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Managing Director, Isobar India
As India’s digital ecosystem evolves, brands are moving away from TV in favor of cheaper over-the-top (OTT) alternatives made accessible by the introduction of cut-rate mobile data plans. Shamsuddin Jasani, managing director of digital agency Isobar India, spoke with eMarketer’s David Green about how original content creators are allowing brands to weave their stories into long-form digital videos.
eMarketer: What is the most important recent change to the digital marketing landscape in India?
Jasani Shamsuddin: [Mobile carrier] Reliance Jio’s entrance has been the biggest change in the Indian market because of the resulting sharp drop in data plan prices. The internet now reaches a much larger audience.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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