Advertising has become one of the core functions for corporates in the current market scenario. Consumers are rapidly becoming more aware about brand differentiations which make it very important for the companies to choose the right mechanism to create the appropriate buzz for their products. Advertisements have been existent in various forms such as print, radio, outdoor, TV etc. However, the current most popular form is internet advertising that has caught the eye of large number of consumers. Due to the increasing penetration of internet and activities such as social media networking; consumers, especially youth, are spending longer hours on the internet which makes it an efficient tool for companies to generate correct ads to attract them. Online advertising industry in India is growing dynamically and is set to increase further. Companies are now spending huge amounts on advertising on the online medium that helps them to target their specific group of consumers.
The report begins with the Indian advertising industry section that highlights the prospects of advertising on all the respective mediums. Apart from the market size, it delves into the growth rates of respective mediums in the current year showing the comparison between them. This is followed by the Online Advertising industry section that depicts the market size and growth of advertising on the internet. It also highlights the major segments in the space and their respective shares. It includes an overview of the segments in the online advertising space along with the major advertisement spends on the same from various different industry verticals. It also shows the advertising options that a particular advertiser has in the online segment which is followed by the section highlighting the advantages of online advertising as a medium and also the major payment metric systems that are followed in the industry by service providers. This is then followed by the major technological advancements that have taken place in the industry with respect to the various types of online ads that the industry players have devised to target their respective segments of consumers.
The key factors of growth for the market have been analyzed. An analysis of the factors driving growth in the market has been added which includes large domestic internet base, positive consumer behavior and patterns towards online media, growing proliferation of internet on mobile and large expatriate population. The factors hindering growth in the market have also been analyzed which include lack of trust in internet advertising and literacy and language barriers. The key trends analyzed in the market include emergence of social media, internet turning into an effective sales medium, growing online marketing activities from corporates, increase in private equity investments and Indian players expanding globally.
The competition section provides an overview of the competitive landscape of the market highlighting the current market share of the most used search engines in the country. It also highlights the major online ad networks that are functional in India. It includes a matrix depicting a comparison between some major online ad networks with respect to their services. It also includes brief profiles of major domestic and foreign players.