India is all set to surge ahead in digital media this year. According to GroupM India, leading media buyer, the share of digital media in advertising is all set to rise to Rs.1,969 crore in 2012.
Digital media has a huge influence over the advertising sector in India. This is because digital media has the power of getting into homes and minds of many unlike the other mediums. In digital media what is gaining more popularity is social media. Companies rely on the social media sites to give more publicity to their brands. The famous brand, Peter England has 600,000 fans on Facebook and Van Huesen has 140,000 fans. Whereas Adidas has a cricket Facebook page with around 1.6 million fans worldwide.
Statistics show that India has the large number of digital agencies, employing many a people. India’s infrastructure growth will increase the existing internet users. Increase in digital advertising is benefiting many companies, with 30% growth annually. Google Inc., Hungama Digital and Yahoo Inc. are a few among them.
According to some industry experts, the journey of a customer beginning from searching a product to purchasing can be measured using the online medium, which is not possible with traditional medium that includes print, television, radio.” This is because when a person surfs through the online medium to view the advertisements, the real owner would be able to measure that but when it comes to television or radio or newspaper this is not possible.
Aditya Birla Nuvo Ltd deals with many branded companies like Van Heusen, Louis Philippe and Peter England. These brands are also gaining spaces in digital media. Apart from apparels, FMCG (Fast Moving Consumer Goods) are also trying to use online advertising in a big way. Companies like Coca-cola, Samsung, Unilever, etc are now spending more on the online digital advertising, and this has started showing some results as well.
Understanding the moving world we can say is the key. Stepping in and seeing the changes that the world is undergoing will determine the further transitions that the market is going to witness in the coming years. Digital advertising, mobile advertising and what’s next?
