The year 2018 turned out to be quite an eventful year for the Indian Media, Marketing and Advertising industry. Across domains, the upcoming General Elections as well as top cricketing properties during the year are expected to fuel a surge of advertising.
In its recently updated This Year, Next Year report, GroupM has predicted that India will contribute around $1.35 billion (Rs 9,516 crore approximately) growth to the advertising industry, becoming the third largest contributor after China and the US. At the centre of this growth, just like last year, will be Digital, that will witness the maximum rate of growth. The growth of Digital will be driven by increased data consumption and deeper smartphone penetration that will help the medium reach the farthest corners of the country. Digital’s growth, industry experts feel, will be fuelled by Voice, Video and Vernacular. Moreover, the rise of OTT and video, increased usage of AI and machine learning, increased usage of programmatic and the birth of new social media influencers, will also lead to the growth of Digital.
The year looks promising for the media industry too with political and sporting events shaping up the growth of the industry; 2019 will also be a year that will see personalization, growth in language users, increased investments in data security and transparency and greater consolidation, both at the media owner’s and agency’s end.
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January 20, 2019