Indian ad industry to grow 9pc in 2012: Pitch Madison Ad Outlook
The total pie of the Indian ad industry stood at Rs 25,594 crore, recording a growth of 8 per cent in 2011, as per the Pitch Madison Ad Outlook
The Pitch Madison Media Advertising Outlook 2012 was presented on February 17 in the presence of an august gathering of marketing, advertising and media industry leaders.
The outlook was that of “cautious optimism”, as Sam Balsara, Chairman and MD, Madison World, emphasised.
In the year 2011, the total pie of the Indian advertising industry stood at Rs 25,594 crore, recording a growth of 8 per cent. The figure was far below the earlier projection of 17 per cent as the Indian economy was faced with yet another churn, an inflation that touched 10 and weakening of the Rupee against the dollar.
As per the Pitch Madison Media Ad Outlook, the growth projections for the ad industry for 2012 remained a cautious 8-9 per cent, with a total ad pie of Rs 28,013 crore.
In his welcome address, Annurag Batra, Chairman & Editor-in-Chief, exchange4media Group, informed that magazine estimates in the Ad Outlook would be revised. The Association of Indian Magazines (AIM), Madison World and magazine publishers would work together on the magazine estimates. Speaking on the findings of the report, he said that the numbers were “cautious” and there was more of a “protectionist approach”.
Amit Agnihotri, Co-Founder, exchange4media Group and Editor, Pitch Magazine, took the audience through how the Pitch Madison Media Advertising Outlook (PMMAO) had developed over the years, since the first edition on 2003. He said that the partner for the first Ad Outlook was GroupM, and every year after that Madison World had been the partner for the Ad Outlook.
He further said that over the years people had come to believe in the PMMAO numbers. “True, the numbers were sometimes pessimistic, but they have always been realistic,” he stressed. He remarked that in 2003, when the first Ad Outlook was brought out, the total ad pie stood at Rs 9,300 crore, which had grown to Rs 25,594 crore in 2011, a CAGR growth of 15 per cent. However, a modest growth of 8-9 per cent was projected for the industry in 2012.
Delivering the keynote address, Sam Balsara, Chairman and MD, Madison World, remarked that when the report was filed in October 2011, there was more optimism in the economy. However, the last five months had not been so good. The Indian ad industry grew a mere 8 per cent in 2011 over 2010. This figure, according to him, was rather low in the Indian content.
“This is the lowest growth rate in a decade, except for 2009, when there was negative growth,” Balsara remarked. He further said that the numbers did not include classified, tender and appointment ads in print. Internet search numbers were also not included in the Ad Outlook.
Giving a breakdown of the ad share of different media in the Indian advertising pie, he said that television continued to dominate with a share of 44.8 per cent, followed closely by print with a share of 42.2 per cent. The growth of Internet’s share had been the most impressive, claiming the third largest share of the ad pie at 3.8 per cent. Radio saw a flat growth of 3.1 per cent share of the ad pie, on the other hand, outdoor die better with a 5.1 per cent share. Cinema slid a few notches with a share of 0.5 per cent. According to Balsara, the report projected that Internet would become a 5 per cent media.
Based on the projections, he urged the advertisers not to under-invest in advertising and stressed on the use of multi-media for advertising. He further asked the advertisers to dig deep and narrow cast, instead of casting wide. According to him, tent pole properties would become expensive.
Doing a more detailed analysis of the Pitch Madison Media Ad Outlook, Punitha Arumugam, CEO, Madison Media Group, called television the Mr Reliable media, while print was Mr Survivor. Noting that the role of radio in advertising today was tactical and not strategic, she called the medium Mr Dependent.
“Internet, with its phenomenal growth, has graduated from being Mr Happening to a medium that had arrived,” Arumugam added.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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