Digital LandscapeThursday, 13 December 2012
Agenda•   Online Advertising in India•   Indian Digital Consumer•   Online Advertising Media Mix•   Latest trends in 2012 ...
Online Advertising In India        Manish Shivani - Confidential   3
India – A Country Going Digital                                     Urban Internet Users (In Million)                   12...
Penetration set to explode, Attracting                              Global Players                     450                ...
E-CommerceLocal Shops are Open!                                    Global Shops are lined up!                         Mani...
Mobile Broadbanda fuel the growth                                    will                     350                   Broadb...
Time Spent is all set to surge!                          Average Time Spent Online Per Person Per Day                     ...
Indian Digital Advertising Market                                                Spends (In Crs.) INR                     ...
Online Classified is hot favorite of                                        Advertisers                                  B...
Online classified has earned maximum    investments from advertisers                                        Spends (In Crs...
Indian Online Consumer      Manish Shivani - Confidential   12
Evolution of Indian Online ConsumerSource – Nielsen/Netratings   Manish Shivani - Confidential   13
A Day in Life of Online Consumer                              Manish Shivani - Confidential   14Source - Avendus
Online Advertising Media Mix         Manish Shivani - Confidential   15
Display         A                                                        B     Technology                                 ...
DisplayManish Shivani - Confidential   17
Spend As per Technology Format                                                    FY 2012 – Base 676 Cr.                  ...
Top Performing Sectors on Display                    FY 2011 – Base 499 Cr.                                               ...
SearchManish Shivani - Confidential   20
What does a search engine do?        • A User Perspective                – Ask a question, get an answer!        • A Searc...
SEO vs SEM        • Common Myth – Are they Twins?                – No, They are not                                       ...
SEO vs SEM      SEO                                                                   SEM                                 ...
Ad Spends                                                        10%                                                      ...
Mobile ADsManish Shivani - Confidential   25
Mobile Advertising Mix                                                     SMS                                            ...
Engagement opportunities in Mobile                                                                                Customer...
Roles                   Recharge Cards                                                           Ads on Post        High  ...
Spend by Sub-Medium                                                    5%                                               5%...
Social Media Manish Shivani - Confidential   30
Few Facts…• 42 Million Social Media Users• Indian web user spend 3.7 Hrs. per month on  SNS• 96% of Indian IT firms forbid...
Types of Social Marketing                                                                         Photo                   ...
Profiles of Companies Involved in Social                               Media                                            Ma...
Profiles Elaborated           The         Confused                                 Its interesting, but why I am here?    ...
Latest Trends in 2012     Manish Shivani - Confidential   35
Trends              Mobile Wallet     Online VDO                 Mobile Marketing   Scalability of Apps              Airte...
Thank You!Manish Shivani - Confidential   37
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Indian Digital Landscape

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This piece of work is a self explanatory and the agenda behind this was to make more and more people digitally literate. After completing this presentation you will get an overview of below mentioned points -
1. Indian Online Advertising Industry - Overview
2. Evolution of Indian Consumer
3. Elements of Digital Marketing Mix
4. Few latest trends of 2012

Happy Reading!!

Disclaimer -
1. This presentation is meant for educational purpose.
2. Various data points mentioned in presentation are from sources mentioned at lower left footer.
3. If in case I missed out any data source, feel free to write me a mail and for sure I'll include the source.




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Indian Digital Landscape

  1. 1. Digital LandscapeThursday, 13 December 2012
  2. 2. Agenda• Online Advertising in India• Indian Digital Consumer• Online Advertising Media Mix• Latest trends in 2012 Manish Shivani - Confidential 2
  3. 3. Online Advertising In India Manish Shivani - Confidential 3
  4. 4. India – A Country Going Digital Urban Internet Users (In Million) 120 114 98 100 87 82 80 72 73 63 65 60 55 50 46 40 36 20 0 2008 2009 2010 2011 PC Literate Claimed Active Manish Shivani - Confidential 4Source - Avendus
  5. 5. Penetration set to explode, Attracting Global Players 450 35.0% 29.5% 375 30.0% 21.7% 25.0% 300 20.0% 225 15.3% 376 15.0% 150 9.8% 273 10.0% 6.6% 3.9% 5.0% 190 75 3.1% 120 5.0% 36 46 55 65 0 0.0% 2008 2009 2010 2011 2012 2013 2014 2015 (E) (E) (E) (E) Active Users Penetration (%) Manish Shivani - Confidential 5Source - Avendus
  6. 6. E-CommerceLocal Shops are Open! Global Shops are lined up! Manish Shivani - Confidential 6
  7. 7. Mobile Broadbanda fuel the growth will 350 Broadband Users (In Million) 300 288 250 196 200 150 120 100 51 50 32 39 15 13 20 26 4 0.1 6 0.1 11 2 0 2008 2009 2010 2011 2012 (E) 2013 (E) 2014 (E) 2015 (E) PC Broadband Mobile Broadband Manish Shivani - Confidential 7Source - Avendus
  8. 8. Time Spent is all set to surge! Average Time Spent Online Per Person Per Day (Hrs.) 0.8 0 1 2 3 4 0.7 0.7 0.67 0.64 Japan 2.87 0.61 0.58 0.6 0.55 0.53 0.49 China 2.74 0.5 0.4 US 2.27 0.3 Brazil 1.07 0.2 0.1 India 0.61 0 2008 2009 2010 2011 2012 (E) 2013 (E) 2014 (E) 2015 (E) Manish Shivani - Confidential 8Source - Avendus
  9. 9. Indian Digital Advertising Market Spends (In Crs.) INR 5000 4391 4000 3535 2851 3000 2277 2000 1623 1000 0 Mar 10 Mar 11 Mar 12 Dec 12 (E) Mar 13 (E) Spends (In Crs.) Manish Shivani - Confidential 9Source – IAMAI, April 2012
  10. 10. Online Classified is hot favorite of Advertisers Base – FY 2012 Online Spends – INR 2851 Crs. 20% Search Portals / Vortals Social Email 13% 53% Video Mobile 3% Online Classifieds 2% 5% 4% Manish Shivani - Confidential 10Source – IAMAI, April 2012
  11. 11. Online classified has earned maximum investments from advertisers Spends (In Crs.) 1600 1400 1200 1000 800 600 400 105 200 90 1117 1496 367 499 574 418 571 676 0 838 Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar Mar 10 11 12 10 11 12 10 11 12 11 12 Search Display Online Classifieds Mobile % Denote Y-O-Y Growth Manish Shivani - Confidential 11
  12. 12. Indian Online Consumer Manish Shivani - Confidential 12
  13. 13. Evolution of Indian Online ConsumerSource – Nielsen/Netratings Manish Shivani - Confidential 13
  14. 14. A Day in Life of Online Consumer Manish Shivani - Confidential 14Source - Avendus
  15. 15. Online Advertising Media Mix Manish Shivani - Confidential 15
  16. 16. Display A B Technology Size•Image (GIF / JPEG) •Banners & Leader•Simple Flash boards•Rich Media with video •Buttons•Rich Media Without •RectanglesVideo •Skyscrapers Manish Shivani - Confidential 16
  17. 17. DisplayManish Shivani - Confidential 17
  18. 18. Spend As per Technology Format FY 2012 – Base 676 Cr. 3% 10% 24% Image (Gif/Jpeg) Simple Flash 24% Rich Media (W/V) Rich Media (Wo/V) Text 39% Manish Shivani - Confidential 18Source – IMRB Int, IAMAI – April 2012
  19. 19. Top Performing Sectors on Display FY 2011 – Base 499 Cr. FY 2012 – Base 574 Cr. 0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25% BFSI 20% BFSI 20% Travel 23% Travel 23% Online Publishers 13% Online Publishers 13% IT 10% IT 10% Telecom 9% Telecom 9% Others 5% Others 5% Auto 6% Auto 6% Education 4% Education 4% FMCG 4% FMCG 4% Consumer Durables 3% Consumer Durables 3% Print Media 1% Print Media 1% Electronic Media 2% Electronic Media 2% Manish Shivani - Confidential 19Source – IMRB Int, IAMAI – April 2012
  20. 20. SearchManish Shivani - Confidential 20
  21. 21. What does a search engine do? • A User Perspective – Ask a question, get an answer! • A Search Engine perspective – Find all the answers – Give you the best ones… RANKED – Measure the human interaction with its algorithmic logic. Manish Shivani - Confidential 21Source - Dominique Hind, Digital Download
  22. 22. SEO vs SEM • Common Myth – Are they Twins? – No, They are not •Optimizing through relevance to query & Previous engagements SEO • Done by using targeted keyword phrases •Done by using paid tools like Adwords & PPC Advertising SEM • Great opportunity to gain traffic Manish Shivani - Confidential 22Source - Dominique Hind, Digital Download
  23. 23. SEO vs SEM SEO SEM Manish Shivani - Confidential 23Source - Dominique Hind, Digital Download
  24. 24. Ad Spends 10% SEO SEM 90% Manish Shivani - Confidential 24Source – IMRB Int, IAMAI – April 2012
  25. 25. Mobile ADsManish Shivani - Confidential 25
  26. 26. Mobile Advertising Mix SMS Bluetooth Voice M-VASMobile Marketing Mobile Internet Mix Software Social Networking USSD M-Commerce Manish Shivani - Confidential 26
  27. 27. Engagement opportunities in Mobile Customer Browsing – App’ns – OtherCall – 20% SMS – 10% IVR – 5% Service 5% 10% Inventories Actions – 7% SMS2.0 In Game Placement Recharge Contests Cards A2P SMS Tagging Billing/ Ad RBT WAP Branded Apps/ODP Charging Portals Alerts P2P SMS Tagging Brand Postpaid Zones Bill/Insert Mobile TV Push SMS Manish Shivani - Confidential 27
  28. 28. Roles Recharge Cards Ads on Post High Paid Bills Games Ad Tags on Subscription SMS Push SMS WAP Portals Bluetooth MNO & Others MediumREACH SMS 2.0 Ads on IVR Portal Ad RBT Life Tools Missed Call Alerts Low Device Affnet Customization Low Medium High Manish Shivani - Confidential 28 TARGETING & INTERACTIVITY
  29. 29. Spend by Sub-Medium 5% 5% 20% WAP / Browser In - App SMS Others 70% Manish Shivani - Confidential 29Source – IMRB Int, IAMAI – April 2012
  30. 30. Social Media Manish Shivani - Confidential 30
  31. 31. Few Facts…• 42 Million Social Media Users• Indian web user spend 3.7 Hrs. per month on SNS• 96% of Indian IT firms forbid Social Media use at work• 28 Million FB Users from India (More than total population of Australia) Manish Shivani - Confidential 31
  32. 32. Types of Social Marketing Photo Sharing Video Bloggin Sharing g Micro Podcast Bloggin s g Key Social Platforms Messag e RSS Boards Chat Widgets Rooms SNS Manish Shivani - Confidential 32Source - Dominique Hind, Digital Download
  33. 33. Profiles of Companies Involved in Social Media Manish Shivani - Confidential 33Source - Dominique Hind, Digital Download
  34. 34. Profiles Elaborated The Confused Its interesting, but why I am here? The Hopeful Don’t know, but this must be effective The Eagerness to know and being involved, regardless of Experimenter impact The Participant Digital congregation point of like minded consumers The Insightful Make sense, Fish where the fish are. Manish Shivani - Confidential 34Source - Dominique Hind, Digital Download
  35. 35. Latest Trends in 2012 Manish Shivani - Confidential 35
  36. 36. Trends Mobile Wallet Online VDO Mobile Marketing Scalability of Apps Airtel Money In Living Room Social & Local Manish Shivani - Confidential 36Source - Millward Brown
  37. 37. Thank You!Manish Shivani - Confidential 37

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