Digital media has metamorphosed the whole advertisement industry, creating constant ripples in the market. Advertisers have started employing digital media to fulfill all their advertising needs as this has emerged as the best way to reach their target audience. Smart phone usage has increased manifold and hence, it has become the ideal option for advertisers to use them as a source to promote the products and services of companies. With consumers becoming more app-driven and gadget-savvy, brands have begun to advertise themselves on the mobile platform for the ease and convenience of their patrons. The year 2014 witnessed phenomenal growth in the digital media segment and 2015 will also observe the same trend owing to the escalating use of digital media platforms like smartphones and related applications by consumers.
As far as 2014 goes, the usage of mobile applications has increased tremendously hence companies invested hugely in developing innovative and user-friendly apps. Usage and sharing of digital content inflated substantially, leading to the development of an industry that specifically focuses on production and distribution of such content. With digital advertising videos gaining popularity, companies started allocating a considerable budget for the same but limited it to a single player. On the other hand, the conventional digital display media like banners saw a decline in interest and video, native (performance) and content platforms witnessed considerable growth, influencing a major chunk of the market.
The year 2015 is sure to observe programmatic buying that people have been talking about. This will take over most of the display spends. Therefore, technology driven agency trading desks and consolidated programmatic buying by clients will experience an upsurge. In the digital ecosystem, programmatic buying simply refers to a broad spectrum of technologies that assist the buying, placement and optimisation of advertising. People usually get confused with this technical jargon. In layman’s terms, it means buying of any advertisement that gets processed through machines.
Besides programmatic buying, 2015 will see a spurt in the usage of digital media solutions by companies. Mobile advertising will achieve a significant breakthrough, influencing and transforming the sphere of advertising to an extent where advertisements on smart phones will surpass any other kind of promotion on digital media. The umpteen advantages offered by mobile advertising like increased consumer engagement with the company, increasing traffic to web pages and reaching customers on the go make it a lucrative mode of advertising for marketers.
Digital media advertising is here to stay as it helps advertisers attract the right audience. From elevating brand visibility to delivering the digital ads to the target audience, digital media embodies various online advertisements that are devised in conjunction with the needs and demands of the market.
The emergence of digital media has brought waves in the advertising sphere, resulting in companies embracing online and digital media solutions for all their marketing needs. In accordance with an observation made recently, the Indian telecom network is growing marvelously due to its high population and development potential. This proves that mobile advertising which is a form of digital advertising has a bright future in the country.
(These are purely personal views of SVG Media co-founder and CEO Manish Vij and indiantelevision.com does not necessarily subscribe to these views.)
