Programmatic advertising in India growing at 70%

Programmatic leads the charts in the entire growth in ad spends in India, says Matt Brocklehurst, Head of Partnerships, Publishers & Platforms Marketing APAC, Google

e4m by exchange4media Staff
Updated: Dec 5, 2019 6:34 PM

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As Indian marketers unlock the full potential of digital marketing, programmatic advertising in India grows at 70 per cent year-on-year. According to Matt Brocklehurst, Head of Partnerships, Publishers and Platforms Marketing, APAC, at Google, in a country where there are 390 million active smartphone users in India spending 200 minutes per day on their phone, programmatic advertising is the best way to join up the communications with them.

Matt Brocklehurst, Head of Partnerships, Publishers and Platforms Marketing, APAC
Matt Brocklehurst, Google

“Of the entire growth in ad spends in India, programmatic leads the charts because with the number of active internet users in the country it is evident people want to learn about things online, and it is important that brands locate them and make them a part of the brand communication, with information tailored for them at the right place, right time and the right message,” said Brocklehurst.

Which are the brands taking the programmatic route in India? Are they digital players only? Interestingly it’s a mix, says Brocklehurst. According to Google-BCG report on Digital Marketing Maturity framework, some of the most advanced digital marketing is happening in India with 6 per cent of Indian brands realising the full potential of data-driven marketing. “While there are brands like Swiggy and Flipkart who use advanced programmatic tools, there are also classic examples of traditional brands like L’Oreal who use programmatic to reach their target audience with personalized messages,” said Brocklehurst.

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Facilitating marketers with a tool to reach the right audience with the right message at the right time, the tech giant launched the Google Marketing Platform last year. “Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360-suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing while ensuring that you respect your customers’ privacy and give them control over their data. For marketers you can’t be treating your customers as strangers, you need to engage with them, with advertising that matters to them, and programmatic advertising is a way to do it. It cuts through the clutter to provide advertising that really resonates with people,” Brocklehurst added.

Programmatic advertising, according to Brocklehurst, not just ensures higher returns on investment but also makes the entire process of delivering communication to the TG 60 per cent quicker.  

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