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  • Digital Media is growing at a tremendous pace in India while Traditional Media such as TV is not going down. What are the aggressive approaches taken by agencies in India and how can these best practices be leveraged across SEA markets?
  • Add image
  • Source Comscore: State of Internet India Demographics:- Internet audience in India skews dramatically young: three-quarters of the web audience is under the age of 35, compared to 52% of the global average and 57% of the regional average15-24 year olds in India are the heaviest Internet users Males spend more time online than females in most age groups; the 35-44 year old age group is the exception: women spend 1.7 hours more online than males 15-24 year olds of both genders are the heaviest users overall. Typical demographic consumption pattern for emerging Internet marketJuxt Consult: India Online Demographic/Consumer Class Facts:‘25-35 years’ user segment grows further as the ‘single’ largest online age groupAlmost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card Female user-ship ‘inches’ up further at 27% (but ‘housewives’ segment declines)
  • Second point explanation: 17 mn of 50 million ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% increase from 10 million last year -  18 million credit card holders in india may 2011
  • Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
  • Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
  • *Note on first point: Source InMobiIndian mobile ad market grows by 27% in 90 days to 7.3 bn impressions monthly: InMobihttp://www.business-standard.com/india/news/indian-mobile-ad-market-grows-by-27-in-90-days-to-73-bn-impressions-monthly-inmobi/430611/
  • Consider & Buy Marketers often overemphasize the “con-sider” and “buy” stages of the journey, allocating more re-sources than they should to building awareness through ad-vertising and encouraging purchase with retail promotions.Evaluate & Advocate New media make the “evaluate” and “advocate” stages increasingly relevant. Marketing invest-ments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose can be as important as building awareness and driving purchase.Bond If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages.
  • Transcript

    • 1. A Bioscope into the Digital Growth in India
      Rahul Nanda
      Co-founder & COO, Webchutney
    • 2.
    • 3. India’s leading Digital Agency
      Analytics
      Search
      Consulting
      Mobile Marketing
      Strategy
      UI Design
      Web Development
      SEO
      Digital Kiosks
      Viral Marketing
      Content
      Media
      Mobile Apps Development
      E-Commerce
      Games Development
      WAP Portals
      ORM
      Social Media
      CRM
      Creative Services
    • 4. Internet growth in india
    • 5. Internet still not about reach!
      400 Mn
      185 Mn
      165 mn
      585 Mn
      Mobile
      105 mn
      Print
      65 Mn
      50 mn
      Internet
      240 mn
      Television
      Urban
      Source: Juxt Consult, India Online Landscape 2011
    • 6. More about ‘depth’ than ‘spread’
      61 million ‘regular’ users (46 mn urban users, 16 mn rural users)
      Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23)
      Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural)
      Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%
      73% Male, 27% Female
      65 Million ‘Active’ internet users in India
      (+28% from 2010)
      Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’
    • 7. A marketer’s dream TG!
      75%
      73%
      72%
      65%
      64%
      49%
      60%
      Urban
      Male
      19 – 35 years
      SEC ‘A’, ‘B’, ‘C’
      Employed
      Rs.12,500+ MHI
      Own an automobile in the HH
      Source: Juxt Consult, India Online Landscape 2011
    • 8. Youth leading the web revolution
      Composition of Internet Audience 15+
      75%
      Source Comscore: State of Internet India Demographics, % Figures
    • 9. Top activities on the net
      62%
      68%
      94%
      74%
      web search
      emailing
      download
      music
      job search
      44%
      47%
      61%
      53%
      56%
      47%
      joined
      online
      community
      social
      networking
      Check
      general news
      IM/chatting
      Professional
      networking
      PC to mobile
      SMS
      Source: Juxt Consult, India Online Landscape 2011
    • 10. Online video reaches 71% of Indian Internet Audience
      1.7 B videos viewed in India every month
      9.1 B minutes spent on online videos every month
      5th largest nation in the world in terms of online video reach
      Source:Comscore Video Metrix Report, 2011
    • 11. Online buying picking pace
      4 out of 5 internet users ‘shop’ online
      (search or buy online)
      70% increase in online buyers from last year
      Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)
      Most bought ‘non-travel’ products were mobile phones & accessories (56%), computer hardware and consumer electronics (35% each) and movie tickets (30%). Most bought ‘travel’ products were train tickets (83%) and air tickets (58%)
      50 million strong online ‘Shopper’ base
      Source: Juxt Consult, India Online Landscape 2011
    • 12. Top websites 2011
      Net-Banking/Finance
      Travel
      E-Commerce
      Group Buying/Deals
      India’s first billion dollar valuation company!
      Source: Juxt Consult, India Online Landscape 2011
    • 13. Local language dominates traditional media
      Source: TAM | Market: All India
    • 14. What about Online?
      Still a long way to go… Requires content & interactivity in local languages
      Source: Doubleclick Ad Planner & Juxt Consult, India Internet Landscape 2011
    • 15. Growth of Indian ad industry in last 5 years…
      Source: Pitch-Madison Media Advertising Outlook 2011
    • 16. A TALE OF 2 TRUTHS
    • 17. Online population growing
      and engaged withincreased spending
      Online spend share of overall
      advertising budgets ridiculously low
    • 18. Online spend share is relatively small
    • 19. But growth is High…
      2009 to date, growth in ad spends (CAGR)
      19%
      20%
      21%
      22%
      42%
      Television
      Print
      OOH
      Radio
      Internet
      That’s double the growth of ad-spends on TV!
    • 20. What we tell our clients…
      Leverage the internet for its strength:
      • Frequency and not reach
      • 21. Selective and contextual targeting
      • 22. Interact and engage, not just sell (CRM)
      Beware of its 2 current weaknesses – mass reach, women consumers
    • 23. Mobile internet – the inflexion point
    • 24. 15 years ago, there were more computers in this country than mobile phones
      Today, there are 10 times more mobile phones than computers
      Food for thought….
    • 25. Internet Usage on Mobile Phones
      All Mobile Users in India
      304 million (100%)
      Rural Mobile Users
      146 million (48%)
      Urban Mobile Users
      158 million (52%)
      Use Internet on Mobile Phone Only
      0.8 million (0.3%)
      Use Internet on Mobile Phone & PC
      9.6 million (3.2%)
      Use Internet on Mobile Phone Only
      0.9 million (0.3%)
      Use Internet on Mobile Phone & PC
      0.3 million (0.1%)
      Use Internet on PC Only
      27.4 million (9%)
      Use Internet on PC Only
      9.4 million (3.1%)
      Not use Internet at all
      120 million (40%)
      Not use Internet at all
      135 million (45%)
      All mobile users using Internet - 15% – 48.4 million
      Mobile users using Internet on Mobile Phone – 3.8% – 11.6 million
      Source: Juxt Consult, India Mobile Landscape 2010
    • 26. Mobile web gaining ‘Volume’
      7.3 B
      Monthly mobile ad impressions
      Indexed Query growth – Mobile ( top 1000 commercial queries)
      +50X since 2007
      +4X YoY
      30 M
      App downloads a week in India
      8X
      Faster adoption than PC web
      Source: Morgan Stanley, Mobile Internet Presentation, Feb 2011; Industry estimates, Google Indexed query Data
    • 27. Barriers to growth
      Lower Device & Data Costs
      ‘Low entry cost’ will be critical for Mobile / Mobility Devices to add to the next 100m Internet users
    • 28. Our Approach to Digital
    • 29. The client evolution
      Social Media Presence(FB, Twitter, LinkedIn, Blogs)
      2011+
      Acquisition / Traffic Generation (Search & Display Media)
      Integrated Campaigns & Social Conversations (360 approach, mobile, customer support, reputation management, ecommerce)
      2009-2010
      2010-2011
      Brand Campaigns & Product launches (micro-sites)
      2005-2008
      1999 – 2005
      Establishing a presence (Websites)
    • 30. Consumer Journey- Digital
    • 31. What’s worked for us
      Case Studies
    • 32. Tata Tea - Jaago Re
      JaagoRe’sTV campaign and voting website to promote citizens to Vote had already helped to build affinity for the Tata Tea brand.
      Our challenge was to take the campaign to the next level and initiate a long-term movement that would actually empower people to ‘wake up’ and change India.
    • 33. So we created India’s first Social ‘Change’ Network
    • 34. Jaago Re – India’s First Social ‘Change’ Network
    • 35. Bharat Matrimony – Biwi Ho TohAisi (My Kind of Wife)
      Our objective was to reach out to young bachelors and create greater awareness + preference for Bharat Matrimony – India’s number one matrimonial site.
    • 36. So we created a simple and fun experience on Web + Mobile
    • 37. Biwi Ho TohAisi – India’s first ‘Virtual Wife’ experience
    • 38. Our objective was to leverage brand Airtel’s association with Champions League T20 and use the cricket card to engage and interact with the Target Audience in their natural online habitats during the Airtel Champions League T20, 2010.
      Airtel – Real Fans
    • 39. India’s first Youtube Channel Contest
    • 40. Real Fans – India’s first Youtube Contest
    • 41. Integrated Campaigns ; 360 degree Approach
      Online Promotion meets Offline Activation
      Inclusion of Mobile
      Social Conversations
      Co-creation of Content
      Treat the Internet as an “Individualized” Mass Medium
      Key Takeaways from our Experience
    • 42. THANK YOU!
      For more Creative Showcase visit – www.webchutney.com/playinprogress
      My mail id is : rahul.nanda@webchutney.net