With the advent of the digital medium, the Indian media landscape has evolved rapidly. It has become much more real-time and data-driven than what it used to be a decade ago. To discuss more about the subject, senior industry leaders such as - Lalatendu Das, CEO of Publicis Media South Asia; Vanita Keswani, CEO of Madison Media Sigma; Anita Kotwani, CEO of Media South Asia at Dentsu; Chandan Bhagwe, Founder and MD of C Com. Digital; and Seema Walia, National Head of Agency and Government at ShareChat&Moj came together for a panel discussion at the recently concluded ET Media Summit & Awards 2025.

The proliferation of digital ecosystems, coupled with the need for real-time data and AI-driven insights, has made media planning more agile. Today, the focus has shifted to full-funnel measurement, iterative testing, and learning from data on the go, especially in areas like digital and retail media.

Das stated, “Over the past decade, the role of data in media planning has significantly evolved. It's no longer just about reach and frequency; today’s brand owners demand deeper insights: Is my campaign driving sales, What’s the engagement rate, Who exactly are we targeting."

From the broadcast era to the precision era, and now to the algorithmic era, the industry has witnessed a drastic evolution in media planning. Today, data is not just a source of insights but the very foundation for crafting real-time, adaptive media strategies.

Kotwani stated, "Fixed investments and traditional methods have given way to a more fluid approach, with AI and machine learning enabling real-time optimisation. The shift to digital has empowered us to act quickly, with daily optimisations now being the norm rather than the exception."

Data plays a key role in driving conversion and reducing inefficiencies across retail and performance marketing campaigns. The focus is on leveraging signals from multiple sources and integrating them into effective campaigns.

Keswani shared an example and stated, “Data tools and technology are pivotal in modern media planning, particularly for performance-based clients. Whether it’s leveraging first-party data or using AI-powered tools to drive insights, we can now better target and personalise campaigns. For instance, with clients like McDonald's, we can use customer data to build cohorts and tailor messaging accordingly."

Going a step further, Bhagwe explained how data analytics is essential for understanding India’s diverse regional and urban dynamics. "In the evolving Indian media landscape, data analytics plays a crucial role in understanding regional and urban dynamics. With diverse languages, dialects, and socioeconomic groups, data helps us craft localised campaigns that resonate with specific audiences. In fact, even for content creation, data analysis helps us identify the right language and approach, ensuring that campaigns are culturally relevant and more impactful."

Walia rounded off the conversation by emphasising the growing importance of data in identifying and mapping regional influencers that align with the cultural nuances and connect with the audiences. "Data is indispensable as we target this evolving demographic, noting that younger consumers tend to have shorter attention spans and a strong preference for vernacular content. Real-time insights, powered by AI and data, allow brands to quickly pivot and optimise campaigns. Choosing the right influencer can make or break a campaign."