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Digital Advertising Report 2014
Digital Advertising Report 2014
2014/08/13
Rs.22 472.00
As of June 2014, there were 243 Mn claimed Internet users in India out of which 192 Mn are active Internet users who access Internet at least once a month. There has been a consistent growth in the number of Internet users over the past few years. In urban cities, the penetration of active Internet users is nearly 36% whereas in rural villages the penetration is 6%. There is a large part of the population that still needs to be included in ensuring a large-scale digital adoption in the country. The overall ad spend in India across all media is INR 38,598 Cr as of 2013 with a year on year growth rate is 12%. Ad Spend in Television is the highest with a proportion of 44% of the overall spend. With the rapid growth in penetration of Internet across Urban and Rural India, Marketers are focussing more on the spending their media budget on different digital avenues. The digital advertisement spend in India is INR 2750 Cr by the end of FY’14 with a Y-o-Y growth rate of 30%. The overall CAGR for the digital Ad-spend in India is 25% from FY’2011 to FY’2013. Growth in e-Commerce Industry and their ad-spend in digital media is the highest, contributing close to 20% followed by Telecom and FMCG & Consumer Durables. The digital ad spends by the e-Commerce Industry has been growing at a CAGR of 59% since 2011 and to reach INR 495 Cr by FY’2014. FMCG is also one of the market movers in the upcoming Financial Year. Looking at the classification of digital Ad avenues, we can see there certain overlapping categories that are quite evident. For example Video is a type of Ad Avenue which will fall into the social media which is actually a type of Platform in launching ads and also banners which may be a part of Mobile ads. While reporting overall broad buckets are been considered with which marketers, Ad agencies and Ad-Networks are familiar with. Search is one of the most chosen digital ad media both in terms of ad placements as well as the share (30% of the total size). It is followed by Display Ads and Social media Ads in terms of proportion. Video ads are having the fastest growth with 56% CAGR respectively since 2011. Video ads, although contributing comparatively lower to the overall ad spend, is expected to grow as many marketers are expressing their desires to spend on Online Video Portals. Digital Ad Spend on Mobile devices is 14% whereas on Desktop PCs, Laptop computers, it is 86%. Although traditional media still holds strong ground in the Indian Ad Space, Digital Advertising is catching up fast and is expected to overtake traditional media within the next 5 -10 years.
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