Digital advertising expenditure, which accounted for 12.7 percent of total ad spends in 2016, is expected to reach Rs 255 billion in 2020, growing at an expected CAGR (2015-2020) of 33.5 percent. Additionally, of the total digital advertisement spends, ‘search and display’ commands the largest share even though it is a relatively maturing segment.
These findings are a part of the joint Confederation of Indian Industry (CII) and KPMG India report, titled ‘Digital – The New Normal of Marketing’, which was unveiled today at the CII National Marketing Summit in Mumbai.
The report notes that India is one of the fastest growing advertising markets globally with an estimated growth of 15.5 per cent in 2016. It adds that as connected devices, smarter devices and ‘hyper relevant rich content’ drive consumption for the consumer, marketers need to ride the data wave and use technology to build in analytical models. Wearables, for instance, provide a new dimension from a data perspective. ‘Through the galvanic skin sensors and gyroscopes that are in-built in these devices, marketers can continuously monitor the customer’s physiological and behavioural data,’ states the report.
“The post-demonetisation days have clearly showed how the country is set to leapfrog a few stages to embrace the power of digital. Mobile is being rapidly adopted and marketers have an incredible opportunity to enhance the game of digital communication and deliver great customer experiences at each point of the journey,” says Thomas Varghese, Chairman, CII National Committee on Marketing and CEO-Textile Business, Aditya Birla Group.
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