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<ul><li>MMA and GroupM's report highlights the growing importance of accountability in marketing and why it is more critical at times like this.</li><li>As per the report, 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling.</li></ul>MMA in association with GroupM released its latest report ‘<keyword id="10441765" type="UNKNOWN" weightage="20" keywordseo="modern-marketer-reckoner">Modern Marketer Reckoner</keyword>’ –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020. With the various shifts that have happened in 2020 as well as mobile always being an important part of our daily lives, this year’s report focuses on two major perspectives – the consumer lens and the marketer lens. The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view. The first half of the report talks from a consumer sentiment perspective and the impact it has had at a socio-cultural level. It also highlights the media consumption perspective, with a special focus on digital and mobile app ecosystem. This looks at the growth in the mobile and digital ecosystem in the last few months and how it has leapfrogged. And lastly, it highlights the shopping perspective, focusing on how the shopping basket has changed for consumers, the shift towards essentials and the huge increase in eCommerce as a mode of shopping. While the second half of the report focuses on providing a modern marketing reckoner to marketers on the key strategic tentpoles they should look at, so to navigate the ambiguity and the uncertain business and economic landscape and is themed “Everything is Possible”. It highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with the current uncertainty but is a reckoner, even beyond. This part focuses on how the way consumer content has been changing and therefore how the content ecosystem is seeing the emergence of new formats and trends. Thus, it showcases and discusses how brand communication has moved from creativity to proliferation and thereby what should brands do to retool their strategies. It also highlights the growing importance of accountability in marketing and why it is more critical at times like this. While the first section is more a data and reports led piece, the second section is more centred around best practices, guidelines, expert point of views. Speaking on the report, Prasanth Kumar, CEO, GroupM South Asia said, “The advertising and <keyword id="7678376" type="UNKNOWN" weightage="20" keywordseo="marketing-industry">marketing industry</keyword> has been encountering some fast changes in the past few years with the advancement in innovation and technology. In this current wave of uncertainty and ambiguity, it becomes even more critical for marketers to measure ROI and therefore, invest in data and technology to do the same. The pandemic has triggered a definite shift in the consumer and the business landscape but if we display rigour and foresight and use effective advertising and modern marketing models, we can help businesses stay on top. This year with the report we wanted to decipher the changing face of content and influencers, new communication formats and channels, and the ways to build powerful brands.” “The reckoner underlines the marketing industry’s certainty when it comes to the rapidly expanding mobile channel,” said Rohit Dadwal, Managing Director at MMA Asia Pacific. “The industry, on the whole, recognises that the modern era of the market is upon us and we need to embrace it. this new age of marketing is going to be built on tools and technology that this report helps to outline along with great examples through the lens of various industry leaders who are the torch bears of this change… helping @shapethefuture for marketers and agencies in India and abroad.” <keyword id="651159" type="PERSON" weightage="20" keywordseo="Tushar-Vyas">Tushar Vyas</keyword>, President, GroupM South Asia commented, “One of the biggest areas of impact that has emerged is the digital ecosystem. It plays a huge part in the way the business landscape of today has unfolded. We believe that modern marketers will have an advantage if they can apply deep insights to understand the changing landscape. In this period of uncertainty, we need to be more outcome-driven and mobile aligned to usher hope and dynamism into the life of the consumer again. With this report, we wanted to address the huge changes in the industry and talk about the new ways to embed data into every part of the business and decode them to get powerful insights which in turn can help brands communicate better.” Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India commented “We have seen unprecedented changes in 2020 and this has an impact on consumer and shopper behaviour as well as on our media consumption habits. Yet, even as many things change, some things remain constant- for brands to stick to their fundamentals- develop relevant differentiated products, build iconic brands, expand reach, and create engaging communication. This report, as always is basis extensive research and nicely encapsulates the changing landscape and the key considerations that Marketers need to keep in mind as they navigate through 2021 and beyond”. Sandeep Bhushan, Director &amp; Head of GMS India, Facebook commented, “We are experiencing unprecedented shifts in consumer attitudes and behaviours due to the pandemic. A significant digital acceleration has happened on the back of social media, and with over 400 million Indians connected on the Facebook family of apps in India, mobile is now central to media consumption and business impact. To build on the opportunity, businesses need to adopt the immersive tools on the platform, pivot the media-mix and measure true incremental business outcomes. Our playbooks for the new normal in partnership with GroupM and Ogilvy are now available for all marketers to accelerate growth.” <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “This report is an extremely holistic and robust report and has been written basis intensive research across multiple industry studies and reports, a lot of primary research which has been conducted in the past few months both by MMA and GroupM, POVs and contributions from multiple industry experts across multiple areas and verticals, POVs and contributions from GroupM leadership, GroupM subject matter experts and MMA board members.” Key highlights from the report: · 54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit. · 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling. · Almost 90% of people agree that they are more careful about how they are spending their money. · 50% of people have delayed big purchases and almost 38% have cut down on day-to-day expenses. · Hardest hit are the discretionary categories – 77% have reduced eating at restaurants. 55% have reduced buying clothing and fashion accessories and 48% have reduced spending on consumer electronics. What has seen a positive impact are the areas related to health and hygiene – 29% are exercising more at home, 24% are consuming more vitamins and supplements, 23% are spending more on groceries. · Among the digital-first timers - 45% streamed movies, 43% got WFH software, 33% used an e-learning app, 28% purchased grocery online and 22% consulted a doctor online.

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

<ul><li>In an attempt to make the <keyword id="2521159" type="PERSON" weightage="20" keywordseo="Programmatic-buying">programmatic buying</keyword> process more transparent, <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> has launched a <keyword id="10256694" type="UNKNOWN" weightage="20" keywordseo="supply-path-optimization-project">supply path optimization project</keyword>.</li><li>Over a period of six months, GroupM gathered a significant amount of data into a single visualization tool. </li><li>The process included onboarding the log level data from over 400 demand side platform (DSP) seats at an APAC level and consolidating it into a centralized warehouse to ensure data consistency. </li></ul>GroupM has launched a supply path optimization project to give brands and advertisers across the Asia Pacific region more visibility into the <keyword id="10256691" type="UNKNOWN" weightage="20" keywordseo="programmatic-supply-chain">programmatic supply chain</keyword>. A study by the Incorporated Society of British Advertisers (ISBA) in May uncovered that up to 15% of UK advertising spend cannot be accounted for and a lack of standardization around data capture and storage. This window into programmatic operations brought up questions for the entire industry about how revenue is earned. Over a period of six months, GroupM gathered a significant amount of data into a single visualization tool. The process included onboarding the log level data from over 400 demand side platform (DSP) seats at an APAC level and consolidating it into a centralized warehouse to ensure data consistency. <keyword id="10256692" type="PERSON" weightage="20" keywordseo="john-miskelly">John Miskelly</keyword>, APAC investment director, GroupM said, “We wanted to take a rigorous and focused approach to supply curation and apply it across all APAC markets. GroupM has led the way in this area working with select supply-side platforms (SSPs). Now, we know every dollar that is spent across each market, DSP, and SSP down to the domain level." GroupM has also developed a set of guiding principles to improve transparency through the creation of the supply path optimization tool. The number of SSPs included has been limited to those who agree to a code of conduct, only have direct integrations with publishers and never send inventory as unknown or obfuscated domains. SSPs also have to provide the log-level data for campaigns so that it can be matched against DSP data. GroupM also aims to become 100 percent ads/apps.txt compliant and support Open Measurement SDK as well as VAST 4.1 and higher. The group is also working with a select set of SSP partners as well as premium local publishers, to integrate header bidding into their programmatic setup. "Superior supply integration methods like header-bidding allows GroupM and our clients to unlock significant efficiencies in programmatic buying. The SPO practice does not only just allow us to buy more transparently, but also unlocks efficiencies of scale, thus benefitting all stakeholders. At GroupM, we have planned several market-first initiatives to drive value for our client’s digital investments, some of which we will unveil in 2021," said <keyword id="10256693" type="PERSON" weightage="20" keywordseo="deepak-tahiliani">Deepak Tahiliani</keyword>, Head of Digital Trading, GroupM India. In our stated objective to provide the best value to our clients, SPO is yet another market-first initiative from GroupM to help drive transparency, efficiency, and accountability in programmatic buying. With programmatic and performance right up the alley for our focus area’s for growth, this strategy sits in perfectly well, said <keyword id="651159" type="PERSON" weightage="20" keywordseo="Tushar-Vyas">Tushar Vyas</keyword>, President – GroupM South Asia.

GroupM launches supply path optimization initiative to make programmatic buying more transparent

<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>Multiple brands have deferred their product launches and are counting on the <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> to drive incremental reach and sales. </li><li>MMA, GroupM and Amazon Advertising's festive season playbook decodes <keyword id="139079" type="General" weightage="20" keywordseo="consumer-behaviour" source="Orion">consumer behaviour</keyword>.</li></ul>MMA, GroupM and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive season’ Playbook, a handbook for marketers on expected consumer sentiment along with recommended strategies for Diwali this year. The 2021 Diwali festive season will be an unprecedented test for marketers. As consumption is on a natural upswing post pandemic restrictions, brands are looking to stand-out and capture the mindshare among the new-age ‘digital’ consumers. Multiple brands have deferred their product launches and are counting on the festive season to drive incremental reach and sales. As a result, shopping aisles will be choc-a-block with new launches supported by high-decibel marketing campaigns. At the same time, consumer journeys have become more complex and non-linear, and the role of digital has become more prominent across the journey. As a result, this festive season will require marketers to re-think their media strategies in order to be successful. This playbook will help brands in making efficient decisions around their media strategy during the festive season. It captures insights around consumer sentiment and marketer expectations for the upcoming festive season, along with implications and recommendations for advertisers. The playbook is based on findings from consumer survey, brand marketer survey, and inputs from key opinion leaders. A few takeaways from the playbook: <ul><li>Consumer sentiment remains positive: ~50% consumers are likely to increase their <keyword id="10318360" type="General" weightage="20" keywordseo="festive-spends" source="Orion">festive spends</keyword> this year</li><li>Consumers are still not fully decided on their purchase: 62% consumers are currently undecided about the product/brand choice</li><li>Digital channels will be crucial across the journey: ~80% consumers journeys will be ‘digital’ influenced and 77% endemic journeys will involve <a href="http://amazon.in/" target="_blank">amazon.in</a></li><li>Brands should leverage multiple touchpoints: Be visible across touchpoints leveraging Connected TV, Video, Search advertising etc. to drive active/passive discovery and leverage ‘efficiency’ related metrics to assess performance holistically</li></ul>Moneka Khurana, Country Head, MMA India commented, “MMA is proud to have co-authored the white paper in collaboration with GroupM and Amazon Advertising to provide the much needed insights and guidance for the upcoming festive season for the ecosystem helping brands navigate the challenging times and drive optimal visibility and performance . 76%of marketers mentioned they will be allocating more spends for digital as compared to last year. Hence it’s key to understand omnichannel users better in the changing times as we continue to drive the narrative of shaping the future of marketing.” Tushar Vyas, President – Growth and Transformation, GroupM South Asia commented, “Digital influence in consumer journeys has increased significantly while the e-commerce adoption has accelerated in last 18 months. Hence, Digital is no more a support media platform but is core to media plans. Ecommerce platforms offer brands the opportunity to hand-hold consumers across the purchase funnel by not only aiding in active/passive brand discovery but also in closing the loop by measuring performance objectively. This playbook contains several key insights and is a must-read for any marketer who is planning for the festive season.” Vijay Iyer, Director-Ad Sales, Amazon Advertising India commented, “Digital is a part of our lives now like never before and the influence is only increasing. Ecommerce portals act as gateways to this world that we are so quickly embracing and are playing a crucial role in brand and product discovery. For marketers, this presents an unprecedented opportunity – to be able to identify and leverage customer intent at an unprecedented scale. This playbook will help brands in not only sharpening their online strategy, but will redefine how they measure and drive business outcomes.”

50% consumers are likely to increase their festive spends this year: Report

<ul><li>Hindi on voice assistants is second biggest globally; 72% Indians prefer non-English language.</li><li>Amazon, Flipkart and Myntra were the top 3 online shopping destinations.</li><li>Groceries, fashion and health, beauty and personal care were the most searched product categories.</li></ul>MMA India, along with the AMMP Council and GroupM India, today launched an industry playbook titled ‘Modern Marketers Guide to Connected Consumer Journeys’. The guide is a compilation of learnings and insights by multiple industry experts and an analysis of the e-commerce landscape in India. In the context of the accelerated adoption of online channels, the playbook powered and supported by GroupM provides marketers with insights into the changing e-commerce landscape and the factors driving this shift. It also delves into the evolving customer buying journey and purchase patterns, sales-driving technologies such as Voice, AR/VR driving sales and effective channel strategy for improved business ROI. Speaking on the launch, <keyword id="6812225" type="General" weightage="20" keywordseo="moneka-khurana" source="Orion">Moneka Khurana</keyword>, MMA India Board Member; Country Head – India, MMA said, “This one-of-a-kind playbook led by MMA’s E-commerce council members outlines how organizations and digital business leaders can improve their understanding of the shift in consumer behavior and solutions that will drive the next phase of growth. Consistent digital exposure, combined with the presence of available omnichannel touchpoints, has resulted in the development of a new consumer purchasing process. MMA through its e-Commerce Council aims to build an overall understanding of the ecosystem and address cluster-specific issues improving capability in the omnichannel marketing. We hope this playbook will assist marketers and brands to effectively re-strategize their market approach – from the customers they target to the channels they sell through.” Shedding further light on the playbook, Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Consumers now have multiple sources for discovery and information research and today, it consists of highly connected non-linear moments. The growth in internet users, reduction in data prices and changing consumer behavior are the key growth drivers for the evolution of eCommerce in India. We understand the changing online retail market and how it is set to grow 3x in the next 4-5 years mainly driven by underpenetrated categories like grocery, education, health. Considering the emergence and growth of eCommerce platforms, this handbook provides A-Z solutions on how marketers can use eCommerce as a platform to enhance a brand’s reach in these rapidly evolving times.” Commenting on this initiative, KRS Jamwal, Executive Director, Tata Industries Ltd. Says, “It is indeed my pleasure to pen a foreword for this very timely and thoughtful playbook. After rapid growth in India's e-commerce market, while the focus on cost and delivery efficiency will remain, it will become hygiene. Going forward, platforms and brands will need to differentiate by providing customers with a better, preferably personalized, yet holistic buying experience that enhances the browse and purchase journeys, and even attempt to bring aspects of the in-store experience online, leveraging tech. The MMA report provides an overarching view on consumer behavior shifts as well as identifies challenges that organizations may face as a result of those shifts, with best practices and possible solutions." Key highlights: Landscape: India today has 622 million internet users (8% growth over 2019) and is expected to touch 900 million users by 2025. With affordable data prices, consumers are increasingly becoming more “digital”. The online retail market is set to become 3 folds in the next 4-5 years, majorly driven by under-penetrated categories like grocery, education, and health. Voice, Video, and Vernacular: Though voice is at a nascent stage Indians are leapfrogging on Voice adoption; the market is expected to grow by 40% by 2022. Not just on Google Assistant, voice is rapidly growing as a preferred medium of input across Search and YouTube. Online video spends have seen the highest growth rate of 46% in 2020, as compared to other media channels. Online content consumption grew 35% post COVID, with a total growth of 13% in time spent on OTT from January 2020 to January 2021. Vernacular internet users prefer voice find voice a more natural way of interacting with technology which helps reduces friction. Hindi on voice assistants is the 2nd biggest language globally after English, while Hindi <keyword id="504074" type="General" weightage="20" keywordseo="voice-search" source="Orion">voice search</keyword> queries have seen 400% growth y-o-y. Pre-purchase: Urban internet users are relying on online platforms for product research. 62% of urban users are researching products online before making any purchase either online or offline. 50% of offline shopping across categories involves online product research. Channel Choice: The biggest retail trend is the increasing popularity of the direct-to-consumer or DTC model. D2C brands are witnessing a high number of subsequent funding rounds and strategic sale to incumbents. Working through a middleman can block access to end consumers. Brands with a DTC model can leverage direct relationships through loyalty programs, special discounting and promotions and unique and category-specific shopping experiences. Purchase: Online retail is shifting from electronics to grocery. 73% of customers have purchased through online shopping platforms in the past 12 months. The deciding factors are - 63% on product quality, 55% on price and 55% on product information, return and cancellation policy, and product warranty. There has been an interesting purchase pattern in the consumer journey in the last 3 months where Amazon, Flipkart and Myntra were the top 3 online shopping destinations and <a name="m_-845459193505835215__Hlk80787303">groceries, fashion and health, beauty and personal care were the most searched product categories</a>. Conversational Commerce, Voice Search, Video Streaming and Augmented Reality will also help brands drive their ecommerce strategies.

Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM 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.

India is the 2nd fastest growing market in top 10 countries; will be the 6th largest contributor to ad spends in 2021 globally: 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. 
 
 
 <div type="image" title="TYNY1" msid="73960250" hostid="261"></div>




 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. 
 
 <div type="image" title="TYNY2" msid="73960302" hostid="261"></div>




 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.”

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54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

BI India Partner

GroupM launches supply path optimization initiative to make programmatic buying more transparent

BI India Partner

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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50% consumers are likely to increase their festive spends this year: Report

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Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

BI India Partner

India is the 2nd fastest growing market in top 10 countries; will be the 6th largest contributor to ad spends in 2021 globally: GroupM TYNY Report

BI India Partner

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

BI India Partner

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