It started in 2011
In 2011, India continued to be one of the fastest growing advertising markets in the Asia-Pacific region. Non-digital mediums such as TV, print and film continued to command most of the advertising pie. However, radio and Internet advertising saw exponential growth.
The story of advertising growth is best told in numbers, and while the official 2011 advertising figures are not out yet, if one goes by the widely trusted projected growth by PwC Analysis and Industry Estimates 2011 report, Internet advertising would have been the fastest growing advertising medium in 2011, registering a whopping 29.9 per cent spike as compared to 2010, while radio would make a remarkable comeback and be a close second 25 per cent.
The massive growth of digital advertising in the country could be attributed to increasing broadband penetration and growth in mobile Internet, arrival of 3G services and the markets getting flooded with affordable smart phones. One cannot ignore social media websites, however, on which advertising registered a growth of 54 per cent in 2010-11.
Big hit in 2012: Internet advertising
The appetite for digital advertising is increasing, and companies and brands are moving their digital accounts from really big ad agencies to specialised agencies like ours. We now have the digital accounts for companies like Britannia (handled by Lowe Lintas) and Tata Motors (handled by Ogilvy). As the pressure on the economy grows, companies will cut down on hoardings and other regular and expensive forms of advertising, and digital advertising will only grow at a rapid pace. The advertising numbers may go down, but the share of digital in the advertising pie will only go up.
� Sandip Maiti, CEO of Experience Commerce, a digital agency that handles clients such as Britannia and Castrol Pic courtesy/ Sandip Maiti