Media Agency Ecosystem
Indian Media Industry Size
The Indian media industry size stands at INR 78K CRS, with the media universe being dominated by the top five agencies, leaving the rest with a smaller share of the pie.
Layout of Media Agencies
There is a big gap between large to medium and small media agencies, with big agencies catering to high-spending brands and small budget brands often left behind. The lack of domain expertise and a relationship-driven approach often limits the growth of medium and small agencies, making it difficult for them to lift brands to iconic brands.
Global Alignment
Globally aligned businesses and large indigenous brands are what make the biggest media agencies stand out. However, the yawning gap between expectations and delivery can lead to undifferentiated services from large agencies, while medium and small agencies lack the caliber and expertise to take brands to the next level.
Attention Economy
Attention is the most scarce thing, and advertisers and all of us are searching for it in an attention deficit market. With a focus on measuring what matters, we offer a new perspective on the current measurement system that only captures audience numbers and cannot differentiate between engaged and passive audiences.
Neurons India
At The MediaLab, we partner with Neurons India, an industry leader in neuroimaging, eye tracking, and predictive AI. Through our collaboration, we can measure consumer engagement, comprehension, and purchase intent while an ad is playing, allowing us to capture consumer attention, motivation, cognitive load, and arousal.
The Future of Media Agency Ecosystem
In the future, we see media agencies that are agile and adaptable, offering contemporary strategies that cater to future trends, and offering a differentiated media agency experience. With a best-in-class board of directors, global best practices, and low rates that are guaranteed to deliver, The MediaLab is the perfect partner for brands looking to succeed in the ever-evolving media ecosystem.
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