Рrоjесt Rероrt

EMERGING TRENDS IN ADVERTISING 2015

Submitted in partial fulfillment of

MBА M&S

Sеmеstеr II

Аmitу Business Sсhооl

Аmitу University

(2014-16)

Submitted tо: Submitted bу:

Ms.VАRSHА KHATTRI RATAN KUMAR.

MBA M&S SEC D 42

1

Асknоwlеdgеmеnt

It is my рlеаsurе tо bе indebted tо various реорlе, who dirесtlу or indirесtlу соntributеd in thе

dеvеlорmеnt оf this thеsis аnd whо influеnсеd my thinking, bеhаviоr аnd асts during this реriоd.

Wе еxtеnd оur sinсеrе аррrесiаtiоn tо Ms. Vаrshа Khаtri whо рrоvidеd hеr vаluаblе

suggеstiоns аnd рrесiоus timе in ассоmрlishing оur рrоjесt rероrt.

Lastly, we would like tо think thе almighty аnd оur раrеnts fоr thеir mоrаl suрроrt аnd оur

friеnds whоm we shаrеd оur dау tо dау еxреriеnсе with аnd rесеivеd lоts оf соnstruсtivе

suggеstiоns thаt imрrоvеd thе оvеrаll quаlitу оf оur wоrk.

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INTRODUCTION

ADVERTISING

 History 

Advertising is one of the key activities for potential business

and is equally important as producing something using raw

material, or as capital, manpower, planning, organizing etc.

products or services. Publicizing that the business offers to the

targeted customers is called advertising which forms the

integral part of marketing, and an essential precondition for

selling. Advertising is done with vast population and requires

organizing and applying human skill and talent and technology

backed media.

Advertising companies use multifaceted talents and ideas to carry out successful campaigns.

With huge innovative development of electronic media, advertising has grown as an organized

industry, offering a lot of employment opportunities. Indian Advertising Industry has been

reshaped by regulatory and technological changes over the past times as before it did not have

many opportunities. With the advent of radio, TV, Print and outdoor it has been able to gain

much potential. The development involved the deregulation of FM radio, Direct to Home

broadband, the implementation of conditional access system (CAS)and foreign direct investment

has made the industry much faster than before. Indian Advertising industry is increasingly

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attracting the attention of many foreign Companies and communication agencies, by opening

business avenues for the small and medium marketing agencies in India.

After facing rugged recession, the Indian advertising industry must now begin to look at ways

and means to rejuvenate its sagging market share, according to industry experts. After growing

at nearly 20 per cent year on year for five years, the advertising market dipped in 2009 by as

much as 10%. Just 0.4% of GDP is contributed by advertising market. Its time to grow now and

make up for the lost time with sharp strategies and plans to develop brands, markets, creativity,

media markets and research according to researchers.

 

Brief introduction

Indian advertising industry is talking business today and has

evolved from being a small-scale business to a full-fledged

industry. It has emerged as one of the major industries and

tertiary sectors and has broadened its horizons be it the creative

aspect, the capital employed or the number of personnel

involved. Indian advertising industry in a short span of time has

carved a niche for itself and placed itself on the global map.

Indian advertising Industry which has an estimated value of Rs.13, 200-crore has made jaws

drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent

past. The creative minds of the Indian advertising industry incorporates have come up with some

mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.

In the year 2009 the industries attrition rate is as high as 20-25 % which was sober in that sense.

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According to industry executives the attrition rate is below 5 %, implying that most had to stay

put and deliver on their briefs in their respective agencies.

The ads shown to us are sometimes innovative and

sometimes they really get on your nerves, especially

when they are repeated time and again and especially

when they are repeated twice. This happens when there

is something sponsored by them say a tennis match or an

award ceremony, etc. Advertisements usually amaze

people with their creativity and presentation whereas

some are really horrible in the depiction of their ideas.

Most of the times however we find quite interesting and

appealing ads. The Indian ad agencies have some of the

most creative and talented people around which is

attested by the fact that global companies are

approaching Indian ad agencies to handle their media

campaigns.

REVIEW

Market capitalization

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At the last Cannes Awards, the president of the Jury was Piyush Pandey, Group President and

National Creative Director of Ogilvy and Mather conveyed that India, is quickly becoming a

viable online advertising center. There is expectation that the online advertising market in India

to heat up. As Lionel Lim, Sun's VP and MD (Asia South), recently stated, "Over the next three

to four years, we want to help create up to 100 dot-com companies in India, each with a market

cap of around $10 billion. That is, perhaps, the biggest investment we can make in this country.

Size of the industry

The size of Indian Advertising Industry depends on the following factors and industries.

Television Current size: Rs 148 billion Projected size by 2010: Rs 427 billion; CAGR:

24%

Filmed entertainment :Current size: Rs 68 billion :Projected size by 2010: Rs 153 billion;

CAGR: 18%

Print Media: Current size: Rs 109 billion :Projected size by 2010: Rs 195 billion; CAGR:

12%

Radio: Current size: Rs 3 billion: Projected size by 2010: Rs 12 billion; CAGR: 32%.

Music Current size: Rs 7,000 million crore projected size by 2010: Rs 7,400 million;

CAGR: 1%.

Live entertainment :Current size: Rs 8,000 million, Projected size by 2010: Rs 18,000

million; CAGR: 18%

Out-of-home Advertising: Current size: 9000 million, Projected size by 2010: 17,500

million; CAGR: 14%.

Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2010: Rs 7.5 billion;

CAGR: 50%.

Total contribution to the economy/ sales

The turnover of Indian Advertising Industry is less than 1% of the national GDP of the country

as compared to 2.3% of share of US to the GDP which indicates the tremendous growth

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potential for India. The Indian advertising industry is expected to grow by 13 %in 2010 to Rs

21,145 crore. According to the PITCH-Madison Media Advertising Outlook 2010 analysis, the

Indian advertising pie is expected to be worth about Rs 21,145 crore this year, a 13 % increase

over the previous one. The Indian media and advertising industry clocked a size of Rs 18,670

crore in 2009 and that saw a dramatic drop of 10 percentage points compared to 2008, where the

industry was worth Rs 20,717 crore.Total advertising market grew 17% in 2008 and is projected

to increase.

Top leading Companies

Ogilvy and Mather

J Walter Thompson India

Mudra Communication Pvt. Ltd

FCB-Ulka Advertising Ltd

Rediffusion-DY&R

McCann-Erickson India Ltd

RK Swamy/BBDO Advertising Ltd

Grey Worldwide (I) Pvt. Ltd

Leo Burnett India Pvt. Ltd

Contract Advertising India Ltd

Latest developments 

 The global Advertising Industry as far as scale of operations and scope is concerned the

turnover is close to USD 450 billion annually. Indian Advertising Industry contributes

less than 1.5% which is next to China and Russia. The Global Ad Industry is expected to

reach a growth rate of 2% in 2010 which is better than 2009 while Indian Ad Industry in

contrast estimates to reach the growth rate of 10% figuring about Rs.23700 crores. The

reasons are because of the IPL, Foot ball World Cup and the Commonwealth Games.

India contributes to 17 % of the world population but is only 0.7% of the world

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advertising market so it has huge potential to grow in future.

Experts reveal that total advertisement spending by the political parties would be around

Rs 800 crore. The Congress and the BJP alone could spend over Rs 400 crore on ads on

television, radio and newspapers. Most of the ads appear on going to general

entertainment and regional TV channels and hardly a small proportion in News channels.

Worldwide Partne rInc are the Ninth largest global network of more than 90 marketing

and communiation agencies in about 50 countries which has recently tied up with Indian

Pressman Advertising and Marketing Ltd following repeated enquires about India .

Indian advertising spends as a percentage of GDP -- at 0.34% which is comparatively

low, as opposed to other developed and developing countries, where the average is

around 0.98%, which requires a lot space for development and enhancements in the

Indian Advertising Industry.

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Past Trends

Online advertising in 2012-2013

Radio is anticipated to see a spurt in growth at a CAGR of 16.6 per cent over 2012-17, post the

rollout of Phase 3 licensing. Industry estimates show that India's online advertising market is

likely to touch Rs 2,938 crore by 2014. The online advertising market, which includes search,

display, mobile, social media, email and video advertising has grown by 29 per cent year-on-

year to Rs 2,260 crore by March, 2013. It was valued at Rs 1,750 crore in March, 2012. The

online advertising market on an average is expected to grow by 40% annually in four years.

Search and display advertising formed a large portion of the overall pie in 2011-2012. Their

percentage share has, however, declined somewhat in 2012-2013, owing to the rise in the

mobile, social media and video advertising. The spends on mobile advertising have doubled

from Rs 115 crore in 2011-12 to Rs 230 crore in 2012-13. Advertisements on mobile phones and

tablets grew from a 7% share in FY 2011-2012 to 10% of the Indian online ad market in FY

2012-2013, totalling to spends of around Rs 230 crore. Social media, email and video

advertising constitute 13% (Rs 300 crore), 3% (Rs 68 crore) and 7% (Rs 150 crore) of the online

advertising market, respectively.

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INTERVIEW FINDINGS

Key Findings of the interview :

1. Social Media platforms improve reach and promote campaign messages and organizations’

activities. They can simultaneously enable:

i) rapid and ongoing capturing of public mood, sentiment and knowledge about health issues;

ii) free or extremely inexpensive amplification of broadcast messages.

iii) a range of opportunities to tailor messages and engage the public in a conversation about

health promotion and health protection.

iv) user-generated content and feedback systems which improve loyalty and trust in

organizations and confidence in information.

2. Corporations are already there: Companies are heavily investing in developing a social media

presence to increase the impact of their advertising dollars, to send tailored messages to target

audiences, and to create stronger relationships with existing customers..

3. More research is required to articulate the impact of social media on issue-awareness,

behavioural change and improved health outcomes.

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EMERGING TRENDS IN ADVERTISING 2015

1. Beacons have generated more much recent buzz than any other segment of mobile marketing.

Beacons are designed to be placed in retail stores, shopping malls and other high-traffic areas,

and use Bluetooth Low Energy (BLE) to “check in” consumers as they come within several feet,

triggering targeted messages based on highly specific locations. Beacons can be either plugged

into a power outlet or use batteries that last a year or longer, and a wide variety of smartphones

and tablets are BLE-enabled.

The market for BLE-based systems is already fairly crowded, with manufacturers partnering

with app developers to create location-based mobile marketing campaigns for brands, retailers,

sports teams and other organizations. The landscape includes heavyweights such as Apple,

PayPal and Qualcomm, as well as startups such as Estimote and the price of beacons has quickly

dropped to the point where a medium-sized department store can easily be outfitted with the

necessary hardware for less than a thousand dollars.

Because of their low cost and minimal power requirements, there are a wide variety of potential

use cases for beacons, perhaps even including proximity mobile payments. Despite the rosy

outlook, though, beacon-based systems will have to overcome some substantial hurdles. NFC –

which received a big boost when it was promoted by Apple in the iPhone 6 can be used  for

proximity-based mobile marketing, and could emerge as a competing technology. A lack of

consumer awareness and education regarding BLE-based marketing will take time to overcome,

and marketers who barrage consumers with messages risk a consumer backlash that could result

in users turning Bluetooth off on their phones to block messages completely.

For retailers, the promise of BLE means much more than simply luring customers into making

impulse buys after receiving a location-based promotional offer on their phones in the store. The

technology can be used to develop loyalty programs that are more rewarding and engaging for

consumers, to create more efficient floor plans, and to deploy personnel more effectively. And it

can track individual user behavior and purchase history, enabling personnel to recognize high-

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value customers. The landscape is likely to change substantially over the next 12 to 24 months as

it evolves and consolidates, so many small to medium-sized merchants would be wise to monitor

the market closely before investing in the hardware, signage, app development, and personnel

training necessary for any BLE-based campaign. But retail chains and other major merchants

should consider experimenting with the technology as quickly as possible.

2. Cross-device marketing

The emergence of smartphones and tablets as viable platforms for advertising has opened the

door for marketers to attempt to identify users across multiple devices and deliver targeted

pitches based on many factors. Companies such as Amazon, Facebook, Google and Twitter

require users to log into their accounts across devices, enabling them to take information from

one platform – a search for a specific product or airfare, for instance – and deliver related ads the

next time the consumer browses the web on a tablet or fires up a smartphone app. Just how much

of that activity is occurring remains unclear, but the market is clearly shifting toward products

that leverage cross-platform tracking. While Google has had very less to say about its ambitions

in the area,Facebook has been very vocal about its goals to provide cross-device conversion data

for hundreds of millions of advertisers, and it is unlikely that Google will not follow suit.

Many other companies have (or can have) those capabilities as well. Verizon earlier this

year introduced PrecisionID, assigning its customers unique identifiers that can be used for

cross-device targeting. Subscribers who log in on a PC to pay a bill can be identified when they

log into their accounts from other devices, enabling marketers to deliver targeted ads on one

platform based on users’ activity on other platforms. PrecisionID has generated some negative

PR from consumer watchdog groups and tech journalists – a Los Angeles Times column alleged

the company is selling out  – but a little bad press doesn’t appear to have slowed Verizon’s

efforts.

That kind of “deterministic” cross-device targeting should be easily achievable for most major

telecoms, cable and satellite TV providers, as well as media outlets and mass-market businesses

that maintain both a PC-centric site and mobile applications. And it can be achieved by ad

networks that have access to multiple publishers to correlate users from one device to another.

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But smaller players such streaming video (Hulu) and music services (Pandora, Spotify) can

leverage deterministic cross-device marketing strategies as well.

Delivering targeted ads across devices is much more difficult for other businesses, however,

requiring “probabilistic” strategies that use statistical models to attempt to identify users across

devices based on data other than cut-and-dried login information. That’s one main reason a small

army of third-party ad companies specializing in cross-device marketing has emerged, including

players such as AdTheorent, Drawbridge and TapAd.

An extension of the cross-device marketing segment is the emerging space of companies that

enable marketers to develop and distribute rich media ads across devices with a single build. In

one recent example, the mobile ad company Celtra partnered with Time Inc. to create an

HTML5-based video campaign for the upcoming Fox series Gotham. Desktop users accounted

for 54 percent of the overall 5.6 million video plays, while smartphones claimed 26 percent and

tablets 20 percent. Interestingly, Celtra claims Time saw an eight-fold increase in engagement

over desktop-only ads, enabling it to reach more consumers with minimal increases in

development costs.

As promising as cross-device marketing is, though, it has notable shortcomings: Like any other

marketing strategy, it can’t give advertisers a simplified, complete view of a market fragmented

by multiple carriers, operating systems, ad platforms and social networks. Advertisers can view

only slices of the overall impact of cross-device campaigns, because no aggregated network of

publisher log-in data exists. But contextual data will only become more valuable as advertisers

continue to look to deliver the most highly targeted ads possible, and cross-device will play an

increasingly crucial role in the market over the next several years.

3. Real-time bidding also known as programmatic bidding) refers to automated systems in

which ad inventory is sold to the highest bidder through an online auction. Bidders in RTB

exchanges typically have enormous amounts of data that are used to deliver highly targeted ads,

enabling the automated systems to determine how much to bid for each impression. And RTB

exchanges often use a “second price” model in which advertisers are blind to competing bids but

rather determine independently what they’re willing to pay; the winning bidder pays the price

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offered by the second-highest bidder rather than the overall highest offer. And all of that activity

is executed in milliseconds as content is rendered on the screen.

Programmatic bidding emerged in mobile roughly 18 months ago, and its impact was almost

immediately noticeable. The market research firm eMarketer last year ratcheted up its

forecast for desktop and mobile RTB spending, saying that “buying is growing so fast, even the

forecasts can’t keep up.” The rise of RTB has also spurred several notable acquisitions by major

mobile advertising companies looking to expand into the segment: Twitter last year spent $350

million to acquire MoPub, which specializes in RTB and cross-device targeting; Yahoo ventured

into the space a few months ago with the acquisition of Flurry; and, most recently, Millennia for

an undisclosed sum.

The advantages of RTB for advertisers are obvious: It provides an enormous amount of

transparency into ad buying, giving them complete control of their pricing strategies, targeting

priorities and publishers. RTB also gives advertisers flexibility to use various ad formats to reach

specific consumer segments. For publishers, however, RTB is a mixed blessing because it often

adds yet another component to a business model that is already extremely complex. Also, prices

can fall quickly in an RTB environment when supply outpaces demand. To take full advantage of

the growing trend, publishers and developers should segment their ad inventory as completely as

possible, giving marketers the opportunity to deliver highly targeted ads.

4. Native vs. non-native

One of the most important topics in mobile advertising over the last year is the argument over

native vs. non-native ads. While those terms aren’t always clearly defined, “native” generally

refers to ads that are presented with the look and feel of the content surrounding them

(sometimes in the form of sponsored posts), while “non-native” ads are more clearly presented as

advertising, often in the form of banners. Like RTB, native advertising gained traction on the

traditional internet and quickly expanded to mobile. Major online ad companies such as AOL,

Twitter and Yahoo are among those who have launched native mobile ad products this year, and

countless pure-play mobile ad companies have joined the bandwagon.

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Native ads are a particularly good fit in mobile, where the smaller displays are easily cluttered

and banner ads are ill-suited. Facebook, which was a pioneer in the native mobile ad market,

reportedly saw a 187 percent increase  in click-through rates when it placed ads in its News Feed,

resulting in a 22 percent lower cost per click. Native ads are often cheaper to design because

their format is pre-determined, enabling businesses to minimize creative costs. And native

platforms generally offer richer first-party data to enabling better targeting.

Conversely, non-native ad platforms serve as something of a lowest common denominator for

advertising on the mobile web and in apps. Simple banners aren’t particularly effective, but they

can be inexpensive to produce and distribute, and they are supported by huge numbers of

publishers and ad networks.

Inventory for mobile banners is plentiful, and basic targeting options are available worldwide. So

while the native vs. non-native debate rages, we generally view these strategies as

complementary. Businesses looking to leverage mobile advertising should consider investing in

native ads to reach highly targeted groups of users, but should also look to non-native models

that can deliver as much reach as possible with minimal investments.

5 Analog goes Digital

Conventional wisdom says that our mobile phones are the vessels by which we bring the digital

world into the physical, but we’ve moved beyond the point of intersection. From the places we

take them to the apps we choose, our phones know us as few others do. They have come to

represent us— our digital avatars. Millward Brown’s AdReaction 2014 study demonstrated that

mobile devices have already become the dominant screen globally for the 65 percent of people

who have them. Moreover, research from Millward Brown South Africa shows a staggering 74

percent of people abandoning purchases due to information they viewed on their mobile phones.

These devices are becoming the first component of the 21st Century human exoskeleton—

always with us, always on. Accordingly, mobile devices are transforming traditional media

forms into interactive digital touch points—in short, connected mobiles turn everything digital.

Through simple response mechanisms using QR codes, NFC chips, audio recognition, and

beacons, the ownership of a smartphone potentially makes everything easily interactive. Every

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brand touch point, however “analog” it seems, can now be readily digitized. And consumers

increasingly expect them to be so, whenever they want them to be. 2014 was the unveiling of

reinvented analog channels, and the first experimenters showed us what could be achieved. Lord

& Taylor stores are already using beacons to greet guests upon arrival and to provide relevant

offers and tips—browse the handbags and receive a Michael Kors promo. PowaTag, a nascent

app, now allows you to scan and buy products directly from the glossy pages of a magazine—

buy the coat you like directly from an ad in Vogue. China Telecom covered an entire building in

Xiamen with a giant outdoor QR code promoting their music player and providing promotional

offers. As adoption widens in 2015, analog’s modern-day design will truly take shape. A fresh

look will be given to these channels and their ability to reach consumers at the right time and

place. Marketers must think about ways they can leverage digital technologies across all

elements of the media mix to make their message personal and contextually relevant, their brand

accessible, and the purchase easy.

IMPACT OF THE TRENDS ON CONSUMER BUYING BEHAVIOUR ANALYSIS .

MAPPING TRENDS AGAINST CUSTOMER EXPERIENCE LOOP AND LOCATION

To help you understand how these trends relate to the consumer journey, I have mapped out

where these trends fit into the Customer Experience (CX) Loop.

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The CX Loop – shaped like a figure-of-eight infinity loop - recognises the consumer journey is

an endless loop because the brand customer base is dynamic, with consumers flowing in and out

over time. Buyers and nonbuyers come into the journey and the stages in the CX Loop defines

what customers feel and do as they engage with a brand over time. We regard the ‘Consider’

stage to be the critical turning point with buyers and non-buyers choosing to engage with a brand

or move away from it. Acquiring non-buyers involves building brand awareness and

consideration before purchase. Meanwhile, retaining buyers involves brand enjoyment and re-

consideration before repeat purchase.

STAGES IN THE CX LOOP:

UNAWARE – AWARE The way in which consumers become aware of brands is changing, as

they can now be engaged in numerous different ways. Increased connectivity outdoor, in-store

and across channels/devices makes sure consumers receive the most relevant information at the

right moment and location, just as they need it. AWARE-CONSIDER As consumers can be

reached with increased frequency, the question has to be asked – how can brands truly trigger

consumer interest amidst the plethora of choice?

CONSIDER-BUY The increasing complexity of digital channel behaviours is creating risks but

also opportunity to drive further improvements in overall conversion metrics, especially

minimising rates of checkout drop-off. To that extent, we expect to see acceleration in innovation

particularly around how brands respond to growing expectations for smarter, faster, experiences

at or close to the point of purchase.

BUY-ENJOY The potential for more personalised post-purchase experiences is being furthered

by ever increasing amounts of data, enabling us to predict and anticipate consumer needs faster

and more accurately. We believe that brands that truly take advantage of data will have a far

better chance of long term success

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TRENDS WILL HAVE THE MOST IMPACT I identified three types of locations where

these trends are likely to have the most impact:

HOME Adding further connectivity and personalisation to the most connected and personal

space in our lives is both a clear opportunity and a challenge for brands. CES 2015 showed us

that smart-home tech is becoming easier to use and dramatically more affordable. Home

automation and home security allows consumers to improve their lifestyles through better

control, while saving them time and money. However, data privacy is crucial if people are to be

persuaded to increase the connectivity of their homes.

OUT OF HOME Increased connectivity - through better mobile connectivity and faster Wi-Fi

connections - and enhanced mobile experiences - through ever larger mobile screens and

phablets - means that consumers not only have ubiquitous access to content, but now expect to

enjoy a great online experience anywhere. If done well, greater utility offerings that will help

track, locate and navigate - as well as good contextual content - will enable consumers to

purchase wherever they are or drive them to the nearest point of sale. Brands will therefore have

to go to greater lengths to optimise the consumer journey beyond the limits of their retail space.

IN-STORE Digital technology is transforming in-store retail. Shops are becoming hubs of

exploration and interactivity that delight and surprise shoppers. Consumers are being encouraged

to use their mobiles to check-in and receive personalised deals. Relying on sales assistants for

information is becoming a thing of the past as strategically-placed screens are providing

shoppers with extensive product information and enabling them to discover brand stories.

Creating in-store entertainment and experiences is becoming the best way to ensure return visits.

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CONCLUSION

Millennials want to have the freedom and control to make the most of their life. They gravitate

towards products and services that gives them meaning and sense of purpose. The treasure

uniqueness and personalised experience because they define their identity and form the stories

they tell themselves and share with friends. New technologies provide opportunities for

personalisation. The rise of smartphones and the Internet of Things allows for valuable targeting

and improved user experience. Millennials are demanding seamless integration across their

connected devices, customised products and services, and efficiencies in the way they work, play

and shop. Millennials are savvy consumers who value brands who serve a purpose and are

authentic in helping make their lives better. The trends identified in this report are driven by

technologies that support consumers’ demand for personalised experiences. The myriad of

consumer data generated at almost every point of product interaction enable brands to understand

consumers’ needs and provide valuable solutions. Despite the opportunities available for

automation and customisation, consumers still want to be empowered to make their own

decisions and experiences.

These trends offer opportunities for retargeting, new services and solutions. Brands should be

equipped to deploy real time data and analytics to analyse consumer needs and wants.

Consumers will come to expect your products and services to work seamlessly in partnership

with other products and services. Importantly, brands need to establish measures to protect

customers’ data and privacy. Ultimately, the adoption of these new technologies will depend on

whether consumers trust the suppliers to respect and protect their privacy.

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RECOMMENDATION

The strategies adopted by both researchers and Ad agencies sampled in this study and their

lessons learned leads us to suggest the following guidelines and recommendations for developing

a social media strategy:

1. Establish clear objectives: Distinguish between increasing reach and awareness (message

amplification) and expanding the scope of messages (collaborative, iterative message

development).

2. Know your target audiences, where they are “present” online and what key behaviours they

engage in (understand the cultural norms of each platform): (e.g., youth are currently more likely

to Twitter; women between the ages of 25-35 are likely to be posting to Facebook daily).

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3. Design campaigns for longevity and/or have exit strategies and clear archiving processes:

Material from social media campaigns can “live forever” online and can reappear in circulation

years after the campaign ends. It is important to consider date-stamping or providing explicit

local and temporal context to information in order to prevent users in the future from using dated

information that may no longer be appropriate.

4. Determine Resource Needs: For many platforms that require daily monitoring and responses

(e.g., Facebook, Twitter) it is important to allocate sufficient time and resources for ongoing

interactions.

5. Determine an Agency Content-Clearance Processes and / or Prepare Pre-approved Messaging

Scripts: Some social media platforms require rapid clearance processes to enable real-time

interactions with users (SecondLife, Twitter, Facebook) while immediate response are not

critical on other platforms (YouTube).

.

6. Encourage coordination of materials and messages with municipal, provincial and federal

agencies (share resources and leverage national-level campaigns). Consider incorporating high

quality content from existing campaigns. Integrating popular and high quality materials from

other public health agencies will not only leverage existing public health resources but through

cross-linking and redirecting of traffic can improve the visibility of high-quality of information

online and through reverse traffic flow, improve your own agency’s visibility.

As research and experience with diverse social media platforms grows, it is likely that a more

fine-grained typology will emerge to describe the distinct capabilities of each platform and the

utility for specific public health interventions. There is a trend toward platform convergence,

indicating that engaging with social media should be thought of as a complex and inter-related

system: Twitter feeds direct traffic to YouTube, widgets enable connectivity to Facebook, and

social bookmarking or aggregators transform users’ interface with the web and with mobile

devices . Researchers are exploring opportunities to measure the impact of social media

campaigns through user surveys conducted over Facebook, Twitter, or other platforms but more

intervention research is critically needed.

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ANNEXURE

Questionnaire .

NAME:

DESIGNATION:

EMAIL ID:

1. As a leading media agency, is it fair to say Pulp Strategy has tried to take a

lead in terms of digital innovation and creative solutions?

2. One of the emerging trends has been the close relationship between TV and

social media. How are you making use of that opportunity?

3. Do facebook and Twitter offer very different opportunities?

4. What other emerging technologies do you think will impact on the

opportunities offered to digital advertisers?

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REFERENCES

Website

http://www.exchange4media.com/e4m/bottombarfiles/Indian-advertising-industry.asp

http://www.ibef.org/industry/advertising-marketing-india.aspx

http://www.marketingweek.com/2015/01/26/five-digital-trends-to-shape-marketing-and-

communications-in-2015/

http://www.marketingweek.com/knowledge-bank/white-paper/visualdna-white-paper-how-

programmatic-advertising-is-changing-the-rules/

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http://www.marketingweek.com/2015/02/12/brands-are-changing-the-way-they-interact-

with-users-on-twitter/

http://www.ey.com/IN/en/services/advisory/social-media-marketing-india-trends-study-2013

http://www.slideshare.net/arbaazabims/advertising-project-12714857

http://www.nextbigwhat.com/mobile-advertising-india-2015-trends-mobile-ads-will-new-crm-

297/

http://digiday.com/platforms/what-is-programmatic-advertising/

http://pitchonnet.com/blog/2015/02/05/year-shifting-power-equations-mobile-advertising-

industry/

http://pitchonnet.com/blog/2015/02/16/technology-developments-key-ooh-2015/

https://www.youtube.com/watch?v=6izXfEYiMD0

https://www.youtube.com/watch?v=jcbnt4Svq9Y

https://www.youtube.com/watch?v=QzGaPF862t0

https://www.youtube.com/results?

search_query=EMERGING+TRENDS+IN+VIDEO+ADVERTISING+2015

http://www.adweek.com/news/advertising-branding/aol-ceo-says-scalability-needed-native-

advertising-150280

http://en.wikipedia.org/wiki/Out-of-home_advertising

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http://economictimes.indiatimes.com/magazines/brand-equity/brands-like-apple-hsbc-

amazon-microsoft-use-airports-for-more-than-just-brand-imagery/articleshow/

46273074.cms

http://www.businessinsider.in/Now-Instagram-Is-Dominating-Twitter-In-Another-Hugely-

Important-Way/articleshow/45542876.cms

http://www.academia.edu/5345645/Ad_trends_in_India

https://www.youtube.com/watch?v=iMrZmSPpIRw

http://www.aarki.com/category/interactive-advertising/

https://www.google.co.in/webhp?sourceid=chrome-

instant&rlz=1C1CHWA_enIN626IN626&ion=1&espv=2&ie=UTF-8#q=interactive

Book

Advertising and Promotion –An integrated marketing communications

perspective . 7th Edition ,Mc Graw Hill.

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