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Digital Media is growing at a tremendous pace in India while Traditional Media such as TV is not going down. What are the aggressive approaches taken by agencies in India and how can these best practices be leveraged across SEA markets?
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A Bioscope into the Digital Growth in India
Rahul NandaCOO & Partner, Webchutney
INTERNET GROWTH IN INDIA
Internet still not about reach!
65 Mn
185 Mn
400 Mn
585 Mn
Source: Juxt Consult, India Online Landscape 2011
Internet
Mobile
Television240 mn
165 mn105 mn
50 mn
Urban
65 Million ‘Active’ internet users in India (+28% from 2010)
• 61 million ‘regular’ users (46 mn urban users, 16 mn rural users)
• Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23)
• Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural)
• Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%
• 73% Male, 27% Female
More about ‘depth’ than ‘spread’
Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’
A marketer’s dream TG!
75%
73%
72%
65%
64%
49%
60%
Urban
Male
19 – 35 years
SEC ‘A’, ‘B’, ‘C’
Employed
Rs.12,500+ MHI
Own an automobile in the HH
Source: Juxt Consult, India Online Landscape 2011
Youth leading the web revolution
Source - Comscore: State of Internet India Demographics, % Figures
Worldwide
Asia Pacific
India
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26
29
35
26
28
40
22
23
16
14
12
6
11
9
3
15-24 25-34 35-44 45-44 55+
Composition of Internet Audience 15+
75%
Top activities on the net
44%
Check general news
47%
joined online
community
62%job search
68%download
music
61%
social networking53
%PC to mobile SMS
56%
IM/chatting
47%
Professional networking
94%
emailing
Source: Juxt Consult, India Online Landscape 2011
74%
web search
Source: Comscore Video Metrix Report, 2011
1.7 B videos viewed in India every month
9.1 B minutes spent on online videos every month
5th largest nation in the world in terms of online video reach
Online video reaches 71% of Indian Internet Audience
• 4 out of 5 internet users ‘shop’ online • (search or buy online)
• 70% increase in online buyers from last year
• Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)
• Most bought ‘non-travel’ products were mobile phones & accessories
(56%), computer hardware and consumer electronics (35% each) and movie tickets (30%). Most bought ‘travel’ products were train tickets (83%) and air tickets (58%)
Online buying picking pace
50 million strong online ‘Shopper’ base
Source: Juxt Consult, India Online Landscape 2011
Top websites 2011
Group Buying/Deals
Source: Juxt Consult, India Online Landscape 2011
E-Commerce
Net-Banking/FinanceTravel
Local language dominates traditional media
Source: TAM | Market: All India
Source: Doubleclick Ad Planner & Juxt Consult, India Internet Landscape 2011
China
• Baidu.com• qq.Com• Taobao.com• Sina.com.cn• Youku.com
Russia
• Mail.ru• Yandex.ru• Vkontakte.ru• Odnoklassniki.ru• Youtube.com
Thailand
• Facebook.com• Live.com• Sanook.com• Hi5.com• Kapook.com
Japan
• Yahoo.co.jp• Fc2.com• Rakuten.co.jp• Youtube.com• Goo.ne.jp
Brazil
• Orkut.com.br• Live.com• Youtube.com• Uol.com.br• Globo.com
What about Online?
India
• Google.com• Facebook.com• Youtube.com• Naukri.com• Bharatmatrimony.com
Still a long way to go… Requires content & interactivity in local languages
Growth of Indian ad industry in last 5 years…
FY 2007 FY 2008 FY 2009 FY 2010 FY 2011
22%
17%
-10%
27%
17%
Source: Pitch-Madison Media Advertising Outlook 2011
A TALE OF 2 TRUTHS
Online population growing and engaged with increased spending
Online spend share of overall advertising budgets ridiculously low
Online spend share is relatively small
Print41%
TV45%
OOH6%
Radio4%
Cinema1%
Internet3%
Source: Pitch-Madison Media Advertising Outlook 2011
But growth is high…
That’s double the growth of ad-spends on TV!
2009 to date, growth in ad spends (CAGR)
19%
20%
21%
22%
42%
Television
OOH
Radio
Internet
Source: Pitch-Madison Media Advertising Outlook 2011
• Leverage the internet for its strength:Frequency and not reachSelective and contextual targetingInteract and engage, not just sell (CRM)
• Beware of its 2 current weaknesses – mass reach, women consumers
What we tell our clients…
MOBILE INTERNET – THE INFLEXION POINT
• 15 years ago, there were more computers in this country than mobile phones
• Today, there are 10 times more mobile phones than computers
Food for thought….
Internet usage on Mobile Phones
All Mobile Users in India304 million (100%)
Urban Mobile Users 158 million (52%)
Rural Mobile Users 146 million (48%)
Use Internet on Mobile Phone Only
0.8 million (0.3%)
Use Internet on PC Only
27.4 million (9%)
Use Internet on Mobile Phone & PC
9.6 million (3.2%)
Use Internet on Mobile Phone Only
0.9 million (0.3%)
Use Internet on PC Only
9.4 million (3.1%)
Use Internet on Mobile Phone & PC
0.3 million (0.1%)
Not use Internet at all
120 million (40%)Not use Internet at all
135 million (45%)
Source: Juxt Consult, India Mobile Landscape 2010
All mobile users using Internet - 15% – 48.4 million
Mobile users using Internet on Mobile Phone – 3.8% – 11.6 million
Mobile web gaining ‘Volume’
30 M App downloads a week in
India
Source: Morgan Stanley, Mobile Internet Presentation, Feb 2011; Industry estimates, Google Indexed query Data
+4X YoY+50X since 2007
Indexed Query growth – Mobile ( top 1000 commercial queries)
8XFaster adoption than PC
web
7.3 B Monthly mobile ad
impressions
Barriers to growth
Lower Device & Data Costs
‘Low entry cost’ will be critical for Mobile / Mobility
Devices to add to the next 100m Internet users
OUR APPROACH TO DIGITAL
Establishing a presence
(Websites)
Acquisition / Traffic Generation (Search & Display Media)
Brand Campaigns & Product launches (micro-sites)
Social Media Presence (FB, Twitter, LinkedIn, Blogs)
Integrated Campaigns & Social Conversations (360 approach, mobile, customer support, reputation management, ecommerce)
1999 – 20052005-2008
2009-2010
2010-2011
2011+
The client evolution
Consumer Journey- Digital
Source: http://www.freshtito.com/2011/06/1090/
WHAT’S WORKED FOR USCase Studies
Jaago Re’s TV campaign and voting website to promote citizens to Vote had already helped to build affinity for the Tata Tea brand. Our challenge was to take the campaign to the next level and initiate a long-term movement that would actually empower people to ‘wake up’ and change India.
Tata Tea - Jaago Re
So we created India’s first Social ‘Change’ Network
Our objective was to reach out to young bachelors and create greater awareness + preference for Bharat Matrimony – India’s number one matrimonial site.
Bharat Matrimony –
Biwi Ho Toh Aisi (My Kind of Wife)
So we created a simple and fun experience on Web + Mobile
Our objective was to leverage brand Airtel’s association with Champions League T20 and use the cricket card to engage and interact with the Target Audience in their natural online habitats during the Airtel Champions League T20, 2010.
Airtel – Real Fans
India’s first Youtube Channel Contest
• Integrated Campaigns ; 360 degree Approach
• Online Promotion meets Offline Activation
• Inclusion of Mobile
• Social Conversations
• Co-creation of Content
• Treat the Internet as an “Individualized” Mass Medium
Key takeaways from our experience
THANK YOU!
For more Creative Showcase visit – www.webchutney.com/playinprogressMy mail id is : [email protected]
