Ad spends in India to grow at 13% in 2017: DAN Report

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 16, 2017
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A look at Dentsu Aegis Network's Ad Spend Forecast Report 2017.

Dentsu Aegis Network recently released its Ad Spend Forecast Report 2017. According to the report, the ad spends in India will grow at 13 percent in the year 2017. The report also shows that globally, mobile ad spends are set to overtake desktop in 2017, with digital overtaking TV in 2018.

Dentsu Aegis Network's Ad Spend Forecast Report 2017

Jerry Buhlmann

Kartik Iyer

Commenting on the latest ad spend forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, says in a press release, "We are reaching a tipping point in ad spends now as digital overtakes television, mobile overtakes desktop and paid search overtakes print. Digital and data must now be the default settings for advertisers. Evolving to people-based marketing rather than audience-based marketing and using data to increase addressability is essential for brands to manage tighter conditions in 2017 while positioning themselves for future growth."

Buhlmann adds, "At the same time, the challenge for brands is to ensure that they are ready to embrace the potential of innovation. As technologies such as virtual reality and voice activation become more prominent, brands must ensure that they remain relevant by creating new value for their consumers."

Kartik Iyer, MD, Carat India, says in a press release, "India continues to be amongst the few countries seeing growth rates in double digits. While this may be slightly lower than past expectations owing to various market drivers like demonetisation and GST, the growth is clearly expected to continue. Driving this growth is digital with a growth rate of over 35 percent which is far in excess of that seen by other more traditional media. And with digital quickly progressing on its path to becoming the go-to media for entertainment, this trend is also expected to continue. Other media like TV and cinema are expected to grow at around 12 percent while radio and OOH should see a growth of 10 percent and newspapers around 8 percent."

Growth in advertising expenditure 2016-2018 (selected economies)

Iyer adds, "Another medium that is driving growth is that of ambient (at over 15 percent growth rates). Considering the changing retail environment, the medium, in tandem with digital, is becoming pivotal in delivering quality engagement with consumers."

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