Conscious advertising in 2025: Kartik Mehta on staying ahead of the curve

Kartik Mehta, Head of Asia at Channel Factory, has been at the forefront of transforming video advertising by leveraging data, AI, and precision targeting. With the evolving digital landscape and increasing demand for ethical, conscious, and brand-safe advertising practices, Mehta brings unique insights into how technology is reshaping the industry. As 2025 approaches, the intersection of AI, sustainability, and inclusion is more crucial than ever for brands aiming to balance profitability with social responsibility.

In this interview with Adgully, Kartik Mehta, Head of Asia, Channel Factory, shares his vision on how platforms like ViewIQ are set to enhance brand safety, targeting precision, and conscious advertising in video marketing. He dives into the evolving role of AI, the need for authentic representation, and how brands can stay ahead by adopting purpose-driven strategies that resonate with modern consumers.

As we approach 2025, how do you see data-driven platforms like ViewIQ evolving to offer even greater precision, brand safety, and targeting capabilities in video advertising? What new technologies might play a role?

As we step into 2025, data-driven platforms like ViewIQ will play a pivotal role in achieving hyper-precision, ensuring both brand safety and suitability. With the rapid evolution of AI-powered categorization and machine learning models, we anticipate greater advancements in real-time video analysis and contextual targeting. The ability to process vast volumes of content with natural language processing (NLP) and sentiment analysis will help platforms like ViewIQ ensure ads appear in the right context, resonating with audiences more effectively.

Technologies such as predictive analytics, computer vision, and AI-driven audience segmentation will further enhance targeting capabilities. For example, understanding behavioural signals from short-form video platforms like TikTok or Instagram Reels, and correlating them with audience intent, will redefine precision. ViewIQ will evolve to not just meet, but anticipate advertiser needs, delivering performance while maintaining an unwavering commitment to brand safety.

How can brands balance profit-driven goals with ethical imperatives in an increasingly conscious marketplace? Do you foresee more global adoption of conscious advertising strategies by 2025?

The shift towards conscious advertising is no longer optional; it is imperative. Brands today are navigating an increasingly aware consumer base that values transparency, inclusivity, and purpose. Balancing profit-driven goals with ethical imperatives requires brands to view conscious advertising as a growth strategy rather than a trade-off. By leveraging platforms like ViewIQ, brands can align their messaging with contextually relevant, brand-suitable content while adhering to ethical advertising standards.

We anticipate significant global adoption of conscious advertising strategies by 2025. Leading markets in Asia, Europe, and North America are already driving initiatives focused on sustainability, inclusivity, and social impact. AI-powered tools will empower brands to measure the alignment between ethical narratives and audience perceptions, ensuring measurable ROI alongside societal good. Brands that lead this movement will benefit not only from consumer loyalty but also from long-term sustainable growth.

By 2025, how can inclusion-first approaches in media be further scaled to ensure diverse voices are genuinely represented and not just tokenized? What metrics will define success for these inclusive campaigns?

Scaling inclusion-first approaches requires a shift from performative actions to tangible, measurable impact. By 2025, platforms like Channel Factory’s ViewIQ will lead this evolution by providing data-backed insights to ensure diverse voices and creators are genuinely represented in advertising ecosystems. Inclusion-first strategies will thrive when brands actively collaborate with diverse creators, produce localized content, and embrace contextual inclusivity across all platforms.

Success will be defined by metrics beyond reach and impressions. Authenticity, representation, and engagement rates within diverse communities will take center stage. Metrics like share of voice from underrepresented creators, audience sentiment analysis, and incremental impact on cultural resonance will quantify success. Advertisers must hold themselves accountable to meaningful representation by measuring the societal impact alongside business outcomes.

What future tools or frameworks do you anticipate will be developed to further tackle unconscious biases in content promotion and audience targeting? How can these innovations reshape digital media by 2025?

The fight against unconscious bias will be further accelerated by AI frameworks designed to identify and eliminate prejudices in content promotion and targeting. By 2025, we foresee the development of tools that combine algorithmic fairness with ethical AI principles, ensuring ads are delivered in a way that avoids reinforcing stereotypes or marginalizing certain groups.

For example, advanced bias-detection tools integrated within platforms like ViewIQ can audit campaigns in real-time, flagging biased targeting or misaligned content placement. Moreover, AI-driven content classifiers will ensure fair representation across all demographics. These innovations will reshape digital media by fostering a more inclusive, equitable ecosystem where content speaks to diverse audiences authentically. Brands that embrace these frameworks will set new benchmarks for ethical marketing.

How do you envision the Conscious Advertising Program in India evolving by 2025, particularly in terms of sustainability and diversity? What milestones should brands aim to achieve to stay aligned with societal expectations?

India is uniquely positioned to lead the Conscious Advertising movement by 2025, given its dynamic media landscape and cultural diversity. Programs like the Conscious Advertising Program will evolve to address critical issues such as sustainability, content inclusivity, and social responsibility. Brands will adopt holistic approaches that prioritize environmentally sustainable messaging and showcase diversity in meaningful ways.

Milestones for brands will include:

• Net-zero advertising practices, reducing carbon footprints through sustainable ad delivery.
• Increasing representation of diverse voices within campaigns, particularly from regional creators and communities.
• Transparency benchmarks, where brands commit to sharing progress on ethical initiatives, diversity metrics, and audience inclusivity.
• Platforms like Channel Factory will empower brands to meet these milestones through AI-led tools that ensure campaigns align with both consumer sentiment and societal expectations.

Looking ahead, how can brands stay ahead of the curve in a purpose-driven market? What emerging trends or technologies might enable brands to seamlessly integrate ethical practices with data-driven insights?

In a purpose-driven market, brands that combine ethical storytelling with data-driven precision will lead the charge. 

Emerging trends include:

• AI-powered sentiment tracking, enabling brands to monitor how campaigns resonate with purpose-driven audiences in real-time.
• Predictive audience modelling, helping brands anticipate shifts in consumer consciousness and tailor messages accordingly.
• Interactive and immersive formats, such as AR/VR, to create experiences that educate, inspire, and connect with audiences on deeper, emotional levels.

By embedding ethical practices into campaign strategies, brands can strike the perfect balance between profitability and purpose. Platforms like Channel Factory will play a critical role in ensuring data-driven insights are aligned with the values of modern consumers, helping brands stay relevant, resonant, and responsible in 2025.