01. BRIEF HISTORY 02. UNDERSTANDING ECOSYSTEM 03. REGULATORY BODY 04. MARKET SIZE & SEGMENTS 05. ECONOMIC SCENARIO 06. TRENDS IN INDUSTRY 07. RECENT DEVELOPMENTS 08. IMPACT OF COVID-19

1. ADVERTISING
INDUSTRY
Group – 5
Services Marketing – Sec. C
Submitted To : Prof. Ajay Raheja

2. 1. HARSHAL MARU - 19BSP1034
2. AYUSH LAKHOTIA - 19BSP0605
3. BALAJI GAIKWAD - 19BSP0637
4. GAURAV GAJARE - 19BSP0948
5. KRITEE DAS - 19BSP13574
6. AVINASH KUMAR - 19BSP0575
7. AYUSH CHOUHAN - 19BSP0609
GROUP-5

3. INDIAN
ADVERTISING
INDUSTRY
BRIEF HISTORY
01.
UNDERSTANDING ECOSYSTEM
02.
REGULATORY BODY
03.
04. MARKET SIZE & SEGMENTS
ECONOMIC SCENARIO
05.
06. TRENDS IN INDUSTRY
07. RECENT DEVELOPMENTS
08. IMPACT OF COVID-19

4. “Great content is the best sales tool in the
world”
-Marcus Sheridan

5. BRIEF HISTORY
1990’s &
NOW
INTERNET 1950’s
TELEVISIONS
1930’s
RADIO 1900’s
PRINT MEDIA
❑ Advertising in the beginning was mainly for informative purposes
rather than promotional reasons.
❑ Indian Advertising can be traced back to the hawkers who used to call
out their wares using clever messages and slogans.

6. UNDESTANDING
ECOSYSTEM
1. Creating an advertise on the basis of information
gathered about product
2. Doing research on the company and the product
and reactions of the customers.
3. Planning for type of media to be used, when and
where to be used, and for how much time to be
used.
4. Taking the feedbacks from the clients as well as
the customers and then deciding the further line of
action.
THE WHOLE OF THE ADVERTISEMENT INDUSTRY IS
RUN BY THE ADVERTISING AGENCIES
ROLE OF ADVETISING
AGENCIES

7. WHAT DO AD AGENCIES OFFER?
GRAPHIC DESIGN
CAMPAIGNS
PHOTOGRAPHY WEB DESIGN
MARKETING BRANDING

8. 5 TYPES OF
ADVERTISING AGENCIES
3. CREATIVE BOUTIQUES
• No other function is performed other than
creating actual ads.
• Small sized agencies with their own
copywriters, directors, and creative people.
5. IN-HOUSE AGENCIES
• As good as the full service agencies.
• Big organization prefers these type of in
built agencies which work only for them.
• Work on the basis of requirements of the
organization.
2. INTERACTIVE AGENCIES
4. MEDIA BUYING AGENCIES
• Buys place for advertise and sells it to
the advertisers.
• Sells time in which advertisement will
be placed.
• Schedules slots at different television
channels and radio stations.
• Supervises the telecasted ads.
2 3
5
1. FULL SERVICE AGENCIES
• Large size agencies.
• Deals with all stages of advertisement, from collecting data to paying
media bills.
• Uses online advertisements, sending
personal messages on mobile phones, etc.
• The ads produced are very interactive,
having very new concepts, and very
innovative
4

9. REGULATORY BODY
ADVERTISERS
3. SAFEGUARD
AGAINST HAZARDOUS
PRODUCTS
1.
TRUTHFULNESS
& HONESTY
2. ACCEPTABLE
STANDARDS
ADVERTISING AGENCIES MEDIA
The Indian advertising market as a whole is regulated and controlled by a non-statutory body, the
Advertising Standards Council of India (ASCI). ASCI is a voluntary self-regulatory council
established in 1985. The Board of Governors comprises four members from each of the four sections
connected with the advertising industry:
RELATED SECTORS
Role of the Advertising Standards Council of India (ASCI):
To promote responsible advertising and to enhance public confidence in advertisements.
The council's objectives are:

10. MARKET SIZE & SEGMENTATION
RENEVUE
CONTRIBUTION
• FMCG – 30% (Rs. 20,182 Crores)
• E-commerce - 10%
• Automotive - 8%
• FMCD - 6%
• Media & Entertainment - 5%
• Telecom - 5%
• Retail - 5%
• BFSI - 5%
• Others - 26%
BY INDUSTRY
TYPE :
Indo-Pacific is the second largest regional advertising market in the world, with the
advertising spends reaching a total of 158.3 billion U.S. dollars in 2015, and is
forecast to increase to about 235.5 billion U.S. dollars by the end of 2020.
• Television Media – 39%
(Rs. 26,869 Crores)
• Print Media – 29%
(Rs. 20,110 Crores)
• Digital Ads – 20%
(Rs. 13,683 Crores)
• Outdoor Advertising – 6%
(Rs. 4,133.69 Crores)
• Radio Advertising – 4%
(Rs. 2,755.79 Crores)
• Cinema Advertising – 2%
(Rs. 1,377.89 Crores)
BY ADVERTISING
TYPE

11. ECONOMIC
SCENARIO The Indian advertising industry:-
➢ Has grown at a rate of 9.4% over 2018 to reach Rs. 68,475 Crores by the end of
2019, will grow by 10.9% to reach Rs. 75,952 crores by the end of 2020.
➢ The share of Television will remain steady through 2020, spends on Print will
decline to 27% by the end of this year.
➢ FMCG spends large chunk of budgets on television ads (61%), whereas, Retail &
Automotive spends largely on Print Ads.
➢ Biggest Spenders on Digital Ads : 1. BFSI (42%), 2. Consumer durables (28%) and
3. E-commerce (37%).
➢ FMCG also spends their large share of digital media budget on Online Videos
(36%), whereas E-commerce & Consumer durables spend mostly on Paid search &
Social media.
➢ Display Media, Online Video and Social Media are expected to have the fastest
growth in 2020. The share of Paid Search is expected to reduce from 25% to 23%
by the end of 2020.
➢ Advertising spends on mobile devices have seemingly grown to 41%, is expected to
reach 52% (Rs. 9,042 Crores) by 2020, might also hit the 64% mark, by the end
of 2020.
CURRENT…

12. ECONOMIC
SCENARIO
❑ Indian advertising industry is expected to grow at
11.83% CAGR to reach a market size of ₹1 33,921
crore by 2025.
❑ Advertising spends on Digital media is expected to
grow at a CAGR of 27.42% crossing Rs. 50000
Crore mark, reaching Rs. 58,550 crore mark by
2025 year end.
❑ The major reasons for this growth in the industry is
due to the technological advancements,
improvements in data science and analytics, and
introduction of policies and regulations.
❑ Advancements in marketing technologies and fusion
of marketing creativity along with 5G technology
and increased adoption to the E-commerce,
advertising industry will be catapulting the digital
media industry towards the Rs. 58,550 crore
milestone by the end of the year 2025
FUTURE…

13. FUTURE
FORECASTS

14. Marketing
tools
High Quality
Content
Video &
Content Video
Popularity
AR & VR
Digital
Media
TRENDS IN
INDIAN
ADVERTISING
Message
Personalization
& new
targeting tools

15. There has been a paradigm shift in the ways and means
of advertising of contemporary methodologies. Recent
development in advertising involves promoting a
product by using :-
RECENT DEVELOPMENTS
IN ADVERTISING
1. Content Advertising:
Increase brand visibility. Brands have realized the
value addition that high quality content and honest
presentation of products offer to their business.
2. Digital Marketing:
Every form of communication has a digital to it. No
communication in the advertising field irrespective of
the media gets completed without a digital touch to
the same.
3. Rise of Digital Agencies:
Digital Agencies have gained utmost importance over
the conservative mediums. Digital Media agencies
helps the product to get more visibility than the ones
that hail the traditional methods.

16. IMPACT OF
COVID-19
PROS :-
❑ INTERPERSONAL CONNECT
❑ EXPANDED SCOPE OF
DIGITAL ADVERTISING
❑ INFLUENCER MARKETING
CONS :-
❑ PRODUCTION WORK
❑ DECREASE IN REVENUE

17. “I don’t know the rules of grammar… If
you’re trying to persuade people to do
something, or buy something, it seems to
me you should use their language, the
language they use every day, the language
in which they think. Try to write in the
vernacular.”
-David Ogilvy

18. THANKS!!!
Following sources were referred for bits and pieces of information :
❑ Business Insider Articles
❑ Economic Times Articles
❑ Dentsu Ageis Network 2018-19 Reports
❑ IMARC (Indian Advertising Market Report & Forecast) : 2019-2024 Report
❑ Rest all content was curated using the help bits from Google.