UNIT V

OVERVIEW I: PRINT, RADIO, TELEVISION AND

ADVERTISING

Syllabus:
Size of advertising Indian and Global advertising industry: Interdependence
between advertising and entertainment industry in the entire ecosystem,
Understanding role of advertising agencies. Top advertising agencies and their
campaigns. Share of traditional and digital advertising platforms in the total
revenue pie.

INDIAN ADVERTISING MARKET OUTLOOK

The Indian advertising market was valued at nearly INR 670 billion in 2020. The market is
further expected to grow at a CAGR of 11% during the forecast period of 2022-2027 to reach
INR 1253.2 billion by 2026. The major factors driving the Indian advertising market growth
are rapid urbanisation, the growing acceptance of technology, the increasing population, and
favourable government regulations in the region.  
Advertising is a sponsored marketing by a brand or an organisation to promote and entice
consumers to buy or invest into their products or services.
 
The industry can be broadly categorised based on segments:

 Television Advertising
 Print Advertising
 Radio Advertising
 Internet/Online Advertising
 Mobile Advertising
 Outdoor Advertising
 
Market Analysis
The advertising industry’s success depends heavily on the penetration of different media
outlets in the region. India, with its developing economy, is providing the advertisers with
numerous growth opportunities, along with expanding media channels. Economic growth has
also led to an increase in consumer spending power, producing a consumer-conscious and
affluent brand. The Indian advertising industry is expected to be Asia’s fastest-growing
advertisement market after China over the forecast period. Further, the increasing penetration
of smartphones and the internet in the country is encouraging the use of digital advertising,
which is anticipated to aid the growth of this industry in India over the forecast period.
While television segment continues to be the dominant force in India, accounting for almost
38% of the total ad spend in 2020, the mobile and internet advertising segment is anticipated
to contribute significantly to the industry growth owing to the increased digitalisation and
growing shift towards online video via mobile devices in the region.
Size of Indian market and its calculation.
The Indian advertising market attained a value of INR 670 billion in 2020, driven by the
growing acceptance of technology and internet penetration. Owing to the favourable
government regulations, the market is expected to witness a further growth in the forecast
period of 2022-2027, growing at a CAGR of 11%. The industry is projected to reach INR
1253.2 billion by 2026. 
EMR’s meticulous research methodology delves deep into the market, covering the macro
and micro aspects of the industry. Based on its segments, the industry can be divided into
television, print, radio, internet/online, mobile, and outdoor advertising. The key players in
the above industry include The Ogilvy Group, Rediffusion, Leo Burnett India, Grey India,
and others.
EMR’s research methodology uses a combination of cutting-edge analytical tools and the
expertise of their highly accomplished team, thus, providing their customers with industry
insights that are accurate, actionable, and help them remain ahead of their competition. 

GLOBAL ADVERTISING INDUSTRY.

The global advertising market reached a value of US$ 590.3 Billion in 2021. Looking
forward, the publisher expects the market to reach US$ 792.7 Billion by 2027, exhibiting a
CAGR of 5.04% during 2021-2027. Keeping in mind the uncertainties of COVID-19, we are
continuously tracking and evaluating the direct as well as the indirect influence of the
pandemic on different end use industries. These insights are included in the report as a major
market contributor.

Advertising refers to a means of communication through which various brands inform about
their product or service as well as influence the consumer buying behavior. It further aids
consumers in learning about upcoming events and discovering new products or services.
With time, the advertisers have realized the potential of mobile devices as a medium of
reaching an individual or mass audience virtually from anywhere and at any time. As a result,
the advertising industry has evolved from traditional media platforms to online and digital
advertising.

There is a continual increase in the expenditure on media and entertainment across the globe.
This essentially indicates to the steadily rising consumer expenditure capacity for acquiring
internet access, subscribing to newspapers and magazines, and television and radio, along
with video gaming and regular visits to movie theaters. Advertising brands and companies,
on the other hand, have never failed to attract consumers’ attention and have continuously
increased their investments on advertising as it is essential for a company’s survival. Apart
from this, mobile advertising has witnessed exponential growth over the past few years as it
has emerged as a cost-effective, convenient, and highly targeted way of communication for
specific groups of mobile users. Moreover, several leading advertising agencies are nowadays
significantly investing in digital advertising, which is creating a positive outlook for the
market.

Breakup by Type:
 Television
 Print (Newspaper and Magazine)
 Radio
 Outdoor
 Internet (Search, Display, Classified, Video)
 Mobile
 Cinema
 Television advertising currently dominates the market, holding the majority of the
overall market share. This can be attributed to the prevalence of televisions, which has
made them one of the preferred modes of advertisement.
TOP ADVERTISING AGENCIES AROUND THE GLOBE .
1. WPP plc.

Ranking number 1 on the list of advertising agencies worldwide by revenue is WPP plc.
British multinational communication, advertising, public relations, technology, and
commerce holding company headquartered in London, England. WPP plc is the world’s
largest advertising agency by revenue, generating USD 17.34 billion last year and is
considered one of the big five advertising agencies in the world along with Dentsu, Publicis,
Interpublic Group of Companies and Omnicom. WPP plc owns many companies including
advertising, public relations, media, and market research networks such as AKQA, BCW,
Essence Global, Finsbury, Grey, GroupM, Hill+Knowlton Strategies, Kantar Group,
Mindshare, Ogilvy, Wavemaker, Wunderman Thompson, and VMLY&R.

 Founded: 1971
 WPP plc Revenue: USD 17.34 billion
 WPP plc Headquarters: London, UK
 WPP plc Number of employees: 130,000

2. Omnicom Group.

Ranking number 2 on the list of advertising agencies worldwide by revenue is Omnicom

Group. an American global media, marketing, and corporate communications holding
company, headquartered in New York City. Omnicom Group generated revenues of USD
15.29 billion last year — making it one of the top advertising agencies in the world by
revenue. Another one of the big five advertising agencies, Omnicom Group employs more
than 79,500 employees and operates in over 100 countries worldwide. Notable advertising
companies under Omnicom Group are BBDO Worldwide, DDB Worldwide, DAS Group of
Companies, Omnicom Media Group, and TBWA Worldwide. Omnicom is composed of five
major agency networks including Media One Marketing Group that oversee 1500+ agencies
as parent companies. The networks are BBDO Worldwide, Diversified Agency Services
(DAS), DDB Worldwide, Omnicom Media Group (OMG), and TBWA Worldwide.

 Founded: 1986
 Omnicom Group Revenue: USD 15.29 billion
 Omnicom Group Headquarters: New York City, New York, United States
 Omnicom Group Number of employees: 79,500

3. Publicis.

Ranking number 3 on the list of advertising agencies worldwide by revenue is Publicis.

Publicis Groupe is a French multinational advertising and public relations company and is the
oldest and one of the largest marketing and communications companies in the world, by
revenue, headquartered in Paris. Along with WPP plc, Omnicom Group, The Interpublic
Group of Companies, and Dentsu, Publicis is considered one of the big five advertising
agencies in the world. Last year Publicis generated USD 11.39 billion in revenues, making it
one of the largest ad agencies in the world in terms of revenue. Publicis owns several full-
service advertising groups that undertake a range of media activities: mobile and interactive
online communication, television, magazines & newspapers, cinema and radio, outdoor.

 Founded: 1926
 Publicis Revenue: USD 11.39 billion
 Publicis Headquarters: Paris, France
 Publicis Number of employees: 75,588

4. The Interpublic Group of Companies.

Ranking number 4 on the list of advertising agencies worldwide by revenue is The

Interpublic Group of Companies. an American publicly traded advertising company. IPG’s
consists of five major networks: FCB, IPG Media brands, McCann World group, Mullen
Lowe Group, and Marketing Specialists, as well as several independent specialty agencies in
the areas of public relations, sports marketing, talent representation, and healthcare.
Headquartered in New York City, IPG generated USD 9.71 billion in revenues last year —
making it one of the top advertising agencies in the world by revenue. IPG consists of many
businesses organized into six groups. Three of the groups are global networks: Foote, Cone &
Belding (FCB); McCann World group; and Mullen Lowe; a media services company, IPG
Media brands; a marketing services group, Marketing Specialists; and several independent
domestic digital agencies.

 Founded: 1930
 IPG Revenue: USD 9.71 billion
 IPG Headquarters: New York City, New York, United States
 IPG Number of employees: 54,000

5. Dentsu.

Ranking number 4 on the list of advertising agencies worldwide by revenue is Dentsu. a

Japanese international advertising and public relations joint stock company headquartered in
Tokyo. Dentsu was founded 119 years about is among the most notable advertising
companies of all-time. In 2012 Dentsu bought Aegis to form the Dentsu Aegis Network. The
Dentsu Aegis Network is made up of 10 global network brands Carat, Dentsu, Dentsu media,
iProspect, Isobar, Accordant, McGarry Bowen, Merkle, Fountainhead MKTG, posters cope,
and Vizeum and supported by its specialist/multi-market brands. Headquartered in Tokyo,
Japan, last year Dentsu generated USD 9.6 billion making it one of the largest advertising
agencies in the world by revenue.

 Founded: 1901
 Dentsu Revenue: USD 9.6 billion
 Dentsu Headquarters: Minato, Tokyo, Japan
 Dentsu Number of employees: 62,608

6. Havas.

Ranking number 4 on the list of advertising agencies worldwide by revenue is Havas. a

French multinational advertising and public relations company, headquartered in Paris,
France. Havas operates in more than 100 countries and is one of the largest global advertising
and communications groups in the world. Havas operations are split up among 3 networks
including Havas Creative Group, Havas Media Group, and Havas Health & You. Havas
offers a broad range of communications services, including digital, advertising, direct
marketing, media planning, and buying, corporate communications, sales promotion, design,
human resources, sports marketing, multimedia interactive communications, public relations,
and innovation consulting (Havas Blockchain). Last year Havas generated USD 1.71 billion
in revenues making it one of the biggest advertising agencies in the world by revenue.

 Founded: 1968
 Havas Revenue: USD 1.71 billion
 Havas Headquarters: Paris, France
 Havas Number of employees: 17,500

The above-mentioned companies are popularly together known as the Big Six of Advertising
Agencies.

ONE OF THE TOP CAMPAIGNS BY THE ADVERTISING AGENCIES.

1. Ford- Watch Me.

"Watch me", created by BBDO Germany. For 2021, Ford has committed 70% of its 2021
passenger vehicle marketing spend to three brands: the Mustang Mach-E, the Kuga range,
and the Puma EcoBoost hybrid. “It’s a big change in terms of where we're investing our
money," said Peter Zillig, marketing director of Ford of Europe. The 'Watch me' campaign is
designed to fit with Ford’s "Bring on tomorrow" branding, which the company introduced
through WPP plc. across Europe at the end of the 2019. Geared towards electrification, the
positioning is described by Zillig as “a beacon for where this great company is headed”.

'Watch me' which was released in the UK featuring a young woman driving while lip-syncing
to James Brown’s 1970 track Call Me Super Bad. As she passes bystanders including
shoppers, street musicians, joggers, and a dog walker, they all seem to react and join in with
the track, which includes the campaign title, "watch me", in its lyrics.

2. UNESCO- The Cookie Factory.

This professional campaign titled 'Cookie Factory' was published in France in November
2021. It was created for the brand: UNESCO, by ad agency: Omnicom. This Experiential
medium campaign is related to the Public Interest, NGO industry and contains 1 media asset.
Today, most personal data are gathered using a familiar form of AI: cookies.

As part of a global communication campaign, UNESCO launched a unique digital

experience: Cookie Factory. It’s an extension available on Google Chrome that allows
everyone to browse the internet under an assumed identity and to see how their personal data
are collected. From a die-hard cat fan to a hermit, a survivalist and a conspiracy theorist,
Cookie Factory allows you to adopt the identity of one of thirty-six fictitious profiles or to
create your own profile based on age, gender and some eighty themes.

3. Netflix- No Spoiler Heist.

This professional campaign titled 'No Spoiler Heist' was published in Italy in September
2021. It was created for the brand: Netflix, by ad agency: Publicis. This Integrated medium
campaign is related to the Media industry and contains 1 media asset. It was submitted about
1 year ago. Netflix has organized a special event for the most avid spoiler makers. Thinking
they were about to fly to Madrid to take part in an exclusive Money Heist screening, the
unsuspecting guests didn’t know that the event would be in the only place where the phones
must remain off: on an airplane. Taking off the morning of Netflix’s worldwide release, the
spoiler makers remained in the aircraft, far away from the Internet, for the duration of the first
five episodes of the last part of Money Heist. Five hours that allowed millions of fans on the
ground to view the series finally free of spoilers while remaining an unforgettable experience
for those who were on board: the one and only time anybody would have wanted to be taken
hostage by the gang.

4. Facebook- Check the Facts.

This professional campaign titled 'Check the Facts' was published in Australia in October
2021. It was created for the brands: Australian Associated Press and Facebook, by ad agency:
IPG. This Film medium campaign is related to the Media industry and contains 3 media
assets. To help combat fake news circulating in social media, the Australian Associated Press
(AAP) needed to teach Aussies how to spot misinformation. Featuring real memes of
misinformation about winged spiders, beer preventing cancer, and Covid vaccines, this
strategically retargeted content campaign arms viewers with the three simple questions that
AAP’s professional fact-checkers use to debunk fake news. Launched during UNESCO’s
World Media Literacy Week, and supported by Facebook, the campaign rolled out across
Facebook, Instagram, YouTube, and Twitter, receiving coverage from online news outlets
including The Guardian.

5. Ikea- Finally Your Own Space.

This professional campaign titled 'Your Own Space' was published in Netherlands in August
2019. It was created for the brand: IKEA, by ad agency: Havas. This Film medium campaign
is related to the House, Garden industry and contains 1 media asset. Floris Kingma's new
campaign for IKEA shows insight into the emotional moment of a child leaving their home to
university and uses it as a set-up to a twist that caters to parents everywhere - FINALLY your
own space.
ROLES AND RESPONSIBILITIES OF AN ADVERTISING AGENCY
Communication is the key to all major activities associated with marketing and advertising is
the one that requires it the most.
Advertising is an essential component of marketing that allows you to propagate your
promotional message to your target audience and encourage them to engage with your
business in the most creative way possible. The role of advertising is not to gain maximum
eyeballs but to convert the limited number of eyeballs watching a specific advertisement.
Hence, There’s no debate that advertising is one of the most important tools that businesses
and organisations need to leverage in today’s world. It not only transforms a start-up into a
major brand, it helps companies reach out to consumers, and acts as a boosting catalyst when
it comes to generating sales. Furthermore, it is not limited to a single platform. Take any
consumer-centric platform, advertising has a vital role to play in it.
Have a look at some of the key roles and responsibilities of an advertising agency:
1. Conducting A Thorough Research
No brand would want to launch an advertising campaign without conducting extensive
research pertaining to several aspects. An advertising agency assists brands to do the same.
The structure of advertising agencies is such that a team is dedicated specifically to
conducting researches and providing the brands with the results. Market research is the most
prominent and productive research conducted by an advertising agency. It is always advisable
to be well-versed with the market you are catering to. The research provides important
findings of the trends in the market, preferences of the target audience, and other relevant
information.
Market research involves keeping a track of the competitors as well. An advertising agency
would help you analyze the strategies of all your competitors (especially the market leaders)
and learn from the same. This helps you in realizing what works in a specific market and to
target better.
2. Developing Advertisements
This is the core of an advertising agency. The creative department is dedicated to developing
ads that are consumed by the target audience across different media platforms. This
department is involved in activities that form the basis of all advertising services. Here, the
copies of ads are developed, scripts of ad films are written, logos and posters are designed,
taglines are decided, and advertisements are produced. This is the most creative and visionary
role of advertising agencies as it involves the manifestation of ideas in the form of
advertisements featured on multiple platforms.
3. Media Planning And Buying
A lot depends on the media platforms chosen by you for showcasing your ads. An advertising
agency helps you in selecting the media that is best suited for your brand. This decision is
taken based on the goals of your campaign, the audience that you are targeting, the message
that you are propagating, and the product/service that you are selling. This role of advertising
agencies does not involve choosing the maximum number of media platforms but choosing
the ones that provide maximum traction to the brand. Moreover, an advertising agency assists
you in buying space, time, or slots on the media platforms chosen. This decision is taken
largely on the basis of the audience targeted and their consumption habits.
Today, digital advertising agencies have been planning and buying spaces on digital
platforms as well. As more and more consumers are switching to digital media, ad spaces on
Facebook, Google, Instagram, YouTube, and other relevant platforms have become
increasingly popular.
4. Account Management
In terms of advertising, the account is referred to as the client managed by an advertising
agency. This is a fairly sensitive and dynamic role of advertising agencies. Account managers
are responsible for bridging the gap between the clients and all other departments in an
advertising agency. It is they who arrange client meetings and understand their goals, needs,
and preferences. The profiling done by the account managers forms the basis of an
advertising campaign.
Right from the client acquisition to final follow-ups, account executives keep a track of all
the needs of the client and receive feedback from them pertaining to the ongoing advertising
campaigns.
5. Budgeting
No marketing activity can be carried out sustainably without charting out a budget for the
same. It is the responsibility of an advertising agency to ascertain your budget requirements
and help you formulate a fixed advertising budget. Ad agencies provide an extensive account
of all the expenses to be incurred and revenue likely to be generated over a specific period of
time. This helps businesses in making important decisions pertaining to their ad campaigns
and their core business processes.
6. Sales Promotion
Although the core objective of an advertising agency is to persuade the target audience in
engaging with specific businesses, they help their clients with sales promotion from time to
time. Sales promotion involves a set of activities dedicated to driving more sales by hard-
selling and closing sales cycles faster. This is often a short-term incentive provided to the
customers, making them buy the products/services of a brand, and improving the sales
figures.
Sales promotion activities require to be advertised in an impactful way and an advertising
agency ensures that it persuades the target audience to be a part of sales promotion and drive
more sales for the business.
7. Public Relations
Although this is not the key role of advertising agencies, several agencies extend their
services by helping their clients out with public relations (PR). Public relations involve a set
of activities that are dedicated to creating and maintaining a favorable image of a business in
the market. Unlike the hard-selling of products and services, public relations are focused on
selling the essence of the brand.
For example, if a chain of luxury hotels resorts to a PR campaign, the campaign would not
involve letting the audience know about the features of the hotel and asking them to engage
with them directly. Instead, it will revolve around the importance of a vacation and a
luxurious stay to get rid of all stress.
8. Developing Marketing Strategies
On the basis of the research conducted, an advertising agency helps businesses in developing
a powerful marketing strategy and implementing the same in the form of an advertising
campaign. Depending on your marketing goals, budget requirements, and the target audience
you want to cater to, advertising agencies create advertising campaigns for a specific period
of time. It is the agency’s responsibility to keep their client in the loop at all times and be
transparent at every stage of the campaigns.
9. Personalizing Marketing Communication
Over time, the need for personalized marketing has increased at a notable speed. Today,
customers only want to see the ads of brands they are willing to engage with and the products
they want to purchase. An advertising agency helps businesses in tailoring their marketing
communication according to the specific needs of their customers. Practices like selective
targeting help brands reach out to their audience at the right time, on the right platform(s),
and with the right message. This increases the chances of a prospect being converted and a
deal closing.

10. Brand Building

A brand depicts people’s perception of a company’s experience and reputation. It also
represents its products or services. Hence, building a brand up to the highest standards is
extremely crucial. Opt for a creative ad agency in India that knows how to build a brand from
the ground-up. It should be able to identify your target audience, set targets, curate a strategic
communication plan, execute the campaign and then measure its success. Following the
essential steps and slowly building your presence will automatically help you build a strong
brand.
11. Increasing Awareness
Brand awareness is the next step after brand building. Once you have established your brand,
it is essential to increase its awareness, because it is only then will you attract potential
customers. This can be done by consistently communicating with your audience via impactful
advertising campaigns, that not only resonates with your consumers, but stays in their hearts
and minds. With plenty of research, planning, strategy and choice of the right medium,
awareness can be achieved within a short span. Every brand that you remember today has
followed a similar path to reach the heights of consumer familiarity.
12. Reaching the Consumers
A popular adage in advertising says, “You reach where the consumers are, and not expect
your consumers to reach you”. This holds true even in today’s dynamic times of advertising.
Perhaps, this is the reason that advertising has penetrated every corner of people’s lives. Have
a look around yourself, the leaflet in your morning newspaper, the hoarding on that traffic
signal you pass-by or the ads on your social media show that it is true. This is how you reach
the consumers. Good advertising helps you do exactly that.
13. Analysing Consumer Behaviour
If you are in the business to sell a product or offer a service, understanding consumer
behaviour becomes an important core of your business. Because unless you know how your
consumer thinks, it is impossible to penetrate into their minds and influence them to opt for
your brand. Hence, one of the key tasks of advertising professionals is to analyse consumer
behaviour and design advertising campaigns or strategies on the basis of that. Media agencies
in Mumbai, like our team at Collateral, research on consumer behaviour on a regular basis to
devise result-oriented brand campaigns.
14. Revenue Generation
The foremost objective, or should we say the ‘result’ of advertising your brand is to generate
revenue. By increasing brand awareness & consumer attention, building a strong market
presence, enhancing customer interaction and increasing brand recall; your brand will
generate a decent amount of revenue every time. However, only right and effective brand
advertising campaigns with a wide scope to generate leads can contribute to do so. 

An advertising agency holds a very special place in the realm of marketing because of being
directly associated with revenue generation. It is a creative amalgamation of ideas and
innovative applications of the same. No matter what your requirements are and what your
budget constraint is, there are several types of advertising agencies to help you sell your
products/services in the best way possible.

THERE ARE BASICALLY 5 TYPES OF ADVERTISING AGENCIES

1. Full-service Agencies

 Large size agencies.

 Deals with all stages of advertisement.
 Different expert people for different departments.
 Starts work from gathering data and analyzing and ends on payment of bills to the media
people.

2.Interactive Agencies

 Modernized modes of communication are used.

 Uses online advertisements, sending personal messages on mobile phones, etc.
 The ads produced are very interactive, having very new concepts, and very innovative.

3.Creative Boutiques

 Very creative and innovative ads.

 No other function is performed other than creating actual ads.
 Small sized agencies with their own copywriters, directors, and creative people.

4.Media Buying Agencies

 Buys place for advertise and sells it to the advertisers.

 Sells time in which advertisement will be placed.
 Schedules slots at different television channels and radio stations.
 Finally supervises or checks whether the ad has been telecasted at opted time and place or
not.

5. In-House Agencies

 As good as the full-service agencies.

 Big organization prefers these types of agencies which are in built and work only for
them.
 These agencies work as per the requirements of the organizations.
There are some specialized agencies which work for some special advertisements. These
types of agencies need people of special knowledge in that field. For example, advertisements
showing social messages, finance advertisements, medicine related ads, etc.

INTERDEPENDENCE OF ADVERTISING AND ENTERTAINMENT INDUSTRY

The Indian media and entertainment (M&E) industry is one of the fastest growing industries
in the country. Its various segments—film, televisions, advertising, print media, music has
witnessed tremendous growth in the last few years. The digital medium has taken to its own
shape and is one among the fastest growing segment.

Media is considered as “mirror” of the modern society, it is the media which shapes our lives.
The purpose of media is to inform people about current new affairs and to convey about the
latest gossip and fashion. It tells stories about the people who are geographically divided. The
role of media has become a predominant way of trading and marketing of products and
prejudices. The media is claimed to be governed by righteousness and equity, but greed and
self-aggrandizement has poisoned its virtues. Media is in charge of: Information, Education,
Entertainment, Advertising and Correlation of parts of society.

Advertising and the entertainment industry are in a way, co-dependent. Movie studios rely on
advertising to sell tickets and advertisers dream of their ads playing before a big feature film
– the two industries rely on each other, so where one goes, the other must follow. The world
has gone more digital and on-the-go than ever before. Social media platforms are growing
and television streaming services are surpassing traditional tv’s relevancy. And as consumer
viewing habits evolve into the digital sphere, the worlds of advertising and entertainment
have had to make that switch as well. It has become Indispensable for the entertainment
industry to capitalize on digital advertising trends. There has been tremendous growth in the
success of streaming services as well as within social media revenue. Revenues from
television consumption via the internet and mobile has grown 18% since 2018. More
impressively, social media is one of the fastest growing sectors of the digital world. Between
2013 and 2017, social media revenues had grown a whopping 37% annually. The market for
capitalizing on social media users’ information and content has never been more enticing.
The interdependence of advertising and entertainment industry can be narrowed down to
three ideals:

1. More Engagement

The world of social media opens up infinite doors for fan or potential-fan engagement. It’s
quite simple to understand – billions of people are constantly spending billions of minutes of
time on social media, giving the entertainment industry billions of opportunities to engage
consumers and reel them into watching their content whether that be a tv show or blockbuster
film. A study by Unruly revealed that 31% of people who watch a movie promo will buy a
ticket to see it, but those who share the promo with others via social media are 6 times more
likely to get a ticket. But the entertainment industry can benefit more from social media usage
ads than just ticket sales. They can also use social media to Interact Keep and engage their
existing fans while creating a big enough splash to get the attention of other potential-fans
Creating interactive trends.

2. Deeper Market Segmentation

With new digital advancements, advertisers are able to look deeper into their audiences. They
can now track how their audience watches media (streaming vs. traditional tv, mobile vs.
home television). This is important because different generations watch content on different
platforms and have different expectations for their watching experience. For instance,
younger generations prefer watching short trailers, videos, and media on their mobile devices
while older generations prefer watching longer form media on laptops or desktops. This
information can directly affect the length, style, and pace of trailers being presented by the
industry. From this, entertainment industries can decide whether they’re going to serve
promos and trailers that fit the mobile screen, apps, and sites, or if they’re going to serve their
content on portals that allow for a slower paced viewing experience.
3. Better Targeting and Consequential, Retargeting

More entertainment companies are starting to use the insights gathered from consumers’
digital activity in order to improve the accuracy of their media buying efforts. Digital
marketing in the entertainment industry is proficient in collecting and interpreting data so that
entertainment companies can make the best decisions for their marketing strategy. Similar to
any other type of advertiser, entertainment companies can gather so much valuable
information about their audience through social media and streaming services, as user
profiles are usually extremely revealing to who the user exactly is, in terms of location,
interests, needs, and habits. Since digital advertising provides real-time data for ads,
entertainment companies also benefit from retargeting. By keeping a close eye on marketing
metrics for a campaign, entertainment companies can now discover trends that will have a
strong impact on their sales before it’s too late.

Advertising is a billion-dollar industry marketed globally to millions and is often the reason
why people want the newest, trendiest, or most expensive luxuries and experiences in life.
It’s interdependence with the entertainment industry is evident and a healthy balance needs to
be maintained to allow its positive effects in full fruition.

SHARE OF TRADITIONAL AND DIGITAL ADVERTISING PLATFORMS IN THE

TOTAL REVENUE PIE

Digital advertising revenue in India

As of 2021, the revenue generated by digital advertising across India was valued at around
246 billion Indian rupees. That same year, India’s total advertising revenue was over 700
billion Indian rupees and the country was ranked among the largest advertising markets
across the world in terms of ad spending.

The future is digital

The highest share of ad revenue was generated by the Indian television ad market, valued at
over 250 billion rupees in fiscal year 2018, followed by the print market. However, the
projections for each of these segments show a clear pattern where the digital ad market will
rapidly overtake print as well as television revenues by fiscal year 2024. According to these
projections, the digital ad revenue in the country will be worth almost 540 billion rupees by
fiscal year 2024, while the television and print ad revenues were projected to reach about
455 billion rupees and 276 billion rupees respectively. These numbers clearly show that
India is heading towards a digital advertising future.

Big bucks for digital advertising

The reasons for this surge in India’s digital advertising are clear. Rising penetration of
affordable and speedy internet, along with an increase in vernacular content consumption
make up the tip of the iceberg. Along with this, big-moneyed industries such as banking,
financial services, and insurance are increasingly experimenting with non-traditional media
platforms such as YouTube and Instagram stories to connect with users.

The Digital Advertising Pie

One major issue going forward for the newspaper industry is whether it can begin to grow
different kinds of digital revenue. The news industry is now more than 15 years into the
transition to digital, a transition that is now also adding mobile. For much of that time,
newspapers have focused on trying to sell advertising online that is similar to what they sold
in print. That advertising was largely built around printed display ads and classified.
In the digital space, those traditional categories have proven difficult to grow at rates
anywhere close to what they earned in print-for a variety of reasons. There are questions
about the effectiveness of some online display ads. The rates websites can charge, so-called
CPMs, are low because there are so many websites, and the number is constantly growing.
Classified advertising revenue in print has collapsed due, in part, to the growth of free
alternatives online, such as Craigslist, and the news industry has struggled, though made
some progress, trying to develop online alternatives of its own.

Overall, online, the largest share of advertising dollars (46%) goes to search, of which
newspapers and news companies have almost no part. Banner or display ads, which news
does get, make up 29% of the total, including both targeted and non-targeted ads. Classified
makes up another 10%. Video makes up 7%.
In local digital advertising, which is where the newspapers studied here compete, the pie is
divided differently. Though the companies that measure local digital advertising use slightly
different categories, according to the market research firm Borrell Associates, conventional
(non-targeted) display advertising makes up 36% of the total digital revenue, search 34%,
targeted or customized display ads 13%, and video 3%.
In the future, targeted display is expected to explode. Borrell projects that in 2013 customized
or targeted display advertising will begin to overtake all other categories and, in the years,
ahead become the dominant local advertising category online.

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