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Video And Social Are Success Factors In Indian Advertising


Global Marketing News – 21st July 2016

Video and social are success factors in Indian advertising

Digital advertising spend in India has moved dramatically towards video and social media.

After eMarketer predicted that the country’s ad market would pass the 1 billion US dollar mark by 2017, research by IMRB International has shown how spending tendencies have changed in the past four years.

The analysis shows that the largest increase in spend has been seen in video advertising; in 2012 only 5% of budgets were attributed to video, whilst in 2015 that figure had risen to 17%.

Increases were also seen over the same period from mobile, which saw an increase from 7% to 16%, and social media which saw an increase from 10 to 18%.

Display advertising in the country saw a larger drop however, falling from 41% to just 17% of spend from 2012 to 2015.

IMRB pointed to higher internet speed and increased smartphone use as the reason behind the distinct shift in India’s ad spend landscape.

Alibaba holds South Korea event to attract sellers

Alibaba’s Tmall.com has held an event in the South Korean capital of Seoul, that attracted around 1,000 online fashion retailers and brands.

The 600 South Korean brands already on the site are some of the most popular with the estimated 413 million Chinese online shoppers, and the event aimed to attract even more sellers to the platform.

Tmall.com accounted for 76% of all clothing sales online in China last year, making Alibaba’s marketplace a clear attraction for international brands and allowing the company to expand globally.

Meanwhile, Alibaba has opened offices in Melbourne in order to expand its presence in the Australian and New Zealand markets.

Michael Evans, group president of Alibaba, said that the moves into new markets will advance the company’s “global goal of serving two billion consumers”.

Mobile penetration skyrockets in Myanmar

According to the Posts and Telecommunications Department of Myanmar, the country is experiencing a huge rise in mobile penetration.

Due to a 400% rise in SIM cards purchased in the past two years, U Soe Thein, director general of the department has announced that that whilst penetration sat at under 7% in 2012, it has now reached around 90% just four years later.

The telecom revolution has been attributed to the fact that the cost of a mobile phone number fell by around 1,000 US dollars in 2014, with Thein adding that since then the number of people using the internet has risen from 2 million to 39 million people.

Better infrastructure has also been put in place since 2014, with the amount of connected cable rising from under 8,000 km, to 31,000 km.

Yandex.Money launches on Apple Watch

Russia’s largest online payment service, Yandex.Money, can now be used with Apple Watch.

The move means that users can now use the wearable device to top up mobile phones, or transfer money to any account they wish, whilst also being able to check their balance.

Users will also be able to check their Yandex.Money account via the watch in order to view past payments, or add new payment options.

Currently, 12 million Russians use mobile devices to complete payments, meanwhile the Apple Watch holds around 60% of the global smart watch market.

20% to use ad blockers in the UK in 2016

And finally, a survey by eMarketer suggests that more than 20% of internet users in the UK will use ad blockers this year.

This number is up from 10% of internet users using the blocking system in 2014, whilst the results also revealed that the number of those expected to be using ad blockers in the country is expected to rise to 27% by next year.

It was also found, however, that whilst UK users agreed that in order to stop blocking, advertisers would have to make the ads less intrusive, only one third of respondents said that it would help to make adverts relevant.

eMarketer noted that that whilst advertisers move to make ads more targeted online, this might not have much effect on the issue of ad blocking.

Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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