This is due to the improving digital infrastructure and falling data costs, which will lead to digital consumption becoming mainstream
Advertisers and brands are increasingly creating special digital video ads, and account of this, the spends for the same may grow at 40% compound annual growth rate (CAGR) by 2021, according to a recent KPMG report. The digital video ad spends in 2016 stood at Rs 1,380 crore.
This is due to the improving digital infrastructure and falling data costs, which will lead to digital consumption becoming mainstream.
“The ensuing growth in investment by advertisers, buoyed by the evolution of the audience measurement technologies are likely to continue to drive growth in digital ads over the next five years,” said the report.
This will make digital video advertisement spends the second highest in the digital spends in India.
Ashish Shah, founder and CEO, Vertoz said, “There is no doubt that video is going to rule the programmatic advertising for the next decade. As the report highlights how we create content out of box rather than cluttering the internet space with another run out of the mill video or any other format of online advertisements makes big difference for corporates and programmatic companies like us.”
“The good news is that the pie of rural viewers is increasing due to high penetration of internet, as the much of the GDP is going to come from mini metros and tier-II and tier-III cities, the focus of the brands are also shifting to these cities. This will increase the scope for demand in regional content and the pie of regional advertising or monetizing regional content on our programmatic platforms will increase substantially,” he added.
All this is expected to benefit the over-the-top (OTT) landscape in India which consists of digital platforms such as Voot, Ozee, Netflix, Amazon Prime Video, Hooq, Sun NXT, YouTube, Hotstar, SonyLiv and Viu. The others who will benefit are the content aggregators such as Culture Machine, Qyuki, Nirvana Digital and content creators such as Scoop Whoop, TVF, AIB and others.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Digital video advertising")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}