The document discusses digital advertising trends in India. It notes that the number of urban internet users in India is growing rapidly and is expected to reach 114 million by 2015. Time spent online by Indians is also increasing but still lags countries like the US, China, and Brazil. Online advertising spending in India is growing and reached INR 2851 crores in 2012. Within online advertising, online classifieds receive the largest share of advertiser spending. The document outlines trends in online consumer behavior in India and reviews various digital advertising media channels including display, search, mobile, and social media. It provides data on spending and growth across each of these channels. The document concludes with some key advertising trends in India for 2012 such as the rise of mobile
2. Agenda
• Online Advertising in India
• Indian Digital Consumer
• Online Advertising Media Mix
• Latest trends in 2012
Manish Shivani - Confidential 2
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 7
Source - Avendus
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 8
Source - Avendus
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 9
Source – IAMAI, April 2012
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 10
Source – IAMAI, April 2012
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
16. Display
A B
Technology Size
•Image (GIF / JPEG) •Banners & Leader
•Simple Flash boards
•Rich Media with video •Buttons
•Rich Media Without •Rectangles
Video •Skyscrapers
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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 21
Source - Dominique Hind, Digital Download
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 22
Source - Dominique Hind, Digital Download
23. SEO vs SEM
SEO SEM
Manish Shivani - Confidential 23
Source - Dominique Hind, Digital Download
24. Ad Spends
10%
SEO
SEM
90%
Manish Shivani - Confidential 24
Source – IMRB Int, IAMAI – April 2012
26. Mobile Advertising Mix
SMS
Bluetooth
Voice
M-VAS
Mobile Marketing Mobile Internet
Mix
Software
Social Networking
USSD
M-Commerce
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27. Engagement opportunities in Mobile
Customer
Browsing – App’ns – Other
Call – 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. Roles
Recharge Cards
Ads on Post
High
Paid Bills Games
Ad Tags on
Subscription SMS
Push SMS
WAP Portals Bluetooth
MNO & Others
Medium
REACH 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. Spend by Sub-Medium
5%
5%
20% WAP / Browser
In - App
SMS
Others
70%
Manish Shivani - Confidential 29
Source – IMRB Int, IAMAI – April 2012
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. 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 32
Source - Dominique Hind, Digital Download
33. Profiles of Companies Involved in Social
Media
Manish Shivani - Confidential 33
Source - Dominique Hind, Digital Download
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 34
Source - Dominique Hind, Digital Download
36. Trends
Mobile Wallet Online VDO Mobile Marketing Scalability of Apps
Airtel Money In Living Room Social & Local
Manish Shivani - Confidential 36
Source - Millward Brown