Digital revenue moving much slower than eyeballs in India: BCG CII Report 2018

Digital video comprises merely 8 per cent of total ad revenue as against 92 per cent of TV video in India

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Digital revenue is moving at a much slower pace than eyeballs in India, as observed by the BCG-CII report titled ‘One Consumer, Many Interactions.’ As shown in the diagram below, digital video comprises merely 8 per cent of total ad revenue as against 92 per cent of TV video in India. Digital video consumption takes around 18 per cent compared to TV’s 82 per cent.

UK has the highest per cent of dollars moving into digital as it takes 27 per cent of the ad revenue. It levels up with digital video consumption, which is at 28 per cent. China follows UK where digital video consumes up to 20 per cent of ad revenue as against 80 per cent of TV’s.

Even though digital media is currently the big thing, there are real questions about making the media portfolio work as pointed out by the report. It said, “While on one side digital offers a solution-based approach, new ideation, sharper targeting and return metrics, on the other side there are unanswered questions around measurement of ROI and impact, and rethinking multi-platform advertising strategies. This is one of the reasons why monetization of digital media has been a challenge and dollars have moved slower than eyeballs.”

On metrics the common complaint is they are self-reported and there’s no independent trustworthy third party. Then there’s also the problem of brand safety. Measurement is another issue (difference between view for three and five second).

What marketers really want is a converged offer that is anchored cross platform and brings in sharper targeting as well ideation and storytelling. The media houses of the future will need to create this converged offer bringing in personas, higher attribution and weaving in narratives and content native to the platform across advertising.

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