Bioscope into the Digital Growth in India - iMedia Malaysia Deck

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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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  • 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?
  • 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.
  • Bioscope into the Digital Growth in India - iMedia Malaysia Deck

    1. 1. A Bioscope into the Digital Growth in India<br />Rahul Nanda<br />COO & Partner, Webchutney<br />
    2. 2. Internet growth in india<br />
    3. 3. Internet still not about reach!<br />400 Mn<br />185 Mn<br />165 mn<br />585 Mn<br />Mobile<br />105 mn<br />Print<br />65 Mn<br />50 mn<br />Internet<br />240 mn<br />Television<br />Urban<br />Source: Juxt Consult, India Online Landscape 2011<br />
    4. 4. More about ‘depth’ than ‘spread’<br />61 million ‘regular’ users (46 mn urban users, 16 mn rural users)<br />Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23)<br />Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural)<br />Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%<br />73% Male, 27% Female<br />65 Million ‘Active’ internet users in India <br />(+28% from 2010)<br />Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’<br />
    5. 5. A marketer’s dream TG!<br /> 75%<br /> 73%<br /> 72%<br /> 65%<br /> 64%<br />49%<br /> 60%<br />Urban<br />Male<br />19 – 35 years<br />SEC ‘A’, ‘B’, ‘C’<br />Employed<br />Rs.12,500+ MHI<br />Own an automobile in the HH<br />Source: Juxt Consult, India Online Landscape 2011<br />
    6. 6. Youth leading the web revolution<br />Composition of Internet Audience 15+<br />75%<br />Source - Comscore: State of Internet India Demographics, % Figures<br />
    7. 7. Top activities on the net<br />62%<br />68%<br />94%<br />74%<br />web search<br />emailing<br />download <br />music<br />job search<br />44%<br />47%<br />61%<br />53%<br />56%<br />47%<br />joined <br />online <br />community<br />social <br />networking<br />Check <br />general news<br />IM/chatting<br />Professional <br />networking<br />PC to mobile <br />SMS<br />Source: Juxt Consult, India Online Landscape 2011<br />
    8. 8. Online video reaches 71% of Indian Internet Audience<br />1.7 B videos viewed in India every month<br />9.1 B minutes spent on online videos every month<br />5th largest nation in the world in terms of online video reach<br />Source:Comscore Video Metrix Report, 2011<br />
    9. 9. Online buying picking pace<br />4 out of 5 internet users ‘shop’ online <br />(search or buy online)<br />70% increase in online buyers from last year<br />Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)<br />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%)<br />50 million strong online ‘Shopper’ base<br />Source: Juxt Consult, India Online Landscape 2011<br />
    10. 10. Top websites 2011<br />Net-Banking/Finance<br />Travel<br />E-Commerce<br />Group Buying/Deals<br />Source: Juxt Consult, India Online Landscape 2011<br />
    11. 11. Local language dominates traditional media<br />Source: TAM | Market: All India<br />
    12. 12. What about Online?<br />Still a long way to go… Requires content & interactivity in local languages<br />Source: Doubleclick Ad Planner & Juxt Consult, India Internet Landscape 2011<br />
    13. 13. Growth of Indian ad industry in last 5 years…<br />Source: Pitch-Madison Media Advertising Outlook 2011<br />
    14. 14. A TALE OF 2 TRUTHS<br />
    15. 15. Online population growing <br />and engaged withincreased spending<br />Online spend share of overall <br />advertising budgets ridiculously low<br />
    16. 16. Online spend share is relatively small<br />Source: Pitch-Madison Media Advertising Outlook 2011<br />
    17. 17. But growth is high…<br />2009 to date, growth in ad spends (CAGR)<br /> 19%<br /> 20%<br /> 21%<br /> 22%<br />42%<br /> Television<br /> Print<br /> OOH<br /> Radio<br />Internet<br />That’s double the growth of ad-spends on TV!<br />Source: Pitch-Madison Media Advertising Outlook 2011<br />
    18. 18. What we tell our clients…<br />Leverage the internet for its strength:<br /><ul><li>Frequency and not reach
    19. 19. Selective and contextual targeting
    20. 20. Interact and engage, not just sell (CRM)</li></ul>Beware of its 2 current weaknesses – mass reach, women consumers<br />
    21. 21. Mobile internet – the inflexion point<br />
    22. 22. 15 years ago, there were more computers in this country than mobile phones<br />Today, there are 10 times more mobile phones than computers<br />Food for thought….<br />
    23. 23. Internet usage on Mobile Phones<br />All Mobile Users in India<br />304 million (100%)<br />Rural Mobile Users <br />146 million (48%)<br />Urban Mobile Users <br />158 million (52%)<br />Use Internet on Mobile Phone Only <br />0.8 million (0.3%)<br />Use Internet on Mobile Phone & PC<br />9.6 million (3.2%)<br />Use Internet on Mobile Phone Only <br />0.9 million (0.3%)<br />Use Internet on Mobile Phone & PC<br />0.3 million (0.1%)<br />Use Internet on PC Only <br />27.4 million (9%)<br />Use Internet on PC Only <br />9.4 million (3.1%)<br />Not use Internet at all <br />120 million (40%)<br />Not use Internet at all <br />135 million (45%)<br />All mobile users using Internet - 15% – 48.4 million<br />Mobile users using Internet on Mobile Phone – 3.8% – 11.6 million<br />Source: Juxt Consult, India Mobile Landscape 2010<br />
    24. 24. Mobile web gaining ‘Volume’<br />7.3 B <br />Monthly mobile ad impressions<br />Indexed Query growth – Mobile ( top 1000 commercial queries)<br />+50X since 2007<br />+4X YoY<br />30 M <br />App downloads a week in India<br />8X<br />Faster adoption than PC web<br />Source: Morgan Stanley, Mobile Internet Presentation, Feb 2011; Industry estimates, Google Indexed query Data<br />
    25. 25. Barriers to growth<br />Lower Device & Data Costs<br />‘Low entry cost’ will be critical for Mobile / Mobility Devices to add to the next 100m Internet users<br />
    26. 26. Our Approach to Digital<br />
    27. 27. The client evolution<br />Social Media Presence(FB, Twitter, LinkedIn, Blogs)<br />2011+<br />Acquisition / Traffic Generation (Search & Display Media)<br />Integrated Campaigns & Social Conversations (360 approach, mobile, customer support, reputation management, ecommerce)<br />2009-2010<br />2010-2011<br />Brand Campaigns & Product launches (micro-sites)<br />2005-2008<br />1999 – 2005<br />Establishing a presence (Websites)<br />
    28. 28. Consumer Journey- Digital<br />Source: http://www.freshtito.com/2011/06/1090/<br />
    29. 29. What’s worked for us<br />Case Studies<br />
    30. 30. Tata Tea - Jaago Re<br />JaagoRe’sTV campaign and voting website to promote citizens to Vote had already helped to build affinity for the Tata Tea brand. <br /> 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. <br />
    31. 31. So we created India’s first Social ‘Change’ Network<br />
    32. 32. Bharat Matrimony – Biwi Ho TohAisi (My Kind of Wife)<br /> Our objective was to reach out to young bachelors and create greater awareness + preference for Bharat Matrimony – India’s number one matrimonial site.<br />
    33. 33. So we created a simple and fun experience on Web + Mobile<br />
    34. 34. 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.<br />Airtel – Real Fans<br />
    35. 35. India’s first Youtube Channel Contest<br />
    36. 36. Integrated Campaigns ; 360 degree Approach<br />Online Promotion meets Offline Activation<br />Inclusion of Mobile<br />Social Conversations<br />Co-creation of Content<br />Treat the Internet as an “Individualized” Mass Medium<br />Key takeaways from our experience<br />
    37. 37. THANK YOU!<br />For more Creative Showcase visit – www.webchutney.com/playinprogress<br />My mail id is : rahul.nanda@webchutney.net<br />

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