How to Set KPIs for Brand Advertising When You Cannot Track Every Click

by Alliance Team | Sep 24, 2026 | Brand Strategy, Data Analytics, Market Planning, Media Implementation, Media Planning

Why Brand Advertising Cannot Be Measured Like Performance MarketingThe KPI Framework That Works for Brand AdvertisingTier 1 — Delivery KPIsTier 2 — Brand Response KPIsTier 3 — Behavioural Proxy KPIsTier 4 — Commercial Outcome KPIsMarketing Mix Modelling: The Most...

AI in Advertising — What Indian Brands Should Embrace, What They Should Question, and What They Should Refuse

by Alliance Team | Sep 11, 2026 | Brand Strategy, Digital Planning, Market Planning, Media Buying, Media Planning, Sports Planning

What Indian Brands Should EmbraceProgrammatic Buying and Real-Time Bidding OptimisationAI-Driven Audience Intelligence and Lookalike ModellingCreative Testing and Multivariate OptimisationAnomaly Detection and Real-Time Campaign MonitoringNatural Language Analytics...

Can AI Write Advertising Copy? What Indian Brand Managers Should Know

by Alliance Team | Aug 10, 2026 | Brand Strategy, Digital Marketing, Digital Planning, Market Planning, Media Planning

What AI Copywriting Tools Can Actually DoHigh-Volume, Format-Driven Copy ProductionFirst-Draft Generation That Humans Then RefinePersonalisation at ScaleSEO and Content Marketing at Consistent VolumeWhere AI Copywriting Falls Short — Specifically in IndiaAI Does Not...

Voice Search and AI Assistants: What Indian Brands Need to Optimise For in 2026

by Alliance Team | Jul 22, 2026 | Brand Strategy, Data Analytics, Digital Planning, Media Planning

The Indian Voice Search Reality in 2026AI Assistants: A Different and Rapidly Maturing PhenomenonWhat Voice Search Queries Look Like in India — and Why It Matters for OptimisationWhat to Optimise For: The Practical FrameworkLocal SEO and Google Business...

How AI Is Changing Media Planning in India — and What It Still Cannot Do

by Alliance Team | Jul 13, 2026 | Brand Strategy, Data Analytics, Digital Planning, Media Planning

What AI Is Actually Doing in Media Planning Right NowProgrammatic Buying Has Become AI-NativeAudience Intelligence Has Become Dramatically More SophisticatedCreative Testing and Optimisation Has Accelerated SubstantiallyAttribution and Measurement Are ImprovingMedia...

OTT Advertising in India: What Works, What Is Hype, and How to Plan It Properly

by Alliance Team | Jun 3, 2026 | Brand Strategy, Digital Marketing, Digital Planning, Market Planning, Media Buying, Media Implementation, Media Planning

The Rise of OTT Advertising in IndiaWhy Advertisers Are Investing in OTT1. Better Audience Targeting2. Growing Regional Reach3. Premium Viewing Environment4. Connected TV Growth1. Audience-Led Planning2. Contextual Content Alignment3. Connected TV Campaigns4....