2. The Market
The Future is Digital
Digital Ad Spend
Are these the Good Times?
Who are the Biggest Spenders?
Advertising Participants
Where do you fit in?
Conclusion
3. India’s Advertising industry is expected to grow at
a rate of 16.8 per cent year-on-year to Rs 51,365
crore (US$ 7.61 billion) in 2016, buoyed by
positive industry sentiment and a strong GDP
growth of 7 per cent and above.
4.
5.
6.
7. Online advertising, which was estimated at Rs
2,900 crore (US$ 429.9 million) in 2013, could
jump threefold to Rs 10,000 crore (US$ 1.48
billion) in five years, increasing at a compound
annual rate of 28 per cent.
8. Of the current Rs 2,750 crore (US$ 407.66
million) digital advertisement market, search and
display contribute the most - search
advertisements constitute 38 per cent of total
advertisement spends followed by display
advertisement at 29 per cent, as per the study.
9.
10.
11.
12. “India is the fastest growing ad market among
all the major markets of the world. 2015 was
the best year for ad spend growth we’ve had in
the last five years,” said C.V.L. Srinivas, chief
executive at GroupM South Asia.
13. Consumer product, automobile and e-
commerce companies will continue to drive
growth (as they did in 2015) and telecom,
banking and finance, and the government
sector will join the party, according to Srinivas.
14. While digital media will remain the fastest
growing platform, India is one of the few large
markets where all traditional media platforms
will show positive growth
15. The top ten spenders during 2015 were
Hindustan Unilever, Amazon, Procter & Gamble,
Flipkart, Maruti Suzuki, Mondelez, Godrej
Consumer, ITC, Snapdeal and Reckitt Benckiser.
Hindustan Unilever was the largest spender,
with nearly Rs 2,500 crore ad expenditure.
18. Advertising
Advertising agencies create, develop, and produce
advertising campaigns across print (newspapers,
magazines), outdoor (billboards, bus shelters etc),
TV and radio. Some will also book advertising
space as well (see Media below).
19. Brand
Brand agencies focus on developing brand identities
– the company, name, visual identity, positioning
etc. Brand agencies often incorporate design (see
Design below) as the process of developing a
brand requires the development of a visual
identity (logo etc). A brand agency is most
commonly used when a company is starting up or
an existing business is re-branding.
20. Design
Design agencies provide graphic design services –
converting a brand / message into a visual form.
They will generally cover anything from designing
a logo to producing the artwork for stationery,
advertising and packaging.
21. Digital / Online Marketing
Digital or online marketing agencies are concerned
with any marketing relating to the Internet. They
focus on maximising the number of visitors to a
company’s website and engaging potential
customers when they are on the site. Some digital
agencies also provide email marketing services.
22. Market Research
Market research agencies design, carry out and
report on and / or analyse research on behalf of
companies. The research may be qualitative (e.g.
focus groups and in-depth research), quantitative
(e.g. Omnibus) and / or fieldwork (providing
personnel for e.g. street questionnaires).
23. Media
Media agencies specialise in planning and buying
advertising space. This role is often also
incorporated into an advertising agency.
Print
Print agencies take on a company’s print jobs and
outsource them to a printer. The agency takes
responsibility for ensuring that the job is
delivered on time, to budget and meets the
specification.
24. Public Relations (PR)
PR agencies are concerned with making sure that a
company and its products /services are
mentioned in the media (newspapers, magazines,
TV and radio) and other important outlets (e.g.
tradeshows, conferences) for getting information
about the company to potential customers. They
focus on generating free editorial not paid-for
advertising.
25. Social Media
A relatively new entrant, social media agencies help
businesses to build and maintain a presence on
social networking platforms such as Facebook,
Twitter, LinkedIn, Google+ and YouTube.
Web Design
Web design agencies build, develop and host
websites. Most web design agencies also provide
digital online and social media marketing
services.