At the recently held vdonxt asia, our convention on the business of online video, Vidooly, a YouTube audience development and analytics firm, unveiled a report titled 'Vidooly Report - Digital Video Advertisers Landscape India 2017'.
On the occasion, Nishant Radia, co-founder and chief marketing officer, Vidooly, says, "In 2018, the expected growth in the overall ad spends in India is about 8-9 per cent. It takes us closer to the Rs. 60,000 crore mark. Digital video, though only a small portion of this, has been growing in double digits as compared to other media factors. But the question is - When will it explode? And will it ever explode to a point where the content creators will actually be happy about the spends?"
According to team Vidooly, the next level of growth, the next surge in advertising spends on digital video, will only take place when advertisers are able to clearly define and measure the ROI on their spends. "Sooner or later someone's going to come and pull the plug saying, 'I don't want to do this just because it is popular'," cautions Vidooly's Radia, adding, "Our vision is to help advertisers establish tangible matrices for success and help them measure/optimise their spends..." so that they can start seeing a direct correlation between their activities/spends and the impact of that on their business. "This report is a step in that direction," he says.
The report is positioned to help marketers take a closer look at what happened in 2017 on the online front, across categories, and study the brands that were bullish on digital, as well as look at the campaigns they launched.
Siddharth Banerjee, executive vice president, marketing, Vodafone, who unveiled the report on stage, says, "Some of us have actually faced this, both on the client side and the agency side - What's the definition of good, bad and ugly when it comes to the campaigns we mount on digital platforms? What is a good engagement rate? How many views is a good number of views? This report captures what brands have been up to in the last couple of quarters. In one snapshot you'll be able to see what brands across different categories have achieved with their videos, in terms of videos views, engagement rates, video view completion rates, etc. It forms a great starting point of conversation on measurement..."
Read the full report here: