Top Story

Home >> Digital >> Article

Digital world is here to stay

04-January-2012
Font Size   16
Digital world is here to stay

Neeraj Roy, MD & CEO, Hungama Digital Media Entertainment Pvt. Ltd.

On the digital industry
The year, 2011, has been exciting for the digital entertainment, advertising and marketing industry. With the advent of 3G services with various operators, a higher penetration of broadband subscribers, and growth in the devices market with new launches of efficient and inexpensive smart phones and tablets, the Indian digital industry is all set for a big leap. These developments are set to have a significant impact on the consumption patterns of digital media and advertisement opportunities on all digital platforms.

The year saw social media rise as a platform representing the voice of the common man with the Anna Hazare campaign and Keenan Santos & Reuben Fernandez brutal murder case. The year also saw an upsurge in mobile internet and advertising. There was a huge rise seen in the applications sector. Applications moved from only being restricted to mobile handsets to several mobility devices such as tablets, new age laptops, net books and televisions. The App economy infiltrated into these devices as well, and we saw several hardware manufacturers integrating an app platform as part of their offering.

Besides, there was a rise in the gaming sector with social gaming taking a leap in consumption. Bollywood capitalized on this trend as games help in increasing the shelf life of a movie and enhance top of mind recall. Social gaming created excitement around movies and helped connect with movie goers. According to FICCI KPMG report 2011 - Mobile Gaming is growing at a CAGR of 45 per cent to reach 17.4 billion by 2015.

It was also a year for growth of the industry. The year saw Indian internet users cross the 100 million mark according I-Cube 2011 report findings by IAMAI & IMRB. There has been an incredible growth in various sectors.
On the growth front
Growth in Content - The year saw growth with the proliferation of devices creating new channels of communication for personalised and localized content. Faster broadband speeds and high user demand resulted in content being consumed in different ways.
Growth in Advertising - The advertising ecosystem underwent a huge shift. Advertisers went from advertising based marketing to building a dialogue with the customers. More and more brands realized the potential of the interactivity and measurability that the medium had to offer.
Growth in Technology – The year saw the roll out of the most awaited 3G services.

On trends that will shape 2012
Rise in Video Content Consumption – Technology will give rise to possibilities of co-creation and collaboration and we will see a rise of a new form of promotion in the music video space

Brands become Media - Social Media will continue to grow. Various Platforms have made it easier and more affordable than ever for brands to create and distribute their own content, thereby becoming media companies in their own right. Brands are investing to create content

Connected Devices/Cheaper Tablets

Music on Cloud/ Social Music – Music consumption will increase on digital platforms with social media sites emerging as the favoured medium of labels and independent musicians to launch albums and create a buzz. Newer delivery formats of digital music content that make it attractive for consumers to first sample music and then pay for it are developing. These are emerging as formidable alternatives to pirated music.

Rise in App Economy - Roll out of HTML5

The broadband policy and also the new telecom policy are keenly anticipated as they will have a significant impact on the adoption of consumer services for the next 400 million online consumers in the coming four years.

 

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Yoav Tourel has been promoted as Head of Sales for Asia Pacific and Helena Gavros as the Head of Brands and Agencies for Southeast Asia. Also, Anand Makhija has been promoted as the Director of Busine...

Karan Kumar says Fabindia tries to engage with customers only intermittently

In the three months ended June 2018, Hotstar reported Rs 5.69 billion in revenue, compared to Rs 5.71 billion it posted in the 12 months ended March 2018