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DIGITAL ADVERTISING
IN INDIA

2021

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Anand Bhadkamkar
Chief Executive Officer - India, dentsu

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Foreword
2 020 presented a monumental
challenge to us – as individuals,
business and society. It made us
the elderly, meanwhile, gradually
moved to using cashless digital
payment methods instead of cash
witness time and space in ways transactions. Result? The pandemic
that many generations had only began to aggressively fuel digital
read about in textbooks or had adoption across the country leading
heard of from aging bystanders of to a 15.3% growth over the previous
yester-history. Yet, I must reiterate year.
that despite all the aching that this
hailstorm of a year introduced into Digital has been the largest and only
our lives, 2020 was also maleficently medium to grow amid this global
unique. It forced us into depths of pandemic in India and we will persist
insights that we could never have to work with our clients on this
comprehended otherwise. It also transformational journey. Also, it’s
reminded us of what the human the 3 Vs (voice, video and vernacular)
spirit could eventually endure and that will continue to remain at the
the magnificent resilience that it is epicentre of all our focus areas.
capable of!
We, at dentsu, expect 2021 to witness
The year was extremely tough on all a colossal rise in digital advertising.
of us and scarred the economy and We also recognise the need for a
businesses alike. In fact, every little business intelligence report that
aspect of advertising had to take the can give directions toward which
bearing as the industry slipped by a this industry is moving with ever-
massive 17.5% over 2019 due to the changing client demands and market
pandemic. Categories such as events, scenarios. The lack of detailed and
seminars and sports – areas that are accurate Digital Advertising Spends
chiefly reliant on physical human is surprising for a medium that lends
interactions - took the steepest fall. itself to measurement. It is to fulfil
this gap that the digital agencies at
Nevertheless, the pandemic also dentsu have collaborated with e4m
fostered something new. It created once again to launch the 5th edition
demand for e-commerce purchases of our Digital Report that extensively
in tier-II and tier-III cities and covers Digital trends, spends and
brought in a behavioural shift in insights across all sectors.
elderly consumers. Customers from
tier-II and tier-III cities began to We look forward to your thoughts
prefer buying from online retailers and opinions to help sharpen our
offering delivery at flexible timings approach towards this fast-growing
while being cautious about safety industry as we strive to expand,
and health during the pandemic; together.

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Nawal Ahuja
Co-Founder, exchange4media Group

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The shape of Recovery

is DIGITAL

C OVID-19 without a doubt provided

the much required boost for digital
adoption in India. Digital translations
level of TV spends today, something
that might have otherwise happened
only by 2025.
clocked 100 million a day, and as per
RBI estimates, it could touch a jaw Scale brings with it a demand for
dropping 1.5 billion per day, totalling greater accountability and with
Rs 1.5 trillion by 2025. What would digital ad spends look set to equal
have otherwise taken another five those on TV, a larger number of CMOs
years of effort by the government will seek increased transparency and
and private players, was delivered ROI. Thus far, the medium has been
by COVID in one year! used largely as a lead generation
platform, heavily funded by big
Not surprisingly, the media and national advertisers. Social media
advertising sector witnessed a platforms have been under immense
renaissance of sorts too. OTT content scrutiny for content and with major
consumption, already growing on the brands across western markets
back of the Reliance Jio disruption taking a stand against toxic content,
in the telecom space, went truly these companies will in all likelihood
mainstream, with growth touching no longer have a free run without
exponential rates. Surveys estimate taking the onus for the content on
that there has been a 5x increase their platforms.
in consumers spending 16+ hours
weekly and a 4x increase in those With India deeply integrated into
spending 12-16 hours weekly on OTT the global digital ecosystem, all of
platforms. this will also have a bigger impact
in India. The chorus for third party
Digital advertising growth too data measurement, which Digital
naturally followed. In a year when currently lacks, is growing, as are
overall ad spends shrunk by 17%, demands for more transparency. A
spends on Digital grew by a healthy brand spending a quarter of its ad
15%, thus widening the growth budget on digital platforms is unlikely
gap between traditional and digital to do so as an experiment anymore.
advertising even further. As our Reliable data, better measurement,
report says, by the end of 2022, lesser fraud and more ROI will be the
digitaladvertising is likely to touch the name of the game.

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To be able to attract a larger share of As video consumption grows, and

the advertisers’ wallet, digital will also social media provides the fuel for
have to prove itself to be a platform that growth, the digital content
useful enough for building brands, economy has reached an inflection
something that only TV can deliver point. Over the next three years (five
right now. On the flip side, as digital years being too long to make any
penetration spreads deeper into reliable predictions about the future),
languages, it will attract attention significant money will be pumped into
and money from regional brands, content curation. A large majority
who heavily depend on language TV of that money will be sought to be
for reach, further fuelling the growth recovered through advertising, thus
of ad spends. making the competition between
digital and legacy media businesses,
As video consumption has led digital especially TV even fiercer. India is
growth, it has left a lasting impact on uniquely placed in the sense that key
the creative side of the business too. leading ad-driven OTT platforms are
Where 60 and 30 second ads were owned by TV companies and how they
previously the norm, they have now re-focus their businesses in the post-
been taken over by six seconders COVID era will determine which way
thereby creating an ecosystem of this battle goes. If Star’s integration
content curators who specialise in of Disney and the focus on Hotstar
short video content. Tik Tok’s loss is any indication, TV companies see
has been the gain for YouTube, Daily their future as digital streaming
Hunt, Facebook, Zee5, MX Player, behemoths. And that future is full of
InMobi and many others. The digital exponential growth possibilities.
advertising ecosystem also saw its
first unicorn in the form of InMobi in
2019, truly establishing content and
thereby advertising as a primary
integrated service on mobile devices.

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1
The Indian
Advertising Industry
• Ad spends on media
• Media spends across industry verticals

2
The Indian Digital
Advertising
Industry
• Spends on digital ad formats
• Growth of E-commerce
advertising in India
• Digital media spends acros
industry verticals
• Digital Media Spends across devices

3
• Trends in digital media buying

Changes in
Indian consumer
behaviour
• Growth in the usage of voice technology in India
• Drive towards vocal for local language
• Transition towards digital news media
• Boost in online gaming in India due to the pandemic
• Shift in consumer spends
• Adoption of online education in India

4 Research
methodology

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Executive Summary
The global outbreak of the pandemic transformation. Thus, businesses
sent shockwaves across the global have reshaped their functioning by
economy. Various industries and diversifying, adapting to the market
verticals experienced the impact of situations. This has catalysed the
the pandemic, including the media changing consumer habits towards
and advertising sector. The pandemic digital and the advent of the new era
accelerated the process of digital for the Indian economy.

Indian Ad Industry as of 2020

Advertising Digital Advertising
Industry Industry

20 `56,490 Cr. `15,782 Cr.

20 ($7.74 Bn) ($2.16 Bn)

20 `62,577 Cr. `18,938 Cr.

21 ($8.57 Bn) ($2.59 Bn)

20 `70,343 Cr. `23,673 Cr.

22 ($9.64 Bn) ($3.24 Bn)

11.59% 22.47%
CAGR CAGR

The Indian advertising industry 10.8% to reach Rs 62,577 crore by the

currently stands at Rs 56,490 crore end of the year 2021. Furthermore,
and it has witnessed de-growth of it is expected to grow with a CAGR
17.5% over 2019 due to the pandemic. of 11.59% to reach Rs. 70,343 crore
The advertising industry is expected by 2022. The digital advertising
to make a come-back and will grow by

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industry has witnessed growth in followed by online video (28%,

market size from Rs. 13,683 crore Rs. 4,366 crore) and paid search
by 2019 to Rs. 15,782 crore by 2020, (24%, Rs. 3,725 crore). Online video
growing by 15.3% from the previous has seen the fastest growth from a
year. Digital media will grow at 20% share of 22% in 2019 to 28% in 2020.
to reach a market size of Rs. 18,938 The FMCG and media & entertainment
crore by 2021 and with a CAGR verticals spend the largest share of
of 22.47% to reach Rs. 23,673 crore digital media budget on online video,
by 2022. while e-commerce spends the most
on paid search.
Television has an unparalleled reach
in the media market and contributes The rapid increase in mobile usage
the largest share of media spends and internet penetration has led to
at 41% (Rs. 23,201 crore) in 2020. 75% (Rs. 11,836 crore) of digital media
Followed by spends on digital spends on mobile devices. Majority
(28%, Rs. 15,782 crore) and print of the online expenditure on mobile
(25%, Rs. 13,970 crore). Currently, devices goes to online video for 29%
FMCG has the highest expenditure (Rs. 3,458 crore) and social media
on advertising with a contribution accounts for 29% (Rs. 3,429 crore).
of 21% (Rs. 11,554 crore) closely
followed by e-commerce (17%, People belonging to tier-II and tier-III
Rs. 9,788 crore) and consumer cities have contributed the most to
durables (10%, Rs. 5,751 crore). the growth of the digital advertising
FMCG spends a large majority of market. The pandemic fostered the
its advertising budget on television demand for e-commerce purchases
(64%) while retail, automotive and in these cities. Consumers have
media & entertainment segments preferred to purchase from online
spend a large share of their retailers offering delivery at flexible
advertising budget on print. The timings while being cautious
biggest spenders on digital media about safety and health during the
are BFSI (57%), consumer durables pandemic. The shift in habits and
(45%), telecommunications (40%) behaviour is evolving as the elder
and e-commerce (39%). consumers are preferring to use
cashless digital payment methods
Digital is growing rapidly and the instead of cash transactions. The
pandemic has propelled the adoption. pandemic fuelled the adoption rate
Advertising spends on digital media of digital in India, coupled with the
has increased from a share of 20% high consumption of digital video and
in 2019 to 28% in 2020. It is further the growth of regional content. The
expected to reach 34% by the end businesses have been future-proofing
of 2022. Spends on digital media are by being adaptive to transformation,
led by social media with the largest merging different types of business
share of 29% (Rs. 4,596 crore) closely models and implementing it during
the pandemic crisis.

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T he Indian advertising industry

currently stands at Rs. 56,490
crore. Due to the coronavirus
for AdEx growth for the year.
Some brands decided to pause
the advertising spends and utilise
pandemic it has witnessed a it more judiciously in the coming
de-growth by 17.5% over 2019 quarters, while others adjusted their
leading to a reduction in advertising advertising spending across the
spends compared to the previous lockdown period. Even during the
year. Most of the sectors like lockdown, many businesses tried to
manufacturing, trade, tourism, reach their audience using digital
transportation, real estate and marketing tools.
automobile were impacted during the
initial phase of the lockdown in India. The most drastic change has been the
With the unlocking of the economy widespread digital transformation
in phases, the economic activities and adoption of digital technology
began and businesses were able to

Growth of the Indian Ad Industry (Rs crore)

12.4%
70,343
10.8%
68,475 10.8%
8.9% 9.4%
62,564 62,577
56,471 56,490
51,851

-17.5%

2016 2017 2018 2019 2020 2021f 2022f

Ad Industry Growth

function to a limited capacity. In the across various sectors. The pandemic

third and fourth quarters of 2020, shifted the consumers to online
businesses started to show uptake and digital solutions with increased
and were returning to normalcy. emphasis on contact-less delivery
of goods and services. It has been a
Media and advertising sector transitioning phase and consumers
witnessed that many brands/clients across the spectrum are becoming
wanted to delay and reschedule accustomed to online shopping. This
campaigns, which led to a revision resulted in a boost in online shopping
during the lockdown period.

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The audience’s content consumption media sector. In 2021, the advertising

patterns and choice of the medium industry will recover strongly to
changed during the pandemic. reach a market size of Rs. 62,577
For entertainment, consumers crore with a growth of 10.8% over
moved to OTT platforms like Netflix, 2020. We expect it to grow with a
Amazon Prime, Sony Liv, etc. Indian CAGR of 11.59% to reach Rs. 70,343
classic content like Ramayan, crore by the end of 2022.
Mahabharta, etc. garnered huge
traction and television viewership Indian Ad Industry (Rs. crore)
sky-rocketed. It was able to hold the
. 59% 70,343
attention of audiences belonging to 11 R
CAG
any age group. 56,490

The advertising revenues picked up

steadily month-on-month. The IPL
and the festive season during the
second and third quarters of the
year certainly gave a boost to the 2020 2022f

1.1 Ad Spends on Media

Television contributes the largest is unprecedented and accounts for a
share (41%, Rs. 23,201 crore) to majority share of advertising spends
the Indian advertising market. in India. It has been a leader in terms
This is followed by digital (28%, of media spends thanks to strong
Rs. 15,782 crore) and print (25%, audience loyalty.
Rs. 13,970 crore). Television’s reach

Ad spends on different media (Rs. crore)

1,617
3% 288
1,632 0.5%
3%

Telvision

13,970 Digital

25% 23,201 Print

41% OOH

Radio
15,782
Cinema
28%
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Due to the pandemic, there has Out-of-home (OOH), radio and cinema
been a huge positive shift in the have also witnessed the media ad
time audiences spend on digital. The spends share decline compared to
advertising spends on digital have 2019. The festive season combined
increased from 20% in 2019 to a with IPL and business activities
whopping 28% in 2020. This shift has in the economy post lockdown
impacted print, resulting in slower allowed brands to liquidate their
growth with its media share declining OOH inventory and reasonable
from 29% in 2019 to 25% in 2020. proportions of spends came into
There is a drop in the readership of this medium.
print due to the availability of content
on digital platforms.

Ad Spends across various media: forecast

12% 15% 17% 20%

6% 28% 30%
6% 34%
2% 6%
4% 2% 6%
4% 2%
2% 3%
4% 1% 3%
4%
3% 1% 3%
3% 1%
3%

35% 34% 31% 29% 25% 23% 21%

40% 40% 40% 39% 41% 40% 39%

2016 2017 2018 2019 2020 2021f 2022f

TV Print Radio Cinema OOH Digital

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Digital makes a substantial print during the lockdown. They

contribution to the advertising market preferred to consume news on news
in India. The reasons for this have websites, mobile news applications,
been attributed to the adoption of social media, etc.
internet, local language options and
usage of internet-enabled phones. The lockdown has had a severe
Digital is expected to grow at a rate impact on the businesses and it
of 20% to reach the media spends certainly affected the reach of print,
share of 30% in 2021. English and OOH and cinema. Measures were
other local language news readers / taken to contain the pandemic and
audiences are shifting to digital news people were confined to their homes.
publications. The lines between print, There were no footfalls in the cinema
digital, pay TV, OTT and traditional halls in the initial lockdown phase.
media are blurring with the rapid Print readers preferred to consume
digitization of media. At an overall news online rather than print due to
level, digital advertising in India is the fear of COVID-19, which resulted
expected to grow at a consistent rate in a change in consumption habits.
in the coming years. It is furthermore This resulted in the contraction of the
expected to have a CAGR of 22.47% media spends share for print, OOH
to reach a spend share of 34% by and cinema compared to 2019. Print,
the end of 2022. OOH, radio and cinema are expected
to maintain the same market spends
The reach of print declined due share as that in the year 2020.
to the lockdown and shift in news The online audio-streaming services
consumption by readers. Middle- have begun to give a stiff competition
aged readers preferred digital over to radio.

1.2 Media spends across

industry verticals
FMCG segment spends the segment with a contribution of 10%
highest share on advertisements, (Rs. 5,751 crore) to the advertising
contributing 21% (Rs. 11,554 crore) pie. Telecom segment contributes
to the industry. This is closely 9% (Rs. 5,121 crore) to the ad
followed by e-commerce with a expenditures followed by automotive
contribution of 17% (Rs. 9,788 (7%, Rs. 4,092 crore) and BFSI
crore) and the consumer durables segments (5%, Rs. 2,836 crore).

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Ad spends by Industry Verticals (Rs. crore)

13,143 11,554
23% 21%

1,662 | 3%
9,788
2,542 | 5% 17%
2,836 | 5% 4,092
5,121 5,751
7%
9% 10%

FMCG E-Commerce Consumer Durables

Telecom Auto BFSI

Media & Entertainment Retail Others

India is rapidly moving towards FMCG spends the largest share of its
becoming a digitally empowered media budget on television (64%)
country. Digital is being seen as the as the medium has the widest reach.
catalyst towards booming digital This is followed by spends on digital
payments, an exponential rise in (19%) and print (11%).
e-commerce spends, and overall
economic growth in India. The The automobile sector spends the
expenditure share in the advertising majority of its media budgets on
spends pie for e-commerce has print (39%) followed by television
increased from 10% in 2019 to and digital. Share of digital spends by
17% in 2020. During the lockdown the automobile sector has increased
and unlock phases when people were from 16% in 2019 to 25% in 2020.
restricted to remain indoors, the
e-commerce industry fostered online E-commerce sector spends the
demand and change in consumption highest share of its media budget on
patterns in turn benefiting the television (45%) followed by digital
economy and the consumers. (39%). Retail segment spends the
maximum budget on print followed
by digital.

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Ad Spends on various media by vertical

10%
19%
25% 23% 0.1% 2%
32% 6%
4% 39% 40%
2% 1% 45%
3% 5%
11% 3% 1% 1% 57%
8% 5%
1% 1% 1%
3% 0.3% 6% 48%
1%
14% 6% 4%
39% 1% 1%

4% 15%
47% 3% 1% 37%
64%
50% 19%
45%
35% 34%
29%
15% 16% 19%

FMCG Auto E-Commerce Retail Telecom BFSI Media & Consumer Others
Entertainment Durables

TV Print Radio Cinema OOH Digital

The telecom segment spends the followed by print (19%). From 2019,
largest share of its media budget on BFSI segment’s spend share on
television (50%), followed by digital digital has increased from 42% to
(40%). The telecom segment’s 57% in 2020.
advertising expenditure share on
digital increased from 35% in 2019 Media & entertainment segment
to 40% in 2020. This is mainly spends most of its budget on print
because Vodafone-Idea (Vi) launched (37%) followed by digital (32%). The
its new branding campaign and other segment has increased its share of
telecom companies were heavily spends on digital from 23% in 2019
active with new launches during the to 32% in 2020.
second quarter.
Consumer durables spend the
BFSI segment spends the largest majority of their shares on digital
share of its budget on digital (57%) (45%) followed by television (35%).

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Innovations
shaping the
new normal

Tanay Kumar
CEO, Co-Founder & Chief Creative Officer, Fractal Ink Design
Studio linked by Isobar
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I t’s heartening to see the industry

adopting new terms to remain
upbeat on the future. Entrepreneurs
powered by the adoption of digital
and smooth information flow. No
longer we wanted to stand in long
and businesses are now moving on queues or battle weather and get into
and rather than seeing this as an crowded buses and trains to reach
abnormal, we are now terming it as the workplace. This enlightenment
“the new normal”. While the focus was positive in every way.
of governments and regulatory
bodies around the world still remains Some sectors took advantage of this
around containing the pandemic, situation and gave an extra boost
the businesses have already both financially and physically to
started showing movement towards make innovation for the new world
acceptance of the new normal and a priority. Let’s look specifically
are ready to adapt and innovate. into some sectors where we feel
movement will be faster than others:
We are far from being free of this
pandemic and the truth is that the Education and technology:
impact of these last six months has These are one of the biggest sectors
changed our course steeply. Along which will wipe off a large portion
with the huge loss of human lives, of the old norm. Online education
many businesses have been wiped and its viability got proven almost
out, which definitely is a big set back immediately and with time all aspects
to the overall financial health of the of schooling got covered. Technology
countries. Many great start-ups are lived up to quickly innovating on
all either struggling to find a ground online classroom teaching, discipline,
or looking for quick exit strategies. monitoring and evaluation and
gave rise to some areas which were
On the good side of this, we also sluggish due to dominance of physical
saw the market getting filtered. The presence of schools.
toughest ones survived and some
even thrived. The legitimacy of Management costs, infrastructure
companies was tested and proven, costs, expansion plans all will see
and the progress was fast forwarded getting diverted towards ways of
due to acceptance of the new norm improving online infrastructure to
in a few sectors. What traditionally ease out home education. We will
would have taken years to drive also see governments moving fast
through behaviour change strategies to make policies that will enforce
came into being almost immediately. this change. Evidence of this we saw
in huge investments being bid by a
Behaviours around jobs, shopping, leader in online education into just a
entertainment, health and education year old start-up.
moved swiftly towards recognising
the new rules and norms primarily

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Health and medicine: The Traditional banks will face a challenge

exposure to the weakness of the in adopting the new need due to the
current infrastructure during this strict government policies but overall
outbreak showed a lot of policymakers it will push governments to ease out
to look into this sector closely. With policies.
biowarfare being a viable medium, it
will become more and more important Personal insurance both in the life
to invest heavily in monitoring and health sector is going to see a
and developing systems to curtail rise. The current sentiment will play
outbreaks. China already has started a big role in getting a large population
placing and showcasing monitoring of India which was otherwise not
technologies to build stronger walls insured into the circle of insurance.
in case of further outbreaks.
E-commerce: This one probably
While both investments in physical was already seeing movement much
infrastructure as well as infusion before the pandemic hit. While curve
of tech in healthcare will rise in the was already steep, the acceleration
coming years, there is consciousness with COVID took businesses through
among individuals to strengthen the roof. The most heartening thing
immunity from within. This has given was to see the readiness of businesses
a boost to an otherwise dormant or to jump straight in.
sluggish category - alternate medicine
and personal well-being. Areas such This, in some approach, gave way to
as Ayurveda, Naturopathy, Yoga are stuck management of large legacy
gaining prominence and people are organisations who were reluctant
realising the importance of wellness in to make the jump. The logistics and
a bigger way. Spends from consumers delivery services quickly ramped up
are already on the rise on wellness to cater to the larger need. The fear
products and programs. of going out made even local Kirana
stores take lead. With big malls shut,
Banking, finance and it gave an opportunity to the local
insurance industry: Economies markets to quickly move into online
have seen a new low and pressures ordering channels.
on businesses have grown many
folds. Most businesses in the SME Also, e-commerce passed the litmus
and MSME category are today in test when festival season got fulfilled
requirement of cash to grow or even online. People got bolder in their
survive. NBFCs will see a rise in the spends and also went onto the
need for unsecured loans and lending purchase of high-value items such as
overall will be in the rise. jewellery, expensive fashion online.
All this helped companies to innovate
on their door-to-door services and
come up with models that put people
safety at the forefront.

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Entertainment industry: remotely, to medical consultancy are

There are two parts to this industry, now relying on these platforms to
one is the production and the other conduct their activities with minimum
is consumption. While production disruption. While the adoption was
saw a downfall and we saw a slump great, it also surfaced a lot of issues
in new releases, consumption saw in a short period of time.
an astronomical increase in the
viewership of OTT platforms. With This gave rise to heavy investments
strengthened internet speeds, people by companies such as Google,
were more openly ready to spend on Microsoft, Facebook etc. to jump into
paid OTT channels. innovating on it. Facebook live and
Instagram live services saw close to
Going out specifically for a 300% rise in a short span of time.
entertainment, parties are still Instagram is working on upping the
some time away. People will be Instagram live time from 60min to
abstaining from getting into closed 4 hours.
crowded spaces. Online gaming
and collaborative gaming platforms In the coming days, we will see new
are coming up steeply. Games like platforms innovating on various
“Among us” in a short time gained aspects of remote working and
huge popularity. We will keep seeing bringing specialisation to the table.
growth in these sectors and large Events, office work, education,
investments are going to go into the entertainment all will see some
development and design of these. innovation in the coming days.

Remote working tools: Overall, the new norm will push all
Wanted to bring this up last, as these of us to the edge and innovation is
tools have become the backbone of inevitable. The sooner we realise this
our current survival mechanics. All the better we would be in this race to
sectors from education to working adapt to the new norm.

“
In the coming days, we will see new
platforms innovating on various
aspects of remote working and bringing
specialisation to the table. Events,
office work, education, entertainment
“
all will see some innovation in the
coming days.

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T he digital advertising industry

has seen a growth at Rs. 15,782
crore by the end of 2020, which was
The growth of digital media can be
attributed to factors like internet
penetration, availability of affordable
at Rs. 13,683 crore by the end of phones with internet connectivity,
2019. Owing to the widespread digital and change in consumer behaviour.
transformation during the pandemic, The internet user base has
and changing consumer habits and been increasing rapidly and has
behaviour, digital is the only media contributed to the growth of digital.
that has witnessed a positive growth During the lockdown, the dependence
rate of 15.3%, whereas traditional on digital increased and people
media has seen a decline with started spending more time online.
a negative growth rate of 25.7% On digital payments, transactions
over 2019. from mobile wallets like Paytm and
PhonePe exceeded those of credit
Digital media is expected to have the and debit cards. Individuals in
highest growth rate of 20% to reach non-metros started accessing these
a market size of Rs. 18,938 crore and utility apps more.
traditional media will have a growth
rate of 7.2% by the end of 2021.

Indian Digital Ad Industry (Rs. crore)

32.4% 23,673
31.7%

26% 18,938
25%
15,782
13,683
20%
10,859
15.3%
8,202
6,228

2016 2017 2018 2019 2020 2021f 2022f

Digital Media Growth

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The audience has started spending The digital advertising industry is

more time on streaming video expected to grow at 22.47% CAGR
platforms like YouTube, Hotstar and to reach Rs. 23,673 crore by the
Amazon Prime, and are consuming end of 2022. The pandemic has
local language content. 73% of the setback the reach and revenues for
audience belonging to the age group the traditional media. On the flip
of 45 years to 54 years use YouTube side, digital content consumption
to watch online content. The younger and time spent on smartphones
(under 18 years) audience use video have increased considerably. Video
streaming apps like Hotstar, Amazon streaming has penetrated into the
Prime and YouTube to consume small metros and towns in India.
content in the local language.

Digital has consistently been the

fastest-growing advertising media
in India for the last few years and
this trend is expected to continue in Digital Media (Rs. crore)
the future. Even amid the pandemic,
digital media has seen growth of 47% 23,673
2. R
its market size where all other 2 AG
C
traditional media avenues have seen 15,782
a decline. New technology and tools
have been aiding the advancement of
the digital advertising industry and
mobile advertising has become more
prominent in the current times. It
2020 2022f
offers brands and marketers the new
opportunity to target the audiences
precisely with personalised content.

2.1 Spends on digital

ad formats
The highest proportion of spends video (28%, Rs. 4,366 crore), and
on digital is contributed by social paid search (24%, Rs. 3,725 crore).
media (29%, Rs. 4,596 crore). This Spends on display banners stand at
is followed very closely by online 16% (Rs. 2,528 crore).

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Ad Spends on digital media by formats (Rs. crore)

568 | 3%

2,528
4,596 Social Media
16%
29% Online Video
9,788 Paid Search
17%
3,725 Display Banners
24%
4,366 Other including Classifieds

28%

Social media remains the strongest It is expected that the digital

digital ad platform and has advertising market will grow at a
constantly grown by leaps and rate of 20% to reach Rs. 18,938 crore
bounds. Indian consumers spend by 2021. Spends on online video
around 2-3 hours on social media have increased from 22% in 2019
a day, hence, resulting in higher to 28% in 2020 and will continue to
spends on social media platforms. grow steadily.
Online video spends have seen
the highest growth rate of 46% The pandemic accelerated the digital
in 2020 compared to the previous trends and businesses moved online
year. This is followed by the growth during the lockdown period. The
of spends on social media at 20% media and advertising industry is
over 2019.

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shifting at a rapid speed and digital needs and build trust. The pandemic
is taking the lead. Digital media pushed more and more businesses
saw the quickest recovery and to go online and engage with their
digital advertising spends returned customers directly and create
to pre-lockdown levels by the end avenues to cement brand recall. The
of 2020. rapid growth of online video has
shown that digital has evolved as a
For brands, it has always been strong branding and creative medium
imperative to have an active social in addition to being the performance
media presence to communicate behemoth historically.
with consumers, understand their

Ad spends across various digital formats - forecast

27% 26% 25% 25% 24% 24% 24%

5% 4% 4% 4% 4%
7% 6%

29% 28% 29% 29% 29%

28% 28%

18% 19% 21% 22% 28% 28% 28%

20% 21% 21% 20% 16% 16% 16%

2016 2017 2018 2019 2020 2021f 2022f

Display Banners Online Video Social Media Other Incl. Classifieds Paid Search

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2.2 Growth of E-commerce

advertising in India
The pandemic has disrupted language and localized content and
consumer’s purchase behaviour as offers. In addition to that, the advent
we have known so far and has helped of DSPs by e-commerce platforms
to form a positive perception towards and higher focus on product search
e-commerce across the customer during the pandemic period has
base. Marketers and e-tailers have driven the evolution of e-commerce
identified and adopted the trends to advertising in India. By the end
reach out to a larger audience with of 2020, the advertising spends
e-commerce advertising, blending it on e-commerce platforms were
seamlessly with merchandising and Rs. 4,700 crore. Based on the current
other formats of digital advertising, trajectory, the advertising spends on
resulting in rich customer experience. these platforms is expected to grow
E-commerce advertising results at a CAGR of 40%.
in greater sales conversions and
personalization helps in avoid dilution
of the marketing messages.

2020 has witnessed accelerated

Ad Spends on
E-Commerce 20
growth of e-commerce usage
and people belonging to different
age group now shop online more
platforms 20
frequently than before. The adoption
of the digital-first approach was one
of the significant drivers towards this Rs. 4,700
change. There is also a growing trend crore
of online shoppers coming from the
Tier II and Tier III cities and beyond,
thus truly widening the reach of this Expected growth
platform. E-commerce giants have
been focusing on these consumers
40% CAGR
with initiatives like the use of local

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Digital marketing
in the post
COVID-19 era

Gurjot Singh Shah

Senior VP & National Media Head, Dentsu WebChutney

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T here are essential lessons to

learn from brands, which have
emerged from the pandemic even
There are examples of such change
and shifts historically during big
events. The power of radio came
stronger than before. All the brands alive when the US government
that have succeeded have quietly successfully persuaded citizens to
invested more in transforming join the army through radio during
their businesses to meet new needs World War I. Print media really came
and they have shown the rest of to the forefront when the Spanish
the brands and marketing world Flu pandemic was contained with
how to make digital core to their successful public health posters
businesses. In fact, we think of our or ads in newspapers. It is time for
work in very simple terms: imagine digital to see a big uptick.
life without Dentsu Webchutney’s
clients such as Google, YouTube, The web is becoming the new
Twitter, Flipkart, Whirlpool during grocery mart - Big Basket and
the pandemic. Life would be Grofers saw up to 3X the traffic,
immeasurably different without cab companies have tied up with
digital technologies our brand grocery brands for deliveries.
partners are building. Dining-in is the new dine out.
With over 55% increase in-game
Inevitably, if digital was the future, downloads, gaming has become
the time for it has certainly arrived. the virtual playground for all ages.
Now, as we look forward, there will Over the top content consumption
be some short term pains in the has become mainstream, audiences
advertising model we have known have turned to digital like never
and loved for a while, i.e., mainline before and it is only natural for
advertising. There might be a brands to follow
shortfall in advertising growth in
India – but the long-term prospects On the other side, there is major
for digital advertising have never evolution in how brands are going
been better. This shift isn’t just market themselves in this new era,
new for brands. It’s borne out of a majority of brands have found
customer-centricity. ways to start selling online and
existing ones have strengthened
We are headed to a new normal. Born digital businesses by going
out of compulsion, consumers are direct to customer also reducing
acquiring new skills, and have new dependencies on marketplaces.
expectations from categories that This shift has called for a mix
would have been taken for granted of brand and performance-lead
until now. The new normal will digital marketing, which is radically
revolve around technology, going different than the pre COVID-19
virtual, becoming contactless and era. Some key focus areas include
hence, will be built on click more immediate translation of views
than bricks. and impression to clicks and

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quality visits. Techniques like consumers across touch points.

programmatic is assisting in Leading consumer electronics
achieving the same and we are brands like Samsung, Sony and
actively exploring relevant solutions Haier are assisting their customer
for our advertiser client partners with servicing and troubleshooting
like Federal Bank. virtually. Car brands like Skoda
and BMW are launching their cars
Brands are adopting digital not online and have migrated FAQs to
only as a preferred medium to voice assistants.
advertise but also to address

Salil
Sadanandan
President, South
Asia & EMEA Kohler

“ We have been early adopters of digital

platforms in the home décor space and it has
helped us remain in touch with consumers
and engage with our customers even during
the pandemic. Digital initiatives will remain
“
intrinsic to our strategy going forward.

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On the ecommerce front, with a 100 Let’s take a few examples from this
percent rise in online orders from year to validate the hypothesis of
Tier 2 and 3 cities, Myntra got over brand building and performance
5 lakh shoppers over a 4 days end of marketing becoming seamless.
season sale, over 15 lakh products
were sold during the 12 hours of IPL has been the biggest bet so far
EORS. It also registered the highest in 2020, and advertisers have been
ever number of app downloads and bold enough to take these bets and
new customer acquisitions on day we believe this opportunity will help
one of EORS. in driving meaningful customer
adoption. With 229 million viewers
Nestle reported ecommerce is 4% tuned in on day one of IPL 2020,
of revenue, double YoY. 28% growth was witnessed in
comparison to last year and it is
E-commerce companies including only increasing.
Flipkart and Amazon sold $4.1 billion
(Rs. 29,000 crore) worth of goods What is even better this year is the
during the October 15-21 period this tenacity of viewers. More time spent
year, up from $2.7 billion in 2019. at home leading to more active time
spent on watching and celebrating
All of this will result in an exponential IPL has offered more immersive
increase in investments on digital partnership opportunities for
both, in products for enablement advertisers. ESPN CricInfo has
and platforms for marketing. The come up with many customisable
Indian digital advertising industry opportunities, which have been
is expected to grow at CAGR of adopted by our client partner
32% to reach Rs. 18,986 crore Whirlpool and we are seeing healthy
($2.93 Bn) by 2020. results. Indians have really gone
through a flood of emotions over
With greater dependency will come the last 6 months, and the IPL has
even greater responsibility on presented temporary relief in many
digital mediums Digital will take ways, to brands and audiences.
the responsibility of sales alongside
marketing increasingly, as a result With conviction, we see in these
of that the media mix is going opportunities and brands willing to
to change with performance / ROI sustain momentum. Investments
driving mediums taking a major are going to be heavy in the
share. approaching festive season too,
making the period longer and
brighter for advertising this year.

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Strong brands get even stronger share stories of what they do. All in
during periods of downturns and all, COVID-19 has given newfound
depressed advertiser sentiment resilience to brand managers and
and this period is no different. We the C-Suite in adopting holistic
are excited in how this newfound thinking when it comes to managing
momentum sustains throughout their presence on digital platforms.
the IPL & festive seasons, and even They are no longer just allocating
beyond for the new year. small parts of their spends online –
they are building with digital as the
The biggest shift that we are epicentre of the brand experience.
witnessing is an overhaul in how This has implications on their
brands overturn their marketing balance sheet, the competition,
teams. Today, marketing is not their marketing spends, and more
just about the 4Ps. It’s about excitingly in the long run, how they
truly adapting to your customers’ develop products to be even more
needs, as quickly as possible, and customer-centric going forward.
meeting them where they are
present. Brands are not outliers to
culture and society but a part of it.
It matters how they adapt and how
they give back, and then ultimately

“ Today, marketing is not just about the 4Ps.

It’s about truly adapting to your customers’
needs, as quickly as possible, and meeting
them where they are present. Brands are not
outliers to culture and society but a part of it.
“

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Building efficiency
in Digital Marketing
using Data and
Technology

Rubeena Singh
CEO, iProspect India

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T he pandemic has changed

our lives in many ways - our
approach to health, interactions
experience to their users and also
market themselves better.

with our friends, the way we work, Here are 5 areas where technology
the way we run our homes, and can help scaling and building
most definitely, the way we shop! efficiencies in digital marketing.

We see many first-time consumers 1. Use machine learning

have adopted digital commerce (ML) to create customer
channels. More and more people experiences that earn
are shopping for everyday needs loyalty and trust.
and luxury items online. From
groceries to sanitisers and from Customer experience can be difficult
clothes to washing machines, the to perceive, manage, measure, and
need to physically visit a store to support as it is dynamic, contextual,
shop continues to fade. and offers a mammoth amount
of data to mine. ML can leverage
Even post the lockdown, consumers customer data and interactions
hunkered down at home to avoid to fuel CX strategy; automate the
contracting coronavirus are turning repetitive and mundane tasks of
to online shopping for products that data cleansing, structuring, and
they traditionally bought in stores. maintenance; and help companies
Going forward, one can expect these understand customer opinion for
new digital interactions to remain crafting targeted and engaging
sticky and gain at the expense of experiences.
offline commerce at physical stores.
2.Using technology to
And, as the behaviour of the create content
consumer changes, with it,
change the marketing trends. • Today, with the availability to
Brands will need to build digital faster connectivity, many doors
experiences for the consumer are opening for VR or AR where
& getting customer love in the advertisers can build surreal
digital world. Data, technology experiences for customers
and artificial intelligence can digitally, to showcase their
products and services. This will
enable companies gather more
enable a lower bounce rate and
insight into their audience by increased CTR & ROI.
offering recommendation engines,
predictive search, chatbots, etc.
• Machines can make automated
Use of these technologies and tools content creation possible! Banner
will help companies offer a better ads, email campaigns, or social

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media posts can be generated and 3.As consumers continue

applied into different formats shopping from their
for native to every channel. sofas without going out
This is a big stride in the area to the physical stores,
of personalisation of content at conversational commerce
scale. Content can be created is the need of the hour.
for
hundreds of segments
of customers based on their
Personalization and warmth in
demographics and interests. Based
on performance, messages can the shopping experience in a
automatically be changed to match conversational style needs to
the content that is performing be built in the digital consumer
well. journeys. Buyers tend to prefer the
more direct and human (or human-
• Video currently accounts for like) contact, and companies that
approximately 75% of all internet adopt conversational commerce
traffic. With the help of ML, video soon notice the improvement.
marketing strategy can scale This technology provides up to 4
greater heights. AI can help you times more sales conversion than
provide tailor-made content traditional buying channels. The rapid
to potential customers. Video development of Natural Language
developers can use AI data as a tool
Processing (NLP) technology and
to understand customer interest
and base their future videos on artificial intelligence (AI) systems
the same information. Insights have made it easier for conversational
from AI prevent the marketer from trade to rely on more sophisticated
producing redundant videos. There and advanced services.
can help marketers in rationalising
production, interconnecting Also, Voice Search is growing
videos based on the watch history, rapidly. Marketers will need to focus
improving personalisation and on creating content for voice and
creating socially relevant content. optimizing keywords for voice-
based queries, which are more
• Analytics can make it possible for conversational than a typed-up
companies to get feedback on their query. Voice has the potential to
video and product and that too in upend paid search and organic
real-time. When the video content content strategy practices.
on social media is live, AI can tap
data, which can be used for future
content inputs. If the past videos
were successful, it would give
information about viewers who
liked points. AI will help marketers
develop powerfully social content
that also is personalised.

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4. A common problem 5. By using data, marketers

statement for marketers can track customers along
is how to target users who the journey from initial
have abandoned the journey interest to final purchase.
with offers?
Building a multi-touch attribution
Data, Analytics and Machine model will allow marketers to have
Learning can help re-engaging with a much clearer picture of what’s
such users effectively. A Machine working and what isn’t and make
Learning Model, which will self-learn data-driven decisions, allowing
on the closure data with previous them to prioritize expenditure in
offers using Analytics and create the right channels.
classification based on personas,
can be built. The data then, can be
churned daily, to optimize for the
recommended offers.

Digital marketing and technology go hand in hand. You need technology

to be able to provide innovative digital marketing solutions. At iProspect
Solution Labs, we provide bespoke marketing solutions driven by tech
and data to our clients. Our array of advanced tools can help in creating
personalised experiences at scale for customers; at the same time enable
measuring, managing and analyzing business performance to maximize
its effectiveness and optimize return on investment (ROI). This allows
marketers to be more efficient at their jobs and minimize wasted digital
marketing dollars.

“ Brands will need to build digital experiences

for the consumer and get customer love in
“
the digital world.

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2.3 Digital media spends

across industry verticals
E-commerce makes the highest increased from 19% to 24% to
contribution of 24% (Rs. 3,782 crore) be the highest contributor to the
to the digital media industry. This digital media spends pie. The key
is followed by consumer durables drivers in these sectors are young
(17%, Rs. 2,609 crore), FMCG demographic profile, improving
(14%, Rs. 2,163 crore) and Telecom internet penetration, government
(13%, Rs. 2,046 crore). Compared initiatives and improving economic
to the previous year, the share performance.
of e-commerce segment has

Ad spends on digital media by verticals (Rs. crore)

388 | 2%
1,362
809 | 5% 9%
3,782
1,004 | 6% 24%

1,618
10% 2,609
17%
2,046
13% 2,163
14%

E-Commerce Consumer Durables FMCG

Telecom BFSI Auto

Media & Entertainment Retail Others

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Ad Spends on Digital Media by Formats and Verticals

23% 26% 24% 27%

32% 34% 31% 34%
45%
9% 1%
1% 13%
3% 13% 3%
31%
21% 15%
42% 2% 18%
24%
19%
49%
34% 20% 41%
32% 26%
16% 17%
21%
25%
15% 18% 17% 15% 19% 18%
14%
10%

FMCG Auto E-Commerce Retail Telecom BFSI Media & Consumer Others
Entertainment Durables

Display Banners Online Video Paid Search Other incl. Classified Social Media

FMCG spends the highest share of Telecommunications sector spends

its digital media budget on online 34% of its digital media budget
video (49%) followed by social on social media and online video
media (32%) and display banners respectively. BFSI sector spends
(14%). Automotive segment spends a maximum of their digital media
the largest share of its digital media budgets on paid search (31%), then
budget on online video (32%) on display banners (25%) and social
followed by social media (23%), media (24%).
paid search (21%) and display
banners (15%). Media and entertainment segment
spends the largest share of digital
E-commerce segments spend the media budget on online video (41%)
most with 42% of their digital media followed by social media (31%) and
budget allocated for paid search. It is display banners (15%). Consumer
followed by social media with 26% and durables segment spends 27% of its
online video at 21%. The e-commerce digital media budgets on social media
segment spent their digital media followed by 24% on paid search and
budgets on online videos more this 19% on online video.
year compared to the previous year.
Retail segment majorly spends its Digital video has seen unprecedented
digital media budget on social media growth in spends across almost all
(45%) followed by paid search (19%) industry verticals this year over the
and display banners (18%). previous year. This shows that digital
media is evolving as a robust creative,
branding and awareness medium
in addition to being a performance
medium.
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Evolution of
Digital Marketing
in the Never
Normal World

Gopa Kumar
COO, Isobar

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A s we entered 2020, who would

have known the year would turn
out like it has, amidst the pandemic
new users across sectors like
entertainment, where consumption
of content and screen time has
and lockdowns. In February 2020, gone through the roof during these
when all of news around the pandemic times. The pandemic has potentially
was developing, everybody hoped changed the digital landscape, an
it to be a tiny wave that would pass era that is driven by a rapid increase
in no time but how wrong we were. in digital reach coupled with a rapid
The COVID-19 pandemic hit us hard increase in the width of usage
and severely impacted our lives amongst current internet users.
and livelihood. It has changed the According to many reports, the usage
world and the way people interacted will propel the growth of the internet
with each other before. The New to higher levels.
Normal, Now Normal or Never
Normal, whatever terminology Kantar’s I-Cube Study estimates that
you may want to give, the world India will have more than 900 million
has changed and will never be the internet users by 2025. That’s an
same again. addition of about 350 million users
over the next five years. The growth
It has now become the biggest will be driven by segments that have
global challenge of our lifetime, till recently been underrepresented
leading a change in our attitude – the rural population, school-going
and behaviour, and forcing brands, children and women.
marketers to respond accordingly.
However, the need to respond won’t The pandemic will also change the
end when the virus’ immediate threat way we think, how these changes
eventually recedes. The pandemic will affect the way we design, build
has forever changed the experience experiences that people will seek, and
of being a consumer. We expect to in turn how we will communicate with
see behavioural change at scale for them. All of this will be answered in
some time to come. the way people react to all source of
creative innovations and new hacks.
For all the hardships that COVID-19 Every marketer and brand needs to
brought in, it has also turned out to be actively heard and be ready to
be a Black Swan event for the digital respond in real-time if the situation
industry, which has accelerated the demands so. There will be massive
adoption and usage of the Internet behaviour change at a scale and
further. Work from home and all speed that we’ve never seen before,
other restrictions have created sparked by fear and encouraged by
new services and models across government policies.
sectors like healthcare, education
and e-commerce. This also added

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Here are some of the key behavioural Another trend one will see is the
changes of people which could be emergence of health economy. As
observed include- health will become an essential factor,
everybody will be willing to invest
Trust will become a necessity This in health-related activities. Every
means, for brands to be effective, they business will require to understand
would need to be trustworthy. In some how it can be part of a new health
cases, to rebuild trust quickly, the ecosystem that will dominate
focus should be on building confidence consumer thinking.
through every channel. Optimism
will sell more than fear. The familiar Some of the other behavioural
will be more valuable. Established actions happening around the world
brands that handle the crisis well and in India are people postponing
will rise in value and acceptance. purchase decisions in many
The risk will be less tolerable to most categories due to uncertainty. This
people. Individualism may rise with will be expected to continue even
more people adopting a look-after- after COVID threat reduces. People
yourself-first policy. will continue to wait and watch,
which will result in broken marketing
Virtual world becomes a reality calendars for brands as demands will
The enforced shift during the worst continue to fluctuate.
of the pandemic to virtual working,
consuming and socializing will fuel a This will also mean that digital
massive and further shift to virtual will become a necessity. It will be
activity for anything. But it is growing a solution for all requirements
fast. Microsoft teams experienced a of consumers, whether its
500+ percent increase in calls and entertainment, commerce or utilities.
conferences worldwide. Anything
that can be done virtually will be While it’s tough to wear a future-
preferred. Brands & organisations gazing hat in this ever-changing
that will win are those who test and dynamic and fluid world around us,
explore all the associated creative there are definitely certain trends
possibilities. While everything which are shaping in the post-COVID
is moving virtual, a craving for world and where digital will be the
“real” will also build and things will key driver.
explode when everything opens up
or comes back to normal. But virtual Day to day essentials, groceries and
experiences and content will continue medicines will massively be driven
to grow and expand like virtual gym, by digital and will see huge growth.
virtual commerce, virtual arts, etc.

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Education, work from home increase in the time spent on news,

solutions, video conferencing social media, education related
and online shopping, other than content as well. These may have
groceries, will also find good takers. been accentuated by COVID as well.
We are already seeing how education
is evolving and adapting to this Voice – With the COVID pandemic,
pandemic. voice revolution will only get fast
tracked in terms of usage and
Entertainment and hobbies will be adoption in the country. Voice will be
led by OTT and gaming but they will used not only by the affluent set of
evolve into several other facets too. the audience but also by the masses
who will consider it as an easier to
Information and services, utility and access the internet. Once vernacular
payment Services (including UPI), content on voice becomes easily
banking-related services, etc. are accessible, the adoption will just go
seeing large scale adoption in both through the roof.
the supply and demand sides.
Digital Payment – Demonetisation
Digital will not only start addressing changed the course of digital
the current requirement of payment in the country, and now
consumers but also will start after COVID, with the fear of having
providing other alternatives to physical transmission, consumers
consumers for the future. and businesses will prefer to receive
or transact digitally through UPI’s
These are the behavioural and and wallets. Just as a fact, UPI has
transformational changes we are recorded 1.61 billion transactions,
looking at. amounting to Rs 2,98,307 crore or
Rs 2.98 trillion in August of 2020.
Some of the accelerated changes
we will see in the Indian digital As this becomes more and more
ecosystems will be: mainstream, the increased usage will
enable more additions and utilities
Local language content– The in the service.
internet penetration is improving,
thanks to Jio and its low data costs. VR / AR Interaction – While all
Local language content will become the above will drive the adoption of
very important not only in terms of digital services, adoption of smart
user content but also in a way one devices will drive newer experiences
interacts with the device. Regional for the connected Indian. Digital will
language content is already on the become available for all and will move
rise and is being led by entertainment from being only ‘me’ to ‘we’. Everyone
content. We are also seeing an

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will start experiencing the power of impact on the brand’s distribution

digital in its truest sense. I also see networks and, therefore, the margin
increased connected experiences structures too. Social commerce
through VR/AR in our interactions and hyper-local personalized
both in real life and with brands. communication will be the emerging
formats in India which will drive the
What will this mean to brands next level of revolution.
and marketers?
Consumer behaviour online will
Digital will be massive and all reports continue to see shifts in the next
show that it will overtake TV spends 2-3 years and brands need to
in India as well in the next few years. be continuously monitoring and
Digital still is an after-thought for adapting for this shift both in terms
several brands in the Indian context of products and how they reach
since it does not connect with the out to them from a communication
masses. What will drive that story perspective. This will also mean
will be innovation to communicate brands will have that many
with audiences online. On-demand more choices and several more
communication with interaction opportunities to connect with their
will be the key with vernacular and consumers and create synergies.
voice utilized effectively in building
communication. The new normal environment will be
shaped and driven by digital. It will
Bundled content models will touch all aspects of our life, whether it
regulate content consumption in is work or entertainment, education
India and consumers will continue to or social, and financial or marketing.
look for free content. This space is
seeing lots of actions and with new Marketers will need to look at these
entrants coming, one feels that the emerging frontiers of digital and try
consolidation will eventually happen. to create a good brand narrative
that can effectively connect all these
Online shopping will continue to grow pillars together. Digital will become
and evolve, and various other newer the single most important element
models will continue to expand and that connects everything. Digital will
evolve. These may have a disruptive become a way of life.

“
Are we ready to embrace it?
The new normal environment will be shaped
and driven by digital. It will touch all aspects
of our life, whether it is work or entertainment,
“
education or social, and financial or marketing.

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2.4 Digital Media Spends

across devices
Currently, 75% (Rs. 11,836 crore) of During the lockdown, people were
digital media spending is made on confined to being indoors without
mobile devices. Spends on mobile social interactions. This led to them
has increased by 84% compared to using digital platforms to connect
2019. With the increase in internet and interact with others. It also led
penetration, affordable data costs people to binge-watching online
of high-speed internet and ease video content, playing online games,
of accessibility have made mobile upskilling, etc. Online gaming
devices overtake desktops to be attracted higher traffic of players
the first screen of choice for most and playtime increased significantly.
Indians. Most of the Gen Z gamers spent more
time playing online games on their
The consumer’s content mobile devices.
consumption is evolving and the
pandemic gave a push towards the The online video content saw a
change. This evolution is driving surge in terms of viewership and
the growth of online platforms engagement in 2020 due to the
and preference for local language pandemic. During the lockdown,
content is at an upswing. Majority people preferred to watch content
of the consumers are spending genres belonging to entertainment,
more time consuming content in the information, education, etc. The
local language. worldwide lockdown resulted
in significant shifts in audience
Digital Media Spends behaviour in terms of mobile usage
across Devices (Rs. Crore) and content consumption.

Online video contributes the highest

proportion to the digital media ad
Desktop spends on the mobile device (29%,
3,945 Rs.3,458 crore) compared to desktop
25% Mobile (23%, Rs. 908 crore). Spends on the
desktop is led by social media at 30%
11,836
75 % (Rs. 1,167 crore), followed by search
(28%, Rs. 1,120 crore) and online
videos.

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Digital Media Spends across Devices- by ad formats (Rs. Crore)

Desktop Mobile

Search

Video

Social Media

Display Banner

Others Incl. Classifieds

During the lockdown, the top It is estimated that by the end of

activities done on phone by users 2022, 77% of all digital media spends
were to spend time on online gaming, will be made on mobile devices.
watching online video content, Stakeholders are adopting digital
using social media platforms and advertising ecosystem to ramp
internet surfing. Mobile gaming has up the user experience, increase
exponentially expanded its reach reach and engagement with the
in India within a few years of span. help of mobile advertising. With
The time spent on popular titles the evolving technology and use of
like Call of Duty Mobile, Garena and AR/VR, voice, etc., on the mobile
similar online games downloads device, it has revolutionised the
increased drastically during the media and advertising industries.
lockdown period. More people in India are becoming
familiar with the usage of these
technologies.

Digital Media Spends across Devices - Forecast

25% 25% 23%

57% 53% 53%

63%

75% 75% 77%

43% 47% 47%

37%

2016 2017 2018 2019 2020 2021f 2022f

Desktop Mobile 44
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2.5 Trends in digital

media buying
Spends on programmatic buying while being result oriented with
contributes to 38% in 2020 of the their advertising efforts. Use of
digital media pie. The adoption of programmatic while executing
programmatic buying has evolved campaignsistoorganise,streamline
the digital media and spends have and measure results effectively.
increased from 25% in 2019 to
38% in 2020. It is expected that The direct buying stood at 75% in
programmatic media buying will 2019 and declined to 62% in 2020.
grow with more marketers investing By 2021, direct buying will cover 60%
and its share will increase to 40% with a larger proportion compared
by 2021. to the programmatic method.
Furthermore, it is expected that the
The programmatic is highly share of spends on programmatic
influenced by the digital resources buying will increase to 42% by the
that enable software-based end of 2022.
campaigns, allowing marketers
to have flexibility and control

Trends in Digital Media Buying

25%
38% 40% 42%

75%
62% 60% 58%

2019 2020 2021f 2022f

Direct Programmatic

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Programmatic
Made Simple.
Drive successful omnichannel
campaigns with Verizon
Media’s DSP Identity at core,
Smarter Performance,
Exclusive Inventory Nikhil Rungta
Country Manager, Verizon Media

Indian consumers have become

adept at moving between online
and offline channels since the
pandemic, besides switching across the most diverse set of
seamlessly between devices channels - including mobile,
and screens. This is challenging display, video, CTV, audio, DOOH,
advertisers to deliver premium, all powered by the industry’s
personalized and unified most diverse and qualified data
experiences across their media mix. sets. Our DSP goes well beyond
programmatic and makes it
Verizon Media's industry- easier for you to reach audiences
leading DSP offers seamless wherever they are, giving you the
omnichannel solutions that help flexibility to meet whatever goals
you drive performance and you have and on any screen, so
branding programmatically you can effortlessly shift your
media mix.

Go native: Bring the effectiveness

of native into your omnichannel
programmatic strategy. Create
Top honour for Verizon better connections with seamless
formats native to the mobile
Media’s DSP experience that are just right
Winner of the 2020 ‘Adweek for Indian audiences. Deliver
impact - native drives performance
Readers’ Choice Best of achieving upto 11X higher CTRs
Tech Partner Awards’ over traditional display.
in the Demand Side
Platform category.

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A screen for every routine: DOOH Captivate cord-cutters: Augment

supply available programmatically traditional TV buying strategies
blends the precision targeting and with emerging engagement
ease of programmatic ad buying opportunities of CTV, reaching
with the effectiveness of high- audiences who love streaming and
impact digital signage. Alongside are no longer within reach through
enhanced features, our strategic linear buys. CTV programmatic
partnerships give brands access to advertising comes with multiple
even more inventory than before. advantages — from reaching
engaged audiences, to effective
targeting and highly-viewable,
non-skippable ads.
Manage digital
media in one Get audiences to hear you:
platform across Programmatic audio equips
advertisers to reach listeners when
the entire funnel they are deeply engaged over
For instance, DOOH can be multiple devices, in a brand safe,
used for initial awareness and ad blocking-free environment. This
branding, while being served without having to compete with
in conjunction with mobile other advertisers.
and native placements that
support mid- to lower funnel The programmatic advantages
consumer activities. You can of Verizon Media’s DSP can give
then retarget those exposed you the opportunity to embrace
to DOOH placements to efficiency and deliver results,
reinforce messaging. with unified planning for
omnichannel campaigns.

Get a 360-degree view of your omnichannel

programmatic environment
Our DSP transparency tool brings you granular omnichannel intelligence at
the auction level, giving you everything you need to understand how and
where to best allocate budgets, offering robust audience reach and cost
analyses broken down by channel (e.g., display, CTV, DOOH, audio, etc.), ad
format (e.g., video, native, etc.) and exchange.

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Who moved
my cookie?
The death of third-party cookies
and a look at the evolving nature
of audience activation

Anubhav Sonthalia
CEO, Merkle Sokrati

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T he battle for personalisation

versus privacy rages on. With
Google announcing the phasing
Talking specifically about third-
party cookies, and the role it plays
in audience activation, we must
out of third-party cookies by 2022, begin with the question – why do
we are in for another big-but-not- we use third-party cookies? The
unexpected change. While this move answer is simple, they help build a
by Google is seen by the world as the more comprehensive digital identity
final nail in the coffin for the use of of the audiences. They also allow us
third-party cookies, other browsers to orchestrate and optimise our ad
like Safari and Firefox had banned campaigns based on any of the 1000+
them from as early as 2013. digital data points that are available.
Removing third-party cookies from
But let’s zoom out for a second and the equation does is creates a
look at the bigger picture. Cookies, blurred and broken understanding
specifically the third-party cookies, of the user behaviour. Customer
were, in principle, created to store Identity is critical for personalisation
state information in the browser and delivering a seamless customer
but also ended up also helping experience across all digital
marketers understand the interests properties and media. With this
of the consumers precisely. As is the broken understanding, it will become
case of every new technology, the impossible to address audiences as
tool is rarely the cause of friction, individuals with their own unique
rather the group of people behind interests. Media giants like the Google
the tool usually are. And in this case, and Facebook of the world will offer
it is on us, the entire advertising & newer operating protocols. One
marketing community to accept that such example is the Google Privacy
we need to come up with a better Sandbox - a new way of sharing
protocol to leverage a concept that data over the internet wherein an
certainly cannot be discarded. It is advertiser must call an API to get
impossible to re-imagine going back a certain cohort of users (not an
to the world wherein the “spray and individual user) who have performed
pray” advertising model is used. But a specific action. This way, privacy is
the advertising community cannot respected while maintaining a higher
think of the consumers as a separate level of relevance in ads served.
entity and downplay the negative
impacts of privacy violations. For we, It’s not hard to guess that with third-
all of us, make up the marketing world party data no longer the same, the
as well as the consumers. And it is weightlifting will have to be done
in this spirit, that we not only need by first-party data i.e. the customer
to embrace a newer approach to an data that individual brands have
old philosophy but also advocate it collected and have the rights to
transparently in a world that has lost leverage in their audience activation.
some of its trust in the A&M industry. I predict this disruption will drive

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both technological and strategical data in a “do, get” value exchange.

shifts for brands and agencies alike, These campaigns will need to address
some of which will be: three main needs:

Better Marketing Technologies • Acquisition: Fill database quickly

through turnkey, cross channel
The first revolution that we will see offers and promotions that spark
is better marketing technologies interest and drive opt-in rate for
for brands to leverage their first- the future.
party data and integrate seamlessly
into campaign orchestration. A • Data: Collect new data about
Customer Data Platform is one such members – including
technology, which can connect first, perspectives, preferences, and
behaviours – to build a rich
second, and third-party data to
profile, connected identity,
support audience management and actionable insights, and
activation using persistent IDs. Also, people-based outreach
multi-touch attribution solutions will strategies.
be forced to evolve as attribution
based on third-party cookies will no • Engage: Leverage owned
longer be possible. In its place will channels like loyalty program
be a new identity, people-based data sites to drive engagement by
sources and advanced methods that pulsing in fun, rewarding and
can deliver both: targeted experiences that
engage consumers across
• Tactical Insights within each the journey with exciting new
platform experiences and rewards.

• Broad measurement not Greater focus on customer

dependent on identity or tracking experience and journey mapping
technologies
By analysing first-party customer
Rise of customer engagement data to drive better customer
& retention strategies through experiences, organisations will
loyalty campaigns need to implement strategies and
technologies that will be able to:
Promotions and loyalty activations
will serve as key channels for • Understand data availability
first-party data acquisition and from CRM tech, websites, nurturing
profile enrichment. Incentive-based emailers, etc.
engagements are data accelerators
that capture and convert by giving
• Gather and integrate data relying
consumers a reason to share their
more on Cloud Data Environments
and Business Intelligence tools

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• Generate dashboards to derive

Here at Merkle and dentsu, we’ve
real-time actionable insights
always believed that customer data
powers businesses. It enables the
• Act on and expand data available organisation to know, service, and
by activating the first-party data understand customers so that we
& designing programs to influence can meet their needs, regardless of
customer journeys and expand how they engage. Brands we work
data integration at the back end. with have already taken those first
steps by building an enterprise data
While this was the de facto direction solution and the processes that
the marketing industry was taking, allow for scale, data governance,
the COVID pandemic has accelerated and business agility. One that moves
digital adoption amongst audiences with velocity and keeps pace with the
to a level wherein most brands have ever-changing market. In the effort
found themselves unprepared. In to deliver ever-improving business
such an environment, I would want outcomes, we’ve been building on
to leave with four simple steps for the foundation of data and identity
any brand to quickly jump on board to fuel the tech stack and enable the
the digital transformation train and total customer experience. We’ve
get ready for the third-party phasing been able to change and establish
out: the processes that drive value from
1. Align your technology stack with data and technology investment by
bringing in deep data management
your measurement roadmap
capabilities to integrate all customer
2. Identify opportunities to increase and prospect data into a holistic view.
first-party data collection And, by leveraging today’s leading
cloud and marketing technology
3. Consider innovations leveraging platforms, our client partners have
data safe havens, expansions of been always one step ahead dealing
first-party data, and identifiers with the fluctuating and disruptive
external marketing conditions.
4. Verify that your attribution
solution will adapt to changing
data foundations

“
Here at Merkle and dentsu, we’ve always
believed that customer data powers businesses.
It enables the organisation to know, service,
“
and understand customers so that we can meet
their needs, regardless of how they engage.

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New e-commerce:
Thriving on
super apps

Ishtaarth Dalmia
AVP, Strategy & Lead, Corporate Strategy,
Dentsu Webchutney
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F or several decades after the

first website went live, internet
futurists espoused a generational
technical masterpiece another
has fundamentally changed the
behaviour of a massive population.
shift in how commerce would be
done over the web. They suggested Today, microtransactions are the
ways for individual creators to make lifeblood of commerce on the
more money than they ever could internet. Low transaction costs
have in their neighbourhoods by enable payments of Rs. 2 to multiple
tapping a global market. These lakhs, in seconds. The range of what
futurists promised the cost of a this new financial model allows banks
transaction would be so low and so and technology companies to build
marginal in economic terms that you is valuable and has the potential to
could transfer even a rupee over the change the economy at large. Close
internet. It was famously called a to home, in India, we’re seeing a
microtransaction. combination of decentralisation and
centralisation at different points in
While the concept was born in the the financial stack, and it has the
USA and whispered across the globe, potential to change commerce itself.
it wasn’t a government or PayPal who
made this future world a reality. It It’s essential to remember that India,
emerged simultaneously in different as a culture, transitioned from one
parts of the world with wildly different of scarcity to one of access. The goal
business models. One is completely is to have a level playing field, and
decentralised — namely Bitcoin—, and transacting is just the start. What
another is as centralised as it gets — happens on top of payments has
namely payments in China through the potential to make it even more
WeChat. One is a revolutionary interesting.

Unified Payment Interface (UPI)

Number of Transactions Vs. Amount Transacted
2,234
2,210
2,072

1,800
1,619
1,497
1,337
1,326
1,305 1,247 1,235
1,000

2,16,243 2,22,517 2,06,462 1,51,141 2,18,392 2,61,835 2,90,538 2,98,308 3,29,028 3,86,107 3,90,999 4,16,176

Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20

Amount Transacted Number of Transactions

(in Rs. Cr) (in Mn)

Source: Reserve Bank of India 55

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When the apex body for payments in In large part, super apps start off small
India, NPCI, launched UPI in 2016, the in metros to a category of consumers
inter-operable nature of commerce known as post-liberators (younger
wasn’t a foregone conclusion. Swiftly, millennials today) who would drive
India went from e-commerce to India’s consumption economy.
everywhere commerce, through They are India’s version of baby
a significant investment in digital- boomers (the class which led to the
enabled payments. USA’s economic boom after World
War II). Post-liberators are people
In 2020, UPI reached a monumental like me, the author, born either a little
milestone. It had its first-ever month before or after the liberalisation was
with over 1 billion transactions along instituted by the then Prime Minister
with multiple trillions of rupees Narasimha Rao and finance minister
transacted. Its growth is exponential Manmohan Singh on July 24, 1991.
and will only accelerate, taking away Post liberators are now bulwarks
share from other forms of digital of India’s demographic dividend,
payments. an aspirational class with global
outlooks & expectations.
Perhaps it’s no surprise that UPI
has been a bright spot during the Post-liberators don’t know a world
pandemic. The numbers clearly of scarcity; access has always been
indicate that UPI has surpassed made available to them. Super apps
credit & debit card usage - financial have helped organise the physical
instruments that have been around world, from food delivery to groceries
for several decades. Following this to even movement within a city (with
trajectory, the investments in building Uber/Ola). This consumer class has
a super app simply make sense for witnessed foreign brands enter the
payment providers. And there’s a Indian market, and have seen more
massive advantage in building a new ways to access what they aspire.
super app for a generation whose
lives reside on smartphones. These consumers are all for
convenience and have been born
The super app is an equaliser in a into an economy where everything
couple of ways: is a click away. Super apps will bring
the same levels of convenience to
1) it brings the convenience to even every single segment of customers
more people, including the unbanked. in India.

2) it becomes the killer app which Super app-ification is about

links one’s digital identity to the bringing the effects of
physical world. software & the internet to
every single old economy
category.

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Each UPI platform has a super app Over time, they become aggregators
strategy. Hence, any app with repeat to create a layer of super app services,
use will eventually consider adding according to Chawla, including
services that take them closer to a “payment, loyalty, logistics, escrow,
super app. In a country where cash refunds that act as enablers to
is king, payment is turning out to be a smoother transaction for a broad
a killer app for tech companies, its variety of services. He concludes,
users, and soon, for brands. “This unique bundle of code,
which wraps itself around a
Google Pay (a Dentsu Webchutney consumer’s life is simple to imagine,
client), Paytm, and PhonePe were but hard to build.”
for the longest time considered
technology products because they This evolution from a focused app
came from technology companies. that solves a key user problem
Working on top of the most advanced through a smartphone to a super app
financial infrastructure, these can be seen across categories. We’ve
consumer technology companies seen first-hand how Reliance Jio
have become bulwarks of fintech made an app for recharges, MyJio, a
and for digital payments in India. frontend for all-things Jio platforms.
Airtel, Flipkart, Truecaller, Ola, and
Recently, venture capitalist Haresh even SBI (through YONO) have are
Chawla wrote on the race to build moving towards offering bundled
‘desi’ super apps, describing them services. However, time will tell how
as a “holy grail of the internet successful they are at fulfilling the
economy which keeps on giving.” promise of interoperability with
For companies building super apps, other services such as insurance,
it’s a self-perpetuating, high-velocity digital gold, and loans.
flywheel of consumers, transactions
and services, i.e., increasing their By some measures, Paytm is furthest
lock-in with customers. Worth in its super app progress, with
noting is that all of these companies shopping services, gaming, digital
are technology companies and not gold, movie, air, train ticketing,
consumer companies. Few products mutual funds and insurance, all
start with ambitions to become rolled into one single login. The only
“super apps”. Google Pay was a problem is that one company cannot
product of the Next Billion Users build/digitise all the services, which
group at Google before evolving into is why an easy-to-use development
a platform. Paytm started off as a platform is necessary to access those
recharge app. engaged customers. Paytm realised
this and launched its mini-apps -
with a splashy ad campaign covering

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all major English dailies, after being appetite to let others make money
removed from the Play Store for its off their services? Does it level the
fantasy games. playing field? Or is it an endpoint to
harvest more revenue per user?
This brings me to a question worth
asking about super apps, however, All these questions apply to brands
super apps succeed as platforms themselves, who can approach super
and it’s key to understand what a app providers or choose to build their
platform really is. Bill Gates once said, own. Financial services seem like the
“A platform is when the economic best starting point, simply because
value of everybody that uses it, financial services have traditionally
exceeds the value of the company been exclusionary. Going forward,
that creates it. Then it's a platform.” they will unlock billions of dollars
Do the companies trying to transition of value by making access to these
to super apps have the engineering financial services easy.
talent, customer centricity, and the

Scope for Super Apps

Health Finance E-commerce

Gaming Social/Video Operating System/ Hardware

Software/App Store

If Google and Apple own the bottom two layers of the consumer tech stack,
brands can find several opportunities to be present in different places.
There are billions of dollars of value to be unlocked in every major vertical.

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Insurance, gold and loans are massive markets that need penetration - the
smartphone is perfect for that. It’s not easy to answer the super app question
if you’re an apparel/FMCG/grocery/retail conglomerate. The needs differ
among different segments. Aspects of financial services, however, are the
same for all. Just ask Amazon. Questions brands will need to ask regarding
their super app strategies:

1. What are your current time when Flipkart and Myntra shut
transaction costs? down their entire websites to lead
them to the app - that was clearly
There’s an underappreciated cost a mistake because the app was just
to building a super-app, which another front-end to the website.
is maintenance. Companies that Develop a unique and differentiated
have historically underinvested in offering that will make your brand
technology, maintain silos and will stand out.
find it difficult to integrate. It requires
an organisational shift for some. 3. What kind of segment do
Brands building it themselves will you communicate to?
take a while to realise that it’s not
so simple. Partnering to make it a Knowing your customer seems like
reality means losing out on valuable a gospel for everyone, but few can
customer data, but making it up in pull it off. To make a super app, the
volume/transactions. addressable market needs to be
either huge or highly specialised.
2. How has your advertising One simply cannot punt on knowing
and media mix changed? who the offering is designed for. In
the last five years, most customer-
Many brands have digital vs. offline centric brands have succeeded in
spend. That’s folly. Brands need growing their base of users rather
to build digital-first pipelines and than just harvesting them. Knowing
repeatedly emphasise digital-first your brand’s larger-than-life vision,
brand engagement. Assume that all very clearly, will make a difference as
offline spend can also influence digital brands attempt to reach new users
purchase paths. Upon building a super through super apps.
app or partnering with one, it’s key to
not send mixed signals to customers. 4. Opinionated user
Customers today are less pro-choice, experiences
more about increased trust. They use
super apps to eliminate other options, It’s hard to stress on this point. For
so think carefully about how you want a lot of brands, the user experience
to lead customers there. There was a is taken for granted. It shouldn’t be.

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The way a brand crafts their super Wealth in the HNI financial services
app or the experience on it is a moat. space. Apollo/Mfine in the healthcare
It is an extension of the brand. The space. Super apps will attempt to make
reason Google Pay flourishes is not their websites and other apps in the
just because of its novel marketing play store obsolete, or even reduce
approach, it’s also because it is the need to try them. Brand managers,
simple for anyone, anywhere to use. channel mix will matter a whole lot
It required hands-on research and more as time goes on. Invest wisely.
development. Not too many brands
have the appetite or the vision to do
the same and use super apps as a All in all, super apps will succeed if
credible channel for growth. consistent and reliable inventions
are sustained with breakthroughs in
5. There’s a super app in your the user experience. Brands will be
category wise to not treat super apps just as
another channel, given how many of
While financial services are an obvious them there are already. They will need
starting point, we suspect there could to make hard decisions about what
be an OS-ification across different they want to really achieve from super
categories. Dunzo/Swiggy/Zomato apps. We await compelling answers as
in logistics, with food delivery as the the most exciting period in consumer
starting point. Facebook/WhatsApp technology & e-commerce changes
in social networking, given its recent the way brands go from awareness
move of adding marketplace and to action for their next billion
emphasising payments. CRED/IND audiences, beyond advertising.

“ Super app-ification is about bringing the

effects of software & the internet to every
“
single old economy category.

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T he lockdown due to the pandemic

has pushed users to experiment
with different digital solutions,
Local language, speech & voice
recognition technology and online
video drive the internet boom. In the
availing the benefits of accessing last four years, internet penetration
services from the comfort of home increased by 1.82 times. The new
in times of social distancing. Majorly, decade is expected to witness the
small metros and towns are driving next wave of digital India, with the
the digital revolution and use of the advancement in mobile connectivity
mobile device is the preferred choice i.e. 5G leading to more digitally
to access the internet. connected population.

Vaibhav
Kumar,
E-Commerce &
Digital Marketing,
Max Life Insurance

“ While we experienced amplified value consciousness

among consumers in this post-pandemic era, trust signals
have become even more critical for consumer brands. In
a category like Life Insurance, while we experienced a
heightened willingness to pay for pure-risk cover plans, we
also saw an increasing number of prospects researching
and comparing our proposition & services with elongated
conversion cycles. Curating campaigns around Core
Cultural Insights, optimizing media mix for Performance X
Brand and leveraging organic content for enabling decision
“
making has become critical than ever before.

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The changing face of India’s

online consumers
Over the last few years, India has
become home to rapid digitization, Keep Calm and Carry On
with over 734 million users coming
online at the end of October 2020. Business continuity became a top
These users account for over 53% priority for organizations across the
of the nation’s population. globe. Be it teleconferencing, setting
up Virtual Private Networks [VPNs],
This digital transformation, further or cloud security, professionals
catapulted as a result of the focussed on ensuring productivity
pandemic, is a once in a lifetime event and security. Across Microsoft’s
for the majority and has altered our search platforms between the
daily lives beyond our imagination. months of April to July 2020
For countless users, the internet (YoY comparison), titled to the
begins with Search. And the shifting following trends:
consumer behaviour surfaced
almost immediately on Microsoft’s
search platforms.
948% in search for video
conference software
Stay Home, Stay Safe

As the lockdown began in late March,

residents across India were requested
134% in search for digital
signature online

to stay home and avoid non-essential

travel. Yet, users turned online to
fulfil even their essential needs and 453% in search terms related
to internet and
began to search for delivery related cloud security
services, leading to a year-on-year
spike of 210% in the months between
April to July. Online shoppers looked With schools shutting down across
for grocery marketplaces such as Big the country, terms related to
Basket, Grofers, and JioMart leading education were quick to surge
to 125% uptick in search volumes as parents looked for online
post the announcement of lockdown. alternatives. Searches for the term
Groceries weren’t the only needs that Tuition Online, rose by over 219% in
users tried to fulfil, queries for Home April to December when compared
Delivery of Medicines and Online to the earlier months of 2020.
Food Delivery saw a massive spike of What was truly remarkable was the
571% and 607% respectively in the appetite for upskilling showcased
months of April to July 2020 when by users this year, as searches
compared to the same time period for Certification grew by an
in 2019. astounding 1349%!
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The Home is where the 537% Flower related searches

heart is

As Indians spent more time in their 351% Cake related searches

homes, they began to prioritize their
comfort more than ever before. Be 77% Earphone related searches
it furniture or appliances, Indians
looked to upgrade their homes in
the new normal. There was an
45% Television related searches

incredible quarter on quarter rise,

between Q1 and Q2 in 2020 for the What does this mean
following terms: for brands?

288% Dishwasher related terms Today’s internet users know exactly

what they are on the hunt for,
Adjustable Furniture making search ads the right channel
543% related terms to reach users as it is grounded in
needs and the reality of consumers.
80x Electric cooker related terms Found in the arsenal of every serious
marketer, search ads are often used
500x Murphy bed related terms as a bottom of the funnel tactic,
conversion tactic. But, is this the best
way to leverage search advertising?
Celebrating Q5 with
the Festive Season 2020 saw brands discover and
understand that search advertising
The discretionary spending for ensures visibility of brands in front
apparel, consumer electronics of high intent consumers, helping
and gifting saw a dramatic pause them maintain an edge over their
immediately after the onset of the competition. Top brands across
pandemic. Yet pent up budget from verticals saw search as a crucial
consumers were released as they medium, not only to drive sales but
loosened the purse strings for the also to build brand presence and
festive season [October-December] drive consideration.
which was dubbed as 2020’s fifth
quarter by brands across India. Leveraging Search for Branding
The following search trends were needs brands to get 3 things right:
observed during a half-year on half- 1. Concept
year comparison on Microsoft search 2. Content
platforms in 2020: 3. Cross-search

88% in the ethnic wear category Firstly, brands need to identify how
their core values fall in line with a
popular theme, brand or event. For
260% in the children’s
clothing category
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example, how does your brand fit in social media engagement plans
with the holiday season and spirit? and user experience workflows.
Or, how does associating with the Ultimately, creating unique ad copies
India Premier League help amplify that are reflective of the concept,
your brand among the masses? Once capture the attention of the search
the concept is in place, brands need user and drive them to your content
to build the right assets including help complete the loop.
mobile-optimized landing pages,

Making Search
work for your
brand from C ross-Promote
with Highvalue
Keywords
Awareness to With high-value keywords, brands
Conversions can reach consumers who are in
search of a brand and showcase
In summary, here is a checklist high purchase intent to drive
of our favourite tips to ensure meaningful conversions.
maximum impact for your
campaigns:

D rive incremental
acquisitions by
A im for the best
spot in SERPs
staying ahead of
competition
Build an arsenal of brand keywords Brands must target consumers
and run them in the best position. who are in search of the
This delivers the overall highest competitor’s brands and engage
value in terms of higher CTRs and them contextually to drive
conversion rates. incremental acquisitions.

B uild a brand
experience with
shoppable ads E ngage with
remarketing!
Shoppable ads provide a Keep the conversation going
seamless interactive shopping to ensure your consumers are
experience for the consumer, engaged. Leverage the power
with a live feature of viewing of remarketing to drive
and experiencing the product. maximum ROI for your brands

As long as marketers have these ABC’s in place, brands can

maximize the potential of search advertising across the
consumer’s journey, from awareness to conversion and beyond.

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3.1 Growth in the usage of

voice technology in India
Speech & voice technology and its crore by 2022. The speech and voice
capabilities have been in existence recognition tech market size will
for a while. Although consumer grow 2.8x by 2022.
usage towards technology is
changing as it is evolving and Most users of the technology
progressing. The adoption of voice give voice commands on their
and speech technology in India has smartphones followed by laptops and
been increasing rapidly and it will smart speakers. The voice assistants
continue to drive and shift consumer are frequently used to listen to music,
behaviour. ask for quick search results, and get
daily news and updates.
Businesses need to leverage this
technology and increase their More than half of the voice users are
customer base. Speech & voice giving voice commands to check the
technology has become the most weather, control their smart devices
disruptive medium today and the at home and set a timer/reminder.
way consumers are interacting with Most of the users have been using
voice assistants is also changing. voice technology on various devices
for at least a year. The technology is
Speech & voice recognition being used more by users belonging
technology with the current market to the middle age and they prefer
size of Rs. 210.63 crore will grow at to use Google Assistant than other
a CAGR of 25.62% to reach 417.51 voice assistants.

Speech and Voice Recognition Market

40.83%
40.75%
417.51

296.46
40.47%
Size (INR Cr)
40.32% 210.63 Growth

149.95

106.86

2018 2019 2020 2021 2022

Source: Voice technology in India, now & future: Consumer & business perspective report,
WATConsult, Recogn
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3.2 Drive towards vocal for

local language
India is a diverse country where India has over 600 million internet
people are multi-lingual and there users, and it is estimated that by
are more than 20 official languages end of the year 2020, close to 70%
with different dialects. Internet usage of all internet users will access the
in India is changing constantly and internet in the local language.
various digital, mobile and internet
applications have been introduced People in India are comfortable
in the local language. For businesses, accessing the internet in the local
appealing to the non-English speaking language, as much as, if not more
population can help in strengthening than English. The availability of apps
consumer trust and build a strong with local languages integrated and
relationship with the brand. advertising in the local language
could help with business growth. It

Navigation

Convenient to use apps

in local language

Music Streaming
Video Streaming

Easy to Navigate
Easy to Use
Convenient to browse online Travel

Easy to communicate using keyboard

Instant Messaging Cha

Search Engine
News

Keyboard

Feel Comfortable

Source: Digital, Diverse and multi-lingual India report, WATConsult, Recogn

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could also provide a more familiar language. They find it convenient

experience to different customers and easy to use video and music
belonging to different regions in streaming apps in the local language.
India. Users belonging to older age groups
are more comfortable using travel,
The majority of mobile users are using navigation and news apps in the local
instant messaging and chat apps in language.
the local language to communicate.
These instant messaging apps are With the usage of local language
mostly used by users belonging to advertisements, businesses can
the age group of 45 years to 55 years better connect with the diverse Indian
in the local language. The Gen Z has internet population and experiment
more inclination towards music and with messaging and communication
video streaming apps like Netflix, strategies. It is also important to
Amazon Prime Video, and YouTube invest in digitalised experience for
Music to consume content in the the customers to have a familiar
local language. online experience in their native
language.
On mobile devices, people are
comfortable using search engines,
news, and keyboard apps in the local

3.3 Transition towards digital

news media
The pandemic has pushed the process News media preference
of digitalization and transformation during lockdown
and it has radically altered the news 1% Mostly Print &
media. There is a shift in online news Some Online
consumption from traditional media
and the pandemic has changed the
news consumption of the audience Only Online
News
in India permanently. Mobile phones
21%
and technology have been the Mostly Online
catalyst for the digital transformation News &
Some Print
of news media. Print & Online
52%
News Equally
26%
India is a mobile-first news market
with a majority of people using their
mobile devices as a primary source
for consuming news. The audience
Source: The shift in news consumption from print to digital
report, WATConsult, Recogn

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accesses the news on social media and available at convenience. The

platforms like Facebook, Telegram, information and news content
etc. The reach of digital news is at on digital are mostly accessed by
every level of socio-economic strata visiting websites, using search
belonging to different regions of the engines, followed by news apps and
country. social media platforms. Most of the
audience belonging to the older age
More than two out of four people groups have preferred to consume
preferred to consume news mostly news on news apps, websites, and
online due to digital news having the social media platforms.
advantage of being easily accessible

3.4 Boost in online gaming in

India due to the pandemic
The pandemic altered consumer time on online gaming. The reasons
behaviour and the nationwide behind the growth of e-gaming are
lockdown did impact many sectors in that the majority of Indians are young
India. But the online gaming industry and are tech-savvy, having access
had no effect of the pandemic. Instead to the internet, mobile device, and
during the lockdown, there was an rising disposable income.
increase in the customer base. Due to
the lockdown, people had to find an At an overall level, 70% of the
alternative to entertainment, which gamers say that their time spent
led to more people spending more had increased during the lockdown

Change in time spent on gaming compared to pre-lockdown

Increased drastically 29%

Increased moderately 41%

Reamins the same 20%

8% Reduced

2% Reduced by a lot

Source: Online gaming during COVID-19 report, WATConsult, Recogn

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compared to the pre-lockdown has been becoming their favourite

situation. More people were playing activity to spend leisure time.
multiplayer games to socialise and
connect. Most of the young gamers under the
age of 24 years were spending more
‘Game on’ mobile time playing online games during
the lockdown. Majority of the gamers
In India, the majority of e-gaming had been gaming online at least once
takes place on mobile devices and a day. People also watched online
this is enabled due to devices running gaming streaming on Twitch, YouTube
high-quality games being convenient Gaming, etc. With localised content
and flexible. Online gaming on mobile and immersive gaming experience,
devices has become popular among gamers spent time on Indian games
amateur and casual gamers and like Rummy, Teen Patti, etc.

3.5 Shift in consumer spends

The pandemic had led to a new normal consumers and they had to reduce
and there has been a paradigm shift in spends and save more instead of
consumer spending when compared making purchases actively. During
to the pre-lockdown situation. The the lockdown, consumers purchased
country-wide lockdown has impacted medical supplies, computers, and
the household income, savings, and peripherals and fitness and wellness
spends of consumers. Consumers products mostly online. Consumers,
have been keener on online purchases during the lockdown, preferred to
as opposed to walk-ins. shop using digital payment methods
like mobile wallets (i.e. PayTM,
The lockdown had affected the PhonePe, etc.). More consumers
consumers’ finances and it was shopped online every day during the
difficult for them to meet their lockdown period compared to pre-
financial ends. Even uncertainty lockdown.
in economic activities worried

Increase in Spends
Mostly Online Online Online & Offline

51% 46% 44%

Medical Books & Groceries &
Supplies Stationery Supplies

Source: Change in consumer spends during COVID-19 report, WATConsult, Recogn

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The formal and informal sectors Increase in daily online shopping

had taken an extensive toll of 26%
the lockdown, which disrupted the
balance of supply and demand in the
Indian economy. The unlocking of the
16%
economy had restarted before halted

During lockdown
economic activities. According to

Before lockdown
the Indian consumers, they are very
optimistic regarding the full recovery
of the economy as they feel that it
will undergo a rebound within 3-6
months post lockdown.
Source: Change in consumer spends during COVID-19 report,
WATConsult, Recogn

3.6 Adoption of online

education in India
Indian education is majorly based to transition to online education
on traditional methods of learning and feel that their child can manage
and follows the traditional set-up of schoolwork.
face-to-face lectures in a classroom.
According to the teachers and According to most of the teachers,
parents, the majority of institutes had post-COVID-19 their institute will
either implemented online learning return to its traditional teaching
partially or had not implemented practices with minor changes.
it before the pandemic. But after On the other hand, 34% of the
and during the pandemic, more parents feel that students should
than two-thirds of the institutes have technology-enabled schooling
have implemented fully functional options like online school and
online learning. Many institutions colleges. Due to the pandemic,
have shifted their base to virtual parents have become adaptive and
platforms like web conferencing are now more open to the online
apps, use of presentation apps, etc. learning at-home method. The Indian
to teach online. Online education online education industry has great
has enabled personalised learning potential and becomes important to
for the students, which has made it prepare logistics and build a stable
quite effective, and teachers have digital infrastructure to be future-
had moderate experience with this. ready.
33% of the parents find it convenient

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Digital Media in Education

2/
3

Digital Tech Use

of students use web
conferencing apps
69 %
68 %
for online education

Teachers Students

Parents outlook on online education:

of parents favour
technology-enabled
30 %

34 % schooling options
like online schools
Parents are now
and colleges
more open to online
learning at home.

Source: Adoption of online education during the pandemic, WATConsult, Recogn.

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Social Commerce:
Unlocking the $70 Billion
Gold Mine in India

A recent study from Bain & Company and Sequoia suggests- 76% Indians
do not trust online sources for their purchase needs, 75% Indians only buy
products from someone they can trust, 23% found the unavailability of product
descriptions in local languages was a problem, and 10% struggled with finding
the right products to fit their lifestyle needs.

Enter Commerce 2.0 aka Social Two branches of social commerce

Commerce that would see a rise in India are -

ndia has 734 Million Internet users 1)

Reselling on platforms like
(54% penetration) as of October Meesho, led by resellers, who sell
2020, and only 15% (110 Mn) shop products to their friends, family
online. While traditional e-commerce and earn a commission.
(Amazon, Flipkart), still in the early
stages, continues to grow at a rapid 2) KOL (Key Opinion Leaders) led
pace, social commerce is accelerating content commerce on Trell,
the growth by helping people make where brands collaborate with
well-informed purchase decisions. KOLs to share experiences of
Expected to be a $70 Billion industry products with their aspirational
by 2030, it is built on the hybrid followers in native languages. This
grounds of a social network and optimizes product discovery and
commerce, glued together with the community-led recommendations
promise of trust. to drive purchases.

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The KOLs and creator economy in D2C models, where KOLs act as
distributors, and content platforms
KOLs are hyper-local subject replace brick and mortar stores,
matter experts with an in-depth making it a more cost-effective
understanding of their region’s channel for sales.
cultures, intricacies, and are a key
factor attributing to the rise of social “For us at Dr. Vaidya’s, Trell has
commerce in India. always been an exciting platform
because it allowed us a new way to
Trell has over 15 Million+ content get closer to our users. Working with
creators and over 10,000 are KOLs, KOLs on the platform allowed us to
who earn between Rs 50,000 - unlock regional communities and
Rs 25,00,000 a year. The ability to communicate in a deeper manner
monetize passion has made content with our consumers. It is just the
creation a primary profession for the beginning and we can’t wait to explore
young generation, while some enjoy what more the platform will have
it as a secondary career option. in store for us.” says, Arjun Vaidya,
Like Tanya Manavalan, a 24-year- CEO of Dr. Vaidyas, who partnered
old teacher and KOL, who wanted to with Trell to list their products and
pursue her passion for storytelling sell on Trell.
via content creation. A year ago, she
started creating beauty and wellness Connecting the dots: The Single
content and has skyrocketed with Platform Powerhouse
over 955K+ followers. With multiple
brand collaborations, Tanya is now Today it is difficult for brands to find
earning more than Rs 50,000 a month the right influencers with the growing
on Trell as an additional income. volume of content creators. And for
consumers, to identify products that
Brands Leveraging KOL satisfy their lifestyle needs.
economy
Trell presents as a matchmaker
The other half of this growing story are between Brands, KOLs, and their
the brands that are leveraging the KOL consumers by doing the following,
community for visibility and increased
ROI. Fashion, Beauty, and Personal • KOLs add credibility to the brand
care are lucrative categories that by sharing honest product reviews
benefit from visual and experience- and recommendations with their
based recommendations. The future community in local languages.
of retail for these categories lies

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• Combining this with the power

amongst the GenZs & Millennials. The
of advanced AI/ ML technology 60sec branded content videos were
and product innovation, Trell published on the Influencer’s Trell &
personalizes the experience for other social media handles and also
brands and users by providing pinned on the Trell Homepage for
deeper insights into the region, incremental reach & visibility.
gender, age group, potentially
down to the details of skin type, The 1 week campaign successfully
body type, and their other lifestyle delivered 2X the reach and 1.5X of
concerns, simplifying the process the video views committed and drove
of discovery for each stakeholder 60% of the video watch time on the
at the click of a button. platform

With this ground-breaking impact,

KOLs from tier 2 and 3 cities are
living their passion to become micro-
entrepreneurs, niche D2C brands
are empowering over 40 million
Indians to establish small businesses,
and overall it will create significant
growth in the wealth creation for
the country.

Vi on Trell - A case study

Vi partnered with Trell during

Christmas to drive participation
for their “Scan a Santa” contest &
creation of customised festive cards.
Vi harnessed the power of Trell’s
15mn+ KOLs and Influencers for this
campaign. Trell’s top influencers
from the Beauty, Personal care,
Fashion & Humor categories created
branded content for Vi to drive
engagement and spread brand love

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Mass Digital:
The New
Way Forward

Heeru Dingra
CEO, WATConsult

Changes in Indian Consumer Behaviour 76

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W hile the outbreak of COVID-19

brought social and economic
life to a standstill and undeniably
first-time shoppers from the tier II
& III cities and bringing small scale
stores & retailers into the fold, the
caused a significant ‘shift in consumer e-commerce industry reached the
behaviour’, it provided unique masses of India like never before.
opportunities to India by compelling Some facets of e-commerce that
the majority of people to shift online. contributed to driving its growth are:
The increasing internet penetration
with nearly 800 million users in 2020 Social Commerce: Over the years,
gave rise to several first-time users social media and e-commerce
(FTUs) or termed as ‘the Next Billion’ have gradually fused their certain
users - largely from the rural circles attributes to create social commerce.
where the majority of India resides. Various social media platforms like
The on-going national level initiatives Facebook Marketplace, Instagram
like ‘Made in India’, ‘Vocal for Local’ and WhatsApp are offering seamless
and ‘Aatmanirbharta’ amplified this shoppable links, checkout options,
trend further. call-to-action button, and interactive
visual chatting templates – all in a
India was already one of the world’s bid to shorten the buying journey,
largest and fastest-growing base of allowing businesses to easily find,
digital consumers. inspire and convert a window
shopper into a customer. Targeting
Propelled by the extensive internet Tier II & III cities, homegrown social
penetration, low-cost smartphones, commerce brands like Meesho,
national focus towards self- BulbulTv, Shop101 among others,
sufficiency, and impact of the are building a consumer base and
pandemic – brought about a massive an extensive online presence for an
shift in consumers’ preferences almost negligible investment while
and led to mass adoption of digital onboarding more than 10 million
across sectors and geographies. resellers. To widen the reach in Tier II &
The harbingers of this change are III cities, Flipkart recently introduced
the three pillars of the Indian digital a social commerce platform, “2GUD”,
revolution: E-commerce, OTT, and to leverage the impact of influencers
Digital inclusivity. and engage with the younger Indian
audience.
E-commerce
Video Commerce: Video commerce,
E-commerce, undoubtedly, witnessed also known as shoppable videos,
the most significant transformation has a high potential for brands in
and widespread adoption this year, terms of reshaping and revamping
catalysed by the COVID-19 pandemic. their marketing strategies. Thanks
With an ever-increasing number of to the high per capita consumption

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of internet data, growth in video constantly growing and is pegged

content and the rapid incline of the to register a 2.8X growth by 2022,
e-commerce market. With platforms states WATConsult’s report ‘Voice
like Instagram and Facebook Technology in India: Now & Future’.
capturing the trend, and other short- The report also highlights that more
format social video platforms that than 70% of respondents are well
urged people to create more content acquainted with how to use voice
in their own languages were probably assistants like Google Assistant,
the ones to take the trend off the Amazon’s Alexa and Apple’s Siri and
ground. For instance, the audience 49% of people have enjoyed their
finds the fashion apparels worn on- shopping experience aided by a
screen quite appealing, but searching voice assistant. The ongoing health
for the exact same piece of clothing crisis further accelerated the use
on different e-commerce platforms of voice technology, making it the
is quite tedious. How instantly new UI aftertouch and a contactless
gratifying would it be if the OTT alternative to completing tasks.
platform allows the viewer to directly For instance - KFC India allowed
purchase the product through the its customers to order food by the
video itself? This amalgamation of means of its smart speakers.
retail and OTT technology combines
the engagement of video content The convenience voice technology
and the convenience of e-commerce, provides to the masses by allowing
making the shopping experience them to access it in local languages
more personal, product features more has already been recognised in Tier
prominent, to provide a seamless II & III cities and the rural areas,
experience to the consumer, thus, with Google Assistant available in
shortening the buying process and 9 Indian languages. Voice-enabled
reducing the returns as chances of applications open up the digital
mistaken selections drop. The future world to the financially diverse set of
will see the brands vying to make users who can’t afford smartphones.
the shopping experience the most No high-end technology or even the
engaging and captivating for the touch capability is required to help
consumers. reach this technology to the most
far-flung parts of the country, which
Voice Commerce: The usage of voice- armoured the consumers with the
assistants is evolving from basic tasks option of using voice as the primary
like searching for queries and setting interface on their mobile devices and
alarms, to more nuanced actions get closer to products and services
like navigation, comparing product that would be otherwise inaccessible
prices and adding items to shopping to them.
carts on e-commerce platforms. The
user-base of voice searches has been

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Hyperlocal Commerce: The dip in The implications of omnichannel have

the economy during the pandemic changed over the pandemic. Earlier
along with the increased demand it offered a much larger catalogue
for products and services without of products even including what was
venturing out, led the consumers and out of stock in the brick-and-mortar
businesses to look towards locally stores so that they could have it
resourced amenities. The last few shipped either to the store or their
months have led the retail industry homes. Now, however, it has shifted
to shift its focus from mega malls more towards ‘shipped from store’
to hyperlocal economical units. The where brands basically use their
hyperlocal e-commerce industry stores as warehouses and deliver
has accumulated a tremendously the required products directly to
rising number of consumers both in the consumers, significantly, cutting
metro and non-metro cities, with its down on the logistics cost in the
growth majorly driven by logistics, process. Omnichannel is presenting
food, groceries, and pharmacy. The the brands and marketplaces with a
changes in consumer behaviour have unique opportunity to better utilise
led to the adoption of hyperlocal in their inventory, offer faster delivery
spades with companies like Grofers, and completely leverage the supply
Urban Company, Dunzo, Zopper chain, which is a win-win situation
joining the foray, among others. for both.
With an increase in technological
advancements for efficient Social distancing and stay-at-home
demographic and psychographic orders have accelerated the mass
segmentation to better target the adoption of e-commerce from a
audience, the growth in this sector steady march forward to a wild sprint
is only going to multiply. to the finish line. This fundamental
shift in consumer behaviour will
D2C and Omnichannel: The Direct likely remain strong post-COVID-19,
to Consumer (D2C) model has an and retailers that take the leap faster
immense draw for the brands across will create the platform for success.
sectors in addition to being one of
the key contributors to the growth Over-the-Top (OTT):
of social commerce in India. Benefits
like reducing significant time in the The COVID-19 outbreak brought about
delivery process by partnering with a significant shift in the behaviour of
the logistics companies, cutting the consumers in almost all aspects
on costs by making the middlemen of the digital and physical world.
obsolete and having control of a The online video streaming industry
much larger part of the consumer is one of the sectors that is heavily
buying process have pushed the but positively impacted as a result
retail brands to invest a large part of of this shift, with consumers looking
their budgets into building websites. forward to exploring the seemingly

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inexhaustible content library of the when considering the 35-44 year

OTT platforms. Here are some facets age group. Recognising the fact that
that facilitated the widespread OTT is rapidly reaching the masses,
growth of the OTT industry in the especially in the tier II and III cities,
Indian market: the big names in the industry such
as Netflix, Amazon, Hotstar, et al are
Digital infrastructure: Growing heavily investing in building a local
internet penetration in the country, content library, thus, original content
especially into the rural areas has developed for the mass audience.
enabled easy accessibility of OTT
platforms - an alternate medium of Hyper-personalisation: OTT
entertainment accessed anywhere, platforms have undoubtedly
anytime, on any device, as per the become one of the major sources
user’s convenience. Aptly recognising of entertainment during the current
the market, several telecom carriers times, drawing consumer attention
have chosen to incentivise their with free trials and other lucrative
customers by offering subscriptions offers. But the actual testament
to OTT platforms like Netflix and to their prowess is the use of both
Amazon Prime Video. content and technology to retain
the consumers by suggesting
Digitization is further fuelled by relevant content and providing a
Government initiatives like ‘Digital personalised experience, in order to
India’, which envisions a connected give a seamless viewing experience
India and is working towards building to the consumers and retain their
2 million Wi-Fi hotspots in the country competitive edge.
by the end of 2021, in addition to
connecting villages with high-speed One-Stop Entertainment: With a
optical fibre network. surge of players in the OTT space,
video streaming platforms are now
Original and Regional content: The going beyond their standard offering
Ongoing pandemic led to an immense to stand out. MX Player, gradually
surge in the usage of OTT platforms. expanding towards ‘everytainment’,
This rapid increase in the rate of offers its users 25 hyper-casual
consumption creates a constant games like car racing, quizzes, and
demand for new content. According is in process of developing more.
to WATConsult’s report ‘Digital,
Diverse and Multilingual India’, only Keeping in mind the rising demand
11% of people prefer to watch only and newer audience groups, video
English content, whereas 28% people streaming platforms currently have
prefer to consume equal content a unique opportunity to expand into
in English and their local language, different genres by tying up with
which increases drastically to 71% relevant partners. Disney+ Hotstar

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teamed up with a fitness, yoga, and Diverse, Inclusive & Unified

nutrition content producer, which India:
allows them to introduce content
curated by their fitness experts, It is one thing to bring the masses
spiritual gurus and celebrity to the internet and a whole another
nutritionists. thing to create a wholesome space
that resonates with them. The Indian
Live streaming is increasingly scenario, however, is on the right
becoming a rather significant aspect track with an ever-increasing reach
of digital platforms. People eagerly of the internet across the country,
look forward to the live streaming newer players joining the space, and
of sports events, news, product the importance of inclusivity being
launches, certain entertainment considered at every step.
events and concerts. The sports
sector, mostly viewed live, has the Here are some of the factors that are
most potential to be monetised. It is helping in the apt representation of
substantiated by the fact that the ad a Diverse, Inclusive and Unified India
rates for IPL and Champions Trophy on digital:
have nearly doubled year-on-year
on various OTT platforms. Amazon Diverse India – The Next Billion
Prime Video recently diversified Users: Hitherto, the digital landscape
further and acquired the Indian was all about catering to the top
digital rights for the next six years tier of the massive 1.3 billion+
for all international cricketing events population, thus, limiting its reach
to be organised by New Zealand. so far. With 121 languages and more
than 19,500 dialects, India is the
OTT platforms initially started as epitome of lingual diversity. Ergo,
supplementary online destinations the availability of everything in
to catch-up with TV have outgrown by local languages seems to be critical
further diversifying their offerings, in getting India’s yet ‘un-digitised’
broadening the quantity and quality population online, especially in the
of their content, and trying to tier-II & III cities along with rural
present as a one-stop entertainment India, also termed as the ‘Next Billion
destination for all their consumers’ Users’. This need has compelled
wants and needs. start-ups to develop local language
solutions. While start-ups like Reverie
and Vernacular.ai cater largely to
enterprises and the government,
consumer-centric start-ups like Indus

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App Bazar, an indigenous app store, digital-led lifestyle, courtesy to the

and online gaming platform WinZO structural shifts in the consumer
have also witnessed strong traction. behaviour brought on by the
pandemic. The digital industry giants
The customer shift to online services are gearing up to step into this arena.
is no longer limited to text-based input, The measure of a successful Indian
as many Indians searching by voice. super app will be dependent on
It has become their first choice over seamless integration of innovation,
text. Realising the changing trends, all the while focusing on giving the
communication has been enabled consumers a more localised digital
in several local languages through experience.
their voice assistants by big players
in the digital media ecosystem. One India – Educational,
Agricultural, Healthcare &
As digital becomes an integral part Financial Inclusivity
of our lives, the demand for more
localised content is also increasing. EdTech: If there’s one sector that has
When it comes to expanding the been most affected by the pandemic,
scope of technology and digital, India it is the educational institutions
is marching towards a direction, and students. But they are also the
which is definitely more localised and ones who have best adapted to the
vernacular, thanks to the push from situation by shifting the classes to
the government and Digital players, the online platforms like Zoom and
setting a new precedent for other Google classrooms, live classes and
non-English countries and sectors tying up with EdTech firms. India’s
to follow. EdTech sector has experienced a
definite surge with over 4,000 start-
Rise of Super Apps: The world ups being launched in the last six
is rapidly moving towards an era years, pushed by the ever-growing
of hyper-personalisation, hyper- internet penetration and inexpensive
targeting and a multi-platform accessibility of smartphones.
market, hence, increasing the value
of omnichannel super apps. The The Government of India’s new
idea of umbrella platforms providing digital education platform, DIKSHA,
consolidation of multiple offerings registered more than 6 million views in
is especially appealing to the Indian just the first three weeks of lockdown,
audience, with India becoming an along with other platforms e.g. Bjyu’s,
increasingly mobile-first market and Vedantu, Coursera, UpGrad, among
seeing a surge in digital usage. The others. Most of these educational
super apps are the obvious next setups are following the emphasis
step to attract the Indian consumers put by the New Education Policy
who have recently embraced a more

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2020 (NEP) on the use of vernacular HealthTech: Adoption of digital

language for teaching. OTT platforms solutions and non-contact processes
are also being leveraged to increase is likely to influence how the
the accessibility and affordability healthcare sector evolves long after
of online education, for example – COVID-19 ends. Telehealth systems
Eduauraa, launched on Zee5, gained and e-pharmacies relieved some
nearly 5 lakh subscribers in just two of the immediate pressures of the
months. country’s overburdened healthcare
infrastructure. With several apps like
With advancements in technology Practo, DocsApp and MFine, among
and detailed planning, the digital others, quality healthcare and
format will be able to equitably reach access to doctors reached individual
the masses so as to provide quality households through digital means,
education to all. even the rural areas to some extent.

AgriTech: Agriculture, one of the E-pharmacies, as a sector, has only

traditional industries in India, was recently come into their own with over
pushed to innovative, technological 50 online pharmacies present in the
introductions via the digital medium. market and offering the consumers
The collaboration of agriculture and an affordable and convenient means
technology has essentially opened to purchase medicines. The Indian
up an array of opportunities for new Ministry of Health and Family Welfare
start-ups. Agritech is on a steep rise, (MoH&FW) along with NITI Aayog
employing the expansive arsenal laid out guidelines for telemedicine
of technologies at its disposal like to give the practice legal validity
machine learning, satellite imaging and streamline its use during the
and data analytics, among others, all current crisis. The government’s
to maximise the agriculture output new initiative, National Digital
and fulfil the needs of the farmers. Health Mission, will connect all
the stakeholders, like healthcare
Along with adopting digitization, the providers, payers and fulfilment
Indian agriculture sector has also gone agencies. With the use of nationally
global, with NITI Aayog, the Indian shared digital infrastructure, it aims
government’s think tank working to lower cost and promote wellness
with technology mammoths such to a larger set of population.
as Microsoft, IBM, SAP and several
others. It intends to derive creative FinTech: With the pandemic affecting
solutions to increase predictability, all aspects of our lives, its impact
improve yields and raise the incomes was also seen on the banking sector
of Indian farmers by leveraging and the larger financial ecosystem
advanced technologies. of the nation. Banking and payments
though have long adopted several

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digital offerings, but recently they traction as they offer a simple, secure
have witnessed a significant rise in and convenient means of payment
the integration of digital technologies and Fintech players are doing their
on a mass scale. bid to successfully target the last
mile penetration.
Many innovative and note-worthy
initiatives have recently been India had already started to undergo
introduced to the digital payment a technological transformation. The
ecosystem of India like UPI, Bharat pandemic accelerated the process by
Bill Pay, IMPS and ETC (Electronic Toll a few years. Covid-19 has prompted the
Collection) through FASTag, all by country to reimagine the possibilities
the National Payments Corporation of connectivity triggering an
of India (NPCI). Banks announced opportunity to rebuild the economy,
WhatsApp banking services directed digitally. The population moved
at seniors and rural customers who along an exponential technology
might not be well conversant with curve from barely any connectivity in
online banking. 2014 to the second most connected
nation in the world in 2020. With
With continuous use of advanced the rapid adoption of technology,
technologies, Indian digital payment sustained efforts and partnerships
and FinTech companies are now between private and public sectors
offering an expansive array of to democratise digital, making sure
integrated and consumer-friendly that everyone has the opportunity
solutions in the form of new and and is enabled to participate in the
innovative business models. Newer digital economy, India has a unique
services like Bharat QR or contactless opportunity to make the vision of a
‘tap-to-phone’ are gaining rightful truly inclusive India a reality.

“
With the rapid adoption of technology, sustained
efforts and partnerships between private and
public sectors to democratise digital, making
sure that everyone has the opportunity and is
enabled to participate in the digital economy,
“
India has a unique opportunity to make the
vision of a truly inclusive India a reality.

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The findings presented in the report have been arrived

through primary and secondary research.

Primary Research:
Interviews were conducted with advertisers and
stakeholders across industry verticals, media agencies,
online publishers and ad networks to understand their
advertising investments across media, along with
other focus areas in digital media.

Secondary Research:
Secondary research was done to identify the market
structure and dynamics of the digital ad market in
India. Information was collected from various external
and internal sources, and analysed thoroughly for
validating the primary data.

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TEAM BEHIND THE REPORT:

dentsu International India | exchange4media | Carat India | Isobar India |
iProspect India | Fractal Ink | Dentsu Webchutney | SVG Media |
Merkle Sokrati | Amnet | Amplifi India | WATConsult

SPECIAL THANKS TO:

Vivek Bhargava, Head, dentsu Performance Group
Shamsuddin Jasani, Group MD, Isobar South Asia
Sidharth Rao, Chairman, Dentsu Webchutney and Happy Mcgarrybowen
Rubeena Singh, CEO, iProspect India
Anubhav Sonthalia, CEO, Merkle Sokrati
Heeru Dingra, CEO, WATConsult
Tanay Kumar, CEO, Co-Founder & Chief Creative Officer,
Fractal Ink Design Studio linked by Isobar
Kartik Iyer, President- Media Brands India, dentsu
Sujata Dwibedy, Group Trading Director, Amplifi India
Gopa Kumar, COO, Isobar India
Gurjot Singh Shah, Senior VP & National Media Head,
Dentsu Webchutney
Isthaarth Dalmia, AVP, Strategy & Lead - Corporate Strategy,
Dentsu Webchutney
Prashant Nandan, AVP, Amplifi India

REPORT - Research, Compilation, Design and Launch:

Abheek Biswas, AVP, Consumer Insights, WATConsult
Prabhupreet Singh Ahuja, Deputy Research Manager, WATConsult
Ashwin Palkar, Executive Creative Director, Dentsu Webchutney
Shreya Vivek Arora, Senior Visualiser, Dentsu Webchutney
Jeanine Soares, Dentsu Webchutney
Aditi Gujaran, Dentsu Webchutney
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