MAM

India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/19/Experiential-Marketing_1.jpg?itok=r2hpcAi_

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

Historically they have shied away from accepting experiential as a separate media to spend on, due to the dearth of representative figures, measurement challenges  and studies done on the subject.

Off-late things have changed and experts observe that experiential marketing is increasingly becoming part of the popular marketing conversation, thanks to the acceptance of digital and the advent of several new technologies.

This has led to several industry bodies to sit up and take notice, and do a quantitative evaluation of the sector.  In fact a recent report on the sector released at the EEMAX Conclave 2016 has raised India’s estimated total adex for 2016-2017 to Rs 62,483 cr by including an additional ad ex of Rs 8,483 cr represented by experiential marketing.  

As per a report compiled by Business World and Tstratoo, in partnership with Event and Entertainment Management Association (EEMA),  between 2014 and 2016 the experiential marketing industry has seen an estimated 16 to 17 per cent growth.

The EY-EEMA report for 2014-2015 assessed the experiential marketing industry size to be worth Rs 6250 cr in terms of revenue out of which Rs 3750 cr represented the organised sector and Rs 2500, the unorganised sector. Estimates for its 2015-2016 report pegs the industry at Rs 7281 cr, showing a growing increase in the representation of the organised sector. It amounted to Rs 4,369 of the total worth in 15-16 financial year.

EY-EEMA predicts sector's growth

Identifying 'experiential' as a whole new media segment in which marketers are investing their media budget, the study further provides an advertisement expenditure break-up.

FICCI-KPMG report predicts India’s total AdEx to reach Rs 54000 cr in the year 2016.  Citing that advertising spend in the experiential marketing sector doesn’t feature in the major industry reports like FICCI-KPMG, GroupM’s TYNY and Pitch Madison, the report takes the liberty to include the estimated Rs 8,483 in the total adex, increasing it to Rs 62,483.



public://chart.jpg

Upon consulting the report with marketing expert and Maxus experiential marketing national direct Vidur Patney, he said, “It is a disorganised and fragmented sector. Not many firms have a process or are part of larger groups to ensure that the quoted figures are spot on to be used in such researches. While I trust EY, the numbers are what companies say, and are seldom validated.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/Kangana.jpg?itok=j-stJGGC
Kangana walks ramp for Birla's new Liva Creme

MUMBAI: Liva Crème, the new age fabric from the Aditya Birla Group, has been launched by Aditya Birla Group chairman Kumar Mangalam Birla. Birla stated, “The ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/indian.jpg?itok=f_nObA6q
Google, Microsoft and Reliance may help design rlys ad tech

MUMBAI: Leading global companies such as Google, Microsoft and Reliance may be keen to take part in the Indian Railways project and help design platform screens advertising technology. Railways is putting together a strategy to launch two lakh screens across India, aiming at a revenue Rs 10,000...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/swaccha%20bharat.jpg?itok=P2-XklV-
DAVP needs more funds to publicise govt schemes

NEW DELHI:  An allocation of Rs. 1.232 billion has been made at the budget estimate stage for the Directorate of Advertising and Visual Publicity (DAVP) despite its requirement of Rs 1.8 billion for broad themes like financial inclusion, skilling India for youth led development, Swachh Bharat,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/22/velocity.jpg?itok=NHLTjtv_
Viacom Velocity: 68% millennials trust online pals more than news or govt

Viacom Velocity, the in-house branded content agency within the Marketing & Partner Solutions group, has released findings from a study exploring how popular culture is shaped as lines between brands, celebrities, fans, and mass media have faded. The research is the basis of Velocity’s original...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/22/universala.jpg?itok=vPYjGYgb
DD invites short films on Govt schemes, 'DAVP producers' preferred

Doordarshan has invited proposals from experienced producers for five Hindi documentaries on five different programmes of the incumbent government.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/22/Shantanu_Purandare-Chris_Ezekiel_0.jpg?itok=TbwVzRc_
Creative Virtual bags Queen’s Awards for Enterprise: Innovation

MUMBAI: Creative Virtual, a global leader in customer and employee engagement, knowledge management and self-service solutions, is the winner of the Queen’s Awards for Enterprise: Innovation 2017. The Queen’s Awards for Enterprise is the UK’s most prestigious business award for British companies....

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/21/sahil%20%281%29.jpg?itok=f7NRCUYe
iCubesWire wins Central Park’s digital marketing mandate

After a multi-agency pitch, iCubesWire recently bagged the title of digital agency on records for Central Park, an ultra-luxury realty brand providing luxury residential spaces in Gurgaon NCR. The entire digital mandate covers social, ORM, listening, search, website, digital creative, performance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/21/airtel%20%281%29.jpg?itok=D5dwsHmF
Airtel ties up with Baahubali 2 for special experience

Bharti Airtel and ‘Baahubali 2 – The Conclusion’ has tied up to roll out special products for the fans of the forthcoming epic mythological film.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/21/Earth%20day_0.jpg?itok=rBUa8X_k
Youth drive #Breathe clean air campaign

MUMBAI: To address the alarming air pollution in the capital, city’s youngsters have organised ‘#Breathe’ - a 12 day clean air campaign in New Delhi on the occasion of Earth Day, observed on 22 April.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories