| From the desk
of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address: 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India. |
| Volume: XVII |  |
August, 2008 |
In these hyper charged times where news comes in as fast as it becomes
outdated, we need a source that can keep track of what matters to us. At
ZenithOptimedia we have created Wavelength to apprise all of us of the happenings
in three areas i.e. 1. Trends in Digital, Retail, OOH, Consumers and
the International Advertising 2. Media & Advertising Research 3. Environment
Also included here are innovations and news that ZenithOptimedia is making
across its network globally, under three sections 1. ZO Zone 2. Fast Forward
3. Touchpoints.
Simply click on any of the sections on our snazzy control panel and you
will have the latest updates at your fingertips. Wavelength will reach you
in the first week of every month so that you have information that leads
to insights.
Drop in a mail at pchandra@zenithoptimediaindia.com with your suggestions
and comments.
Media & Advertising Research Watch
9. IAMAI and IMRB estimate the Indian online banner advertising market to reach Rs 235 crore in 2007-08 – Aug 27
A report
by the IAMAI and IMRB International on the online banner ad market in India
estimates the size of the online banner advertising market in 2007-08 to be
Rs 235 crore; the market is expected to grow by almost 49% to Rs 350 crore
by the end of 2008-09. Of the categories of advertisers, the BFSI (banking,
financial services and insurance) category makes up 25% of the banner
advertising pie. The other major categories are auto, FMCG (fast moving
consumer goods) and consumer durables. The education category is expected to
show the fastest growth from 4% to 7%. The report also shows that the online
banner ad spend per Internet user is only about $1.20 (Rs 52.50), which
could be $1.60 (Rs 70) by the end of the year. The low ad spend on banners
could also be attributed to the increased spends in other forms of online
advertising, such as social media. The report reveals that people are
increasingly noticing online banners. In 2006, 56% of the active Internet
users clicked on an online ad. In 2007, this figure was 80%.
Source:
Agencyfaqs
10. BRIC countries are more driven to surf for entertainment content on mobile internet – Aug 18
According
to a report by Nielsen on the mobile internet usage in BRIC countries, these
countries are more driven to entertainment content compared to the US and
the European markets.
The
report shows that the top five mobile site categories in India are games
(visited by 38% of mobile Internet users); email (33%); entertainment (21%);
music (18%) and sports (15%).
The report
also shows that mobile Internet penetration in India is 1.8%, with the US
having the highest penetration at 15.6%, while China stands at 6.8%. The
figure refers to the number of mobile users who have accessed mobile
Internet at least once, and does not include web based email and instant
messaging. In the US and Europe, broad access to media and entertainment has
been available for decades through a large fixed distribution
infrastructure, and more recently in specialised devices such as iPods, to
meet consumers’ entertainment needs. Users in the growing BRIC markets have
not had the benefit of broad based content distribution, thereby limiting
their exposure, and thus fill the service gap by embracing the mobile’s
transition into a personal entertainment platform.
Source:
Agencyfaqs
AdEx Findings
11. TV ad
volumes of the Biscuits Category grew by 25% during H1 2008 compared to H1
2007.
Source: Indiantelevision
12. TV
advertising of
Confectionaries
Sector saw
8% growth during H1 2008 over H1 2007.
Source:
Indiantelevision
13. Print
advertising of Two Wheelers decreased by 30% during H1 2008 compared to H1
2007.
Source: Exchange4media
14. Mobile
Phone Category witnessed a dip of 45% in print advertising during H1 2008
compared to H1 2007, while
TV ad
volumes of Mobile Phones grew by 27% during
H1 2008
compared
to H1
2007.
Source: Exchange4media, Indiantelevision
15. Print
ad volumes of the Oral Hygiene Category saw a 38% drop during H1 2008
compared to H1 2007, whereas it saw a 5% rise in TV advertising during H1
2008 compared to H1 2007.
Source: Exchange4media, Indiantelevision
This tracker has been compiled from external sources and
does not necessarily reflect the views of the company.
Links provided will take you to the full articles appended at the end of
the file.
© 2008 Zenith Optimedia.
Full Articles
9. Online banner ads to be worth Rs 350 crore in 2008-09: IAMAI
Agencyfaqs
August 27, 2008
The Internet and Mobile Association of India (IAMAI) has estimated the size of the online banner advertising market in 2007-08 to be Rs 235 crore; it expects it to grow by almost 49 per cent to Rs 350 crore by the end of 2008-09. This study is part of a report released by the IAMAI and IMRB International on the online banner ad market in India.
Of the categories of advertisers, the BFSI (banking, financial services and insurance) category makes up 25 per cent of the banner advertising pie. This share is expected to grow to 26 per cent by the end of the year. The share of the online publisher category is 25 per cent and expected to come down to 23 per cent. The share of the IT and telecom category is expected to remain constant at 13 per cent.
The other major categories are auto, FMCG (fast moving consumer goods) and consumer durables. The education category is expected to show the fastest growth from 4 per cent to 7 per cent. This is possibly because this category targets the youth segment.
The report also shows that the online banner ad spend per Internet user is only about $1.20 (Rs 52.50), which could be $1.60 (Rs 70) by the end of the year. This figure is quite low as compared to global standards and shows that the ad spends in banner ads are not keeping pace with the growth in Internet users.
The low ad spend on banners could also be attributed to the increased spends in other forms of online advertising, such as social media. In the UK, the online ad spend per user is $188, and in the US, it is $143. The report reveals that people are increasingly noticing online banners. In 2006, 56 per cent of the active Internet users clicked on an online ad. In 2007, this figure was 80 per cent. Computed on a base figure of 15.4 million, this implies that 12.3 million people clicked on an ad in 2007.
Further dissecting the behavior of these users, the report shows that after seeing these ads, 41 per cent of the users looked for information on job sites, 35 per cent visited education and training sites and 27 per cent looked for information on investments.
Some of these ads were converted into purchases. Around 4.3 per cent bought hotels and holiday packages, 3.8 per cent acquired loans from banks and 1.4 per cent bought computers, laptops, printers or scanners. Referring to the attitude of the Internet users towards online ads, the report reveals that 65 per cent of the users are less likely to buy a product after seeing an online ad. Around 65 per cent said they don't like clicking on online ads as they are distracting and 58 per cent said they usually ignore online ads.
The findings of the report
are based on an annual survey of 65,000 individuals and 12,000 households in
30 cities in India.
10. Entertainment most popular on mobile Internet in BRIC countries: Nielsen
Agencyfaqs
August 18, 2008
Research firm Nielsen has released a report on mobile Internet usage in BRIC (Brazil, Russia, India and China) countries. The report shows that compared to the US and European markets, where mobile Internet is used mostly for information and news, BRIC markets are driven to entertainment content.
The report shows that the top five mobile site categories in India are games (visited by 38 per cent of mobile Internet users), email (33 per cent), entertainment (21 per cent), music (18 per cent) and sports (15 per cent). In China, entertainment (55 per cent) tops the list, followed by games, music, news and politics, and business and finance. In the US and Europe, users are more interested in email, weather, search, news, sports and city guides.
The report also shows that mobile Internet penetration in India is 1.8 per cent, the lowest in a list of 10 countries. The US has the highest penetration at 15.6 per cent, while China stands at 6.8 per cent. The figure refers to the number of mobile users who have accessed mobile Internet at least once, and does not include web based email and instant messaging.
Commenting on the report in an official communiqué, Jeff Herrmann, vice-president of mobile media at Nielsen, says, “In the US and Europe, broad access to media and entertainment has been available for decades through a large fixed distribution infrastructure, and more recently in specialized devices like iPods, to meet consumers’ entertainment needs. Users in the growing BRIC markets haven’t had the benefit of broad based content distribution, thereby limiting their exposure, and are filling the service gap by embracing the mobile’s transition into a personal entertainment platform.”
Herrmann adds that mobile
Internet fills an important gap in homes and schools in countries such as
India, where PCs are not easily accessible.
11. Snapshot of Biscuits category advertising on TV during H1 2008
Indiantelevision
August 26, 2008
· TV ad volumes of Biscuits category grew by 25 per cent during January-June 2008 compared to January-June 2007.
· 'Parle Products Pvt Ltd' leads in advertising of Biscuit brands on TV during H1 2008.
· 'Sunfeast Golden Bakery' topped the chart of new brands of Biscuit advertised on TV during H1 2008.
· 'Shahrukh
Khan' topped the chart of Celebrities endorsing Biscuit brands on TV during
H1 2008.
12. Overview of Confectionaries sector advertising on TV during H1 2008
Indiantelevision
August 19, 2008
· 8 per cent growth in TV advertising of Confectionaries sector during H1 2008 over H1 2007.
· 'Chocolates' sub category garnered a high advertising share of 42 per cent on TV during H1 2008.
· 'Cadbury India Ltd' was the top advertiser under Confectionaries sector on TV in H1 2008.
· 'Boomer
splash' was the most advertised new brand under Confectionaries sector on TV
during H1 2008.
13. Overview of Two Wheelers advertising in Print during H1 ‘08
Exchange4media
August 01, 2008
· Print advertising of ‘Two Wheelers’ decreased by 30% during H1 '08 compared to H1 '07.
· ‘Motorcycle' garnered a high share of 71% of 'Two Wheelers' advertising in Print during H1 '08.
· ‘TVS Motor Company' was number one advertiser under 'Two Wheeler' category in Print during H1 '08.
· ‘TVS Motor Company' was number one advertiser under 'Two Wheeler' category in Print during H1 '08.
· ‘Two Wheelers’ advertising skewed towards Non Metro Newspapers during H1 '08.
14a. Snapshot of Mobile Phone Advertising in Print Jan-Jun ‘08
Exchange4media
August 08, 2008
· Mobile Phone category has witnessed a dip of 45% in Print advertising during H1’08 compared to H1'07.
· West and South Zone leads with an equal advertising share of Mobile Phones in Print during H1'08.
· 'Nokia Corporation' rules in advertising of Mobile Phone brands in Print during H1'08.
· 'Spice S-585' topped the chart of new brands of Mobile Phones advertised in Print during H1'08.
·
Sales
Promotional ads garnered a high share of 70% of total Mobile Phone ads in
Print during H1 '08.
14b. Snapshot of Mobile Phone Advertising on TV January-June 2008
Indiantelevision
August 05, 2008
· TV ad volumes of Mobile Phones grew by 27 per cent during January-June 2008 compared to January-June 2007.
· 3/4th of Mobile Phone advertising were on National channels during H1 2008.
· 'Nokia Corporation' is way ahead of other advertisers of Mobile Phones on TV during H1 2008.
· 'Nokia N82' topped the chart of new models of Mobile Phone advertised on TV during H1 2008.
· 'Shahrukh
Khan' was the top celebrity endorsing Mobile Phones on TV during H1 2008.
15a. Overview of Oral Hygiene brands advertised in Print during H1’08
Exchange4media
August 14, 2008
· 38% drop in Print ad volumes of Oral Hygiene category during H1 '08 compared to H1 '07.
· ‘Tooth Pastes’ sub category garnered a high share of 47% of overall Oral Hygiene category advertising in Print during H1 '08
· ‘HUL' was the top advertiser under Oral Hygiene category in Print during H1 '08.
· ‘Pepsodent Decay Protection' was the top new Oral Hygiene brand advertised in Print during H1 '08.
·
High
advertising share of Oral Hygiene category on Non Metro Newspapers during H1
'08.
15b. Overview of Oral Hygiene brands advertised on TV during H1 2008
Indiantelevision
August 12, 2008
· Five per cent rise in TV advertising of oral hygiene category during January-June 2008 compared to same period in January-June 2007.
· 'Tooth Paste' garnered a high share of 64 per cent of overall oral hygiene category advertising on TV during H1 2008.
· 'Colgate Palmolive India Ltd' was the top advertiser under oral hygiene category on TV during H1 2008.
· 'Pepsodent Decay Protection' topped the chart of new brands of oral hygiene advertised on TV during H1 2008.
· High advertising share of oral hygiene category on regional channels during H1 2008.