Marketers too see the change in consumer behaviour. However, though they find the youngsters going digital, they are risk averse. An executive will not be fired for an ineffective TV commercial, but if money is placed on the new media and does not produce results, the executive will face music. This is changing slowly.

There is a lot of flexibility on digital platforms. There are digital tools to get insights and turn them into compelling stories. In some digital ads, the brand is put upfront, which could be a hook. As against this, in TV commercial the brand is put at the end. If the captioning is early on in the ad, that attracts the audience. If the sound is mute, the captioning can help people draw in. What tends to work best are the super-long form or super short, 15 to 60 seconds.