Top Story


Home >> Digital >> Article

Guest Column: Immersive experiences will drive ad business in 2017: Surya Narayanan, Hungama Digital

Font Size   16
Guest Column: Immersive experiences will drive ad business in 2017: Surya Narayanan, Hungama Digital

As digitisation moves into a new phase in 2017, Surya Narayanan, Head of Business at Hungama Digital Services (HDS) lists out the trends the advertising businesses will have to factor in.

Smartphone penetration: cutting across boundaries

With the smartphone user base increasing by 300 million, smartphone adoption is only set to become more democratic, cutting across demography and class lines. From early adapters to the older generation, you can expect more truck drivers maids, drivers and senior citizens on the platform. These consumers represent two ends of the consumption pattern. While the base of the pyramid has small individual values but impressive volumes, the apex consists of digital savvy retirees who have the wherewithal to purchase high-end smart phones. Mobile marketing will have to evolve to chase both ends of the pyramid.

Riding the demonetisation wave

E-commerce without COD will only work if online advertising pushes UPI, CC and other digital payment solutions. I see a lot of push happening here, especially for renewals and sales.

Reaching out with virtual reality

Immersive experiences are going to drive all categories from fashion and entertainment to BFSI, with customised communication and emotive, experiential marketing being the order of the day.

Women as 'individual' consumers

Today, 73 million women in India are taking their own financial decisions. Marketing will have to start thinking of women, and single women in particular, as viable TG for their own personal consumption. In other words, it is time to look at women as individual consumers as opposed to group/ family purchase decision makers.    

(The author is Head of Business, Hungama Digital Services)    
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions