Magna Global Advertising Forecast Report 2009-10 predicts growth story for India
The Indian print industry, deemed as the second largest in the world, is expected to grow by an average of 14 per cent by 2015. The future will clearly belong to newer mediums like radio, outdoor and the Internet. Pegged as the medium of the future, online revenues alone are expected to touch Rs 18 billion by 2015. Radio is expected to account for 5 per cent of advertising all over India, whereas outdoor advertising, too, is expected to grow up to 17 per cent by 2015.
A recent study done by Magna, a strategic global media unit responsible for forecasts, insights and negotiation strategy across all media channels on behalf of media brands and part of the Interpublic Group, reveals that developing economies like India and China accounted for media suppliers’ global advertising revenues exceeding $358 billion during the year 2009. The trend reveals the massive strength of the Asian economies.
“The inherent strength of the key Asian economies has come to the fore during this recession and the report confirms the manner of growth predicted for 2015 for these economies. In India, there will be a strong move of the know-how and content from the Western economies towards these countries for reason of monetization and growth. These are interesting times of rapid change ahead for this region,” said Premjeet Sodhi, Chief Planning Officer, Lintas Media Group.
After a tumultuous phase and the “great recession”, this research paints a happy picture, especially since the damage has been deep and lasting for many in the West. In US dollar terms, media suppliers’ advertising revenues declined by 16 per cent during 2009 as the economy faced near-collapse. However, the growth of emerging markets like India has contributed significantly to the total size of the worldwide advertising-supported media industry.
Growth in India has been largely held up with stability supported in part by its state-owned banks. Also, sectors such as telecom are expanding rapidly. Among segments of the media, television continues to be the dominant choice, while the Internet medium also marked sharp growth. The Indian print industry, deemed as the second largest in the world, is expected to grow by an average of 14 per cent by 2015. Newer niche international publications continue to make their presence in order to grab a piece of this pie.
And the future will clearly belong to newer mediums like radio, outdoor and the Internet. Pegged as the medium of the future, online revenues alone are expected to touch Rs 18 billion by 2015. Radio is expected to account for 5 per cent of advertising all over India, whereas outdoor advertising too is expected to grow up to 17 per cent by 2015.
Some of the key predictions for the Indian media scenario include that broadcast and pay TV programming would generate Rs 86 billion in advertising revenues during 2010, rising by 14 per cent on average through 2015. Newspapers are expected to grow on an average of 14 per cent through 2015, whereas magazines would grow by 11 per cent each year over the next five years. Radio is expected to grow 17 per cent each year over the next five years, at which point it would account for 5 per cent of all advertising in India. For the Internet, there would be an ongoing growth of approximately 21 per cent each year over the next five years as online advertising rises to account for Rs 18 billion in revenues by 2015, 4 per cent of total advertising.
Sodhi said, “The digital growth story is already being scripted. The recent downturn has given an impetus to the digital medium. However, there is high degree of evolution that is required for the medium to move away from its current compensation model based on clicks to one based on brand development parameters. FMCG companies are taking the lead in this direction. Print in India, too, has shown good growth despite challenges from TV and digital media.”
Lynn de Souza, Chairman and CEO, Lintas Media Group, added, “The coming year will mark a return to growth for most parts of the world. With this growth, the ad supported media economy is expected to grow, too. Most areas will resume normal rates of growth, largely driven by advertising’s relationship with the broader economy.”
The study predicts rapid growth for digital media. For instance, rising Internet access levels and the establishment of endemic ecosystems have led to an online industry generating more than $58 billion in advertising revenues during 2010 – and $91 billion by 2015, up from a mere $6 billion in the year 2000. Mobile services, too, will proliferate even more widely, rising from approximately 700 million subscriptions in 2000 to 6.4 billion in 2015.
Print media will continue suffering the fall as magazines will have fallen slightly from $39 billion in advertising revenues during 2000 to $35 billion in advertising revenues expected in 2015, whereas newspapers will be down similarly from $97 billion in 2000 to $93 billion in 2015. Television clearly retains its dominance, growing from $98 billion in advertising revenues during 2000, nearly doubling to $189 billion in 2015.
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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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