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If you're someone who often says "take this offline" or "touch base" at work, it might be time to rethink your vocabulary. 

A new study conducted by AI transcription tool Notta.ai's research team, which analyzed more than 5,000 Reddit comments from around 100 different subreddits, has revealed the top 10 most-hated pieces of corporate jargon, and the results point to a generational eye-roll from Gen Z and millennial employees.

Topping the list is "circle back," followed by "synergy," "lean," "touch base," and "agile."

Notta's analysis found that these five phrases alone account for more than 40 percent of all complaints related to office buzzwords, according to a Fortune report.

Kiyoto Tamura, the spokesperson and COO of Notta, told Fortune: "This study exposes a disconnect between corporate language and effective communication."

"Terms like 'bandwidth' and 'agile' are now misused outside their original contexts. Meanwhile, traditional business terms like 'synergy' and 'leverage' continue to be among the most annoying jargon used in corporate settings," Tamura told Fortune.

Rounding out the full list of top offenders are “bandwidth,” “leverage,” “reach out,” “low-hanging fruit,” and “take this offline.” 

The study also highlighted five particularly quirky phrases that made an impact: “boil the ocean,” meaning to attempt something impossible; “blue-sky thinking,” to brainstorm without limitations; “open the kimono,” to reveal information; “swim lane,” referring to a person or department’s area of responsibility; and “peel back the onion,” which urges a deeper examination of a problem, the report added.

Gen Z and Millennials unveil the 10 most cringeworthy office jargon

Internshala's new report, titled "Learning and growth opportunities: A key priority among Gen Z job seekers," sheds light on the evolving expectations of the Gen Z workforce, with a strong emphasis on personal and professional growth. 

The findings suggest that learning and development are now the primary motivators for Gen Z when choosing a job, surpassing traditional priorities such as salary or job stability. 

The report reveals that 67% of Gen Z job seekers view learning and development opportunities as the most important factor in their job applications. This shift highlights a generation that places a high value on skill development, career advancement, and continuous learning. Employers are advised to focus on creating robust learning frameworks and clear career progression pathways to attract and retain young talent.

Training and development programs emerged as the top priority for career growth, cited by 42% of respondents, followed by promotion opportunities (38%) and a company's growth trajectory (14%). Despite 80.7% of respondents feelings that employers effectively communicate learning opportunities, a notable 20% expressed concerns about the transparency of these offerings during recruitment.

Mentorship is also a crucial component of Gen Z's career development, with nearly 70% of respondents emphasizing its importance. 

The report indicates that mentorship programs, along with structured training initiatives, are vital for fostering a supportive learning environment that enhances employee satisfaction and retention.

Diversity and inclusion (D&I) initiatives play a significant role in supporting Gen Z's growth, with 87.2% of respondents recognizing the positive impact of such programs. By promoting innovation and broadening perspectives, D&I initiatives not only appeal to Gen Z's socially conscious values but also contribute to a richer workplace culture.

The report also highlights Gen Z's preference for a balanced approach to learning. While 17.2% prioritize hands-on experience, the majority (73%) appreciate a mix of formal training, on-the-job learning, mentorship, and career advancement opportunities. 

Additionally, nearly half of Gen Z respondents favour collaborative learning environments, such as group projects or team-based activities, underlining the importance of company culture in fostering innovation and continuous improvement.

When comparing startups and large corporations, 48% of respondents believe that startups provide better hands-on experience and growth opportunities, while 24.5% prefer the structured training programs offered by larger companies. Flexibility in learning formats is also crucial for Gen Z, with 53% indicating that they adapt their learning styles to the situation.

Practical, hands-on experiences remain the preferred method for acquiring technical skills, with 51.5% of respondents favouring this approach.

Commenting on the insights, Sarvesh Agrawal, founder and CEO of Internshala, said, “Catering to the early talent — students and freshers with their learning and employment needs for over a decade now, we at Internshala pride ourselves as the voice of GenZ job seekers. In a previous survey we did with GenZers, we learned the interesting insight of how much weight learning and growth opportunities have in a GenZer’s decision to apply to a job. Through this report, we have dived deeper to learn more about GenZ jobseekers’ learning and growth expectations from a prospective employer.”

Read more: <a href="https://www.storyboard18.com/how-it-works/creative-careers-flourish-as-gen-z-pushes-back-against-hustle-culture-report-45623.htm">Creative careers flourish as Gen Z pushes back against hustle culture: Report</a>

Gen Z prioritizes learning and growth opportunities in career decisions: Report

Let's talk about a seemingly simple word that's become a bit of a monster in the world of apps and software: engagement.

Once upon a time, engagement meant you actually liked using something. Today, however, it's about trapping users on screens, keeping their eyes locked and thumbs scrolling. Sounds familiar? You're not alone.

Nithin Kamath, co-founder of Zerodha, nailed it with this LinkedIn post: "With everybody chasing 'engagement,' we seem to have made many things on the internet annoying and unusable. My own phone is constantly on silent because of annoying calls, notifications, emails, etc. From day one of Zerodha, 'don't do unto others what you don't want done unto you' has been at the core of our philosophy. We don't send an email or a notification unless it's important. Counter-intuitively, this is why people trust us."

Let's unpack what he means. 

Kamath's philosophy is simple: Only reach out to users if there's genuine value. Zerodha avoids the constant barrage of notifications and instead builds user trust, even if it sacrifices short-term profits. The idea is to create a sustainable business that respects users' time and attention-a rare principle in today's world.


Engagement's evil twin: Entrapment


Let's face it, "user disengagement" has become a kind of digital trickery. Apps and platforms have moved beyond helping users to actively trapping them. With relentless notifications, gamified features, endless updates, and faux-personalization, software today lures users back again and again. but are these methods actually useful, or just tactics to keep you scrolling?

Every red dot on an app, every ping and ever special offer in engineered to pull users back in. Consider the irony: apps designed to make life easier now demand more of our attention than we'd like. In fact, they demand so much of it that the act of switching between apps drains cognitive energy daily.


The real meaning of engagement


So what's the difference between real engagement and entrapment? True engagement means using an app when it's useful, then leaving when you're done. The best designs are invisible; they solve a problem and then get out of the way. 

In contrast, forced engagement feels like a needy relationship-one where the app is always craving attention, even when you'd rather be left alone.

Zerodha's design avoids gimmicks and empty promises. They don't need to run ads or send endless notifications to keep people hooked. Instead, they focus on creating a financial platform that's genuinely helpful. The team believes in "user disengagement"-letting users engage only when there's something of real value.


No tracking, no tricks


Ever felt a bit creeped out by an app that seems to know you too well? That's called tracking. Many platforms analyze every click and scroll to figure out how to "engage" you more effectively. Instead, let users engage on their terms. No tracking, no intrusive calls, no "dark patterns" (those sneaky tricks to make users to do things they wouldn't normally do). Let the user use the app as needed, and trust that users will return if the service provides value.


Gimmicks not welcome


One of the biggest culprits in the engagement trap? Gimmicks. Endless special offers, loyalty points, and 'surprise' pop-ups are all engineered to get us hooked, often with little value attached. But when an app or service relies on gimmicks to retain users, it's probably not as valuable as you'd like to think.

App developers can keep things serious and sustainable. For example, Zerodha doesn't hand out discounts or create loyalty schemes. Instead, they charge a nominal fee to sign up, which has the effect of filtering out users without a serious intent to invest. They let people join, use the service if it's valuable, and leave without a hassle if it isn't.


The importance of ethical engagement


When you think about it, respecting user time isn't just good for business-it's ethical. Kamath's "don't do unto others" principle reminds us that software should respect user autonomy. No one enjoys uninvited notifications or pop-ups, yet they've become standard practice in app design. When engagement becomes a race for eyeballs, businesses lose sight of what matters most: actually helping users.


Conclusion


Today, a lot of digital “engagement” is just noise. Zerodha’s approach reminds us that user respect can be a competitive advantage. By making thoughtful, ethical decisions, they show that meaningful software doesn’t need to be invasive or manipulative. After all, the best designs serve users’ needs—not just business metrics.

So, next time your phone buzzes with a notification, ask yourself: is this useful, or just another trap? And remember, there are companies out there that value your attention and time. You just have to look for them.

Read more: <a href="https://www.storyboard18.com/how-it-works/genz-explainer-what-is-presenteeism-and-how-to-manage-it-46051.htm">GenZ Explainer: What is 'Presenteeism' and how to manage it?</a>

Gen Z Explainer: The concept of 'user disengagement'

As organizations adapt to post-pandemic workplace dynamics, a growing phenomenon is quietly sapping productivity: presenteeism. 

Defined as the act of being physically present at work while unwell, unmotivated, or disengaged, presenteeism may seem less damaging than absenteeism, but research suggests otherwise. In fact, studies indicate that the loss in productivity from presenteeism may be up to three times higher than absenteeism, making it a silent threat to organizational growth.

A recent study by Global Corporate Challenge reveals that presenteeism costs businesses up to 57.5 days of lost productivity per employee annually - an alarming figure when multiplied across entire workplaces. 

Similarly, a 2023 report from Gallup found that globally, only 23% of employees feel engaged at work, highlighting that mental disengagement is a widespread issue. These statistics point to an urgent need for organizations to not just focus on attendance, but also on the quality of that presence.

Why Does Presenteeism Happen?

Unlike absenteeism, which is easier to track, presenteeism often goes unnoticed. Employees may show up to work even when they are mentally unwell, stressed, or physically ill, either out of fear of being perceived as lazy or due to pressures of meeting deadlines.

However, post-pandemic, the rise of remote work initially helped mitigate presenteeism by giving employees greater flexibility. However, the return to hybrid or full-time office models has led to a resurgence of this issue. A very recent move by Amazon mandated its employees to return to the office five days a week from next year, leading to 73% considering quitting.

The modern corporate culture - where long hours are often rewarded-contributes significantly to presenteeism. Employees may feel compelled to work through illness or personal challenges to maintain their standing. This often leads to burnout, reduced job satisfaction, and ultimately, lower overall output.

The Cost to Businesses

The financial implications of presenteeism are staggering, when it is considered as one of the key contributors to an employee's receding mental health. According to a Deloitte Touche Tohmatsu India LLP (DTTILLP) estimate, poor mental health among employees cost Indian businesses around Rs 1.1 lakh crore (US$14 billion) due to absenteeism, presenteeism, and attrition. Out of the total cost of Rs 1.1 lakh crore, presenteeism accounted for Rs 51,000 crore. 

For businesses, the cost can manifest in multiple ways: poor decision-making, errors, reduced creativity, and lower morale among teams. Moreover, employees who continue to work while unwell can experience a longer recovery time, compounding the problem.

How to Manage Presenteeism?

1. Prioritize mental health

Businesses need to create a culture that normalizes taking breaks and seeking mental health support. Offering access to employee assistance programs (EAPs), providing mental health days, and implementing workshops on stress management can help. A 2024 Deloitte study found that engagement levels rise by 20% and the likelihood of turnover reduces by 87% when employees trust their organizations' commitments to improving wellbeing.

2. Foster open communication

Employees are more likely to show up while unwell if they feel their absence could harm their reputation or team performance. Leaders must encourage open dialogues about workload and well-being, ensuring that employees don't feel guilty for taking time off to recover. 

3. Offer flexible work options

Flexibility is a key factor in reducing presenteeism. Hybrid work models or staggered work hours can ease the pressure employees feel to be "always on." A study found that companies offering flexible work schedules reported lower levels of presenteeism than those with rigid work policies.

4. Early intervention by management

Line managers play a crucial role in identifying presenteeism. Training them to recognize signs-such as frequent mistakes, lack of focus, or declining output-can prompt early interventions.

5. Revisit performance metrics

Rewarding hours spent in the office or time logged online is outdated. Instead, businesses should shift to outcome-based performance metrics. This focuses on what an employee achieves, not the time they spend on tasks, giving them the freedom to take necessary breaks when unwell.

Conclusion

Presenteeism is more than just a workplace trend—it’s a costly issue that’s deeply ingrained in today’s corporate culture. Addressing it requires a concerted effort to promote well-being, encourage flexibility, and create an environment where employees feel supported in managing their health. For businesses, the benefits of reducing presenteeism are clear: healthier, more engaged employees, and a stronger bottom line. As the future of work continues to evolve, tackling presenteeism should be a priority for every organization looking to thrive.

Sources: Deloitte, Gallup, Forbes

GenZ Explainer: What is 'Presenteeism' and how to manage it?

As the largest generation in India's history, Gen Z, with a population of 377 million, wields a remarkable influence over the nation's consumer market.

A new report by Snap Inc. and Boston Consulting Group reveals that this diverse cohort, often mistakenly generalized as just teenagers, holds a staggering collective spending power poised to reshape the economic future of the country.

The report titled "The $2 Trillion Opportunity: How Gen Z is Shaping the New India" sheds light on the immense economic potential of this generation. It highlights their unique spending behaviours, influences, and the substantial impact they are making across various sectors.

A Force to Reckon With: Gen Z's Spending Power

Gen Z is not just participating in the economy; they are redefining it. With a collective spending power currently at $860 billion, they account for an impressive 43% of India's total consumption. This demographic is particularly influential in several key categories, driving significant spending in areas such as footwear (50% of total spending), dining (48%), out-of-home entertainment (48%), and fashion and lifestyle (47%). Projections suggest that their spending power could soar to $2 trillion by 2035, indicating that every second rupee of consumer spending in that year will be driven by Gen Z.

As of now, one in four Gen Z individuals are part of the workforce, contributing to a total spending power of $860 billion. This figure breaks down into direct spending of about $200 billion-money they earn themselves-and influenced spending, which includes purchases swayed by their preferences or recommendations, totaling $660 billion. 

By 2035, the direct spending is expected to leap to $1.8 trillion, illustrating the immense potential of this generation as economic contributors.

The Social Influence of Gen Z

Contrary to the stereotype of being detached or disconnected, Gen Z places significant value on authenticity and meaningful relationships. 

Approximately 70% of this generation relies on their close-knit circle of friends and family for guidance, especially regarding purchases. They actively share updates about their lives and seek opinions on decisions ranging from shopping to content consumption.

Interestingly, 80% of Gen Z individuals consult their friends before making purchases, underscoring the importance of peer influence in their buying behaviour.

This generation favours visual content, with 80% expressing themselves through images, GIFs, and immersive visuals. They prioritize genuine connections and demonstrate their authenticity through these visual mediums. This emphasis on shared experiences has given rise to trends like "shopcializing," where shopping experiences are shared with friends via photos or video calls. 

Gen Z is seamlessly blending online and offline shopping experiences, with half of them likely to check wish lists or creator pages while physically in-store-a stark contrast to only 32% of Millennials doing the same.

The Disconnect: Recognition vs. Action

Despite their undeniable impact on the consumer landscape, there exists a notable disconnect between recognition and action among businesses. While 45% of companies acknowledge the potential of Gen Z, only 15% have actively leveraged insights about this generation in their marketing strategies. This gap represents a significant opportunity for brands to engage more deeply with a demographic that will shape the future of consumption in India.

To capitalize on the potential of Gen Z, marketers and businesses are encouraged to adopt five key strategies:

1. Rapid Innovation: Brands should innovate quickly to stay aligned with current trends.

2. Integrated Social Interactions: Brands need to weave social interactions throughout the shopping journey.

3. Visually Immersive Experiences: Creating engaging visual content online and offline will resonate with this audience.

4. Seamless Omnichannel Pathways: Ensuring a smooth shopping experience across various channels is crucial.

5. Engage the Right Influencers: Collaborating with influencers who genuinely connect with Gen Z can drive brand affinity.

Looking Ahead: A Bright Future

Pulkit Trivedi, Managing Director, India, Snap Inc., emphasized the significance of understanding Gen Z's economic potential. "India is a young nation with a 377 million Gen Z population, which will shape the future of India's growth in the next two decades. Gen Z will be the biggest contributor to India's consumption growth, driving $1.8 trillion worth of direct spend by 2035."

Nimisha Jain, Senior Partner and Managing Director at BCG India, further highlighted the need for brands to authentically engage with Gen Z. “Understanding and engaging with Gen Z isn’t just good to have; it’s necessary for winning today and will be imperative for survival tomorrow.”

As Gen Z continues to emerge as a dominant force in the Indian economy, businesses must adapt and respond to their distinct values and preferences. Ignoring this generation’s influence could mean missing out on the vast economic opportunities they present.

Gen Z: The $2 trillion force reshaping India's consumer landscape

In today’s always-on world, getting a full night’s rest has become a luxury. With work pressures, technological distractions, and increasing demands on productivity, uninterrupted sleep seems like a distant dream for many, especially young adults. Yet, good sleep is essential—not only for cognitive function but also for physical well-being. 

According to the National Institute of Health, 7% to 19% of adults reportedly do not get enough sleep, while 40% reportedly fall asleep during the day at least once a month. Additionally, the average person gets less than seven hours of sleep every night, according to NIH.

In response, a new trend, "sleepmaxxing," is emerging as a viral solution, spreading quickly across social media platforms like TikTok.

What is 'Sleepmaxxing?'

Sleepmaxxing is the latest wellness trend encouraging people to improve their sleep quality by eliminating distractions and enhancing their sleeping environment. 

Sleepmaxxing advocates turn to an array of gadgets and supplements - from magnesium sprays and chin straps to foot sprays, mouth tapes, and sophisticated sleep trackers - all designed to promote sleep. Some videos even claim that sleepmaxxing can improve deep sleep by up to 34%.

As the trend gains popularity, tech companies are jumping on board, offering products like the AI-powered Neurotechnology headband, which claims to use brainwaves to cancel out background noise for a more peaceful slumber. 

The surge in interest has fuelled a booming market for smart sleep solutions, wearable tech, and wellness gadgets, making it easier than ever to purchase a "better night's sleep."

However, the big question remains: Is sleepmaxxing safe and effective? Vanessa Hill, a behavioral sleep scientist at the Appleton Institute in the US, shared her thoughts with The New York Times, noting, "The most important thing is that you feel more comfortable, that's great." Yet, Hill adds that most of these gadgets are unlikely to make a significant difference in sleep quality.

Certain techniques, like mouth taping, have been shown to help individuals with sleep apnea, but their impact on those without breathing issues remains unclear. 

Additionally, experts warn that sleepmaxxing could lead to unintended negative consequences. One such risk is Orthosomnia, a condition where people become overly fixated on achieving the "perfect" sleep, potentially creating new anxieties and worsening sleep quality.

As sleepmaxxing continues to trend, it is important to approach it with caution. While technology might help, experts emphasize that the most crucial factor in a good night's sleep is comfort and consistency - something that no gadget can guarantee.

Gen Z Explainer: The rise of 'sleepmaxxing', a sleep revolution or overhyped trend?

GenZ-focused fashion startup NEWME has introduced a 90-minute delivery service for its fashion products in select Delhi-NCR pin codes, embracing the quick commerce trend sweeping in India. 

The pilot program currently serves areas including Gurgaon Sec-37, Sec-40, DLF Cyber Hub, Dwarka, Palam Vihar, and Najafgarh.

Customers can access this service through the NEWME app, choosing from an assortment of over 6,000 styles. The company reported that within the first few hours of the launch, it received over 100 orders in less than 30 minutes of going live, with many deliveries completed in under 25 minutes.

Sumit Jasoria, Founder and CEO of NEWME, shared in a LinkedIn post that the idea for 90-minute delivery originated from customer feedback about delayed deliveries in fast fashion. "If someone had asked me two years ago if this was possible, I might have laughed. Feedback from our customers who were frustrated with delivery times stretching to 2-3 weeks was our driving force. This initiative marks a new chapter in how fast fashion brands can connect with their consumers," he wrote.

Following the pilot in Delhi-NCR, NEWME plans to expand the rapid delivery service to Mumbai, Bengaluru, and Hyderabad in the next two weeks.

The introduction of 90-minute fashion delivery comes at an interesting time in India's quick commerce landscape, which is witnessing an expansion of categories and products deliverable within 10-30 minutes. 

The success of companies like Zepto, Blinkit, and Instamart has prompted larger players like Amazon and Flipkart to enter this space. Industry experts suggest that quick commerce has the potential to broaden its product assortment beyond groceries and personal care items to include small appliances and more - a trend already visible on these platforms.

Founded in 2022 by Sumit Jasoria, Vinod Naik, Shivan Tripathi, and Himanshu Chaudhary, NEWME targets Gen Z customers in India and Southeast Asia. Aligning with Gen Z consumer behaviour, the startup releases curated collections every week. Beyond its website and app, NEWME operates six retail stores across Bengaluru, Hyderabad, Indore, Mumbai, and Chandigarh, with plans to open 15 more by March 2025.

Most recently, NEWME rasied $18 million in a funding round led by venture capital firm Accel, with participation from existing investors Fireside Ventures and AUM Ventures. 

GenZ fashion startup NEWME launches 90-minute delivery service in Delhi-NCR

Gen Z Explainer is your go-to source for the latest trends, news, and insights on topics that matter the most to GenZ.

In the rapidly changing landscape of the modern office, every generation brings its own distinct appeal and aspirations. To keep up with the present times, addressing the expectations of Gen Z workforce and understanding their mindset is imperative for employers seeking to empower the infinite potential of this generation.

While there may be a fine line between Millennials and Gen Z'ers, the latter aims to stride ahead with a demand for rapid technological adaptation. Gen Z has a thirst for seeking knowledge, have opinions, and possess a quality to face challenges.

For workplaces seeking to attract and retain top talents, it is crucial for employers to understand Gen Z's expectations and aspirations. 

Here are some key workplace expectations of Gen Z that employers must align with:

1. Flexibility and Work-Life Balance
For Gen Z, flexibility is non-negotiable. This generation values work-life balance and prefers jobs that offer remote work options, flexible hours, and the ability to take time off when needed. They believe that productivity isn't tied to a 9-to-5 work schedule and are looking for employers who understand the importance of balance and a life beyond work.

2. Diversity and Inclusion
Gen Z expects workplaces to be inclusive and diverse. They seek companies that prioritize equality, not just in words but in action. This generation is keen on seeing real representation in leadership, diverse hiring practices, and an inclusive work culture where everyone feels valued. 

3. Meaningful Work
Gen Z is fuelled by purpose. They want to feel that their work has a positive impact on society and aligns with their inner values. Whether it is through the company's mission, social responsibility initiatives, or the work itself, they're looking for roles that offer more than just a pay check.

4. Continuous Learning and Development
Career growth is a priority for Gen Z, and they expect employers to provide opportunities for continuous learning. Whether it's through formal training programs, mentorship, or on-the-job learning, they aim to develop new skills and advance their careers rapidly. This generation sees learning as a lifelong journey, and seek employers who support that vision.

5. Emphasis on Mental Health
Gen Z is leading the charge in prioritizing mental health in the workplace. They expect employees to provide support through mental health resources, wellness programs, and a culture that promotes openness about mental well-being. For Gen Z, a healthy workplace is one where employees feel supported, personally and professionally.

Sources: Media reports, employer studies and surveys, workforce monitors

Gen Z Explainer: 5 Workplace Expectations Redefining the Modern Office

83% of Gen Z individuals are upskilling to secure better job opportunities, according to Simplilearn data. Notably, India has a significant number of Gen Z youth with over 600 million people under 28. The data estimated that upskilling could bring over 100 million young Indians into the workforce. By 2030, 30% of the global workforce will comprise Gen Z’, the data added.

"Gen Z is actively improving their skills to meet the changing demands of the job market, especially in the growing tech industry. This proactive approach aligns with overall economic trends focused on digital transformation and innovation across sectors," according to Simplilearn.

The data highlighted that approximately 66% of those upskilling hold bachelor’s degrees. Nearly 60% of learners are currently employed in the IT sector, and 40% are engaged in various non-IT industries.

Among the most enrolled courses, data science and business analysis led with 35.3%, followed by AI and machine learning at 33.9% and cybersecurity at 20.2%, the data mentioned.

Gen Z's impact on today's workforce comes from their digital proficiency, fresh perspectives, and relentless focus on upskilling. As a digital native generation who has grown up with a high exposure to technology, they find it easy to pick up digital tools and new ways of working. They do not have the baggage of set ways of doing things and this allows them to look at business problems afresh, without constraints, and in the context of new technologies available. It is great to see our Gen Z generation upskilling in large numbers, taking proactive steps to build the career they want, and adding value to their workplaces," Kashyap Dalal, Co-founder and Chief Operating Officer of Simplilearn said.

Over 80% of Gen Z getting upskilled to secure new job opportunities: Simplilearn

Marketers love everything millennial and genz and what is a better place to find this set of target audience than gaming apps. Brands are generously spending on gaming app, significantly pushing mobile advertising spends. InMobi’s latest Mobile Game Advertising 2022 report for India says 75% of brands have been advertising on mobile game apps for more than a year, which has led to a two-fold increase in gaming ad spends since the pandemic.

According to the report, gaming witnessed a 32% YoY growth in average spending by advertisers. While completion rates and views are the most sought-after campaign metrics by advertisers, the lift in brand awareness is used as a benchmark for campaign success on mobile gaming.

Out of the 205 Indian mobile marketing leaders surveyed, 42% of advertisers stated that they used programmatic trading on open exchanges while 38% used programmatic private marketplace deals for gaming advertising. On the other hand, blended in-game ads were the most popular format that advertisers want to use in the future.



<blockquote>"Brands have taken notice of the gaming industry's rapidly growing consumer adoption and engagement. Hence, mobile game advertising is evolving into more than simply a trend as audience reach keeps growing, ad formats diversify, and ad budgets keep rising. Over time, more and more advertisers are including mobile game advertising in their media mix owing to the positive outcomes and impactful results,” said Rishi Bedi, Managing Director, Asia Pacific at InMobi.</blockquote>




98% of gaming advertisers claimed to have increased their spends on mobile game apps in the past year leading to a 2X jump in mobile gaming ad spends year on year. This increased activity not only captures the current sentiment of advertisers and their intrigue regarding gaming advertising, but also goes on to show the potential this emerging marketing channel possesses

The study showed that advertising on mobile gaming delivers better performance compared to non-gaming environments with up to 2x higher completion rates and engagement. Moreover, 97% of the marketers that advertise on mobile gaming are satisfied with their experience and results, says the report.

GENZ