Frodoh’s playbook for 2025: Russhabh R Thakkar on redefining advertising in tech era

As we step into 2025, the advertising and media landscape is poised for a seismic shift. Evolving technologies, changing consumer behaviors, and tightening privacy regulations are shaping a future where brands must innovate to stay relevant. Amidst this dynamic transformation, Frodoh, under the visionary leadership of its Founder and CEO, Russhabh R Thakkar, has emerged as a trailblazer in redefining advertising strategies.

In this insightful conversation, Russhabh shares his perspective on the pivotal trends shaping the industry—ranging from attention-based metrics to AI-driven personalization and the rise of regional content. He sheds light on how Frodoh is addressing challenges such as cross-platform fragmentation, privacy compliance, and the growing demand for creative yet data-driven campaigns. Join us as we delve into Russhabh’s vision for the future of advertising and how Frodoh is helping brands navigate this exciting yet complex ecosystem.

Key Transformations in 2025

From Impressions to Attention-Based Metrics

As the advertising industry continues to evolve, there is a noticeable shift from traditional performance metrics like impressions to attention-based ones. In 2025, advertisers will increasingly look at how much attention an ad captures rather than just the number of times it's viewed. The focus is moving towards deeper engagement, where the key is not just to be seen, but to be noticed and remembered. This trend reflects a broader understanding that consumer attention is scarce, and quality matters more than quantity.

Data and AI Partnerships for Precision Targeting

With privacy laws tightening and increasing pressure on brands to deliver more personalised experiences, the focus will be on data partnerships that enable richer targeting and precision. In 2025, AI-powered tools will work hand in hand with Data Management Platforms (DMPs) to allow brands to pull richer insights and deliver highly personalised experiences. These partnerships will allow for more dynamic campaigns, while also helping to keep pace with consumer demands for privacy-conscious targeting.

The Role of AI in Content Creation and Optimization

AI will not only be a tool for better targeting but will also play an increasingly critical role in content creation and optimisation. In 2025, the ability of AI to automatically generate tailored ad content based on real-time audience data will allow brands to stay relevant in a fast-moving digital ecosystem. However, the real value will come in blending human creativity with machine-driven insights to produce content that is both innovative and tailored to specific audience needs.

Cross-Platform Advertising Dominance

With consumers spending time on a multitude of platforms, from OTT services to mobile apps and social media, there’s a growing need for brands to implement cross-platform campaigns that offer a seamless experience. By 2025, a more integrated approach will be crucial as brands consolidate their data across multiple platforms to deliver consistent messaging. Brands will be increasingly focused on ensuring that their campaigns are optimised for every touchpoint in the consumer journey.

Rise of Regional and Localized Content

As streaming services and OTT platforms continue to expand, the demand for local-language content will only increase. By 2025, regional platforms will become even more prominent, helping brands to create more localised, culturally relevant campaigns. In countries like India, this will mean developing strategies that speak directly to regional tastes and preferences. Understanding local cultures and community nuances will become key to effective communication.

Blockchain Enters the Advertising Ecosystem

Blockchain, while still emerging, will start to see wider adoption in the advertising space. By 2025, it’s expected that blockchain technology will help address issues like ad fraud and lack of transparency in media buying. With blockchain, advertisers and consumers alike will have access to more accurate data on ad performance and spends, bringing a new level of transparency and accountability to the industry.

Challenges Looming in 2025

As these transformations unfold, there will be several challenges brands will need to face in the coming years.

Navigating Evolving Privacy Regulations

With privacy laws like GDPR and new regulations emerging globally, brands will have to balance personalisation with data privacy. The increasing complexity of compliance will make it critical for brands to find innovative ways to engage audiences without compromising privacy.

Consumer Attention Fatigue

As digital content becomes even more ubiquitous, consumers are already experiencing attention fatigue. With ads appearing across multiple platforms, standing out in a crowded digital landscape will be one of the key challenges for brands in 2025. The solution may lie in creating more engaging, less intrusive experiences that resonate with consumers and hold their attention for longer.

The Talent Gap in Tech-Driven Marketing

The intersection of marketing and technology is growing more pronounced, and with that, the need for marketers who understand data, AI, and automation is becoming more urgent. In 2025, brands will need to adapt by upskilling their teams and attracting new talent who are not just marketers but also technologists. Ensuring that the right mix of skills is in place will be essential for brands to keep up with technological advancements.

Cross-Platform Fragmentation

As consumers engage with content across a variety of digital platforms, brands will face the challenge of fragmentation. In 2025, creating a unified marketing strategy across multiple platforms will require the integration of diverse data sources and a more coordinated approach. With this, brands will need to stay nimble and adaptable as they manage campaigns across increasingly varied and fragmented digital environments.

Looking to 2025, the advertising landscape is set to undergo transformative changes, driven by new technologies, evolving consumer preferences, and the increasing need for personalisation.