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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?
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  • 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