Trending Now: Digital must prepare for a cookie-less era - Priti Murthy

Priti Murthy, CEO, OMD India, crystal gazes into the year ahead and highlights some key trends in the Digital space, how OTT is impacting the lives of audiences, the growth of social commerce and much more. 

What were the few big changes that you think were of importance in 2019 for our industry?

TRAI is now the new norm and the way it has changed consumer adoption and TV viewing has really altered our approach. OTT has also come into its own and become independent of TV content. The OTT Originals are now a staple in the diet of audiences; and are comparatively more exciting for consumers as well. The power of video on social media is also driving consumer trends – TikTok being the case in point. 

What are the big changes that you are expecting in 2020?

In 2020, AI will continue to shape ideas and consumer interaction. We’ll also see OTT continue to play a greater role in the lives of audiences, adding onto the growth it experienced in 2019. Social Commerce is also widening, and the changes this will bring also shouldn’t be discounted. 

How has the consumer behaviour changed with the introduction of tech-based marketing?

Tech has become a natural extension of how consumers interact and become a part of advertising; it’s the backbone of consumer interaction. Therefore, it only makes sense that consumer behaviour and tech-based marketing continue to go hand-in-hand. 

Are we expected to see some big shifts around data regulation in India?

In India, we need to see some big shifts in data management. TRAI shifts are needed as well, especially with less channels being free. Lastly, Digital must start preparing for a cookie-less era and the effects this will have on the industry as a whole. 

How do you anticipate the AdEx growth across platforms in 2020?

AdEx growth across platforms in 2020 will favour Digital and TV, while OTT will continue to drive growth in Digital. Finally, these trends will also lead to regional Print seeing increasing consolidation.


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