Context Is the New Currency: Why Relevance Is Replacing Attention in Advertising
Date: 01st September 2026, 12:30 PM
Location: Bangalore
Advertising effectiveness is increasingly moving beyond reach, impressions and clicks as changing consumer behaviour makes relevance more critical. At CMOs’ Charcha, Bengaluru Chapter 2026, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, highlighted how consumers now move between different needs, platforms and conversations, making context an important factor in how brands engage with them.
Hariram pointed out that the same consumer can be in very different mindsets at different points of the day. A person may begin by researching a road trip, compare hotels later and then shift to planning the journey, making repeated exposure alone insufficient to create relevance.
The wider panel discussion examined how marketers can connect attention with intent by understanding the consumer journey and the role an impression plays within it. The conversation also stressed that scale and frequency cannot replace meaningful context, particularly as AI-driven discovery and fragmented media consumption reshape how consumers make decisions.
Listen the full session here: Link
