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Digital Advertising Outlook India 2013 Product Image

Digital Advertising Outlook India 2013

  • Published: August 2013
  • Region: India
  • 27 Pages
  • eStats India


  • 9XM
  • Colgate India
  • Grey India
  • Levi’s
  • Mumbai Indians
  • RK Swamy BBDO
  • MORE

The present report analyzes the current scenario facing the digital marketers on digital ad metrics. It studies the adoption and trends of ad metrics among Indian digital marketers. All upcoming metrics along with the traditional ones already popular among the marketers have also been studied in this report.

In the present study an In-depth analysis of published research and data, industry trends and the advertising expenditure declarations, by listed companies belonging to various Indian sectors, has been conducted for the purpose of data collection.

The study is a one of its kind in terms of collation and calculations of numbers on the digital ad market space in India. The report provides an outlook of the current market scenario and will also act as a benchmark and referral source for the digital marketers to help them take timely and well informed decisions.

Digital Marketers in India

Table 1: Population in India (In millions), 2012-2014
Table 2: Internet Users and Penetration in India, 2012-2014
Table 3: Broadband Households and Subscriptions in India, 2010-12
Table 4: Internet Buyers in India (In millions), 2012-2014
Table 5: Mobile Internet Buyers in India (In millions), 2010-2012
Table 6: Pure Mobile Internet Buyers (PMIB’s) in India (In millions), 2012-2014
Table 7: Mobile Phone Subscribers, Population, and Penetration in India, 2009-14 (In thousands)
Table 8: Mobile Phone Subscribers, Population, and Penetration in the Asia-Pacific Region 2009-14 (In thousands)

Online Ads Market Size

Table 9: Online Ad Spending Worldwide, APAC and India 2010-2016 in $ Billions
Table 10: Digital Ad Spending per Internet User Worldwide, by Region and country 2010-2016
Table 11: Online Ad Spending India 2010-2016 $ Billions

Mobile Ads

Table 12: Mobile Ad Spending in India 2009-2015 million dollars and % change

Online Ads Performance Metrics

Table 13: Rich media, Mobile and Standard Banner Ads Clickthrough
Rate (CTR), by Region, Full Year 2012 (Performance Metrics by top formats)
Table 14: Click through Rate (CTR), by top formats, India Full-Year 2012
Table 15: Click through Rate (CTR) for Select Online Ad Formats Worldwide, 2012
Table 16: Rich Media with Video vs. Online Video In-Stream Ad Completion Rate by Format Worldwide 2012
Table 17: Basic Performance Metrics India by Industry Vertical 2012

Search Marketing

Table 18: Search Value to Content Creators, 2010 (USD millions)
Table 19: Value created by search in India, 2009 USD Billions

Social Ads

Table 20: Social Networking User Growth, 2010-2014, % change
Table 21: Facebook user penetration, 2010-2014 (% change)
Table 22: Deepest Level of Social Media Impact that Their Company/Clients can track according to companies and agencies worldwide, Aug 2012 (% of respondents)
Table 23: Social Media Sites in which companies* Worldwide have a brand presence Aug. 2012
Figure 1: Social Media Spend as a Percentage of Digital Marketing Spend
Table 24: Total Social ad spends in India ($ Millions), 2010-2016
Table 25: Social ad spends as %, of total online ad spends, 2010-2016
Table 26: Top 20 brands on Social media in India

Top Indian Brands on Facebook.com 2013

Table 27: Top 10 Facebook Brands by Number of Local Fans (in thousands)
Table 28: Top 5 Facebook brands by Post Engagement Rate
Table 29: Top 5 Socially Devoted Facebook Brands
Table 30: Top 10 Facebook Media by Number of Local Fans in thousands

E-mail Advertising

Ad Revenues by Industry Category

Table 31: Advertising Expenditure of Listed Companies
Table 32: Media Preferences amongst Indian Advertising Fraternity
Table 33: Reservations about Internet as a Medium
Table 34: Lead Digital Ad Spenders in India, in 2013
Table 35: Ad Revenues in India, by Media, 2011 to 2016 Comparative Estimates

Case Study

Table 36: India’s leading Advertisers in 2010 by Media Spend
Table 37: India's ""Most Admired"" Agencies in 2011
Table 38: India's Leading Media Agency Brands/Media Branches Ranks In 2011 by Billings


Digital Marketers in India

Latest empirical studies reflect a cautious approach being followed by Indian digital marketers.

Based on some unique strengths of internet advertising Indian marketers respond positively towards including Internet in the media mix and believe in drawing synergy between Internet and traditional mediums. However they are still apprehensive about the efficacy of the medium.

Indian digital marketers consider it important to include Internet in the media mix however they do not push the medium aggressively. Key research in this area identifies that Indian marketers and advertisers prefer to use Internet Technology and web advertising, in a campaign's media mix only when the campaign is also run on traditional mediums. In seclusion, the medium is not the preferred choice for advertising.

There are various reasons for the slow acceptability of Internet advertising amongst Indian marketers and suggests learning of advertising agency professionals to leverage, maximum benefit out this interactive medium.

Other exploratory studies undertaken in order to explore advertising trends in the developing economies also shows very interesting results. Such research study utilizes the grounded theory to suggest the Media Convergence Model identifying Internet as the central point where all traditional media are converging.

The study gains prominence owing to the fact that Indian digital advertising market is short on availability of credible data cuts and collated numbers. Few In-depth studies have been done to really understand the market. The data cuts and information sets are difficult to collate in India owing to the absence of any credible authority in this market space.

- 9XM
- Aegis Media
- Aircel India
- Airtel
- Airtel India
- Allied Media
- Amway India
- Axe Deodorant
- BBDO India
- Bindass
- BlackBerry
- Bournville
- Cadbury
- Cadbury Celebrations
- Carat
- Channel [V] India
- Colgate India
- Contract Advertising (JWT)
- Creativeland Asia
- DDB Mudra
- DDB Mudra Max
- Denstu
- Dentsu Media
- Discovery
- DraftFCB Ulka
- Euro RSCG
- Facebook
- Fastrack
- Ford India
- Google+
- Grey India
- Group M
- Group M
- HBO India
- Havas Media
- IPL Café Coffee Day
- Idea Cellular
- Instagram
- Intel
- JWT India
- Kingfisher
- Kolkata Knight Riders
- Kraft Foods
- LG Electronics
- Leo Burnett India
- Levi’s
- LinkedIn
- Lintas Media Group (Media brands)
- Lodestar UM
- Lowe Lintas
- M&C Saatchi
- MTV India
- Madison Media
- Mahindra & Mahindra
- Maruti Suzuki India Limited
- Maxus
- McCann Erickson India
- Mediacom
- Mindshare
- Mudra Communications (DDB)
- Mumbai Indians
- NesCafe
- Nestle’
- Nokia
- Nokia India
- ONGC Limited
- Ogilvy & Mather
- P & G Co.
- Pepsi
- Percept/H (Hakuhodo)
- Pinterest
- RK Swamy BBDO
- Reckitt and Benckiser
- Redffusion DY&R
- Reliance Mobile
- Samsung Mobile
- Samsung Mobile India
- Samsung Mobile India
- Samsung Mobile Phones
- Social Baker
- Sony India
- Sony Mobile IN
- Starcom Media Vest
- Taproot
- Tata Docomo
- Tata Docomo
- The Times of India
- Twitter
- Unilever
- Vh1 India
- YouTube
- ZenithOptimedia
- Zoom TV
- eMarketer
- eStatsIndia
- flipkart.com

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