Digital India: Digital advertising to cross Rs 255 billion mark soon

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As per report by CII-KPMG Digital advertising in the country is all set to cross the Rs 255 billion mark by 2020, with a CAGR of 33.5%

“Although the share of digital advertising spend remains low at 12.7% in 2016, it is one of the fastest growing mediums at an expected CAGR of 33.5% (2015- 2020) to cross Rs 255 billion in 2020,” said the Digitization to Drive Marketing Strategies: CII-KPMG report.

“India is one of the fastest growing advertising markets globally with an estimated growth of 15.5% in 2016, driven by a large consumer base and a burgeoning e-commerce industry.

Search and display advertising make the largest share of the total digital advertisement spends in spite of the fact that it is a relatively maturing segment.

“The post-demonetization days have clearly showed how the country is set to leapfrog a few stages to embrace the power of digital.

As per the report, smarter devices, connected devices and hyper relevant rich content will push consumption for the consumer.

Digital consumer’s attention span which used to be 12 seconds in 2007 has now come down to 8 seconds.

The report also mentioned that Advertisers are required to guide their content strategists to focus on short recordings that make a more noteworthy effect on the purchaser’s psyche while holding their consideration till the end.

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Madhurima Goyal, From ITvoir News Desk

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