2-min video: E-comm advertisers driving digital spends – Rob Norman
About 30-40 per cent of all of the world’s online advertising is through e-commerce, says the Chief Digital Officer of GroupM Global
India’s digital spends stand at around $600- 650 million, which is roughly about 0.6 per cent of the global digital spends. There are two parameters to compare the spends. First is India’s contribution to the global GDP in terms of purchasing power parity, which is about 5-6 per cent; secondly, India’s active users on the internet number around 120 million, which is about 5 per cent of the roughly 2.5 billion internet users globally.
In conversation with exchange4media, Rob Norman, Chief Digital Officer, GroupM Global explained, “The shortfall in digital spends in India can be attributed to a number of causes. I think that the biggest single cause is the relative lack of e-commerce development outside of the first phase of e-commerce product such as travel. It is probably true to say that when travels stop being the biggest category in online advertising, then you will see a rapid acceleration in growth. Because the e-commerce advertisers are the biggest drivers of digital spends.”
He also shared the differences regarding digital advertising and the most prominent platform of advertising for Indian marketers.
To know more, watch the video...
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