Indian Online Advertising Revenues Forecast 2014
According to IPG Mediabrands’ strategic global media unit Magna Global:
- The global ad revenue is expected to grow by 6.5 per cent in 2014, the Indian ad revenue should grow by 11.3 per cent in the coming year with the internet again leading the growth at 31.4%.
- The growth in television ad spends will be 10.4% while that for newspapers will be 8.8%.
- Magazine ad spend growth will be 2.3% while OOH will be 12.1% and radio at 11%.
- The Indian advertising market is going to show further buoyancy in 2014 by growing 11.9 per cent. The reason: the investment climate is expected to warm up and demand from external economies backed by solid domestic consumption will boost the Indian economy.
“That level of economic activity is not particularly impressive by historical standards, but confidence indices keep improving and we believe advertising spending will reflect and amplify that economic trend,” – Venkatesh S, EVP, Director Intelligence, Magna Global, India.
According to the latest Ad Matrix report from ComScore:
More than 3900 advertisers ran online ad campaigns in September 2013. On an average, this resulted in 395 ads viewed by each active internet user in India.
Top Online Display Advertisers In India By Industry: 30.2 billion online display ads were served in September alone. Retail, online media and computers remained the top category advertisers came from.
Top Online Display Ads Publishers By Industry: Social media, portals and services together generated about 68% of the total online display ads impressions generated in India in September 2013.
Nearly 2 out of every 5 impressions were generated on social media networks alone.
Top Online Display Ads Category In India: Retail and Finance industries have contributed the maximum in online display ad market in India in the last few months.
Between June and September 2013, the Retail industry saw nearly 6% surge in number of total ad impressions by all advertisers from the industry, reaching 3.97 billion impressions in September.
However, the Finance industry in India has presented a better show in the last few months as the number of ad impressions increased nearly 30% during the time reached to 1.19 billion.
Top Online Display Advertisers In India: A comparatively lesser known and free-to-use business model OLX.in leapfrogged other online majors in India, including Flipkart, Amazon and Myntra, in number of Display Ad Impressions (DAI) and Display Ad Spending (DAS) by a distinct margin.
In September 2013, OLX.in emerged as the top advertiser that marketed 1.38 billion impressions, followed by Amazon, Google and Jabong with 493 million, 431 million and 427 million impressions, respectively.
According to IBEF:
The Indian Advertising and Media & Entertainment industry is expected to grow 11.8 per cent to garner revenues worth Rs 91,700 crore (US$ 14.79 billion) in 2013, according to an industry report. Traditional media such as television, print and radio continue to dominate. However, other segments such as animation, visual effects, films and music are quickly gaining acceptance due to their content and the advantages of digitization.
Search advertising catered for about 38 per cent (Rs 850 crore [US$ 137.14 million]) of the total online advertising spend while display advertising formed a significant 29 per cent (Rs 662 crore [US$ 106.86 million]) by March 2013, according to the findings of ‘Digital Advertising in India’ report conducted by the Internet and Mobile Association of India (IAMAI) and IMRB International.
Industry body NASSCOM in collaboration with AbsolutData Research and Analytics, has released a report: ‘Marketing Analytics – An opportunity for India to Lead’ which states that the Indian marketing analytics industry is expected to grow from its present value of US$ 200 million to US$ 1.2 billion in 2020, a CAGR of 25 per cent.
The report highlights that companies have begun to use marketing analytics insights more and more in order to gain competitive advantage in the market.