performance marketing
Dentsu India's media practice targets double-digit growth in 2025
The Japanese agency network added 80 brands; posted 10% billing growth in 2024.
KukuFM banks on Bhakti app, Maha Kumbh for growth push
The brand allocates between 5% and 8% of its 2025 advertising and marketing (A&M) budget to promotional and content creation activities during Maha Kumbh Mela.
Why traditional programmatic is holding you back
The media ecosystem in Asia is now embracing app-driven, performance-first advertising. It's a shift that demands immediate attention from regional CMOs, says Resonant Agency's principal Ramakrishnan Raja.
The juggling act: Balancing brand and performance marketing for sustainable growth
Xceedance Consulting India’s AVP stresses balancing brand and performance marketing as essential for thriving in today’s competitive market.
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Can retail media compensate for weaknesses in performance media?
Following reports on declines in performance media earnings, Campaign explores what strategies marketers can employ to navigate this changing landscape—including the promise of retail media.
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
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