GroupM’s ‘This Year, Next Year’ (TYNY) 2021 report launched last week predicts that India’s investment in advertising will reach an estimated 80,123 kroner this year. It also indicates trends that could affect advertising. And, interestingly, he also sees such an immersive sound as a great cultural movement. He says the Interactive Advertising Bureau or IAB has published technical guidelines for measuring podcasts in the US. In India, standards and guidelines will emerge once we reach critical mass, she predicts, and it will be critical for brands to invest in audio.