Okay Google, show me the future
Even as India remains a market where all forms of media are growing, brace yourself for disruption via digital, says GroupM’s CVL Srinivas
While 2017 may have been relatively quiet from an ad-spend perspective, advertisers and agencies were kept busy with exciting developments in digital technology, shifts in content consumption, the launch of new platforms and an increased scrutiny of marketing budgets, with demands for greater transparency and accountability.
What does 2018 hold? For starters, one expects a marginal recovery in ad-spend growth. The overall ad industry in India grew by 10% in 2017 (as per the GroupM TYNY report). The initial estimates by most agencies is a bit higher for 2018. India is one of the few markets where all media forms continue to grow, although digital will lead the pack. With almost all media extending into digital and almost all digital turning mobile, there is a blurring of lines. This has several implications for content owners, creators, brands and media measurement.
Read full story at ETBrandEquity.