The digital advertising market in India is expected to reach Rs 7,044 crore ($1.2 billion) by December 2016 at an annual growth rate of 35 percent. The market size was Rs 5200 crore in December 2015. According to the latest findings from the 'Digital Advertising in India' report of the Internet and Mobile Association of India (IAMAI) and IMRB International, the digital advertising spend is 12 percent of the total advertisement in the country.
E-Commerce is leading the digital ad spends with Rs 1040 crore followed by Telecom and BFSI. In terms of the share of ad spends on Traditional Vs Digital media BFSI organizations lead with the highest share on digital advertisement spends with 40 percent of overall advertising spend on digital followed by e-Commerce, Telecom, and Travel. The video advertisement is expected to gain further in 2016, reported Ad Age.
In the last two years, search ads constituted 30 percent of the overall ad spends followed by display ads at 23 percent and Social Media at 18 percent. The report said the search will lead 2015 with spends close to Rs 1488 crore. Social Media spend has been close to Rs 940 crore. Video ads from YouTube and others showed huge gains in 2015 and accounted for 17 percent of the overall ad spends in digital space. High Internet speeds to consumers, coupled with an increase in mobile advertisements trends will continue.
Meanwhile, Indian Ad agencies hogged the limelight at the 2016 Cannes advertisement festival in June. Ogilvy & Mather (O&M), BBDO and production house Early Man Films were in the frontline and bagged three awards or Lions in film and film craft.
India pile up was 27 awards—double the tally of 2015. What made special was a Grand Prix in the glass category, the second in a row for India, and the title of “Agency of the Year” in health care, the first for an Indian agency at Cannes. Josy Paul, chairman & chief creative officer, BBDO India said: “Without a doubt, it has been one of the best years for Indian agencies at Cannes. There were wins across categories and by a larger number of agencies. For me, that is the big takeaway: That there were more contributors to India’s show this year. It was true unity in diversity. We should continue building on this momentum.”
BBDO, Mindshare, Medulla, O&M and L&K Saatchi & Saatchi led from the front. Other contributors included Rediffusion Y&R (Tata Motors’ Dipper Condoms Ad), J Walter Thompson, McCann Worldgroup, Leo Burnett, Contract, Ph.D. and Early Man Films. BBDO’s “Share the Load” advocated gender equality at home by depicting fathers in household chores like washing clothes.
Created for Procter & Gamble’s Ariel Matic detergent it was a winner in many categories. O&M’s ‘Beauty Tips by Reshma’ for non-government organisation Make Love Not Scars helps acid-attack victims.
“I am happy,” Piyush Pandey, executive chairman and creative director, Ogilvy & Mather, India and South Asia said, according to Business Standard.