Digital Advertising in India Grows Rapidly

According to a report titled ‘Digital – The New Normal of Marketing’ by the Confederation of Indian Industries and KPMG India, digital advertising, which accounted for 12.7 percent of total ad expenditure in 2016, is expected to reach $3.6 billion  in 2020, growing at an expected Compounded Average Growth Rate  (2015-2020) of 33.5 percent.

Salient points from the report according to Forbes:

  • Nascent technologies such as emotions analytics, predictive marketing could be used to leverage the power of data
  • Native ads blend in to combat mobile and desktop ad blocking and appear as regular content delivering value and relevance to the consumer
  • Authenticity, relevance, and value are increasingly important parameters for content creation and distribution
  • The digital consumer’s attention span has come down to 8 seconds, (in 2007 it was 12 seconds)
  • Customers trust peer recommendations and reviews than professionally curated content
  • ‘Programmatic advertising’ is the future of digital advertising

Online Marketing

“Singularity, connected systems, Cognitive and AI will create a world where the marketer will be marketing not only to humans but the ‘self-thinking’ machines,’ says Rachna Nath, Partner and Head, Digital Consulting, KPMG, India.

 

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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.

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