siliconindia | | August 20198ADVERTISING IN A DIGITAL INDIABy Uday Rao, VP Business, TAM Media ResearchTAM Media Research is an organization that created and set the base for using Science of Media Measurement in TV Audience Research in India. Starting in 2017, TAM started a new journey that is all set to unravel the Science & Art of Data Monetization for the Media & Marketing Industries.in my opinionL Let us look at Indian media trends over the past few decades. The seventies saw Print in firm ascendance while the eighties saw the onset of Television and the nineties saw the launch of Satellite Television. The nine-ties have seen the growth of Television and Print media while the current decade has seen all-round growth. Television, Print, and now the Internet.If Print saw the written words on pages occupying our days, the audiovisuals on Television have dominated our minds and hearts like no other medium in the past. But it is the Internet or rather the Digital media which has fea-tures of both the written words as well as the audiovisuals of videos and with the power of mobile internet driving penetration and growth, this can only influence the audi-ences stronger as we go forward.Group M (in TYNY 2019 report) finds growth in Tele-vision, Print, Internet, Radio, Outdoor and Cinema. India @ 14 percent annual growth is the fastest growing market in the world. 2019 media expenditure is estimated to be Rs 80 thousand crores. Amongst these, the highest growth is seen on the Internet @ 30 percent per year. If this is the kind of growth that we are looking at, what is the size of Internet audiences in India that we can consider? Kantar IMRB iCube 2018 estimates that in 2019 there would be 493 million active internet users with 293 million urban users and 200 million rural users. Interestingly Rural In-ternet usage is growing faster than Urban although there is higher Internet penetration in Urban India. Why do we need to better understand Digital India? In simple terms ­ the fastest growing media in India. Over 30 percent for the past four years. Growth in Print is slow-ing down, at 4 percent in 2018 and 2.3 percent in 2019. Television growing at 15 percent (Source TYNY 2019).If we are to peer into the looking glass and identify audiences the future digital audiences would be at the top. Imagine your consumer as she goes through an average day. She checks her Whatsapp for messages, search on Youtube for a selection of her favorite music to start her day. She may look for recipes to plan for her next so-cial engagement over dinner on her mobile. She will then search for some gifting options for her near and dear ones, on her favourite shopping app. Even scan for the current roundup on her latest TV soaps and their stars on news sites. Post a chat with a friend or two, even a quick glance or two of the latest fashions on her favourite sites. She could plan for her holiday travel by evaluating the several Uday Rao
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