This week on the Thrifty Titans. Podcast, we are joined by Venugopal Ganganna, the CEO of Langoor - a top digital marketing agency in India known for its team of innovative technologists. In this episode, we discuss the future of advertising in web 3.0, brand safety within metaverse games and applications, IP challenges in a borderless 3D internet landscape, and much more!
Join us as we explore the cutting edge of creativity and influence in the world of web 3.0 and beyond.
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Speaker 1: Hi. I'm Sekar marketer, creative and media nerd. Welcome to
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Speaker 1: the you incorporated podcast On this show, I catch up
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Speaker 1: with some of the most bad ass founders, business leaders
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Speaker 1: and content creators in the whole wide world. Whether you're
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Speaker 1: a marketer, creative or a budding founder, if you want
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Speaker 1: to build your brand your voice your way, you are
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Speaker 1: in the right place.
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Speaker 1: Join me on the you incorporated podcast and start building
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Speaker 1: your empire. Here we go.
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Speaker 1: Please join me in welcoming Venu Gopal Khanna, the CEO
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Speaker 1: of langur, a digital transformation agency that helps businesses navigate
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Speaker 1: the brave new world of digital marketing.
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Speaker 1: Venu Gopal of Venu, as many of us lovingly call him,
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Speaker 1: has over two decades of experience in business development I
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Speaker 1: t delivery, programme management, resource and performance management, client engagement, solution,
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Speaker 1: definition and operations. He has spent close to two decades
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Speaker 1: in I t companies such as Web, Inis and Intuit
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Speaker 1: before joining.
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Speaker 1: We have him on the show today. Welcome to the show.
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Speaker 1: Thank you very much. Happy to be here. OK, venue.
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Speaker 1: So for the uninitiated, what exactly is Web 3.2? What
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Speaker 1: is the Metaverse
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Speaker 1: ok for the uninitiated you say see, but in very
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Speaker 1: simple terms is a third generation way of how and
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Speaker 1: where the Internet went from a one where it was
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Speaker 1: where one auto was all about. One way communication moving
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Speaker 1: into two was like OK, initial stages of two way communication.
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Speaker 1: That's where social everything picked up. We're entering into the
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Speaker 1: world of three auto, where
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Speaker 1: the whole process is about focusing on developing the Internet
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Speaker 1: of tomorrow. A lot of people get confused with the
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Speaker 1: Web three do and metas, and they use these terms interchangeably.
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Speaker 1: But Web three is the development of the Internet of
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Speaker 1: tomorrow in a very decentralised using technology way. And the
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Speaker 1: metaphors is all about how do I experience that Internet
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Speaker 1: of tomorrow? Using here are we are using completely different
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Speaker 1: immersive experience. So while one is building the Internet and
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Speaker 1: foundation of tomorrow, the other one is how do I
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Speaker 1: experience and
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Speaker 1: what exactly is the definition of a Web 3.0 experience?
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Speaker 1: So Web three auto experience has got typically four layers.
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Speaker 1: What we say at the foundation is the technology that
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Speaker 1: runs the Internet of tomorrow, which is all built on Blockchain,
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Speaker 1: for example, right. That's what we call as the protocol
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Speaker 1: layer at the base of Web three data that includes
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Speaker 1: the New Age Blockchain Tech
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Speaker 1: either from Ethereum or Bitcoin or or Polygon and stuff
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Speaker 1: like that. About that sits the power of three, which
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Speaker 1: is all about interoperability, right? That that's where the decentralisation happens.
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Speaker 1: That interoperability layer is what makes people experience from one
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Speaker 1: platform to the other platform
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Speaker 1: example. You're you're doing something in some future Web three, uh, platform.
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Speaker 1: You can move seamlessly from there to Facebook, to LinkedIn,
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Speaker 1: to instagram, to a website to everywhere in a very
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Speaker 1: seamless interoperability way. And the technology that enables that is
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Speaker 1: the infrastructure layer.
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Speaker 1: About the infrastructure layer comes the use case layer in
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Speaker 1: that use case layer is what we all are used to.
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Speaker 1: That's the metaverse layer right, which is where the users
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Speaker 1: see and experience things in different technology. And on the
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Speaker 1: top of it sits the ry layer, which is all
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Speaker 1: through wallets and stuff like that. So in Web 3.0,
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Speaker 1: when we say experience is an experience where all of
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Speaker 1: these comes together,
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Speaker 1: that means I am using a common identity at my
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Speaker 1: ballot entering into a world of new use case slash
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Speaker 1: me within that me. I'm travelling from one platform, one
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Speaker 1: site in the future to other platform to another site
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Speaker 1: in a very decentralised interoperability way, which is all powered
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Speaker 1: by the common denominator called Blockchain.
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Speaker 1: So that's the way we a lot of experience moves on.
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Speaker 1: Of course, if you double click on the use case
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Speaker 1: layer of meta words that that is where the real
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Speaker 1: experience comes alive, where the physical digital augmented reality V.
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Speaker 1: R M R, everything comes alive. So how much of
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Speaker 1: the matter is a gimmick and how much of it
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Speaker 1: is real? Monetize traction for brands?
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Speaker 1: Look, I think my personal opinion is we are moving
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Speaker 1: very fast outside the realm of being gimmick. It is
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Speaker 1: as real as it can get if you think about
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Speaker 1: it even 8 to 10 years back. If somebody would
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Speaker 1: have said, Social is coming, a new wave of digital
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Speaker 1: commerce is coming. Nobody thought that we will move
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Speaker 1: it in that speed, but it got enabled. It got
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Speaker 1: powered very quickly. So as we are progressing over time,
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Speaker 1: the new world of F three auto and meta was.
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Speaker 1: The adoption is superfast compared to how we adopted technology earlier.
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Speaker 1: So this the gimmick is moved out. People who really
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Speaker 1: know how to take
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Speaker 1: uh, control of this, how to experiment and fail. How
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Speaker 1: do we, uh, move getting into the personal advantages? Winning,
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Speaker 1: for example, a simple cycle that, direct to out of
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Speaker 1: sales of virtual goods in the space of Meta
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Speaker 1: itself, is already a $54 billion market. Today it's a
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Speaker 1: $54 billion market, for example. Key. Right, So they they
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Speaker 1: have done probably over 14 to 15 activations in the
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Speaker 1: last 12 months. In just pure meows and last count.
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Speaker 1: They've drawn over under each brand activation, they
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Speaker 1: drawing around 20 million. It's crazy. So, for example, the
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Speaker 1: Unilever I think, uh, one month back, they launched a
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Speaker 1: robo experience, like in for their brand Sunil, where it's
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Speaker 1: a Gamification where, out of a woman
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Speaker 1: yeah, enters, uh, and experiences different things. It's all about
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Speaker 1: women empowerment and et cetera, et cetera. In a Gamification way.
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Speaker 1: That game, organically has got 21 million visits in four weeks.
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Speaker 1: Is the top two voted brand in Roblox, and it
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Speaker 1: today it has a daily active users of 3 to
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Speaker 1: 4000 people,
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Speaker 1: so the world has moved from gimmick to reality. But
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Speaker 1: there are best practises there, so it won't happen accidentally.
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Speaker 1: You need to know exactly what is the utility of
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Speaker 1: my brand of what I do in this experience. Cops.
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Speaker 1: And there are a lot of best practises and learnings
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Speaker 1: coming at a high degree of velocity towards us, so
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Speaker 1: you you don't ignore it.
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Speaker 1: Uh, of course, there's a lot of myths around. It
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Speaker 1: demystify metaphors. Slash Web go into it experiment because it
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Speaker 1: is real. Web pages are the most commonly understood ways
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Speaker 1: for an average online citizen across the world to experience
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Speaker 1: the Web, which also means this is primarily how they
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Speaker 1: are also being served ads.
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Speaker 1: When we speak about the Metaverse, how is the metaverse
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Speaker 1: and expansion of the Internet in the way we know it?
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Speaker 1: What are the possibilities there in terms of how we
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Speaker 1: can experience the Internet versus how we experience the Internet today?
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Speaker 1: Today it's all about either. I know the brand. I
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Speaker 1: know the site. I know the app. OK, I go
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Speaker 1: from one place to other place. You experience that in
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Speaker 1: a format which is still two D format,
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Speaker 1: little bit engaging and so on and so forth. When
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Speaker 1: I go to the future, when when I say future,
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Speaker 1: it's too early, 18, 24 months away. The expansion of
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Speaker 1: Internet happens in a way that, like I can get
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Speaker 1: into this universe of the same apps
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Speaker 1: of the same websites in multiple different. For example, I
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Speaker 1: just open up my app, right. I don't need to
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Speaker 1: go through that linear experience of how I order swi,
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Speaker 1: for example. I just enter and it takes me to
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Speaker 1: the restaurant directly. For example, my favourite restaurant and I
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Speaker 1: can order there right? The expansion is coming into the
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Speaker 1: world of experience, which is non two D. But it's
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Speaker 1: a three D,
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Speaker 1: and it is more immersive. For example, I would say OK,
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Speaker 1: bring that person who's cooking there into my live, uh,
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Speaker 1: kitchen
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Speaker 1: using yeah, so the the domains, the websites, the apps,
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Speaker 1: those are all not going away. How we expand that
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Speaker 1: into using new experiences where the world will go to
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Speaker 1: one is that the second one is that experience extends
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Speaker 1: itself in the in a decentralised way. When I say
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Speaker 1: decentralised way, you find out a good question, right? People
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Speaker 1: don't
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Speaker 1: get it. What does that really mean? That means two
00:10:08
Speaker 1: things interoperability. That means I'm ordering in today. And if
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Speaker 1: I want to go and watch Netflix while I wait
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Speaker 1: for this, I am shifting from that world to a
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Speaker 1: different world, right? Maybe to my TV world, maybe to
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Speaker 1: my extension of another app on Netflix, but in the future,
00:10:27
Speaker 1: while I'm doing that while I can watch in a
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Speaker 1: in a a r in my room watch the guy
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Speaker 1: driving and trying to deliver my stuff. There is another
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Speaker 1: screen within that environment opens up where I can put
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Speaker 1: movies into my queue. I can pay my bank bills.
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Speaker 1: The only way that happens is because you're moving from
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Speaker 1: Twiggy to C. I bank to anything seamlessly because you
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Speaker 1: have entered using one unique ID. You are the owner
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Speaker 1: of it. Nobody controls that.
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Speaker 1: That way. Nobody stops me to move between different worlds.
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Speaker 1: The Internet is still perceived as this bastion of free
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Speaker 1: speech with Web 3.2. While we call centralise the kinds
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Speaker 1: of tools you need to have in place to experience
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Speaker 1: would be owned by the brand, which then also means
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Speaker 1: that the
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Speaker 1: that is going to be controlled even more by brands
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Speaker 1: and their intentions. What's your take on that? That's a
00:11:33
Speaker 1: good question. It's actually the other way around today. While
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Speaker 1: we think it's a free flowing world, I am in
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Speaker 1: control as creator or consumer and et cetera, et cetera,
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Speaker 1: and other A I six companies own us my experience
00:11:48
Speaker 1: in a particular site. Particular place is all owned by
00:11:52
Speaker 1: four or five people. What do you mind? What do
00:11:53
Speaker 1: I mean by they own my data?
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Speaker 1: They make the decision on how to monetize that. They
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Speaker 1: make the rules, and
00:12:01
Speaker 1: overnight they can change those rules. And I don't have
00:12:04
Speaker 1: any choice. I need to follow. So there is this
00:12:08
Speaker 1: pseudo world of openness, but end of the day tech
00:12:12
Speaker 1: giants control everything. Imagine that becoming completely opposite. What does
00:12:18
Speaker 1: opposite mean opposite mean? I am doing the same experience,
00:12:21
Speaker 1: but in different worlds when I'm experiencing that in the
00:12:25
Speaker 1: in the world, even if the brand owns, they will
00:12:28
Speaker 1: not know who I am,
00:12:30
Speaker 1: they will not have my personal data.
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Speaker 1: They will not have an ability to sell that and
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Speaker 1: make money out of it
00:12:38
Speaker 1: because it is who it is me who controls that
00:12:43
Speaker 1: aspect of whether I am willing to share or not correct.
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Speaker 1: So it is. We are moving into this world of
00:12:50
Speaker 1: creator and consumer owned economy rather than people and companies
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Speaker 1: telling us
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Speaker 1: I will control, and I will manage the economy. So
00:12:59
Speaker 1: it's actually the other way around. It's not a virtual
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Speaker 1: Wild West this is going to create, and one company
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Speaker 1: will not own it because they don't own the data.
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Speaker 1: That is the power they don't own. The there is
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Speaker 1: the presumption of the matter
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Speaker 1: of being this borderless three D world. In terms of experiences,
00:13:20
Speaker 1: you don't really know where the edges of the Internet
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Speaker 1: are as we speak. If there is no implementation of
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Speaker 1: a mandate, whether be it by a brand or by
00:13:29
Speaker 1: a government,
00:13:30
Speaker 1: technically, it could devolve into the virtual Wild West. So
00:13:36
Speaker 1: what will advertising then mean? In a world like this,
00:13:39
Speaker 1: the speed with which the legal, the jurisdiction, the legislation,
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Speaker 1: the identity and privacy laws are coming and applying on
00:13:47
Speaker 1: meta wars,
00:13:48
Speaker 1: it's gonna take its shape and form very quickly. Right now,
00:13:51
Speaker 1: it is a virtual wildest right. Things will be controlled still.
00:13:57
Speaker 1: But those controls is where the difference of decent Landers
00:14:01
Speaker 1: those controls today is defined and implemented by few players
00:14:08
Speaker 1: that controls and jurisdictions and privacy laws will be put
00:14:12
Speaker 1: by the single not to by the entire community. What
00:14:17
Speaker 1: I mean by that is if you go to decent
00:14:19
Speaker 1: land decision making organisation called and what to do in
00:14:24
Speaker 1: decent land, you cannot change policies about whether you can
00:14:27
Speaker 1: put other things there, etcetera, et cetera. Everything is
00:14:31
Speaker 1: by the community. The community is 10 million people. Everybody
00:14:35
Speaker 1: has a saying. And what are the rules of engagement
00:14:38
Speaker 1: in this new world? Because there is not 11 meta words.
00:14:42
Speaker 1: There are multiple of this right block as the its
00:14:45
Speaker 1: own decentralised policies sand box, its own policies. But as
00:14:50
Speaker 1: we mature, all of this will come
00:14:53
Speaker 1: together. It's almost seems very futuristic, where six billion people
00:14:59
Speaker 1: are deciding what's good for them and that those are
00:15:01
Speaker 1: the only policies that will be applied in the new
00:15:03
Speaker 1: meta wars. So the power is with individuals. The power
00:15:08
Speaker 1: is with creators to make those rules even today, and
00:15:12
Speaker 1: it will continue to become common and standardised as we
00:15:14
Speaker 1: are moving into tomorrow.
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Speaker 1: But it is a Wild West today, in definition of multiple,
00:15:22
Speaker 1: players are setting multiple rules. Sorry, multiple communities are setting multiple,
00:15:26
Speaker 1: different rules
00:15:29
Speaker 1: when you when it comes to advertising,
00:15:33
Speaker 1: what is going to be the fundamental difference between two
00:15:37
Speaker 1: marketing in two D versus marketing or advertising in a
00:15:42
Speaker 1: three D Internet space? And what are a couple of
00:15:46
Speaker 1: the avenues that you see right out there are going
00:15:48
Speaker 1: to be the hottest avenues right off the bat in
00:15:51
Speaker 1: the near future?
00:15:53
Speaker 1: OK, see Foundation. I believe that advertising in a space
00:16:00
Speaker 1: will not be any than what you're seeing today,
00:16:04
Speaker 1: because the fundamentals of I have a lot of people
00:16:09
Speaker 1: coming into this experience. When a lot of people come
00:16:12
Speaker 1: into this experience, I can either market my product or
00:16:15
Speaker 1: market different brands. That basic advertising will not go away
00:16:19
Speaker 1: because end of the day it's a it's a inventory.
00:16:21
Speaker 1: It's a real estate, whether it's or right. The only
00:16:25
Speaker 1: difference is how media and technology people will
00:16:32
Speaker 1: figure how to and when to put the ads
00:16:36
Speaker 1: that needs evolving. OK, because you don't have classic billboard
00:16:43
Speaker 1: inventory available the way it is available in the two
00:16:45
Speaker 1: D world today, because it's a set of boundary. If
00:16:48
Speaker 1: you go to, let's say, Google programmatic advertising. Everybody knows
00:16:52
Speaker 1: that in the two d world of websites,
00:16:55
Speaker 1: either there is a vertical or horizontal this size, and
00:16:59
Speaker 1: that size right like everybody was. There is 10 different formats,
00:17:03
Speaker 1: or we can do this video here. This is the display.
00:17:06
Speaker 1: This will go here. It's a set standard, but in
00:17:09
Speaker 1: the three d and a free flowing world, there is
00:17:13
Speaker 1: no set standard. So how does one
00:17:16
Speaker 1: create scale? Create advertising solutions for a world which is
00:17:23
Speaker 1: which can be shapeless, which is always fluid. So that's
00:17:28
Speaker 1: where the creative angle comes. More to say. For example,
00:17:32
Speaker 1: last week I saw a roblox game where within the game,
00:17:39
Speaker 1: when I say within the game levels and there are
00:17:40
Speaker 1: people are playing,
00:17:41
Speaker 1: people are opening up players, and somewhere in the corner
00:17:45
Speaker 1: of fourth level there is a small code that is
00:17:48
Speaker 1: sitting that will unlock a value in two or two
00:17:52
Speaker 1: from a brand advertising perspective, so you need to be
00:17:55
Speaker 1: very contextual and smart to put advertising, but that advertising
00:18:00
Speaker 1: will not be the way where it is consciously at
00:18:04
Speaker 1: the same place.
00:18:05
Speaker 1: Because you go to CNN, you always see the banner
00:18:08
Speaker 1: at the top flows at the right. That doesn't complete
00:18:11
Speaker 1: so in the two D to three D world. This
00:18:13
Speaker 1: is what advertising will mean means every month, every quarter,
00:18:18
Speaker 1: how fluid this environment is and where do I intervene? Contextually.
00:18:22
Speaker 1: That's why the advertising is going like that the explosion
00:18:26
Speaker 1: of Web 2.2 really happen.
00:18:29
Speaker 1: It also led to a lot of IP issues, right?
00:18:32
Speaker 1: Do you foresee more such challenges with the Metaverse? Given
00:18:37
Speaker 1: that there is no again quote unquote law in the
00:18:40
Speaker 1: Metaverse in the truest sense of the term?
00:18:43
Speaker 1: This is a space where there will be a lot
00:18:45
Speaker 1: of challenges. There are two sections. One is going into IP.
00:18:50
Speaker 1: One is the identity and the privacy angle of it.
00:18:54
Speaker 1: We are all suffering that in. Imagine what will happen
00:18:59
Speaker 1: in if there is an identity theft because in even
00:19:03
Speaker 1: if there is an identity theft, you can secure one
00:19:06
Speaker 1: that you are exposed to that identity in the one
00:19:09
Speaker 1: identity and everything is attached.
00:19:13
Speaker 1: Your bills, your N F T s, your variables, your
00:19:16
Speaker 1: Blockchain assets, your investments. Everything is one access free to
00:19:20
Speaker 1: think about. What will happen if there is a malware
00:19:24
Speaker 1: ransomware attack on identity That's a big and that will
00:19:28
Speaker 1: be the biggest barrier and problem for meta in the future.
00:19:32
Speaker 1: Then comes privacy, Let's say, But when it comes to
00:19:36
Speaker 1: privacy
00:19:37
Speaker 1: again, there is no rules in meta as of today.
00:19:41
Speaker 1: But the good thing is still I don't know who
00:19:43
Speaker 1: you are, so I can't intrude you outside of the
00:19:46
Speaker 1: website dot world yet. So there's there is no elements
00:19:51
Speaker 1: are designing. These are the rules of engagement. That's about it.
00:19:54
Speaker 1: So on the left side, identity and privacy laws will
00:19:58
Speaker 1: is a mess. It will continue to be a mess.
00:20:01
Speaker 1: Hopefully that technology and everything catches up to that. Then
00:20:05
Speaker 1: comes the law piece of it, whether it is legal jurisdiction,
00:20:08
Speaker 1: legislation and IP, that's a con ended subject. Right now
00:20:13
Speaker 1: it's doggy dog world because nobody knows what else in
00:20:16
Speaker 1: Toto from a jurisdiction perspective, Will it apply in Toto?
00:20:18
Speaker 1: Nobody knows there's no single rules, but everybody has woken
00:20:22
Speaker 1: up to this from a legal jurisdiction and legislation, policies
00:20:26
Speaker 1: and new regulation structures are coming.
00:20:29
Speaker 1: How soon? How common it will be across the world
00:20:32
Speaker 1: is for us to be. How far are we from
00:20:36
Speaker 1: Metaverse events becoming a part of the mainstream marketing budgets
00:20:40
Speaker 1: of some of the bigger brands on the planet? So
00:20:44
Speaker 1: I mean, like, one thing is for sure, probably in
00:20:46
Speaker 1: my experience, maybe it will take half the time that
00:20:50
Speaker 1: the mainstream digital becoming a problem in my mind that
00:20:53
Speaker 1: 10 to generous words probably is half of it, that
00:20:56
Speaker 1: is for sure. The second one is,
00:20:59
Speaker 1: I think, the fear of God brands have jumped into
00:21:04
Speaker 1: this world. It's all about events, and that has taken
00:21:08
Speaker 1: over a frenzy. The fundamental of Web. You are one
00:21:13
Speaker 1: of the community members and brands are not used to
00:21:16
Speaker 1: thinking like that. Brands always they are turning this into campaigns,
00:21:20
Speaker 1: right? So if you become a part of the community
00:21:26
Speaker 1: organically inorganically and you have a true value to add
00:21:32
Speaker 1: in that community, those are the brands which are really
00:21:35
Speaker 1: eating out of them, and that if you see a
00:21:38
Speaker 1: multiple different categories like, uh, it's a 1.5 trillion market, right?
00:21:44
Speaker 1: So it lends itself into meta very well if a
00:21:48
Speaker 1: fashion goes in
00:21:50
Speaker 1: and says, This is just not an event
00:21:53
Speaker 1: But I am part of this larger community. I am
00:21:56
Speaker 1: in multiple meta verses and I have something so unique
00:22:00
Speaker 1: to offer from a utility perspective. They were followed by retail,
00:22:05
Speaker 1: followed by gaming, fitness, financial services, real estate, auto and
00:22:10
Speaker 1: thus the formation is flowing. For this to become mainstream,
00:22:13
Speaker 1: we have to move away from events.
00:22:16
Speaker 1: You had to truly leverage the core features of Web
00:22:21
Speaker 1: three dot co, which is not events which is not
00:22:24
Speaker 1: 15 day alive and kicking. And then after that nobody knows.
00:22:28
Speaker 1: I think today I can submit this morning from Goa.
00:22:32
Speaker 1: Half of the CMO s are saying OK, event is
00:22:35
Speaker 1: good one They've already made a mind is a one
00:22:38
Speaker 1: time wonder event is done Then now what?
00:22:42
Speaker 1: It's been 15 days. I rented a place, I did
00:22:45
Speaker 1: something and I came out. Then what is the based
00:22:48
Speaker 1: on approach?
00:22:49
Speaker 1: The moment our more brands take always on approach, the
00:22:53
Speaker 1: models will change, right? Meta works is a subscription. Everything changes,
00:22:57
Speaker 1: then only it will go into mainstream, but we are
00:22:59
Speaker 1: 23 years away from that right now. Let's do some
00:23:04
Speaker 1: amount of crystal ball using we
00:23:07
Speaker 1: when you look beyond the immediate future of what meta
00:23:14
Speaker 1: events would look like or meta marketing experiences would look like.
00:23:20
Speaker 1: What are some of the biggest innovations in the Metaverse
00:23:25
Speaker 1: media space? So to say, what are some of the
00:23:28
Speaker 1: new stuff that creators and marketers should be excited about
00:23:34
Speaker 1: when they think about the prospect of creating content? It me?
00:23:39
Speaker 1: OK, good question. 23 spaces First one, uh, is, uh,
00:23:46
Speaker 1: I think the world of creators slash influencer marketer. OK,
00:23:52
Speaker 1: that's already started, but that will influence a lot of
00:23:56
Speaker 1: media planning, right.
00:23:59
Speaker 1: Unlike today where I start and stop an influencer marketing campaign,
00:24:06
Speaker 1: I start and stop a celeb
00:24:09
Speaker 1: campaign. In the future, the virtual influencer slash seller
00:24:17
Speaker 1: will take over, which is right. There is no rest
00:24:20
Speaker 1: of them. It's 24 by seven. That means brands can
00:24:24
Speaker 1: and slash media can control how deep you can go,
00:24:28
Speaker 1: how wide you can go, using virtual influences on virtual
00:24:31
Speaker 1: setups for shops.
00:24:33
Speaker 1: That brings to the technology angle of saying every probably
00:24:38
Speaker 1: sell up. Every creator will have their digital humans replica
00:24:43
Speaker 1: used differently, which is all based on this world is
00:24:48
Speaker 1: not a country specific. Unfortunately, right? Even today,
00:24:52
Speaker 1: there is no country specific, right? Right. So watching influencers
00:24:57
Speaker 1: and celebs, the digital human piece of it will influence
00:25:01
Speaker 1: media shot because they can, either Amit, the but for
00:25:04
Speaker 1: one year on subscription
00:25:07
Speaker 1: in the future
00:25:08
Speaker 1: for the brand, the media planning, media buying and media integration,
00:25:16
Speaker 1: using Blockchain is a space which will explore completely because
00:25:22
Speaker 1: not big players have entered. This creates opportunity of integrating
00:25:27
Speaker 1: everything into one universe of media planning. That's where the
00:25:32
Speaker 1: future of media will go into. That's mind blowing right.
00:25:35
Speaker 1: And the last piece is
00:25:37
Speaker 1: where planning will take a super haters to consumers the
00:25:42
Speaker 1: way you know it. Now you're marketing to art completely
00:25:45
Speaker 1: different than who my art would act, behave, see, do
00:25:50
Speaker 1: things very differently. That's the whole piece of this, right?
00:25:52
Speaker 1: You're living a different world. So how am I marketing
00:25:56
Speaker 1: to them? How am I analysing them? But the end
00:25:59
Speaker 1: of the day commerce is driven by me, right? The
00:26:03
Speaker 1: personal consumer.
00:26:04
Speaker 1: So there is a marketing ability from media planners to
00:26:09
Speaker 1: design for and have a balance to have the attribution
00:26:14
Speaker 1: and closure with the normal consumers. That is the most
00:26:19
Speaker 1: complicated piece for media planners. I believe those are the
00:26:22
Speaker 1: first piece of cycle.
00:26:23
Speaker 1: How will we perceive celebrity differently? Because I think what
00:26:27
Speaker 1: has happened primarily with the advent of digital is we
00:26:30
Speaker 1: now think of celebrity in a completely different light as
00:26:34
Speaker 1: compared to back in the nineties or even the two thousands.
00:26:37
Speaker 1: So how do you think that will change?
00:26:40
Speaker 1: See, But all this is fundamentally rooted. All this was
00:26:44
Speaker 1: triggered because one wanted to have power within each individuals,
00:26:50
Speaker 1: which is each one of us, are creators and you
00:26:53
Speaker 1: are in control of your destiny. So it's all foundation
00:26:57
Speaker 1: mean cycle is about creative.
00:26:59
Speaker 1: That's what all this is about, To be honest, right?
00:27:03
Speaker 1: So in that context, if I am a celebrity, obviously
00:27:08
Speaker 1: I have now multiple ways to monetize my reputation. OK,
00:27:14
Speaker 1: that is a given, right, right. That's a given now,
00:27:18
Speaker 1: right eye of monetizing, right? Either I go to a
00:27:20
Speaker 1: brand
00:27:22
Speaker 1: or I do my individual push so much that I
00:27:25
Speaker 1: had some ways to monetize right? Even today. If you
00:27:28
Speaker 1: are a seller other than brands paying you or getting
00:27:31
Speaker 1: some opportunities, there is no other monetization opportunity, right? So
00:27:36
Speaker 1: because of new meta data, you have now 50 different
00:27:41
Speaker 1: ways of monetizing celebrity. To the fans, obviously, is one
00:27:47
Speaker 1: degree separation no longer the gap, right?
00:27:50
Speaker 1: The third one of how it makes us look and
00:27:54
Speaker 1: feel celebs because it's a wonderful world of creator economy,
00:27:59
Speaker 1: the difference and amazing celebrity to a normal creator. I
00:28:05
Speaker 1: am a creator. I didn't have the power to monetize
00:28:08
Speaker 1: my humour. I was good in this. I was not
00:28:11
Speaker 1: able to monetize. But now, with the advent of new models,
00:28:15
Speaker 1: it can be monetized. What I'm saying is, if you
00:28:17
Speaker 1: are a, you can say anybody who comes and sees
00:28:21
Speaker 1: something of mine should pay because I made the rule
00:28:25
Speaker 1: because it's a the land world.
00:28:28
Speaker 1: So when I get into that space, when I get
00:28:32
Speaker 1: a piece of saying my reputation is monetized, there is
00:28:37
Speaker 1: the value of celebrity keeps coming down and down because
00:28:40
Speaker 1: there are instead of celebrities. There are now one lac.
00:28:43
Speaker 1: Many celebrities slash creators, right, so the world of celebrities
00:28:47
Speaker 1: is the biggest shake point, but they will make up
00:28:50
Speaker 1: because they are now 10 ways of monetization cycle.
00:28:53
Speaker 1: The advent of Web two point Oh, and now, with
00:28:56
Speaker 1: the explosion of digital media, there has become this long
00:29:02
Speaker 1: tail of two. I like to call the middle class
00:29:06
Speaker 1: content creators, right? Do you think that this long tail
00:29:09
Speaker 1: of the creator economy is going to, you know, go
00:29:12
Speaker 1: further ahead with Web 3.4? Or do you think over
00:29:17
Speaker 1: time as celebrity
00:29:20
Speaker 1: is, celebrities are able to assert more power in terms
00:29:24
Speaker 1: of their monetization capabilities? It will lead to some amount
00:29:28
Speaker 1: of centralization in terms of monetizing capabilities.
00:29:32
Speaker 1: No sector. I think it the future belongs to many creators,
00:29:37
Speaker 1: one because, uh, they are far better in creating one
00:29:42
Speaker 1: on one relationship contextually in multi worlds in Meta wars,
00:29:46
Speaker 1: for example, if you're a Sunil game, OK, you have
00:29:51
Speaker 1: two choices as a brand. Either you create an
00:29:54
Speaker 1: or the digital human of a celebrity who is standing
00:29:57
Speaker 1: there right. People come and talk, chat and have experiences,
00:30:02
Speaker 1: or there is a true creator who goes in there
00:30:06
Speaker 1: and says, Here is the six Variables,
00:30:10
Speaker 1: which is probably nice air shampoo Used air different for
00:30:16
Speaker 1: different weathers, right? Oh, what does the air do for
00:30:20
Speaker 1: humid weather and stuff like that? If e. Creates six
00:30:24
Speaker 1: variables and puts that into the Sun world cycle more
00:30:28
Speaker 1: rather than no utility based celeb
00:30:32
Speaker 1: outdoors.
00:30:34
Speaker 1: So the opportunities for individual creators long tail
00:30:39
Speaker 1: creating opportunities of utility in every new corner of meta
00:30:45
Speaker 1: wars contextually is where the game will change.
00:30:51
Speaker 1: Aim itself now in faders. Correct. You are an artist,
00:30:54
Speaker 1: a skin colours. Let's say you can. There's an artist
00:30:58
Speaker 1: who can automatically, Uh, if you are that creator, you
00:31:03
Speaker 1: go into that game you can start creating today. That
00:31:07
Speaker 1: means there's no space between your creation and your consumers
00:31:12
Speaker 1: and sell up will not be able to adapt to
00:31:15
Speaker 1: that model.
00:31:16
Speaker 1: And content creation is going to be even more seamlessly
00:31:22
Speaker 1: weaved in to the brand narrative. I'm presuming, because I
00:31:27
Speaker 1: think the rise of content marketing, as we call it
00:31:32
Speaker 1: in the truths of the term, bloomed with digital because
00:31:36
Speaker 1: Digital offered this opportunity to be able to produce content
00:31:41
Speaker 1: that doesn't treat like sales.
00:31:42
Speaker 1: This is no future for content, absolutely where the distinction
00:31:48
Speaker 1: between what is marketing and what is entertainment or what
00:31:51
Speaker 1: is marketing or what is information? The lines are even
00:31:55
Speaker 1: blurrier than they have ever been. Absolutely, Absolutely. That's a
00:31:59
Speaker 1: very exciting note to end this chat with. With that,
00:32:04
Speaker 1: it's a wrap. Thank you so much for being on
00:32:07
Speaker 1: the podcast. We really appreciated this conversation and you taking
00:32:10
Speaker 1: time out.
00:32:12
Speaker 1: Guys, please tune in next week for the next episode
00:32:16
Speaker 1: of the U Incorporated podcast.
00:32:22
Speaker 1: Thank you for tuning into the U Incorporated podcast with me.
00:32:28
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00:32:32
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00:32:53
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