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At a time when attention spans are shrinking and media consumption is more fragmented than ever, marketers are rethinking the traditional 20-second ad. A high-powered panel at day 3 of Goafest 2025 explored how content, context, and creativity are coming together to build salience and relevance for modern brands.
Moderated by Yash Chopra, Head of Video Ad Sales at Amazon Ads, the discussion brought together Kanika Anand, GM - Media at Airtel; Rashmi Sehgal, Chief Digital and Transformation Officer at Zenith; and Ajay Mehta, Head - Content & Creative Services at GroupM. Together, they unpacked the shifting dynamics of advertising in an era where consumer journeys span platforms, screens, and content formats in the discussion titled "Beyond the 20 Second Ad Window - Crafting Meaningful Brand Moments in the Attention Economy".
Yash Chopra, Head of Video Ad Sales at Amazon Ads and the session chair, kicked off the discussion by spotlighting a fundamental shift: “Viewability is no longer enough - attention is the new currency. But not all attention is equal. We need to understand if it’s active, passive, or even eager attention, and tailor our content accordingly.” This set the tone for an insightful dialogue on balancing reach, engagement, and measurable impact in a world saturated with content.
Anand shared how her team is moving past traditional benchmarks of measurement and added, “We no longer measure success just by the number of eyeballs on a TV or OTT platform. We dig deeper into search volumes, third-party studies, and platform-level data to understand where real engagement happens.”
She highlighted Airtel’s innovative approach to campaigns - leveraging the narrative power of popular web series and movies, and measuring impact beyond the conventional 20- to 30-second ad formats. “Long-form content commands more active attention; short-form often only earns passive glances. We’re creating differentiated, star-format ads that resonate longer and drive better recall.”
Echoing this thought, Sehgal stressed the value of immersive advertising. “Our data shows immersive formats can deliver up to six times the effectiveness of standard ads,” she noted. She further emphasised the importance of content relevance and viewer behaviour understanding and said, “Short-form is great for reach, but true brand stickiness comes from long-form storytelling that fits naturally into the consumer’s journey.”
Taking the conversation towards tangible business impact, Mehta highlighted one of the toughest questions marketers face: “How does content drive conversions?” He shared a compelling example of marrying content with commerce, on how Amazon MX Player branded OTT shows linked directly to shoppable packs on Amazon. “This wasn’t just sponsorship or product placement. The audience could watch the show, click on products within the story, and complete a purchase seamlessly. This is content commerce, and it’s the future,” he explained.
He added that immersive content, where viewers have agency, such as choosing storylines or engaging interactively, significantly boosts attention and ROI. “Brands want more than awareness; they want measurable business results, and immersive, shoppable content bridges that gap,” he asserted.
The panel consensus was clear: quality attention beats quantity. Marketers must innovate beyond traditional ad formats and measurement, embrace long-form immersive storytelling, and create seamless pathways from engagement to purchase.
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