Programmatic Advertising has proven to be a powerful tool for the marketers as it automates all of the processes and helps advertisers to set parameters such as bid price and targeting rules like location, demographics, devices, etc.
The Indian advertising industry has seen a radical evolution from being a small-scale business to a full-fledged industry. The technology growth has led to the development of ads from being printed on papers to being published on the website and viewed by people globally.
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Internet technology is one of the greatest invention by humans which has led to a digital revolution in the world. Advertising is one of the fields that has seen sea-changes in the recent times. In the era of connected world, advertising is witnessing paradigm shift in the way brands connect with audiences. While five years back it was more about getting on the digital platform, trend has changed in the last few years with automation of advertisement process taking over the lead in the sector.
The Internet’s share in total advertising revenue is anticipated to grow twofold from eight per cent in 2013 to 16 per cent in 2018. Online advertising, could jump threefold to Rs 10,000 crore (US$ 1.51 billion) in five years, increasing at a compound annual rate of 28 per cent.
While traditional forms still have a good percentage of loyal followers; online advertising is growing rapidly. Technological development in the country has helped brands to change their mind set and shift their focus to advertise themselves online.
Advertising in India is moving towards online. With over 400 million internet users in our country, online advertising has already made a foothold to target these audiences for brands in our country. Statistics therefore reveal that the growing trend of advertising is leaning heavily on Internet.
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While in a developed world, digital advertising is already witnessing high traction for automation, rest of the world too is catching up with the trend. Programmatic advertising, as it is known, replaces the old method of buying and selling of advertisements directly or through agencies and ad networks. This brings in more efficiency and transparency between the advertisers and publishers.
Programmatic advertising has been already introduced in India by many ad tech companies to bring about a change in the old methods of buying and selling of media. It has proven to be a powerful tool for the marketers as it automates all of the processes and helps advertisers to set parameters such as bid price and targeting rules like location, demographics, devices, etc. This process works through a real-time bidding (RTB) system, by layering the set parameters and the available audience data with less human intervention.
Unlike traditional forms of advertising, programmatic buying is helping brands to reach out exactly to whom it wants to convey the message. Parameters like: gender, interest, location, age group, income bracket etc are letting advertisers reach their desired audience. Plus, it also offers a transparent pricing model to all stakeholders involved.
Programmatic advertising is not the future but the present and is helping brands in our country to go global and make a name in the international market. The benefits of this are innumerable.
Advertising a product or brand online is more effective and efficient as it saves a lot of time. Advertisements get published within a fraction of seconds and is not bound by geographical boundaries. It reaches to consumers all across the globe helping build a global brand name. Ad campaigns are measurable and can be improvised based on its performance past experience. Publishers get to show their readers highly innovative and content related ads which are not annoying or interruptive, enabling them earn more.
Online advertising provides various ways of placing an advertisement on the internet making it more engaging for the consumers. The development of automation in India is helping advertising grow through the means of internet. With the new channels still being introduced, online will soon take over other forms of advertising in India.
By Ashish Shah, CEO and Founder, Vertoz
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