D-Talks:Bulletin#329 – Top Digital Media Updates For CXOs

YouTube Partners with Repurpose.io To Enable Reposting from TikTok

Amid the ongoing questions around TikTok’s future, this new offer from YouTube could be very appealing for creators.

In order to get more content into YouTube Shorts, YouTube is partnering with Repurpose.io to offer automated re-posting of TikTok and/or Instagram Reels content to YouTube Shorts.

YouTube is offering 3 months of free usage of Repurpose.io to enable creators in other apps to migrate to YouTube Shorts. Which, again, given the uncertainty around TikTok, will no doubt see a lot of take-up

69% of India’s Top Digital Stars fail to meet Influencer Advertising Guidelines

The Advertising Standards Council of India (ASCI) has released its Top Influencer Compliance Scorecard, revealing that a staggering 69% of India’s Top 100 Digital Stars failed to adhere to social media influencer guidelines. This non-compliance raises concerns about advertising transparency and regulatory violations.

According to ASCI, prominent and clear disclosures are mandatory in cases where influencers have a material connection with brands. These disclosures are not just required under ASCI’s Guidelines for Influencer Advertising in Digital Media but are also mandated by the Central Consumer Protection Authority (CCPA). Failure to comply can result in strict penalties under Indian consumer protection laws.

Study Findings: Gaps in Advertising Transparency

The ASCI study analyzed brand-promotion posts by influencers featured in Forbes India’s Top 100 Digital Stars 2024 across Instagram and YouTube between September and November 2024. These influencers, with a combined reach of over 110 million, are industry trendsetters and role models. However, the findings highlight widespread violations in adherence to disclosure norms.

Google expands Campaign Manager 360 with Netflix, Adobe, and AI integration

Google has introduced new integrations for its Campaign Manager 360 platform, enhancing ad creation, tracking, and placement options for advertisers and agencies.

The updates include partnerships with Adobe and Typeface to improve ad creative capabilities. Adobe’s integration allows seamless transfer of creative assets from Adobe to Campaign Manager 360, enabling teams to scale content using AI-powered tools. Typeface, an AI platform, will help advertisers generate custom content for their campaigns.

Google is also collaborating with The Trade Desk to enhance ad performance tracking and partnering with Netflix to expand ad placement options. A new integration will allow advertisers to serve and track video ads on Netflix directly within Campaign Manager 360.

Additionally, Google is introducing Cross-Media Reach insights, providing a comprehensive view of campaign reach across different media, including linear TV.

LinkedIn Rolls Out Updates to Video Presentation and Discovery

With video content on the rise on LinkedIn (LinkedIn says that video content has seen a 36% increase in watch time year-over-year), the professional social network has today announced some new video updates, which aim to make video posts more prominent in-stream, and improve video discoverability within its various search elements.

First off, LinkedIn’s bringing its full-screen, vertical video display format to desktop, which will better align its video presentation with the mobile app.

As explained by LinkedIn:

“Following a successful mobile ramp, we are excited to bring our full-screen video experience and ‘Videos for you’ module to web. Now viewers can select any video in the feed or within ‘Videos for You’ then swipe or click through to discover more video content, whether that’s on their desktop or mobile device.’’

Digital accounting for over 60% of total India ad spend

GroupM, the media investment group under WPP, launched the latest This Year Next Year (TYNY) advertising forecast with updates for February 2025. Indian advertising to grow by 7% in 2025 to reach Rs 1,64,137 crore adding an incremental Rs 10,730 crore.

The global landscape in 2024 witnessed elections across 60+ countries, signalling potential shifts in governance and economic policies. While most advanced economies are experiencing disinflation & the labour market cooling thus impacting demand. AI continues to take center stage, reshaping industries. While startup funding, though showing signs of revival, remains subdued. As part of the TYNY report, here are the key trends that were launched, shaping the advertising and marketing landscape in 2025.

Key trends for 25’ include:

Reimagining Marketing: AI Agents Revolutionise Campaigns and Customer Interactions in 2025
Transforming Engagement: Mixed Reality, Immersive Tech, and Smartphones Fuel India’s Experiential Content Surge
The Rise of Data Clean Rooms: Shaping India’s Privacy-Centric Marketing Frontier
Retail Media and Omnichannel Integration: Forging the Future of India’s Ecommerce Expansion
Quick Commerce: Accelerating India’s Ecommerce Landscape
Generative AI at the Helm: Revolutionising Traditional Search and SEO Strategies
Revolutionising Brand Storytelling: The Ascendancy of AI Influencers and Action-Oriented Campaigns
Chief Prompt Officers: India’s Content Marketers Drive Global Transformation as AI Pioneers
India’s Big Screen Leap: CTV’s Growth Sparks Hyper-Personalisation and Programmatic Advertising
Integrated Measurement Frameworks: Data Privacy, Fragmentation and AI drive the change

Quora to provide B2B audiences, ABM targeting to advertisers

Quora has announced a strategic partnership with Bombora to launch B2B audience targeting, including Account-Based Marketing (ABM) capabilities, on the knowledge-sharing platform. Business-to-business advertisers can now precisely target high-value audiences within Quora‘s 400 million monthly unique visitors globally and 100 million monthly unique visitors in India.

Through this partnership, advertisers can access Bombora’s comprehensive data covering more than 450 B2B audience segments directly within the Quora Ads platform. The integration enables marketers to precisely target professionals based on attributes such as job function, seniority level, company size, and industry vertical.

“This partnership represents a significant milestone in Quora’s advertising capabilities and reinforces our position in the B2B marketing landscape,” said Quora Chief Revenue Officer Vinay Pandey. “As a platform built on questions and answers, Quora attracts millions of professionals who come to share expertise, learn from peers, and engage with content across their professional interests. Now, with Bombora’s B2B targeting capabilities, we’re empowering marketers to reach decision-makers within their target accounts and industries throughout their natural engagement in this community.”

Key features of the integration include:

Access to Bombora’s Digital Audience data to reach B2B audiences at scale
ABM targeting capabilities allowing marketers to reach specific target accounts
Integration with Quora’s existing contextual targeting options
Ability to reach professional decision-makers within premium question-and-answer content

Time for news from BC Web Wise!

We are now on Spotify !

Keeping in line with trends we have rolled out the podcast on weekly D-Talks. Tune in to Hook, Line & Strategy on Spotify, where our AI hosts, Ray and Luna, bring you the latest updates you need to know!