Focusing on technology and customization, "digitalization" and "mobility" are important components of The Advertiser's media. The increase in mobile content consumption is challenging the entire business dynamics, not just marketers and advertisers.
In India, the media and entertainment industries have been the pioneers of growth, even in the digital age.
The steady rise of local live broadcasting and over-live broadcastingthe-top (OTT)
The existence of platforms, global companies, the increase in content management and changes in consumption patterns are all indicators that OTT will stay behind, and some integration will take place before 2020.
Boston Consulting Group recently (BCG)
The report shows that the OTT platform will consume about content by 2021, and the OTT market is expected to reach 5-
Billion mark by 2023
However, the noteworthy shift that marketers and advertisers need to consider will be that, in addition to vernacular and localized content, demand and consumption for voice search and commands will increase dramatically.
According to the results of the January 2019 Global Network Index survey (Q4 2018)
A survey of internet users aged 16 to 64 shows that India is leading the way in this category
Use of voice search and voice commands
China and Indonesia followed closely (
Percentage of Internet users reporting on top economies using voice
Control function).
A study conducted by Nokia confirmed this, suggesting that voice search across India grew by 270.
More and more enterprises provide services through voice.
Activate Assistant
EY's report
Imagine the M & E industry in India, and it is estimated that the total number of video consumers in India may reach about 0. 5 billion by 2020.
As more and more smartphones reach half of their hands
The urban and rural population, coupled with affordable data costs and extensive coverage of the Internet, India will witness an unprecedented boom in entertainment and information demand --driven video-on-demand (VOD)
And live content.
This will include the content of the regional language and more use of voice products.
With this, digital advertising will be moving more and more.
According to the mobile marketing ecosystem report of MMA and GroupM, the global growth of the media advertising spending industry in 2018,2016 was.
However, India's digital advertising spending has increased in fiscal 2018 and mobile advertising spending has increased.
Press stista.
Com, mobile advertising accounted for about of India's digital advertising spending in 2016 and is expected to be close to 62 by 2021.
It is estimated that 100 of digital shoppers in India are millennials, spending more than minutes of streaming entertainment (music+video)
Focus on originality and platform every day --
Exclusive content and internet products to drive OTT players to get more users (
Even supplied by the original equipment manufacturer or the original equipment manufacturer).
This is driven by the support of the programmed ecosystem and the use of data science, which helps companies analyze consumer data trends for users and develop content accordingly.
Introduction to Artificial Intelligence (AI)
There is no doubt that this will help business executives and marketers develop marketing plans.
AI will definitely come in handy in acquiring and managing customers.
This also helps to some extent solve the problem of advertising fraud.
All in all, 2019 will be an exciting year for OTT players and traditional cable networks.
Technology and customization will become the central stage, making "digital" and "mobile" an important part of The Advertiser's media portfolio.
However, the challenge will be to ensure profitability, which is a very difficult task even at the best of times.