In one of ad:tech's sessions, a panel consisting of Emami's Shuchi Singhal, Spotify's Shipra Srivastava, Interactive Avenues' Aditi Mathur Kumar and content creator Sakshi Sindwani, discussed how they go about measuring the success of influencer marketing campaigns, banking on trends and finding the sweet spot that benefits both the brand and the content creator

The second day of ad:tech 2023 saw industry players from the domains of marketing and creator economy discuss why marketers need to go a little planned when it comes to creating shoppable moments and journeys for consumers rather than opt for an impulse

BuzzInContent.com caught up with experts who have successfully built music-led content IPs for brands. They spoke about how automobile brands can build music content IPs that break the clutter. They also suggested using both audio and visual platforms to reach consumers at every touchpoint

The influencer leg of Samsonite's latest campaign ‘Tested like Samsonite' has garnered an engagement rate of 63.7% (views, share, comments, likes etc) and helped fetch close to a million visits on the brand website

According to experts, the gestation period of fictional shows and web originals adds complexity to brand integrations at scale. However, non-fiction shows are more topical in nature enabling OTT platforms to onboard a variety of advertisers for brand integrations in a single reality show

According to experts, while it will help content creators monetise better, promote smaller creators, and provide authenticity and credibility, it is unaffordable by many and can change how creators' content is prioritised on the platform

BuzzInContent spoke to Arnab Roy, Vice-President, Marketing Coca-Cola India, and South West Asia, to decipher the cultural insights that led to the launch of Coke Studio Bharat

In an interaction with BuzzInContent.com, Arpan Soni, Founding Member and VP-Creators Management, IPLIX Media, touched on various nuances of talent management in the influencer marketing space

Recently, the OTT landscape has witnessed growth in branded content. For this story, BuzzInContent.com spoke to leading Indian OTTs to understand how receptive is their audience to the same

In a free-wheeling chat with BuzzInContent.com, Gosalia, Founder and CEO at Terribly Tiny Tales, talks about the platform's journey, resurgence of long-from branded content, way forward for influencer marketing and more

Recently, in Anupama on Star Plus, the protagonist Anupama, her husband Anuj and daughter Anu were shown visiting Parag Milk Foods' Go Cheese factory to understand the process of how cheese is made. This has now become one of the biggest 8-minute-long brand integration in India's most popular daily soap in recent history. Read the story below to know how the integration was facilitated and executed within 15 days

Padmanabhan, President - Investments, Trading, and Partnerships, GroupM – India, spoke to BuzzInContent.com on the back of the launch of ‘Jai Ho! Bharat Ki Anant Yatra' - GroupM's Motion Content Group's new IP in partnership with Google and Meta

Speaking to BuzzInContent.com, several members from the influencer marketing fraternity pointed out that while the new guidelines rolled out by the Department of Consumer Affairs can bring around more transparency, a few categories of influencers might feel restricted and face the brunt of penalties irrationally

With the clientele group constituting global agencies and a plethora of brands, the B2B tech SaaS platform for influencer marketing aims to break even by the end of January and cross the $1.5 million mark by February

Speaking to BuzzInContent.com, several creators shared that they never foresaw the kind of following that they have and thus, it felt only right to leverage the same for building new revenue streams

Experts deep-dive into how marketers can make the most use of influencers and content marketing

In a chat with BuzzInContent.com, Jayati Singh, Chief Marketing Officer, Tally Solutions, talks about the brand's partnership with TVF Timeliners and its content strategy

In an exclusive interaction with BuzzInContent.com, Manas Ranjan Hota, Co-founder and COO, DrinkPrime, talked about how the challenger brand is using unconventional marketing strategies to break the monotony and stand apart in the cluttered water-purification space