The second edition of the ad:tech conference, organised by comexposium India, kicked off at JW Marriott Hotel, Sahar, Mumbai. The two-day conference covers different aspects of digital marketing and creative storytelling. The event was sponsored by TikTok ads and ValueLeaf (who were gold sponsors), and Spotify, Snapchat, Tyroo, and Talkwalker were bronze sponsors.
The event kicked off with a panel discussion on content consumption trends in India. The panel comprised of Vikram Chandra, chief executive officer, Editorji; Neha Ahuja, marketing head at Spotify, Ahteram Uddin, TikTok Ads and Bhaskar Ramesh from Google. It was during this session that Uddin brought forward how brands are slowly uncovering the true potential of the Indian market as TikTok might be the first content creation platform for a lot of new internet users in the country.
Uddin mentioned that this gives partner brands an opportunity to connect with their audiences across the length and breadth of the country in a new format — short videos. During the course of this discussion, Chandra mentioned that the future of content lies with ‘snackable’ easy to consume, short content pieces. The panel also highlighted the importance of brands leveraging unique application program interfaces to personalise content for their consumers.