Indian Advertising Industry

01. BRIEF HISTORY
02. UNDERSTANDING ECOSYSTEM
03. REGULATORY BODY
04. MARKET SIZE & SEGMENTS
05. ECONOMIC SCENARIO
06. TRENDS IN INDUSTRY
07. RECENT DEVELOPMENTS
08. IMPACT OF COVID-19

1. ADVERTISING
INDUSTRY
Group –5
Services Marketing –Sec. C
Submitted To : Prof. Ajay Raheja

2. 1.HARSHALMARU-19BSP1034
2.AYUSHLAKHOTIA-19BSP0605
3.BALAJIGAIKWAD-19BSP0637
4.GAURAVGAJARE-19BSP0948
5.KRITEEDAS-19BSP13574
6.AVINASHKUMAR-19BSP0575
7.AYUSHCHOUHAN-19BSP0609
GROUP-5

3. INDIAN
ADVERTISING
INDUSTRY
BRIEF HISTORY01.
UNDERSTANDING ECOSYSTEM02.
REGULATORY BODY03.
04.
MARKET SIZE & SEGMENTS
ECONOMIC SCENARIO05.
06.TRENDS IN INDUSTRY
07.RECENT DEVELOPMENTS
08.
IMPACT OF COVID-19

4. “Great content is the best sales tool in the
world”
-Marcus Sheridan

5. BRIEF HISTORY
1990’s &
NOW
INTERNET 1950’s
TELEVISIONS
1930’s
RADIO
1900’s
PRINT MEDIA
❑Advertisinginthebeginningwasmainlyforinformativepurposes
ratherthanpromotionalreasons.
❑IndianAdvertisingcanbetracedbacktothehawkerswhousedtocall
outtheirwaresusingclevermessagesandslogans.

6. UNDESTANDING
ECOSYSTEM
1.Creatinganadvertiseonthebasisofinformation
gatheredaboutproduct
2.Doingresearchonthecompanyandtheproduct
andreactionsofthecustomers.
3.Planningfortypeofmediatobeused,whenand
wheretobeused,andforhowmuchtimetobe
used.
4.Takingthefeedbacksfromtheclientsaswellas
thecustomersandthendecidingthefurtherlineof
action.
THE WHOLE OF THE ADVERTISEMENT INDUSTRY IS
RUN BY THE ADVERTISING AGENCIES
ROLE OF ADVETISING
AGENCIES

7. WHAT DO AD AGENCIES OFFER?
GRAPHIC DESIGN
CAMPAIGNSPHOTOGRAPHY WEB DESIGN
MARKETING BRANDING

8. 5 TYPES OF
ADVERTISING AGENCIES
3. CREATIVE BOUTIQUES
•Nootherfunctionisperformedotherthan
creatingactualads.
•Smallsizedagencieswiththeirown
copywriters,directors,andcreativepeople.
5. IN-HOUSE AGENCIES
•Asgoodasthefullserviceagencies.
•Bigorganizationprefersthesetypeofin
builtagencieswhichworkonlyforthem.
•Workonthebasisofrequirementsofthe
organization.
2. INTERACTIVE AGENCIES
4. MEDIA BUYING AGENCIES
•Buysplaceforadvertiseandsellsitto
theadvertisers.
•Sellstimeinwhichadvertisementwill
beplaced.
•Schedulesslotsatdifferenttelevision
channelsandradiostations.
•Supervisesthetelecastedads.
2 3
5
1. FULL SERVICE AGENCIES
•Largesizeagencies.
•Dealswithallstagesofadvertisement,fromcollectingdatatopaying
mediabills.
•Usesonlineadvertisements,sending
personalmessagesonmobilephones,etc.
•Theadsproducedareveryinteractive,
havingverynewconcepts,andvery
innovative
4

9. REGULATORY BODY
ADVERTISERS
3. SAFEGUARD
AGAINST HAZARDOUS
PRODUCTS
1.
TRUTHFULNESS
& HONESTY
2. ACCEPTABLE
STANDARDS
ADVERTISING AGENCIES MEDIA
The Indian advertising market as a whole is regulated and controlled by a non-statutory body, the
Advertising Standards Council of India (ASCI). ASCI is a voluntary self-regulatory council
established in 1985. The Board of Governors comprises four members from each of the four sections
connected with the advertising industry:
RELATED SECTORS
Role of the Advertising Standards Council of India (ASCI):
To promote responsible advertising and to enhance public confidence in advertisements.
The council's objectives are:

10. MARKET SIZE & SEGMENTATION
RENEVUE
CONTRIBUTION
•FMCG –30% (Rs. 20,182 Crores)
•E-commerce -10%
•Automotive -8%
•FMCD -6%
•Media & Entertainment -5%
•Telecom -5%
•Retail -5%
•BFSI -5%
•Others -26%
BY INDUSTRY
TYPE :
Indo-Pacific is the second largest regional advertising market in the world, with the
advertising spends reaching a total of 158.3 billion U.S. dollars in 2015, and is
forecast to increase to about 235.5 billion U.S. dollars by the end of 2020.
•Television Media –39%
(Rs. 26,869 Crores)
•Print Media –29%
(Rs. 20,110 Crores)
•Digital Ads –20%
(Rs. 13,683 Crores)
•Outdoor Advertising –6%
(Rs. 4,133.69 Crores)
•Radio Advertising –4%
(Rs. 2,755.79 Crores)
•Cinema Advertising –2%
(Rs. 1,377.89 Crores)
BY ADVERTISING
TYPE

11. ECONOMIC
SCENARIO
TheIndianadvertisingindustry:-
➢Hasgrownatarateof9.4%over2018toreachRs.68,475Croresbytheendof
2019,willgrowby10.9%toreachRs.75,952croresbytheendof2020.
➢TheshareofTelevisionwillremainsteadythrough2020,spendsonPrintwill
declineto27%bytheendofthisyear.
➢FMCGspendslargechunkofbudgetsontelevisionads(61%),whereas,Retail&
AutomotivespendslargelyonPrintAds.
➢BiggestSpendersonDigitalAds:1.BFSI(42%),2.Consumerdurables(28%)and
3.E-commerce(37%).
➢FMCGalsospendstheirlargeshareofdigitalmediabudgetonOnlineVideos
(36%),whereasE-commerce&ConsumerdurablesspendmostlyonPaidsearch&
Socialmedia.
➢DisplayMedia,OnlineVideoandSocialMediaareexpectedtohavethefastest
growthin2020.TheshareofPaidSearchisexpectedtoreducefrom25%to23%
bytheendof2020.
➢Advertisingspendsonmobiledeviceshaveseeminglygrownto41%,isexpectedto
reach52%(Rs.9,042Crores)by2020,mightalsohitthe64%mark,bytheend
of2020.
CURRENT…

12. ECONOMIC
SCENARIO
❑Indianadvertisingindustryisexpectedtogrowat
11.83%CAGRtoreachamarketsizeof₹133,921
croreby2025.
❑AdvertisingspendsonDigitalmediaisexpectedto
growataCAGRof27.42%crossingRs.50000
Croremark,reachingRs.58,550croremarkby
2025yearend.
❑Themajorreasonsforthisgrowthintheindustryis
duetothetechnologicaladvancements,
improvementsindatascienceandanalytics,and
introductionofpoliciesandregulations.
❑Advancementsinmarketingtechnologiesandfusion
ofmarketingcreativityalongwith5Gtechnology
andincreasedadoptiontotheE-commerce,
advertisingindustrywillbecatapultingthedigital
mediaindustrytowardstheRs.58,550crore
milestonebytheendoftheyear2025
FUTURE…

13. FUTURE
FORECASTS

14. Marketing
tools
High Quality
Content
Video &
Content Video
Popularity
AR & VR
Digital
Media
TRENDS IN
INDIAN
ADVERTISING
Message
Personalization
& new
targeting tools

15. Therehasbeenaparadigmshiftinthewaysandmeans
ofadvertisingofcontemporarymethodologies.Recent
developmentinadvertisinginvolvespromotinga
productbyusing:-
RECENT DEVELOPMENTS
IN ADVERTISING
1.ContentAdvertising:
Increasebrandvisibility.Brandshaverealizedthe
valueadditionthathighqualitycontentandhonest
presentationofproductsoffertotheirbusiness.
2.DigitalMarketing:
Everyformofcommunicationhasadigitaltoit.No
communicationintheadvertisingfieldirrespectiveof
themediagetscompletedwithoutadigitaltouchto
thesame.
3.RiseofDigitalAgencies:
DigitalAgencieshavegainedutmostimportanceover
theconservativemediums.DigitalMediaagencies
helpstheproducttogetmorevisibilitythantheones
thathailthetraditionalmethods.

16. IMPACT OF
COVID-19
PROS :-
❑INTERPERSONAL CONNECT
❑EXPANDED SCOPE OF
DIGITAL ADVERTISING
❑INFLUENCER MARKETING
CONS :-
❑PRODUCTION WORK
❑DECREASE IN REVENUE

17. “Idon’tknowtherulesofgrammar…If
you’retryingtopersuadepeopletodo
something,orbuysomething,itseemsto
meyoushouldusetheirlanguage,the
languagetheyuseeveryday,thelanguage
inwhichtheythink.Trytowriteinthe
vernacular.”
-DavidOgilvy

18. THANKS!!!
Followingsourceswerereferredforbitsandpiecesofinformation:
❑BusinessInsiderArticles
❑EconomicTimesArticles
❑DentsuAgeisNetwork2018-19Reports
❑IMARC(IndianAdvertisingMarketReport&Forecast):2019-2024Report
❑RestallcontentwascuratedusingthehelpbitsfromGoogle.