Goafest 2017: Data the medium and message in the ad world

The advertising, media and marketing summit in Goa, dwelt on the marketer's perspective on advertising

If day one of Goafest, the advertising, media and marketing summit at Bambolim, Goa, dwelt on the marketer’s perspective on advertising, day two focused on what agencies had to say about it.

One would assume that as partners in the effort to build brands, agencies have all the answers to complex advertising and marketing problems.  But as Sanjay Nazerali, global chief strategy officer, Carat, a media agency, part of the Dentsu group, says, “Our weakness shows up in the number of ads blocked by consumers.”

Ad blocking refers to the tendency among consumers to skip or avoid ads. It is seen especially