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<ul><li>According to Zenith’s Business Intelligence - Telecommunications report, telecoms advertising will grow at an average rate of 4.5% a year to 2023 as its recovers from an 8.7% decline in 2020.</li><li>Zenith forecasts that telecoms brands will increase their digital adspend at an average rate of 5% a year between 2019 and 2023. By 2023, <keyword id="169310" type="COMPANY" weightage="20" keywordseo="digital-advertising">digital advertising</keyword> will account for 54% of all telecoms advertising.</li><li>India and Russia to lead telecoms adspend growth Zenith forecasts that India will be the fastest-growing market for telecoms advertising between 2020 and 2023 by some distance, with 11% annual growth.</li></ul>Zenith's report on <keyword id="10970715" type="UNKNOWN" weightage="20" keywordseo="telecom-advertising">telecom advertising</keyword> has predicted that India will see the fastest growth between 2020 and 2023. According to Zenith’s Business Intelligence - Telecommunications report, telecoms advertising will grow at an average rate of 4.5% a year to 2023 as its recovers from an 8.7% decline in 2020. Telecoms adspend in the 12 key markets included in the report* will rise from US$17.8bn in 2020 to US$18.7bn in 2021, and then return to its pre-pandemic level of US$19.5bn in 2022. Smartphone sales will start to spring back this year once consumers feel more confident in their future. Consumers are becoming more willing to finance and purchase handsets independently from their network providers, giving manufacturers and retailers a greater incentive to advertise handsets themselves. Meanwhile, the networks will seek to recoup their investment in 5G licences and infrastructure through new services and more expensive data packages. All these trends will help fuel healthy growth in telecoms advertising over the next three years. Zenith predicts telecoms adspend will grow 4.7% in 2021, 4.4% in 2022 and 4.3% in 2023. Digital platforms help telecoms brands demonstrate relevance to exacting consumers Voice and data services are commoditised and functionally indistinguishable to consumers, who expect them to work flawlessly in the background and only pay attention to them when they go wrong. High-impact advertising in mass-audience media like television and radio allows telecoms companies to differentiate themselves from others through branding, and makes them more relevant to consumers by promoting their association with things consumers are passionate about, such as entertainment, sport and music. Telecoms brands therefore spend substantially more on television and radio advertising than the average brand – in 2020 they spent 42% of their budgets on television and radio, while the average brand spent 30%. But as audiences migrate online, telecoms companies are refocusing on communicating their brand narratives to mass digital audiences. Telecoms brands spend less on digital media than average (49% of their budgets went to digital channels in 2020, compared to 56% for the average advertiser), but digital advertising is also the only channel in which telecoms adspend is increasing. Zenith forecasts that telecoms brands will increase their digital adspend at an average rate of 5% a year between 2019 and 2023. By 2023, digital advertising will account for 54% of all telecoms advertising. “COVID-19 has demonstrated how dependent we are on good, fast and reliable internet connections. Telecoms companies have been the unsung heroes of the pandemic, shifting our lives online and keeping us connected to entertainment, work and commerce,” said <keyword id="10970716" type="UNKNOWN" weightage="20" keywordseo="Ben-Lukawski">Ben Lukawski</keyword>, Global Chief Strategy Officer, Zenith. “Their challenge is to go from being unsung to being acknowledged and appreciated for their efforts. The spread of 5G and the reality of our new-found virtual lives give telecom brands the opportunity to move into the limelight.” Telecoms brands are cutting back their spending on traditional television and radio as their reach declines, but less rapidly than brands in most other categories. Zenith forecasts that between 2019 and 2023, telecoms brands will reduce their television adspend by an average of 2.0% a year, compared to a 3.5% annual reduction across all categories. They will also reduce their radio adspend by 2.8% a year, compared to 4.1% a year for the market as a whole. India and Russia to lead telecoms adspend growth Zenith forecasts that India will be the fastest-growing market for telecoms advertising between 2020 and 2023 by some distance, with 11% annual growth. According to <keyword id="256870" type="COMPANY" weightage="20" keywordseo="eMarketer">eMarketer</keyword>, only 31% of the population currently has a smartphone, but thanks to the launch of low-price handsets such as the JioPhone, this proportion is rising rapidly. “The telecom sector in India in 2021 is anticipating a robust growth on the basis of an increase in tariff pricing, demand for data, growing number of mobile users and hopefully the launch of 5G in the last quarter. This will lead to a substantial increase in media investments by the key players especially on Television &amp; Digital” said <keyword id="6984953" type="UNKNOWN" weightage="20" keywordseo="Jai-Lala">Jai Lala</keyword>, COO, <keyword id="3929120" type="DOMAIN" weightage="20" keywordseo="zenith-india">Zenith India</keyword>. Russia is another market with relatively low (57%) but fast-growing smartphone penetration, and here telecoms adspend is forecast to rise rapidly too, by 8% a year. Most of the other markets in this report are forecast to grow by between 3% and 6% a year to 2023. The exception will be France, not because of any inherent weakness in demand, but unlike those in most markets, French telecoms brands actually increased spending in 2020 – by 6% – in response to the extra demand for data. The basis of comparison with 2023 is therefore considerably tougher. “The rollout of 5G services will allow mobile operators to supply bundled voice, data and entertainment services to the home and compete directly with landline broadband,” said <keyword id="3421269" type="PERSON" weightage="20" keywordseo="Jonathan-Barnard">Jonathan Barnard</keyword>, Head of Forecast, Zenith. “This will spur greater competition to put together the most attractive services at the best prices and help stimulate a sustained recovery in telecoms adspend to at least 2023.” *The 12 markets included in this report are Australia, Canada, China, France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US, which between them account for 73% of total global adspend. Telecoms is defined as services and equipment facilitating the transmission of voice calls and data by land lines and mobile networks.

India will be the fastest-growing market for telecoms advertising between 2020 and 2023, with 11% annual growth: Zenith

Prime Minister Shri <keyword id="6354477" type="General" weightage="100" keywordseo="Narendra-Modi" source="Orion">Narendra Modi</keyword> participated in the Pran Pratishtha ceremony of Shri Ramlalla in the newly-built Shri <keyword id="412432" type="General" weightage="20" keywordseo="Ram-Janmbhoomi" source="Orion">Ram Janmbhoomi</keyword> Mandir in <keyword id="6354931" type="General" weightage="20" keywordseo="ayodhya" source="Orion">Ayodhya</keyword> on Monday. The Prime Minister reached Ayodhya earlier in the day to take part in the auspicious ceremony. "The divine moment of Pran Prathishta of Shri Ram Lala in Ayodhya Dham is an emotional moment for everyone. It is my good fortune to be part of this unique programme. Jai Siyaram," PM Modi said in a tweet. RSS Chief <keyword id="42702" type="General" weightage="20" keywordseo="Mohan-Bhagwat" source="Orion">Mohan Bhagwat</keyword>, Uttar Pradesh Governor Anandiben Patel and state Chief Minister <keyword id="19898780" type="General" weightage="20" keywordseo="yogi-adityanath" source="keywords">Yogi Adityanath</keyword> are also attending the ceremony being held at the sanctum sanctorum of the temple. Over 8,000 guests have been invited for the ceremony at the grand temple. Representatives of all major spiritual and religious sects of the country are attending the historic Pran Pratishtha ceremony. People from all walks of life including representatives of various tribal communities are also attending the ceremony. Prime Minister will address this distinguished gathering on the occasion. Prime Minister will interact with shramjeevis associated with the construction of Shri Ram Janmbhoomi Mandir. He will also visit the Kuber Tila, where the ancient Mandir of Bhagwan Shiv has been restored. The magnificent Shri Ram Janmbhoomi Mandir is constructed in traditional Nagara style. Its length (east-west) is 380 feet; width 250 feet and height is 161 feet; and is supported by a total of 392 pillars and 44 doors. The pillars and walls of the temple showcase intricately sculpted depictions of Hindu deities, gods, and goddesses. In the main sanctum sanctorum at ground floor, the childhood form of Bhagwan Shri Ram (the idol of Shri Ramlalla) has been placed. The main entrance to the Mandir is situated on the eastern side, which can be approached by ascending 32 stairs through the Singh Dwar. There are a total of five Mandaps (Halls) in the Mandir - Nritya Mandap, Rang Mandap, Sabha Mandap, Prathana Mandap and Kirtan Mandap. Near the Mandir is a historic Well (Sita koop), dating back to the ancient era. In the southwestern part of the Mandir complex, at Kuber Tila, the ancient Mandir of Bhagwan Shiv has been restored, along with the installation of a statue of Jatayu. The foundation of the Mandir has been constructed with a 14-meter- thick layer of roller-compacted concrete (RCC), giving it the appearance of artificial rock. No iron is used anywhere in the Mandir. For protection against ground moisture, a 21-foot-high plinth has been constructed using granite. The Mandir complex has a sewage treatment plant, water treatment plant, water supply for fire safety and an independent power station. The Mandir has been constructed employing the country's traditional and indigenous technology.

PM Modi participates in Pran Pratishtha ceremony at Ram Temple in Ayodhya

<ul><li><keyword id="226149" type="PERSON" weightage="20" keywordseo="Publicis-Groupe">Publicis Groupe</keyword> strengthens media operations; infuses full spectrum of Digital, Data, DBT &amp; Tech</li><li><keyword id="334781" type="COMPANY" weightage="20" keywordseo="Tanmay-Mohanty">Tanmay Mohanty</keyword> appointed as CEO Media Services, <keyword id="1137482" type="PERSON" weightage="20" keywordseo="Publicis-Groupe-India">Publicis Groupe India</keyword>.</li></ul>Publicis Groupe India today announced key changes in the media services domain. It is bringing together Data Science, Programmatic and Media Tech along with Zenith and Starcom, under a common leadership to further strengthen focus on scaled media, real identity and data capabilities. This realignment will help expediting its media product around Epsilon PeopleCloud, Epsilon powered data services, programmatic amongst others. Sapient Razorfish, will also be part of this offering and will focus on consulting solutions around full spectrum of real identity, digital, data and media tech. Tanmay Mohanty will now assume the newly created role of CEO Media Services, Publicis Groupe India. A force for digital and data transformation throughout his career, Mohanty’s most recent four years as CEO of Zenith, have been spent in expanding the Mumbai and Bangalore footprint of Zenith, operationalising Epsilon PeopleCloud platform, helping clients pivot to a data-driven future and contributing to key new business wins like Hero MotoCorp and GSK. There are a few other key promotions announced in this structure. Jai Lala now takes on the role of Chief Executive Officer, Zenith and will continue to work with Tanmay. In his two plus years as COO for Zenith, he has been instrumental in driving excellent client relations and operational efficiencies across the board. He has also been instrumental in settling the Zenith Delhi operations. Sejal Shah gets elevated to the role of Managing Director and Head Publicis Media Exchange across mainline and digital. In this capacity, she will work closely with all the Groupe agencies. She will also continue to oversee Publicis-in-Motion, the Groupe’s experiential, shopper and OOH marketing Practice. Rathi Gangappa, Chief Executive Officer Starcom, Aditya Khanna, MD Sapient Razorfish, Deepak Pant, Managing Partner and Head of Data Science, Anil Pandit Senior VP and Head of Programmatic will all work with Tanmay in this role. Anupriya Acharya, CEO, Publicis Groupe South Asia says, “As the market transitions into a cookieless future, privacy-first approaches and omnichannel consumer journeys, some of which have been accelerated by the pandemic, there is greater spotlight on strategies required to make clients win against a changing, dynamic landscape. So earlier in the year, we bolstered our creative agencies capabilities on the digital marketing solutions. Now we wanted to realign our media capabilities in a manner that propels the synergies between data, tech, digital to deliver scaled media solutions developed from a deeper understanding of audiences and how best to influence them.” Speaking on Tanmay’s appointment, Acharya added, “Tanmay has an exceptional range of experience in digital, data, media and technology. Coupled with his leadership on nurturing agency teams with strong client centricity, makes him a natural fit for the role.” Tanmay Mohanty said, “ I am both delighted and excited with the opportunity. Media is increasingly a critical and strategic part of the entire mix and the focus is on real-time messaging, compelling solutions delivered at scale, efficiently and with speed. The new alignment builds on our core competencies on digital, data and tech and also helps leverage all the diverse expert skills in a more unified manner. I look forward to working with our very talented teams to further build on our momentum on media excellence.”

Publicis Groupe consolidates Data Science, Programmatic and Media Tech with Zenith and Starcom, under a common leadership

<ul><li>Retailer media advertising to grow from US$77bn this year to US$143bn in 2024.</li><li>Social media will lead market with 15% annual growth to 2024.</li><li>Online video to grow 14% a year by extending reach and reducing cost of mass-audience brand awareness.</li></ul>The global ad market will continue its remarkable recovery from the 2020 downturn with 9.1% growth in 2022, after 15.6% growth in 2021, according to Zenith’s Advertising Expenditure Forecasts report, published today. <keyword id="2788212" type="General" weightage="20" keywordseo="global-ad-spends" source="Orion">Global ad spends</keyword> will expand by 5.7% in 2023 and 7.4% in 2024 as brands continue using advertising to spur further growth in ecommerce. Zenith estimates that global adspend will reach USD 705 billion in 2021, up from US$634bn in 2019, and will rise to US$873bn by 2024. These forecasts were prepared before the emergence of the omicron variant, and should be read with this in mind. It is too early to make any definite statement on how the variant will affect advertising, but clearly it has increased the risks. The travel, hospitality and bricks-and-mortar retail sectors in particular face risks on the downside, but there is potentially an upside to ecommerce and related digital advertising. COVID-19 setbacks have extended the period of heightened digital transformation The pandemic has thoroughly disrupted shopping habits. Many consumers who would prefer to browse and purchase in person are shopping online by necessity. Businesses have responded by investing more than would otherwise have been justifiable in new technology, infrastructure, organisational change – and advertising. This includes brand advertising to promote ecommerce platforms, performance advertising to direct traffic to them, and advertising within these platforms (‘retailer media advertising’) to promote specific products, all of which have surged. Over the last six months it has become clear that booster shots are necessary to maintain the effectiveness of vaccines, that the fully vaccinated are able to pass on infections quite readily, and that substantial pockets of the population are unwilling to be vaccinated at all. Progress towards containing COVID-19 has been slower than expected, and consumers have been less willing to resume in-person shopping. Businesses have continued their heightened investment in digital transformation, during a period in which many expected to ease back as consumers returned to shops. Digital advertising has therefore been stronger in the second half of this year than previously expected. Zenith now estimates that digital advertising will grow by 25% year-on-year in 2021, compared to the 19% estimated in the previous forecast, published in July. Zenith expects digital transformation to slow down, but not go into reverse, as the pandemic eases in 2022 and beyond. The pandemic has accelerated trends that were already fundamentally reshaping the economy, and will continue to do so. Zenith forecasts 14% growth in global digital adspend in 2022, up from the previous forecast of 10%, followed by 9% growth in 2023 and 10% in 2024. Advertising is contributing more to the global economy This structural change in the economy means that advertising is playing a greater role in driving sales growth through ecommerce. In particular it has sparked a surge in retailer media advertising: display or search advertising that appear on ecommerce platforms. Retailer media can be highly effective, allowing brands to target active buyers at the point of purchase. Zenith estimates that retailer media advertising surged from 24% growth in 2019 to 53% in 2020, and then 47% in 2021, when it totalled US$77bn. This is equivalent to the sums spent on newspaper, magazine, radio and cinema advertising combined, and accounts for 20% of all expenditure on digital display and paid search advertising. By 2024 retailer media adspend is expected to reach US$143bn, and 27% of display and search. Much of this will be incremental to existing ad expenditure, coming from commercial budgets previously used to negotiate for shelf space in bricks-and-mortar stores. The rise of the digital economy has also stimulated other forms of advertising, including brand campaigns on television and out-of-home, where digital brands are now prominent. The share of global GDP contributed by advertising had been rising steadily before the pandemic, from 0.72% in 2014 to 0.75% in 2019. After the step-change in digital media consumption and ecommerce last year, it is forecast to reach 0.77% in 2021 and 0.80% by 2024. This will be the biggest rise in advertising’s share of GDP since the late 1990s. C&amp;E Europe and MENA will grow fastest, but most new ad dollars come from the US Adspend in all regions is now well above pre-pandemic levels, and all are expected to grow healthily over the next few years. Zenith forecasts the fastest growth between 2021 and 2024 to come from Central &amp; Eastern Europe (C&amp;E Europe) and the Middle East &amp; North Africa (MENA), with average annual growth rates of 12.2% and 10.0% respectively. C&amp;E European advertising is being fuelled by the rise in productivity and disposable incomes as its economies develop towards maturity, encouraging more brands and product categories to enter the market. MENA, meanwhile, is benefiting from high oil prices as demand for energy has outpaced production. The slowest-growth is expected from the mature markets of Western Europe, where growth is forecast at a healthy 5.3% a year. However, Zenith expects the biggest contribution to the growth in ad dollars to come from the US, where adspend is forecast to expand by US$80bn between 2021 and 2024. That represents 48% of the entire growth in global adspend over this period. The next-largest growth will come from China (US$15.8bn, or 9% of the total), the UK (US$6.0bn, or 4%) and Japan (US$5.4bn, or 3%). These are the world’s four largest ad markets, and make up in scale what they may lack in speed. Social media is leading ad growth and will overtake television next year Zenith predicts social media will be the fastest-growing channel between 2021 and 2024, with an average annual growth rate of 14.8%, closely followed by online video at 14.0%. Paid search will grow by 9.8% a year, primarily driven by retailer media, and out-of-home will enjoy solid 7.4% annual growth as foot and vehicle traffic return to normal. Radio and television will grow marginally, by 2.2% and 1.4% respectively, while print declines by 4.7%. Social media is becoming more competitive. According to eMarketer, adult social media users in the US are spending 60.4% of their time with Facebook and Instagram this year, down from 74.8% in 2017. That’s the result of the rise of TikTok, which grew from nothing to 15.1% of social media usage over this period. The platforms are also embracing commerce and developing new advanced interactions between brands and consumers. Brands can use self-serve tools to create Augmented Reality experiences and then distribute them through targeted advertising, which can powerfully lift awareness and intent to purchase. Zenith expects social media adspend to reach US$177bn in 2022, overtaking television at US$174bn. Social media adspend will rise to US$225bn by 2024, when it will account for 26.5% of all advertising, followed by paid search at 22.5% and television at 21.0%. Digital advertising as a whole will exceed 60% of global adspend for the first time in 2022, reaching 61.5% of total expenditure, and will increase its share to 65.1% by 2024. Brands need to make smart use of online video to mitigate television inflation Television advertising remains the easiest route to mass-audience brand awareness, despite years of audience losses to digital media. Brands’ reliance on television is fuelling rapid media inflation, which will continue even after the comparison with 2020 has passed. Zenith forecasts the cost of television advertising to rise by 11% in 2022, compared to 4% for out-of-home, 3% for digital display, 2% for radio and zero for print. Brands will have to confront their dependence on a medium that consistently delivers smaller audiences for higher prices. Online video is fragmented and complicated to navigate. Multiple platforms deliver content through multiple devices to multiple screens, while ads may be passed through a chain of demand-side platforms, exchanges, ad networks and content delivery networks before reaching the consumer. But, by investing in data and planning technology, and building partnerships with providers, brands can use online video to increase their reach and reduce their costs. Zenith forecasts online video adspend to increase from US$62bn in 2021 to US$91bn in 2024, when it exceeds 50% of this size of television for the first time. Television adspend will rise from US$171bn to US$178bn over the same period. “As consumers rely ever more on digital technology to connect and entertain them, and to inspire and fulfil their purchases, advertising is playing a greater role in driving sales and brand growth,” said Jonathan Barnard, Head of Forecasting, Zenith. “Over the next three years we expect the ad market to achieve its highest rate of sustained growth since 2000.” Jai Lala, CEO, Zenith India, said, “Digital Transformation in India continues to be a priority with 1 in 2 corporates having digital transformation at their core. The pandemic has further accelerated digital growth amongst consumers with increased consumption across platforms in the area of entertainment, purchase, social, education and finance, amongst others. All these factors have led to a steady increase in adspend making digital the fastest growing medium.”

Social media ad spends to reach $177 billion in 2022, overtaking television at $174 billion: Zenith report

<ul><li>Out-of-home to bounce back from COVID-19 slump with 9% annual growth</li><li>Total FMCG adspend to exceed 2019 levels of spending in 2023</li><li>China leads digital transformation with 71% of FMCG budgets spent digitally</li></ul>Zenith forecasts that fast-moving consumer goods (FMCG) food and drink brands will increase their ad expenditure on digital channels by 7% a year to 2023, according to its Business Intelligence – FMCG Food and Drink report, published today. That’s well ahead of the 4% annual growth forecasts for FMCG adspend as a whole in the 12 markets included in this report*. <keyword id="417653" type="COMPANY" weightage="20" keywordseo="FMCG-brands">FMCG brands</keyword> still rely heavily on traditional TV, spending 39% of their budgets on <keyword id="1376766" type="PERSON" weightage="20" keywordseo="Television-advertising">television advertising</keyword> in 2020, compared to 24% for the average brand. Excluding China, where FMCG brands have already adopted <keyword id="169310" type="PERSON" weightage="20" keywordseo="digital-advertising">digital advertising</keyword> as their main form of commercial communication, FMCG brands spent 52% of their budgets in television, compared to an average of 26%. Their principal goal is to maximise brand awareness and reach so they are front of mind at the point of purchase for as many consumers as possible. This is something that TV has historically excelled at, but its declining reach – particularly among the young – is making it less effective. FMCG brands are therefore following audiences to digital channels. Zenith forecasts that FMCG digital adspend will increase from US$12.3bn in 2020 to US$14.9bn in 2023, and that its market share will rise from 46% to 49%. After the pandemic gave FMCG ecommerce its urgent stimulus in 2020, brands will look to support and expand their ecommerce capabilities, channelling consumers to DTC operations or retail partnerships. But the big challenge will lie in using digital to replace television effectively – creating large-scale brand awareness while managing frequency. The rise of Subscription Video on Demand (SVOD), which locks away high-value audiences from direct advertising, will make this even harder, as will the end of third-party cookies. “FMCG brands need a new comprehensive approach to reach-based planning,” said Ben Lukawski, Global Chief Strategy Officer, Zenith. “That means combining TV, paid advertising in online video, virtual placement in SVOD platforms and perhaps even a presence in gaming, using first-party and second-party data to prevent duplication and optimise incremental reach.” Out-of-home is the exception to the declining reach of traditional media. As traffic returns to normal after the COVID-19 slump, the spread of digital displays will make it even more effective at reaching consumers with targeted and relevant ads near the point of sale. FMCG out-of-home advertising is forecast to grow by 9% a year from 2020 to 2023, while its market share rises from 6.1% to 7.0%, slightly ahead of its pre-pandemic share of 6.8% in 2019. FMCG adspend to track total market growth as it recovers from 11% slump in 2020 Ad expenditure by FMCG brands fell more sharply than the ad market as a whole in 2020, shrinking by 10.7% to US$26.7bn. This was not because of any shortfall in demand. On the contrary, demand soared as people stopped eating in restaurants, cafes and bars and shifted consumption to the home. Instead, FMCG companies were faced with the challenge of ramping up production while supply chains were disrupted, and using limited available distribution to get their products onto shelves in stores, or to consumers’ homes. Many FMCG companies therefore cut back on promotional activity for products they couldn’t get to consumers quickly enough to satisfy demand, and invested in distribution infrastructure instead, especially ecommerce operations and partnerships. Zenith forecasts that the recovery of FMCG adspend will roughly track the market as a whole in 2021-2023. A bounce-back is almost inevitable in 2021 given the comparison with the sharp drop-off in 2020, particularly during Q2, though it will still be 6% below 2019 levels. FMCG companies face uncertainty over how quickly consumers will return to shops, and how much their behaviours have been permanently affected by the pandemic. However, now that FMCG ecommerce infrastructure is being put in place, brands will need to increase their investment in advertising to support it. Zenith forecasts 4.4% annual growth in FMCG adspend between 2020 and 2023, reaching US$30.3bn in 2023. At this point it will have fully recovered from the pandemic-induced drop in adspend, exceeding 2019 levels of spending by US$0.5bn. India leads adspend growth but China leads digital transformation Zenith forecasts that India will be the fastest-growing market by some distance over the next three years, with FMCG adspend expanding by 14% a year. It will benefit from blossoming consumer demand as disposable incomes rise rapidly, coupled with the catch-up expansion of the underdeveloped ad market: advertising accounts for only 0.3% of India’s GDP, less than half of the global average of 0.7%. All of the other markets in the report are predicted to grow steadily at between 2% and 5% a year. Jai Lala, CEO, <keyword id="3929120" type="DOMAIN" weightage="20" keywordseo="zenith-india">Zenith India</keyword> said, “FMCG growth will continue to be robust considering various reasons. Firstly, despite the pandemic, it is one category where the demand is constant, if not seen increasing. Secondly, with evolving consumer demand, FMCG continues to see a slate of new product launches and category expansion. Lastly, with the vast population being in Tier 2 and rural areas - it is one untapped potential market where the FMCG brands continue to increase penetration.” China stands out as the market where brands have most rapidly embraced ecommerce and digital advertising. In 2020, Chinese FMCG brands spent 71% of their budgets on digital advertising, compared to 46% across all 12 markets. Here, these brands focus on online video, which has a high and broad reach, and is open to commercial partnerships. This can mean advertising in online shows, or special livestreams by influencers, in which viewers can directly purchase the items being demonstrated. They also routinely advertise on ecommerce platforms to drive sales at the point of purchase. Chinese FMCG brands spent 35% of their total budgets on online video and 13% on ecommerce advertising in 2020. “Ecommerce will be the key battleground for FMCG brand growth over the coming years,” said Jonathan Barnard, Head of Forecasting, Zenith. “Western brands should look to China for best practice in using digital communication to drive FMCG ecommerce sales.” *The 12 markets included in this report are Australia, Canada, China, France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US, which between them account for 73% of total global adspend. FMCG food and drink includes all packaged foods and soft drinks.

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India will be the fastest-growing market for telecoms advertising between 2020 and 2023, with 11% annual growth: Zenith

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PM Modi participates in Pran Pratishtha ceremony at Ram Temple in Ayodhya

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Publicis Groupe consolidates Data Science, Programmatic and Media Tech with Zenith and Starcom, under a common leadership

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Social media ad spends to reach $177 billion in 2022, overtaking television at $174 billion: Zenith report

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India will be the fastest-growing advertising market over the next three years, with FMCG adspend expanding by 14% a year: Zenith Report

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