Advertising firm LS Digital is rapidly expanding its footprint in the global market through a powerful combination of strategic partnerships, key acquisitions, and advanced AI-driven technology. The company is successfully diversifying its portfolio and implementing smart cross-selling strategies to challenge established industry giants. This multi-pronged approach has enabled LS Digital to secure a strong position in competitive markets like the US, UK, Australia, and the Middle East, signaling a new era of growth and innovation.
Strategic Alliances Fueling Global Expansion
LS Digital has skillfully navigated the competitive advertising landscape by forming powerful alliances with tech industry leaders, including Google and Meta. These partnerships are central to the company’s growth, allowing it to offer sophisticated programmatic advertising solutions to a global clientele.
By leveraging programs like the Google Marketing Platform (GMP) and the Direct-to-Consumer Acceleration Program (DAP), the firm has overcome the typical barriers faced by newer entrants in the market. Maanesh Vasudeo, CEO – Media at LS Digital, highlighted this approach, stating, “We are focused on securing mandates in non-BFSI and non-travel sectors, with a particular emphasis on D2C, OTT, and AI-powered research solutions.” This strategic focus is helping the company tap into high-growth, emerging markets.
A Diversified Portfolio Reduces Risk
A key element of LS Digital’s success has been its deliberate strategy to diversify its revenue streams and reduce dependency on a single sector. In 2018, the BFSI sector accounted for a staggering 80% of its revenue. Today, the company has successfully reduced that figure to a more balanced 35-40%.
The travel sector has emerged as the second-largest revenue source, significantly boosted by strategic acquisitions. This diversification spreads risk and creates new opportunities for innovation and growth across different industries.
- ClearTrip: This acquisition bolstered the company’s presence in the lucrative travel sector.
- Tally: The addition of Tally expanded LS Digital’s capabilities into the tech B2B space.
- Social Panga: Acquiring this creative unit enhanced the firm’s overall service offerings and market reach.
This varied client base, which includes major brands like HDFC Life, Tata AIG, and the MMT Group, showcases the company’s versatility and reinforces its market position.
Innovation through Programmatic and AI Solutions
Technology and innovation are at the heart of LS Digital’s operations. The company’s Programmatic Centre of Excellence is responsible for managing its advanced advertising tools, which are designed to deliver highly efficient and targeted campaigns for clients.
| Solution | Description |
|---|---|
| CoMMeT | A comprehensive media and marketing toolkit for advanced solutions. |
| All Programmatic | Integrated tech platforms that ensure seamless campaign execution. |
Furthermore, LS Digital has embraced artificial intelligence by developing a custom in-house AI tool. This powerful platform provides clients with research, media mixed modeling, performance optimization, and even chatbot capabilities. The AI research component has been so successful that it is now offered as a subscription service.
Organic Growth through Smart Cross-Selling
LS Digital has mastered the art of growing its business from within its existing client base. The company has implemented an effective cross-selling strategy that not only boosts revenue but also deepens client relationships. By offering additional services to current partners, LS Digital maximizes the value of each account.
A prime example is the expansion of its mandate with ClearTrip from programmatic advertising to a broader branding role. Similarly, the company transitioned Paytm First Games to a full-funnel performance marketing strategy. Remarkably, about 70-75% of LS Digital’s revenue is generated organically from its existing clients, a testament to the success of its relationship management and service expansion efforts. This approach ensures sustainable growth and high levels of client satisfaction.
