There is tremendous growth in digital ad spends — in 2014 it grew at 45 per cent. It touched a revenue of Rs 43.5 billion in 2014, as against a revenue of Rs 30.1 billion in 2013. In total digital advertising, the share of mobile advertising also grew from 10 per cent to 14 percent in 2014. It touched Rs 5.2 billion. Thus most of the money is still spent on search engines, display ads on sites and social media. In total mobile advertising, the in-app advertising has a share of 40 per cent. Next comes the share of mobile web ads at 25 per cent and movie, video, TV, SMS, MMS ads at 35 per cent.
Just now the need is to make the content available on all kinds of devices. However, an individual content player has to focus on a niche. Bennet Coleman offers a range of contents through apps such as the TOI, ET, Newspoint, Navbharat Times, Maharashtra Times, Navgujarat Samay and so on. It runs online publications such as HuffingtonPost and AdAge India. They are into foreign tie ups. The content strategy of online players is different,e.g. Buzzfeed, Scoopwhoop, The Quint, The News Minute.Apart from technology, we shuold have differntiated content.TV apps have mostly ‘catch up’ content, rather than original content.
All types of ads are being tried on mobiles — from display ads to fully rich experience of a video. It is yet to be seen which format of the ad and which model best suits the mobile space.Media plans are made on the basis of the content and traffic.
Online publishers do not get lucrative ad rates as compared to the traditional media., despite their huge reach. Mobile is still a part of the web, and not an independent medium. The cost of the banner ads on popular mobile sites are Rs 200 to Rs 400 per impression or CPM. It comes down to Rs 70 to Rs 150 in case of new sites or second rung apps/sites.The cost of running a video ranges from Rs2-3 per view for popular sites. The payment is made only if the full video is watched without skipping. One can buy a fixed presence on monthly basis with sites having high traffic,e.g. NDTV. It costs rs 3 lac to Rs 4 lac a month. A roadblock for a day may cost Rs2-3 lac.
Ads should not be placed conspicuously to avoid alianation of the viewer. Vdopia runs its ads when the content is being played — in the heart of the content.E-commerce companies put contextual advertising.