Digital advertising is an INR 22 billion revenue industry. Across this large advertising landscape, there is barely any recognition, let alone appreciation, which is standard across the nation. Indian Digital Media Awards (IDMA) was introduced to give this landscape a more definite shape and milestones that one could refer to for guidance.
India is world’s third largest internet using population, with 174 million users in 2012. These users are segregated across medium such as web, mobiles and tablets and consume date through social media, video streaming and a number of other options. IDMA 2013 is focussing on every form of media and data provider so as to acknowledge work across categories.
IDMA 2013 received 856 odd entries across five broad categories namely Web, Mobile, Social Media, Language and Special Awards. 219 entries have been shortlisted after a comprehensive screening process.
IDMA is the second exchange4media awards to have an advisory board in place that looked over every move and proceedings on the jury and the screening council.
Among some of the biggest trends witnessed while collating the IDMA entries include the change of the digital scenario post the arrival of smartphones technology. Not only the data consumption strategy witnessed a paradigm shift, but also saw the growth of an independent mobile ecosystem.
Marketing through applications, missed calls, in-app and in-game advertising, were some of the options that crept up in the mobile space. According to the FICCI-KPMG report, 100 million apps are downloaded in India every month and is expected to surpass five billion downloads per annum within next three years.
The next trend to dominate the space was the increasing consumption of regional content. Not only regional channels made their content available on the internet but also independent content providers sprung up. The demand for regional content will only see a northward trend with the rapid penetration of high-end technology in tier II and III cities. Entries in the language category in IDMA this year saw a surprising level of innovation and creativity.
The jury had an extremely hard time picking out the shortlist owing to the high quality of entries. Maxus India leads the nominations with 20 shortlists, followed by Grey Digital, Interactive Avenues and ibs with 12 nominations each.
The stage is now set to recognise the best of the best in the Indian digital domain. IDMA 2013 will highlight ground-breaking work in the digital space.
The winning entries will be awarded at a star-studded, power-packed night on June 25, 2013.