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Tag: Digital Adex

  • Vodafone Idea rolls out an ad-tech platform for the advertisers to connect

    Vodafone Idea rolls out an ad-tech platform for the advertisers to connect

    Mumbai: Digital revolution in India has led to innovation and significant growth in the ad-tech industry, thereby, also increasing the volume of investments in the industry. Generating content and programmatic media buying on customized platforms will be the new normal. As the Digital Adex juggernaut moves ahead unabated, Vi aims to participate as a major player in the multibillion-dollar Indian advertising industry. With this, India’s leading telecom operator Vi on Wednesday announced the launch of its world-class ‘Ad-Tech’ platform – Vi Ads – an Artificial Intelligence (AI) & Machine Learning (ML) driven Adtech platform. It gives marketers a programmatic media buying platform that is cutting edge and returns on investment (ROI) focused.

    Riding on Vi’s deep data science technology, Vi Ads will enable marketers to engage with the operator’s over 243 million subscribers through multiple channels like Vi owned digital media – Vi App, Vi Movies & TV App, and traditional channels like SMS, IVR calls. One of the key differentiators of Vi Ads is that it will be media agnostic and empower marketers to engage with Vi users on external media channels and publisher partners of Vi Ads. 

    Additionally, Vi Ads will offer a self-serve interface enabling marketers with full control of their campaigns from a campaign set up, tracking campaign performance to driving campaign insights. Since Vi Ads is built to achieve a full-funnel campaign objective, be it awareness, consideration or purchase – it caters to advertisers looking to drive reach, generate leads or drive sales. The combination of advanced features and ease of execution will appeal to large agencies and SMEs alike.

    In the last 10 years, Digital AdEx has grown at a compounded annual growth rate of 27 per cent. Even during the pandemic, when all other media saw a decline, Digital AdEx witnessed significant growth. Programmatic media buying has firmly taken root in India and its share has been increasing year on year, now standing at 42 per cent, as per Madison Advertising Report 2022.

    Commenting on the launch of Vi Ads, Vi CMO Avneesh Khosla said “With our programmatic platform – Vi Ads, we will address two of the biggest challenges faced by marketers today – authentic insights and enhanced reach. Firstly, it offers marketers the benefits of unique audience segments, interest groups and targeting parameters derived using Vi’s deep insights of our consumers built on opt-in data. Secondly, it allows advertisers to not only reach their chosen audiences over Vi’s own digital media like Vi app and Vi movies & TV app, but also on external third party programmatic media and traditional channels of SMS & IVR calls. This is a simple, easy to use and highly efficient solution for marketers to effectively reach out to the right target group with the most relevant messaging at any given point of time, while also providing a monetization opportunity to Vi as we aggressively build and scale our digital assets.” 

    The Vi Ads platform has been built in partnership with TorcAi, a global provider of audience infrastructure and programmatic solutions, leverages advanced data sciences & machine learning to stitch together legacy marketing & advertising technology platforms with new breed tech. TorcAi helps media value chain stakeholders to build and nurture audience assets by bringing together data and activation channels at the organizational level. 

    TorcAi Digital CEO Rohit Verma said, “This partnership, and the development of the Vi Ads platform, will enable Vi to connect their vast stores of customer insights with advertisers, and publishers, to deliver the right message, at the perfect time. We look forward to a long relationship with Vi and welcome the opportunity to deliver world-class products and technologies that will continue to revolutionize the way data is used to better engage with consumers across an ever-evolving digital backdrop.”

  • TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    Mumbai: TV, radio and digital witnessed recorded massive growth in ad volumes, however, print media lagged behind in the race, according to TAM AdEx Report that gives an overview of advertising sector for the year 2021.

    The report further provided notable details for retail players across mediums.

    Some of the key findings of TAM Adex 2021 report are as follows:

    TV

    In the television sector, Q4 witnessed 26 per cent ad volume growth compared to Q1 of 2021.

    Ad volumes of the retail sector on television slightly dropped by nine per cent in 2021 as compared to 2019.

    Retail outlets of jewellers alone contributed 54 per cent to the ad volume share of the retail sector. News channel genre topped preference list of retail players during 2021.

    The top 10 advertisers accounted for more than 50 per cent shares of ad volumes in 2021 with Lalitha Jewellery Mart topping the list.

    Ad volumes of the retail sector on television plunged by 39 per cent in 2021 over 2020. Lowest ad volumes observed in May 2021 and June 2021 which was during the second wave of Covid-19 pandemic.

    Advertisers of retail sector preferred 20 to 40 seconds ad size on TV

    Print

    Ad space of the retail sector in print fell by 44 per cent and 29 per cent in 2020 and 2021 respectively over 2019.Retail outlets of electronics and durables led the list of top 10 categories of the retail sector.

    Top 10 advertisers accounted for more than 20 per cent share of ad space in 2021 with Reliance Retail leading the list.

    Top 10 brands accounted for 19 per cent share of ad space in 2021 with Big Bazaar leading the list.General Interest publication genre added 99 per cent share of sector’s ad space.

    Ad space in print witnessed double digit growth in January, August and October-November 2021.

    As compared to Q1 of 2021, Q4 witnessed 74 per cent ad space growth.Among four zones, South topped for retail advertising with 46 per cent share in print during 2021.

    Sales promotion for the retail sector accounted for more than 70 per cent share of ad space in print.

    Radio

    Ad volumes for the retail sector grew by 77 per cent in Q4 over Q1 of 2021.Ad volume for the retail sector on radio dropped by 37 per cent and 5 per cent in 2020 and 2021 over 2019 respectively whereas ad volumes rose by 40 per cent in 2021 compared to 2020.

    October 21 registered the highest share of ad volume for the retail sector followed by 11 per cent in August 2021.

    Top 10 advertisers accounted for 21 per cent share of ad volume in 2021 with Zota Healthcare leading the list.

    Among the top 10 retail brands, four brands belonged to retail outlets- jewellers category. Maharashtra was the top state with 18 per cent share of ad volumes followed by Gujarat with 17 per cent share.

    Advertising for retail was preferred in afternoon and evening time-bands on radio.

    Digital

    Ad insertions of the retail sector on digital plunged by 29 per cent in 2021 over 2019. Highest percent observed in December 2021 which had 15 per cent of total digital ad insertion shares. Compared to Q1 of 2021, Q4 witnessed more than two times ad insertion growth.

    After the second wave of Covid, December 2021 had the highest share of ad Insertions followed by September 2021.On digital medium, electronics and home stores were top retail categories with 26 per cent and 17 per cent respectively.

    Ad network topped with more than 70 per cent share of transaction method for retail sector in 2021. Top 10 advertisers accounted for more than 40 per cent share of ad insertions in 2021 with Infiniti retail leading.

    Top 10 brands accounted for 44 per cent share of ad insertion in 2021 with Croma leading the list.

  • Adex 17: TV to contribute 45pc, FTA to aid 8pc growth rate, says GroupM

    MUMBAI: GroupM, one of the leading global media management investment conglomerates, has released its biannual advertising expenditure futures report ‘This Year Next Year’ (TYNY) 2017, forecasting India’s advertising investment to reach an estimated Rs.61,204 crores in 2017. This represents a growth of 10 per cent for the calendar year 2017 over the corresponding period in 2016.

    As per GroupM, the ad spending in 2016 was Rs. 55,671 crore. Even though the year began on a very optimistic note, the overall Adex took a downturn due to lower than expected ad spend growth from sectors like FMCG, traditional retail, telecom and sporadic spending in categories like Ecommerce. In the Januray-October period itself the Adex was growing at a lower trajectory than forecast. Furthermore, demonetization in the last quarter had a negative impact of about 2 per cent on the total Adex in 2016.

    Speaking on the TYNY 2017 report, GroupM South Asia CEO CVL Srinivas said, “Despite a volatile 2016, we are estimating advertising expenditure growth at 10 per cent in 2017. The first quarter will give a slow start to the year, with the market picking up from March-April, fueled by a stable recovery process post demonetization. Sectors that are contributing to this positive trajectory include Auto, Media and e-Wallets. In addition Government and Political parties will increase spending with elections in several states this year.” Explaining the media scenario, he added. “Digital is leading the Adex growth with a 30 per cent growth, while TV continues to be the largest medium in the mix. Print continues to grow at a stable rate of 4.5 per cent and is still the second largest medium in the Adex.”

    Looking at the advertising industry worldwide, GroupM estimates the global advertising expenditure (adex) to grow by 4.4 per cent and Asia-Pacific to grow by 6.3 per cent. With an estimated adex growth of 10 per cent, India remains one of the fastest growing ad markets globally. While 80 per cent of incremental ad spend growth in major markets comes from digital media, in India the numbers are more evenly split between traditional and digital media. Digital media accounts for about 40 per cent of the incremental ad spend growth.

    The Indian advertising expenditure growth rate is also in line with the revised GDP forecast; India’s GDP is estimated to grow between 6.5 to 7.5 per cent. This will be led by low interest rates, sustained urban demand and the impact of key policy reforms. Over the last seven years, ADEX to GDP growth ratio has been between 1.5-2X, and 2017 will be no exception.

    GroupM also elaborated on the major media trends that will emerge in the Indian advertising industry. These include trends in sports programming, content, data and digital media. Globally, GroupM has been leading the conversation on viewability with brands and partners. Taking this program forward, chief growth officer Lakshmi Narashimhan, explained the importance of viewability, “As India matures as a digital advertising market, transparency and trust are critical for higher adoption of the medium. Those adopting high viewability standards will be able to differentiate themselves on quality parameters. Once implemented, platform choice and pricing will depend on viewability scores.”

    GroupM estimates the Digital Adex to grow by 30 per cent in 2017 to Rs. 9,490 crore. The digital Adex is estimated to take a 15.5 per cent share of the total Adex this year. There will be a high emphasis on viewability metrics and outcome based optimization. Ad spends will grow on OTT platforms, as internet speeds improve and catch up TV gains ground.

    2017 is estimated to be a modest year for newspapers with 4.5 per cent growth. The increase in ad spends expected from print heavy sectors like Auto, BFSI, e-wallets will contribute to this growth. Vernacular and regional newspapers will see a higher growth rate.

    Television continues to be the largest medium contributing to the Adex with close to 45 per cent share. This year, the growth rate for TV is 8 per cent, with ‘Free To Air’ channels adding more inventory, and pure HD content gaining ground. The market will also see a consolidation of niche channels.

    While Radio is expected to grow at a little over 10 per cent, there is scope for the medium to pick up as the Phase 3 rollout is completed in 2017. Higher growth is expected as stations will see the supply impact of the full year.

    Other media such as OOH will witness good traction from sectors addressing rural audience and premium niche audience. As per the trend in recent years, Cinema advertising will grow at a high double digit rate of 20 per cent. Cinema consolidation has led to investments in infrastructure, this coupled with the growing acceptance of premium Indian and Hollywood content by advertisers augurs well for the medium.

    This Year, Next Year, is part of GroupM’s media and marketing forecasting series drawn from data supplied by holding company WPP’s worldwide resources in advertising, public relations, market research, and specialist communications. The TYNY report is the most comprehensive understanding of the estimated media spends by advertisers in the current year. It also highlights some of the industry sectors that will have a major effect on advertising spends across media.