"Digital Marketers in India"
The Internet advertising industry worldwide is gaining traction riding on a wave of growing mobile and Internet penetration. Digital ad formats, ad metrics, regulations and guidelines are all moving toward maturity, although worldwide this pace is still quite slow.
International bodies like MRC (Media Rating Council) in the US is working in close collaboration with IAB.NET and other like minded players like DG Mediamind and IPA to arrive at a consensus in regard to the digital media metrics and related guidelines.
Quite recently DG Mediamind has also submitted their new “Ad Viewability” metrics for final approval to the MURC. Furthermore, IAB.NET a consortium of around 500 lead members and advertisers is driving the adoption of new guidelines and regulations in the digital ads market space worldwide.
The Internet advertising market in North Americas and East & West Europe is gaining traction due to economic recovery in the US and Europe markets. However when it comes to critical issues like consensus on digital ad metrics, related guidelines and regulations etc, a lot still remains to be done.
In Indian subcontinent the digital ad market is still in its infancy. Worldwide around 14 countries have been driving the digital ads market adoption and growth. India and China are two key APAC countries figuring among these 14 lead markets/countries. RECMA regularly measures the digital ads market performance. They do so by measuring overall activity and account movements of advertisers worldwide. RECMA ranked India at 51 followed by China at no. 59 in their 61 countries advertisers’ performance study in the year 2013.
In case of China the digital ad market is driving growth on the back of high activity among the B2B accounts. Key Chinese players like Alibaba.com are the ones mainly driving the ad market industry through classifieds and search ad formats. In fact recently Chinese; Alipay.com a payment engine surpassed major US based P2P payment sites like Paypal.com and Square’s Pay. This further consolidates the ever increasing digital ad market and E-commerce market space in China. More than 60% of the small B2B merchants transacting online in China are already making use of Alipay.com as their destination to transact their business online.
In India although the rate of growth of digital ad market is quite high but the overall market size is still quite low as compared to other parts of the world. We can say that as compared to other digital ad markets, Indian digital ad industry is still in its infancy. But going forward the Internet ads market will grow owing to a high adoption of mobile and social ads in India. This is also because of high number of users in India accessing Internet through their mobile phones.