Transforming Digital Advertising: Insights from Tejas Apte at Goafest 2025
In the ever-evolving landscape of digital marketing, the need for a reliable media ecosystem has never been more critical. Tejas Apte, the Head of Media and Digital Marketing at Hindustan Unilever (HUL), shed light on this pressing issue during his enlightening speech at Goafest 2025. Here are some of the key insights that emerged from his discussion.
The Danger of "Fakes" in Digital Advertising
Tejas Apte articulated a stark reality facing the digital advertising industry: the consequences of fake views, fake news, and fraudulent impressions. He warned that as much as 30% of digital impressions could be fake or non-human, leading to significant business inefficiencies.
The Real Cost of Fake Impressions
"The real loss here is that you invested a certain amount in the media. In traditional media, your ad would appear before an actual consumer. In contrast, digital advertising offers no such guarantee," Apte stated. This highlights the profound impact on advertising effectiveness and ultimately on the digital ecosystem itself.
The ISA Media Charter: A Blueprint for Change
To combat these challenges, the Indian Society of Advertisers (ISA) has launched the Media Charter, which focuses on four key pillars:
- Brand Safety: Ensuring ads appear alongside safe content.
- Viewability: Guaranteeing that consumers actually see ad impressions.
- Fraud Prevention: Eliminating deceptive practices like "ad buffering."
- Ethical Use of First-Party Data: Advocating for transparent and responsible data collection.
Apte emphasized that the success of the Media Charter hinges on collaboration with industry giants like Google and Meta. This collaboration not only creates a shared understanding of industry standards but also helps align input metrics from platforms with the desired business outcomes for advertisers.
Long-Term Partnerships: A Winning Strategy
Apte underscored the importance of long-term relationships with agencies. He shared an insightful example involving GroupM, which has been a trusted partner for HUL for nearly three decades. He noted, “The service that is offered now may not hold for the long term,” acknowledging the ongoing changes driven by automation and AI.
In-Housing: A Double-Edged Sword
As the trend of in-housing agency functions grows, Apte highlighted both its benefits—like improved data flow and business decision-making—and its limitations. He affirmed that the essence of creative strategy resides with agencies, stating, “The big creative idea will still come from the creative person.”
Navigating Regulatory Challenges
Apte briefly touched upon the implications of the Competition Commission of India (CCI) raids on media agencies and industry bodies, including the ISA. While specifics remain unclear, he remained optimistic about the industry’s resilience and adaptability in navigating these challenges.
Key Takeaways and Future Directions
As the discussion wrapped up, Apte reiterated the importance of measuring the success of the ISA Media Charter through tangible metrics: a significant drop in advertising fraud and enhanced brand safety, especially for smaller advertisers. His commitment to cross-media measurement signals HUL’s intention to stay ahead in an increasingly digital world.
"Through the co-creation process, we’ve discovered new partners and innovative ideas, especially in brand safety and ethical data practices, leading to improved media quality for HUL," Apte concluded.
Conclusion
Tejas Apte’s insights at Goafest 2025 underscore the critical need for vigilance and collaboration in the digital advertising space. As the industry moves forward, embracing ethical practices and fostering long-term partnerships will be crucial for navigating the complexities of a trust-deficient ecosystem.
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