2023年印度广告报告
AI智能总结Addressable TV: Fastest Growth Channel Post-Pandemic
Growth Factors:
- Smart TV Sales: 90% of TVs sold were smart TVs.
- Broadband Connections: Increase in broadband connections.
- Content Explosion: Significant growth in OTT content and daily usage.
Key Statistics:
- Addressable TV homes grew from 10 million to 22 million households.
- FIFA viewership reached 11-12 million on CTV, highlighting the adoption of CTV viewership.
- FAST channels like Samsung Ads and The Q emerged.
Benefits and Applications:
- Complementing Linear TV plans with reduced spill-over and incremental reach.
- Targeting niche audiences and conducting store launches.
- Using audience data from ACR devices and geo data partners.
- GroupM launched FCAP, a geo-grid data platform, to target CTV ads based on specific geo-data.
Audience Segmentation:
- New audience segments: Chord Switchers, Chord Shavers, and Chord Nevers.
Future Outlook for 2023
Addressable TV Projections:
- Connected TV households expected to increase from 22 million to 30 million.
- Integration of connected TV planning with linear TV.
- Emergence of household IDs and unified device networks.
- Linear TV becoming addressable.
Emerging Trends:
- More FAST channels from OEMs.
- Potential for "chord shaving" or "chord cutting."
- Enhanced ACR data for better targeting and measurement.
- Hyper-localized and personalized ad creatives.
- Retail media advertising on CTV becoming more effective.
Sports Business: Boom Time
Recent Developments:
- IPL media rights monetized for $3 billion (Rs. 24,000 crore) until 2027.
- Women's IPL secured Rs. 951 crore for 2023-2027.
- BCCI media rights coming soon.
- Digital media gaining prominence.
Future Outlook:
- Increased government budget by 34%.
- Grassroots investments, talent development, and premier leagues.
- Global standards for talent wellbeing and training.
- Team owners expanding overseas.
- Sustained investment in live sports.
Advanced Intelligence to Counter Digital Fragmentation
2022 Highlights:
- Rise of advanced intelligence to address digital fragmentation.
- Marketers adopting automation for efficiency and effectiveness.
- Positive advertising results ranging from 5% to +30%.
- GroupM’s CoPilot driving success in display and video.
Future Trends:
- Competition between AI/ML services and ad platforms.
- Focus on addressable advertising.
- Increasing use of cognitive intelligence and conversational AI.
- Emphasis on first-party data for data-driven marketing.
Privacy-First Leveraging of Data
2022 Developments:
- Introduction of the Personal Data Protection Bill.
- Need for privacy-first data usage.
- Importance of data governance.
- Scrutiny of potential data partners for compliance.
- Rise in data co-ops using decentralized clean rooms and blockchain.
Future Outlook:
- Greater emphasis on data co-ops.
- Increased volumes of rich first-party data.
- Companies becoming publishers.
- Responsible data co-ops becoming more prevalent.
Commerce Becomes All-Pervasive
Influencer Marketing:
- Emergence of influencer marketing as a driver for commerce.
- Multiple DTC brands growing through influencer marketing.
- Large legacy brands adopting always-on influencer strategies.
- Exploration of community-led buying.
Future Trends:
- Influencer marketing becoming integral to marketing strategies.
- Continued growth in influencer marketing budgets.
- Expansion into new categories and markets.
This summary captures the key points and trends discussed in the provided text, focusing on the growth and evolution of addressable TV, the sports business, advanced intelligence, and commerce.
