Digital advertising in India has grown significantly over the past decade. It has grown from $1.14 billion in 2010 to an estimated $2.26 billion in 2012, a 54% increase, and is projected to reach $2.94 billion by 2013. Digital advertising includes various avenues like search, display, social media, email and mobile advertisements. Search and display currently dominate digital ad spending in India, but mobile advertising is growing rapidly due to increasing smartphone and mobile internet usage. Social media is also becoming an important platform for digital ads. The future of digital advertising in India is bright, as consumers continue adopting new technologies and advertisers refine their ability to precisely target audiences across multiple devices.
2. Advertising
Advertising is the paid non personal
communication from an identified
sponsor using mass media to persuade
or influence an audience.
3. 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.
4. Advertisers have and will always follow consumer
trends and technologies to reach their target
markets.
5. 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
6. The Past
Web banners peaked
during the .com boom in
the 90’s.
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.
US $8.2 Billion
9. Digital Advertising: Ad Avenues
SEARCH ADVERTISEMENTS
SOCIAL MEDIA ADVERTISEMENTS
DISPLAY ADVERTISEMENTS
EMAIL ADVERTISEMENTS
MOBILE ADVERTISEMENTS
VIDEO ADVERTISEMENTS
10. Market Size & Growth
Total Online Ad Spend (FY 2011-2012) INR 1,750 Crores
11. Total Estimated Online Ad Spend
(FY 2012-2013) INR 2,260 Crores
Source: IMRB International
12. Types of Digital Ad Avenues &
Growth
Trends in spends on various online ad types
15. Mobile Ads: Spends as per Ad type
Mobile Web Advertising
SMS Advertising
MMS Advertising
Mobile Video & TV Advertising
In-App Advertising
16. 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
17. 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:
19. 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,
colleagues
partners, or
20. 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
22. 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
23. 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
24. 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
25. Mobile phones vs. Personal
computers
Figure
1 3 :
Internet Traffic from Devices
16
%
( FY
Mobile Phones
Personal Computers
( Laptops, Netbooks
& Desktops)
84
%
2012
- 13)
Internet Traffic from Device (FY 2012-13)
26. The Future
Online advertising will continue to grow because of it’s tracking and
targeting capabilities that traditional forms of advertising cannot
compete with.
27. 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.
28. • 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.
30. 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 Global
NuReach Global is the best source of dependable and ethical
Search Engine Marketing and social media services.