Digital budgets are increasing. Along with it, there is the challenge for advertisers to convey a unified single message across the media. Besides, in multi-media world, ad spends are optimised by combining digital with other media, say print and TV. This true for both the digital and not-digital-only brands. Though digital targeting is very precise, there are many shades of grey here. The medium in India is still evolving. According to Kantar Millward Brown, social media drives better reach and brand impact among Gen Z  consumers ( people between 16-19 years of age ). Online videos work well for Gen Z and Gen Y consumers. Gen Y consumers are between 20-34 years of age. Online videos have lower impact on Gen X or those in the age group of 35-45 years. The younger the target audience, the greater are the chances of success of the digital medium. However, Gen Z tends to avoid ads the highest.

According to industry estimates, 30 per cent of India’s internet users have ad blockers, as against 28 per cent in China, 15 per cent in Europe and 10 per cent in the US.

Brands have to devise a strategy of both reaching the viewers, and getting viewed by them. This puzzle must be cracked.