As a society, we are changing. Previously, we lifted our papers and magazines physically and loved to watch traditional TV. Younger generation has changed its media consumption habits. It is consuming media on its phone. They do not read news papers or watch TV. Advertising follows people’s behaviour. It follows what people do. A massive number of people has gone digital. Advertising catalyses this digital exchange. It fuels and funds it.

In digital space, there are ads, but some are just mediocre. There is a choice in digital — consumers may block the ads by using ad blocker. Advertisers thus have to raise the bar on the advertising they offer. On some sites, they intrude and one feels like getting out of there. Thus, we have to find a bettter way to approach the consumers.

In digital space, measurement has to be independint and run by a third party. Historically, it is done by companies such as  is Google which also has a media presence. Though in India TV penetration is 60 per cent, there are 300 million smart phones. If the young consumers are to be reached, there is no alternative to mobile advertising. Buying digital video is not the same thing as buying TV time. Once you realise this, the media decisions are different.