Noorings: The Rs 55,000-crore Indian advertising industry…
If your heart skipped a beat thinking where you were when the Indian advertising industry became Rs 55,000 crore, relax – some of the latest industry studies still put the current industry size at much less than half that number. It is only when we see the account sizes suggested for some of the businesses like government initiatives or PSUs or educational institutions or other such not-heard-of-much accounts, one gets the impression that that is where the Indian ad industry size would have reached by now.
The single category of news that always finds its place in the ‘Most Popular’ and ‘Most Emailed’ sections of exchange4media.com is when a pitch is called, closely followed by when an account has moved. Every agency is perpetually on the lookout of advertisers who are shopping, and every other industry stakeholder is always interested in knowing who the new agency of anyone willing to spend is.
As we diligently chase these developments in our attempt to be the first ones to break it, we are often faced with the task of finding the account sizes of the businesses – unfortunately, the industry has come to a place where the size of the business has become the single currency on deciding whether the move is important or not. This has been true of the industry for as long as I have reported on it, but of late the allegations of inflated account sizes seem to have become a regular point of discussion in any industry get-together.
The year 2010 is just five weeks old, and over 15 businesses have already changed agencies. The combined account size that has moved is already touching Rs 500 crore, and mind you, we are still waiting to hear the results of the likes of the Unilever pitch, General Motors pitch; the Bharti Airtel pitch process has begun only now.
We get complaint calls after just about every pitch report on how a Rs 2 crore or Rs 3 crore account has been reported as Rs 20 crore and Rs 30 crore, and we reply with the same answer – “we have heard this from reliable sources”. In some cases, where we are lucky enough, the account size comes from the client officially and on-record, and in most other cases, we need to call six to seven different sources to get a gauge of the account size.
It has always made me wonder, why would people give exaggerated numbers? It cannot be to get a News Flash in exchange4media.com [well, that can be one of the reasons ;-)]. It may impact the perception of an agency’s overall size, but then don’t they have to show corresponding revenues at the end of the year too? And hang on, don’t many clients today operate on fees instead of commission, so the size of the business really shouldn’t be that important… Well as you can see, I am still wondering.
For those of us, who report on the Indian media and advertising industry, it is probably a failure of sorts that we have as yet not found a solution to this allegation of reporting inflated account sizes. Some may suggest, just stop reporting the account sizes, but I can assure you that that is not the answer. As I mentioned, today the single currency that decides how big a move is, is the account size. It continues to be the most dominant factor that tells how much interest industry stakeholders would take in an account move development, and hence, the most important element of any account movement report.
Knowing the size of a business is important. The exchange4media Group had launched the exchange4media Indian Media Agency Report last year, that amongst other things also measures the spends of top advertisers in measured mediums, so that may be a step in that direction, but there still is a long way to go before we have a concrete solution to this “problem” in reporting.
The year 2010 promises to be another action-packed year. Quite a few pitches have been called, and the chase is on to know whither goes the account. And yes, we would continue asking and reporting what the account sizes of these businesses are, and continue hoping we are getting correct and honest answers from the advertisers or the agencies or other industry sources.
Two years ago, industry leaders discussed at the GoaFest on how the Indian advertising industry can become a Rs 50,000-crore industry. The answer for that was in working at growing local entrepreneurs and bringing new advertisers to the fold. Hopefully, the industry would collectively be able to achieve this goal, and grow the industry, and journalists such as me, would be reporting on the true growth of the industry to Rs 55,000 crore, instead of just using it as a headline to get people to click on the story…
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp