Last year, Carat Ad Spend Report stated that the growth prospects remain high in India, with advertising spend estimated to grow by +11 per cent in 2015 and by +12 per cent by 2016.
According to Upendra Thakur, Co-Founder, Origin BeanStalk, in 2016, the digital spends will go up by at least 30-40 per cent as compared to other mediums.
“The audio-video consumption of infotainment will go up in the digital space because of the 4G launch and also because a lot of players will get into developing a lot more differentiated, refreshing and entertaining content for the digital audience,” commented Thakur.
However, in early 2015, the global media investment group GroupM mentioned in its This Year, Next Year report that advertising spends in India will grow 12.6 per cent to touch 49000 Crore.
Nowadays, brands are moving to digital mediums, where there is an opportunity to showcase the ad films for longer durations. Especially, start-up brands such as truly madly, Oyo Rooms, Urban Ladders utilising the digital platforms by launching their promotional short films, instead of TVCs.
Showing his concern about 2016, Jagdish Acharya, Founder & Creative Head, Cut The Crap, mentioned, in 2016 Jane Kya Hoga Rama Re. According to Acharya, social media will give way to Personal media with WhatsApp paving the way. It will enable scale-up thereby resulting in an oxymoronic reality – mass personal media.
“E-commerce companies such as Flipkart and more will shift from transaction building to brand building. They will realise that a sale for a sale makes the world broke. 360 will cease to mean surround media but optimum mix of media. No point going around in circles, clients will finally understand, added Acharya.
Indian Advertising Industry has been reshaped by regulatory and technological changes over the past times as before it did not have many opportunities. With the advent of radio, TV, Print and outdoor it has been able to gain much potential.
Babita Baruah, Senior Vice President and Head, PO1 Unit, J Walter Thompson, believes that collaboration is turning a sharp curve today with partnerships that were out of realm before.
Predicting the scenario for 2016, Baruah added, “A chef, an artist, a stand-up comedian, a regional music band, a social media brand platforms for broadcast and free content- these are just some of the partnerships that forward thinking brands will consider, for innovation, ideas, communication and engagement. The role of marketers and brand stakeholders will be to be clear of the brand essence, the tasks and how the diversity of ideas can then be converged or dovetailed into the brand world.”
As per expert’s predictions, there are expectations of digital spends to go up by at least 30 per cent while there will be marginal increase in the print 8-10 per cent and TV by 12 to 16 per cent. While finance advertising will be better and more than what it was in 2015.Spends in FMCG will see a rise and so will travel and fashion/apparels.
“There will also be cross pollination from divergent categories, driving collaboration. We have witnessed some successful ones in the past couple of years such as Fashion and Tech, Homes and Commerce, Food and Science, Medical and Lifestyle, Art and Food etc. There will be many more,” concluded Baruah.
