Performance Marketing

Paid media, metrics and measuring what your budget really buys.

The Scene You're Missing: Why Brands Advertise Around OTT Instead of Inside It

India has about 600 million OTT viewers, yet most brands still buy pre-rolls viewers skip. Why in-content integration is the underpriced opportunity in streaming.

30 Oct 2026 · 13 min read

Performance Marketing

The Creator Funnel Architecture: Assign Creator Tiers to Funnel Stages, Not Campaigns

Mega, micro and nano creators do different jobs in the funnel. Why most influencer programmes misallocate budget, and how to build a creator funnel that converts.

30 Oct 2026 · 11 min read

Performance Marketing

Ad Metrics in Plain English: CTR, CPC, CPM, CPA and ROAS

What the most common paid advertising metrics mean, how to calculate them, and how to tell whether your campaigns are actually making money.

30 Oct 2026 · 4 min read