge thank you to our clients for the trust, the partnership, and for staying with us all evening and cheering just as loudly as we did.
Beyond Reach: Rethinking the Quality of Media Exposure.
Reach remains a cornerstone of media planning. But in a world where audiences encounter more content than ever, how much of that reach actually earns attention?
Launched by Publicis Media India and MMA India at #SMARTIESUnplugged 2026, Beyond Reach explores why the industry needs to look beyond impressions and bring attention quality into media planning and investment decisions.
The findings make a compelling case for change:
• 81% of Indian marketers prioritise reach, while only 17% prioritise attention quality.
• 86% would consider reallocating media budgets if robust attention evidence pointed to stronger brand outcomes.
• 100% believe an agreed industry standard would accelerate the adoption of attention measurement.
The takeaway?
It’s not about replacing reach, but understanding the quality of the opportunities it creates and their potential to build memory and influence brand choice.
A step towards making attention more measurable, actionable and meaningful for marketers.
If you want to understand how Attention Qualified Reach (AQR) based planning can drive better outcome for your brand, reach out to us at : [email protected]
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