DIGITAL ADVERTISING IN INDIA

Advertising

Advertising is the paid non personal communication from an identified sponsor using mass media to persuade or influence an audience.

Digital Advertising

Digital advertising or Online advertising, or Internet advertising, uses the Internet  to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Advertisers have and will always follow consumer trends and technologies to reach their target markets.

The Beginning

The first Web Banner was on October 25, 1994 Hotwired was the first commercial website that began

selling ads in bulk AT&T- You Will campaign 468 x 60 static GIF

The Past

Web banners peaked during the .com boom in the 90’s.

US $8.2 Billion

Ads were usually 468 x 60 or smaller, static or animated GIFS with bright colors and graphics

Ad revenue dropped after the .com bust in the 2000’s.

Ads became expensive and CTR were low.

Pop up ads were annoying and did content was not targeted to correct audiences.

The Present

Indian Online Advertising Industry

1,140

1,750

2,260

2,938

FY2010 - 2011 FY2011 - 2012 FY2012 - 2013 FY2013 - 2014

( Estimated

%54

%29

30 %

Digital Advertising: Ad Avenues

SEARCH ADVERTISEMENTS

DISPLAY ADVERTISEMENTS

MOBILE ADVERTISEMENTS

SOCIAL MEDIA ADVERTISEMENTS

EMAIL ADVERTISEMENTS

VIDEO ADVERTISEMENTS

Market Size & Growth

Total Online Ad Spend (FY 2011-2012) INR 1,750 Crores

Total Estimated Online Ad Spend (FY 2012-2013) INR 2,260 Crores

Source: IMRB International

Types of Digital Ad Avenues & Growth

Trends in spends on various online ad types

Industry-Wise Ad SpendsFigur8: \

Industry Wise Spends (FY 201

0-2011

& F

Y 2011

-2012)

Figure 9 : Industry Wise Spends (FY 201 1-201 2 & FY 201 2-201 3)

Mobile Ads: Spends as per Ad type

Mobile Web Advertising SMS Advertising MMS Advertising Mobile Video & TV Advertising In-App Advertising

Social Media & Social Networking

What is Social Networking?Similar to a business networking event or social cocktail party but without constraints of space and time. It is about:

• Building relationships• Starting conversation & creating word-of-mouth or

“Buzz”• Answering questions/helping others• Asking questions/trusting recommendations or advice

from others

Social Media & Social Networking

What is Social Media?Use of Internet technology to connect with people socially and generate publicity through online communities. Social Media is the most effective way to publish & promote content:

News Releases PowerPoint Presentations Viral Videos Blogging Social Bookmarking Articles RSS Feeds Podcasts eBooks

Benefits of Social Media Marketing

Excellent for reputation management Build recognizable identity or branding of your products

or services Create “Buzz” or online conversations about products or

services Another way to form relationships with customers,

prospects, employees, business, partners, or colleagues

Benefits of Social Media Marketing

Reach millions of people globally who could potentially become customers

Multiply incoming links to your site Achieve higher search engine rankings More visibility and accessibility of your business

Social Media & Social Networking

Search Engine Optimization (SEO)

What is SEO?

Search engine optimization (SEO) is the process of improving the volume and quality of visitors to a web site from search engines (Google, Yahoo, MSN, etc.) through “Natural” or “Organic” search results.

• There is no magic solution to SEO• It takes “real” work, time, and patience• Should be maintained for lifetime of the site

Benefits of SEO

Boost targeted visitors which equals higher conversions Achieve higher web site rankings on search engines for

your targeted keywords Search engines crawl your site more often Increase the number of pages on your site that are

indexed by search engines

Benefits of SEO

Reach millions of people globally who could potentially become customers

Multiply incoming links to your site More visibility and accessibility of your business Make your site authoritative

Mobile phones vs. Personal computers

Figure 1 3 : Internet Traffic from Devices 2012FY ( - 13)

%16

84 %

Mobile Phones

Personal Computers

Laptops, Netbooks (

& Desktops)

Internet Traffic from Device (FY 2012-13)

The Future

Online advertising will continue to grow because of it’s tracking and targeting capabilities that traditional forms of advertising cannot compete with.

Advertisers will run into new challenges when trying to reach targets as fragmentation increases.

The Internet in 2020 4 billion internet users Growth coming from developing countries Many devices will be connected to the internet like

Computers, Cell phones, Tablets, etc.

• A user’s internet use will become more fragmented.• Computer at home• Tablet in meetings and class• Cell phone for on the go

• Advertisers will work less with media sales representatives and more with automated placements with Google and Social Media. Will spend a lot of time with analytics in order to measure ROI across different devices.

BIBLOGRAPHY

IMRB International and IAMAI (Internet And Mobile Association of India)

IMRB International is a multi-country market research, survey and business consultancy firm that offers a range of syndicated data and customized research services.

NuReach GlobalNuReach Global is the best source of dependable and

ethical Search Engine Marketing and social media services.

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PRESENTED BY KARTHIC

NITESH