iWorld

Digital media spends to increase by 49 per cent next year: Nielsen Report

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/15/ott.jpg?itok=XMZ9Yn7P

MUMBAI:  A Nielson report has now confirmed what many believed of the growing ad spends in the digital world. The study has found that digital ad spends have now eclipsed traditional marketing budgets of brands.  The report also says increase in digital media budgets are poised to jump considerably over the next 12 months. However, over the top (OTT)services have to go a long way to win over marketer.

The responses for the report were gathered through in-depth interviews of marketers and extensive surveys of  marketing executives from across verticals. The goal was to identify their most valued digital media channels categorised as social media, search, mobile, programmatic, OTT-TV/Connected TV(CTV).

Important digital media channels

Social media and search engines are considered extremely important by marketers . 79 per cent of respondents ranked search as “very” or “extremely” important, while 73 per cent thought the same about social media. A large majority also considered online video (64 per cent) and email (59 per cent) to be critical.

 Surprisingly, while a bunch of OTT platforms are mushrooming worldwide, marketers showed least reliance for OTT or Connected TV (CTV). Fewer than 8per cent of respondents considered it extremely important (and 18 per cent very important) at this point. Nearly 25 per cent of respondents ranked it as “not so” important or “not at all” important to their current media strategy.

public://Figure 1.JPG

Effectiveness of digital media channels for business:

Other than zeroing in on the most important digital channels, the report also found effectiveness of each of these digital media channels. Again, search (68 per cent), social media (68per cent) and mobile (59 per cent) were ranked as “very” or “extremely” effective by a large section of respondents.

Only 28 per cent of marketers ranked OTT TV/CTV as a “very” or “extremely” effective channel, the lowest among the individual categories. Over 30 per cent of respondents have yet to dedicate media budget to OTT TV/CTV. Over time when these channels will be more established, that number may decrease.

public://figure 2.JPG

“We are moving more and more toward [digital] marketing...social, search and [display] advertising driven. But we have just begun so the confidence in results is still being analyzed,” the report quoted one anonymous respondent.

“Respondents reported digital media as representing 37.6 per cent of total advertising spend. This is remarkably similar to the percentage of advertising budget dedicated to traditional media (when calculated the same way), which was only a percentage point off at 36.6per cent,” the report read.

However, the next 12 months are  going to be very different. 82 per cent of respondents agreed that digital media spend is going to increase, with only 4 per cent forecasting a decrease. Respondents expect a  49 per cent increase in digital media budgets in the next 12 months, with some even suggesting a higher spike.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/zee5.jpg?itok=i2Zre2d7
ZEE Tamil, ‘Yaman’, ‘Vadacurry’ and more…the Best of Tamil content now available EXCLUSIVELY on ZEE5 in malaysia!

Recently launched streaming platform ZEE5 today officially announced that, starting 1st April 2019, ZEE’s much-loved channel ZEE Tamil will stream EXCLUSIVELY on the platform for audiences across Malaysia.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/simba.jpg?itok=Pvsz4RU7
ZEE5 set to premiere Simmba - the biggest blockbuster of the year

In another summer surprise for its viewers, ZEE5announces world digital premiere of SIMMBA - the biggest entertainer of the year.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/Reed-Hastings.jpg?itok=Pml9GW4a
Netflix CEO Reed Hastings on competition and content creation in India

With Amazon flexing its muscle and soon to be Disney-owned Hotstar in the fray, the Indian OTT market is super competitive and exciting, feels Netflix CEO Reed Hastings. "There is also lots happening on Amazon, and on Hotstar, which is now going to be owned by Disney... It's a super competitive,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/20/gautam.jpg?itok=6EkGRIcB
MX Player’s Gautam Talwar on content plans and digital measurement currency

The latest OTT entrant Times Internet-owned MX Player recently entered the space with five original series on the back of an ad-supported business model. To keep consumers engaged, it aims to launch five to six shows each quarter. While the platform is already working closely with advertisers, it...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/hotstar.jpg?itok=lr8DQzBn
Hotstar to disrupt online video subscriptions with Hotstar VIP

Hotstar, India’s leading video streaming platform, launches ‘Hotstar VIP’ - a subscription that offers audiences the best of content at just INR 365 per year.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/netflix.jpg?itok=aSXRSjHA
Netflix declines being part of Apple TV service

Streaming giant Netflix will not make its content available on Apple’s upcoming video offering.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/google.jpg?itok=c7IyZdje
IPRS grants music license to Google for India

The Indian Performing Right Society Limited (IPRS) has granted a license to Google, enabling the company to utilise IPRS members’ Indian works repertoire in India across YouTube and related services.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/nazaraaa.jpg?itok=jKlqTZYb
Nazara Technologies, Delta Corp to invest Rs 40 cr in HalaPlay

Nazara Technologies Ltd and Delta Corp Ltd, which is India based casino gaming company, together will invest Rs 40 crore as part of Series-A funding round in an online daily fantasy sports platform, HalaPlay.

iWorld Gaming
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/18/kubrra.jpg?itok=LQ-03-af
Kubrra Sait to host an interactive Bollywood quiz show on Facebook

Internet's latest sensation, Kubbra Sait is all set to host Jhacaaash, an interactive Bollywood quiz show on Facebook Live.

iWorld Social Media

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories