Hybrid’s Gandharv Sachdeva on unleashing next-gen AI magic in digital advertising

The 8th edition of the MOBEXX Summit 2024, held in Delhi on November 27, brought together thought leaders and innovators to explore the transformative role of mobile devices in today's digital-first era. As mobile technology continues to dominate consumer interactions, the summit delved into pivotal themes shaping the future of mobile marketing. From AI-driven personalization to 5G-enhanced user experiences, privacy-centric marketing strategies, and the emergence of new platforms, the event highlighted how brands can leverage these advancements to foster deeper consumer connections and achieve exponential growth.

This year’s MOBEXX Summit underscored the importance of staying ahead in a fiercely competitive landscape, offering attendees valuable insights into the latest innovations and strategies redefining the mobile marketing ecosystem. With its unwavering commitment to driving growth and innovation, the event solidified its reputation as a premier platform for mobile marketing excellence.

A key highlight of the summit was a keynote address given by Gandharv Sachdeva, Country Head - India, Hybrid, on ‘Revolutionizing Digital Advertising Game: Unleashing Next-Gen AI Magic’.

Gandharv Sachdeva delved into the nuances of AI, emphasizing its potential to transform the industry. “What is artificial intelligence? There’s a lot of buzzwords in the digital sphere where we say AI is happening. There are a lot of things which are AI, AI driven and everything. So, we have to talk in detail before I go ahead and tell you something about hybrid.”

Introducing Hybrid as a revolutionary force in digital advertising, Sachdeva highlighted its commitment to leveraging AI for personalized marketing. “What we are, yes, we are not here to sell you anything but to make you know that what hybrid as an organization can help brands and agencies as well. So we talk about AI in programmatic advertising. Yes, it enables real time personalized messaging.”

Sachdeva further elaborated on the specific applications of AI in digital advertising. “So, through AI you can do a lot of personalized messaging wherein you can track the people, the right people at the right time and show your messaging through them. Which was possible earlier but we were doing it in the digital spectrum but not through AI. Then brand loyalty, repeat business predictive analysis.”

Sachdeva emphasized the measurable impact of AI-driven advertising. “So yes, it enables high targeted campaigns. We can look at better CTRs, better engagement rates in the market. And yes, the clients are happy with this predictive analysis that we do.”

He also touched upon the role of AI in optimizing ad campaigns. “It helps us to optimize the campaigns through the right bid. Earlier when we run programmatic campaigns manually, it is something that you know, I would go ahead and bid, I would think about bidding an X amount and get the right audience. But today if it's AI driven, then it knows where to reach and what content to read at the right time.”

Beyond personalization, Sachdeva discussed the importance of creative optimization. “Basically we spoke about personalization. So yes, it is brand loyalty. But along with brand loyalty it is also creative optimization that we talk about in the first session if any of you were there.”

He cited the example of dynamic creative optimization stating, “We were talking about dynamic creative optimization which happens where the personalization takes place. I still remember DS Group gave an idea that they did a campaign wherein they went ahead and for their masalas and all they wanted to show at the right time, at the right place. So, that is where personalization comes into picture.”

Sachdeva concluded the section on AI by summarizing its key benefits. “And this is where creative optimization also plays a big role. So, this is where AI is. We talk about personalization, we talk about brand loyalty, we talk about better engagements and yes, optimizing at the right place with the right bids as well, which is what AI helps us.”

He then transitioned to introducing Hybrid and its suite of products, stating, “We are a full stack programmatic advertising ecosystem. We are totally into programmatic business into the contextual sphere that we talk about because contextual is something that people read and then they go ahead and manage themselves. Hybrid.”

Sachdeva concluded the keynote address by emphasizing the transformative potential of AI and Hybrid’s commitment to driving innovation in the digital advertising industry.

These are edited excerpts. For the complete keynote address, please watch below:

https://www.youtube.com/watch?v=qh4Dn3tbRLE

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