Monday, 20 March 2017

Advertising in India: Trends and Future Outlook

After China, India is projected to be the biggest market in Asia for advertising. As per

the latest Consensus Ad Forecast from Warc, the marketing intelligence service, the

Indian advertising industry is expected to see a 13.3% rise in advertising spend in

2016, followed by a similar 13.6% spend in 2017. Be it digital (including mobile),

print, TV, OOH, radio – advertising revenue has increased for all forms of media.

As per industry experts, the demand is continued to be fuelled by the FMCG sector

which is the “bedrock of Indian advertising.”

Here are the top 5 recent occurences which will further enhance the development of

the industry:

1. The Indian Railways is working on a new advertising policy aimed at installing

100,000 big digital screens at 2,175 railway stations across the country, which

is expected generate Rs 11,770 crore (US$ 1.76 billion) revenue annually.

2. Mr. Rajyavardhan Singh Rathore, Minister of State for Information &

Broadcasting, has announced that the Indian government has planned to

increase advertising spend on the digital platform to magnify the

government’s presence in digital media.

3. The Governments of India and Canada have signed an audio-visual co-

production deal which facilitates producers from both countries to harness

their collective artistic, technical, financial and marketing resources, which is

also likely to lead to better promotion of Indian locales for shooting films.

4. An increasing investment in mobile is headlining digital growth. As per

Livemint, Warc’s ad spend data shows that mobile will grow to be the world’s

third-largest ad channel by the end of 2016.

5. The telecom sector is witnessing growth as well, driven by better smartphone

penetration and service providers cutting down on prices. With the launch of

Reliance Jio, this is only going to intensify competition and increase ad

spends.

Pearl Academy offers many under graduate and post graduate programs related to

advertising. The four-year Communication Design (Interaction & Digital) course

equips students for content development in diverse media like motion graphics,

moving image, television, digital media, web and app design and other interactive

applications. A student choosing to specialise in Graphics will acquire the necessary

skills and techniques to pursue a career in advertising, print and design industries.

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