The Age of Attention: How New Consumption Patterns Have Redefined Marketing in India
With over 400 million people online, India has come a long way from families having to gather around the TV to catch up on that week's episode of their favorite sitcoms. Thanks to mobile and online video, millions of Indians are now merely one touch away from the content they love. As access to marketers' most valuable audiences becomes a commodity, the challenge will shift to capturing audiences' attention.
In the 90s, millions of Indians considered their TV sets...