siliconindia | | August 20199holiday options in terms of locations and travel options that would pop up in her mobile feed.Here are some facts and figures of Q1 2019. There are over 8000 Advertisers reaching out to the Indian consum-er on Digital media to promote their brands. Unlike the traditional media of Television, Print and Radio, Digital media is dominated by Services Advertisers ­ Over 90 percent of advertising on Digital Media is from this sec-tor. Services contribute to 6 percent on TV, 3 percent on Radio and just 1 percent on Print. Interestingly even in Services sector on Digital media - Advertisers from cat-egories of Media & Entertainment (20 percent), Shopping (19 percent), Travel & Tourism (11 Percent). If we are to peer below this surface, we can see the Top 3 Advertis-ers in each ­ in Media they are Netflix, Times Internet (Gaana.com) and Indya Interactive (Hotstar), in Shop-ping ­ Amazon, OLX and Jasper Infotech (Snapdeal), in Travel & Tourism ­ the Top 3 are Pilani Soft Labs (Red-bus), MakeMyTrip and Kayak.Education is another sector which is dominant on Dig-ital media with over 94 percent share and just 2 percent on TV, Print and Radio. Apart from these two heavy weights, there are three other sectors which virtually focus exclu-sively on Digital media viz. Banking/Finance/Investment @ 83percent share, Media @ 86 percent share and Com-puters @ 96 percent. Digital offers personalized targeting, efficiencies in media planning and buying and currently promise lower costs as compared to traditional media. Digital media thus has been able to attract many advertisers who are focussed on reaching audiences only on this media. There are over 7000 advertisers who are exclusively advertising on Digital media.But there is a counter to this point of view. There are many advertisers who are targeting their audiences, inte-grating their media plans to effectively reach their target audiences be they available on Digital media or tradi-tional media such as TV, Print and Radio. Many of them would be amongst India's top advertisers in Media, Shop-ping, Education, Food & Beverages, Personal Care, Auto, Insurance, etc.We also notice an increasing concentration of media share amongst the Top 25 Advertisers as we move from Print (10 percent) to Radio (21 percent) to TV (35 per-cent) and highest in Digital (39 percent). This outcome would be due to a combination of factors such as reflec-tion of Media Maturity as Print is relatively older as compared to the other three; Audience Impact ­ ability of media to impact the consumer in terms of attitude and behaviour which is where Television and Digital score higher as well as Media Measurement - in terms of media audience data that can be utilized by the Advertiser for his planning. And in India, Advertisers have better access to media measurement data across TV, Print, Radio as well as Digital.India is not a single market but many markets existing simultaneously in one whole. As we see growth across all media in India albeit at differing rates; consumers con-tinue to evolve their behaviours and habits which in turn pushes advertisers to keep in step with these consumers and reach them in the manner that works best for them. While today Digital is dominated by Services advertisers as compared to traditional media such as Television, Print and Radio; Advertisers are gearing up to follow their con-sumers on Digital media and we should be seeing changes in the mix of brands and categories on Digital reflecting this change of focus in the days to come. India is not a single market but many markets existing simultaneously in one whole
< Page 8 | Page 10 >