Advertising
Digital media growth to take Indian ad market size to Rs 1.2 lk cr in 2024
The Indian advertising market is predicted to grow 11.8% in 2024, reaching ₹1,22,155 crore, primarily driven by digital media. Traditional media ad revenue is expected to grow 8.4% to ₹64,398 crore, while digital media is expected to grow faster at almost 16% to reach ₹57,757 crore. India's traditional media market share is twice that of global and APAC size. However, digital's share of total ad spends could reach 50% by 2026.
It's four more Lions for team India at Cannes
Indian contingent at Cannes Lions 2024 won silver and bronze Lions. Tgthr/ Reckitt's Harpic Loocator and Leo Burnett India's Lay's campaigns received silver Lions in the 'Glass: The Lion for Change' category.
As new ad regime dawns, cos make over 5K avowals
Marketers in India have started implementing the self-declaration certificate (SDC) mandate for new ads since June 18. The ministry of information and broadcasting (MIB) directive mandated that all new print, TV, digital, and radio ads must have an SDC generated through the Broadcast Seva portal for TV and radio and the PCI for print and digital ads from June 18. While the SDC mandate is challenging for advertisers, it will not hinder the rollout of new ads. Brand marketers have generated over 5,000 SDCs for new print and internet ads through the Press Council of India's website.
Disney+ Hotstar introduces pause ads on CTV
Disney+ Hotstar introduced 'pause ads' exclusively for its Connected TV feed, making it the first platform in the country to offer this feature. The move aligns with their commitment to innovative advertising solutions Early adopters include Marico, Mondelez, and ITC, with positive feedback from users pausing content multiple times daily for short durations. The feature will integrate ads into user-initiated breaks to enhance brand engagement without disrupting viewing experience.
SC mandate may halt fresh Ad releases
The Advertising Standards Council of India (ASCI) has urged advertisers and broadcasters to refrain from releasing new advertisements between June 18 and July 9, awaiting clarity from the Supreme Court on the self-declaration certificate (SDC) mandate. The Ministry of Information and Broadcasting (MIB) has instructed advertisers to submit SDCs before publishing, airing, or displaying new ads from June 18 onwards. Existing advertisements can continue to run, as SDCs are only required for new ads.
D2C brands reduce ads amid complaints about misleading claims
Honasa Consumer, owner of Mamaearth, has reduced influencer posts after being named the biggest violator of advertising content for FY24. Other D2C players like HealthKart, FirstCry, and Lenskart were also noted as violators. ASCI's report highlighted misleading claims and promotion of harmful products as common violations.
Self-declaration on ads should be done by June 18: MIB to media
The Ministry of Information and Broadcasting meeting with advertising and media bodies ended in a stalemate over the implementation of the self-declaration certificate mandate by June 18, citing a Supreme Court order.
India-Pakistan clash could fetch $4,800 a second as cricket makes US push
India vs Pakistan: Global firms are splurging on advertising for the India-Pakistan cricket match in the US. The big encounter is set to take place in New York's Nassau County International Cricket Stadium on June 9, part of the ICC Men’s T20 World Cup, targeting the South Asian diaspora.
MIB calls meeting of media and ad bodies to discuss self-declarations
The Ministry of Information and Broadcasting (MIB) has called a meeting of media and ad industry bodies to discuss the issue of advertisers giving self-declaration certificates (SDCs) for broadcasting and publishing ads on TV, print, digital, and radio from June 18. SDCs will be given to broadcasters and publishers as proof at the time of issuing ads, certifying that their ads do not contain misleading claims and comply with regulatory guidelines.
I&B Ministry calls for self-declaration before ad release
The ministry has introduced a new feature on its Broadcast Seva portal for TV and radio ads and on PCI's portal for print and digital ads, which will allow advertisers and their agencies to submit a certificate signed by an authorised representative. While directing all broadcasters, publishers, and advertisers to follow the directive diligently, the MIB said that the portal will be activated on June 4.
Must Watch
Indian advertisers in a fix over budget for ICC T20 World Cup
"The IPL is well-established and timed to perfection to Indian summers and the start of the financial year. ICC World Cup is trying to play catch up Post-Covid," said Navin Khemka, chief executive of the media buying group GroupM-backed EssenceMediacom, which represents Google, Adidas, Airtel and Flipkart. He said advertisers' "response could be subdued in June".
Disney Star onboards 19 sponsors for ICC Men's T20 World Cup 2024
Disney Star announced 19 sponsors for the ICC Men’s T20 World Cup, including Dream 11, Maruti, and more. The tournament, starting on June 1 and featuring 20 teams, will have 55 matches played across the US and West Indies. Matches will be broadcast on Star Sports and streamed for free on Disney+ Hotstar.
Beware! Misleading ad-game tricking Indians rather than offering ‘Umeedo Wali Dhoop’?
Advertisements have left a lasting impact over the years, from Amul's iconic "Utterly Butterly Delicious" to Cadbury's memorable ads. However, misleading claims in ads, especially in the digital space, are increasing. ASCI found that 81% of the 8,299 ads evaluated in 2023-24 were misleading. Social media influencers often promote products without proper regulation. Technological advancements and ethical guidelines are needed to ensure transparency and authenticity in advertising, to maintain consumer trust and loyalty.
Advertisers in a state of doubt over T20 World Cup
Advertisers are grappling with whether to put their money solely on India's matches, particularly the eagerly awaited clash with Pakistan, or buy non-India games as Disney Star strives to sell a bulk of its ICC Men's T20 World Cup TV ad inventory.
TV broadcasters hope ad revenues to bounce back in FY25, expect flat or degrowth in FY24
Top broadcasters like Star India, Sony Pictures Networks India, Zee Entertainment, and Sun TV Network saw ad revenue remaining flat or shrunk in FY24 due to the exit of new-age advertising and the shift of ad dollars to digital due to free cricket streaming by JioCinema and Disney+ Hotstar.
How Google and Meta's Ad transparency reports reveal—and conceal—political Ad spend
Despite abundant data, Google and Meta’s ad transparency reports often obscure more than they reveal. While intended to enhance transparency, critics argue they create an illusion of openness, complicating the analysis of political ads and raising concerns about content moderation.
