The Outdoor medium is to watch out for this year: Siddhartha Singh

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, Siddhartha Singh, Managing Partner & COO, Infectious Advertising, speaks about the growing spends on Digital by brands, rise of the Outdoor medium this year, focussing on optimising the digital world for the brands, and more.

Key trends dominating Digital 2023

One to Many Versus One to One is an argument that has long been discussed. But this year shall see the argument tilt towards one-to-one!

Brands that thought Digital is an inexpensive medium shall rethink their budgets now and shall be focussed on spending on the medium to see the change – for today, the space is far more measurable than it ever was and the targeting just got better!

Major expectations

The demand for Print is slowing down considerably. And that is something to stay. The Outdoor medium is to watch out for this year – it has been well utilised by the OTT platforms to give their content scale.

Key focus areas for Infectious Advertising in 2023

We are now on a trajectory of growth after completing 10 years. The advantage that we have is that we have a good mix of brand people and digital experts – so, the focus shall be on optimising the digital world for the brands that we work on and ensuring that the work has the right virality and is effective.