Younger audience spends 180 minutes on their smartphone compared to 120 minutes on TV every day. So as an advertiser, will you choose TV or mobile,” asks Nitin Bawankule, industry director, e-commerce & media, Google India. The rationale notwithstanding, Indian marketers are still to embrace digital advertising like their western counterparts, where a massive shift is underway. Online advertising in the US is estimated to surpass television spends this year. In contrast, back home, structural challenges like limited Internet penetration and illiteracy spring up when one utters the word ‘digital’. But companies are slowly adopting the idea, driven by increased smartphone penetration and improving connectivity.
Betting on Digital
Growing Internet penetration and smartphone adoption is driving marketers towards digital advertising
Summer wine and salad
Kishore Singh - January 19, 2015
The million-dollar question: Is investing a game of luck or skill?
Shankar Sharma - May 04, 2021
Every crisis is an opportunity, if you are on the right side of equities
Samir Arora - May 04, 2021
Viraj Mehta trusts the toughness and bounce of a company that has seen many trials
Viraj Mehta - May 04, 2021
Safir Anand spots a mid-sized company with the right chemistry and catalytic circumstances
Safir Anand - May 07, 2021