It’s no secret that the ad tech industry has been changing at an increasingly rapid rate over the last few years. As marketers look to the year ahead and consider all the tools in their arsenal, change will be coming faster than ever. India’s purchasing power has improved significantly since the turn of the millennium. People are more aware of the products they buy, and marketers are constantly trying to provide the best deals to their current and potential clients. The advertising market is expected to grow to Rs 37,000 crore in 2014 from Rs 31,877 crore. The industry notched its first double-digit growth in three years in 2013 at 11.1 per cent.
- In 2013, print emerged as the biggest contributor to the total advertising pie at 41.3 percent.
- Magazines are projected to remain laggards, growing 5 per cent this year
- TV trailing behind the print at 39 per cent, Advertising on television is projected to grow 15 per cent this year despite the introduction of a regulatory cap on the maximum advertising time on channels
- Almost 75 per cent of the total TV advertising is concentrated over just threecategories – FMCG, Telecom and Auto
- Radio had a good year in 2013, ringing in 18 per cent growth on the back of higher inventory sales across stations. It is expected to grow 15 per cent this year, helped by phase three FM radio rollout that will attract new local advertisers.
- The digital medium is projected to remain the fastest growing segment, although the rate of growth may slip slightly to 29.5 per cent this year from 32.4 per cent last year. Outdoor advertising is projected to grow 8.2 per cent this year with transit media.
The country’s consumer markets are projected to increase exponentially during 2005–2025, and in this period the total consumption in India is expected to grow fourfold, making it the world’s fifth largest consumer market by 2025. MGI expects India’s real gross domestic product (GDP) to increase at 7.3 per cent per annum through to 2025.
The biggest beneficiary of advertising spends in 2014 will be digital advertising which is expected to grow by 35 per cent over the Rs 3,042 crore spent in 2013, as per a report named ‘This Year, Next Year 2014’ by Group M, WPP group’s media planning and media buying division. The report states that TV advertising will also see a growth of 12.8 per cent in 2014, with print witnessing eight per cent growth as compared to four per cent in 2013. (ibef.org, Advertising and Marketing Industry in India, June, 2014)
It’s 2016; media consumption in India has gone through many disruptive changes. We now have over 350 million internet users in India and about 80 per cent of the population is active through their smartphone devices. Online advertising in India is expected to grow at 40 per cent in FY 2013-’14 to reach Rs 2,938crore, according to the Digital Advertising in India report released by IAMAI and IMRB International. (campaignindia.in ,Article – Indian online ads )
India by the Numbers
- 130 million: that’s the current estimate of mobile internet users in India
- 250 million: expected number of Indian mobile internet users by 2015
- 30% : ad inventory growth on the BuzzCity Network in India over the past year
- 861 million: total number of mobile phones in India (second highest in the world, behind China)
- 10% : the percentage of Indian mobile users who now have smartphones
It is expected that there will be more smartphones than humans around the world, and with consumers becoming constantly connected via mobile it has a great offering for marketers.(indiadigitalreview.com, Future of Mobile Marketing and Advertising in India).
FMCG sector accounted for 29% of the spends in 2013, followed by consumer durables which accounted for 22% of the spends in 2013 and retail which accounted for 12% of the spends in 2013.(medianama.com, GroupM Says Digital Advertising In India Up 30% In 2013; Rs 3402 Cr Expected In 2014, Feb 12th, 2014)
– Amazon.com, the world’s largest online retailer, has launched an advertising campaign in India. The company plans to spend about Rs 100–150 crore (US$ 16.68–25.02 million) on advertising in FY 2014–15
-Flipkart is planning a major push in its fashion lifestyle category that has brought with it a new demographic of online shoppers, including younger buyers in the age group of 20–27 years and those in tier II and III cities. (org, Advertising and Marketing Industry in India, June, 2014)
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