Digital advertising to grow to Rs. 14,281 crore in 2019

ETBrandEquity | January 17, 2019

As per the latest report by Dentsu Aegis Network, as of 2018, the Indian advertising market stands at Rs. 61,878 crores ($8.76 billion) and is estimated to grow with a CAGR of 10.62% till 2021 to reach a market size of Rs. 85,250 crore ($12.06 billion). The digital advertising market size is around Rs. 10,819 crores ($1.3 billion) and the estimated CAGR growth will be 31.96% and the market will expand to Rs. 24,920 crore ($3.52 billion). Internet penetration and adoption of digital media in India is growing at an unprecedented rate, which is creating huge opportunities to tap into the unchartered arena of digital space in newer ways. The ever-evolving digital industry and the advancement of technology open various opportunities to interact with the audiences. Marketers can now choose innovative ways to reach out to their target audience and cater to the demand to create unforgettable experiences for them.

Spotlight

The idea of blending healthcare, with its many restrictions on privacy, with social media, where nothing seems private anymore, can be tricky for many providers. But the numbers show that it is a wilderness that you can’t ignore forever. As younger, social-savvy users become patients and healthcare consumers, providers will need to find that balance. These statistics show why. Rather than go into the social media landscape unprepared, or not at all, consider how the proper approach can benefit both your healthcare practice and your patients, through increased sharing of educational materials, greater awareness of healthy habits, and increased brand awareness for your business.

Spotlight

The idea of blending healthcare, with its many restrictions on privacy, with social media, where nothing seems private anymore, can be tricky for many providers. But the numbers show that it is a wilderness that you can’t ignore forever. As younger, social-savvy users become patients and healthcare consumers, providers will need to find that balance. These statistics show why. Rather than go into the social media landscape unprepared, or not at all, consider how the proper approach can benefit both your healthcare practice and your patients, through increased sharing of educational materials, greater awareness of healthy habits, and increased brand awareness for your business.

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Dentsu Launches Contextual Targeting Tool

Dentsu | June 09, 2022

Dentsu is launching a new Contextual Intelligence tool across its U.S. media agencies. Contextual targeting has gained relevance as Apple and Google take moves to limit web monitoring. Contextual Intelligence uses unique algorithms to link brand targets with content across Carat, Dentsu X, and iProspect. Five clients have already utilized the tool. Dentsu reports that the return on investment for one company, the luxury jewelry store Pandora, was 24 times larger than any other Valentine's Day test advertising technique. Katie Nevin, Pandora's paid social and programmatic coordinator, referred to Contextual Intelligence as "a competitive advantage as we strive to earn increasingly limited attention in the market." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Jairath further stated, "Given the impending loss of cookies in Chrome and restrictions on targeting in the Apple ecosystem, contextual targeting is definitely getting more interest from clients." Much of this sophistication and data science is contextual, so it has become a more precise instrument than a crude one. Yet another advantage of contextual targeting is when it misses the mark, maybe not reaching a known client or past website visitor, but instead reaching those with similar interests who may become new customers for a company. Akash Jairath, chief product officer of Dentsu Media, U.S., said, "It started out with people thinking of it as waste, but it's really a halo effect. That's thought to work well for branding, but even from a performance standpoint, it certainly has a halo effect."

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Ampersand's Total TV Measurement Solution Offers Advertisers Insight Across Their Entire Multiscreen TV Investments

Ampersand | September 18, 2021

Ampersand, the audience-first TV advertising sales, data and technology company, announced today the availability of its Total TV Measurement solution for advertisers and agencies. This new capability allows Ampersand to offer brands as well as local advertisers the ability to unify and consolidate the measurement of audience-based media delivery across all of their TV investment channels – including network, spot and addressable– and activate across Ampersand's full footprint of multiscreen TV supply. Against the backdrop of today's fragmented television marketplace in which viewers access programming in live and time shifted environments, and on a variety of screens, it is increasingly difficult for brands and agencies to measure de-duplicated reach and frequency across the entirety of their multiscreen TV investments. As a result, brands struggle to holistically understand whether their target audience is being underserved or overserved. Ampersand's Total TV Measurement solution is designed to close this knowledge gap, and drive insights to allow brands to optimize the performance of their TV investments. For brands, Ampersand's Total TV insights – derived from using aggregated data from 40 million set top box households, and with a commitment to protecting personal information –empowers advertisers with a true understanding of de-duplicated reach of their total multiscreen TV investments. This understanding unlocks the ability for brands to identify new reach opportunities across the full breadth of their network, cable and addressable TV campaigns. Unlike other standalone measurement solutions, Ampersand can then activate on the de-duplicated reach insight with media solutions that solve for incremental reach needs across all screens to re-balance their investment. "Ampersand's Total TV measurement has empowered RPA and our clients with access to multi-screen insights, which was not possible before," said Brian McCord, Senior Vice President, Executive Director of Media Strategy at RPA, a Santa Monica-based advertising agency. "The learnings have been instrumental to our strategic planning team, enabling them to plan the most effective and efficient campaigns that drive real business outcomes for our clients. RPA uses this tool to navigate planning across all TV to ensure we understand the unique viewership of our target audience and can collaborate with our investment teams accordingly." For local advertisers, Ampersand now also offers reach, frequency and spend insights against their local broadcast investments. With the breadth and scale of the unique data set powering Ampersand's Total TV Measurement solution, local advertisers can also understand how brand audiences are being delivered across all local TV inventory and decision on how to effectively re-balance spend allocation across broadcast and cable. Analyzing de-duplicated reach for a market level campaign across all three channels provides powerful insights to local advertisers to increase reach and frequency at the optimal level. "One of the biggest pain points for CMOs in today's fragmented TV landscape lies in the difficulty of frequency management in service of a more efficient multiscreen TV investment strategy," said Ampersand President Andrew Ward. "We are excited to offer our Total TV analytics and measurement package to help advertisers finally understand who they are underserving or overserving across their multiscreen TV investment." Ampersand's Total TV Measurement solution is available today as a managed service and will soon be available on Ampersand's AND Platform. The AND Platform is the first advanced buy-side TV platform to centralize campaign planning, buying and measurement within a single interface, supporting local, addressable and national TV investment strategies. About Ampersand Ampersand is a data-driven TV advertising sales and technology company with the mission of enabling advertisers to reach their audiences across the full range of TV and digital environments. With a commitment to constant innovation and growth, Ampersand reaches 85 million households leveraging unique data insights to connect brands with audiences to drive desired outcomes.

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Billy Gene is Marketing Has Launched A 4-Month Advertising Certification Program

Billy Gene Is Marketing | April 30, 2021

Billy Gene, CEO of Billy Gene Is Marketing, has introduced a new advertising certification program. The four-month intensive program is designed for candidates who want to launch a career in ads, as well as marketing departments who want to advertise their own business in-house. The class will be held from May 4 to August 4, 2021. The Certified Advertising Genius Program will be taught in weekly classes, but this is not your typical classroom environment. This is a "million-dollar experience." Each class is live-streamed from their million-dollar studio, which features a 15'8" by 9'5" LED wall and multi-cam online experience, 25 luxurious theatre recliners, a production staff, and a curriculum designed to train students for the real world. According to the Bureau of Labor Statistics, more than 80% of businesses collapse within the first ten years. There are 400 million small businesses worldwide. Businesses need clients when times are tough. When things are going well, they expect more clients. With over $121 billion spent on internet ads in 2020, world-class advertisers are in high demand. Billy Gene and his in-house marketing staff will mentor students as they develop the in-demand skillset needed to assist businesses in gaining customers by direct response ads on Facebook, Instagram, and YouTube. The program is designed to help them develop new ads and attract perfect customers on a regular and predictable basis. Billy Gene Is Marketing purposefully went in the opposite direction to a conventional marketing program: instead of costing tens or hundreds of thousands of dollars and taking four years, this certification costs $5,000 and takes four months to complete. Billy Gene will personally teach the class, and class sizes will be kept small and private. If students wish to be eligible for the advertisement certification, they must apply by May 4, 2021. Students can attend classes virtually or in person at the Billy Gene Is Marketing headquarters in downtown San Diego. Commencement will take place in November 2021, and a special guest will deliver a speech. No spoilers here, but you're following this guy, and they're a game-changer when it comes to business growth. Those interested in obtaining their advertising certification from Billy Gene Is Marketing should contact an enrollment advisor by phone. Billy Gene Is Marketing is a San Diego-based marketing education organization with over 135,000 students in 75 countries. They've collaborated with some of the world's biggest franchises, including Massage Envy, Orange Theory Fitness, Crunch Fitness, and several more.

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