MAM

Indian digital marketers underinvested in mobile advertising in 2016

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/05/13/Indian-digital_0.jpg?itok=7GJ5vAXF

Delhi: When asked to look back at 2016, 89 percent of digital marketers in India are likely to say that they underinvested in mobile advertising, with tablet and desktop advertising likely to come in second and third respectively according to an Adobe Digital Insights – Indian Advertising Report 2017 (Adobe Ad Report). Indian marketers know that mobile is the future was one six of the key insights of the report.

Other insights of the Adobe report include: Indian consumers want personalization; Mobile is increasingly the channel of choice for Video; Consumers are happy with marketers, but want more; Programmatic is the path to the future; and Marketers ask for more tech to meet consumers personalization expectations are the other five insights of the Adobe Ad Report.

Adobe says that Indian consumers show stronger preferences towards personalization that any other country it surveyed. About 75 percent (80 percent millennial) of Indians prefer to see ads that are personalized. ADI Int’l Survey 2017 covered over 3,000 consumers and over 300 digital marketers from 3 countries – Australia, India and South Korea. (over 1,000 consumers in each country, and over 100 marketers from India and South Korea and over 75 from Australia).

Sixty three percent (69 percent millennials) of the Indian consumers surveyed were comfortable with the brands they use regularly using their personal data to customize website, content, emails, and advertising. Indian consumers are much more likely than those in any other country to say that digital marketers usually respect their privacy. Fifty eight percent (63 percent millennials) of the surveyed consumers felt that marketers today are usually respectful of their digital privacy.

59 percent (68 percent millennial) of Indians surveyed said that they found digital ads more ‘more interesting and useful’ than ads on channels such as television and radio that can’t personalized.

Indian consumers are more likely to see relevant ads while either browsing or while on social media versus in a mobile app or while watching video. Indian consumers between ages 18 to 34 said that they spent an average of 41 percent of their time viewing video on mobile, while across all the respondents who said that they spent 34 percent of their time viewing video on mobile. Comparatively, 22 percent (35 percent millennials) of time was spent by Australians and 29 percent (38 percent millennials) of time was spent by South Koreans in watching video content.

Of all the countries surveyed by Adobe, India shows the greatest disconnect between consumers and markers in terms of whether ads have improved over the last two years - Seventy three percent of the consumers said that they think brands do a good job of showing ads of products and services of interest to them, but only 48 percent thought that advertisers have gotten better over the last two years at delivering compelling ads. At the same time, 63 percent of the marketers felt that advertisers have gotten better.

72 percent (77 percent millennials) felt that social media channels are getting better at giving them relevant content and ads. Sixty six percent (72 percent millennials) felt that the ads they see were relevant to them.

Most marketers in India expect their programmatic investing to increase in 2017, with audience targeting as the top benefit of programmatic. For putting the target audience targeting capabilities to good use, optimization is expected to be the top investment area for digital marketers. In terms of effectively targeting more consumers, marketers are most likely to cite technology limitations related to pulling available data together for personalization. While social platforms led the way, 25 to 38 percent of the advertisers planned to spend more than half their budget programmatically on any given channel – this could be TV, Connected TV, Desktop video, Mobile video, Out-of-home, Search, Display or Social.

Most advertisers (91 percent Indians) are most satisfied with their ability to measure the effectiveness of their advertisements across channels. India leads (82 percent Indians) the way in believing that third party measurement is important.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/BBH.jpg?itok=0dIZrEuC
BBH bags creative mandate for Smarton

Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/iprospect.jpg?itok=vAcx-0hl
Intelligent Content vital for branding: iProspect CEO about new solution

iProspect, Dentsu Aegis Network’s global digital performance agency, has launched Intelligent Content – an offering that links production and performance – in India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/denstu.jpg?itok=B79FV15-
Dentsu Impact elevates Ramaswamy, to make 'Maruti' a vibrant brand

Dentsu Impact recently restructured its creative department and promoted Anupama Ramaswamy as the national creative director. Ramaswamy has been with Dentsu Impact for over a year now, after joining as the executive creative director.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Pallavi-Goorha-Nisha_Sara_Jose.jpg?itok=W8TGSvvV
PG Communication wins Faber Castell PR mandate

MUMBAI: Faber-Castell India, a leading stationery brand, recently awarded its PR mandate to PG Communication. As part of the mandate, the agency will be providing strategic communications services to further strengthen the Faber-Castell brand equity in India.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Amit_Chopra.jpg?itok=yANU5H5U
Star Bharat's Dusshera campaign shows why Dhoni, Mithali and Devgn advocated 'Burn your Fears'

MUMBAI: Star Bharat has unveiled a campaign to further communicate the channel philosophy and inspire the nation to be fearless. Maestro A.R. Rahman’s signature music for Star Bharat is used in these films adding further weight to the thought, Bhula de Darr.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/jewellery.jpg?itok=opHm5qPy
eCommerce, jewellery brands among most advertised on television

BENGALURU: The annual ‘Big Billion Day’ and ‘Great Indian Festival sale’ will be back soon – and the respective players are quite noisy about them on television. Innovative creatives, rehashes of previous creatives are back to announce the big great deals that will be on offer. Flipkart’s annual...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Mallikarjun_Das.jpg?itok=_JhJF1IK
Publicis co Starcom wins Godrej & Boyce mandate

MUMBAI: Starcom, in a significant development, has won the media business of Godrej & Boyce and will handle their appliances, furniture and securities portfolio. The mandate covers all media other than digital. The business was won as part of a highly competitive media review.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/Martin_Sorrell.jpg?itok=p8zigxas
Martin Sorrell on how WPP is combating ad world slowdown

MUMBAI: It’s been sometime that we have got to listen to advertising heavyweight and guru Martin Sorrell’s unique insights. For those who have missed him, he’s still at his vintage best. The WPP CEO shared his worldview on what’s impacting the advertising business and how the industry is...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/18/Shamsuddin-Jasani.jpg?itok=9ePPDEXA
Isobar India wins Godrej & Boyce digital media mandate

Isobar India has been appointed as the digital partner for Godrej and Boyce, following a multi-agency pitch.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories