Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Guest Column: Immersive experiences will drive ad business in 2017: Surya Narayanan, Hungama Digital

10-January-2017
Font Size   16
Guest Column: Immersive experiences will drive ad business in 2017: Surya Narayanan, Hungama Digital


As digitisation moves into a new phase in 2017, Surya Narayanan, Head of Business at Hungama Digital Services (HDS) lists out the trends the advertising businesses will have to factor in.
 

Smartphone penetration: cutting across boundaries

With the smartphone user base increasing by 300 million, smartphone adoption is only set to become more democratic, cutting across demography and class lines. From early adapters to the older generation, you can expect more truck drivers maids, drivers and senior citizens on the platform. These consumers represent two ends of the consumption pattern. While the base of the pyramid has small individual values but impressive volumes, the apex consists of digital savvy retirees who have the wherewithal to purchase high-end smart phones. Mobile marketing will have to evolve to chase both ends of the pyramid.

Riding the demonetisation wave

E-commerce without COD will only work if online advertising pushes UPI, CC and other digital payment solutions. I see a lot of push happening here, especially for renewals and sales.

Reaching out with virtual reality

Immersive experiences are going to drive all categories from fashion and entertainment to BFSI, with customised communication and emotive, experiential marketing being the order of the day.

Women as 'individual' consumers

Today, 73 million women in India are taking their own financial decisions. Marketing will have to start thinking of women, and single women in particular, as viable TG for their own personal consumption. In other words, it is time to look at women as individual consumers as opposed to group/ family purchase decision makers.    

(The author is Head of Business, Hungama Digital Services)    
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

Tags Ad Business Trends Hungama Digital Services

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey