We will see a lot of OTT players going after live sports content: Rammohan Sundaram

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Rammohan Sundaram, President - Integrated Media, DDB Mudra Max, speaks at length about how the increase in connected TV will further propel the usage of OTTs with strong content values, OTT players going after live sports, and much more.

Key trends dominating the advertising industry in 2023

With the onset of fiber-to-home and the penetration of the Internet in India, we are witnessing unprecedented consumption of data, largely powered by Video across the country. As a country, we consume close to 8 bn GB of data a month, which is humungous. This is a clear indication that the digital revolution has arrived, the validation of that is also the spends across brands, which is now more digital-first as an approach, which is one reason why digital AdEx has overtaken traditional television advertising.

TV will now be a device and the mode of content delivery changes from C&S to Internet. This means we will consume a lot more Connected TV, which will further propel the usage of OTTs with strong content values.

There is an entire generation, which missed the C&S revolution and was exposed directly to content consumption through the Internet. This is also the largest demography of our country, which is in the age group of below 35 years.

Major expectations from 2023

I believe video will propel further growth, both in terms of consumer consumption and brand advertising. Gaming and Esports will become so big that there will be heroes in these categories, who will be as celebrated as some of our cricketing heroes.

This space is really hot and we will see this category adoption in a big way. There will be continued interest in live sports and we will start seeing a lot of OTT players going after live sports content across some of the biggest properties that will come their way.

Key focus areas for DDB Mudra Max in 2023

We have been on a massive growth curve over the last 3-plus years and it is now about consolidating that growth and delivering world class work to the clients, who have been part of our journey. This will mean we will invest heavily in talent internally and also look for some to bring in value to our clients and our business at leadership roles during the course of the year.

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