- The rise of
digital advertising, massive content bloom, targeted marketing and novel ways to earn attention are some things that the market is transitioning to embrace.
- Amitt Sharma, CEO & Founder, VDO.AI writes how the advent of
adtechin India is resulting in a complete revamp of advertising, and leading to more targeted communications.
The advent of state-of-the-art adtech is revamping the
The Status Quo
India's content industry is booming in terms of consumption; however, ad spending is declining significantly. This poses a critical question on the viability of the conventional ad models. Hence, a need for multi-disciplinary content monetization strategies and business models are becoming imperative for the industry.
The 2019 report from Maga Global stated that digital advertising alone represented half of the total advertising market for the first time. The pandemic also impacted the industry where television advertising experienced a de-growth of 14-18 percent, while online mediums became a proactive method for mass communication.
Adtech paving the way through
2020 posed immense operational challenges and triggered an increased reliance on programmatic media buying and dwindled from its direct, IO based booking counterpart. Other than that, enterprises are looking for more efficient solutions to advertise. A recent survey showed that out of 2,000 global IT decision-makers, 72% have already invested in technology to improve brand content, customer experience and reduce operational costs. The use of AI and machine learning to increase speed, accuracy and gain high customer-centricity will be the primary goal moving forward.
Advertisers are prioritising
Targeted Advertising and Website Monetisation
One prominent way to content distribution is through web portals. With real-time traffic trackers, demography settings, and advanced targeting mechanism,
Website monetisation will help expand revenue, generate passive income for the publisher. It's also proven that having videos on the website increased organic search traffic on a website by 157%.
Targeted communication Vs Mass communication
Though the world of mass communication is still strong, it might face some critical difficulties in the coming years. With social media delivering viable solutions to virtually touching your end consumer, mass communication's relevance as a one-size-fit-for-all will not work in the future. Hence, digital publishing gives the advertiser an option to choose a platform that fulfils their exact needs, touches their actual audience and ignores everyone else.
We live in an ROI driven world
We have entered a world dominated by performance, data, automation and insights. This has initiated an economy of performance-driven solutions and products, and ROI has become of utmost importance. Companies are continuously looking for quantifiable results for ads and investing in adtech to justify every penny of their investment. Website
monetisation giving an option to deliver detailed reports on investment and processing ROIs in an instance makes it an even lucrative option for brands.
The work-from-home culture is expected to stay and open new possibilities in the office spaces by making them more dynamic. The drastic change in consumer behaviour while consumption of content is compelling advertisers to use their options well. Sticking to just one option will not bear much fruit in a hyper-digital world.
Furthermore, customer-centricity is becoming of prime importance, and the audience has become the king even in the virtual space. Adtech might solve the distribution problem, but the customer's choice and preferences need to be followed in every aspect of marketing and advertising.