#Digital #Media in #India has been growing at an average of 28% and is expected to grow at around 30% for the next 5 years.
The reduction in data cost due to the intense competition unleashed by Jio has resulted in increased consumption of data across the breadth and length of the country
This rapid reduction in cost has resulted in the below 3 major changes
1..Internet has overtaken TV as the primary media channel in India with the time spend on smartphones daily becoming equal to the time spend on TV on a weekly basis
2..Video streaming has grown from 2 min/day in Q2 of 2014 to 18 minutes/day in Q4 of 2016..And this has gained further momentum with growth at 336% as per Nielsen Smart app report
This tremendous growth has been driven by increase usage of existing customers and new customers taking to data in a big way
This is also resulting in shift of the users from messaging apps to other utilities like video streaming prompting huge growth plans for all the OTT platforms which have already started identifying means to create original content for digital alone
Two of the key factors that are still preventing shift of advertising revenue in a big way to the digital medium are below
1.Lack of credible third party measurement systems to compare efficiency of the medium
2..Acurate measurement methods to measure reach ,Frequency and GRP of any campaign
These problems are expected to be solved with the introduction of BARC digital ratings in partnership with Nielsen
The initial products which are likely to be launched are #EKAM Pulse and #EKAM Beam and #EKAM Stream
Ekam Pulse will measure digital video advertisements across web and mobile
Ekam Beam will measure linear television content viewed on digital devices
Ekam Stream will measure non linear and pure play digital video content on digital devices
This will enable measurent of ROI for digital campaigns
Globally 2017-18 is expected to be the year in which worldwide digital media spends will overtake tv spends..
We will need to wait and see if the same happens in India too in 2017-18
