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India Digital Summit 2008: ‘Digital media as a medium will be a substitution for TV ad sales’

India Digital Summit 2008: ‘Digital media as a medium will be a substitution for TV ad sales’

Author | Rosy Ngaihte | Friday, Jan 11,2008 6:55 AM

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India Digital Summit 2008: ‘Digital media as a medium will be a substitution for TV ad sales’

The two-day Indian Digital Summit 2008, jointly organised by Internet and Mobile Association of India (IAMAI), the representative association of Internet and mobile VAS companies in India, and Department of Information Technology, commenced on January 10 in Delhi. Day one of the Summit focused on bridging the digital divide and reaping digital dividends. The theme of the Summit this year is ‘From digital divide to digital dividends’.

The post lunch discussions included a session on ‘My vote is with the digital media – what about you?’ The session began with a keynote address by Mark Read, Director- Strategy, WPP, and CEO, WPP Digital UK. While V Ramani, Co-founder and Vice-Chairman, Connecturf, was the anchor, the session included speakers like Kiran Gopinath, Founder and CEO, Ozone Media, and Vishnu Mohan, CEO-APAC, Havas Media.

Addressing the session, Read highlighted the vast growth potential in digital media. He said, “Global ad spends on digital media will double by 2010. In the days to come, the spend on digital media would take over spends on TV ads. There will be a shift of economic power from traditional media to new media.”

He further said, “UK is a leader in Internet advertising and marketing. Comparing the ad spend between the UK and India, the former spends 20 per cent of the total spend on advertising on Internet advertising, while India spends just 1.8 per cent. However, coming years will see a rapid growth in spend on Internet advertising in India.”

“It is believed that on an average people spent 17 per cent of their time online and hence, broadband penetration would help in leveraging the digital media and engaging more people to it. And with 221 million mobile users in India, there is enough potential for digital advertising to grow,” Read noted.

Highlighting the problem with digital media, Connecturf’s Ramani said, “The audience for digital advertising is fragmented and there is low penetration among women, teenagers, language consumers. Also, there is limited geo-targeting and there is no trade exposure.”

According to Havas Media’s Mohan, “There is enormous growth in digital marketing, although it is still in the process of evolution. Digital media as a medium will be a substitution for TV ad sales, but traditional media will continue along side. To enable digital access, the facts and processes need to be addressed better. and along with that clients also need to be educated.”

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