Digital Marketing

About Digital advertising in India

As per the Internet and Mobile Association of India (IAMAI) and IMRB International, the digital advertising market in India is at INR 5,200 crore at the end of December 2015 and projected to reach INR 7,044 crore by the end of this 2016

Digital advertising spends were about 12 per cent of the total advertisement spends in India. Favorite of e commethey lead digital ad spends followed by telecom and BFSI. 40% of BFSI overall spends were on digital, followed by e-commerce, telecom, and travel.

Like worldwide, search was 30 per cent of the overall ad spends followed by display ads at 23 per cent, and social media at 18 per cent. Search continued to lead in 2015 with spends close to INR 1,488 crore. Social media spends were close to INR 940 crore. Spends on video ads, such as YouTube, also showed huge gains in 2015 and accounted for 17 per cent of the overall ad spends in the digital space. With digital India push, increase in mobile penetration and increased adoption of mobile internet with products like Reliance Jio, video advertisement is expected to gain further.

Majority of digital ad spend in India goes to Google network, Facebook and other social media networks. However, what you would find at The Media Ant is not so much about Google, Facebook and other self serve digital options, but other high impact digital options. Popular digital options outside of Google and Facebook in India are News websites like Timesofindia.com, sports channels like cricinfo.com, finance sites like moneycontrol.com among many others. In App advertising is other popular format of digital advertising in India. Among traditional digital options are email advertising and database targeting either through email or through SMS.

Advertising options in Digital media

Digital media provides a host of advertising options. Popular advertising options for digital media are:

  1. Banner digital ads
  2. Text digital ads
  3. Sound or audio based digital ads
  4. Video digital ads

Costing for Digital advertising

Digital advertising has various pricing models. Few popular pricing models for Digital advertising are: This is also applicable for mobile advertising.

  1. CPM – CPM stands for Cost per Thousand. The advertiser pays a fixed fee for every thousand times their ad is shown to the visitor
  2. CPC – Cost per click is a performance based pricing model, advertiser pays only when someone clicks on the ad
  3. CPA – Cost per acquisition is provided as an option to large size advertisers. The advertiser is charged only when the user completes the action. The action can be app download, filling up a form, registering on the site or similar such actions.
  4. CPL – This stands for cost per lead and advertiser pays only when a lead is generated with valid contact details
  5. Fixed Fee – Popular among impact medium, an advertiser pays for being present there for a specific period. An example can be advertising on the home page of Times of India App. The advertiser pays for this model of digital pricing.

List of top 12 websites in India

The list of top 10 websites in India as per traffic for advertising is: (November 2016)

Site

Genre

1 Google.co.in Search
2 Youtube Video
3 Facebook Social Media
4 Amazon.in Ecommerce
5 Wikipedia Search
6 Flipkart Ecommerce
7 Linkedin Social Media
8 Indiatimes Ecommerce
9 Snapdeal Ecommerce
10 Twitter Social media
11 Irctc.co.om Ecommerce
12 Times of india News