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
“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.