Jul 05, Kathmandu - The Nepal Advertising Federation (NAF) organized an engaging discussion on the challenges, opportunities, and digital transformation in the rapidly evolving media and advertising industry.

Held as part of the federation’s 36th anniversary celebrations, the month-long program featured an interactive session titled “Changing Media Landscape and Continuous Transformation in Advertising Business” at Hotel Best Western Plus in Gausala on Friday.

In collaboration with Adsaro Nepal, Ad Club Nepal, and IAA Nepal, industry experts from the media and advertising sectors discussed emerging trends, challenges, and potential in the Nepali advertising market.

The participants emphasized the need for advertising professionals and communicators to harness digital technology effectively to turn challenges into opportunities amid the rapid technological advancements.

Discussions revealed that increased consumer engagement on social media platforms like Facebook, Instagram, and TikTok is decreasing advertising share on traditional channels such as television, radio, and print, creating market imbalances. 

Major challenges identified included a lack of skilled personnel in AI, data-driven marketing, and digital marketing, as well as the digital literacy gap between urban and rural areas.

Despite these hurdles, local advertising agencies are increasingly venturing into digital and influencer marketing, focusing on creating culturally relevant digital content aligned with local languages and markets.

Participants also highlighted the rising risks of fake advertising via AI and deepfake technology, calling for stricter ethical guidelines, self-regulation, and responsible use of technology within the industry.

During the event, Adsaro Nepal President Sujan Adhikari presented on the company’s innovative digital advertising distribution technologies and their applications.

Vice President of NAF, Pankaj Pradhan, welcomed attendees, while Executive Member Prabhat Rimal moderated the session. The panel discussion was facilitated by Anuj Ranjan Dhangel, Editor-in-Chief of TechnologyKhabar.com.

Senior industry figures, including Executive Member Deependra Tandon, Prateekman Pradhan, Chief Digital Marketing Expert Kshyap Shakya, and Nirbhik Pradhan from Saras Webages (Red Bull Nepal), shared insights on the evolving landscape.

Concluding the event, NAF President Sudip Thapa expressed confidence that modern digital tools will enhance transparency, efficiency, and cost-effectiveness for the media and advertising sectors in Nepal. He extended gratitude to all supporting organizations and participants for their valuable contributions.