A new Adobe Digital Insights (ADI) report on the Indian market has revealed that over 75 per cent of surveyed consumers prefer personalized advertisements, indicating the immense potential for marketers to deliver customized and engaging digital experiences.
According to the report, the majority of consumers in India find online ads more relevant and appealing than advertising seen on other platforms including television, radio and print. The ADI insights also revealed that social media platforms are improving in delivering relevant content and ads, as per 72 per cent of the surveyed consumers.
Mickey Mericle, Vice President, Marketing and Customer Insights, Adobe, said that mobile usage in India has increased 290 per cent in the past two years, far outstripping any other geography. However, despite this, she said that 89 per cent of marketers in India felt that they have underinvested in mobile in 2016. Mobile devices are an important medium for Indian consumers to consume video content. Consumers say they spend an average of 34 per cent of their video viewing time on mobile, and that is 41 per cent for those aged 18-34 years.
“Personalized experiences are key to winning customer confidence and brands in India are strongly positioned to ride this trend by leveraging the digital wave sweeping the country. The ADI data clearly establishes that India’s vast millennial population is the most positive on the relevance of advertising they see today, and perhaps more appreciative of marketers’ efforts to drive relevance as they started online in time when efforts were rudimentary and less effective. We see this boost the confidence of marketers embracing digital strategies to drive business goals and deliver enhanced customer experiences,” she said.
Also, though the ADI data suggests that more than 50 per cent Indian marketers are keen on programmatic advertising, the reality of adoption seems to be much different. For example, when asked about adoption of programmatic advertising in India, Mericle said, “Only 10 per cent of Indian marketers use programmatic meaningfully, i.e. somewhere over 30 per cent of their media buys. We expect this to increase to 25 per cent by 2020.”