Digital advertising is seen as a performance marketing, rather than brand building medium. It is changing since quantifying performance is difficult. It is difficult to prove that it brings about conversion.

Digital has become a mass medium now. It has to occupy the top of the advertising funnel.

Digital with strong emotional element contributes to building long term equity. It is more likely to build salience and more likely to go viral.

We should have more made-for-the-digital ads with an emotional connect. We come across more digital ads that rely upon humour. Humour may work. However, we cannot underestimate emotional stories. Many digital ads just capture the trend of the moment and create content fast. Some content is generated by AI. This is not effective.

A copy created for TV could be repurposed for digital. However, it should be subjected to the digital best practices. To illustrate, in digitals the brand is introduced much earlier, as attention spans are shorter, and people go through a lot of content in a small-time window. We have to ensure that the brand and its moment in the story must happen as soon as possible. In addition, the branding assets should be stronger to facilitate relatability in digital.