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8/14/2019 Indian Advertising Industry in the Global Market
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INDIAN ADVERTISINGINDUSTRY
Tussling in the
global market
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INTRODUCTION The Indian advertising industry is
talking business today havingemerged as one of the majorindustries and tertiary sectors.
Indian advertising industry todayhas an estimated value of 13, 200-crore with some astonishing piecesof work and creative minds.
Advertising agencies in the country
too have taken a leap from beingsmall and medium sized industries towell known brands in the business.
Indian economy is on a boom andthe market is on a continuous trailof expansion.
The Indian advertising todayhandles both national and
international projects, functionsincluding client servicing, mediaplanning, media buying, etc.
The industry is expected to witnessa major boom in the times ahead.
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INDIAN ADVERTISINGINDUSTRY: The Trend
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The key factors that have contributed to the growthof the Indian advertising industry include:
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Segmentation of advertising spends
Year Print TV Radio Cinema Outdoor Internet
2000 49.0% 39.3% 2.5% 0.5% 8.4% 0.3%
2001 48.4% 40.6% 2.7% 0.4% 7.5% 0.4%
2002 47.2% 41.9% 2.9% 0.7% 7.0% 0.4%
2003 46.6% 43.0% 2.9% 0.7% 6.5% 0.4%
2004 46.3% 43.7% 2.9% 0.6% 6.0% 0.3%
Media Spends as % of Total Ad Spend
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The Indian televisionindustry has grown rapidly,especially since 1991
Growth of the satellitetelevision audience
The television broadcastingbusiness, now has over 300channels covering the Indian
footprint, key reasons beingproliferation of privateplayers and reforms
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Analyzing the globaladvertising industry
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Definite signs of a recovery, afterone of the worst-ever slumps inadvertising.
Print advertising looks more promising
and several US magazines saw adpages increase quite dramatically.
Firms are looking toward technology
as the point of departure for hugereturns.
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Indian ad industry attractingoverseas attention
The Indian advertisingindustry is increasinglyattracting the attention ofmany American companies andcommunication agencies
Worldwide Partners Inc. tiedup with Indian PressmanAdvertising & Marketing Ltd
following repeated enquiriesabout India.
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Most of the enquiries were in thenature of harnessing online solutionslike logo designs, computer science
graphics. Before Pressman came on board as a
full partner in December 2007,Worldwide partnered Image Ads forsome years, thus now having 2
partners in India. Worldwide is focusing on
strengthening its position in Indiaand Korea specifically and AsiaPacific largely.
Good opportunity for pressman toconnect with agencies from acrossthe world in Worldwides network.
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Type PrivateFounded 2004
Headquarters Mumbai, Maharashtra,
India
Key people Mahesh Murthy, Founder &
CEO
Ansoo Gupta, Global Head,
Business
Industry Advertising
Services Internet Marketing, Search
Engine Optimization, Search
Engine Marketing
Employees 130
Website www.pinstorm.com
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Pinstorm is a pay-for-performancedigital marketing firm. Pinstorm isbased out of offices in Bombay, alongwith offices in Singapore, Malaysia,Europe and the United States.
Pinstorm has been selected by RedHerring (magazine) to their list ofAsias 100 hottest companies for 2008
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LINTAS AND PINSTORM TIE-UP
Linta's Media Group is among the largestmedia agencies in India, managing a spendof over Rs1,300 crores on broadcast, print,outdoor and other media for clients likeIdea, Bajaj Auto, Maruti Suzuki, ITC, etc.
Pinstorm and Lintas Media Group haveannounced a significant non-equitypartnership, designed to push clients toperformance-driven media choices
The tie-up was resulted from Pinstormspure adherence to pay-for-performance
which was expected to go a long way inbringing accountability and transparency toinvestments in advertising.
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FACTS AND FIGURES
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CONCLUSION
Indian advertising Industry set to rise -no signs of vertical ad networks:
The Indian advertising industry is expectedto grow 61% by 2010 (with advertising
spend climbing to Rs. 36,731 crores) advertising expenditure in India to increase
from 0.50% of the gross domestic product(GDP) to 0.53% over the next three years.
For every hundred rupees spent by
advertisers, Rs 91 is spent on television andthe print media while the outdoor mediaaccounts for Rs 5. The rest is dividedbetween cinema, radio and the Internet.