Why TikTok Beats TV, But Not In India - Santosh Nair Explains, After Tracking $3.8B In Ad Spend

2026-07-18 · Source: AIM Network · Field: Business & Management — Marketing, Branding & Advertising, Data Science & Analytics, Corporate Strategy & Leadership · Depth: Intermediate, extended

Summary

Santosh Nair, co-founder of Analytic Edge, discusses the evolution of marketing analytics and the strategic value of external insights, particularly following Analytic Edge's acquisition by C5i. C5i measured approximately \$3.8 billion in ad spend last year, aiming to move the needle by even 2% for clients, which translates to billions. Nair highlights that while platforms like TikTok show high short-term ROI in APAC countries (excluding India), a holistic view is crucial, as TV drives long-term awareness. He emphasizes the shift from static, annual measurement to dynamic, full-funnel approaches, acknowledging media fragmentation where TV's share of total ad spend has dropped from 95% to 27-28%. The integration with C5i enables Analytic Edge to apply AI for greater efficiency and to develop conversational layers on their Q platform, enhancing client understanding and trust in complex measurement methodologies.

Key takeaway

For Directors of AI/ML or marketing consultants evaluating media spend, you must shift from solely optimizing short-term ROI to a comprehensive, full-funnel approach. Your measurement strategies should integrate AI-driven conversational layers to demystify complex models, fostering client trust and enabling a focus on long-term, sustainable profitability. Neglecting this evolution risks misallocating significant budgets and failing to capture true marketing impact across fragmented media channels.

Key insights

Effective marketing measurement requires structured thinking, full-funnel analysis, and transparent methodologies to build trust and achieve sustainable profitability.

Principles

• Acquisition success hinges on cultural alignment.
• Structured thinking is core to problem-solving.
• Transparency in models fosters client trust.

Method

Apply Bass diffusion theory to fragmented media, integrating all touchpoints for a full-funnel approach to long-term ROI measurement.

In practice

• Prioritize long-term ROI over short-term gains.
• Implement AI for conversational analytics on platforms.
• Educate clients on "what it is not about".

Topics

• Marketing Analytics
• ROI Measurement
• Media Fragmentation
• AI in Marketing
• Full-Funnel Approach
• Acquisition Strategy

Best for: Marketing Professional, Director of AI/ML, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by AIM Network.