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<ul><li>Predicts ₹20,000 crore of incremental <keyword id="389052" type="General" weightage="20" keywordseo="ad-spends" source="Orion">ad spends</keyword> in 2023 compared to 2022.</li><li>The launch and expansion of 5G services beyond top metros, combined with affordable smartphones, is expected to drive ad spend growth.</li><li><keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword> moves up to the 8th position globally in ad spends and continues to be the fastest-growing market in the top 10 markets, the report said.</li></ul>Ad spends in India will rise by ₹20,000 crore in 2023 compared to a year ago, predits GroupM, a media investment company in its report titled This Year Next Year (TYNY). This highlights the continued growth and potential of the Indian advertising industry and the opportunities it presents for advertisers. The report highlights a 15.5% increase in ad spends in India, reaching ₹1.46 lakh crore in 2023. India moves up to the 8th position globally in ad spends and continues to be the fastest-growing market in the top 10 markets worldwide, the report said. “Indian adex (ad expenditure) will be the fastest growing globally at 15.5% supported by robust macroeconomic conditions. Digital, at 56% of all advertising spends and growing at 20% over last year, is driving the growth of adex. India stands out globally with all mediums expected to grow with TV, print and radio growing at high single digits! We see 2023 panning out stronger as we move into the second half of the year and are confident of the Indian adex staying on course to grow as projected,” said <keyword id="2851224" type="General" weightage="50" keywordseo="ashwin-padmanabhan" source="Orion">Ashwin Padmanabhan</keyword>, president of investments, trading and partnerships at GroupM India. The launch and expansion of 5G services beyond the top metros, combined with affordable smartphones, is also expected to drive ad spend growth. The report mentions several exciting emerging trends for 2023 that will impact how brands engage with consumers and drive growth. Key trends include – moving towards attention planning, rise in retail media, new dimensions of omnichannel, democratisation of commerce with <keyword id="5862596" type="General" weightage="50" keywordseo="ondc" source="Orion">ONDC</keyword>, among others. ONDC is a non-profit company established by the Department for Promotion of Industry and Internal Trade of Government of India to develop open e-commerce. Says <keyword id="232445" type="General" weightage="50" keywordseo="prasanth-kumar" source="Orion">Prasanth Kumar</keyword>, South Asia CEO, GroupM India, “As technology redefines interactions between consumers, brands and businesses the ad industry must navigate through this changing environment. The past 3 years have been marked by macroeconomic volatility and global events that have impacted advertisers’ businesses and ad spending. The Indian economy though is expected to weather these challenges and is poised to grow in the coming years.”

Ad spends in India to rise 15.5% to ₹1.46 lakh crore in 2023: GroupM TYNY report

<ul><li>Auto, e-commerce &amp; mobile handsets to drive ad growth in 2020.</li><li>Digital will account for 30% of the media mix and is estimated to take 65% of incremental adex in 2020.</li><li>
H2 is expected to bring in better growth on the back of government schemes, revival of the auto sector and a good monsoon.</li></ul> India’s advertising investment is to reach an estimated Rs. 91,641 crore in 2020, according to <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> futures report ‘This Year, Next Year’ (TYNY) 2020. India will continue to top the list as the fastest-growing major ad market in the world. 
 
 
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 As per the report, India will continue to be the third-highest contributor to the incremental ad spends, only behind UK and USA while China drops to the fourth spot and the eight fastest-growing country with respect to ad spends across the globe. 
 
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 Commenting on the findings of the TYNY 2020 report, Prasanth Kumar, CEO - GroupM South Asia said, “We expect the global adex to grow by 5.1%. The Indian media landscape is constantly evolving, will continue to witness the fastest growth of 10.7% to reach Rs 91,641 crore. While we expect sustained and stable investment across media in India, Digital is expected to garner 65% of incremental ad spends in 2020. In 2020, India faces challenges and uncertainties across sectors just like other markets. However, this also brings opportunities for brands to innovate because of which we see an evolving media stack. This will be propelled by greater use of technology and better content across media.” 
 
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 Globally, Digital adex is growing on the back of other mediums losing out on spends. In the last four years, <keyword id="8725829" type="UNKNOWN" weightage="20" keywordseo="Indian-Adex">Indian adex</keyword> has grown at a CAGR of 12.2%. In 2019, all media agencies had to revise their adex forecasts, owing to a slowdown in TV spending by advertisers. This was an effect of the general slowdown of the economy as well as the new tariff order. 
 
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 However, 2020 is expected to bring in better growth rates for the industry, shared Sidharth Parashar, President - Investments and Pricing of GroupM India, who also stated that H2 is expected to bring in robust growth. Speaking about the factors that he think will aid the growth, Parashar said, “We expect government schemes to bring in some growth, however it will take one to two quarters to see action on ground and hence we will see the effects in H2. Revival of the auto sector is the second biggest factor. It is also critical from multiple aspects of economic growth.” He also added that good monsoons will help bring back positive sentiments. Tushar Vyas, President Growth and Transformation - GroupM South Asia said, “There are multiple advancements happening in technology which is transforming digital advertising and other mediums. India being a diverse country, digital will keep growing, especially with the rise of content platforms and its availability in multiple languages powered by the growth of 3Vs. From a predominantly ‘at home’, ‘urban’, ‘English print’ &amp; ‘TV’ consuming market, the Indian media consumer evolved to include ‘on the move’, ‘rural’ &amp; ‘regional’ counterparts, experimented with digital media in the early 2010s’, adopted social media in middle of the decade and started consuming digital videos voraciously after 2016.” <keyword id="2851224" type="PERSON" weightage="20" keywordseo="Ashwin-Padmanabhan">Ashwin Padmanabhan</keyword>, President – Partnerships and Trading of GroupM India, “While there are challenges and uncertainties in the market, it is a world of abundant opportunities in the content eco-system. This gives us vibrant options to reach and engage with consumers. It necessitates us to be agile, invest in new-age talent and technology while keeping an eye on the future. The key is to be always prepared while we are shaping the media landscape.”

Indian AdEx to grow at 10.7% to reach Rs 91,641 crore, Digital expected to reach 30% of media mix in 2020: GroupM report

<ul><li>India is the 9th largest market in ad spends and 5th highest contributor to incremental ad spends.</li><li><keyword id="50691" type="General" weightage="100" keywordseo="digital" source="Orion">Digital</keyword> to reach 45% media share in 2022.</li></ul>GroupM India, today announced their advertising expenditure (Adex) forecasts for 2022. As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2022, the ad spends are estimated to reach 107,987crs in 2022. This represents the estimated growth of 22% for the calendar year 2022. India to be the fastest-growing market among the top 10 global markets and retains its 9th rank in 2022. Commenting on the TYNY 2022 report, Prasanth Kumar, CEO, GroupM South Asia said, “The pandemic has pushed the envelope towards digital and has hence topped the pie, with advertisers keen to explore more of it. Ecommerce and Telco will drive the economy, we also expect FMCG and auto to slowly catch up and contribute towards this growth.” Tushar Vyas, President – Growth and Transformation, GroupM South Asia added, “With the pivot to digital by consumers and companies alike, digital emerges as the largest medium in 2022 with an estimated share of 45%. Digital is estimated to grow by 33% in 2022. As digital capabilities enhance and connectivity becomes omnipresent, technology will further poise and change almost every sector of India’s economy.” Parthasarathy Mandayam, Chief Strategy Officer, GroupM South Asia, said, “With consumers gravitating towards themes like sustainability and sensitivity, brands are adapting rapidly, and media has the power to lead this change. Flexible, specialist and distributed teams are the order of the day and this trend will be further enhanced with the arrival of 5G. The emphasis on performance marketing has further accelerated and is at the very core of marketing. Intelligent &amp; responsible leverage of first-party data will be critical for brands &amp; marketers in driving this.” Atique Kazi, President – Data, Performance &amp; Digital Products, GroupM India added, “Marketers will have to bring together innovation, intelligence and integration in their strategy to win on Digital. In 2022; we will also see addressable TV coming to India in some scalable form and connected tv surge with smart TV sales and new fibre/broadband connections will be on the rise. Focusing on eCommerce, performance marketing, outcome-based media and addressable data is winning formula in 2022.” Sidharth Parashar, President – Investments &amp; Pricing, GroupM India said, “While digital is set to take the larger pie, we are expecting a noteworthy revival for OOH &amp; cinema too after a tough period. Advertising on e-commerce, the rise of influencers and short format videos along with OTT has witnessed growth in 2021, which would continue in 2022.” Ashwin Padmanabhan, President – Partnerships &amp; Trading, GroupM India added, “The rapid digital transformation of companies, brands and the way they connect with consumers is reflected in the global <keyword id="1831042" type="General" weightage="20" keywordseo="advertising-spends" source="Orion">advertising spends</keyword> as well as the way even traditional media is expanding with their digital extensions. India in 2022 will see a rapid manifestation of these Global trends and thus fundamentally altering the media industry.” GroupM also shared some of the top trends that will shape the Indian consumer and therefore industry. The trends presented were around the shifts in organizational structures, consumer sensitivity and sustainability, digital experience, data, commerce, creator ecosystem, growth of sports business, use of technology, performance marketing, addressable TV and evolution of offline media.

Digital to overtake TV to become the largest medium in 2022; Ad spends estimated to cross Rs 1 lakh crore in 2022: GroupM TYNY report

<ul><li>In India, out of 1.3 billion people, a third (more than 400 million) already had access to social media before the pandemic.</li><li>This number has surely skyrocketed in the last 18 months and there is a significant shift in consumer behaviour that is the real fuel for the growth of the segment.</li></ul>The <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> industry is undergoing a transformation triggered by the pandemic as well as the rise of brands wanting to connect with consumers directly. INCA, GroupM’s brand-safe influencer and content marketing solution unit today announced the release of The India Influencer Marketing Report. To be an annual highlight in the calendar, this industry report is the first ever to quantify the current and predict the future path of influencer marketing in India. The report looks at all aspects of the industry including trends and the impact of regulation. In India, out of 1.3 billion people, a third (more than 400 million) already had access to social media before the pandemic. This number has surely skyrocketed in the last 18 months and there is a significant shift in consumer behaviour that is the real fuel for the growth of the segment. Commenting on the report, <keyword id="232445" type="General" weightage="20" keywordseo="prasanth-kumar" source="Orion">Prasanth Kumar</keyword>, CEO – GroupM South Asia said, “Over the last few years, brands have shown significant interest in influencer marketing. The pandemic has accelerated the adoption of influencer marketing by brands making it an integral part of the brand marketing strategy and is now an important part of our media mix recommendation to brands. The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behaviour is changing at a fast pace, and we want to empower marketers with the knowledge that can help them.” According to the report, top 4 categories i.e., Personal care 25%, F&amp;B 20%, Fashion &amp; Jewellery 15% and Mobile and electronics 10%; contribute 70% volume of influencer marketing. On the influencer radar, celebrities contribute 27% while influencers contribute 73%. Nearly two-thirds of the Indian population follow an influencer. Brands can probably interpret that influencers and creative storytelling correlate with brand differentiation, a key advantage as attention spans get shorter. Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India said, “Influencer marketing industry is at a point of inflexion and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. The ‘India Influencer Marketing Report’ is GroupM and INCA’s attempt to do the same. Not only have we tried to quantify the industry, but we have also attempted to define and standardize the various formats and industry terms. We hope this report will catalyse the industry and ensure the power of influencers is harnessed effectively!”

Influencer marketing will be Rs 900 crore market in India by the end of 2021: Report

<ul><li>Pandemic resulted in a fall of -21.5% in 2020; industry to see recovery in 2021 with ad investment expected to reach Rs. 80,123 crores.</li><li>Digital was the only medium to witness a gain of USD 27bn globally in 2020.</li></ul>GroupM India today announced their advertising expenditure (adex) forecasts for 2021. As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2021, India will see a major ad recovery in 2021 given the downfall of ad spends in 2020 due to the pandemic. TYNY forecasts India’s advertising investment to reach an estimated Rs. 80,123 Crores this year. This represents an estimated growth of 23.2%, for the calendar year 2021. India is the 2nd fastest growing market in the top 10 countries and will be the 6th largest contributor to incremental ad spends in 2021 globally. While India was ranked 9th in the global ad spend rank in 2019, it dropped to 10 in 2020 and is likely to regain its 9th rank this year. <div type="image" title="global rank - groupm report" msid="80973320" hostid="261"></div> Commenting on the TYNY 2021 report, Prasanth Kumar, CEO - GroupM South Asia said, “2020 was an unprecedented year. The pandemic impacted across sectors and it, therefore, affected the media investments too. As we are aware, the year that went by had a mixture of lockdowns, many restricted market momentum and overall threw a challenge and impacted multi-industry economies. The ad industry too had its challenges and 2020 witnessed a steep drop in the overall media investments. However, we have witnessed a month-on-month upturn in the industry starting Q3 last year and we are quite optimistic about the revival that 2021 will see. With the gradual easement of the lockdown backed by seasonal spends and big-ticket events like IPL, we expect 2021 to continue to build on that momentum. While the <keyword id="2788212" type="PERSON" weightage="20" keywordseo="Global-Ad-Spends">global ad spends</keyword> are estimated to see a rise of 10% in 2021, digital is expected to take 67% of ad spends. With the help of technology, marketers have adapted to pandemic-proof ways by constantly innovating, staying relevant and offering digitally charged solutions to brands.” Digital was the only medium to witness a gain of USD 27bn globally in 2020. Digital as a media vehicle will continue to skyrocket due to the increase in digital dependency and changing consumer patterns. <div type="image" title="ad spends groupm report 2021" msid="80973443" hostid="261"></div> Tushar Vyas, President - Growth and Transformation, GroupM South Asia said, “2021 will see 90% incremental ad spends on digital globally. The massive switch to digital reliance over the past 1 year has been a major driver for this shift. Brands have been forced to think big and different to transform their businesses, match the newer expectations and overcome the challenges faced. The post-pandemic era will continue to see this upsurge in digital demands. The crisis has brought about a sea change in mindset, adoption, and role of technology in doing business. Brands are seen renewing their business models and are constantly ideating to find better ways to connect with the consumer on a digital tangent.” While COVID-19 resulted in an overall slowdown in the global economy, Indian ad spends will continue to see a month-on-month recovery considering the overall media landscape. Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India said, “Based on a strong foundation built on the back of FMCG and e-commerce, 2021 is expected to see growth across sectors like auto, telecom, consumer durable, retail and education. Manufacturing, which was severely impacted by the pandemic, is now stabilizing and moving toward a positive outlook enabled by automation, technology and supply chain optimization. 2020 has accelerated the adoption of agile, cost-effective business models, which will help brands and marketers offer better products, services and experiences to consumers.” Sidharth Parashar, President-Investments and Pricing ofGroupM India said, “Along with digital, television saw a spike in consumption during the lockdown. With acceptance on the subscription bandwagon increasing, OTT will continue to witness a constructive growth and is likely to develop with more players attracting users by investing in content. Print &amp; Radio expected to be backed by local advertisers and certain categories with marketeers leveraging the brand solutions that these media offer. We expect OOH and cinema to see double-digit growth after a difficult year. Given the uncertainty and cautiously spending consumer, brands are realizing the importance of being present wherever consumers are. Hence along with continued relevance of television &amp; other mass media, we will witness advertisers leveraging relevant platforms to reach out to its audience.” GroupM also shared some of the top watchouts that will shape the Indian consumer &amp; therefore industry in the coming years. The trends presented were around consumer behaviour, sports and e-sports, growth of OTT, connected commerce, the ecosystem of fragmented social media, digital transformation, innovations in audio, etc.

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Ad spends in India to rise 15.5% to ₹1.46 lakh crore in 2023: GroupM TYNY report

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Indian AdEx to grow at 10.7% to reach Rs 91,641 crore, Digital expected to reach 30% of media mix in 2020: GroupM report

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Digital to overtake TV to become the largest medium in 2022; Ad spends estimated to cross Rs 1 lakh crore in 2022: GroupM TYNY report

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