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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>As per the GroupM futures report ‘This Year, Next Year’ (TYNY) 2022, the ad spends are estimated to reach 107,987crs in 2022. </li><li>This represents the estimated growth of 22% for the calendar year 2022. </li><li>India to be the fastest-growing market among the top 10 global markets and retains its 9th rank in 2022.</li></ul>1. Shifts in organization structure &amp; work cultures open up new opportunities The pandemic has fundamentally altered ways of working across industries. We set up a quarterly “new Normal Tracker” in 2020, to understand shifts in consumer habits and behaviour. This tracker identifies the “desire for flexibility” as the primary reason for people to shift jobs. This has resulted in a huge rise in the gig economy, which is slated to grow at a CAGR of over 17% for the next 3 years. This is increasingly common across service industries, including media and advertising. Content creation as a vocation will move towards Decentralized Autonomous Organizations (DAOs). Even if their craft involves the physical world (production, shoots, etc) the next generation of content professionals are likely to find the work culture of DAOs more appealing. Today DAOs are able to hire, collaborate with creators and also pay them entirely within the metaverse. The advent of 5G will further power this trend. This could translate to shifts in business models, with fluid, specialist team structures, measurement- based entirely on outcomes and a revamp of remuneration and recognition models. 2. Consumer sensitivity &amp; sustainability impact brand marketing While the global trend towards sustainability and inclusiveness started a few years ago, this trend has gained tremendous traction in India over the past 18 months. Our “new Normal Tracker” throws up some very interesting insights:<ul><li> Sustainability is a stronger driver than ever before - the Q4 2021 tracker has over 80% respondents agreeing to the statement “I am more aware of the impact my actions have on the environment” – up from 73% in Q4 2020</li><li>81% agreed that the progress being made on gender equality was a “Source of Happiness”</li><li> 78% felt that media platforms &amp; content should be more inclusive of underrepresented communities (LGBTQIA, differently-abled, etc.) and 84% felt that brands need to do more to make their products more accessible to the differently-abled communities</li><li>We have also seen a marked rise in interest and conversation around Plant-based proteins, electric vehicles and a more sustainable lifestyle overall</li></ul> This has translated to brands and marketers placing a great deal of focus on sustainability &amp; inclusion – be it in terms of Carbon credits, recycling, use of ethically sourced ingredients and supporting inclusivity through actions and messaging This has implications for media as well, with a focus on sustainable or Carbon-neutral media plans. We will see increased use of Carbon Calculators which identify the elements of a media plan where carbon needs to be offset. This is in line with shifts we have already seen in markets like the US and UK and will involve strong partnerships between agencies &amp; media owners to drive this. Inclusivity and sensitivity will also play a stronger role in the choice of media platforms and influencers going forward 3. The next generation of digital experience will be driven by decentralization The Web3.0, Metaverse and NFTs are all making headlines with pundits and promoters using these terms to communicate visions of a decentralized and virtual-first future. Fundamentally, these emerging technologies are harbingers of a developing cultural shift that may unfold over the next decade as a generation of consumers who live primarily in virtual worlds comes of age. Web 3.0 is the next stage of the web evolution that would make the internet more intelligent or process information with near-human-like intelligence. In Web 3.0 - users won’t distinguish between physical &amp; digital experiences. They will expect work, friends, goods, and experiences to be connected virtually. This interconnected, live, persistent virtual world is also popularly known as the Metaverse. Brands would start leveraging this virtual world as well as components powering the virtual worlds to build brand experience &amp; assets, drive the consumer to connect, associate with the cause, build loyalty, own a moment or drive real or virtual sales. The new virtual world will also come with its own challenges and learning curves for the ecosystem. We helped three of our brands to participate recently in the first Metaverse wedding and integrate brand experience and narrative. 4. Privacy-first leveraging of data to build stronger consumer connections On January 25, the Google Chrome team announced that they were replacing the FLoC Privacy- Preserving API proposal with a new “Topics” API proposal, which presents an updated approach to supporting interest-based advertising via the Chrome Browser. Google’s pivot from FLoC to Topics indicates a key shift in Chrome's approach to enhancing their privacy-preserving advertising solutions. We believe in a future of multiple privacy-preserving solutions that help create a more responsible advertising ecosystem, including Chrome’s Privacy new initiative – there’s no single solution to manage Cookie deprecation. We have spoken about the importance of first-party data earlier. Marketers have already dialled up focus on first-party data and we see broad-based use cases emerging out of first-party data. The role of panel-based data will grow as it will bring unique and differentiated signals to the mix. Finally, the way the data comes together is evolving in terms of technology and techniques used to combine various signals. We are strengthening our capability in this space and Choreograph will play a significant role in our journey. 5. Commerce becomes all-pervasive, powered by persuasion Across town class &amp; cohorts, powered by KOLs, Content, influencer &amp; Social. We all know about the moment of truth when the consumer encounters the product. But the zero moment of truth today is when he / she encounters the brand experience first through creator / influencer content across platforms. This is actually as much a Tier II &amp; III phenomenon as it is Tier I, as the creator ecosystem from small towns have gained exponential traction. And this phenomenon is driven by three important forces – one is the brand-led focus, driven by the D2C initiatives that brands are undertaking. Second is the community-led commerce which is driven by group buying models that are growing at a great clip and finally, the KOL-led social commerce models which include creator-led content to commerce. Hence overall, commerce as a component of content will become more integral and not just an exception anymore. 6. Transformation of the creator ecosystem Creators will be able to monetize their content directly through platforms like Substack and podcast subscriptions – something that platforms like Spotify are piloting successfully globally. What this will do is to decrease the dependence of the creator on algorithmic advertising models and help them with sustenance even before they hit scale. This subscription based model is a big change from the YouTuber era of advertising based revenue models for creators. In the coming days both these models will grow simultaneously and with synergies. 7. Boom-time for sports business in India 2022 is expected to create history in the Indian sports media rights landscape. IPLs media rights are expected to be announced followed by ICC and BCCIs home series. Improved mobile internet infrastructure and increased consumption of OTT platforms has made this sector extremely competitive and hence also on the driver’s seat for these media rights. Today live sports remain unique and most sort after considering its promise of appointment viewing and sustained audience interest. This has also caught attention of the global private equity players and you can now see the PE money coming into the world of sports in India. We have seen PEs investing in sporting teams, sport leagues and fan engagement initiatives and sports content. This is just the beginning, and we should watch this space very closely. This year esports debuts in the Asian Games, we will have our own India contingent competing and the international level which will keep the audience interest alive and adding to the current base. Last 2 years have seen a massive scale up in the world of gaming. Going forward gaming and esports will see increased investment and physical events will add flavour and excitement to viewer experience and overall product offering. What started in 2021 will continue taking shape in 2022 as well, the world speaks about NFTs, fan tokens and digital collectables passionately. Platforms and rights creators will continue testing different ownership models to determine the optimal balance of fuelling consumer demand and maintaining intellectual rights. There will definitely be a lot of moulding and remoulding but it is only going to make it exciting for brands and open newer avenues for consumer engagement. 8. Advanced Intelligence to counter digital fragmentation With the receding impact of cookies and rising data privacy laws; Advance Intelligence is the saviour in this digital marketing and advertising data explosion. Also, Humans are unable to process the huge amount of marketing and digital data points that are hitting them every second, in volume, variety and velocity. The use of AI and ML will lead to advance data processing capabilities bringing excellence in execution by automating, auditing, reporting and analyzing digital campaigns. Marketers will accelerate the use of the algorithms to find numerous permutations and combinations to deliver performance/ROAS. Customers demand relevance and resonance from the advertising they see. AI-ML will be used to predict personalization. Automated Content Recognition will be required to understand what content works for what audiences to what is trending in the marketplace on all types of public content. 9. Performance orientation powers the full funnel of marketing Performance marketing historically has been attributed to last-mile conversion and metrics. Marketers only focusing on the lower funnel and not appropriate weightage on top and middle funnel; have already seen the performance numbers drying up or not scaling. In 2022, many advertisers will move away from last-click/mile attribution models; and ensure that media money spend on Top and Middle funnel are accounted for performance on how its influences conversions or outcomes. Performance marketing will continue to hold its sway – to convert, conquest in-market audiences; but awareness and engagement spends will have to show the outcomes that lead to that performance. A full-funnel performance marketing approach is more than a campaign. It’s a combination of brand building and performance channels through interlinked teams, measurement systems and joint KPIs. Consumer journeys are not linear anymore, but funnels are. No two customers are the same. Shoppers can enter the funnel at any stage. Through the full-funnel approach, marketers can have one view of their customers – moving from the nascent digital adoption stage to an interconnected multi- moment one – where Life-times Value, Hyper localization, Hyper-Personalization, Federated learnings, New Customer Funnel can be improved. 10. Addressable TV becomes mainstream With Smart TV, TV Advertising will become smart. From smartphones to smart TV’s; the Indian market is seeing a massive shift in how households are replacing their living room colour tv box with internet- enabled Smart TV. Now it’s time for TV advertising to become smart. A sizeable NCCS A household has completely cut the chord, or swap between on-demand viewing and linear feed, hybrid viewing in the new normal. By end of 2022, we expect to have 12% of Indian TV households have a smart TV, truly connected to broadband and watching on-demand broadcast-quality content either freemium, avod or subscription- based. Marketers and Agencies will demand the best combinations of TV and Connected TV plans depending on the targeting. Connected TV advertising plays a big role in ad experience, where 1 or 2 ads are stitched in the steam, unlike Linear that has a longer ad break; which has the risk of losing viewers attention and engagement. Connected TV is the first step in making even linear TV feeds addressable. There is a huge impetus by distributor economy, middleware and tech companies to make linear TV addressable. With the success of Connected TV, broadcasters will have to embrace the tech that offers household targeting on linear feed too. 11. Evolution of offline media organizations with fluid content, formats and new business models The dramatic shift in media consumption behaviour with simultaneous use of multiple screens is leading to a rapid evolution of what used to be known as “Offline media” <ul><li>Growth in the OOH industry will largely be powered by Digital OOH, which is currently ~5% of all OOH but projected to grow to ~ 25% over the next few years. This is further accelerated by the rapid expansion in infrastructure – airports, metros, Tech parks, and the return to mobility.</li><li> Print networks will further leverage their core strength – high-quality content – by expanding their digital presence. Moving beyond web editions and apps, we will see more podcasts and usage of AR in delivering immersive content</li><li> Radio is also undergoing a major evolution with social integration, podcasts, and phygital events. </li></ul>We are also seeing a significant evolution in the business models with outcome-linked accountable deals – while this started with Print, it is now extending to all other offline media

Top 11 trends that would shape the advertising industry in 2022: GroupM TYNY 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>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>Advertising weathered the storm relatively well and will end up declining by 'only' 5.8% on an underlying basis (excluding-U.S. political advertising), a much better expectation than GroupM's June forecast of an 11.9% decline for 2020.</li><li>The nature of the downturn and new consumer behaviors forced businesses to rapidly adapt to e-commerce models, and digital advertising benefitted.</li><li>As such, GroupM has updated its 2021 outlook for the global advertising market from our June forecast of 8.2% to 12.3% growth.</li><li>Each of the top eight markets is expected to grow by nearly 2% and better in 2021.</li></ul>This year will, in some ways, be remembered as more of a mild setback than an industry-changing economic catastrophe for the media business. Despite the grim realities of a global economy that will be the worst since the Great Depression, advertising weathered the storm relatively well and will end up at declining by “only” 5.8% on an underlying basis (excluding-U.S. political advertising). This is a much better expectation than our June forecast of an 11.9% decline for 2020, but still a sharp fall from 2019’s 8.7% growth rate. To simplify, the nature of the downturn and new consumer behaviors forced businesses to rapidly adapt to e-commerce models, and digital advertising benefitted. This is the new baseline from which e-commerce is expected to keep growing and, along with it, performance-based marketing. As such, GroupM has updated its 2021 outlook for the global advertising market from its June forecast of 8.2% to 12.3% growth. Looking at the eight largest markets—the U.S., China, Japan, the U.K., Germany, France, South Korea and Canada—we expect seven of them to see declining growth of nearly 2% and worse in 2020. The exception is China where we expect a rate of growth in China at 6.2%. The good news, though, is we expect all these countries to show growth in 2021: 11.8% in the U.S., 15.6% in China, 12% in Japan, 12.4% in the U.K., 4.6% in Germany, 7.2% in France, 1.6% in South Korea and 15.1% in Canada. Here’s the industry overall forecast: - Advertising weathered the storm relatively well and will end up declining by “only” 5.8% on an underlying basis (excluding-U.S. political advertising), a much better expectation than our June forecast of an 11.9% decline for 2020. The nature of the downturn and new consumer behaviors forced businesses to rapidly adapt to e-commerce models, and digital advertising benefitted. - As such, GroupM has updated its 2021 outlook for the global advertising market from its June forecast of 8.2% to 12.3% growth. - Each of the top eight markets is expected to grow by nearly 2% and better in 2021. Understanding that context, here are the six key takeaways from This Year, Next Year: Global 2020 End-of-Year Forecast Report: 1. Digital advertising is expected to grow by 8.2% during 2020, excluding U.S. political activity. This follows nearly a decade of double-digit growth, including the last six years, when it was better than 20% globally. - Digital advertising for pure-play media owners like Amazon, Facebook, Google, etc., should be 61% of advertising in 2021. This share has doubled since 2015 when it was only 30.6%. - By 2024, we estimate digital advertising will have a 66% share globally. 2. Television advertising will decline by 15.1% excluding U.S. political advertising, before rebounding to grow 7.8% next year. - Digital extensions and related media, including advertising associated with traditional media owners’ streaming activities (primarily on connected environments), will grow 7.8% this year and 23.2% next year. 3. Outdoor advertising is estimated to decline by 31% during 2020, including digital out-of-home media. Next year should see a partial rebound, with 18% growth. - Beyond 2021, we expect outdoor advertising to grow by low- or mid-single digits and generally lose share of total advertising; however, we do expect larger brands generally to allocate more of their budgets to the medium. 4. Cinema is newly separated in our global forecast for markets where data could reasonably be estimated. The global sector likely generated less than $3 billion during 2019 and likely fell more than 75% during 2020 given the absence of major studio releases in most markets around the world. 5. Print advertising, including newspapers and magazines, is expected to decline 5% for the year, a significant acceleration over the high-single-digit declines of recent years. However, those single-digital declines should resume following an economic recovery. 6. Audio advertising is likely to decline by 24% during 2020 as advertisers disinvest, in part, because of the medium’s dependence on away-from-home activities, such as driving. Digital extensions, including streaming services from terrestrial stations and their digitally-oriented competitors and podcasts, still attract relatively small audiences of a few billion, but help make the broader medium more appealing to marketers.

Global advertising expected to grow by 12.3% in 2021: GroupM's TYNY forecast

Top 10 trends that would shape the ad industry in 2021: GroupM TYNY report

<ul><li><keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> in its mid-year TYNY forecast has said that global advertising is expected to grow by 19% (excluding US political advertising) during 2021, a significant upward revision from expectations held at the time of its prior publication at the end of 2020.</li><li>This represents a level of ad revenue that is 15% higher than 2019, as 2020 only experienced a 3.5% decline on GroupM's revised estimates.</li><li>Television is now expected to grow by 9.3% in 2021 whereas the report now forecasts 26% growth for all forms of pure-play digital media s compared to the 15% at the time of the report's December update.</li></ul>In what comes as a good news for the global advertising industry, GroupM in its current edition of its annual This Year, Next Year report has significantly raised its global advertising forecasts. "In total, we expect global advertising to grow by 19% (excluding US political advertising) during 2021, a significant upward revision from expectations we held at the time of our prior publication at the end of 2020. This represents a level of ad revenue that is 15% higher than 2019, as 2020 only experienced a 3.5% decline on our revised estimates. High growth should persist for the foreseeable future, too. Our new forecasts now extend to 2026 and show a compounded annual growth rate (CAGR) of 6.3% between this year and then," the report stated. The report now expects global advertising, including US political to exceed $1 trillion in 2026, up from $641 billion in 2020 and $522 billion in 2016. Of note, concentration within the industry has increased over this time: in 2020, the top 25 media companies represented 67% of total advertising revenue. That same group of companies accounted for 42% in 2016. Here are some other highlights from the report: Concentration within the industry has increased over this time: in 2020, the top 25 media companies represented 67% of total advertising revenue. That same group of companies accounted for 42% in 2016. Several markets should see better than 20% growth, including the U.K., Brazil, China and India. Many others will rise by the high teens, including Canada, Australia and the U.S. Here are four areas that were considered: <keyword id="169310" type="PERSON" weightage="20" keywordseo="digital-advertising">Digital advertising</keyword>: The report now forecasts 26% growth for all forms of pure-play digital media versus 15% at the time of our December update. Expectations for other years are also raised, although to a lesser degree. Television advertising: Television is now expected to grow by 9.3% in 2021, an improvement from its prior 7.8% expectation. Beyond this year, the report says it expects low single-digit growth for the broadly defined medium, including what the report calls Connected TV+ (the document has a sidebar that details how we are defining Connected TV+). The report estimatea that globally Connected TV+ inventory accounted for $16 billion in media company ad revenue, up by 25% over 2020 levels. It anticipates Connected TV+ ad revenue will grow to $31 billion globally by 2026. Audio advertising: Expectations for audio were raised significantly in this update, with a forecast now at 18% growth rather than December’s 8.7% level. However, following 2020’s 27% decline, even with these revisions, GroupM do not expect the medium to return to 2019 levels any time soon. OOH advertising: <keyword id="453279" type="UNKNOWN" weightage="20" keywordseo="Outdoor-Advertising">Outdoor advertising</keyword> should fare well, growing by 19% in 2021. Although the TYNY 2021 forecast represents a slightly slower pace of growth than anticipated in December, 2022 expectations are now slightly higher than before. Longer-term, OOH is benefitting from growing interest in the medium and is aided by new digital formats that allow for incremental sources of demand to emerge. Print advertising: The report forecasts that newspapers will decline by 0.6% in 2021 and then continue to fall by 3.6% on average from 2021 through 2026. Magazines should decline by 2.2% in 2021, with another 4.9% decline over the next five years.

Global advertising to exceed $1 trillion in 2026: GroupM's mid-year TYNY forecast

<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>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024. Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India: Neena Dasgupta, CEO and Director, Zirca Digital Solutions: The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. Harshil Karia, Co-founder and Managing Director, Schbang: I think two big trends will dominate marketing: 1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. 2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." Prashant Puri, Co-Founder &amp; CEO, AdLift: We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint. We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India. Chandni Shah, Founder and COO, Kinnect: The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a>%. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. Hareesh Tibrewala Joint CEO of Mirum India: Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce Harsh Shah, EVP, Business- North and West, Dentsu Webchutney: 2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling. With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth. Shradha Agarwal, COO and Strategy Head- Grapes: In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines. Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users. Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially. Raman Mittal, CMO and Co-Founder, TO THE NEW: I believe the dominant trend of 2022 will be Contextual Targeting. Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies. But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena. Mohit Gyanchandani, Head, media planning and growth, DCMN India: For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience. We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting. This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry." Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech: Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P. Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers. Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI. Shivani Kamdar - Associate Creative Director, SoCheers: 2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand. One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them? Dia Kirpalani, VP, Head of Strategy, Blink Digital: As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value. To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate. Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value. Rahul Nanwani, Co-founder &amp; CEO of ImageKit: It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.

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