Lk Gupta highlights the importance of digital at ad: tech Bangalore

Lk Gupta is the CMO, LG Electronics India. He is the Vice President of Marketing at LG Electronics. From his talk that was held at ad: tech Bangalore on ‘Integrated Video Planning’ with regard to media. The first takeaway would be the capability in our industry to really think integrated across various platforms is quite low. It needs to get developed. The second realisation is that probably advertising and media agencies need to play a much more active role in defining the nature of integrated video marketing and that is not being done enough in current times. Marketers and advertisers are not really operating with the highest level of quality. For advertisers and strategy makers we need to carefully plan how to allocate budgets across different types of media but we need to strategize about how do consumers consume each of these different media platforms; assign roles to these different platforms in the context of a marketing and communication strategy and then device measures of how to reach those objectives .