In an exclusive chat with exchange4media at Cannes Lions 2013, Steve King, Chief Executive Officer, ZenithOptimedia Worldwide talks about India’s potential of becoming one of the top five mobile markets in the next two years, exceptional Indian media trends, global best practises leveraged in India and more...
Please throw light on the trends in the Indian media industry today.
Globally, we see print publications facing serious challenges. The Indian print industry is doing very well – it is an exception to the rule globally.
Also, the mobile texting market in India is stronger than other markets.
What do you think of the mobile market in India, given the lack of infrastructure?
Mobile medium will leap frog in India very soon. India will be one of the top five markets in terms of growth and monetisation in the next two years.
What are the focus areas for ZenithOptimedia India in 2013 – 2014?
We have seen very strong growth in the Indian market for the last 10 years. While we are still going to see growth, we are a little concerned whether we are going to see the growth automatically. This year we are more concerned about the growth in India and China.
We look at India more optimistically and favourably than other countries. It is really poised for growth. We are not the biggest player, so there is a huge growth opportunity in it for us. We have a very strong parent company and have made some powerful acquisitions such as Resultrix. We want to have a very strong presence in India.
While China is much more dominant growth market, I would hope we have greater growth in India for our business in the next three to five years.
What are the global best practises that are being leveraged by the agency in India?
The ability to access a varied range of touch-points and measure them with a single metric across varied categories developed in the UK is a best practice leveraged here. Also, social tools which measure how brands are interacting with consumers’ attitudes developed in France.
What would you say are the strengths of ZenithOptimedia India ?