DIGITAL TRENDS &

BEST DIGITAL
PRACTICES
 • DIGITAL LANDSCAPE IN INDIA

• OVERVIEW OF ADVERTISING SPENDS IN INDIA

• KEY DIGITAL TRENDS IN INDIA-

A. GROWTH OF MOBILE CONTENT CONSUMPTION IN INDIA
TABLE OF CONTENTS B. CONSUMPTION OF VIDEO CONTENT
C. REGIONAL LANGUAGE INTEGRATION ACROSS CONTENT
D. GROWTH OF E-COMMERCE & DIGITAL MEDIA IMPACT ON SALES

• BEST PRACTICES FOR FMCG BRANDS IN INDIA-

A. PLANNING STRATEGIC DELIVERY ACROSS MARKETS
B. PLANNING FOR VIDEO CONTENT
C. USING MOMENT MARKETING ACROSS PLATFORMS
D. INTEGRATING E-COMMERCE WITH CONTENT DELIVERY
DIGITAL LANDSCAPE IN INDIA
 INDIA – THE MOST DIVERSE COUNTRY

To be the youngest country in terms of demographics

1.32 billon population
by 2020 (avg Age 29)

4 Zones, 29 States & 7 UT

60+ Socio Cultural Clusters Second highest internet usage in the world

22 Major Languages
Huge shifts in content creation, access, & consumption
1,652 Dialects (more dramatic shifts expected in next 5 years)

675 Districts; 5545 Towns;

638000 Villages

Population Source: https://data.worldbank.org/indicator/SP.POP.TOTL

 HENCE A DIVERSE MEDIA CANVAS

35% Internet 100,000+

Penetration News publications across 16 languages

481 Mn Internet
Users 250+ Radio Stations
across
11 different languages

1200+ Mn Mobile
subscriptions 700+ TV Channels with
800 Mn+ Active Users 450+ regional channels

420+ Mn Mobile 65%+ TV Ownership

Internet users
193 Mn TV Viewing HHs
350+ Mn Smart phone users -
India the 3rd largest market 2000 + Multiplex Screens
1500+ Movies released yearly
Population Source: Public Domain
OVERVIEW OF ADVERTISING SPENDS IN INDIA
 INDIA ADEX: 70K CRS.
DIGITAL SHARE @17%. CONTINUE TO GROW @30%
Ad Spend contribution

100% 4% 4% 4% 4% 4%
5% 5% 5% 5% 4%
90% 10% Spends in INR Crs
13% 15% 17% 20%
80%
70%
Media 2015 2016 2017 2018 Est.2019
34% 31% TV 23,022 25,350 27,961 33,577 38,612
29% 25% 23%
60%
Print 16,800 17,472 17,779 17,970 18,368
50%
Digital 4,950 7,300 9,490 12,337 16,038
40%
OOH 2,582 2,750 2,942 3,202 3,536
30%
46% 46% 46% 48% 48% Radio 1,997 2,240 2,419 2,709 3,116
20%
Cinema 408 560 672 806 1,008
10% 49,759 55,672 61,263 70,601 80,678
0%
2015 2016 2017 2018 Est.2019

TV Print Digital OOH Radio Cinema

Source : This Year, Next Year- GroupM Digital Report 2019

KEY DIGITAL TRENDS IN INDIA
GROWTH OF MOBILE CONTENT CONSUMPTION IN INDIA
MORE THAN 77% ACCESS VIA MOBILE
Internet Usage Dominated By Urban Males

300 MILLION MONTHLY USERS

RURAL
=39%
URBAN
= 61%
285 MILLION MONTHLY USERS

1 2

233 MILLION MONTHLY

USERS
FEMALE
= 39%

420 MILLION MOBILE MALE 193 MILLION MONTHLY

= 61%
VISITORS
INTERNET USERS
1 2 SOURCE: MOBILE INTERNET USERS FROM IAMAI,
RURAL/URBAN SPLIT + MALE/FEMALE: ICUBE 2016
APP STATS = FROM COMSCORE, GOOGLE, FB
WHATSAPP BASED ON FEB 2017 ESTIMATE
THE MOBILE USAGE
IN INDIA EQUALS United States
325 Mn
Smart Phone Users
350 Mn
Croatia
4.1 Mn
SnapChat
4/5 Mn

THE OVERALL
POPULATION IN
SOME COUNTRIES
Spain Instagram Brazil – YouTube
31.33 Mn 33 Mn 210 Mn 233 Mn

Japan+Thailand WhatsApp Australia Twitter

200 Mn 300 Mn 24 Mn 22 Mn

11
TRENDS IN CONSUMPTION OF VIDEO CONTENT
YOUTUBE IS NOW INDIA’S #1 CHANNEL

Sources: BARC Monthly Reach; (15-40Yrs) Sep 2017 ; YT : Internal Estimates

13
VIDEO BEYOND YOUTUBE
OTT PLATFORMS ARE EMERGING WITH THEIR DIFFERENTIATED
OFFERINGS

MONTHLY ACTIVE USERS ON TOP OTT

PLATFORMS (MN)
233

60
32 26 20 15 7

Youtube Hotstar VOOT Sony Zee5 Amazon Netflix

prime
UNIQUE VISITORS ON
202 Mn. HOTSTAR RECORDED
DURING IPL 2018

WHILE YOUTUBE WILL CONTINUE TO REMAIN THE CORE TOUCHPOINT FOR VIDEO ADVERTISING, OTT PLATFORMS
SHOULD BE EVALUATED FOR DRIVING INCREMENTAL REACH
PROMINENCE OF REGIONAL LANGUAGE ACROSS
CONTENT
 18% CAGR EXPECTED ON REGIONAL LANGUAGE
INTERNET USERS COMPARED TO 3% ON ENGLISH

Regional language internet users have grown

~500% in 5 years

Source: KPMG
17 – Indian Languages Defining India’s Internet
 68% INTERNET USERS CONSIDER REGIONAL DIGITAL
CONTENT TO BE MORE RELIABLE THAN ENGLISH

Tamil has the highest internet adoption levels Language wise propensity to respond to an
followed by Hindi and Kannada advertisement in local languages than English

Source: KPMG
18 – Indian Languages Defining India’s Internet
GROWTH OF E-COMMERCE & DIGITAL MEDIA
IMPACT ON SALES
 SHOPPING = DIGITAL
ONLINE SHOPPERS EXPECTED TO REACH 3/4TH OF THE
DIGITAL AUDIENCE IN 2 YEARS

Online shopping trends in India Top ecommerce platforms in India

450
Online shoppers
90% (users in mn)
400 79% 80%
78% Amazon 193 85 MN
350 76% 70%
69%
300 63% 60% PayTM 173 76 MN
250 50%
428 Flipkart 159 70 MN
200 397 40%
357
150 300 30% Bookmyshow 56 25 MN
245
100 20%
50 10% Myntra 47 21 MN
0 0%
Jabong 29 13 MN
2018 2019 2020 2021 2022

0 50 100 150 200 250

ECOMMERCE WILL EMERGE AS THE NEW BATTLEGROUND FOR ADVERTISERS

TO DRIVE CONVERSIONS & SALES
47% OF THE TOTAL RETAIL SALES WILL BE DIGITALLY
INFLUENCED BY 2022

21
 E-COMMERCE EXPECTED TO BE 50-55 BILLION USD BY 2021;
FMCG TO CONTRIBUTE 7-9%

ONLINE RETAIL SPENDS (BILLION USD)

PERCENTAGE PENETRATION OF E-COMMERCE

7-9% of total FMCG sales to be driven by Ecommerce

Source: BCG-22Decoding the digital opportunity in Retail

~40% ONLINE TRANSACTIONS FOR FMCG
PRODUCTS ARE BASKET PURCHASES
24
25
BEST PRACTICES FOR FMCG BRANDS IN INDIA
PLANNING STRATEGIC DELIVERIES ACROSS
MARKETS
PRIORITIZING PLANS BASIS MARKETS

Adding all markets in a Creating separate line

single line in a items for different
campaign markets

TEL
MH DEL
MH WB
UP

TN DEL
AP TEL UP
W AP
B

Disproportionate deliveries across key markets Planning Reach & Frequency in markets basis objective

28
PLANNING FOR VIDEO CONTENT
 PLANNING FOR IDEAL REACH & FREQUENCY FOR VIDEO LED
CAMPAIGNS

R&F R&F
Platform Inventory Ideal Duration Goal Awareness Consideration

Trueview 20-30 Seconds Maximize Reach 40-50% @3+ 20-30% @2+

Bumpers 6 Seconds & Views

In Feed <20 Seconds Optimize

Content 40-50% @2+ 20-30% @3+
In Stream
For FB Per Week Per Month

<30 Seconds Top Up Over Top Watched Content

In Stream
FB & YT Basis Gender + Geography + Context

* Levels recommended to drive higher awareness and brand recall – Nielson Study Video Campaigns on YT & FB
THERE IS CLOSE T0 51% DUPLICATION
AMONGST THE TOP 3 VIDEO PLATFORMS
*WOMEN 15-35

Maximize Reach On Youtube

Deploy Sharper Targeting
Implement Retargeting
31
MAXIMIZE REACH ON YOUTUBE
DEPLOY SHARPER TARGETING
IMPLEMENT RETARGETING

Build Awareness Build Consideration

AFFINTY AUDIENCE IN-MARKET AUDIENCE

• Beauty & Wellness
• Beauty Products
• Lifestyles & Hobbies
• Gifts & Occasions
• Media & Entertainment
• Apparel & Accessories
• Shoppers
• Event Tickets
• Travel Buffs
• Gadgets
• Social Media Enthusiasts

32
USE OTT TACTICALLY & FOR KEY PROPERTIES

Reach- 23 Million (Females 15-24) Reach- 12 Million (Females 15-24)

Traction From Top 10 Cities- 65% Traction From Top 10 Cities- 64%
Male:Female Ration- 78:22 Male:Female Ration- 74:26

33
USING MOMENT MARKETING EFFICIENTLY
ACROSS BRANDS & PLATFORMS
 USING MOMENT MARKETING ACROSS PLATFORMS

When consumers
are looking for
• Always On Search
related • Always On Display
information • Always On Remarketing

Build presence Targeting

• Identify Life Stages
• Build Reach During Festivals around moments • Target Basis Behavior
• Use Innovative Formats
• Activate New Platforms occasions / relevant to our • Activate Presence On Key Occasions
new platforms consumers

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INTEGRATING E-COMMERCE WITH CONTENT
DELIVERY
TARGET CATEGORY LEVEL BEHAVIOR ON E-
COMMERCE ACROSS OTT PLAYERS

Consumer
Identification of Commerce Ads on Hotstar
browsing
Segments basis Signals
Behavior on
Flipkart
PLANNING INTEGRATED CAMPAIGNS BASIS PURCHASE
CYCLE
Purchase cycle mapping & Triggers Campaign Type

Reinforcement
Search Compare Purchase

Always on,
Offers,
Discover Trigger - offer / Purchase Launches
launch

Seasonal
Plan Search Purchase

Always on
Demand,
Discover /Plan Trigger - offer Purchase Convenience
THANK YOU