There has been a fundamental shift in consumer behaviour. With an increase in the time spent indoors, people are prioritising products that make life at home comfortable and putting discretionary spending on the backburner.
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Evolving consumer behaviour has led to a shift in business strategy. From business model to media mix to the marketing messages, brands are in a continuous mode of adapting to the new reality.
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Adoption of digital is most definitely here to stay as a habit, and with it, an ever-increasing habit to consume content on OTT. Adapting the media mix to meet consumers where they are is no longer a luxury for brands.
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